Following the launch of a raft of new products and a much-publicised (by us: see Quantum leaps: Fairlight goes live) move into live sound, Fairlight has reviewed its market strategy to “accommodate positive user feedback and to support future growth” with a number of new appointments and channel partners.
Representing the company in Europe (including the UK) and North America are two new business development managers, Inder Biant and Taylor Latour (pictured), respectively, while new distributors have been appointed for the British Isles and the Asia–Pacific region.
“Futureproofing our technology has always been at the heart of our business philosophy, and we are now applying the same vigorous protocols to the way we market and support our products,” comments Fairlight’s CEO, Philip Belcher. “Industry response to our latest innovations, especially 3DAW [3D Audio Workspace], has been phenomenal and we are delighted with the awards and positive feedback we have received. Our priority now is to ensure that customers get the local service and support they need as they adopt these new solutions.”
Synthax Audio has become a channel partner for the UK and Republic of Ireland. Its managing director, Martin Warr, says: “We are delighted to have been appointed channel partners for such a prestigious brand. There are obvious synergies with our existing product portfolio, including RME and Ferrofish, but we are particularly excited about the possibilities our distinctive style of customer care will bring to the large established customer base, as well as new clients in the future.”
SRSG will represent India, CDA.Pro Audio Cambodia, Laos, the Philippines, Thailand and Vietnam and SSL Asia Indonesia, Malaysia and Singapore.
“We are also very close to appointing a new channel partner in the USA,” Belcher adds, “and are speaking to a number of other channel partners in Europe who have the capability to provide in-country language sales, support and professional services to complement our existing signed partners.”
Fairlight announced the integration of Auro-3D mixing into 3DAW, which also supports full 3D object-oriented and immersive audio capability in Dolby Atmos and DTS MDA, in February. Its second-generation Crystal Core (CC-2) post-production audio engine debuted at the 137th AES Convention in October.
The company also recently launched a range of converged consoles that combine live and post capabilities in a single unit. Soon to be further enhanced with the launch of its V5.1 operating software, the consoles feature a 200+ channel live processor for large-scale events, fly-in FX to enhance productions and customisation tools including optional lighting integration.