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Teenage Engineering's latest 'Field' products are testing customer loyalty

 2 years ago
source link: https://finance.yahoo.com/news/teenage-engineering-op1-tx6-expensive-fun-181029889.html
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Teenage Engineering's 'Field' products are testing customer loyalty

James Trew
·Editor-at-Large
Sat, September 3, 2022, 3:10 AM·12 min read
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James Trew / Engadget

Ten years ago, Teenage Engineering made a splash with the quirky, “boutique” OP-1 synthesizer. The b-word gets quotes because the OP-1 would go on to be a huge hit, enjoying a 10 year run and several re-stocks along the way. The success of the OP-1 and the equally unique products that followed saw big brands lining up to collaborate in the hope that some of that design magic might do wonders for their own products. Today, Teenage Engineering’s unique style can be found in everything from adorable gaming consoles to living rooms and pant pockets across the globe.

Back here in 2022, the company recently unveiled the sequel to the synth that started it all - and it’s called the OP-1 Field ($1,999). The new “Field” line also includes the TX-6 mixer ($1,199) and it looks like the company is repositioning itself with a new design aesthetic and… price range. Teenage Engineering has always charged a premium for its genre-bending, playful design but given that the original OP-1 cost around $800 at launch and that the OP-1 Field is largely based on it, it’s understandable that some loyal fans are feeling a little… priced out this time around.

Perhaps the bigger question is, will the new Field series offer enough magical music dust and Nordic design delight, to not only justify the expense, but to also keep Teenage Engineering’s unique approach to making music relevant to new and existing artists alike?

@Random Mcranderson (YouTube) - I think what TE missed is the overall negative effect on their reputation this has had.

Introducing the TX-6 and OP-1 Field

Before we can try and understand “Field” and what it means for the company, we should probably get a feel for the latest two products that are dividing fans in comments sections and on forums. We’ll start with the TX-6 as that’s an entirely new product for Teenage Engineering.

In the most simple terms, the TX-6 is a tiny battery-powered mixer and audio interface. Despite its diminutive size it has six stereo inputs, a built-in synth, eight effects, “DJ mode”, an instrument tuner and wireless/Bluetooth MIDI control. For something as portable as a deck of cards, that’s quite impressive. The TX-6 could be your main desktop audio interface by day and the beating heart of your hyper-portable (or not) multi-synth studio by night.


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