Imagine being a music producer searching for the perfect sound. You tweak knobs, press keys, and adjust settings, but something still feels missing. Now, imagine shaping melodies with a simple wave of your hand. You can glide between notes, add rhythm with pulses, and sculpt sound in real time as if conducting an invisible orchestra. That’s exactly what Sway by Audima Labs offers.
This motion-controlled MIDI controller removes creative limitations, making music production more expressive and intuitive than ever.
The idea behind Sway came from Isaac and Jeremy, two lifelong friends passionate about music and technology. They wanted to change how musicians interact with sound by creating a controller that replaces traditional keys and buttons with hand movements.
Inspired by the theremin but offering far greater precision and control, Sway allows musicians to play and manipulate music using only motion.
@audimalabs Newest piece of kit, what do you guys think? 💬 #midicontroller #djproducer #musicproducer #musictechnology #electronicmusician #electronicmusic #dj #audimalabs ♬ original sound – Audima Labs
Bringing this vision to life took time and effort. They spent $70,000 developing the technology, refining light sensors, and securing patents to protect their innovation.
But turning an idea into a market-ready product wasn’t easy. With no revenue yet, they took a bold step onto Shark Tank Australia, hoping to secure funding and expert guidance.
Their pitch led to a high-stakes negotiation and an exciting new partnership. But what happened next? Let’s dive into their journey.
Audima Labs Journey Before Shark Tank
Before appearing on Shark Tank Australia, Isaac and Jeremy had already poured $70,000 into developing Sway. Their goal was to reinvent how musicians interact with digital music by introducing motion control.
@audimalabs Here’s the story of how me and a friend started Audima labs with no clue with what we were doing! #midicontroller #producer #musician #electronicmusic #audimalabs #thesway ♬ original sound – Audima Labs
Instead of relying on traditional buttons or keys, Sway responds to six different hand movements: Strike, Glide, Sway, Press, Pulse, and Sculpt. Each movement influences sound in a unique way. This allows musicians to create more expressive performances.
Sway was designed to be highly adaptable. It works with all major DAWs (Digital Audio Workstations) on Mac, Windows, and Linux. It also features USB-C and MIDI Out ports, making it compatible with both software and hardware instruments.
To generate early interest, Audima Labs launched pre-orders with a $25 refundable deposit. This allowed musicians to reserve a unit before its official release. Batch One is set for delivery in April 2025, and Batch Two in Q3 2025.
Audima Labs wasn’t just creating a new instrument. They were introducing a new way to experience music. But to bring Sway to a larger audience, they needed investment and strategic guidance.
Shark Tank Pitch Recap
Isaac and Jeremy entered Shark Tank Australia seeking $50,000 for a 5% stake, valuing their company at $1 million. They demonstrated Sway’s capabilities live, and Jane was the first to try it.
With a simple wave of her hand, she played a cello-like sound. This showed how effortlessly Sway transforms motion into music.
Despite the impressive demo, not all Sharks were convinced. Davie was the first to opt out, saying he didn’t see enough demand for a product like Sway in the mass market. Rob also passed, reasoning that while Sway’s software was innovative, its hardware wasn’t a groundbreaking invention.
However, two Sharks saw potential. Nick, who usually avoids investing in pre-revenue businesses, made an offer of $50,000 for a 15% stake. Maxine countered with $50,000 for 10% but included a $20 royalty per unit sold.
The pitch took a dramatic turn when Nick attempted to undermine Maxine’s digital expertise. He said,
“Maxine was a great entrepreneur back in her heyday… but she doesn’t know digital. This is a digital play.”
Nick
Maxine wasn’t having it. She fired back, “But I know business… I know how to execute strategy, and I know how to hire firms like Nick’s. It’s pretty easy, really.”
Isaac and Jeremy, hoping to negotiate a better deal, asked, “10%, anyone?” but neither Shark budged. Forced to choose, they accepted Nick’s offer of $50,000 for 15% equity.
Maxine’s reaction wasn’t shown. However, the heated exchange between the two investors became one of the most talked-about moments of the episode.
Audima Labs Shark Tank Update
After their Shark Tank appearance, Audima Labs gained significant attention. Their exposure on the show led to increased traffic on their website and social media pages. They shared demonstration videos on Instagram and YouTube to showcase Sway’s capabilities.
With funding secured, the company officially opened pre-orders. Customers could reserve a Sway unit with a $25 refundable deposit. This locked in their spot for Batch One (April 2025 delivery) or Batch Two (Q3 2025 delivery).
The team also worked on refining Sway’s software and firmware. Their goal was to ensure the device remained cutting-edge and user-friendly.
Though sales numbers haven’t been publicly disclosed, the Shark Tank deal gave Audima Labs the resources to move forward. The exposure also helped them reach more musicians, producers, and DJs. This expanded their potential customer base.
What’s Next for Audima Labs?
With production in motion, Audima Labs is now focusing on scaling up. The strong demand for Sway suggests that additional manufacturing may be necessary to meet orders.
They may also explore partnerships with leading music software companies like Ableton, Native Instruments, and FL Studio. These collaborations could integrate Sway into professional music production tools.
This would make it a staple for producers worldwide. Additionally, working with popular DJs and musicians could increase its visibility and credibility in the industry.
Looking ahead, Audima Labs might expand Sway’s capabilities through software updates or even a mobile companion app. This would allow users to fine-tune their experience. Continuous firmware updates will ensure the product evolves to meet the needs of modern music creators.
Closing Thoughts
Audima Labs entered Shark Tank Australia with an ambitious vision. They wanted to change how music is made through motion control. Despite the intense negotiation and Nick’s bold attempt to dismiss Maxine, the founders ultimately secured $50,000 for 15% equity with Nick as their investor.
Now, with pre-orders rolling in and production underway, the big question remains. Will Sway redefine music production, or will it remain a niche tool for electronic artists? Only time will tell. But one thing is certain, Isaac and Jeremy’s journey is far from over.
Would you try the Sway MIDI Controller? Let us know in the comments!
