Novation

What Novation does

Novation is a UK-based music technology brand founded in 1992 in High Wycombe, operating as a wholly-owned trading division of Focusrite Audio Engineering Limited (itself a subsidiary of publicly listed Focusrite PLC, LSE: TUNE). The company designs and sells MIDI keyboard controllers (Launchkey, FLkey, SL, Impulse), grid controllers (Launchpad), control surfaces (Launch Control 3 and Launch Control XL 3), standalone analog and hybrid synthesizers (Bass Station II, Peak, Summit, MiniNova), and grooveboxes/samplers (Circuit Rhythm, Circuit Tracks). Its products serve musicians, producers, beatmakers, and composers ranging from bedroom producers to professional touring artists, with deep, native integrations into the three dominant DAW ecosystems—Ableton Live, FL Studio (via the dedicated FLkey line), and Steinberg Cubase—and into third-party plugins (Xfer Serum, Spectrasonics Omnisphere) and standalone hardware (Elektron Octatrack, OP-XY).

The technology stack is centered on MIDI controller hardware, embedded synthesizer DSP, and firmware-updatable products, complemented by a software layer that includes the Novation Play subscription service, the GForce Bass Station software instrument, the Components configuration utility, and iOS companion apps. Notable proprietary features include endless rotary encoders, OLED displays, and 5-pin MIDI connectivity on the Launch Control 3 (released March 2026 at $169), as well as Mackie HUI protocol support added to the Launch Control XL 3 via V1.1 firmware in January 2026.

Novation's commercial model is direct-to-consumer hardware sales through novationmusic.com, supported by global distributors, physical retail, an educational discount program, and a refurbished/certified channel with promotional pricing (up to 20% Summer Sale, extra 15% off refurbished). Revenue is generated primarily through one-time hardware unit sales (priced $169–$211+ for control surfaces, higher for synthesizers) and bundled software licenses, with the Novation Play subscription as a recurring-revenue extension. Brand-level revenue is not separately disclosed by parent Focusrite PLC, and the company operates with an 11–50 employee headcount as a focused product unit within the broader Focusrite Group portfolio.

Name

Novation

Legal name

Focusrite Audio Engineering Limited

Website

https://global.novationmusic.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Novation is a UK-based music technology brand (founded 1992) that designs and sells MIDI controllers, analog and hybrid synthesizers, and grooveboxes for musicians, producers, and beatmakers, with deep native integration into Ableton, FL Studio, and Cubase. It operates as a wholly-owned division of Focusrite PLC.

Ownership category

akta.pro rank

Product category

Music Production Hardware

NAICS

Musical Instrument Manufacturing (339992), Computer Terminal and Other Computer Peripheral Equipment Manufacturing (334118)

SIC

Musical Instruments (3931)

akta.pro primary industry

Music Production Hardware (Synthesizers, Drum Machines, Samplers, MIDI Controllers) (MPAIAJAE)

Keywords

• MIDI controllers
• Analog synthesizers
• Groovebox samplers
• Music production hardware
• DAW integration

Headquarters

HQ city

High Wycombe

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Hardware Sales: Sale of MIDI controllers, synthesizers, and grooveboxes as physical hardware products through direct and channel sales
2. Software Sales: Sale of companion software products including Novation Play, GForce Bass Station, and bundled DAW software (Ableton Live, Cubase LE)
3. Refurbished Hardware Sales: Certified refurbished products sold at discounted prices with extra 15% off promotional pricing

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Novation designs, manufactures, and sells hardware MIDI controllers (Launchkey, FLkey, Launchpad, SL, Impulse, Launch Control series), analog and polyphonic synthesizers (Bass Station II, Peak, Summit, MiniNova), and standalone grooveboxes/samplers (Circuit Rhythm, Circuit Tracks) for musicians, producers, and composers. The hardware integrates natively with major DAWs including Ableton Live, FL Studio, and Cubase, and is complemented by software subscriptions (Novation Play), software emulations (GForce Bass Station), configuration tools (Components), and iOS companion apps. The company operates a direct-to-consumer e-commerce model with global distributor support and serves both amateur and professional music creators.

Product overview

Novation is a music technology company offering a portfolio of hardware controllers, synthesizers, and grooveboxes for musicians, producers, beatmakers, and composers. The product line centers on MIDI keyboard controllers (Launchkey, FLkey, SL, Impulse), grid controllers (Launchpad), and control surfaces (Launch Control series) that integrate with major DAWs including Ableton Live, FL Studio, and Cubase. The synthesizer range includes analog/hybrid instruments (Bass Station II, MiniNova) and advanced polyphonic synths (Peak, Summit). Groovebox products (Circuit Rhythm, Circuit Tracks) enable standalone music creation. Software offerings include Novation Play subscription service, GForce Bass Station software synth, and Components configuration tool. iOS apps extend the ecosystem for mobile production. The company, established in 1992 and now part of Focusrite PLC, has 30 years of experience serving musicians from bedroom studios to professional stages.

Differentiator

Problem solved

Functional benefit

Products and services

• Launchkey Keyboard controller line for music production with native integration for Ableton Live and other DAWs, featuring keys, pads, encoders, and transport controls. Targeted at musicians, producers, and beatmakers across studio and live settings.
• FLkey Keyboard controller series specifically designed for FL Studio integration with FPC integration, channel rack control, and browser navigation. Targeted at FL Studio users seeking tactile hardware control over their DAW.
• Launchpad Grid controller series for clip launching, beat-making, and live performance. Includes Launchpad Pro with MIDI connectivity and is paired with the Launchpad for iOS app for mobile production. Targeted at electronic musicians and live performers.
• Launch Control Control surface series for DAW control and hardware synthesizer operation. Includes Launch Control 3 with endless rotary encoders, OLED display, and 5-pin MIDI connectivity, and Launch Control XL 3 with expanded faders and Mackie HUI support. Targeted at producers seeking hands-on parameter control.
• SL Keyboard controller series with motorized faders and rotary encoders for advanced DAW control and automation. Targeted at professional producers and mixing engineers requiring precision motorized control.
• Impulse Keyboard controller series with semi-weighted keys and assignable controls for DAW and plugin control. Targeted at entry to mid-level producers seeking expressive keys and assignable control surfaces.
• Circuit Groovebox and sampler series combining grid-based sequencing with synth engines for standalone music creation. Encompasses Circuit Rhythm (sampling groovebox) and Circuit Tracks (production studio). Targeted at producers wanting computer-free music creation and live performance.
• Bass Station II Analog synthesizer with two oscillators, filter, and effects, featuring classic bass synth sounds with modern enhancements. Available in standard and Swifty Edition variants. Targeted at bass-heavy electronic music producers and sound designers.
• Peak Eight-voice polyphonic synthesizer with three oscillators per voice, analog filter, and extensive modulation capabilities. Used by artists like Scaler for live performance rigs. Targeted at professional producers, sound designers, and live performers.
• Summit Desktop polyphonic synthesizer with two-part multitimbral architecture, expanded filter options, and comprehensive modulation matrix based on the Peak architecture. Targeted at professional studio and stage use.
• MiniNova Compact synthesizer with built-in vocoder and effects, featuring extensive modulation options in a portable form factor. Targeted at performers and producers needing portable expressive instruments.
• Novation Play Software subscription service that turns Novation controllers into instruments loaded with basses, leads, pads, drum kits, and additional sounds. Targeted at existing Novation controller owners seeking expanded sonic content.
• GForce Bass Station Software emulation of the classic Bass Station analog synthesizer, developed in partnership with GForce Software, bringing the iconic analog sounds directly into DAWs. Targeted at producers seeking Bass Station sound without hardware.
• Components Desktop application for configuring and managing Novation hardware products, including sysex settings, MIDI mappings, and firmware updates. Targeted at Novation hardware owners for device customization and maintenance.
• Launchpad for iOS iOS companion app for Launchpad grid controllers enabling music creation on iPad and iPhone devices. Targeted at mobile producers and Launchpad hardware owners.
• Groovebox for iOS iOS app companion for Circuit groovebox hardware enabling mobile music production and sequencing. Targeted at Circuit hardware owners wanting mobile creative extension.
• Blocs Wave for iOS iOS app for loop-based music creation, available through Novation software offerings. Targeted at mobile music creators using loop-based composition workflows.
• Launch Control 3 Successor to Launch Control MK2 with endless rotary encoders, OLED display, 5-pin MIDI connectivity, and durable chassis. Supports both DAW control and standalone hardware synthesizer operation, with focus on live automation and effects management. Targeted at producers and live performers upgrading from MK2.
• Launch Control XL 3 Advanced MIDI controller with expanded firmware features including Mackie HUI support, enhanced MIDI routing, customizable encoder and fader settings. Includes faders for expanded DAW compatibility. Priced at $211 USD. Targeted at producers needing expanded live performance and DAW integration.

Quantifiable outcome

• 30% increase in live automation efficiency reported for Launch Control 3
• +1 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core, flagship and minor.

• GForce SoftwarecoreStrategic or Co-development PartnerNovation partnered with GForce to bring the iconic analogue sounds of Bass Station II to DAWs as GForce Bass Station software. This partnership extends the hardware synth's legacy into the software domain.
• AbletoncoreTechnology or IntegrationBundled Ableton Live Lite with Novation controllers, providing native integration for immediate music creation capability out of the box.
• Steinberg (Cubase)coreTechnology or IntegrationBundled Cubase LE with select Novation products, enabling seamless recording and production workflow with hardware controllers.
• Image Line (FL Studio)coreTechnology or IntegrationFLkey product line specifically designed for FL Studio integration, with deep native control over FL Studio parameters and workflows.
• Focusrite PLCflagshipOthersNovation is a subsidiary of Focusrite PLC, part of the Focusrite Group family of professional audio brands including Focusrite, ADAM Audio, Sonnox, Sequential, Oberheim, and Ampify.
• Scaler (Artist)minorGTM or Marketing PartnerArtist feature collaboration showcasing Peak synthesizer in live performance rig, demonstrating product capabilities through artist content.

Scale indicators3 records

Recent moves3 records

Expansion highlights6 records

Direct peers

• Arturia: Direct competitor across MIDI keyboard controllers (KeyLab, MiniLab) and hardware/software synthesizers (MicroFreak, MiniBrute, Pigments), with strong artist-brand positioning parallel to Novation.
• Native Instruments: Direct competitor in hardware controllers (Maschine+, Komplete Kontrol S-series) and the broader music production ecosystem, going head-to-head with Novation's Launchkey and FLkey lines.
• Akai Professional: Closest direct competitor in MIDI controllers and grid-based performance hardware (MPK, MPC, LPK), sharing the producer/DJ target customer with overlapping distribution channels.
• Elektron: Direct peer in grooveboxes, samplers, and sequencers (Octatrack, Digitakt, Analog Four) — the Launch Control XL 3 explicitly targets Octatrack and OP-XY integration, confirming competitive overlap.
• M-Audio: Direct competitor in entry-to-mid tier MIDI keyboard controllers (Keystation, Axiom, Oxygen), overlapping Novation's Launchkey and Impulse product positioning and price tiers.
• Behringer: Price-aggressive competitor in MIDI controllers and clones/reboots of classic analog synths (Model D, Neutron), directly challenging Novation's Bass Station and entry controller value proposition.

Broad incumbents

• Korg: Incumbent manufacturer of synthesizers and MIDI controllers (minilogue, monologue, nanoKONTROL) with broader product breadth and deeper legacy in the hardware synth category.
• Roland: Diversified incumbent in synthesizers and controllers (Boutique series, JU-06A, AIRA), with brand reach and instrument catalog substantially larger than Novation's.
• Ableton: Both a key bundling partner (Live Lite) and a competitor through Push hardware controllers and DAW-native control features, with the broadest music creation ecosystem reaching Novation's target user.

Others

• Sequential (Focusrite Group sister brand): Sister brand within the Focusrite Group portfolio making premium polysynths (Prophet-5, Prophet-6), illustrating intra-portfolio competition for synth mindshare and customer spend within the same parent.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/WeAreNovation
• YouTubeyoutube.com/novationtv
• Facebookfacebook.com/novationmusic
• Instagraminstagram.com/wearenovation
• TikToktiktok.com/@wearenovation

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Novation