Sharing the stage with Ellie Goulding and Simple Plan


When James Toh reworked his bed room right into a makeshift guitar pedal workshop again in his college days, little did he anticipate finding his product making an look on the Nationwide Affiliation of Music Retailers (NAMM) present at some point. Posing shoulder to shoulder with Ariel Posen, Joey Landreth, Josh Smith, and Jeff Stinco on the prestigious conference, he smiles as he realises that his years of late nights and laborious work had paid off.


Morningstar Engineering is not any stranger to musicians who love their gear. With its large worldwide attain, the truth that Morningstar relies in Singapore is unknown to many fanatics of their merchandise. Co-founded by James Toh and Benjamin Chia, the corporate has been producing controllers for musicians all around the world, along with their product specialist Seth Chan. After years of creating their MIDI controllers, they’ve turn into the on a regular basis companions of the musicians who play for the likes of Ellie Goulding, Pixie Lott, Jessie J, and extra.


We spoke to James, who shared with us his journey from day one. 



Inform us about your self and your function at Morningstar Engineering.


I’ve obtained two passions – knowledge and . I’ve obtained a day job at a FinTech startup as a knowledge engineer. On my weeknights and weekends, I develop the and software program capabilities of Morningstar Engineering. 


How did Morningstar Engineering get began?


I began out constructing guitar pedals as a passion in round 2010 to higher perceive the gadgets that musicians love spending a lot cash on. I posted my builds on a music discussion board and that was after I obtained my first buyer – somebody in search of a customized audio switcher. This stayed as a aspect hustle all through my time in college – constructing customized guitar results and switchers.

In 2015, I bought a Pc Numerical Management (CNC) machine to discover what I may create with it. After getting comfy with the machine, I constructed my first prototype of what would turn into the merchandise we promote as we speak. All through that journey, I by no means actually had an finish aim in thoughts. I used to be simply frequently tweaking, studying, and making an attempt completely different concepts till I got here up with a possible product.

I confirmed the prototype to Ben, who confirmed curiosity in it. We registered the corporate in April 2016 and began constructing out of my bed room. He would come by each Sunday and we’d assemble and pack the product. Because the enterprise grew, my bed room was changing into too crowded. We rented our first workshop in mid-2017 in an outdated industrial constructing. The area was solely about 35 sqm in measurement, however that transfer made us really feel like issues at Morningstar had been getting critical. We spent our weeknights there assembling our merchandise, whereas weekends had been spent designing the following technology of our then core product – the MC6 MIDI controller – in addition to creating advertising and marketing supplies. 

In Might 2019, we moved to a a lot larger area (with higher bathrooms and a ping pong table) and have been figuring out of there since.



What had been some preliminary targets once you guys first began out?


After we began, we simply needed to construct and promote one thing cool as a aspect gig that will pay some “pocket cash”. The aim for the product was easy – it needed to be practical, versatile, and straightforward to make use of. Buyer assist was and nonetheless is our primary precedence too. Our preliminary gross sales goal was to promote 1 unit a day (30 a month on common). It nonetheless amazes us that we now have now far surpassed that, and are wanting forward at reaching even better targets for Morningstar.


In Singapore, contemplating how the trade for midi controllers is fairly area of interest, what made you guys resolve to embark on this startup?


It was purely sparked by a ardour for enjoying music, mixed with the need to create progressive and helpful gear for the musician neighborhood. As a result of we started this enterprise on the aspect whereas nonetheless holding full-time jobs, we had been in a position to concentrate on creating merchandise with out the doubtless unfavorable pressures of needing to concentrate on income. And as musicians ourselves, we had a really clear thought of what we needed in our merchandise.



Who’re the individuals who purchase your merchandise? The place are they from? Are they skilled musicians, hobbyists, and so on?


Nearly all of our orders are from abroad. Coming primarily from the USA, Canada, and Europe. We now have a wholesale distributor for Europe and plenty of different sellers all around the globe. Our merchandise are being utilized by each skilled working musicians and hobbyists alike. Guitarists, bassists, keyboardists, and DJs make up the most important consumer base of our merchandise. Some clients even use our controllers to manage stage lighting gear.


How did Morningstar handle to achieve a global viewers and get famend artists on board to endorse the merchandise?


It began with word-of-mouth among the many neighborhood, which in our opinion is the purest and most dependable supply clients can base their shopping for choice on. The toughest half was getting the primary buyer to make that first buy. 


Some time later, we came upon that Daniel Freyberg from Youngsters of Bodom was our consumer in 2017 when he emailed us with reference to our product – in case you watch a few of their stay performances, you will note the Morningstar MC6 on stage. Alongside the way in which, we’ve additionally welcomed customers who carry out with massive artists like Ellie Goulding, Pixie Lott, Jessie J, and Easy Plan. From time to time, we obtain an e-mail from somebody “well-known” and we’ll be like, “Hey! So and so is utilizing our stuff! Good.”



On NAMM 2019

In 2019, we flew to Anaheim, California for our first-ever NAMM conference. It was an exhilarating and barely nerve-racking expertise for us having by no means been to NAMM earlier than, not to mention as exhibitors. The response from the individuals who got here by our sales space was superior. By then we had already constructed an honest consumer base and presence within the trade. So we had each new folks and clients who had been already conversant in our merchandise visiting our sales space.



NAMM 2019 is the place we met Ariel Posen, Joey Landreth, and Josh Smith, who at the moment are massive customers of our merchandise. Counterparts from bigger corporations like Line6 and Yamaha – lead designers of a few of our favorite merchandise – additionally dropped by to the touch base with us.



At the newest NAMM 2020, Jeff Stinco from Easy Plan, who had heard about our merchandise earlier than, got here by to search out out if they may meet his wants. We had a pleasant chat and confirmed him what our merchandise may do. And after the occasion, he emailed us, agreeing to come back on board as considered one of our Artist Customers. 


What’s a chunk of recommendation that you’d inform our readers who’re aspiring to enterprise into the music know-how trade sooner or later?


As a enterprise, I’d extremely suggest specializing in clients, advertising and marketing, and gross sales. It’s simple to cover behind engineering, re-engineering and re-designing a product in hopes that in case you create an excellent product, clients will come. Nevertheless, that couldn’t be farther from the reality. With none efficient gross sales channels, all the trouble spent on engineering merchandise will simply add to prices and never generate development for the enterprise.


How do you envision Morningstar Engineering’s function on this new world?


By way of our and software program, we need to encourage musicians to create nice music, by giving them unparalleled management over their music gear.


Discover out extra about Morningstar’s merchandise on their web site here.


Cowl Picture Credit score: Morningstar Engineering