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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