|Dealer Spotlight: Sonic Culture, San Diego CA|
|Home Theater Feature Articles Other|
|Written by Andre Marc|
|Monday, 10 May 2010|
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AVRev:Can you tell me how you got into the business as a high performance audio component dealer and a bit about your own background?
Music has always been an important part of my life and interest. I went to as many live shows as my parents would allow me to when I was a kid. I remember the first LPs I bought; my first guitar and the tracks my friends and I would play together. Music has an amazing way of creating a mood, moment and atmosphere that leaves a lasting impression. My equipment was generally modest for many years but I continued to push the envelope of my budget to get the most performance and reward out of the systems I owned. It was a challenge, at times, but always a rewarding pursuit. For love of the game and the enthusiasm to share my musical interest with others, I decided to start the business. After reviewing a list of potential business names with friends and family, the consensus seemed to agree that Sonic Culture was the most appropriate and conveyed our sense of community sharing a common interest in sound. The company was officially founded in 1999. We established relationships with a number of our favorite vendors and built up a respectable inventory of demonstration equipment and stock. The business grew almost entirely through customer and manufacturer referrals.
Can you tell me how you go about choosing which product brands to carry among so many high end manufacturers?
In order to promote and recommend a product honestly, you have to believe in it first. It’s easy to get caught up in the "flavor or the month", heavy marketing campaigns and press but ultimately you have to trust your own ears. Performance, diversity, value and reliability are key when identifying product lines for representation. Every component should satisfy a need and application and have support from stable and responsive manufacturers. We pursue system synergies and strive for neutral, uncolored presentations. We represent manufacturers from all over the globe, the US, UK, France, Germany, Italy, etc. Each manufacturer represents high performance in their respective class and a unique approach and design philosophy.