Sonic Electronics
Sonic Electronics is a value-added distributor of professional audiovisual, control, lighting, rigging and stage-effects systems across the Middle East and Africa, representing 20+ international brands from offices in Qatar, UAE and Saudi Arabia.
- Company typePrivate
- Founded-
- HeadquartersWest Buckland, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Sonic Electronics does
Sonic Electronics is a value-added distributor of professional audiovisual, control, lighting, rigging and stage-effects systems serving the Middle East and Africa. The company is headquartered in Qatar and operates additional offices in the United Arab Emirates (Dubai) and the Kingdom of Saudi Arabia (Riyadh), positioning it across the three largest construction and infrastructure markets in the Gulf. Sonic represents more than twenty international brands — including Biamp, Crestron, Panasonic, Lumens, Blaze Audio, Audipack, Lindy, ABtUS, Audix, ProDVX, Niveo Professional, McLELLAND and MacroPix — and combines brand distribution with pre-sales engineering services such as system design, EASE acoustic simulation, video simulation and structured technical training.
The business model is a classic value-added distribution model: Sonic purchases professional AV and stage-equipment inventory from OEMs and resells it, alongside design and technical-support services, primarily to system integrators, AV consultants and select end-clients across the GCC and wider MEA region. Revenue is project-driven, anchored to large fixed-install deployments rather than recurring subscription contracts, with notable delivered references including the Grand Hyatt, Qatar Central Bank, Hamad International Airport, Lusail Tower, St Regis Hotel, Ras Abu Aboud Stadium, Al Thumama Stadium and Military Medical City. The portfolio spans audio reinforcement, video processing and projection, room control, conferencing, digital signage, architectural lighting and theatrical rigging, allowing Sonic to serve as a one-stop shop for integrators bidding on hospitality, transportation, sports, healthcare, banking and government projects.
Strategically, the company has been actively widening its brand portfolio and geographic reach since at least mid-2023, signing exclusive or preferred partnerships with Lindy (July 2023), Lumens (September 2023), Blaze Audio (October 2023), Audipack (December 2023) and AE Smart Conference (June 2024), while simultaneously opening Dubai and Riyadh offices to capture Saudi Vision 2030 and broader UAE integrator spend.
Sonic Electronics firmographics
Firmographics- Name
- Sonic Electronics
- Legal name
- Sonic Electronics and Trading WLL
- Website
- https://sonicelec.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Sonic Electronics is a value-added distributor of professional audiovisual, control, lighting, rigging and stage-effects systems across the Middle East and Africa, representing 20+ international brands from offices in Qatar, UAE and Saudi Arabia.
- Ownership category
- akta.pro rank
Sonic Electronics industry classification
Industry- Product category
- Professional Audio Visual Equipment Distribution
- NAICS
- Audio and Video Equipment Manufacturing (334310)
- SIC
- Household Audio & Video Equipment (3651)
- akta.pro primary industry
- Instrument & Pro Audio Retail (Online/Brick-and-Mortar) (MPAIAJAH)
- akta.pro secondary industries
- Pro Audio Equipment (Mics, Interfaces, Mixers, Studio Monitors) (MPAIAJAB), Live Sound & Stage Equipment (PA Systems, Amplification, Monitoring) (MPAIAJAD)
Keywords
Where Sonic Electronics is headquartered
LocationHeadquarters
- HQ city
- West Buckland
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Sonic Electronics business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Equipment Distribution: Sonic Electronics generates revenue by distributing professional audio, video, control, lighting, rigging, and stage effects equipment across the Middle East and Africa region. The company represents multiple technology brands and provides end-to-end project support services.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Sonic Electronics product offering
Product offeringCore offering
Sonic Electronics distributes professional Audio, Video, Control, Lighting, Rigging, and Stage effects equipment in the Middle East & Africa, representing more than 20 technology brands including Biamp, Crestron, Panasonic, Lumens, Blaze Audio, Niveo Professional, MacroPix, Audix, ProDVX, and Pyrotech Workspace. It complements the multi-brand hardware portfolio with end-to-end project support services covering design consultation, acoustic simulation (EASE), video simulation, and technical training & installation support.
Product overview
Sonic Electronics is a professional Audio, Video, Control, Lighting, Rigging, and Stage Effects equipment distributor based in Middle East & Africa. The company operates as a multi-brand distribution portfolio offering 20+ technology brands (including Biamp, Panasonic, Lumens, Blaze Audio, Crestron, Audix, Niveo Professional, MacroPix, and others) along with end-to-end project support services. The core offering consists of distributed professional AV brands complemented by four professional services: Design Solutions, Acoustic Study (EASE), Video Simulation, and Technical Training. The product portfolio spans audio (amplifiers, microphones, speakers), video (projectors, cameras, LED displays, signage), control systems, mounting solutions, signal management, and power management equipment. Solution categories cover auditoriums, conferencing, control rooms, digital signage, hospitality, and indoor/outdoor applications. This is a distribution/reseller model rather than a unified software platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Biamp professional AV solutions Distributed line of professional audiovisual solutions from Biamp, including TesiraFORTÉ processors, Parlé Beamtracking microphones, Desono speakers, and Zoom-certified conferencing bundles for medium and large conference spaces. Targeted at enterprise, government, and education clients across the MEA region.
- Panasonic professional projectors and PTZ cameras Distributed Panasonic projectors (3-Chip DLP, 1-Chip DLP/LCD, short throw, ultra short throw) and PTZ camera systems with AI-powered auto-tracking and FIPS 140-2 cybersecurity certification for broadcasting, conferencing, and live events.
- Crestron automation and control solutions Distributed Crestron enterprise room solutions, education technology, government solutions, hospitality technology, commercial lighting control, and marine solutions including amplifiers, extenders, processors, microphones, and multiroom audio.
- Lumens optical and camera products Distributed Lumens (Pegatron Group) PTZ cameras, auto-tracking cameras, video conferencing cameras, document cameras (desktop and ceiling), NDI cameras, media processors, IP transmitters/decoders, and camera controllers for education, corporate, government, and medical applications.
- Blaze Audio pro audio solutions Distributed Blaze Audio PowerZone amplifiers (Connect series and standard), Ci and CBL series loudspeakers, and PowerZone Control software for commercial and leisure install markets across the GCC and broader Middle East.
- Audix professional microphones Distributed Audix professional audio microphones including wireless handheld, headworn, lavalier, condenser, instrument, studio, ceiling, desktop microphones, and Dante-integrated microphone systems for professional installations.
- AE Smart Conference motorized conference systems Distributed AE Smart Conference motorized retractable monitors, motorized foldable conference solutions, portable integrated conference multimedia terminals, digital podiums, and motorized gooseneck microphones for conference rooms and command centers.
- Niveo Professional AV networking equipment Distributed Niveo Professional enterprise-grade AV-centric networking equipment including AVB/Milan switches, 10G switches, business switches, wireless controllers, GBIC/media converters, POE injectors, power distribution units, and UPS systems.
- McLELLAND pro audio equipment Distributed McLELLAND pro audio equipment including multi-zone amplifiers, Class A/B and Class D power amplifiers, Dante interface equipment, equalizers, crossovers, digital sound processors, mixers, PA speakers, and Hi-Fi speakers and subwoofers.
- Logic AV integration products Distributed Logic AV integration products including projector screens, projector mounts, AV cables, display mounts, faceplates, switchers, splitters, equipment racks, ergonomic monitor mounts, floor mount trolleys, projector lifts, professional displays, interactive displays, and LED displays.
- ProDVX digital communication displays Distributed ProDVX APPC-series and IPPC-series touch displays, signage displays, and accessories for digital signage, room booking, wayfinding, self-service kiosks, access control, queuing systems, customer feedback, barcode price checkers, and point of sale applications.
- Lindy AV connectivity solutions Distributed Lindy cables, extenders, switches, and adapters for AV connectivity in consumer and enterprise applications across the MEA region.
- Screen International (Euroscreen) projection screens Distributed Euroscreen Srl (Screen International) Italian-made professional and home cinema projection screens including motorized screens (160-450cm, big screens 450cm-12m, inceiling, design), fixed frame screens, and custom screens for entertainment, leisure, museums, education, corporate, hospitality, and places of worship.
- Neomounts mounting solutions Distributed Neomounts mounting solutions including desk mounts, table mounts, laptop mounts, sit-stand workstations, floor trolleys and stands, wall mounts, pillar mounts, ceiling mounts, projector mounts, and medical mounts.
- DVDO signal management solutions Distributed DVDO switchers, matrix switchers, splitters, extenders, cables, converters, calibration tools, AV-over-IP products, cameras, PTZ controllers, speakerphones, and capture cards for corporate, education, government, hospitality, healthcare, and retail applications.
- MacroPix LED display technology Distributed MacroPix LED technology displays including outdoor LED, indoor LED, SIGNUM outdoor giant screens, AGILIS mesh LED, VEXILLUM double-sided LED flag signs, LUMINUM pixels and bars, CRIUS dynamic indoor displays, VITRUM transparent LED, MOBILIS modular LED walls, IMAGINIS ultra-HD indoor screens, ADASTRA LED strips, SUBTILIS indoor video, FLEXILIS flexible displays, and LCD/OLED monitors.
- Netio power management products Distributed Netio PowerPDU 8KF/8KS/4KS/8QS/4PS, PowerCable 2PZ/2KZ/1Kx, PowerBOX 4Kx/3Px, and PowerDIN 4PZ power distribution units for video camera systems and AV equipment infrastructure.
- easescreen digital signage software Distributed easescreen digital signage software including Desksharing desk booking and resource management, digital room booking management, Lift & Learn/Place & Learn retail solutions, Broadcast corporate TV, Smart Crowd Control customer flow management, and Queueing waiting time management systems.
- Pyrotech Workspace control room solutions Distributed Pyrotech Workspace motorized height-adjustable control room consoles (Xlat Xe, Infi Xe, Xlat Cyber, Dynamic Xe, Xtron, Dynamic M, Xlat, Center Hub), control room interior design, ergonomics, modular operation theaters, interior fit-out with metal paneling and acoustic solutions, and fire-rated safety doors.
- Audipack AV equipment and integration solutions Distributed Audipack audio-visual equipment and integration solutions for professional installations across the Middle East & Africa region under an exclusive partnership.
- Design Solutions service Professional AV, lighting, and rigging technical design services from concept to execution, including technology selection, room design, and product selection optimized for quality, reliability, functionality, and value. Offered to enterprise, government, and hospitality clients undertaking new AV installations.
- Acoustic Study and Sound Report (EASE) service Industry-standard acoustic modeling using EASE software to create 3-D room models, simulate sound systems, calculate reverberation times, predict speech intelligibility, and test acoustic modifications before equipment purchase. Delivered to integrators, consultants, and end clients for venues of all sizes.
- Video Simulation service Projector and screen measurement, observation, and calibration services including screen illuminance, luminance, contrast evaluation, positioning optimization, and ambient lighting adjustments to optimize video system performance.
- Technical Training and Installation Support service Audio-visual training programs including user familiarization and administrator training delivered by qualified team members, plus AV installation support for complicated projects across the MEA region.
Quantifiable outcome
- 24-hour support response guarantee
Companies that use Sonic Electronics
Customer profileNamed customers17 records
Segments6 records
Ideal customer profiles6 records
Sonic Electronics technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability6 records
Sonic Electronics partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered core and minor.
- AE Smart ConferencecoreSonic Electronics became the official distributor of AE Smart Conference products in the Middle East & Africa region. AE Smart Conference offers Motorized Retractable Monitors, Motorized Foldable Conference Solutions, Portable Integrated Conference Multimedia Terminals, and related conference AV equipment.
- Niveo ProfessionalcoreSonic Electronics is the official partner of Niveo Professional in the Middle East. Niveo Professional specializes in network equipment designed for AV applications, including switches, PDU, UPS, POE, and related infrastructure products. Founded in 2009.
- Euroscreen Srl (Screen International)coreSonic Electronics is the official distributor of Euroscreen Srl – Screenint in the Middle East. Screen International produces professional and home cinema projection screens, entirely made in Italy, serving market segments including entertainment, leisure, museums, education, corporate, hospitality, and places of worship.
- AudipackcoreSonic Electronics established an exclusive partnership with Audipack in the Middle East & Africa region. Audipack provides AV integration solutions and products for the professional AV market.
- Blaze AudiocoreSonic Electronics is the exclusive distributor for Blaze Audio in the GCC and other Middle East regions. Blaze Audio specializes in pro audio solutions for commercial and leisure install markets, including amplifiers, loudspeakers, and controllers.
- LumenscoreSonic Electronics and Lumens forged a strategic partnership to enhance distribution in Qatar. Lumens, a Pegatron Group company, offers CamConnect Pro, HD, and 4K PTZ cameras, auto-tracking cameras, media processors, IP transmitters/decoders, and document cameras.
- ABtUSminorSonic Electronics announced a collaboration with ABtUS, a leading OEM/ODM global manufacturer specializing in integrated and customized AV solutions across education, retail, corporate & conference room, hospitality, government & places of worship sectors.
- LindycoreSonic Electronics announced an exclusive partnership with Lindy, a brand known for reliable connectivity solutions. The partnership aims to revolutionize how consumers and enterprises connect and interact with their AV devices in the MEA region.
- BiampcoreSonic Electronics represents Biamp, a leading supplier of professional audiovisual solutions, in the Middle East & Africa. Biamp products include Tesira processors, Parlé Beamtracking microphones, Desono speakers, and Zoom-certified conferencing bundles.
- PanasoniccoreSonic Electronics represents Panasonic, distributing projectors and PTZ cameras in the Middle East & Africa. Panasonic products include 3-Chip DLP projectors, 1-Chip DLP/LCD projectors, and remote PTZ camera systems.
- CrestroncoreSonic Electronics represents Crestron, a company that has driven technological innovation since 1972. Crestron offers automation solutions, enterprise room solutions, education technology, government solutions, hospitality technology, and commercial lighting control.
- McLELLANDcoreSonic Electronics represents McLELLAND, a pro audio company with over 39 years of experience. Products include multi-zone amplifiers, Class A/B and D power amplifiers, Dante interface equipment, equalizers, crossovers, digital sound processors, mixers, and PA speakers.
- ProDVXSonic Electronics represents ProDVX, a developer and producer of high-quality hardware for digital communication including digital signage, room signage, wayfinding, access control, self-service kiosks, and related displays.
- Logic AV ProductscoreSonic Electronics represents Logic AV Products, a global provider of premium AV integration products including projector screens, projector mounts, AV cables, display mounts, switchers, splitters, and faceplates.
- MacroPixcoreSonic Electronics represents MacroPix, an Italian company that develops, manufactures, and markets LED technology displays. Products include outdoor LED displays, indoor LED displays, transparent LED displays, modular LED walls, and flexible LED displays.
- easescreencoreSonic Electronics represents easescreen, a manufacturer of digital signage solutions offering software for content management, scheduling, real-time updates, desk booking, room management, lift & learn, corporate TV, and queue management.
- Pyrotech WorkspacecoreSonic Electronics represents Pyrotech Workspace, which provides control room consoles, control room interior design, ergonomic solutions, modular operation theaters, interior fit-out solutions, and fire-rated safety doors.
- NetiocoreSonic Electronics represents Netio, a Czech manufacturer of power management products including PowerPDU switches, PowerCable, PowerBOX, PowerDIN, and related power distribution units for AV and IT infrastructure.
- DVDOcoreSonic Electronics represents DVDO, a provider of signal management and visual communication solutions for the professional AV industry, including switchers, matrix switchers, splitters, extenders, converters, calibration tools, AV-over-IP products, cameras, and speakerphones.
- NeomountscoreSonic Electronics represents Neomounts, a provider of high-quality mounting solutions including desk mounts, tablet mounts, laptop mounts, sit-stand workstations, floor trolleys, wall mounts, ceiling mounts, projector mounts, and medical mounts.
- AudixcoreSonic Electronics represents Audix, a professional audio company established in 1984. Audix manufactures high-performing microphones including wireless systems, handheld, headworn, lavalier, condenser, ceiling microphones, boundary microphones, studio microphones, and test/measurement equipment.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Sonic Electronics competitors and assessment
Company assessmentDirect peers
- Pyramid AV: Pyramid AV is a UK-based AV distributor offering professional audio, video, and control brands to resellers and integrators. Comparable to Sonic in multi-brand AV distribution model with technical and design service support, though geographically focused on UK/Ireland.
- EET Group: EET Group is a European multi-brand IT/AV/product distributor with significant pro AV product lines. Comparable to Sonic as a multi-brand distribution platform, though broader in IT/CE categories and operating across Europe rather than MEA.
- Midwich: Midwich is a UK-listed global AV distributor representing hundreds of brands across many of the same product categories Sonic carries (Biamp, Crestron, projection, LED). Most directly comparable to Sonic's model as a value-added multi-brand AV distributor serving integrators and end customers.
- Starin: Starin is a US AV distribution company representing brands such as Crestron, Biamp, and other professional AV lines. Directly comparable to Sonic as a value-added AV distributor serving integrators and end customers with technical support and design services.
- Almo Pro A/V: Almo Pro A/V is a US-focused AV distribution business offering professional audio/video brands to dealers and integrators. Directly comparable to Sonic in multi-brand AV distribution model serving commercial and government end customers across North America.
Broad incumbents
- Exertis: Exertis (DCC Technology) is a large global technology distributor with significant AV product lines. Comparable to Sonic as a multi-brand AV/IT distribution platform, though broader in scope including IT and consumer electronics and operating globally rather than regionally.
- Anixter (WESCO): WESCO/Anixter is a global electrical and data communications distributor with AV-relevant networking and infrastructure products (Niveo-like AV networking). Comparable as a multi-brand distribution incumbent, though much larger and broader in scope across electrical, communications, and utility markets.
- Encore Global: Encore Global (formerly PSAV) is a global AV services provider for events, hospitality, and venues. Comparable in serving large venues and enterprise AV deployments (the very customers Sonic supplies integrators for), though Encore's model leans toward event services and rental rather than product distribution.
- AVI-SPL: AVI-SPL is one of the largest global AV integrators, designing and deploying AV solutions for enterprise, government, and education customers. Comparable to Sonic's project-led AV deployment model, though as an integrator-of-record rather than a pure product distributor.
- ScanSource: ScanSource is a global technology distributor with significant AV product categories (including professional AV and unified communications). Comparable to Sonic as a multi-brand distribution platform, though much larger, public, and broader across IT and AV categories.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Sonic Electronics social profiles
Digital presenceSonic Electronics compliance and trust
Trust signalCompliance2 records
Sonic Electronics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sonic Electronics leadership team
Management profileNumber of profiles
Sonic Electronics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sonic Electronics 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 Sonic Electronics
What does Sonic Electronics do?
Sonic Electronics distributes professional Audio, Video, Control, Lighting, Rigging, and Stage effects equipment in the Middle East & Africa, representing more than 20 technology brands including Biamp, Crestron, Panasonic, Lumens, Blaze Audio, Niveo Professional, MacroPix, Audix, ProDVX, and Pyrotech Workspace. It complements the multi-brand hardware portfolio with end-to-end project support services covering design consultation, acoustic simulation (EASE), video simulation, and technical training & installation support.
Is Sonic Electronics a public or private company?
Sonic Electronics is a private company. It is classified as unknown and is currently operating.
When was Sonic Electronics founded?
Sonic Electronics was founded in -1. It employs 11 to 50 people.
Where is Sonic Electronics based?
Sonic Electronics is headquartered in West Buckland, United Kingdom, in the Europe region.
How does Sonic Electronics make money?
One revenue line is on record: equipment Distribution.
Who are Sonic Electronics's main competitors?
Direct peers on record are Pyramid AV, EET Group, Midwich, Starin and Almo Pro A/V. Broad incumbents are Exertis, Anixter (WESCO), Encore Global, AVI-SPL and ScanSource.
Does Sonic Electronics have an API?
No public API is recorded for Sonic Electronics.
What industry is Sonic Electronics in?
Sonic Electronics's product category is Professional Audio Visual Equipment Distribution. Its primary akta.pro industry code is MPAIAJAH, Instrument & Pro Audio Retail (Online/Brick-and-Mortar), with a secondary code of MPAIAJAB, Pro Audio Equipment (Mics, Interfaces, Mixers, Studio Monitors). Its NAICS code is 334310 and its SIC code is 3651.