Whether it’s the resurgence in interest regarding stompbox guitar effects pedals, the overall uptick in the vintage instruments and musical gear market, or – beyond the realm of MI – the rebirth of vinyl/ turntables and the continued vogue of all things “midcentury modern,” it seems that, wherever one looks, what’s old (or “old-ish,” depending on your point of view) is new again.
Nowhere is that trend more apparent than within the world of analog synthesizers. To be sure, modern digital consoles are doing just fine, but for an increasing number of players, synths that hold true to what was “cutting edge” back in the ‘60s and ‘70s are where it’s at. MMR touched base with three suppliers of these trendy synthesizers to learn what’s driving the current wave of interest, what models are driving the most sales, and where this market segment is headed.
For the past many years now, there’s been a resurgence in interest regarding analog synths. Why do you think that is?
James Sajeva: Analog synths deliver instantaneous inspiration with a little bit of imperfection and a lot of customizability. People are looking for new sounds, and the ability to make them their own without the steep learning curve and analog completely fits that bill. The knob-per-function approach of modern analog synths makes it easy for anyone to explore a synth’s sonic potential. Analog is also extremely diverse, coming in numerous shapes, sizes, voice counts, oscillator configurations, with or without effects. Some are reissues of legendary synths, and others are cutting-edge designs with unique signal flows. In short, there are ever-growing options for the consumer.
Jim DeBardi: While it is true that recent years have seen a renewed interest in analog, Moog synthesizers have been opening new doors to musical expression since the 1960s, and have been used to electrify nearly every major musical genre in every decade – from prog and disco in the ‘70s, New Wave to New Age throughout the ‘80s, techno and rap in the ‘90s… and the trend continues forward in the modern music of the last two decades. In the increasingly digital world of the new millennium, many people find increasing value and reward in the simple act of turning a physical knob to shape their own sound.
Dave Smith: For over 20 years musicians were stuck with digital instruments. In 2002, Bob Moog released the Voyager, and I released the Evolver – both analog synths. As we continued making new analog synths over the years since, musicians realized they have been missing that sound. During the same period, all the old synths from the ‘70s and ‘80s became in high demand for the same reason. A Prophet 5 now can cost as much as $8,000!
What’s your brand’s current top-selling analog synth?
JD: By volume in the last 12 months, the Subsequent 37.
DS: The Prophet Rev 2, which is available in both 16 and 8 voices. Both come in keyboard and desktop versions.
JS: minilogue xd is currently our best seller. The original minilogue was wildly successful thanks to its form factor, polyphony, and affordability, and the xd adds significantly more features.
What are some marketing and display strategies that savvy dealers embrace when it comes to these types of instruments?
DS: Best is just to have a synth available for musicians to try, so they can hear what it’s all about with their own ears. Our Prophet Rev 2 is a good product to start with: it’s polyphonic, analog, sounds great, it’s easy to use, and it won’t break the bank.
JS: For Korg, the broad range of analog synths creates an excellent opportunity to showcase products together as a full line for easy comparisons. We’ve created an “Analogue POP” that showcases our entire “logue” series on one neat two-tier Sequenz stand with a framed and branded graphic header. It’s a great way to showcase the line all together neatly, and it’s been very well received.
JD: Get hands-on! Moog synthesizers are designed to emphasize that magic that exists in the tactile, physical connection between an artist and their instrument. Dealers who create analog synth displays that not only welcome new users to step up and get hands-on, but also empower them to explore a transformational new world of sound, have already broken down the first (and biggest) barrier to entry and will be rewarded by every customer who discovers their new passion. We have found that providing newcomers with self-service learning materials (like the visual patch sheets found in the back of Moog user manuals) and a high quality set of headphones gives visitors everything they need to chart their own course – just don’t be surprised when they are still there an hour later!
Have you been noticing any recent trends of note when it comes to analog synths – either on the supplier or end-user sides of the equation?
JD: The popularity of the synthesizer-based home studio has grown exponentially over the past decade. Today it is not at all uncommon to see folks with entire rooms of their home devoted to creating and exploring electronic sound with analog synthesizers. Many do so without the traditional goals of “playing shows” or “recording songs,” but rather, they are interested instead in the personal benefits of self-expression and self-exploration. Qualifying customers by understanding their intent and being open to their evolving desires is the key to delivering the perfect instrument that will support their dream.
JS: We’re starting to see more analog synths that over a hybrid approach, like the digital MULTI engine that’s incorporated into the minilogue xd, xd module, and prologue series. It makes sense; the sonic potential gets more diverse with the addition of a digital oscillator that can blend with the analog oscillators. Analog synths are also upping the ante, overall, when it comes to onboard effects – more types, more at once, and more “eccentric” variations of traditional effects with interesting results.
DS: We are seeing very long lifetimes for our synths. The Prophet 6 was released five years ago, and we sold more in 2019 than 2018. Musicians are willing to pay for the best-sounding, most versatile poly synths. Both the Prophet 6 and OB-6 have become standards.
What are your expectations for this market segment in the coming months?
JS: Growth, more entries, and more robust features – yet, with the same gettable approach that has made analog a go-to for so many musicians. Resurgence is undoubtedly a very appropriate term. Analog is back and better than ever, and we love it!
DS: We expect further growth. We continue to innovate with new takes on analog instruments. Our new Pro 3 monosynth is a good example – it covers a wide range of sounds with three classic filters to select from. We started shipping in January, and so far it has been very well-received.
JD: The ongoing disruptions to the global supply chain will certainly continue to present challenges to anyone in the business of electronics. We are con dent that this will resolve sooner rather than later, as we continue serving the current and the next generation of synthesists. Every day we’re seeing new synth channels, synth magazines, synth concerts, synth conventions, and synth customers. In the coming months, we expect to see the synthesizer community continue to grow and we look forward to working with our amazing network of dealer partners to support that growth!
