The Italian company FBT made a notable appearance at the Provenco Congress, supporting AudioTrade’s efforts in the Colombian market and aiding the event and live show industry in Latin America.
Last May, at the Julio Cesar Turbay Ayala Convention Center in Cartagena de Indias, both the European and Latin American companies promoted the growth and strengthening of the entertainment industry.
At this year’s Provenco Congress, Audio Trade Colombia’s participation stood out exceptionally, showcasing an impressive range of products from FBT, a renowned Italian audio systems manufacturer.
The first Provenco Congress was held in 2018 on the Colombian coast, bringing together a wide range of industry players, from national and international exhibitors to rental companies, artists, and government entities. Since then, it has become a key reference in the Latin American industry.
This year, in Cartagena de Indias, the event featured a variety of activities, exhibitions, and notable presentations. However, the Audio Trade booth was particularly remarkable, providing attendees with a top-notch auditory experience.
Fernando Daza Rodríguez, owner and Director of Audio Trade Colombia, emphasized, “FBT is our main supplier at Audio Trade. Currently, it is our flagship brand, and we are recognized in the market as the leading distributors of their equipment.”
In an exclusive interview, he detailed this outstanding opportunity to showcase the complete range of FBT products live and shared the enthusiastic reception they received from the public.
The decision to participate in Provenco was based on the event’s uniqueness. Fernando stated, “Provenco is the only event that combines a congress with a commercial exhibition focused on our industry, a wide and varied academic agenda, and the essence of what music means to the people of the Colombian Caribbean, considering that the event is held in Cartagena.”
With enthusiasm, Fernando explained what led him to decide to participate in Provenco. In his own words: “At the commercial exhibition of Provenco, we were allowed to perform audio demonstrations at our booth, which was a significant advantage for all FBT equipment. This product demonstration modality led us to make sales during the event days, something uncommon at trade shows. It was undoubtedly a decisive factor in ensuring a strong FBT presence at Provenco.”
Provenco stands out as the most relevant congress in the live sound industry in Colombia, attracting participants from across the country and some from other Latin American countries. However, what truly distinguishes this event is the opportunity to conduct audio demonstrations at the booth during the commercial exhibition.
This wasn’t the only difference between the 2023 and 2024 expos. The display of equipment and the setup on the demonstration floor significantly evolved, favoring AUDIO TRADE and its visitors.
In 2023, the participation focused on audio demonstrations of FBT’s portable series equipment, mainly the VERTUS models, both in ground stacking and hung on truss, with recorded music. Additionally, the touring lines were exhibited without live demonstrations.
For 2024, they decided to position a 6 x 2-meter stage within the booth and brought speakers and technical staff to amplify a live band with FBT’s HORIZON series systems, which adapted perfectly to the space conditions. In this case, two clusters of 4 VHA 406A per side were hung, complemented with VHA118S.2A and MUSE 210SA subs for low and sub-bass frequencies.
Furthermore, they exhibited all Vertus systems, full-range cabinets, and floor monitors from the Ventis series, line array cabinets from the Muse and Mitus series, and a powerful Myra system setup that included a MYRA 214L and a MYRA 218S.
Of course, the human factor was also crucial for the success of this project. Fernando proudly mentioned the key team representing FBT during the event. According to his words: “Regarding our staff, apart from myself, we had Rodrigo Valencia, in charge of the company’s commercial direction; Lorena Ubaque, in charge of social media marketing and content direction; Milena Ospina, who handled billing at the event; and Benedicto Vallejo as a commercial advisor.”
He also highlighted the support received from Dynamics Audio in the technical and audio production, led by engineers Wilson Gómez and Alejandro Ochoa, as well as from Sombra Publicidad, directed by Edgar Torres, responsible for the graphic setup of the booth. Daza also acknowledged the work of designer Aura Ortega, who managed the graphic development, and the talent of La Bandota de Teddy Barrera, the group that provided musical entertainment at the booth during the three days, featuring singer Andrea Saltarín.
Regarding FBT’s support, Daza expressed his deep gratitude for the assistance of Luigi Paoloni, the export manager for the region, and engineer Alan Wood, who traveled from Paraguay, highlighting the invaluable support provided by the company in AudioTrade’s successful participation in Provenco 2024. Wood also participated in Provenco’s academic agenda with the conference “The importance of network-based control systems in audio-video convergence.”
But without a doubt, the live demos attracted all the attention from Provenco visitors.
These demonstrations, called “Soundcheck,” were a unique opportunity for brands to showcase their line array systems in a controlled environment. According to Fernando, they were the perfect occasion to deploy all the top-quality Italian sound: “For this ‘Soundcheck,’ we decided to bring the Myra system boxes from FBT, which is currently the brand’s flagship system that AudioTrade is focused on promoting.”
Thus, the demo was conducted with 4 MYRA 214L speakers and 3 MYRA 218S subwoofers, supported by engineers from Dynamics in Bogotá, one of FBT’s largest users in the country, as well as application engineer Alan Wood.
The hard work of the team paid off. It was reflected in the constant flow of visitors and clients at the booth, and with enthusiasm, Fernando commented on the FBT product that garnered the most attention: “Undoubtedly, the public was surprised by the quality of the Myra system from FBT,” he confidently stated, adding, “We achieved a very good alignment and mix for the system, with good audio presence in the room and the necessary and appropriate pressure for the space conditions.”
With determination, he continued sharing his vision of the FBT product that best fits the needs of the Colombian event market. “We have had excellent results with the VERTUS CLA 406.2 A, CLA 206 A systems complemented with CLA 118SA or VHA 118SA subwoofers,” he highlighted, adding, “The power and versatility in the applications of these systems have allowed us to generate sales for corporate event companies, medium-format stage event companies, and even installation projects like nightclubs, churches, and auditoriums.”
The head of Audio Trade also mentioned his commitment to maintaining stock of these lines in the company’s warehouse, as “they solve our needs very well.”
In the past year, the FBT brand has experienced a remarkable evolution in the Colombian market. According to Fernando, “The end of 2023 was very good for FBT in our country.” They have ventured into the development and execution of acoustic projects for Christian churches and some restaurants in Medellín and Bogotá, with the ability to complete all project phases internally. Additionally, they have significantly strengthened the presence of FBT’s touring lines, highlighting the Muse and Mitus series, and introduced the first Myra system in Colombia.
With optimism, he pointed out that “Our expectations for the following months of 2024 are very positive,” attributing this enthusiasm to the gradual improvement in market prices and the impact of promotional activities carried out since the beginning of the year.
From Fernando’s perspective, if he had to highlight one characteristic of the FBT brand, it would be its ability to drive growth and commitment as distributors.
It’s a brand distinguished by offering equipment with exceptional sound quality across all its lines, as well as its versatility and variety of systems. He also values the brand’s strong distribution policies, which foster long-term relationships. He doesn’t want to miss expressing his gratitude for this collaboration and his determination to continue doing a good job as an FBT distributor.
The assessment of Provenco 2024 leaves the Audio Trade team extremely satisfied with the results achieved. Firstly, he highlights the extraordinary performance of the team, who demonstrated a high level of professionalism and excellence at every stage of the event, from the rigorous setup to the meticulous dismantling. This team not only fulfilled their responsibilities but also exceeded expectations, significantly contributing to the overall success of the company’s participation in Provenco.
Additionally, he emphasizes the value of having Luigi and Alan’s presence in Colombia during the event. For him, this not only demonstrates FBT’s commitment to the growth and development of its distributors but also strengthens the relationship between AudioTrade and the brand. Direct collaboration with brand representatives enriches business opportunities and reinforces confidence in the quality and support of the products they distribute.
In commercial terms, the results obtained were highly satisfactory. Through their participation, the company managed to close deals that had been in progress for some time, as well as secure sales of portable equipment and advance conversations with potential clients for the Myra system. For him, this negotiation process is long and demanding, but the fruits obtained at the end are rewarding and validate the dedicated and strategic work carried out.
As a final summary of those busy but satisfying days, Fernando reflects: “It’s a long process that has its reward in the end.”
Audio Trade Colombia’s participation in PROVENCO 2024 was more than a commercial success; it was a testament to the value of dedication and commitment. They demonstrated that perseverance in business relationships and the quality of products can open doors to solid and sustainable growth in the market.
