{"id":146949,"date":"2025-01-24T11:55:28","date_gmt":"2025-01-24T17:55:28","guid":{"rendered":"https:\/\/www.synthtopia.com\/?p=146949"},"modified":"2025-01-24T13:02:31","modified_gmt":"2025-01-24T19:02:31","slug":"behringer-showcases-plans-to-co-opt-yamaha-roland-sequential-legacies-at-2025-namm-show","status":"publish","type":"post","link":"https:\/\/www.synthtopia.com\/content\/2025\/01\/24\/behringer-showcases-plans-to-co-opt-yamaha-roland-sequential-legacies-at-2025-namm-show\/","title":{"rendered":"Behringer Showcases Plans To Co-Opt Yamaha, Roland, Sequential Legacies At 2025 NAMM Show"},"content":{"rendered":"

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At the 2025 NAMM Show<\/a>, held Jan 21\u201325 in Anaheim, CA, Behringer<\/strong> is back, after a 10 year absence, and showcasing their plans to co-opt the legacies of Yamaha<\/strong>, Roland<\/strong>, Sequential<\/strong> and other synth makers.<\/p>\n

Behringer is exhibiting as part of the Music Tribe booth, along with TC Electronic and other companies under the same corporate umbrella. The NAMM Show is designed to provide an annual event for music retailers to connect with manufacturers. Music Tribe is participating as part of a new strategy to expand their distribution in the US<\/a> beyond a few ‘super partners’, like Amazon and Sweetwater.<\/p>\n

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Uli Behringer<\/strong> at NAMM 2025<\/figcaption><\/figure>\n

For many years, Behringer rejected the idea that their products ‘knock off’ or otherwise copy competitors products, going so far as using lawsuits to stifle discussion<\/a> of their business practices.<\/p>\n

In recent years, though, Behringer has openly discussed their focus on ‘copycat’ products, describing this as a ‘Market Follower’ strategy:<\/p>\n

Market Follower:<\/strong> A market follower seeks to gain market share but is less interested in differentiating its brand from the market leader.<\/p>\n

Instead, the market follower effectively rides on the market leader’s coattails, while positioning its brand just far enough away from the market leader to be different. A great example is any young adult novel that’s marketed as “the next Harry Potter.”<\/p>\n

At NAMM, Behringer highlighting this strategy, featuring recently introduced copies of classic gear from other companies, and previewing three new synths that copy some of the most iconic synths ever made. <\/p>\n