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With a huge increase in casual learners on Google and YouTube, more serious students with Point Blank, a massive uptake in instrument learning (pianos saw a 34% surge in sales in the first few months of the pandemic), music software downloads increased by two- or three-fold and DJ hardware and software up 23% across the board, there’s no doubt the pandemic has been good for music tech. Rolling Stone reported Splice, Apogee and Roland all saw huge increases in sales and US music retailer Sweetwater was shipping 15-20,000 orders a day in April 2020. As you might expect, other terms like ‘FL Studio’, ‘Ableton Live’ and ‘VirtualDJ’ all saw huge spikes, with a 55% increase in ‘Garageband’ searches. According to Google Trends, searches for ‘How to DJ’ more than quadrupled from the start of March to the start of April 2020, while ‘how to make music’ doubled in the same timeframe.
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It’s clear music-making and the tech industry it props up benefited massively from an explosion in newfound free time, extra disposable income, those seeking solace in creativity, DJ streamers in their kitchen and those wanting to learn a new skill.
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For DJs and producers, it was the same story: sales of entry-level Pioneer DJ controllers rocketed, online courses at one of the world’s biggest electronic music schools Point Blank doubled, then tripled, Native Instruments saw a 30% growth across their portfolio, downloads of Ableton’s free trial tripled and online DAW and creative community Bandlab surpassed 35 million active users. Those who’d always dreamed of picking up an instrument but hadn’t found the time handed Fender their biggest year of guitar sales ever.
As artists turned to creativity for comfort, so too did hobbyists who found themselves with unprecedented time on their hands. One aspect of the industry though, not only managed to weather the storm, it actually thrived. None of this will come as a surprise for even the most casual observer of 2020’s impact on electronic music. Worse still for artists, their incomes took a 68% hit, dropping from $1.3bn in 2019 to $300m in 2020.
A report in June 2021 by IMS showed that the electronic music industry shrank by 54% in 2020.
For the vast majority of the music industry, and those that work in it, it’s been devastating. Theatres, clubs, studios, venues and festivals all closed their doors and with it, creative momentum for millions of artists, producers, musicians and songwriters came to an abrupt halt. Widely adopted in both electronic and urban music genres and beyond, Maschine has become synonymous with a new and particularly spontaneous way of creating and performing beat-oriented music.2020’s unprecedented upheaval brought with it fundamental changes to the creative industries. Since its introduction in 2009, it has singlehandedly created a new market segment. The Maschine product range has revolutionized digital groove production with its integrated hardware-software concept and uniquely intuitive real-time workflow. It now represents over 50 individual products, including such landmark creative tools as the modular sound design software Reaktor, the market-leading sampler Kontakt, and the universal digital effects studio Guitar Rig.
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The Komplete family comprises an extraordinarily wide range of software instruments and effects, all designed to facilitate professional music production across various styles and genres. The resulting products regularly push technological boundaries and open up new creative horizons for professionals and amateurs alike. The company´s mission is to develop innovative, fully-integrated solutions for all musical styles and professions. Native Instruments is a leading manufacturer of software and hardware for computer-based audio production and DJing.
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