Last week we reported about the misguided attempt by China based MIDIPLUS to market their MIRROR audio interface. The messaging which targeted women caused a stir amongst female audio engineers around the world.
For several days the web page was pulled but it has now reappeared with an apology. It reads;
“A Statement Regarding Our Recent Announcement Of Mirror
Recently there’s been some anger and misunderstanding caused by how we initially presented MIRROR to the western world. For this we sincerely apologize. We made a mistake. We should’ve done a better job explaining our intentions in English. When our native English speaking friends explained how our product launch had been interpreted, we were embarrassed and ashamed.
We have no intention of offending anyone. We have the deepest respect for people of all genders, ages, and orientation.
MIDIPLUS is a China based company. Here in China (and elsewhere in Asia) it is very popular for kids and young adults to use several Asia based social networks & webcasting platforms to livestream karaoke and performances.
These live performances are somewhat similar to what you would see on platforms like Facebook and YouTube Live. However, in many ways it is very different and a unique cultural phenomenon.
MIRROR is one in a series of products created to provide a playful way for karaoke webcasters connect themselves (sic) and their equipment to their computing devices.
Again, our sincerest apologies to anyone we may have offended or upset in any way. Please be assured that that (sic) was never our intention. We’ll do our best to communicate better moving forward.
The statement appears sincere and hopefully demonstrate how easy it is for global messaging that will be seen across cultures to cause upset.