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SHURE Celebrate The Whole Team In New Campaign

Posted by Matt Humphrey on 9 Jul, 2019

We believe everyone involved in a production deserves to take a bow. So when SHURE launched their new campaign, our ears pricked up.


We all know that it takes a whole team of technicians, stage managers, producers, artists and engineers to come together to make a production successful. This has been at the centre of our company ethos since we launched CurtainCall – and it is great to see that SHURE feel the same way.

We spoke with them recently about their new campaign 'This Is The Moment', which celebrates the hard work of all creatives and technicians behind the scenes coming together to work on a production. 

Official Press Release starts

Shure, a leading manufacturer of wireless multi-room music systems, is re-emphasising its focus on the theatre audience by unveiling the new campaign – “This Is The Moment” – along with other activities at the ABTT show in London.


In theatre production, there are hundreds of thousands of minutes that lead to that one moment when the curtain rises on a performance. Shure understands all the effort that goes into that one moment and has developed the “This Is The Moment” campaign to celebrate the tremendous behind-the-scenes efforts that make theatre productions possible.


Shure products have been used in some of the biggest theatre performances on stage including West End shows, Harry Potter, who use Axient® Digital, including the ADX1M micro bodypack transmitter and War Horse, also using Axient® Digital. Other touring shows including Shrek, Les Miserables, Book of Mormon and Waitresses are all using the flagship Axient® Digital wireless system to provide clear and precise audio.


Theatre shows are among the most demanding audio productions in the world. When that curtain opens and the first notes are sung, the audio must be flawless every time. We at Shure are proud to support theater professionals with technology that helps them put on their best possible performance.” Said Neil Shah, Global Marketing Director for Pro Audio at Shure.


The campaign includes a website – – dedicated to large and small theatres which features:


  • Testimonials and Case Studies – The site provides examples of how theatres have overcome production challenges with the use of Shure equipment – hearing directly from actors/actresses, sound designers, directors and members of the technical team.


  • Audio Tips and Techniques – Shure experts and others in the theatre industry provide tips for how to maximize audio performance. For example, James Savage, Head of Sound at Chicago Shakespeare Theatre co-presents a webinar on “Microphone Techniques for Theatrical Productions.” There is also a new Theatre Audio Guide that can be downloaded from the site.


  • Product Overviews – Visitors will be able to find out what audio equipment might work best for them with the interactive section of the website that helps spec the ideal products.


The site also includes an interactive section that helps spec the ideal products. It includes overviews on some really cool new products, and a partnership with London craft beer company Signature Brew – who are using microphones as tap handles!

We look forward to working more with SHURE in the future, and seeing what innovative products they have that can benefit everyone working in theatre, not just the sound departments.

Matt Humphrey is a photographer, and co-founder of Curtain Call. 

See also:

A note to theatre professionals: You're worth it

Lisa Spirling: 'It's a battle to get in the room'

10 reasons we love working in theatre

6 tips for new drama school students

Why theatre is the most collaborative artform

Topics: Blog


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