PAST CURRENT CREATIVE INDUSTRY FIGURES
AUTO-TUNE

Porter's Five Forces:

Competitive Rivalry: The top of the industry when it comes to pitch correction is Auto-Tune and Melodyne, however Melodyne does pitch correction differently to Auto-Tune. You can be more meticulous with tuning the vocals in Melodyne as the recorded audio is recorded into the plug-in itself. Whereas Auto-Tune favours a faster approach with being able to instantly process in real time but also creates more errors compared to Melodyne. Melodyne is more of a post-processing tool rather than an effect which is mainly how Auto-Tue is marketed (Stoner, 2021). Although Auto-Tune by Antares Studios maintains it's first mover advantage and is still the most popular in the pitch correction market and the most trusted in the sub category of Auto-Tune, there are still other alternatives to Antares Auto-Tune ever since they lost the patent such as Waves Tune & Tune Real Time, Steinberg's VariAudio and Logic's Pro Flex Pitch (Haroosh, 2020).

Buyer Power: The buyer power is fairly in Antares's court here as they have many different products within the pitch correction market. Their website provides each individual products price as well as a subscription service for their products which covers all potential buyers (there is also the ability to trial each of the products).Melodyne only has the ability to buy their product either standalone or in various bundles. Other competitors or similar products to Auto-Tune such as Waves and Melodyne are bought standalone, Logic's and Steinburg's are only available if you purchase Logic or Cuebase limiting their market which is why Auto-Tune is in a much more favorable position.

Supplier Power: As this is a piece of digital software, Antares is it's own supplier which allows them to have an unlimited amount of supply. This holds true for the other competitors in then market as well as pitch correction software is digitized.

Threat of Substitutes: When Antares's lost it's original patent a couple years ago and became part of the public domain many new Auto-Tune products hit the market (Marshell, 2014). As of right now, apart from Melodyne being it's main competition, there are many other products that are in the market that do what Antares Auto-Tune does (whether they do it as Antares or better depends) but some use the name Auto-Tune. So there is a threat of substitute as they are already in the market, however as previously mentioned Antares still holds their first mover advantage and are tried and trusted which holds well in their favor. To maintain this position they need to expand their market with more diverse products, which they have been doing.

Threat of New Entry: The patent became public years ago which makes it easy to replicate what Antares Auto-Tune does even without the patent but it would make it harder to break into the market due to how many similar products there. With Melodyne and Antares Auto-Tune practically dominating the top spots any companies looking to break in would need to come in from a different angle and approach different to the rest that separates it from the others.

REFERENCES

• Stoner, B. (2021, September 21). Melodyne vs. Auto-Tune: Which tuning software is best? All Things Gear. https://allthingsgear.com/melodyne-vs-auto-tune/#:%7E:text=The%20key%20difference%20between%20the,each%20note.

•