Behringer parent Music Tribe announces “super” partnership with Sweetwater

Going factory-direct is said to reduce product prices by up to 40 per cent.

Behringer parent company Music Tribe has announced a partnership with Sweetwater.

The “Super Partner relationship” was announced yesterday (6 January) and will see the two companies collaborate on several fronts.

Music Tribe, which manufactures its products in-house, will ship its products directly to  Sweetwater’s warehouses. The company claims that factory-direct sales will bring about cost reductions of up to 40 per cent on products in the future.


Customer service and product servicing – on Behringer products and others handled by Music Tribe – will also be directly supported by Sweetwater.

The partnership will also play a part in the development of new products, according to Music Tribe.

“Sweetwater’s tremendous product and market knowledge will enable huge opportunities around co-innovation for new products,” it said in a statement. “With Music Tribe’s eight global Innovation Centers and 400+ world-class engineers, we will be able to turn around product ideas in record time.”

Music Tribe is also planning a “customer co-innovation application process” that will let customers “participate in the definition and design” of new products.

Besides Sweetwater, an internal company memo allegedly penned by Music Tribe CEO Uli Behringer [obtained by Music & Sound Retailer] suggested that the company plans to also partner with Amazon, Thomann and Alibaba.

“We are now focusing on a select choice of the most influential e-commerce partners who have the largest customer reach and depth of services,” he wrote. “Only large e-commerce partners are capable of delivering this service.”


“As a consequence, this unfortunately disqualifies all small brick-and-mortar stores and traditional distributors, as serving them adds little value and increases cost,” Behringer added.

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