Operating out of a converted fire station, Instigate Media and its loudspeaker division EM Acoustics were set up in 2002 by partners Ed Kinsella and Mike Wheeler on their graduation from Cambridge and Imperial College universities respectively.
"While at University, we were both quite extensively involved with sound systems one way and another and it seemed to us that people should be able to get elegant, acoustically excellent loudspeakers without breaking the bank," says Wheeler. "We didn't want to blow the lid off the market either, rather get back to something more simple. Our thinking was that there was no reason why you can't provide quality at a reasonable price, and yet still make a reasonable living."
"Initially we set up Instigate as both an installation/hire company and design and manufacturing operation. While we did execute a number of small installations in our first year in business - including supplying the enclosures for a major system for Imperial College - we are now concentrating more on the design and development aspects of loudspeaker systems under the EM Acoustics brand."
The duo have been building up a range of products and eventually aims to cover the full spectrum of the installation and reinforcement markets. "It's not been an easy ride," continues Wheeler, "but things have certainly taken a turn for the better over the last few months. We feel the quality of our products has hit a real high and people are starting to take notice of us now."
The EM Acoustics range now features the EMS-81 compact full-range passive enclosure, the EMS-121 medium-scale full-range passive enclosure, the EMS-215 dual 15" subwoofer and the flagship product, a high-power subwoofer called Quake.
Kinsella admits that they are attempting to crack an already well-subscribed market, but declares: "We have a great passion for what we do, and believe that despite the crowded market, there is always room for people who get the job done right, and care personally for the outcome of every project. Our small size helps us to personalize what we do to a great extent, allowing for close and instructive relationships with clients. In this way we achieve a very steep learning curve, and good long-term relations with the industry.
"One thing that has helped us get a feel for the industry and what it wants has been getting out there and working at the sharp end, working with other sound companies as tech crew or riggers and chatting after gigs. When you get down to it, it's a pretty small industry and you need to get to know people and build up your contacts."
Neither partner is short of confidence or self-belief. "Once our products become better known I can imagine they will cause quite a stir in the industry," says Wheeler. "We're just trying to raise the bar a little, bringing higher levels of quality into the mid-price band of the market."
Aren't they frightened by the power and selling clout of the established corporations? "Less than we used to be," says Kinsella. "Their marketing structures are formidable, but there is no magic to producing excellent products, just tireless work and communication with end-users. In the end, we trust the clients in the industry to judge us on results."
The EM Acoustics Loudspeaker division recently received an unexpected boost in the form of an anechoic chamber, acquired from a fan manufacturer who had no further use for it. It now resides with the company, awaiting the space to build it. "Acquiring an anechoic chamber is a very exciting development for us," says Kinsella. "This will allow us to move up another gear in precision development for touring mid/high devices." The chamber is ex
