CADAC has appointed Seattle-based LIFT Distribution to distribute its full production console range into the professional audio retail, installer and sound-hire channels in the U.S.
LIFT Distribution joins with Broadway sound specialist RF Pro in distributing CADAC in the U.S. RF Pro’s Tom Bensen has a long and renowned association with the company, and remains responsible for the sale of made-to-order console systems into the musical theatre, and large scale sound touring and event sectors.
The appointment of LIFT Distribution is the direct result of demand for the latest CADAC compact analog and digital consoles, and the requirement to service these via a general trade distributor, addressing the wider professional audio market.
CADAC sales manager Ben Millson explains, “Good independent audio distributors in the US are hard to come by, and LIFT Distribution represented a unique opportunity in that they are owner operators, widely experienced in the audio engineering sector, and not already carrying a console brand. They are also distributors for KV2 Audio, a product I have personal experience with and I know how good it is; so there is a natural synergy with CADAC.
“With the teams’ extensive business and engineering background, and experience in live sound sector, they were very aware of CADAC’s heritage and reputation,” Millson continues. “We initially approached them to service a number of direct sales enquiries we had received for our new consoles. At the same time they took an S-Type, LIVE1 and CDC Four for their evaluation and were suitably impressed.“
LIFT Distribution is a relatively new venture, specializing in the distribution and installation of broadcast and live performance technology. The company was founded in September 2011 by joint MDs Steve Palermo and Dave Christenson.
Palermo is founder and owner of LIFT AV, a successful Pacific Northwest dealer and systems design/install company. Christenson is founder of Audio Agent and 3dB Creative, a pro audio sales and marketing agency, prior to which he held senior management positions at Loud Technologies, Solid State Logic and Euphonix.
LIFT’s distribution center provides CADAC with full sales, warehousing, service and back office support across the US, and the results of the appointment are already apparent.
“Sales of the LIVE1 in particular are showing an immediate growth,” says Millson. “We also have upcoming reviews of the both the LIVE1 and CDC Four in US pro audio magazines, as well as advertising, so we are getting behind this agreement with a coordinated promotion campaign.”
Christenson states, “The sound quality of CADAC consoles is legendary. The brand is an important part of the British large-format console legacy and continues to represent the highest quality and value in the industry. Given the initial demand we’re seeing for the affordable LIVE1 Series in particular, it’s clear that CADAC has successfully evolved to meet the needs of today’s market. We’re extremely pleased to be associated with them.”
The CADAC name has been synonymous with top quality mixing consoles since 1968, from its earliest designs for recording studios and broadcast applications, through to the latest live sound reinforcement consoles. The company’s reputation for unparalleled audio quality and intuitive operation is matched by continuous enhancement and development, using the highest quality components together with innovative electronic and mechanical designs. The CADAC J-Type Live Production Console remains the industry-standard choice for leading musical productions, featuring on Broadway, the West End and around the world on long-running hits including Mamma Mia!, Wicked, Jersey Boys, and Disney’s Lion King. CADAC is headquartered in Luton, where all CADAC products are designed. For more information on the CADAC line-up, visit
About Soundking Group Company Ltd
The Soundking Group Company Limited has been established for more than 20 years, and is headquartered in Ningbo, close to Shanghai. One of China’s leading audio manufacturers, Soundking Group has an extensive range of innovative, market-leading products and was a major supplier for the Beijing Olympic Games in 2008. For more information go to www.soundking.com
About LIFT Distribution
LIFT Distribution is the exclusive North American distributor for leading live performance technology such as KV2 Audio and Cadac Holdings. In addition to products, parts and customer support, the company has comprehensive systems design and build capabilities to assist with projects of any scale. Products are available for purchase directly or through an exclusive, value-added dealer network. For more information, please visit: www.liftdistribution.com
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