From his recent post on Facebook:

"Over the last year or so I’ve had a lot of time to think about where digital pro audio & software are heading — technically, creatively, and culturally.

What’s becoming very clear to me: the next chapter won’t be written by stacking more legacy plugins on top of each other, or by treating great audio brands like passive financial assets.

The future belongs to fair platforms that understand sound as a system — grounded in iconic styles, built for real-time workflows, and designed for the way producers actually want to work today: tracking, mixing, mastering, immersive audio, modern genres, fast decision-making.

One thing I’m deeply convinced of: in the years ahead, value in pro audio won’t be defined by archived source code or legacy binaries alone — but by living platforms, active producer ecosystems, and the ability to evolve sound in real time. Assistance is here to stay and welcome by many — but control and final authority will always belong to professionals, artists, humans.

And increasingly, true value only lives in these platforms and in the long-term relationships that real leaders build with their communities — the trust, continuity, and shared direction that can’t be transferred in a transaction.

I’ve quietly been working on exactly that for a while now. New technology, new ideas, and a team that remembers why authenticity mattered in the first place - but without nostalgia, and without repeating the past.

To the partner companies and people I’ve worked with over the years: you’ll recognize soon where this is going. Timing matters — and when the timing is right, some currently closed doors may feel very open again.

Some things can be bought, some can be tweaked — but really great systems only work long-term when they’re led by people who actually built and them. More soon. - Dirk"

 

Dirk is a real go-getter and entrepreneur, and a truly people-oriented individual. If anyone can make a difference, it's him. I'm eager to see what he comes up with and puts into practice. Good analysis, Dirk, and thanks @aymat for sharing it.

 

he definitely had some "assistance" with that soapbox-y speech that said essentially nothing. if that's a taster of what is to come, i wont hold my breath. as for him being an innovator and "person led individual", lolz. he was one of the first people to jump at the chance at subscription models, he apparently underpaid his staff at Brainworx(checkout the Glassdoor reviews by senior software engineers), and he started the whole aggressive trend towards the gamification of plugin sales. he seems very wallet led to me. not people led. lets not forget to mention that he snaps up companies only to sell them on to the highest bidder which contradicts his whole artist first narrative. i guess he's capable of pulling the wool over some peoples eyes though

The pattern is. acquire company, aggressively expand its reach through firesale like tactics, community backlash of decreasing quality and customer services, gets on soapbox issues apology, sells company on a year or so later. he did it will all the other companies before(besides Brainworx). he'll definitely do it with Manley and Apogee. he's a private equity bro with a niche interest in audio production markets

 

Hi @thejohndoe, do you have any evidence, perhaps some links where one can verify what you're claiming?

Interview (Original German): Dirk Ulrich, CEO der neu gegründeten Plugin Alliance, bestehend aus Brainworx, SPL, ELYSIA und VERTIGO
www.amazona.de/interview-dirk-ulrich-ceo-der-neu-gegruendeten-plugin-alliance-bestehend-aus-brainworx-spl-elysia-und-vertigo/
Interview (Google Translator): Dirk Ulrich, CEO of the newly founded Plugin Alliance, consisting of Brainworx, SPL, ELYSIA and VERTIGO
https://www-amazona-de.translate.go...l=auto&_x_tr_tl=en&_x_tr_hl=de&_x_tr_pto=wapp

 

Nah we'll just see more and more slop, a further enshittification of everything, and worse music than ever

 

He's talking about "platforms", not tools or products. That to me is a red flag.

 

In other words: "I'm just feeding the monster which is modern stupidity and claiming it's the "next chapter" ". Bro there's no chapters!
Digital became a thing because it's WAY cheaper and more affordable than analog and gives good/great results, but analog, the "oldest chapter", still exists and new companies are emerging every year. If analog gear was normally cheap everyone and their dog would use analog gear and digital would have been looked down upon even by bedroom musicians/engineers who've only been doing it for a year or so.

Who is there to set a trend besides the companies that make the products (besides the media)? If audio products don't exists, how can a trend exist in audio?
So all he's REALLY saying is "I'm gonna follow the trend of modern stupidity and instant gratification and FEED it/into it ("fast decision-making" means different things for people who know what they're doing and others who don't have a clue. How the hell can you make fast decisions about something if you can't do it the more complex way first or don't have the proper knowledge?? Stupidity and AI help, of course. How about taking a step back and THINK about what you're about to do instead of chasing the next dopamine hit? At least with presets, you can usually tell that it's just not working, so they kind of force you to tinker with the plugin if you have any interest in getting a good sound).

 

What did you expect? That as a boss, he would suddenly stop thinking like a boss? He's an entrepreneur, and he has to find something people will pay for, and they'll only pay if it's a product or service that offers them added value.

His qualifications lie in running a company and negotiating; he's also developed products with others that people use. After NI's demise, it slowly dawned on him that things couldn't continue as they were, and he wondered what he could do to keep it going.

His ideas are very vague and not concrete, but as an entrepreneur, he wants to do something. He's not the type to let things go downhill and do nothing. I think he's consulting other bright minds he knows personally about what business model they can still offer people, or what they might invent in the future to get them to give them money.

Others are investing in AI, and other companies are being acquired or are waiting for their bankruptcy.

If I were him—and I know this is wishful thinking on my part—I would commission a study and survey young people worldwide about their wishes. The creative arts scene should also be brought together for a world meeting to ask what can be changed and done differently.

 

There's some verbal diarrhoea dripping down your chin Dirk, I can smell it from here. Nasty!!

 

That wasn't "verbal" diarrhea, if you catch my drift

(I meant someone took a dump in his mouth)

 

What new ideas could he possibly come up with that the Chinese haven't already invented?
I think he'll invest his money in AI and possibly fail.

 

I agree, he's basically saying
1. the old times were good
2. But now get ready to subscribe, own nothing, slop and if I can AI bloated slop stuck into your ass until it bleeds

 

How quickly you forget that he's been pedaling snake oil for years.