Argentina – Technology can travel fast. Knowledge, not always. And in an industry where systems constantly evolve, the difference often lies not only in the equipment itself, but in the ability to understand it, operate it, and take it to the highest level.
With this premise, JBL Professional carried out an exclusive training in Buenos Aires focused on VTX systems, design software, and control platforms, together with users and companies from across Argentina. The event, held at TMPRO’s offices, brought together technicians, operators, and company owners who work daily with the brand’s most advanced systems.
The sessions featured Raúl González, Senior Applications Engineer at JBL Professional and one of the brand’s leading technical references for the Latin American market, accompanied by José Luis López, JBL market developer and product specialist in Argentina for TMPRO.
“This event in Buenos Aires focuses on a presentation and training covering everything related to VTX, the different design and system control software solutions for tour sound and performance,” explained González at the beginning of the event.
But beyond the technical training, the event highlighted something much deeper: the sustained growth JBL has been experiencing in Argentina and throughout Latin America.
An industry seeking training at a global level
For González, one of the most impactful aspects of the experience was the level of participation and commitment from the attendees.
“I wasn’t expecting so many users, so many company owners, so many people from all over the country participating in the training. And the most interesting thing is the passion they have for learning and truly understanding how these systems work,” he noted.
The training extended over two intensive days where technical questions, application analysis, and discussions about system design occupied much of the time.
“These are long days and everyone stays until late. The questions are deep, technical, and very specific. That demonstrates there is a real need for training and for competing at a global level,” added González.
For JBL, this type of training is not only an educational instance, but also a way to strengthen an international network where distributors, technicians, and users work under the same standards.
“It is extremely important to collaborate with the distributor because they are our extension on a global level. We need all users to have the necessary level of knowledge to carry out setups correctly,” he explained.
TMPRO and the development of JBL in Argentina
From Argentina, this growth finds strong support in the work of TMPRO, official distributor of JBL Professional in the country.
José Luis López, JBL product specialist for the company, highlights that market development has been consolidating for years, especially around the VTX line.
“Today we have around 12 companies working with VTX systems in Argentina. A few years ago, that would have been unthinkable,” explained López.
The expansion is not concentrated only in Buenos Aires. According to López, there are currently companies working with JBL systems in different regions of the country, including Santa Fe, Salta, and southern Argentina, reflecting an increasingly marked decentralization of the professional market.
Beyond touring, TMPRO has also been driving JBL’s growth in the fixed installation and installed sound segment.
“We are starting a road show through 13 architecture schools to develop the market for commercial installations, airports, shopping centers, and different integration spaces,” commented López.
The strategy seeks to expand JBL’s presence beyond live sound, bringing the brand’s technology into new professional application scenarios.
Beyond sales: support, guidance, and community
One of the aspects most frequently repeated during the training was the importance of continuous support and technical guidance.
For TMPRO, the relationship with the user does not end with the delivery of the system.
“There are people here who didn’t even purchase the equipment from us and are still participating in the training. Our support for the brand and for the users is ongoing,” highlighted López.
This approach is also shared by JBL internationally, where technical support is coordinated between local offices, the regional team, and global engineering and application departments.
“Today we are supporting projects in Australia, India, Brazil, and throughout Latin America. Users know they can contact us directly when they need advanced support,” explained González.
The training in Buenos Aires also had an emotional component for González, who returned to Argentina after two decades.
“I started coming here in 1999 when I was touring with Julio Iglesias. I worked at the Rex, Vélez, Luna Park. Coming back after 20 years is truly an honor for me,” he recalled.
A brand driven by innovation
Amid this growth, JBL is also experiencing a special moment: the celebration of its 80 years of history.
For González, one of the factors that explains the brand’s longevity and relevance is the culture of innovation behind every development.
“There is always a passion for science and for developing new technologies. We never think that what we currently have is enough. We are always looking for what the next frontier is,” he stated.
That spirit also seems to be reflected in the Argentine market. A market that, according to both JBL and TMPRO, now shows a much higher technical maturity than it did a few years ago. And precisely events like this make it clear that the growth of a brand does not depend only on the products it installs in the market. It also depends on the knowledge it manages to build around them.
