Innovation is inherent in the development of music. One would think that mankind has reached a time when the way of generating sounds or the traditional pattern of a rock band (guitar, bass, drums) has reached an immutable pattern for times to come. However, the reality is that the music world continues to explore the creation of new instruments or devices to explore different sounds which can potentially transform the way of composing.
A recent example is auto-tune, an audio processor for vocals that generates the typical sound effects of reggaeton or trap singers to create their songs. Initially, auto-tune is an algorithm created by a geophysicist who worked for Exxon in the analysis of data generated by a seismic wave to search for oil deposits. Later, this algorithm began to be used in the music world until it became a tool that revolutionized songs.
This, like MIDI, is just one of many examples that demonstrate the toll that the development of technology and computing has had on song-making in recent years. “Most radio hits in recent years have been made with a computer and nothing else,” he says. Manuel Vázquez, founder of Oxi Instruments, a Spanish company that markets a product called OXI One which is a pure sequencer and controller. This means that it does not emit sounds, but rather provides the user with tools to generate musical ideas to compose with, such as rhythmic patterns, melodies and tools to modulate sounds.
“More and more, musicians and hobbyists are looking to move away from the PC and back to music with instruments, but this time they are electronic, like a tablet or devices like Oxi One,” says Vázquez. Based in Galicia and founded in 2019, the company emerged to create a product that mixes drum patterns and simple chord progressions. To raise funds, he launched a campaign on the crowdfunding site Indiegogo to obtain a sum of money that he gave to him to manufacture 600 computers.
at a good pace
The global musical instruments market size was valued at USD 9,826 million in 2020, but is expected to reach USD 11,589 million by 2030. It is a mature market in which traditional brands such as Roland, Fender, Yamaha or Gibson also innovate. with the launch of new products such as electric batteries. In this aspect, the marketing of these products is potentially worldwide, since a person can buy an instrument regardless of the language they speak. For example, in the case of Oxi Instruments, the company exports almost all of its Oxi One to North America, Germany and the UK. “I don’t think sales in Spain reach 5% of the total,” says Vázquez.
Above, the electronic saxophone from the Barcelona firm Odiseimusic. Below, on the left, the Oxi-One controller and, on the right, the Nano Modules synthesizer
“In Spain there are brands that are practically pioneers and have managed to stand out from many others in other countries,” he says. Jorge Gutierrez-Rave, CEO and founder of Nano Modules, a Valencian company specializing in the design of modular synthesizers. The company, which applied four years ago to one of the startup programs offered by Lanzadera, Juan Roig’s accelerator, seeks to innovate in the design of synthesizers that are easy to understand and use, since it is These are generally products designed by electronics engineers who do not know how to attach great importance to the design of the product itself.
“I think there is a great opportunity to improve existing products and even invent new ones, being such a creative sector that is constantly on the move,” says Gutiérrez-Ravé. About the main challenges you see in innovation for the music industry, the entrepreneur sees increased competition with companies that want to enter the market with their value propositions.
Difficulties
Furthermore, another challenge lies in the shortage of electronic components and the disruptions in supply chains that occurred after the shutdown and the abrupt reactivation of the global economy following the confinements decreed in response to the Covid pandemic. And finally, A third factor that affects the development of all industries is inflation, because manufacturing costs are higher and profit margins are reduced, explains Gutiérrez-Ravé.
Crowdfunding, as in the case of Nano Modules, is an option that has been used by other companies such as Odiseimusic, which makes a small electronic saxophone called the Travel Sax. “We did a Kickstarter in 2019, when we started, and we funded the first year of the company’s life by raising $100,000 in a month,” he says. Ramon Manas CEO and founder of this Barcelona-based company. In this case, this Travel Sax product is an easily transportable saxophone that can be connected to earphones and practiced 100% in silence, there are only one of the problems of the saxophones that come along and its weight emits a powerful sound that can be molested. neighbors.
The company now markets the Travel Sax 2, the updated version of the Travel Sax 1. , we are in the process of manufacturing version 2 and we will start delivering these pre-sold units in September,” Mañas says. scale the business. However, in 2021, they crowdfunded again on Indiegogo to fund the making of the Travel Sax version 2. “In our case, I think being a tangible product makes it easier to get funding,” says Mañas.
These are examples of how Spanish startups are setting the pace of innovation in the music business.