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Sweetwater, Music Tribe Now ‘Super Partners’

Music Tribe, parent company to Behringer, Midas, Turbosound, TC Electronic, TC Helicon, Bugera, Tannoy, Lake, Klark-Teknik, Lab.gruppen and others, has entered into a ‘Super Partner’ arrangement with online MI/pro audio retailer Sweetwater.

SweetwaterFT. Wayne, IN (January 20, 2021)—In the wake of its relationship with U.S. distributor Starin ending last fall, Music Tribe, parent company to Behringer, Midas, Turbosound, TC Electronic, TC Helicon, Bugera, Tannoy, Lake, Klark-Teknik, Lab.gruppen and others, has entered into a ‘Super Partner’ arrangement with online MI/pro audio retailer Sweetwater.

Music Tribe has split its offerings into retail (consumer) and enterprise (pro audio) divisions, and will now move all its retail products globally through e-commerce channels.

As a Super Partner, Sweetwater will carry more than 1,000 Music Tribe products, all of which will ship directly from the manufacturer’s China and Malaysia factories directly to Sweetwater’s warehouses. Sweetwater will provide customer support and servicing for the products, and the manufacturer will serve Sweetwater with global support services as well as spare parts supply directly from its factories.

COVID-19 Can’t Stop Pro Audio Retail

As for the enterprise division, Music Tribe CEO Uli Behringer noted, “We’re in the process of setting up dedicated distributors for the install as well as live and tour sound enterprise market who will continue to serve all our valued integrators and contractors.”

Music Tribe has entered into a similar Super Partner arrangement with European online MI retailer Thomann.

“We are truly excited about this wonderful relationship with Sweetwater, while now taking it to a complete new level,” added Music Tribe COO David Hunter. “We’re currently reinventing our whole organization by means of extreme digital transformation and automation of all repetitive processes. Our objective is to become a highly strategic and insight driven organization, and we’re currently investing over US $50m in fully automating our current China operation. This year we acquired 50 acres of land in Malaysia where we’re planning our second manufacturing plant. We’re very proud to have entered into strategic relationships with Microsoft and Siemens around a state-of-the-art 4.0 factory in line with our relentless execution on our Customer and Digital Obsession Vision.

Sweetwater • www.sweetwater.com

Music Tribe • www.musictribe.com

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