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  • With latest price increase, Netflix’s Standard subscription now costs $72 more per year than Spotify Premium in the USThere once was a time when a Netflix subscription actually cost less than Spotify
    Source

  • Bogren Digital offers Relab QuantX Essentials 80s-inspired reverb for FREE
    Hot on the heels of RdPiano, we’ve got another 80s-inspired freebie as Bogren Digital offers Relab QuantX Essentials 80s-inspired reverb plugin for macOS and Windows for FREE. This time, it’s QuantX Essentials, a Quantec QRS emulation by Relab Development. QuantX Essentials is a streamlined version of Relab Development’s flagship QuantX Natural Resonance Reverb. The Quantec [...]
    View post: Bogren Digital offers Relab QuantX Essentials 80s-inspired reverb for FREE

    Hot on the heels of RdPiano, we’ve got another 80s-inspired freebie as Bogren Digital offers Relab QuantX Essentials 80s-inspired reverb plugin for macOS and Windows for FREE. This time, it’s QuantX Essentials, a Quantec QRS emulation by Relab Development. QuantX Essentials is a streamlined version of Relab Development’s flagship QuantX Natural Resonance Reverb. The Quantec

  • Veteran Agent JON PLEETER Announces The Formation of JPAVeteran agent JON PLEETER has announced the formation of his own booking agency, the Los Angeles-based JPA, debuting with such legendary artists as Parliament Funkadelic featuring George Clinton and Thompson Twins’ Tom Bailey (the full roster is below). JPA also created and represents the Totally Tubular Festival, the successful ‘80s New Wave multi-act tour that last year rolled across North America and will return in 2025 (lineup and dates TBA).
    "I could not be more excited at this stage of my career to be my own boss, and chart my own path,” says Pleeter. “My decades of experience at the highest levels of the business will benefit all my clients. My hands-on, fearless approach will give the artists a distinctive advantage, enabling them to stand out in the touring industry,” he adds. “JPA is here, and as my website says: “Do Now. Explain Later."
    Pleeter started as an agent trainee at Triad Artists Talent Agency upon graduation from University of Colorado in 1990. A year later, he continued his agent training at William Morris Agency and was an assistant to agents responsible for legends such as Barry White, En Vogue, Sheryl Crow, Soundgarden, Red Hot Chili Peppers, Ziggy Marley, Pearl Jam, Lollapalooza Tour, and many more.
    Next, Pleeter became an agent at ARTISTdirect and then The Agency Group, followed by CAA, where he spent eight years as a senior level agent booking tours for the agency in arenas and amphitheaters including clients Daft Punk, Paul Oakenfold, Sammy Hagar, and many more. Pleeter then spent 10 years at ICM as a Vice President, working with Alice In Chains, TLC, The Cult, Kings of Chaos, and more, expanding the agency’s footprint in the rock and pop genres. This was followed by a brief stint at Sound Talent Group.
    The full artist roster of JPA is: Parliament Funkadelic featuring George Clinton, Thompson Twins’ Tom Bailey, A Symphonic Evening Of Bob Marley, Back To The Block Party Festival, Richie Sambora, Eagle Eye Cherry, Wang Chung, Wheel, Men Without Hats, Thomas Dolby, Jeffrey Osborne, Saving Abel, Bow Wow Wow, Tommy Tutone, Right Said Fred, The Motels, Animotion, Davy Knowles, The Escape Club, Musical Youth, Omar Hakim, and the Totally Tubular Festival.
    Pleeter has also launched a film and television production company called Throne Ventures. His email is jon@jpaagency.com
    www.jpaagency.com
    Photo Credit: Chyna PhotographyThe post Veteran Agent JON PLEETER Announces The Formation of JPA first appeared on Music Connection Magazine.

  • Why Steinberg Cubase Pro 14 is the most significant update since 1997’s VST launch£481
    Upgrades from £83
    Crossgrade from qualifying product £298
    steinberg.net
    All Digital Audio Workstations do essentially the same thing — let you record, create, produce and mix music. And while each has its own particular feature set, most can be categorised into one of two camps. On one side, we have the ‘traditional’ DAWs, conceptually similar to a pre-digital studio in which each stage and component in the recording process is a discrete entity – the synthesizer, the recorder, the mixing desk, and so on.
    On the other side, we have the ‘contemporary’ DAWs that blur the lines between these discrete elements with non-linear timelines, complex device chains and other features that make the DAW feel like a performable uber-instrument in its own right.
    Some producers have strong preferences one way or the other, but many of us are left straddling both camps, jumping between DAWs as circumstances demand.
    With the release of Cubase 14, Steinberg may just have given us the best of both worlds.
    Cubase 14 Pattern Editor. Image: Press
    Cubase versions and pricing
    As always, Cubase 14 comes in various editions aimed at the needs and budgets of different users. The Pro edition, which we are looking at here, is the all-singing-all-dancing version and, on top of the DAW itself, it comes bundled with a large collection of instruments and plugins, and a vast library of samples, patches and presets.
    All of this extra content pushes Cubase Pro’s asking price towards the upper end of the market, and while cheaper than the full-fat Ableton Live, it costs considerably more than, for example, Logic Pro and Studio One, which sit at a cool £199.
    At £273, Cubase Artist edition is more closely priced to those competitors, and is almost as feature-rich as Cubase Pro. It too includes a generous plugin and content library, just not as generous as Cubase Pro’s.
    The most affordable option, other than the AI and LE editions that come bundled with hardware, is Cubase Elements. Whilst lacking Pro’s and Artist’s more advanced features, Elements nonetheless provides an extremely capable recording solution and includes many essential plugins and instruments, as well as a small library of content. It’s lot of power at just £83.
    Once on the Cubase platform, updates become much more affordable, and you can easily upgrade to a higher-specced edition if you find yourself hitting your edition’s limits. A full comparison of features can be viewed on Steinberg’s product pages.
    Cubase 14 ‘Add Modulator’. Image: Press
    What are Cubase 14’s new modulators?
    Let’s dive straight in with Cubase 14’s new Modulators. These allow any mix or plugin parameter to be controlled by a repeating signal, bringing vast new creative potential to Cubase. Unlike traditional automation lanes, Modulators are configured in moments, they can be used to control multiple parameters simultaneously, and can be tweaked and modified with ease as creative ideas take shape.
    Cubase 14 provides six different types of modulator: LFO, Envelope Follower, Shaper, Macro Knob, Step Modulator and ModScripter. Check out their capabilities in the clip below.

    ModScripter allows custom modulators to be programmed via a scripting interface. You don’t need to be a programmer to use this, as a collection of scripts is included, but those familiar with ECMAScript or JavaScript will likely find it more useful. Much can be gleaned from studying the included scripts, and from the notes included in the ModScripter’s default script, but it’s surprising that Steinberg appears to not yet have published any scripting or API documentation.
    Modulators are quick to configure and can be mapped to multiple destination parameters with ease whilst providing per-destination control over the impact of the Modulator. LFO, Shaper and Step Modulator can run freely, be synced to the project start, or be triggered and retriggered via MIDI.
    Envelope Follower and ModScripter support external sidechaining. A great use of the former is, for example, creating rhythmic effects based on a kick or other percussive part. In the case of ModScripter, the sidechain input simply provides another source that your scripts can respond to – how you use this is down to your imagination (and coding skill!).
    Although there aren’t yet any global Modulator hosting slots to reach into multiple tracks simultaneously, any combination of up to eight Modulators can be attached to any compatible track type, these being Audio, Instrument, Sampler, Effect and Group tracks… oh, and the all-new Drum Tracks, of course.
    Cubase 14 Drum Machine. Image: Press
    Dancing to the rhythm of a different drum (track)
    Drum Tracks embed a drum machine directly into the timeline. Each of a Drum Track’s 128 pads can consist of up to four sound layers, with each layer being powered by a classic drum synth – multiple types are included – or by a sample player. Each pad also has its own effects chain, along with a pair of sends that feed the machine’s global reverb and delay processors.
    Over 30 drum kits are included, and creating and/or modifying kits is a breeze. The various synth models provide a wide range of classic drum machine sounds, whilst tight integration with the Media Bay and its new previewing tools makes for easy auditioning and replacement of samples.

    Of course, no drum machine would be complete without a pattern sequencer, and in Cubase 14’s case this is laid on by the Pattern Editor and Pattern Events. These can also be used with Instrument, Sample and MIDI tracks, but the editor’s single lane per trigger note layout is best suited to working with Drum tracks, where it automatically synchronises its lanes with the active pads of the associated Drum track.
    When used on other track types, only six lanes are created automatically, and you have to add and configure additional lanes one at a time, which rapidly gets tedious. What’s more, the editor’s Parameter Lane area, shown below the main pattern grid, controls per-step velocity, gate and other parameters for the currently selected lane. This makes perfect sense when programming beats, but becomes more clumsy when working with pitched patterns.

    The Pattern Editor itself has loads of flexibility, with both global and per-lane step length, resolution, direction and swing, plus timing offset per lane. There are also various randomising elements for injecting variation, perfect for creating generative music and to inspire new ideas.
    Any number of patterns can be defined within the editor and, unlike when working with MIDI parts, there’s no need to create events on the timeline in which to store each pattern. When ready to create an arrangement, patterns are dragged from the Pattern Editor to the timeline where they appear as Pattern Events that can be worked with in much the same way as any other event type.

    Cubase’s new-found pattern tools are exceptionally good at combining a modern approach to pattern sequencing with a traditional linear timeline. However, there are a couple of issues. First and foremost, patterns are only stored at the project level, so there’s no way to load and save them independently. Secondly, changes made in the Pattern Editor are not included in the undo buffer, so you can’t quickly reverse experimental or accidental modifications. These two issues can be lived with and worked around, but I hope they’re high on Steinberg’s to-do list.
    What workflow improvements have been made in Cubase 14?
    The Pattern Editor’s ability to give each trigger a probability and velocity variance is great for creating interesting and natural-sounding parts. I’m therefore thrilled to find that both the Key Editor and Drum Editor have been given this ability too, adding a contemporary twist to two of Cubase’s classic tools.

    Over in the main project timeline, audio event blocks can now have volume curves applied directly to them, in effect automating the event volume parameter. This is for dealing with unwanted volume fluctuations within an audio recording, ducking and boosting segments as needed so that a more consistent signal is then passed into the mixing channel.
    All of the usual automation curve tools are available, and the impact of the curve is reflected in the audio waveform too, all of which makes light work of this sort of gain staging. Also, unlike channel pre-gain or volume automation, the event volume curves are locked to the event itself, which makes for far fewer headaches when moving, copying or editing events.

    Many editing tasks have been streamlined thanks to tweaks made to how the Range tool operates. Although these changes may only save a few mouse clicks, many operations feel much less clumsy for it.
    For example, nudging or muting sections within an event no longer requires the section in question to be separated into its own event. Just drag out a selection and use the nudge or mute keyboard shortcuts, and Cubase automatically separates the event before applying the operation. Also, after performing a range-based edit, the selection now remains in place so that you can carry on working with it.
    There are of course many other workflow improvements, such as sharing of audio in/outs ports for external instruments and effects, the ability to offset the start point of Ruler tracks, and support for the DAWProject file format that’s set to supersede AAF and OMF for exchanging projects between different DAWs. The entire list can be perused on Steinberg’s website, including which of the new features are available in Cubase’s Artist and Elements editions.
    Cubase 14 Shimmer plugin. Image: Press
    What new plugins are included?
    Cubase’s bundled plugin collection has also received a welcome boost.
    Underwater is by far the simplest of the bunch, being a straight-forward, one-knob implementation of the ‘party next door’ low-pass filtering effect in which the top- and mid-range frequencies are cut away, making it sound like the music is coming through a wall or ceiling.
    Throw it onto a submix group that contains everything but the vocals, automate or modulate the knob, and enjoy!
    Auto Filter combines a multi-mode resonant filter featuring low-, band- and high-pass options, with an envelope follower controlling the filter cutoff frequency. The filter has a pleasingly edgy character that ensures it stands out, and allows the envelope to be bypassed so that the cutoff can be controlled manually, by automation, or via Modulators.

    Things get a bit more advanced with StudioDelay and Shimmer. StudioDelay makes light work of creating rhythmic and syncopated delay lines, whilst Shimmer is a particularly flexible incarnation of the quintessential modulated and pitch-shifted shimmer reverb effect.

    One DAW to rule them all?
    The changes Steinberg has made to its longest-serving product focus far more on establishing new features and workflows than on tweaking existing ones.
    Although nothing fundamental or impossible to live with, there are some loose ends that still need tidying up such as the absence of global Modulator hosting slots, awkwardness configuring Pattern Events for pitched instruments, and edits to Pattern Events being omitted from the undo buffer.
    Nevertheless, the results of Steinberg’s work are hugely significant, smoothly integrating modern production techniques and tools into Cubase in a way that complements, and does not interfere with, the venerable DAW’s long-established workflows and capabilities.
    If Modulators and Drum Tracks and pattern sequencing are not your thing then no problem; you can safely ignore these features and still enjoy the other improvements. But if you’re one of the many producers sick of jumping between, and paying for, multiple DAWs just to ensure you have the right tools for any job, then you really have to check out what Steinberg has done. It’s knocked it out of the park!

    What the internet is saying
    Cubase is a mainstay among many professional composers — a group that includes popular YouTuber Guy Mitchelmore. “The whole thing seems a bit more frisky and sprightly”, he says in his Cubase 14 First Look video. And on the subject of Cubase’s new Modulators, he takes the view they are “Super powerful. Super useful. There are so many things you’re going to be able to do with [them]”.
    Guy goes on to say that, unlike programs such as Apple Logic Pro 11 and Native Instruments Kontakt 8, which he feels have tried too hard to make themselves easy for non-musicians to use, “Steinberg has gone in the opposite direction”. Following this with a heartfelt “THANK YOU!” makes it clear that Guy is pleased with this turn of events.
    Coming at things from a contemporary producer’s point of view, Chris Selim – Mixdown Online says “This is probably one of the best – if not THE best – Cubase version ever”, and that “This upgrade is huge!”. Also, as is proving a common sentiment across many users and reviewers, Chris is particularly impressed by the new Modulators feature because it “opens the door to so much creativity. ”
    Not everyone is so pleased with the modulators, although it seems the main objection is that it’s not an original Steinberg innovation. For example, in his overview video on YouTube, Weaver Beats suggests that they are “nearly copyright infringement of Bitwig”. We disagree — clearly, Steinberg has taken inspiration from other DAWs, but there are only so many ways to skin the proverbial cat, and it makes sense to add capabilities that have already proved themselves to be popular elsewhere. One commenter on Weaver Beats’ video also jokingly remarks: “As a Bitwig user, 6 modulators is cute” — Bitwig has 43 different types of Modulators, and the number of Modulators you can use per device is unlimited.

    Key features

    For Windows 10 and above / macOS 13 (Ventura) and above
    Native support for both Apple Silicon and Intel Macs
    Unlimited audio, MIDI and Instrument tracks
    92 professional plugin effects
    4 instruments and library of over 3000 presets, sounds and loops
    64-bit audio engine
    192 kHz maximum operating sample rate

    The post Why Steinberg Cubase Pro 14 is the most significant update since 1997’s VST launch appeared first on MusicTech.

    Steinberg Cubase 14 shakes away its dowdiness and throws down the gauntlet to the competition – read the review here

  • Ear Trumpet Labs introduce Wanda microphone Combining design inspired by 1940s and 1950s aesthetics with modern audio performance, Wanda is said to be suited to both live and studio applications.

    Combining design inspired by 1940s and 1950s aesthetics with modern audio performance, Wanda is said to be suited to both live and studio applications.

  • Shure makes its landing at NAMM 2025 with a range of new microphonesNAMM 2025: Shure has landed at NAMM, launching a range of new microphones. After almost a century of innovation in the field – Shure celebrates 100 years in business this April – the company continues to polish its reputation with exciting new products. Check out the fresh additions to its catalogue below:

    READ MORE: NAMM 2025 Live: Latest rumours, news and products from the biggest music technology show in the world

    Nexadyne Instrument Microphones
    Credit: Shure
    Shure is adding three new dynamic instrument microphones to its Nexadyne product line: the Nexadyne 2 Kick Drum Microphone, Nexadyne 5 Guitar Amp Microphone, and Nexadyne 6 Tom/Snare Microphone.
    The defining factor of the Nexadyne mics is the patented Revonic Dual-Engine Transducer Technology. These mics feature two transducers instead of one like most instrument mics, allowing for greater clarity and less noise.
    Nexadyne instrument mics start at £215/€255/$219.
    SM39 Vocal performance Headset Microphone
    Credit: Shure
    This new headset mic is ideal for performers who want top-notch sound quality while being able to move around. It has a lightweight frame and padded hooks that go around the ears making it comfortable to wear. Plus, it is compatible with all Shure Wireless Systems, maintaining the consistent sound that Shure is known for.
    The SM39 starts at £379/€439/$399 USD.
    Wired KSM11 Cardioid Condenser Vocal Microphone
    Credit: Shure
    The KSM11 is a widely celebrated vocal mic, and now those who want the same quality but with the reliability of a wired connection can try the Wired KSM11. This is perfect for broadcast and other live-streamed applications for some extra peace of mind on signal flow, and the KSM11 naturally uses less processing power to produce its expected high level of sound quality.
    The KSM11 Wired Microphone is now available at £749 RRP inc VAT/€919/$799 USD.
    For more info, head to Shure.
    The post Shure makes its landing at NAMM 2025 with a range of new microphones appeared first on MusicTech.

    The legendary microphone builder is debuting three new products at this year’s convention in Anaheim.

  • Splice unveils the genre trends that will shape the sounds of 2025
    In a new report, MIDiA Research explores how the Splice trends of 2024 will help define the musical landscape of the year ahead.

    In a new report, MIDiA Research explores how the Splice trends of 2024 will help define the musical landscape of the year ahead.

  • FSK Audio makes its NAMM debut with its first product: ModPlayNAMM 2025: Every year at NAMM new players in music production come to the table, and one of those new players this year is FSK Audio. Founded in 2023, the Northern California-based company is down in Anaheim to premiere its first product: ModPlay.

    READ MORE: NAMM 2025 Live: Latest rumours, news and products from the biggest music technology show in the world

    ModPlay is a plugin designed to simplify MIDI modulation through a variety of different factors. Offering interactive LFO waveshapes for easy shifts regardless of the user’s skill level. It also allows MIDI keyboard users to switch between as many as 12 settings instantly with a push of a button – perfect for studio jams and live performances. Also, there is a randomisation tool for endless sonic exploration, and ModPlay is compatible with major formats such as AAX, VST3, and AU.
    “We’re a small team of engineers who are also musicians with decades of experience creating intuitive tools for creatives,” said Kosta Cross, CEO of FSK Audio, in a statement. “We’re on a mission to inspire creativity by helping producers, musicians, and engineers save time, reduce complexity, and explore new creative possibilities.”
    “Workarounds shouldn’t dictate your workflow,” adds Chief Product Officer Dice Naito. “FSK Audio’s tools simplify production, enabling users to explore new creative frontiers.”
    Anyone attending NAMM can check out ModPlay by visiting FSK Audio at Booth #14116.
    For more info, head to FSK Audio.
    The post FSK Audio makes its NAMM debut with its first product: ModPlay appeared first on MusicTech.

    ModPlay is a Plugin that helps streamline MIDI workflow in real-time.

  • Moises maker Music AI adds $40M from CAA, Steve Aoki, moreThe makers of Moises, Music AI adds $40 million in a funding from Connect Ventures, a partnership of Creative Artists Agency (CAA) and investment firm NEA, and Brazil's monashees. DJ and producer Steve Aoki and his Aoki Labs are also among the new investors.
    The post Moises maker Music AI adds $40M from CAA, Steve Aoki, more appeared first on Hypebot.

    Discover how Music AI adds $40 million funding round from top investors. Learn about its suite of AI tools for musicians and producers.

  • Kuassa basiQ2BasiQ2 is an updated version of the free 3-band Baxandall equalizer plugin BasiQ. This is a new iteration in Kuassa's line of Studio Effect products, introducing improvements to functionality... Read More

  • Bitwig’s first hardware product, the Connect 4/12, is “more than an audio interface”NAMM 2025: Bitwig will launch its first ever hardware product this spring, the Bitwig Connect 4/12 interface. As a bridge between software and external gear, the brand says it is “the perfect device” to mark its debut into hardware.
    Bitwig describes Connect as “more than an audio interface”, but rather a class-compliant, 4‐in/12‐out CV and MIDI-enabled interface with monitor- and DAW-control functionalities, plus a “unique” Bitwig Mode.

    READ MORE: NAMM 2025 Live: Latest rumours, news and products from the biggest music technology show in the world

    According to a press release, the idea behind Connect was driven by two key goals: to create an audio interface that seamlessly integrates hardware and software, and to offer a way to physically interact with Bitwig Studio.
    Among its key features are six mode buttons, which allow its 360-degree, touch-sensitive dial to adjust interface parameters or control software. It can set input gain, regulate the volume levels for two sets of monitors and your headphones, or move the playhead and control any Bitwig Studio parameter with “exceptional resolution”. Its front panel also gives users visual feedback, with a ring of 32 RGB LEDs around the dial to visualise parameter values.
    Connect’s Bitwig Mode is where its Bitwig Studio software really comes into play, with DAW controller functionalities at your fingertips. This integration is intended to make writing automation, fine-tuning settings, and navigating the timeline in Bitwig Studio intuitive and precise.
    Take a closer look in the walkthrough below:

    Connect has DC-coupled inputs and four outputs accessible via 3.5mm minijacks directly on the front panel. USB-2 bus powering with the USB-C connector also means there’s no external power supply needed.
    Bitwig Connect 4/12 will be available in spring 2025 for $549. Pre-ordering will be available soon through the Bitwig website and selected retailers globally. You can also catch Bitwig at The NAMM Show.
    The post Bitwig’s first hardware product, the Connect 4/12, is “more than an audio interface” appeared first on MusicTech.

    Bitwig will launch its first ever hardware product this spring, the Bitwig Connect 4/12. Th brand says it is “more than an audio interface”.

  • 6 Tips For Selling Music Merch at Live ShowsSelling music merch at live shows can boost income and deepen fan connections. Learn how to pick the right products, set prices, and create an unforgettable experience to maximize merch sales.
    The post 6 Tips For Selling Music Merch at Live Shows appeared first on Hypebot.

    Boost income and deepen fan connections by selling music merch at live shows. Learn how to pick the right products.

  • Plugin Alliance SPL Machine HeadSPL's Machine Head is the finest digital tape saturator ever built. With the tone of tape becoming so popular in pro production circles, this discontinued hardware is in demand. Many plugin developers... Read More

  • IK Multimedia TONEX ONE Joe Satriani Pedal Pedal comes preloaded with 20 presets created by Satriani himself, along with access to his entire TONEX Amp Vault Signature Collection

    Pedal comes preloaded with 20 presets created by Satriani himself, along with access to his entire TONEX Amp Vault Signature Collection

  • Focal launches new top-line Utopia Main studio monitors – and they don’t come cheapNAMM 2025: Focal has introduced its latest line of professional studio monitors: Utopia Main. Currently, the line consists of the 3-way Main 112 and 3.5-way Main 212. After working on them since 2017, these new models overtake the Focal ST6 as the French audio equipment manufacturer’s top-level monitors for professional applications.
    Operating since 1979, Focal poured its nearly 50 years of experience into the Utopia Main. All three drivers within the monitors – tweeter, midrange, and subwoofer – were built with patented technologies from Focal. The 1.5” Beryllium tweeter promises clear transients that aren’t harsh on the ears, the 5” midrange uses the M profile shape for maximum transparency, and the 13” subwoofers are braced within the cabinet to prevent cabinet warping.

    READ MORE: NAMM 2025 Live: Latest rumours, news and products from the biggest music technology show in the world

    While the Main 112 features one of each driver, the 212 features two midrange drivers and two subwoofers.
    Credit: Focal
    Another notable aspect of the Utopia Main is the amplification system, which applies current mode control. This means that where other monitors regulate the voltage, Utopia Main regulates the current. This enables them to control the force on the driver membrane to help remove any unwanted artefacts.
    Other than its in-house team, Focal called upon producers, mixers, and mastering engineers with over 70 Grammy nominations between them to test the Utopia Main monitors to ensure the best performance possible.
    “The Utopia Main range inherits over forty years of Focal know-how and twenty years of innovation in the development of studio monitors. Each component has been meticulously thought out to design exceptional main monitors, delivering a very high level of accuracy, even at high SPL,” says Focal.
    As the new premier monitors from Focal, they don’t come cheap. According to Forbes, The UM 112 monitors are priced at $30,000/£22,000/€26,000, while the UM 212 model is priced at $50,000/£38,000/€46,000.
    For more info, head to Focal.
    The post Focal launches new top-line Utopia Main studio monitors – and they don’t come cheap appeared first on MusicTech.

    The celebrated French audio equipment manufacturer has been developing this line since 2017.