07.04.2016 - 10.04.2016 — Hall: 9.1 Stand: B 41
Image-Line is a Belgium based software company, founded in 1994. If you
thought Belgium was all Beer and Chocolates, then you may be surprised to
learn Belgium is also the home of one of the worlds most successful music
production applications FL Studio.
After producing FruityLoops for about four years we changed the name to FL Studio, here's why:
Kelloggs decided to challenge us when we applied for the FruityLoops trademark in the US. We had a very strong case AND we received the trademark in Europe as the two markets are obviously separated. But later they claimed to have released CDs and games in their cereal boxes, and as we didn't want to waste money fighting them in court for 5 years ...
''Fruity' seems to have all sorts of meanings and innuendo associated with it that we thought best to avoid for the sake of international marketing appeal.
The 'loops' part of the name implied that music was made from pre-canned loops and no 'musician' wants to be associated with that. We even had one customer almost lose a contract because their label heard about them using FruityLoops and believed they were using a 'pre-canned loops' application.
Program development was in the opposite direction to Acid/Ejay, so people buying 'FruityLoops' thinking it was a similar app didn't have a clue what to do when they were confronted with a Step Sequencer and Piano Roll.
No one ever took the 'FruityLoops' name seriously. Whenever we went to a meeting to discuss a possible bundle with a hardware manufacturer, we had to excuse ourselves and explain for half an hour that it WAS a real music production package, while the marketing managers on the opposite side of the table were looking at us with grins on their faces.
Anyway, since we changed the name we have received a lot more credibility and our customers no longer seem to be ashamed to admit what application they are using to make music. The FL Studio demo is now downloaded over 30,000 times PER DAY and is used by some of the biggest names in the industry. We have definitely come a long way thanks to our customers support.
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