Moog Music - what will they come up with next?

elektro80

Moog Music has invested a huge lot of money in implementing a new plan.
So far we have seen expensive website makeovers, a new narrative for the brand embracing digital instruments, Moog guitars and a first stab at the Pro Audio segment. What they are actually doing is pretty transparent: They are spending big money on developing the brand. The way they are doing this seems in part borrowed from Apple.

I´m guessing they will try to branch out with more products soon. Could it be we will see a Moog Music digital hardware synth soon? Or something else?
They certainly have been building up to something.

EdisonRex · Posted: Fri Oct 28, 2011 5:33 am Post subject:

What's remarkable is that they are still privately held and doing this. So they don't have anything like market capitalization to help. They're spending cash, apparently, although it's hard to say since there doesn't appear to be any public disclosure.

Kind of a big gamble one thinks.

elektro80 · Posted: Fri Oct 28, 2011 6:14 am Post subject:

Excellent points!

They are certainly up to something. That amount of cash spent on marketing can only mean that they have a very clear idea about where they are going next and that the brand needs a huge push forward in order to make this work. The scope of the current campaign is pretty huge for a tiny little company like Moog Music.

And what about the guitars? is this only fodder for the shoplifters or are real.. actually paying.. customers running out of the shops.. screaming.. with a Moog guitar.. scratch

I´m kinda already expecting that we might soon see the first Moog branded digital hardware synth and I wonder where they will intend to slot this in among the competing products.

A Moog Stage .. clearly not red.. ?
A Moog Blofeld?
A Moog Polka workstation?
A Moog Fantom?

Roland reinvented the Jupiter 8 into a decent digital thing. We all know that the new Jupiter is absolutely not anything like the old 8, but the Roland marketing hype is riding the myth hard. Will we see Moog Music reinventing the PolyMoog into a digital polyphonic performance synth? There is a bottomless pit in their product range right there where a digital PolyMoog would fit in nicely. Only problem I can see is that this is a market segment that is really filled up already. I reckon a new digital PolyMoog range will be a hybrid of sorts, and with IOS/ computer integration features.

EdisonRex · Posted: Fri Oct 28, 2011 10:52 am Post subject:

Moog is the Big Daddy of brand recognition, perhaps arguably, but I think an awful lot of people recognise the brand.

The last time Moog branched out they got bought (in their previous incarnation, and it is old history, but you know what I mean).

In fact, it's a high risk game. I am hard put to think of a privately held American electronic music synthesizer manufacturer that diversified and did not get ultimately sold/bought out/went bankrupt. There are quite a few who stayed small and focused and did not, although the road is littered with the ones who ultimately failed at that too.

Your point about the market saturation of digital polyphonic instruments is an excellent one, too. And a $6000 guitar that requires special strings and has an "unexceptional" conventional tone?

I'm interested in where they have the money to market with. Are they really selling enough Little Phattys to do the R&D and marketing?

GovernorSilver · Posted: Fri Oct 28, 2011 12:44 pm Post subject:

elektro80 · Posted: Sat Oct 29, 2011 9:24 am Post subject:

OK guys, we have only seen the start of this. Very Happy

The latest is the "free halloween soundset" thing.. that is an email harvesting scheme.. and then they ask you to register at their website in order to win a limited edition MoogerFooger. And the Moogfest..

Seems like they are building momentum for a major product launch. I kinda doubt that this is a XMAS launch.. but on the other hand.. who knows.. this is quite a professional job so far and it seems they have the stamina to keep it up.

pyrosonic · Joined: Jul 12, 2008 Posts: 355 Location: Kent,Oh. USA

Jack_Hertz · Posted: Mon Oct 31, 2011 10:11 am Post subject:

I am thrilled to see them moving beyond from the Analog / Subractive paradigm finally. They have become their own limiting factor when everyone wants that Moog sound. It all kind of ends there.

Being a small company that is privately owned means they are well positioned to engage in the newer smaller EM instruments markets. Korg, Roland and Yamaha have to focus on making a billion dollars profit every year. The can't do that with apps. Moog can be a happy company as long that they break even.

I think they will embrace more apps and software going forwards. If they can keep making sexy synths like Animoog, they will be a force.

AND! They are going to be making processoes now.
http://moogmusic.com/products/500-series/500-series-ladder-filter

The Ladder - Moog Music’s first 500 series module!
Step up with The Ladder

The Ladder is a Dynamic Transistor Ladder Filter that is based on Bob Moog's original ladder filter designs. Don't be fooled by it’s small size, The Ladder is a powerful and fantastic sound sculpting tool that allows for creative and unique sound shifting and shaping. By design, The Ladder sports the smoothest all analog Low Pass and High Pass filter section. Simply adjust the Cutoff knob to add vibe, warmth or tonal adjustment. Choose LP to add analog vibe and warmth to a sound or select HP for sweetening and relieving the heft of a sound.