Kara Gouveia, is the Marketing & Events Manager for Homemation, dedicated distributors for what she deems some of the most exclusive and extraordinary audio visual and home automation products in the world. From Klipsch to Bowers & Wilkins, Polk to Denon. Homemation brings in remarkable sound equipment but also unique home automation products, making it quite the manly work environment. Kara however stands out as one of the ‘decibelles’, or women in sound, on the pulse, literally of music and equipment trends in products, brands, and of synergy between form and elegance, and function.
How did you come to work in sound/music/audio-visual and tech?
I have always been in love with music and good sound. From a young age I used to have massive speakers plugged into my radio/ CD player and used to pump up the volume to energise me before the school day. So, when my brother (CEO for the leading audio visual and home automation company in Africa – Homemation) called me and asked me to take over the marketing department, it was a definite YES!
Describe your career so far.
I am the events and marketing/PR manager for Homemation – a dynamic distribution company that supplies premium audio visual, automation and other lifestyle products to the South African and Sub-Saharan markets. I started my career with a three month marketing internship at L’Oréal in the Professional hair division. It gave me the experience to apply modern business knowledge and innovative marketing tools to real-life cases.
I was asked to stay on at the company and experienced other divisions of the business which helped me grow my career. I’ve had experience in various industries – from the marketing of shopping malls to professional hair & beauty and now tech. I’ve loved the diversity and its taught me valuable lessons along the way
What do you love most about your work?
We work in such an innovative and ever-changing environment. I love learning about all the new tech and even better, experiencing it in our world class listening and cinema rooms, the only problem is you never want to listen to music or watch a movie any other way! Once you’ve heard this level of quality sound from our leading brands it’s hard to appreciate any other poor quality sound systems. We also work by the motto “work hard, play hard” which is important for me in a working environment.
Do you feel there is enough of a female voice in the industry that you work in?
It is definitely a male dominated industry, however, with tech being the way of the future, more and more women are becoming involved – not as much in the actual sales, but in the form of female bloggers and influencers who all take an active interest in audio and home automation.
Who are the women who have had a particularly positive influence on your life? Any women in your industry?
Definitely my Mom and my best friends. They always believe in me and make me strive to be the best version of myself.
Do you think your industry could benefit from more female presence?
Definitely – with woman being such an integral part of building a home and the interior design of it – I really feel it can greatly benefit the industry having more of a female voice.
Gone are the days where a massive floor standing speaker is just a black box – today it is a work of art and enhances the interior design of the room, whereas before you would do everything you could to hide it away for aesthetics.
What have been some of your career highlights?
Organising big launch events for our resellers with legendary musicians and DJ’s – to celebrate MUSIC and remember the core of what this industry is all about, this was especially poignant after COVID_19 and a move away from big events and celebrating sound and music, we are thrilled that music is back to being centre stage.
Who is your favourite female musician?
Madonna – she is a true legend – the queen of pop and has kept herself current through reinvention and versatility in music.
What was your favourite concert you’ve ever attended?
Linkin Park – the energy in the stadium was incredible and my husband even caught the drumsticks that were thrown into the crowd.
Do you have a favourite song lyric or quote?
“Be a warrior, not a worrier!”
What advice would you give your younger self/tips for your career/ what is your message to women this International Women’s Day?
“If the plan doesn’t work, change the plan, not the goal.”