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MusicRadar
MusicRadar
Entertainment
Matt Mullen

Uli Behringer speaks out on Behringer's pricing strategy: "Our competitors say 'how much could I charge and get away with it?' We take the cost, add a small margin and that's the sale price"

Uli Behringer Roger Linn SweetWater

Behringer founder and CEO Uli Behringer has appeared in a rare interview with music gear retailer Sweetwater in which he discusses the history of the company and sheds light on the company's pricing strategy.

Behringer is widely known for releasing highly affordable instruments and studio gear that take influence from the design of popular products released by other manufacturers. In the past few months alone, the company has revealed inexpensive products inspired by the PPG Wave, LinnDrum, Roland CR-78 and Universal Audio 6176, among others.

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