Home recording enthusiasts, professional recording engineers, like sound reinforcement engineers, podcasters, streamers, DJs, gamers – it’d almost be easier to list the types of professions and personal passions that don’t require use of a reliable audio interface in 2023. These handy, versatile units are the front end of any computer recording system and are becoming more feature-rich and powerful every year.
During lockdowns a few years ago, this segment of MI absolutely exploded, with unprecedented numbers of folks taking up some variety of home recording, be it music, podcast, or anything else. MMR spoke with reps from some of the biggest names in audio interface design and supply to learn if there’s been a market correction and, if so, to what degree. We also got the inside scoop on new and recently released models, as well as some observations on what best practices are adopted by particularly successful retailers when it comes to this hardware.
Sales of certain musical instruments and gear – including audio interfaces – soared during COVID-related lockdowns. Have audio interface sales levelled off in recent months, or are things still trending upwards?
Jim Cooper: Yes, MOTU interface sales went bonkers in 2020, especially because we had just released the M2 and M4 interfaces, which lit up the entry-level interface category with their unique, full-color LCD displays and superb, best-in-class audio specs. The M series continue to be widely acclaimed and remain best-sellers for us post COVID.
Herm Bellanton: COVID certainly provided an opportunity for many people to jump into home audio recording for the first time. M-Audio was well positioned to serve a great number of new recording enthusiasts, given our selection of inviting entry-level offerings. While sales have returned to base level, the home recording segment is still very strong and we see only great things to come in the sector.
Dan Hughley: People are still excited to be making music and we’re honored they overwhelmingly choose Focusrite. Sales numbers are very positive and they are in line with our expectations.
Adrian Haselhuber: During the pandemic, a lot of people turned to making music and home recording as a way to stay hopeful and feel fulfilled through their creative exploration. This in turn resulted in a very large uptick of sales in musical instruments and home recording equipment. Many consumers gravitated towards PreSonus products because of their versatility, sound quality, and accessibility for creators of all skill levels.
As the pandemic winded down in late 2022 and early 2023, many consumers started to put an emphasis on activities away from home. As a result, many MI manufacturers have seen sales volume return to more sustainable levels. While this market correction was inevitable, we believe that the audio interface market will continue to grow in the coming years due to the critical nature of these products in modern music production and recording workflows.
Antonio Ferranti: Audio interface sales globally experienced a tremendous surge during the pandemic lockdowns, particularly in the home recording, podcasting, music streaming, and remote-production markets. Though the protocols of the pandemic which contributed to this surge have largely passed, the ongoing effects of an elevated remote production market that it has left on our industry have not, and likely will not, for many years to come – perhaps forever.
For your brand, what is (are) the most popular model(s) of audio interfaces?
HB: The AIR 192 and M-Track Solo audio interfaces remain some of our best sellers. As efficient desk-top solutions with all the I/O options necessary to record solo recording projects up through individually tracking small bands, these audio interface lines have proven reliable workhorses for the modern producer/engineer. The crystal pre-amps of the AIR 192 series just can’t be beat this price range and deliver fantastic results when tracking vocals, instruments, and beyond.
AH: We offer a wide variety of interfaces that fit almost any workflow and budget. Some of our most popular models include: Audiobox 96k, Studio 24c, and Quantum 2626. Our interfaces feature excellent audio specifications, solid build quality, and low recording latencies – especially with the Thunderbolt-enabled Quantum 2626. Our interfaces also come with our highly popular DAW software Studio One Artist, and the Studio Magic suite of coveted third party plug-ins. In other words, each audio interface is a complete recording solution.
AF: At PROEL, our bestselling mic adaptors, amps, mixers, and loudspeakers have incorporated the best features of audio interfaces, but our dealers worldwide have been requesting that we produce a series of audio interfaces engineered specifically for the home recording and professional studio production markets. So we are proud to announce here first in MMR Magazine that we are launching our brand-new releases of Eikon Audio Interfaces: EIKON EKSBiPOD and EKSBiPRO Audio Interfaces. These two new models offer a robust set of features, high-quality Italian design, and incredible affordability, making them excellent choices for the home-recording and podcasting market [EKSBi-POD] and professional studio production industry [EKSBi-PRO].
DH: Scarlett USB interfaces were first announced in 2011, quickly becoming the world’s best-selling range. Scarlett is now in its 4th Generation with 6.5 million units sold worldwide and counting. The new innovations in the product line incorporate the knowledge we’ve gained from our customers experiences, making the product even stronger for them and the next generation of musicians. The iconic Air mode was redesigned to sound like our original Focusrite studio console. Auto Gain assists in setting the ideal recording level with the touch of a button, and Clip Safe prevents clipping to preserve that magical take. There are 69dB of gain on the mic preamps, providing sufficient power for any microphone, along with a dynamic range of 120dB to ensure that every detail comes through with clarity. Plus, we’ve included all the software needed to record, mix, and master your music.
JC: All three M series models – M2 (2×2), M4 (4×4) and M6 (6×4) – continue to be our most popular in each entry-level category (under $200, $300 and $400, respectively). For customers who are a little more serious about their studio kit, the UltraLite-mk5 (18×22) remains very popular and rock solid, with tons of I/O in a compact half-rack form factor and sound quality that rivals interfaces costing thousands.
Dave Smith: MBOX Studio has been amazingly well received! It’s gotten incredible reviews from all different types of users for its numerous features like Bluetooth, loop back, built in tuner & FX, high IO count, and an included Pro Tools Studio license. Everyone who tries it just loves it. On the higher end, our MTRX Family is still by far the most flexible solution in the industry and the demand for these interfaces backs it up. With the introduction of the new Thunderbolt 3 module for MTRX Studio & MTRX II, users can now connect directly to their workstation with a low latency native connection or leverage the deterministic processing of HDX/DigiLink… or both, which just opens up a whole host of exciting workflows between Pro Tools and other audio applications.
What are some of the in-demand features customers are looking for: Connections (USB-C, USB, Thunderbolt, Ethernet, et cetera), Digital I/O (ADAT Optical, AES/EBU, Coaxial, Ethernet, et cetera), bit depth, sampling rate, size, and so on?
AF: Customers are increasingly looking for versatile audio interfaces with the maximum variety of features in an all-in-one, compact, portable, and durable package. In-demand features must include zero latency, limitless connectivity options including USB, TLR, XLR, Hi-Z switch for recording vocals and instruments together, high-definition preamps, high-speed data transfer, multiple digital input and output options, higher bit depth and sampling rates for better audio quality, compact and portable sizes for convenience, and again zero-latency performance. Additionally, compatibility with all the popular digital audio workstations and quality preamps are a must.
AH: First and foremost, customers always look for best-in-class audio quality. High-quality mic/instrument preamps and A/D/A converters usually range at the top of the requirements list. A solid complement of additional analog and digital I/O, plus low latency and easy computer connectivity rank highly as well. The exact list of feature requirements depends on each person’s workflow and personal preference.
DS: Most of the requests have less to do with physical connections and more to do with deeper integration with ProTools and EUCON, which we are uniquely positioned to do. As we move forward with our hardware, we expect to see more seamless connectivity between hardware and software to allow users to spend more time being creative and less time being technical. That being said, there has been a tremendous shift in the industry to create within immersive formats, both in film and music. With that, we are again uniquely positioned to provide flexible immersive monitoring and room tuning.
DH: We’ve found that customers looking to buy an audio interface are generally looking for a few key things: high quality audio, a range connectivity for their studio equipment, reliability, and ease of use.
High quality audio: at Focusrite we believe this is crucial to a great interface, and ensure we are always pushing the limits of our technical designs to deliver the highest quality audio we can at every price point.
Connectivity: customers often need to connect a range of different equipment to their interface, from mics, guitars, keyboards, and synths, to speakers, headphones, and outboard effects. We cater to a variety of needs across the Focusrite ranges, with a range of different analogue and digital connectivity options.
Reliability: customers want to know their interface is going to be there for them when they need it, and stand the test of time. We ensure our products are built to the highest standards and are confident in our designs. Every Focusrite product comes with a 3 year warranty to ensure peace of mind.
Ease of use: with every product we make at Focusrite we want to make sure that customers can quickly and easily achieve the tasks they need to with our equipment. We often explore new ways of making tasks easier, ensuring that our customers can focus on what they’re really trying to do – make music!
JC: The M2 and M4 are USB bus-powered (over USB-A or USB-C), which customers expect in a compact audio interface. The M6 has four mic inputs, each with individual 48V phantom power, so it requires a USB-C host for bus power, but offers an optional power supply for legacy USB-A host connections.
The M series, UltraLite-mk5 and other USB-equipped MOTU interfaces are USB-audio class compliant, which means they are plug-and-play with no driver needed. However, we do offer custom drivers that provide excellent round trip latency (RTL) performance of just above 2 ms (using the industry standard measurement of a 32 sample buffer at 96 kHz). This rivals the performance of expensive Thunderbolt interfaces, which typically perform just under 2 ms, so the difference between MOTU USB interfaces and Thunderbolt comes down to a fraction of a millisecond. Latency performance continues to be very important to customers at all levels, and MOTU interfaces offer excellent latency performance.
Control room features are hot these days, including talkback and A/B speaker select. The M6, for example, provides an A/B button on the front panel, so users can connect two sets of speakers and compare their mixes with the touch of the A/B button. The M6 is the only entry-level interface that offers this feature.
At MOTU, what we see today is that audio interface customers are savvy: they know that analog audio quality is perhaps the most important feature in an audio interface. Even with the very best microphone and speakers, the A/D and D/A conversion in the interface is the crucial link to ensure that customers get the absolute best possible sound in and out of their computer. That’s why MOTU interfaces offer ESS Ultra DAC Technology at all price points for superb sound and the best possible conversion, with dynamic range as high as 125 dB and THD+N pushing -115 dB.
HB: Traditional USB and USB-C are of course the most adopted, given most users still use one computer not just for music but for all their needs. A few in the marketplace have very specific needs but we find most fall into a simpler requirement. Above all, users want to be able to unpack their devices, get connected, and to start recording as quickly as possible. Having a good suite of bundled software and plugins is an essential part of getting users right into the creative flow as quickly as possible.
Have you noticed any best practices adopted by MI retailers who are especially successful in selling this type of gear when it comes to promotion, display, and marketing?
HB: Marketing pizzazz and glimmer definitely helps capture attention but at the end of the day it boils down to good old-fashioned information. It’s important to present product knowledge in thoughtful ways paired with inspiring performances that appeal to every applicable user case use. Making sure sales persons are adequately trained and familiar with the products is just as important to make sure end-users are empowered with product details they need, ensuring they make the most informed purchasing decision.
DH: Innovative retailers with teams dedicated to identifying and utilizing the latest trends in marketing are the ones who are especially successful. Those who create short vertical video content for TikTok and other social media platforms are the ones who are performing well, and leading the pack in terms of relatability and accessibility.
JC: Retailers do very well moving MOTU interfaces when they emphasize MOTU’s superb audio specs and excellent latency performance. For the M series in particular, the front panel LCD with full-color metering catches customers’ eyes and makes for an easy sale, given that no other entry level interface offers full metering like this.
AH: At PreSonus and FMIC, we believe strongly in community education and connection to the consumer through tailored marketing campaigns, artists, and social media experiences, creating an equation where the customer feels valued and informed, leading to increased sales and brand loyalty. I am sure that retailers who are connected to the needs of their customers in the same way will see a direct correlation as well.
AF: Successful MI retailers offer in-store selection, demos, knowledgeable staff who can guide customers in choosing the right interface for their production needs, and create in-store bundles with essential accessories. Additionally, a robust website with manufacturer’s complete metadata, photos, videos, and their own content which showcases the store’s staff and even user-generated content that demonstrates the interfaces in action. Effective marketing includes online promotions, social media engagement, and email newsletters are all key to funneling sales. We work with our dealers on all of these online and in-store elements to help them be successful with our products.
Does your brand have any new or upcoming Audio Interface introductions you’d like to draw MMR readers’ attention to?
JC: MOTU does have some exciting new products coming that we look forward to sharing with our retail partners and end-user customers! Please stay tuned!
AH: Our most recent release, the AudioBox Go is an interface with an excellent price-performance ratio. It’s jam packed with features such as a XMAX-L preamp, a combo jack that doubles as a line-level input, and easy-to-use Mix control. A free license for Studio One® Prime is also included, giving users a complete recording solution. Best of all, the AudioBox GO is small enough to toss into a guitar case or laptop bag making it the perfect choice for home recording and creating on-the-go.
AF: Yes! Or Sí (As our Italian engineers would say)! At Proel North America, our brand-new releases of Audio Interfaces are launching just now throughout the USA and Canada, which include our EIKON EKSBi-POD and EIKON EKSBi-PRO Audio Interfaces, which our dealers have been requesting. These models offer a robust set of features and connectivity, our high-quality Italian design, and remarkable affordability, making them excellent choices for both the home-recording and podcasting market [EKSBi-POD] and professional studio recording and production market [EKSBi-PRO]. In addition to our Q4 product launch, we will be showcasing these at the upcoming NAMM Show in January and invite dealers and producers to check us out.
DS: The two latest hardware products from us continue to be the new MTRX II and Thunderbolt 3 module (for MTRX Studio & MTRX II), giving incredible flexibility to user workflows from simple stereo requirements to complex immersive needs.
HB: My lips are sealed! I will say M-Audio is always paying attention to trends and the evolution of recording. Originally, this is what made M-Audio such a leader in the home recording space, and why we continue to be a leader in recording. We’re very excited with the changes in technology, especially as computers and smart devices continue to get more powerful, new music consumption platforms emerge, and music creation continues to grow across all backgrounds and sub groups.
DH: Scarlett 4th Gen is the newest product range for Focusrite and will undoubtedly make its way to the top of any recording musician’s wish list this holiday.
Expectations for this market segment in the coming year?
DH: With a strained economy, the student loan payment COVID-19 pause coming to an end, multiple devastating wars, and rapid global inflation post-COVID, the next year may be challenging. But Focusrite Group is primed for success with a collection of superior quality brands, industry leading offerings at many price points, a global Mission to make music easier to make, and a seasoned team of professionals working around the clock to provide for our customers. We’re well prepared to weather these and most any other storm that comes our way.
AF: Proel North America’s expectations for the audio interface market segment in the coming year are very positive. As remote work, home recording, and audio production continue to enjoy sustained elevation, there remains a strong demand for audio interfaces. As such, competition will continue to intensify, pushing manufacturers and retailers to innovate and provide more value to customers. The market will also see a trend towards more feature-rich, compact, and highly compatible interfaces to cater to the incredible variety of customer needs. Additionally, sustainability and eco-friendly practices may gain even more importance in the market.
HB: It’s always hard to predict especially with uncontrollable external circumstances but we’re passionate music product creators who serve an equally passionate musical creator community. We’re ready to deliver cutting-edge solutions that continue to eliminate the barriers in the creative process and help people create amazing music faster, and with that in mind, we’re very excited for the road ahead.
AH: Given most recent macroeconomic and world events, 2024 may continue to present challenges for the MI market. That said, we are seeing increased emphasis on audio quality, immersive audio production, and new technologies such as machine learning. We believe that these macro trends will continue to generate demand for high quality audio interfaces and integrated software solutions. Additionally, we anticipate increasing competition and innovation in the space, with a stronger emphasis on sustainability and eco-friendly audio solutions to align with broader market trends. We expect producers, musicians, podcasters, and content creators to remain as some of the key marketing segments in the coming year.
JC: We see growth in the audio interface market in the coming year, as the economy continues to settle into its post-pandemic groove. Audio interfaces have become so elemental to music production that the future looks very solid, overall, especially for strong, established brands like MOTU.
