Cadac Appoints New US Distributor to Provides Channels to Pro-Audio Dealer and Sound Hire Sectors

	Lift Distribution's Dave Christenson, Steve Palermo, David Ellis, Justin Friesen, Jesse Mittleider

Cadac has announced it has appointed Lift Distribution in the US to distribute its full production console range into the professional audio retail, installer and sound-hire channels.

Seattle based Lift Distribution joins with Broadway sound specialist RF Pro in distributing Cadac in the US. RF Pro's Tom Bensen has a long and renowned association with the company, and remains responsible for the sale of custom 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.

Commenting on the new appointment, Cadac International 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. We initially approached them to service a number of direct sales inquiries 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 managing directors Steve Palermo and Dave Christenson; Palermo is founder and owner of Lift AV, a highly 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," continues 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."

Lift's Dave Christenson commented, "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."