Wednesday, September 3, 2014

Why ChordEase is a tough sell

ChordEase is much more difficult to market than most products. Most products address an already existing need, and consequently have plenty of competition, but also an obvious built-in market. By comparison ChordEase is a new invention, and thus has no competition, but no easily accessible market either. The hardest problem in marketing is creating new needs, i.e. persuading people that they should try something that they never wanted or even imagined. This is harder still when the new thing is complex and takes effort to understand.

ChordEase is effectively a new kind of instrument, but it's not a physical instrument; instead it uses artificial intelligence to enhance ordinary MIDI instruments, so that they can be approached in a radically new way. It's also a meta-instrument, in the sense that it offers the same capabilities to every musician, regardless of what instrument they play. It's especially useful to people who approach music rhythmically, because it can translate rhythmic input into harmonic and melodic output.

The main goals of ChordEase are 1) to facilitate the performance of harmonically challenging music, and 2) to enable the performance of music that would otherwise be physically impossible. Like any new instrument, ChordEase has many subtleties and mastery of it requires practice, but it has the potential to be a game-changer and open up new aesthetic vistas. My hope is that people will eventually take interest in ChordEase, use it to create their own art, and support its further development in whatever way they can.

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