I just saw this on the My Synthesis Technology MOTM Analog Modular Synth blog. It's a letter from Paul Schreiber, the founder of MOTM, sent to the Analog Heaven mailing list back on Tuesday, April 22, 1997. Fascinating bit of modular history.
"Subject: My evil modular plans
Date: Tue, 22 Apr 1997 11:50:43 -0000
Here are my plans (well, to date at least) for my modular projects
1) The $35/module synth
This will presented 1 module at a time on the website. All documents will be in PDF format. I plan to author in Visio Technical for the schematics (or maybe OrCAD 4.3 DOS using Postscript output). The verbage will be MS Word 7.
(People who want these 'native' files can get them as well).
The modules are presented as a schematic, theory, parts list. No pcb. No front panel. All parts are either from Digikey/Mouser here in the States, or CEM chips (from me!).
I will avoid CEM when possible (saving them for item #2).
The schematics will be a merge of Electronotes, Moog, ARP, and stuff I plain make up. These are presented "as is": hey, they're only $35 in parts!! Some modules will have SPICE analysis charts as well.
This is to encourage a "jumping off" point for DIYers. I suggest a contest for:
a) nicest looking unit
b) best audio use . Make a big .WAV or something, let's all vote!
2) Re-Issue Digisound
These are updates/redesigns of the Digisound modules. Same "footprint". People with existing racks can shove these right in. Presented (from me, at least) as "semi-kit": all CEM chips + pcb + front panel. All other parts Mouser/Digikey again.
Guessing these will average about $85 each (from me) plus the R's & C's (not much!) I may go off and buy 1000 good pots and throw those in as well. Note that in my modules, ALL pots/jacks are SOLDERED to the pcb. NO WIRES!!
Since everybody likes sequencers, I'll do that one first!
3) Titan Modular
Makes the Serge and Moog stuff look like a SH101. The no-holds-barred design (for me. And anybody else who tags along!). This is a CD quality, (but FAAAAATTTTTTT) modular using DSPs, Xilinx gate arrays, $25 optical
shaft encoders, etc etc. Fully MIDI. patchable, and reload-able using any old computer with RS232. And the best part is, I expect a Moog 55 equivalent to fit in the size of a Moog 15 cabinet and cost around $4000. Last time I checked, Moog 55s were around $15,000.
As a teaser, the "low end" VCO has 16 independent outputs!
4) Moog 35 on a ISA card
I am pondering doing a full EXACT copy (part for part, slop and all) all on an IBM ISA card. Plugs into your PC. Can patch it, CakeWalk it, etc. Guessing this will run about $750. Any response? Have I lost all sense on this one???
Your kind comments and feedback welcome!
Paul Schreiber
Synthesis Technology"
Monday, December 17, 2007
20 comments:
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It turns out that he didn't care for feedback from synthesis professionals with two+ decades of sound design whatsoever.
ReplyDeletea) Peake....he lives!!!!!
ReplyDeleteb) 'Ignoring' said advice has allowed me to sell 8000 MOTM modules, appear in 7 feature movie soundtracks, the #1 video game of all time, and for the last 7 years running, the highest rating of ANY equipment in Electronic Musician. Go figure!
c) note the date: this was about 10 months before I actually started. Also, I *did* listen to feedback about using up the CEMS into new Digisound modules. Everyone wanted them for repair or DIY. So, I scrapped those plans entirely, and came up with MOTM (the first VCA used a CEM3330, but only 50 were sold).
d) No one belived I could do a Moog 35 on an ISA card, because SMT technology was not as prevalent as I is today. But even back then, no problem. In fact, using iPod/Cell phone sized SMT, could do it now on a *business card*.
e) the Titan stuff was just too expensive in 1998, but if look at the new AudioEngine stuff coming out in 2008, the basic concepts are there.
I'd like an iMoog for Christmas. :) Put me down for an iCS-80 as well.
ReplyDeleteLooking forward to the Audioengine stuff.
I can never decide if you are the George Bush of electronic music hardware, or the Ronald MacDonald. Something in between, I'll surmise.
ReplyDeleteYou must give Roger Arrick props for having a three times larger user base than yours. I just can't seem to hear any of the other manufacturers having to publicly attempt to validate their efforts...perhaps they know something that you should learn? If you had taken that bit of advice, you might now have twice the customer base. I know that you don't care, but think of what you might have accomplished without the destructive attitude. If you had the slightest clue of what I'm talking about, you would have changed by now.
Methinks thou doest, and always hath, protested too much. Others can sense this.
Arrick has a larger customer base because:
ReplyDelete1. It's cheaper
How do non-customers complain about customer service?
Ah, Ad Hominem and Straw-man fallacies...my favorites.
ReplyDelete"I can never decide if you are the George Bush of electronic music hardware, or the Ronald MacDonald. Something in between, I'll surmise."
ReplyDeleteExactly how is a statement like this possibly justifiable?
Well, as I recall, I never heard that much *advice*.
ReplyDeleteAlso: I am the *only* current synth manufacturer that has *ever* published sales figures. I seriously doubt Roger/.com has sold 24,000 modules (come on! do you really think so?) Doepfer, by far #1 in the world, has sold around 18,000 (yes, Dieter and I actually speak to each other). As a point of reference, Moog sold 6,681 in their 12 year run. Which, considering the relative price, was quite high.
If one wants to look at the number of customers, I have around 650. Not counting CEM or DIYers. MOTM customers. Again, except Doepfer and *maybe* Blacet, I doubt any others have that base.
Since MOTM is a *hobby*, I think I've done OK. Certainly, if I had known 10 years ago that the demand would be what it is, I could have done some things to increase the overall module count, but not made any more *profit*. Also, being mostly kits, the labor in buying over 1.8 *million* discrete parts and stuffing them into over 65,000 little plastic bags was a nightmare. I will say this: as far as I know, I made less than 15 stuffing errors. That is 15 over 1.8 MILLION.
Some may be surprised on how I am evolving the MOTM line in 2008 and beyond. It's no longer as much a 'numbers game' as it will be an 'innovation game'. Ive got the #1 design team, I'm free of the restraints of kits.
This comment has been removed by the author.
ReplyDeleteSpeaking of George Bush, he took adivce from professionals and look where it got him. ;-)
ReplyDeleteI was disappointed to find out that MOTM doesn't stand for "Mark of the Mole." What a great album.
ReplyDeletemark of the mole is great tho I alwasys liked Finger Prince.. duckstab too.
ReplyDeletehttp://www.youtube.com/watch?v=5wed_b6yShc&NR=1
ReplyDelete"Exactly how is a statement like this possibly justifiable?"
ReplyDeleteYou haven't seen much of this bad behaviour, have you? I'd email you but your profile doesn't allow it.
Ask why Paul doesn't post his other AH email from around that time, "Saturday Night Shop Talk", in which he reveals the painful depth of his lack of any knowledge of the functionality or application of synthesizer modules. I was trying to help him stop from making a spectacle of himself, and was attacked for my assistance. He had to cover for his lack of knowledge somehow, and it involves trying to get people to believe that I don't know what I'm talking about (I've done factory voicing for several of the big guys, Yamaha, Korg, etc.) and consulting regarding sound design, feature sets, sonic character, etc.
I was the third ADAM monitor owner in the US, after Sir Rupert Neve (yes, THAT Neve) and David Bryce, who later became the distributor. Seems that recently, ADAMs were used in the new Beatles record and in the Von Karajan 5.1 remixes. If I don't say so, you may not consider me, not knowing me, as having any credibility. If I DO say so, each and every single time he attacks me, then I look silly. Either way it's an attack, and I reject this bad behaviour. It's damaging the community and lowering the common denominator.
If you consider that, I know what I'm talking about. Note that Paul says nothing about sonic character and overall instrumental design philosophy or organic interface design and everything about parts. And sales, as some sort of justification. This strawman is ala' Bush, and the 50 million sold is ala' MacDonalds. The continous "tell them enough times and they'll believe it" is ala' Rove.
Why must he always act this way? Across every site that he can?
Now he spends his time goading me into blowing up (I'm an alcoholic; what a hilarious game, to go after someone with a fatal disease...to each their own level of bravery and social/spiritual development). That there is zero possibility of his outgrowing this effect and simply making gear quietly, enjoying his success to himself, is the problem. Everyone else is somehow able to do so and to let the users decide, no matter what they say or feel. I encourage Paul to do so as well.
http://www.synthtopia.com/phpBB2/viewtopic.php?p=233&sid=604c990763ecbd5fca39f42a6e080c8d
As I have been doing for the last decade. I don't need to know how many you've sold or to whom. You have a forum for that. Please grow up, and get over the fact that not everyone approves of either your design philosophy, or your behaviour in its attempted defense. That you cannot do so even a decade later is just sad. If you are successful, then go enjoy it. What do you care what I say, anyway? Not everyone is going to want what you do, or agree with you. Okay? You have not changed one iota. Not one. Does your gear truly need such lavish defense? Do you? What is wrong here? Really?
Obviously, it goes far too deep for you to get over. Please consider this further attempt at good advice, and take care of yourself. That you've been sitting around for the last few years waiting to get into another flame war with me, is just...fill in the blank.
Sorry, messed up that URL:
ReplyDeletehttp://tinyurl.com/yt3yte
Take a screenshot, as it might be subject to alteration at a later date. You know how digital data are.
How does your monitor choice give you any credibility in this thread? Your other references sound nebulous and made up.
ReplyDeleteAnd who's goading whom? Who was the first to post unfriendly stuff here?
Ah, you're an alcoholic. A fatal disease. Go to aa and learn how to live. Also take the time to learn that your disease is really self-importance. Love and tolerance, buddy - see my second paragraph.
I have to change this:
ReplyDelete"he reveals the painful depth of his lack of any knowledge of the functionality or application of synthesizer modules."
Strike the word "any".
Sigh.
ReplyDelete"How does your monitor choice give you any credibility in this thread? Your other references sound nebulous and made up."
You don't like the facts that I've posted, but you accept all of his instead? Okay...
"And who's goading whom? Who was the first to post unfriendly stuff here?"
I'm telling the truth. I've tried to help him over and over, publicly and privately (I was one who supplied the What Chip in What Synth info on his site).
You don't know the history of the goading? You might find a trend in his posts, if you did. I'm just saying. It's not all about me. Thanks for seeing both sides.
"Ah, you're an alcoholic. A fatal disease. Go to aa and learn how to live. Also take the time to learn that your disease is really self-importance. Love and tolerance, buddy - see my second paragraph."
Thanks, I wouldn't be alive without daily work. I understand my infantile ego and the character defects yet to be handed over. One day I will not have to respond to any of this at all. As someone who understands the process, you might give me the space and time to finish this process. Believe me, I'm working on not rising to every personal attack that comes along. And suprise, they come along.
Thanks again for seeing both sides. You'd think that if Paul understood this, that he'd not feel a need to goad. You'd think.
I will not be returning to this thread as it stinks of the standard flamewar formats long since established on TGS, AH, and elsewhere. Everyone feel free to post snarky comments as they please.
As usual.
My experience with trying to do business with MOTM wasn't good. I didn't get the respect I felt I deserved, nor did I get good customer service. In fact, it turned me and a couple of friends of mine off to the idea of going with MOTM. Which is a shame since their modules sound pretty good. I felt that the dotcom was a godsend. Even if they are a bit 'meat and potatoes' I love the dotcom modules. Roger Arrick makes a killer product and provides great customer service. Paul makes great modules but doesn't seem to follow through with much else. Just look at all those good ideas he lists in this post. I know there's only so much time in ones life, yet couldn't he do a little better after promising so much?
ReplyDeleteI have always been the first to admit that my #1 customer issue has been delivery time (look at previous posts for words such as 'hobby' and '1.8 million parts'). And specifically, assembled modules. Add to that the recent RoHS parts nightmares (for lead-free) and there is no argument that my backlog is much too large.
ReplyDeleteAlso, over the past 9 years, the whole "ordering over the Internet" experience is gotten to the point where people start to panic if they order on Monday and there is no sign of the stuff by Friday. I started to notice this when I was selling only CEM chips. One frantic customer called me up and wanted some 3340 VCOs sent *immediately*. I asked how long his synth had been broken. He replied 'over 2 years'. Hmmm....
The decision to get out of the 'full kit' business was based on the fact that if I did not, I would never be able to catch up AND do any significant R&D work at the same time.
This is why I have bare boards, panels, brackets, etc for sale: it still allows people who enjoy soldering to build their own stuff, while I can ship these types of orders very fast (most are shipped < 1 week).
Looking at the future MOTM stuff: they are all going to be built using automated high-speed assembly and the mechanicals are redesigned for faster assembly. The MOTM-650 MIDI-CV and the MOTM Frac modules are built this way. But the main thing will be how I will "roll out" a new module: the day it's listed on the site and available for order, there will be at least 50 of them ready to go out *the next day*. The shipping time is only going to be a function of me doing paperwork and standing in line at the post office.
Addressing Ross's specific observations:
a) I think the current MOTM modules are a LOT better in all regards as a CEM-based reissue would have been
b) it's a good thing I never did the ISA card. Can't see an ISA motherboard from Dell or HP in the current product offerings.
c) The Titan basic concepts are part of the AudioEngine designs you will see beginning in mid-2008. The MOTM-520 Cloud Generator is only the tip of the iceberg.
d) even in the current lineup, I think MOTM has lots of unique, innovative modules. MOTM-480 (CS-80 VCF), the MOTM-510 WaveWarper, the MOTM-650 MIDI-CV (only one w/microtuning) and the MOTM-485 GX-1 VCF.
Contrary to what some may believe, I have learned many valuable lessons on how the analog modular market has evolved the last 9 years. I think MOTM has played a big part in where the industry is today. I hope that the new AudioEngine modules will show just how innovative we are, and how fast we can ship after product announcement. I will close the thread (for me at least, got to get back to soldering) by saying that the last 9 years have been amazing for me, and I look forward to the next 9.