Company president Andy Trott was last interviewed by L&SI in summer 2003. Trott had been brought into the company earlier in the year and had been busy streamlining processes and recruiting new team members to drive the Soundcraft brand forward - notably with the appointment of a new digital engineer to work on the new generation of consoles. Two years later, the Potters Bar base has been revitalized, and a major new product unveiling is just around the corner, although details are stringently guarded.
"We've had massive changes since then," explains Trott. "It was around about that time - two years ago, or so - that we put forward a proposal for merging Studer and Soundcraft, and that would start to really escalate us into the big time." This was a big move for Soundcraft. It was clear that they had to get into digital in a big way, and gaining access to what Trott calls "the wonderful technology of Studer" was the obvious way to do it.
Consequently, Harman agreed to the merger, and the company is now the Studer-Soundcraft Group: BSS Audio, although present at Potters Bar in body, now reports to Harman Music Group in Salt Lake City. It's all about sharing technology: the Studer brand will continue to target its predominantly high end broadcast and recording markets, while Soundcraft will gain new ground as a leading name in live sound mixing consoles.
But Studer consoles have been used in live environments: "They have," agrees Trott, "and we're happy for that to continue. If we can see a benefit in taking Studer into live touring, we will . . . But certainly, fixed installs, going into top opera houses and large arenas, absolutely Studer - why not?"
The group now includes the Studer digital console development team at Studer HQ in Regensdorf, Switzerland, working on both Soundcraft and Studer products, and an increasing team at Potters Bar, including an R&D contingent with a significantly larger number of digital specialists than it did two years ago, and toursound product manager Andy Brown, who has been closely involved with the latest product development. "We view tham all as one dynamic R&D team," says Trott, "we put them wherever they need to go."
So, the expertise from both brands is now in the palm of one hand, and the target market areas are clear. "That now makes us very focused on being the Harman mixing console manufacturer," says Trott.
At the same time as the merger proposal, Trott also proposed an extensive programme of investment at Potters Bar. The results are now clear to see, and include a complete new product development centre and are-equipped, state-of-the-art production line which boasts the most advanced SMT (surface-mount technology) line in Europe. The investment in the manufacturing facilities alone amounted to around seven million US dollars. "We're very proud of what we've got here," says Trott, "and it's all been with the end goal of launching us into the digital console market."
Back in 2003, we would have expected to have seen the digital desk by now. Is it fair to say that things have taken rather longer than expected? "We're later than we wanted to be," admits Trott, "I would have hoped that we'd be out by now with our console, and we're not - but there are some very good reasons for that. And actually, we will be in a better position as a result."
He adds: "When we launch, it's going to have an impact. I guarantee it's going to have an impact."
Lee Baldock
