RØDE BRAND PROFILE
couple of these companies (and one in particular) has been given as much credibility as it has in the media. Kudos to their marketing teams.” Freedman sees Røde as much more than a staple in the consumption of the audio fraternity, whether professional or hobbyist – he sees it as the future. “We currently ship about 20,000
Left: Peter’s father, Henry Freedman in his workshop
process – and this was the point when Røde was really born.” That was in the mid-90s and since then Røde
has invested millions in hi-tech design and manufacturing processes and, as Freedman says, “we now produce truly incredible microphones that I would (and do) put up against the world’s best.” It’s a bit of shame, really, that because of its
pricing, many simply assume that Røde mics are Chinese-made, but Freedman is phlegmatic – even sanguine – about the misconception. “I actually don’t mind being
underestimated,” he says. “It makes it easier to deliver the knock-out punch we regularly hit
our competition with. I don’t actually think many customers really care where things are made anymore. Maybe in the ultra-premium, status-symbol segments, but for most products it is all down to the design, build quality and who is backing the product. “That might sound as though I am advocating moving to China, but far from it. I have no interest in that. Labour at $2 per hour is about all they have going for them and I have proved that you can manufacture in a high-cost country – but you have to do it with precision automation and as much high technology as possible. That’s where we beat the current Chinese suppliers. I am actually amazed that a
microphones per month and it’s growing every year,” he explains. “I think the next five years will see a lot of these badge- engineered mics disappear. They are there now because of ultra-low prices, which is bringing new customers to experience the technology – which is good. But people will tire of these low-grade, no-name commodity mics and those suppliers will go back to making toasters.” Røde is going through considerable growth at the moment, having spent the past two years researching and investing in custom manufacturing machinery, as well as a line of metrology equipment that will, in Freedman’s words, “see Røde cement its position as a world leader in the microphone field.” “The microphones you will see released by us in the next two years will change industry standards and I have no problem warning my competition: watch out.” Strong words. But Freedman believes that
ultimately, the customer will be the winner as they receive ever-improving value and the technology that was once reserved for only a few will be available to everyone. SOURCE DISTRIBUTION: 020 8962 5080
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A FULL EMPORIUM’ EX PA
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THE Event for all lovers of the bass guitar!
THEATRE STYLED LIVE STAGE FEATURING WORLD CLASS ARTISTS AND BANDS
12th and 13th of March 2011 12th and 1 13th of March 2
2011
FOR THE VERY FIRST TIME IN UK – A SHOW WHOLLY DEDICATED TO NOTHING BUT THE BASS GUITAR, BASS GEAR AND THE PEOPLE WHO MAKE THE MUSIC!
WORKSHOPS AND CLINICS CONDUCTED BY LEADING MUSICIANS AND TECHNICIANS
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