Critically acclaimed with outstanding international reviews, and enjoyed by an enviable list of world respected artists, Red Witch Analog Ltd has gained a reputation for designing and manufacturing innovative floor effects pedals of the highest quality, renowned for their tone, functionality and artist usability.
Red Witch Analog Ltd (Red Witch) is entering an exciting new phase as it pursues an aggressive global growth strategy, driven by the invigoration of its distributor and dealer network, and supported by an innovative marketing programme.
Conceived in a garage in Paekakariki by Ben Fulton in 2003, Red Witch first came to international prominence in 2008 when Andy Summers from the Police used hand built Red Witch pedals on the Police Reunion tour.
In 2009 Branding and Marketing specialist, Geoff Matthews, invested in Red Witch, and after a careful competitor analysis, set Red Witch on a course of product development, to increase the intellectual property and value of the company by growing its pedal range from 4 to 17, with two more to be released in the next year.
Now with a full suite of guitar and bass floor effects pedals, the company is ready to focus on driving sales through the precise execution of a well researched and thought-out brand strategy.
Red Witch offers an opportunity to hold a unique investment in the fastest growing segment of the global music trades sector.
Red Witch is seeking to raise a minimum of NZ$368k in new share equity at a pre-money valuation of $2.66m discounted by 34% (17.32% of the company), with over-subscriptions up to $700k (28.49%), to fund the growth strategy.
The funds raised will be invested in rolling out the innovative marketing plan.
"This is an exciting period of transformation for Red Witch Analog, as the company moves from having product development at the core of the business, to brand strategy driving business strategy." - Geoff Matthews, Director.
"Red Witch is a quintessential New Zealand small business success story. A company that started out by a guy building things in his garage, which the world not only wants, but respects. Join with us by making an investment and help us build a great company do big things on the world stage." - David Jones, Chairman.
What is a guitar effects pedal?
Guitar effects pedals are floor based audio signal processors. Simply put – you plug a guitar in one end and an amplifier in the other and it changes the sound. When turned off, the sound passes through the pedal unaffected – when turned on the signal is electronically altered by the pedals' circuitry.
Hear The Police play live featuring the Red Witch Moon Phaser analog pedal
Andy used the Empress Chorus pedal exclusively for all his chorus needs on the Police reunion tour - here's a clip of the band performing "Can't stand losing you" - be sure to check out the sound at 3:10 - Andy turns on his Deluxe Moon phaser in tremophase mode... Can you feel the swirl?!
The Police - Can't Stand Losing You Live in Concert from Baseball Stadium Tokyo Dome 2008 Japan
Although Red Witch has never had the funding to pay artist endorsements, there are a number of A-list artists who are known to use Red Witch products.
David JonesChairman, Independent Director
David Jones LLB (Hons), CoP (Taxation) is an independent Director and Chairman of Red Witch Analog Ltd.
David is a principal of Auckland specialist commercial law firm Jones Young. His practice focuses on company law, the capital markets and finance. David is currently Chairman of the New Zealand Takeovers Panel.
Geoff Matthews, PGDipMark, CoP (Marketing Research Methodologies BCA Hons.), Fellow of the Chartered Institute of Marketing (UK), is one of New Zealand’s best marketers with a record of success in fast growth businesses, and has taken equity positions in a number of successful start-ups.
A major shareholder in Red Witch Analog Ltd, Geoff is a five-time winner of the TVNZ New Zealand Marketing Awards, and was voted a finalist in the ‘Marketer of the Year’ category in 2011, and in both 2012 and 2013 was a finalist in the Marketing Excellence Category, receiving a Merit Award in 2012.
Geoff has had extensive international marketing experience, acting as consultant, CEO and Director of various clients' companies either based overseas, or with global reach.
A passionate recreational guitarist, Geoff’s musical experience also includes Executive Producing Jan Hellriegel’s album All Grown Up, released in October 2009, and he co-wrote the single from that album ‘Under the Stars’.
Bob King is an Auckland businessman and entrepreneur who has founded, and owns a number of companies.
He purchased United Services Group Limited in 1981 and commenced an acquisition programme. In 1994 he purchased QSE Limited, the government owned property services arm, which made the UCS Group New Zealand’s largest private company in that industry.
Bob has represented New Zealand as a director on the WBSC (World Federation of Building Service Contractors) Board since 1980, being International President in 1994 and 2011, hosting international congresses in New Zealand.
He became involved in commercial property development in the early 2000s, and currently owns and manages several properties in Auckland. Other financial interests include rental properties in Fiji and Queenstown, and substantial share holdings in several companies.
Damon WallerInternational Sales
After 12 years at Orange Music Electronic Company and 10 years as its managing director, Damon Waller stood down as MD in October 2014. Orange is a British amplifier manufacturing company famous since the sixties for its bright orange covering on its amplifiers and distinctive sound.
Red Witch was Damon's first International sales client after forming his own international sales consultancy. Damon has known Ben for 10 years and believed he could help Red Witch make immediate connections with distributors that aligned with Red Witch’s values. Damon's skills, knowledge and connections within the international music industry have already assisted Red Witch strengthen our global reach by partnering us with new distributors in Canada (EFKAY), Australia (AMI) and China (Parsons), and he is currently in negotiation with Croatia (Euro Unit), Spain (BOSCO) and Brazil (Royal Music).
Tracey NeilGeneral Manager
Tracey Neil (BCA Hons. in Information Systems) is an experienced Project and General Manager. She has managed and developed businesses and business systems across various industries including banking, hospitality, event management, salmon farming and tourism.
In her last position as General Manager for a Sporting Event company, Iconic Adventures Ltd, she transformed the business into one of New Zealand’s most successful event companies. When it was sold mid way through 2013 she was invited to become General Manager of Red Witch by the board.
Her business experience is backed up by a sound academic career, which saw her lecture Project Management at Masters Level at Victoria University of Wellington.
Ben FultonFounder, Director, and Designer
Ben studied at the Wellington Conservatorium of Music, founded the Guitar Teaching Centre in Wellington, and opened Seven Music Group, a management service for bands.
Ben concluded all teaching and other business commitments in 2003 and founded Red Witch Analog Ltd.
He has had a successful career working as a guitar player for a number of major New Zealand acts including Jan Hellreigel and Ahoribuzz – both in a touring and recording guitarist capacity. Ben cites regular playing as being an integral component of his pedal design process.
Ben has personally designed all of the Red Witch Products and was awarded “Pedal Maker of the Year” in 2011 by popular US online pedal resource What's that Dude Play (WTDP).