Monzino Company Profile

The year 1750 had a major effect on the music industry. Seen by Western music historians as the year that separates ‘early music’ from everything that followed, the defining moment was the death of Johan Sebastian Bach, a German composer who had mastered new technological innovations in music, such as the well-tempered tuning system that provided the freedom of movement between different musical keys on fixed tuning instruments – notably the piano. This dividing line gives Italian MI company Monzino the prestige of being formed at the outset of modern music.

The company was founded by Antonio Monzino as Casa Monzino, a small shop in Contrada delle Dogana not far from the Duomo in Milan, where harmonic stringed instruments were produced and sold. The company was passed down to his son, Giacomo Monzino, a guitar and violin teacher as well as a composer, a move that also led to the establishment of a music publishing arm. Nearing its first centenary, in 1840 Antonio Monzino (III) succeeded his father Giacomo and greatly increased the activities of the family business. Antonio Giacomo (V) took on the reigns of the company in 1870 and made his mark by creating new instruments, after which his son, Antonio (V), established a stringed instrument production unit together with the lute-maker Enrico Ventura. Thanks to an exclusive contract, the company benefitted from the help of the lute-makers Romeo and Riccardo Antoniazzi and their pupils Erminio Farina and Carlo Riva. The 20th century saw a number of important developments for the company, such as three changes of name, most recently to Monzino SpA in 1971, and the creation of Mogar Music in 1987.

 The company has been passed down from father to one handpicked son – based on his entrepreneurial skills – for seven generations now. For the first six it remained within a single branch of the family line, while for the seventh generation it has been marked by the succession of five family branches. The current president, Antonio Monzino (VII), is the seventh generation to take the helm, and he attributes this 260-year longevity to the commitment and principles that have been maintained. Antonio’s father had plied his trade as a 16-year-old, living in France and Germany where he learn how to make violins, before returning to Italy and taking on the business. Similarly, Antonio went abroad as a teenager, but instead was based in the UK between educational semesters, where he learnt how to assemble drums for Premier.

 Upon taking on the business, he collaborated with Yamaha Pro Musique for its Italian distribution in 1971 until 1993, followed by Roland after terminating the contract. ‘I decided to cease our collaborations with Yamaha, Roland and Gibson, and instead adopted a Group strategy to go international with a return to the music publishing sector,’ Mr Monzino explains. ‘This was accomplished via the acquisition of the firm Carisch from Warner Music in 2002, where we started the production of musical instruments, in addition to professional audio.’

One of the most interesting aspects of Carisch was the establishment of a second division called Monsound in 2007. ‘As a whole, our group has enjoyed consistent growth over the past few decades as a result of the additional business generated by re-entering into music publishing through the acquisition of Carisch, and having expanded internationally with branches in France and Spain. Our entry into the pro audio market further extends this strategy, because where there is live music there is a need for audio equipment. Currently products are sold according to their price, but I hope that the consumer will begin appreciating quality over cost with further education.’

The pro audio side of Monsound is primarily made up of four brands – DaG, XXL, MyAudio and M1750. Industry veteran Gian Piero Staffa was recruited into the Monzino fold in 2009, taking on the role of chief technology and business development officer. ‘Having worked with a number of companies based in the Far East, I decided it was time to come home,’ Mr Staffa explains. ‘I had some ideas in my mind with regard to creating new brands and distribution models, but I really wanted to do this with an Italian company. Listing the names of the few Italian companies I believed could follow my model, Monzino came out on top. Having been a competitor of Monzino for many years, I cannot think of another company that is so aggressive and organised, yet is deeply ethical at the same time. I therefore contacted Mr Antonio and told him about my idea and several weeks later we were starting the development of 259 products in the pro audio field, which would make us a reference manufacturer in Italy. We approached the market with four different brands covering from the entry-level to the most sophisticated products in professional audio. With four different brands, it allows us to offer a dedicated approach and to build the right image for each single brand – we now offer almost 300 different products.’

 DaG is the company’s entry-level or ‘prosumer’ brand for active and passive plastic cabinets, as well as compact mixing consoles, DJ mixers and small power amplifiers mainly for DJ use. The origins of XXL were as an MI brand for Italian manufacturer K-Array, with its microphones being aimed at retailers working on high volume and low margins. As K-Array focused more on its loudspeaker business, XXL was sold to Monsound in 2009. ‘To stay in business you have to monitor what is going on each day and be prepared to seize opportunities and XXL was such an example.’ The brand offers more than 100 products at a competitive price point for end users, including the world’s first compact mixing console with a built-in lithium battery (used to power mobile phones) and a USB interface for just €59. XXL also manufacture dynamic processors for passive mixers and acoustic modelling technology for the majority of its powered cabinets. ‘The dynamics of a modern company always foresee new projects for the business areas we operate in,’ continues Mr Monzino. ‘The most important ones in which we are investing our energies and resources include the professional audio sector with the brands DaG, XXL, My Audio and M1750 which collectively cover the entire range from entry-level to high-end and the development of products for wider distribution networks.’

 The MyAudio brand concentrates on price/performance, offering a range of products including Sidera mixers. A complete catalogue of analogue (Nox) and class-D digital (Diginox) amplifiers have also been developed, equipped with LED metering and operating protection. MyAudio also produces a range of polypropylene and wooden loudspeakers, with the Illunis series including passive and active injection-moulded polypropylene speakers with class-AB two-way amplifiers. Twenty-one wooden two- and three-way active and passive cabinets make up the Lunaris series, including three subwoofers and four monitors. Microphones also form a strong part of the MyAudio portfolio, including the Lux UHF/VHF wireless series together with a number of dynamic and condenser wired models.

 M1750 is Monsound’s flagship for the professional market and takes its name from the founding year of the parent company. To date, the Fourarray system has captured most attention – an innovative line array that is unobtrusive on stage and can be easily assembled by one person in a matter of minutes. Each of the four modules includes 16 mid/woofers and the same number of compression drivers. Fourarray is scalable, and as such this PA system has found initial success penetrating rental companies in Europe, that have been able to rapidly provide clients in a multitude of various indoor and outdoor settings from weddings and banquets to corporate presentations to medium sized concerts. Not only is it quick and easy to set up thanks to its portability, but it can produce high sound levels evenly across a large area.

 R&D and manufacturing for the company takes place in multiple locations in Europe and Asia, although the acoustic projects are managed at the Milan headquarters. Digital amplifiers are also developed in the Milan area, as Monsound has teamed up with a major local university. The DSP units are developed in the United Kingdom, DJ products are developed in Germany and microphones are developed by product specialists near the Italian capital. All the M1750 and MyAudio speaker systems are manufactured in Italy, with the other more sensitively priced products being manufactured in China by a number of different suppliers. All Monsound incoming parts and outgoing products are rigorously checked and tested in the Hong Kong QC department. ‘It takes great people to make good products and we are demonstrating that our team of developers, marketing and sales people are second to none,’ continues Mr Staffa. ‘Having demonstrated 259 new products at the Pro Light & Sound show in 2009, people were asking how it was possible, and my answer would always be “It’s a kind of magic”. With this team of people, it really is magic.’

 The effort that the company has put into its R&D and manufacturing was there for all to see at in Frankfurt, with the 259 products across the four brands representing each year of its history. And with 60 more products in the pipeline for 2010 alone, pro audio is set to be an important sector for the group as a whole. ‘Our target is to create a new Italian dynasty where there is currently a vast hole left by others in the market,’ continues Mr Monzino. ‘We want to challenge the established brands, but only if we can produce innovative and exclusive products such as Fourarray.’ Although 60 per cent of the Monsound catalogue is currently aimed at the live sound market, with 20 per cent directed towards recording/broadcasting and a further 20 per cent in high-end theatre installation and touring sectors, Mr Monzino confides that these are early days: ‘We’re relatively new to the professional market and some products will take off quicker in some markets compared to others. Most importantly, we’re here for the long term and have all the correct foundations in place with the right people directing this.’

 After all, it’s a family affair as Mr Monzino demonstrates: ‘My brother Alberto and my sister Carla work alongside my brothers-in-law, Bruno Barbini and Carlo Bonomi. The new generation is already working in the company with Andrea and Nicola who are Alberto’s sons, together with Marcello who is Vittoria’s son together with my son, Francesco, and Marco Guazzoni, who is the husband of Vittoria’s daughter, Antonella. They are acquiring experience in different areas, which will allow them to develop the skills needed to lead the company towards new goals in the future. Of course, this will happen only after they have proven their merit and capacities over time.’

 With 260 years’ experience to guide them forward, time is clearly on the side of the Monzino family and the Monsound brand.

Monzino, Italy: +39 02 9359 6300

www.monzino.it

Carish, Italy: +39 02 9399 72500

www.carish.com

 Published in PAA March-April 2010