Hadn't seen anything posted about this on shortscale, but seems like good news for our old pal aen.
aen wrote:As of right now, Devi Ever FX is owned and operated by Dwarfcraft Devices.
Read this on ilovefuzz. Pretty shitty start to it all in that Devi appears to have blown about $20k of kickstarter funds on "personal expenses", but happy ending for the company.
She had been posting almost exclusively about becoming a games developer on twitter recently, and made a few seemingly off the cuff remarks about giving up the pedal business completely, which I took as a joke. Obvs not, though. Fucking sweet news for Aen.
Hopefully not so bad news for Devi, either. I hope nobody uses this thread as an excuse to start making vague allusions to her being nuts or anything and concentrates solely on the good news for Aen.
Thom wrote:Pretty shitty start to it all in that Devi appears to have blown about $20k of kickstarter funds on "personal expenses", but happy ending for the company.
I'd heard closer to $40K.
I don't like it when people hate on Devi for her gender choices, but she's come across as a fucking nightmare in my 10 or so years around the FX industry.
There's probably a metric shit-ton that we don't know about (seriously, $40K?!), but the congrats aimed in Aen's direction is one thing I reckon we can all agree on. Kudos to you and the other folks at Dwarfcraft.
Well done Aen!
A reputable brand to take on, never been my bag but definitely popular.
Does this cover the Effector 13 name as well? I think i preferred that tbh.
I think E13 was lost when she licensed things to OohLaLa years ago. Right now I think the DE name is a stronger one. although I'm sure it will be a decade or so before people stop emailing us trying to contact her.
Also, a major part of our buyout was her keeping and handling the Console nightmare. We're going to end up selling pedals to her to cover her refunds/consolation pedals from the Console kickstarter. Weird.
I'm having a good time digging back into the circuits that I have PCBs for left from my brief mangler period, and 95% of dealers contacted are quite excited as well! Here's hoping in a year or so I can take a vacation!
Where the Dwarfcraft identity (well, what's always really been your personality from the start) has served to grow your effects and brand stronger over time, I've always felt her transparency and personality negatively overshadowed her effects line very often. This is a great announcement and will hopefully be a prosperous business venture for you and Dwarfcraft.
Are you interested in making public the specifics of the deal? Is it an outright acquisition of all assets and full ownership of the name until the end of days thereby preventing her from deciding to take her ball and go home one day, or is it (likely) something far more complicated? Are you forced to use the DE name going forward for her designs, or can you one day decide to absorb them all into the Dwarfcraft line?
Thom wrote:Pretty shitty start to it all in that Devi appears to have blown about $20k of kickstarter funds on "personal expenses", but happy ending for the company.
I'd heard closer to $40K.
I don't like it when people hate on Devi for her gender choices, but she's come across as a fucking nightmare in my 10 or so years around the FX industry.
i think the way she reportedly said "oh transgendered people are just like this" as an excuse for her behavious was questionable too
heard the jungle drums beating about a possible sale and lot of speculation. Glad to hear how brave you've been with this Aen, a great way to expand on your recent sucesses
plopswagon wrote:I like teles and strats because they're made out of guitar.
robroe wrote:I dont need a capo. I have the other chords in my tonefingers
brandonwinmill wrote:I mean really anyone can be an asshole..it doesn't matter if you're transgender or straight or painted orange..there is no prerequisite...
avj wrote:C Is it an outright acquisition of all assets and full ownership of the name until the end of days thereby preventing her from deciding to take her ball and go home one day, or is it (likely) something far more complicated? Are you forced to use the DE name going forward for her designs, or can you one day decide to absorb them all into the Dwarfcraft line?
It's all ours at this point. We pay Devi royalties on the wholesale prices, and a smaller percentage on adapted circuits, and pedals we add to the "Devi Ever FX" line. There's really nothing in the contract about adhering to the name, but were planning on running the two lines. The sounds are very different, and the pricing structure is also pretty different.
And oh shit, I'll have to bring a lot of pedals to NAMM now...
