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InVettagating: Line 6 - Marcus Ryle - Jan. 2006 page 6
Thanks go out to all the Marcus Ryle and Line 6, they have been very kind and helpfull.
How do you decide on what’s next? What’s the process behind it? Your personal need could be completely different from the general latent need I guess.. There’s a number of things we do, Vinny. Some are typical business tools. You try to understand through various research what type of equipment people are using, where trends are going, how things are being used musically; we talk to a lot of artists, and talk to regular musicians, and read what people are saying on message boards. We are also very fortunate that there are so many amazing guitar players at Line 6, of all types. We’ve got every style of music, and all kinds of instruments. This group can often be a good informal indicator before presenting ideas to outside groups of guitarists. We say guitarists, but it’s really about musicians in general. It’s about making music, and that’s the common thread of all musicians. In our sales group, in our marketing group, in engineering, and so on, there are so many great musicians. It can be very telling if they are exited about an idea, or not so exited. In the end, it comes back to the passion. We all share the passion in what our product’s potential is and how it can help musicians, that’s a shared passion within the company. In the end that can be enough of a reason to go forward and find out if other musicians end up interested in it. It’s a risk, but when you’re doing something like this there really is no way to know what the final outcome will be.
For several of the early years of modeling amplifiers, there was debate within Line 6, and among plenty of outsiders, on whether modeling would just be a niche market of guitar amplifiers. Is it just a special category on the sideline next to the real amplifiers, or is it a technology transition that will change how music is made in the future? Not that long ago, all cameras used film. When digital cameras were first introduced, they were somewhat of a novelty. The quality was not as good as film, and many people felt that it would never replace film. Now, digital cameras are not even viewed as a different category, and they now represent the majority of cameras sold. But there’s not really a way of knowing how something like this will end when you start. We now are very pleased that we are the number 3 guitar amplifier company, behind Fender and Marshall, and we’ve managed to pass all of the other companies that make amplifiers. For us, this validation means that we are no longer that odd, separate category. Digital modeling has become something that’s well accepted, and it’s being used by a lot of musicians and artists of all levels.
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