In our latest addition to the #AVLivingLegends series, we spotlight a tremendously well-known name in the AV industry — Chris Neto, CTS. Currently serving as head of emerging markets at Midwich, Neto has spearheaded many community-driven networking opportunities for the commercial AV industry, including the immensely popular #AVintheAM platform on Twitter/X and LinkedIn.
As an AV Living Legend, Neto recalls his memorable journey with personal anecdotes on his beginning as a DJ, then as an end user and eventually, a consultant. He also underscores the importance of mentorship and building long-lasting relationships in the AV industry.
Read on to learn more about Chris Neto as our latest inductee in the #AVLivingLegends series! You can also check out our hub page for past honorees.
Interview with Chris Neto: AV Living Legend #66
Commercial Integrator: What motivated you to join the commercial AV industry?
Chris Neto: I never set out to join the commercial AV industry. My journey began in the arts, where I studied Art & Design. Creativity was always at the core of my work, but I didn’t initially see a clear path that connected my passion for expression with a tangible career. That changed when I discovered radio in college. It was a medium where creativity met technology, and I became fascinated by how sound could shape an experience. From producing content as a DJ to understanding signal flow, radio and audio became my first taste of AV, without me even realizing it. Like many in this industry, I ‘fell into’ AV rather than actively pursuing it. What started as a job quickly turned into a 28-year passion project.
CI: What has kept you motivated and engaged in the decades that followed?
Neto: What has kept me motivated and engaged in the decades that followed? It’s simple, constant learning, evolution and a deep passion for this industry. My career in AV has never been stagnant; it’s been a journey of continuous growth, shifting perspectives and embracing new challenges.
I started as a technician, hands-on with the technology, troubleshooting and learning the fundamentals. From there, I moved into project management, where I gained a broader view of how AV solutions come together. Sales introduced me to the business side — building relationships, understanding client needs and delivering value beyond just the technology. Becoming an end user gave me a firsthand appreciation for how AV impacts daily operations, which later shaped my approach as a consultant. Working with a manufacturer provided insight into product development, market trends, and the global AV landscape.
Now, as head of emerging markets for Midwich US, my role is about identifying opportunities, fostering innovation and staying ahead of industry shifts. What keeps me engaged is the fact that AV is always evolving new technology, new applications and new ways to connect people and to the greater AV community.
CI: Reflect on your role as both a mentee early in your career and as a mentor later in your career. Who helped shape the trajectory of your professional life? How have you tried to help shape others’ careers?
Neto: Throughout my career in AV, I’ve been fortunate to learn from some of the industry’s best, the “old guard” who paved the way with their expertise and grinding work ethic. Their mentorship shaped my approach to business, leadership and the importance of community in this industry. Their lessons weren’t just technical; they were about professionalism, relationships, and navigating an ever-evolving field.
At the same time, I believe growth is a two-way street. The young generation of AV talent brings fresh perspectives, new technologies and a different way of thinking. I’ve learned just as much from them as I have from those who came before me. The key is to remain open — mentorship isn’t about age or “we have always done it this way”, it’s about finding new paths, shared experiences and learning from one another.
One of the most fulfilling aspects of my journey has been helping others find their voice in the industry. Whether it’s through mentorship, personal branding or platforms like #AVinTheAM, I’ve worked to create spaces where people can be heard, grow, and make an impact. The future of AV is shaped by those willing to share, collaborate and elevate others. That’s how we push the industry forward that how we all can rise up.
CI: What’s the most memorable story/anecdote of your career in commercial AV?
Neto: There comes a point in every career when you realize that opportunities aren’t just handed to you, you have to create them. Fifteen years ago, I found myself at that crossroads. Traditional paths weren’t opening up, and I knew I had to take a different approach.
I wasn’t the loudest voice in the room, but I was willing to put in the work. Writing, blogging, vlogging, social media, and eventually podcasting became my ways of contributing to the conversation. It wasn’t about seeking recognition, it was about sharing what I had learned and connecting with others who were just as passionate. I didn’t set out to change the game, but I see now that the game had changed me.
Over time, people started to take notice. Awards and acknowledgments came, not as an end goal, but as validation that personal branding could make a real difference. More importantly, doors started opening, speaking engagements, collaborations and opportunities I never expected.
This journey has reinforced one simple truth: branding isn’t just for companies; it’s for individuals, too. If the right opportunity isn’t coming your way, build your own lane. Stay consistent, keep learning, and keep sharing. The right people will notice, and when they do, the opportunities will follow.
CI: What has been your greatest professional accomplishment to date?
Neto: One of my greatest professional accomplishments to date has been creating #AVintheAM, a platform that has given many individuals in the AV industry a space to share their voices, connect and grow. What started as a simple Sunday morning conversation has become a movement — one that fosters collaboration and community.
Beyond the platform itself, I take immense pride quietly helping others be seen. Whether it’s mentoring those looking to advance in their careers or creating opportunities for professionals who might otherwise be overlooked, my journey has always been about paying it forward. I know firsthand what it’s like to push forward despite obstacles, and I believe no one should be held back from reaching their potential.
Every time I now step onto a stage, whether as a panelist or now as a keynote speaker, I am humbled. Not because of personal recognition, but because it represents the collective power of this industry and the amazing people within it. To be able to inspire, uplift and open doors for others is the true accomplishment. Success isn’t just measured in personal achievements, but in the opportunities, we create for others. That’s the legacy I strive to build.
Commercial Integrator: What has been your biggest professional regret to date?
Neto: I once believed I should have pursued a career in radio or broadcasting — after all, that’s what I earned my degree in. For a long time, I thought that was the path I was meant to follow. But as my career evolved, I realized that every role I took on contributed to something far greater than a single job title. Each experience — whether in sales, integration, consulting, or content creation — became part of a broader skill set, shaping me into what I call an ‘AV MMA’ Black Belt. Much like mixed martial arts combines different fighting styles, my AV career has been a blend of disciplines, each one strengthening the other.
The world of AV has given me a dynamic, ever-evolving career where I’ve been able to merge my love for storytelling, technology and community building. I’ve had the opportunity to work across different sectors, meet incredible people and shape conversations that move the industry forward. If I had stayed locked into one career path, I might have missed out on the journey that made me who I am today.
So, do I have any regrets? Not at all. Every step, every pivot, and every challenge has been part of a bigger picture — one that has allowed me to build something meaningful, not just for myself but for the AV community as a whole.
Commercial Integrator: What’s the best advice or pearl of wisdom you either received during your career or came to realize on your own?
The best advice I ever received, and something I’ve come to realize over time, is that success in AV (or any industry) isn’t just about what you know; it’s about who you surround yourself with. Finding your people — the ones who share your passion, push you to improve, and challenge your thinking — is what truly elevates a career.
Your inner circle isn’t about status or transactions. It’s about having a group that holds each other accountable, offers honest feedback and supports without expecting anything in return. These are the people who celebrate your wins, check your blind spots and push you to be the best version of yourself. If you’re only networking to see what you can get, you’re doing it wrong. Real relationships in AV are built on giving more than you take.
And through it all — stay humble. No matter how much success you achieve, remember that there was a time when you didn’t know what you know now. Be the person who lifts others up. The AV industry is too small, and reputations last too long, for ego to get in the way. Find your people, invest in them and together, you’ll go further than you ever could alone.
Would you like to nominate a peer or colleague — or perhaps yourself! — to be featured in this #AVLivingLegends series? If so, just email Dan Ferrisi, group editor, commercial and security, Emerald, at [email protected].
