Teenage Engineering to stop making synths – but what does it mean for the future of the cult brand?

Turns out making synths was just a phase… because Teenage Engineering is moving on. That’s right, in spite of the success of its synths, like the best-selling OP-1, the Stockholm-based tech company is cutting ties with its most beloved export.

Teenage Engineering’s founder, Jesper Kouthoofd, dropped the shocking bombshell in a new interview with Highsnobiety. While synths have arguably put the company on the map, Kouthoofd believes that Teenage Engineering has far more to offer than synthesisers. In his opinion, his company is best when its experimenting and pushing boundaries. Continuing to focus on synths is limiting the company’s potential – so he’s ceasing synth production immediately to explore new avenues.

“Everyone was like, ‘What are you talking about?’” he says. “But I’ve come to the conclusion that, for us, the products aren’t the business. We can be so much more than that.”

It’s a bold shift, just over 20 years from the company’s 2005 founding. In that time, the company has released a slew of non-synth products that hint at their experimental nature – like their quirky collection of MIDI-compatible, wooden A Capella choir dolls. Looking forward, Kouthoofd is keen to work on more product that flirt with the obscure.“Often, when a product may not be reasonable or probably won’t be profitable, it’s good to just put it out there, see what happens,” he believes.

The founder’s mindset combines the creative nature of his Dutch architect father and his Swedish banker of a mother. “I grew up watching him draw and her doing big business,” he explains. “Honestly, I see myself as the perfect 50/50 combination of my parents.”

A member of Teenage Engineering’s design team, Yi-ying Hsieh, also shines further light on Kouthoofd’s approach: “Teenage Engineering is Jesper doing what he wants to do. But we’re all okay with that because we want to contribute to what he wants to do.”

And, looking at some of Teenage Engineering’s most loyal customers, it seems like they are happy to follow the company down just about any avenue moving forward. Swedish alt-popstar Lykke Li even praises the company in Highsnobiety’s article, noting that “Teenage Engineering is a point of view more than anything, and that’s what I resonate with the most.”

Over on Reddit, the reactions are mixed. Some users are dubious over Kouthoofd mentioning that some of the company’s new supposedly ‘life-changing’ projects “won’t be released for five to 10 years” at least. “So help me god if this is some AI bullshit…” one user writes.

Another Redditor hopes that the company plans to open-source its firmware, if any new synths are truly off the table from now on. “That would allow the community to continue improving, maintaining, and expanding the capabilities of these devices long after the company moves on to other projects,” the user writes. “It would also show appreciation for the loyal users who have supported their products over the years.”

One user in particular praises the decision, noting that it is a “good idea” for the company on the whole. “They really developed their design language in the synth/groovebox/audio market and the human interface part too… when I look at the products and hardware, they are ‘done’ design wise…” the user writes.”There is nothing to add or subtract any more, if you ask me. Goes for innovation too.”

“I think creatively they have come to what reasonably can be seen as the endpoint of exploration and goes into exploitation,” the commenter adds. “And I get it that they don’t want to be stuck there.”