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SFM Partners with LS Media to Distribute Avid Live Sound Products in Canada

SFM and LS Media have announced that, effective Jan. 1, 2020, Avid Live Sound products are now distributed and supported in Canada by SFM. Under this new arrangement, LS Media will continue to serve as the face of Avid Live Sound products in Canada, under contract with SFM.

LS Media, an ALP (Avid Learning Partner), will remain active and continue to offer Avid certifications, as well as training and system commissioning to the live production field. Hugo Larin, founder and director of LS Media, will continue service to ensure continuity of Avid Live Sound product’s success in Canada in partnership with SFM.

“As a company whose 41-year-old roots lie in the live sound world, we’re tremendously excited to add Avid Live Sound products to our distribution offering,” says Randal Tucker, president and CEO of SFM. “Hugo and LS Media have done an outstanding job over the past dozen years representing the line of Avid Live Sound products in Canada. Combining SFM’s robust technical, financial, logistics, and service resources with Hugo’s deep technical sales expertise will allow us to not only continue the impressive growth trajectory achieved by LS Media over the years, but to continue to do so at scale.”

“This is an exciting time for me to join forces with SFM,” adds Larin. “Having started in distribution over 20 years ago for SFM as the contracting and touring market manager, we couldn’t find a better partner than SFM to elevate the Avid Live Sound offering in Canada. Knowing SFM’s company culture personally, I know this partnership can only serve the Canadian pro audio industry well.”

At the heart of the Live Sound portfolio is the Avid VENUE | S6L, a unified platform of digital audio mixing systems that is regarded as one of the most advanced professional consoles in the industry.

To kick off this new venture, LS Media and SFM are sponsoring their first Avid Certification course that will take place the week of January 6, 2020 at SFM’s office in Dorval, QC.

For more information, contact SFM: 514-780-2070, info@sfm.ca, www.sfm.ca. Or conctact LS Media: 514-990-7867, sales@lsmediapro.ca, www.lsmediapro.ca.

[Above photo: L-R LS Media's Hugo Larin, SFM CEO & Pres. Randal Tucker, and SFM Dir. of Brand Management Joey Molino]

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Michael Raine is the Senior Editor at Canadian Musician, Canadian Music Trade, Professional Sound, and Professional Lighting & Production magazines. He also co-hosts the Canadian Musician Podcast.
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