Why Do People Actually Buy Music Software, Anyway?
Every DAW today comes packed with enough instruments and effects to create just about any kind of music. So why does a thriving market for third-party plugins still exist?
Developers tend to be aware of the technical differences between a DAW’s stock plugins and most third-party plugins, but the average music producer is far less likely to be making decisions with these in mind. Few plugins offer a clear, measurable return on investment, yet people continue to buy them. Why?
This talk explores the deeper, often non-rational motivations behind why producers buy music software, beyond mere Gear Acquisition Syndrome. It offers to reframe product concepts from a buyer-centric perspective, challenging assumptions about what drives plugin sales.
Attendees will leave with practical insights that can inform product design, messaging, and long-term strategy, and perhaps a renewed understanding of why they make music software in the first place.
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.