Who we are

Everyone says they love music. Yadda yadda. Who doesn't? Loving something doesn't qualify anyone to sell anything. Of course we love music. We worked our way through college selling hi-end audio before becoming some of the biggest customers in NYC, only to be disgusted at how we were treated once on the other side of the fence. Where was the store for us? Our friends? Our moms? Anyone under the age of 30? Anyone who knows how to use Yelp?

That store didn't exist in NYC, so we opened our own.

That store is Noho Sound.

We are absolutely committed to delivering the opposite experience of what you will find anywhere else. If music is inherently positive, so too should learning about the best way to reproduce it. You can buy a box from anyone, but if you want to work with people just like you, who listen to the same music, who still go out out, who want you to play whatever you like, who serve great wine, a mean single-malt and keep late hours, Noho Sound is your store.

We get it. And you will, too.

Oh yeah, we also hold live music and DJ events throughout the city, because there's no better way to appreciate the best hifi than to hear the real thing, preferably back-to-back. We do that too.

We can't wait to have you over.

- Alex, Ron & Chris


Alex Roy - Founder/CEO

Alex Roy is an occasional race car driver, angel investor, Editor-at-Large for Time, Inc./The Drive, co-host of /Drive on NBC Sports, Host of The Autonocast, executive producer of 32 Hours, 7 Minutes, and author of The Driver, which depicts his Cannonball Run record-setting drive from New York to LA in 31 hours & 4 minutes. Roy has set or broken dozens of endurance driving records. His rule? No music while driving at high speeds. Roy believes music is meant to be listened to, the way a movie is watched.

Why? Roy was a professional classical pianist who gave up his career after a hand injury suffered during a CiV tournament. Really. In 2015 Roy became the first investor in the Groupmuse live classical concert music series, and still serves on its board.

Roy was also Chairman of The Moth storytelling series from 2002-2007, and their office was located in the very showroom in which Noho Sound was born.

Roy has been buying and trading gear for 25+ years, and has owned literally everything, including Thiel, Conrad Johnson, Audio Research, Martin Logan, Wadia, Auralic, Bel Canto, Proac, Mirage, Focal & Well-Tempered. He loved it all until things went wrong. Legacy audio stores? Lazy snobs who can barely explain how their own products work, let alone fix them. Then he met Ron Kain.

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Ron Kain - President

Ron Kain is a sound engineer, record producer & video editor from NYC, which means he has no patience for b******t products, pseudo=science or excuses about why something doesn't sound right. He can talk audiophile gear all night, but most people just want great sound and don't want to be talked down to, which is how he became the #1 hi-end salesperson in the Northeast.

His time working with the Wu-Tang Clan & Alicia Keys taught him that audiophile-approved recordings are worthless to the average person, let alone the musicians recording and performing the music normal people actually listen to.

"That plinky-plonk crap they play in candle stores?" says Ron, "nobody cares how well it's recorded. Play me something real, or I'm out of there."

As software-based audio gear like streamers became popular, Ron's sales soared. Customers from the tech sector, and even former salesman like Alex Roy — all of whom consider themselves tech-savvy — gravitated to Ron because he was the only one who knew how anything worked, and didn't treat them like idiots.

Which is why Alex Roy & Chris Petranis asked him to be their partner, and become President of Noho Sound.

In the acoustically treated living room he built, Ron has a stack of Devialet he earned for having sold so much of it. "Some things sell themselves," he says, "no matter how it sounds." When asked how he sold so much, Kain had a pithy response. "I was the only guy who read the manuals. And not just in the store where I worked. And not just in New York City."

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Chris Petranis - Founder

Chris Petranis is a real estate developer, restaurateur & film producer, and Alex Roy's best friend since high school. He has been involved in some of NYC"s most popular restaurants, and he has three more opening in Miami, Los Angeles & Mykonos in 2018-2019.

His original passion is music, as his father passed on to him a love of Rebetiko, the traditional Greek music played on a Bouzouki, of which Chris has a large collection dating back to 1904.

A childhood spent with stringed instruments meant an obsession with great hifi stereo gear. His college job? Working with Roy at Stereo Exchange...until jumping over to the infamous Sound by Singer, where he worked alongside John Devore, who would later found Devore Fidelity, whose Stereophile Class A speakers we now carry.

"My life is simple," says Petranis, "family, food, film and music. Anything that glues these together, I pounce on it. Noho Sound is just the first step in bringing people closer together on a cultural, fundamental level. Who wants to sit in a room a listen alone? That's not what food is about. Why should music?"

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