cm: Firstly, what prompted you to start Song Athletics. Was it driven by things you’d observed or that you wanted to do in the industry?
WE: “It was a decision to create the music tech company that I’ve always wanted. That’s no slight on any of the companies I’d worked at before [Will is the former CEO of Spitfire Audio] I suppose, having had the experience of working at a range of music tech companies, then having my own specific taste and area of interest. It was just really tempting and exciting to make a company that talks to the people that I’m most excited about talking to. Song Athletics is about delivering products, experiences and content for people like me.
“Those people I’d broadly categorise as fans of alternative music, who are interested in not just the music and its alternative-ness but a broader interest in sound, gear and the world of sound. We’re talking studios, analogue gear and all that stuff, but also laptops and computing. Hi-fi playback, vinyl recordings. I love all that stuff, and I don’t really wear different hats whether I’m being a music-maker or a DJ or a record buyer. For me, it’s all the same thing; Song Athletics reflects that. Primarily, we’re making tools for music-makers, but
