Quick heads-up, I used AI to clean up my grammar here, so if anything reads a bit unusual, that is why.

Is it just me, or does every single creator or developer of sample libraries and plugins look like they are about to fight someone in their promo photos?

Seriously, whenever they show their faces in videos or banners, it is always this ultra-serious, deadpan, almost angry look.
Smiling seems to be banned.

I am trying to understand the marketing psychology here.

What is the actual goal? Is it just a lack of confidence?

It feels like some of these guys might have a weaker personality or some insecurities,
and they are trying to overcompensate by putting on a tough guy mask to look more important or authoritative.

Or do they honestly think looking mean sells more gear because it looks more hardcore and professional?

Personally, a friendly or enthusiastic face is way more welcoming when checking out new software.

The whole brooding, insecure tough-guy aesthetic feels pretty disconnected from the actual joy of making music.

Does this serious look actually work on you, or do you find it as weird as I do?

edit: title correction "do most"

 

Last edited: Jun 30, 2026 at 11:34 AM

Maybe it's because of Steven Slate .. that fancy guy with a bit of muscle :D