Shure has been around for nearly 100 years, beginning life as a radio company in 1925 and along the way innovating and supplying communications equipment for the US armed forces during WWII, and providing mics for some of the twentieth century's biggest recording artists.
Over the last 18 months, Shure has supplied products for high-profile events such as the Eurovision Song Contest, and continued to release new products. Rick Renner, director of pro audio sales, UCANZ, talked to Live Design.
Live Design: How did the pandemic affect business?
Rick Renner: The COVID 19 pandemic created a shift in customer behaviors, leading to an increased demand for products focused on working from home, hybrid education, podcasting, gaming, and remote performances. Shure’s innovative audio solutions have been key to fulfilling these customer needs.
LD: What trends have you seen?
RR: We have seen emerging trends in the audio industry amplified by the pandemic. Podcasting, gaming, hybrid learning, working-from-home, and online shopping have all been expedited by the pandemic. We have adapted an assortment our products to fulfill these new requests. For example, the easy-to-use MV5C Home Office Microphone is a great option for working remotely. The recently launched MV7 Podcast kit includes all the required gear needed for podcasting at home or in remote locations. This kit was highly requested by users in the fast-growing podcasting and streaming market. We’ve also developed new products for the pro audio market. We recently launched the Axient® Digital ADX5D portable wireless receiver, which is a direct response to what our customers in the live events and broadcasting industry have been demanding – a portable option.
LD: What market niches will you explore in the future?
RR: There are several accelerated trends in niche markets that we had already been exploring prior to the onset of the pandemic. For example, new educational models, like hybrid education, have been supported by our Microflex® Ecosystem solutions. Additionally, events where attendance is both digital and onsite will continue to require special audio gear and technical support.
LD: Were you able to maintain the same R&D efforts as before the pandemic?
RR: Our R&D team has always been focused on providing high quality audio products along with close customer support. We’ve remained committed to those efforts throughout the pandemic while also ensuring the health and well being of our associates. Our commitment is made evident by our ability to consistently launch and offer new products that match both market and customer requirements over the past year.
LD: What new sound trends do you see coming in the future, both in terms of live entertainment and the home market?
RR: In terms of live entertainment, we envision more immersive experiences, shrinking the gap between the performers and the audience. Wireless technology, software, and control will play a key role in allowing for the creativity to be realized. Additionally, in the home market we are seeing how workers need a professional set up at home to effectively communicate with clients and colleagues. This would include high-quality headphones and USB microphones to ensure that communication flow uninterrupted by poor sound or unwanted noises. Organizations want to make sure their employees will sound just as good as they do in the boardroom and high-quality sound systems are key for making that happen.
LD: Are sound requirements going to need to be mobile/more flexible/adapted to immersive environments?
RR: The answer is yes on all fronts. Entertainment technology is continuing to rapidly evolve as new innovations like XR create an opportunity for content creators to reimagine how media including film, television, and even video games are being produced. Specifically, wireless technology like the Axient Digital ADX5D makes it possible for sound engineers to capture pristine audio while shooting on highly interactive and flexible set pieces, without interference. We are excited to be an integral part of this transformation in entertainment tech and look forward to playing a role in future innovations.
LD: What new products do you think will influence live entertainment when it returns to normal?
RR: We created and launched new products for our verticals during the pandemic. For live entertainment specifically, we believe the Axient Digital ADX5D portable wireless receiver was one of the most highly needed and anticipated products in the industry.
LD: Do you think live entertainment will return to normal?
RR: Live entertainment is returning and we are beginning to see a clearer road map of how our industry will continue to reopen. While a complete return to “normal” might be a way off, the implementation of new health and security measures have helped our industry become more aware of how we can protect the health of our global community. Audiences and artists are all excited and looking forward to participating in live events again, and we’ll be there supporting and ensuring that they all have an exceptional audio experience.