The Idea

Modern Producers was born out of the realization that music producers had limited options when it came to affordable yet high-quality production tools. Many existing platforms either overwhelmed users with low-quality products or offered only a few expensive items that didn’t cater to a broad audience. Nakken, a producer from Norway, and Wood, a multi-platinum music producer, decided to create a platform that struck the perfect balance between quality, affordability, and variety. They envisioned a site that they, as producers, would enjoy shopping on—filled with everything a modern producer would need.

Challenges

The road to success wasn’t without obstacles. In its early days, Modern Producers faced the challenge of differentiating itself in an already saturated market. To stand out, they focused on delivering only top-tier products by partnering with renowned producers and labels. Additionally, they struggled with scaling, especially since the bulk of the business relied on third-party developers and producers for content. However, by maintaining a tight focus on quality control and continuously evolving their marketing strategies, they overcame these hurdles

Industry Context

The music production industry has experienced massive growth with the democratization of tools for beat-making, mixing, and mastering. With more artists working independently, Digital Audio Workstations (DAWs) and sound packs have become essentials. While competitors like Splice, Loopmasters, and Producer Loops dominate the scene, Modern Producers differentiated itself through quality curation and a strong community approach(Modern Producers).

Founders

Torbjørn Nakken, an experienced producer, laid the foundation for Modern Producers in 2012. His passion for creating exceptional music led him to work with major networks in Norway and the United States. Adrian Wood later joined as a co-owner, bringing his expertise as a multi-platinum producer who had worked with industry giants like Snoop Dogg, 50 Cent, and Eminem. Together, they made Modern Producers a platform that was both professional and accessible

Product

Modern Producers offers a vast selection of sounds, kits, loops, and Virtual Studio Technology (VST) plugins aimed at professional and hobbyist music producers. The product line covers genres from hip-hop and R&B to EDM and house music(Modern Producers). Today, over 2,000 unique products from 70 different vendors are available on the platform, with new content being added regularly.

In addition to these products, Modern Producers provides members of its Platinum Circle subscription with exclusive opportunities to get their beats or instrumentals placed in commercial projects. Members can submit their samples for consideration in films, television shows, or radio segments, offering invaluable exposure in the entertainment industry. This beat-selling and placement program enhances the career potential of aspiring producers by giving them direct access to the music scene.

USP

Modern Producers’ USP lies in its curated quality. By offering premium sound packs that rival the products used by top producers in the music industry, it serves as a gateway for amateurs looking to elevate their sound. Moreover, the platform incorporates community-building initiatives like music contests and tutorials, which foster strong customer loyalty.

Competitors

Modern Producers competes with heavyweights like Splice, Producer Loops, and Loopmasters, all of which offer vast catalogs of sounds and loops. However, Modern Producers differentiates itself through a high-touch customer service approach and emphasis on building a community around their products.

Build

Adrian launched the initial version of Modern Producers within one week, leveraging the Shopify platform for its simplicity and ease of use. This rapid launch allowed Adrian to start generating revenue immediately by marketing directly to producers through social media. Over time, the platform expanded through strategic partnerships and collaborations, like with Anno Domini Nation and Legion Beats.

Implementation

Modern Producers’ core business model relies on selling both proprietary and third-party products, such as loops, sound kits, and VSTs. The platform operates on a commission basis, where external vendors list their products, and Modern Producers handles the sales. Their subscription model, The Platinum Circle, has also become a significant revenue driver, offering exclusive content to members.

Growth

The business saw consistent growth, moving from $85,000 in monthly revenue in 2019 to $120,000 by 2020. A major part of this growth came from collaborations with music production influencers and companies, expanding the reach and product offering. Adrian’s strategy of outsourcing content creation and focusing on business development has allowed Modern Producers to scale without ballooning operational costs.

Pricing

Modern Producers offers a freemium model with some free packs available, but most products are sold as one-time purchases. The pricing ranges from $15 to $50 per sound pack, while their subscription service costs $29.99 per month(Modern Producers). Bulk purchase discounts and limited-time promotions help drive sales, along with upsell features like cross-promotions during checkout.

Key Takeaways

• Outsourcing for growth: Adrian’s decision to use external vendors allowed him to scale the platform rapidly.
• Community focus: Engaging the customer base through contests, giveaways, and tutorials built a loyal following.
• Quality curation: Unlike competitors that focus on volume, Modern Producers emphasizes high-quality, curated sound kits and tools.
• Subscription success: Introducing a subscription model added a recurring revenue stream and increased customer lifetime value.

Modern Producers, led by Torbjørn Nakken and Adrian Wood, has become an essential tool for music creators across the globe. By combining affordable, high-quality products with a community-focused approach, they’ve built a brand that resonates with both beginners and experienced producers alike. As they continue to innovate and expand their offerings, Modern Producers is well-positioned to remain a dominant force in the music production industry.

Wondering how to innovate and expand? Read our guide on the “Iterative Product Development Process” to incorporate customer feedback and stay relevant.