A song started playing in my head while I was trying to decide upon the new gear I should purchase and which pieces of inventoried equipment I would need to sell:
“You’ve got to know when to hold ‘em; know when to fold ‘em.
Know when to walk away and know when to run.
You never count your money when you’re sittin’ at the table.
There’ll be time enough for countin’ when the dealing’s done.”
—“The Gambler,” written by Don Schlitz and made famous by Kenny Rogers
These decisions loom large, considering that there is a plethora of equipment available on the market and all of it is advertised to bring ease and sonic clarity to our event and concert endeavors. Every month, magazines such as this will introduce the new and newly upgraded-must-have items for all of us to peruse and purchase, as we try to maintain and move forward in the ever-changing audio landscape we inhabit. The gear we choose for our arsenal is important not only for technical specifications, but also in regard to the image it projects to potential clients.
Graceful Aging? Not Likely!
Unlike vintage guitars and amplifiers, most audio equipment does not age with financial grace. Although some of the classic analog multi-track tape decks and outboard items are in demand by some studios and a few audio aficionados, I would venture to say the majority of working studios usually provide the latest and greatest digital gear with which to record. If indeed the analog pieces are offered as part of a studio’s inventory they are typically presented as an addition to the most contemporary equipment available.
This is not to say that older pieces are of poor quality, but for the most part they might just be outdated in terms of functionality as well as a perceived contemporary image. Then again, the very same equipment might just attract a particular clientele while adding a certain je ne sais quoi to the studio’s image, but unless one has incredibly deep pockets and is not concerned with turning a profit, it would be wise for said individual to be aware of their client’s needs and requests when purchasing equipment.
Since a livelihood may depend upon it, concert and event audio equipment providers need to ensure that they are aware of the different live markets as well as the latest available gear. When building an inventory, it’s a good idea for any audio company to keep in mind which part of the live sound market they inhabit and which gear will attract the proper customers.
The Right Gear for the Job
For example, if a company is primarily known for corporate presentations, it may be in its interest to own specific consoles rather than others that are more requested in the touring world. This is not a matter of which console sounds better than the other, but rather which one is more suited in size and function for the client’s requirements. It’s my experience that the engineers and companies who populate the world of corporate sound gravitate to specific consoles for their functionality. These same consoles become popular and rise to the top of riders because they make the engineer’s job a little easier while mixing their event. Of course, the problem with any of this is that technology keeps improving and changing and when certain items become popular, others become outdated if not obsolete.
Brand names attract, and while certain competing brands make gear that can fulfill the same function, not all brand names are equal in their appeal. The console or speaker system that just a few years ago was a must-have is now relegated to third place on any given rider and headed down the list. While the older gear can still be used and exploited, there will come a time when the upgrade has to be made.
Ready, Set… Bet!
After all, if one is going to sit at the table, they have to ante up to be in the game, and the ante is dependent upon which table one wants or can afford. There is nothing wrong with sitting at the five-dollar table unless you are a high roller and, conversely, there is no reason to sit at the $100 table, unless it can be afforded. There are winners and losers at both tables, and while certain variables may change from one to the other, it is still the same game being played.
Regardless of the table you find yourself sitting at in the audio world, most clients want brand names and — even if they don’t know anything about the gear they are ordering — they probably have an advising engineer that is telling them what to request. While it is usually understood that a company may not own every available item on the market, it is important to realize that just like any other business, there is importance in popular items and in a brand name. In the same way that successful audio companies have built their own particular brand, the individual pieces of gear and brand name items that an audio company advertises relays a certain status to prospective clients.
As stated before, there is nothing wrong with playing at the five-dollar table. Some clients might even be attracted to a company at this level because of affordability of service or because they feel intimidated by the players at the higher priced table. In any case, there is still the matter of the ante that one has to make in terms of buying equipment, and this ante is a huge tremendous gamble in itself.
A High Stakes Game
Regardless of which level (and which market) one is trying to conquer, a sound company requires a huge investment and the stakes increase as soon as you start. If you buy one small system, you’ll soon need two. When you get your second, you’ll need four. Once you need four you’ll need a bigger system and different consoles. Then, just when you think you’re settled, a new piece of gear comes on the market making what you have obsolete compared to the company down the street who has the newest upgrade. It’s a competitive business and, like cards, it can be an addictive game. Once you gain confidence at the five-dollar table you’re bound to move over to the ten-dollar table. From there you set your sight on the $25 table and you work that, until the next thing you know you are playing for high stakes and your name-brand ante has increased logarithmically.
