One of the first sites I saw offering discounts for group purchasing was IK Multimedia who were offering great deals on their software the more people who committed to buy. I haven’t until now however seen an entire online guitar store dedicated to group purchasing and Antitone.com has picked an excellent week to launch just in time for Black Friday in the U.S.
Antitone’s unique shopping experience organizes like-minded individuals to vote on a product, commit to buy together, and receive the product at a price significantly lower than retail cost, as the price drops with every additional commitment. With over a hundred gear manufacturers already on board—ranging from huge names like Shure to local boutique brands like Verellen Amplifiers— Antitone is set to launch its initial lineup of products in time for the 2014 holiday season.
“The idea behind Antitone is to give buying power back to the consumer,” says Creative Director Jonathan Suhr. “They pick the products they want and essentially dictate the price as they invite their network to participate. We believe that community is the core of any musical endeavor—buying the gear that helps us to create music shouldn’t be any different.”
Users can currently sign up to beta test or learn more about the Antitone platform at Antitone.com. As Antitone prepares for its launch, manufacturers and vendors are also welcome to inquire about offering their products through Antitone.
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