Claudia Altamar is a Bogota native who has managed to be a leader in an industry traditionally managed by men. He shares his free time between family and music.
By AVI LATINOAMÉRICA
Taking advantage of the economic opening that in the 90's was lived in Colombia, Claudia Altamar and a partner formed Sonygraf Ltda, a company representing brands for the reproduction and recording of professional sound. After a little over 20 years, it has become one of the leading companies in the local AV industry.
Although in the early years they were dedicated to distributing and training in audio-related topics, it did not take long for the company to be dedicated to offering audiovisual integration services.
"In 1998, our company began the path of audiovisual integration and it is precisely the tenders with the State or with the private company, which force us to learn from the two technologies simultaneously. The companies of the year 2000 either knew about audio or we knew about video, but never both simultaneously. The need, the job opportunities, allowed us to integrate them and also complement our work with integration."
He added that at that time having professionals who could access this language and handle it fluently, was almost a titanic task. Electronic engineers left the faculties with very little knowledge towards the audiovisual subject and it was the training of manufacturers that managed to give a plus to companies like Sonygraf and thus offer the end user a robust solution in this matter.
"Even the faculties of Electronic Engineering look tangentially at this alternative in integration and only from the hand of the manufacturers, of the companies that today we debate our day to day as integrators, added to the demands and needs of the market, are those that manage in a country like ours, to give life to the audiovisual business".
Every day a new challenge
For 17 years Claudia Altamar dedicated her professional efforts to strengthen Sonygraf Ltda. But in 2007, for personal reasons and by common agreement between the partners of that time, a new company name called Sonygraf Integradores S.A. was born. In total, he has been working in both companies for 24 years.
He commented that every day he struggles to make new projects, although it is not an easy task. With his team he debates from the beginning of the day very early and until the fall of the afternoon, trying to travel an extra kilometer for his customers, give a good price and keep a good margin to continue growing, but the competition is getting stronger every day.
"The price is fundamental in Colombia. You have to leave in the hands of your customers, to build solid and lasting business relationships over time, a good price, the configuration of a good system and a number of added values that constitute the differential factor before your aggressive competition. Every day in our company is like being born in the face of a new challenge."
One of those struggles he mentions is facing tenders. He recalled that in many cases not only must experience, capacity and knowledge be demonstrated, but also a step back must be taken at the right time because the parameters close the oxygen valve and only large capitals qualify for the final supply.
AV grows in Colombia
The years she has been in the audiovisual industry have allowed Claudia Altamar to identify which are the segments that actulmente mark the growth in the region and the integration of audio, video, automation, professional lighting and other technological languages.
"I think the audiovisual industry has grown in recent years. Colombia has been strong in the educational field, has more than 113 universities and countless colleges and schools, where increasingly innovative equipment is implemented day by day; audiovisual options linked to the theme of spectacle, are increasingly used for companies that make events, shows or brand activations as is the case of rental companies and BTLs. We could say that we have business for a while, even so, the competition is strong and the responsibility is increasing every day."
In the particular case of Colombia, mentioned the directive of Sonigraf, it is projected as one of the most interesting countries at the level of growth and as one of the most stable economies in South America, that is why foreigners invest in the country, every day new companies with foreign capital arrive.
"This is apparently good, but it's also a double-edged sword. Internally the consumer is not as fast in their decisions as many pretend and in the face of more competition, fewer opportunities. However, this makes the game more interesting and forces you to give yes or yes, a plus to your company, either for the service issue, in your way of doing things or for the advantages you offer when they negotiate with you. "
Tribute to women
For Claudia Altamar, the day is not enough for her. In a case like hers, she must not only do her best within the organization, to keep internal processes organized, but it is unconditional support for the people who work with her in the commercial area. The high traffic on the streets reduces your time to few visits in the week and when each of your days ends, you should arrive with a jovial and friendly face, to share some time in the privacy of home.
He has a teenage daughter to whom he owes his best time and a family for whom he is his support and breadwinner. That is the radiography of many women, who are gaining more and more space in the industry, which has been purely male, not only in Colombia, but also internationally.
"I allow myself to pay tribute to many women who today are the protagonists of commercial activity within the audiovisual industry, or those who occupy important positions within entities that today are definitive for the acquisition of these technologies, as well as there are in the subject of content design, to which they are entrepreneurs and at the same time important pillars for their family nucleus".
Singer and announcer
The manager of Sonigraf grew up in a traditional home, in a family surrounded by a lot of talent at the musical level. After finishing her basic education at a women's school, she decided to study Social Communication and Journalism at the Externado de Colombia University. In addition, she completed a Master's Degree in Adult Education with the University of Sherbrook, Canada, at a distance and a Diploma in Strategic Communication and Social Marketing at the Externado de Colombia University.
"The student years passed between the classrooms, the professional sound recording studios and the stages for show, because I was for an important time, just over 15 years, the sung voice, sometimes soloist and sometimes in group, for an infinity of commercials for my country. I complemented this with the voice-over activity, because to strengthen my career as a journalist, I wanted to professionalize my voice, not only from the point of view of vocal music, but also vocal speakers."
To continue the musical tradition of the family, he joined groups such as Blanco y Negro between 1977 and 1984, with whom he had the opportunity to represent Colombia at the International Folkloric Festival in Miami and at the OTI Song Festival, held in 1982 in Lima, Peru. "Throughout my musical career I received different recognitions. Today, I continue to develop this activity with the Vox Populi Clasicos Group, specialized in vocal music of the 70s and 80s. It is something that amuses me a lot, because I live with intensity, each staging and I enjoy to the maximum the harmonic and vocal games of Vox Populi".
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