English
ISE 2026 has just come to a close.
Over four days, we spoke with professional audio agents, live bands, singers, system engineers, and brand partners at the ZTZ Speaker booth.
Many conversations were different in detail, but the core questions were often the same.
Here are a few things we clearly learned from those discussions.
1. Agents Are Looking for Fewer Problems, Not Bigger Numbers
Many agents told us this directly.
They are looking for products that hold up in the field rather than products that win on paper.
What matters most to them is simple:
- Will the sound stay consistent?
- Will the system behave as expected?
- Will support be manageable after the sale?
For agents, long-term stability is not a feature.
It is a requirement.
2. Bands and Musicians Care About Control, Not Just Loudness
When bands and singers talked about sound, they did asked about RMS power, but power was rarely the main focus of the conversation.
They talked more about:
- Whether the system feels controlled
- Whether the bass stays tight
- Whether the sound becomes tiring after long sets
Many musicians described good sound as something that can be felt,
but never feels aggressive.
This reminded us that loud sound only works when it stays musical.
3. Engineers Focus on What Happens After the First Hour
System engineers often brought the conversation back to time.
Not the first five minutes, but what happens after one hour, two hours, or a full show.
They care about:
- Thermal behavior
- Consistency under load
- Whether tuning holds over time
Good engineering is not only about peak moments.
It is about predictable behavior.
4. Real-World Use Is Messy—and Products Must Tolerate It
One thing came up again and again:
real systems are not used under perfect conditions.
Different rooms.
Different operators.
And different music styles.
Products that only perform well in ideal setups put pressure on everyone involved.
What professionals value most are systems that remain stable even when conditions are not perfect.
5. “Make it louder” Means Different Things to Different People
At ISE, we heard many interpretations of loudness.
For some, it meant impact.
For others, it meant clarity.
For many, it meant confidence.
What became clear is this:
loud sound only works when it carries control, emotion, and intention.
Sound that is only loud gets attention while sound is controlled earns trust.
Looking Forward
These conversations confirmed why we design loudspeaker the way we do.
At ZTZ Speaker, we focus on:
- Long-term stability
- Consistent behavior in real systems
- Sound that stays controlled, expressive, and reliable
ISE 2026 was not just about showing products.
It was about listening.
And what we heard was clear:
professionals want sound they can rely on—and brands they can grow with.
Thank You
We would like to thank everyone who visited us at
Hall 8.1 · Booth 8F550 during ISE 2026.
Whether you came as an agent, a musician, an engineer, or a brand partner,
we truly appreciate the time, trust, and conversations.
ISE may be over, but the dialogue continues.