In a rare interview, PreSonus CEO Jim Boitnott has opened up to Headliner about how the traditional and home studio sectors are faring, and how the company has been exploring new opportunities in the market to grow its customer base.
From the onset of the Covid pandemic in early 2020, the home and traditional studio sectors have experienced largely contrasting fortunes. While professional or traditional studios were forced to close during certain iterations of lockdown, the home studio market is booming, with some of the biggest names in the business seeing a demand for smaller, project studio products rocket.
Here, in a Headliner exclusive, Boitnott talks market trends and the various challenges and opportunities facing the business…
How has business for PreSonus been impacted by the pandemic? What kind of trends have you been seeing?
Many of the trends we were seeing in 2018 and 2019 seem to have accelerated during the second half of 2020. We were already seeing growth in the home recording market, especially with content creators, podcasters, and live streamers.
While we'd already identified these areas as new growth markets for PreSonus products, in a short time they are now becoming a larger part of our user base.
PreSonus is, at its core, a solutions company. As such, we were able to create new market opportunities during the pandemic that will continue forward for us and to help a new burgeoning customer group achieve their goals, which is very rewarding to see.
At the same time, some of our ‘live production’ products went largely unnoticed until restrictions eased, and we are seeing them bounce back this year as live sound makes its comeback.
What kind of impact has lockdown had on the home recording market?
I think we saw a few things emerge: hobbyists with some experience jumping back into home recording, as well as those with some interest in recording finally making the investment and pursuing their passion.
We also saw some full and part-time audio professionals who may not have considered recording at home before suddenly setting up home or mobile rigs to expand their recording capabilities.