The music production software giant is expanding.
MetaPop was launched in 2016 by former Beatport CEO Matthew Adell, with the aim of getting both remixers and original rights holders paid for the type of bootleg productions that are common on SoundCloud.
The acquisition will see Adell join Native Instruments as Chief Digital Officer, and will be in charge of “spearheading new strategies for the brand’s online product portfolio” and “shape the next generation of online services for music creators and performers,” according to a press release.
It’s not clear from today’s announcement why Native Instruments – whose focus is on creating software and hardware for DJs and producers – would want to buy MetaPop. However, its Traktor software is one of the world’s most popular digital DJ apps, and the company is also behind Stems, a technology that breaks tracks into parts and allows DJs to remix on the fly – an area that NI seems keen to grow.
“At Native Instruments we want to inspire and empower music lovers to express themselves, and in a very short time MetaPop has enabled thousands of new producers and remixers to do just that,” said NI CEO Daniel Haver in a press release. “With MetaPop and Matthew joining, we’re very excited to take our online offering to the next level.”
“MetaPop was born from an ambition to redefine the world of remixing music. Joining Native Instruments opens up new doors to build on our shared vision, working alongside leading talent and world-class products,” said Adell. “We are excited to inspire even more creativity and revenue opportunities for our users and partners.”
MetaPop’s website has a marketplace that sells Stems for tracks that are pre-cleared for remixing as well as hosting remix competitions – two things that could help to sell software and gear for NI with the right approach.
It also offers artists a place to upload their unofficial remixes without the fear of them being taken down. With SoundCloud’s future looking uncertain as it looks for a buyer, NI’s decision to buy MetaPop could prove to be a very clever one.