Native Instruments is now part of Soundwide + freebies 🎁
Comments
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It's not really the reason why but perhaps now a good time to add one 😉
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Don't know if you are using an Apple M1, but if so, you'll be happy to know that iZotope Neutron went M1 native yesterday. Hoping that Nectar is close behind!
And hopefully, this is all foundational to what Soundwide may be announcing later this year!
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I work with brand marketing on a daily basis and from a strategy perspective, diluting the focus message with every genre will not be advantageous. Certainly not reflective of “trying harder” or being “inclusive” (a word that is pretty vapid, despite it’s forced application).
Akai understand this. For the most part, NI does, too.
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Depends how big the goals are. I'd guess Soundwide is aiming at something much bigger than Akai.
That's pretty small thinking.
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competing with denon/Akai/numark (aka Nukai) is no small fish. I wish NI all the best, but replatforming the already very cluttered NI codebase, with undoubtedly tons of technical debt, to the izotope platform is not something you do in a few months. Guesstimating conservatively this would take at least 18 months, if they’re even willing to do so.
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Well of course aiming at something the scope of InMusic is different than aiming at Akai, just a component within.
Somewhere between an Akai and the complete InMusic group is the scale that I'd think Soundwide is envisioning for now.
But the point is, the genre focus needs to be bigger for Soundwide to reach the its potential customer base... even right out of the gate, it needs a broader image.
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Akai is owned by InMusic, Inc., who own one of the largest holdings of music companies. They know what they are doing.
What you are suggesting would be like a guitar company advertising every single genre that the instrument could be played with.
Besides, the purpose of the producer/musician feature on the homepage is to build credibility, not cover every specific use-case.
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First I'm hearing about this. Missed the freebies.
Was there an email sent out concerning this? I certainly didn't receive one.
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When did I say "every single genre"? You are misrepresenting.
I stated it should be broader, not infinite.
Think Toontrack in the presentation of genre broadness.
The scope of what Soundwide is aiming for is much bigger/different than Akai.
The inclusion of iZotope, Plugin Alliance and Brainworx paints a very different picture of what is ahead vs the portfolio of InMusic, let alone Akai by itself.
It is not gonna be DJ centric.
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Emails were sent out from NI, iZotope and Plugin Alliance
PS, those having difficulty activating the Plugin Alliance stuff... have you sorted it yet? You do know you will need an account at Plugin Alliance, don't you?
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Gibson, who holds many other brands, still caters to only 1 genre on their homepage right now; Rock n’ Roll. We all know there exists plenty of other popular guitar centric genres. Is this choice because Gibson, an internationally recognized name, is also thinking small? No. It’s strategy in action.
Even Fender, now a holdings company since being purchased by a VC firm, who recently acquired Studio One and the Presonus brand, advertises guitars and denim on their homepage - far from being broad. My point is, marketing is not always black and white, or more is more, or even less is more.
I actually think the language on the Soundwide webpage is a bit too broad. In any case, interesting discussion.
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I would love to see everything integrated into into one easy license area. I actually avoid adding plugins, even when free, if I need to register with a new company.
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The Soundwide webpage overall is a bit better in a broader "genre message" than the Artist Board specifically.
It's as if whomever had the assignment of assembling an Artist Board didn't stretch themselves too far outside their own circles. Hopefully they'll improve this situation soon to better establish credibility with a broader market.
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