Tom Dougherty, CEO – Stealing Share
10 April 2018
ROLI Songmaker appeals to a songwriter’s craft
The following blog on the ROLI Songmaker Kit is being written brand strategist (and music gear hound), Mark Dougherty.
I am not going to lie. I suffered a pang of jealousy when my dad shared he was attending the NAMM (National Association of Music Merchants) conference this year. While I covet the Martin guitar just as much as he does I also have a penchant for electronic music. That’s why I urged him to soak in the details at the ROLI pavilion where the new Songmaker Kit had its unveiling.
The ROLI Songmaker Kit allows owners to “Craft the perfect Song.” More than that, it “Unite[s] two state-of-the-art, touch-responsive playing surfaces. Play melodies with the Seaboard Block, a super-powered keyboard. Play drums and control effects with the Lightpad Block M. Record loops easily with the Loop Block. Everything’s right there for building any style of track, anywhere”
For a guy like me, this is like digging into a giant bowl of candy. And, let me tell you, I have a sweet tooth.
“In the case of ROLI, the brand face of the customer is someone honing their craft. They are song makers. Not just admiring a piece of equipment.”
Thing is, I appreciate how the ROLI Songmaker Kit approaches its audience just as much as I do its bells and whistles.
ROLI Songmaker actually sports a brand face
That’s what’s always racking my nerves about the instrument market. Most of the ads are product glamor shots. Just like automobile advertising, that just makes everything look the same.
But I beg of you this; how many automotive ads can you distinctly remember? Not many. They are mostly shit. Same holds true with instrument marketing.
Aside from looking like a really fun piece of equipment, the ROLI Songmaker Kit exists to aid in the molding of one’s musical craft. With the ROLI interface, you can sonically explore new terrain because that’s what it is meant to do.
The key to any successful marketing effort is that target audiences see themselves in the brand. In the case of ROLI, the brand face of the customer is someone honing their craft. They are song makers. Not just admiring a piece of equipment.
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