OJAS: Style over substance?

[Crestwood23]

I've been observing the Ojas trend in the audio world lately, and I'm curious to hear others' thoughts. While Ojas has undoubtedly brought attention to high-efficiency horn speakers and tube systems, I have some reservations about the substance behind the style.

There's no denying that Ojas has successfully marketed vintage Japanese audio aesthetics to high-end fashion boutiques and art institutions. The brand has gained recognition in trendy spaces like Supreme and even secured an installation at MOMA. This visibility has certainly put vintage audio gear in the spotlight. However, I find myself questioning the depth of this approach.

What's unclear to me is whether Ojas is actually designing new speakers, drivers, or crossovers. From what I can gather, their approach seems to focus more on combining existing Altec and JBL parts with an "industrial chic" look. This raises the question: Is there any real innovation in audio engineering happening here? Or are we simply seeing a repackaging of tried-and-true technologies with a fresh aesthetic twist?

One of the claims I've heard is that Ojas is making high-end audio more accessible to younger audiences. However, when I look at their pricing strategy, I'm not convinced. Their products are priced at a premium, with limited runs and "special editions" keeping prices high. This approach potentially puts Ojas gear out of reach for many enthusiasts, especially younger ones without substantial disposable income. It's worth comparing this to companies like ZU Audio, who partner with established brands like Denon to create products with actual technical improvements while maintaining more accessible price points.

I can't help but feel there's a missed opportunity here. What if Ojas focused on truly democratizing high-end audio? Instead of doing limited runs with Klipsch and Denon, Imagine if they applied their aesthetic sensibilities to creating affordable, high-quality DIY speaker kits with an IKEA scale partnership? This could combine their undeniable design flair with accessible pricing and DIY value, potentially opening up the world of high-end audio to a much broader audience.

Are folks here excited by what Ojas is doing, or do you share some of my concerns? How do we get innovation in both design and accessibility in the high-end audio world?

 

[Ampexed]

I believe he is essentially riding a trendy wave for this vintage gear, but no amount of marketing is going to make younger people suddenly 'discover' HiFi. Being tied down by a large, cumbersome and inflexible system like his (especially when many cannot begin to afford a large house to put it all in) is just not on their radar. Lifestyle systems which fit unobtrusively in a small space is what resonates with them - think sound bars and Bluetooth portable speakers.

Us older farts grew up in a very different time when sensibilities were far different. There were fewer options for hobbies; no video games, no smart phones, and HiFi was the thing to have in the 60s/70s. I thought having the cool stereo would get me the hot chicks, but I was grossly misinformed

I believe he will sell to well heeled clients and do reasonably well, but his impact will be minimal to the HiFi world in general. The designs are not all that great in my opinion (I'm a previous Altec engineer from their Anaheim days), and I seriously doubt that he 'designs' all of the gear.

I don't know what to make of the Klipsch alliance - it seems an apples and oranges mashup. I just can't see the synergy there unless he is hoping to use Klipsch drivers which would be easier to come by and probably more reliable.

 

[Michael V]

I've been observing the Ojas trend in the audio world lately, and I'm curious to hear others' thoughts. While Ojas has undoubtedly brought attention to high-efficiency horn speakers and tube systems, I have some reservations about the substance behind the style.

There's no denying that Ojas has successfully marketed vintage Japanese audio aesthetics to high-end fashion boutiques and art institutions. The brand has gained recognition in trendy spaces like Supreme and even secured an installation at MOMA. This visibility has certainly put vintage audio gear in the spotlight. However, I find myself questioning the depth of this approach.

What's unclear to me is whether Ojas is actually designing new speakers, drivers, or crossovers. From what I can gather, their approach seems to focus more on combining existing Altec and JBL parts with an "industrial chic" look. This raises the question: Is there any real innovation in audio engineering happening here? Or are we simply seeing a repackaging of tried-and-true technologies with a fresh aesthetic twist?

One of the claims I've heard is that Ojas is making high-end audio more accessible to younger audiences. However, when I look at their pricing strategy, I'm not convinced. Their products are priced at a premium, with limited runs and "special editions" keeping prices high. This approach potentially puts Ojas gear out of reach for many enthusiasts, especially younger ones without substantial disposable income. It's worth comparing this to companies like ZU Audio, who partner with established brands like Denon to create products with actual technical improvements while maintaining more accessible price points.

I can't help but feel there's a missed opportunity here. What if Ojas focused on truly democratizing high-end audio? Instead of doing limited runs with Klipsch and Denon, Imagine if they applied their aesthetic sensibilities to creating affordable, high-quality DIY speaker kits with an IKEA scale partnership? This could combine their undeniable design flair with accessible pricing and DIY value, potentially opening up the world of high-end audio to a much broader audience.

Are folks here excited by what Ojas is doing, or do you share some of my concerns? How do we get innovation in both design and accessibility in the high-end audio world?

Welcome to the haven!

Interesting question. My take is that I'm ok with anyone getting the word out on the virtues of vintage hifi. I don't see any attempt to make high-end audio products more accessible - but the clever marketing does increase the cool factor of hifi within a growing segment of future audiophiles. Maybe that will make it easier for my kids to sell my basement full of gear one day - so again, no criticism here.

To agree with your premise... I also don't see anything "new" there, but as the saying goes: there's nothing new under the sun.

 

[Audionut]

Certainly not an innovator, maybe a hipster with an acumen for capitalizing on a trend(?) Cobbling parts from different manufacturers isn’t anything earthshaking, but then again there are quite a few big name companies doing just the same thing. But when I saw another gent posted a pic with klipsch drivers, I thought 🤢 (the Altec gods are turning in their graves…exaggerating just a wee bit), then again he may be trying to maximize his profits, as the GPA drivers are likely pricier?

 

[Crestwood23]

Thanks for the welcome - long time lurker first time poster.

I guess I just find it a little annoying that this high efficiency horns + tubes thing has been around a very very long time, with lots of knowledgeable and passionate folks on this forum and others who have been singing the praises of this approach for years, then this dude shows up and presents it all as though he “discovered” the secret Japanese recipe to audio nirvana - and now he’s “enlightening” the west in an insanely top dollar, pretentious and elitist package. All without really bringing anything new to the party besides increasing the awareness and demand (and possibly prices) for the already niche and hard to find hardware - none of which benefits the OG’s of the hobby.

Maybe I’m just an old man yelling at a cloud?

 

[MrEd]

Thanks for the welcome - long time lurker first time poster.

I guess I just find it a little annoying that this high efficiency horns + tubes thing has been around a very very long time, with lots of knowledgeable and passionate folks on this forum and others who have been singing the praises of this approach for years, then this dude shows up and presents it all as though he “discovered” the secret Japanese recipe to audio nirvana - and now he’s “enlightening” the west in an insanely top dollar, pretentious and elitist package. All without really bringing anything new to the party besides increasing the awareness and demand (and possibly prices) for the already niche and hard to find hardware - none of which benefits the OG’s of the hobby.

Maybe I’m just an old man yelling at a cloud?

To me he is in a way doing the same things that Oswald Mill did early in their path, but with the hipster crowd.
I am in no way critical of Ojas, I don't have any reason to play in that sandbox.
I am happy for @Tsingtao_1903 to have them using his expertise and products.

 

[adnick]

Welcome 👍
Yell at clouds all the time and I’ve yet to see one that didn’t change

When one is ignorant of something and it’s discovered or revealed, it’s always interesting to watch their reaction, some overreact like it’s the second coming while others use it as a learning experience and of course there’s a spectrum in between.

Have always been interested in the Japanese audio/hifi scene especially the Jazz influence, and it’s obvious that many don’t understand the impact of the Japanese vinyl enthusiasts on the audio equipment equation….

Being a long time tube and vinyl enthusiast I’m content in my own little universe


Andy

 

[asilker]

Speaking as a younger Millennial (but not an Ojas owner):

I think he is probably targeting a demographic that I don't fit into financially, which I am 100% ok with. I'm aware of his systems (which look cool) and they definitely target design values that id expect to appeal to a higher earning segment of the generation.

I could talk too much about my generation's relationship to home ownership (most of my friends are asking each other if we changed before the market shifted / or if you're stuck)

But I think the bigger discussion is that my generation's little segment just saw significant income and employment disparity while all of these other things happened nationally

I will say this: my generation at large is jettisoning a number of attitudes perceived to be modeled by proceeding generations. Which means the difference between Ojas vs older high efficiency forums is that Ojas feels inherently less dogmatic

 

[jimreeves]

I hadn't heard of this Ojas prior, but seeing the Ojas + Denon collab for the DL-103o and reading the blurb/watching the video made me throwup in my mouth a little.

 

[Ampexed]

I will say this: my generation at large is jettisoning a number of attitudes perceived to be modeled by proceeding generations. Which means the difference between Ojas vs older high efficiency forums is that Ojas feels inherently less dogmatic

I would question this - to my eyes he's doing almost exactly what previous generations did (and are doing) in the high efficiency/horn realm with the sole exception being the use of large subwoofers with these horns (something I've advocated for since the 70s) and his apparently more spot-on marketing to his target buyers. I don't see any particular dogma going on with older horn users or less in his case.

 

[Carlos269]

OJAS is not as blatantly ripping off the “not for profit” DIY Audio Community and their freely shared concepts, designs and ideas contributions in the way that OMA (Oswalds Mill Audio) and Aries Cerat have monetized them but they are heading in that direction. As the old Black Flag record label SST used to say, I wish that audio consumers would “Don’t Suck Corporate Cock” and pay for status symbols, audio jewelry and exclusivity over substance.

 

[Tsingtao_1903]

Please allow me to present a different view point.

When I was asked to develop a small format horn nearly two years ago, I first pitched the A808. No go. So, pitched the idea of a mini-311 type horn. Now, at first glance, it's a traditional Altec X11 type horn. But, the mouth aspects are different. The vertical height is higher. The internal vanes go much further back. The horn walls are twice as thick vs the Altec x11 horns. The horns are tempered after casting for strength. Instead of the long and nearly linear throats of the 511B and 811B, the Ojas 1211 throat is much shorter. The expansion geometry started with a long expired WE patent added my own engineering. So, the Ojas 1211 horn is technically as far as the Altec X11 horns as one could get with the exception of looks. All the "innovations" that a casual observer can not see nor appreciate. After months of testing, Klipsch engineers (among the most knowledgeable in the business), passed the 1211 horn with flying colors.

It also must be said that goods and manufacturing are increasingly expensive - especially post-Covid. My costs have gone up by at least 30% accross the board. Borrowing a saying from car racing: "How do you make a small fortune in audio? Start with a big fortune." Yes, my horns are very expensive. Guilty as charged. The truth is for these, the prices barely cover the expenses to make them. All my months of research and development (my time) are free so to speak as I am retired. I am thankful for my association with Ojas gives me some financial leaway to research and make the horns I really want to make.

 

[Carlos269]

Please allow me to present a different view point.

When I was asked to develop a small format horn nearly two years ago, I first pitched the A808. No go. So, pitched the idea of a mini-311 type horn. Now, at first glace, it's a traditional Altec X11 type horn. But, the mouth aspects are different. The vertical height is higher. The internal vanes go much further back. The horn walls are twice as thick vs the Altec x11 horns. The horns are tempered after casting for strength. Instead of the long and nearly linear throats of the 511B and 811B, the Ojas 1211 throat is much shorter. The expansion geometry started with a long expired WE patent added my own engineering. So, the Ojas 1211 horn is technically as far as the Altec X11 horns as one could get with the exception of looks. All the "innovations" that a casual observer can not see nor appreciate. After months of testing, Klipsch engineers (among the most knowledgeable in the business), passed the 1211 horn with flying colors.

It also must be said that goods and manufacturing are increasingly expensive - especially post-Covid. My costs have gone up by at least 30% accross the board. Borrowing a saying from car racing: "How do you make a small fortune in audio? Start with a big fortune." Yes, my horns are very expensive. Guilty as charged. The truth is for these, the prices barely cover the expenses to make them. All my months of research and development (my time) are free so to speak as I am retired. I am thankful for my association with Ojas gives ne some financial leaway to research and make the horns I really want to make.

Isn’t it a contradiction, an Insufferable DIY'er for profit?

 

[Tsingtao_1903]

Isn’t it a contradiction, an Insufferable DIY'er for profit?

No. As stated, my association with Ojas gives me the financial leaway to research and develop the horns I really want to make. So, it's a mean to an end of DIY. I see no contradiction. Put it in another way, I funding my DIY side with the profits from the commercial side.

 

[Carlos269]

No. As stated, my association with Ojas gives me the financial leaway to research and develop the horns I really want to make. So, it's a mean to an end of DIY. I see no contradiction. Put it in another way, I am thankful for the financial contribution from the commercial side to fund my DIY side.

I appreciate your perspective. Just have seen what happened with Bill Woods and OMA, just for one instance. You play with fire long enough and you get burned. I wish you the best with your association.

 

[asilker]

I would question this - to my eyes he's doing almost exactly what previous generations did (and are doing) in the high efficiency/horn realm with the sole exception being the use of large subwoofers with these horns (something I've advocated for since the 70s) and his apparently more spot-on marketing to his target buyers. I don't see any particular dogma going on with older horn users or less in his case.

I hear that

I think I am trying to address a social issue within audio communities. Which is to say that my generation may have less DIY or layman/craftsman skill, and as one example some of the attitudes feel different when approaching a community of predominantly older-gen folks

My generation has also grown up with different exposure to auto modification and maintenance. That's an example of a community which fosters a collection of skills and attitudes that's potentially different.

I'm not saying Ojas do not present their own design language / dogma / ideology. Just that it's presentation is different.

Certainly this does not speak for everyone

I would be interested to hear if @JohnVF has any opinions here as he has some professional perspective and I am often wrong

Editing to add, @Ampexed I know your opinion is informed by you profession as well

 

[rogerfederer]

i guess i'm a big tent guy. i love the idea of hipsters getting turned on to the horn, altec, SET, idler universe. the more the merrier. doesn't take away any of my enjoyment of my own altec/SET/etc.

i still remember fondly going to AK gatherings when i lived in the DC area; didn't matter how much or little you did DIY or whether you were into fleawatt or big SS--everyone was friendly and found common ground.

this forum feels that way to me in general: there is a ton of specialized skill and experience but i don't feel a lot of attitude (which is something i really like about it; thanks @prime minister).

 

[Audionut]

I hear that

I think I am trying to address a social issue within audio communities. Which is to say that my generation may have less DIY or layman/craftsman skill, and as one example some of the attitudes feel different when approaching a community of predominantly older-gen folks

My generation has also grown up with different exposure to auto modification and maintenance. That's an example of a community which fosters a collection of skills and attitudes that's potentially different.

I'm not saying Ojas do not present their own design language / dogma / ideology. Just that it's presentation is different.

Certainly this does not speak for everyone

I would be interested to hear if @JohnVF has any opinions here as he has some professional perspective and I am often wrong

Editing to add, @Ampexed I know your opinion is informed by you profession as well

Wait, how old are you if you don’t mind my asking?

@rogerfederer , I can mostly agree with your points, except that these “hipsters” have driven up the cost of goods for us DIYers, and for that I think they are evil.

 

[asilker]

Wait, how old are you if you don’t mind my asking?

@rogerfederer , I can mostly agree with your points, except that these “hipsters” have driven up the cost of goods for us DIYers, and for that I think they are evil.

I don't mind, early 30s.

 

[airdronian]

No. As stated, my association with Ojas gives me the financial leaway to research and develop the horns I really want to make. So, it's a mean to an end of DIY. I see no contradiction. Put it in another way, I funding my DIY side with the profits from the commercial side.

Personally, I hope this continues successfully for you. I'm not really a horn guy, but I've found this journey of yours fascinating. 👍