Microphones are an essential tool in the production of audio and vocal recordings. This article will provide a comprehensive overview of microphones, their types and applications, and their importance in the audio industry.
It will also discuss the various components involved in microphone design and how they contribute to performance.
Finally, it will examine some of the latest developments in microphone technology and their potential implications for the future.
The purpose of a microphone is to capture sound waves and convert them into electrical signals that can be sent to a recording device or amplifier.
The term “microphone” was originally coined by Scottish scientist Alexander Graham Bell in 1876, following his invention of the telephone. Since then, microphones have evolved considerably and come in many shapes, sizes, and designs.
The most common type of microphone is the dynamic microphone, which uses an electromagnet to convert sound waves into electrical signals. Other types include condenser microphones, ribbon microphones, USB microphones, wireless microphones, lavalier microphones, shotgun microphones, and more.
Each type has its own unique characteristics that make it suitable for different applications. In addition to these standard types of mics are specialty mics such as boundary mics used for capturing specific sounds within an environment or headset mics used for live performances on stage or television broadcasts.
Types Of Microphones
Microphones are used in a wide range of situations, from public address systems to audio recording and broadcasting. There is a range of different types of microphones that can be employed for these purposes, each offering distinct characteristics and advantages.
This article will provide an overview of the main types of microphones available on the market today.
Most of the time, dynamic microphones are used for live sounds, like at concerts or speeches. They work with electromagnetic induction, which is a diaphragm connected to a coil that is suspended in a magnetic field.
As sound waves enter the microphone, they cause the diaphragm to vibrate, creating an electrical signal. Dynamic microphones generally have good durability, making them suitable for use in live performances and other demanding conditions.
Condenser microphones are more sensitive than dynamic mics and are commonly used in recording studios due to their greater accuracy and signal-to-noise ratio. A condenser mic consists of two plates separated by air or gas, one of which acts as the diaphragm and the other as a backplate or ground plate.
When sound waves hit the diaphragm, they cause it to vibrate and generate an electrical charge; this voltage is then amplified before being converted into an audio signal. Condenser mics usually require power from either batteries or phantom power supplies for operation.
Ribbon microphones are another type of dynamic mic that utilizes an aluminum ribbon suspended between two magnets instead of a coil-driven diaphragm like traditional dynamic mics do.
Ribbon mics produce a smooth frequency response with low self-noise levels, making them well-suited for capturing acoustic instruments and vocal recordings in studio settings.
However, they are relatively fragile compared to other types of microphones, so they should be handled with care during use.
In summary, microphones come in various forms depending on their intended application: dynamic mics are best suited to live performances, while condenser mics offer greater accuracy in studio environments; ribbon mics provide excellent results when capturing acoustic instruments or vocals but need careful handling due to their fragility.
Understanding the strengths and weaknesses of each type will help users make informed decisions when purchasing or using microphones for their projects.
Microphone Parts And Functions
Microphones are an important tool for capturing sound, with a range of specialty designs available for various applications. Each microphone is composed of several distinct parts, each of which play a role in the device’s overall performance.
This article explores the key components and functions of microphones to provide a better understanding of how they capture audio.
The first part of a microphone is the diaphragm, which converts sound waves into electrical signals. This thin membrane vibrates in response to sound waves and is usually made from plastic or metal. The second part, known as the backplate, supports the diaphragm while allowing air to pass through it freely.
The capsule then contains the diaphragm and backplate, protecting them from dust and other debris that could affect their performance. Finally, a cable connects the capsule to other audio equipment, such as an amplifier or recording device.
Various components within these three parts also contribute to a microphone’s performance. For example:
- The preamp boosts sound levels before transmission;
- The suspension reduces unwanted vibrations;
- The filter removes background noise from low-frequency sounds.
All of these features work together to make clear, accurate recordings that can be used for broadcasting and live performances, among other things.
By understanding how these components work together to capture sound, users can make more informed decisions when selecting a microphone for their specific needs.
How To Choose The Right Microphone
When it comes to choosing the right microphone, there are a variety of factors to consider. First, people need to think about what kind of microphone works best for their needs.
Dynamic microphones are well-suited for live performances and are generally more affordable than condenser microphones. On the other hand, condenser microphones offer more detail in their sound reproduction and require external power, making them ideal for recording in studio environments.
Another important factor to take into account when selecting a microphone is its polar pattern. Polar patterns refer to the directionality of a microphone’s response; whether it picks up sound from all directions (omnidirectional) or only from certain directions (cardioid).
Consequently, depending on the application, either an omnidirectional or cardioid microphone may be preferable.
Finally, another key aspect to consider when choosing a microphone is its frequency response. Each microphone will have a range of frequencies that it can accurately capture and reproduce; this range should be considered according to the intended usage of the microphone.
For instance, if one intends to use the microphone for vocals, one should look for a mic with a smooth frequency response, which will provide more detailed and accurate recordings.
In summary, when selecting a microphone, there are several aspects that should be taken into consideration, such as type of mic, polar pattern, and frequency response, in order to ensure that the most suitable option has been chosen for each individual application.
Different Uses Of A Microphone
Microphones come in a variety of shapes and sizes, and each type has its own specific use. It is important to understand the various ways a microphone can be used in order to select the right one for the intended purpose. This article will explore the different uses of a microphone.
One common use for microphones is in sound recordings, such as in professional music recording studios or by audio engineers when creating sound effects for films and television.
Microphones are often connected to an audio mixer and audio recorder, allowing sound waves to be captured and stored digitally.
The quality of sound that is recorded depends on the type of microphone used, but all microphones serve the same purpose: capturing sound waves and converting them into electrical signals that can be stored on a computer or other media device.
Another common use of microphones is in live performances. Musicians often use microphones to amplify their voices or instruments, allowing them to reach larger audiences more effectively than without them.
Microphones also allow performers to control their volume levels more accurately, making it easier for audiences to hear what is being performed. Additionally, some performers may choose to use wireless microphones so that they can move freely during their performance without having cables trailing behind them.
Microphones are also useful in many other applications, including conference calls, public speaking engagements, interviews, lectures, and even video conferencing.
In these situations, they help ensure that sound quality remains clear while providing feedback on how loud someone needs to speak in order for their voice to be heard over background noise or competing speakers.
By understanding the different uses of a microphone one can make an informed decision on which type will best suit their needs.
Advantages And Disadvantages Of Using A Microphone
Microphones are a useful tool for many applications and have multiple advantages and disadvantages. First of all, the main reason to use a microphone is that it makes sounds louder by amplifying them. This can be useful when recording music or speaking at large events or venues.
Additionally, microphones can be used to capture audio with greater clarity than traditional recording methods, such as using a tape recorder. Furthermore, they can be used to record audio from far away distances without losing any sound quality.
On the other hand, there are also some drawbacks associated with using microphones.
Firstly, they require power to operate, which means that any recordings need an external source of electricity in order for them to work properly.
Secondly, microphones are more prone to feedback than other forms of recording devices due to their increased sensitivity.
Thirdly, they also tend to pick up background noise more easily than other audio-capturing devices.
Lastly, because microphones make sounds louder, they can sometimes distort or cut sound if the signal coming in is too loud.
Overall, when compared to other recording devices and technologies, microphones have both pros and cons. They have great sound clarity and amplification, but they can also cause problems like feedback and distortion if they are not used properly.
Ultimately, though, microphones remain a popular choice for many professional audio engineers due to their versatility and potential for capturing high-quality audio recordings:
• Amplification of sound
• High level of clarity
• Ability to capture audio from far distances
• Susceptible to feedback and distortion if not used correctly • Possibility of recording multiple sources simultaneously.
The History Of Microphones
The invention of the microphone has a long and varied history. The instrument today known as the microphone was first conceived by Scottish physicist Alexander Graham Bell in 1876. He used it to transmit sound over a telephone line. Since then, there have been various iterations of this technology, resulting in different form factors and applications.
One of the earliest models of the microphone was developed by German electrical engineer Emil Berliner in 1877. This model utilized a carbon granule transmitter, which could be used to amplify weak signals. By amplifying these signals, it allowed for recordings to be made on phonograph cylinders and eventually discs.
In 1931, American inventor Chester Flanders developed the condenser microphone, which is still used today for its superior sound quality and dynamic range in both studio and live applications. The condenser microphone works by converting vibrations into an electrical signal that can then be processed through a sound system or recorded onto a medium such as wax or magnetic tape.
This type of microphone is now commonly found in recording studios, professional audio systems, teleconferencing systems, and many other types of equipment where clear and accurate sound reproduction is desired.
Since its inception over 140 years ago, the microphone has gone through numerous improvements and advancements in order to meet modern demands for high-quality audio production. Today, microphones are ubiquitous devices that are used across all industries from broadcasting to music production to just about any situation where audio needs to be captured accurately and reliably.
Properly Setting Up A Microphone
Setting up a microphone properly is an important step for achieving the most effective sound quality. It requires taking into consideration several key elements such as the type of mic and its placement in relation to the source of sound.
The first step is to select a microphone that is appropriate for the task. Different types of microphones pick up sounds in different ways, so selecting the right one will depend on the application. For example, if capturing a conversation between two people, it is best to use a directional mic that will pick up sound from the desired direction while minimizing any background noise.
Positioning the microphone correctly relative to the source of sound is another essential component of setup. Generally speaking, it should be placed at an angle slightly off-axis and close enough to minimize any reverberations or echoes generated by the room. The level of gain and filtering settings should also be adjusted as needed depending on how loud or quiet the room is and what type of sounds are being recorded.
By following these steps, it is possible to create an ideal environment for capturing audio with minimal interference and distortion. With careful preparation and attention to detail, this will ensure optimal audio results every time.
Popular Brands Of Microphones
Microphones are important tools for sound recording and amplification, and a wide variety of brands exist on the market. The selection of microphone brands is diverse, ranging from large multinational companies to smaller independent manufacturers.
Different microphone models have various features that make them suitable for a variety of applications. In this article, we will explore some of the popular brands of microphones available today.
One major brand in the field of microphones is Shure Incorporated. Founded in 1925, Shure has become known for its innovative products, such as the SM58 vocal microphone and the KSM44A condenser microphone. Their products are used by many professionals in music recording and live performance settings.
Another popular brand is AKG Acoustics, which was founded in Vienna in 1947 and produces both dynamic and condenser microphone models. These mics are often used for studio recording and stage performances due to their high-quality audio capture capabilities.
Finally, Sennheiser is another well-known microphone brand that produces both wired and wireless models for a variety of purposes. Some of their popular models include the MD 421 II dynamic mic and the e 835 cardioid mic.
They also produce headset microphones designed specifically for use with voiceover work or gaming headsets. All these brands offer various options that cater to different needs when it comes to sound capturing equipment.
When selecting a microphone, it is important to consider factors such as quality, cost, features, design and intended application before making a purchase decision. Knowing about some of the popular brands can help narrow down one’s choice when looking for an appropriate microphone model that meets their specific requirements.
Common Issues With Microphones
When using a microphone, it is important to be aware of potential issues that could arise. Common issues include sound distortion, feedback, signal clipping, and incorrect settings. This article will explore each of these issues in detail.
Sound distortion is one of the most common problems with microphones. Distortion occurs when the input level is too high or too low, resulting in an unpleasant sound. To reduce this issue, it is important to adjust the input levels correctly according to the microphone’s specifications.
Additionally, setting your audio interface’s gain levels properly can help reduce distortion caused by either overloading or under-utilizing the microphone itself.
Feedback is another common issue with microphones. Feedback occurs when a microphone picks up its own signal and amplifies it until a loud ringing sound is heard through the speakers or headphones. To prevent feedback from occurring, users should check their setup and make sure that all components are correctly connected and that no other sources are producing sound at the same time as the microphone.
Additionally, adjusting EQ settings on both the microphone and audio interface can help reduce feedback.
Lastly, signal clipping and incorrect settings can also cause problems with microphones. Signal clipping occurs when a signal exceeds 0 dBFS (decibels full scale) which results in distorted audio due to clipping off parts of the waveform at maximum volume levels.
To avoid this issue it is important to adjust both gain and volume levels appropriately so that they do not exceed 0 dBFS during recording or playback. Additionally, incorrect settings such as improper polar patterns or noise gate configurations can also interfere with proper use of the microphone causing undesired audio artifacts or noise floor buildup within recordings.
In summary:
• Sound distortion due to incorrect input levels
• Feedback caused by incorrect setup and EQ settings
• Signal clipping due to exceeding 0 dBFS
• Incorrect settings such as polar pattern configurations or noise gate setups
It is important to be aware of these common issues when using a microphone so that they can be avoided altogether for optimal performance and quality recordings.
Benefits Of Using A Microphone
The use of microphones has a range of advantages and can be beneficial for many different applications.
Firstly, it is important to note that microphones are used to amplify sound and provide better quality audio when recording or broadcasting. This means that the sound produced is clearer and more accurate, which is particularly advantageous for video production or live performances.
Additionally, a microphone can be used to reduce background noise in recording environments, making it easier to capture the desired sound without any interference from other sources.
Furthermore, microphones are also useful in vocal production applications such as podcasting and voice-over work. Using a microphone allows actors or presenters to accurately capture their voice with minimal background noise, resulting in a higher quality recording.
Additionally, using a microphone with a pop filter also helps to reduce plosives (hard bursts of air) when speaking into the microphone which can interfere with the clarity of vocals.
Lastly, another advantage of using a microphone is that they allow users to adjust the audio levels in recordings or broadcasts easily and quickly. This is particularly beneficial for radio shows or remote broadcasts where it’s not possible to have an engineer sitting by the side of the presenter adjusting levels throughout each broadcast.
TIP: When looking for a microphone suitable for your needs make sure you consider what type of environment you will be using it in as this will determine which type of mic you should use (e.g dynamic vs condenser).
Troubleshooting A Microphone
Troubleshooting a microphone can be an intimidating task. But with the right guidance and tools, it is possible to find an effective solution. This article will discuss the steps one should take when diagnosing problems with their microphone.
The first step in troubleshooting a microphone is to identify the source of the problem. Common issues include bad connections, incorrect settings, or physical damage to the microphone itself. It is important to check for each of these before attempting any fixes.
Next, it is essential to test the microphone by connecting it to another device or software and making sure that it works correctly in those environments.
Once the source of the problem has been identified and tested, there are several approaches one can take in order to resolve it:
• Resetting all settings – This could include changing the microphone’s levels, frequency range, and other settings back to their original state.
• Replacing cables or wires – Depending on what type of connection was being used (e.g., USB or XLR), replacing cables or wires might be necessary if they have become worn out or damaged over time.
• Cleaning out debris – If debris has accumulated in the microphone’s openings, this can cause interference and block sound from traveling through properly. Cleaning out this debris can help restore normal functioning.
If none of these solutions work, it may be necessary to seek professional assistance or purchase a new microphone altogether. With proper diagnosis and maintenance though, many minor issues can be easily fixed without having to incur additional costs.
Care And Maintenance Of Microphones
The care and maintenance of microphones are important tasks that must be followed in order to ensure optimal performance. Proper care will not only help increase the lifespan of the microphone, but it can also provide better sound quality when used correctly.
We will discuss some of the main points to consider when caring for a microphone, including cleaning, storage, and handling.
Cleaning:
- Regularly check for dust and debris on the microphone and remove them using alcohol-based wipes or compressed air
- Do not use water or other liquids to clean as this may damage the sensitive parts
- Be careful with abrasive materials like cloths or brushes as they may scratch the surfaces
Storage:
- Store in a dry area away from direct sunlight and humidity
- Keep it in its original box or container if possible
- Choose a spot away from extreme temperatures and vibrations if you wish to store the microphone for extended periods of time
Handling:
- Handle with care as dropping or mishandling can cause permanent damage to its internal parts
- Always unplug cables before connecting or disconnecting
- When not in use, store in an upright position so that no pressure is exerted on any part of the device
With the right care and maintenance, microphones will keep making great sounds for a long time. Regular cleaning and safe storage help preserve their condition, while proper handling prevents sudden breakdowns due to mishandling. To get the most out of your microphone, following these simple steps will ensure its longevity.
Wireless Versus Wired Microphones
Wireless and wired microphones have both become ubiquitous tools in recording sound, broadcasting, and other audio applications. There are advantages and disadvantages to each type of microphone that must be considered when making a decision about which microphone is best for a particular application.
Wireless microphones offer greater mobility due to the lack of a cord connecting the microphone to the audio recorder or amplifier. This makes them ideal for use in live performances where performers may need to move around the stage, or for on-location recordings where it is not feasible to run cables.
However, wireless microphones can suffer from interference from other wireless signals such as those from cell phones or Wi-Fi routers. Additionally, wireless microphones generally have shorter battery life than wired models and may require multiple batteries if longer recording sessions are needed.
Wired microphones typically provide higher sound quality than their wireless counterparts as they do not suffer from signal interference. Wired microphones also usually have better directional sensitivity than wireless models, meaning they are better able to pick up sound from one direction while minimizing background noise.
The trade-off is that wired microphones require more setup time due to the need for cables which can limit their portability in certain situations.
TIP: When choosing between a wireless or wired microphone for an application, consider factors such as mobility requirements, sound quality needs, available power sources, and potential signal interference issues before making a decision.
Accessories For Microphones
Accessories for microphones are essential components that enable users to gain the desired sound quality. To get the best out of a microphone setup, it is important to find the right accessories. This article will discuss different types of accessories available for microphones, such as:
• Mounts:
◦ Boom arms
◦ Shock mounts
• Cables:
◦ XLR cables
◦ USB cables
The first type of accessory for microphones is mounts. Mounts enable users to attach the microphone securely and in a suitable position. Boom arms are especially useful when recording vocals, while shock mounts dampen vibrations from external sources and help reduce noise interference. The second type of accessory is cables, which are used to connect the microphone to an audio interface or mixer. XLR cables offer superior sound quality compared to USB cables, making them ideal for any professional studio setup. However, USB cables are more user-friendly and often come with plug-and-play compatibility with computers.
In addition to these basic accessories, there are also many other options available such as pop filters, windscreens, and foam covers that can be used to further enhance the sound quality of a microphone. Accessories like these can make all the difference in achieving better audio recordings and should not be overlooked when setting up a microphone system.
Professional Tips For Using A Microphone
Using a microphone properly is essential for effective sound recording and performance. To maximize the quality of audio recordings, it is important to consider factors such as the type of microphone, placement, and settings. Additionally, understanding how signal processing affects the audio output is paramount for those seeking professional results.
The type of microphone chosen can have a significant impact on the outcome of a project. For instance, dynamic microphones are best suited for live performances due to their ability to handle loud sounds without distortion or interference.
Condenser microphones are better for studios than dynamic mics because they can pick up subtle sounds more accurately. Knowing which type of microphone works best for different applications is key to achieving optimal results.
Proper placement and settings are also critical when using a microphone. To reduce unwanted noise such as reverberation or feedback, it’s important to position the mic away from reflective surfaces like walls and ceilings.
Also, making the right changes to equalizers, filters, and gain levels will help the recording sound the way you want it to. With careful consideration given to these factors during setup, users can be confident that their recordings will sound of professional-grade quality.
In addition to physical setup considerations, understanding how signal processing affects a microphone’s output quality is an important factor in obtaining professional results. Signal processors such as compressors and limiters can be used to enhance clarity or shape frequency curves for equalization purposes.
Experimenting with various compression techniques can help make subtle adjustments that bring out desired qualities in an audio track while preserving its natural character at the same time.
Frequently Asked Questions
How Much Does A Microphone Cost?
The price of a microphone varies depending on a number of factors, including the type and model of the microphone. Generally, microphones can be separated into three distinct categories: budget, mid-range, and professional-grade.
Budget microphones are typically the most cost-effective option for those looking to acquire one for casual use. These models range from $25-$100 and offer basic sound quality with limited features.
Mid-range microphones provide better sound quality than their budget counterparts but are still affordable. A multitude of features accompany these models at an average price of $100-$200.
Professional grade microphones are usually the most expensive option, ranging from $200-$1,000 or more depending on the model and its features. These mics are designed to handle large volumes and have superior audio clarity compared to other models in this category.
When it comes to buying a microphone, it is important to consider your needs before making a purchase decision. Consider what you plan to use the device for and how much you are willing to spend in order to find the best model that fits within your budget.
Do I Need Special Software To Use A Microphone?
Using a microphone requires the right equipment, but it may also require the use of specialized software. Most microphones are designed to work with standard audio inputs and outputs, such as USB or 3.5mm jacks. However, certain types of microphones require additional software in order to function properly.
For example, a condenser microphone used for recording music or other sound requires a digital audio workstation (DAW) to record and edit the sound before it is sent out for playback.
Different types of software can be used to ensure that a microphone functions correctly. These programs range from basic voice recording applications to more advanced digital audio production suites. Additionally, some microphones come with their own dedicated software that must be installed before use.
This software typically allows users to adjust settings such as gain levels and noise cancellation preferences in order to get the best sound quality from their device.
In addition to specialized software, some microphones require additional hardware components in order for them to work properly. This includes items such as preamps and mixers which can be used to enhance the sound quality of recorded audio.
While these components may not be necessary for all microphone types, they can help greatly improve the overall performance of many microphones when used correctly.
Is A Microphone Compatible With All Audio Systems?
When it comes to using a microphone with an audio system, compatibility is key. Whether the microphone is wired or wireless, it needs to be compatible with the particular audio system in order to work properly. This can vary depending on the type of audio system and the type of microphone being used.
In general, microphones should have an input jack that matches the output jack of the audio system. This allows for compatibility between both devices and allows for sound signals to travel from one device to another. Additionally, some microphones may require additional components such as a mixer or amplifier in order to be compatible with a particular audio system.
It is important for users to be aware of their particular audio system’s requirements when selecting a compatible microphone. They should take into consideration factors such as the type of microphone, quality of sound, and any additional hardware that might be needed before making their purchase decision.
TIP: Researching both your specific audio system and microphone model will help you ensure you are selecting a compatible combination that will suit your needs.
Can A Microphone Be Used For Recording Music?
The use of microphones for recording music has become a popular practice among musicians and recording engineers. Microphones are designed to capture sound waves, and this technology can be used to record music. There are several considerations to take into account when selecting a microphone for music recording.
First, the type of microphone should be chosen based on the type of material being recorded. For example, dynamic microphones are well-suited for recording loud instruments such as drums or electric guitars. On the other hand, condenser microphones are more appropriate for capturing subtle details from acoustic instruments such as violin or piano.
Additionally, if an artist wants to produce a live sound in their recordings, then a ribbon microphone is recommended for its ability to accurately portray an acoustic space in the mix.
Furthermore, the quality of the microphone should also be taken into consideration when selecting one for use in music production. Generally speaking, higher-quality microphones will provide better sound quality than lower-quality models due to their increased sensitivity and sensitivity range.
Additionally, higher-quality microphones may feature additional features that can facilitate the recording process such as built-in preamps or noise reduction capabilities.
In summary, microphones can be used effectively for music production by taking into account factors such as type and quality of the microphone as well as any additional features it may offer which can improve the recording process. Therefore, it is important to research and choose a microphone carefully in order to achieve optimal results when producing music.
Are There Any Health Risks Associated With Using A Microphone?
The use of a microphone can pose a range of health risks, depending on the type and frequency of its usage. Commonly, these include vocal fatigue due to overuse and acoustic shock caused by sudden loud noises. Long-term exposure to high sound pressure levels from microphones can also lead to permanent hearing damage, tinnitus, or other ear-related health issues.
To reduce the chances of experiencing any of these risks, it is recommended that users take precautionary measures such as using headphones for monitoring sound levels when recording with a microphone. Additionally, individuals should maintain adequate distance between their mouths and the microphone at all times in order to avoid long-term vocal fatigue.
Furthermore, users should be aware of their environment and surroundings as loud noises or feedback can cause acoustic shock if not properly managed.
Overall, understanding potential health risks associated with using a microphone is an important step in making informed decisions while recording music. By following the recommended safety precautions and being mindful of one’s environment, users can minimize any potential danger posed by using a microphone.
Conclusion
As microphones have become increasingly available and accessible, the range of available options has grown considerably. Microphones come in a variety of shapes, sizes, and price points. However, it is important to understand that not all microphones are compatible with all audio systems, and special software may be required for certain models.
Additionally, microphones can be used for recording music, but this should be done with caution in order to avoid potential health risks associated with excessive loud noise levels.
Overall, when selecting a microphone it is important to consider the cost, compatibility with other audio systems, and potential health risks associated with use. By doing so a person can ensure they are able to find the right microphone for their needs without having to worry about any issues or complications arising down the line.
Furthermore, understanding how different types of microphones work and what features they offer can help someone make an informed decision on which one will best suit their needs.
In conclusion, microphones come in a variety of shapes and sizes that may require special software or be incompatible with certain audio systems. It is also important to take into account the potential health risks associated with using a microphone before deciding on one.
Ultimately however by researching the available options and understanding how different types of microphones work a person can find just the right one for their needs at an affordable price point.
