HomeNewsDirac adds executive leadership capabilities to leverage growing range of market opportunities

Dirac adds executive leadership capabilities to leverage growing range of market opportunities

January 15, 2021

Mathias Johansson and Peter Friedrichsen

Mathias Johansson and Peter Friedrichsen

Swedish digital audio pioneer Dirac today announced a realignment of its executive team to better position the company to take full advantage of a growing and expanding range of new business opportunities.  Effective immediately, Peter Friedrichsen joins the company as Chief Executive Officer following the decision by long-time CEO and co-founder Dr. Mathias Johansson to focus exclusively on new technologies and product development as Chief Product Officer.

Prior to Dr. Johansson’s 11-year tenure as CEO, he served as Dirac’s Chief Technology Officer, where he managed the development of the company’s core technologies and products that served as the bedrock of its growth since company inception. The realignment announced today effectively enables Dr. Johansson to return full time to his first love — technology and product.

“The consumer audio industry is at an inflection point, as audio evolves from a niche, secondary product feature to a core differentiator and enabling technology; headphones are becoming more sophisticated, home audio is proliferating, and new product categories such as hearables are emerging,” stated Dr. Johansson. “Peter’s deep experience in commercial intellectual asset strategy evolves our executive team’s expertise to ensure we’re ideally positioned to capture this momentum and maintain our leadership position in the audio industry for years to come.” 

Friedrichsen has previously served as CEO of myFC AB (publ), Bergenstråhle Group, TAC Svenska AB, and MaxMove Group, among others. He is a proven visionary leader of innovation-driven scale-ups with experience from a broad range of industries. He also has significant experience in the vehicle industry, with Scania, and licensing businesses, like Dirac, where he led the IP consultancy company Bergenstråhle & Partners to double-digit growth year-over-year.

“Dirac has a deep portfolio of IP and has spearheaded some of the industry’s most significant breakthroughs in audio, digital signal processing, and artificial intelligence; their body of work and contributions to the field of audio have quite literally shaped how the world experiences sound,” stated Friedrichsen. “Based on my experience in commercializing Intellectual Assets; Dirac, together with our strategic partners and customers, possesses a unique advantage in defining the future of audio both today and for years to come.”

The appointment of Friedrichsen comes off an impressive year for Dirac, where the company grew over 40% despite the global pandemic and established several notable new partnerships with brands such as BYD in the automotive space, ASUS in mobile and computing, and Klipsch in headphones.

Commenting on the new realignment, Johan Sedihn, Chairman of Dirac’s Board of Directors, noted that, “Under Mathias’ leadership as CEO, the company has grown by a factor of 24 and established itself as one of the most well-respected names in audio. Now, as Chief Product Officer, combined with Peter’s arrival as CEO, we’re ensuring that the company is well-positioned to continue to capitalize on the audio industry trends shaping the tech sector. Dirac’s best years undoubtedly lie ahead.”

About Dirac:
Dirac was founded to revolutionize the way the world hears. We are inventing the future of sound with superior experiences, for any content, device and space. For the many, not the few. Based in Sweden, Dirac optimizes digital audio, perfecting sound for better listening in any environment. The patented sound solution technology spans across mobile, gaming, Virtual Reality and Augmented Reality, headphones, streaming, automotive, residential and commercial AV, boosting whatever sound you’re listening to, wherever you’re listening. For professionals, Dirac produces the industry’s most powerful suite of audio tools for signal processing. Some of the world’s most respected brands bring the Dirac sound experience to their customers, including Rolls Royce, Volvo, Polestar, BMW, BYD, Harman, Datasat, NAD, ASUS and OPPO.

As well as headquarters in Uppsala, Sweden, Dirac has offices in Shenzhen, Beijing and Shanghai, China; a Research & Development facility in Copenhagen, Denmark; and representation in Germany, Japan, Korea, Taiwan, and USA.