SSE Audio Group

IN PROFILE

SSE AUDIO GROUP

Following the acquisition by Canada-based Solotech, not to mention a busy calendar year full of tours and festivals, TPi’s Stew Hume popped into the company’s Redditch HQ to catch up with John Penn and the SSE family.

Arriving at the SSE Audio HQ in Redditch, you very quickly get a sense of how far this company has come over its 40-year history within the live events industry. From the frosted windowed entranceway, adorned with logos of the various branches of the audio empire, to images and tour posters from some of the biggest artists in the world, the SSE HQ is a perfect showcase. The manifestation of its history is rounded off rather nicely at the company reception where its 2019 TPi Award for Favourite Sound Rental Company sits, pride of place. If the past year has proved anything, SSE Audio Group shows no sign of slowing down. Last June, the company proudly announced the acquisition of Capital Sound Hire, which now works alongside other facets of the SSE Audio Group including Wigwam Acoustics and Sigma Productions. In November, to the surprise of many within the industry, news came through that Solotech had acquired SSE Audio Group, with the company’s CEO and President, Martin Tremblay, describing it as “the most important transaction in Solotech’s history.”

Following the announcement, TPi recently paid MD John Penn a visit to discuss what the new ownership brings to the SSE Group. While there, we were also treated to an insight into the innovation taking place under one of the UK’s most respected audio specialist’s roof.

“The thing about this job is you never know what’s going to happen tomorrow,” began Penn, as we settled down in his office surrounded by memorabilia from SSE’s history, backdropped by a large window proudly overlooking the teaming warehouse floor. “One day you’ll get a phone call that sparks an idea or creates a real opportunity.” The phone call to which Penn referred was from Richard Lachance, former Vice President

of Solotech, who planted a seed which would eventually lead to the announcement later in November. Before meeting up with Penn, TPi had been given a booklet titled Our Next Step, which had been distributed to all the employees of SSE. This glossy 70 page debrief encapsulated what Penn described as a “mutually beneficial deal.” The document provided a glimpse into the future of the Group and to enable all the staff to understand the thinking behind the decision. Perhaps this best demonstrates the thought and commitment SSE management have put into ensuring the new arrangement is a success.

Most know SSE’s badge of honour is its specialism within the realms of sound. “Since day one, we have been an audio business,” Penn reaffirmed, adding he’d never felt the need to invest in LED panels or lighting fixtures. Although this principle is still at the core of the SSE DNA, Penn admitted he now sees the benefit of 360° solutions. “I’ve watched Solotech for many years and, I confess, I was sceptical when I saw them offer the 360° package. I’ve always believed if you’re a jack-of-all-trades, you’re master of none. I’m also aware the UK is different and unique in the fact we have so many single discipline companies. If you look at Europe, or even some of the newer companies in this county, everyone offers a full package.”

So, Solotech’s approach to the turnkey model really intrigued Penn, who said: “When you look at their business, you see three distinct departments. Within the audio, lighting and video departments there are teams of experts. With this deal we hope to bring our skillset to the party and help elevate Solotech’s audio offering.” Tremblay shares this vision, as he outlined in an official statement: “This transaction is a notable milestone towards achievement of our strategic goal of offering broader

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SSE Audio Group’s MD John Penn.

turnkey AV and entertainment technology services and increased presence in Europe.”

Although Solotech purchased SSE, the Group will continue to operate under its own banner, effectively becoming a division of Solotech in much the same way as Capital and Wigwam Acoustics remain individual brands within the UK market. “Working with Solotech we plan to provide audio services to many of the world’s biggest touring artists and, in time, grow and develop the range of services we offer here in the UK and into Europe,” stated Penn.

What started as a conversation about business soon segued into a wider discussion about live audio in 2019. “Well, everything has changed since the analogue days,” laughed Penn, recounting war stories from the ‘70s. “When video began to be brought into live touring things became a lot more complicated and you had to consider media servers and processing. Audio is moving the same way in terms of computing power so it won’t be long before every tour will require a network manager as standard practice.”

Embracing pro audio innovation, SSE Audio Group has continued to develop its expertise, leading the way in creating the most efficient touring packages for the unrelenting appetite of ambitious productions. The SSE warehouse itself is demonstrative of the extraordinary scale of the company’s manufacturing and R&D departments. Two large-scale CNC Machines create custom racks and flight cases, 3D printer models prototype the company’s latest touring packages, while the laser engravers produce SSE’s famed purple rackmount plates, which many TPi readers will familiar with.

When asked where this drive for manufacturing and innovation came from, Penn matter-of-factly credits the projects they work on. He elaborated: “At the very start of the company, the only goal was to have your own cabinets and flightcases. I soon discovered making them with hand tools was far too time consuming so we invested in an air compressor and a saw bench.” This investment in improved processes went into overdrive when SSE relocated from from central Birmingham to Redditch in 2003, moving into the 34,000sq ft headquarters that still acts as the group’s base today.

In fact the manufacturing side of the business grew to such a level, the decision was made to develop it into its own unique arm. Sigma, which was created in 2008, to produce specialist equipment for the live events market. Split into two strands – Sigma Fabrications and Sigma Electronics – some of its more sought-after products include the well-established

Prosight2, SetDeck compact stage risers, and its new range of ProLift motor controllers. “This building was chosen specially to cater for the growing demand of the manufacturing side of the business,” explained Penn, constantly pulling out pieces of equipment and reciting its upcoming journeys from memory as we walked through the aisles of PA cabinets and flight cases. On the day of TPi’s visit, the SSE crew were all working hard on several mammoth tours including Mark Knopfler’s latest L-Acoustics L-ISA system, alongside the audio package for German juggernauts, Rammstein.

All the while, Penn greeted each staff member by name with a chorus of “hi John,” followed us around SSE HQ. “No matter what field you work in, when it comes to business, it’s all about the people,” remarked Penn. “Look at F1. Mercedes have the best car on the track, but if you didn’t have Lewis Hamilton behind the wheel, they would not have won the world championship.”

Whether in Monaco or the Midlands, the same applies, he said: “I really do believe at SSE we are empowering people to be part of something. People spend a lot of time these days staring at screens and working in isolation. Here, we really encourage people to be engaged in the entire process. When you have a workforce that’s engaged you get better knowledge transfer and most of the time a better output. As well as being good for business it means people actually enjoy coming to work!” This open environment within SSE Group is what has led to many of the company’s innovations. “You can’t micro-manage at every level. If you get the best people you can, you have to give them the ball and let them run with it.”

Having spent the afternoon with the team at the SSE office, TPi was driven down the road to witness one of the company’s latest projects in action, as Mark Knopfler’s crew prepped at Fly By Nite Studios. Proving yet anther benefit for SSE’s Redditch location. On the drive over, Penn mused about the future, discussing both the wider business growth with the Solotech acquisition and the development of younger talent that is still coming through SSE’s door. Over 40-years in the sector and the MD unyielding passion is still clear to see. We will just have to watch this space to see what SSE tackles next but in the words Penn himself: “You never know who might call next…” TPi Photos: GPC Media www.sseaudiogroup.com www.solotech.com