Martin Audio announces partnership with 22live
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In so doing it reunites the company with hire director, Paul Timmins - part of an experienced team that also includes MD Spencer Beard and commercial director, Alex Penn. They are joined by technical director, Simon Gladstone, operations director, Stefan Phillips and finance director, Ian Bidmead.
Driven by Timmins, who has enjoyed a long relationship with Martin Audio, the company has confirmed a large investment in Martin Audio’s advanced control and array technology. This enabled them to make an immediate impact in 2022, supporting the Sigur Rós global tour with the manufacturer’s Wavefront Precision system and Torus scaled for arenas, and the Australian Pink Floyd Show UK, with Wavefront Precision and Torus scaled for theatres up to small arenas. Both bands have enjoyed a long relationship with Paul Timmins, which looks set to continue under the new production company.
One of the first key considerations when 22live set out its stall early last year was which loudspeaker company to forge a relationship with. Setting out the reasons for backing Martin Audio as their front-line brand, Timmins was aware that a long historic relationship with a brand is not necessarily justification for future investment. “There is always a lot at stake when it comes to selecting a partner brand,” he says. “For us, we needed to get our hands on a product that gave us more of a USP, and was supplied by a manufacturer that complemented our own ethos. This was the key to a successful launch.”
In Martin Audio’s favour was the strength of the brand generally within the world of live sound reinforcement, and specifically its perception as a rock n roll provider -aligned with the fact that it was a UK manufacturer.
At the corporate end, Dom Harter, as managing director, had provided confidence, while 22live could also see that parent company, Focusrite plc, was reinforcing the brand’s potential by supporting its ambitions in R&D and investment. Paul Timmins comments, “As we were considering a substantial investment in the brand it was important to hear Dom‘s longer-term vision for the company, and how that could positively impact on our needs and expectations.”
This commitment to live was further reinforced when Focusrite plc acquired Linea Research in March 2022 - a further investment that underpinned 22live’s decision. “We saw bringing the amplifier manufacturer in-house as really providing Martin Audio with the tools it needed to become more successful.”
“The more we got into the opportunity that Wavefront Precision presented, the keener we were to get onboard,” Paul Timmins summarises. “It felt like a small risk to take backing something new, but it was a considered risk, with plenty of opportunity to go with it.”
22live will also now act in 2023 as a dealer for Martin Audio, representing the company as a boutique supplier, focused on supplying Wavefront Precision and Torus products predominantly to the touring market.
