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About ProCo/Meet the ProCo Team

About ProCo Sound

ProCo Sound is a Michigan-based Corporation founded by Charlie Wicks in 1974. ProCo builds audio interface products as simple as guitar and microphone cables to complex 256-channel digital snakes, in-ear monitor controllers and facility distribution systems.

ProCo sells through two industry-distinct channels: Musical Instrument Retailers and Sound Contractors. Their needs are so different (although some of the products are the same), that we have different divisions handling each channel – more to keep us sane than anything else.

ProCo sells only to the trades through a network of professional manufacturers’ representatives, not to individual end users. We are not interested in being the “biggest” anything. We are basically “plumbers” to the audio trades and provide 550 different products a day to service their needs. Our interests lie in the continual improvement of our services and products to our customers and their continued satisfaction with or performance.

ProCo serves the standard products market with a catalog of 1400 useful items, as well as custom offerings (that now number over 65,000 in our database).

Our population, by design, stays around 100. Growth has been consistent as our markets continue to grow and change. Limiting our staff forces us to improve our methods (both incrementally and with breakthrough products) enabling us to keep our costs low and customer prices fair and stable. Average cable prices have increased less than 1.4% a year since 1988.

Our Mission remains unchanged.


Our Mission

"To become our customers’ very best partner, by building a world class organization, through continual, rapid improvement in all that we do, and to share in the successes and failures of our efforts."

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Brad Graham
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