At Definitive, we believe that every great piece of HiFi carries not only sound, but also the story of the people and vision behind it. That is why we’ve created The Definitive Q&A Series: Beyond the Music. In each conversation, we sit down with our Pillar brands to uncover what inspires them, what drives their pursuit of perfection, and how they continue to shape the future of listening. These are not just products — they are the expressions of mastery, artistry, and dedication that define the world’s finest audio.
And this year, as part of our 50th anniversary celebration, we are bringing everything we’ve got — together with our partners — for what will be our biggest and most ambitious event yet. Pillars of HiFi will be a rare chance to hear, learn, and connect with the legends shaping the sound we love.
Reserve your spot HERE
Let's head to one of Definitive's newest partners, someone who believes in preserving the quality of music to the fullest extent, we were pleased to interview Nuno Vitorino, Innuos Co-Founder and R&D Director.
On the Edge of Innovation
What’s the idea or product you’ve made that you know changes the game… the one that, when people hear it, they just stop talking and start listening?
We have been fortunate to have several of these moments throughout our product development. Every time we develop a flagship it’s been such a step forward. I remember changing a ZENith Mk3 for a STATEMENT for the first time in the middle of our open space oƯice with a pair of KEF LS50 Wireless speakers and everyone in the room immediately stopped working and came across to check what was happening because the sound was so much more engaging. We get the same now with NAZARÉ when comparing to the STATEMENT.
When you’re building something new, what’s the obsession? What’s the thing you can’t let go of until you solve it?
On each new iteration of a product, we try diƯerent technologies on diƯerent areas. When testing a new technology, if we listen to a track for a few seconds and cannot tell if it’s better (or worse) we go back and change it. Technologies may be interesting or cutting edge but, in the end, it’s about the music. You just know when you have hit the spot, it’s not a rational thing. And the best thing is that everyone else hears it too, that’s when we know where to stop. But until then, we keep on, tuning, adjusting or changing technologies altogether.
Roots & Origin Stories
Every company has a spark… a moment where it almost didn’t happen, but did. What was yours?
Both myself and Amelia were senior execs in multinational corporations, when in 2009 I developed a customized music server for our personal use and decided to try selling it on eBay. Managed to sell around 200 in about 6 months, just by sheer word of mouth - I knew then there was a whole new market ahead of us.
What’s a piece of your company’s DNA that’s been there since day one… and still shows up today?
There’s three elements that have been on our core to all our products since day one:
- They must sound good 2. They must be easy to use by someone who is not a tech geek 3. Supporting our customers is core for us
Why Definitive Matters
Do you remember the first time your gear ended up in a Definitive room? What did that feel like?
I remember the team telling me that Definitive had (finally!) tried the STATEMENT Next-Gen in their reference room and were impressed by the diƯerence it made on the sound as well as for its ease of use.
What is it about this partnership that actually means something to you… not just business, but the way people experience it?
Definitive is not just a place to buy gear. You ensure that your systems have synergy to provide what’s best for each customer and turn what can be a trip down the rabbit hole into an unforgettable customer experience.
The Human Side
What’s the funniest or weirdest thing you’ve ever seen someone do with your product? That was when one of our UK retail partners reached out because he had a customer that wanted to install one of our ZENith Mk3 in a car. None of our products are exactly designed to be in a car but because the ZENith Mk3 had no moving parts and the customer did have an inverter as well as a place to fit it in the boot of the car, well we told him to give it go. Once the ZENith got installed in the car and the customer had a listen, it never left the car…
If there was one fact about your company that would surprise people… the kind of thing they’d tell someone later… what would it be?
We’re almost 50 people now from 12 different nationalities!
Music That Moves You
One album… one artist… the moment you hit play, it all comes alive. Who is it?
One album that blew me away for the sheer sense of presence is Ella Fitzgerald’s Clap Hands, Here Comes Charlie!
What’s the record that’s the time machine for you… takes you right back the second it starts?
That will have to be Pink Floyd’s “Delicate Sound of Thunder”. I must have first played it when I was around 12 years old. My brother had just purchased his first hi-fi and bought the vinyl release. I spent countless nights listening to it and it’s still an album I listen time and again.
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Beyond the Music: A Definitive Q&A with Transparent