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Native Instruments Cuts 20% Of Workforce As Part Of New Strategy
Christian Eede , September 5th, 2019 16:03

More than 100 jobs have been cut across the music tech company's workforce

Around 20% of Native Instruments' employees have been laid off as part of what the company's calling a new "platform" strategy.

More than 100 jobs have been cut across the music tech's departments worldwide, with NI explaining that the move was part of a plan to "centralise [its] global business operations" and focus on the development of a "new, unified and fully integrated platform" for its products and services that will be available to consumers next year.

The company has denied that the move is down to a loss in profits, pointing to an increase in revenue across 2018 and the first-half of this year.

"Today is a very emotional day for the Native community," said Daniel Haver, NI's CEO and co-founder. "We've been driving innovation in music creation since the 1990s. First through software instruments, then by expanding to an integrated ecosystem with complementing hardware and now by creating a unified platform experience for the modern music producer.

"To make this transformation successful, we needed to adapt our strategy, including a centralised functional setup that can support our vision of 'One Native'. Unfortunately, this also means we had to make some tough decisions and part ways with a number of employees. This has been the hardest part of this transformation."

Amongst NI's most popular products are the Maschine, Traktor and Massive.