K-array Reflects on The NAMM Show Experience
K-array is constantly investing “in the development of innovative technologies and in the creation of unprecedented solutions, going even further in the search for a revolutionary design that never compromises sound quality.”
The audio and lighting service company was established in 1990 by Alessandro Tatini, his father, Carlo, and Massimo Ferrati. The goal was to provide unique design solutions while also solving the problem of high costs associated with loading, unloading, and transporting heavy PA systems. The answer was to create “slim and ultra-compact loudspeakers capable of reproducing sound performance of the highest quality.” With a presence in over 70 countries and headquartered in Florence, Italy, the NAMM Member provides its customers with sound of the highest quality with its sleek and modern product lines.
We took time to stop by the K-array booth at The 2020 NAMM Show to speak with Rusty Waite, President of K-array USA, on their NAMM Show experience.
Why is exhibiting at The NAMM Show such a critical aspect of successful business operations for K-array?
Over the years, NAMM has become more focused on pro audio and the clientele that comes to The NAMM Show are serious buyers. This show is one that you just need to attend if you want to be considered as a real contender in the pro audio world.
With The 2020 NAMM Show being your third year exhibiting, K-array was one of the companies on the first wave of the pro audio community coming into the Show, how have you seen this side of the Show change over the years?
The first year we exhibited, you could tell that the pro audio side of the Show was up-and-coming, and we had a space in the pro audio hall. Last year, we had a demo room and we’ve seen an increase in foot traffic, especially on Thursday and Friday. We have seen NAMM become more attentive to our needs, the organization listens to our needs and provides, it just makes sense for K-array to be here. We are finding most of our clientele is primarily based on the west coast, but there is a good representation across the market.
What piece of advice would you have for a company looking to exhibit at The NAMM Show for the first time?
You must be selective; you can’t attend every trade show on the market. However, The NAMM Show is where you need to be. Beyond that, look at what your competition is doing, are they here? How long have they been coming to The NAMM Show? That should tell you all you need to know.
What is the best part of attending The NAMM Show?
I rarely leave the booth, there is just so much action right here. However, if I could get away, you’d find me down checking out all the guitars.