AudioMedia - July 2008 - (Page 40)

P R O M OT I O N A L F E AT U R E Mercenary Audio Hard Work, But Also Hard Fun ercenary Audio sells and services pro audio equipment from dozens of boutique manufacturers, including its own designs, but does so with critical ears, a generous customer service policy, and a wicked sense of humour that’s gotten Mercenary into trouble on more than one occasion. Fletcher (one name only, please) founded the Boston-based company in as an equipment brokerage firm, which soon morphed into an outfit that refurbished and sold vintage gear. When the vintage equipment market became a less profitable endeavor, Fletcher aligned with manufacturers that built equipment “ as good, and in many cases superior, to broken vintage stuff,” he says. “We became a leader in finding new manufacturers and introducing them to the world.” Mercenary Audio’s methods of introducing itself and its products have generated as much, if not more, attention than the products themselves. If its Harley Davidson-inspired logo and s pinup girls on its website don’t turn heads, its antics will. At the AES Convention in New York, Fletcher convinced a colleague to drive around the show floor in a Harley golf cart with their logo and the slogan, ‘Analogue is Back and It’s Pissed’, on the side, then in ’ At the ’ Convention, they harpooned a popular digital storage device and cheap sounding console, calling the sculpture “S* t on a Stick”. At the Tape Op Conference in Tucson, Ariz., their t-shirts bore a slogan not fit for print – conference organisers confiscated them until after the show. Such publicity stunts might get people talking, but Mercenary’s product line is what generates repeated interest. Everything from AEA ribbon mics and API mic pre’s, to Vintage Design channel strips and GML EQs can be had through Mercenary’s extensive website, all rigorously tested and Mercenary approved. “The equipment goes through long, hard listening tests,” its website states. M Anything but conventional, and nothing but the best – Mercenary Audio knows how to get people talking. “If it passes those, then it goes to technical. If it gets through technical, and we’re satisfied that it’s well built/designed, then we abuse it. We’ll put it in a road case and toss it around, just like a shipping company or IATSE stagehand might do.” Once an item passes its tests, Mercenary Audio doubles the manufacturer’s warranty. Several manufacturers also use Mercenary Audio as their U.S. warranty repair center, which was originally set up to maintain their studio, named the Methods and Applications Laboratory (‘Meth Lab’ for short). Once the shop closes at pm, the studio, with its highly modified Class-A discrete Yamaha desk, serves as the recording site for Fletcher and his employees’ various productions. And since nearly everyone on staff are engineers, select manufacturers often collaborate with the company to create ‘Mercenary Editions’, which results in either a new twist or a complete overhaul on an existing product. “About a decade or so ago, I had commented to a manufacturer many times that I thought one of their products was absolute crap,” says Fletcher. “They threw down the gauntlet and said, ‘Can you do better?’, so we designed a piece for their line that was similar in nature to the piece that I hated, but suited my work pattern and sense of aesthetic. Years later the unit is still in production and selling great numbers.” Manufacturers such as Drawmer, Crowley and Tripp, Great River, and Pendulum Audio, all have Mercenary Editions to their name. “And the only compensation we gain from that is having the Mercenary Edition logo on the unit,” says Fletcher, “No royalties, not even a free unit.” In , Fletcher consulted with Empirical Labs on their popular EL- Distressor. He also came up with the model number. [Empirical Labs founder] Dave Derr said, ‘Shouldn’t we call it the EL- , since it’s our first product?’, I said ‘No, after two years of passing this thing back and forth, I’m totally elated.’” These days the motorcycle-riding audio authority is equally elated about Mercenary’s own MFG KM- , which is similar in nature to a Neumann KM- , but with a clarity that makes it ideal for hi-hats and acoustic instruments, among other functions. “The idea was to create a mic that would give me a hi-hat sound that I liked,” says Fletcher. “The KMturned out to have a whole slew of other uses, as well.” Mercenary’s flagship microphone, like most of their inventory, is available in the U.S., Europe, and other international markets. The company has catered to the European market since day one by both seeking out European manufacturers and working to establish global pricing. “When the Euro to US exchange rate was in favor of the dollar, we worked to help European manufacturers establish global pricing to prevent grey marketing, which undermined their U.S. distribution network,” says Fletcher. “Now we’re trying to help U.S. manufacturers establish global pricing so as not to undermine their global distribution network.” Mercenary’s manufacturing arm currently has distribution in Australia, France, the UK, Sweden, and the remaining European Union. No matter what their address, customers can get advice and have questions answered by a real person during regular business hours – just be wary of calling during cocktail hour. “Our COO, Jay Fitz, has called us a small drinking company with a large audio problem,” Fletcher jokes. All kidding aside, “We all work really hard and are totally customeroriented, but we play pretty hard too.” ∫ CONTACT DETAILS Mercenary Industries, Inc. 131 Morse St., Foxboro, MA 02035 t +1 508 543 0069 f +1 508 543 9670 w www.mercenary.com e questions@mercenary.com 40 AUDIO MEDIA JULY 2008 http://www.mercenary.com http://www.mercenary.com

Table of Contents Feed for the Digital Edition of AudioMedia - July 2008

AudioMedia - July 2008 Contents Recording Post Broadcast What's Up UK Geofocus: France For the Record Special Report: Develop Preview SE Electronics 4400 Sennheiser MKH800 Twin Tubetech Club Final Cut: Wanted Smart AV Tango Doctor Who Made in America DSP Roundup Product Sampler: Summer Hits Edirol R44 Video Guide AMSR Fame - Le Musical Waves MaxxBCL Yamaha AD8HR Special Supplement

AudioMedia - July 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.