The Cloudlifting technology that Cloud Microphones offers, (named after Mr Roger Cloud himelf - cool name!) enables higher gain output from a ribbon microphone, as well as dual response curves for music/voice applications.
Based on the vintage RCA 44 ribbon, it uses phantom power to supply an extra 25dB of signal which makes it compatible with a wider range of applications and input types.
We also got to chat about Ribbon mics in general - definitely worth a watch if you are new to ribbons.
Cloud 44-A is a premium product as are many ribbons but you should try and hear one if you get the chance.