In a market overflowing with shiny gadgets and slick sales pitches, what really makes a brand stick isn’t the tech alone, it’s the story behind it, and the people who keep that story worth telling. Within the audio-visual industry, that means more than hitting the right notes technically; it’s about striking a frequency (quite literally) that resonates with the audience.

For Shure, that frequency has been fine-tuned over a century, powering everything from on-stage performances to recording booth confessions with microphones, wireless systems, and audio gear that’s become part of music and media history. NMK Electronics – A Midwich Group company, meanwhile, has spent the past 38 years acting as the bridge, bringing global AV innovations into the Middle East and making sure they don’t just arrive, but land well. The partnership has evolved from a straightforward client–vendor arrangement into one that drives impact in a market whose consumer demands are evolving by the day.

We sat down with Antony Lovell, Sales Director at Shure across MEASA, and Alex Kemanes, Regional Managing Director – Middle East, NMK Electronics, to explore how a century-old audio brand and a homegrown distribution leader balance their partnership, aligning global standards with local realities, navigating shifting market demands in Saudi Arabia, and finding new ways to stay relevant in an increasingly crowded AV scene.

Rooted in Impact

The stage they’re playing on is only getting bigger. Recent data claims that the Middle East’s professional AV market is projected to reach USD 22 billion by 2030, growth driven by government-led infrastructure projects, rising demand for entertainment and immersive experiences, and one of the youngest, most tech-savvy populations in the world.

In Saudi Arabia especially, Vision 2030’s push for world-class public spaces, transportation hubs, and cultural destinations is fuelling an appetite for cutting-edge AV solutions. “The GCC AV market, particularly Saudi Arabia’s, has transformed rapidly, demanding world-class quality, immediate support, and deep local understanding. Together, we have broadened our offering from a distribution-focused model to one that also co-creates value with the brands in our portfolio through joint strategic initiatives, marketing activations, and robust customer service,” says Kemanes. “We’ve complemented what Shure delivers globally with local insights and execution, which has allowed us to not just keep pace with change but stay ahead of it,” he adds.

Flagship initiatives under Vision 2030 are fuelling demand for advanced audio-visual solutions while redefining the scale of public experiences. The Red Sea International Film Festival, made possible by the lifting of Saudi Arabia’s 35-year cinema ban—has become a marker of the Kingdom’s cultural ambitions, attracting global talent and audiences. The government’s Quality of Life Programme is expanding cinemas, reimagining public spaces, and creating jobs through a diversified entertainment sector, while projects like The Mukaab signal unprecedented investment in immersive infrastructure. In this environment, the long-standing partnership between Shure and NMK offers a distinct competitive edge in a market still shaping its long-term AV identity.

Lovell echoes Kemanes’ sentiment, noting that the Kingdom’s scale of development and ambition is driving customers to expect a more sophisticated level of performance. “Having NMK embedded locally allows us to meet that expectation. They are our direct line to what is happening on the ground, and that partnership enables us to deliver innovation that is relevant, not just imported,” he says.

A Case Study in Trust, Not Transactions

“We’ve always believed that partnerships last when they are rooted in trust and a shared purpose,” says Alex. While Shure brings quality and technical insight across its range of products, NMK makes them accessible to the market. “We hear what our customers need, and ensure that feedback is implemented upon. Dialogue and close collaboration through training and sales support is what keeps us relevant,” he adds.

The Kingdom’s entertainment sector alone, under Vision 2030, projects the industry to generate 450,000 jobs and contribute 4.2% of GDP by 2030, thus building pressure on AV providers to not just deliver next-generation products but penetrate the market with solutions that meet the scale. To address that demand, NMK has set up a local team, including technical experts, to support local clients across every phase. Shure, meanwhile, measures success by how reliably their technology performs across the region’s most demanding projects. “We work collaboratively to innovate and also provide practical guidance to our customers. By being present even after making the sale, we’re able to build long-term trust and ensure that each project we deliver adds value to the people and industries we serve,” explains Lovell.

With distribution becoming a commodity, what wins bids in Saudi is trust delivered as a lifecycle service. The NMK–Shure model works because it blends global engineering with local enablement, pre-sale design input, in-country inventory and support, training that reduces project risk, and post-sale presence that keeps venues performing to spec.

According to Kemanes, training is where trust is built. “That’s why we’ve opened a dedicated training facility in the Kingdom last year,” he claims. “We’re not just ticking boxes, we’re building an environment where local partners can gain hands-on experience, highlight their pain points, and, most importantly, build need-driven expertise.”

Localising to the KSA Renaissance

“Unlike other regions, we quickly recognised the importance of language and cultural alignment in Saudi Arabia. This insight led us to localise our communications and training in Arabic, an opportunity we embraced early on to build deeper, more inclusive connections with our partners,” explains Kemanes.

NMK has also taken a proactive stance on supply chain readiness. “We’ve remained proactive and tactical, ensuring we’re always one step ahead in planning, stocking, and supporting our regional teams,” adds Kemanes. That local operational agility ensures projects move from planning to delivery without unnecessary delays, strengthening confidence among partners and clients alike.

Both leaders agree: people are the lifeblood of any cultural shift. “Our shared philosophy is to empower our teams and lead by example, relying on analytics and market overviews. For us, collaboration and open dialogue are key. We also have a mutual commitment to long-term regional success. We are not just building for today and tomorrow, but we always think about the future and how to build lasting sustainable solutions,” says Lovell.

Kemanes reinforces this vision: “It’s an exciting balancing act. Every day presents a set of unique challenges, which keep us engaged and in tune with what’s happening in the market. As a result, we’ve learned to combine data-backed strategies with our own individual market expertise and instincts. This has enabled us to make decisions that are both informed and locally relevant.”

For both NMK and Shure, localisation in KSA is as much about proximity as it is about presence. NMK is scaling its capabilities, doubling its team in 2025 compared to the previous year—to meet the country’s accelerating demand while maintaining close, consistent engagement with customers. Shure, meanwhile, is ensuring that its global innovation is delivered with the speed, precision, and cultural understanding the Kingdom’s market requires. Together, they are aligning their growth strategies to prioritise training, education, and technical enablement, building a pipeline of skilled AV professionals who can sustain the momentum of Vision 2030’s cultural and entertainment transformation.

Integrating into the Wider Tech Ecosystem

“I was picking up and buying Shure’s products from NMK many years before I started working for Shure and with NMK,” says Lovell, reminiscing on his early encounters with the distributor. It is a reminder, he adds, that relationships in the industry are often built long before formal partnerships take shape, and that respect shown early on can shape opportunities years down the line.

For both companies, localisation is not an isolated effort—it is part of a wider evolution as traditional AV becomes embedded in a much larger technology ecosystem. NMK began shifting from value-added distribution to strategic integration early, ensuring it could guide partners through AI and other immersive technologies that are redefining customer experiences. The company is also equipping its regional teams with cross-disciplinary skills to bridge AV, IT, and digital infrastructure, capabilities that are increasingly essential as clients demand seamless, connected environments.

“Every decision we make at NMK is driven by one goal: elevating the experience for our partners and customers. Whether it’s through reliable solutions, accessible digital tools, or hands-on education, we aim to set the standard for what real support looks like in this region. Collaborating with brands like Shure, who share these values, makes that mission not just possible but powerful,” says Kemanes.

Shure’s role in this shift is to ensure its global innovation resonates at a regional level—whether through integrating AI-powered features into its audio portfolio or ensuring compatibility with widely used platforms such as Microsoft Teams, enhancing the hybrid work experience. “The partnership with NMK feels less like business and more like building something meaningful together. Their understanding of the region and dedication to every project have helped us bring Shure closer to people in ways that matter. Sharing this milestone with NMK feels personal; it’s a reminder that behind every achievement are the people and relationships that made it happen,” says Lovell.

Looking Ahead

The next chapter for NMK and Shure is defined by foresight and agility. In Riyadh, two major industry events are already lined up, one showcasing the latest in systems install innovation, and another bringing the pro AV community face-to-face with their teams. Alongside this, NMK’s trade-in programme, launched in response to KSA’s frequency migration, reflects a proactive approach to market shifts, helping partners adapt without disruption.

For Shure, staying ahead in a crowded AV landscape means more than delivering new technology; it’s about creating experiences that matter. Through technical support, live demonstrations, and personalised training, the company uses every interaction as a chance to listen, learn, and shape solutions that genuinely serve its partners’ goals.

In a market where technology moves fast and expectations move faster, the NMK–Shure partnership shows that relevance comes from more than product innovation—it’s built on trust, adaptability, and a shared commitment to raising the bar for what’s possible in the region’s AV scene.