Christ knows if Roland can still make a piece of world-changing machinery like the 808 or 909, but the company sure does know how to make a viral video.

Following up on the frenzy caused by the release of videos invoking the classic 808 and 909 machines in connection with their new Aira line, Roland has just dropped a new one with this bit of marketing-mumbling:

With roots in the very origins of electronic music, AIRA is the new series of products designed to meet the evolving needs of today’s electronic musicians. In the studio or on the stage, AIRA brings genre-defining sound and modern performance features to a new generation.

 

The earlier videos: