Interview with Hiroaki Sato:
https://wpb.shueisha.co.jp/news/technology/2023/09/25/120747/
■ Hiroaki Sato Born in 1963 in Niigata Prefecture. In charge of Walkman sound quality design. He joined Sony Corporation in 1986 and has been working on Walkman development since 2003. His hobbies are headphone audio, guitar, and watching motorcycle races.
New Walkman models were launched by Sony on 27 January. Two models, the NW-A306 and NW-A307, are from the 'A series', a popular and compact model with excellent cost performance. The NW-ZX707 was introduced from the high-end ZX series, which is positioned between the A series and the flagship (top-of-the-range) model. Both series are the first new releases in about three years.
However, this journalist thought. 'Now that's a Walkman ....... Isn't a smartphone enough?' And. In this issue, we interviewed the Walkman developers to hear their frank talk!
His hobby is tinkering with Walkmans!
--Please welcome us today!
Sato: My name is Hiroo Sato and I am in charge of Walkman sound quality design. I look forward to working with you.
--First of all, could you tell us about your career history, Mr Sato?
Sato: I joined the company in 1986 and initially made a CD boom box called the Dodeca Horn. After that, I worked on making a server with a hard disk for music and an electronic diary called 'CLIE', and since 2003 I have been involved in the development of the Walkman.
--Did you join Sony to make the Walkman?
Sato: I originally joined Sony because I wanted to make audio rather than Walkman. Sony radio cassette recorders were popular when I was a child, and I think that's how I fell in love with audio. I spent most of my money on audio when I was a student.
I was around high school when the Walkman was born. At the time, I took it for granted that cassette tapes could be recorded, so I was under the impression that a Walkman that could only be played back was like a car without a back gear (laughs). But when I listened to a friend who had one, I was impressed by the unbelievably good sound. That was my first encounter with Walkman.
--What is the appeal of these new Walkman models and what changes have been made since the last one?
Sato: The A Series has been designed so that the sound image can be expanded and detailed sounds can be heard without making major changes to the size of the previous model. Battery life and operability have also been improved. Unlike higher-end models, we are proud that we were able to produce a good product while keeping costs down.
NW-A306] Sony Store price: ¥46,200 (incl. tax) [NW-A307] Sony Store price: ¥57,200 (incl. tax)
NW-A306] Sony Store price: ¥46,200 (incl. tax) [NW-A307] Sony Store price: ¥57,200 (incl. tax)
The NW-ZX707 has increased in size from its predecessor. To compensate for this, we have also packed in the larger components used in the higher-end model. We were able to achieve such high sound quality that our sales people were concerned about what would happen if we couldn't sell the higher-end models.
Inside the chassis, an oxygen-free copper cutting block is used. The machined block makes a huge difference in the tightness of the bass and the extension of the high frequency range.
NW-ZX707 Sony Store price: 104500 yen (tax included)
NW-ZX707 Sony Store price: 104500 yen (tax included)
-How did you realise that machining was the way to go?
Sato When we created the NW-ZX-1 model in 2013, we realised during various trial-and-error processes. We can measure values such as frequency response and distortion rate, but we can't measure the final sound quality. In the end, you have to listen and judge.
Before the development of the NW-ZX1 began, I bought a commercially available headphone amplifier kit with a junior colleague and we were experimenting with various parts to improve the sound quality. We were doing an informal activity called the 'Amplifier Club', completely as a hobby, when our seniors found out and told us to do it proudly as a job.
--So that's the background to the evolution of the Walkman.
Sato It wasn't a direct background, but I think it was a good experience (laughs). In the end, I was allowed to examine various parts as part of my job, and it was a chance for me to realise that machining was the way to go.
But what is more important when talking about the evolution of the Walkman is that Sony was already working on stationary Hi-Fi audio development. I feel that this is an environment where the sound we were aiming for was already embodied. Component selection would normally have taken more time, but we were able to make development more efficiently by referring to the component manufacturing of the stationary models.
Sony has accumulated a lot of know-how in audio development, and this has been utilised in the Walkman. In the development of radio cassette recorders, which I was involved in after joining the company, I was able to learn how to improve the sound while also cramming various functions into a limited size. This has been useful in the development of Walkman.
What is the significance of the Walkman?
--Many people listen to music on their smartphones, but frankly speaking, what is the point of listening to music on a Walkman nowadays?
Sato: It's true that many people enjoy music on their smartphones. But with a smartphone, you need a lot of different functions. In this respect, Walkman can be designed as a dedicated music playback device, with sound quality as the top priority. You can also save on the phone's charging and internal memory capacity by having two units with your smartphone. Anyway, the sound quality is definitely not as good as a smartphone!
-Actually, are they selling well?
Sato: The market for DMPs (digital music players) is indeed declining. Even within that, there's an increasing trend with regard to the composition ratio of high-value-added models that support streaming. With the introduction of new products, we expect the market for high sound quality models to continue to increase.
--What kind of people are buying them?
Sato: They are being purchased by people who are particular about sound, gadget lovers, as well as people who genuinely like music. The age group is slightly older, and I get the impression that people who have been listening to music on playback-only devices for a long time are firmly into it.
So it's not so much that young people don't buy it. When we hold events, high school students and others tell us that they saved up the money to buy one. There was also a young woman who bought a flagship model priced at around 400,000 yen because she loves voice actors and wanted to hear their voices properly.
--What is the reason why you are still making Walkman models?
Sato: Walkman was originally created based on the concept of "listening to your favourite songs anytime, anywhere with great sound", and I think it's because I share that concept.
Music also makes commuting time more enjoyable, doesn't it? I also get nourishment from music on a daily basis, so I hope that Walkman can provide as much good sound as possible to as many people as possible.
--When do you use your Walkman to listen to music?
Sato: It's really great to listen to music on the way to work or when I'm travelling. Also, when I'm on my balcony at home with a cup of coffee in my hand, looking at the sky. Once, when I did that on a remote working day, I felt so good I had to leave work early (laughs).
--(laughs) - Who would you recommend Walkman to?
Sato: First of all, I recommend it to people who are particular about headphones and earphones. Good headphones, on the other hand, can make the rough edges of the player stand out. With Walkman, you can make full use of the headphone specifications.
Well, I would recommend them to anyone who listens to music. People tend to think that expensive models are for jazz or classical music. But Sony has taught us that you have to play everything, so I can recommend it to anyone who listens to any genre of music.
--Lastly, do you have any message for people who haven't used a Walkman yet?
Sato: You can tell how good it is by listening to it, so please go to your nearest Sony Store or electronics retailer and try it out first. I think it's fun to demo it with songs you've heard before and hear sounds you didn't know existed. Artists put a tremendous amount of effort and passion into their work, so I hope I can help convey every detail.
Recently, I've heard that long intros and guitar solos are skipped. I know it's a trend of the times, but I think Walkman can help people to face music properly once more, so please give it a try!
Happy Listening
