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SSE Audio announces new live sound specialist

James Baker joins to support the UK market amid busy festival season

SSE Audio, part of the Solotech UK Group, has announced the appointment of James Baker to the role of live sound specialist to benefit the UK Sales team.

In this new position, Baker will support SSE Audio and Manchester-based Wigwam’s live sound Sales customers. Working alongside the companies’ team of technical experts and service providers, he will develop marketing strategies and help identify new routes to market.

Baker has a twenty five-year career as a freelance sound engineer, and has worked with Nile Rogers and Chic, Chase and Status, Girls Aloud, Kim Wilde and Gilbert O’Sullivan. This is in addition to his role as a live sound sales manager for Avid Technology, where he was instrumental in bringing the S6L range of consoles to the marketplace.

“We know that our core market for sales is the live production market, and we are looking to improve the service we give to our customers,” said Ryan Thomas, UK group sales manager at SSE Audio.  “James has hands-on experience using much of the kit in the live environment. This knowledge will be invaluable when advising customers on product selection.”

Baker added: “I’ve worked as freelancer with SSE in the past, so I know the culture and their core values. I’m really looking forward to playing my role in the company’s post-pandemic recovery and sharing some of my experience to help our customers.”

Wigwam and SSE are part of the Solotech UK Group with Capital Sound and BCS Audio, which together forms the largest pro audio hire, sales and systems integration company in the UK and a significant global player in the AV and live entertainment markets. SSE and Wigwam are supplying the UK’s major festivals this summer, including Reading and Leeds, Parklife and Isle of Wight. Due to the high demand of pro audio equipment and services needed, many of the companies’ staff have returned from furlough to support the events.

SSE has taken its biggest booth ever at this year’s PLASA show on stand G11 in London’s Olympia Exhibition Centre from 5-7 September.