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60-Second Interview: Amanda Whiting, UA

Q: What is your new position, and what does it entail?

Q: What is your new position, and what does it entail?

A: I’ve recently joined Universal Audio as its communications manager. In this position, I’ll be managing everything from advertising placements and press inquiries to the Universal Audio blog ( blog) and UA’s social media presences on Facebook, Twitter and YouTube. Basically, I’m in charge of spreading the word about UA far and wide. It’s a lot of fun!

Q: How has your background prepared you for your new role?

A: I’ve been very fortunate to work at some great companies in the audio and musical instrument industries, including M-Audio, Audyssey Laboratories and Roland Corporation. In my prior position as marketing communications manager at Roland, I managed advertising, PR, social media and promotions for the Roland and BOSS brands.

Q: What new marketing initiatives are we likely to see from the company?

A: The UA marketing team has been in full gear since NAMM, launching the UAD-2 Satellite and the Universal Audio website. The Universal Audio blog is really taking off as well, and we’re squarely focused on constantly updating it with new artist features, tips and tricks and videos. We are also constantly offering our customers special deals through our web marketing and online store.

Q: What are your short- and long-term goals?

A: My short-term goal? To build the best darn blog in the industry. For me, this means finding fun, creative and informative content about Universal Audio products and the concepts of recording in general. More long-term, I just hope to continue expanding my knowledge of sales and marketing in the audio industry. I really enjoy all the people I get to work with—inside and outside the company. I also hope to engage in more outreach to young adults just graduating from school and letting them know about our industry. I think a lot of them would love it; they just may not be aware of anything relating to music that doesn’t involve record labels, talent agents or trying to make it as a musician. I know I wasn’t.

Q: What is the greatest challenge that you face?

A: So many great ideas floating around; never enough time. Prioritizing is always the name of the game.