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Q&A: Jeremy Burkhardt, SpeakerCraft

Burkhardt talks Nirv system and how the industry will emerge from the recession.


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As 2009 draws to a close, SpeakerCraft president Jeremy Burkhardt, like most members of the custom installation industry, is looking ahead.

With the economy slowly emerging from the recession, SpeakerCraft is preparing to aggressively go after the market segments that weren't always a priority for installers: mainstream consumers and retrofit installations.

Burkhardt describes the company's forthcoming Nirv control/entertainment system as a product line that will redefine how the industry approaches control.

Some CEDIA Expo 2009 attendees were speculating that you were targeting a "big control company." Can you say which one?

"Big control" isn't a stab at any company in particular. It's poking fun at the stale thinking that has formed the basis of product development in our industry.

As manufacturers in general, we have gotten used to the old way of doing things and continue to copy old products, and have to be backward compatible with legacy ways and systems even when it's outdated. Even SpeakerCraft had been guilty and we must obsolete ourselves daily so we don't become old and stale.

To say we were targeting anyone specifically isn't the point; everyone needs to target themselves and make sure they stay fresh and on the cutting edge.

Explain the Nirv product platform and why it's going to be important for installers.

It's important because it's focused on providing what consumers want and need, and not what our industry is used to providing. No more black boxes that control your world. It's a system that gives users all the control and decision-making capabilities in a menu-driven setup and a super simple remote, with less than 10 buttons that can execute millions of commands.

We've listened to thousands of dealers and consumers to come up with a system that goes beyond the usual "bells and whistles" engineering to provide features that installers are excited about, in a manner that allows homeowners to get excited as well. By actually being able to use such features, Nirv's simple, repeatable interfaces replace hundreds of buttons and old-school touchscreen mentality.

How does Nirv benefit SpeakerCraft dealers that are losing programming revenues they were used to receiving from other solutions?

We learned from our dealer interaction during development that "programming revenues" are often not realized and that long programming cycles lead to profit loss. You can program a Nirv system as easily as you can set up a custom golfer in "Tiger Woods Golf" for your gaming system.


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Article Topics

News · Business Resources · Audio · Distributed Audio · Speakers · Speakercraft · Nirv · Jeremy Burkhardt · Aim Speaker · Cedia Expo 2009 · All topics

19 Comments (displayed in order by date/time)

Posted by Custom Piercing LLC  on  11/16  at  10:52 AM

Jeremy,
The nipple rings you ordered are now in stock.

Posted by Old News  on  11/16  at  12:07 PM

Just like OCC and all that crap. This——15 minutes is OVER.

Tats and silly metal pieces don’t continue to fool dealers about your terrible products. 

I say call back the Circus from last year and join them Fulltime.

You are so over. Why any press for this clown who makes fun of our “profession”  Not a washed up wanna-be.

Posted by James Mason  on  11/16  at  12:48 PM

We have sold Speakercraft products for over a decade and found them to be very reliable in addition to providing excellent customer service.

Posted by Jealous much?  on  11/16  at  12:55 PM

I think the true measure of a successful company is how much envy and hate-mongering they stir up.  Clearly, SpeakerCraft is doing a lot right if their competitors have to stoop to such an embarassing level.  As a long-time dealer of SpeakerCraft product and having met Jeremy several times I can say in all honesty - yeah, he’s out there.  He’s not your run-of-the-mill CEO or president or whatever title he holds.  Here’s what I know about him - he means what he says, he values his dealers more than anything else, he is never happy with where he is but always looking at where can go next - and his company clearly follows this same outlook.

Grow up people - ya, I wouldn’t pierce my nipples but I couldn’t care less if you wanted to…. 15 minutes of fame?? Try 20 years in the industry for the guy - get your facts straight.  Terrible products?? LIFETIME WARRANTY and BY FAR the best company to deal with when it comes to returns or service… referencing their CEDIA booth? No one has more fun than SpeakerCraft year after year at CEDIA. I look forward to what they do every year.  I’ve never heard of Mr. Burkhardt make fun of my profession - in fact, he goes out of his way to help us grow our business and be more successful.  That is the ultimate sign of respect if you ask me…

Keep it up SpeakerCraft - you’ve always pushed the envelope and you clearly still are.  Can’t wait for NIRV!!!

Posted by Old News 2  on  11/16  at  02:57 PM

Hey Webmaster… What happened to the 1st original comment/post that had the link that revealed the bankruptcy papers for Nortek?

I’ve got to run… I’m supposed to put Neosporin on my new tats every hour.

Posted by Steve Crowe  on  11/16  at  03:27 PM

@ Old News 2

The first comment was removed because it was posted by an impersonator, which we do not allow.

Posted by Joe AV  on  11/16  at  04:24 PM

Wow some people can’t wait to show their ignorance and stupidity. Whether you like Jeremy or not is irrelevant. If you don’t like him don’t buy his products. But to call him anything but an industry proponent and success story shows how dumb and jealous people can be.

Now to the real question I have about this story. To have this press coverage and allow a voice like this how can’t you ask to have the Nortek bankruptcy addressed? What are the updates and changes that might occur? Could there be mergers among the lines?

Speakercraft is a success. Dealer that I know LOVE this group, people and products. In an industry where dealers jump lines for a free lunch I would have to say he is a success. To attack him personally is a waste of time. If I knew I could be as successful and enjoy life the way Jeremy does just by getting some tat’s and jewelry I might consider it!! grin

Posted by Jared Martin  on  11/16  at  06:11 PM

Anyone who claims SpeakerCraft products are terrible must have never sold or installed them! We have been a dealer for three years and have sold hundreds of their inwall speakers. Out of all the speakers we have sold only one speaker has had a problem, I called support and they had a new one shipped out right away at no cost.

They offer more dealer support than any other other company that we work with. I’m sure that anyone bashing SpeakerCraft has not actually worked with them.

Great company, awesome products and I’m looking forward to NIRV!

Posted by 39 Cent Stamp  on  11/16  at  07:32 PM

I am on the blue team so i dont like hearing “old school touchscreen mentality”. Touchscreens, and the creators of their GUI’s will always be cutting edge smile. IMO of course.

Nirv looks like a great product but i will have to see it to believe it.  I have been around since volume controls and IR repeater systems were high-end custom installation products so i have seen just about everything. The guys at the Destiny Networks booth at CEDIA were pretty convincing also smile.

If Nirv does what SpeakerCraft says it will then woohoo! Who doesnt want a product they can program in a fraction of the time. This model is working very well for Control4.

As far as the personal attacks/opinions about someone you dont even know.. Really? Should we all gather around the monkey bars after school and wait for the fight?

Posted by Jeremy Burkhardt  on  11/16  at  07:38 PM

The editor of this article did ask the question about The Nortek Pre Packaged Reorganization and I wasn’t sure at the time where we were in our proactive process.  I told him it would be a non issue by the tim of print, sorry Robert I was wrong.  Here is what I know, Nortek’s prepackaged chapter 11 provides that certain of the noteholders will receive equity in the Company in exchange for their note. Current Nortek shareholders will give up their equity. This is an important step in strenghtening Nortek’s balance sheet and capital structure. We have fundamentally sound businesses operating in established markets that are poised for continued growth and success. The court has scheduled a confirmation heraring on December 4, and therefore we believe emergence by year end is a reasonable timeframe largely dependent on court schedules.
Our customers and suppliers have been very supportive and there have been no disruption in our businesses. The market will see no changes in the quality, availability or competitive pricing of our products and services. All deliveries will be made on time and we will, of course, honor all customer programs and warranties in the ordinary course of business. Thanks for the kind words and support as we become an even stronger company.

Posted by JoeAV  on  11/16  at  09:33 PM

Ok folks say what you want. You can’t fault a guy who will step right up and answer a question. The industry needs more people who are straight and to the point as Jeremy. So many hide behind brands, names, product strength and don’t give real answers. Thanks Jeremy and keep up doing business as you know works. Can’t help but respect that.

Posted by Dave Stevens  on  11/17  at  05:43 AM

Jeremy,
As JoeAV states, “Thank You,” for stepping up to the plate and letting us know what’s going on behind the scenes.

Due to this economy, I’ve witnessed too many 180 degree attitude and behavior changes with clients & manufacturers that I’ve been doing business with for decades. The funny thing is that people who were typically, “shady,” (to say the least),in the past, have finally decided to be straight shooters.

On the other hand, people who you could set your watch by as far as honesty goes, are now starting to act like they’re on the witness stand and only answer questions in complete sentences when pushed.

Personally, I could care less what parts of your body have tats or piercings… I only own 1 suit and haven’t put it on since I made my First Communion 40 years ago.

Best of luck!
Dave Stevens

Posted by Dave Hustell  on  11/17  at  08:54 AM

What a train wreck.  I hear AVAD is “in the works”.

I really can’t wait to hear the comments from these “supporters”

Posted by Matt  on  11/18  at  08:49 PM

For a healthy company they sure are going through a lot of layoffs.  I heard they just had their third or forth layoff of the the year today.  Sounds to me like that bankruptcy is causing more problems than someone is letting on to.

Posted by re these comments - Desperate Men/Desperate Measur  on  11/23  at  11:13 AM

Yikes some of these posts indicate how desperate the rats on SOME of the sinking CI and CE prod ships are getting.  Jeremy – Tune it all out.  Man the helm, tidy up a bit and stay on course.  You are heading in the right direction.  Go to the mountains for a few months, get “clean”, walk across the razor edge and come back and kick it for Rev 2.0 of changing the status quo in these old farts/nasty old man’s industry.  As a side note, swim laps… it’s a great way to tune out the noise…

Rc


rc

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