I have always had a keen interest in assembling ‘minimalist’ high-end audio systems that perform within an ace (or sometimes even OUT PERFORM) some serious high-end gear for a fraction of the price. Getting 95% of the sound for 30-50% of the money has always been an intriguing pursuit to me. I also enjoy watching well healed audiophile buddies (who are willing to part with more money than I) squirm a bit and ask “Now, HOW much did you spend on this system again??” when they get a taste of what a carefully assembled budget hi-fi rig can sound like.
So, after 27 years selling audio gear, working for a custom install contractor, AND as a hopelessly smitten hobbyist, I became convinced that a line of premium, high performance cables could be produced and successfully marketed that would have universal appeal to anyone who owns and enjoys a high-end audio or Home Theater system. This would be achieved by offering a product with reference quality ‘audiophile’ sonic properties at a price that anyone looking for an upgraded cable could happily afford.
So why spend so much money on wires?? Especially considering that this is such a high profit link in the chain that is typically price inflated with creative marketing, fancy packaging, and sexy cosmetics (the 'ooh la la' factor----who cares how they sound? LOOK at them, for goodness’ sakes!!).
Having experienced many different cable types over the years, from high-end (read 'high priced') to budget models that offered the previously mentioned glimpse of the very best, I decided to do some research. One of my personal favorites in the industry, performance vs. price wise, had always been DH Labs, so I decided to consult the big guy himself, Darren Hovsepian, about his philosophies and ultimately about undertaking this project with me as a designer.
We discussed a certain offshore supplier whose stuff Darren was familiar with. This particular factory was producing some very impressive cable products of amazingly good quality for many top cable companies. I discovered they were also very agreeable to smaller, custom orders, which would give us some latitude in our designs, and still keep the prices where they would need to be for the “audiophile grade cables at ‘on a budget prices’ concept” I was launching. I decided to go with 3 models initially, two interconnects and a speaker cable, to introduce the brand and had the design team at DH then create cable architectures, and produce samples.
After testing the samples myself, and then getting them into the hands of some very experienced beta testers, I knew everything was headed in the right direction. When the $99.95 IC-3 interconnect was compared to a $650/m wire by one tester who had been a manufacturer’s rep for a well known high-end cable line, and when it permanently replaced an $800 IC for one of my first actual customers I knew we had something. The product and concept were being embraced.
Audio Art Cable was formed, and established with myself as owner of the new company. I began doing business in March of 2005.
My intentions to set up the business as a direct sales model were essentially three fold. One, I get to stay in touch with fellow hobbyists, while offering a product that truly bridges the gap between high performance and high price. Two, by selling direct, retail pricing is kept at the level I originally envisioned by eliminating the dealer markup. And, three, by selling more units at a lower price and profit margin, rather than fewer units for a higher price and profit I get to be an influence for more people. It just seems like the right or best thing to do to maintain my original business plan.
As a result, my products will always be offered at the lowest possible prices to the consumer, on a Factory Direct basis.
We have recently added two brand new models to our Award Winning lineup. A hot-rodded, “SE” version of the IC-3, and the power 1 AC cable, featuring two hi-end plug options. Both of these new cables are getting rave reviews from both customers and trade publications alike!
I feel this product truly creates a price and value revolution in today’s cable market. The proof of this is the fact that I have had many customers use my $99.95/m IC-3, or $69.95/m IC-1 interconnects as replacements for “Audiophile Approved Cables” costing many times more in quite a few systems simply because they preferred the sound of my product! One very experienced hi end consumer called my pricing “ridiculous & absurd”.
And how about the critics in the audiophile press? Their descriptions of our cables include the following-- “real giant killers”,”rich and tonally right”, “stunning”, “more emotion and presence”, “airy highs”, “precise imaging”, “expansive soundstage”, “naturalness and eerie presence”, “very smooth and non-fatiguing”, “excellent detail retrieval”, and even “dangerous” in Soundstage.com, SonicFlare.com, SteroTimes.com, Positive Feedback Online, and The Cable Nut.
But hey, talk is cheap, and the truth is always in the listening…you be the judge.
If we can be of assistance to you with questions, or orders you would like to place, please contact me directly, and I will be pleased to help you.
Happy Listening!
Rob Fritz
Audio Enthusiast / Business Owner
Audio Art Cable
4665 Altadena Avenue
San Diego, CA 92115
619-255-6451
robfritz@cox.net
All of our products come with a 30-day satisfaction guarantee and a 1-year warranty covering any and all manufacturing defects.
**Please burn-in all cables for 100-150 hours before making your final analysis. **
