Boston's MCCA Co-launches Inaugural Advanced Audio + Applications Exchange with Sitarian Corporation

December 9, 2013

As part of a new strategic plan to have a stake in launching new shows in Boston, the Massachusetts Convention Center Authority has partnered with Sitarian Corporation to debut the Advanced Audio + Applications Exchange (A3E).

A3E is an international tradeshow, conference and social network exchange focused on the exploration of new technologies that are transforming the music industry and the creative processes of musicians and audio professionals.

“A3E marks the start of the Massachusetts Convention Center Authority’s strategic partnership with new and exciting events, a game-changer for both the MCCA and the meetings and convention industry,” said James E. Rooney, MCCA executive director.

“Events are about creating connections and synergy, and our partnership with A3E will do just that with the unveiling of this new, one-of-a-kind, inclusive event that allows a myriad of interests to discuss, debate and learn about how new technology is changing the way people make and record music.”

The event will take place Sept. 23-24 Hynes Convention Center.

This is the first event that will be part of a continued strategic partnership between MCCA and Sitarian Corporation to bring more shows to Boston.

A3E will focus on three sectors that are being transformed by new apps and technology for music and audio: musicians and audio professionals; audio app developers; and the manufacturers of next generation music and audio instruments, tools, technology/hardware and related applications.

“We are very excited about the launch of A3E and the strategic partnership with the MCCA,” said Paul Sitar, founder of the Sitarian Corporation and the A3E show director.

He added, “Through A3E we are uniquely creating a world-class, dedicated forum for musicians, audio professionals, software and app developers, and music instrument and technology manufactures. The City of Boston provides a great venue and nucleus for the A3E launch, and the partnership, out-of-the-box thinking and operational excellence of the MCCA will make A3E an amazing forum for the A3E communities we are supporting and building.”

The two-day A3E event will feature vendors of apps, software, hardware, instruments and audio products that have an impact on how digital studios produce and perform music and audio content.

A3E also will feature three separate conference programs - A3E Audio Developers Conference, A3E P2 Conference Production + Performance and A3E Product, Market + Business Strategies Summit.

Johanna Storella, MCCA’s chief strategy officer, said that the organization is an equity partner and co-owner of the A3E event with Sitarian.

The agreement includes MCCA’s continued equity stake involvement, even if the show launches in other cities, she added.

A3E is just one of many shows MCAA hopes to launch with not only Sitarian, but also other new, as well as existing show organizers and under their own steam, Storella said.

As co-owners of shows, MCCA’s responsibilities primarily are building related, such as AV, floor space, F&B, rigging and also marketing and sales support, she added.

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