00:00 - 00:05Uli came into our offices
00:05 - 00:07"Steve! Dave! Jared! Arturia is killing us!"
00:07 - 00:10"The Keystep is a low-cost MIDI keyboard."
00:11 - 00:16"It even has CV and gate outs! We need to compete!"
00:17 - 00:21"I need you to copy it exactly."
00:21 - 00:24We thought he was pulling our legs.
00:29 - 00:31It's been on the market for years.
00:31 - 00:34Years! They've sold enough to panel the walls of a cathedral.
00:38 - 00:40I mean, you can buy a used one for $60
00:41 - 00:47$50 if you have a friend selling it.
00:47 - 00:50Uli wants to sell a clone for $99 new.
00:50 - 00:56After the distributors and retailers take their cuts
00:58 - 00:59we'll be lucky to have enough
00:59 - 01:01left over for a packet of crisps.
01:04 - 01:06He's like "No, it needs to be $99".
01:06 - 01:08"And it needs to be identical."
01:13 - 01:14We weren't to make it better
01:14 - 01:16or give it more keys, full size keys,
01:16 - 01:20polyphonic aftertouch, or add features. Nope.
01:21 - 01:27We ended up tearing down an Arturia one,
01:35 - 01:36reverse engineering it,
01:36 - 01:39sticking it in a case made from recycled coffee lids
01:41 - 01:44But hey, hey, we could have done better.
01:44 - 01:47We could have added new features, maybe charged a bit more
01:47 - 01:49Or understood the futility of entering
01:50 - 01:53a market that was already full of low-cost controllers.
01:54 - 01:56But this was a Friday.
01:56 - 01:58Friday afternoon to be precise.
01:58 - 02:02Happy hour was going to start in 90 minutes.
02:05 - 02:07We wanted to get this done and
02:10 - 02:11get Uli off our backs
02:11 - 02:13so we could head down to the pub.
02:15 - 02:17Steve owed me a round from last week.
02:17 - 02:20When I bet him Uli would make us clone a TimbreWolf.
02:21 - 02:28That's a sucker's bet and Steve took it. Daft cunt.
02:29 - 02:30He always loses.
02:30 - 02:32Damn right. He lost on the Cat, K2, and the TD-3 too.
02:36 - 02:39So we bashed it out in record time.
02:40 - 02:42Didn't even move the knob locations
02:50 - 02:55or use something other than tiny switches on the back panel. Christ I hate those.
02:56 - 02:58And Uli took it to market?
02:58 - 03:04We were aghast, yeah. I mean, it's so blatant. He knew this would look bad.
03:04 - 03:09Sometimes I think it's trolling. I'm no accountant. We might lose money on every unit that ships.
03:09 - 03:11I wouldn't be surprised if next week...
03:16 - 03:20....he says we're doing a Synclavier for $300
03:23 - 03:26Trust me, he's mused about it.
03:31 - 03:36They don't pay me enough.