Creating a synth with the world’s most elusive artist

7,000 units sold out in 7 days

AFX Station ⊹ Aphex Twin ⊹ Novation ⊹ 2020

Originally intended as a one-off firmware update, Novation had built a limited-edition version of Bass Station II with Aphex Twin (Richard D. James), Warp Records, and visual artist Weirdcore. Instead of building momentum after the fact, it was positioned as a collector's grail for the electronic-music faithful, launched via a global (but targeted in specific locations in London, Bristol, Berlin, and Los Angeles) OOH treasure-hunt tease, amplified by press before the product was even announced. The resulting fan excitement meant the product sold out online within 24 hours and from retailers within a week. Community-first, no paid digital was ever activated.