In this part, we'll see how the company sidestepped a dramatic slowdown in the MI industry, and evolved into a corporation very different from the maker of analogue synths and organ rhythm accompaniment boxes it had been in the early '70s.Īt the start of the 1990s, the world was dipping into a severe recession. In the first three parts of this history, I described how Roland emerged from Ace Electronics and Hammond International in 1972, and grew in just two decades to be one of the leading hi-tech music manufacturers in the world. Diversifying still further from their roots as a maker of synthesizers and organs, they emerged stronger, encompassing almost every area of hi-tech musical instrument manufacture. The recession of the early '90s was difficult for many companies, but not Roland. Just four years later, Roland's own similarly equipped VS880 cost less than a sixth that of the DM80. The DM80, at around £10,000 for a fully equipped system, was a third the price of many existing systems of a similar spec. Digital recording technology was changing and becoming cheaper at a frantic rate in the early '90s, rendering many products obsolete overnight.
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