James Russell

Director

Egg Audio

About Me

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.

Sessions

  • Why Do People Actually Buy Music Software, Anyway?
    00:00 - 00:00 UTC | Friday 31st October 2025 |
    Beginner
    Intermediate

    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 […]

  • How to Price an Audio Plugin

    Factors to consider when deriving that one elusive value
    14:30 - 14:50 UTC | Monday 11th November 2024 | Bristol 2
    Beginner
    Intermediate

    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.

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