Look out for Lewitt

The challenge facing a new microphone manufacturer to not only break into the market, but also into that favoured position within an engineer or artists’ mic locker, is a daunting one. Yet somehow Lewitt Audio has defied the odds, earning themselves an impressive line-up of professional endorsees in just under two years.
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The challenge facing a new microphone manufacturer to not only break into the market, but also into that favoured position within an engineer or artists’ mic locker, is a daunting one. A quick Google search for a list of microphone manufacturers returns a number somewhere between 40 to over 100 different companies, each with at least half a dozen mics on offer. Yet somehow Lewitt Audio has defied the odds, earning themselves an impressive line-up of professional endorsees – including drummers Derrick Wright (Adele) and Keith Harris (Black Eyed Peas) and producers Stereotypes (Pictured; Far East Movement, Justin Bieber) – in just under two years. Is the company charmed? Was it voodoo? A no-holds-barred social media marketing campaign? No, says Steffen Grachegg, Lewitt Audio’s head of marketing: “We met the right guys, and we have the right products. It really is that simple.” It sounds too easy, and yet making things easy was the concept that spawned Lewitt Audio back in 2008, two years before it officially launched its first microphones at Winter NAMM 2010. CEO Roman Perschon previously worked as project manager at ‘another very famous Austrian microphone company’ where, according to the official Lewitt Audio history, “He knew it was good to inspire and organize people and bring a network to life that ensures smooth processing of ideas from the manufacturing stage to the user. And he knew that the anonymity and bureaucracy of corporations that often swallow up the best ideas wasn’t good.” So Perschon left, did some travelling, and ended up meeting with Ken Yang; owner of one of the largest microphone manufacturing bases in Asia, and now Lewitt Audio’s president. Quite literally within a few days, the two had outlined what would become Lewitt Audio, and went for it. Together with Grachegg, who has been in touch with Perschon from the beginning, the fledgling company set about producing prototypes of their microphones, launching the first product line officially at Winter NAMM 2010. “When we first went to NAMM in 2010 with our product lineup, we met Edwin Oliver III, who is our vice president of artist relations, and is very well connected. He was formerly a talent scout with his own record company – very deep in the music business – and he was impressed with our microphones. He showed them to his artists and friends, and then it was classic snowball effect; people talk,” said Grachegg. Lewitt launched their entire product line-up of LCT (minus the recently-introduced LCT 840 tube mic and LCT 940 tube/FET microphone), MTP, DTP, and LTS microphones – currently available in the UK via Sonic8 distribution. They include technical features such as illuminated LED displays, automatic attenuation with clip detection and history, and a plethora of adjustable settings, with an active R&D centre in Austria aiming to churn out even more: “One of our goals is to create one innovative product with one never-before-seen feature a year,” says Grachegg. More important than LEDs and switches is that, if Lewitt’s endorsees are to be believed, the microphones sound good. “We are not dreamers,” says Grachegg. “We know no one is waiting for another microphone company. Of course, we think we have our place in the market, and we are definitely ready to defend our position.” www.lewitt-audio.com

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