Two months after introducing their Auto-Tune EFX software plug-in to the market in a limited rollout, Antares has decided to make the technology more globally accessible. In a statement released yesterday, the company acknowledged that their product was "made wildly popular by T-Pain, Kanye West, Cher, and many other artists in virtually every genre of popular music."
The plug-in sells at a retail price of $129, yet has turned yielded significant returns for the likes of T-Pain, Kanye West and Lil Wayne. To date, T-Pain's Thr33 Ringz has sold 430,118 units, while West's Auto-Tune opus, 808's & Heartbreak is certified platinum with 1,094,859 units sold. Recent Auto-Tune convert, Lil Wayne leads the pack with 2,900,412 copies sold of Tha Carter III.
When addressing the impact of Hip Hop on his product, Antares' VP of Marketing, Marco Alpert was effusive in his praise of T-Pain and Kanye.
"Both T-Pain and Kanye West have released new albums on which they make extensive use of the Auto-Tune Vocal Effect and brought even more media attention to it," Alpert said. "As a result, we're extremely pleased to expand the distribution of Auto-Tune EFX to our entire dealer base, making it possible for musicians around the world to have an affordable, easy-to-use tool for basic pitch correction and the Auto-Tune Vocal Effect."
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