Orange Amps, the British amplifier manufacturing company, has definitively stated its position against joining the growing trend of amp modeling technologies. In a recent interview with Lonely Rocker, Charlie Cooper, son of company founder Cliff Cooper, articulated the brand's intent to focus solely on analog amplifier technology rather than adopting any digital modeling tools.
Cooper explained that others in the industry—like Neural DSP, Positive Grid, and Kemper—have already established themselves in the digital modeling space, and he does not believe Orange can compete effectively in that arena. Instead, the company plans to evolve and innovate within the realm of traditional amplifier technology. "We're not even going to pretend or try to dabble in digital amplifiers or digital modeling. Everyone else can do it better," Cooper stated.
He also noted a distinction between amp owners and those who prefer amp modelers, suggesting that over time, these audiences have diverged. The evolving conversation around amplifier technology has shifted towards convenience and availability of various sounds instead of simply replicating tones.
Currently, Orange Amps is collaborating with guitarist Orianthi to release the Oriverb amp, a combo inspired by her signature Rockerverb MKIII 50. The company continues to maintain a strong commitment to their unique style, emphasizing the longevity and authenticity of tube-based amplification.
For more in-depth insights, you can view the full interview on the Lonely Rocker YouTube Channel and see more about the Oriverb in their news section.