ROE Visual is increasingly creating video products that are grabbing the attention of big concert tour designers among others in the live event world. When preparing for the current Jason Aldean “We Were Here” tour, for example, designer Mike Swinford says he “wanted something a little different.” Part of that puzzle was found in creating four LED tile configurations shaped like diamonds, and to make them he used Roe’s Hybrid-15, equal parts LED video display and spotlight, released just last year. They are wowing audiences everywhere, with four configurations flanking the big center video screen.
Another new product catching the eyes of touring professionals is the new Vanish 25, a LED curtain that boasts a 51 percent transparency. It is getting raves not only for its looks but because the tiles are ultra light and the installation and maintenance on them is unusually easy. (Just ask Upstaging — they just made a major purchase of them.)
“Quality Over Price”
ROE is not the oldest video display company on the block, but they are certainly making themselves known. For all ROE Visual’s products, “Price is important, but we are never going to sacrifice quality for price,” says Frank Montero, managing director of ROE Visual US, Inc. “For ROE, it is about the quality and reliability. All the people involved with our company are industry people who know the challenges with load-ins and load-outs, and we always create products with the real-world applications of them in mind. Then once we provide a client with any of our products, we maintain close contact with them to make sure their ROE product is successful for them.” He adds that clients are impressed with their products even before they are turned on. “We package it in such a way that the customer notices the difference immediately.”
Montero claims the product that is getting considerable buzz is their Black OnyX video screen. “It has high quality components, and the way it is framed is really smart,” he explains. “The panels come together so easily for setup, we estimate it saves up to 35 percent in labor over other video screens. It’s engineered to be reliable and long-lasting — we don’t make cheap video screens.” The 20-pound panels feature a 3.47mm pixel pitch with a 5000:1 contrast for a clearer, more dynamic look. The OnyX doesn’t just make fans of the companies whose business it is to bring these screens to live events — there’s a YouTube video of Australian Open winner Serena Williams praising their Outdoor MC7 video screen use when it was used for the first time at this prestigious tennis match. Their Ultra 2016 ROE product was used on the main stage. Speaking of sports, they also had 2,000 panels at the 2015 U.S. Open golf championship in Washington State.
The Black OnyX’s popularity has led to the creation of the Black Pearl, which Montero says has a few changes from the OnyX that makes the price more competitive. It was introduced at the last LDI show and he reports it went over so well they are having trouble keeping it in stock. Also, they have several other newer products out, including an LED Block and a 1.2-meter LED strip. “We also have a new LED floor panel we just unveiled at the IES Show in Amsterdam that is called the Black Marble. It has anti-glare and anti-sleep features that make it especially popular.”
Company History
ROE was founded as Radiant Opto-Elec Technology Co., Ltd, by Jason Lu in 2006 in Shenzhen, China. “We started as an LED display manufacturer concentrated on creative stage products,” explains Steven Lee, marketing director.
In 2008, their LINX line was launched, starting with the P37 and P75. In 2009, their P25 LINX came out, followed by the P18 and P12 in ensuing years. “But since 2012, the company has been growing really fast, in large part because of the companies we’ve partnered with. That was also the year the product line expanded beyond LINX with a new series of LED panels, the MC series.”
In 2013, the company changed its name to ROE Visual. Lee adds that it was also that year that the Unilumin Group acquired 60 percent of ROE. Last year they acquired the rest of it, so today, ROE is a wholly owned subsidiary of the China-based LED maker.
Lee joined in May of 2014 after spending seven years working for another Chinese LED display manufacturer. As for Montero, he got into the business by “happy accident.” He was finishing college in the Los Angeles area, headed toward getting his FAA license when he got wind that Olesen Theatrical Lighting in Hollywood needed someone with an electronic background. This historic company, one of the first to develop searchlights, would hire Montero on the spot and suddenly he was cutting gels. “I took the calls no one else wanted, and would go over to Universal Theme Park to deliver the custom cut gels, and then I became involved with the creative development of almost every new ride,” he says. “I fell in love with it all and said goodbye to airplanes!” He would fast track a career at Olesen, eventually becoming a sales manager. After that, he held a series of executive positions at Martin Professional for 11 years, followed by a stint at A.C.T Lighting as a Clay Paky Product manager.
He moved on, working out of his home as a consultant, opening his own independent rep agency. In 2015, he started a conversation with ROE, and took on the role of managing director. “I knew of their products and reputation and the way their products are engineered,” he says. “They create high profile, quality products and have a team in place who really know the products.”
The company is based in Shenzhen with an office in Europe (Leek, The Netherlands) and the one Montero works out of in Southern California (Irvine). He has seven associates with him in that office, plus one working from a satellite office in Detroit. Plus they just released news they are building a new office in Burbank. “One thing that is important about ROE is we don’t go through a distributor, preferring to cooperate directly with our partners.”
A Unique Company
ROE is especially prolific in the car show area. For the 2016 North American International Auto Show (NAIAS), held in Detroit in January, they were involved with a number of clients for a total of 3,000 panels of their video products. And almost all the top-tiered production houses are carrying their products. “We are in a separate league and the more successful production companies that rent video tiles know it,” Montero says. “We have a reputation for quality products and great service, and in the long run, ROE is always the right choice.” Within two short years, the OnyX has already garnered four awards. An important part of ROE is their “URC” division — “You Are Creative,” a customized service that fills the needs of clients who need to make their stage and event unique. Since 2008, it’s been creating customized products by putting their R&D team directly to work for the client to meet their demand.
“ROE has a collective, creative and open mind, yet we’re extremely professional,” says Shenzhen-based Grace Kuo, overseas sales director. Prior to working for ROE, she worked for the Shenzhen Lamp company for four years in various capacities including sales manager and marketing manager. “Having worked at other companies in this industry, I see our products being superior in part because we understand the demand of the market. We are always talking and exchanging ideas with our clients like PRG, NEP, VER, LMG and others. The communication helps us to understand what is the right product for the customer’s needs. We always listen first, and then work to make it happen.”
Company Snapshot:
ROE Visual
- Headquarters: Shenzhen, China
- When Founded: 2006, as Radiant Opto-Elec Technology, by Jason Lu
- Now Owned By: Unilumin Group (www.unilumin.com)
- ROE America: ROE Visual US (Irvine, CA; Frank Montero, Managing Director)
- ROE Europe: ROE Visual Europe BV, Leek, The Netherlands
- Product Milestones: LINX P37, P75 (2008), LINX P25 (2009), LINX P18 (2010), LINX P12 (2011), MC Series (2012), Hybrid-18 (2013), Black OnyX (2014), Hybrid 15/15S, BO2, Black OnyX 3mm, Black Pearl, Vanish 25 (2015)
- More Info: www.roevisual.com
