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60 Seconds with Michael Palmer of Eastern Acoustic Works

Get to know Michael Palmer, director of U.S. sales at Eastern Acoustic Works (EAW).

Michael Palmer, Eastern Acoustic Works
Michael Palmer

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

I am director of U.S. sales for Eastern Acoustic Works (EAW) and also oversee the distribution of dB Technologies in the United States. This includes overseeing all aspects of sales throughout the United States and managing the day-to-day sales operations. I also work closely with our manufacturer’s sales reps and regional sales managers.

How has your background prepared you for your new role?

I’ve been in the industry for over 25 years, and my background includes previous positions at Allen & Heath and L-Acoustics. I have established many long-term relationships and have a great understanding of not only the distribution model, but also the live sound, production and integration markets.

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

We are going to expand and focus on online education and training with the launch of EAW University, which is our online training channel, www.education.eaw.com. We’re also looking at further expansion of our product offerings in order to adhere to the changes that venues are facing amid the COVID-19 pandemic. Our ADAPTive line can cater to a range of situations, from large-scale events all the way down to small spaces. It features steerable technology that allows on-site personnel to change and adjust parameters on the fly. This is especially useful in adjusting the coverage area to match the size and location of the audience.

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What are your short- and long-term goals?

My short-term goals are to continue to strengthen our sales network, as well as to leverage our relationships with our partner companies at the AEB group, including our distribution partnership with dB Technologies. Long-term goals would be to continue to grow market share within the midlevel production market as well as pursuing large-scale integration projects. We’ve always been entrenched in this segment of the market, and we have been deployed in several stadiums and arenas throughout the years. We look forward to going back to our roots to make sure we are catering to this market in 2021.

What is the greatest challenge you face?

The greatest challenge we face is navigating the industry during and after COVID. Based on the state of the market, how do we pivot our thinking and strategy for today and the future? From the audio perspective, how do we scale the P.A. system and design to accommodate the coverage needed now, but also have the ability to cater to full attendance and coverage down the road? For us, the most important thing right now is to stay connected with our customers and make sure we are meeting their changing needs during this transitional period.

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