Ahead of the 2025 NAMM Show, being held Jan 21–25 in Anaheim, CA, RAD Distribution has announced a new partnership with Music Tribe – the Philippines-based holding company that owns Behringer, Midas, TC Electronic, TC Helicon, and other brands – to expand distribution in the US.
In recent years, Music Tribe has focused its distribution efforts on online retail ‘super partners’, like Sweetwater & Amazon.
Industry watchers may have anticipated that a change was coming, though, because Behringer had announced plans to return to the NAMM Show this year. The NAMM Show is an industry event that’s designed to help music retailers and manufacturers connect, so Behringer’s return signaled interest in expanding distribution.
“This partnership ensures all retailers – big and small – can access Music Tribe’s innovative products,” said CEO Uli Behringer. With this collaboration, Music Tribe will now be making its products available to every retailer across the country.
In the last few years, Behringer has disrupted the synth market, introducing dozens of inexpensive synths, drum machines and Eurorack modules. Most musicians have not been able to try these instruments at local retailers, though, or to try gear from Music Tribe’s many other brands.
This barrier to purchase may be reduced by the fact that the majority of Behringer’s products are designed and marketed as affordable copies of well-known gear. The company’s plans for expanding distribution, though, should make it easier for musicians to ‘try before you buy’.
Will ‘bricks and mortar’ distribution expand the company’s focus beyond copying established products? Let us know what you think in the comments!
Interested dealers can contact RAD Distribution.
