At NAB Show New York, audio leader Shure Incorporated plans to amplify its legacy of nearly 100 years of audio innovation and excellence. We spoke with Jason Waufle, manager of global strategic market development at Shure, for a sneak peek of the innovations and insights the company is bringing to this year’s Show.

As Shure nears its centennial, the company celebrates its legacy of excellence while leaning into a future-focused vision for audio in live production. From immersive capture to wireless advocacy and hybrid workflows, Shure is unveiling new tools and sharing its perspective on how innovation in sound is reshaping broadcast and live entertainment.

Meet Jason Waufle: Champion for Innovation and Spectrum Access

With deep expertise in RF coordination and spectrum policy, Waufle has supported major broadcast events, including the Super Bowl and the Grammy Awards. He’s also a frequent voice on NAB panels and industry forums, championing equitable access to wireless spectrum and advancing professional audio technology.

At the Show, Shure will spotlight three pillars of innovation driving the future of audio:

1. Immersive audio: Exploring how to deliver next-level sound experiences while keeping workflows simple for operators and seamless for audiences.
2. Remote and hybrid production: Addressing the growing demand for flexible audio workflows that move effortlessly between on-site and distributed environments.
3. Wireless audio: As co-founder of the Wireless Microphone Spectrum Alliance in Washington, D.C., Shure continues to champion the spectrum of access needs of broadcasters and live event professionals.

“It is not just about better gear. It is about creating the experiential environment for today’s productions. The DCA901 is an incredible tool that allows innovation to be unlocked for engineers, end users and audiences at home.”

Jason Waufle, Manager, Global Strategic Market Development, Shure Incorporated

Unlocking the Future of Experiential Capture

Shure recently announced the launch of the DCA901 Planar Array Microphone, a groundbreaking device that lays out the foundation for the future of experiential audio capture.

Designed as an experiential native capture device, the DCA901 integrates multiple microphones into a single source point, supporting everything from standard 5.1 mixes to fully immersive environments. Its intuitive remote control, simplified operation and field-ready efficiency make it ideal for productions that demand both technical precision and creative impact.

“It is not just about better gear,” Waufle said. “It is about creating the experiential environment for today’s productions. The DCA901 is an incredible tool that allows innovation to be unlocked for engineers, end users and audiences at home.”

Live Sports in Focus: Shure Takes the Stage

On Wednesday, Oct. 22, Scott Sullivan, the vice president of strategy and innovation at Shure, will join the panel discussion “Reimagining the Arena: Innovation at the Heart of Live Sports.”

Sullivan will discuss how Shure is reimagining the audio experience for live sports, offering insight into the research and engineering work behind the DCA901. He’ll also highlight how broadcast engineers and technicians are shaping its real-world use — and how Shure aims to remove technical hurdles while delivering immersive fan experiences.

“Scott has been instrumental in driving this within Shure,” Waufle said. “We believe the DCA901 is really going to be instrumental to create the experiential moments. Not only for the fan, but as I mentioned, for the engineer, technicians and broadcast crews that have to deliver that.”

Where to Find Shure at NAB Show New York:

Swing by Theater D (Booth #875) on Wednesday, Oct. 22, at 3:15 p.m. for the “Reimagining the Arena: Innovation at the Heart of Live Sports” panel.

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About Shure Incorporated

Founded in 1925 by Sidney N. Shure in Chicago, Illinois, Shure Incorporated is a global leader in audio technology, renowned for its innovative microphones, wireless systems and professional audio solutions. What began as a supplier of radio parts kits has evolved into a company that designs and manufactures a wide range of products, from microphones and mixers to headphones, earphones and personal monitoring systems used by audio professionals, broadcasters and performers worldwide.

Learn more at shure.com