The whole concept seems logic. Reposition a product so that its larger addressable market no longer needs to make a choice based on price. After all, Ethos is a microphone that appeals to those doing remote working, podcasting, gaming, and home recording application segments, and that really want to sound like the professional radio voices. Originally, Earthworks Audio designed the new condenser microphone according to broadcast standards, enhancing the authenticity, naturalness, and gentle proximity effect of broadcast microphones, which sell for much higher prices.
The reasoning is explained by Earthworks, as an ongoing effort to enable accessibility and augmenting everyone's voice and message, two of the company's core values. The company's new generation microphones, such as the Icon, Icon Pro, SR314, and Ethos are part of a new generation of products that was precisely intended to spread the brand's reach and meet market demand, which shifted considerably since the global pandemic in 2020.
Earthworks Audio was historically known for their measurement microphones which have been used to tune PA systems and ring out the best rooms all over the world — including the GRAMMYs and the Billboard Music Awards. The brand's measurement microphones are razor flat with extended frequency responses out beyond 50kHz.
It is this engineering experience that allowed the microphone manufacturer to focus on perfecting the capture and reproduction of the spoken word. The same extended frequency response that enables ideal tuning conditions also brings the vocal spectrum into sharp relief. The speed of the microphone captures the complex waveform without smearing in the time domain or missing important content in fast transients.
This is also why Earthworks managed to capture the imagination of a new generation of users, following the introduction of new streaming and broadcast microphones. Earthworks launched the stainless steel Icon USB microphone in late 2020. It was geared towards music students forced to study online due to the pandemic and it was rapidly followed by the Icon Pro XLR version for gamers and streamers. In late 2021, Earthworks Audio released the Ethos, positioned as a flagship broadcasting microphone.
Ethos was praised in nearly every single review but very few seriously considered replacing their favorite microphones, some of which retailed for less than the Ethos. "At $699, Ethos was simply not as accessible — even though it did not require the use of an additional cloudlifter because it is a condenser microphone," explains Mike Dias, VP of Sales at Earthworks Audio
"While Earthworks still handcrafts and manufactures each Ethos unit in its mill building in rural New England — supporting over 30 US families — we were able to shave out costs through increased efficiencies and investments without cutting into build quality or performance characteristics. This price drop will remain in effect from now until the end of the year or while supplies last," he adds.
The question remaining is, will Earthworks now also use the same strategy on its Icon Icon Pro broadcast-quality XLR streaming microphone that now sells for $499? Earthworks also adjusted pricing on all of their podium and choir mics.
www.earthworksaudio.com
