The founder of Sonicbits is Kay Herzam. He established the company in 2020 to create innovative, user-friendly audio solutions that meet the needs of professionals and hobbyists alike. Sonicbits is catching on fast because its products are both unique and simple to use.
I had the pleasure of working with a few Sonicbits plugins and creating a synth-only track with Exakt earlier this year. Kay liked the track enough for his website, and we’ve been in touch ever since. He was kind enough to answer a few of my questions, and I hope you enjoy the insights he shared!
1. When did you decide to start Sonicbits, and what inspired the name?
I have started to play around with audio development around the year 2000, but then for a long time I have only done some prototypes. Then In the pandemic in 2020 I suddenly got more time per day since I didn’t have to commute, so I figured I should do something with this time. That’s when I worked on Exakt Lite and I have released it for free a few weeks later.
I had reserved the domain name for a long time, and then I finally could use it. For me, the name Sonicbits expresses exactly what I want to do: a mixture of (analog) audio and computer technology.
2. What does a “good plugin” mean to you on a personal level?
In addition to the obvious, the sound quality, I just love it when you can understand what you can do with a plugin or software in general without needing a manual. Of course, this requires some prior knowledge, but good software should be as self-explanatory as possible.
3. How do you approach balancing innovation with usability when designing a new plugin?
For me, usability is generally a key factor in software. If something is complicated and difficult to use, it’s no fun to use it. That’s something I try to pay attention to. This doesn’t necessarily have to conflict with innovation.
4. Are there any specific artists, genres, or real-world gear that influenced this plugin’s design?
I own a Yamaha TX81z. It was important to me that, even though Exakt is not a 1:1 clone of this synth, the plugin could still reproduce essential sounds such as the famous “Lately Bass” with reasonable accuracy.
5. At the moment you have 4 nice products – what can we expect from Sonicbits next?
I already have several working prototypes ready to go. Two effect plugins are coming, and then I want to build another synth, which is already in the works. The whole thing just takes time. The coding, UI, presets, manual, website, and so much more has to be done before anything can be released.
6. What’s your process for testing and refining a plugin before release? Do you work with a beta group or handle it solo?
I generally work alone. For certain things that I’m not good at, such as creating presets, I get help from people who are skilled in that area. They also provide me with valuable (test) feedback, which I try to utilize.
Testing has become quite time-consuming, as there are so many combinations of platforms and DAWs.
7. How do you stay creatively inspired and avoid repeating ideas in your plugin designs?
At the moment, I don’t have so many products that I run the risk of repeating myself 🙂 Although I use certain UI components and a certain style in all plugins, I think that they are also visually distinct from each other.
8. What’s your take on the current plugin market – is there still room for small developers to innovate and stand out?
There are days when I think that everything has already been said and done. Every reasonably well-known current or old device has been copied multiple times in software. But then I am constantly surprised by new software that does something that no one has thought of before. This is the thought that drives me.
I am excited to see where the use of AI will take us. If this becomes available offline, locally, and in real time in the near future, it could open up new possibilities for sound design, mixing/mastering, and virtually all aspects of the audio world and beyond.
But I have often been wrong with my predictions 🙂
9. Have you ever been surprised by how users used one of your plugins in ways you didn’t anticipate?
Yes, indeed. Although I am familiar with the structure and thus also the possibilities and limitations of my software, I was amazed by certain presets that other people contributed.
10. If you could collaborate with any other developer, brand, or artist on a plugin, who would it be and why?
There are many artists, developers, and software companies whose work I really like. In fact, collaborating with them would be very appealing. I wouldn’t be picky here either 🙂
Many thanks to Kay Herzam ^ Sonicbits for letting me interview him.
If you want to know more about Sonicbits, point your browser to here.