Revolutionary when it first appeared in 1997, the brand name has become synonymous with pitch-correction, and many producers will now simply ask the engineer or Pro Tools operator to ‘Auto-Tune it’ - meaning, of course, to apply pitch-correction - when they think a vocal has intonation issues that require attention. The classic example is the Hoover vacuum cleaner, but in the world of music technology, the same thing has happened with Auto-Tune. Some items of technology have acquired such an iconic status that the product name has become a verb.
How does the new version shape up against the competition? Auto-Tune is said to be the biggest-selling plug-in of all time.
