22live completes music venue installation with d&b audiotechnik at The Buttermarket Shrewsbury
6th October 2025
22live the UK’s next generation pro-audio service provider, has completed its first music venue project at The Buttermarket Shrewsbury, where a new d&b audiotechnik specification has now been installed.
22live was first established in 2022, and officially launched in January 2023 as a new pro-audio service provider initially offering sales and rental services to the touring and events markets. The newcomer company was established by 6 established industry directors with a combined experience in the marketplace of more than 100 years, so although this was 22live’s first installation project, it wasn’t a first attempt for the team!
Alex Penn, the company’s commercial director, previously managed a Sales and Systems Integration division at a major UK audio supplier, and so was no stranger to what it takes to deliver an installed system to a music venue. Penn comments “We set out with 22live to offer an alternative boutique service to rental and sales clients. We know what it takes from our previous experience to deliver and support installations long-term, and so we are respectful of the jobs that we take on in this area.. It is our intention to support clients looking for installed systems who require specialist live sound expertise and supply, but whom also have in house technical resources to manage systems ongoing. We know we can provide great service for installed projects to music venues, and educational establishments in particular where we can value add with our knowledge of networked systems, system design, infrastructure, and touring packaging as well as providing rider friendly brands. We then offer support to in-house technical teams to manage their systems long-term.”
Alex Penn, 22live Commercial Director
“We know we can provide great service for installed projects to music venues, and educational establishments in particular .”
22live was appointed as a d&b audiotechnik partner in 2023, following major investment into d&b’s SL-Series line arrays for the company’s rental inventory. Since then 22live has continued to develop its relationship with d&b and has established itself within the marketplace as a supplier of d&b audiotechnik products for sales, rental and installation. In August 22live supplied a d&b audiotechnik solution to BOA Creative, Digital & Performing Arts Academy in Birmingham, which is a mobile and flexible solution to deliver multiple room configurations within the Academy’s theatre/studio space.
This was shortly followed in September when The Buttermarket in Shrewsbury underwent a major sound system upgrade, again utilising d&b audiotechnik with integration by 22live. Carl Aitken The Buttermarket’s Technical Manager comments as to the reason behind his choice for both d&b and 22live; “From my own experience with d&b systems at various events around the UK, I knew the quality was outstanding. We’ve also hosted a number of artists at The Buttermarket who chose to bring in their own d&b systems, and from those experiences, it became clear that d&b was the best choice for our venue.”
Carl Aitken, The Buttermarket Technical Manager
“After researching 22live it was evident that they would be a great choice for us. An added bonus was the level of detail in the quote produced … It was clear that they had an excellent understanding of both the system they specified and the complex needs of our venue.”
Carl Aitken, The Buttermarket Technical Manager
After initial contact with both d&b and 22live a system design was put together comprising d&b VP for the main L/R system supported by YP to successfully cover a balcony neglected by the previous install, and d&b’s xS range of installation specific cabinets to cover the entire venue, powered by installation amplifiers including 40D and 5D. Aitken comments as to his reason for selecting 22live as integrator; “After researching 22live it was evident that they would be a great choice for us. An added bonus was the level of detail in the quote produced by Alex at 22live. It was clear that they had an excellent understanding of both the system they specified and the complex needs of our venue.”
Alongside the d&b loudspeaker system 22live also specified to provide an Allen and Heath Avantis FOH console with Dante card enabling a Dante network to be deployed across the venue, allowing for further integration of existing Dante enabled devices and additionally providing digital returns to the amplifiers. The FOH position in The Buttermarket is mobile and so a touring style FOH rack was also supplied which essentially acts as a Dante hub, and control rack with onboard PC for access and control of both d&b audiotechnik R1 and Dante controller. The control rack enables in-house technical staff to manage the system whether house techs are acting as engineer, system tech or both. Carl Aitken has had great success operating the Allen and Heath Avantis in the first few weeks since installation and comments; “The Avantis upgrade has meant I have been able to focus more on the creative side of mixing rather than dealing with the limitations of the previous FOH console”
The Dante network also allows for digital tie lines to be sent to the existing in-house Midas M32 which can also now be deployed as a Monitor console, without the need for expensive and cumbersome analogue infrastructure. The system also operates with analogue redundant fall-over, which also provides an analogue option if visiting consoles are not Dante enabled.
The installed system was integrated to the venue over a two week period. In week one 22live completed the new infrastructure works without removing the existing system in order that the venue could continue to operate over the weekend. The bulk of the works were then completed in a 5 day period in week two, to ensure The Buttermarket was able to open its doors on Friday September 5th for its first event utilising the new system which featured tribute act ‘Fleeting Rumours.’
L-R - Martin Hutt - Crew Boss, Chris Wilcock - Comissioning Tech, Claire - Venue Manager, Carl Aitken - Venue Tech Manager, Alex Penn - 22live Director
Carl Aitken, The Buttermarket Technical Manager
“Seamless from quote to completion, both d&b and 22live have provided us with a system that not only sounds fantastic but also future-proofs the venue and I couldn’t be happier with the results.”
Carl Aitken comments as to the experience of using 22live as the systems integrator for the project; “Seamless from quote to completion, both d&b and 22live have provided us with a system that not only sounds fantastic but also future-proofs the venue and I couldn’t be happier with the results. The system is an absolute joy to work with. The difference has been noticed by our regular customers too.” Here are a couple of quotes:
“It’s just overall a million times better… Sound is a lot clearer, I could hear each instrument with a lot more clarity. Guitar solo sounded fantastic!” – Tina Cartwright at Fleeting Rumours
“I’ve got to say, playing at The Buttermarket on Sunday was a total game-changer thanks to their brand new PA. Compared to the old system, the difference was like night and day. The clarity was absolutely insane you could literally feel the bass wrapping around the entire venue. It’s probably one of the best systems I’ve ever played through, both in terms of FOH sound and the monitor mix on stage. I genuinely can’t wait to get back on that stage and run another show through it d&b audiotechnik all way” - Ryan Evans, UK Country Artist
Looking Ahead with its new d&b audiotechnik system, The Buttermarket is now equipped to deliver world-class sound for artists and audiences alike. From legendary tribute acts to original performers, the venue is ready to provide an even more unforgettable live music experience for Shrewsbury and beyond.
Alex Penn, Commerical Director
We have a growing sales and technical team at 22live with a broad range of skills and knowledge, and our experience in installations, combined with our supplier relationships … means we are well positioned to cover more work in this area.. and we look forward to doing so.”
Alex Penn concluded “We are very pleased to have had the opportunity to work with The Buttermarket to provide this installed system. We have a growing sales and technical team at 22live with a broad range of skills and knowledge, and our experience in installations, combined with our supplier relationships which include d&b audiotechnik, Martin Audio, Allen and Heath, Yamaha, Solid State Logic, DPA Microphones, Shure and Sennheiser, means we are well positioned to cover more work in this area.. and we look forward to doing so.”
