Showco

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Showco is a sound equipment provider of touring sound reinforcement equipment and services to the concert touring industry, based in Dallas, Texas.

Showco was established in 1970 by Jack Maxson and Rusty Brutscheand, and is famous for helping to pioneer post Woodstock-era stadium rock shows by providing state-of-the-art sound equipment for famous acts such as Led Zeppelin, Three Dog Night and James Taylor.^[1]

According to Brutsche:

“

We were one of the first to realize the amount and scale of equipment that the major arena concerts required. Jack [Maxson] was a recording engineer and I was a musician. We learned that most public address systems were built for the amplification of a single announcer over crowd noise. The dynamics of live music and the power required to generate the sounds we hear at concerts today were almost unthinkable at that time.^[1]

”

With Showco equipment and services, the star performers could count on reliable and consistent sound reproduction at different venues. Showco introduced such features as mixing gear and stage monitors to aid the musicians. The equipment was also built to handle rugged touring schedules, outdoor weather conditions and quick assembly and disassembly.^[1]

Later forays into stage lighting led to the 1981 formation of sister company Vari-Lite, Inc.^[1]

The list of artists that Showco has provided equipment for is extensive, including Jesus Christ Superstar; Led Zeppelin; Three Dog Night; Mountain; Blood, Sweat & Tears; Lee Michaels, Grand Funk Railroad; the Osmonds; Rare Earth; Cat Stevens; David Cassidy; Little Feat; The Band; Wishbone Ash; Genesis; Eric Clapton; Leon Russell; James Taylor; Linda Ronstadt; Carole King; Jackson Browne; The Kinks; Commodores; Guess Who; Nazareth; The Average White Band; Black Oak Arkansas; Thin Lizzy; Golden Earring; Robert Palmer; The Moody Blues; Yoko Ono; REO Speedwagon; Ted Nugent; Uriah Heep; Willie Nelson; the Beach Boys; Lynyrd Skynyrd; Bad Company; Freddie King; Alice Cooper; Peter Gabriel; ZZ Top; Bee Gees; Wings; all the way through more current tours like Paul McCartney solo; the Rolling Stones; David Bowie; The Who; Prince; Julian Lennon; Bob Seger; Diana Ross; Janet Jackson; Reba McEntire; Vince Gill; Alan Jackson; Clint Black; George Michael; INXS; Phil Collins; Mick Jagger solo; Boston; Santana; Bon Jovi; Guns N' Roses; Britney Spears; 'N Sync; Ozzy Osbourne & Ozzfest; Korn; Limp Bizkit.^[2]