By Bruno de Lorimier
Hailing from the Greater Toronto Area or “GTA”, the megatropolis just north of the US Border, Sonic Artistry is a boutique high end audio retailer catering to music lovers. With two locations in the GTA, Roncesvalles/High Park in the heart of the city and just north in Aurora, they are an appointment only establishment. The owners, Jonathan Badov and Edgar Balian made it clear to me that their credo of ‘Artistry, Integrity, Music’ is their guiding force in serving their customer base. Ed and Jonathan met in University while studying Mechanical Engineering in the mid 80’s. Their lifelong friendship and business partnership was forged in their love of music and incessant record collecting. They are both avid collectors of British Progressive Rock and Folk music from the late 60’s through the 70’s. They have a deep collection of original pressings and more recent independently produced records. Their one goal— to dig out as much information from those tiny grooves as possible. Don’t get them started on their obsessive record cleaning and archiving process.
Both Ed and Jonathan are practicing professional engineers in Ontario. Their detailed and scientific approach to selecting products and the synergies that exist between them is at the heart of the customer experience. They both believe that products made by companies with deep engineering backgrounds and manufacturing capabilities that exist in solid science and not in the hair shirt arena are typically the ones that sound the best. Finding brands that are at the apex of sonic excellence is key to producing a coherent and visceral listening experience.
Not trying to be all things to all people, they remain resilient in the fact that the only person the hobby needs to make happy is the customer. Nothing else matters. It is their escape and transcendent journey. With many trails blazed to the top of the Sound Reproduction Mountain, they are happy to share with you their own successes and failures along the journey and route to musical harmony. They believe that utilizing the full line of Nordost products in their systems ensures that they can reproduce the best musical experience they can. Teamed with other heralded products such as darTZeel, Stenheim, TechDAS, SAT, Audio Technica, and Minus K. they are focused on the details that count; power, vibration and acoustics.
An individualized customer experience is the way they chose to work with their customers. Without interruptions, the appointment process allows customers to focus on the musical experience. Time is taken to understand what the customer is hearing and their needs. The atmosphere is controlled with a system that is known and set up much like the customers’ own home experience. In-home auditions are the next part of that journey. It is important, with a sizeable investment, to ensure the purchase is what they are looking for, and make sure the customer obtains the audio experience they want to live with.
In Jonathan’s own words “The most fulfilling parts of the experience are the friendships you make over the course of 25 yrs in the business and the exchange of music— learning about new music, new artists, different pressings. Everyone brings something new into the conversation that allows all of us to grow as music lovers, consumers and retailers. We could not have found a better hobby to grow as people, transport us, and make lasting friendships.”
The entire team at Nordost is very proud to count Sonic Artistry as one of our team members.