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THE STATE OF AUDIO
When asked about our business and the
state our industry, my most common response typically
begins with a version of a well known Chinese saying,
“May you live in interesting times.” Well, as applied to
the status of technology and the musical arts, we
certainly do live in interesting times! Add to this the
ways in which we shop and purchase products, and it only
reinforces that our culture is rapidly changing.
You may be telling yourselves right about now that this
is sounding more like an editorial than a typical retail
sales pitch. You may be correct, but then we believe the
subject is critical to better understanding our store
and business philosophy.
Auravis Systems is distinguished by
perhaps one of the most unique and diverse backgrounds
that you will find in audio. Our audio roots were
established in the 60s while playing with our parents’
massive audio consoles and radios. The music of the 50s
and 60s engulfed us first hand. At the same time,
several of us studied to be musicians learning the
fundamentals laid down for us by big band swing music,
classical music, Mississippi delta blues, musical genres
brought to America by the inflow of foreign cultures
and, of course, rock n’ roll. When we weren’t playing
music, we were listening to it on whatever equipment we
could find. Enter the audio “bug” and the influence of
yesteryear’s friendly “neighborhood HiFi shop”!
In these years, the cultural emphasis
on music fueled the audio industry and launched the high
fidelity consumer market. Simply put, the audio market
dwarfed the video industry. Today, this scenario could
not be more different. Music and musical tastes have
changed, the associated media used to access that music
has changed, and the proliferation of consumer
electronic products of all types has “exploded”. Does
this mean that we are biased toward the past, or that
today’s music does not warrant the best in audio
equipment for its reproduction. Absolutely not! In fact,
we think quite the opposite is true.
The ability of audio gear to access
and reproduce the extraordinary music of all eras,
including today’s music, has never been more exciting.
Further, we embrace any and all methods of listening to
music, regardless of budget or taste. The more important
objective to us is to reemphasize the beauty of music
and encourage the rewards of listening to music at it’s
finest.
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To this end, our additional
credentials in engineering, manufacturing, and business
assist us in understanding and embracing the finest in
technology and quality products available in these
exciting times. We understand the technology and can
explain why products work as they do or why they’re made
as they are. Truth be told, we want to know the stories
behind our products or companies. It’s all part of our
desire to know all that we can so our customers don’t
have to.
Unfortunately, not all is right in
the world of today’s audio and video retail industry,
however. At the core of our disappointment is the
quality of the purchase experience that many consumers
are subjected to. We hear the stories daily. Gone is the
friendly and inviting culture of “yesteryears’
neighborhood hifi shop”. All too often, today’s shops
are chasing consumers away or imposing their will
without genuinely considering the buyers’ needs or
desires. Perhaps these shops are not really “about the
music” but rather “about the bottom line”.
Frankly, Auravis was founded because
of my fundamental passion for audio and the fact that
many consumer needs were not being addressed by the
market place. Our clients are encouraged to visit,
listen to music, and discuss the latest in gear, without
the pressure to make a purchase. You’ll be greeted with
a smile and a common interest in enjoying music and
video. Our clients are encouraged to ask questions,
spend time with us, and experience the sensation of
audio at it’s finest. It often takes more than five or
ten minutes to find the best match for our clients so
spend some time with us. A hastily purchased system will
be gathering dust in no time. We want you to enjoy your
system each and every day for years to come.
Come visit us. Let us show you just
what makes “these times” in audio and video so
interesting!
Sincerely,
Paul Manos, Owner
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