SSL, Guitar Center's Distribution Plan for New AWS 900 System

Apr 27, 2004 12:00 PM, Editors


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At the recent NAB Convention, Solid State Logic announced a landmark distribution arrangement with Guitar Center and GC Pro to introduce the SSL AWS 900 Analogue Workstation System. The SSL AWS 900, a revolutionary new recording and mixing system, was debuted at NAB. With a North American outreach of over 127 locations, and an established network of audio professionals through its GC Pro sales division, Guitar Center is able to provide large-scale exposure for the rollout of SSL’s groundbreaking AWS 900. Guitar Center’s retail stores and GC Pro’s dedicated business-to-business organization will handle sales, service and support of the SSL AWS 900 to its target market.

Pictured left to right: Colin Pringle, SSL managing director; David Angress, Guitar Center executive vice president; and Rick Plushner, SSL president North America.

“An agreement between SSL and the Guitar Center organization has been reached, where Guitar Center and GC Pro will handle the AWS 900 product on an exclusive basis to select market segments in the United States,” says Rick Plushner, SSL President North America. “Guitar Center will be offering demonstration centers in major markets throughout the U.S., complete with DAW systems and a wide range of outboard gear, with all Guitar Center locations providing their clientele with detailed information and support for this product. An extensive network of product training, system consulting and installation services will be made available through a program jointly supported by the two companies.”

Plushner continues, “SSL will also sell the AWS 900 directly to its core client base and broadcast clientele. This bold distribution plan will make the AWS 900 available to all music, post and broadcast applications in a fresh and dynamic fashion.”

David Angress, Guitar Center’s executive vice president, remarks, “With an unrivalled combination of new technologies and expert assistance, Guitar Center and GC Pro have connected with a diverse array of musicians and audio industry professionals across the nation. We’re excited to offer our customers the SSL AWS 900, a revolutionary product that will have instant appeal in today’s accelerating marketplace.” Angress continues, “Solid State Logic is an innovative industry leader, and with the debut of its AWS 900, we can now bring GC’s extensive client base the sonic quality of SSL’s XL 9000 K Series in an affordable package that integrates with existing DAW systems.”

Using SuperAnalogue™ electronics time tested in the trend setting XL 9000 K Series SuperAnalogue console, the AWS 900 provides the dual benefits of a fully featured SuperAnalogue signal path, coupled with a comprehensive DAW controller at this price point. The AWS 900 was built from the ground up for a 5.1 surround environment. Signal routing, inputs/outputs, monitoring and signal processing are all permanently available on the console. Top quality motorized faders provide conventional audio level control as well as controlling the levels in a DAW.

For more information about Solid State Logic, refer to their Website at

Photo by: David Goggin

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