Every Object Can Sound: How Playtronica is Reimagining Music Creation

What if you could make music with anything around you? Fruit, water, human skin, or even the weight of objects on a kitchen scale? That's the question Playtronica has been answering for over a decade   This week on the podcast, Adam McHeffey sits down with co-founders Sasha Pas and Aglaya Nosova to explore how they built one of the most creative and community-driven companies in music technology today.   Playtronica makes accessible music instruments that turn everyday objects into musical interfaces, no music theory required. Their products, including Touchme, Biotron, Orbita, and their newest release Scales, have gone viral across social media for their playful, tactile approach to music making. But behind the viral moments is a deeply intentional philosophy: remove the barrier of "are you a musician?" and let curiosity do the rest.   In this conversation, we get into how Playtronica grew a loyal global community through creator partnerships and influencer strategy, what their installations with luxury brands like Hermès taught them about creativity and access, and why the form factor of an instrument matters far less than the feeling it creates. Sasha and Aglaya also share practical advice for music tech entrepreneurs looking to break through on social media and build communities that last.   The news Merck Mercuariadis on Hipgnosis, vindication, and his next move. The Average On-Demand Streaming User Spends $434 Per Year on Recorded Music in the U.S., Up 27% from 2020, DIMA Report Finds Warner Music Group Acquires AI Attribution Tool Sureel AI SingFit Merges Music with Technology to Improve the Lives of People Facing Cognitive Challenges Despite dying 30 years ago, Tupac Shakur is acting in a new game   The Music Tectonics podcast goes beneath the surface of the music industry to explore how technology is changing the way business gets done. Visit musictectonics.com to find shownotes and a transcript for this episode, and find us on LinkedIn, Twitter, and Instagram. Let us know what you think!    Get Dmitri's Rock Paper Scanner newsletter.