So, here’s the thing: I love making things. Whether it’s a funky audio plugin, a beat that makes you bob your head, or an idea that gets people talking, the process of creating—of turning nothing into something—is my thing. That’s why the invite to talk at the “Passion-Driven Audio Products” event felt like a natural fit. This isn’t just about me loving what I do. It’s about figuring out what’s worth making in the first place.

You know that moment when an idea hits you like lightning? Maybe it’s a sound you hear in your head, or a tool you wish existed to make your life easier. That’s the spark. It’s exciting, messy, and full of potential. But here’s the catch: not every spark needs to become a fire. Some ideas stay fun daydreams; others demand to be built. Knowing the difference? That’s where the magic (and the hard work) happens.

When I start thinking about a new project, the first question I ask isn’t, “Will this sell?” or “Will people like it?” It’s, “Would I actually use this?” The best products, in my humble opinion, are the ones that resonate with people—and more than that, resonate with myself. Often, they come from solving your own problems. For example, the “Bunny Cassette” plugin came from my own wish to recreate the warmth and character of vintage cassette tapes. It’s a nod to Rick Rubin’s philosophy of keeping things simple and intuitive while chasing the essence of what makes something special. That’s how some of our quirkiest creations came to life: by chasing curiosity and answering, “What if?”

Rabbit Tape by Safari Pedals

But there’s another layer. Making something you love is great, but making something other people love? That’s next-level. It means listening. Like, really listening. To feedback, to frustrations, to the stuff people don’t even know how to ask for.

Here’s a confession: not every idea is a winner. Sometimes, you’ll pour your heart into something only to realize it’s not quite right. And that’s okay. Creativity isn’t about getting it perfect the first time; it’s about being brave enough to try, fail, and try again.

For example, one of our earlier products could’ve been better. People liked it, but it didn’t resonate like other plugins. Sometimes, only looking back do you learn why something worked or didn’t. And most of the time, I believe it’s best to go with your creation and not wait for a “better idea,” because that product that didn’t work so well taught me a great lesson on what I want to build and create next.

Figure 2 – Noam at work

Creating is about more than just passion. It’s about finding the balance between what excites you and what serves the people you’re making it for. That doesn’t mean selling out—it means paying attention. It means asking questions like, “How can this be easier? More fun? More useful?”

And yes, sometimes you’ve got to think practically. Budgets, timelines, and all that grown-up stuff. But those things don’t have to kill creativity. They can sharpen it.

The truth is, I’m still figuring this out. Every new project teaches me something, whether it’s about the craft, the audience, or even myself. What I do know is this: making things is better when it’s shared. That’s why I’m excited for this event. I want to talk about what works, what doesn’t, and why we keep going anyway.

Figure 3 – Safari Pedals team

For years, as a sound engineer, I found joy in helping other creators bring their visions to life. Now, for the first time in my life, I’m stepping into the creator’s seat myself. It’s thrilling, humbling, and a little terrifying—and I wouldn’t have it any other way. At Safari Audio, we’ve built tools like “Ladybug Reverb,” a lo-fi bit crusher reverb plugin, and “Lion master,” designed to bring punch and clarity to mixes. Each product represents a piece of that journey, a step toward turning creative sparks into tools that inspire. 

So, if you’re into creativity, problem-solving, or just geeking out about audio, join me on January 14th at Passion-Driven Audio Products webinar. Let’s swap stories, share ideas, and maybe even spark something new together.