"How Swede It Is!" Rebate Program Rolled Out for Softube Modeled Plug-Ins

February 25, 2009, Santa Barbara, CA: Of all the fabulous contributions our friend the Swedes have made to the world--Smörgåsbord, IKEA, Bergman films, and of course, snow bunnies--perhaps none have had a more profound and lasting impact than the superb modeled guitar amp, effects, and signal processing plug-ins from Softube AB. And now, thanks to a generous rebate program from MV Pro Audio, distributors in the Americas of Softube products, the full range of Softube plug-ins are now more affordable than ever.

Between now and March 31st, 2009, customers who purchase Softube’s Vintage Amp Room. Metal Amp Room, Effects Bundle, or FET Compressor plug-ins from an authorized MV Pro Audio dealer are eligible for a cash rebate directly
from MV Pro Audio. To receive the rebate, purchasers simply fill out the online form and mail it in,
along with proof of purchase.

“The program is simplicity itself,” noted Dino Virella, MVPA’s executive vice president. “Send in your rebate request, and we’ll mail out a check faster than you can say ‘min svävare är full med ålar.*’”

* Loosely translated as: “Softube plug-ins taste great, and pack more nutritional value than a full
serving of lutefisk.”)

Rebates run from $20 on the Effects Bundle and Metal Amp Room plug-ins to $25 on the Native versions of Vintage Amp Room and the FET Compressor; $30 rebates are offered for the TDM versions of those two programs. A downloadable rebate form, complete with the rules and regulations governing the program is available at www.mvproaudio.com/SoftubeRebate.pdf.

Based on patented technology, Softube plug-ins are distinguished by their focus on accuracy and
sonic quality, with an emphasis on delivering the most realistic hardware-like experience possible. “I am thoroughly impressed,” related recent adopter of the FET Compressor, producer / songwriter Scott
Spock of The Matrix (Avril Lavigne, Jason Mraz, Korn, Shakira, Christina Aguilera, David Bowie, Britney Spears). “I will be swapping out some of my other compressors in my master Pro Tools template for the FET!”

Softube plug-ins are designed for use on both Mac and PC, and support VST, AU, RTAS, and TDM / Venue formats.

Wallander WIVI Saxophone Collections Deliver New Levels of Expressive Control to Computer-Based Musicians

February 4, 2008, Santa Barbara, CA: The amazing virtual world of Wallander Instruments has expanded exponentially with the recent addition of two brass/reed collections, Saxophones 1 and 2. Designed for easy download into a user’s WIVI player, the new instruments are a perfect complement to the extensive Wallander Instruments brass and woodwind libraries that wowed crowds at January NAMM.

The Saxophones 1 collection, based on the traditional quartet, contains 12 instruments---three each of
baritone, tenor, alto, and soprano saxophone. Saxophones 2 expands the timbral range with 15
instruments---three each of bass, C melody, mezzo-soprano, C soprano, and sopranino saxophones.
The wide range of instruments and timbres allow for nearly unlimited musical expression, from free-wheeling solos to intricate ensemble work.

The synthesis technology that powers WIVI (Wallander Instruments Visual Instruments) is ideally suited
for instruments, such as Saxophones, that respond continuously and dynamically to the player’s input. Unlike traditional sampled instruments, WIVI instruments allow the player to alter timbre and dynamics throughout the entire course of a note, and provide for a virtually infinite array of articulations.

 Wallander Instruments WIVI has taken the computer-based music world by storm, thanks not only  to the incredible realism of the instruments, but also to the fact that WIVI solves many of the  problems associated with sample-based instruments. For example, divisi is automatic, spatialization  and environmental control are handled at the instrument level, making it easy to create the  performance soundstage without the use of additional reverb and, since no samples are involved,  CPU and hard disk requirements are minimal. WIVI works on Mac/PC and is AU/RTAS/VST  capable.

The music press has bestowed numerous accolades on WIVI, with comments ranging from “a breakthrough in getting brass and woodwinds to sound right” (Keyboard, Jan. 09) to “Wallander’s acoustic behavioral modeling does a remarkable job of reproducing the nuances of notoriously difficult to replicate brass instruments” (Remix, Best of NAMM 09 report). Feedback from composers and musicians has been equally enthusiastic, with the most common reaction being “I gotta have it!” Saxophones 1 and 2 are available at music stores throughout the Americas, with street prices of approximately $399 and $299, respectively.

MV Pro Audio to Wow NAMM Crowds with Full Frontal Newdity

January 6, 2008, Santa Barbara, CA: True to their reputations as derring-doers (or ne’er do wells, in some circles), the envelope-pushing ladies and gents of MV Pro Audio will be making their presence known at this year’s NAMM show with an unabashed display of total newdity. Laid bare for all the world to see will be a host of alluring products from Waldorf, Softube, Sample Logic, and Wallander Instruments that aren’t simply new, but are absolutely the newdist products MV Pro Audio has ever publicly displayed.

“Of course this level of overt newdity makes some people uncomfortable,” commented MV Pro Audio president Michael Marans. “Folks come to the show expecting to see the same old commodities all wrapped up in a row. Then they get to our booth---1114 in Hall E---and there it is: liberating, inspiring, glorious newdity, as far as the eye can see!”

“It’s going to be quite eye-opening, no doubt about it,” grinned Dino Virella, MV Pro Audio’s executive vice president. “And we’d love to fully expose the details. But for now, we’ll have to keep those under wraps. See ya at the show!”

In addition to displaying their current product lineup, MVPA will be debuting three new products from Waldorf and two from Wallander Instruments. NAMM will also mark the first public showing of Softube's new FET Compressor plug-in, as well as the introduction of Sample Logic's award-winning sample libraries to the retail dealer channel.

New Softube FET Compressor: Lookin’ Good…Sounding Great!

December 18, 2008, Santa Barbara, CA: Beginning with an exceptionally detailed and accurate emulation of a world class vintage analog compressor, and finishing with a finely-tuned feature set targeted for today’s sophisticated production environments, the boys from Linköping--aka Softube--today announced the release of their newest modeled plug-in, the FET Compressor.

As with previous Softube designs, including the acclaimed Vintage Amp Room and Metal Amp Room guitar amp emulations, the FET Compressor is based on component-level modeling combined with higher level modeling of the components’ interactions--an approach used to accurately capture the performance nuances of the original hardware. Great attention was paid to modeling the behavior of complete sections of the original circuits (quirks and all), including the input and output stages, gain-reduction feedback loops, subtle (and not so subtle) distortions, bias differences of various transistors, and the like.

Once the fundamentals were nailed, the team began implementing enhanced features designed for today’s sophisticated computer-based recording musicians. For example, you can instantly dial into the preset ratios found on the original hardware, but you can also smoothly sweep across ratios to the “tweeners.” So when 12:1 is too little and 20:1 is too much, you’ve got 13.6:1 and 17.25:1 and 19.4:1—or pretty much anything your ears desire. And yes, even the “all four buttons in” mode (which you weren’t supposed to do, but sure sounded great) has been modeled.

Other features include a blazing fast 20 microsecond attack time, a look-ahead function adjustable up to 1ms, low- and high-cut filters on the detector to allow for frequency-dependent input response, built-in parallel compression, an external sidechain input (with variable gain), input and gain reduction VU meters, a peak output meter, and true stereo mode, which eliminates phase anomalies when the FET Compressor is strapped across a stereo bus for mastering.

Equipped with an eye-catching interface that harkens back to the days of vintage hi-fi gear, the FET Compressor boasts simple operation accessed via a minimum of knobs. Deeper functionality is also immediately accessible from the front panel, so both novices and power users will find the piece intuitive and easy to operate. In short, the interface was designed to put users on a fast track to great sound.

Available in both Native (VST/AU/RTAS; approximately $249.99) and TDM/VENUE (approximately $399.99) formats, the FET Compressor will begin arriving in retail stores across North America shortly after the winter NAMM show in January, 2009. The plug-in will be demonstrated at the show by Softube’s developers in MV Pro Audio’s booth, 1114, Hall E.      Product details...

Waldorf Blofeld $50 Cash Rebate Program Extended…
Happy Holidays Guaranteed for Everyone!

December 2nd, 2008, Santa Barbara, CA: “Nobody wants to see a surly keyboard player at their holiday party,” trumpeted Dino “The Snowman” Virella, executive vice president of MV Pro Audio, distributor of Waldorf synthesizers in North America. “So we’re holding over our $50 Blofeld rebate until the very last second of Christmas eve. Now everyone—even musicians who’ve been naughty—can afford to make a joyful noise. Ho, ho, ho!”

With a street price of $749 and a $50 rebate from MV Pro Audio, the acclaimed Blofeld desktop synth module is now available for only $699—a significant price reduction made possible by an ever-weakening Euro. “Nobody’s bells jingle as sweet as Blofeld’s,” opined MV Pro Audio’s president Michael Marans. “And as for I Had a Little Dreidel orchestrated with wavetables…oy!”

The rebate program covers Blofeld module purchases made from authorized U.S. or Canadian Waldorf dealers between October 8th, 2008 and midnight, December 24th, 2008. Customers receive their rebates directly from MV Pro Audio after they’ve made their best deal on a Blofeld at their favorite music retailer.

A downloadable rebate form containing the rules and regulations governing the program is available here.

Softube Metal Amp Room V1.1 Update Shreds Pre-Configured Amp/Cabinet Restrictions

November 19, 2008, Santa Barbara, CA: It wasn’t a pretty scene: Four baby-faced Swedish guitarists-cum-software engineers stumbling out of the lab, glassy-eyed, limbs akimbo, muscle-Ts ripped. Several of the boys had fresh traces of blood trickling down from their ears; one pulled nervously at the large steel stud that pierced his tongue. Suddenly, without warning, Torsten “thrasher” Gatu simply collapsed, his shoulders heaving as he began to sob uncontrollably. Bandmates Niklas and Oscar rushed to his side, digging deep into their inner selves to find the strength to console their fallen comrade. Several moments of anxious silence passed before the normally stoic Arvid summoned the courage to give voice to the unspeakable reality behind the intensely distressing scene: “Version 1.1 of Metal Amp Room is officially released.”

Metal Amp Room, a modeled simulation of a high-gain “metal-style” guitar amp for VST/AU/RTAS-compatible DAWS, has become the go-to plug-in for computer-based recording musicians since its introduction in summer 2008. Featuring proprietary tube modeling technology, dual cabinets with dual microphones, and a core set of controls geared specifically for zeroing in on aggressively brutal “shred” tone, MAR has been garnering critical acclaim from reviewers and players alike for its no-nonsense “tone direct” guitarist-to-DAW approach.

Version 1.1 adds the capability to route the signal from the MAR amp directly to the user’s own speaker cabinet, either true hardware or a software simulation. “We found that a number of players and producers have custom cabinet sims designed with impulse responses from famous recording studios,” explained a heavily tattooed Niklas Odelholm, Softube’s lead product manager. “Now they have the flexibility to combine the MAR amp with their favorite, personalized cabinet. Dude, it’s crazy!”

Conversely, the MAR cabinets can now be driven by any signal, allowing them to be used with virtually any amp head or audio source--real or simulated. Musicians can take any sound, from vocals to guitars to drums, route it to the MAR cabinets, and add ambient effects by remiking the sound using MAR’s built-in variable position programmable microphones.

Added Oscar Öberg, the group’s chief scientist and composer of the band’s anthemic V1.1 theme song Bypass or I’ll Kill You, “It’ll make your head explode.”

Wallander Instruments WIVI Brass and Woodwinds Receive Major Upgrade:
WI-Verb DS™ Reverb, Parametric EQ, and All-New Presets Highlight V2.10 Release

November 5, 2008, Santa Barbara, CA: The holidays came early for users of Wallander Instruments Brass and Woodwind Visual Instruments in the form of a free software update that adds powerful new capabilities to the already feature-rich plug-ins. Numerous improvements are included in the just-released 2.10 version, the most significant being the addition of WI-Verb DS™, a discrete spatialization reverb designed specifically for multi-instrument environments, parametric EQ for all instruments and layers, enhanced dry instrument early reflections, and a top-to-bottom reworking of all presets to take full advantage of the new features.

Wallander Instruments Visual Instrument (WIVI) plug-ins use advanced acoustic behavior modeling to generate sound.
The technology bypasses the limitations of static “snapshots” and fixed articulations associated with sample-based instruments, allowing players to continuously vary dynamics and timbre throughout the course of a note.

The V2.10 feature set significantly enhances the realism of the models. At the instrument level, a set of “sparse reflections” controls has been added, affording greater accuracy in defining an instrument’s direct sound and early reflections. The instruments’ “late” reverb has been replaced with the revolutionary new WI-Verb DS™ reverb engine. Designed specifically for multi-instrument environments, such as orchestra, WI-Verb DS™ employs discrete spatialization technology to precisely localize each instrument’s position in the soundstage panorama—a critical factor in maintaining the authenticity
and realism of multi-instrument source material.

Also unique to WI-Verb DS™ is its “spaciousness” parameter, which delivers a surround-like experience at higher settings and distinct stereo imaging at lower ones. This provides control over the
perceived width of an instrument without affecting its pan position.

“The new reverb makes mixing a WIVI orchestra more intuitive than ever before,” explained Arne Wallander, the company’s founder and chief scientist. “We designed the reverb specifically for the WIVI sound and technology, making it much easier for users to achieve natural and realistic instrument balances and ambiences with the on-board reverb than with an external effect.”

While the traditional impulse response/convolution reverbs commonly used in film and orchestral scoring sessions can be very accurate in recreating specific environments, they don’t offer flexibility in instrument positioning. WI-Verb DS™ eliminates this limitation and also
provides for precise localization of multiple audio sources within a single ambient environment.

A further enhancement in V2.10 is the parametric EQ, available on each individual instrument and layer, which replaces the original bass boost and high/low cut controls. EQ settings are backward-compatible; users’ existing settings are simply mapped to the new EQ when the 2.10 upgrade is installed.

Rounding out the package: The preset libraries in all WIVI instruments (Brass 1 and Woodwinds 1, 2, and 3) have been completely reworked to take advantage of the new V2.10 capabilities. In addition to instrument presets, new playback environment presets have been added, including models based on world-renowned classical recordings, and theater presets featuring soundstage acoustics.

The V2.10 update is available at no charge to all registered WIVI users. New users will automatically receive V2.10 when they purchase the software from their local retail outlet.

Waldorf Blofeld Synth Prices Slashed as Euro Downward Spiral Continues

October 27, 2008, Santa Barbara, CA: MV Pro Audio, North American distributor of Waldorf GmbH products, today announced a dramatic reduction in the price of the critically acclaimed Blofeld desktop synthesizer. Previously available at a “street” price of $899.99, Blofeld is now being offered at $749.99. Coupled with a $50 customer rebate program introduced earlier this month, the advertised price of the synth powerhouse now sits at an all-time low of $699.99.

“You can thank the weak Euro for both the price reduction and the rebate,” noted MV Pro Audio president Michael Marans. “We’ve been getting killed by the Euro, but in the last few weeks it’s fallen through the floor. So we’re passing the windfall onto our customers. That’s just the kind of swell folks we are. You know, real friendly-like.”

Since its introduction, Blofeld’s street price had climbed steadily as the dollar weakened
against the Euro and import costs skyrocketed.

“We’re really happy to be able to share the savings with our end users” beamed Dino Virella, MV Pro Audio’s executive vice president. “And the icing on the cake is that we’re introducing the new Blofeld keyboard at only $1,299.99—far less than we originally anticipated.”

The new lower prices should be appearing at retailers throughout the U.S. and Canada shortly. The $50 rebate coupons, along with the rules governing the program, can be downloaded
here.

Wallander Instruments and MV Pro Audio Join Forces to Blow Away Musicians with WIVI Brass and Woodwinds

October 23, 2008, Santa Barbara, CA: With a fanfare that would have made Admiral Hornblower proud, MV Pro Audio today launched a full-blown assault on yesterday’s tired, sampled brass and reed libraries with the retail introduction of Wallander Instruments’ mind-blowing orchestral Brass and Woodwind software instruments. Dubbed “WIVI,” for Wallander Instruments Visual Instruments, the softsynths offer unparalleled dynamic and timbral response, making it a breeze for musicians to create realistic orchestrations unencumbered by the fixed articulations of static samples.

“These instruments are incredibly responsive and dynamic…unlike any softsynths I’ve heard before,” trumpeted Dino Virella, MV Pro Audio’s executive vice president. “Timbral changes are absolutely
seamless, and the ability to dramatically change dynamics in the
middle of a note will leave you breathless!”

MV Pro Audio’s company mission is to deliver products to the MI/pro audio sales channels that focus on enhancing the creative
experience for musicians, so their pairing with Wallander Instruments was a natural. “Arne Wallander’s WIVIs are nothing short of inspirational” noted MV Pro Audio president Michael Marans. “The technology behind the instruments is extraordinarily deep, yet the
user experience is so natural and intuitive. It’s all about making music—there’s no sample-mapping to worry about, or choosing
among hundreds of specialized articulations. You simply play, and WIVI does the rest.”

Four collections are currently offered: Brass 1, which features trumpets, trombones, and French horns, and Woodwinds 1, 2, and 3, which run the gamut from traditional flutes, clarinets, and oboes to contrabassoons, English horns, and oboes d’amore. In addition to detailed control over the extraordinarily accurate instruments, users
can manipulate various aspects of multiple performance environments, such as church, concert hall, and studio, as well as the positions of individual instruments and of the listener. The combined result is that users can actually “premix” the orchestra sections, allowing for convincingly real orchestral emulations with ambient sonic characteristics ranging from symphony concert hall to film soundstage.

“At the risk of sounding like we’re tooting our own horns,” Marans offered, “Sampled reeds are yesterday’s stale licorice sticks. WIVI is the answer blowing in the wind.”

Softube Vintage Amp Room Delivers Raw, Unadulterated Tone to Guitar Amp Purists

October 23, 2008, Santa Barbara, CA: While most audio DSP engineers devote themselves to creating the perfect and the pristine, Softube’s team of brilliant young coders took a decidedly different tact: Modeling the non-linearities of tubes, speakers, spring reverbs, power amps, and a variety of esoteric audio gear. Why follow the retro path from rocket scientist to rock ‘n’ roll scientist? Simple: The team discovered early on that the human ear totally ignores many of the fine sonic details found in traditional models, and instead zeroes in on the crazy stuff, which the ear finds pleasing. In musicianspeak, it’s why so much of the coolest gear has tubes.

With that insight--and a healthy dose of patented technology in hand--Vintage Amp Room™ was born. Comprising three classic amps, the software suite provides a powerful direct path between the guitarist and the DAW, replicating, with uncanny accuracy, the true performance of real, live, hardware amplifiers. Not bogged down with fancy un-guitar-amp-like parameters, bunches of over-effected presets, or layers of geekspeak tech nonsense, the amp, speaker
cabinet, and microphone models in Vintage Amp Room allow
serious guitarists to dive right into the heart of the matter: tone.

Asked about the appreciably outstanding quality of the models, Softube founder and lead engineer Oscar Öberg offered “Well, of course, we have multiple proprietary designs, we model every capacitor, resistor, diode, and tube in the circuit, and we utilize resonance modeled IIR filters with extraordinary numerical stability.
But more importantly, we have some serious secret mojo.”

“And we get to live in Sweden!” chorused Niklas and Torsten, two of the company’s illustrious programming gurus, whose simultaneous outburst was just a teeny bit creepy thanks to their matching snowsuits.

Now distributed in the Americas by MV Pro Audio, the complete line
of Softube products can be found at fine music retailers. Available for both Mac and PC, and in VST, AU, RTAS, and TDM formats, the
product lineup includes Vintage Amp Room, Metal Amp Room,
Spring Reverb, Tube Delay, and Acoustic Feedback. A value-priced
Effect Bundle, containing the Reverb, Delay, and Feedback plug-ins, is also available.

Euro Crash Yields Waldorf Blofeld Cash Rebate; Synthesists Across North America Revel in New-Found Riches!

October 8, 2008, Santa Barbara, CA: Responding today to what can only be characterized as one of the more ingenious financial schemes concocted by Wall Street money manipulators, MV Pro Audio announced a $50 cash rebate to purchasers of the hugely popular Waldorf Blofeld desktop synth module. The rebate program, which runs from October 8th, 2008 through November 30th, 2008, pays Blofeld purchasers directly from the MV Pro Audio coffers---after they’ve made their best deal on the unit at their favorite music retailer.

“Most people think the mortgage meltdown and resulting credit crisis were the result of mismanagement and greed,” offered MV Pro Audio president Michael Marans. “In fact, they were clever, though admittedly diabolical, schemes to cut that pesky Euro down to size, so that Blofeld could be priced within reach of an even greater number of hardworking
America and Canadian synthesists.”

Blofeld has been the recipient of numerous rave reviews from a variety of major music magazines, all of whom have made note of the unit’s exceptional value. With the dollar’s recent gains against the Euro, and the resultant rebate, the unit’s economic value is even more striking.

“Its about time the poor beleaguered Yankee dollar regained its rightful stature,” added Dino Virella, MV Pro Audio’s executive vice president, stifling a tear as the obvious patriotic nature of his words came home to roost in his good ol’ American soul. “This’ll teach those commies to mess with our currency!”

Being careful not to dilute Virella’s passion, Marans pointed out that Blofeld was actually made in Germany, and boasted one of the most powerful and sophisticated synth engines available today---a synth engine defined and refined by years of innovation, and revered by musicians around the world.

The $50 rebate is available on all Blofeld desktop synthesizer purchases made from
authorized U.S. or Canadian Waldorf dealers between October 8th, 2008 and November 30th, 2008. A downloadable rebate form, complete with the rules and regulations governing the program is available here.

Waldorf's Evil Genius Strikes Again:
New Blofeld Keyboard Poised to Blow Away Musicians World-wide!

September 9, 2008, Santa Barbara, CA: Just when you thought it was safe to venture into your local music emporium, the sonic madness that is Blofeld has been reincarnated as a fiendishly elegant keyboard, complete with a devastating 60MB of user sample memory, killer semi-weighted keyboard action, and a deceptively alluring armored exterior. Set to arrive in stores in the coming weeks, the new board is already creating havoc among users clamoring to be the first to generate sonic mayhem with its explosive synth engine.

The brilliant bald madman behind the machine was obviously pleased with his latest offering, yet visibly upset by the positive reception it was getting from his intended victims. When queried, he sighed "Yah, I know, da keys is my finest vork ever, yah. But dis machine has ruint my reputation. Dey all love it so much. I vanted them to be miserable. I vanted them to fear me! Ach du lieber! Vat's a poor, demonic psychopath to do?"

One glance at the feature set, and it's not hard to see why the keyboard is stirring strong feelings of desire, not dread, among its target audience. To wit: All of the critically-acclaimed features of the Blofeld module are present, including:

Virtual analog, wavetable, and sample-based oscillators
3 oscillators, 2 filters, 3 LFOs, and 4 envelopes per voice
Up to 25-voice polyphony
Over 1000 sounds
Extensive modulation capabilities
Intelligent arpeggiator
16-part multitimbral mode
Dual multi-effects
Backlit 128 x 64 pixel LCD

While the keyboard model also boasts:

60MB user sample RAM (load your own waves!)
49-note semi-weighted keyboard with aftertouch
MIDI in/out (5-pin and USB)
Pitch-bend and modulation wheels
Internal power supply
Rugged metal case
Class compliant USB MIDI for PC, Mac, and Linux

"Hokay. So maybe I haf to tone down da evildoings for da next few months, yah" Mr. Blofeld lamented. "But come next year, make no mistake: I vill scare your panties off! Bwaa, haa, haa!"

MV Pro Audio Sales Expansion Serves Up Intercontinental Banquet of Music Technology Delights

June 12, 2008, Santa Barbara, CA: Adding credence to the time-honored musician’s adage that “a paying gig is good, but a paying gig with food is great,” MV Pro Audio today announced the addition of three new independent sales firms to the MVPA team. “A number of worthy candidates were drawn to us by the innovative, top-selling product lines we distribute,” explained MVPA’s executive vice president Dino Virella. “But it was our trademark blend of music technology and haute cuisine that really got their juices flowing.”

Leading the charge in the southwestern states is EvoTech Audio, headed by music software expert Laura Escudé–composer, musician, product ace, and leader of the Los Angeles Ableton Users Group. “I love synths, and I love music software,” noted Escudé. “But for me, the clincher was the Vietnamese spring rolls. Blofeld, Keymap, and lightly steamed shrimp with a delicate peanut sauce. Could anything be more sublime?”

The eastern states will be handled by sales veteran Neil Zeising, whose Group 55 Technology Consulting is synonymous with trend-setting music products. “I go way back with Dino, but even further back with New York pizza. MVPA promised me a pepperoni-based incentive plan…how could I possibly resist?

Further to the north, Toronto-based Jeff Shorthouse and Professional Audio Sales Solutions will be covering eastern Canada. Shorthouse, whose long tenure as technology purchaser for Canadian retail giant Long and McQuade made him the perfect choice for the region, explained that he was hired with one major condition: “I had to sign a waiver: No bison steaks anytime, anywhere, or I’d soon be making sales calls in the outer Yukon.”

MVPA president Michael Marans tried to put a softer edge on the seemingly harsh edict. “We’renot totally unreasonable. Jeff can still have all the elk burgers and Montreal smoked meats he can handle.”

The trio will be actively promoting MV Pro Audio's represented brands in their respective territories, conducting sales trainings and public seminars, and providing ongoing service to the MVPA dealer network. Added Virella, “These people are at the top of their game, and we’re absolutely thrilled to have them on board. Our products will have the finest representation available…and no doubt we’re in for some lively dinner conversation, too.”

Tearful Hugs and Fine Dining Highlight Reunion of MV Pro Audio and Glow Marketing Principals

April 28, 2008, Santa Barbara, CA: The twisting paths of three long-time music industry figures have once again crossed as MV Pro Audio founders Michael Marans and Dino Virella announced their renewed association with Chandra Lynn of Glow Marketing. Marans and Virella, who distribute the acclaimed Redmatica Srl and Waldorf Music GmbH brands in the Americas, have partnered with Lynn, who heads a full-service strategic marketing company. Their joint objective is to maximize market awareness and penetration for the MV Pro Audio brands.

Virella was visibly moved when he first saw Lynn at the reunion meeting—six years after he had worked hand-in-hand with her establishing U.S. market dominance for the Focusrite brand. “Don’t say anything, just hug me,” he beamed, his eyes dewy with joy. Marans was equally effusive, as he wistfully recalled the heady days of 1994 when he and Lynn developed and launched Keyboard Magazine’s first on-line presence, Keyboard Central.

“Frankly, it was a bit embarrassing,” recalled Lynn. “Two grown men getting all teary-eyed and everything. It was like living a bad episode of General Hospital."

Ever the consummate professional, Lynn cut short the reminiscing, pulled out her laptop, and presented a thorough rundown of her proposed strategy—a presentation cleverly peppered with subliminal images of Schweinsbraten
and fettuccini.

“Anyone hungry?” queried Marans. Over lunch, which, not surprisingly, consisted of Schweinsbraten and fettuccine, the trio finalized their deal.

Under the terms of the arrangement, MV Pro Audio will develop a variety of brilliantly innovative sales and marketing tools and materials, and Glow Marketing will navigate the murky waters of padded expense accounts, ego massages, and totally unfair competitive practices.

“It’s really great to be back working with these guys,” noted Lynn. “Sure, the tears are annoying, but I get to represent truly outstanding, award-winning products, and down as much gelato as I can handle. Speaking of which—I gotta run. I’m late for my spinning class.”