iZotope targets postproduction with dedicated product line
Published: ASIA
WORLD: iZotope has announced plans to segment its current product line into two district families – one focused on music production and the other on audio postproduction. iZotope co-founder and CEO, Mark Ethier, explained that the decision is the result of the increasing number of postproduction professionals using the company’s software.
‘Since 2001, iZotope has developed products to inspire musicians, producers and audio engineers of all kinds,’ offered Mr Ethier. ‘In recent years, more and more audio post production professionals have joined our community, with unique needs from the world of TV, film, and other media. To keep inspiring all of our customers, we know we need to address each world individually.’
‘If a company takes a “one size fits all” approach to a product, the result is a tool that doesn't fit anyone particularly well,’ added Alex Westner, director of product strategy. ‘Our goal is to unlock creativity by providing the right tools at the right time. We want to make sure everyone's experience with an iZotope product is fluid and clear, without distractions like extra features or irrelevant settings. By designing our products to better align with the task at hand, we can help keep everyone in their creative zone, whether they're mastering a record or mixing for a film.’
From now on, the music production family is led by the company’s flagship mastering plugin, Ozone, and is complemented by products for mixing, vocals and creative effects, like Alloy, Nectar, and Trash.
The audio postproduction family spotlights iZotope's other flagship product, the audio repair and enhancement suite, RX. Also included in the family of post tools is RX Final Mix for balancing mixes and submixes and RX Loudness Control for ensuring loudness compliance with international loudness standards.
Major releases are reportedly planned for both product lines in Autumn 2015.