Your Youtube product demo can either help you or kill you. And a lot rides on style.

Some folks stumbled onto the DEXIBELL COMBO J2 lounge demo and immediately trashed the COMBO J2 as “cheese,” writing it off. Yeah, but click a little further and Ralf Schink positively shreds the DEXIBELL COMBO J7. This dude absolutely kills it and makes the DEXIBELL COMBO J2 a serious contender for rock and jazz players.

Another pet peeve are demos that are mostly talk without any music. Look, we all get the concepts of layering, splitting, knob control, etc. You don’t need explain the front panel. Just play the $^%$# thing. The Korg Kronos and Kronos LS demo is flirting with the line between listening and clicking off to some other destination.

Talk is truly painful when the demonstrator doesn’t convey energy and enthusiasm. (Tip: Don’t record a demo for the Web after a long day on the show floor.) Everybody’s gold standard for chops and enthusiasm is Katsunori UJIIE (musictrackjp). Even though his videos usually have English captions, I will listen to UJIIE in Japanese for hours thanks to his infectious energy and playing skills.

The Waldorf Quantum looks like an interesting new synth with a beautifully clean front panel. But, demo-wise, Waldorf needs to up their game. I wanted to post a link to a demo, but I also don’t want to poison the well.