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60 Seconds: Luke Ireland Martin Audio

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

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

A: I am Managing Director and President of Martin Audio. My role is to ensure Martin Audio reaches its significant potential by creating a vibrant, challenging and fun place to work, driving the team to enhance customer relationships and improving the sonic experience for audiences worldwide.

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

A: My background is in technology, mobile and audio. I have strong international operations and sales leadership skills, which are what Martin Audio needs most to deliver its true potential.

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

A: We truly believe the best way to appreciate a Martin Audio product is to listen to it. That inspires customer after customer to invest across the spectrum of our portfolio. Expect to see a raft of experience events that enable that.

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

A: I am passionate about delivering and exceeding customer expectations. Short-term, we are focusing on our production processes, starting ground up, providing the basis for the company to meet customer needs of today, rather than simply adding to processes from the past. Longer-term, we are investing in research and development that gets under the skin of customer and end-user needs and challenges so that we can go onto deliver class-leading solutions.

Q: What is the greatest challenge that you face?

A: 2014 has been a tremendously successful one for our technology-leading MLA product series. Whether it was Glastonbury, Electric Daisy Carnival, London Invictus or bands such as Steely Dan, we have proved that if you want the best sounding audio with the best SPL control, then MLA is the only serious choice. Our challenge is to continue to improve and develop our MLA technology to keep it right at the top of the market. Coupled with that, we have a growing permanent installation business that in 2015 we foresee becoming a breakthrough year. Getting the right investment and priority balance between touring and installation needs will continue to be an exciting juggling act.