Your browser is out-of-date!

Update your browser to view this website correctly. Update my browser now


ISE 2018: ‘People’s expectations of pro audio technology have risen’ – Avid VP on the rise of ISE

We spoke to Avid's senior vice president of global sales about why ISE is so important for the company to exhibit at

The first major European trade show of the year is upon us, as Integrated Systems Europe opens its doors to crowds in Amsterdam on February 6-9. Traditionally an installation expo, the event is now drawing in more pro audio brands than ever before. PSNEurope asked some of the top audio exhibitors at ISE to explain the show’s relevance to today’s market.

Tom Cordiner, senior vice president of global sales at Avid, shared his thoughts with us. 

How would you explain the fast growth of ISE?

The AV technology market and industry is more complex than ever before. Technical boundaries are being pushed by live sound providers and engineers to cater for more diverse productions and installations. As these become bigger, braver, and more ambitious, the AV market has also become more progressive. Alongside this, virtualisation, remote production, and developments in system design are opening new opportunities for companies to update and modernise existing systems and add game-changing capabilities to their current AV setup.

Attending ISE gives organisations a head start in acquiring the latest powerful, cutting-edge AV solutions – giving attendees the opportunity to engage with groundbreaking products and meet with experts to help find the best solution for each unique production environment.

Adopting live sound equipment that can be both seamlessly integrated and deliver a diverse range of productions has become an increasingly popular priority. Attendees can discover the efficiency of Avid’s live sound technology which award-winning engineers and services rely on for shows and tours across the world.

Why is this trade show becoming more important for pro audio brands?

New innovations in audio processing and audio systems, coupled with shifting industry trends in production design and scale, have brought companies’ and engineers’ pro audio offering to high importance. It’s more vital than ever to ensure that pro audio technology is not only durable and reliable, but is truly an asset to many workflows.

Within the media and entertainment industry, people’s expectations towards pro audio technology have risen as productions become more demanding and ambitious. For live sound, it has become increasingly important for systems to meet every production requirement and deliver high-quality sound seamlessly, regardless of the productions’ complexity.

Trade shows are the go-to destination for those leading the pro audio market and spearheading the latest developments, as well as those looking to advance their pro audio offering. Keeping up with these developments can be challenging as the market becomes more crowded and competitive. By attending trade shows like ISE, customers can digest the vast amount of pro audio solutions available and choose a new AV system with confidence. It’s with this type of response and action when companies get the most out of their chosen AV system.