Some Insights On The Challenges and Experiences of an Indie Sample Developer

[LinkedMusicians]

Okay, I would put this in OPEN MIC, but most of you aren’t going anywhere but the Virtual & Physical Music Gear Deals subform. So I thought I’d pin this on the forums. It was inspired by a chat I was just having with an indie sample developer who is experiencing a challenging time.

The plugin and sample library deals are nuts this year. More nuts than last year because more developers than ever are engaging in deep discounting and they’re starting earlier than ever. I’m hearing from some small developers that they’re worried about what’s going on in the marketplace, that it’s become more and more cutthroat and difficult for indie developers that don’t sell to a huge customer base to make a living when prices have come down so much. The reality is, a small one to several person indie developer firm needs to produce great products plus understand how to manage a brand, manage a business and navigate a rapidly changing marketplace. They need to become savvy at everything it takes to make and to market their products. That means stuff like branding and promotions, understanding and executing smart and effective pricing strategies, having a presence in social media and on forums, and it increasingly means having to work with — and pay — influencers to make potential buyers aware of their products. Successful influencers in this industry are asking as much as $20,000 to make a YouTube “review” video (where they claim to be completely unbiased, SPOILER ALERT: They’re independent sales promotion contractors that are as biased as it gets, the antithesis of journalist reviewers). That’s why you don’t see a lot of small developers getting mentioned by big influencers, but primarily the ones with smaller reach. They also have to navigate VI-Control where the owner shakes them down for money and is serially attacking competitors and indie developers who work with certain developers on his enemies’ lists. It’s not as simple as making great sample libraries or plugins and then the people come to you. There’s a lot more to it.

So, what I want to say to everyone is that when you’re considering various sample libraries and plugins, don’t overlook the indie sample and plugin developers. I am a big fan of NI’s, Sonible’s. and UAD’s plugins and sample libraries, but I’m also a big fan of Orange Tree Samples, SoundDust, Ben Osterhouse, Fracture Sounds, Sonixiema. XLN Audio, AAS, 8Dio/SoundPaint, SonicCouture, WrongTools, Pettinhouse, AudioThing, Black Rooster Audio, Sampletekk, and many indie developers and I hope that they’ll be on your radar as you build your collection of tools.

Here’s a blog post Andrew made today where he poured his heart out and provided insights into the life and challenges of an indie sample developer. LinkedMusicians will always be a place that holds talented indie developers up and I hope provides encouragement not only to our musician / music producer members, but to quality indie sample and plugin developers. I love the work they do — it has brought me joy — and I am grateful for them and will continue to shine a light on them here at LM:

https://cinematicalpha.com/blog/updates/an-open-letter-from-the-trenches-surviving-as-an-independent-sample-developer-in-the-age-of-crisis-and-ai

The official LinkedMusicians account

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[swijaya]

When you said Andrew, I thought it was a different Andrew.

But this Andrew is really decent, down-to-earth, stating today’s reality without throwing accusation left & right. And his appeals & proposed solutions feel sincere and don’t include bad-mouthing others.

I also like his concise writing style.

• This reply was modified 1 week, 6 days ago by swijaya.

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[LinkedMusicians]

On swijaya said

When you said Andrew, I thought it was a different Andrew.

But this Andrew is really decent, down-to-earth, stating today’s reality without throwing accusation left & right. And his appeals & proposed solutions feel sincere and don’t include bad-mouthing others.

I also like his concise writing style.

Andrew Aversa? He’s banned from this community for his practice of using his contractors to make false and malicious attacks on his competitors and hyping his sample libraries and comparing them to competitors (of course, claiming that Impact Soundworks libraries are superior), while pretending to be unaffiliated (these contractors have worked on the libraries they praise and likely make royalties on these libraries, which they hide in their posts). This is all known among the developer community, and I’ve actually had input from developers at VI-Control (the community gets a lot of traffic and brings them in a lot of sales, so it is important for them to be there despite the owner’s bad practices) and it’s why we have certain rules, like requiring developers and contractors and employees of developers as well as influencers to disclose financial relationships in their signature (the developer who suggested it literally referred to Impact Soundworks and how to ensure that those kind of practices are less likely to happen here). You can bet that it will deter influencers from joining this community, which is fine by me if they don’t want to do disclosures.

The official LinkedMusicians account

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[andrewfly]

Thank you, Pietro. Your message truly captures what I’ve been trying to express. There are so many distractions around us that we now need complex ways just to describe sound. Sometimes I think we’d need someone like Oliviero Toscani, the great photographer, to frame the essence of every sample library. What I really wish is for the artistic community to pause for a moment, close their eyes, and simply listen.

 

As musicians, we always feel we don’t have enough tools, yet very few can resist trends or make choices based on genuine emotion. Today my son and I spoke about balance in nature, about how one element consuming another can disrupt everything. When that happens, collapse is inevitable. The same happens in our world when competition replaces creativity.

 

Sound and music are gifts. My listeners haven’t just collected recordings—they’ve connected with emotions I shaped from zero, using tools that few truly explore. Still, it’s never simple; the effort behind every release takes everything you have. Fatigue builds up, and even a few years can feel like a lifetime. I’ve seen carelessness from people I once trusted, and that can make you feel alone.

 

I know some might see this moment as weakness, and that’s fine. What I can’t accept is seeing the value of artistic work ignored. Technology isn’t the enemy. What hurts creativity is indifference, convenience, and the fear of taking real risks. Many of the people who support me are parents and artists themselves, and our conversations often go beyond music. That human side matters to me deeply.

 

I’ve never created aggressive sounds because I don’t believe music should feel like a battle. I may just be getting older, but I still believe in harmony over noise. For now, I’m taking a short pause to reflect and recharge. I’m grateful to everyone who has stood beside me—especially Peter—and to all who took the time to read my words. Wishing you peace, creativity, and kindness.

• This reply was modified 1 week, 6 days ago by andrewfly.

I’m a film composer and sound designer, and I love my job. I strive to give my best every day. If you need anything, you can reach me here on the forum or at andrew@cinematicalpha.com.

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