Q&A: shining a light on Audio Effetti

This article originally appeared in the December'24 magazine issue of Electronic Specifier Design – see ES's Magazine Archives for more featured publications.

Roberta, we have worked together for some 14 years now, and I am delighted to interview you in your new position, as head of marketing for Audio Effetti. I am particularly interested in learning more about the background to the inception of this exciting company.

RR: Audio Effetti is a relatively ‘young’ company that over time has gained a leading role in the distribution of audio, video, and lighting equipment, as well as special effects in Italy.

Founded in 2000 as a representative agency by three partners who had already been working in the entertainment sector for some time, over the years it has been enriched with new skills and has begun to import and distribute innovative brands.

It was started, initially, with the desire to structure itself as a complete company, with a sales department, but also and above all, an area dedicated to product repair – something that was missing in the local market.

Today, Audio Effetti is one of the main players in the distribution of products for the entertainment and corporate installations sector, with a team of over 70 people, a sales network covering all of Italy, and product specialists supporting customers in every phase of their purchasing process.

Over the years, the market has evolved with great speed. Today, customers demand quick answers, immediate product availability, and technical expertise. All aspects of the customer’s requirements are taken care of by investing in people and expanding the warehouse to what it is today, a modern 1,500 square metre facility equipped with the most advanced automatic goods tracking technology and located close to major traffic arteries to ensure easy access and optimised shipping times.

Among the company's strengths are its ability to sense market trends and monitor what is happening abroad, and its talent to select innovative, high-potential brands that offer customers a competitive advantage over traditional offerings. Also, highly appreciated by customers is the technical training the company offers, with classroom and online courses aimed at transferring know-how to customers.

As the company heads towards its 25th anniversary, I am intrigued by the rapid expansion of the company and perhaps you can highlight some of the factors behind its success?

What, from the outside, appears to be a rapid expansion is actually a steady growth, the result of a shrewd planning process and the ‘intuitions’ of its CEO, Marco Medica, who has been able to devise and implement visionary mid- to long-term strategies, and has had the courage to invest in brands unknown in Italy – bringing them to be known on the Italian market through major promotional action and communication via a widespread sales network. Marco spends much of his time traveling in search of new ‘pearls’ of technology to distribute, and he is very attentive to global market trends, intuitively knowing how to anticipate the evolution of the Italian market.

The Olympics, rock & roll, opera, theatre, and fixed art installations – Roberta, do expand on the potential of this fast-moving live performance marketplace.

Well, of course, we are proud to say that our suppliers are involved in highly successful and visible projects, for this is clear proof of the reliability of the brands we distribute.

So, for example, three different types of LED displays of one of our top brands, Yes Tech, were used for the main stage, built on two levels in the shape of a turntable, contributing to the success of U2's inaugural performance at the MSG Sphere in Las Vegas.

The latter is a huge 112m high sphere designed to host shows, concerts, and immersive events and capable of accommodating up to 18,600 spectators. It probably represents the largest architectural masterpiece of its kind in existence!

An indoor wraparound LED screen with 16K resolution (the largest in the world) and speakers based on beamforming technology, among others, were used for the show. The band's technical/creative team faced numerous challenges during the conception and realisation of this incredible show, and the fact that Yes Tech contributed to the realisation of the stage on which U2 performed is a source of pride not only for the manufacturer but also for us.

Similarly, Yes Tech produced the LED displays used at the Beijing Winter Olympic Games in 2022.

LED walls were used for the Beijing Medals Plaza, Yanqing Medals Plaza, and the Shougang Olympic Torch Relay Event for a total area of as much as 3,000 square metres, providing spectacular visual effects on the awards stage.

Moving on to the lighting sector, whether it is a theatrical performance or a concert, stage lighting plays a key role in capturing the audience's attention and giving value to the production. Even the best lighting designers, however, need the right tools to be able to actualise and enhance their ideas, which is why Audio Effetti offers a wide selection of lights, shapers, and moving heads to illuminate the stage, highlight different areas, set the scene, and create the right atmosphere.

Equally, special effects play a key role in setting the scene and generating wonder. So, at the Nameless Festival, that has been the Italian reference event for electronic music and hip hop at a national and international level for 10 years, enjoying increasing success by attracting hundreds of thousands of attendees, EXPLO flame machines distributed by Audio Effetti were used on the stages, confirming the trust in the quality, reliability, and safety of the products distributed by the company.

Special mention should also be made of another of the brands we distribute, Twinkly; with the use of the latest generation of smart LEDs and an innovative and powerful iOS app with which highly customisable spectacular sets can be created, this brand can create unforgettable light shows on buildings, monuments and places of worship.

What do you envisage the future to be for the company and I would like to address a question specifically within this framework: will the company be using AI in any specific way?

We will continue to introduce new, innovative brands (in the last quarter alone, we closed five new distribution agreements with prestigious international brands). We will continue to work to ensure fast and efficient service to our customers (the new warehouse is just one of the steps we are taking in this direction). And, of course, we will continue to invest in facilities and platforms that make our work more efficient and faster.

Our online catalogue, MieiOrdini, is powerful, allowing our customers to interact with us quickly and effectively by identifying the right solution for their needs, knowing the dedicated special price and placing the order easily – but it is constantly evolving.

Artificial intelligence is a complex topic, which we are closely monitoring to assess the areas where its introduction can bring a benefit. Artificial intelligence offers extraordinary opportunities to improve the effectiveness of digital marketing strategies through the advanced management of data collected by enterprise CRMs. However, it is essential that companies use this technology responsibly, respecting data privacy and adhering to strict ethical standards to avoid the potential threats associated with misuse of the technology.

Although constrained to the data sets provided in the learning phase, AI speeds, refines, and systematises information gathering by enabling the creation of patterns and trends. AI can help managers in their strategic choices, but it cannot replace critical thinking, intuition, and human interaction or experience.