Hoeschle Brings Wide-Ranging Experience in Storage and Engineering to New Role

EMERYVILLE, CALIF., April 21, 2022 – Advanced Systems Group (ASG), a solutions provider for media creatives and content owners, today announced the appointment of Andreas Hoeschle as key technical account manager, Southwest, effective April 23, 2022. Based in the Los Angeles area, Hoeschle comes to ASG from Integrated Media Technologies (IMT) where he was a technical account manager. In his new role at ASG, Hoeschle serves as the trusted advisor to the ASG client, ensuring a smooth customer journey from initial installation through decommission. 

Andreas Hoeschle

Hoeschle is an experienced IT professional who’s worked in client support for over 20 years in various industries and disciplines. In addition to IMT, he’s served as a pre-sales engineer at ELEMENTS Storage, systems engineer at Dell Technologies, systems engineer at The Hallmark Channel, and a senior systems engineer as well as sales manager at GPL Technologies. Through his previous experience with high-profile, LA-based media companies and tech firms, Hoeschle has already worked closely with several ASG staff members. 

“With ASG I can use my years of experience to make a difference.  I feel like I’m coming home to a family. What I’m most excited about is the opportunity to excel with the incredible team here in LA,” Hoeschle said.

Hoeschle sees significant opportunity for ASG throughout Southern California and is looking forward to building momentum in the region. He believes his time spent as a systems engineer with television networks gives him a deeper insight into the challenges faced by ASG customers. “I was on the client side for years,” said Hoeschle. “When we sit down with a client at a facility, I can genuinely say I’ve been in your shoes. I know how hard it is when you must make everything fit within your budget. And with my storage, VAR and other experience, I can suggest a solution that’s going to be more cost-effective and innovative.”

Dave Van Hoy, President, ASG commented, “Andreas has a reputation for understanding a client’s needs and being able to bring that to fruition. His range of knowledge and diverse background will serve him very well at ASG. We feel fortunate to have him as a member of our team.”

Hoeschle be reached at: ahoeschle@asgllc.com

About ASG:

Advanced Systems Group, LLC enables creativity through better technology for media creatives and content owners. From acquisition to post-production to delivery, whether on premises or in cloud, ASG’s goal is to ensure customer success through tailored solutions that create optimal workflows. One of the largest Systems Integrators in North America, ASG provides engineering services, physical and cloud integration, training, and support. ASG’s Virtual Production Control Room allows clients to operate their live event control room in the cloud. ASG’s Managed Services delivers customized staffing solutions for all phases of media production, including creative and engineering. Based in Northern California since 1997, ASG has teams in Los Angeles, the New York Tri-State Area, and the Rocky Mountain Region to provide nationwide services. Find your solution at www.asgllc.com.

By Dave Van Hoy, President, Advanced Systems Group, LCC

As we enter 2022, public cloud is now a reality for the AV industry. Whether you’re comfortable with it or not, it’s here. Our job as the system integrator, remains the same as it has always been: to evaluate technologies and workflows with clients to identify their immediate and future needs to find the right solutions. That could be in the cloud or on premises. Cloud-based systems are the shiny, new object that everyone is talking about. Every year there’s another new, shiny object. However, some are more fraught with risk than others. When we look at the uses of public cloud, we really want to start with what is your customer looking to gain? Flexibility, cost, agility? What are they willing to give up for those gains? As with every new technology, there are tradeoffs. 

If your client has an existing, on-prem infrastructure, cloud may or may not be the best choice. If your client has no infrastructure and is starting from scratch, a cloud workflow may be worth evaluating to determine if it’s the best choice. 

Moving to the cloud is all about converting costs from capital to operational expenses as well as ability to iterate more quickly without expense equipment replacements. The first thing you want to ascertain for your client is, is there a financial motivation to move costs from CAPEX to OPEX in their organization? If there is, then you can begin to look at the possible benefits. But if the motivation is purely cost savings in the long term, then public cloud on an annualized basis may not save you a great deal of money. 

On the new risks side of the equation you will have:  Service Level Agreements (SLA’s) of Public Cloud vendors that are outside of your control. Connectivity that may be outside of your control, as well as greater security concerns. The security concerns are generally not within the hyperscaler itself as you would expect, but instead are more related to the network used to get the content to the cloud and back. That will be your concern as the System Integrator and not the hyperscaler’s. 

Also, when looking at the costs, one has to remember that some of the greatest costs in cloud today are egress charges – traffic that exits a network in transit to an external location. Egress charges represent the cost of bringing a signal or data back from the cloud to your client’s premises. The formulation for looking at total cost of ownership with the Cloud is immensely more complex. Because you’re moving from predictable fixed costs of hardware and software, even if the software is as a subscription, to a world of subscription, consumption and egress. This is not to be taken lightly. We learned this the first time one of our clients did a proof of concept (POC) believing that they wanted to be all in cloud. They just did not want another server in their rack. Their budget was $10,000 for a 90-day POC with the hyperscaler. After 90 days, they got a bill for $30,000.

That is not to say that cloud is always right or always wrong. It’s always about finding the best answer. Sometimes that’s about the technology. Sometimes it’s about the economics. and sometimes it’s both. So how do you go about this? By taking the same steps that you always take with your client: 1) discovery 2) an evaluation of needs 3) look at potential solutions 4) price them out for your client. One note is that as you go through this process, you’ll find the amount of work to do it in the software-defined and hyperscaler world is more than you are used to. It likely will require skills you may not have directly in your organization today. 

Early on there will be a great deal trial and error since this is not mature standards-based technology. It’s a very iterative process, something you may not know how to do today. Projects will likely require sub consultants if you don’t have the in-house experience. However, once you go down this path, you’ll find the system design criteria are very much the same as every other system you’ve done in your career. You’re looking to solve for functionality and quality. Some of the leading vendors today may have parts of solutions or may claim to have the entire solution. But we all know how that really works out. At the end of the day, you are hired by the client to be the one, truly responsible party. 

Because this technology is so new, you’ll find yourself doing a great number of POC projects. It’s important to understand how to characterize the project, what parts of the needs are real-time, and which are offline (recording or archival). All of this points to how much risk is inherent in the project. And of course, the risk has to tie back to the gain or why bother? 

Our recommendation is that as you enter the world of cloud-based, audio visual systems as follows: 

  1. Select some of your staff and get them training at the appropriate levels within the hyperscalers you’re going to work with, they differ highly. 
  2. Make your business deal with the hyper scalers and decide if you’re going to resell their services or merely integrate them.
  3. Do your technology evaluations with existing vendors for what they’re doing in cloud, and look at your competitors to ensure that you understand a balanced offering of products. 
  4. As with all new technologies, make sure you have adequate time to design and test iteratively. Always include all of the signal paths, including ingress and egress to the cloud. This may point out challenges that you may not have expected.

And lastly, enjoy the ride. It’s always fun to learn new stuff.

Collyer Spreen joined Advanced Systems Group in October 2020 as a sales engineer for the audio team. A Pro Tools expert, he spent more than seven years as a pro audio solutions specialist for Avid Technology. He is based in Dallas and continues to work as a freelance recording engineer through his company, Soundasleep Productions.

What drew you to audio technology?
I’ve played drums since I was six years old. I built my first set of drums out of Charles Chips cardboard tubs – I turned them upside down and they became drums. Growing up listening to vinyl, I became a particularly focused listener. That led me to wanting to learn how to make those sounds myself. 

How did your career progress as a professional musician?
I played my way through high school and college with various bands, and then I moved to New York City and became a recording engineer. After two years, I moved to California, and within nine months I had another studio job.

About this time, MIDI appeared, and I became really good as a MIDI programmer. Actually, I had moved to L.A. to be a drummer, but I also realized that drum machines were here to stay – so I figured I’d better learn how to program these things or I was going to be out of a job! I hooked up with Starship as their MIDI programmer during their Knee Deep in the Hoopla tour, and wound up working with them for four albums and tours.

What sparked your interest in Pro Tools?
I was literally there in the golden hour of perfect sunlight of audio as it transitioned from analog to digital. After the music industry started to change to home studios in the late 90s, I decided I could do what I did anywhere, so I moved back to Texas. Pro Tools hit the market, and I started to learn the technology, which I used as a post engineer for commercial and episodic TV for 15 years.

Around 2010, I was laid off – but within six months I was hired by Avid as a Pro Tools and workflow specialist. That was an incredible experience on so many levels, and reconnected me with so many people that I had lost touch with when I moved to Texas. Joining ASG was a good opportunity for me to gain some stability with a company that has thrived and grown during the pandemic. 

What do you think is the next “big thing” in audio?
Audio over IP is on a significant growth curve – networked audio is an important part of studio infrastructure. There’s also a going to be a lot of continued growth in immersive audio, which is still defining itself. With immersive audio, it’s like being in a pool of sound, and you can put yourself anywhere in that pool. Dolby Atmos is the leading format, but there are many competing formats from other companies. It’s just going to continue to develop.

How can ASG help with today’s audio challenges?
The pandemic forced the industry to accelerate the adoption of working from home business models. That’s where the industry was going anyway, but the time is now instead of five years from now. Unfortunately, the pandemic put a lot of people on the curb instead of the highway of progress. We decided to get in front of the challenges of remote production workflows and solve them.

Click here for a short video about this fun event!

We have many more of our famously fun events coming soon. Make sure to sign up for our newsletter to receive the latest ASG event invitations!