Alex Barrand has been appointed to the position Sales Manager EMEA at Optimal Audio.
A vastly experienced audio professional with an impressive background in audio engineering, design and installation, Alex cut his teeth on a number of large-scale festival installs before taking up the position of Head of Production at the iconic Ministry of Sound. During this period, he co-designed the legendary main room sound system with Martin Audio and gained valuable experience in the management of technical requests and budgets. In 2011 he moved to take up a global management position with Pioneer PRO AUDIO, focusing on product planning and development. According to Barrand, the opportunity to work with a new brand like Optimal Audio proved difficult to resist:
“Opportunities to be involved in helping to develop a brand from its very early stages are few and far between and not to be missed! Optimal Audio’s approach to commercial audio places the emphasis on harnessing cutting-edge technology to help deliver solutions that are easy to operate for end users. That simplicity is essential in the field, and yet all too often seems to be overlooked. I’m excited to be on board with such a fantastic forward-thinking team.”
Bradley Scott Watson, Sales Director for Optimal Audio adds:
“Alex is hugely respected audio specialist whose track record speaks for itself. He combines a high level of technical expertise with a thorough understanding of the market, and we are confident that he will be instrumental in helping to establish Optimal Audio in the front rank of commercial audio across the EMEA region.”
Optimal Audio has released the latest update to its WebApp and Zone firmware, furthering the flexibility and features that enable the simplicity of set up and operation of its commercial audio eco-system.
Zone is a series of zonal audio controllers with DSP and advanced configuration via WebApp. They are easy to install, intuitive to operate and comprise 4 or 8 zone powered and non-powered versions. WebApp brings the technology behind the Zone controller series to the end-user. Traditionally, the control and operation of commercial sound systems has been a complicated inconvenience to many users, who just want the system to work. WebApp puts all the functionality that an installer requires, as well as the ability to then present effortless and intuitive control, into the hands of the end-user.
With slick touchscreen-optimised controls, the WebApp is designed for ease of use on any device. The responsive and intuitive interface lays out the fundamental controls in a clean, accessible format with the deeper, lockable layers for system configuration available for integrators and system commissioners.
Complete system configuration can be achieved through the WebApp with ducking, EQs, limiters, advanced signal routing, programmable presets, timed events and much more. WebApp also allows for the system configuration files within Zone series products to be saved and easily replicated across multi-site installations.
Version 1.0 is now available to download from Optimal Audio’s website and offers extensive new features, audio settings and improved user interface.
Installers can now hide unused zones to create a cleaner interface, as well as having the ability within each zone settings page to hide sources from the selection list and the microphone volume controls. This ultimately can mean presenting the end-user with just the zone name and volume control – nothing could be simpler.
In addition to the existing 3-band EQ that works with the speaker tuning presets, an extra 3-band User EQ is now available to the installer on every output – all 8 line outputs and 8 amp outputs. Pairs of outputs now also independently support a bridge mode both for low impedance and for driving 70V high impedance speakers, and presets also now include Sub 10 and Sub 15 tunings.
For the installer, a clearer display for the fixed analogue EQ band has been added to all microphone EQs. To assist navigation and triggering of presets, the launch icon is now labelled. The preset list view can be re-ordered in Edit mode and helps to create a tidy list of the available presets. The installer page also has a new metering view which includes all the meters in the DSP for viewing system signal flow in one place.
Finally, Open Sound Control over Ethernet is the Zone control method from 3rd party controllers. In previous versions, only UDP message control of Routines was available but V1.0 adds support for UDP and TCP control of Zone parameters. Included in the release are a collection of example design files for TouchOSC to demonstrate use of OSC control. These give examples of every parameter, status and name to be the basis of control panels tailored to the specific application.
Summing up, Matt Rowe, Head of Engineering, commented: “WebApp is our secret sauce to the success of Optimal Audio’s eco-system, and with this latest release we have extended the possibilities for the system integrator while improving the simplicity that can be presented to the end-user.”
When I first submitted our entry, I was well aware that our chances of winning were slim and if I’m honest I did it in the hope of being a finalist and to take that honour.
When we were shortlisted there was genuine excitement in the office and while I thought the judging panel session also went well I was at pains to remind everyone at Optimal Audio that our chances remained small, especially given the size and prowess of our fellow finalists.
This reality check also meant that when the awards night rolled around, I could enjoy the evening as opposed to being on tenterhooks. When our category was eventually called and to our utter surprise we had won, the elation of the team was palpable.
Here was a new brand, barely into its second year of trading, having come through the ravages of covid and the extremities of supply chain challenges, seeing off some of the biggest names in the industry.
For me the rationale for us winning is ultimately based on the origins of what we set out to do as a company. Engineering Head, Matt Rowe’s vision for a simplified, digital based ecosystem of controllers, amplifiers and loudspeakers for multi-zone venues is matched by a quirky, challenger brand outlook that sets us apart from competitors. That freshness of thinking and approach we always felt was powerful and so it has proven to be.
While we wont be resting on any laurels, this award is internationally recognised and helps to validate our standing. We’re excited for our future and will continue to bring an energy and spirit to the commercial audio sector that drives value to our sales channel partners and venues.
I’m thrilled for everyone involved with Optimal Audio and my sincere thanks to the judging panel of AV Awards for recognising their drive and ambition.
Jamie Gomez has been appointed to the position of Global Marketing Manager for Martin Audio and Optimal Audio. Jamie moves to his new position from within the wider Focusrite Group, where he was GMM for Focusrite Pro. A marketing professional with a strong audio background who specialises in brand development and digital marketing, Jamie spent time with Pioneer PRO AUDIO developing an in-depth understand of sound reinforcement, before his move into the world of networked audio, recording and post-production at Focusrite PRO.
Jamie Gomez comments:
“The opportunity to return to the world of sound reinforcement and loudspeakers with not one, but two exceptional brands, is a unique and irresistible challenge, and one which I’m very excited to take on. With Optimal Audio, the chance to work on what is effectively an exciting start-up brand with an innovative edge in the commercial sector, dovetails brilliantly with the Martin Audio side of the role. An established market-leader like Martin Audio demands a different approach, but I’m looking forward to sharing my ideas and helping to maintain the brand’s position at the top of the professional audio sector.”
James King, Marketing Director for Optimal Audio and Martin Audio adds:
“One of the many advantages of being part of the wider Focusrite Group is that we have been able to present opportunities across the brands for its employees to progress. Jamie is another great example of that, and I couldn’t be happier that he has joined the team. He has a bold outlook towards marketing that I know will go a long way to accelerating the rise of the fledgling Optimal Audio brand as well helping to freshen and further the more established Martin Audio.”
UK manufacturer Optimal Audio is pleased to announce the appointment of TMP Pro as a distributor in the United States.
Optimal Audio, part of the Focusrite Group, manufactures a one-stop solution of control, amplification and loudspeakers for small to medium sized commercial installations, with a focus on supporting multi-zoned venues. Its streamlined product offering works seamlessly to deliver simple-to-install, high-quality sound systems that can easily be operated by anyone, not just engineers.
Based in Connecticut, TMP Pro is the pro audio, video, lighting, and pro accessories division of The Music People, an Exertis/Jam business which distributes more than 200 premium brands across the US. The company’s substantial distribution capacity is based on strong relationships with its brands, allied to a capacity to exceed expectations through the expertise of its certified specialists. TMP Pro’s detailed knowledge of products and systems enables its team to expertly pull together and connect the products essential to a project’s success.
David Henry, National Accounts Manager, TMP Pro welcomes Optimal Audio:
“We are proud, honoured and excited to offer our US dealers access to the Optimal Audio ecosystem. The engineers at Optimal have assembled an intuitive, powerful line up of devices with a clear focus on functionality, audio quality and simple control. It is an extremely attractive option for our clients.”
Lee Stein, VP Sales, Optimal Audio, North America adds:
“We are very pleased to partner with TMP Pro as our distributor for the United States. I have had experience of working with them over many years and know them to be very knowledgeable, highly professional, and closely attuned to the needs of their customers. They’re a great fit for Optimal Audio and are perfectly placed to deliver our user friendly solutions to the US commercial audio market.”
Optimal Audio has announced new additions to its Cuboid line up of loudspeakers, with four models introduced, available in black or white as standard.
The new additions comprise Cuboid 3, Cuboid 3TX, Cuboid 5 and Cuboid 5TX. Cuboid 3 is a full range, two-way, passive 3” loudspeaker, designed to give exceptional sound quality in a very small form factor, for distributed applications with high quality background music and speech reproduction.
With its attractive design and included mounting hardware, Cuboid 3 can be fixed in either portrait or landscape orientation for simple and flexible installation. A weatherproof terminal cover is available as an aftermarket accessory for outdoor use, bringing the rating to IP54.
Cuboid 3 features a 3.5” low frequency driver and a 0.5” PEI dome high frequency driver mated to a shallow wave guide for consistent HF distribution.
Cuboid 3TX adds a transformer, enabling the speakers to run on a series of 70 or 100V taps or at low impedance. Tap selection is via a rotary switch on the rear of the cabinet.
Cuboid 5 and Cuboid 5TX follow in similar fashion and feature a 5.25” low frequency driver and a 0.75” high frequency driver.
The new Cuboid additions will start to ship in APAC from November, EMEA from December, and the Americas in the new year.
Managing Director Dom Harter said:
“We’re delighted to extend the popular Cuboid series – these new additions open the brand to additional indoor and outdoor applications with sound quality that will delight. When coupled with the Zone series and the WebApp, setting up a system and end-user control is then also simple and intuitive.”
Optimal Audio is pleased to announce they have been shortlisted for manufacturer of the year at this year’s AV Awards.
These coveted awards are seen as recognising and rewarding the whole AV Industry – the people, businesses, projects and technology that has stood out against the competition over the past year.
Dom Harter, Optimal Audio Managing Director comments:
“We’re thrilled for Optimal Audio to be recognised in this way in it’s very first commercial year. To be alongside such recognised names of the industry is truly humbling and I’m delighted for the entire Optimal Audio team that has helped make this happen.”
U.K. manufacturer Optimal Audio is pleased to announce the appointment of Audio Brands as its exclusive distributor in Australia.
Optimal Audio, part of the Focusrite Group, manufactures a one-stop solution of control, amplification and loudspeakers for small to medium sized commercial installations, with a focus on supporting multi-zoned venues. Its streamlined product offering works seamlessly to deliver simple-to-install, high-quality sound systems that can easily be operated by anyone, not just engineers.
Based in Sydney, Audio Brands is focused on the installation and production markets and specialises in commercial audio and AV solutions, supplying Australia through a wide network of dealers and integration partners. With exclusive distribution for a number of leading global brands, Audio Brands has developed a strong reputation for outstanding customer service.
Don McConnell, Director of Audio Brands Australia comments:
“We’re thrilled to be representing such an innovative range of products. The experienced team behind Optimal Audio truly understand the requirements of the commercial audio market, and it’s refreshing to see a focus on the user interface. The Optimal Audio range complements our existing brands perfectly and we’re looking forward to introducing the Optimal Audio solution to our integrator customers and consultants.”
David McKinney, Sales & Support, APAC, Optimal Audio adds:
“We are proud to be able to partner with a distributor of the calibre of Audio Brands in Australia. Their strong technical background and expertise in the commercial audio market is perfect for the solutions that Optimal Audio offers. The unique Zone processors and WebApp are catching a lot of early attention in Australia thanks to the initial work Audio Brands have done. Now we are shipping the full Optimal Audio range, we are ready to move in Australia.”
Dom Harter, Managing Director at Optimal Audio, is well acquainted with Don McConnell and Audio Brands:
“I’ve known Don for many years and worked with him before, so I’m especially delighted to have Audio Brands taking care of our distribution in Australia. The company sets very high standards and Optimal Audio couldn’t be in better hands.”
It’s clear that launching a new brand from scratch would present many challenges. Could you identify what you see as having been the greatest challenges in your area, and perhaps talk a little about if/how the pandemic further impacted those… With the benefit of hindsight would you have done anything differently or are you satisfied that you took all the right steps?
My role within OA is to provide insight from the viewpoint of a practitioner as products develop, and support our customers in the products’ use once brought to market.
From a product point of view, the largest challenges have been without doubt supply chain challenges, where even making samples and prototypes has involved much longer lead times than normal.
There is nothing specifically that I would have changed in the products or their development cycle, but bringing the products to market has inevitably been delayed because of these factors. There wasn’t an alternative, unfortunately, but I’m proud to have been a part of the team that has got us to this point.
You must have identified some targets and projected milestones that you wished to reach as the business developed. Have these been largely met/exceeded? Are you where you want/planned to be, one year on?
Broadly, I think we have achieved a great deal in difficult circumstances. The heart of the range, the “Zone” products, are a huge achievement and a product I had hoped for many years would materialise in my previous life as an installer. They are exactly as they should be, no more, no less. The next stages of the product road map are also exciting – it’s going to be a great few years as we roll out more uniquely focused products within the brand goals of quality and simplification.
Speaking to the individual team members at the beginning of this journey, it was clear that the chance to work on the creation of a brand new business from scratch was a very rare and exciting opportunity. Looking back at the last year, has the development of Optimal Audio fulfilled your personal expectations?
It has – and we’ve only just begun. The opportunity to use my experience in the marketplace and, with others, bring that knowledge to the team and see it integrated within the products, is very rewarding. It isn’t often that such opportunities come along, at the very start of a brand with a clean slate and clearly defined goals.
Can you tell us about the response you have received from the marketplace to the Optimal Audio offer? How well has the Optimal Audio message connected with potential customers in the comparatively short lifespan of the company? Could you talk a little about the success of the open days…
It has all been very positive, with great interaction with our worldwide distributors. They have given us considered feedback on our portfolio as well as ideas for the future which helped shape our roadmap. A great brand is never all about one person’s view of what makes for a strong portfolio and so we like to gain a cross section of insight to help cement our direction.
Open days have been great – it’s an opportunity for face to face contact that results in shared knowledge and experience, and to let people get hands on (or ears on!) with the product. Reaction to the sound quality of the products is particularly good to hear, especially as that was a key goal for the brand – not just ease of use, but quality too.
Where do you want/expect to be one year from now?
Sunning myself somewhere fabulous would be nice!
But really….
As the brand continues to grow, and more products come to fruition, my hope is that we make a significant sea change to how commercial audio is perceived – it should be as natural and as simple as picking a playlist in the car. If we can make life easier and less complicated for our customers and end-users whilst delivering great sound quality, we will be doing what we set out to achieve.
In this Q and A, Optimal Audio team members reflect on what was a challenging, hectic and ultimately very satisfying twelve months since the brand was launched…
James King – Marketing Director
It’s clear that launching a new brand from scratch would present many challenges. Could you identify what you see as having been the greatest challenges in your area, and perhaps talk a little about if/how the pandemic further impacted those… With the benefit of hindsight would you have done anything differently or are you satisfied that you took all the right steps?
From a marketing standpoint the biggest challenge was all around the preparation for launch. While we had spent a year tinkering with the brand ethos, positioning and core visual assets to provide a solid basis for the brand, in essence for all supporting materials to launch both the brand and twenty products together, we only had a little over three months to complete it, and a very finite budget.
So, that was all the product copy and photography, website development and company brochure, data sheets and product videos, the launch event… the list appeared endless and daunting. I would not have been able to do it without the team pulling together, and in particularly drafting in Gavin Eldridge to help project manage it all. We got it done and the reaction to the launch was fantastic.
Subsequent to that, the challenges of getting products into production with all the shortages in supply chain, especially around electronics, has meant that getting the portfolio shipping, and delivering brand momentum was significantly more of a headache than we foresaw. So, its been about managing our distributors, providing as clear information as we can, engaging with them on training needs or providing them additional tools in preparation for products shipping, while keeping interest in the brand from the wider community. Thanks again to a lot of hard work from the team and the immeasurable patience of our sales partners, we are now at a stage now where the portfolio is shipping, people are seeing the potential of the brand, and sales are very quickly ramping.
Had we had known, would we have delayed the launch? Of course, we would. That said, I am not a believer in hindsight. For me you have to make the best judgements on the available information and move forward. If things don’t go according to plan, you adjust, but ultimately you keep moving forward. And that’s what we’ve done.
You must have identified some targets and projected milestones that you wished to reach as the business developed. Have these been largely met/exceeded? Are you where you want/planned to be, one year on?
Challenges aside, I think we can be very pleased with where we sit a year on. We have distribution in over fifty territories, a portfolio of twenty-one products now shipping, sales are ramping quickly, brand excitement is tangible, feedback on performance of systems in the field is strong, and we have a very bright future ahead of us. Yes, of course we could have sold more, quicker, without some of the supply chain challenges we’ve encountered, but we feel very confident about the next twelve months.
Speaking to the individual team members at the beginning of this journey, it was clear that the chance to work on the creation of a brand new business from scratch was a very rare and exciting opportunity. Looking back at the last year, has the development of Optimal Audio fulfilled your personal expectations?
Without a doubt, the launch of Optimal Audio is a personal highlight of my career. It is extremely rare to get the opportunity to define and build a brand from scratch, and that journey has been fascinating and rewarding. I am extremely proud of the work that was created, especially in light of the budget that we had to work with, and I am excited to nurture and bear witness to this brand fulfilling its potential.
Can you tell us about the response you have received from the marketplace to the Optimal Audio offer? How well has the Optimal Audio message connected with potential customers in the comparatively short lifespan of the company? Could you talk a little about the success of the open days…
From the launch, the feedback has been overwhelmingly positive and rewarding. The launch itself was described by a financial analyst as Apple—esque, and as recently as the Open Days in March we got to be face to face with customers who remain extremely complimentary about the brand. Now that the portfolio is shipping and the true potential of the eco-system is coming to fruition, it’s exciting to see the sales ramp quickly alongside some notable installations into Starbucks and Versace retail stores.
Where do you want/expect to be one year from now?
A year from now will be a very exciting place for Optimal Audio because we have laid the foundations for growth: an exciting, differentiated brand with twenty-one shipping products in over fifty countries around the world. We are going to see sales quickly ramp and brand momentum with it. We’ve signed off on a three-year product roadmap with some notable additions to occur in the next year, and we will further strengthen our distribution network too. We are investing in advertising and other brand and product marketing vehicles to support and propel the growth, so yes, a year from now I expect Optimal Audio to be in a very healthy place.
