KVR Audio

Robmobius · Post by **Robmobius** » Sat Sep 10, 2016 5:17 pm

pdxindy wrote: The alpha was(is) an un-optimized research ware. Urs already said the shipping version will be more CPU efficient.

Absolutely...

Urs · Post by **Urs** » Sat Sep 10, 2016 6:36 pm

On the topic of upgrade fees, even a 30$ upgrade fee for Z2 -> Z3 will create a vast amount of extra cash flow (not as much as a new release, but still). But even more so, the new feature set and UI will hopefully let us reach beyond 5% market penetration. As we know what some other companies have sold, we estimate that Zebra could easily reach a twentyfold its customer base before we run into some sort of market saturation (which is a horrible term that IMHO doesn't apply to audio plug-in developers except for maybe two or three). In any case, we can only go there with a good rep from a happy customer base. Which a modest upgrade fee will play its part in.

The concepts for Zebra3 require a lot of research (as do the planned additions to Diva and the modular range). We do this research by creating new products, like Hive and Repro-1 - which not only reach a completely different audience (point proven: Many people say "I want Zebra3 but I don't care for Hive/Repro/whatsoever"). Unlike Zebra or Diva, those products are designed to be "eternally stable". They don't necessarily beg for new features, upgrades or such. We'll surely add things, but the effort won't be remotely in the same ball park of additions as we did for Zebra or Diva. Anyhow, people expect Diva-quality filters in Zebra3 at the expense of, say, Zebra's XMFs. The stuff we researched for Repro will deliver exactly that.

Which brings me to the topic of Repro's CPU usage. Everyone can read in the first post as to why the Alpha version requires excessive CPU. I'm not going to explain it again

. The final version will use pretty much the same CPU as a single Diva voice even though it's going to run on a much higher samplerate internally, due to the extreme modulation ranges. I reckon that, once these filters replace Zebra's current set, they'll be faster than the vintage ones, at equal or better quality. It's incredibly stuff.

Also, on the matter of monetarisation... u-he is renouned for two things: Geeky & deep stuff and pretty analogue sounding filters. With Hive we wanted to add a counterpoint to the geekery image. The UI failed this, so we're working on a new UI for Hive. On the other end, we've been incredibly stupid not to transfer the quality of Diva's filters to other products - particularly considering that we have two filter plug-ins in our lineup. We missed that opportunity, because now a few other companies have drawn even. So we need to push the envelope. The technology, knowledge and workflow we developed for Repro-1 will allow us to do that. We'd be stupid if we didn't start shitting out products and updates like there's no tomorrow. And also, I really, really enjoy doing this

SeeingInMidi · Post by **SeeingInMidi** » Sat Sep 10, 2016 6:47 pm

I've got major respect for the U-he team

Numanoid · Post by **Numanoid** » Sat Sep 10, 2016 9:09 pm

Wow, this is one of the things I dig with KVR.

To be able to get that kind of insight into plugin development/market research from one of the front runners for free

RobGee · Post by **RobGee** » Sat Sep 10, 2016 9:53 pm

Respect Urs, the future is looking bright for Uhe.

knowix · Post by **knowix** » Sun Sep 11, 2016 1:20 am

Urs wrote:With Hive we wanted to add a counterpoint to the geekery image. The UI failed this, so we're working on a new UI for Hive. On the other end, we've been incredibly stupid not to transfer the quality of Diva's filters to other products - particularly considering that we have two filter plug-ins in our lineup. We missed that opportunity, because now a few other companies have drawn even. So we need to push the envelope. The technology, knowledge and workflow we developed for Repro-1 will allow us to do that. We'd be stupid if we didn't start shitting out products and updates like there's no tomorrow. And also, I really, really enjoy doing this

I'd be very interested to hear about the GUI issues relating to Hive in a Hive relevant thread.

Maybe your sales figures prove otherwise, but I also don't think Filterscape, MFM2 and Uhbik are doing the business they should, for what they offer. Is it really too much of an exaggeration to say that U-He in 2016 is really a synth company with some plugins from Digitalphishphones there too? [We haven't heard much about that room reverb lately now that I think of it] Maybe the entire approach to effects needs to go back to square one. Time for more surveys?

Klinke1 · Post by **Klinke1** » Sun Sep 11, 2016 1:48 am

RePro needs a "hex" and an open discussion about what to put in there...included at least 232 posts with suggestions. And then these ideas must ripen for 1,5 years ... at least.

waltercruz · Post by **waltercruz** » Sun Sep 11, 2016 3:32 am

Urs is not only a brilliant researcher, but a wonderful human being!

Wishing all the good things to U-he team

AnalogGuy1 · Post by **AnalogGuy1** » Sun Sep 11, 2016 2:31 pm

Never been so happy to hear about someone shitting products

zvenx · Post by **zvenx** » Sun Sep 11, 2016 2:42 pm

Really really appreciate this post.
I will confess I was silently not getting the REpro-1 push...glad that it will indeed directly benefit products I am interested in.
The future is exciting

rsp

Urs wrote:On the topic of upgrade fees, even a 30$ upgrade fee for Z2 -> Z3 will create a vast amount of extra cash flow (not as much as a new release, but still). But even more so, the new feature set and UI will hopefully let us reach beyond 5% market penetration. As we know what some other companies have sold, we estimate that Zebra could easily reach a twentyfold its customer base before we run into some sort of market saturation (which is a horrible term that IMHO doesn't apply to audio plug-in developers except for maybe two or three). In any case, we can only go there with a good rep from a happy customer base. Which a modest upgrade fee will play its part in.

The concepts for Zebra3 require a lot of research (as do the planned additions to Diva and the modular range). We do this research by creating new products, like Hive and Repro-1 - which not only reach a completely different audience (point proven: Many people say "I want Zebra3 but I don't care for Hive/Repro/whatsoever"). Unlike Zebra or Diva, those products are designed to be "eternally stable". They don't necessarily beg for new features, upgrades or such. We'll surely add things, but the effort won't be remotely in the same ball park of additions as we did for Zebra or Diva. Anyhow, people expect Diva-quality filters in Zebra3 at the expense of, say, Zebra's XMFs. The stuff we researched for Repro will deliver exactly that.

Which brings me to the topic of Repro's CPU usage. Everyone can read in the first post as to why the Alpha version requires excessive CPU. I'm not going to explain it again . The final version will use pretty much the same CPU as a single Diva voice even though it's going to run on a much higher samplerate internally, due to the extreme modulation ranges. I reckon that, once these filters replace Zebra's current set, they'll be faster than the vintage ones, at equal or better quality. It's incredibly stuff.

Also, on the matter of monetarisation... u-he is renouned for two things: Geeky & deep stuff and pretty analogue sounding filters. With Hive we wanted to add a counterpoint to the geekery image. The UI failed this, so we're working on a new UI for Hive. On the other end, we've been incredibly stupid not to transfer the quality of Diva's filters to other products - particularly considering that we have two filter plug-ins in our lineup. We missed that opportunity, because now a few other companies have drawn even. So we need to push the envelope. The technology, knowledge and workflow we developed for Repro-1 will allow us to do that. We'd be stupid if we didn't start shitting out products and updates like there's no tomorrow. And also, I really, really enjoy doing this

taoyoyo · Post by **taoyoyo** » Sun Sep 11, 2016 4:10 pm

AnalogGuy1 wrote:Never been so happy to hear about someone shitting products

... I think there is potential for a follow-up to the 'Pies' song with this one?

taoyoyo · Post by **taoyoyo** » Sun Sep 11, 2016 4:10 pm

double-post.

electro · Post by **electro** » Sun Sep 11, 2016 4:16 pm

Klinke1 wrote:RePro needs a "hex" and an open discussion about what to put in there...included at least 232 posts with suggestions. And then these ideas must ripen for 1,5 years ... at least.

The good thing about emulating a synth is that you just use the features of the original. No mystery, no surprises.

andresnol · Post by **andresnol** » Mon Sep 12, 2016 8:34 am

Urs wrote:With Hive we wanted to add a counterpoint to the geekery image. The UI failed this, so we're working on a new UI for Hive.

This. One of the main reasons why Serum is so popular and why UI research deserves as much attention as filters etc.

electro · Post by **electro** » Mon Sep 12, 2016 3:22 pm

Urs wrote: The concepts for Zebra3 require a lot of research (as do the planned additions to Diva and the modular range)

DIVA already covers a tremendous amount of ground. What else is getting added? That alternative Volta GUI is genius.

KVR Audio

Repro-1 (out now)

To your ears, which filter behaves most analogue