Knowledge connects: how MONACOR Academy unites the field of PA experts

The Academy impresses audio professionals and boosts true passion for technology with its portfolio which includes analogue workshops and a wealth of digital know-how.

There is a bright room in Bremen-Mahndorf, Germany, called Technical Training Center (TCC). If the sun had risen, the room would have been flooded with light due to huge windows. Nevertheless, the mood is lifted by Christmas cookies on the table. It is December, to be precise: it is 8:30 a.m on 6. December. Even though it is St. Nicholas Day, 15 people from across Germany have arrived to hear Anselm Goertz talk about planning a PA system. The professor is well-known in the scene. However, there are far more reasons why the Academy from MONACOR reaches far beyond Bremen. We tell you a story about digitisation and the passion to share knowledge.

Thirst for knowledge and the wish to meet up again to support each other

The workshop starts early. Nearly all participants arrived the previous day and had a good night’s rest in the hotel. An electrical installer who is a young father jokingly said: “Finally, I was able to sleep through again”. Today is going to be longer than anticipated. Even though it is a 2-day workshop, the group does not want to finish as planned at 4.30 p.m. (“can we not just carry out this measurement before finishing …?”). Heads are spinning. However, the guests are still thirsty – a thirst for more knowledge on PA technology because this could not result from lack of water. There is more than enough available to keep the brain alert.

MONACOR Academy has certainly hit a sweet spot. We are always able to get well-known lecturers from the scene to teach at the Academy. For example, Holger Wiesenberg from Audinate who is one of the most accredited lecturers for AV and network technology with a practical experience of more than 20 years in the field of event technology. The Academy is also popular because after Covid, people want to do further education again without having to stare at a screen for hours.

From speaker data to Dante®: audio technology is changing and experienced experts also need up-to-date input

Measuring EASE data, psychoacoustics, simulation with AFMG, focus, address, Evac, acoustic measurements, SPL, RT, STI: a lot has happened, particularly in PA technology or we simply need to be reminded again. The Academy is the answer and is the ‘baby’ of Kerstin Röber who is the deputy marketing manager at MONACOR INTERNATIONAL. Years ago, she already knew the potential of an Audio Academy and continuously brought this topic on the agenda. Finally, during Covid, it has really taken off.

“At the peak stage of Covid, we started with our first live training via video conference called ‘from the stage to installation’. At the time, it was about the opportunity for event technicians to transfer their knowledge to the field of installation.”

However, after Covid, Kerstin Röber wanted to assemble the people again. Having the training here in Bremen-Mahndorf also means eating together and being cared for personally throughout the day. In addition to having 1 or 2 field experts present, Kerstin herself made sure that everyone felt like at home. “It is important for me to make the workshop participants feel like at home. The Academy is not a sales event. There are no products displayed for sale.” She laughs and says: “I have completely banned it.” You can notice straightaway that the Academy’s goal is to fill your unexpected gaps in knowledge. Information on the types of cables is also well received. Even though it is basic knowledge, it may slip your mind in your daily routine. For this purpose, the Academy has created a little help for every electrical installer.

Workshop with Sabine Heymann: planning and implementing PA systems, everything from signal distribution to simulation software. As a member of the standards committee for ‘Acoustic quality in rooms’, she certainly sets the standard

“After Covid, it is nice to sit together again with colleagues from the trade and personally meet up with customers and future partners. In recent years, many have reorientated themselves, e.g. from security technology to audio solutions.”

Are you planning or installing PA systems? Do you want to extend your know-how? MONACOR Academy is your chance to take the next step.

Activate the wealth of knowledge now

Face-to-face workshops are the analogue tip of the iceberg. The Academy is one of the largest digitisation campaigns in the history of MONACOR

If you hear Kerstin Röber talk about the Academy, you can quickly notice that the Academy of MONACOR means 12 legendary workshops a year in Bremen, Germany and meanwhile throughout Europe. However, it stands for a lot more. It includes access to a vast amount of know-how and digital resources, e.g. manuals, circuit diagrams, data sheets as well as how-to videos. You will also find quick and clear information, how-to instruction manuals on PA technology and pieces for short explanations which are good to know.

We are a solution provider for PA technology. Part of this solution is continuous training and education as well as timeless digital support.

Downloads from the digital site are the secret stars of the Academy. Circuit diagrams and measuring data have been downloaded thousands of times in the logged-in section of the Academy. Hence, planners, electrical installers and constructors can work more independently. Thus, it takes a lot of pressure off MONACOR INTERNATINAL’s service department.

“MO:IN - MONA talks”: the story continues to go on – soon with podcasts and vlogs

There are also times when Kerstin Röber simply puts the whole gear into the car and drives directly to the experts to make a good video. Since doing the Academy, she has learnt a lot. Rather than getting her knowledge from masses of specialised literature, she stresses that most of it she learnt from hands-on: a certain eye for camera settings and light, a little bit didactics. Most of the time, there are no scripts for the tutorial videos either. “We have tried that in the past when we made videos with our own staff. They are all experts in their field and thus, it was an obvious choice. However, the colleagues have often never been in front of a camera before and cannot speak freely. Then, we have tried to use scripts but that was not a perfect choice either and to be honest, our audio experts have better things to do than to stand in front of a camera.” Now, we are planning to record podcasts with our experts in order to provide even more learning opportunities.

In 2024, the Academy takes the next evolutionary leap with a vlog: and again, we were able to get iconic experts from the field of PA technology.

For a new relationship between solution provider and users in the field of PA technology

Kerstin Röber is very enthusiastic when she talks about the practical reasons for the Academy: “in the past, customers had called here if they needed urgent information on products or compatibility. Now, instead of getting the information only during office hours, it is available 24/7 in our digital room of the Academy. We not only had the service concept in mind, both parties can also effectively save time. Thus, it is more an equal partnership between MONACOR and expert planners or audio installers and is much more self-determined on both sides.”

We used to call it “Knowledge as a service”. This is where you can find more information on the Academy from MONACOR.