We caught up with the brilliant and insightful Joseph Wu a few weeks ago and have shared our conversation below.

Joseph, looking forward to hearing all of your stories today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

I’ve always had a deep love for mid-century design. My first home, built in the 1950s, had that iconic flat roof and expansive windows, and it sparked an appreciation for the simplicity and elegance of that era. Growing up, I was also fascinated by music in all its forms—especially vinyl records. Though I didn’t own a record player until I was older, the idea of vinyl always captivated me. There’s something timeless about the tactile experience of a record and the way it connects you to the music.

Over the past decade, I’ve watched vinyl make an incredible comeback. What stood out to me was how artists started releasing stunning, uniquely colored records. Yet, the traditional horizontal record players didn’t really showcase these works of art. You’d play the record, but you couldn’t see its beauty as it spun. That felt like a missed opportunity.

I wanted to solve this problem by merging my love for simple, modern designs with a way to display vinyl in all its glory. The idea of a vertical player seemed like the perfect solution—it not only highlights the record visually but also becomes a centerpiece in any room. That’s where Fuse Audio was born: a passion project that brought together timeless design and a fresh perspective on enjoying music. It felt like a natural fit—a combination of nostalgia, functionality, and art.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Prior to starting Fuse Audio, I ran and managed a company specializing in printer ink cartridges. That experience was invaluable—it taught me everything from product design and manufacturing to managing the entire supply chain from start to finish. These lessons became the foundation I relied on when I launched Fuse Audio in 2018.

The journey began with product design. My team and I worked through numerous iterations, refining the details to ensure the perfect balance of functionality and aesthetics. At the same time, I searched for a factory overseas that could bring our vision to life. Creating a new product involves countless moving parts, and I quickly learned the importance of being meticulous and not rushing the process.

What sets Fuse Audio apart is the attention to detail and the problem-solving approach behind each product. Our flagship product, the GLD, is a vertical vinyl record player system designed not only to sound great but also to showcase the beauty of vinyl records. Traditional horizontal record players often hide the artistry of vinyl, but the GLD’s vertical orientation transforms the experience, making the spinning record a true centerpiece. With sleek, mid-century modern design wrapped in real ashtree wood veneer, combined with premium components like an Audio-Technica needle cartridge, the GLD merges vintage aesthetics with modern functionality.

Although I started Fuse Audio in 2018, I was still deeply involved in the ink cartridge business, which was my primary focus at the time. It wasn’t until a few years ago that I was able to fully transition out of that industry and dedicate myself entirely to Fuse Audio. This shift allowed me to focus wholeheartedly on our growth, designs, and operations, positioning Fuse Audio for scalability and long-term success.

Today, I’m proud to lead a brand that combines innovation, craftsmanship, and a love of timeless design. Seeing our products, like the GLD, resonate with music lovers and design enthusiasts alike has been incredibly rewarding. Fuse Audio isn’t just about audio equipment—it’s about creating meaningful experiences that connect people to their music and elevate their spaces.

Have you ever had to pivot?

Back in 2008, I started an ink cartridge business with a focus on wholesale, primarily selling to resellers. In the early years, the business ran smoothly and grew steadily. At the time, many U.S.-based wholesalers were unfamiliar with working directly with overseas factories and often felt intimidated by the idea of navigating the complexities of international sourcing. We stepped in to bridge that gap. Our role was to act as the trusted middleman, leveraging our expertise to bring reliable products from overseas factories to wholesalers in the U.S.

However, as the business matured, competition increased. Over time, the landscape shifted dramatically. Factories overseas started bypassing companies like mine and selling directly to wholesalers. This squeezed us out of the market and created immense pressure on both our margins and our ability to compete. Our business began to decline significantly, and we faced the harsh reality that the model we had relied on for years was no longer sustainable.

It was a tough period filled with uncertainty. We had to reevaluate everything and make some hard decisions about the future of the business. In 2018, we decided to pivot and focus on selling directly to big-box retail chains instead of relying on the traditional wholesale market. It was a calculated risk that required us to completely shift our strategy, processes, and target audience.

Thankfully, the risk paid off. We landed the largest retailer in the world as a client, which was a game-changer. This new direction not only revitalized the business but led to some of our best years in terms of growth and profitability. It also taught me the importance of adaptability in business—being willing to pivot, take risks, and embrace change is often what separates success from failure.

This experience ultimately shaped how I approached my next venture, Fuse Audio. It reinforced the value of understanding market trends, adapting to challenges, and staying focused on delivering value to the customer.

How’d you build such a strong reputation within your market?

Building a reputation in any market takes time, consistency, and a relentless focus on delivering value to your customers. For me, there are a few key factors that have helped establish my reputation across both my past ventures and Fuse Audio.

First, it’s all about understanding your customer. Whether I was running my ink cartridge business or building Fuse Audio, I’ve always prioritized listening to what people need and finding ways to solve their problems. With the ink cartridge business, I helped bridge the gap for wholesalers who were hesitant to work with overseas factories, providing them with reliable products and a sense of trust. For Fuse Audio, I’ve focused on creating beautifully designed, high-quality audio products that address gaps in the market, like showcasing the artistry of vinyl records through a vertical player.

Second, quality and attention to detail have always been non-negotiables. I believe that customers can tell when you care deeply about your product. With Fuse Audio, we ensure every design element, from the materials like real ashtree wood veneer to the Audio-Technica premium needle cartridge, reflects our commitment to excellence.

Third, being adaptable and willing to pivot has played a big role. In the ink cartridge business, we faced significant challenges when factories began selling directly to wholesalers. Instead of giving up, we shifted our focus to selling to big-box retailers, which opened up new opportunities and allowed us to thrive. This adaptability showed clients and partners that we were resilient and capable of navigating a constantly evolving market.

Finally, I think transparency and integrity are what truly build long-term trust. Whether it’s working with factories, wholesalers, or individual customers, I’ve always believed in being honest, reliable, and consistent. People remember how you make them feel, and when you deliver on your promises, they’ll continue to support you.

These principles have helped me build a reputation for creating products that people love and trust. It’s a reputation I’m proud of and work hard to maintain with every new project or product we bring to market.

Contact Info:

• Website: https://www.fuseaudio.net
• Instagram: https://www.instagram.com/fuseaudio/?hl=en

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