Dirk Ulrich, former CEO of Brainworx and Plugin Alliance, has announced his departure from the Native Instruments Board of Directors. This comes after his previous resignation from his CEO roles in December 2022, and his subsequent move to Native Instruments, briefly known as “Soundwide”.
Ulrich made the announcement via his social media profile, stating that he had informed the majority shareholders and other board members of his decision to step down from his advisory board role, effective immediately. The Native Instruments group includes Native Instruments, iZotope, Plugin Alliance, and Brainworx.
In his statement, Ulrich expressed his disappointment and regret over the decision, stating that it was not what he had envisioned when he sold PA/BX and joined “Soundwide”, now Native Instruments. He revealed that he had reinvested a substantial sum into the new Native Instruments and had tried for two years to serve the group in a passive advisory role, rather than actively helping to steer the company.
Ulrich admitted that he was not suited for passively advising others on how to run his business, particularly in ways that he may not fully agree with. He expressed his sorrow for potentially disappointing many employees, partner companies, users, fans, family members, and close friends who had supported him in building the business between 2006 and 2021.
Despite his departure, Ulrich remains the largest private shareholder of the group. He stated that he would continue to support Native Instruments from the “outside”, acknowledging that this would be a new experience for him.
Ulrich concluded his statement by expressing his passion for music, technology, and marketing, and his optimism for the future. He quoted a German saying, “In the end all will be great. And if it’s not really great yet… then it’s probably just not the end yet.”
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