This Amp is CRAZY! And its..
United States of Analog | August 24, 2023
🎙️ Early Video Analysis
What is this video about?
This video is about the Technics SUG 700 digital amplifier. The host Bob is doing an overview (not a formal review) of a digital audio component that he’s been fascinated with since first seeing it in a 2021 Music Direct catalog. He plans to share the five things he loves most about this amplifier, noting it’s a product many people haven’t heard of despite his enthusiasm for it.
What gear, products, or brands are discussed?
- Technics SUG 700 digital amplifier [00:00:46, 00:02:16, 00:04:17, 00:05:16]: Host emphasizes it’s “100% digital and 100% cool as hell” and describes it as one of the most beautiful audio components he’s ever seen
- Music Direct catalog [00:02:32]: 2021 catalog featuring the Technics amp on page 91, described as coming from a Chicago company and being free to obtain
What are the host’s main opinions or takes so far?
- The Technics SUG 700 is an exceptional product that he’s “haven’t been able to stop thinking about” since seeing it years ago [00:01:36]
- It’s underappreciated – many of his audio friends don’t know about it when he brings it up [00:02:09]
- The product is so beautiful that he knew he would buy it instantly just from seeing the photo, before even reading the description [00:04:42]
- Music Direct catalogs are among the “coolest things ever” and compare to the excitement of childhood Sears wish books [00:03:06, 00:04:11]
Were there any funny moments, strong opinions, or memorable quotes?
- Opening nightmare scenario [00:00:00-00:00:54]: Elaborate story about rushing back into a burning house to save the SUG 700, with a fire chief who “gets it”
- “Life’s too short” moment [00:05:05]: At 1 AM while his wife slept, decided to order the amp during the pandemic, reasoning “life’s too short not to have the things that you want”
- Pronunciation uncertainty [00:02:22]: Admits he’s unsure how to pronounce “Technics” – “take your pick techniques, techniques… I think it’s techniques”
Summary
The video opens with Bob recounting a humorous recurring nightmare about rushing back into a burning house to save his Technics SUG 700 digital amplifier, with even the fire chief understanding his priorities. Despite hosting an analog-focused channel, he’s dedicating this video to praising a 100% digital component that has captivated him for years.
Bob traces his obsession back to December 2020 when he first spotted the SUG 700 on page 91 of a Music Direct catalog during the early pandemic period. He describes the visceral reaction of finding it “one of the most beautiful things” he’d ever seen, knowing instantly he would purchase it before even reading the specifications. He spent several nights researching and staring at the catalog photo, building anticipation.
The purchase decision came at 1 AM while his wife slept, driven by a pandemic-era “life’s too short” philosophy. Bob emphasizes that despite his enthusiasm among audio friends, the SUG 700 remains relatively unknown, which motivates him to share what he considers the five best aspects of this “awesome product” with his subscribers. He positions this as friendly advice, comparing it to sharing stock tips or winning horses with people he cares about.
⏱️ Mid-Video Analysis
What gear, products, or brands are discussed in this portion?
- [00:06:20] Technics SUG-700 amplifier (host corrects pronunciation from “techniques” to “technics”)
- [00:06:30] Second generation SUG-700 (mentioned as recently released)
- [00:07:27] Marantz receivers (mentioned as comparison for old silver-faced units)
- [00:08:37] BDI cabinet (furniture brand mentioned)
What are the host’s key findings, verdicts, or opinions?
- [00:05:38] “I’ve never looked back” after getting this amplifier
- [00:06:40] Can’t imagine something that would sound better
- [00:07:17] Recommends silver finish over black: “definitely go with the silver. I think it’s just classier”
- [00:09:25] “if you’ve got the space, the SUG-700 is definitely a must consider”
- [00:10:28] “this digital sounds like class AB”
- [00:10:32] “I can’t adequately explain how good this amplifier sounds”
- [00:10:33] “It is my reference amplifier”
Were there any listening tests or sound quality observations described?
- [00:09:31] Claims 70 watts of “pure, clean, digital power”
- [00:10:09] “I’ve thrown every speaker that I borrowed, bought or stolen at this thing, and it has delivered the goods in the power department”
- [00:10:24] “70 watts is more than enough”
- [00:10:28] Notes the digital amplification “sounds like class AB”
Any comparisons to other gear mentioned?
- [00:07:27] Compares build quality favorably to old Marantz receivers, noting the SUG-700 has flush edges unlike older receivers that had oversized faceplates
- [00:07:57] Notes the case is thicker than average with no flex when pressed
Any memorable quotes or strong takes?
- [00:06:12] “That just hits you right in the gut when you see that”
- [00:07:20] “Stay classy. Stay classy”
- [00:09:44] “I know digital has been a dirty word” (acknowledging audiophile bias against digital)
- [00:10:00] “there’s some secret sauce inside this amp”
- [00:10:12] “every speaker that I borrowed, bought or stolen”
Summary
In this portion of the video, the host begins his “top five reasons” for loving the Technics SUG-700 amplifier, starting with its physical design and build quality. He’s clearly enthusiastic about the unit, describing it as beautiful and well-built, weighing 27 pounds with flush edges and thick metal construction that feels solid. He particularly appreciates the large, centered volume knob and recommends the silver finish over black for its classier appearance.
The host then moves to his second reason: the amplifier’s 70-watt digital power section. Despite acknowledging that digital amplification might be controversial on an analog-focused channel, he’s thoroughly impressed with the performance. He describes some kind of “secret sauce” in Technics’ proprietary digital amplification that makes it sound like traditional class AB amplification to his ears.
Throughout this segment, the host’s enthusiasm is palpable as he struggles to contain his excitement, mentioning his glasses slipping from sweating. He positions this amplifier as his reference unit and something he wants to display prominently rather than hide in a cabinet. The tone suggests this will be a highly positive review of what he considers exceptional performance from the SUG-700.
🏁 Final Thoughts & Verdict
Gear, Products, or Brands Discussed
- [00:10:35] Technics SUG 700 – 70 watts digital amplifier (main focus)
- [00:12:09] MoFi studio deck turntable
- [00:12:09] MasterTracker cartridge
- [00:12:24] Burr Brown DAC (mentioned as component inside the Technics)
- [00:15:19] Mark 1 and Mark 2 versions of the SUG 700
Host’s Final Verdict or Conclusion
- [00:10:46] Calls the amplifier “unreal” – unreal sounding, unreal looking, clean, powerful
- [00:10:12] States “this is the pinnacle. This is my reference amplifier”
- [00:14:49] “Yeah, this Technics SUG 700 will be with me for a long time”
- [00:15:12] “This is it. This is the one”
Final Recommendations
- [00:14:55] Strong recommendation to buy for those looking for an amp, supplement amp, extra amp, or different amp
- [00:15:21] Recommends sticking with Mark 1 version – “I don’t see any need to upgrade”
- [00:15:23] “Check it out if you have a chance”
Final Tips, Caveats, or Advice
- [00:12:04] Advises not being a purist about the digital conversion: “I’m not gonna be a purist here”
- [00:12:45] Recommends using the headphone stage even though many won’t: “A lot of people aren’t gonna even use the headphone stage, but they should”
How the Video Wrapped Up
- [00:14:07] Host acknowledges this wasn’t a full review but wanted to share something good
- [00:14:18] Expresses personal excitement about using it daily in his listening room
- [00:15:28] Ends with invitation to “come on over and take a listen right here in the United States of analog”
Memorable Closing Quotes or Strong Opinions
- [00:10:38] “I know they’re gonna strip the name from this channel. I understand that. I’m putting myself in a precarious position” (regarding his strong endorsement)
- [00:12:01] “I can’t explain it. It sounds good”
- [00:14:23] “It’s just, it’s just a wonder”
- [00:13:05] “Meters, meters, meters, meters” (enthusiastic about the VU meters)
Summary
In this final portion of the video, the host delivers an overwhelmingly enthusiastic endorsement of the Technics SUG 700 amplifier, calling it his “reference amplifier” and “the pinnacle.” He systematically covers the remaining key features, including the exceptional phono preamp stage that eliminates his desire to use external units, and the surprisingly good built-in headphone amplifier that he considers among the best in his house. Despite acknowledging that the amp converts all inputs to digital and back to analog, he dismisses purist concerns, stating simply that “it sounds good.”
The host particularly gushes over the amplifier’s VU meters, describing them as beautifully designed with multiple lighting levels and superior printing quality that exemplifies how Technics has modernized vintage aesthetics. He emphasizes the amp’s overbuilt nature, noting its substantial 27-30 pound weight despite being digital, and praises the internal component separation and proprietary technology. Throughout this section, he maintains that various features are “better than they have to be,” suggesting Technics exceeded expectations in the design.
The video concludes with a strong buy recommendation for anyone seeking an amplifier that serves as both exceptional audio equipment and conversation piece. The host admits this isn’t a comprehensive review but rather his excited sharing of a product he uses daily with genuine enthusiasm. He notes the availability of both Mark 1 and Mark 2 versions but sees no need to upgrade from his Mark 1, ending with an invitation for viewers to experience the amp firsthand, demonstrating his complete confidence in the product’s appeal.
Analysis generated from archived transcripts. Channel: United States of Analog — hi-fi gear reviews, vinyl, and audiophile culture.
