Burbank, California–November 29, 2011—Continuing its efforts to elevate and reinvigorate its brand identity, APHEX is proud to debut a series of product training videos that is not only informative, user-friendly and stylish, but also reflects an exciting shift for this 36-year-old brand. Rather than featuring its internal sales team for product demo videos, as so many in the industry do, APHEX has turned to the end-users themselves: artists and producers. The videos, produced by APHEX in association with Monster House, place an emphasis on production value, resulting in more effective content, information and style. Within the first 5 seconds, upon seeing an Aphex Artist in the studio, declaring, “This is the new Aphex,” one thing is perfectly clear: this company is in fact evolving in a very exciting direction.
Kicking off the series is a video of multi-platinum music producer Élan Morrison demonstrating how to use the APHEX Channel. As a producer for such diverse artists as Dr. Dre, Kanye West, George Clinton, Macy Gray and Slash, Morrison is an ideal choice for this demo video. In addition to his expertise and experience with the Channel and its many features, he’s very relatable, especially given all his high-level artist and studio work.
“When we began to think about the demo video for the Channel, we knew we needed a seasoned pro who not only fully understood the nuances of the product, but who had also used it on a wide range of projects,” said David Wiener, CEO and Chairman of APHEX. “Élan was the perfect choice. We’re thrilled to be partnering with him on this project and believe our customers will truly benefit from his insight and expertise.”
APHEX’s video series consists of several 9- to 11-minute long videos, each featuring one APHEX Artist or Producer demonstrating how to use one APHEX product. APHEX has given its talent artistic license to go beyond the basic uses and show viewers some of the creative and unexpected ways they’re benefitting from the product. Look for hard rocking bass player James LoMenzo talking about APHEX’s guitar pedals, and legendary producer Alan Parsons demonstrating the legendary APHEX Exciters. Others will follow as APHEX completes this series aimed to help both expert and novice artists and engineers create better sounding recordings, live events and broadcasts.