Press information

Propellerhead Names Electric Factory as Its Exclusive Australian Distributor

Stockholm, Sweden, November 27, 2012 — Propellerhead Software announced today that it has selected Electric Factory of Melbourne as the exclusive distributor for Propellerhead products in Australia. Starting December 1, Electric Factory (ELFA) will provide marketing, sales and logistics to Propellerhead’s dealers and end-user customers throughout Australia.

“ELFA is delighted to be representing Propellerhead in Australia. We look forward to contributing to the ongoing success of Reason in the Australian market place.” says Mark Spies, ELFA’s Brand Manager for Propellerhead.

“We’re thrilled to have such a great partner as Electric Factory representing us in Australia,” says Timothy Self, Senior Vice President of Sales and Marketing of Propellerhead Software. “ELFA, with its knowledge, experience and infrastructure in the music instrument marketplace, will be a great ambassador to our Australian users.”

Dealers in Australia can begin placing orders with Electric Factory immediately. For more information please contact Electric Factory at: propellerhead@elfa.com.au or +61 (03) 9474 1000

About Electric Factory

Electric Factory Pty Ltd (ELFA), established in 1972, imports for distribution musical instruments and related equipment into the Australian market. Over its 40-year history, ELFA has proudly represented groundbreaking brands such as Sequential Circuits, Emagic (later became Apple Logic), Alesis, Emu and Ensonic. The company still represents outstanding brands such as Marshall, Nord, Alesis, Numark, Focusrite, CF Martin and many more.

Electric Factory Pty Ltd
188 Plenty Road
Preston Victoria 3072 Australia
www.elfa.com.au

About Propellerhead Software

Formed in 1994, Propellerhead Software is a privately owned company based in Stockholm, Sweden. Renowned for its musician-centric approach, Propellerhead has created some of the world’s most innovative music software applications, interfaces and technology standards. Musicians, producers and the media have praised Figure, Reason, ReCycle and ReBirth applications for being inspiring, great sounding and of impeccable quality. Technologies such as ReWire and the REX file format are de-facto industry standards, implemented in all major music software. Today, Propellerhead’s products are used all over the world by hundreds of thousands of professionals and enthusiasts for all kinds of music making. http://www.propellerheads.se

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