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September 2012 - Music Connection

CLOSE-UP

Larry Fishman

By Jonathan Widran

Long the industry standard for acoustic amplification, the Massachusetts

based Fishman (http://fishman.com)—driven by the vision of founder

Larry Fishman since its launch in 1981—is dedicated to, in Fishman’s

words, “putting the needs of the acoustic musician first [to] achieve the truest

sound possible whenever they plug in.”

With over 30 patents, the veteran engineer and accomplished musician

continues to create innovative products and technologies that redefine the

benchmark of acoustic sound. The company’s diverse, category-leading

product line includes the industry standard Matrix Infinity, SA220 performance

system and Loudbox amplifiers.

In addition, Fishman’s revolutionary Aura Acoustic Imaging technology

allows acoustic musicians to easily and accurately reproduce the sound of

their instrument as if it were miked in a professional studio. Other amplification

solutions are available for acoustic stringed instruments, including violin,

cello, resophonic guitar, banjo, mandolin, ukulele, cello and upright bass.

Fishman’s primary instrument as a musician, the upright bass, is what

inspired him as a young gigging jazz musician out of Berklee College of

Music to develop his first bass pickup. Word got out among other Boston

musicians about his loud and full sound, which planted the seeds for a profitable

business—beginning with his second product, violin pickups and a

relationship with Guild Guitars.

Testament to Fishman’s success with a wide range of instruments and

sonic amplification products is a vast clientele that includes superstar musicians

from multiple genres and generations—a lineup that includes Acoustic

Alchemy, John Hiatt, Crosby, Stills & Nash, Allman Brothers, Avril Lavine,

Daughtry, Dave Matthews, Eric Clapton, Robert Plant and Ray LaMontagne.

“Our ongoing commitment and wide range of innovative products has

helped our company grow to become the industry standard for acoustic

amplification,” states Fishman. “From the largest arena to your own living

room, wherever you hear an acoustic instrument, you can bet you’ll hear

a Fishman. [Our] users are passionate about their brand of choice, for one

simple reason: we put the needs of the acoustic musician first. ... The loyalty

from our extended family of players, technicians, repair professionals and

instrument manufacturers is really a result of our loyalty toward them, as

evidenced by our innovative, reliable products, over-the-top customer support,

and unwavering goal of amplified acoustic excellence.”

Among Fishman’s most popular products are the SA220 Solo Performance

System and The Loudbox Amplifier Series, which includes the Loudbox

Mini, Loudbox Artist and debuting in October, Loudbox Performer.

Noted for its portability, power and sound quality, the SA220 is designed

for the singer-songwriter and provides exceptional sound quality and coverage

in a wide variety of venues. Clean, lightweight power (220 watts) drives

a line array of six custom high excursion speakers and a soft dome tweeter.

Beyond simply a dynamic full sound, it offers deeper sonic penetration than

the common speaker cabinet. Weighing only 25 lbs, it packs up into its own

durable travel bag on wheels.

Discussing the essentials of the Loudbox series, Chris DeMaria, Fishman’s

Director of Marketing/Artist Relations, says, “These two channel

amps are designed exclusively for acoustic instruments, are extremely portable

(with the Mini weighing under 20 lbs.), have professional quality sound

and features and vary in cost depending on the power and size. The Mini

is 60 watts, the Artist is 120 and the soon to be released Performer is 180

watts, for the fullest range sound.”

Fishman’s trademark Aura Acoustic Imaging is available in such products

as the Ellipse Aura, Onboard Aura, Auro Pro and Aura Spectrum DI, was

designed to allow acoustic instruments to sound as sharp and full onstage.

“For a lot of people,” DeMaria continues, “the pickup has been a very

workable solution, but this technology takes the sound to the next level,

like switching to a High Definition TV. It allows you to see and hear things

differently than you might with a pickup, correcting the limitations of a guitar

pickup wav file to replicate the output of what a mic would sound like in the

studio. It’s been our flagship technology since 2003.”

Contact Fishman, 978-988-9199

8 September 2012 www.musicconnection.com

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