We were lucky to catch up with Noam Levinberg recently and have shared our conversation below.

Noam, thanks for taking the time to share your stories with us today So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

Safari started from a simple feeling: I’ve always loved guitar pedals. There’s something magical about them the colors, the knobs, the unpredictability. Even if you don’t know what you’re doing, you want to play with them. They invite creativity.

But when it came to plugins, that feeling was missing. Everything felt too sterile, too serious. I wanted to bring the joy and playfulness of pedals into the digital world and make it accessible to anyone, not just engineers.

Safari’s mission is to help people feel inspired. To give every musician, bedroom producer, or curious kid a creative spark. Not with complicated tech but with tools that feel alive.

We’re growing because that message seems to resonate. And at the heart of it all, it’s still the same mission: make audio fun again.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m Noam Levinberg, a mixing engineer turned founder. For over two decades, I worked behind the scenes with artists, chasing the perfect sound, learning what makes a mix breathe, and discovering how personal and emotional music production really is.

At Safari, we try to build audio plugins that bring joy back into the creative process. Wild, colorful, and often unexpected, our tools are designed to make you feel something when you use them. Whether it’s a fuzz that roars like a beast, a tape delay that wobbles like an old cassette, or a mastering suite that makes your track feel finished in seconds, everything we make is meant to spark ideas and keep you in the flow.

We now have over 120,000 producers, musicians, and creators using Safari Pedals, from total beginners to Grammy winners. What sets us apart is that we never try to sound like everyone else. We build character-driven tools that encourage experimentation, embrace imperfection, and make music production more accessible and fun for everyone.

I’m most proud of how personal this brand has become, not just for me, but for our whole community. People write in to say a Safari plugin helped them finish their first song or made them fall in love with making music again.

At the end of the day, that’s what it’s all about: making tools that help people feel creative, no matter who they are or where they’re starting from.

Can you talk to us about how you funded your business?

Safari didn’t start with funding. There was no investor, no grant, and no big financial cushion. It began with a simple question: What’s the fastest way to get this idea into the world?

I knew I wanted to create plugins that felt like guitar pedals—fun, inspiring, and immediate. But instead of waiting for the perfect plan or raising money, I decided to just build the simplest version I could. A proof of concept. One plugin, one page, one button.

I used my own savings to hire a freelance developer to help me build it. We kept it scrappy. The visuals were basic, the code wasn’t perfect, but it worked. And most importantly, people responded to it.

That first plugin gave me the confidence to keep going. Every sale funded the next one. And over time, what started as a tiny experiment became a full product line with a growing community.

So no, we didn’t raise capital in the beginning. We just launched small, listened closely, and reinvested everything back into building something better.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

For us, it all starts with being real.

We don’t think of our users as “customers” we think of them as part of the Safari community. That means we talk to them like people, not like a brand. We answer every support email ourselves. We hang out in the comments. We listen to feedback, even when it’s tough to hear.

We also do our best to show up consistently through weekly emails, exclusive offers, and surprise gifts just to say thanks. We run a private group for our super fans, and we invite them to help test new products, vote on features, and shape the future of what we’re building.

But most of all, we try to make tools that people actually want to use. When your product sparks joy and feels personal, loyalty happens naturally.

Our goal isn’t to sell one plugin it’s to build a creative relationship that lasts for years.

Contact Info:

• Website: https://safaripedals.com
• Instagram: https://www.instagram.com/safaripedals/
• Facebook: https://www.facebook.com/safaripedals/
• Linkedin: https://linkedin.com/company/safariaudio
• Youtube: https://www.youtube.com/@safaripedals

Image Credits

Photos by Shay Dayan