Aston and Music Tribe merge as part of Uli Behringer’s music tech behemoth. Can the innovative UK brand retain its own identity under the merger?
Aston and Music Tribe Join Forces
Admittedly, this is one press release that really caught us sideways. On the whole, we like to think we can sniff out industry news before the press release hits our inbox! However, the acquisition of Aston Microphones by Uli Behringer’s Music Tribe group is something we didn’t anticipate!
Aston Microphones is something of an industry disruptor; offering UK designed and manufactured microphones at a highly accessible price point. The Aston Element microphone is voiced and designed with public input and feedback. Likewise, Music Tribe is an industry disruptor too. You might then think it’s potentially an ideal match of brands?
“The addition of Aston Microphones now allows Music Tribe to round out our professional install and touring sound offerings alongside Midas, Klark Teknik, Lab Gruppen, Lake, Turbosound, Tannoy and many other leading brands under the Music Tribe umbrella” – Uli Behringer
Can Aston keep its Identity?
On the face of it then, Aston slots in right next to other traditional British brands in the Music Tribe stable. Midas, Klark Teknik, Turbosound and Tannoy are all prestigious heritage brands. Importantly though, while those brands still operate UK based R&D facilities, much of the manufacturing has shifted to China.
Importantly then it’s worth asking how the brand identity of Aston will survive as part of the merger. James Young, the owner of Aston Mics takes a forward position in the marketing of the brand. So too does the British identity of the design and manufacture of Aston microphones. Will that remain long-term under Music Tribe ownership?
By the same token, the merger will definitely provide benefits to Aston. Access to the huge Music Tribe distribution network and of course the potential shared R&D resources across Music Tribe’s premium brands.
Clearly then, we’ll be keeping a keen eye on what develops from this relationship!