Zildjian
Reinventing drumming for the digital age
Zildjian, the oldest manufacturer of musical instruments in the world, recognised the music industry’s shift towards digital creation. To stay relevant, they launched their Zildjian ALCHEM-E® sub-brand, aiming to make drumming accessible to new generations while preserving its art in the digital era.
We partnered with Zildjian to design and develop an electronic drum kit and the Zildjian ALCHEM-E® Perfect Tune® Over Ear Headphones, helping to establish their credibility in the competitive technology space.
Tackling a new market
Zildjian faced a steep learning curve entering the consumer electronics space. They needed to create headphones that stood out in a commoditised market while addressing the specific needs of drummers and musicians. Traditional Active Noise Cancellation (ANC) failed in high-volume drumming environments, causing distortion. Additionally, Zildjian sought to deliver personalised audio experiences and ensure durability for active use, all while maintaining their premium brand heritage. Building an internal team would be costly and slow, so they turned to us for a swift, innovative solution.
Designing with musicians in mind
We collaborated closely with Zildjian’s in-house musicians to design headphones tailored for drummers. Our design experts guided the development of a custom ANC algorithm with an external partner, introducing two modes: a 50 percent “play-along” mode to balance drum sounds with music and a 100 percent mode for full isolation, overcoming distortion challenges.
To create a personalised experience, we advised a companion app with an audiology partner to add EQ filters based on users’ hearing profiles, ensuring an optimal listening experience. Usability features, like a large, knurled control knob, enabled easy adjustments during performances.
To address perspiration and movement challenges, we designed removable, sweat-resistant pads and a secure, lightweight fit. Drawing on Zildjian’s Turkish heritage, we crafted a design inspired by early headphones and Islamic calligraphy, with radial patterns and gold accents echoing their iconic cymbals. While these headphones work wirelessly via Bluetooth, the latency of the technology makes performing difficult. To address this limitation of most wireless headphones, we integrated an ⅛ inch audio jack, which drapes the cable behind the musician’s ear, allowing them to perform with no latency.
We combined design, engineering, and manufacturing expertise to produce mock-ups to ensure durability and intentional touchpoints, delivering a premium yet approachable aesthetic.
We led the industrial design and provided hands-on guidance to the contract manufacturer’s engineering team – reviewing, overseeing, and approving their work to ensure the final product met Zildjian’s expectations. We constantly pushed to achieve the quality needed for a premium market.”
Transforming sound and brand
The Zildjian ALCHEM-E® headphones launched in January 2024, earning praise from musicians, distributors, and customers for their musician-first design. Drummers now have a tool to perform and enjoy music seamlessly, with personalised audio and robust performance in high-volume settings. The durable, sustainable design, with replaceable pads and extended product lifespan, aligns with Zildjian’s commitment to longevity.
The success of the Zildjian ALCHEM-E® headphones was recognised in multiple award wins, winning in the Product category at the 2024 Spark Awards and the Electronics category at the Good Design Awards 2024.
Our partnership has enabled Zildjian to test a new market without building an internal team, proving they could innovate to stay competitive and build on their 400-year legacy.
This project marked a major transformation for Zildjian, not just in the product itself, but in what it represented for our organisation. The team at PA Consulting brought a smart, collaborative, and deeply thoughtful approach that helped us evolve our 400-year-old brand from the analogue world into the digital era. This launch has extended our legacy in sound beyond percussionists to music lovers everywhere, and PA was an essential partner in making that happen.”
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