Billboard:

One of the first people that told me about Dolby Atmos was Adam Levine. I happen to know him, and we were in the same place, so he was like, “Have you listened to this?” And he sends me this song and he was really excited. He said, “I can’t believe what I can do with this.” It’s going to be really exciting to see how this evolves, and all of what artists are going to be able to do with this, and how exciting it is for fans and listeners to be able to do this.

So we went after the labels and are going to the artists and educating them on it. There’s a lot of work to be done because we have, obviously, tens of millions of songs. This is not a simple “take-the-file that you have in stereo, processes through this software application and out comes Dolby Atmos.” This requires somebody who’s a sound engineer, and the artist to sit back and listen, and really make the right calls and what the right things to do are. It’s a process that takes time, but it’s worth it. […]

To me, when I look at Dolby Atmos, I think it’s going to do for music what HD did for television. Today, where can you watch television that’s not in HD?

One of the advantages music has over television is you can’t take an old TV show and truly up-res it to HD because it was shot on low-quality cameras. But in the case of audio, all these things were recorded on multiple tracks, and so it’s possible to go back to a lot of the songs and be able to do this.

The full article can be read via Apple News. I’ve only just started listening to various songs mixed in this way, and some of them are downright incredible. Others, either don’t sound great to my ears, or I’ve heard the original mixes so many times something just sounds off. I am very excited to see various artists experiment with what is now unlocked in this space, however.