In a bold move, Native Instruments has announced that it will no longer be exhibiting at music equipment trade shows.
"Times are changing and we have seen tradeshows become increasingly less relevant for our industry," says Pablo La Rosa, the company's International Marketing Director.
"By focusing our efforts in online communication and direct-to-customer events, we reach out to today's musicians and producers in a way that we believe is more efficient for us and more engaging for them."
Events such as the Winter NAMM Show in California and Frankfurt's Musikmesse have long been used by hardware and software companies to launch new products, but NI will now be looking at other ways of doing this.
It recently launched a new website, and says that it will be considering "the establishment of further innovative online channels and other means of direct communication in the future."
It remains to be seen whether other companies will follow NI's lead and pull out of future trade shows.