Triggerhouse

AKG by HARMAN: Road to NAMM

Los Angeles, CA

Challenge

AKG and Cadillac wanted to prove that studio-quality sound belongs on the road as much as it does in the booth. The mission: launch AKG’s first new microphone line in over a decade, while connecting professional studio audio to the luxury in-car listening experience.

Approach

Trigger(House concepted and produced a three-day “Road to NAMM” experience that immersed musicians, producers, and media in the recording-to-road pipeline. The experience began at the iconic Andaz Hotel on Sunset Blvd., where curated hospitality, branded touchpoints, and custom AKG/Cadillac kits set the tone. Guests then headed to legendary Larrabee Studios for a branded panel featuring Grammy-winning producers, engineers, and partners from AKG, Cadillac, and Dolby Atmos. T(H sourced talent, built the environment, and produced a live recording session using only AKG’s new C Series microphones. In under 45 minutes, artists tracked, mixed, and played back a song inside a brand-new Cadillac, turning the legendary “car test” into the centerpiece of the experience. The night closed with a concepted multi-course dinner pairing music, wine, and cuisine into one immersive sensory experience.