The Great Witchdoctor Q&A: Jason Parmenter

From his listening room above the wild West waves of Muriwai, Jason Parmenter has a different take on high-end hi-fi, drawing inspiration from the many outdoor music festivals he has attended over the years. Witchdoctor asks the Parmenter Sound owner to explain himself.

Feature image (top of page): Jason at the Adelphi Centre in Singapore, 2023, in the Audio Note, AirTight Avantgarde Acoustic dealers’ show room; Above image: Jason’s Fat Boy horn

Wherever you look in Aotearoa, you find boutique high-end hi-fi importers, agents and distributors, all with their own spin on sound. For 25 years, Jason Parmenter has worked closely with the international brands he likes the best to bring them to Kiwi ears. In contrast to hi-fi stores, Jason’s methodology is personal. It’s not just selling boxes, but about nourishing the enthusiasms of music fans with his small but perfectly formed selection of products/brands. We thought it was time for Jason to tell us his story.

Witchdoctor – Would you be able to give Witchdoctor readers an insight into how and when you came to be an appreciator of hi-fi and, ultimately, a boutique importer and retailer of gear, and is there a “before and after hi-fi” Jason Parmenter, career-wise?

Jason – In the late 1990s, after a decade working in the building and landscaping industries, I began exploring a career aligned with my passion for high-end audio. By 1997, I had assembled a reference-quality audio system featuring components from Martin Logan, Tannoy, Plinius, Bryston, Conrad Johnson, and Denon. This hobby soon evolved into a professional pursuit after conversations with fellow enthusiast Robert McAdam of Sound Creations. Inspired by a desire to bring exceptional sound to others, I contacted Peter Qvortrup of Audio Note UK and became the New Zealand distributor for their Single Ended Triode amplifiers and loudspeakers, marking the beginning of Parmenter Sound. To complement these low-powered amplifiers, I sought out high-sensitivity horn speakers and partnered with Holger Fromme of Avantgarde Acoustic, further expanding the range and capability of the systems I offered.

Witchdoctor – You’ve made quite a name for yourself for having a select range of premium gear and taking a very different approach to retailing. What made you decide to base your business in Muriwai rather than have a conventional storefront?

Jason – In 2000, after a spontaneous visit to an open home following a day of surfing, we moved from Mt Eden to Muriwai Beach, a decision that shaped the next chapter of Parmenter Sound. I had always envisioned working from home rather than operating a conventional storefront, and the peaceful, remote setting of Muriwai aligned with that vision. However, without the regular foot traffic of a typical retail space, I had to rethink how to promote Parmenter Sound. This challenge pushed me to develop more personal, experience-driven methods of connecting with clients and showcasing the unique performance of the high-end audio equipment I represented.

Witchdoctor – What do you think separates you from all the other importers/distributors of hi-fi gear in NZ? Is it the fact that you’re a fan of live music first and foremost, and that your quest is to get as close to replicating the experiential, impactful qualities of live music in a home listening environment?

Jason – My vision for Parmenter Sound was to build a high-end audio business that offered some of the world’s finest bespoke audio products; carefully selected pieces I was truly passionate about. I believed that there were others like me who valued exceptional sound quality and would appreciate the performance and craftsmanship of these systems. Rather than focusing on mainstream retail, my aim was to create a personal, curated experience for like-minded music lovers seeking something truly special in high-end audio.

I’ve always had a deep love for live outdoor music events and small festivals, where the energy, variety of performers, and beautiful natural surroundings create an unforgettable experience, free from the limitations of traditional auditorium acoustics. Some of my favourite festivals over the years have included Soundsplash in Raglan, Splore, Parihaka, WOMAD in Taranaki, Prana Festival in the Coromandel, NZ Spirit Festival in Waimauku, and Earth Beat Festival. Attending these events inspired a personal mission: to recreate the emotional impact and immersive energy of live music in a home audio environment. This goal has driven my passion for building and curating high-end sound systems that capture the depth, dynamics, and soul of live performance.

Parmenter Sound studio room with the Parmenter Fat Boy loudspeakers being powered by the Pass Labs XA160.8 mono block amplifier and the Jena Labs Sequoia power conditioner

Witchdoctor – Can you tell us a little of the story behind your famous Fat Boy speakers? We were lucky enough to hear these while working for TONE magazine many years ago, and they made quite an impression!

Jason – In 2005, I designed and built the Parmenter Fat Boy loudspeakers with the goal of recreating the scale and emotional impact of a live music event, refined to suit the acoustic space of my home music studio. After extensive research into horn speaker design and high-performance compression drivers, I selected components from TAD and JBL for their exceptional clarity and dynamic range. To achieve powerful yet articulate bass, I based the design around the Onken bass cabinet, which proved ideal for integrating with the horn-loaded midrange and high frequencies. The Fat Boys were engineered to run either actively or passively, but ultimately, I preferred the more relaxed and musically cohesive sound of the passive configuration. I designed two passive crossovers for the system, with the ultimate version featuring premium components from Duelund Coherent Audio, including cast copper capacitors, inductors, and silver resistors, delivering a richly textured and highly expressive sound signature.

Parmenter Sound studio with the Destination Audio Nika horn speakers matched with the AirTight ATM-2211 SET mono blocks and the AirTight ATM-1E stereo amplifier

Witchdoctor – Do you have a particular philosophy you apply in selecting the gear you choose to offer for sale in NZ? I guess as a general rule of thumb, you prefer horn-loaded speakers and valve amplification?

Jason – My design philosophy in selecting audio components has always been rooted in the integrity of the design itself, followed closely by the people behind it. I seek out bespoke, handcrafted audio products created by passionate designers who are, above all, music lovers. These are individuals who pour their heart and deep understanding of music into every detail of their work. Horn speakers, in particular, resonate with me as a music transducer. They are my favourite. Their design allows music to flow with a natural ease and immediacy, much like a real instrument, capturing the energy and emotion of live performance in a way that few other speaker types can.

Witchdoctor – Which brands and models are you most enamoured with at the moment?

Jason – I have a deep appreciation for all the brands featured on the Parmenter Sound website, each one chosen for its exceptional craftsmanship, sonic performance, and the passion of its creators. Rather than offering one-size-fits-all solutions, I take a tailored approach, designing bespoke sound systems for each client based on their individual preferences and listening environment. Drawing from this carefully curated selection of high-end audio brands, I craft systems that deliver a deeply personal and emotionally engaging listening experience.

Parmenter Fat Boy passive crossover using the Duelund cast copper capacitors Inductors and silver resisters

Witchdoctor – Why should prospective high-end hi-fi owners come to you for their gear rather than a typical store?

Jason – I specialise in the high end of the audio market, focusing on bespoke audio products from manufacturers whose work I have personally selected for their outstanding design and sonic excellence. My approach is highly personalised. I offer one-on-one consultations, in-depth system assessments, and private audio demonstrations to help clients discover what will truly work best for their unique space and musical preferences. Every recommendation is based on years of hands-on experience and a genuine passion for high-fidelity sound, with the goal of creating systems that deliver a truly immersive and emotionally compelling listening experience.

Jason’s lounge sound system with Emm Labs DA2i Dac/Streamer, Benchmark LA4 preamplifier & Benchmark AHB2 amplifiers in mono setting matched with my JBL 4367 horn speakers

Witchdoctor – It would probably be fair to say that the kind of gear you sell doesn’t come cheap, so it relies on punters who have fairly deep pockets. In your opinion, is it possible to get great sound without spending a bundle? And is it inevitable that the really good gear will always be out of reach for most? (Personally, I think the government should give everyone a “hi-fi” allowance, but in a world where even water and electricity aren’t a given…)

Jason – I firmly believe that it’s possible to build an ultimate sound system without getting caught up in the excessive pricing often seen in today’s high-end hi-fi market. At Parmenter Sound, I offer carefully selected products from audio manufacturers that provide exceptional performance and value; components you can build an incredible system around. Achieving this, however, requires trust, a clear goal, and thoughtful planning. One area where I consistently help clients save is in audio cables. While important, I believe resources are better invested in core components like loudspeakers, amplifiers, and source equipment, where the sonic returns are far greater.

The PBN Audio M2!5 horn speakers in the Parmenter Sound studio.

Witchdoctor – What kind of music do you find yourself playing most often through your system/s? Any favourite recordings?

Jason – I play music here every day from dawn to dusk. It’s an essential part of my daily rhythm and the heart of what I do. Lately, I’ve been enjoying the Tidal music library for its exceptional sound quality and the ease of discovering new artists. My current favourites lean toward more relaxing and soulful genres, including artists like TEEKS and Miten. I still have a deep love for soul, blues, dub reggae and ska, as well as ambient electronic music from artists like Pitch Black, Liquid Bloom, and Kalya Scintilla. I’m also drawn to roots-driven sounds like the American Appalachian folk group Rising Appalachia. This wide spectrum of music continues to inspire how I shape and refine the listening experience for myself and my clients.