In this video, I’m talking about something that honestly hurts to watch: how Native Instruments ended up in a position where it feels like they “lost everything,” and what that could mean for the whole umbrella situation with iZotope and Plug-In Alliance. I’m not here to do doom-and-gloom for clicks—I’m looking at the bigger pattern of what happens when companies in our industry start making moves that feel more like boardroom decisions than music-maker decisions. I share my perspective on why Native Instruments deserves better than this, and I ask the question a lot of us are thinking: is this what happens when suits who don’t really understand the audio world get involved? Sometimes expansion looks great on paper, but it can come at the cost of product focus, customer trust, and the thing that made the brand special in the first place. My takeaway is simple: I hope these companies get through the storm, but I also hope they learn from it. If you’re a producer, composer, or modern creative relying on these tools, this is a reminder to diversify your toolkit and pay attention to how these brands treat their users—because that usually tells you where things are headed.