Roland Video Equipment: Staying with the Times for 25 Years
By Adam Noyes
Roland video mixers are some of the most popular tools in the live streaming arena, and have been since they began production 25 years ago. Roland recently posted a great look back at how their products have followed the evolving landscape since the companies inception, from their older products all the way to the new V-600UHD.
We’ll be taking a look at some highlights from that article, below.
Roland, Japan is a world-class electronic musical instrument manufacturer. While many instrument makers have origins in acoustic instruments, Roland is a long-established brand of synthesizers that’s been making instruments with electronics from the start.
It is less generally known that Roland also makes video products for business use. When it comes to commercial use, there is a certain image of broadcasting equipment. While this isn’t Roland’s main battleground, the company has built a unique position for music events and internet broadcasting.
I visited Roland’s Hamamatsu Research Institute in Kita-ku, Hamamatsu City to cover how Roland’s current video equipment projects and the world’s first initiative to convert HDR to SDR on a switcher.
▲ ︎Roland Hamamatsu Research Institute with a look at Lake Hamana
Mr. Takamitsu Shimizu, Executive Officer of Roland RPG 1st Development Department, Yoshihide Kasai, and Yoshinobu Tatsui, serve as the division chiefs of the department. They spoke with us.
▲ ︎From the right, Takamitsu Shimizu, Yoshihide Kasai, and Yoshinobu Tatsui of Roland
ORIGINS OF ROLAND VIDEO EQUIPMENT
Roland started as an electronic musical instrument manufacturer. Why did you begin creating video equipment?
Shimizu: At first, I used to make audio products like mixers for DJ. However, VJing began to get more and more exciting around 2000. As our first video-related product, in 1994, we put out a video editing system called “Video-kun Editing Studio.” Still, I thought that I could pull something out of the product for VJs. This was the first trigger for video equipment.
▲ ︎Shimizu, who leads Roland’s video products busines
It makes sense. The music comes first, and from there it flows to the image. I think the first hit product from Roland’s video equipment was the V-4 in 2002. What kind of target did you aim for specifically?
Shimizu: We knew VJing was popular, but we didn’t know how things worked in that world. So, we started by trying to put out a product. At that time, we only released musical instruments, so even if we suddenly made a video product, there was no sales destination. Therefore, we needed a place that was easy to sell a product intended for VJs.
▲ ︎The V-4 was Roland’s first hit with video equipment
From there, by studying post-purchase data, I gradually learned who was actually buying them. About 40% of the people who bought it were video directors like VJs. However, at that time I noticed the other 60% of people who bought it were using it as a professional tool.
Kasai: At the time, I thought, “I’m using it like this.” When I was interviewing, I used a moving recording rack with V-4 on it. I remember using the chroma key in the background to make a temporary screen and show it to the director. At that time, there wasn’t a switcher for 1,000 USD, so there was no competition. I made it for VJs. However, it was cheap and compact so it got used more and more for business.
▲ ︎Mr. Kasai, who develops a number of video products at Roland
From there, the direction of Roland’s video products was decided, which brings us to the present.
Shimizu: In response to that, we converted to a switcher for businesses called the LVS-400. The core was V-4, but I put on the connector of BNC. It was a simple switcher that just switches with AB, but it was the beginning of our current business route. We changed the target and put it out.
▲ ︎LVS-400, the first switcher for Professional use
Video is a field where it’s very difficult to see who is using what products and where. This is especially true as a new entrant. Was it difficult to conduct market research?
Shimizu: Yes. Therefore, we approached the areas where we were most familiar, such as music events. I looked for opportunities to ask how they could use our products. Later, this led to a PR series with video presenters.
Kasai: At that time, there was a trend where PA shops in town wanted to increase their video work. Roland knew this, and there was a place for us in that space. That’s continued since we came out with the V-4.
I’ve heard that Roland video products are in many churches in North America.
Shimizu: It’s not so much that we found the worship market, but some US sales staff happened to be involved in their local church. They knew each other or volunteered to deliver the mass. Originally, a dealer also provided audio equipment for the video distribution network, so there was a sales channel in the church.
▲ ︎U.S. Churches Are Introducing Roland Products
Tatsui: As you can see from that example, any kind of live event is a potential use case. The operator is a volunteer, so he’s not a professional. That’s why we don’t assume only professional use.
▲ ︎Tatsui, Development Leader for 4K HDR-Related Products