It’s not only the
music labels that have to adapt to the new era of GarageBand-type musicians, longtime hardware makers like
Peavey are also finding their place in the new world of home studio musicians.
“I believe in giving people what they ask for,” Peavey founder, Hartley Peavey, told Macworld. “You tell me what you want and if it’s reasonable and doable, I’ll do it. Companies just have to listen to their customers.”
Peavey said this philosophy is what has driven the innovation in his company over the last 42 years. In the past few years the company has focused more and more on giving its users the ability to have quality, affordable equipment that can also be used to in home studios, enabling a new generation of musicians.
“When I got into the business I didn’t know you were supposed to make 200 or 300 percent profit,” said Peavey. “We take the approach not to be the biggest or most profitable, but to be the best. By definition that means that we have to be different and we are. You cannot equate price with quality, you just can’t.”
mixers ranging in price from just over $100 to $1,500 for the high-end model, Peavey said they are offering musicians a way to get started recording at home and grow with the equipment in later years.
The company also just released a new guitar amplifier with guitar legend Joe Satriani called the
JSX Mini Colossal. In addition to its many features, the Mini Colossal includes a dedicated recording output that actually sounds like the the amp.
“We are not out to convert the world to digital technology — we just use the best technology for the job,” said Peavey. “Many products and features are a direct result of listening to the customers.”
The company’s other amp models like the
JSX Head and the new
Windsor line also include ways to record into the mixers and then to the computer.
“The interesting thing about Peavey is that we have gone through multiple changes — the company name remains the same, but the company really has changed,” said Peavey. “Very few companies have had the opportunity to evolve over 40 years with the same management, but we continue to push the envelope.”