Here's FXDB's interview with Perry Attia of Levana Audio:
How did Levana Audio start?
The short version... At some point I realized that I'm not the best guitar player out there... but I still wanted to get my own sound signature! So after I build a few guitars and finished my degree in electronic engineering I started developing high quality stomp boxes. After a few years working for a hi-tech company I quit and Levana Audio became a full time audio company that develops and manufactures audio gear.
I have to say I was lucky to live in Tel Aviv... There is nothing you can not find here!! So because I develop my own gear and can get everything within a 2 block radius I never needed any help.
In July 2007 I teamed up with Studio Blue LLC and that was the only help we needed.
Levana Audio is named after my mom (Levana Attia) because she is good and strong as I like to think our product are too.
The logo represents a sound spectrum. I think it serves its purpose since all our products are build with a large band-width so they can capture the true essence of each instrument or player. We believe each person has a unique sound signature, and the Levana Audio products are built to keep it like that.
The logo signifies the transparency of the products to the nature of each musician.
Or as we like to say "you get what you play for".
What sets Levana Audio apart from other builders?
I think we share a thing or two with other companies, but if I must say...
- we use our own original boxes, built in our own factory (most builders use standard boxes)
- we do not use SMT parts (some do but we don't like it, SMT is good for computers)
- we do not use surface mount parts (it breaks easily and is not built to last)
- we build stomp boxes as well as pro audio gear.
- we do not OEM our products so our QA is is very high.
How do you start on a new pedal?
Most of the time a new product starts from an idea. It can take from a day or two or sometimes more then a week.
A lot of cool ideas are sometimes based on a mistake...
How do you name your pedals?
The products are individually named with the first thing that pops into my mind. I think this is at most times the right name...
Can you tell us something about the production process?
All Levana products are build in house. We currently have 80 persons on staff.
All Levana products are hand wired on a PCB with NO surface mount parts! We do NOT use SMT parts!
We make our enclosures ourselves from a 2mm metal sheet, we don't use standard boxes.
All of our products are built by us from A to Z, including paint job, assembly, soldering and packing.
How important is the look of your pedals?
Is parts selection important?
We do pay very special attention to our choice/selection of parts! It's what Levana is all about.
- Every part in our products is tested and checked before entering the PCB!
- We use NOS parts for the True Fuzz.
- All of our potentiometers are custom made for us by the factory.
Which of your pedals is the most popular?
The EQ Booster, I think it's because it's interesting to most musicians. Anyone will love to use it for any instrument.
We try not to do that, but when you look at boutique products around the world you can see that every boutique company got a special something. So we like to be appalling to most genres but still be as unique as possible while doing this.
We made one special pedal for Cowboy Troy, several other artists are using our standard products.
What does the future of Levana Audio look like?
Levana's focus is on getting more and more recognition from the international community. We like to keep making more and more unique products so that you'll have something new to publish at every NAMM show.
Are you working on any new products?
We are and you will see them at the 2012 NAMM Show.