FOUR DECADES, ONE SOUND
CELEBRATING 40 YEARS OF THE TR-808 DRUM MACHINE
ROLAND SAYS THANK YOU
It’s hard to believe that a drum machine introduced in 1980 would still be celebrated today by lovers of culture, music, and design. This month Roland is saying "thank you" to the people who ‘got’ the original 808, the artists who took it to another level and most importantly, everyone who loves the music that the Roland TR-808 inspired. Purchase any single Roland product valued over SSP $300, fill out the ‘Click to Apply’ form and receive a Roland limited edition 808 Day T-shirt!
START SHOPPING!
FROM THE PAST...
We've all heard this story: a genius product ahead of it's time, commercially flopped and cancelled after a three-year run, amassed a cult following underground, became the conerstone of an entre genre and has forever changed the landscape. We could be talking about Star Trek - but no, it's the Roland TR-808.
Launched when electronic music had yet to become mainstream, the 808 was a commercial failure. After building approximately 12,000 units, Roland discontinued the 808 after its semiconductors became impossible to restock.
READ ABOUT 808 HISTORY HERE
...TO THE FUTURE
Over the course of the 1980s, the 808 attracted a cult following among underground musicians for its affordability on the used market, ease of use and idiosyncratic sounds, particularly its deep, booming bass drum. It became a cornerstone of the emerging electronic, dance, and hip hop genres, popularized by early hits such as "Planet Rock" and "Sexual Healing".
The 808 was eventually used on more hit records than any other drum machine. Its popularity in hip hop has made it one of the most influential inventions in popular music, and its sounds are included with music software and modern drum machines.
LISTEN TO THE 808 PLAYLIST ON SPOTIFY
Become a part of the celebration and redeem your FREE 808 tee when you buy any Roland product over $300 SSP. Read T&Cs here or start shopping now!
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