The best music systems philosophy at Sound Concepts

Pro-active customer service, value for money and state-of-the-art equipment are still the keystones of the Sound Concepts business model

Hong Kong Sound Concepts Ltd. is unusual in the audio-video world because, as Managing Director Sherry Chung says, “We have expertise in whole-house AV entertainment systems, with full automation and smart controls, because we recommend, sell and install the ‘best of the best’ home theatre and music systems. These systems are utilized for the Cannes Movie Awards Ceremonies in France, the Oscar Awards Ceremonies in the USA, the Disney Hall in Los Angeles & New World Symphony Hall in Miami as well as for multi-billion dollar homes and large music & movies production companies. We also provide the very highend hi-fi systems to our customers”.

Chung’s company continues to seek only the highest quality, most reliable products at reasonable prices for distribution to technologically savvy, well-off customers in Hong Kong. The digital high-end Internet Protocol-based multi-room products are suitable for whole-house music distribution for music on demand everywhere, and video distribution for video on demand to all the TVs in the house.

This high tech set-up comes with upgradeable software. “That means that the system will never be obsolete, so it is a good investment for our customers. Our trained staff installs all the equipment, which can also be integrated with the lighting, security, intercoms, baby and elderly monitoring and whatever else the client wishes to make it a really smart home.

“It is no longer a dream, but reality to be able to control certain aspects of your life remotely”, she said.

“Being able to control not only entertainment systems but also the lighting and air-con/heating systems can save you money in the long run. Smart kitchens can start the oven to bake a roast or turn on the microwave so that you have hot soup when you walk in the door. All systems are installed with professional system calibration so as to maximize the performance.

“When we install integrated systems, we can put speakers everywhere with the NetStreams DigiLinX IP audio, Video and Control to create a seamless web where audio, video, gaming, HVAC, security and lighting all reside on one system, making for a truly interactive experience. We can play the music everywhere in the home and we can add intercom and security functions. We can also control the lighting in the home, using the Rako dimmer controls, which allow parents to monitor their kids to see if their lights are out at night”.

In multi-room installations, each room can have its own music and video combination simultaneously serving the different tastes of Mom, Dad, and all the children. Although playing more than one channel on the broadband television requires more than one broadband TV decoder, it allows for a happier household with each member’s needs being met. For commercial properties, such as spas in hotels or clubhouses in luxury property developments, each room can play the music the customer prefers by offering a large menu of choice to each client while the lights are gradually dimmed automatically to the relaxing mode.

These systems can also function as intercoms for hotel staff or family members, and a camera can be added to the network for baby or elder monitoring as well as for security. They work especially well in large or multi-level buildings. “One of our recent project was a large flat in Mid-levels that needed audio on demand in nine rooms and video on demand in three rooms with a high-end home theatre system in the home theatre room. You cannot see any switches or doors throughout the flat as it is truly a Smart Home Solution designed by us to deliver an unprecedented level of efficiency and simplicity, providing the client with a streamlined smart home. When any of the wine doors or the red wine cellar is opened, there will be a dog barking throughout the flat from the speakers, ”Chung said. This system cost almost $2 million.

Sound Concepts does not stint on staff training, even sending staff to manufacturers to learn how the equipment is made and set up properly from the makers. “its money well spent,” she said, “because I still employ the same people I hired when I started. As the equipment develops, so do my staff’s skills. I am a big believer in good after-sales- service. I know that many customers are too busy to learn how to operate the systems, so I have trained technicians standing by 24 hours a day to help them. Many sporting events are broadcast late in the evening or early in the morning in Hong Kong, so it’s important for clients to have access to a technician to fix technical problems, or just show them how to turn the system on,” she said smiling broadly.

The company has been providing customers with the very highest quality sound and video equipment since 1990, when Chung founded the company. Her business has grown from 10 to 16 employees to provide custom home entertainment systems and solutions for private dwellings, hotel suites, recording studios and commercial properties. Her customers demand the best and are willing to pay for it, such as the luxury Mark Levinson amplifier that can cost one-half million HKD. A luxury home theatre can cost up to $3 million. The JBL synthesis system, also top end, is the one used at the film award ceremonies at Cannes. A high-end ATC flagship speaker system, which is used at the symphony hall, can set the customer back more than a half a million dollars, or a THX certified home theatre system from Atlantic Technology can do the job for a bit less.

She goes on, “The iPhone, iPod and iPad are game changers that can integrate music products, along with new server systems that can sync multimedia with new technologies”, said Chung. “We can upgrade the MP3 to the WAVE format so the sound is much better. The audiophile can always discern the difference, if you compare two systems side by side, which one is compressed, as the sound has less body”.

Chung is proud of what she has built. Sound Concept’s customers expect professional installation and excellent after-sales-service as well. “We do not wait for customers to call us with problem. We check with customer if they have any problem after the completion of installation,” said Chung. “I believe that the majority of our customers are very happy with our service.

FAST FACTS
• Sound Concepts Limited was established in January 1990 in Hong Kong, by Ms Sherry Chung, who has been working in the audio industry since 1978.

• Our goal is to import into Hong Kong and China premium quality audio and home theatre products  with first class high-end performance but reasonable prices, and to provide an excellent
after-sales-service to all our valued customers.