The event highlighted Shure’s newest solutions, including the Axient Digital PSM and NEXADYNE INSTRUMENT, in an interactive, hands-on setting.
NMK Electronics, a Midwich Group company and a distributor of professional AV solutions in the GCC, hosted an exclusive industry event in collaboration with Shure. The NMK & Shure Pro Sound Playoff took place in a setting filled with neon lights and an arcade, creating an immersive environment to showcase the latest advancements in professional audio technology from Shure.
Held at 777DXB on February 25, 2025, the event brought together industry professionals, sound engineers and media representatives for a hands-on experience with Shure’s latest product innovations.
The spotlight was on Shure’s newest releases, distributed by NMK Electronics in the region. Among them was the Axient Digital PSM, equipped with WMAS innovation to provide flexibility and scalability for monitor engineers, RF engineers and rental houses. Another standout product was the SLXD4Q+ Quad Channel Receiver, which pairs with existing SLX-D transmitters, expanding the tuning range to 138 MHz (region-dependent). Attendees also explored the SM39, a high-quality cardioid singing headset microphone designed for dynamic performers, and the KSM11 WIRED, a condenser vocal microphone offering unmatched clarity and precision for live performances. Additionally, Shure unveiled the NEXADYNE INSTRUMENT microphone, featuring the brand’s patented Revonic Dual-Engine Transducer Technology for authentic, natural instrument sound.
Beyond technology, the event was designed to provide a sensory experience, allowing attendees to test Shure’s innovations firsthand. Guests had the opportunity to engage in interactive demonstrations, network with industry leaders, and explore the next generation of professional audio solutions.
Speaking about the launch, Costandino Drimakis, Director of Strategic Development at NMK Electronics, said: “NMK Electronics is proud to be at the forefront of the pro audio industry in the GCC. Shure has recently launched an exciting array of groundbreaking products that are set to redefine audio excellence. By introducing these cutting-edge innovations to the region, we are reinforcing our commitment to empowering professionals with unrivalled quality and state-of-the-art technology. Our partnership with Shure truly reflects our shared vision of pushing the boundaries in pro audio.”
