In this
“Spotlight On” article dedicated to Latin America, we introduce Mexican company
Audio Acústica y Electrónica, headed up by Javier
Posada Martínez, Commercial Director, and his father and founder, Javier Posada
Morales, General Manager.
The company was created in 1979 and initially
focussed on the recording studios market as well as the design of acoustic
venues, where it enjoyed considerable success over many years. The company went
on to identify that the demand from its client base was to have just one
specific, professional and engaged provider, and expanded its activities
accordingly, representing a greater variety of
loudspeakers, lighting and amplifiers brands in Mexico, including
Powersoft in its portfolio.
Javier Posada Martínez reveals the Audio
Acústica y Electrónica story.
How did Audio Acústica
y Electrónica start?
“The company is headed up by my father, Javier
Posada Morales, who founded the company
in 1979. He arrived in Mexico City from San Francisco, where he was already
dedicated to professional audio. From the beginning, besides selling and
repairing equipment (tape recorders mainly), he focused on the design of venues
and recording studios. Noticing the clients’ need to work with a serious
provider who could give complete solutions, he started widening the
distribution product range”.
How does Powersoft fit into Audio Acústica y Electrónica\’s portfolio?
“Powersoft is a company that, as well as
attracting installers and companies with big systems from other brands, suits
pretty much all the loudspeaker ranges we distribute, like Martin Audio, Void
Acoustics and AnimalX”.
What principles do you follow when choosing a
brand to partner with?
“Mainly, we keep reliability and innovation in
mind. It has to be a credible company with the ability to manage long term
relationships”.
Why is Powersoft the right choice for the rental
companies, integrators and designers you work with?
“Powersoft provides excellence in its service.
The amplifiers are reliable, powerful and have all the features sound
professionals need, plus much more. Also, they consume much less energy than
the competition, are more compact and really lightweight”.
In what kind of projects have Powersoft products
been present in your country up to now?
“They are already
present in a wide range of projects: fixed installations, from theme parks to
houses; on tour with rental companies; and installed in
TV and radio stations, nightclubs and bars”.
How fast is the audio industry changing in your
country? And what do you think about that?
“It is a slow industry. Changes take years to
reach engineers’ minds. Often, while I am trying to explain certain new
technology, people ask me about another that is two or three steps behind.
However, educative efforts are starting to reflect on top engineers. I am also
happily seeing this in end users working in bars, for example, who are
beginning to demand and value an excellent sound installation – and a job well
done”.
How has your relationship with Powersoft been and
how is the brand evolving to keep pace with the industry?
“The relationship works well. We work to build
solid foundations and the relationship is a respectful one”.
What motivates you to continue working in the
industry as a professional and director of a company?
“I love what I do. I live off my professional
satisfaction. I love fixing problems and seeing people dancing and having fun
because of my job”.
What strategies and actions will you implement
this year to continue your job with Powersoft?
“This year, we will focus on training and also
educating installers and system engineers about all the features found in
Powersoft amplifiers and all the advantages they can bring”.
