M-Audio Demystifies Computer-based Music Creation With Aggressive Consumer Initiative; Company is First to Offer Such a Broad Portfolio of Music-Making Products for Both Mac and PC Platforms

LOS ANGELES--(BUSINESS WIRE)--June 27, 2005--M-Audio, long known as an industry heavyweight in professional music technology, today announced an aggressive initiative to bring to market an entire portfolio of hardware and software products that enable people to make studio-quality music on their home computers. Until now, computer-based music creation had been relegated primarily to professional applications, with limited consumer options that were largely cost-prohibitive. And even those who could afford the equipment were often stymied by the complexity of the equipment itself. But with today's news from M-Audio, making music with a computer is now more affordable and easier than ever -- even for non-musicians.

"Recording music on a computer isn't just a niche activity anymore. Mainstream consumers are asking for products to help them make music," said Ben Bajarin, analyst at Creative Strategies. "M-Audio is unique in that it offers a complete portfolio of easy-to-use products that make it simple for people to record CD-quality music, at affordable prices that make it an attractive option for just about anyone."

While separate links in the music creation chain are currently available through an array of different vendors, M-Audio is the first to offer such a comprehensive solution, taking the guesswork out of computer-based music creation. Whether a consumer is looking for an input device such as a keyboard or microphone, or a recording interface, or an output device such as a set of high-quality reference monitors, M-Audio offers it all. This eliminates the frustration experienced by consumers who were previously left to piece together their own solutions using products from multiple vendors, with no guarantee that the end product would work.

Growing Opportunity in the Consumer Market

In much the same way the professional music industry became computer-centric over the last decade, the mass consumer market is undergoing a similar metamorphosis today. According to a recent study conducted by Russell Research, nine percent of those surveyed regularly make music on their computers. More impressive, however, is that 57 percent of respondents showed some interest in making music on their computers. What this shows is a burgeoning potential market for computer-based music creation. M-Audio's portfolio of consumer products, including those products announced today, go a long way in reducing the cost and complexity of computer-based music creation. With M-Audio, consumers are able to purchase an entire suite of affordable and easy-to-use products that are designed to work together.

"It's an exciting time in the consumer market -- pop culture, entertainment, music and technology are colliding and creating an enormous demand for products that help the average consumer realize their musical aspirations," said Adam Castillo, vice president of marketing at M-Audio. "The products we're announcing today support our long-term strategy to empower everyday consumers to explore their creative potential and make professional-quality music on their home computers."

Product Highlights

M-Audio offers a broad portfolio of products that enable consumers to make studio-quality music on their computers. Product highlights from today's announcement include:

-- JamLab: Want to play guitar without the bulky amp and web of effect pedals and cables? Then JamLab is the answer. JamLab is a USB audio interface and software package that emulates a large amount of expensive and complex guitar equipment. By connecting the electric guitar to the computer, JamLab allows the user to play along with MP3s, record, and practice -- all with the convenience of using a pair of headphones. JamLab will be available in July for a suggested retail price of $79.

-- iControl: iControl is the first controller designed specifically for Apple's GarageBand. GarageBand has opened the door for Mac users to dabble in music creation, and iControl is a powerful tool that enables those users to extend their music creation to new heights. iControl will be available in July for a suggested retail price of $179.

-- Fast Track Studio PODcasting Edition: Catering to the recent phenomenon that gives a voice to anyone who wants to be heard, Fast Track Studio PODcasting Edition includes everything a consumer needs to get started -- an audio interface, microphone and software. Fast Track Studio PODcasting Edition will be available in September for a suggested retail price of $179.

Products to be Widely Available at Major Retailers

M-Audio understands that delivering quality consumer products is only half the battle -- to be successful, the company sees that it needs to engage the proper channels in order to adequately serve such a broad consumer base. To that end, M-Audio has inked distribution deals with some of the nation's most prominent retailers -- such as CompUSA, Fry's and Target.com.

While today's news from M-Audio is greatly significant, what's being announced today is simply the beginning of what will be a sustained initiative by the company to continually address the needs of consumers who want to make music with their computers.

About M-Audio

M-Audio, a part of Avid Technology, Inc., is a leading provider of creative tools for today's electronic musicians and audio professionals. Founded in 1988, M-Audio now has independent offices in the US, Canada, UK, Germany, France and Japan, as well as independent distribution in most of the rest of the world. M-Audio's ability to parlay advanced technology into affordable products has led the company to win some of the international audio community's highest praise and awards. For more information about M-Audio and its portfolio of consumer products, please visit www.m-audio.com.

(C)2005 Avid Technology, Inc. All rights reserved. Product features, specifications, system requirements and availability are subject to change without notice. All prices are USMRP for the US and Canada only and are subject to change without notice. Avid and M-Audio are registered trademarks of Avid Technology, Inc. in the US and other countries. All other trademarks contained herein are the property of their respective owners.