Danjel Van Tijn, Product designer at Intellijel, talks about the history of Intellijel, the appeal of electronic music, creating own gear, early experiences with building projects and synthesizers, the importance of gain staging in modular synthesizers, manufacturing challenges and costs, comparing mid-sized mixers for building a rig, the niche nature of electronic music, discussing the cost and pricing of music products, and supporting innovative boutique companies.
Intellijel focuses on original design and iterative development process to create unique modules.
Developing and manufacturing modules involves significant costs and attention to detail.
Intellijel's standout module, Cascadia, is commended for its exceptional design and functionality.
Intellijel prioritizes originality, setting limitations for designs to inspire creativity and unique products.
Deep dives
Innovative Design and Development Process
The team at Intellijel focuses on creating unique and original designs, avoiding copying existing modules. They have a collaborative and iterative development process, refining ideas and filtering out unnecessary features. They strive for optimal performance, low noise, and compatibility with different signal levels. The team's diverse backgrounds, experiences, and tastes contribute to their innovative and fresh approach to module design.
Challenges in Manufacturing and Pricing
Developing and manufacturing modules involves significant costs, including the cost of components, labor, tech support, and R&D. Custom parts and minimum order quantities contribute to the overall cost. Intellijel ensures that their modules meet high-quality standards, which takes time, effort, and careful attention to detail. The final retail price of a module is typically three to four times the cost of production, which includes considerations for profit margins and the unpredictability of sales. Creating new product categories also adds to the challenge and risk.
The Success and Artistry of "Cascadia"
Cascadia, one of Intellijel's standout modules, is commended for its exceptional design and functionality. The team spent years refining the module, ensuring maximum headroom, low noise levels, and compatibility with different signal sources. The focus on user experience allowed them to create an ergonomic and intuitive interface that doesn't feel cramped or overwhelming. The attention to detail and the inclusion of various features have earned Cascadia a reputation for providing a unique and captivating sound for musicians.
The Importance of Limitations and Originality
Intellijel admires brands that prioritize originality and innovation, rather than copying existing designs. The team believes in setting limitations for their designs, which can lead to creative solutions and distinctive products. They understand the need to balance limitations with user satisfaction and flexibility. The process of identifying what to leave out and making thoughtful choices is crucial in creating products that stand out and inspire creativity.
The Importance of Versatility in Modular Synthesizers
Modular synthesizers, like the Cascadia, are designed to be versatile and capable of a wide range of functions. They serve as the heart of a studio setup, allowing for various effects, processing, and sequencing capabilities. While some may argue that the lack of a built-in sequencer in the Cascadia is a drawback, it is important to note that the modular setup provides flexibility and allows users to connect and sequence it with other devices. The feedback from users of the Cascadia has been positive, praising its versatility, quality, and enduring build.
The Value of Limitations and Human Interaction in Music Making
Music technology, including AI-driven algorithms and generative software, has made it easier than ever to create music and explore new possibilities. However, there is a growing concern about the overabundance of choices and the challenge of maintaining a human touch in music production. Studies have shown the importance of human interaction and limitations in music creation, with the synergy and spontaneity that occur when musicians are together in person. The future of music technology should aim to incorporate these aspects, encouraging more in-person performances and experiences that cannot be replicated by AI.
The Challenges and Perceptions of Pricing in the Music Tech Industry
The pricing of music tech products, particularly in the modular synthesizer market, can be a subject of debate and misunderstanding. Companies like IntelliJel face various costs, including research, development, production, and labor. The retail price of a product can be higher than the production cost due to the necessary profit margin for sustainability and future innovation. It is essential to consider the uniqueness, quality, and craftsmanship of these boutique companies and their commitment to creating original and innovative products. Comparing them to large-scale manufacturers is not a fair comparison, as the focus lies in pushing boundaries and offering unique experiences to users.
