Opinion: How not to Market Creative Software

I rarely post opinionated stuff but there’s one thing here that got my attention. Now… you guys ready for this? This is probably the worst thing I’ve seen in a fair amount of time.

First of all… what the hell is this? Seems like a piece of software that’s meant for beat making. Ok cool. Sure it’s just a piece of software (looks like a typical sampler) but it’s poorly advertised. Yeah, poorly in a way that’s frustrating to view. Never have I seen a creative software marketed in this direction.

The video compares itself to big, star names and tells you that if you use this software, your music can be comparable. You go to their website and you look through their tasteless advertisements trying to get you to buy something. The software’s just a simple sequencer with “ok” preset sounds. Sure that’s fine. I’m not saying crap about the software, I saw some videos of it and I thought it was “ok.” I’m talking about the way they put it out there to market.

They show you yourself being a “star” by using their software. Yeah sure other companies do that but they don’t do it like this. They know their tactics and don’t abuse “professionalism” in such a way that it sounds dishonest.

Further more they state things like they’ve “cracked the code” and are providing you with some kind of answer to a desire. Yeah “cracked the code” seriously, excuse my words, but such a statement is fucking unbelievable, disgusting, and tasteless. This is the sort of trash-wording that makes creative software sound utterly useless and not reputable. So what should I say? Don’t buy the software? No I won’t say that. The video makes me want to say that though. The website is just asking for it.

So why this statement? It’s because this sort of advertisement that makes you assume things that aren’t true. The software isn’t going to give you Dr. Dre powers. The software isn’t going earn you record deals as if they were THAT easy. The software isn’t going to give you your dreams and your future. You know what the software gives you? A tool. That’s it! Nothing more.

The ad makes it seem like creativity comes out of a box. And as a guy who makes music, it makes me want to punch who ever decided it was a great idea to make an ad like this. Not that I will, honestly.

And while the devs may be enjoying a wealth of customers, let it be known that this is perhaps the worst way of putting yourself out there. It’s a prime example of how creative software should never be marketed.

edit: consequently I missed out on it… they spelled techno tecno.


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