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Microphone Month 3

Meet Alex Morales

Alex Morales

Name: Alex Morales
Position at Sweetwater: Sales Engineer
Start date: June 2009
Education: Berklee College of Music in Boston. I earned a bachelor’s degree in both music synthesis and music business/management.
Where are you from originally? Lima, Peru
Your occupation before coming to Sweetwater: Studio owner
Why did you first apply for a job at Sweetwater? Are you kidding? Have you seen this place?
Foreign languages: Spanish
Technical strengths:DAWs, high-end studio gear, signal flow and system design, drums, DJ equipment, synthesizers
Favorite music-related website:Pandora.com
Instruments you play: Drums, percussion, turntables, synthesizers, and drum machines. I’m a total guitar hack, but I’m getting there.
Gear you own: Avid Pro Tools; Apple Mac Mini server; Apogee Symphony I/O; Focal Twin6 Be, CMS SUB; Yamaha NS10; Avantone MixCubes; Dangerous Monitor ST; Vintech 473; Universal Audio 2-610; Dave Hill Europa 1 (2); 20 studio mics; Pearl Masters drum set; Zildjian cymbals (14); lots of percussion instruments; Jackson Slat 3-6; EVH 5150; Mesa Recto 4 x 12 cab; Native Instruments Maschine, Komplete, Traktor DJ; Propellerhead Reason; Rob Papen, iZotope, Waves, Universal Audio, and Sonnox plug-ins.
Family info: Wife of 6 years, Lili, and a 5-month-old son, Joaquin.
Other stuff we should know about you: I’m a golf nut. My goal for 2013 is to be a six handicap.
Favorite magazine: Sound on Sound, Tape Op
Real-life hero: My parents. Both are cancer survivors.
Guilty pleasure of choice: Traveling. My favorite cities I’ve been to are Buenos Aires, Paris, London, and New York City. I really want to go to Italy, Greece, Brazil, and Puerto Rico.
How would your boss describe you? Driven
How would your best friend describe you?Like a brother
What did you dream about doing for a living when you were growing up? I wanted to own a drum shop.
Describe the most dramatic situation in which you provided the Sweetwater Difference for a customer: I’ve done it all: shipped out my personal iLok for free, talked down a customs agent who was trying to rip off a customer, and even created system diagrams from a hospital room.
What in your background prepared you most to help your customers with their audio needs? Working in the studio and doing FOH, you learn quickly that you’re there as a support person for the artist, not the other way around. It’s the exact same thing in sales.
What do you enjoy most about being part of the Sweetwater team? Taking over the world, one Mbox at a time.
What is the most important thing you’ve learned at Sweetwater? Everything is about the customer.

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