Since its release in 1980, the TR-808, has powered entire genres, from early hip-hop and electro to techno, and trap. With its unmistakable sound, it has pulsed through everything from Whitney Houston’s “I Wanna Dance with Somebody” to Beyoncé’s “Drunk in Love,” and continues to fuel underground club tracks around the globe.
To mark the occasion, Roland’s Marketing Director for DJ & Electronic Music Production, Matthew Chicoine, shared his insights on the 808’s enduring legacy, its cultural significance, and what the future holds for the company and rhythm culture at larget.
“The 808 was unlike anything else when it launched,” Chicoine says. “It had a short production run, only about three years due to a microchip shortage, and it cost the equivalent of over $4,500 in today’s money.”
Initially embraced by experimental producers, the 808 quickly became the heartbeat of pioneering electronic and urban music.
Over time, its scarcity turned it into a cult classic. “Used units started popping up in pawn shops in cities like New York, Detroit, and L.A.,” says Chicoine. “Then came sampling, and that’s when its influence exploded.”
There’s one sound that defines the 808 more than any other, the bass drum.
“It’s the deep, booming kick that rattles trunks and club floors alike,” says Chicoine. “From Afrika Bambaataa’s Planet Rock to OutKast and Gucci Mane, the 808’s bass has become a foundational sound in modern music.”
While the original hardware was revolutionary, today’s producers have taken the 808 to new creative heights.
“You couldn’t play the original 808’s kick melodically,” Chicoine explains. “Now, you can tune it, distort it, slide it, and completely reshape it. It’s no longer just a rhythm tool, it’s a bass instrument, a lead, a texture.”
To honor the 808’s anniversary, Roland hosted an industry mixer in Atlanta on Aug. 8.
“Atlanta has been the epicenter of 808-driven music for the past 20 years,” says Chicoine. “From Jermaine Dupri to Metro Boomin, it’s a city that lives and breathes the 808.”
Roland’s 45th-anniversary celebration also saw a stylish collaboration with New Balance, blending fashion, music, and skate culture into a unified statement.
“It just made sense,” Chicoine says. “Both brands stand for authenticity, creativity, and community. The 808 was the perfect bridge, symbolizing how music and skate culture influence each other and continue to shape global identity.”
As for what’s next, Roland is focused on continuing to push boundaries, technologically and culturally.
“We’re designing instruments that go beyond the studio,” Chicoine explains. “We want to give artists more freedom—whether that’s live performance, mobile production, or global digital collaboration.”
