The Swedish digital audio company Dirac has announced a realignment of its executive team to better position the company to take full advantage of a growing and expanding range of new business opportunities.
Effective immediately, Peter Friedrichsen joins the company as chief executive officer (CEO) following the decision by long-time CEO and co-founder Dr. Mathias Johansson to focus exclusively on new technologies and product development as chief product officer.
Prior to Johansson’s 11-year tenure as CEO, he served as Dirac’s chief technology Officer, where he managed the development of the company’s core technologies and products that served as the bedrock of its growth since company inception. The realignment, according to the company, effectively enables Johansson to return full time to his first love — technology and product.
“The consumer audio industry is at an inflection point, as audio evolves from a niche, secondary product feature to a core differentiator and enabling technology; headphones are becoming more sophisticated, home audio is proliferating, and new product categories such as hearables are emerging,” comments Johansson.
“Peter’s deep experience in commercial intellectual asset strategy evolves our executive team’s expertise to ensure we’re ideally positioned to capture this momentum and maintain our leadership position in the audio industry for years to come.”
Friedrichsen has previously served as CEO of myFC AB (publ), Bergenstråhle Group, TAC Svenska AB, and MaxMove Group, among others.
Dirac emphasizes that Friedrichsen is a proven leader of innovation-driven scale-ups with experience from a broad range of industries. He also has significant experience in the vehicle industry, with Scania, and licensing businesses, like Dirac, where he led the IP consultancy company Bergenstråhle & Partners to double-digit growth year-over-year.
“Dirac has a deep portfolio of IP and has spearheaded some of the industry’s most significant breakthroughs in audio, digital signal processing and artificial intelligence; their body of work and contributions to the field of audio have quite literally shaped how the world experiences sound,” states Friedrichsen.
“Based on my experience in commercializing Intellectual Assets; Dirac, together with our strategic partners and customers, possesses a unique advantage in defining the future of audio both today and for years to come.”
The appointment of Friedrichsen comes off a big year for Dirac, where the company grew over 40% despite the global pandemic, and where it established several notable new partnerships with brands such as BYD in the automotive space, ASUS in mobile and computing, and Klipsch in headphone market.