amaran, the line created under the Aputure brand family, has recently announced they will spin off as an individual brand. The company made their official solo debut at NAB 2024.
amaran, the company initially launched as a part of the Aputure family and more targeted at the prosumer market, has announced their official start as an independent brand.
A new journey to expand the brand
The idea of this spin-off by amaran is to support the spectrum of lighting equipment for content creators, and the new company is headed up by VP of Marketing Aaron Tsai, formerly of Meta, Nike, and Google.
I am thrilled to embark on this journey with amaran, a brand committed to pushing boundaries and setting new standards in serving content creators. I look forward to leveraging my experience and collaborating with talented content creators to pioneer innovative and captivating storytelling and product creation, propelling our brand to become the undisputed superpower of content creation.
Aaron Tsai, VP of Marketing
amaran’s philosophy is to offer mobile-friendly lighting solutions for filmmakers with ease of use and quality components, both for location and studio. The products they have been releasing for content creators and filmmakers will remain a central component of the new company’s offer. However, the brand wants to expand their catalog beyond lighting, from software to products, always with the creator in mind.
amaran is our commitment to design gear that is specifically made for the needs of content creators. We all know that Hollywood tools remain complex and technical but are still used by many everyday creatives because there is simply no other option. Our mission is to bridge the gap and make it so that creators have future-forward tools that emphasize design first and are actually made for the way most people work today.
Ted Sim, co-founder and president of amaran and Aputure.
We will shortly post our Aputure interview with Ted Sim from NAB 2024 about their new products! Stay tuned to CineD to not miss that interview.
What do you think of this amaran spin-off? Do you use amaran products in your projects? Let us know in the comments below!
