Mexico – With an increasingly strong presence in Latin America, ADJ Group took advantage of its participation at Sound:Check Xpo 2026 to reinforce a vision where integration, live experiences, IP technology, and closeness with users appear as a central part of the current evolution of the entertainment industry.
Talking about ADJ Group’s 40 years does not simply mean looking back. It means understanding how a company managed to evolve alongside an industry that has changed radically over recent decades and is now going through one of its greatest moments of technological transformation.
From the expansion of stadium shows to the growth of immersive experiences and the integration between lighting, control, and video, live entertainment no longer operates under the same rules as it did ten years ago. And that seems to be precisely one of the group’s greatest strengths: understanding where the market is heading before the rest of the industry finishes reacting.
During its participation at Sound:Check Xpo 2026 in Mexico City, it became clear that the company is going through a stage where innovation, support, and community building have become just as important as the products themselves.
Much more than a trade show
For Abraham Levit, General Director of ADJ Mexico, Sound:Check today functions as much more than a commercial exhibition.
“It is the window for customers to get to know the products, meet the team, and truly see what we can offer,” he explained.
That idea appears repeatedly throughout the conversation: the importance of bringing technology closer through a much more human and approachable environment. “There are many customers who only know the salesperson when they are visited or speak on the phone, but they do not know the service or support people, and they also cannot see all the products working up close,” he added.
Under that logic, ADJ Group decided to completely rethink the format of its participation at the trade show.
Instead of focusing exclusively on a large visual show, this year they prioritized a closer experience oriented toward interaction between users, technicians, designers, and specialists.
“We focused more on the products and person-to-person dialogue. Before, once the show started, nobody talked or looked at anything anymore. Now it became much more social,” Levit acknowledged.
That transformation also ended up generating a space where networking and community began to play a central role. “Many people do not see each other for six months or a year, and the expo ends up becoming a great excuse to reconnect,” he commented.
In addition to the format change, the company also strongly reinforced its visual and strategic presence throughout Sound:Check.
From nighttime activations to branding in different areas of the event, ADJ Group once again positioned itself as one of the companies with the greatest visibility at the trade show. “The brand was seen no matter what,” Levit emphasized with a laugh while recalling the different interventions carried out during the event.
According to him, many of those actions even came from spontaneous decisions and opportunities that appeared along the way. “We kept taking risks and things kept working out for us,” he stated.
The growth of ADJ and the evolution of the market
The tenth anniversary of ADJ Mexico at Sound:Check also served as an opportunity to analyze how the company has evolved within the Latin American market.
“The group’s brands are becoming increasingly better accepted and better known,” Levit pointed out.
Today, ADJ Group already exceeds 50 people within its structure in Mexico and continues constantly expanding its portfolio of solutions.
“We have warehouses full, more products, more brands, and now we are also starting with Acclaim, the architectural line. We are learning to deal with the growth challenges that all companies face,” he reported.
But perhaps one of the most interesting aspects of the interview appears in the way he interprets the current positioning of ADJ and Elation within the professional market.
“We worked very hard so ADJ would stop being compared to low-cost brands. Today ADJ is already at another level, and Elation competes directly with the major European brands.”
That change in perception did not happen by chance. According to Levit, much of the evolution was tied to correctly understanding the real needs of the market.
“We hit the nail on the head regarding what the industry was looking for,” he affirmed.
During Sound:Check, that connection with the market was also reflected in the users’ immediate response to the products on display.
“The reaction was very positive. The products were well accepted and since we have practically everything in stock, orders were delivered immediately,” he noted.
IP technology and an increasingly larger industry
One of the strongest concepts currently driving the group’s technological development is the expansion of IP solutions aimed at touring, stadiums, and large venues.
“We were pioneers in IP fixtures with the Proteus series,” Levit recalled.
That same philosophy now continues with lines such as Paragon, seeking to combine IP protection, power, and more accessible costs for today’s market.
Abraham’s vision also reveals how the size of shows in Latin America has changed: “Today practically all major concerts in Mexico and Latin America are moving into arenas and stadiums. That creates new demands for manufacturers and lighting designers. The market is looking for more powerful fixtures, with greater throw, and capable of covering much larger venues.”
At the same time, the growth of large-scale shows has also driven the demand for visual effects and new creative tools.
“Users are asking for a huge number of effects, bars, and products that allow them to create different kinds of visual experiences,” he added.
Education, community, and leadership
In addition to technological launches, ADJ Group also decided to strengthen its educational and training approach during Sound:Check.
The company organized conferences alongside Mexican lighting designers and also featured the presence of Rob Koenig, renowned lighting designer for Metallica and other international productions.
“The conference was planned for one hour and ended up running much longer because people kept asking questions,” Levit reported.
For him, that direct interaction between specialists and users reflects one of the most important changes currently taking place within the industry: the need to build community beyond the products themselves.
And perhaps that is one of the most important keys behind ADJ Group’s 40 years.
The true differentiator lies in its ability to understand where the industry is evolving and respond to that transformation by combining technology, closeness with users, and an increasingly integrated vision of live entertainment.
