NI / Izotope partnership. A good thing for musicians?

[Cancel Culture Club]

The problem here is that NI stated they will partner with a company that just went subscription (yeah, not subscription only but still). So the notorius user unfriendly (to most users at least) idea called subscription is coming closer to NI land. Therefore we should whine as much as possible to let them know it would suck just to be sure they know about our feelings regarding subscriptions.

I'd rather not have to think about that stuff, but remember that Adobe incident very well. It was hard to watch them getting away with it because enough users fell for it.

I don't think Adobe is battling the same problem of so many comparable competitors in the same arena. I think everyone defaults to Photoshop because it's the Protools from a decade ago, when there weren't so many equal or some would even say better choices for a DAW. The audio industry has become so much more diverse, which has led to plenty of quality competition and fantastic products to choose from.

The game now is to try and mass appeal to a mass consumer base with a massive library or catalog. Because, just like cable television, it's most likely that people will settle with just one company.

[rod_zero]

If there is one product that would make sense to me as subscription it will be NI Komplete

[nightjar]

The game now is to try and mass appeal to a mass consumer base with a massive library or catalog.

Perhaps even more effective to appeal to your consumers with better, more innovative creator tools.

It's not simply the size of the catalog, it's the usability.

Less friction, more creation.

[Dasheesh]

^^^does it sound like that's what is happening?

[dayjob]

got this reply from izotope when asking about updates for perpetual licenses vs subscriptions:

Thanks for reaching out to iZotope Customer Care.

I am sorry for the confusion - All perpetual licenses for products that are not discontinued will continue to receive bug fixes and necessary updates including support for Apple M1.

i replied w/a follow up question so will add that here if/when i get a response.

I can feel the rage-disappointment in the thread from here.

So frustrating when you need a place to be angry, but the thing you want to be angry about doesn't exist.

so i replied w/this:

The press release makes it sound like future enhancements and features will only be added to the versions of the applications/plug ins that are available to subscribers.. while the people who purchased the applications/plug ins will not have access to new features.. thus keeping the new features etc behind a paywall even though they’ve already paid for them.

and got this response:

Totally understand that and I appreciate the feedback.
All I can say is that whatever these new features may be, they could easily equate to what would essentially be an "Ozone 10".

so it sounds like they'll continue to update products in the usual way and make those updates available to all their users and not keep them behind a subscription paywall. Just that, obviously, subscribers will automatically get the updates as part of their subscription.

i consider this settled for me.

[pixel85]

got this reply from izotope when asking about updates for perpetual licenses vs subscriptions:

Thanks for reaching out to iZotope Customer Care.

I am sorry for the confusion - All perpetual licenses for products that are not discontinued will continue to receive bug fixes and necessary updates including support for Apple M1.

i replied w/a follow up question so will add that here if/when i get a response.

I can feel the rage-disappointment in the thread from here.

So frustrating when you need a place to be angry, but the thing you want to be angry about doesn't exist.

Apparently you have never heard about place called Twitter - 24/7/365 service for angry, frustrated, mad people

[nightjar]

^^^does it sound like that's what is happening?

Yes.

From their joint announcement:

There have been many times in our history where we’ve wondered what it would be like to partner more closely. Past collaborations, like when iZotope introduced NKS (Native Kontrol Standard) to Ozone 9, gave us a glimmer of the potential. We share a depth of experience in the industry, with NI’s journey beginning in 1996 and iZotope’s in 2001. We both have unique and complementary strengths – from iZotope’s intelligent audio processing to NI’s innovative instruments, effects, and integrated hardware. Through our partnership, there are infinite possibilities for close collaboration, sharing of knowledge and technology, and enhancement of our product offerings.

As more and more people get into music making and audio production, they’re looking for better and easier ways to realize their ideas or to get started on their journey. To take an idea out of their head and put it into the world, or to put the finishing touches on their project. Together, iZotope and Native Instruments will be able to break down barriers and make it easier for producers, engineers, and musicians to realize their creative vision.

Our imaginations are already running wild thinking of the ways we can make things better and easier for you with the combination of our talent and technology, and we can’t wait to see what you will create.

[pixel85]

Pretty much all the points about subscription have already been made in this thread.

However, other aspects of this partnership have barely been mentioned.

Lots of interesting things to ponder beside the money aspect. Thread title includes "a good thing for musicians?" I'd like to think imagining how this partnership might yield better creative tools is at the top of what some musicians want.

I can say that its a good thing. They convinced me to look more into hardware - can serve for years, has guarantee so if i get damaged unit I have 2 to 3 years to ask for replacement. I can sell it, maybe even with profit (I did it even with stupid Rolqnd Boutique). Doesn't require subscription for updates and bugfixes. Will work when I get new OS, PC or whatever...
Seriously, this "bright future for musicians where subscription makes you happy and will end up hunger in the world" is a good thing in my opinion.

[glokraw]

If there is one product that would make sense to me as subscription it will be NI Komplete

This would depend on the options, terms, and costs of the subscription.
In any product, offerings should be studied and understood, especially
if money is tight.
Cheers

[Cancel Culture Club]

The game now is to try and mass appeal to a mass consumer base with a massive library or catalog.

Perhaps even more effective to appeal to your consumers with better, more innovative creator tools.

It's not simply the size of the catalog, it's the usability.

Less friction, more creation.

The main thing holding up Komplete as a bundle right now is it's "size of catalog". The irony of it all is it's now pretty much Komplete with all the plugins you could ever want and more. And now they're being forced to head outside their doors to find more collaborative income to bring inside and expand their catalog.

But, I haven't seen much innovation out of NI with Komplete for a while, but the quality of products is still there. I haven't seen much innovation out of iZotope with the O-line either, except for some AI used to assist in the mixing and mastering process, with a dash of BT thrown in. The acquisition of Exponential Audio has also fulfilled their reverb quota.

It's pretty hard to improve on something that doesn't really need it...

[vurt]

im actually excited to see what they come up with. there must be some reason two top players come together.

rather than expecting the worst, i like to wait and see, with hope, that we users do get something "better/innovative" or even just crossgrade offers, that's one way companies can come together and both profit from it.
i assume both parties have many users that don't use the others offerings (eg i have komplete, bit no izotope)

because i don't see either company floundering without this, whether some users are unhappy with product a or b
so i still have hope for a positive outcome

[fairlyclose]

they could certainly make a pretty good all-inclusive DAW/hardware package

[noiseboyuk]

i consider this settled for me.

Good work dayjob, kudos for getting the actual info.

[mi-os]

If there is one product that would make sense to me as subscription it will be NI Komplete

I respectfully disagree. I think subscriptions are ok for things like energy or cable that get consumed once, but not for stuff you might want to edit later. For reference see Adobe. You simply can't open and edit your project file without paying again.

[vurt]

If there is one product that would make sense to me as subscription it will be NI Komplete

I respectfully disagree. I think subscriptions are ok for things like energy or cable that get consumed once, but not for stuff you might want to edit later. For reference see Adobe. You simply can't open and edit your project file without paying again.

musicians hire studios, studios hire equipment... as it's needed.
subscriptions are good for people who wish to do similar with software.
can't say id opt for a subscription to komplete over buying it, but depending on price and what the collaboration brings, my mind could be changed.

if it's an option, i don't see the problem, and they seem to be continuing selling it outright alongside the subscriptions anyway.