On a fork in the road in business

In the first two years after sales started, we didn't earn anything, but we were stubborn enough to keep producing and promoting the devices.

On the way we faced a massive chunk of work in finding new audiences and communication channels. We clearly saw two main tasks: to create content that tells people why they need our product and how they can use it, and to create pages to sell those products.

In general, we are uncompromising about how the devices should look and optimistic that people will buy these circuits for a good deal of money. We realized that for anyone unfamiliar with the product, $100 is a substantial amount. Also, they don't always know how wide the interaction with Playtronica devices can be: people can play on our synthesizers, use them for composing and live performances, add to music therapy, and even meditate through intuitive contact with music.

Essentially, there’s always a fork in the road in business: you either do something profitable and understandable or take the more complicated, experimental route. We chose the second way, and at some point, things worked out.

What is Playtronica?

Playtronica creates non-conventional musical devices that change the way we relate to and interact with sounds.

The company's best-known products are the Playtron and Touchme circuit card-like synthesizers.