Tag Archives: Sweetwater

Post Malone Live: Multifaceted Monitors on a Twelve Carat Tour

Post Malone, seen here at State Farm Arena in Atlanta, has been belting into a Sennheiser 9235 capsule on an SKM 6000 transmitter at every tour stop. Photo by Prince Williams/Wireimage/Getty Images.
Post Malone, seen right here at State Farm Arena in Atlanta, has been belting right into a Sennheiser 9235 capsule on an SKM 6000 transmitter at each tour cease. Photo by Prince Williams/Wireimage/Getty Images.

Like most artists sidelined by the pandemic, rapper/singer Post Malone was greater than able to hit the street final yr when his long-awaited fourth album, Twelve Carat Toothache, got here out in June. The globetrotting Twelve Carat Tour kicked off in September and now at every cease, engineer Travon Snipes may be present in Monitorworld, conserving mixes clear within the ears.

Snipes first tackled Malone’s monitor mixes in 2019, becoming a member of the manufacturing partway by means of the Runaway Tour’s Australian leg. Despite the manufacturing ending 5 reveals early in March, 2020 resulting from COVID tour suspensions, every little thing else went easily, and one worldwide pandemic later, Snipes headed again out with Malone’s 2022-23 tour, utilizing audio gear supplied by PRG. In addition to the thrill of returning to the street after a lot time, the brand new manufacturing meant Snipes lastly had a chance to construct a brand new monitor setup: “It was a brand new tour and for me, it was like a inexperienced mild to place my spin on learn how to do it, as a result of we have been all ranging from scratch—new music, new stage design, new P.A. I had a gap to place collectively my interpretation of what I assumed would work greatest for his sound.”

Grammy-Nominated Engineer Louis Bell Breaks Out

While it was an opportunity to include a few of his favourite gear and workflows into the monitor methodology, Snipes stayed targeted on making certain it was all there to help the artist onstage.

“I used to be tailoring this for an extremely gifted artist/singer who has a dynamic vary the place he may yell or sing or scream at completely different occasions—and thru all of it, it wanted to be a rounded sound that would transfer with him,” Snipes recalled. “Honestly, we hit the nail on the top fairly early; there wasn’t quite a lot of swapping gear out and in. We had one present the place I made the swap on his channel strip and microphone, and from that time on, he instantly was, ‘Man, one thing’s completely different. Whatever’s happening, I adore it.’ Ever since then, it has been golden.”

Determining the best vocal mic took some consideration, and in the end the manufacturing went with an uncommon mixture—a Sennheiser SKM 9000 transmitter and SKM 6000 receiver. “We journey a lot, and the 9000 receiver is sort of a tank, so we use the 6000 receivers,” mentioned Snipes. “I observed that the 9000 transmitter gave us extra physique and readability, so we opted to make use of the 9000 stick to the 9235 capsule, as a result of we would have liked that top rejection. We’re at all times both in entrance of a P.A. or the stage design has a runway for Post to stroll out on—if he sees that, he’s going to be on the market just about the entire efficiency! The capsule can deal with his dynamic vary; it received’t crumble or give out. Also, he’ll be singing and the mic can be laying on the bottom, or typically he’ll have it standing up on the antenna—he does some issues I’ve by no means seen achieved earlier than—so we would have liked a mic that would stand up to that and be dependable. He’s complemented it, like ‘Man, this mic sounds so unimaginable.’”

Also serving to hold the mic bleed minimized is a artful P.A. design for the tour’s 192 L-Acoustics loudspeakers—eight equivalent hangs of 16 K2 enclosures; 4 cardioid-configured hangs of eight KS28 subs plus eight extra KS28 on the sector flooring; and 4 hangs of six Karas, horizontally flown as viewers pit-fills. FOH engineer Burton Ishmael, Dave Brooks at L-Acoustics, Posty Touring’s Production Manager Dennis Danneels and PRG’s Burton Tenenbein devised a design supposed to maintain power on the runways down a minimal of 15 dB, serving to put much less extraneous audio into Malone’s mic.

That vocal microphone is likely one of the few dwell inputs that Snipes has to work with on his DiGiCo Quantum 5 console; the one different main components are Malone’s acoustic guitar, captured by way of a Hazelrigg Industries VDI tube DI chosen for its heat, and 15 channels of playback tracks. Snipes takes care of these channels in addition to viewers mics and appreciable talkback exercise largely targeted on making certain the artist is nicely away from the copious quantities of pyro and flames used all through the present.

During a tour stop at New York City’s new UBS Arena, monitor engineer Travon Snipes could be found behind his DiGiCo Quantum 5 console in monitorworld, with a packed 500 Series rack beside him. Photo courtesy of Travon Snipes.
During a Post Malone tour cease at New York City’s new UBS Arena, monitor engineer Travon Snipes might be discovered behind his DiGiCo Quantum 5 console in monitorworld, with a packed 500 Series rack beside him. Photo courtesy of Travon Snipes.

While some may anticipate a combination principally primarily based round playback tracks to be a comparatively easy job, Snipes defined that simply the alternative is true: “Lots of people can be like, ‘Oh man, you will have the simplest gig.’ No, when you will have much less to work with, you need to discover artistic methods to make it really feel large in his ears. It’s not a band up there the place there’s drums, guitars, keys and extra issues you may play with and use to fill it out. When you will have simply tracks, you may’t let it really feel weak on stage, so that you undoubtedly should get artistic to make it really feel full.”

Malone hears these mixes by means of in-ear screens, having moved to FIR Audio Xenon 6 earpieces and a Wisycom wi-fi pack for the present tour. Snipes first got here throughout the monitor model whereas researching IEM cleansing vacuums—FIR makes one—and earlier than lengthy, he requested for a demo of the corporate’s in-ears.

Shaping the mixes, Snipes has various Waves choices at his disposal, making use of the corporate’s Primary Source Expander plug-in to cut back stage bleed. Other plugs put to work embrace Waves NLS Buss, NLS Channel, an SSL EQ and the F6 floating-band dynamic EQ, which he singles out as a specific favourite: “That’s a workhorse for me, as a result of it permits me to essentially fine-tune the shaping of the vocal, which is essential. Each artist sounds completely different—they’ll use the identical mic, however tonally you need to form their voice to suit what’s happening, and F6 actually helps me do this.”

While many engineers deep-dive into plug-ins, Snipes tends to choose outboard gear, leaning closely into racked-up 500 Series items like a Burl Audio B1 mic pre; Empirical Labs EL-DS; Electrodyne 511 EQ; WesAudio Hyperion parametric EQ and Mimas FET compressor; Retro Instruments Doublewide II tube compressor; Serpent Send N’ Blend combine/ mix module; and a Rupert Neve Designs 542 tape emulator. While most of that’s utilized to the vocal chain, Burl Audio has one other presence in Monitorworld: “I’m utilizing a Burl Mothership for all my AD/DA conversion of the gear, due to the heat and the transformers on that factor. I can speak about Burl without end—that firm makes some unimaginable gear.

Ready at stageside, it's Travon Snipes.
Ready at stageside, it’s Post Malone monitor engineer, Travon Snipes.

“Also, Maag Audio is one other firm the place I exploit quite a lot of their merchandise, just like the EQ4M. I used to be utilizing it initially on Post’s general combine, however I moved it over to the guitar for normal EQ and coloring, including extra heat and sonic readability to the sound. That piece is sort of a coloring field; you are able to do so many various issues with it, shaping and taking a sound to the following degree.”

Many of these items aren’t usually discovered on the street, as Snipes readily admitted, noting, “I’ve at all times gravitated to these smaller firms and that boutique sound; once I implement one thing, I don’t need to use every little thing that everybody else has. I discovered Hazelrigg Industries by means of a good friend of mine at Sweetwater, Mike Picotte [senior sales engineer and artist relations], who has been an incredible assist. In this business, you need to have an organization and an individual that you would be able to name and say, ‘Hey, I want this tomorrow,’ so shout out to Sweetwater and Mike for his or her help all through the years.”

In the meantime, Snipes himself continues to help Malone, because the Twelve Carat Tour simply began making its means by means of Europe—although it’s not as if the artist and audio staff took it simple because the U.S. leg resulted in November.

“We’ve been busy!” laughed Snipes. “We did the Middle East, had a month off, went to Australia, acquired again, had a day or two residence after which went to do NBA All-Star Weekend. It’s been wonderful—at all times glad to be working!”

Hazelrigg Industries 4DI Four-Channel Tube DI Debuts

Hazelrigg Industries 4DI Four-Channel Tube DI
Hazelrigg Industries 4DI Four-Channel Tube DI

Bucks County, PA (March 3, 2023)—Hazelrigg Industries has introduced the 4DI — a four-channel, all-tube DI rackmount unit that’s primarily 4 of the corporate’s VDI tube direct packing containers in a single 2RU system.

The 4DI’s enter circuitry relies on the identical unique design as D.W. Fearn’s VT-I/F all-triode, vacuum tube direct field. The 4 discrete channel DI presents distinctive harmonics based on Hazelrigg, with Doug Fearn explaining, “Any circuit will saturate when you hit a sure degree, and that saturation will generate sure harmonics. I designed the VT-I/F so it might reject third- and fifth-order harmonics, which introduce harshness and distortion, and reinforce second- and fourth-order harmonics, which reinforce the basics of the unique sign. In brief, you get extra of the good things and fewer of the dangerous.”

Hazelrigg VDI, VLC, VNE – A Real-World Review

Pre-release editions have been put to the take a look at in studio and reside sound settings. “Hazelrigg Industries’ 4DI has been an inspiring addition to my studio,” stated engineer Mark Parfitt (Justin Bieber, Snoop Dogg). “There’s a noticeably larger degree of element and a way more pleasing sonic footprint. Vintage synths are larger and beefier, and recorded devices sound extra practical, making them join extra deeply emotionally. I want everybody’s recordings sounded this good.”

Meanwhile, on the street, Travon Snipes, monitor engineer for Post Malone, famous, “For us, it brings the acoustic guitar to life. Anything you plug into it should sonically be higher. It provides heat and dimension to the supply that not solely is a pleasure to our ears but additionally to the viewers listening. Ever since including that to our arsenal, the acoustic guitar sound has been enhanced tremendously.”

The 4DI is on the market completely via Sweetwater within the US, with an MSRP of $3,400.

Sweetwater Reveals 2022 Results

Sweetwater CEO John Hopkins.
Sweetwater CEO John Hopkins.

Fort Wayne, IN (January 27, 2023)—Wrapping up its 2022, Sweetwater reports it had a strong year of growth despite the economy, answer challenges with new programs, its first distribution center outside of Fort Wayne, and more.

Over the course of 2022, Sweetwater served more than 1.6 million people, resulting in $1.57B in sales for the year—a revenue growth of 9.5% year over year. 2022 additionally marked the third consecutive year that Sweetwater broke the $1B revenue mark, which the company attributed to its focus on customer service satisfaction.

Sweetwater Donated to 400-Plus Organizations in 2022

The retailer also launched the Gear Exchange in July 2022, allowing musicians to buy and sell used gear. Meanwhile, the Band & Orchestra program initially launched in 2021 also experienced significant growth over the year, serving more schools and students. Later on, in October of 2022, Sweetwater opened a Distribution Center in Arizona, the first-ever facility outside its headquarters in Fort Wayne, Indiana. The new distribution center has aided Sweetwater’s ability to serve West Coast customers, and has shipped nearly 50,000 orders in three months while also creating nearly 100 new jobs.

Internally, Sweetwater saw a record number of promotions, increased its 401k company match percentages, launched management development courses, and added a new tuition reimbursement program. The retailer also focused on helping others outside the company as well, as it continued its philanthropic support of more than 400 music, arts, education, and social services agencies, giving monetary donations of more than $750,000 and an additional $60,000 worth of instruments and audio gear to schools, music programs, and other groups.

Mix’s 23 Pro Audio Companies to Watch in 2023, Part 2

23 Pro Audio Companies to Watch in 2023

Immersive music was the talk of 2022 in both pro audio production and consumer distribution, which led to a wealth of new creative tools, both studio and live sound, and a renewed focus on playback systems, both speakers and headphones. There is no sign of that slowing down in 2023.

The past 12 months also saw the release of plenty of new, affordable microphones, high-end outboard gear, AI-infused plug-ins and advanced means of control. With all that in mind, we present the second half of Mix’s 23 pro audio companies to keep an eye on in 2023; don’t forget to check out Part 1!

MEYER SOUND

MEYER SOUND

It would be hard not to include Meyer Sound on any Companies to Watch list, in any year, even a year following the introduction of a new flagship, large-format, linear line array loudspeaker called Panther, where the mandate was to provide the power of Leo in a package closer to the size of Lyon.

That would seem like enough to sit back and take it easy, and sell a few systems, but that’s not going to happen. There’s too much knowledge at the company to sit still, and with a well-deserved position at the high end of post-production, live sound and control systems, it’s a safe bet that 2023 will be another banner year. Don’t count out Constellation, where the possibilities for immersive playback are endless.

PMC

PMC

On that same trip to Nashville this past fall, just a half-block from Jeff Balding’s studio, Mix stopped in at Ryan Hewitt’s new 7.1.4 Dolby Atmos mix room, Stratmosphere, featuring a crazy-good-sounding PMC monitor system built around PMC 6-2 Active Monitors with 8-2 subs in an XBD array up front and PMC ci45 and ci90 speakers hidden in the walls. A few blocks away, two flagship PMC immersive systems fill out the two immersive studios at UMG/Capitol’s Berry Hill facility. PMC was a founding member of the immersive music club, and with the introduction in late 2021 of the new, more affordable PMC6, PMC6-2 and PMC8-2, along with associated subwoofers, the company’s name will only spread wider.

PSP AUDIOWARE

PSP AUDIOWARE

Mix reviewer Michael Cooper has long been a fan of PSP Audioware’s plug-ins, most recently diving in to take a look at Impressor and Saturator. “It’s these two guys from Poland,” he said in pitching the review to a Mix editor, “and they make fantastic products. I would like to play with these two.”

In the same month, at the Mix immersive music event in NYC, noted mixer Ronald Prent casually remarked about “this little company in Poland, PSP,” that was about to come out with a new, simple immersive plug-in that was going to have a huge impact on immersive workflow. That product, we now know, is PSP auralControl, and it just came out to rave reviews. We’re keeping an eye on those two guys from Poland.

SENNHEISER/NEUMANN 23 to watch

SENNHEISER/NEUMANN

Sennheiser and Neumann have been so deeply involved in pioneering research involving immersive audio capture and playback, most notably through its AMBEO development team, that it can become easy to look past the fact that they had released new products. Not so in 2022, when Neumann released its new NDH 30 open-back, reference-class headphone for mixing and mastering, in both stereo and immersive formats, along with the KH 150 DSP-powered studio monitor. Both received instant acclaim.

Meanwhile, at the Mix immersive music event in NYC, Sennheiser showed off the latest iteration of its Dear Reality dearVR immersive headphone mixing plug-in and its AMBEO 2-channel renderer. Headphones and binaural matter. This is very cool stuff. Very cutting-edge. Stay tuned.

SHURE

SHURE

Shure pretty much exploded out of the gate at the start of 2022 and didn’t let up all year, unveiling product after product aimed at every corner of pro audio. January saw the company release the second generation of its SRH440A and SRH840A headphones, while the long-awaited Shure KSM11 wireless vocal mic capsule came out in April, having already hit the road as Dua Lipa’s live mic capsule of choice. For integrators, MXA920 ceiling array microphones arrived in May, while content creators got a limited edition of the MV7 broadcast mic in August. October saw the company unleash a one-two punch: its UniPlex cardioid subminiature lavalier mic for AV conference pros, and the AD600 Axient Digital Spectrum Manager for the touring, broadcast, location sound, theater and HOW markets. It’s a safe bet that Shure has another round of must-have tools in its back pocket, just waiting to be unleashed at the right moment in 2023, so keep an eye on those pros from Chicago.

SOLID STATE LOGIC ssl

SOLID STATE LOGIC

The number and range of new products coming out of SSL over the past few years have been staggering, with everything from audio interfaces and plug-ins to brand-new and updated consoles, big and small. There’s no sign of slowing down following the fall release of Origin 16 at AES 2022.

What grabs our attention, however, is the fact that Phil Wagner, head of U.S. operations, spent much of the past year touting the capabilities of the SSL System T console for immersive music production, despite the fact that it was originally designed for broadcast. That means the technology behind the immersive audio control package is in place, and we’re likely to see much more of it in the year to come, spread across a multitude of products. Can’t wait!

SONY PRO/SONY RA360 23 to watch.

SONY PRO/SONY RA360

Where the heck did Sony come from? Sure, through its various pro and consumer divisions, the company has put a lot of backing behind the development of the RA360 format, and it’s making inroads in both gaming and music. Elsewhere, behind the scenes, the company has done extensive research into the binaural simulation of immersive spaces and released a few creative tools for high-end mixers. Then in the past couple of years, Sony Professional started releasing some pretty nice microphones (the C-100 and C-80), and most recently, a high-end wireless transmitter. We didn’t see this coming from a company that had largely disappeared from pro audio over the past decade, but it’s sure nice to see. Bring on more!

SOUND PARTICLES

SOUND PARTICLES

You can read much more about this relatively recent Portuguese plug-in startup in this month’s View From the Top, interviewing company founder Nuno Fonseca. Just a few years back, Fonseca was an academic, teaching CGI, coding and software-based technologies when he saw that what he was teaching in visuals could be applied to audio. He named his first product, a randomization plug-in that created rich and full soundscapes, Sound Particles. The timing was right, and he found instant acceptance from high-end studios and engineers in sound for film and television. A flurry of new products emerged, and now the company has set its sights on immersive music production. Good things are happening here, where high technology delivers easy-to-use tools.

SWEETWATER

SWEETWATER

Who could have predicted that a small online and phone-based audio retailer from Fort Wayne, Ind., would emerge over the course of the past decade as one of the audio industry’s most prominent success stories, with annual revenues topping $1 billion a year?

Those inside the company likely saw it coming, because the way Sweetwater does business— fairly and with a personal touch—provides a throwback model for the modern age that should be taught in MBA programs across the country. Provide a reliable resource, treat your employees and customers right, and deliver what you say you will. It sounds simple, we know, but founder Chuck Surack and his team have turned it into an art form— and it’s only getting bigger and better.

UNIVERSAL AUDIO

UNIVERSAL AUDIO

The much-beloved Universal Audio, founded by one of the music industry’s original engineer’s engineers, Bill Putnam, and still in the family, has been on a tear lately, releasing a flood of new products, both hardware and software. From the introduction of its Spark subscription plan, to the launch of its first native audio interface, the new Volt 476P, to the recently released Hitsville Reverb Chambers emulation plug-in, there’s been no breaks. It’s easy to forget how central UA was to the introduction and acceptance of realistic emulations and models of vintage gear in software so many years ago. That’s because the company has remained the leader, and there’s no sign that it’s giving up the title.

WAVES 23 to watch

WAVES

If there is any company that has a right to challenge the claim of UA’s market-leading plug-ins, it would be Waves, as we could make the same claim for the longtime Isreal-based software developer. Heck, it was Waves that led the way to its celebrity engineer and producer signature plug-ins, dating back to Jack Joseph Puig and many others. However, Waves does so much more, extending its reach successfully into live sound through its hardware stage racks, integrated plug-ins and mixing/control surfaces. It’s hard to fathom that one company has such a solid footprint in both worlds. But Waves does. Now let’s see what the company does when it seriously dives into immersive music. It should be fun!

Sweetwater Donated to 400-Plus Organizations in 2022

Sweetwater CEO John Hopkins.
Sweetwater CEO John Hopkins.

Fort Wayne, IN (December 1, 2022)—Sweetwater made more than $750,000 in philanthropic donations to 200-plus organizations in 2022, according to the ecommerce retailer. Additionally, it donated more than $60,000 worth of instruments and audio gear to more than 200 schools, music programs and other groups.

Sweetwater partners with local, regional and national organizations with a particular focus on music and arts education, exploration and enrichment. “We’re honored to be able to give back to the communities that have contributed to our success, from inspiring a love for music in children, to supporting the local Fort Wayne community,” said Sweetwater CEO John Hopkins. “Our goal is to help musicians make their musical dreams come true and to help foster the next generation’s passion for making music.”

Sweetwater Gear Exchange Launches

Sweetwater has long-standing partnerships with music and arts organizations like Music Will (formerly Little Kids Rock), Beats by Girlz, Women’s Audio Mission, We Are All Music, Arts United, Believe in a Dream, Fort Wayne Philharmonic, Unity Performing Arts Foundation, Embassy Theatre, FWCS Foundation’s b Instrumental program, Make Music Alliance, Power2Inspire, Save the Music Foundation, and TI:ME (Technology in Music Education.)

“Sweetwater’s support has transformed the ways in which we interact with our students and allowed us to supplement our instruction with relevant hands-on activities using professional tools,” said TI:ME Executive Director Mike Lawson.

Sweetwater also supports numerous non-profit agencies that focus on youth development and meeting the needs of underserved populations like Big Brothers Big Sisters of Northeast Indiana, Boys & Girls Clubs of Fort Wayne, Bridge of Grace, Easterseals Arc, Fort Wayne Commission for African American Males, Fort Wayne Rescue Mission, Habitat for Humanity, Junior Achievement and more.

Sweetwater Revenues Roll Past $1 Billion

Chuck Surack, founder and CEO of Sweetwater.
Chuck Surack, founder and CEO of Sweetwater.

Fort Wayne, IN (February 17, 2021)—The past year was one for the record books in the U.S., and not in a good way, thanks to the impact of the coronavirus pandemic. Yet there was a silver lining for some, including pro audio equipment and music instrument retailer Sweetwater, which set its own record in 2020.

With professionals gearing up to work from home during lockdown, individuals and organizations implementing new video streaming and podcasting solutions, and a good chunk of the population looking to further its musical ambitions, Sweetwater served more than 1.5 million customers last year. That proved to be a significant increase from 2019, and 2020 ultimately drove the company’s annual revenues past the $1 billion milestone in for the first time in Sweetwater’s 42-year history.

Caring customer engagement has been key, according to CEO Chuck Surack, who famously started Sweetwater Sound as a mobile recording studio in the back of his VW microbus in 1979. Initially working from home, the company’s sales engineers struggled with how to best contact and communicate with customers, he reports. “I advised them to follow suit with our company’s mission, which is to simply ‘do the right thing’ and call just to ask them how they’re doing. No hidden agendas or sneaky ways to try and push or sell products.”

Noting that 82% of calls with customers are outgoing, Surack adds, “We’re continuing with this frequency and form of communication as it’s been preferred by our customers.” Most of Sweetwater’s 500-plus sales engineers have returned to the company’s campus during the pandemic, where they are following CDC and local government guidelines.

Sweetwater's new 480,000-square-foot distribution center
Sweetwater’s new 480,000-square-foot distribution center

That campus is ever-growing, too. Just prior to the pandemic, Sweetwater opened a new 480,000-square-foot distribution center—four times the size of the previous building—that added 50,000 more square feet for inventory. The company also added 400 new jobs last year, a 30% bump in the total workforce, which now numbers around 2,000.

“We built a brand-new sales floor in November that can house around 1,100 sales engineers,” says Surack, who plans to hire up to 130 new sales engineers. “We also have some expansion plans in the works for our on-campus music store. It will be double the size of the current store and should open late this spring.”

Sweetwater’s annual summer GearFest attracted more than 18,000 people to the campus in 2019. In 2020, in response to the pandemic, the company took the event online. More than 125,000 people participated worldwide, tuning in for 16-plus hours of livestreamed panel sessions and interviews, educational content and, of course, deals and giveaways, during the two-day event.

“We’ll plan to continue offering a virtual component so that we can meet our customers and fans of music where they are,” says Surack. “While there’s nothing like having nearly 20,000 people in-person at our campus in Fort Wayne from all around the world, we still want to allow the opportunity for people to experience GearFest from the comfort of their home if they can’t make it to us. With Covid-19 still a concern, we’re working out the plans and logistics for GearFest 2021; however, we look forward to the future where we can offer both experiences.”

Surack founded Sweetwater Sound in the back of his VW microbus in 1979.
Surack founded Sweetwater Sound in the back of his Volkswagon microbus in 1979.

There has been one constant during the pandemic, says Surack, a former touring sax and keyboard player. “Despite how much of the way we live, work and gather has changed over the last year, especially for the audio community, one thing has remained consistent—music. While many stadiums and concert venues have been empty and will likely stay that way for some time, people will continue to play and make music virtually or from a distance. In 2020, we experienced skyrocketing sales for gear like audio interfaces, microphones, preamps and other devices that allow you to pre-record and put things on YouTube or use for Zoom and live broadcasts. We anticipate that this will remain consistent as more people take up an interest in making music remotely, perhaps for the long haul.”

Hopefully, that love of music will see us through to whatever comes next. “While the industry has definitely not remained unscathed by the pandemic,” he says, “I am confident that music will continue to prevail until the community is able to return to a sense of normalcy.”

NAMM Believe in Music Week Wraps Up

NAMM Believe In Music

Carlsbad, CA (January 27, 2021)—Forced to move online for a virtual event, NAMM turned its annual Winter NAMM Show into Believe in Music week in mid-January, attracting 93,226 attendees from 187 countries for the five-day occasion.

Between Monday, January 18 and Friday, January 22, Believe in Music week hosted 983 special sessions and events for a total of 611 hours of content, 36 of them livestreamed. That included nearly 200 education, training and professional development sessions presented by 391 speakers. The event’s Marketplace hosted 1,227 participating brands.

“The Yamaha team put a ton of effort into bringing our dealers and customers a great experience at Believe in Music week. Our team members met with hundreds of our dealers and many of them noted they were the best meetings they have ever had—either in person or virtual. And tens of thousands of customers dug into the content we presented in our 11 virtual booths,” shared Tom Sumner, President of Yamaha Corporation of America.

Mitch Gallagher of Sweetwater offered “More than a substitute for the traditional trade show, Believe in Music week established a new venue for manufacturers, retailers, press, and music-makers to connect, interact, and learn from one another. A huge success!”

“We’ve been thoroughly impressed with the overall virtual experience of NAMM: Believe in Music week,” said Abby Kaplan, VP of Global Retail Sales at Shure. “While we miss seeing everyone in person, we have still been able to connect with customers, introduce them to our products, and do planning with our channel partners.”

NAMM Show 2021 Replaced by ‘Believe in Music Week’ Online

“Believe in Music week vastly exceeded my expectations, packed with valuable information, education and in-depth product seminars. It truly felt like a global music community connected by this platform that became a social network for the music industry and attendees,” said Chris Tso of Full Compass. “This was a great way for our staff to participate, gain skills we can use today and a powerful way to promote the benefits of making music.”

Alan Macpherson, CEO of L-Acoustics Americas, said, “This year, rising to a new challenge with its Believe in Music week, NAMM proposed a well-thought-out alternative to the in-person show and has accompanied us as we built our show presence. The new format is providing excellent opportunities for interaction with new and existing clients and a platform for us to present our products and services to a wide and varied audience.

For the Audio Production and Technology Track, sessions for recording, live sound, house of worship professionals, and music technologists dove into the landscape of new technology. Programs included TEC Tracks, which offered big-picture sessions and high-profile topics in recording, live sound, and music business, highlighted by interviews with top producers, engineers, and artists, including Dave Cobb, Craig Bauer, John Boylan, Suzanne Ciani and Peter Asher, and live streaming and remote music production tips sessions for house of worship audio professionals.

The Audio Engineering Society presented educational sessions on key topics for audio professionals, including streaming live performances and new music industry business models. In a first, the Event Safety Alliance (ESA) joined the NAMM event. The ESA shared a suite of educational sessions with a roster of academics and industry professionals that explored critical issues within the live event space, including safety in production design, risk management, COVID-19 mitigation planning, and more.

The Believe in Music platform is open to all until February 28, 2021.

NAMM • www.namm.org

Sweetwater, Music Tribe Now ‘Super Partners’

SweetwaterFT. Wayne, IN (January 20, 2021)—In the wake of its relationship with U.S. distributor Starin ending last fall, Music Tribe, parent company to Behringer, Midas, Turbosound, TC Electronic, TC Helicon, Bugera, Tannoy, Lake, Klark-Teknik, Lab.gruppen and others, has entered into a ‘Super Partner’ arrangement with online MI/pro audio retailer Sweetwater.

Music Tribe has split its offerings into retail (consumer) and enterprise (pro audio) divisions, and will now move all its retail products globally through e-commerce channels.

As a Super Partner, Sweetwater will carry more than 1,000 Music Tribe products, all of which will ship directly from the manufacturer’s China and Malaysia factories directly to Sweetwater’s warehouses. Sweetwater will provide customer support and servicing for the products, and the manufacturer will serve Sweetwater with global support services as well as spare parts supply directly from its factories.

COVID-19 Can’t Stop Pro Audio Retail

As for the enterprise division, Music Tribe CEO Uli Behringer noted, “We’re in the process of setting up dedicated distributors for the install as well as live and tour sound enterprise market who will continue to serve all our valued integrators and contractors.”

Music Tribe has entered into a similar Super Partner arrangement with European online MI retailer Thomann.

“We are truly excited about this wonderful relationship with Sweetwater, while now taking it to a complete new level,” added Music Tribe COO David Hunter. “We’re currently reinventing our whole organization by means of extreme digital transformation and automation of all repetitive processes. Our objective is to become a highly strategic and insight driven organization, and we’re currently investing over US $50m in fully automating our current China operation. This year we acquired 50 acres of land in Malaysia where we’re planning our second manufacturing plant. We’re very proud to have entered into strategic relationships with Microsoft and Siemens around a state-of-the-art 4.0 factory in line with our relentless execution on our Customer and Digital Obsession Vision.

Sweetwater • www.sweetwater.com

Music Tribe • www.musictribe.com