At 14 years old, Alejandro Arena was already a DJ. Those were the first steps to be one of the protagonists of AV integration in Argentina today.
AVI Latin America
Alejandro Arena belongs to a generation of professionals who experienced first-hand the transformation of the audiovisual industry, from the analogue systems of the eighties to the current digital universe based on networks, software and technological integration.
As one of the heads of Soundtec, a company founded together with his brothers, he has participated for decades in the development of audiovisual projects and in the introduction of new technologies in the Argentine market. His track record reflects not only the evolution of the industry, but also the value of teamwork and long-term relationships within an ever-changing industry.
In conversation with AVI Latin America, he recalled that from a very young age he had a strong curiosity about technology and music, two worlds that over time would end up defining his professional career.
"My technical training began at the Pius IX Institute, where I graduated as an electronic technician. Later I continued my studies at the National Technological University (UTN). However, I always say that my true education was not only in the academic field, but mainly in practical experience, working and learning within the audiovisual industry," he said.
His beginnings in the AV, as a child
Alejandro Arena's link with the audiovisual industry was born in a very natural way. On the one hand, from electronics. During high school, he was fascinated by circuits, audio systems, and technical equipment. On the other hand, from music, although not from the artistic side, but from the technological side, how it is reproduced, how it is amplified and how it is controlled.
At the age of 14 he started as a disc jockey – as it was called at that time – in events organized at school and among groups of friends. That activity, which began almost as a game, was the first step towards a passion that over the years would become a profession and a business project.
"I started playing music at events and quickly began to integrate sound and lighting systems. At that time, video did not yet have the prominence it has today, but the concept of integrating different technologies was already present. There is also a very strong family component. My great-grandfather was the first to bring mechanical organs to Argentina more than 150 years ago, my grandmother's family was dedicated to the sale of musical instruments, and my mother Graciela is a piano teacher. That is, music and technology were always very present in my family environment," she said.
Soundtec, a family business
"In 1989, together with my brothers Gabriel and Javier, we decided to transform that enthusiasm for technology applied to events into a formal company, which we call Soundtec. A few years later, our father, Sebastián Arena, joined the company, bringing all his experience in industrial assemblies and organization of complex technical projects. That combination of youth, passion and experience was key to consolidating the company's growth," he said.
In its beginnings, it was a company initially dedicated to technological services for events. His first major client was the National Atomic Energy Commission, a huge challenge for such a young company. Over the years, Soundtec's activity has evolved. Initially it was focused on services for events, then migrated towards the sale of equipment and the integration of technologies, which was the beginning of a path that, over time, led them to participate in increasingly complex projects within the industry, and in a more recent stage towards the representation and distribution of international brands within the audiovisual market.
"My work days usually start early, often reviewing agendas, projects and communications before I even get to the office. Within Soundtec my main responsibility is linked to the commercial area. This includes the development of business strategies, project analysis, customer relations and the strengthening of links with both local and international manufacturers and suppliers. Another very important aspect is the work with the internal team. I accompany the decision-making so that they can do it safely."
Today Soundtec is a company with a presence in high-level audiovisual projects in Argentina and other countries, and with permanent links with manufacturers and international partners in the industry.
"I must also say that when I talk about my professional career I cannot do it in isolation, because it was always linked to working together with my brothers Gabriel and Javier, and later with Sebastián, our father. From the beginning we worked side by side as a team, and that way of working as a family has been one of the keys to the development of Soundtec," he said.
Alejandro Arena mentioned that there was a very particular stage of the company's beginnings which today causes them a lot of fun. When they started Soundtec, they were extremely young. He was under 20 years old, and every time they visited a supplier or prospective customer, the first challenge was getting them to take them seriously.
"Many times they looked at us with a certain distrust, thinking that we were little more than kids enthusiastic about technology. Another memory is that our first store was a tiny space, less than 30 square meters. In that place we had managed to accommodate a showroom, two offices and a small warehouse. It was almost an exercise in logistics engineering: if two customers came in at the same time, someone had to move so that everyone could pass," he recalled.
He added, "But even in that cramped space, we understood something that is still part of our DNA: customers value being able to see, hear, and experience technology at work. That is why we are always committed to having an active and connected showroom. Over time that small place became a consolidated company, but we still remember those early years with great affection... And also with a lot of humor."
The industry's vision
For Alejandro Arena, the audiovisual industry is experiencing one of the moments of greatest transformation in its history. "Today we see an increasingly strong convergence between audio, video, automation, networking and software. Audiovisual systems are no longer isolated solutions and are becoming integrated technological platforms within buildings, companies and public spaces".
He added that in Latin America the potential for growth is very great. This is because more and more organizations understand that audiovisual communication is a strategic tool for education, business, entertainment, and user experiences.
"In Argentina in particular, the market has evolved a lot in recent decades. When we started in the 80s everything was completely analogue, the cables were much thicker, the controls were manual and there was practically no compatibility or integration between the different systems. Over time, the industry evolved towards digital and today we are talking about IP systems, intelligent control, streaming, video collaboration and immersive experiences," he explained.
He also believes that the future of the industry will be marked by three key factors: technology integration, software and user experience. In this context, he indicated, companies such as Soundtec have the opportunity to add value by representing top-level international brands and accompanying customers, distributors and integrators with technical support, market knowledge and proximity in the development of their projects.
Family and hobbies
His family is a fundamental pillar in his life. He is married to Mariela, with whom he has been together for 35 years. She was by his side almost from the beginning of this project and accompanied him in all the challenges he had to face throughout his professional career.
About his family, he commented that "We have two children: Santiago, who is in his last year of university and also has his own computer company, and Agustina, who is also in the final stage of her university career and develops part-time tasks at Soundtec. In my free time I really enjoy listening to music, watching movies and traveling. Traveling is something that I especially value because it allows me to get to know cultures, people and new ideas, something that also nourishes my professional activity a lot."
In addition, she enjoys getting together with family and friends, moments that she especially values. He is also deeply interested in everything related to business, technological innovation and the evolution of the audiovisual industry. He always tries to keep studying, researching and learning about market trends and new technologies.
Alejandro Arena concluded that "Entrepreneurship is starting with very little and enormous conviction. If there is one thing we have learned in these years, it is that perseverance is usually more important than talent. After so many years in this industry, I still think the same as at the beginning: technology is constantly changing, but companies are built with people, with trust and with teamwork."
