Just don’t expect those shifts to come without an outcry from some customers – especially if companies go about the switch this aggressively.

Not to mention Timbaland’s Beatclub, which also has software.)

(See Avid, NI’s Komplete Now, Autotune Unlimited, Splice, etc. This does follow a general trend in the industry toward more subscriptions from many of the larger brands. And significantly, Waves’ offering is not rent-to-own – your software stops working when you don’t pay the membership fee. (They announced the change, slightly ominously, as a “full-scale plugin subscription.”) It’s also distinct from offerings like Roland Cloud and Reason Studios Reason+, each of which continues to offer buy-to-own licensing as an option alongside subscription bundles. This is big news from a company known for its aggressive sale-priced purchase campaigns.

It’s also ending its existing upgrade plans once they expire. Plug-in behemoth Waves has switched overnight to a subscription-only model.

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