The Problem with 'Influencers' in Music Tech

In the world of music technology, we've reached a critical point where so-called "influencers" have become more interested in performative activism than genuine product innovation. These self-proclaimed 'researchers' and 'data scientists' are more focused on curating their online personas rather than providing meaningful contributions to the industry.

The performative cancel culture is born.

The "Cancel" Attempt Incident

In a disturbing display of performative activism, music tech influencers Jeremy Blake (RedMeansRecording) and Benn Jordan targeted Soundrise over an emotional reaction to the company's support of Kanye West during a period of widespread cancellation. Their initial motivation: an assumption that supporting Ye's music implied endorsing anti-semitism - a laughably simplistic and misguided conclusion. 

The campaign began in Jan 2022 with Blake tweeting a call for retailers to "re-evaluate" their relationship with Soundrise, followed by Jordan spreading a damaging and false claim that the company was importing products from Alibaba and falsely labeling them as "Made in USA."

In reality, Soundrise is a locally manufactured business based in Glendale, California. The company has extensively documented its manufacturing process, sharing behind-the-scenes content showing product development, local manufacturing, powder coating, and transportation. These transparent efforts stand in stark contrast to the influencers' baseless accusations.

The influencers' unfounded claims found immediate traction. Perfect Circuit, a tiny pro-audio retailer in Burbank, quickly dropped Soundrise a long-standing B2B partner based on an influencer's unsubstantiated claims, without even attempting to have a dialogue or understand the full context.

This hasty decision laid bare the dangerously irresponsible social media claims, where mob mentality can instantaneously destroy a small business's hard-earned reputation.

Music tech influencers have transformed from product reviewers to moral arbiters, weaponizing their platforms to "cancel" businesses and creators over personal disagreements or political differences. The irony is palpable: bad actor influencers claim to stand for justice while simultaneously attempting to financially destroy small businesses based on manufactured outrage.

Their outrage is a calculated performance: spread lies, ignore facts, and feed off emotional reactions while dodging any real accountability. Truth means nothing; manufactured moral panic is their only currency.

Misinformation as a Weapon

What's particularly alarming is the recklessness with which influencers spread misinformation. The fact is, there still hasn't been any repurcusions to Benn Jordan, who claims to be a data-driven researcher, falsely claiming that Soundrise is made in China. He based this on an AliExpress seller using a stolen Soundrise PRO5 photo to sell counterfeit versions made in China. So, essentially, Benn used his platform irresponsibly, trying to cancel Soundrise based on misinformation, all while calling himself a "data scientist."

As Sunny from Soundrise put it: "Another minute of research would make someone realize that an AliExpress seller is using our image but selling knockoffs. Also, how is any of this adding value to an audience who is interested in music technology and production?"

The Influencer's Delusion.
Why They're Mad.

Content creators in music technology like Jeremy Blake have constructed a self-aggrandizing narrative that vastly overstates their market importance. These YouTubers, who invented a 'job' for themselves reviewing gear, now demand compensation from manufacturers while dramatically overestimating their influence. The harsh reality is simple: their follower base represents a tiny fraction of the synth market, and if they were to disappear tomorrow, synth sales would continue uninterrupted.

Their complaints about fair compensation reveal a fundamental misunderstanding of their role - they are essentially voluntary marketing channels masquerading as critical voices, who now expect to be paid for what was previously a mutually beneficial content exchange.

As one entrepreneur noted, "Unable to be magnetic themselves... these influencers will cling on to those who are actually sure of themselves, who have made real things, taken real risks in this world."

A Call for Authenticity

The music tech community deserves better. We need voices that:

• Prioritize honest product reviews
• Support innovation and innovators 
• Have a product, a service, or discernible talent
• Respect hard work and integrity over non-issues like race and gender
• Actually make good music with Eurorack (😊 had to lighten it up)

Conclusion

It's time to recognize these "influencers" for what they are: individuals more interested in virtue signaling than actually supporting the creative and technological ecosystem they claim to represent.

While influencers like BuddyBlues, Hainbach, Joentell, and Gearfever can be valuable sources of authentic product recommendations and have legitimately helped build consumer trust in niche markets like effects pedals and plug-ins, the toxic behavior of a vocal minority—who prioritize drama and clout over genuine insight—threatens to undermine the credibility of the entire ecosystem.

The real innovators are those building products, taking risks, and pushing boundaries – not those sitting behind keyboards, trying to take food off entrepreneurs' tables.