Native Instruments is pleased to announce plans to open a UK branch in January 2014, to establish dedicated sales, marketing and R&D capacities in one of its most important markets. To be located in the vibrant London area of Shoreditch, Native Instruments UK will firmly root the company in the birthplace of pop music and hotbed of continuous artistic innovation, and complement its existing offices in the music metropolises of Berlin, Los Angeles and Tokyo.
The NI UK sales team will be formed by the experienced staff of longstanding agent 2Twenty2, led by its owner and Managing Director Stephen Parker who has looked after NI’s UK distribution for over a decade. The London office will also fulfill general marketing, PR and artist relations functions, accommodating the specific audiences and scenes in the UK and Ireland.
Furthermore, Native Instruments UK will comprise a local product design and development team, which will extend the capabilities of the R&D staff in the Berlin and LA offices.
“With Native Instruments, I’ve been fortunate to represent one of the most dynamic MI brands in the UK since 2001”, says Stephen Parker, “and I am very excited to now grow the Komplete, Maschine and Traktor product lines even further from a dedicated NI branch.”
“The UK has always been a crucial sales region for us”, says Daniel Haver,” and the establishment of a full-featured office in London now represents the next step in our commitment to our British customers as well as our determination to involve local creative talent into our future product design and development process.”