Who is the target audience for this? Why did they spend quarter of the video on colors? Why does it even matter? It made me feel like the device is probably not that spectacular if color is one of its main features.
I read that it's E-to-E so it's essentially a replacement for a bass player. One you can program or play live. $300 to never have to deal with a bassist again is, in some circles, quite a bargain. I've seen several MiniNovas and other small frame synths in the wild, from dive bar acts to openers for larger venue groups like Run The Jewels.
Re: Color. If there is an aesthetic theme for one's act, then having a matching color is simply a nice-to-have. Personally I have a bad habit of tearing apart things, painting them, and trying to get them to work again so they're not just the average off the shelf piece of kit, and I can identify my own stuff easier.
In my experience, no more so than any other person in a band, but the principle is that for the up front $300 you won't have to pay the machine at the end of a gig. All things considered it's customary to lightly jab each other based on the chosen instrument (singer, guitarist, bass, drums, keys) as a form of endearment.
Musicianship is as much showmanship as it is technical capability. This synth comes in five colors for the same reason electric guitars come in 1,000 different designs.
Aesthetics absolutely matter. It seems silly, but certain styles/feels appeal to me and motivate me to use the product more. I have a dingy synth (novation bass station II) and it's a beast, but it feels so plasticky and cheap and I haven't used it in months.
The is a rather large market of people who like to tinker with analog music hardware. Portable (battery-powered) synthesizers are also becoming a popular thing to use. There aren't many portable and analog devices out there.
Re: Color. If there is an aesthetic theme for one's act, then having a matching color is simply a nice-to-have. Personally I have a bad habit of tearing apart things, painting them, and trying to get them to work again so they're not just the average off the shelf piece of kit, and I can identify my own stuff easier.