Midwich launches Live: a dedicated division for the UK&I live events market

Midwich is excited to announce the launch of Live, a new division created to serve the unique needs of the live events industry through specialist distribution and trade rental services in the UK&I. Backed by the legacy, expertise, and energy of Sound Technology and PSCo, Live brings together a powerful team, an expanded technology offering, and a streamlined experience designed to help partners deliver extraordinary live events.

Under the Live banner sit two independent specialist businesses – each focused on delivering excellence in their own area:

• Live Technology – the distribution arm, formerly Sound Technology, providing market-leading brands in audio, lighting, video, and control to the live events community, supported by expert pre- and post-sales teams.
• PSCo and Dry Hire Lighting – the trade rental arm, continuing to deliver exceptional service and specialist rental solutions through trusted teams and existing account structures.

With Live, we’re removing complexity and making it easier for customers to access everything they need to bring live experiences to life – whether they’re buying, renting, or integrating technology.

For years, Sound Technology and PSCo have lived and breathed this world – helping create unforgettable performances through cutting-edge AV technology. Now, that passion has evolved into a new division with a clear focus: to support partners with the right products, people, and expertise.

Live is designed around the demands of the live events industry – fast-paced, highly technical, and deeply collaborative. By bringing everything together into one dedicated division, we’re empowering customers with a single point of contact, improved consistency, and an even wider range of complementary solutions, from LED video and projection to rigging, audio, lighting, and control.

Steve Fay, managing director of Live Technology, said:

“Live represents a bold step forward in how we serve the live events community. By bringing together trusted names and specialist expertise, we’re making it easier than ever for our partners to access the technology, knowledge, and support they need to create unforgettable experiences.”

Stuart Holmes, executive director - solutions at PSCo, added:

“For PSCo and Dry Hire Lighting, we remain fully committed to serving the live events market with a brand-agnostic, trade-only rental proposition – delivered by our experienced, specialist team who are focused solely on supporting our partners.”

What’s changing?

• More simplicity – One distribution business, one account, and one main contact across audio, video, and lighting who understands the live events world inside and out.
• More products – An expanded portfolio now includes LED video, projection, cables, rigging, and accessories.
• Same great support – Our specialist lighting, audio and video teams remain part of this new division providing you with continuity and consistency.
• New digital presence – A new website at www.live-technology.co.uk and digital assets, reflecting our wider offering.

What’s staying the same?

Our Musical Instruments (MI) division remains a key part of our business under the Sound Technology brand and will continue to serve MI customers with no change in service, structure, or identity.

For trade rental customers, nothing changes. PSCo and Dry Hire Lighting continue as normal with the same level of service and expertise customers have become accustomed to.

Live is about clearer communication, easier access, broader solutions, and stronger support – all powered by a team who shares the same passion for live performance. Together, we’re shaping the future of live events technology.

For more information, visit www.live-technology.co.uk or call 01462 480000.