Although MQA has polarized an industry of audiophiles, there is no denying their innovation.
Offered as a way to package incredibly high-quality music into a file small enough to conveniently stream or download, Master Quality Authenticated has pushed the industry in a positive direction. Complimenting that, MQA has launched 'Live', a way to stream live, real-time music to users at home or on the go.
Launched a few weeks ago at SXSW in Austin, MQA Live offers an audio-only experience that uses a real-time encoder to transmit a high-definition experience anywhere in the world. The first testing let Jake Isaac and his band play a performance in London for an audience in Austin, Texas. MQA accomplished this by using encoders at the live performance, playing music for event goers through bookshelf in a variety of real world locations such as outside, in the car, and on the go.
MQA Live offers a really unique avenue for home theaters and audio enthusiasts. There is, of course, ways to reproduce the same efforts of lossless hi-fi music, but MQA is pioneering that experience with their streaming methods. When properly and fully decoded, MQA is a bleeding edge technology. Offering that same performance for real-time live performances is not a statement any other company can make. MQA only requires a 1 Mbps connection to produce 96kHz/ 24-bit playback.
As a company, MQA has slowly been collecting more and more industry partners, being an exclusive to Tidal streaming and partnering with Universal, Sony, and Warner music labels. That doesn't even include the multiple playback and decoding work it has done for portal playback devices, including the LG V30 smartphone, and a partnership with Roon audio players.
That means MQA has the content, partnerships, and now a secret sauce that should push it to industry leading heights. There seems to be a disconnect between casual (if such a thing exists) and diehard audiophiles when music quality is in mentioned. The 'average' homeowner typically can't tell the difference unless presented both versions side-by-side.
Even then, the value can be a hard sell. A product such as MQA Live helps bridge that gap, especially when recreating real-time live performances.