The article by Trevor Pinch called “Giving Birth to New Users: How the Minimoog Was Sold to Rock and Roll” explores the question about the appearance of the users of the new technologies. The author says that many scholars research the ways of adjustment of the technologies and users to each other, but he wonders how exactly the users come to be, how they are recruited (Pinch, 247).
The author pays attention to the field sellers as the mediators of the study because they are often the first ones to notice the new users for various technologies. The article researches the development of Minimoog Synthesizers, the growth of their market and popularity and the change of their design. The expansion of Minimoog quickly penetrated the sphere of rock music and then the design of the synthesizer was constantly improved and changed because of the requests of the customers.
The promotion of this technology happened because of salesmen such as David Van Koevering, who started as a simple demonstrator of musical instruments and eventually became the vice-president of the Moog Company (Pinch, 252). Van Koevering recognised the special sounding and opportunities of the synthesizer and started to promote the instrument’s potential of the new sounds. He involved various musicians and produced jungles that were sold to TV and radio companies, he spoke in front of religious community and organises “The Island of Electronics” – a big show promoting electronic music to young people. The public quickly realised the advantages of Minimoog and its popularity skyrocketed.
Works Cited
Pinch, Trevor. Giving Birth to New Users: How the Minimoog Was Sold to Rock and Roll.