Native Instruments has announced that it will no longer maintain a booth presence at industry tradeshows such as NAMM, Musikmesse or AES in the future. The company has decided to instead prioritise online communication channels to engage with
customers directly and to allocate budgets accordingly.
This shift in priorities is exemplified by the new media-heavy website that Native Instruments launched recently, and will be continued through the establishment of further innovative online channels and other means of direct communication in the future.
"Times are changing and we have seen tradeshows become increasingly less relevant for our industry," said Pablo La Rosa, international marketing director at Native Instruments. "By focusing our efforts in online communication and direct-to-customer events, we reach out to today's producers and musicians in a way that we believe is more efficient for us and more engaging for them."