The Upcoming Collapse Of The Music Industry

 

A snake-oily clickbaity title, the (snake)oily hair that goes well with the painted nails... Yep, that's the snake-oil guy. We need more snake oil.

 

Again? Why do we need another thread about it?

https://audiosex.pro/threads/native-instruments-gmbh-is-in-preliminary-insolvency.83767/page-10

 

I am going to give my 2 cents here ...

When you restrict and control what products are allowed to hit the mass consumer in order to protect the Pro and Industrial Level users you are in fact decimating the future of your industry. Over the last 48 years of going from childhood then into adulthood I have been a consumer witness to this complete idiotic approach to market product separation and controlled released of products into different markets.
Many technologies are only allowed to reach the mass consumer when the upper Pro and Industrial users no longer have a requirement for it, however this is a flawed approach to technology distribution as in the end you are not gaining enough users to enter Professional and Industrial areas in order to keep your industry going. The Video market technology where deliberate products are kept out of the mass consumer is a simple example of this, due to the knowledge that would be rapidly gained in lower level users this would put pressure on the Pro and Industrial users in their employment as they would be encroached if the mass consumer had the exact tools they did.

That's what this protect level pricing is about, separate features and use that as a ladder to have these users become your upper level users. You can not sustain this forever as you will set up yourself to rogue competition that will not play your narrative and this competition will be your demise along with users moving on because your stagnated product line control lead them to pursue other paths in life.



All people become victims of their own control.

 

This was inevitable, sheer greed by the bigger companies taking over, buying out or merging into mega sized, it always comes to the point where it fails, the prices increase, they add in other scams like always online to continually verify the plugins, subscription., or all your licences, presets and other shit all on the cloud. Our older software not requiring this now becomes priceless, If you have Windows 7 And 10 installations backed up, you are still able to work on and create music. I try out several supposedly only windows 10-11 plugins that I think are interesting, as a passtime on my everyday use Windows 7 and 10 PCs. and at least 85% of the new plugins I tried work on 7 flawlessly. Even if no software worked, I wouldn't give a Damn I am a musician I have guitars, keyboards, rack synths, hardware effects and Amplifiers. I will soon enough reach my EOL but will never stop playing, the software I use is mainly just for my personal pleasure and composing, I did on occasion play at jam sessions using MIDI guitar and my laptop, but that is another story. Sorry for this crazy overlong rant.

 

Have this guy ever mixed/mastered anything noteworthy or is he just making YouTube videos about software, hardware and music related news ?

 

Wouldn't it get boring if we had heard all this wisdom before?

Oh, wait.

Chicken Little -> The sky is falling
Pandora’s Box -> You can't put it back
The Boy Who Cried Wolf -> exaggeration destroys credibility
Emperor's New Clothes -> collective self-deception
Sourcerers Apprentice > automation without oversight
Icarus -> Ignore constraints
Aladdin's lamp -> be careful what you wish for
Faust's bargain -> short term gain for long term loss
Jack in the Beanstalk -> salvation thru aquisition

Up next, Aesop's Fables. They are only 2500 years old.

 

About Wytse Gerichhausen

As a boy, Wytse used to spend afternoons with his grandfather playing around with all kinds of recording equipment. He also took the only available light and sound technology classes offered at a Dutch secondary school. After earning his degree as a sound engineer, Wytse transformed his life-changing hobby into his dream job. Today, Wytse’s pursuit of excellence permeates everything he does. He demands the highest quality sound from himself and his studio and imparts as much high-calibre audio knowledge as he can.

To this day, Wytse and his grandfather still play around with recording equipment.

https://whiteseastudio.com

 

That's what the UNSUBSCRIBE button is for.

As for mr. snake oil, I stongly believe he is a talentless hack.
For years he praised -14LUFS as our lord and savior, in order not to take the "loudness penalty".
That aged well!

 

from my experience this is also the same with a large part of the professionals in this industry. even this youtube engineer has a bunch of hardware around him. most professional engineers and other performing artists i know, also either own a bunch or have the resources where they can use it. the industry will be okay, he just needs content

 

I praise some of Wytse's older content, but lately he's been high on sponsors and trend chasing, lately covers more than 3-4 years btw.

Native instruments seems to be the latest nuclear warhead incoming EAS scenario music production content creators have been waiting for, it's like you need to watch 100 different videos of the same information to achieve the same conclusion of "idk, maybe" and then the "follow and subscribe" watermarked in the shape of their tongue atp.

That said, regarding NI reinvention or death, it's just the way things are, in almost any industry good companies with long history and great products watch their downfall after big money wanted more big money and purchased them, failing to care even for a split second in what's at play. But it also teaches a valuable lesson for other companies, even NI being the owners of Kontakt, by far the most monopolistic VST in the industry, can stumble on their own lack of self-awareness and bad product development

 

Wytse is a nice guy. The problem is, he is an average nice guy. He desperately tries to stand out anyhow. In trying to be extraordinaire clever he doesn't realize, that he only dramatizes the average and gets therefore nothing but pathetic. The last video "everything you need to know about Pro C 3" is complete bullshit. 15 minutes showing what is written on the GUI. Laughable.

 

White Seas Studios|Joined on November 5, 2014 | 190,000 subscribers | 875 videos | 37,671,916 views

Once you succumb to the publishing frenzy, your ability to accept criticism slowly but steadily declines, your standards plummet, and he's certainly suffering for it. In the beginning, he had to put in a lot of effort, which he did, to be credible and earn respect. Unfortunately, he lacks self-reflection; he just keeps going, and people click on it.

He sees the click count and doesn't realize that he's slowly but surely losing credibility and becoming unpopular. That's how many successful people eventually fall into a deep depression. He might keep lying to himself for a while. Hopefully, someone will tell him that and then he'll listen to the friendly advice to delete some videos, regroup, and further his professional development.

 

yes

 

They say the music industry is collapsing since 25 years now. So when it will collapse already?

 

In most cities and towns in the United States of America, there's a Taco Bell "restaurant" (8,243 locations across 51 states and territories as of January 5, 2026. My home state of California understandably has the highest number of locations with 880+).

I've never been myself, but when I'm on the road, say Midland TX, New Orleans, Nashville or Atlanta, I google restaurants. Most of the heartland towns I've been to, Taco Bell gets 5 stars or close to it. I've spent most of my adult life eating out (the vagaries of life on the road), and I've never even bothered to go on Yelp to give stars to any restaurant - nor have any of my GenX friends (I asked). It follows that millenials and GenZers are the most enthusiastic star givers. So far so good.

However, the same millenials and GenZers will give a Michelin star or fine dining establishment 2-2½ stars: "Portions were too small." "Waiter was snooty." "The wine list didn't have any beers." Etc.

There will always be those for whom spewing hate, scorn or criticism comes naturally, but as one composer famously borrowed from Richard Feynman, "Music critics are as useful to musicians as Ornithology is to birds."

 

Those that can, do... those that can't become YouTube shills.

 

Respectfully man, that tired saying is dead and rotten and should long have been buried. It reeks of putrescence.

Look at Rick Beato, Tim Pierce, Adam Neely, the gang at Open Studio or Scottsbasslessons, or Produce Like a Pro (Warren Huart), Andrew Masters, Will Anspach (aka Greezy Will), Greg Wells, etc. Those are serious and respected (and loved) professionals. If YouTube, TikTok, Insta and FB pays all those influencers to prance around the world's beaches and clubs pools in bikini, why shouldn't we musicians get a seat at the table, and make some coin as well?

I mean, without music, there would be no TikTok, zero. So you want to let those Billionaires and corporations profit off of our music for free? Let those who can do. That's what every single one of us should be saying - even if we can't.