EventTech Insights: Shure

EventTech Insights with Shure

Editor’s Note: Welcome to the first edition of EventTech Insights where the rAVe [PUBS] team will explore the state of the live events with industry experts.

Name: Ben Escobedo
Title: Senior Market Development Specialist
Company: Shure

rAVe [PUBS]: Tell us a little bit about your role at Shure.

BEN ESCOBEDO: Over the past seven years, my focus at Shure has been on supporting the live events, broadcast, location sound and theater communities. From intimate productions to large-scale events, I find great satisfaction in the diverse range of challenges that our users face and I take pride in helping them overcome these obstacles.

rAVe [PUBS]: How did you get involved with the live events community?

BE: I have a passion for music, audio and electronics, which led me to a 20-year career in customer-facing roles for microphone manufacturers. Currently, I often work with top live events companies helping them achieve excellence in audio. I enjoy the combination of artistry and technology involved in creating exceptional sound experiences. With my technical knowledge and strong industry relationships, I strive to help our users provide the best audio outcomes for live events. Music, audio and electronics are not just my passion but also my career — and I am dedicated to making a positive impact in this field.

rAVe [PUBS]: In live events, planning ahead is crucial to avoid day-of disasters. How does Shure collaborate with event planners, AV integrators and other stakeholders to ensure seamless integration of your technology into diverse event environments?

BE: Training is a huge part of our program at Shure. From the Shure Audio Institute to our in-the-field market development associates and our Reps, we are very keen on making certain the users are comfortable with the installation and/or set-up of our products. Our Applications Engineering team is also standing by to answer any mission-critical questions at a moment’s notice.

rAVe [PUBS]: In that same vein, quality, and reliability are critical to day-of success. How do you ensure Shure’s technology provides a consistent performance under such a wide variety of usage scenarios?

BE: Shure is a renowned global brand known for our exceptional quality and reliability. Our commitment to excellence traces back to our history as a supplier to the U.S. military during WWII. Even after the war, we continued to uphold military specifications for durability and quality. This practice still guides us today, with our engineers and quality department constantly striving to meet or surpass those standards. Inside our Product Validation Laboratory, we still drop SM58s and other products to ensure reliability in the harshest conditions. As we approach our 100th anniversary in 2025, we remain dedicated to maintaining this legacy for many years to come.

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rAVe [PUBS]: How does your company approach innovation in microphone technology to address the evolving needs of event professionals?

BE: At Shure, I feel we really listen to our customers. We believe that the best way to create innovative products for live professionals is by understanding what they truly want. That’s why we make it a point to be out in the field, seeing how our gear helps people make a living. There’s no better way to understand our users and their needs. We also love to have open discussions and get input from our customers through end-user groups and meetings at our global offices. We think we’re pretty good at this, and we’re always striving to do it even better.

rAVe [PUBS]: What’s the one Shure product live events professionals have to have in their tool kit and can you share a little about that product?

BE: When it comes to reliability, there’s no doubt that the SM58 is the product that instantly comes to mind. Its reputation is so solid that people even joke about using it as a hammer. Not only is it incredibly durable, but some of the most iconic live recordings have been captured with the humble SM58. Here’s a fun anecdote: I always have a SM58 in my kit, and just recently, it saved an event I was working on when there was a last-minute connectivity issue right before going live. In moments like that, you can count on the reliability of a SM58 and an XLR cable.

rAVe [PUBS]: What’s next for Shure in terms of live event technologies?

BE: When it comes to upcoming developments at Shure, we have a simple saying: “We’re always working on new and exciting things.” While I can’t disclose specific details, what I can share is that we are constantly pushing the limits of physics and technology in our wireless and transducer engineering. I am humbled to work alongside a team that brings these next-generation products to market. However, what matters most to us is listening to our users and ensuring that our technology truly serves their needs. Innovation is driven by the desire to make our technology work for those who rely on it.