#338 - James Oliver - Exploring the Evolution of Entertainment Technology
This conversation explores the evolution of entertainment technology, focusing on companies like ETC and Gear Source, the importance of rigging, and the impact of employee ownership. James Oliver shares his journey in the audio industry, discussing his experiences with Adamson Systems and PK Sound, and the challenges of competing in the audio market. The discussion also highlights the significance of building relationships and trust in the industry, as well as the future of audio technology. In this conversation, James Oliver discusses the evolution of audio technology, market dynamics, and the importance of mentorship in career growth. He emphasizes the need for adaptability in the audio industry, particularly with the integration of AI and the future of live production. Oliver also shares insights on global expansion strategies and the significance of understanding customer needs in a competitive market.
James Oliver is a veteran strategist, brand builder, and executive leader in the professional audio and entertainment technology industries. With more than two decades of experience guiding companies through major global growth, he has shaped some of the most influential brands in live sound today.
James currently serves as Vice President of Strategic Partnerships at ACT Entertainment, North America’s leading distributor of world-class entertainment technologies. Reporting directly to the President, he is responsible for launching and developing ACT’s new Professional Audio Division—bringing the same level of excellence to audio that ACT has delivered across lighting, automation, and control through partners like PK Sound, Ayrton, MA Lighting, and zactrack.
Before joining ACT, James was Chief Strategy Officer and Partner at PK Sound, where he helped drive an extraordinary 600% growth, positioning the company as a premium leader in global touring and installation markets. Prior to that, as Director of Marketing and Sales at Adamson Systems Engineering, he led the expansion of its worldwide distribution network, significantly elevating the brand’s global presence.
James began his career in advertising and creative strategy—founding the Toronto-based design agency The Song Tree, working with leading firms like DDB, and developing campaigns for major brands including Dell Canada, Gillette, Hilton Rewards, and Starwood. His ability to blend creativity with strategic clarity has continued to define his approach across the entertainment technology sector.
In addition to his executive achievements, James is also a Juno-nominated recording artist with the Canadian band The Strumbellas, giving him a rare dual perspective—from the stage and from the boardroom—on what modern artists, crews, and production teams truly need.
James is also a featured speaker at XLIVE: The Concert Touring Sessions at LDI 2025, joining a lineup led by industry legend Jake Berry. There, he contributes to “The Road to Success,” a deep-dive panel exploring career paths, growth, and the realities of working in the live touring world—offering guidance to both emerging professionals and seasoned veterans.
With a background spanning advertising, global distribution, brand strategy, executive leadership, and real-world touring experience, James Oliver has become one of the most respected voices in today’s live production landscape—shaping how technology, artistry, and industry innovation come together on the world’s biggest stages.
Ths episode is brought to you by RZI Lighting and ETC
Chapters
00:00 Hockey and Sports Rivalries
10:01 The Challenges of Being a Player in Toronto
13:02 The Evolution of the Audio Industry
17:16 From Musician to Audio Professional
20:12 The Adamson Experience
23:08 Transitioning to PK Sound
26:08 Building a Brand in Audio
31:07 The Role of Distribution in Audio
34:08 The Future of Audio Technology
36:57 Sales Strategies in the Modern Market
42:41 Navigating Sales Dynamics
45:06 The Role of People in Sales
48:09 Technology and Product Performance
50:19 The Evolution of Audio Technology
55:07 Global vs. Local Market Strategies
01:11:09 Collaborative Dynamics in the Industry
01:12:18 Global Expansion and Brand Integration
01:13:21 The Future of Professional Audio
01:15:22 AI's Role in Audio and Lighting
01:22:41 Mentorship and Career Growth
01:29:42 Navigating Industry Trends and Innovations
01:35:02 Embracing Change and Future Possibilities
01:41:49 Geezers Outro Video.mp4
James Oliver
VP Strategic Partnerships
Juno nominated recoding artist that found my way into the live sound manufacturing world.
Started my career at Adamson Systems engineering as a marketing manager and was promoted to Director of Marketing and Sales globally. Transformed the brand into a global player and one of five brands globally accepted in international riders.
Joined the ownership group with PK Sound and took on the roll of Chief Strategy Officer. Lead a repositioning and reimagining of the brand that propelled significant global partnerships with companies like ACT Entertainment, now their exclusive distributor to the NA market.
Joined ACT to build the live sound division, which now included Avid Live Sound product portfolio. ACT is quickly becoming recognized in three product categories including Lighting, Video, Sound and the infrastructure that connects them all together.
