When asked about our business and the state our industry, my most common response typically begins with a version of a well known Chinese saying, “May you live in interesting times.” Well, as applied to the status of technology and the musical arts, we certainly do live in interesting times! Add to this the ways in which we shop and purchase products, and it only reinforces that our culture is rapidly changing.

You may be telling yourselves right about now that this is sounding more like an editorial than a typical retail sales pitch. You may be correct, but then we believe the subject is critical to better understanding our store and business philosophy.

Auravis Systems is distinguished by perhaps one of the most unique and diverse backgrounds that you will find in audio. Our audio roots were established in the 60s while playing with our parents’ massive audio consoles and radios. The music of the 50s and 60s engulfed us first hand. At the same time, several of us studied to be musicians learning the fundamentals laid down for us by big band swing music, classical music, Mississippi delta blues, musical genres brought to America by the inflow of foreign cultures and, of course, rock n’ roll. When we weren’t playing music, we were listening to it on whatever equipment we could find. Enter the audio “bug” and the influence of yesteryear’s friendly “neighborhood HiFi shop”!

In these years, the cultural emphasis on music fueled the audio industry and launched the high fidelity consumer market. Simply put, the audio market dwarfed the video industry. Today, this scenario could not be more different. Music and musical tastes have changed, the associated media used to access that music has changed, and the proliferation of consumer electronic products of all types has “exploded”. Does this mean that we are biased toward the past, or that today’s music does not warrant the best in audio equipment for its reproduction. Absolutely not! In fact, we think quite the opposite is true.

The ability of audio gear to access and reproduce the extraordinary music of all eras, including today’s music, has never been more exciting. Further, we embrace any and all methods of listening to music, regardless of budget or taste. The more important objective to us is to reemphasize the beauty of music and encourage the rewards of listening to music at it’s finest.