Earthworks Audio Slashes Price for Its Flagship Broadcasting and Streaming Microphone

There's a lot to be considered when defining the right product strategy and marketing mix. Rarely we can get the four pillars aligned. After launch, you can adjust product, promotion and even distribution. Very rarely you can adjust the pricing. Earthworks Audio realized its flagship broadcasting and streaming microphone, Ethos, was very appealing to streamers, gamers, and podcasters. But the price of $699 was just too high for the segment. Now, the New Hampshire company repositioned the Ethos for just $399.

Austrian Audio introduced two new microphones, optimized for use on instruments: the OD5, an active-dynamic microphone, and the OC7, a true condenser microphone. Both mics are handmade in Vienna and subjected to the strictest quality assurance processes. The OC7 features the OCC7 small diaphragm capsule, also handmade in Vienna. Most noticeable in the new design is the "Swivel Joint" mechanism.

A year after launching ICON, a studio-quality USB microphone, and ICON PRO, a broadcast-quality XLR streaming microphone targeting the thriving remote working, podcasting, gaming, and home recording application segments, Earthworks Audio now launches ETHOS, a new condenser microphone tuned to broadcast standards. Fully developed in-house, ETHOS was designed for the authenticity, naturalness, and gentle proximity effect of broadcast microphones — but at a $699 price point.