ASC

What ASC does

Sound Experience Pty Ltd is a Melbourne-based audio-visual production house and venue installation services company operating primarily from its Moorabbin warehouse and Caulfield South headquarters in Victoria, Australia. The company delivers end-to-end event production, bespoke sound and lighting system design and installation, dry hire equipment rental, equipment sales, and event management services for audiences ranging from private celebrations to festivals of 20,000+ attendees. Its core technology is professional audio-visual hardware centred on Australia's largest inventory of Funktion One premium sound systems — including the country's first four-point EvolutionX deployment — supplemented by QSC powered cabinets, Pioneer DJ equipment, Allen & Heath mixers, Shure wireless microphones, Technics turntables, Avid S6L consoles, intelligent lighting, lasers, LED screens, projection, truss, staging, and atmospheric effects.

Sound Experience operates a hybrid revenue model combining usage-based dry hire rental, one-time equipment sales, and project-based professional services for installations and managed production. Pricing is entirely quote-based, with event bookings requiring a 50% deposit and trade accounts receiving 14-day terms. Go-to-market is direct and event-driven, relying on a portfolio of high-profile productions (Troye Sivan, Xavier Rudd, Eat The Beat Melbourne, Red Forest Productions), an established Moorabbin demo room for equipment auditioning, content marketing through blog and Instagram, and word-of-mouth referrals built over 25 years. Customer segments span corporate events, live music and touring productions, hospitality venues, private residences, government and community organisations (nine Victorian councils), and private celebrations. The business is privately held and owner-operated by founder Andy Simpson, with no disclosed external funding or institutional investors.

Name

ASC

Legal name

Sound Experience Pty Ltd

Website

https://soundexperience.com.au

Company type

Private

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Sound Experience is a Melbourne-based audio-visual production house and venue installation services company holding Australia's largest inventory of Funktion One premium sound systems. It delivers event production, bespoke venue AV design and installation, dry hire, equipment sales, and event management for corporate, hospitality, government, and private clients across Victoria and nationally.

Ownership category

akta.pro rank

Product category

Audio-Visual Production and Venue Installation Services

NAICS

Motion Picture and Sound Recording Industries (512), Other Sound Recording Industries (512290)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Audio/Sound Reinforcement (PA) (MPAGAKAC)

akta.pro secondary industries

Audio-Visual Equipment Rentals (Sound, Projection, Screens) (HSACAFAF), Backline & Musical Instrument Rental (MPAGAKAJ)

Keywords

• Audio visual production
• Event production services
• Venue sound installation
• Equipment rental sales
• Lighting system design

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Others, Technology or R&D

Revenue model

1. Dry Hire — Equipment Rental: Short-term rental of audio, visual, lighting, DJ, and event equipment (speakers, subwoofers, mixers, lighting, lasers, truss, staging, generators, marquees, LED screens, wireless microphones) from their Moorabbin warehouse. Charged on a daily, weekly, or long-term basis per the hire agreement. Customers self-collect and return, or pay extra for delivery/setup.
2. Equipment Sales: Sale of new and ex-demo/professionally refurbished audio-visual equipment including Funktion One speakers, QSC, Pioneer DJ, Allen & Heath, Shure, Technics, and related gear. Sales conducted via their Moorabbin showroom/demonstration space.
3. Venue Installation — Design and Install: Bespoke design, supply, and installation of permanent sound, lighting, and visual systems for venues (bars, clubs, restaurants, private residences, community institutions). Includes venue sound consulting for new venues and system upgrades for existing venues. Over 50 completed bespoke installations across Melbourne and Australia.
4. Event Production Services: Full-service event production covering design, setup, on-site operation, and pack-down of all technical equipment for events ranging from backyard weddings to major music festivals (20,000+ attendees). Includes production management, site safety, and site management.
5. Event Management Services: Comprehensive event management including safety audits, site safety services, site management, production management, and event operations. Works with local government authorities (City of Melbourne, City of Port Phillip, City of Darebin, City of Greater Dandenong, City of Glen Eira, Hepburn Shire, City of Monash, Pyrenees Shire, City of Knox) to deliver award-winning community festivals.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Sound Experience provides end-to-end audio-visual production and venue installation services for events and permanent spaces. Core offerings include full-service event production (sound, lighting, lasers, staging, generators, marquees), bespoke venue sound and lighting system design and installation, dry-hire equipment rental from their Moorabbin warehouse, new and refurbished equipment sales, and comprehensive event management including safety audits and production management. Operations span backyard parties to 20,000+ person festivals across Melbourne, Sydney, and Brisbane.

Product overview

Sound Experience is an audio-visual production house and venue installation services company offering a unified suite of services centered around event production, design/installation, dry hire/sales, and event management. Their core offering encompasses Funktion-One sound systems (Evolution6, F221, Resolution 1, BR121, F1201, F81.2, F5.2 speakers and F124, F121, BR118, SB10A, SB8A subwoofers), DJ equipment (Technics turntables, Pioneer CDJ/DJM, Allen & Heath Xone mixers), QSC audio equipment, professional lighting, lasers, LED screens, staging, and generators. Services include event production, venue installation, venue sound design consulting, dry hire equipment rental, and event management with safety services. The company operates primarily in Melbourne, Victoria with a warehouse in Moorabbin.

Differentiator

Problem solved

Functional benefit

Products and services

• Event Production Services
• Design + Installation Services
• Dry Hire + Sales
• Event Management Services
• Venue Sound Design Consulting
• Home Sound System Installation
• Funktion-One Sound Systems (retail and hire inventory)
• DJ Equipment (retail and hire)
• QSC Audio Equipment (retail and hire)

Quantifiable outcome

• Over 50 bespoke venue installations completed across Melbourne and Australia
• +3 more outcomes

Named customers10 records

Segments7 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Funktion OnecoreTechnology or IntegrationOfficial hire partner and Australia's largest retailer of Funktion One sound systems. Holds the country's most comprehensive Funktion One inventory including compact models (F5.2, F81.2, F55, F101.2), mid-format (F88, F1201, F121, BR118, BR121, SB8, SB10, Res1, Res1.5, Res2), and flagship systems (Evo6E, Evo6, EvolutionX, F221, F124). First in Australia to deploy a four-point EvolutionX system. Funkt
• Pioneer DJcoreTechnology or IntegrationMajor equipment partner for DJ hardware including CDJ-3000, DJM-V10, DJM-900nxs2, and RMX-1000 units held in hire inventory. Provides DJ backline for events and is sold through the Moorabbin showroom.
• QSC AudiocoreTechnology or IntegrationTrusted brand for powered speaker cabinets (K8.2, K10.2, K12.2) and subwoofers (KS112, KS118) used extensively across hire inventory and permanent installations. Holds one of Melbourne's largest QSC speaker selections.
• Allen & HeathcoreTechnology or IntegrationMixer partner supplying Xone96 and SQ series mixers for hire and installations. Used for front-of-house and stage fold-back mixing at events.
• ShurecoreTechnology or IntegrationWireless microphone systems provider for events. Used for live vocals, speeches, presentations, and special applications (e.g., wireless violin at The Timberyard event).
• City of MelbournecoreStrategic or Co-development PartnerCollaborated on award-winning community festivals. Sound Experience provides full production management, AV, lighting, and event operations for City of Melbourne events.
• City of Port PhillipcoreStrategic or Co-development PartnerOngoing partner for community events and festivals in the City of Port Phillip area (St Kilda, South Melbourne). Sound Experience delivers production and event management services.
• City of DarebincoreStrategic or Co-development PartnerCouncil partner for community festival delivery, providing AV production, safety management, and event operations services.
• City of Greater DandenongcoreStrategic or Co-development PartnerCouncil partner for community events, leveraging Sound Experience's production capabilities and safety credentials for large-scale public events.
• City of Glen EiracoreStrategic or Co-development PartnerCouncil partner for community festival and event delivery, providing full AV production and event management services.
• Hepburn Shire CouncilminorStrategic or Co-development PartnerPartner for events in regional Victoria, providing production services for community events in the Hepburn Shire area.
• City of MonashcoreStrategic or Co-development PartnerRegular council partner for community events including Live at Warrawee (Oakleigh) and other civic events, delivering full AV production and production management.
• Pyrenees Shire CouncilminorStrategic or Co-development PartnerRegional council partner for community events in the Pyrenees Shire, with Sound Experience providing production services for outdoor bush events.
• City of KnoxminorStrategic or Co-development PartnerCouncil partner for community festival and event delivery in the City of Knox municipality.
• Eat The Beat MelbournecoreGTM or Marketing PartnerRegular event production partner for Eat The Beat's events at unique Melbourne venues. Eat The Beat insists on Funktion One sound systems and Sound Experience as their production provider. Collaborative relationship built on mutual appreciation for quality and attention to detail. Notable projects include the multi-area event at Old Melbourne Gaol.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Solotech: Canadian-headquartered global provider of audiovisual, lighting, rigging and musical instrument solutions for live events, tours and permanent installations. Comparable in service breadth and premium-inventory positioning, but at significantly larger scale and international footprint.
• Clair Brothers: US-based professional audio company offering sound reinforcement systems, rentals and production services for concerts, festivals and installations. Comparable in premium sound-system positioning and live-event customer base, though operating at much larger international scale.
• PRG (Production Resource Group): Global provider of entertainment and event production services spanning audio, video, lighting, rigging and scenic across concerts, theatre, corporate and broadcast. Operates at much greater scale and geographic breadth than Sound Experience, with overlapping capability in large-format event production.

Direct peers

• Microhire: Australian audiovisual hire and event production company providing staging, lighting, audio, vision and event services for corporate events, conferences and live shows. Closely comparable in service mix (hire + managed production) and target customer base to Sound Experience.
• Production Audio Services: Australia-based audio production and hire specialist serving live music, touring, festivals, broadcast and corporate events. Comparable to Sound Experience in premium sound reinforcement focus, Funktion One and touring-grade equipment, and live event customer base.
• Staging Connections: One of Australia's largest event staging and AV production companies, offering end-to-end event production, audio, lighting, vision and theming across corporate events, festivals and installations. Direct competitor to Sound Experience across hire, production and venue services in the Australian market.
• Eventec: Australian event production and audiovisual hire company delivering sound, lighting, staging and event management for corporate, community and live music events. Comparable to Sound Experience in service mix (hire + managed production + installation) and Melbourne/Victorian customer base.

Regional players

• Technical Audio Group (TAG): Australia's leading distributor of professional audio brands including Funktion One, serving install, touring and broadcast markets. Comparable peer because it distributes some of the same premium brands Sound Experience hires, and overlaps with venue design/installation and live event customers across Australia.
• Show Technology: Australian distributor of professional lighting and control products serving concert touring, theatre, broadcast and event production. Adjacent peer through shared supply of event production equipment and overlapping event lighting/installation customer segments.
• Jands: Australian distributor and integrator of professional audio, lighting and staging products, with venue installation and event services. Comparable through its shared supply of premium AV equipment brands and overlapping venue/installation customer base with Sound Experience in Australia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/asc_2

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ASC