How to Price an Audio Plugin
Factors to consider when deriving that one elusive value
A plugin's price can make or break its success in the market, so why is it often one of the last decisions made? And why do skilled DSP developers struggle to determine this one value? This talk will cover the relevant economics of pricing for digital products, and will lay out 12 factors that should influence the final decision, using real-world examples. Developers will gain insight into what questions to ask and what observations to make in pricing their next launch – whether it's an analogue-style EQ, a one-knob spectral compressor, or humanity's next legendary synth plugin.
James Russell
Director
Egg Audio
I've been part of 'the plugin industry' since 2012, first at Computer Music and FutureMusic magazines, then as part of my own company, Egg Audio, which is a marketing agency and consultancy working only with plugin developers. I specialize in an industry rather than a type of service, so I and my freelancers provide everything from blog and video content to influencer marketing – all to music software companies including Sonible, Plugin Boutique, Waves and Rhodes.