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InVettagating: Line 6 - Marcus Ryle - Jan. 2006 page 5
Thanks go out to all the Marcus Ryle and Line 6, they have been very kind and helpfull.
Regarding the creative process Marcus, how do you decide on what direction you’re going to take regarding the possible products? Our company is looking at the latent needs. The needs that might not even be known to the musician. This is because they might not know what new technology might be able to help them. There are a number of things in our society that were born out of latent needs. For example, no one asked for the Internet. No one said if I just had the Internet, that would change my life, that would be a great thing, right? However it ended up serving a need and most people can’t imagine not having the Internet, because it became a part of life. From the beginning of Line 6, no one was asking for a digital guitar amp. In fact, most people thought it was a bad idea because at that time, digital and guitar…, well they were oil and water, you know. It didn’t mix. Digital was perceived to be a bad thing. We believed that the latent need was for guitar players to be able to have a wide palette of great sounds to fuel the creative process, and to be able to select sounds quickly plus be able to count on them being repeatable whenever they needed it (in other words, not be stuck with just how your amp decided to sound today). Why be limited to just the one sound of one amplifier? It limits so much what your musical creativity could be. Because of our keyboard background, we were spoiled. Helping to develop synthesizers and samplers and being able to have a huge palette of sounds for a keyboard player really fueled a lot of great music.
If you could give guitar players the opportunity to experience this, they could see this as a real value. This is what led us to design the amplifiers, the effects, PODs, and finally, guitars. We’re trying to give the guitar player complete control of their sound from their fingertips to the air, the entire path. Trying to free them of the technical and practical limitations that traditionally existed. So we keep looking for were more latent needs might exist. From a business prospective, you might say it’s somewhat risky. Other companies might be successful in making products that are copies or variations on what other companies do. They can wait and see what’s successful and what’s not, and then just pick the successful products and make those. It’s of course much cheaper in development costs to run a company that way. But that’s not what where our passion is, what we’re interested in, so we’ll take more risk. There’s no guarantee that people will find a strong need for what we might do, but fortunately so far it seems to be turning out successfully. |
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