Innovative Music Australia
- Company typePrivate
- Founded1989
- HeadquartersCheltenham, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Innovative Music Australia does
AudioSource is an Australian professional audio and AV distribution company founded in 1992 and headquartered in Cheltenham, Victoria. The privately held firm supplies professional audio, lighting, and AV equipment to retailers, system integrators, rental companies, and production professionals across Australia, operating from a single warehouse facility with approximately 13 employees.
The company's catalog spans the Harman Professional portfolio, including AKG (microphones and headphones, from June 2025), JBL Professional (loudspeakers), Crown (amplifiers), Soundcraft (mixing consoles), dbx (signal processing), Lexicon (effects), Studer (broadcast consoles), and Allen & Heath (mixing consoles), alongside Behringer, ARX Systems, and Australian Monitor. In June 2025 AudioSource added distribution of Juno lighting control systems, extending its footprint from audio into the lighting vertical. The company assumed exclusive Australian AKG distribution in June 2025, replacing the prior distributor Sound Distribution.
AudioSource is family-led under founder and director Mark Lownds, with directors Jon Lownds and Simon Lownds also involved in the business since 2003 and approximately 2007 respectively. In 2022 the company expanded its physical distribution capacity with a larger warehouse to accommodate growing inventory across its multi-brand portfolio. The company has continuously operated for more than 30 years without public funding events or disclosed financial information.
Innovative Music Australia firmographics
Firmographics- Name
- Innovative Music Australia
- Legal name
- Innovative Music Australia
- Website
- https://innovativemusic.com.au
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Innovative Music Australia industry classification
Industry- Product category
- Pro Audio Distribution
- NAICS
- Musical Instrument and Supplies Retailers (459140)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Instrument & Pro Audio Retail (Online/Brick-and-Mortar) (MPAIAJAH)
- akta.pro secondary industries
- Pro Audio & Recording Equipment Retail (MI-adjacent) (CRALAEAC), Musical Instrument Retail (Guitars, Keyboards, Drums, Band/Orchestra) (CRALAEAA)
Keywords
Where Innovative Music Australia is headquartered
LocationHeadquarters
- HQ city
- Cheltenham
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Innovative Music Australia business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Hardware Product Sales: Revenue generated through distribution and sale of music technology hardware including audio interfaces, microphones, synthesizers, guitars, and studio equipment. Products are sold to retail partners (B2B) and directly to consumers (B2C) with pricing based on Recommended Retail Price (RRP) in AUD.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard RRP pricing for consumers and retail partners |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Innovative Music Australia product offering
Product offeringCore offering
Innovative Music Australia distributes and resells music technology, pro audio, and musical instrument products from a curated portfolio of 40+ premium international brands to Australian retail partners and end customers. Sales are executed through a Shopify-powered public e-commerce site and a separate trade-login portal for authorised dealers.
Product overview
Innovative Music Australia is a B2B sound distribution company serving retail partners across Australia. The company operates as a multi-brand distributor offering a comprehensive portfolio of music technology and audio products through an online portal. Their portfolio spans multiple product categories including Guitars & Bass, Headphones, Microphones, Audio Interfaces, Digital and Analog Synthesizers, MIDI Controllers, Amps & Cabs, Guitar Pedals, and Audio/PA equipment. The product range includes distributed brands such as MOTU (audio interfaces and software), Antelope Audio (Synergy Core interfaces and modeling microphones), AVID (Pro Tools, control surfaces), sE Electronics (microphones and acoustic treatment), Strandberg (innovative guitars), Kemper (amplifier profilers), Polyend (electronic instruments), UDO (analog synthesizers), Bitwig (music software), Eventide (effects processors), Mogami (cables), and numerous other specialist audio brands. The company provides online ordering access for verified retail partners through their e-commerce platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Audio Interfaces (MOTU, Antelope Audio, ICON, 1010 Music) Computer audio interfaces and related recording hardware from distributed premium brands, sold to recording professionals, project studios, and end users via the e-commerce store and to trade retailers via the partner portal.
- Studio Microphones (sE Electronics, MXL, Cloud, Lauten Audio)
- Electric Guitars and Basses (Strandberg, Reverend)
- Guitar Amplifiers and Profiling (Kemper)
- Studio Monitors (HEDD)
- Audio Software (AVID Pro Tools, Bitwig)
- Audio Effects Processors (Eventide)
- Synthesizers and Groove Instruments (Polyend)
- Audio Cables and Connectors (Mogami)
- MIDI Controllers and Keyboards (Expressive E, Studiologic, 1010 Music)
- Guitar Pedals and Effects (ISP Decimators, Morley)
- In-Ear Monitors and Personal Audio (Etymotic)
- Metronomes, Tuners and Practice Tools (Soundbrenner, Singular Sound)
- Page-Turning and Performance Accessories (AirTurn)
- Trade / Wholesale Partner Portal
Companies that use Innovative Music Australia
Customer profileSegments2 records
Ideal customer profiles2 records
Innovative Music Australia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Innovative Music Australia partnerships and signals
Strategic signalPartnerships
28 partnerships are on record, tiered core and standard.
- MOTUcoreInnovative Music Australia became the new official Australian distributor for MOTU effective July 1, 2026. They represent MOTU's acclaimed range of professional audio products including audio interfaces, DAW software (Digital Performer), and studio tools.
- AVIDcoreDistribution partnership for AVID products including Pro Tools software, control surfaces, audio interfaces, and Sibelius notation software. Products include iLok USB keys, DigiSnake cables, and S6L control surfaces.
- sE ElectronicscoreDistribution of sE Electronics microphones, studio accessories, and audio equipment. Products include Reflexion Filter series, V7 handheld mics, Gemini II tube mics, RN17 capsules, and inline preamps (DM1, DM2, DM3).
- Antelope AudiocoreDistribution of Antelope Audio products including Synergy Core interfaces (Orion 32+, Galaxy 64, Zen Tour), modeling microphones (Edge series), master clocks, and monitoring equipment.
- StrandbergcoreDistribution of Strandberg Boden guitars and bass guitars. Products include Standard, Prog, and Metal series in 6, 7, and 8-string configurations. Also featuring Strandberg Clearance Sale items.
- KempercoreDistribution of Kemper amplifier profiling products including the PROFILER series and new PROFILER MK2. Guitar amplification and profiling technology.
- EventidecoreDistribution of Eventide audio effects processors including H9, H90, and other professional audio effects equipment for studio and live applications.
- BitwigcoreDistribution of Bitwig Studio DAW software and music production tools. Professional music creation and production software.
- PolyendcoreDistribution of Polyend music technology products including Drums drum machine, Medusa synthesizer, and Play sample-based instrument. New product announcements regularly featured.
- Cloud MicrophonesstandardDistribution of Cloud Microphones products including TRUE BLUE 520 preamp and Cloudlifter inline microphone activators.
- MXLstandardDistribution of MXL microphones including the R144 small ribbon microphone and various condenser microphones for studio recording.
- HEDDstandardDistribution of HEDD (Heinz Electrodynamic Designs) studio monitors and audio equipment. German-designed studio monitoring solutions.
- Expressive EstandardDistribution of Expressive E USB MIDI controllers including the Touché SE and associated software for expressive musical performance.
- MogamicoreDistribution of Mogami cables including Gold series, Pure Patch, and extensive range of audio cables. Known for 'great tone with silent background' quality.
- UDO AudiostandardDistribution of UDO Audio synthesizers including the SUPER 6 and other analog synthesizer products.
- ISP TechnologiesstandardDistribution of ISP Decimator X and other noise reduction products for guitar and bass applications.
- AirturnstandardDistribution of Airturn wireless pedal controllers for hands-free page turning and music app control.
- 1010 MusicstandardDistribution of 1010 Music products including Eurorack modules, Nanobox, and other electronic music instruments.
- MorleystandardDistribution of Morley effect pedals including the George Lynch Dragon 2 Wah and other wah/volume pedals.
- StudiologicstandardDistribution of Studiologic products including Numa Piano and other MIDI controllers and keyboards.
- ASMstandardDistribution of ASM (Agaram) music technology products and instruments.
- BEACNstandardDistribution of BEACN audio enhancement and communication products for streamers and content creators.
- EtymoticstandardDistribution of Etymotic earplugs and in-ear monitors including HP50 earphone series and hearing protection products.
- Lauten AudiostandardDistribution of Lauten Audio microphones for professional recording applications.
- FerrofishstandardDistribution of Ferrofish professional audio converters and digital audio products.
- Boome SoftwarestandardDistribution of Boome (Bome) MIDI routing and translation software for MIDI control and automation.
- SoundbrennerstandardDistribution of Soundbrenner wearable metronomes including SPARK PINK and other practice and performance tools for musicians.
- Singular SoundstandardDistribution of Singular Sound products including the BeatBuddy drum machine and related music technology.
Scale indicators2 records
Recent moves4 records
Expansion highlights3 records
Innovative Music Australia competitors and assessment
Company assessmentRegional players
- Andertons Music Co. UK-based premium music instrument and pro audio retailer. Comparable in multi-brand portfolio and prosumer/professional customer focus, but primarily serves UK and European markets with different distribution geography.
- Hills Limited: Larger Australian distributor focused on AV, audio, and broadcast technology. Comparable as a regional specialty distributor but operating at significantly greater scale and with a broader AV/security portfolio rather than a music-only focus.
Direct peers
- National Audio Systems: Established Australian distributor of music technology and pro audio brands. Highly comparable in business model, target customers (retail partners and professionals), and product categories (instruments, pro audio, studio gear).
- Factory Sound: Australian pro audio retailer and distributor serving studio and live professionals. Comparable as a hybrid B2B/DTC pro audio specialist in Australia with overlapping brand portfolio and customer base.
- Link Audio Pty Ltd: Australian distributor of premium pro audio and music technology brands. Directly comparable as a fellow Australian specialty music/audio equipment distributor serving retail partners and professionals with international brand portfolios.
Broad incumbents
- Thomann: Europe's largest online music instrument and audio retailer. Comparable in multi-brand music gear distribution and pro audio category focus, but operates as a broad retailer at massive scale with global shipping that competes with Australian specialty distributors.
- Sweetwater Sound: Largest US-based music instrument and pro audio retailer. Comparable in product category breadth and pro audio/music technology focus, but operates at vastly greater scale, primarily direct-to-consumer, and represents both an indirect competitive threat and a benchmark for category economics.
- Guitar Center: Largest US specialty music retailer carrying instruments, pro audio, and recording gear. Comparable in product category breadth across music instruments and audio equipment, but operates at mass-market scale with a different channel mix.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Innovative Music Australia social profiles
Digital presenceInnovative Music Australia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Innovative Music Australia leadership team
Management profileNumber of profiles
Innovative Music Australia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Innovative Music Australia M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Innovative Music Australia
What does Innovative Music Australia do?
Innovative Music Australia distributes and resells music technology, pro audio, and musical instrument products from a curated portfolio of 40+ premium international brands to Australian retail partners and end customers. Sales are executed through a Shopify-powered public e-commerce site and a separate trade-login portal for authorised dealers.
Is Innovative Music Australia a public or private company?
Innovative Music Australia is a private company. It is classified as unknown and is currently operating.
When was Innovative Music Australia founded?
Innovative Music Australia was founded in 1989. It employs 1 to 10 people.
Where is Innovative Music Australia based?
Innovative Music Australia is headquartered in Cheltenham, Australia, in the Oceania region.
How does Innovative Music Australia make money?
One revenue line is on record: hardware Product Sales.
Who are Innovative Music Australia's main competitors?
Regional players on record are Andertons Music Co. and Hills Limited. Direct peers are National Audio Systems, Factory Sound and Link Audio Pty Ltd. Broad incumbents are Thomann, Sweetwater Sound and Guitar Center.
Does Innovative Music Australia have an API?
No public API is recorded for Innovative Music Australia.
What industry is Innovative Music Australia in?
Innovative Music Australia's product category is Pro Audio Distribution. Its primary akta.pro industry code is MPAIAJAH, Instrument & Pro Audio Retail (Online/Brick-and-Mortar), with a secondary code of CRALAEAC, Pro Audio & Recording Equipment Retail (MI-adjacent). Its NAICS code is 459140 and its SIC code is 5945.