Putting the NI in Technics? No
Nothing sells like a good story, right? Some headlines are created for the sole purpose of being sensational – and it is no different in the music community. Music gear collectors and DJs alike are always on the lookout for the next big item, even if they are diligently opposed to it. Not only is the gear important here, but the companies who create them have their own story to tell – and this story is no secret. When Technics decided that they would no longer produce the Technics 1200 turntable, many were naturally saddened by the loss. This also cause prices of used tables to skyrocket, and created a bigger demand for controllers rather than turntables.
A recent headline went as far as accusing Native Instruments of buying up Technics shares in order to completely kill the turntable. Naturally, it was too good to be true. The funny part of the headline was that people assumed that a controller could somehow kill the turntable, which is, in itself, timeless. Just take a look at the way music is sold these days, and you’ll see that vinyl is on a comeback, outselling CDs by a large margin. The only contender to records is of course digital music sales.