In this interview, Grace Ryan, Marketing Manager at Headline Audio, shares how her team’s passion and decades of industry experience drive innovative marketing for top music brands like Nord and SSL. Discover how Headline Audio is redefining distribution with close retailer partnerships, exclusive support programmes, and standout artist stories. Read on to learn how they’re amplifying the in-store experience in a digital world.
Hi Grace! Can you please start by telling us a bit about your role at Headline Audio and how your background in marketing aligns with the company’s goals?
I’m the Marketing Manager at Headline Audio, a role I’ve recently taken on as part of this growing team. My background is rooted in Creative Marketing and Artist Relations, which I’ve worked on for over 20 years, predominantly in the music industry. This experience aligns perfectly with Headline Audio’s philosophy of being “all about the music.” When you join the team it really feels like we are not just distributors – we live and breathe the brands we represent. My role focuses on crafting creative strategies that highlight our brands, like Nord and Solid State Logic, for the UK & Irish market and ensuring that our retail partners have the support they need to thrive.
There is over 50 years of industry experience collectively within your team, how does this expertise shape your approach to marketing Headline Audio’s brands?
I think that number might have tripled recently! Our team’s experience is a huge asset, but what’s really important is how we use it. We’re not stuck in the past or relying on what used to work. Instead, we take all that knowledge and focus on what’s coming next. It helps us stay ahead of trends, adapt our marketing, and build real, lasting relationships with our retailers and brand partners. We’re always thinking about how to move forward and make sure our brands are leading the way, not just repeating the past.
Brick-and-mortar retailers play a key role in the MI industry. How does Headline Audio support these retailers, especially in an era where e-commerce is growing rapidly?
E -commerce is weaved into every part of our lives but that doesn’t mean you have to choose one or the other. We believe that when it’s done correctly, there is still a place for the in-store experience that you simply can’t replicate online, particularly for high-end brands like Nord and SSL. We work closely with retailers to enhance this in-store experience and offer initiatives to encourage customers to buy from their local retailer.
A good example of that is the 5 year Headline Audio warranty we recently introduced on Nord purchases in the UK & Ireland.
From your perspective as a marketing manager, what excites you most about Headline Audio’s future in the industry?
I’m excited about the way we’re redefining what a distributor can do. We don’t just drop products at a store’s door; we actively work to make sure our retailers and brands feel supported and that they succeed. We are particularly proud of how we’ve managed to grow Nord’s UK business by 20% in our first year. As we continue to develop, I’m excited to see how our close relationships with retailers can drive further growth and innovation in how these iconic brands are experienced by customers.
Is there a memorable experience or success story that stands out to you regarding how Headline Audio has helped a brand partner in their market?
There have been a few standout moments, and I’ve only been with the company since late summer! One that really stood out to me was during Taylor Swift’s recent Eras Tour, where she had nine Nord keyboards on stage. This wasn’t a sponsored partnership—just genuine artist preference. Midway through the European leg of the tour, her team was looking for a way to get the keyboards back to Sweden for servicing. Nord HQ suggested they send them to our service centre here in the UK, knowing we’d provide first-class support. And that’s exactly what we did!
A huge thank you to Grace for her time and insight.
