Editor’s Note: This article featuring Matthew Unkenholz, Applications & Business Development Architect, US Commercial, Theory Professional, is part of Commercial Integrator’s #MyAVJourney series, where we explore the journey of AV professionals and the lessons learned along with way.
Long before AV became a career, it was a kind of backstage wonder for Matthew Unkenholz, As a kid, he spent his after-school hours in the wings and the booth of school productions, watching older students aim lights, raise faders, call cues, and quietly coordinate the moving parts of a live show over headset. From that vantage point, the world behind the curtain felt equal parts craft and magic, sparking a fascination that soon took root as a lasting pull toward technical theater and the intricate systems that make performances come alive. That early spark grew into a career shaped by both discipline and curiosity. Along the way, Unkenholz absorbed lessons of stage management — where communication is everything and no detail too small. He learned through mentors, hands-on work, and the steady reality that AV demands both creative instinct and technical rigor.
In his view, the field has always lived at the intersection of art and science: a place where timing, trust and teamwork matter just as much as signal flow, networking and system design. As the industry evolved through the digital revolution, he evolved with it, building his knowledge while learning when to lead, when to listen, and when to lean on the expertise of others.
In the conversation that follows, Unkenholz, now applications & business development architect, US Commercial at Theory Professional, reflects on how he got his start, the first lessons that stuck with him, the skills that matter most and the mindset that has helped him grow. He also shares the resources he values, the role lifelong learning has played in his path, and the advice he would offer to those just finding their footing in AV.
Matthew Unkenholz’s AV Journey
Commercial Integrator: How did you get your start in AV? Can you share your first job story in the industry?
Unkenholz: I got my start in AV because of the family business, really. As a kid, my after school activity was hanging out watching rehearsals for the current show at my Mom’s school. I would spend my time in the booth and watch the “big kids” aim lights, program the consoles, set up speakers, operate the fly gallery, and run the shows while having a private chats with one another on their headsets to coordinate cues. It was magical! Those years gave me the technical theater bug.
I remember early on doing sound live felt akin to driving a car for the first time. I would bring the faders up, the input lights would start to dance, the speakers would come alive, and if I was doing my job right and the cast did theirs – I would feel the moment the audience became engaged.
My first ‘real’ job, was assistant technical director for my alma mater. As a student there weren’t any work study positions, so I volunteered my time on productions. When I graduated, I was well groomed to grab the open spot and those first years were extremely formative. I had the pleasure of working alongside Jeff Stover, a graduate from UNLV. Getting to learn and acquire the formality through practice under [Stover’s] guidance was amazing. He is and was an excellent practitioner of the Stage Management discipline. He taught me that communication is everything, and as a Stage Manager, you are the hub of it all. In addition, you have to know enough about everything to take over any role at any time – be that on the deck in the lights, or behind the curtain.
Commercial Integrator: What was your first big lesson in your career?
Unkenholz: In one line: “amps on last, amps off first”. And a lesson learned a little later, “verify your ground”. (Thanks a million times over, Professor Slonecker!)
These are two adages that point to the underlying principles – there is math and science that go into making the art of AV. After much education and practice, I have gained a deep understanding of what is actually happening inside and behind the electronics. Electromagnetic for amps and speakers, wave physics and thermodynamics in lighting, math and computer science combine for FFT and audio analysis in real time, and networking to enable the devices communicate. The more deeply you grasp the underlying principles, the clearer the picture for application becomes.
Commercial Integrator: What skills are essential for a successful AV career?
Unkenholz: While at college, a leader in the engineering department framed it best. To be successful in AV you must become “T-Shaped”. That is, having a broad knowledge of the field (the crossbar of the T), and a deep understanding of one particular domain within the field (the vertical spike of the T). As you encounter new projects and challenges, you will likely develop a systems level of understanding, which will allow you to take on more sophisticated projects with ever increasing variety.
A specific skill that is essential to a successful AV career is communication. Communication is at the core of everything we do and key to every phase of a project. There is communication between the customer and vendor on the goals of the project, installers and specifiers have to communicate why a particular gizmo is a good choice to address the customer’s goals. There is ongoing communication about prices and rates, and as the project progresses. And once complete there is more communication regarding how closely the customer’s goals were achieved, as well as the successes and growth. Communication begins before projects come to be, and continue long after they are concluded.
And lastly, now more than ever computer science is playing a major role in the AV business. To be successful from a technical standpoint, I highly recommend having working knowledge of networking.
Commercial Integrator: How have you grown your career in AV?
Unkenholz: I have grown my career in AV through lifelong learning. Not only did I have a front row seat during the digital revolution. MIDI, mp3, WAV, AIFF, HTTP, UDP, subnets, Dante, etc., I have also adopted programing prowess.
Another way I’ve grown in my career is learning to let go. I used to think I had to be good at everything. Realizing, sadly not soon enough, that was both impossible and non-sensical, has proven to be clutch. I will still jump in to help with just about anything, but I’ve grown to be comfortable leaning, depending on, and seeking the talents of other experts.
Commercial Integrator: What are the best resources for AV professionals?
Unkenholz: What never ceases to amaze me is how much learning can be done in AV for free. Online content by AV professionals ranging from beginner to expert level is available at your fingertips.
I also recommend enrolling in more formal AV classes, whether they be from AVIXA, from a manufacturer, or other leading practitioners. In-person learning offers a more engaging and deeper dive into a range of disciplines. In-person learning allows you to ask the questions you haven’t been able to find answers to elsewhere.
Commercial Integrator: What advice would you give to newcomers in the industry?
Unkenholz: If you’re a newcomer, take the job, whatever it is. You never know where your break will come from or who you will meet, that could lead to the job you really want or the avenue you excel at.
I also recommend taking the time to learn how the disciplines beyond yours affect the job as a whole. Doing so will allow you to contribute to discussions earlier in the process, which in turn lays the foundation for what you need to do your best work.
Which leads me to the last and most important piece of advice I have for newcomers to the industry: always do your best work. You leave your signature behind every job you complete, and if your work is consistently high-quality, the right people will notice and want more.
