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

 

They try to appeal to a mostly male costumer base.
And guys tend to respect "strong" characters more.
Because "if that guy is not better in every aspect of life than me, how would he be able produce a decent sample library".
I bacame a true sexist over the years. Men are stupid as fuck. And I can tell, because I am one.

 

They do? Really? You haven't provided any evidence. It is not evident at all.

Does it SEEM to you that they WANT to look like a "tough guy"? How do you know what they want? Did they tell you this? Can you compare how they look in photos and in real life? May be, they just look like this (without "want to"). Or even they don't look this for the most part.

 

Most of them are genuinely nice, intelligent people. To get through a grueling workday, many programmers engage in bodybuilding or arm-strengthening exercises. They might look like they’re trying to intimidate you, but it’s really more about their own egos—after all, they’ve spent years studying and working hard. In short, they see themselves differently than you see them.

Before the internet, there were magazines featuring ads and interviews, as well as shops where you could buy your equipment.

 

Ok, probably not so much as most, especially with plugin devs. But.. first page of loop sample packs in AZ (sister site):


That photo. The OPs title "Wanting to Look Like a "Tough Guy"". Hmmm... I think he just may be into something....

PS: dear mods, it's not a hotlink, don't panic

 

And a lot of botox. I said this here many years ago and no one will convince me otherwise. His face looks like Mickey Rourke's. Like, "Now" Mickey Rourke

 

My guess: somebody else popular has done it before and it's not like small shops have any marketing budget so it's easy to just go with something similar & familiar.

For myself, the artwork and screenshots usually is enough info to know if something is just to be skipped.

 

Who are you even talking about? Maybe you should reevaluate where you are getting information about plugins you want to check out?

The last thing I care about when checking out or using a plugin, is the appearance of some developer. Honestly, I'd almost consider a video of the developer personally on camera trying to sell me their software to be a bit of a red flag, if anything. And that is probably over-reading into it. Show what it does in the DAW and skip the personal angle completely.

 

Same. I guess every genre has it's own standards of what a person associated with that style would look like, or the overall aesthetics.

Same could be true for plugin devs, if it's a metal oriented plugin then it would make sense that the dev looks "agressive", while at the same time it wouldn't make sense at all if we're talking about lo-fi/cozy oriented plugins.

Then there's the whole psychology of it, posture, colors, where you're looking at, everything has an effect but i don't know much about that. Either way i think it's a way to complement the "intent" of the plugins or samples, not just an ego thing (although that may also be the case i guess).

Well i don't really go looking at the devs of the plugins or samples i use and they don't usually show themselves in the promotional material unless it's a walkthrough or it's endorsed by someone famous so...no?

 

Last edited: Jun 30, 2026 at 7:28 PM

Looking like oi bands! It never ages well.

 

Which of the two do you trust?