SISME, the Optimal Audio distributor for Italy, has debuted the Optimal Audio range of products during the well-attended trade show in March.
The Zone4 processor and its WebApp were the centre of attention for Optimal Audio, and the feedback from the Italian customers was extremely positive. They saw the true potential of the product and were really impressed by the functionality and flexibility it has to offer. Smart Amps were also well received, – the power sharing functionality and settings in particular generated a huge amount of interest in the brand.
UP series and Cuboid series were the perfect addition to the eco-system set-up presented by SISME.
“It’s great to finally see the reaction of our customers to Optimal Audio. We have been convinced by the potential of the brand from day one, and it’s great to see this reaffirmed by our customers and potential customers at the show”
Raf Willems, Head of Sales EMEA for Optimal Audio added:
“Coming close to the shipping date of our entire range, it was extremely important to get our products in front of AV professionals. The effort and work put in by Claudio Bugari, CEO of SISME, and his team, was exactly our vision on how to present Optimal Audio, as an easy to install and easy to use eco-system. The SISME marketing department did a great job on this, and with the enthusiasm of the entire team, I’m convinced that the future for Optimal Audio in Italy is very bright!”
Optimal Audio will be presenting its solutions in many more tradeshows and launch events throughout the world in the coming months. Stay tuned for the updates on the Optimal Audio website! LINK
Al McKinna’s audio credentials are impressive. His career in product management at Avid, in both Live Sound and Audio Hardware, mark him out as a leading audio industry professional. An in-depth understanding of business strategy allied to product development saw him working at the forefront of Avid’s VENUE brand of digital live audio production systems, overseeing thirty major product releases and achieving two patents. Most recently, as Director of Audio Hardware at Avid, he led Product Management for Pro Tools systems, Control Surfaces and Live Sound. As Head of Product at Optimal Audio, he is responsible for creating a future product development strategy for the company, that aligns with, and remains true to, the brand’s original vision for removing the often unnecessarily complex nature of commercial audio.
Although on the face of it, the transition from professional to commercial audio might seem to be a straightforward step, Al is fully aware of the subtle but clear differences between the two sectors, so when he joined the Optimal Audio team, he was determined to set aside any preconceptions:
“I have a skillset in designing high-end professional audio products. Coming into Optimal Audio, I was able to bring expertise in product management and of leading a successful business in pro audio to design a product strategy that works for our customers in the commercial audio space.
“What I didn’t want to do was come in with a lot of preconceived ideas. This is a fresh space for me, and so I set out to learn as much as I could and not make assumptions. The worst thing I could have done was enter this new space assuming I would make all the right choices based on my experience. Optimal Audio is an exciting fresh new brand, introducing a new perspective on commercial audio. Inspired by this, I took fresh approach to my role.”
With the Optimal Audio ecosystem well and truly launched into the market, Al looks at the next step:
“I was employed to provide a product strategy for the future of the company that delivers the visions and business goals set out by Dom Harter. The launch of Optimal Audio was very successful – the team had a compelling vision for the ecosystem and were poised to get the first series of controllers, amplifiers and loudspeakers out into the world. I was honoured to be given a position with this highly talented group of people set to establish positive change in the installation, use and audience-experience of commercial audio.
“My job role in that team is to take a dispassionate look at the market, identify the opportunity for innovation and growth, determine our path forward and work with engineering manager Matt Rowe and team to deliver on an inspiring roadmap.”
Al McKinna’s place in the Optimal Audio team reflects the brand’s determination to look outside the immediate surroundings of the commercial audio sector to find the talent that can help propel its mission to deliver high quality solutions that are simple to install and operate. Bringing fresh perspectives to the sector lies at the heart of the Optimal Audio plan, and the exchange of ideas between expert team members from a diverse set of backgrounds has seen swift progress. As Al focuses on overseeing future strategy, he sums things up:
“I’m motivated to ensure that Optimal Audio products are perfectly positioned for our customers in commercial audio. Drawing on my background of developing successful products in the pro-audio sphere, and combining that experience with a ‘first principles’ approach to commercial settings, is the essence of my role in helping Optimal Audio to become an established market-leader .”
With our full ecosystem of products shipping early this year, 2022 is the year for Optimal Audio – and am honoured to be a part of it!
We’re excited to welcome amplifier and electronics specialists Linea Research to the Focusrite Group of audio brands, following the latest acquisition by our parent company, Focusrite plc.
Linea Research is headquartered in Letchworth Garden City, UK was formed in 2003 by a team of experienced professional audio specialists, and they design, develop, manufacture and market innovative professional audio equipment globally. Their products include a range of ground-breaking amplifiers, including the world-renowned M Series, together with Digital Signal Processors, audio networking and software products. Two of the original founders, Davey Smalley, Commercial Director, and Ben Ver, Engineering Director, will continue to lead the business post-acquisition.
By extending the Group’s business into new products and markets, which complement its existing offerings, the acquisition is strategically aligned with the Group’s previously communicated aims of growing the core customer base, expanding into new markets, and increasing lifetime value for customers.
Optimal Audio, manufacturer of control, amplification and loudspeakers for small to medium-sized commercial installations, particularly multi-zone venues, has announced an addition to its range in the shape of the Up 6O, a 6” two-way passive, full range open back ceiling speaker.
Delivering a consistent conical 110° coverage pattern, Up 6O features a 6” low frequency driver paired with a 0.7” metal dome tweeter, and is supplied without a back can for ceilings with a minimum cavity depth. An integral fixing system achieves a simple and clean installation. Up 6O is suitable for both high quality speech and music reproduction in a wide range of cost-conscious commercial environments, from hotels and concourses to retail outlets, bars and restaurants.
Each Up 6O can be run on a series of 70 or 100 Volt taps or at low impedance, and with a 16 ohm setting allows up to four units to be connected to each amplifier channel at low impedance for an efficient install.
Up 6O joins Optimal Audio’s range of ceiling speakers with the entire Up series now shipping in APAC, followed by EMEA from March, and North America to follow later in the year.
Product manager, Al McKinna, said:
“With the entire Up ceiling series, including this latest addition, now shipping, they join Cuboid and Sub to complete our loudspeaker offering. With our amplifiers also shipping and our controllers soon to follow, the Optimal Audio ecosystem of control, amplification and loudspeakers working seamlessly together is now becoming a reality. 2022 will be the year we see Optimal Audio really take off.”
When the opportunity to join Optimal Audio arose, Raf Willems didn’t hesitate. A twenty year career in the Audio industry which began with residential sales moved swiftly into the commercial audio sector with Apart Audio. When Apart was acquired by Biamp, Raf took on the position of Head of Business Development for Europe, as well as the additional responsibility of managing Biamp’s Retail and Hospitality team. An impressive career indeed, and one for which Optimal Audio it seems, was tailor made as the next challenge.
“The chance to help develop a new brand from its inception was irresistible – you don’t often get that chance in our industry” comments Raf. “The fact that Optimal Audio was part of the Focusrite group was naturally attractive, but it was the concept behind the product ecosystem that grabbed me first off. The chance to be involved from the outset with a really diverse team of audiophiles, and share direct responsibility for developing and growing the business from scratch was unmissable.”
Whilst it could be argued that commercial audio doesn’t possess the same allure as its professional counterpart, there’s no doubting the significance of its market. Raf is quick to point out that on the face of it, the sector might not have the thrill of the rock and roll arena, but as a one billion dollar business, it unquestionably offers huge opportunities. Introducing and communicating Optimal Audio’s potential in this significant and profitable audio market across the EMEA regions is Raf Willems’ task:
“First of all we need to be clear to potential customers about where Optimal Audio fits, where we slot in and why we were created. Effectively we are offering an entry level digital audio package to the commercial audio world. The competition is either remaining in the analogue domain or dealing in high-end complex digital packages. Optimal Audio is offering a pathway out of analogue into digital – with the advantages that brings – whilst keeping things clear and simple in installation and operational terms, and maintaining a very competitive price. It’s always natural for people to stick with what they know, so a principal element of my role is to communicate why it would be good for business to adopt a new brand over their traditional choices.”
Central to the Optimal Audio approach is that it is very firmly a distributed brand. The company believes that distribution is still the right way to promote brands to markets and develop coherent strategies, and over recent months Raf has been heavily involved in developing Optimal Audio’s distributor network. As he sees it, his role involves working closely with distributors in a supportive capacity, building strong relationships based on achieving results through brand activity, brand promotion, sharing technical know-how and creating confidence. He continues:
“The hard-sell approach isn’t what we’re about. After establishing the fact that Optimal Audio represents good business for distributors and their customers, it’s about being available to the distributor’s team to support the brand with insights into the product ecosystem, and help develop an in-depth understanding of the role Optimal Audio can play for their customers.”
With this in mind, the next few months sees Raf engaged in blazing a trail of customer visits through the region, focusing on brand promotion, education, and getting close to customers, as he explains:
“You might say it’s a bit old school, really; very much the way we used to run our businesses many years ago, very much hands-on – personal visits, launch events, open days – all these things which I still believe to be extremely valuable. Not only does this inform our distributors and their customers, but it helps us gain a better understanding of the markets they are operating in. As much as it is our role to be proactive in detailing the potential of Optimal Audio, the process also works the other way round by increasing our awareness of how their particular markets work and what specific areas of support they need from us. We have to be responsive and not prescriptive.”
With the full Optimal Audio range due to ship by March, Raf is anticipating a busy schedule. If early reaction to the brand’s message is anything to go by, the pace won’t be relenting anytime soon, which is just how this experienced and dynamic operator likes it.
UK manufacturer Optimal Audio is pleased to announce the appointment of Sisme as its exclusive distributor in Italy.
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 be easily operated by anyone, not just engineers.
Sisme has operated in the Italian market as an importer and distributor of leading audio and video brands since 1967. Thanks to its comprehensive brand portfolio, Sisme can address a wide range of sales channels, including system integrators in the pro and commercial audio sectors, touring and rental companies, broadcast and production studios, as well as MI, hifi and electronics stores. The company’s ethos is centred on offering its customers quality products and strong support in an easy business format.
Raf Willems, Head of Sales and Channel Marketing EMEA at Optimal Audio comments:
“From day one, Sisme has been an excellent fit for Optimal Audio. They are a very reputable distributor, and only work with a select number of brands that fit their criteria. Their experience and professionalism combined with a thorough knowledge of the Italian market convinced us that Optimal Audio will be a great success in Italy.”
Claudio Bugari CEO of Sisme adds:
“We strongly believe that the range of easy to install, well-integrated and user friendly products designed by Optimal Audio exactly meets the requirements of our system integration partners operating in the commercial audio sector. We are confident that the synergy between Optimal Audio and Sisme can create rapid commercial development over the coming months.”
Recently launched U.K. manufacturer Optimal Audio is pleased to announce the appointment of highly respected Erikson Pro as its exclusive distributor in Canada.
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 be easily operated by anyone, not just engineers.
A successful and influential presence in the Canadian market for more than twenty-five years, Erikson Pro, part of JAM Industries, distributes a range of world-class brands to the audio and lighting sector, including Allen & Heath, Audient, Chauvet Professional and Martin Audio. Through an extensive network of exclusive representatives, the company maintains close relationships with resellers, consultants and professionals across the sector, priding itself on the high standards and responsiveness of its customer service and technical support.
Dom Harter, Managing Director, Optimal Audio comments:
“We’re delighted to be partnering with Erikson in what is a large and important market. As part of the Focusrite Group, we’re familiar with Erikson’s excellent work with our sister brand Martin Audio, and consequently approach this partnership full of confidence that our fledgling brand is in the best possible hands.”
Christian Bouchard, Vice President, Erikson Pro adds:
“Our long-standing relationship with Dom Harter along with our involvement in the commercial sector through our dedicated division, meant that it was an entirely natural progression for us to work with Optimal Audio. We are excited by the innovation and excellence of Optimal Audio – the added value in performance technology it offers will have a strong appeal for installers seeking superior quality in audio playback, whilst efficiently maintaining the essentials of public address.”
Recently launched UK manufacturer Optimal Audio is pleased to announce the appointment of BTX Technologies as a distributor in the US.
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 be easily operated by anyone, not just engineers.
For more than fifty years, leading US distributor BTX has helped its partners overcome technical hurdles with a wide array of nationally and internationally sourced integration products. With an experienced and award-winning technical sales staff, applications engineering team and in-house product engineering group, BTX is perfectly placed to introduce a new brand to the US market, says Optimal Audio Managing Director Dom Harter:
“BTX is a trusted and highly respected name in the AV industry, well known for its grassroots sales efforts, great technical support and strong customer service. The BTX team noticed very early on the value of what Optimal Audio brings to the market, and we’re delighted to be entering into what we believe will be a very fruitful partnership with another influential distributor.”
Greg Schwartz, CEO of BTX comments:
“When we look for new products of value to offer our integration customers, sophisticated products that are simple to install appeal to us most. That is the very definition of Optimal Audio’s approach to commercial audio, and it’s why we are so excited to bring them into our current family of products as we continue to expand our audio offerings.”
Following the success of its inaugural Open Day in September 2021, UK commercial audio manufacturer Optimal Audio is excited to announce that it will hold two further Open Days in the spring of 2022. Part of the Focusrite Group, Optimal Audio manufactures a one-stop solution of control, amplification and loudspeakers for small to medium sized commercial installations, and will stage the events at its UK HQ in High Wycombe on Tuesday 8th and Wednesday 9th of March.
The Open Days will provide an opportunity for visitors to meet the Optimal Audio team, understand more about the brand, and experience a selection of its products. Demonstrations will showcase the brand’s eco-system and include products from its controller, amplifier and loudspeaker portfolio. Those in attendance can also get better acquainted with Focusrite Pro and Martin Audio, Optimal Audio’s sister brands within the wider Focusrite Group.
There will be two sessions each day, held at 12pm, and 4:30pm, with visitors asked to arrive 30 minutes before the start-time. To ensure adequate space and safety, each demo session will be capped at 40 visitors, allocated on a first come, first served basis.
Optimal Audio Appoints Rock Centrum as Distribution Partner for Czech Republic and Slovakia.
Recently launched U.K. manufacturer Optimal Audio is pleased to announce the appointment of well-established audio and lighting specialists Rock Centrum as its exclusive distribution partner for the Czech Republic and Slovakia.
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 be easily operated by anyone, not just engineers.
Established in 1992, with bases in Martin, Slovakia and Prague in the Czech Republic, Rock Centrum has evolved to become a highly-respected, dynamic company working in the sale and distribution of professional and commercial audio and lighting, as well as in the field of system design and installation. With a long-standing, stable presence in the market, and a wealth of experience, Rock Centrum exclusively represents a number of globally-famous brands.
Peter Foldvári, Managing Director at Rock Centrum comments:
“Our company focuses on distributing high quality products that we believe will deliver great performance, reliability and practicality to our customers. We knew straight away that Optimal Audio was the right partner for us, as we could see how the products fulfil our needs and those of our customers through combining great quality with simplicity of use. We strongly believe in its potential to be a great success in the commercial audio market.”
Raf Willems, Head of Sales and Channel Marketing EMEA, Optimal Audio comments:
“We believe Rock Centrum to be the perfect partner for bringing Optimal Audio to fruition in both the Czech Republic and Slovakia. They have a fantastic team on board and have an in-depth understanding of the commercial audio market. I am extremely glad that we can join forces with Peter and his team and I’m convinced we have a bright future ahead.”
In photograph: Peter Foldvári, Zuzana Bukovinská, Raf Willems, Larisa Bučko, Jozef Červenák
