NI Confirms 20% Layoffs, Plans New “Unified Platform” for Digital Music Production, New Traktor Controller

You might have heard that Native Instruments just went through a massive, tumultuous layoff cycle last Thursday. While we’ve heard from a number of individuals who have been impacted by these cuts, we weren’t expecting to hear any official statement from Native Instruments – but they’ve sent along a statement to clarify the rumors.The statement…

NI Confirms 20% Layoffs, Plans New “Unified Platform” for Digital Music Production, New Traktor Controller

You might have heard that Native Instruments just went through a massive, tumultuous layoff cycle last Thursday. While we’ve heard from a number of individuals who have been impacted by these cuts, we weren’t expecting to hear any official statement from Native Instruments – but they’ve sent along a statement to clarify the rumors.The statement not only confirms the staffing cuts (which amounts to about 20% of the total workforce), but also shares a bit more details on what the new direction that leadership at NI is planning on taking in the coming years. The core focus seems to be on consolidating the company so that not so much effort and expense is spent on maintaining separate parts of the business.Keep reading into the addendum (second section) as well – Native Instruments quietly confirms a new Traktor controller set to be released this year, and notes that integrated hardware will continue to be a focus of the company.One more note before we get to the official words: the press release also shares a bit more about financials than we’ve heard from NI in a while. They state that the company “experienced growing revenues in 2018 and the first half of 2019” – but of course revenue is completely separated from actual profitability.What follows are two official press releases from Native Instruments, published here verbatim. Native Instruments’ Official StatementNative Instruments centralizes organization and reduces global headcount to focus on platform strategyBerlin, August 29, 2019 – Native Instruments, the world’s leading provider of software and hardware for computer-based music production, announced today a plan to centralize their global business operations, which includes a headcount reduction of 20% across all locations.The key reason for this difficult decision is to create the right organizational setup to focus on the development of a new, unified and fully integrated platform on which the company’s entire portfolio of products and services will be available next year. This change comes despite growing revenues in 2018 and the first half of 2019, but as a response to an increasing cost structure due to the company’s previous divisional setup and multi-brand approach. “Today is a very emotional day for the Native community. We’ve been driving innovation in music creation since the 1990s. First through software instruments, then by expanding to an integrated ecosystem with complementing hardware and now by creating a unified platform experience for the modern music producer,” said Daniel Haver, the company’s CEO and co-founder. “To make this transformation successful, we needed to adapt our strategy, including a centralized functional setup that can support our vision of ‘One Native’. Unfortunately, this also mea
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