Uploaded August 2026 | Updated September 2026, 3 weeks ago
Most developers can build the plugin. The hard part is getting anyone to care. Dani Karanyi built Karanyi Sounds into a boutique audio plugin brand with 100k+ users, and in this live session he breaks down why most plugins never sell and what actually moves them.
Josh sits down with Dani Karanyi - producer, film composer, and founder of Karanyi Sounds. They will discuss the side of the plugin business most developers avoid: brand, positioning, and distribution. Dani approaches plugins as a producer first and a developer second, and walks through the real channel economics behind an indie plugin brand, the launch mechanics that work, and the mistakes that cost him along the way.
Karanyi Sounds - karanyisounds.com
Dani Karanyi on LinkedIn - hu.linkedin.com/in/karanyi
⏰ Timestamps:
00:00 - Designing for the analog feel (CloudMax Gen 1→3)
03:01 - CloudMax 3 & designing UIs with AI
05:26 - Breeze & the Liquid AI knob
06:39 - Limitation & visual identity: suggest, never copy
08:17 - The pricing game: should you discount?
11:49 - Getting known: building an audience from day one
15:26 - Free promos, resellers & affiliates
20:03 - The maintain phase & why email wins
22:28 - PPC and the funnel, end to end
25:12 - Average ROI by channel
28:13 - Ideal revenue split targets
29:27 - Key takeaways: design, phases, competitors
33:01 - Do you need a front person for your brand?
38:53 - The design feedback loop
41:16 - The team & the origin of Karanyi Sounds
44:39 - Design tools: Figma, Claude & the workflow flip
51:38 - Niche vs broad: start narrow
54:38 - DRM & piracy: a candid take
57:32 - Email platforms: Mailchimp → Klaviyo → Shopify
59:58 - Mass vs targeted email flows
1:04:10 - Meta, Google & Reddit ads
1:08:17 - Biggest early mistake: pricing too low
1:11:08 - The design books that inspire the plugins
1:18:21 - Wrap-up & community
====
📚 Learn Audio Programming theaudioprogrammer.com/books
🎤 Join our Community theaudioprogrammer.com/community
💼 Hire Audio Programmers & Music Tech Professionals theaudioprogrammer.com/recruitment
🏭 Create Your Own Audio Plug-in with Our Experienced Team theaudioprogrammer.com/development
Stay connected with us
Instagram: instagram.com/theaudioprogrammer
Facebook: facebook.com/theaudioprogrammer
Twitter: twitter.com/audioprogrammer
Most developers can build the plugin. The hard part is getting anyone to care. Dani Karanyi built Karanyi Sounds into a boutique audio plugin brand with 100k+ users, and in this live session he breaks down why most plugins never sell and what actually moves them.
Josh sits down with Dani Karanyi - producer, film composer, and founder of Karanyi Sounds. They will discuss the side of the plugin business most developers avoid: brand, positioning, and distribution. Dani approaches plugins as a producer first and a developer second, and walks through the real channel economics behind an indie plugin brand, the launch mechanics that work, and the mistakes that cost him along the way.
Karanyi Sounds - karanyisounds.com
Dani Karanyi on LinkedIn - hu.linkedin.com/in/karanyi
⏰ Timestamps:
00:00 - Designing for the analog feel (CloudMax Gen 1→3)
03:01 - CloudMax 3 & designing UIs with AI
05:26 - Breeze & the Liquid AI knob
06:39 - Limitation & visual identity: suggest, never copy
08:17 - The pricing game: should you discount?
11:49 - Getting known: building an audience from day one
15:26 - Free promos, resellers & affiliates
20:03 - The maintain phase & why email wins
22:28 - PPC and the funnel, end to end
25:12 - Average ROI by channel
28:13 - Ideal revenue split targets
29:27 - Key takeaways: design, phases, competitors
33:01 - Do you need a front person for your brand?
38:53 - The design feedback loop
41:16 - The team & the origin of Karanyi Sounds
44:39 - Design tools: Figma, Claude & the workflow flip
51:38 - Niche vs broad: start narrow
54:38 - DRM & piracy: a candid take
57:32 - Email platforms: Mailchimp → Klaviyo → Shopify
59:58 - Mass vs targeted email flows
1:04:10 - Meta, Google & Reddit ads
1:08:17 - Biggest early mistake: pricing too low
1:11:08 - The design books that inspire the plugins
1:18:21 - Wrap-up & community
====
📚 Learn Audio Programming theaudioprogrammer.com/books
🎤 Join our Community theaudioprogrammer.com/community
💼 Hire Audio Programmers & Music Tech Professionals theaudioprogrammer.com/recruitment
🏭 Create Your Own Audio Plug-in with Our Experienced Team theaudioprogrammer.com/development
Stay connected with us
Instagram: instagram.com/theaudioprogrammer
Facebook: facebook.com/theaudioprogrammer
Twitter: twitter.com/audioprogrammer
