"analog ~ naturally", a Program that Redefines Analog Music Experience Beyond Sound
In response to the growing global appreciation for analog experiences, Japanese audio maker Audio-Technica (President: Kazuo Matsushita) will launch the "analog ~ naturally" program on March 6th, 2025, introducing an innovative way to experience analog music. In addition to a newly designed key visual, program statement, and official website Audio-Technica will be unveiling the program at Milan Design Week, the world’s largest design event, held from April 7th to 13th, 2025.
Since its founding, Audio-Technica has embraced a unique perspective on "analog" experiences, viewing it as an expression of human sensibility and holding true to the belief that true enrichment comes from our humanity. Marking its 60th anniversary in 2022, the company introduced the brand message: "Always analog". By continuously pursuing this human-centered philosophy across generations, Audio-Technica remains committed to inspiring all who love sound, a mission that aligns with its vision of becoming a century-strong company.
In recent years, vinyl record sales have continued to rise worldwide, and Audio-Technica products, such as turntables and cartridges, have been met with great enthusiasm. Listening to records is a distinctly analog experience, involving the physical act of handling the record, placing the needle, and engaging with the sound as the record spins. While digital technology has made music more accessible than ever, the growing demand for vinyl highlights a global appreciation for the distinct and unmatched authenticity of analog experiences.
As the value of analog experiences continues to grow, Audio Technica is launching “analog ~ naturally”, a program exploring new possibilities in the analog realm. How does music interact with the listener and surroundings? Leveraging its expertise and technology, Audio-Technica delivers a sensory experience that goes beyond just hearing.
“analog ~ naturally” Program Website:https://www.audio-technica.co.jp/analog-naturally/en/
As the program’s first initiative, Audio-Technica will make its debut at the world’s largest design event, Milan Design Week, from April 7th–13th, 2025. This marks the beginning of its journey to share the true value of analog through true, immersive experiences. The installation will be an expression of the physical sensations that occur when listening to records, highlighting how analog music engages the human senses and stimulates creativity.
Special website: https://www.audio-technica.co.jp/analog-naturally/mdw/en/
Exhibition Information
Event Dates: April 7–13, 2025
April 7: Press Day (15:00–20:00)
April 8–13: Open to the public (10:00–20:00 / Until 18:00 on the final day)
April 9 (17:00–20:00): Cocktail party open to all attendees
Venue: ROSSIGNOLI
Address: Corso Garibaldi, 71 Moscova, Milano
As the second phase of this program, Audio-Technica is developing a new product that offers a fresh analog music experience, scheduled for release in 2025. The product will be unveiled for the first time at Milan Design Week, further boosting Audio Technica’s debut at the event.
Audio-Technica is also pleased to welcome Shuzo Ohira, a model, actor, and DJ, as a program partner. As a representative of the digital-native generation, Shuzo will help communicate the value of analog in a form that resonates in the digital era.