From both those conversations on and off camera at NAMM yesterday with many plug-in developers, it is clear that they are firmly behind the AAX format of plug-ins for Pro Tools native and DSP processing.

One notable exception and still remaining ambigous about it are Waves. From conversations from other industry sources, it would seem that the sheer scale of their offering (around 500 plug-ins) would be part of the problem.

Setting the AAX debate aside, perhaps if Waves spent less time making plug-ins like ‘The King’s Speech’ to name one of many, of what seem more like gimmicks than useful tools, then Waves may be able to refocus their efforts on staying on top of the game.

If they are not careful other developers like Sonnox, McDSP and Softube are going to bite them on the ass. Perhaps the inventors of film, Kodak, filing for bankruptcy should focus their minds.

Waves have always wanted to be known as the choice of professionals. Now it’s time to show the professionals that supported them over the years, both in purchasing their products and continuing with the WUP, that it was not money spent in vain.