Music Tribe, a multi-national company for professional audio products and musical instruments with operations in the UK, Denmark, Sweden, Canada, Germany, Japan, China, and the Philippines, has chosen Malaysia as its headquarters to spearhead the company’s Global Digital Transformation strategy. The company’s brand portfolio includes famous brands such as Behringer, Midas, Klark Teknik, Lab Gruppen, Lake, Tannoy, Turbosound, TC Electronic, TC Helicon, Bugera, Coolaudio, and Auratone.
Music Tribe established its headquarters under the Principal Hub scheme in 2019 to consolidate global leadership and oversight functions. This operation will house a new digital management team tasked to implement cutting-edge digital platforms aimed at enhancing the experience of Music Tribe’s customers by means of data analytics, Augmented Reality (AR) and Virtual Reality (VR).
YB Dato’ Seri Mohamed Azmin Ali, Senior Minister and Minister of International Trade and Industry (MITI), in expressing support for Music Tribe’s bold venture into Industry 4.0 remarked, “This announcement represents a key win for Malaysia and a testament to the nation’s efforts in attracting strategic high-quality investments from international companies. Our skilled talent-base, vibrant industry ecosystem, and supportive business policies provide all the right criteria to be the preferred investment location for multinational powerhouses to leverage upon.”
Music Tribe’s announcement is in line with the recent launch of the Lighthouse Project initiative by the Malaysian Investment Development Authority (MIDA), Malaysia’s latest landmark initiative to encourage more industry players to act as beacons to guide others in applying technologies like artificial intelligence, additive manufacturing, and other Industry 4.0 technologies. With the successful implementation of this project, we look forward to more industry stakeholders emulating such successes and adopt digitalization and automation elements within their own operations. Ultimately, we seek to position Malaysia among the top global manufacturing nations with the latest technology adoption and innovation, the Senior Minister said.
Music Tribe will also further expand its operations by establishing an Industry 4.0-driven, fully robotised manufacturing facility at the Kulim Hi-Tech Park in Kedah. The company is currently collaborating with Microsoft as well as Siemens to design a full “Digital Twin” or virtual representation of the entire design and manufacturing process flows which will be adopted by its manufacturing facility. This new plant is expected to commence operations by the end of the year 2021.
Despite multiple headwinds on the economic front, Malaysia has progressed in its digital transformation agenda. The manufacturing and services sectors are evolving rapidly and gradually transitioning towards automation, robotics, digitalisation and artificial intelligence.
Music Tribe’s latest undertaking is set to digitise Music Tribe’s entire supply chain beginning from design, manufacturing to e-commerce marketing and after-sales service. It is expected to create significant job opportunities in the areas such as R&D, supply chain, automation, e-commerce, marketing and finance. The company’s project also provides its Malaysian employees a huge opportunity to be at the forefront of the company’s global digital strategy and develop their knowledge and skills in line with the rapidly evolving technological landscape.
Founder and Chief Executive Officer of Music Tribe, Uli Behringer commends Malaysia’s competitive advantages as the primary pull factor for the company to locate its Principal Hub and new state-of-the-art manufacturing facility in the country. He remarked, “Over the past few years we went through a thorough evaluation process to find the best possible Headquarters location. Our focus was predominantly on customer proximity, talent pool, supply chain, and especially government support. Since we set foot in Malaysia, we have been enjoying tremendous support from the Malaysian Government and hence couldn’t have chosen a better location. The acquisition process for our 50 acres of land was accomplished in merely less than four weeks. In today’s world, where time and agility has become critical, in our 30-year experience, such business support is simply unheard of.”