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Old 24th May 2020
Gear Maniac
Illusionaire's Avatar

Originally Posted by bmanic View Post
Usually when somebody becomes the target of ridicule it's not just the people ridiculing you that need to take a good hard look at why they are doing it.

For instance, Plugin Alliance or actually Brainworx more specifically are known for ludicrous amounts of hyperbole and complete nonsense. For instance, early on when Brainworx made their first plugins they virtually claimed that they invented Mid/Side processing and marketed it very hard.

Not only has M/S recording and decoding and any processing inbetween been known since almost 100 years back but it had already been implemented in various plugins way before Brainworx even entered the scene. Extensive use of mid/side processing in plugins fame probably falls to mr Aleksey Vaneev of Voxengo.. not Brainworx. Yet they tried to market it very aggressively as their invention.

Same with this whole TMT component tolerance crap. It's just a marketing ploy for the most part and at least in my opinion it's extremely annoying how over the top they make it.

My point is: Plugin Alliance are digging their own grave with the extremely aggressive hyperbole and sometimes 100% downright lies in the marketing.

If you use extraordinary claims of excellence and go for the marketing strategy they use, you'll always see quite a lot of push back. Just look at how Slate is treated here. Having said that, bold words and incredible amounts of hyperbole seems to be the way to go for the masses. A large portion of the general population will never question things. Instead they choose to simply trust and obey. The strategy works. Every strongman wannabe Dirktator in the world knows this.
Couldn't agree more. And it's good that you give credit to Akeskey Vaneev. MSED was and still is a great tool. Voxengo plugins were always very innovative and well designed, and I think the only reason they are not well known is lack of marketing. I remember plugins like the Soniformer, being in the market long before most multiband compressors and dynamic eq's. And it still is a different beast with its own intelligent workflow.

This all reminds me of a banner advertisement of U-he, I once saw here on GS. It was just a B&W photo of Urs Heckmann looking somewhere off-camera, some abstract knobs of a synth, and the phrase: "U-he: We design software synthesizers and effects".
That's it! And the guys even have Jane Michelle Jarre using one of their plugins. I mean they don't have to prove anything, being already so established in the market, but it looks very professional that they just put their creations out there and let the user decide how good they are. No big words but top quality and stable prices which also shows a more professional approach. No deviations between 400 and 30€ for the same plugin.