If you’re feeling frustrated by what feels like less innovation and support from a lot of brands making equipment for music and post professionals, then you’re not alone. In an increasingly competitive pro audio industry, companies constantly seek ways to maximise profits and streamline operations. More and more conversations are emerging in forums or on social media by those frustrated by what seems to be a growing trend. Understanding where and how these companies cut corners can be crucial for making informed decisions about which products and services to invest in. This article explores the typical areas where those looking at balance sheets implement cost-cutting measures, such as innovation, support, and learning resources, and how these changes impact audio professionals.
In Short
The audio industry, like many others, is driven in part by a combination of innovation, customer support, and educational resources. However, in an effort to save money, companies often make strategic cuts in these areas. While these measures can boost short-term profitability and may look good to investors, they can also have significant long-term repercussions for both the companies and their customers.
Innovation
Innovation is the lifeblood of the modern audio industry. From developing new audio interfaces to refining software for music production, continuous innovation ensures that professionals have access to cutting-edge tools and technologies, furthermore it helps companies maintain a competitive edge. However, innovation comes at a high cost, involving substantial investment in research and development (R&D).
Stagnation of Product Development
When companies look to save money, R&D budgets are often the first to be slashed. This can lead to a stagnation in product development. Instead of releasing new, innovative products, companies might focus on minor updates or iterations of existing products.
For example, an audio software company might release a "new" version of their DAW or plug-in with only marginal improvements, simply to sustain sales without significant investment. It doesn’t take long for a market leader to become an also-ran if they stop innovating, irrelevant of the size and history of the business.
For audio professionals, this stagnation means fewer groundbreaking tools and technologies to enhance their work. Relying on outdated equipment can hinder creativity and efficiency, making it harder to keep up with industry trends and client expectations. Some long-term loyalties hold fast, but if a product arrives that can vastly improve the quality of your work and productivity then it’s hard not to resist the new kids on the block.
Customer Support: The Shift to AI and Community Reliance
Customer support is another area where companies often cut costs. Traditional support systems involving human agents are expensive, prompting many companies to turn to AI-powered bots, off-shoring, and community-based support models.
AI-Powered Support
AI bots can handle a large volume of customer inquiries at a fraction of the cost of human agents. However, while AI technology has advanced, it often falls short in addressing complex, nuanced issues that audio professionals encounter. This can lead to frustrating experiences and unresolved problems.
Off-Shoring Support
Banks, power companies, and many larger entities have been using cheap labour by off-shoring their support to different parts of the world for decades. The audio industry has followed this trend. In some cases the people working in these support centres are as likely to have as much knowledge as anyone else. However, it is often the case that support companies are working for many brands at the same time, working to a price per call, and from scripts. For a working professional there is an expectation that support is going to tailored and comprehensive, this is not always the case.
Community and Peer Support
Many companies now rely on the goodwill of the community and YouTubers looking to build their following to provide support. Forums, user groups, and tutorial videos can be valuable resources, but they lack the accountability and reliability of official support channels. More seriously, the quality of advice can vary significantly, sometimes leading to misinformation.
Furthermore, no one outside of the company is going to be able to say with any authority if a product is faulty or has a bug. At best community support is a workaround. In some ways it could be compared to the online equivalent of asking someone in the pub to solve your problem.
Inadequate support can translate to lost time and productivity. Troubleshooting technical issues or learning new software features without proper guidance can be a significant drain on resources.
Learning Resources
Comprehensive learning resources, such as detailed manuals, official tutorials, and training programmes, are essential for professionals looking to master new tools and technologies. However, producing high-quality educational content requires significant investment.
Reduction in Official Resources
To cut costs, many companies reduce the availability of official learning resources. Instead, they might offer basic documentation and rely on third-party content creators to fill the gap. This can result in a lack of depth and consistency in the available training materials.
Without access to thorough, well-structured learning resources, professionals may struggle to fully utilise the tools at their disposal. Time is money for professionals, and time spent trying to figure out how to use a tool is time lost that can be billed to a client.
This can hinder skill development and limit the potential for creative and technical growth.
Smaller Companies and Independent Developers: A Different Approach
Interestingly, smaller companies and independent developers often maintain a different approach than some of the bigger brands. With fewer overheads and a more direct connection to their customer base, they tend to prioritise innovation, support, and learning resources more effectively.
Innovation and Agility
Smaller companies are often more agile and innovative, rapidly responding to industry trends and customer feedback. Their survival depends on their ability to offer unique, high-quality products that stand out in the market.
Personalised Support
With a smaller customer base, these companies can offer more personalised and responsive support. Independent developers, in particular, often have a direct line to their customers, ensuring that issues are addressed promptly and effectively.
Commitment to Education
Smaller companies frequently invest in creating detailed, accessible learning resources. They understand that empowering their users with knowledge is key to building a loyal customer base.
Choose Carefully
Understanding where companies cut costs is crucial for making informed decisions about which products and services to invest in. While large companies might sacrifice innovation, support, and learning resources to save money, smaller companies and independent developers often maintain a strong focus on these areas.
Here are some tips for all those making investments into brands;
Do Your Research: Investigate the company's history of innovation and product updates. Look for reviews from trusted publications like Sound on Sound, Recording.com, Mix Magazine, and testimonials from other professionals in the industry.
Evaluate Support Options: Consider the quality and availability of customer support. Check if the company offers direct support channels or relies heavily on AI and community forums.
Assess Learning Resources: Look for comprehensive and up-to-date learning materials. Evaluate the availability of official tutorials, manuals, and training programmes.
Consider Smaller Companies: Don’t overlook smaller companies and independent developers. They often provide innovative products, personalised support, and excellent learning resources.
When choosing tools and technologies, audio professionals should consider the long-term implications of these cost-cutting measures. Opting for products from companies that prioritise continuous innovation, robust support, and comprehensive learning resources can make a significant difference to your work.
How about you, what’s your experience of the innovation, support and learning resources offered by the brands you buy from?