Livingston Lures' proprietary EBSTM (Electronic Baitfish Sound) Technology electronically reproduces the natural biological sounds emitted by baitfish. Inside each lure is a waterproof microelectronic sound module that continuously broadcasts authentic baitfish distress and feeding sounds throughout the retrieve.

Unlike conventional lures that rely solely on visual flash and vibration, EBSTM adds a third attraction trigger sound. Because sound travels much farther and more efficiently underwater than light, predator fish can detect these natural acoustic signals from beyond their visual range.

This helps draw fish toward the lure, even in stained water, deep water, heavy cover, or low-light conditions.

As a fish approaches, the lure's lifelike swimming action, realistic finish, and natural sound work together to create a highly convincing presentation that encourages predators to strike.

Livingston Lures do not replace what already works. They give anglers an added edge when traditional presentations stop working.

No.

They complement traditional lures, but often outperform them when conditions get difficult.

They fish the same way anglers already understand.

No.

Fish them exactly like traditional lures in the same category. EBSTM enhances what you are already doing.

In tough conditions, longer pauses and added hang time can trigger bites when other presentations fall.

No.

They work on standard rods, reels, and setups. Livingston Lures are used just like other lures.

No.

Beginners benefit immediately because the lure is doing more work. Advanced anglers use it to gain an edge in tough conditions.

Yes.

Livingston Lures have been used and trusted at the highest levels of competitive fishing.

Bassmaster Classic Champions Rick Clunn and Randy Howell have both rely on Livingston

Lures.

Tournament anglers do not have time for gimmicks, they use tools that help them get more bites when money, points, and reputation are on the line.

Livingston Lures' EBSTM technology, Electronic Baitfish Sound, is patented.

This protection prevents other manufacturers from replicating true biological sounds. Livingston remains the only company producing lures that emit real baitfish sound signatures rather than artificial noise.

Livingston Lures emit the real biological sounds of distressed baitfish.

These are not synthetic clicks or rattles. They are natural acoustic triggers fish instinctively recognize as food.

Recordings are captured in controlled university environments using live baitfish in stable conditions. This ensures accuracy and realism rather than artificial imitation.

Rattles create noise. Livingston Lures create recognition.

Traditional rattles produce repetitive, unnatural sounds. EBS™ produces sound profiles fish are conditioned to respond to, resulting in more committed strikes.

No.

It complements them. The best lures combine action, vibration, and sound. EBSTM completes that system.

Not always.

Color, action, size, vibration, and sound all work together. Some days color is the key. Some days action is the key. In tough conditions, sound can become the final trigger that gets a fish to commit.

The advantage of EBSTM is that it adds a natural baitfish sound signature to a lure that already has the right look, action, and profile.

No. The lure is on a 9 second cycle 5 seconds of sound and 4 seconds off.

The system is water-activated. It only turns on when the lure is in the water, preserving battery life and ensuring performance when it matters.

Yes. The EBSIM module can be activated outside of the water by wetting your fingers and touching the activation posts. Once activated, you will be able to hear the lure producing its natural baitfish sound.

Yes.

Although fish do not have external ears like humans, they have highly developed internal ears that allow them to detect sound and vibrations underwater. Many species also use a sensory organ called the lateral line, which detects low-frequency vibrations and water movement.

Together, these systems help fish locate prey, avoid predators, navigate their environment, and communicate with one another.

Because sound travels much farther and faster underwater than it does in air, fish often detect sound before they can see its source. This is one of the reasons Livingston Lures developed Artificial sound and unnatural cues create hesitation. EBS™ removes another layer of doubt and increases commitment.

EBSTM excels when fish are pressured, neutral, or not committing.

In clear water, cold fronts, post-frontal conditions, and heavily pressured fisheries, sound becomes the trigger that separates your lure from everything else fish have already seen.

When conditions get tough.

Tournaments, cold fronts, high pressure, clear water, and heavily pressured fish are where EBS™ separates itself the most. Livingston Lures shine on tough lakes and during tough bites.

Yes.

Larger, more conditioned, and experienced fish rely heavily on sound and instinct. EBSTM taps into that, triggering fish that often ignore traditional presentations. Trophy-class fish have usually been caught multiple times, making them wary of the same old presentation.

All predatory game fish.

Bass, musky, pike, walleye, and even saltwater species all respond to natural baitfish sound.

Yes.

Livingston Lures are engineered for strong sonar return, making them easier to track and more effective when targeting fish with forward-facing sonar.

The system is water-activated and only runs when the lure is in use.

Average battery life is approximately three years of in-water use. In most cases, the sound system outlasts the physical life of the lure.

When the battery eventually reaches the end of its life, the lure can still be fished like a traditional lure.

The action, profile, hooks, hardware, and physical performance of the lure remain intact. The only thing lost is the active EBS™ sound component.

Yes.

Livingston Lures are designed to be quality fishing lures first. The sound system adds another layer of realism and performance, but the lure itself still fishes and performs like a traditional lure if the battery is no longer active.

No.

Sound output remains consistent for the life of the battery with no degradation in performance.

Yes.

Livingston Lures are built to be fished hard. The EBSTM system is sealed inside the lure and designed for real-world fishing use.

Like any lure, durability depends on species, cover, hook rash, rocks, teeth, and how hard the bait is used. In most cases, the sound system outlasts the physical life of the lure.

Retail and Dealer Selling Points

They offer true differentiation. EBS™ gives retailers a clear, easy-to-explain advantage. Sound is something customers immediately understand and remember.

Yes.

The combination of innovation, professional validation, and real-world results builds strong consumer confidence and repeat purchases.

Yes.

The concept is simple. Real baitfish sounds trigger real strikes.

They serve as both a core offering and a premium upgrade.

They position easily as the solution for tough conditions, pressured fish, and anglers looking for an edge.

Confidence.

When anglers believe a lure is doing more, they fish it better, longer, and more effectively.

Livingston Lures deliver that confidence through sound and realism.

The simplest explanation is this:

Traditional lures use action, color, flash, and vibration. Livingston Lures add real baitfish sound.

That gives the customer an easy point of difference. They are not just buying another crankbait, jerkbait, swimbait, or topwater. They are buying a lure that looks, moves, and sounds more like prey.

Use this line:

"It looks real, sounds real, and gets eaten like real prey." That explains the entire concept in one sentence. From there, the customer can immediately understand that Livingston Lures are built around realism, not noise.

It looks real, sounds real, and gets eaten like real prey.

Because they see results.

Once anglers experience how fish react to Livingston Lures, it builds confidence. Anglers often switch to Livingston Lures after exceptional bites or days on the water.