L-R: Phil Wagner, SSL U.S. president; SSL co-owner Peter Gabriel; David Engelke, SSL co-owner; and Piers Plaskitt, SSL group commercial director
Photo by David Goggin
At the recent AES trade show in New York City, Solid State Logic, a manufacturer of professional analog and digital consoles, announced future plans to expand on its core business and enter new markets.
Following SSL’s acquisition by Peter Gabriel and David Engelke in June, the business embarked on a period of analysis to identify key areas of growth and opportunity. The company chose the AES show to publicly introduce its new vision.
“The future of SSL is based around continued excellence in the audio console market,” says SSL’s managing director, Antony David. “In addition to that, the owners have a clear commitment to new product development and bring an imaginative and entrepreneurial vision to the business strategy. The feel of the company is now very much akin to when we were independently owned in the 1980s and enjoyed a long period of strong growth.”
One of the key areas chosen for investment has been the development of a new product strategy. “SSL remain committed to creating first-class audio consoles,” reaffirms Niall Feldman, director of product marketing. “But in an environment where DAWs have become increasingly popular, SSL is focused on providing powerful, imaginative tools to integrate and inspire the creative process, delivering superior audio and control to workstation users.”
As part of the growth strategy, three new managerial appointments have been made to the sales and product marketing departments. The new hires all carry strong backgrounds in pro-audio and MI channel products. “It’s unlikely you’ll be seeing new SSL products in every retailer just yet,” offers Piers Plaskitt, SSL’s group commercial director. “We’re realistic about growth. But we are confident that our new strategy will introduce SSL’s core values to a new family of users.”
AES also sees the introduction of a fresh approach to the company’s visual identity. “This is a new era at SSL; the ‘Sound || Vision’ logo and look and the feel of our re-launched Website and other external communications are an outward sign of the many changes that are happening within the company,” says David. “This is rapidly becoming a different company, one that is very proud of its heritage but also determined to tread some exciting new paths.”
For more information, please go to www.solid-state-logic.com.