What does a truly democratized music creation landscape look like? Music software and hardware manufacturer Native Instruments aims to tackle this question with a new €50 million (US$59 million) investment from Munich-based private equity firm EMH Partners, announced on Thursday at Amsterdam Dance Event.
To date, the company, which houses over 500 employees across seven offices, has forged product partnerships with the likes of Depeche Mode, Kendrick Lamar, Alicia Keys and Skrillex -- but has further ambitions to cater downmarket to amateur and DIY creators who might not have the same resources. While a growing number of startups like Splice and Trackd are building songwriting and collaboration tools for smaller artists, the overwhelming focus on democratization in the music industry remains on distribution and marketing, rather than on the creative process itself.
“We believe music creation products and services should be integrated in a more appealing, intuitive and cohesive way,” Mate Galic, CTO and President of Native Instruments, said in a statement. “We foresee an easily accessible music creation ecosystem that connects user centric design, with powerful technology and data, to further enable the music creators of today, and welcome the new creators of tomorrow.”