US-based analogue console and outboard equipment speacialist API has appointed the Asia Pacific Media Group (APMG) to handle its exclusive representative in the Asia-Pacific region.

APMG will also represent JDK Audio, a new brand from API that builds high-performance analogue equipment at competitive prices – a concept that is targetted on price-sensitive areas of the Asia market. ‘Together with API, we are planning a very different marketing approach for Asia Pacific,’ says Laz Harris, APMG Technical Sales Director. ‘The region is full of audio professionals who have never experienced anything other than digital technology. Our plan is to host hands-on events that will expose professionals to the sonic advantages of API’s analogue topology, which adds considerable value to an otherwise all-digital production. The workshops will emphasise that analogue and digital go hand-in-hand, and that it is possible and desirable to get the best of both worlds.’

‘The Asia-Pacific is an expanding market, with almost every country in the region showing growth,’ adds Gordon Smart, API MD. ‘Apart from the positive general economic indicators, it is well known that the film and recording industries are likewise exploding, particularly in India, and that the entire area is host to more and more live events. And so this is a wonderful time for API to ramp up presence and sales activity in the region. Of course, it would also be a daunting project if we undertook it alone, so we’re grateful to have the expertise and experience of APMG to guide our efforts for maximum effect.’

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