10 minute read
THE BIG INTERVIEW
from MONDO-DR 33.1
ANN LEROY
Executive Director, AUDIOFOCUS
From humble beginnings in rural southern Belgium, Audiofocus has grown steadily over its 20 years of operation, accomplishing many milestones along the way. Now, with some key hires and a reinforced R&D team in place, Executive Director and founder Ann Leroy is positive about the future. “Audiofocus really began as a passion project,” stated Leroy. “My brother and I were running a successful audio and lighting equipment retail and wholesale company, which had grown out of our own mobile DJ and rental business. From an early stage we had dreams of making our own products – selling other brands’ equipment is great, but there is nothing quite as fulfilling as seeing your own ideas turned into reality. “We started making loudspeakers as a side project; something that we fitted in around the main sales business when we had time. It was very small scale in the beginning, and I can remember sitting and gluing grey carpet onto the early loudspeaker cabinets. “Each design we made was better than the last, and the sales grew gradually. One of the great things about this industry is that if your products sound good, people are willing to give you a chance. As the word spread and sales increased, we reached a point where the side project had outgrown the main business, which was when we formally created Audiofocus as a separate brand. By 2015 we were ready to move into a purpose-built factory, complete with state-of-theart CNC machinery.” With the Audiofocus brand becoming more established, Leroy and her team utilised the downturn during the pandemic to invest heavily in the R&D department, and they emerged with ‘Audiofocus 2.0’ branding, and the aim of beginning a new chapter of challenging themselves to innovate, grow and change. “As we head into the company’s 20th year, it is tempting to look back on our past achievements,” said Leroy. “Yes, I am proud of what we have built together, but I am more excited about our potential to take Audiofocus to the next level. Our ambition is to be the real alternative to the super-premium loudspeaker brands. I am under no illusions about how tough it is to achieve this, but I also know that people in this industry can be very open to new ideas when they can see and hear the benefits for themselves. “We have targeted the greatest investment in R&D, working with a large team of exceptional designers and engineers to create a striking new generation of Audiofocus loudspeakers, built around leading-edge, proprietary technologies. Our Carys column PA system is the first glimpse of what is to come from Audiofocus 2.0, but I can promise plenty more product reveals in the months and years ahead.”
Competitive Market
Leroy admits that the loudspeaker segment is arguably the most competitive part of the professional AV market, but she is confident that the hard work they have put in to product development will stand them in good stead as they aim to stand out and take their business to the next level. “We need to offer not just an equivalent product to the competition – we need to present something truly special,” continued Leroy. “So instead of cutting our R&D investment, we went in search of the innovators who shared our willingness to push the boundaries. We are also not afraid to talk about cost engineering. We want to offer a premium product, but we’re laser-focused on driving out unnecessary costs to keep Audiofocus in reach for mainstream customers.” One recent development was to offer a range of passive speakers, and also adding a dedicated ‘installation’ version of their key ranges. “Audiofocus built its reputation by making self-powered loudspeakers for our customers in PA rental and touring, and many of those customers also install systems Above: Inspecting a prototype from the R&D laboratory.
Below: ARES 8 line array elements in final assembly.
Above: Audiofocus production in Achêne, Belgium.
Above: Håkan Sjöö, Head of EMEA Sales, pictured with the new CARYS line array at ISE earlier this year. in theatres, houses of worship, nightclubs and so on,” said Leroy. “They wanted to specify Audiofocus for their projects, but they needed some help to compete on price, so we began a complete review of our ranges to meet the requirements of install without compromising on performance. “First, we took the decision to offer passive and bi-amplified versions of most products. It is clearly much less expensive to install 10 speakers powered by one external amplifier than it is to install 10 speakers with 10 integral amplifiers. “We now offer most products in multiple self-powered, passive, touring and installation variants, so the customer can mix and match the speakers to the budget and project requirements. Looking to the product roadmap for the future, you will soon start to see Audiofocus products that are designed from the ground up to go into installation projects.” One major influence on new product development has been the input of independent audio engineer, Patrick Demoustier. “Patrick is well known and respected as a freelance live sound engineer in Belgium and around the world,” said Leroy. “His schedule is normally fully booked with tours and festivals, but during the pandemic he had the time to get involved in clarifying the existing range and setting the new product roadmap. Having Patrick’s independent perspective is crucial – it helps us to make sure that all our R&D energy is focused on addressing current, real-world requirements.” Another addition to the team is Håkan Sjöö, who joined as Head of EMEA Sales. “Håkan knows everyone and everyone knows Håkan,” continued Leroy. “He has worked in international sales for leading brands like Renkus Heinz, Powersoft and Holoplot for many years and is universally liked and respected.”
Spike in Interest
“The most difficult part of expanding distribution is to get toptier distributors to take a closer look at another loudspeaker brand, but once we get the opportunity to show the quality of the products, it is much easier for them to see the potential. Håkan has begun to spark those initial conversations in EMEA, but with his global contacts we have inevitably seen a spike in interest from around the world.” The first product to be released under the ‘Audiofocus 2.0’ banner was the Carys column PA, which was previewed at ISE in May. Leroy believes the product is a statement of intent and a taste of what is to come from the company. “The concept with Carys was to create a column PA solution with the power and directivity of a line array, but in a system that is fast to set up, and which will fit into environments where the client does not want the speakers to be in your face,” said Leroy. “Our R&D network took this challenge and ran with it. To achieve the results we needed, we have invested in leading edge technologies such as Tetracoil Double Voice Coils, Air Motion Transformer HF drivers, and a new custom waveguide. We even adopted a completely new construction method to give Carys its great rigidity, using multiple bonded rings or contours of plywood instead of the traditional larger sheets. We have not been afraid to take a leap into the unknown in search of a better end-result, and the finished product more than justifies the investment of time and funds. “The system has a throw of 45m and a preliminary SPL of 135.7dB. We have streamlined the system to just two boxes: a powered LF / Sub, with a column mounted on top via a neat new locking system, making it quicker to set up and more cost effective than any comparable rival. Carys is also a naturally cardioid design, so it can be deployed nearer to walls and
Above: A compact Audiofocus ARES 8 line array system was recently selected to deliver the coverage and intelligibility required for the Municipal Theatre of Valparaiso in Chile. corners without the reflection issues you get with some other column PAs.” Leroy was delighted at the response to Carys from all who visited their stand at ISE, and admitted that there was some apprehension about the product prior to unveiling it. “No matter how much end-user consultation you do during the development process, you are always a little bit nervous when you show your new baby for the first time – especially as most of the Carys development took place during the isolation of the Covid era,” said Leroy. “But we had people who have never worked with us before trying to place orders on the booth, which tells you something, and that response was exactly what we had hoped for. Customers could see exactly how Carys might fit into their inventory, and they were impressed by the level of technical innovation. “Obviously, this was the first ISE show in Barcelona, so we were not too sure what to expect because ISE in Amsterdam always felt like our home turf, but the show gave us a valuable opportunity to showcase what we can do to distributors, integrators and rental companies that we hadn’t met before, so we were very happy with the results.” Buoyed by the feedback received on the Carys PA, Leroy knows the hard work must continue if Audiofocus is to maintain its upward trend, and the bulk of that hard work is done at their factory in Achêne, in southern Belgium. “Our people and our factory in Belgium are the heart and soul of Audiofocus,” said Leroy. “We are like a family, and I cannot see that changing. We are lucky to have very skilled and dedicated people, many of whom have been with us for many years. For me, a brand has to mean more than a logo and a balance sheet. In the same way, when I see our products ready to go to a customer, there is a pride and a connection which you do not get from ‘shifting boxes.’
Ambitious Plans
“I want every single Audiofocus loudspeaker to be built to the same quality right here in this building. For all the technology that goes into the design and manufacturing of our loudspeakers, there is still a strong element of artistry involved in assembling and finishing the products to the highest standard. Our plans are ambitious and there will be many changes, but we will not lose sight of who we are: a proud Belgian company making high quality loudspeakers.” One aspect of the production process that Leroy is keen to highlight is the use of high quality-birch for the cabinets. “Birch is an amazing acoustic material,” she said. “Its rigidity and strength-to-weight ratio are perfect for loudspeakers, and if you insist on the right level of quality, it is acoustically inert. Within a loudspeaker you are carefully controlling the movement of air, so unwanted vibration or voids are things you want to avoid. “There is not one most important part of a loudspeaker,” she continued. “Every component, every detail has an impact on the sound and reliability of the finished product. It is always possible to find cheaper parts, but we appreciate the consistency and close relationships we enjoy with our existing European suppliers. Ultimately, we are trusting them with our quality and reputation. We also like to limit the environmental impact of transporting components wherever we can.” To realise their ambitions, Leroy knows she needs a world-class team and an exciting range of innovative products, and by attracting industry specialists who have sharpened company activities across the business, Audiofocus is well-placed to build on its growth as it begins a new chapter.
