by stating: ‘Quibi’s unwillingness to borrow anything from social networks makes the app feel cold and isolated, like watching reality shows in the vacuum of space.’ Despite a star-studded cast for its first batch of content – and a USP of being able to watch short, cinema- level content in both portrait and landscape modes – the app, with its $4.99 a month price tag, flopped. Shut down after six months due to an inability to attract subscribers, its creator, Hollywood producer Jeffrey Katzenberg, stated: “Quibi is not succeeding. Likely for one of two reasons: because the idea itself wasn’t strong enough to justify a stand-alone service, or because of our timing.” Short-form video is a highly dynamic market, one that is in the lead when it comes to consumption. Maybe it is a new tool for VOD... but perhaps not for Hollywood. SOUNDING IT OUT A major component to short-form videos – especially the ones wanting to achieve viral success – are the sounds. Every month of 2021, the UK top ten singles chart featured at least one track popularised by TikTok or Reels. The question is, who has been getting ahead of the tech-game on this front? Artiphon started from a realisation that digital music enables anyone to make any sound; and despite the amazing technologies we have available, the music creation process remains an intimidating one.
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As a result, Artiphon has been building a range of products to help with this issue. Its first digital device, Instrument 1, made Time ’s list of best inventions in 2015. Following this, Orba was introduced – a round, handheld device that looks more like a gaming control than a traditional musical instrument. “This is our best-selling product and synthesiser,” describes Artiphon’s chief marketing officer Adam McHeffey. “You can make sounds right on it – and play different noises just by the push of a button.”
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