SOLOTECH FOUNDER DENIS LEFRANÇOIS
OUTFITTED VENUES WITH AUDIO SYSTEMS FOR
MONTREAL’S 1976 SUMMER OLYMPICS
MAISON SYMPHONIQUE DE MONTREAL
LARMANN
CELINE DION LIVE IN PARIS
THE WEEKND’S STARBOY: LEGEND OF THE FALL TOUR
METALLICA IN-THE-ROUND AT QUEBEC CITY’S VIDEOTRON CENTRE
touring artists, as an example. “He’s going all
over the world and we’ve worked with him for
20 years. There are many clients who’ve been
really close and happy to work with us and,
again, using our experience and the knowl-
edge of our people, we’re trying to take this to
the next level.”
Their efforts remain, at every level, client-driven.
In short, their efforts involve delivering a
Cirque du Soleil and Celine Dion are global
turnkey solution to save their clients money
household names, but in the beginning, they
and time, while reducing the hassles of deal-
were known only in Quebec. Similarly, other
ing with multiple providers.
clients such as the Just for Laughs Comedy
It’s a focus that continues to inform their
Festival and Montreal International Jazz Festi-
approach as they work to incorporate new
val have grown exponentially over the years.
technologies in new applications and markets.
Cyclically, the revenue generated by these
Giffard explains: “A lot of technologies are be-
high-profile brands allows Solotech to contin-
ing commoditized, so we constantly have to
ue to support other, lesser-known artists and
reinvent ourselves, and reinvest in and retrain
our people. But, for example, on the video
projects at the ground level.
side, there’s been a lot more applications –
Put bluntly, Solotech has thrived as long
digital signage on billboards, in smart cities,
as it has not only through the evolution of its
in parking lots and everything transit-related,
technologies and services, but by establish-
high-end AV in hotels, shopping centres, and
ing and maintaining close relationships – in
condominium developments. Where we used
many cases, friendships – with their clients,
to play much more in the sports and enter-
which says something about the culture of
tainment venues, now we’ve really diversified.
the company.
A whole new world has opened up for us.”
“That’s right,” Chouinard says, referencing
As the average consumer becomes
Dutch violinist André Rieu, who’s often listed
Fest stage in daylight with Adamson
E-Series & S-Series
PA the technology that
more sophisticated
and
in Pollstar’s annual top OVO
20 highest-generating
rental revenue over a period of five years –
has largely been achieved by “finding good
people and bringing them into the team. It’s
not all about gear,” he sums up; “It’s about
people.”
was previously only installed in specialized
environments becomes more ubiquitous and
touches every part of our lives, that new world
will become increasingly important.
“Again, that’s why Solotech’s capabilities
are crucial,” Giffard reinforces – “because we
have the means to invest in our employees,
in research, in areas that are going to be
good prospects for us in the future and to
train our staff accordingly. That’s a key differ-
entiator for us.”
As far as physical expansion overseas
goes, Tremblay says: “We’re always looking at
this. The thing is that we’re going to find the
right way to do it. Rather than looking at it
from an ego perspective, being global and
everywhere, I’m looking at this from a market
segment perspective, and we’re trying to nail
down market segments we’re excited about
and good at.”
If the past 40 years have been any indica-
tion, it won’t take them long to do it.
Kevin Young is a Toronto-based musician and
freelance writer.
PROFESSIONAL SOUND • 33