Production Expert Podcast

In this edition, Host & audio engineer Ashea is joined by Production Expert Founders Mike Thornton and Russ Hughes & post-production audio engineer Paul Maunder, to address one of the most significant regulatory changes affecting the audio and music production industry: the new EU AI Act. With implementation now in force, this episode cuts through the hype and confusion to explain exactly what the law requires, how it applies to audio professionals, and what both individuals and platforms must do to comply.
The conversation covers the practical implications for anyone using AI voice generation (like 11 Labs), AI-assisted editing tools, or working with platforms like Spotify and YouTube. The team breaks down machine-readable marking requirements, disclosure obligations, audio watermarking technology, platform accountability, and what the experience with GDPR implementation can teach us about enforcement. This episode is essential for every audio professional seeking clarity on regulatory compliance and industry integrity in the AI era.
In This Episode:
EU AI Act Overview: GDPR for AI — How the EU AI Act functions as 'GDPR for artificial intelligence,' applying to any content played in the European Union regardless of where it was created
Deepfakes Defined: Beyond Celebrity Videos — The law's broad definition of 'deepfakes' as anything that could be misconceived as human-made but is AI-generated, including voice synthesis, video, and images
Machine-Readable Marking Requirements — How AI system providers must embed technical metadata into AI-generated content so it can be automatically detected by machines and platforms
Disclosure Requirements for Deployers — Content creators and distributors must explicitly disclose to audiences when content contains AI-generated or manipulated audio/video
The Disclosure Chain: Creators to Audience — How disclosure cascades through the value chain: if you use 11 Labs for voiceover, you tell your client, who tells their audience
AI Cleanup Tools Exemption — The law doesn't apply to AI-assisted editing or enhancement tools unless the regenerated content becomes the primary focus
Pro Tools Generative Features Impact — Real-world example: if you use generative AI to regenerate missing words in a voiceover dropout, you must disclose this
Spotify's Rapid Implementation — Within days of the EU Act coming into force, Spotify implemented labeling showing listeners when content uses AI
YouTube's Platform Immunity Defense — YouTube's claim that they're merely a platform; how this misinterprets the law and shifts burden inappropriately
Platform Responsibility vs. Creator Responsibility — Why YouTube, Facebook, and Instagram should be held accountable as publishers of content, not just neutral platforms
Claude's Watermarking Response — How Claude added digital watermarking to AI text within days, demonstrating rapid compliance by major AI providers
Machine-Readable vs. Human-Perceptible Disclosure — The distinction between technical watermarking (for machine detection) and human-friendly disclosure (text/audio announcements)
Audio Watermarking Technology: Silent Cypher — Sony's deep audio watermarking technology that embeds imperceptible marks in audio frequency ranges
Audio Brain for Mac: Emerging Audio Watermarking — New tools providing audio watermarking specifically for Mac OS, representing rapid tool development for compliance
Complex Mixes and Watermarking Challenges — How tracking individual AI-generated elements within massive film mixes presents technical detection challenges
GDPR as Enforcement Precedent — Since 2018, GDPR fines total ~€7 billion; this historical data proves regulatory enforcement intention
Big Players vs. Small Businesses — Enforcement targets Spotify, YouTube, Facebook—not individual creators; the law aims to bring major platforms into compliance
Copyright Protection Gaps — The EU Act and US No Fakes Act don't adequately address copyright of training data and content protection
US Copyright Office Stance: Prompt-Driven AI — US Copyright Office denies copyright to purely prompt-driven AI output; Invoke AI's successful appeal shows lines are still being drawn
Creative Use of AI vs. Deceptive Use — Distinguishing between legitimate transparent creative use (like T-Pain's autotune) vs. deceptive undisclosed use
Professional Responsibility: Setting Standards — How professionals in audio should embrace the law and set standards themselves rather than waiting for enforcement
Why Imperfect Laws Still Matter — No law is perfect, but laws represent our best effort at improvement and societal standards
Race to the Bottom Without Standards — How lack of regulatory enforcement creates industry pressure to adopt AI, lower rates, and compromise quality
Hypocrisy in Industry: The MPSE Poster Incident — Example of major audio professionals organization using generative AI while advocating against AI job displacement
YouTube's Selective Compliance — How YouTube selectively enforces responsibility when reported violations occur, claiming external responsibility
About Our Guests:
Mike Thornton:
Co-founder of Production Expert and host of the Production Expert Podcast. Mike serves as industry commentator and facilitator of important conversations between technology companies and the professional audio community. In this episode, Mike moderates discussions on AI regulation and compliance.
Russ Hughes:
Co-founder of Production Expert. Russ provides deep technical and regulatory expertise on the EU AI Act, explaining how it differs from GDPR and what the law actually requires of audio professionals and platforms. Russ has researched the act thoroughly for audience guidance.
Paul Maunder:
Longstanding team member at Production Expert and post-production audio engineer. Paul contributes practical experience on how the new law applies in real-world audio workflows, including examples of Pro Tools, audio watermarking solutions, and the realities of tracking AI-generated elements within complex mixes.
About Our Host:
Ashea is a platinum-selling songwriter, music producer, and audio engineer from the UK. With credits spanning notable artists, major labels, and prestigious broadcasters, Ashea brings authentic conversations between industry professionals to the Production Expert Podcast. Her commitment to discussing both the creative and business sides of audio production, including regulatory and compliance issues affecting the industry, makes her an ideal facilitator for important professional conversations.

In this special "Watercooler Podcast" edition, host Ashea is joined by producers and mixers Dom Morley, Matt Lawrence, and Adrian Hall—for a candid conversation about the isolation of solo audio professionals and the critical importance of peer support and collaboration.
Dom, Matt, and Adrian have maintained a monthly "water cooler chat" since working together at Metropolis Studios. This episode explores how this simple monthly ritual became essential to their careers and mental health, discussing rates, client management, creative practice, and why building trusted peer groups creates space for radical honesty impossible in larger organizations.
In This Episode:
The Isolation Paradox — How modern technology enables solo work while creating profound isolation and mental health challenges
The Water Cooler Concept — Forced community structure for distributed solo entrepreneurs; monthly peer gatherings inspired by business literature
30 Years Experience: Age & Creativity — How experience builds confidence while youth brings innovation; the myth that creativity declines with age
Trust & Peer Equality — Why working with peers at similar levels enables radical honesty impossible in hierarchies
Knowing Each Other Deeply — How decades of shared history allow direct feedback without offense or ego
Business Conversations — Discussing rates, pricing strategies, client negotiations, margin protection in trusted circles
Artist Management Challenges — Navigating changing expectations, revision limits, sign-off procedures, scope creep
Protecting Industry Standards — Responsibility to maintain rates and distinguish between discounts and day rates
Abundance Mindset vs. Competition — Approaching work from 'enough for everyone' perspective; collaborative vs. protective attitudes
Sharing Knowledge Across Specializations — Cross-disciplinary learning: live broadcast, Atmos, mastering, specialized tools
Social Media & Curated Reality — Everyone posts only best work; false impressions of constant high-profile projects
Big Names Doing Smaller Work — Industry secret: established professionals work on smaller projects but don't publicize it
Rates as Fluid Not Fixed — Why publishing single rates creates problems; complexity of varying work types and discounts
Teaching as Professional Practice — How education bookends isolation with human connection and community
Professional Jealousy — Acknowledging competitive feelings while managing them constructively
Transition from In-House to Freelance — How Metropolis experience shaped expectations differently than freelance work
Client Respect & Communication — File delivery, respecting artist bandwidth, maintaining boundaries without being difficult
About Our Guests:
Dom Morley:
Grammy-winning producer and engineer (Amy Winehouse "Rehab"). Founder of Mix Consultancy and multiband.io session organization tool. Previously taught at Leeds Conservatoire. Initiated the monthly peer collaboration concept discussed in this episode.
Matt Lawrence:
Grammy-winning producer, mixer, and engineer (Mumford & Sons "Babel"). Specializes in live sound, mixing major festivals for BBC broadcasts. Extensive experience with 5.1 and Atmos formats. Combines high-pressure broadcast environments with meticulous studio production.
Adrian Hall:
Accomplished mixer, engineer, and producer. Grammy-nominated. Brings extensive mixing expertise and band production experience. Contributes perspective on professional growth, confidence building, and collaborative practice.
About Our Host:
Ashea is a platinum-selling songwriter, music producer, and audio engineer from the UK. With credits spanning notable artists, major labels, and prestigious broadcasters, Ashea brings authentic conversations to the Production Expert Podcast, discussing both creative and business sides of audio production.

In this podcast episode Ashea is joined by Todd Urban, General Manager at Softube, educator at Passaic County Community College, and creator of the Urban Sound Studio YouTube channel. With over 30 years of experience in audio production, Todd discusses Softube's philosophy of being "rock and roll scientists," the evolution from Console One to the groundbreaking Flow Studio hardware, and how creative workflow and intentional pre-production can transform recording and mixing practices.
Todd shares insights into Flow Studio's design philosophy of facilitating "flow state" rather than perfectionism, the importance of committing to decisions in tracking, the balance between hardware and software in hybrid workflows, and how understanding mixing principles makes tracking engineers more effective.
In This Episode:
Pre-Production Planning and Intention — Establishing emotional objectives and sonic goals before tracking
Tracking Conservative, Mixing Creative — Capturing intentional raw material for successful mixing
Teaching Audio Production: Learning from Students — Educators staying current with trends while maintaining principles
The Role of Recording Engineers in Modern Production — Why understanding mixing makes tracking engineers more effective
About Our Guest:
Todd Urban:
Todd Urban is the General Manager at Softube with 10+ years at the company across product education, development, management, and marketing. With over 30 years of professional audio experience, Todd holds degrees in orchestral arranging, music education, jazz performance, music management, and a production master's from UC Berkeley. He is the creator of the Urban Sound Studio YouTube channel and teaches at Passaic County Community College in New Jersey.

Stream Todd Urban's Music Here:
https://open.spotify.com/album/3JWFSrFxOdt4KdVKfd3AXp?si=ZvcmY6u2QiS_hzC_S-PSlA
About Our Host:
Ashea is a platinum-selling songwriter, music producer, and audio engineer from the UK. With credits spanning notable artists, major labels, and prestigious broadcasters, Ashea brings authentic conversations between industry professionals to the Production Expert Podcast.

In this Production Expert Podcast Special Edition, Mike Thornton, co-founder of Production Expert invites Orfeas Boteas, founder and CEO of Krotos, and Matthew Collins, head of product, to address significant community concerns following the release of Video to Sound integration for Adobe Premiere Pro and DaVinci Resolve.
This candid conversation tackles difficult questions about the company's strategic direction, the role of AI in sound design, misleading social media practices, and Krotos' commitment to the professional audio community. Orfeas and Matthew respond directly to concerns from industry professionals and clarify misconceptions about generative AI, product positioning, and future roadmap.
In This Episode:
Why Video to Sound Released for Adobe Premiere Before DAWs — Technical constraints preventing DAW video track access, with integrations coming later in 2024
Addressing 'Abandonment' Concerns from Audio Professionals — Krotos is expanding markets, not abandoning professionals
The Core Mission: Making Sound Important Earlier — Bringing sound into creative workflows as an equal partner rather than afterthought
AI is Not Generative: The Truth About Krotos Technology — All sounds are professionally recorded; AI is assistive, not generative
AI as Automation, Not Replacement — Automating tedious tasks like auditioning thousands of sounds, not replacing human creativity
Evolution from Specialised Tools to Krotos Studio Platform — Journey from Dehumanizer, Reformer, Weaponizer to unified Krotos Studio
Misconceptions About Social Media Posts and Credits — Addressing posts implying Krotos involvement in Jurassic World, House of the Dragon, and Nolan films
Sound Redesign vs. Official Production Credits — Distinguishing creative sound redesign exercises from official product involvement claims
Social Media Clarity and Labelling Issues — Acknowledging unclear messaging in fast-scrolling social feeds, committing to better labelling
Industry-Wide Social Media Challenges — Platforms encouraging content reuse without explicit permission creates attribution confusion
Marketplace and Collaboration Possibilities — Vision for professionals to contribute assets and create ecosystem marketplace
Industry Change with New Technology — Technological disruption requires community to work as united front, not adversarially
Communication Missteps on Product Roadmap — Acknowledgement of moving too quickly without explaining technical constraints and timeline to community
About Our Guests:
Orfeas Boteas:
Founder and CEO of Krotos, leading sound design software company. Founded Krotos with a passion for sound, guiding the company through evolution from specialised tools to the broader Krotos Studio platform. Deeply committed to understanding and supporting the audio production community.
Matthew Collins:
Head of product at Krotos, responsible for product development and strategy. Works with both the professional audio community and content creators to develop streamlined sound design tools. Actively communicates technical roadmap and product philosophy to industry stakeholders.
About Our Host:
Mike Thornton has been involved in the broadcast audio industry for all his working life, some 45 years. Mike has worked with Pro Tools since the mid-1990s, recording, editing, and mixing documentaries, comedy, and drama for both radio and TV, as well as doing the occasional music project. He was the co-founder of Pro Tools Expert and has now retired, taking up the role of Chairman of Production Expert Ltd., bridging innovative companies and the professional audio industry.

In this podcast episode Ashea is joined by Todd Urban, General Manager at Softube, educator at Passaic County Community College, and creator of the Urban Sound Studio YouTube channel. With over 30 years of experience in audio production, Todd discusses Softube's philosophy of being "rock and roll scientists," the evolution from Console One to the groundbreaking Flow Studio hardware, and how creative workflow and intentional pre-production can transform recording and mixing practices.
Todd shares insights into Flow Studio's design philosophy of facilitating "flow state" rather than perfectionism, the importance of committing to decisions in tracking, the balance between hardware and software in hybrid workflows, and how understanding mixing principles makes tracking engineers more effective.
In This Episode:
30+ Years in Audio: From DIY to Industry Leadership — Journey from musician with minimal resources through education to industry leadership
The 'Rock and Roll Scientists' Philosophy — Combining musical edge with scientific rigor for innovation and challenge
Console One: Redefining Mixing in the Box — 2014 breakthrough introducing hardware control for digital channel strips
Flow Studio: From Zero to 80% Mixes — Facilitating flow state and creative momentum through intelligent design
Flows and Presets as Creative Tools — Pre-configured signal chains enabling quick professional-sounding starting points
The Omni Knob: Macro Control Design — Five knobs with main macro control addressing real workflow needs
Hybrid Workflow Philosophy — Balancing hardware summing and analogue gear with in-the-box mixing
Decision Fatigue vs. Creative Exploration — When to commit during tracking versus maintaining flexibility during mixing
Pre-Production Planning and Intention — Establishing emotional objectives and sonic goals before tracking
Tracking Conservative, Mixing Creative — Capturing intentional raw material for successful mixing
Teaching Audio Production: Learning from Students — Educators staying current with trends while maintaining principles
The Role of Recording Engineers in Modern Production — Why understanding mixing makes tracking engineers more effective
About Our Guest:
Todd Urban:
Todd Urban is the General Manager at Softube with 10+ years at the company across product education, development, management, and marketing. With over 30 years of professional audio experience, Todd holds degrees in orchestral arranging, music education, jazz performance, music management, and a production master's from UC Berkeley. He is the creator of the Urban Sound Studio YouTube channel and teaches at Passaic County Community College in New Jersey.
About Our Host:
Ashea is a platinum-selling songwriter, music producer, and audio engineer from the UK. With credits spanning notable artists, major labels, and prestigious broadcasters, Ashea brings authentic conversations between industry professionals to the Production Expert Podcast.