Akai Professional · 2017 · Brand Manager
As Brand Manager, I planned and executed the simultaneous January 2017 launch of two industry-defining standalone units, the Akai Professional MPC X and MPC Live. I wrote the copy for both product pages and the giftbox packaging, wrote the script for the launch sizzle video, and scripted and voiced both product overview videos. I also sourced and negotiated the artist marketing deals and produced the ‘Standalone Challenge’, a video series featuring Grammy-winning producers including Bryan-Michael Cox, Zaytoven, Scott Storch, DJ Toomp, and Melissa Reese of Guns N’ Roses. The response across the global producer community was immediate: pre-orders put both units on backorder for the next six months.
From the MPC X product page
The history of modern music is intrinsically linked to the Akai Professional MPC line. We’ve created machines that have spawned new genres and advanced existing ones. Countless instruments have attempted to replicate the design, workflow and celebrated swing of the Music Production Center. In short, the MPC is a legend maker.
Bigger than beats. The X is truly a studio centerpiece.
Whether you prefer to go computer-free or not, it can’t be denied that there are some fantastic sounding VST instruments and effects out there. For those times when you need your favorite plug-ins, the MPC X effortlessly goes from formidable standalone to high-powered MIDI controller, explicitly designed to run the feature-rich MPC Software 2.0 in your favorite DAW.
The MPC has a well-earned reputation for sounds that hit hard and sound great, right out of the box. The X builds on that reputation.