Tuesday, January 10, 2012

Rant: In Defense of Zero-G

A little something to keep in mind while people speculate about Zero-G, some going so far to attack them. Others suggesting they take VocaTone up to contract.

Zero-G is a music company first, Vocaloid company second. They have some of the largest audio sample libraries in the world. When Yamaha was going to launch VOCALOID 1 it was Zero-G who was its earliest adopter, of the 6 companies approached they were the first to see the possibilities that Vocaloid could bring.

Don't think for a moment that Zero-G is blind, as an early adopter they had the vision that 5 of the largest music production companies in the world couldn't grasp. They had faith in a product that was still unproven. They have been partnered with Yamaha for 3 generations of the Vocaloid software as other companies have come and gone. Don't think for a moment they don't know what they are doing.

I have personally interacted with some of the Zero-G staff. They have only ever conducted themselves with the highest level of professionalism that you would expect from a company with their rich of a history. I assure you they know what they are doing and if they are committed to releasing the highest quality product possible.

That being said there are many ways to market a product. Constant teasers and community interaction is one thing but focusing on product development, small focus groups, and strategic press releases at project milestones is another. Zero-G has every right to manage their image as they choose.

That being said a thing to remember is that 'fans' don't buy their product, producers do. If they choose to focus their marketing efforts at producers then I certainly don't blame them. They haven't lost sight of the ball, their primary goal is to sell software.

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