roli.com
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ROLI: The Piano That Listens
How a 237-person startup built a $15M business selling emotion to musicians.
For decades, the piano has been a rigid binary: a key is either pressed or it isn't. ROLI is betting $15M in annual revenue that the future of music lies in the gray area between the notes. By replacing ivory and wood with silicone and sensors, they aren't just building instruments; they are engineering a new language of expression.
"ROLI isn't selling hardware; they are selling the nuance that digital music lost."
The 'Seaboard' Effect
ROLI’s core innovation is the Seaboard—a continuous surface where keys aren't distinct, but malleable. This isn't just a product; it's a category creation. With 54,721 backlinks and a dominant share of search traffic for 'ROLI Piano' and 'Seaboard,' they have effectively defined the market for expressive MIDI controllers. Their traffic (683K monthly visits) is split 47% organic, proving that musicians aren't just finding them by accident—they are actively searching for this specific technology.
The Creator Paradox
With a Trustpilot rating of 3.3/5 from 1,201 reviews, ROLI faces the classic hardware startup struggle: innovation vs. reliability. The friction isn't in the concept—'make music your new habit' is a compelling H1—but in the execution of silicone keys and app integration. However, their 40% direct traffic share suggests a loyal, returning user base that values the unique tactile experience enough to bypass the learning curve.
The company's tech stack reveals a modern, agile approach. Built on Vercel and utilizing Tailwind CSS, their digital presence is lightweight and fast. More importantly, their integration of 'SpatialMusic AI' indicates they are moving beyond hardware into software ecosystems. This is a company that understands its audience: creators who want to 'learn, play, and produce' without traditional boundaries.
- SpatialMusic AI Integration: Moving from static instruments to adaptive soundscapes.
- Hardware-Software Symbiosis: The Seaboard and ROLI Piano are useless without their proprietary apps, locking users into a sticky ecosystem.
- Niche Authority: Dominating long-tail keywords like 'ROLI Airwave' and 'ROLI keyboard' despite a crowded market.
The Silent Revolution
ROLI proves that in a world of digital noise, the most valuable product is one that allows you to feel the silence between the beats.
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Home | ROLI
Explore ROLI’s revolutionary instruments, including the expressive Seaboard and ROLI Piano. Designed for both music learners and creators, our cutting-edge tools help you learn, play and produce music in new and intuitive ways, harnessing the power of SpatialMusic AI.
ROLI | Expressive & Intelligent Musical Instruments for Learners & Creators
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Reviews (20)
Worth the wait...
I ordered the Seaboard Rise 2 and Airwave back in November while on sale. Thought it took some time to get everything, both did arrive and worked as advertised. I did have communication with customer support, who owned the delays and issues with shipping and such, and were appreciative with my patience. I know there have been issues with others and their orders, but my experience has been positive and worth a few of the hurdles along the way.
just great product, with tons of fun
just great product, no doubt about it: instrument, Airwave (controller), software and options those offer, and lots lots of long term fun :) Shortly: - it is great great great product, I expected it will be nice and interesting, but I got in my hands - perfectly manufactured (it is really amazing quality), great looking product, with lots of fun, and I mean LOTS of fun included - software is astonishingly stable, and connectivity (which I have already lots of not good experience) is more then automatic, device/software "knows" what are you connecting, where and how - coool - learning process - here is more or less - you like it, more/less, not much, this is only personal opinion - anyway I like it, and I have fun from it a lot, you may turn it for 10 minutes (if you are tight in time), and you may use it for few hours (for me it is really hard to leave it ;) - honestly I have no complaints at all - I'm happy, and I would definitely buy 2xROLI M just to have them and take them whenever possible - what is also enormously good for me - that you CAN use software with ANY midi keyboard, and Airwave with ANY MIDI instrument as well, they are not "closed" as some suggest And for those not being sure after reading most of comments: - if one reads during order about time of wait, and about it MAY be postponed - why one complaints ? - I ordered it 8-9 months ago - and i KNEW I will wait, and it is COMMON, or even rather obvious that it may be postponed - I was informed so often, then I thought I may even block those emails ;) (joking) - I was offered credit for ROLI learning for extra waiting time - honestly - I wouldn't expect it, and for sure not so BIG credit - if one orders a product like this one, innovative, made by one (anyway small) company, and doesn;t know much how "modern" instruments market looks like - maybe the problem is in one ? and order it for Christmas expecting proper arrival ? what is the planet you are leaving on !? - I would suggest some to read about Expressive E Osmose how LONG they waited, and how actually different this whole waiting time looked like for them - and this is one is faaaar cheaper, and can be used by those who starts, and professionals as well I don't want to defend neither side, but I think that we are human beings, we make mistakes, we like to promise and not deliver and so on, so forth, but please...
Sea Board Block M
Great product, so nice to use! I WILL Definitely be upgrading when I have more space. Delivery was quick enough, slight delay but it arrived and it's so fun to use.
Innovative controller!
I love the innovation that has gone into this keyboard and the options it provides to me as a musical "tinkerer". The pitch bend on the keys and the ability to assign different parameters to the vertical part of the keys is awesome. Very close to a ribbon keyboard but with some added perks. My only complaint is that the keys tend to be a bit sticky after prolonged use. The silicon surface tends to be a bit grabby when it gets warmer and diminishes the playback some. Looking forward to any further refinements that could make this an all-around controller.
Love my instruments
I have a Seaboard 2, Piano, Airwave and a Seaboard M. All are very inspiring instruments and work beautifully.
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About roli.com
Explore ROLI’s revolutionary instruments, including the expressive Seaboard and ROLI Piano. Designed for both music learners and creators, our cutting-edge tools help you learn, play and produce music in new and intuitive ways, harnessing the power of SpatialMusic AI.
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roli.com uses 20 technologies across their website including YouTube Embed, HSTS, Sentry, and more.
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roli.com receives approximately 683.0K monthly visitors and ranks #76,477 globally. The website has a bounce rate of 46% with visitors viewing an average of 2.7 pages per visit. Users spend an average of 1:55 on the site.
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