With Montarbo specialists arriving from Italy and the opportunity to listen to its product line under real-world conditions, MJ Music brought together retailers, sound engineers, and technicians in Buenos Aires for a session dedicated to experiencing the brand’s offering firsthand.
The event continued the work that both companies have been developing in Argentina and also anticipated the arrival of new solutions in the local market.
Listen before choosing
In professional audio, some characteristics can be explained through a technical specification sheet, while others need to be experienced. Coverage, behavior, response, and sonic character often belong to that second group. With this premise, MJ Music, Montarbo’s distributor in Argentina, opened the doors of its facilities in Buenos Aires during July to host a demonstration session alongside specialists from the Italian company.
The event mainly brought together representatives from specialized retailers, sound engineers, and technicians, who were able to explore the brand’s offering, compare different solutions, and speak directly with the specialists.
For MJ Music, the initiative is part of a strategy that began practically from the start of its relationship with Montarbo in 2025.
With 25 years of experience, the company operates around the cultural and music sectors, working with institutions, orchestras, conservatories, and an extensive network of specialized stores that allows it to reach different regions of the country.
“We began working with Montarbo at the beginning of 2025. From the start, we decided to commit to the brand in a comprehensive way, working with its entire product line and seeking to develop its presence in Argentina,” explains Leonardo Juricich, Commercial Director of MJ Music.
The relationship is also supported by the industrial structure behind Montarbo, which is part of AEB Industriale (RCF Group). For the Argentine distributor, that combination of the brand’s history, its Italian engineering, and its current technological development was one of the factors that drove the relationship.
But introducing a brand into a competitive market requires more than availability. Especially in professional audio, where direct experience with the product continues to play a decisive role in the decisions of technicians and companies.
From Italy to Buenos Aires
The event held at MJ Music’s facilities had precisely that purpose. It was not the first experience of its kind: in August 2025, both companies had held a similar event in Patagonia.
“We felt it was important to create a space where customers could not only talk about the products, but also listen to them and gain an in-depth understanding of the different solutions the brand offers,” says Juricich.
The presence of Montarbo specialists who traveled from Italy added a technical dimension to the experience. Attendees were able to ask questions, exchange opinions, and learn more about the characteristics and application possibilities of the different product families.
The demonstration covered everything from portable systems and solutions designed for musicians and smaller-scale events to equipment developed for more demanding professional applications. This breadth made it possible to view the catalog as a whole and understand where each product can fit according to the scale and requirements of a project.
Nettuno 50, the surprise of the day
Among all the demonstrations, one product managed to extend the listening session longer than expected: Nettuno 50.
“The feedback was very positive, but the surprise was the Nettuno 50. This demo came at the end, and we stayed for a long time listening to it,” Juricich recalls.
That exchange also provided information in the opposite direction. For MJ Music and Montarbo, bringing together professionals who use this type of solution every day makes it possible to understand what Argentine technicians are demanding.
“We can often talk about specifications, technology, and performance, but in professional audio, the listening experience is fundamental. The questions and comments from technicians and sound engineers allowed us to learn firsthand what they are looking for and what needs they currently have,” Juricich highlights.
A presence built through close contact
The visit from the Italian team also reinforced another component of the work between the two companies: knowledge transfer. For MJ Music, having the products available locally is only one part of representing a professional brand. Training, technical information, consulting, and ongoing contact with the manufacturer are equally necessary to support users after their choice.
That support becomes especially important for an audience that, according to Juricich, has a high level of knowledge and demands quality and technology, but also product availability in Argentina and local support.
“It is not only about importing and distributing equipment; we also have to help professionals get to know the brand, listen to the products, and have the support they need to incorporate them into their work,” he says.
The Buenos Aires event encapsulated precisely this way of understanding distribution. The equipment moved beyond the technical specification sheet to be listened to, compared, and subjected to questions from those who will ultimately use it in the field, while direct contact with Montarbo brought knowledge from the brand itself closer to the Argentine market.
For MJ Music and Montarbo, that relationship will also be part of what comes next. The strategy includes new training sessions, demonstrations, and activities aimed at expanding awareness of the brand in the country.
Rather than accelerating its arrival in the Argentine market, the objective seems to be to build it through experience: first listen, test, and understand; then choose.
Credits
Cover Photo: MJ MUSIC
Inside Photos: MJ MUSIC
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