New York, NY (October 18, 2017)—By Clive Young. At AES, Focusrite has announced the formation of its new Focusrite Pro division, aimed at serving audio professionals. The Focusrite Pro division specifically oversees the company’s Red multi-format audio interfaces; RedNet modular audio-over-IP solutions; and ISA microphone preamplifiers and analog signal processors.
The reasons for creating the new professional brand are numerous, according to Richard Nevens, VP Global Sales: “Focusrite Pro seeks to engage with professional audio clients, both pre- and post-sale, as they transition their workflows and facilities to an audio-over-IP infrastructure. Dante technology provides capabilities and a level of flexibility not previously available, and Focusrite is the leading provider of this technology throughout this significant industry transition.”
With the creation of Focusrite Pro as a brand, Focusrite now offers four brands—Focusrite, Focusrite Pro, Novation and Ampify. For pro users, Focusrite Pro is intended to be a “client-facing team,” he said, supporting users with both technical guidance and sales solutions that are tailored to their workflows. “This includes arranging demos, providing system integration recommendations, offering comparative proof points through the sales engagement process, and further assistance to ensure the client's needs are met," said Nevens.
Will Hoult, product manager, noted that the creation of Focusrite Pro is resulting in tighter integration between sales, marketing and product management—a situation expected to improve the organization’s client focus, ensuring it addresses client needs as it develops products in the future.
Tim Carroll, CEO, Focusrite Audio Engineering, said, "The sole focus of Focusrite Pro is to enable audio professionals with best-in-class audio solutions for modern-day workflows. Audio professionals now have a dedicated team of professional audio product designers and sales and support staff. This new team will help them build and deploy solutions that address the needs of modern-day audio production in broadcast, post-production, music production, live and installed sound.”