Q: What is your new position, and what does it entail?
A: I am the founder of Pure Groove Systems, which is a unique partnership with Danley Sound Labs; together we design, promote and distribute revolutionary sound systems for nightlife, live entertainment, festival and touring.
Q: How has your background prepared you for your new role?
A: I’m originally from Manchester, England where the music scene in the late 80s and 90s was explosive. I was heavily influenced by the bands coming out of there; it was a really exciting time for music and my experiences at the Hacienda inspired me to become a music promoter. I have been in the music industry for over 25 years now, having produced thousands of events and worked with some of the biggest artists in the industry, so I’ve heard a lot of sound systems and I thought that I had heard the best in the business. I was wrong. I was introduced to the Danley team last year and after hearing a demo, I immediately knew that the speakers were very special. Quality sound systems play a massive role in a great music experience, therefore it’s our goal to get these speakers into venues and events so fans can enjoy music and be inspired by them.
Q: What new marketing initiatives are we likely to see from the company?
A: Our systems speak for themselves, so exposure is key. As a promoter, I know that most artists care about audio and want to be heard on the best sound systems, so it was important to reach out to artists who would embrace this technology. We have formed strategic partnerships, and we have just wrapped high-profile events such as MMW in Miami, Union in Amsterdam, MayDay Festival in Germany, and most recently, Lightning in a Bottle’s Woogie stage in CA. The feedback has been resoundingly positive, particularly from artists and audiophiles, as well as the media, which has resulted in interest from around the world. We are in the process of building an exclusive network of dealers and distributors who share in our vision about audio.
Q: What are your short- and long-term goals?
A: Short term is all about exposing our systems to the industry and the audience globally. This will organically lead into our longer term goal, which is to raise the industry standard in sound systems worldwide, and have our systems in every city so that fans have the opportunity to experience music the way it is meant to be heard.
Q: What is the greatest challenge that you face?
A: Changing the industry’s mind about what it thinks is a good sound system. Again, it’s all about exposure. The story, info and specs on our website are very impressive, but once you actually experience the power, definition and clarity of our systems there is an obvious difference—hearing is believing.