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60 Seconds: Austin Freshwater, GM, DiGiCo

General Manager—the role has been introduced to strengthen the DiGiCo management team.

Q: What is your new position, and what does it entail?
General Manager—the role has been introduced to strengthen the DiGiCo management team. As the business continues to grow, we need to ensure that we do so in an efficient manner, retaining all the positive traits the brand is recognized for whilst continuing to improve and introduce new ways of working, like the new factory we have recently completed, for example. The role itself is very varied and engages with all parts of the DiGiCo business, so there is plenty to be getting on with and no two days are the same.

Q: How has your background prepared you for your new role?
Over the years, I have worked for many leading brands across different industries, which has prepared me for the role here at DiGiCo. It’s always a steep learning curve when joining a new industry—translating the acronyms is one of the biggest challenges! Although my background is not from the pro audio industry, there are many synergies that will make the transition easier, and the skills and experience I have are transferable. I can already see where I can add some value to the business.

Q: What new marketing initiatives are we likely to see from the company?
As with everything DiGiCo, things are changing—nothing stands still here. That’s no different with the company’s marketing. Recognized for being the best in the industry is a tough place to develop from; nonetheless, the team are pushing on and will continue to focus on further developing the online and social marketing elements of what we do. This will be a key focus area ongoing. Our existing customers demand new ways of engaging and we need to ensure we are relevant for the next generation of DiGiCo users.

Q: What are your short-and long-term goals?
My short-term goal is not to interfere with what is an already great business, but to learn and embrace the culture and to add value. Outside of the DiGiCo walls, I want to get to know the industry quickly and meet as many people as possible at the various events and trade shows so I get a deep understanding of the industry. The long-term goal is quite simple, really: continue to expand the business, ensure our customers are served at the highest standard and keep our staff motivated and happy, as they make all of this happen! The team here really is great and is crucial to business.

Q: What is the greatest challenge that you face?
Personally, for me, it’s having enough technical knowledge—the expectation from our customers is that we should all know the products intricately, and many of them have either studied audio engineering or been involved in the industry for some time—neither of which have I done, but I am learning fast. Fortunately, I have the right people around me to bring me up to speed quickly!