Shure has announced it has become a minority investor in EDGE Sound Research, a start-up company working to develop new experiential audio technologies. The agreement builds on existing collaboration between the two organisations. Shure’s broadcast-tailored DCA901 array microphone utilises EDGE Sound Research’s Virtual Sound Engine to deliver enhanced immersive fan experiences.
Analysing audio captured by the DCA901, Virtual Sound Engine software identifies and isolates sound objects defining emotion, pace and connection, with the integration creating stakeholder value by shifting the viewing experience from observation to participation, said the company.
Chris Schyvinck, president and CEO of Shure, said, “Through this partnership, Shure aims to leverage EDGE Sound Research’s groundbreaking developments to further its mission of delivering exceptional audio quality and innovation. By combining Shure’s 100-plus years of expertise and market presence with EDGE Sound Research’s breakthrough technologies, this collaboration aligns perfectly with Shure’s commitment to pushing the boundaries of audio technology and creating extraordinary listening experiences.”
The integration aims to offer benefits for a range of different use cases. Automated sound object workflows reduce operational load and improve turnaround time for broadcasters. Premium audio becomes a differentiator for subscription tiers while specialised mixes create new opportunities for monetisation.
Enhanced audio formats strengthen values of media rights for sports leagues and rights holders. Scalable systems drive consistent production across regions, enhancing global fan engagement.
While the NBA, MLS and US Tennis Association have all collaborated with EDGE Sound Research, the technology has potential applications beyond sports.
“We’re excited to be partnering with such an established audio leader like Shure,” said Valtteri Salomaki, co-Founder and CEO of EDGE Sound Research. “The most iconic moments in history have been captured by Shure microphones, and we’re thrilled about the possibilities of creating the new generation of sound experiences.”
