Dealer Focus: Sonic Circus
Interview with Brian Charles of Sonic Circus
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Sonic Circus founder Dave Lyons,
among Sonic Circus' cave of audio booty |
Sonic Circus, Inc. was founded in 1996 to sell, service, and integrate studio equipment serving the professional recording and production industry. Sonic Circus offers a comprehensive selection of both rare vintage and modern audio mix equipment.
“It's easy to sell what you believe in and it's easy to believe in the quality of UA products.”
Who works for Sonic Circus?
We are currently an "eleven plus" person company comprised mainly of musicians, engineer/ producers, technicians and live sound engineers with some highly creative non-industry specific people helping to glue it all together. Sonic is the brainchild of David Lyons, whom eight years ago decided to put a recording studio in his home. While undertaking the laborious process of sourcing the recording equipment necessary to do this, he realized how great it would be if you could just go to one place to buy everything be it new, vintage, custom etc. No such place seemed to exist, just an industry flooded with brokers and classifieds. Shortly after this experience Sonic Circus the sales company became a reality, operating out of David's carriage house. Eight years, a few warehouses, revolving cast of techs, and some staple employees later... Sonic has established itself as a one of a kind place catering to the top artists, producers and venues in the industry. Our services go beyond equipment selection with project leadership and business consultation services which we have provided as resources to several of the world's top studios.
It is our ability to supply turn-key equipment solutions for large format mix rooms, digital editing suites, classic vintage studios, post facilities, educational programs, churches, performance centers, night clubs, home theatres, as well as high end private studios that sets Sonic Circus apart from our competitors. Our sound packages address complex hybrid analog/digital challenges with attention to detail and project budget.
Where is Sonic Circus located?
Sonic Circus is located in Boston Massachusetts. Boston is home to more musicians per square foot than a lot of places, and in turn, many studios as well. But honestly, Sonic Circus could exist anywhere because of the great demand for what it provides.
What makes Sonic Circus unique?
The main thing that makes Sonic Circus unique is that we can provide everything from new, used, vintage, live and custom equipment. Also unique is that the company is made up of working musicians, producers, engineers etc.; not "clerks".
What is the profile of a "typical" Sonic Circus customer?
In addition to the top recording artists, Sonic also serves the vast community of independents working in the field. Really anybody who wants the very best equipment sold by people who "know" gear is a typical Sonic Circus patron. We recently supplied Tony Garnier (bassist for Bob Dylan's touring band) with a Universal Audio 1176LN to insure the best possible sound when tracking his bass parts.
What makes selling UA gear cool?
The gear has a way of almost selling itself because of the history of UA.
What makes selling UA gear a pain in the neck?
History can also be a stumbling block. Some people have a hard time accepting the fact that a new 1176 sounds as good or better than a vintage one. Sometimes people need to discover this first hand and we often help people learn this fact on their own. Knowledge is key, we are big fans of the "history" section on the UA website. Helping customers understand the difference between revisions and such can be a huge help.
Why is Universal Audio important to your business?
UA gear is steeped in history and has certainly achieved "legendary status". Besides all of that, UA is still making innovative products that maintain the integrity of their revered predecessors. It's easy to sell what you believe in and it's easy to believe in the quality of UA products.
Sonic Circus, Inc.
"Serious Studio Infrastructure"
132 Granite Ave.
Boston, MA 02124
615-449-3664
www.soniccircus.com
-Terry Hardin
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