User:Ewillin/sandbox
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| Asterope, LLC | |
| Company type | Private |
| Industry | Music Instrument, Pro Audio, High-end Audio |
| Founded | 2010 |
| Founder | Dariush Rad |
| Headquarters | Austin, Texas, USA |
Area served | Worldwide |
Key people | Dariush Rad (President and CEO) Dean Kline (VP of Communications) |
| Products | Instrument, microphone and speaker cables RCA interconnects |
| Website | http://www.asterope.com/ |
Asterope, LLC is an audio cable technology company specializing in products designed for the music, pro audio and high-end audio markets. Headquartered in Austin, Texas, the company caters products to musicians, engineers and audio enthusiasts.[1]
Asterope was founded by recording artist and multimedia producer Dariush Rad, who was introduced to what became the company's core technology by a family member and was intrigued by its sonic characteristics.[2] The company's cable technology emphasizes sonic clarity, broad frequency response and dynamic harmonics [3]—characteristics which the company claims are “vital for satisfying the full human capacity to perceive and experience higher frequencies, more bandwidth, a more balanced signal, and greater acoustic definition."[4] To date, Asterope's product line has primarily focused on instrument and pro audio cables, for which the company was recognized by music instrument retailers at the NAMM Show as the Best New Manufacturer of 2011.[5] However, the company has announced plans to move into its next phase of product development, which includes OEM, pro audio and consumer solutions.[6]
History
[edit]Launch
[edit]After a decade of outside research and development, Asterope launched its first product line in 2010.[3] Rad sought validation of the products from his personal and professional network of music players, producers and engineers prior to taking them to market.[3] Contacted industry professionals were receptive to the new technology,[3] and their testimonials became the centerpiece of Asterope's initial marketing efforts. Several renowned music professionals were filmed discussing their experiences with Asterope cables, music and the music industry, helping to establish the company's reputation for valuing "the human aspect of music...sound and...connecting with your music both as a player and as a listener."[2] The viral campaign included one-on-one interviews with guitarists David Grissom and Jack Pearson and bassist Bob Babbitt, among others.[7] None of the participants were paid for their involvement.[3]
Partnerships
[edit]In July 2012, the company announced that Fishman Transducers would begin distributing Asterope music instrument and pro audio cables to retail outlets throughout the United States and 70 countries worldwide.[1] As a result of the companies' strategic alliance, Fishman also began collaborating with Asterope on marketing and promotional efforts.[1]
Nationwide Instrument Dealer Tour
[edit]
In the final months of 2013, Rad embarked on a tour across the continental United States to visit with music retailers and give them the opportunity to experience first-hand Asterope's product line.[8] The tour spanned 70 cities in the Pacific Northwest, Southwest, Central and Southeastern United States.[6] According to the company, the tour allowed Rad to personally detail Asterope's technology for numerous dealers and learn more about their needs and expectations.[8]
Expansion into New Verticals
[edit]Asterope announced plans in the summer of 2014 to expand its product line beyond instrument and microphone cables by developing various solutions for the OEM, pro audio and consumer electronics markets.[6] The company's website lists the additions of audio speaker cables and RCA interconnects to its product catalogue.[4]
Products
[edit]Pro Studio Series
[edit]
Asterope's Pro Studio series features burgundy cables with gold connectors.[9] The product line in this series is designed to create a dynamic, spatial sound with more clarity and an open harmonic response generally suited for intimate environments.[9]
Pro Stage Series
[edit]
The Pro Stage series features black cables with nickel connectors.[9] In contrast to the Pro Studio series, this series is engineered to manage gain and flighty harmonics in live settings. Pro Stage cables have been described as warm, punchy and percussive.[9]
Custom Specs
[edit]While Asterope lists that all of its products are manufactured with patented ultra-clarity connectors, durable exterior jacketing, enhanced noise-resistant shielding and a unidirectional design; the company offers various customization options to customers.[10] Among other specifications, customers may choose between 1/4" and XLR connectors, straight to straight, right angle to straight and right angle to right angle connector designs (for 1/4" cables); and several cable lengths.[10] 1/4" cables generally run from one foot to thirty feet in length, while XLR cables generally run from two to fifty feet.[10]
Manufacturing
[edit]All of the company's products are designed and manufactured in the United States[3] and both RoHS and WEEE compliant.[11]
Company Philosophy
[edit]Acknowledging the ability of music to impact lives, Asterope aims to inspire and make possible great music production and listening experiences.[4] Rad echoed this sentiment in an interview with the Music & Sound Retailer :
We want to keep things as music-centric and human-centric—truly human—as possible. I mean, music is about our humanity, after all. I feel like I have a team of people who are sensitive to that at that level. We want our culture to reflect that. It’s never going to be about dollars and cents or the hard, cold metals that make up the products that we’re selling. But, again, the impact they’re having on people and, truly, the emotional, spiritual and human aspects of music.[2]
The company maintains engagement in the music industry through its artists and artist events. Past events include an AES recording workshop in Nashville[12] and a Los Angeles artist event at Ocean Way Recording in Hollywood.[13] Asterope also claims that each of its employees is involved with music outside of the company.[2]
See Also
[edit]References
[edit]- ^ a b c "Asterope Products Now Available through Fishman." Fishman Transducers, Inc. Web. 5 Dec. 2014. <http://www.fishman.com/articles/asterope-products-now-available-through-fishman>.
- ^ a b c d Ferrisi, Dan. "Dariush Rad." The Music & Sound Retailer. 10 July 2012. Web. 5 Dec. 2014.
- ^ a b c d e f "Not Just Another Cable: Asterope Offers New U.S.-Made Cables That Are Winning Raves from Top Talent in Austin and Nashville." Music Trades 1 Feb. 2014.
- ^ a b c "About Us." Asterope. Web. 5 Dec. 2014. <http://www.asterope.com/ourVision/delivering.html>.
- ^ Ferrisi, Dan. "Music & Sound Award Winners Are Honored • And The Award Goes To..." The Music & Sound Retailer. 16 Mar. 2012. Web. 5 Dec. 2014.
- ^ a b c Wissmuller, Christian. "Continuing Momentum & Demand for Asterope Cables." MMR Magazine. 16 July 2014. Web. 5 Dec. 2014.
- ^ Molter, Dave. "Guitarist David Grissom Chooses Asterope Cables." Music Gear Review. 4 Oct. 2010. Web. 8 Dec. 2014.
- ^ a b "Asterope Launches Nationwide Dealer Tour." Fishman Transducers, Inc. Web. 8 Dec. 2014. <http://www.fishman.com/articles/asterope-launches-nationwide-dealer-tour>.
- ^ a b c d Ferrisi, Dan. "Asterope's Premium Cables." The Music & Sound Retailer. 20 Feb. 2013. Web. 8 Dec. 2014.
- ^ a b c "Asterope Pro Studio Series." Fishman Transducers, Inc. Web. 8 Dec. 2014. <http://www.fishman.com/products/view/asterope-pro-studio-series>.
- ^ "Made in the USA." Asterope. Web. 8 Dec. 2014. <http://www.asterope.com/ourVision/madeInUSA.html>.
- ^ "Asterope and Fishman Support Audio Engineer Week." Asterope. Asterope Press Release. Web. 8 Dec. 2014. <http://www.asterope.com/resources/pdf/AES.pdf>.
- ^ "LA Artists Share Their Stories at Asterope Artist Event." Fishman Transducers, Inc. Web. 8 Dec. 2014. <http://www.fishman.com/articles/la-artists-share-their-stories-at-asterope-artist-event>.