Dolby Atmos Wants You to Listen Up. (And Down. And Sideways.)

After more than 30 years as a producer and engineer, Brad Wood wasn’t sure if he still had a future in music.

Wood, a classically trained saxophonist, had gotten his start in Chicago’s early ’90s music scene, helming breakthrough albums for Liz Phair and Veruca Salt, and platinum records for Smashing Pumpkins and Placebo. In 2000, he moved to Southern California, where he thrived for a time — and then merely survived, as the downloading era sank recording budgets just as the brand of guitar rock he specialized in lost cultural relevancy.

While many of his colleagues gave up, Wood kept going, working harder while earning less. “I probably got to the point where I was making the same rate as when I started,” he said.

Then, in 2021, an emergent technology ushered Wood — and thousands of recording professionals like him — into an unexpected boom time.

Over the past two years, Wood has been busy mixing old and new records in Dolby Atmos, an audio format that lets engineers create a listening experience more immersive than traditional stereo by placing sounds around and above the listener. Working for a variety of labels, Wood has done Atmos mixes for the Supremes, the Pogues, Jennifer Lopez, Modest Mouse, Gwen Stefani and Soul Asylum — some 300-plus tracks in total, the equivalent of two dozen albums.

“The whole thing has been pretty unexpected and thrilling,” he said.

For Dolby, the audio company that developed Atmos, and Apple Music — which has invested heavily in it — the technology could lead to the most dramatic shift in audio in 65 years.

“The recording industry went from mono to stereo decades ago, and it didn’t move from there,” John Couling, senior vice president of Dolby Laboratories, said in a phone interview.

There have been efforts to convince the public to adopt new advanced technologies in the years since, ‌including Quadraphonic sound in the ’70s ‌and 5.1 surround sound in the ’90s, but with little success. “We’ve changed formats, we’ve changed delivery methods, we’ve changed all sorts of things,” Couling said, “but it was still fundamentally the same sound. Atmos is a completely new experience.”

Oliver Schusser, a vice president at Apple Music, said that his company, which has incentivized record labels to deliver catalog material in Atmos, sees it as way to bring sonic value back to music — something that’s been lost among a whole generation that has come up during the streaming era.

“There was no appreciation of the art and work of sound engineers and mixing and mastering,” Schusser said over a video call this spring. “That really pained us. We wanted to fix that.”

Today, all three major record labels and hundreds of independents are delivering tracks in Atmos. Apple Music, Amazon Music, Tidal and Qobuz are the among the 15 streaming services bringing Atmos to 160 countries and over 500 million listeners.

“But mention the word ‘Atmos’ to anyone in the general public and they don’t know what the hell you’re talking about,” said the veteran engineer and producer Bob Clearmountain. One of the most respected and influential figures in the recording world, Clearmountain was initially dubious of Atmos’s staying power, but he has come to believe in its future.

“Music has become background noise for most people. It’s something in your headphones while you’re out doing other stuff,” he said during a call last month. “When I was a teenager, I used to listen to an album three, four times through just sitting in front of my speakers, entranced.” That way of listening has disappeared, he said, but he’s hopeful that Atmos can bring it back, “if we’re able to get people to understand what it is and hear it the right way.”

From the outside, it appears Atmos is entering a critical period that could determine whether it will kick off a sonic revolution or become just another tech lost to time.

DOLBY ATMOS, INTRODUCED in 2012, was initially developed for movie theaters and the home theater market. Because it offers a wider palette than stereo, and differs from traditional 5.1 and 7.1 channel setups, Atmos allows engineers — typically mixing across a dozen or more speakers — to put sound sources in front, to the side, behind and even above the listener.

“When you take sounds and you separate them from each other,” Couling said, “you will be able to hear those sounds independently much more clearly than if they are on top of each other. By creating space, we also create depth and clarity — and we found that’s what content creators really wanted.”

For artists like Chic’s founder, Nile Rodgers, immersive audio is the closest thing to the musician’s experience. “When I’m making a record, I’m sitting in a room with the band,” Rodgers said during a video chat, “we’re playing and jamming and what happens is the sound is bathing us. That’s what music sounds like to me.”

Listening to Dolby Atmos mixes in a professional recording studio can be a powerful experience. “It’s remarkably seductive,” said Clearmountain, who’s done Atmos projects for Bruce Springsteen, the Rolling Stones and others. “I’ve played Atmos tracks for so many people who say, ‘I can never listen to stereo again.’ People have been in tears, moved by what they were hearing. It has an incredible effect.”

Opinions among recording professionals on any subject are rarely uniform, and there are some who have reservations about Atmos.

Susan Rogers, a longtime engineer for Prince, left the music industry in the late ’90s to become a cognitive neuroscientist. Last fall, Dolby invited her to the company headquarters in San Francisco to listen to a new Atmos mix of Prince’s “When Doves Cry,” a track she originally worked on.

“As both an engineer and as a psychoacoustician, I have mixed feelings about whether it’s an improvement,” Rogers said in a phone interview.

She noted that there are evolutionary and biological reasons that sound sources coming from behind and above listeners can be unsettling or anxiety inducing. She also observed that music is a potent form of communication in large part because the consummatory phase happens entirely in the listener’s head. Having clearer and more sound sources can actually make it harder to know what to pay attention to.

“That was what I noticed listening to ‘When Doves Cry’ in Atmos,” Rogers said. “It sounded amazing, but it was more difficult to assemble it into a unified whole in that private place I listen to music. I found it distracting.” Her “knee-jerk reaction was ‘do not want,’” she said. “But over time I may learn to like it.”

APPLE MUSIC IS betting heavily that the public will, by and large, come to love Atmos. Although other companies, including Amazon, had flirted with the technology, in 2021 Apple decided to commit itself fully to Atmos, putting its own proprietary and branding spin on the tech, dubbing it “spatial” audio.

Strategically, Atmos offers Apple Music a way to further distinguish itself from streaming competitors like Spotify — which has historically ignored high resolution or advanced audio options — and siphon market share from the industry’s dominant music service, YouTube.

“We wanted something where people would notice a difference immediately,” said Schusser, the Apple Music executive. “Maybe not 100 percent would love Atmos or spatial audio right away, but everyone would know this sounds different, and the hope is the majority would come to appreciate the upgrade.”

Initially, Apple’s biggest challenge was that there was very little Atmos content available. In 2017, R.E.M.’s “Automatic for the People” became the first album mixed for Atmos, and over the next few years, several notable Atmos releases — from Elton John, Queen and the Beatles — showcased the format’s possibilities.

To achieve its broader aims, Apple needed to make Atmos content both viable and plentiful. It began by partnering with Dolby to encourage recording studios to upgrade to the format. There are now some 800 officially recognized Dolby Atmos studios in over 40 countries, a 350 percent increase in just two years. (Dolby estimates there are two or three times that number of other studios capable of delivering music in Atmos.)

Apple Music also drew up wish lists of artists, albums and tracks and presented them to record labels, along with funding and deadlines, to help quickly expand the library of titles available in Atmos. Over the past few years, this effort to refit 50 years of pop music has heralded a rush of work for engineers and mixers, who’ve suddenly found themselves doing volume business in the format.

Wood, initially dismissive of learning to work in Atmos, said he changed his mind once he realized the inevitability of its rise. “It was clear that records I’d made were going to get mixed in Atmos,” he said, “and if I didn’t learn how to do it, somebody else would, and I’d be ceding that control.” Wood’s first Atmos mix was for Liz Phair’s “Soberish,” an album he’d originally produced. “And, also, I realized there would be a good payday in learning,” he added.

While contemporary pop and hip-hop artists were quick to adopt the format for new releases, convincing veteran rock acts to enter the Atmos fray proved more of a challenge. “The first six months, those artists had a lot of questions,” Schusser said.

Some groups, like the Doors, embraced the format, overhauling their entire catalog in Atmos all at once; others, like Fleetwood Mac, have proceeded more cautiously, doing one album at a time. More and more though, top legacy artists have been putting out Atmos mixes with increasing regularity, with recent releases including landmark albums like Pink Floyd’s‌ ‌“The Dark Side of the Moon‌‌” and ‌the Beach Boys’‌ ‌“Pet Sounds.”

Given the sheer volume of Atmos catalog work and the still evolving understanding of the format, not all mixes are created equal.

“The labels seem to be farming this stuff out and it isn’t always being done with the original artist or production team involved,” Clearmountain said. “I know that’s not always possible. But sometimes what comes back are just bad mixes — or strange mixes, anyway.”

Wood — who has done mixes in consultation with the original artists as well as on his own — agrees. “In general, you have to try to put the tracks into a speaker array so it doesn’t sound too jarring or gimmicky,” he said. “The goal is to feel like you’re sitting amongst these musicians as they’re performing. Like all mixing, it’s subjective, and how you approach it really depends on the music itself.”

For some artists, transforming old recordings into Atmos has been challenging. Chic recently had its first three albums mixed in the format. “The process took months and months to get right,” Rodgers said. “The team that was working on it, we gave them notes, we went into different rooms, did rough mixes to show them what we were talking about.”

For others, the overhaul has been relatively painless and even eye-opening. This past spring, Alicia Keys had eight of her albums mixed for Atmos. In a video interview promoting her catalog overhaul, Keys said that engineers working on her albums “completely reimagined every note, every sound, every instrument, every voice. It sounds like you’ve never heard it before. I mean, I never even heard it like this before. It really is a new experience.”

ONE OF THE reasons other highly touted surround sound technologies like 5.1 and 7.1 failed to catch on is because they required a specific speaker configuration. Dolby Atmos, however, is scalable and can adapt to a variety of setups.

Given its success in the headphones market, Apple has emphasized playback on its AirPods and Beats Fit Pro devices, which all offer a version of the Atmos experience with dynamic head tracking (where the sound shifts along with a user’s movement) in the $200 to $500 range. A number of other manufacturers, including Audeze, RIG, Corsair and LG, also offer Atmos headphones and earbuds.

The options for affordable home music systems, ones purpose-built for Atmos audio, have been limited. Amazon and Apple have long offered their own Atmos-enabled smart speakers, but neither really conveyed the full range of sound possible.

In March, Sonos introduced a first of its kind sub-$500 speaker, the Era 300, which more successfully packages the Atmos experience into a single compact unit, equipped with a half-dozen drivers that direct sound left, right, forward and upward.

The Grammy-winning mixing and mastering engineer Emily Lazar, who helped test and fine tune the Era 300, hopes it will be the start of tech companies bringing more viable Atmos options to market.

“No one who’s listened to Atmos in a properly tuned, beautiful-sounding studio can deny what it offers,” she said. “How now can we deliver that in a smaller package so everybody can afford it and have that same kind of experience is going to be key moving forward.”

If Atmos does ever achieve critical mass, it might come through automobiles. Most cars come equipped standard with a dozen-plus speakers, making them a natural environment for immersive audio. So far, a handful of major automakers including Mercedes-Benz and Volvo have introduced plans to put Atmos in their vehicles. It’s a market Dolby and Apple both say they are determined to expand further.

“But those kind of tech changes don’t happen in a year or two — and that’s really what it’s been so far,” Schusser said. “There’s obviously more work to be done. But we’re all optimistic we’ll get there with Atmos.”

In the meantime, recording pros like Wood will keep working and mixing, hoping the Atmos bump will last a little while longer.

“I don’t know that I could have written a better chapter for this phase of my career,” he said. “If you told me three years ago, I was going to get paid my day rate to listen and work on some of the greatest recordings in history, I would’ve said, ‘Sign me up — that sounds amazing.’”