I Am Feeling Inspired…

Ernst Nathorst-Böös introduces Rack Extensions

I know that some may think this cheesy. Maybe even a bit sycophantic. But I’ve just watched the official video from yesterday’s Propellerhead presser and I have come away feeling incredibly inspired.

Why? Well, Ernst Nathorst-Böös, who seems to come across as a quiet, intelligent and wise man, just seems so enthusiastic, not only about developing the right tool sets for musicians to make music, but also about rewarding loyalty and giving back to the community.

I’m no sap and having spent 15 years in sales, marketing and advertising, my bullshit radar is finely honed. And yes, I also realise that some of what Ernst said was spun in a specific way. But I just can’t help but feel part of a family, part of a community and part of something that, for the last 13 years, has been steadily moving forward, constantly improving yet retaining familiarity and perfect functionality. Companies are savvy to the art of creating “tribes”. It works very well, but it can fall about their ears if the relationship with their tribesmen isn’t a two way thing or share an equal amount of symbiosis. Getting that balance (pun intended) right is difficult but when you have it, both parties are fulfilled.

So, having read through a lot of very positive posts in the last 24 hours, and also a few negative ones from the usual crowd (I am forever astounded as to why certain individuals not only crop up just for these special occasions but seem to persistently bang on about something they hate so much), I am feeling incredibly proud to be a Propellerhead user, a Propellerhead musician and part of the extended Propellerhead family. I rarely buy into a system completely, but in the case of our Swedish brethren, I’m in. All they way in.

That’s all 😉

Oh, and in case you missed it, here’s the video…