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Focusrite to launch new brand, Optimal Audio

Taking aim at ‘overly complicated products’ in the commercial audio sector, Optimal Audio will debut April 20.

New York, NY (March 17, 2021)—Focusrite plc may already operate Adam Audio, Martin Audio, Novation, Ampify and both the namesake Focusrite and Focusrite Pro brands, but it will be adding to that retinue next month with the introduction of a new commercial audio endeavor, Optimal Audio.

In a statement, Focusrite Group CEO Tim Carroll noted, “Taking a considered view of the commercial audio sector led us to conclude that it represents a maze of often overly complicated products that can be difficult to understand, install and operate. Optimal Audio will set out to do things differently, with a streamlined offering that is straightforward to install and simple to use.”

With the industry—and indeed the world—starting to emerge from the pandemic as vaccines roll out, Focusrite sees 2021 as an opportunity to get in on the ground floor of the recovery: “The commercial audio sector has grown consistently over the years, and even during the pandemic has been more robust than many. We expect that momentum to accelerate in the coming months, so we feel that the timing is perfect for the introduction of Optimal Audio.”

With that in mind, the new brand is set to debut April 20 with an online launch event. The brand will enter the marketplace with its own dedicated staff members while also drawing from the collective knowledge base across the Focusrite brands. “Alongside its own dedicated staff, a number of colleagues from across the group – most notably within Martin Audio – are helping to bring Optimal Audio to fruition. In the long term, our ambition is that the brand will have its own distinct team,” said Carroll.

Optimal Audio •

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