NEWLOC
NEWLOC is a French backline equipment rental company operating the only network of seven agencies across France, renting musical instruments and audio gear to touring artists, festival organizers, concert venues, and broadcasters since 1990.
- Company typePrivate
- Founded1990
- HeadquartersPuiseux-en-France (Paris region), France
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What NEWLOC does
NEWLOC is a French backline equipment rental company founded in 1990 by musician and sound engineer Jérôme Châtelain, operating the only network of seven physical agencies across France (Paris, Nantes, Bordeaux, Toulouse, Strasbourg, Lyon, Lille). The company rents musical instruments and audio equipment — including guitar and bass amplifiers, drum kits, keyboards, DJ gear, percussion, PA systems, and accessories from premium brands such as Fender, Gibson, Gretsch, Yamaha, Nord, Moog, Pioneer, and Kemper — to touring artists, music festivals, concert venues, and broadcasters. Named clients include Hellfest, Download Paris, Rock en Seine, Jazz in Marciac, Lollapalooza, the Francofolies de la Rochelle, Canal Plus, France 2, M6, Radio France, and Centre Pompidou.
The core technology is a multi-agency backline inventory management and logistics operation that coordinates equipment availability across seven regional branches, with inter-agency shuttle logistics, certified backliner technicians for setup and on-site support, and a delivery and pickup service priced by geography, travel time, and fuel. The business operates a direct-to-consumer e-commerce platform (newlocshop.com) for accessories and second-hand equipment, lists inventory on the Reverb marketplace, and offers online quote requests through newloc.net. A mobile Van Backline service extends reach via partnership with Alternative Loc.
Revenue is generated primarily through usage-based rental (24-hour minimum, degressive pricing for multi-day rentals), supplemented by paid delivery/logistics and backliner technician services, and a smaller contribution from hardware sales via newlocshop.com and Reverb. Pricing is not publicly disclosed; insurance is offered as a proportional add-on (minimum franchise 500 EUR). The company has been part of the REGIETEK Group since 2018, operating under the SOUNDS GOOD umbrella alongside REGIETEK (Sound, Light, Video) and MF AUDIO, with Cedric Duminy serving as General Director and Sébastien Fleury as Technical Director.
NEWLOC firmographics
Firmographics- Name
- NEWLOC
- Legal name
- NEWLOC SAS
- Website
- https://newloc.net
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- NEWLOC is a French backline equipment rental company operating the only network of seven agencies across France, renting musical instruments and audio gear to touring artists, festival organizers, concert venues, and broadcasters since 1990.
- Ownership category
- akta.pro rank
NEWLOC industry classification
Industry- Product category
- Musical Equipment Rental / Backline Rental Services
- NAICS
- Other Commercial and Industrial Machinery and Equipment Rental and Leasing (532490), Musical Instrument and Supplies Retailers (459140)
- SIC
- Services-Miscellaneous Equipment Rental & Leasing (7350)
- akta.pro primary industry
- Instrument Rental & Backline Services (MPAIAJAI)
- akta.pro secondary industries
- Backline & Musical Instrument Rentals (Concert/Performance Support) (THAHAEAL), Touring Logistics & Crew Services (Backline, Transport, Staffing) (MPAIAFAG), Touring & Event Logistics (Trucking, Freight, Backline, Crew) (MPAGAAAH)
Keywords
Where NEWLOC is headquartered
LocationHeadquarters
- HQ city
- Puiseux-en-France (Paris region)
- HQ country
- France
- HQ region
- Europe
Offices7 records
Markets served
NEWLOC business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Backline Equipment Rental: Core revenue from renting musical instruments and audio equipment (drums, guitars, keyboards, DJ gear, PA systems, percussion) with minimum rental period of 24 hours. Price is degressive for multi-day rentals. Insurance is offered as an add-on, priced proportionally to rental amount and duration.
- Delivery and Logistics Services: Paid delivery and pickup services to/from client locations, with pricing varying by geographic region, travel time, fuel costs, access difficulties, and required schedules. Setup and backliner technician services are also offered as paid extras.
- Sales - Newlocshop.com: E-commerce sales of accessories, consumables, and second-hand equipment (batteries, guitar amps, USB keyboards) via Newlocshop.com, targeting musicians who want to purchase rather than rent.
- Reverb Marketplace Sales: Sales of equipment via Reverb marketplace platform, moving inventory through an online channel.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Daily rental (24h minimum) |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
NEWLOC product offering
Product offeringCore offering
NEWLOC rents musical instruments and backline equipment (drums, guitars, basses, keyboards, DJ gear, PA systems, percussion, and accessories) to touring artists, music festivals, concert venues, broadcasters, and individual musicians through seven physical agencies across France. Complementary offerings include paid delivery/setup with backliner technicians, optional rental insurance, an e-commerce sales channel (Newlocshop.com and Reverb) for accessories and second-hand equipment, and a Van Backline mobile delivery service.
Product overview
NEWLOC is a French backline rental company and the only network with 7 agencies in France (Paris, Nantes, Bordeaux, Toulouse, Strasbourg, Lyon, Lille), offering musical instrument and equipment rental services since 1990. The core offering consists of renting instruments and backline equipment for concerts, tours, festivals, and events. Their portfolio includes guitar/bass amplifiers (Vox, Fender, Blackstar, Engl, Kemper), drum kits (Gretsch, DW, Ludwig, Pearl, Tama), keyboards and stage pianos (Nord, Korg, Roland, Moog, Sequential), DJ equipment (Pioneer, Rane, Allen & Heath, Technics), guitars (Fender, Gibson, Gretsch), percussion (LP, Meinl), PA/sound systems (Yamaha, Mackie, HK, Shure), and accessories. They operate newlocshop.com for e-commerce sales and offer mobile van backline delivery through an Alternative Loc partnership. In 2018, NEWLOC joined the Regietek group, adding technical production services (sound, lighting, video).
Differentiator
Problem solved
Functional benefit
Brands
- Newlocshop.com: E-commerce platform selling accessories (batteries, guitar strings, gaffer tape), used/backline equipment, and offering net prices with quantity promotions and clearance deals.
- Locationbackline.com
- Newloc Reverb Shop
Products and services
- Backline Equipment Rental Services
- Newlocshop.com E-commerce Store
- Van Backline Delivery Service
- Reverb Marketplace Sales
- Delivery, Setup and Backliner Technician Services
- Rental Insurance Add-On
Quantifiable outcome
- Can rent more than 200 drum kits in a single day
- +1 more outcomes
Companies that use NEWLOC
Customer profileNamed customers18 records
Segments4 records
Ideal customer profiles5 records
NEWLOC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
NEWLOC partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- RegietekcoreIn 2018, NEWLOC joined the Regietek group, a technical event services provider (Sound, Light, Video) that had been NEWLOC's partner since 2005. The Paris headquarters moved to Regietek's facilities in January 2019 to combine live entertainment services in the Paris region. NEWLOC is now part of the SOUNDS GOOD group which includes REGIETEK, MF AUDIO, and NEWLOC.
- Alternative LocminorPartnership with Alternative Loc for 'VAN BACKLINE' service, offering van backline with or without backline equipment departing from NEWLOC locations.
- GretschcoreNEWLOC is a Gretsch partner. Gretsch is a prestigious drum brand, and NEWLOC offers exclusive GRETSCH BROADKASTER and other Gretsch drum kits for rent. This is a brand partnership where NEWLOC is a preferred rental partner for Gretsch products.
- Blackstar (Amplification)coreBlackstar chose NEWLOC as its backline partner, offering killer tone amplification products for rent.
- FendercoreFender is a key brand partner. NEWLOC rents a wide range of Fender guitars, basses, and amplifiers.
- YamahacoreYamaha is a key brand partner. NEWLOC rents Yamaha drum kits, keyboards, and PA equipment.
- PioneercorePioneer DJ equipment (mixers, turntables, samplers) is prominently featured in NEWLOC's rental inventory.
- Nord / ClaviacoreNord keyboards (Stage 3, Electro 6D, etc.) are prominently available in NEWLOC's rental inventory.
- Aguilar, DW, Canopus, C&C, Engl, Gibson, GMS, LP, Mapex, Markbass, Meinl, Orange, Sonor, Tama, Takamine (brand partners)coreNEWLOC is a partner of these prestigious global musical instrument brands. The company serves as a preferred rental partner supporting international artists in France and also helps boutique/custom brands (GMS, CANOPUS, OCDP, PURESOUND, JMI AMP, VINTAGE VIBE) gain market exposure.
- Synapse (Live Performance Label)minorMember of SYNPASE (Syndicat National des Entrepreneurs de Spectacles), the national union of live performance companies.
- Label Prestataire du Spectacle Vivant (#680)minorMember of Label Prestataire du Spectacle Vivant, a certification for live entertainment service providers.
Scale indicators4 records
Recent moves21 records
Expansion highlights5 records
NEWLOC competitors and assessment
Company assessmentBroad incumbents
- Ampco Flashlight: Dutch provider of professional audio, lighting, and stage technology for live events. Competes with REGIETEK and with NEWLOC's bundled parent-group offering across Benelux and European tours.
- DUSHOW: French provider of event production services spanning sound, lighting, video, and staging. Overlaps with REGIETEK/SOUNDS GOOD in technical production and competes for the same large festival and touring contracts as NEWLOC.
- Solotech: Canadian-based international provider of audio, video, lighting, and rigging for live events. Comparable to PRG in scope and a relevant incumbent peer for backline-adjacent production services in Europe.
- PRG (Production Resource Group): Global leader in production services for live events, offering audio, lighting, video, and rigging. Competes with REGIETEK/SOUNDS GOOD for large tour and festival contracts, and is the global incumbent benchmark for integrated live-event production.
- REGIETEK: Parent company of NEWLOC within the SOUNDS GOOD group, providing Sound/Light/Video technical services. Operates adjacent/overlapping capabilities and shares customers with NEWLOC, serving as both parent and functional peer.
Direct peers
- Alternative Loc: French backline rental company that partners with NEWLOC on the 'VAN BACKLINE' service. Operates in the same instrument- and backline-rental category for touring and events in France, making it the closest direct competitor and operational peer.
- Adlib Audio: UK-based audio and lighting rental company serving touring and festival clients. Comparable model to NEWLOC/REGIETEK in Europe, providing backline, audio, and crew for concert and festival productions.
- SSE Audio Group: UK-based rental and production services company serving concert touring, festivals, and events across Europe. Operates a similar backline + audio + crew model and is one of NEWLOC's closest non-French functional equivalents.
- Bauer Audio (POOLgroup): German-based event production services company offering sound, lighting, and backline for concerts, tours, and festivals. Operates in the same European live-event ecosystem as NEWLOC with comparable end customers.
Regional players
- Bataclan Production / Backline France: Smaller French backline and event-services suppliers operating in select regions. They compete locally with NEWLOC agencies for regional festival and venue contracts despite lacking the national footprint.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
NEWLOC social profiles
Digital presenceNEWLOC financial estimates
Financial estimateRevenue estimate
Valuation estimate
NEWLOC leadership team
Management profileNumber of profiles
Profiles7 records
NEWLOC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NEWLOC 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 NEWLOC
What does NEWLOC do?
NEWLOC rents musical instruments and backline equipment (drums, guitars, basses, keyboards, DJ gear, PA systems, percussion, and accessories) to touring artists, music festivals, concert venues, broadcasters, and individual musicians through seven physical agencies across France. Complementary offerings include paid delivery/setup with backliner technicians, optional rental insurance, an e-commerce sales channel (Newlocshop.com and Reverb) for accessories and second-hand equipment, and a Van Backline mobile delivery service.
Is NEWLOC a public or private company?
NEWLOC is a private company. It is classified as corporate owned and is currently operating.
When was NEWLOC founded?
NEWLOC was founded in 1990. It employs 11 to 50 people.
Where is NEWLOC based?
NEWLOC is headquartered in Puiseux-en-France (Paris region), France, in the Europe region.
How does NEWLOC make money?
Four revenue lines are on record. Backline Equipment Rental is the primary driver. The others are delivery and Logistics Services, sales - Newlocshop.com and reverb Marketplace Sales.
Who are NEWLOC's main competitors?
Broad incumbents on record are Ampco Flashlight, DUSHOW, Solotech, PRG (Production Resource Group) and REGIETEK. Direct peers are Alternative Loc, Adlib Audio, SSE Audio Group and Bauer Audio (POOLgroup). Bataclan Production / Backline France is listed as a regional player.
Does NEWLOC have an API?
No public API is recorded for NEWLOC.
What industry is NEWLOC in?
NEWLOC's product category is Musical Equipment Rental / Backline Rental Services. Its primary akta.pro industry code is MPAIAJAI, Instrument Rental & Backline Services, with a secondary code of THAHAEAL, Backline & Musical Instrument Rentals (Concert/Performance Support). Its NAICS code is 532490 and its SIC code is 7350.