Shure Unveils This Is The Moment Campaign

Shure re-emphasised its focus on the theatre audience by unveiling the new campaign – This Is The Moment – along with other activities at the ABTT show in London.

In theatre production, there are hundreds of thousands of minutes that lead to that one moment when the curtain rises on a performance. Shure understands all the effort that goes into that one moment and has developed the “This Is The Moment” campaign to celebrate the tremendous behind-the-scenes efforts that make theatre productions possible.

Shure products have been used in some of the biggest theatre performances on stage including West End shows, Harry Potter, who use Axient Digital, including the ADX1M micro bodypack transmitter and War Horse, also using Axient Digital. Other touring shows including Shrek, Les Miserables, Book of Mormon and Waitresses are all using the flagship Axient Digital wireless system to provide clear and precise audio.

“Theatre shows are among the most demanding audio productions in the world. When that curtain opens and the first notes are sung, the audio must be flawless every time. We at Shure are proud to support theater professionals with technology that helps them put on their best possible performance.” Said Neil Shah, Global Marketing Director for Pro Audio at Shure.

 The campaign includes a website – – dedicated to large and small theaters which features:

Testimonials and Case Studies – The site provides examples of how theatres have overcome production challenges with the use of Shure equipment – hearing directly from actors/actresses, sound designers, directors and members of the technical team.

Audio Tips and Techniques – Shure experts and others in the theatre industry provide tips for how to maximize audio performance. For example, James Savage, Head of Sound at Chicago Shakespeare Theatre co-presents a webinar on “Microphone Techniques for Theatrical Productions.” There is also a new Theatre Audio Guide that can be downloaded from the site.

Product Overviews – Visitors will be able to find out what audio equipment might work best for them with the interactive section of the website that helps spec the ideal products.

The site also includes an interactive section that helps spec the ideal products. It includes overviews on products such as:


Designed to stand up to the toughest conditions, TwinPlex provides natural audio at both high and low frequency when professional vocal performance is a must. The new patent pending capsule technology offers best-in-class sound in an easy-to-conceal package, ideal for quick costume changes or discreetly placed under wardrobe with no impact on sound quality. Developed with input from leading audio professionals, TwinPlex supports the diverse needs of theatre, broadcast, film, and television to produce high-quality audio production with superior dependability.

TwinPlex consists of three lavaliers ideal for theatre (TL45, TL46, TL47) and an ultra-light, fully-adjustable headset microphone (TH53) in multiple colors with extensive accessories and options. The unique dual-diaphragm omnidirectional design yields extraordinary off-axis consistency and industry-leading low self-noise creating lifelike vocal clarity and warmth.

Axient Digital Wireless Systems

The most critical broadcasts and live events in the world rely on Axient Digital Wireless to provide maximum stability, control, and audio quality. To make sure we could meet the most demanding wireless needs, Axient Digital was developed with input from top audio professionals. Every feature has been stress-tested. Every detail fine-tuned. Designed to maximise stability, quality, control, and scalability, Axient Digital is engineered for the moments that command the highest degree of attention.

ADX1M Micro Bodypack Transmitter

ADX1M is an incredibly small, smooth bodypack with internal antenna for better concealment and more comfortable wear in theatre productions. It delivers impeccable audio quality and RF performance, and is equipped with ShowLink® remote control for real-time parameter adjustments and interference avoidance. The contoured form factor and lightweight PEI construction offer both comfort and heat resistance. This transmitter features wide tuning, High Density (HD) mode, encryption, and advanced rechargeability. Sealed switches and LEMO connector protect against moisture, while the OLED display provides excellent visibility in low-light environments.

Wireless Workbench 6

Wireless Workbench 6 allows users to remotely monitor and manage every piece of gear connected to the system without interrupting the production. Frequency calculation and analysis for supported devices allows coordination of the entire show from one application. The Timeline feature even tracks RF data for later review. Users can save parameter settings and quickly apply them for simpler device configuration. Remote connection to devices on multiple subnets, along with access control, ensures only the right users can operate on the network.

Additional resources will be added to the website regularly for customers to help navigate the latest in audio technology for theatre.