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Native Instruments

Native Instruments issues official statement regarding the state of its business

Responding to many rumors swirling around the ether, Native Instruments has issued an official statement regarding their business. Here is that statement:

Berlin, August 29, 2019 – Native Instruments, the world's leading provider of software and hardware for computer-based music production, announced today a plan to centralize their global business operations, which includes a headcount reduction of 20% across all locations.

The key reason for this difficult decision is to create the right organizational setup to focus on the development of a new, unified and fully integrated platform on which the company's entire portfolio of products and services will be available next year. This change comes despite growing revenues in 2018 and the first half of 2019, but as a response to an increasing cost structure due to the company's previous divisional setup and multi-brand approach.

"Today is a very emotional day for the Native community. We've been driving innovation in music creation since the 1990s. First through software instruments, then by expanding to an integrated ecosystem with complementing hardware and now by creating a unified platform experience for the modern music producer," said Daniel Haver, the company's CEO and co-founder.

"To make this transformation successful, we needed to adapt our strategy, including a centralized functional setup that can support our vision of 'One Native'. Unfortunately, this also means we had to make some tough decisions and part ways with a number of employees. This has been the hardest part of this transformation," he added.

Global headcount reduction of 20%.

As a consequence of the company's newly centralized organization to focus on its future strategy, Native Instruments had to make the difficult decision to reduce its workforce by around 100 employees across all sites. With most of the affected employees located at the company's headquarters in Berlin, the departments that were impacted by the consolidation include Sales & Distribution, Marketing & Product Management, Administration and Engineering.

All employees were informed about these changes on Thursday, August 29, 2019. The company regrets the impact this has on their employees, their families and the community.

In addition to severance packages and outplacement services, Native Instruments has also established contacts with other Berlin-based companies that are currently looking for highly qualified personnel.

"This was the most difficult decision we had to make in our entire history, as our past successes have been enabled by the work of some of the best and most passionate people in the music industry. We thank all employees for their commitment, hard work, and their high degree of loyalty to Native Instruments. We are fully committed to doing all we can to take care of our employees impacted during this difficult time," said Daniel Haver.

New platform starting in 2020.

Recognizing changing customer behaviors worldwide, the aim of focusing on a unified platform strategy is to create an expandable commercial and technological basis for future growth in the digital music production area. For that, a new platform is currently being developed with the goal of offering new ways of accessing the company's core products and services, as well as complementary ones from third-parties. The centralized platform will also include the company's expanded portfolio of loops and samples, which is currently part of sounds.com, and will launch in 2020.

The company's previous divisional structure, functional and brand silos, did not allow for a successful implementation of this strategy up until this point.

"Customers today are expecting a seamlessly integrated experience when consuming and accessing creative goods and services. We are confident that we can offer music producers worldwide a unique and premium experience by connecting our existing ecosystem of award-winning software and hardware to a centralized online service," said Mate Galic, Native Instruments' Chief Innovation Officer and President.

"In the past, we expanded in different product lines, which was also reflected in our organizational structure. Our platform vision, however, requires a much more collaborative approach, having all parts of the company work together towards one common goal."

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Discussion

Discussion: Active
ggg
ggg
7 September 2019 at 12:59am

I love NI, but I will not buy their plugins as a service. I will no longer upgrade if it requires periodic payments or else it stops working like Avid has mistakenly started doing.

alienimplant
alienimplant
9 September 2019 at 6:58am

What a load of meaningless fluff. NI fired the wrong people.

Jace-BeOS
Jace-BeOS
15 September 2019 at 9:14pm

So it's the beginning of the end for NI, then. They're going to follow the fads, like every other corporation does, rather than stick to what has worked. The outside influences of investors always pushes for fad business decisions and they always destroy products, dump employees, and lose customers as a result.

This "new unified platform" will be a disaster. People with lots of disposable income, or who actually make money with their music, will claim "this is not a big deal", while the rest of us will be shat on for arguing against yet another company moving to subscription "services" as a business model. That model is nothing but consumer abuse, something this industry (computer tech) has already historically been.

I will NOT put money into ANY company's subscription "platform". This crap can piss off and die.

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