Under the Hood

By Brian Berk

Although 2020 saw a boost in guitar-playing interest and sales, it was a difficult year in many ways. This included the loss of perhaps the greatest guitarist of all time, Eddie Van Halen, whose singularly inventive style inspired multiple generations of basswood body with deeper upper-body curve. The bolt-on quartersawn maple neck is carved and rolled to Eddie Van Halen’s specifications with a hand-rubbed satin urethane back finish and graphite reinforcement. The 12inch to 16-inch compound-radius is wrapped in Aqua Burst or Black Burst. This model, available in April, also features chrome hardware and an ebony fingerboard with cream dot inlays. • The 5150 Series Standard Ebony, which boasts spotlightready style in Ice Blue Metallic or 22 jumbo frets. Wolfgang Special models also feature a heel-mount truss-rod adjustment spoke wheel and a top-mount EVH-branded Floyd Rose bridge with EVH D-Tuna and R2 locking nut. Electronics include direct-mount EVH Wolfgang Alnico 2 bridge and neck humbucking pickups, a three-way toggle switch, 500K EVH Bourns Low Friction Pot volume control with treble bleed circuit, and 250K EVH Bourns High Friction Pot tone control.

EVH Wolfgang Special models include: • The Wolfgang Special QM, which is spotlight-ready in Charcoal Burst or Chlorine Burst with cream body binding and chrome hardware. This model features a baked maple neck and fingerboard with black dot inlays. It is available in March. • The Wolfgang Special, which is offered in an all-new Miami Blue finish with black body binding, a color-matched headstock and black hardware. This model also features a maple neck and ebony fingerboard with pearloid dot inlays. It is available this month.

Also being released are the Wolfgang WG Standard models. These instruments feature a basswood body, baked maple neck with graphite reinforcement and hand-rubbed oil back finish, 12-inch to 16-inch compoundradius baked maple fingerboard with 22 jumbo frets and black dot inlays, a heel-mount trussrod adjustment spoke wheel, EVH-branded Floyd Rose Special bridge and R2 locking nut. Electronics include direct-mount EVH Wolfgang bridge and neck humbucking pickups, a threeway toggle switch, single volume control with treble bleed circuit, and single tone control.

The Wolfgang WG Standard models, all of which are available now, include: • The Wolfgang WG Standard Exotic Bocote, which comes in a Natural finish with black headstock and black chrome hardware. Features include a bocote top and masked-off natural body binding. • The Wolfgang WG Standard Exotic Koa, which comes in a Natural finish with black headstock

EVH’S

Eddie Van Halen Collection

players, which was a boon for MI retailers.

EVH, a portfolio brand of Fender Musical Instruments Corp., is making sure Van Halen is never forgotten. The company announced a slate of new product offerings designed to honor and continue the legacy of the late Van Halen, including new models for the 5150 Series, Wolfgang Special and Wolfgang WG Standard.

Engineered for speed, comfort and full-throttle attitude, the reimagined EVH 5150 Series models are a blast from the past that blend both throwback and modernized features, including the addition of a kill switch for high-velocity rock, stated the company. The 5150 Series models feature a modified Strat-style fingerboard comes with 22 jumbo frets. The 5150 models also feature a heel-mount truss-rod adjustment spoke wheel, a hockey stick color-matched headstock with logo decal, EVH-branded Gotoh tuning machines, and a topmount EVH-branded Floyd Rose bridge with EVH D-Tuna and R3 locking nut. Electronics include direct-mount EVH Wolfgang bridge and neck humbucking pickups, a three-way toggle switch on the upper bout, a kill switch on the lower bout, 500K EVH Bourns Low Friction Pot volume control with treble bleed circuit, and 250K EVH Bourns High Friction Pot tone control.

New EVH 5150 models include: • The 5150 Series Deluxe Poplar Burl, which features a unique poplar burl top that Stealth Black finishes. This model also features black hardware and an ebony fingerboard with cream dot inlays. It is available now. • The 5150 Series Standard Maple, which offers a Neon Pink finish with chrome hardware. This model features a maple fingerboard with black dot inlays. It is also available now.

Next up are the EVH Wolfgang Special models, designed to offer “giant sound and highspeed playability.” The Wolfgang Special models feature a basswood body and a bolt-on quartersawn maple neck carved and rolled to Eddie Van Halen’s specifications with hand-rubbed satin urethane back finish and graphite reinforcement. The 12-inch to 16-inch compoundradius fingerboard comes with

MD 445

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Customconfigureasecurable,easytousecontrolcenter, fourAudio,Video,&LightingMixersthatwonʼtbean eyesoreinyoutHouseofWorshiporAuditorium.

UNDER THE HOOD

(continued from page 38) and black chrome hardware. Features include a koa top and masked-off natural body binding. • The Wolfgang WG Standard QM, available in an all-new Transparent Green finish with a black headstock and black chrome hardware. Features include a quilt maple top and masked-off natural body binding. • The Wolfgang WG Standard, is decked out in Silver Sparkle or Stryker Red finishes with black headstock and black hardware.

EVH tops off these new product releases with an accessory line, including new gig bags, a Frankenstein reflector kit, plus a branded skateboard, clothing, collectibles and more. The EVH

Star/Shark Economy Gig

Bag features an EVH logo with external storage compartments and back straps; the EVH

Wolfgang/Striped Series

Economy Gig Bag features an EVH logo with external storage compartments and back straps; and the EVH Wolfgang/Striped Series Gig Bag features padded ends and sides, an EVH logo, external storage compartments, back straps and a side handle. The EVH Frankenstein Reflector Kit set includes four round red reflectors, two orange round reflectors and two oval orange reflectors.

THE FINAL NOTE

(continued from page 46)

(without naming them).

Binder: That would have to be in Nashville after one Summer NAMM. We went out for some amazing barbeque followed by my first moonshine tasting.

The Retailer: What is the best thing about the MI industry?

Binder: Everyone in this industry has one thing in common, music, which crosses all cultural barriers and connects our careers with our passion.

The Retailer: Who do you admire most outside of the music industry and why?

Binder: I admire Reed Hastings and Marc Randolph, founders of Netflix, for their ability to adapt quickly to changes in consumer behavior. While the record industry plummeted by not adapting fast enough, Netflix became game-changers in a short period of time.

The Retailer: What technology could change MI down the road?

Binder: If live interactions between musicians in different countries become more of a possibility through programs such as Twitch, it could open once impossible collaborations and livestreaming possibilities that weren’t possible before. In an age of increasing isolation, any technology that connects students, teachers and musicians of all types would help our industry immensely.

The Retailer: If you weren’t in the music industry, what would you be doing and why?

Binder: Either a chef or possibly a comedy writer. In both cases, I’ve always been influenced by creativity and attention to detail, whether it be Gordon Ramsay’s amazing Beef Wellington or John Cleese’s masterful farce in “Fawlty Towers.”

The Retailer: Tell us about your hometown and why you enjoy living there.

Binder: I live in Santa Ana, Calif., but consider the general Los Angeles area to be my hometown. I love the fact that within 30 minutes or so in any direction, you can find one-of-a-kind restaurants, stroll down the Sunset Strip or see a world-class musician at The Baked Potato.

The Retailer: What are your most prized possession(s) and why?

Binder: My Mojave Peacemaker amp, which is a modern take on a Marshall Plexi. It has modern reliability with all the vintage mojo intact.

The Retailer: What’s your favorite book and why?

Binder: “Dune” by Frank Herbert, as it still has a lasting impression to this day and clearly inspires much of the popular sci-fi culture we now see.

or email at riraggi@testa.com

Company Pg

AMAHI UKULELES ...............17

ARMADILLO

ENTERPRISES...................C-II

AUSTRIAN AUDIO / GROUP

ONE....................................5

CASIO ...................................C-IV

CE DISTRIBUTION...............23

DRUM WORKSHOP .............8

DRUM WORKSHOP .............9

JJ BABBITT...........................11

JMAZ LIGHTING...................6

MANHASSET SPECIALTY

COMPANY..........................3

NAMM....................................7

PRS GUITARS ......................15

TONEWOODAMP.................C-III Celestion’s F12M-150 is a full-range, live response speaker, designed for use with amp modelers and IRs. Its unique design features two additional tweeter cones integrated into the main woofer cone (making it “Triple Cone”). This enables the speaker to deliver near full-range frequency performance: from 60Hz up to 12kHz, for a rich and detailed sound, whatever your setup, stated the company. It is designed with a response that is flat and neutral, ensuring no unwanted colorations that could overwhelm the input signal. But, with an optimized woofer cone and lighter moving mass, the F12M-150 is designed to closely mimic the responsiveness of a traditional guitar speaker, delivering all the tactile feel end users would expect from playing through a conventional guitar rig, added the manufacturer.

celestion.com

While every care is taken to ensure that these listings are accurate and complete, The Music & Sound Retailer does not accept responsibility for omissions or errors.

Night Ranger

Mapex added two finishes to its Armory series. Birch/Maple/Birch Hybrid shells are appointed with an outer veneer of Olivewood, setting the stage for lacquer finishes evoking celestial, haunting tones of the night sky and the lush multicolor panorama of the rainforest, stated the company. All the features the Armory Series is known for are in place, including the SONIClear tom suspension system and floor tom feet, which increase overall resonance by preserving vibration in the shell; triple flanged hoops; and low-contact bass drum claws, the manufacturer added.

mapexdrums.com/us

XS Marks the Spot

D’Addario introduced XS, which the company described as a “true technological breakthrough in coated strings.” This innovation offers players maximum life, an unprecedented level of strength and stability, all without sacrificing D’Addario tone, stated the company. Setting XS apart from other strings is the new, impossibly thin film coating (1/10 the thickness of a human hair) that completely protects the wound strings from corrosion, without dampening the tone, added the manufacturer. This new film covering is combined with D’Addario’s proprietary dispersion coating, used in its XT line, to protect the plain steel strings as well. Players can now choose between XT for enhanced life and a natural feel, or XS for maximum life and a smoother feel. XS will be available in Phosphor Bronze string sets for acoustic guitar, 12-string guitar and mandolin in the most popular gauges.

daddario.com

Top of Their Game

Crafted under high heat and pressure from 100-percent organic polymers, the GraphTech ResoMax Archtop Bridge ensures that every nuance of a prized archtop’s sound is delivered with high-definition resolution, stated the company. To guarantee a solid foundation to any archtop model, the ResoMax Archtop Bridge has flexible legs that conform to the top of the guitar. Two heights are available — standard and ultra-low — to guarantee the right fit for an archtop’s neck angle. Gold or nickel thumbwheels allow players to dial in just the right action for their playing style. Installing a ResoMax Archtop Bridge is easy, and it’s an upgrade designed to give archtop players big, open tones with rich harmonics, the company added.

graphtech.com

For over 30 years, the SansAmp Classic has been used for every kind of music style, from death metal to commercial jingles, in countless pro studios, on tours around the globe, in a vast variety of major releases (including Grammy Award-winning records), and by hundreds of thousands of everyday players, producers and engineers. Put on a manufacturing hiatus in 2016, the SansAmp Classic is being reissued for 2021 due to a surge in popular demand. Virtually unchanged and still made in the USA, the all-analog SansAmp Classic pedal design is B. Andrew Barta’s unique invention that was the catalyst for the whole “going direct” movement way back in 1989. Since then, SansAmp evolved into an extensive line of pedals and racks, as well as being the essential element of Tech 21’s Fly Rig series. Of the pedal formats, SansAmp Classic is the most sophisticated. There is a bank of eight Character switches to adjust tonality, harmonics and dynamics; a three-position input switch to offer a choice of preamp styles; and four knob controls to shape preamp contours, power amp contours, volume and final tone.

tech21nyc.com

Bring in the Bass

KRK announced the latest addition to its range of studio gear with a new generation of powered subwoofers. Coming this spring, the new series of KRK Studio Subwoofers will be available in eight-, 10-, and 12-inch variations: S8.4, S10.4, and S12.4. The subwoofers deliver tight, accurate and defined bass, while the highly efficient Class D power amplifiers dramatically increase transient response, control and punch, stated the company. The redesigned cabinets feature a more compact profile compared to their predecessors, allowing for improved placement flexibility and a more professional aesthetic. KRK Studio Subwoofers feature XLR, 1/4-inch TRS, and RCA inputs and outputs that interface with just about any manufacturer’s studio monitors, mixers, and/or audio interfaces. With an exclusive bypass control feature, users can send full-range audio to their monitors at the click of an optional footswitch without having to move out of the monitoring sweet spot to turn off the subwoofer. This allows for instant comparisons with (and without) the subwoofer’s contributions to the sound. Additionally, polarity and input sensitivity controls allow for phase coherence and level-matching to enhance the quality of the mix.

krkmusic.com

In the Bag

The Music People, a division of Jam Industries USA, debuted its 4990 Series of guitar bags. The series features four models: the GBE4990CG Deluxe Electric Guitar Bag, GBB4990CG Deluxe Bass Guitar Bag, GBA4990CG Deluxe Acoustic Guitar Bag and GBC4990CG Deluxe Classical Guitar Bag. All four bags are available in Charcoal Gray. Featuring a weather-resistant 600D nylon exterior that defends against the elements, the cases feature a 20mm thick foam padding that prevents impact damage, along with a soft velvet lining that safeguards an instrument’s finish. Two accessory compartments keep picks, capos, tuners and strings within reach. Backpack-style straps enable hands-free transportation, and a cushioned top handle makes for balanced, comfortable carrying. A two-pull zipper fully opens and closes at either end or any point in between for ease of loading and unloading. Thick rubber padding on the bottom of the bag prevents damage and slipping when resting the bag upright.

musicpeopleinc.com

Hey, Mr. DJ

Hal Leonard presented a method to teach people how to spin music. “The Hal Leonard DJ Method” by DJ Bizzon is designed for anyone interested in learning how to successfully host recorded music for an audience at events, parties, clubs and beyond. This easy-to-use beginner’s guide features many photos and diagrams, plus nearly two hours of video lessons with full demonstrations by the author, stated the company. It serves as an introduction to the gear, skills, and must-know knowledge required of today’s DJ. Topics covered include DJ equipment and setup, using turntables, using CDJs, using DJ controllers with Serato DJ, identifying song attributes, tempo and BPM, counting bars, scratching techniques, mastering song transitions, building a set, and more. Author DJ Bizzon is a DJ, producer, teacher and radio host based out of Milwaukee. He’s opened for Kendrick Lamar, Future, Lil Uzi Vert, J. Cole, Migos, Big Sean, Khalid, Travis Scott, DJ Jazzy Jeff, Pitbull, Mac Miller, Questlove and many more.

halleonard.com

Pigtronix’s Space Rip is an analog synth pedal featuring pulse width modulated (PWM) sawtooth and square wave voices in multiple octaves. A tracking engine allows the Space Rip to keep up with the player’s fastest single-note lines, replicating both pitch and dynamics. According to the company, it sounds like tearing the fabric of spacetime in half. The pulse width of the square and sawtooth waveforms produced by the onboard VCO is kept in a state of flux, generating constant harmonic motion controlled by the Rate knob. The Sub knob adds an additional voice one octave down from the input signal, while the Octave switch drops the entire synth down an additional octave, producing a devastating amount of pure analog synth bass. Runs on standard 9VDC.

pigtronix.com/pedals/space-rip

The Germinator

Venues and houses of worship worried about germs spread by close contact with microphones can rest easy with the introduction of VocoPro’s Germinator UV Microphone Sanitizer, stated the company. All microphones are used in front of our mouths; people spit on them, sneeze on them and handle the microphone from the top down, stated the companmy. If the person using a microphone before you is sick, all of those germs and viruses can be passed on, sometimes for days, after the mic was last used depending on how wet the windscreen gets or the age of the windscreen used. The Germinator is a handy two-minute microphone sterilizer that uses UV rays to eliminate germs and smells from wireless and wired microphone capsules. It automatically turns on when a microphone is inserted, and an easy-to-read display shows when the mic is fully sanitized and ready for use. The Germinator is rechargeable with a USB power supply. It sanitizes up to 300 times with a single charge and provides 35 hours of standby time.

I’ll Stand by You

Fender Musical Instruments Corporation released the Chrissie Hynde Telecaster, its first ever collaboration with the singer-songwriter and guitar icon. The signature model is a tribute to the Ice Blue Metallic Fender Telecaster guitar that Hynde bought in a New York City shop nearly 40 years ago. It boasts an alder body in Faded Ice Blue Metallic Road Worn lacquer finish, vintage-style ‘50s single-coil Tele pickups voiced to match Hynde’s original set and a six-stainless steel barrel saddle bridge. It features a custom mid-‘60s C-shaped maple neck, a 7.25-inch radius fingerboard and a chrome mirror pickguard. An artist-requested player-friendly update on the new Chrissie Hynde Telecaster is locking tuners, which offer increased tuning stability and make string changes quicker, stated the company.

fender.com

The Real Slim Shady

Chauvet released the SlimPAR Pro Pix, which takes wash and effect lighting to new heights of dynamic power, while also offering high-end, rugged features, stated the company. This powerful par is a hex-color (RGBAW +UV) wash light protected by a road-ready diecast aluminum housing. SlimPAR Pro Pix has an RGB outer ring, which can be independently controlled. This new fixture creates amazing animations and video effects with pixel control of the RGB LEDs. SlimPAR Pro Pix boasts flicker-free video operation, making it a wash light for on-camera use. This fixture is ideal for quiet installations because it has no moving parts, giving its silent operation. Other features include onboard powerCON-compatible power input/output connections for power linking. SlimPAR Pro Pix also has D-Fi USB compatibility for wireless master/ slave or DMX control. Static colors and automated programs can be controlled easily with the optional IRC-6 remote.

chauvetlighting.com

MI SPY

(continued from page 31) and limiting the number of customers allowed in the store at any one time, Cool Cat had a protocol which I haven’t seen elsewhere and that I certainly admired: Near the pedal display, there was a plastic crate lined with a towel, and a sign attached to it that read “Please put pedals in bin after use to be sanitized.” It’s a very careful touch.

I spoke a bit with the younger guy working there about effects pedals, and he was talking up a few really nice, gently used pedals they had on display. He explained that they are careful about which used pedals they accept and sell.

Prices were clearly marked on most tags and stickers, and it was easy to navigate around this store. It gives off a boutique-y feel, but the men working here certainly didn’t act snobbish.

Guitar Center 666 State Rte. 18 East Brunswick, NJ 08816 732.257.8500

This is the first time that I walked into a Guitar Center and saw a guide on how to select a ukulele. I found this cool. Yes, there are different factors to keep in mind, such as the player’s body size, tonewood and other considerations. Who woulda thunk it?

Part of the reason that I found myself among the ukes was thanks to a worker here. I walked up to him and asked him a few questions about the store’s display of Grateful Dead ukuleles (they had at least three different designs). “They’re fun to play!’ he said, and he told me that in addition to being popular, they sound good. Then he caught up to two other customers who were scrutinizing various acoustic guitars.

The salesman in the uke department was one of two friendly workers I encountered at this Guitar Center; the other was a young woman who was working behind the counter in the pro audio and drums section. “How’s it going?” she asked me as soon as I strolled into this area of the store. We talked about sales, and she told me about a few of the more recent Guitar Center promotions that had worked well in this branch.

While those two workers were very helpful, two other floor

workers walked right past me and didn’t interact with me at all. One was returning a guitar to its spot on the wall that was within a foot of me; he glanced at me, but said nothing. The other also made a nanosecond of eye contact with me and then also said nothing.

One thing that may have been distracting some of the workers at this Guitar Center was the mildly annoying family of a mom and two kids who were being rather loud and, quite honestly, bratty. While mom thrashed inelegantly on a drum set, the two kids were oneupping each other in loud, whiny voices that crescendoed into a stellar hissy fit from the younger kid. I noticed a few of the staff were eyeing them carefully, lest they start slapping each other silly near the expensive musical instruments.

The East Brunswick GC had a good set of COVID-19 protocols in place: these included taped lines six feet apart outside on the

FIVE MINUTES WITH

(continued from page 29) an instrument is wonderful. My grandson is learning to play the saxophone, and to see his pleasure in being able to play songs for his family is really cool. We all need to push for the arts to get a high priority as schools go back to in-person learning. Participating in music education helps our kids become better students, and they enjoy the benefits of a well-rounded education. I hope that parents will encourage their children to learn to play musical instruments and become part of an orchestra or band so they can enjoy the pleasure of making music in a group, as part of a team. And it is never too late for any of us to become musicians. We know the benefits to our brains and our psyches that comes from making music. And somehow, we all need to encourage live music in the venues that we frequent, rather than recorded music.

IN THE TRENCHES

(continued from page 34) at using stamps.com. This service has improved a lot in the last year, and it now offers UPS shipping as well. Yeah, I know you’ve got your own UPS account with a great negotiated rate, but stamps.com probably buys a lot more labels than you do, so they sometimes get an even better rate. The ease of

VEDDATORIAL

(continued from page 35) the economy with few exceptions, the fun of shopping was a dried-out husk of what it once was.

So, we now can see a bit of daylight as the pandemic hopefully fades, and we can see evidence that people want to actually shop again. Doubly good in our industry, where music-making’s customer base seems to be growing as well. But everything rides on creating sidewalk (as well as indoors on the carpet), a guitar case in the front lobby with a big bottle of hand sanitizer inside, signs with safety instructions, and, in the drum section, a box filled with “Clean Demo Sticks” and another box labeled “Demo Stick Return Bin.” Throughout the store, there were laminated signs describing sanitary procedures, with a lot of “For Your Safety” and “Please Ask For Assistance” language prominently displayed. However, I didn’t see any freebie guitar picks available, which I have noticed in two other northeastern Guitar Center branches.

So how was the inventory here? Quite good. Lots and lots of electric and acoustic guitars, amps and guitar accessories; lots of effects pedals; standard and electronic drums and keyboards; some exotic percussion instruments; a rather large selection of cymbals; and a smattering of brass and woodwind instruments. There were also a few more unusual items, such as tunable mini bongos and the Chord Buddy instructional guitar piece. This branch also featured a sign about “Selecting Your Bluegrass Instrument,” which focused on mandolin, banjo and resonator.

Overall, the store was well organized and appealing, the bathroom was nice, and the bulletin board by the water cooler overflowed with notices for lessons, gigs and “In Search Of” ads. There was also lots of parking. Just watch out for the skeleton seated at the ergonomically designed computer desk, guarding a big selection of speakers.

checking prices is really a timesaver, too. Say you’re shipping a four- or five- pound Priority Mail package on stamps.com. The software automatically checks its UPS pricing, and if UPS service costs less, a popup will let you know. One click changes the packages to UPS. We’ve saved quite a bit on shipping by using

1/6 VERT.

a welcoming and enjoyable shopping experience. As I’ve said so many times before, we’re a shoo-in for success: We sell lots of shiny and colorful objects with the retail equivalent of sex appeal, we sell things that people don’t automatically know how to use (as opposed to, for example, book stores, where everyone coming in already knows how to read), and the

The Sale

I enjoyed traipsing around New Jersey once again, and decided to consider which store offered the best experience over some tasty Tex-Mex snacks from an East Brunswick taqueria. Truth be told, I thought the stores were all pretty darn good. But The Music Den was the frontman of this foursome: It had a very good selection, knowledgeable staff, cool in-store traditions and offered a wide range of prices — all good things to find in an independent musical instrument shop.

The two other indie stores, Hunterdon and Cool Cat, were both very good stores, but they have specific vibes, so I can’t say they’re for everyone. And the Guitar Center in East Brunswick was more than satisfactory, although I had a few minor suggestions for it to work on.

All in all, this was a lovely trip through the Garden State. But, alas, I didn’t cross paths with Bruce Springsteen at any of these shops! Maybe a third trip to New Jersey will be in the cards soon? Stay tuned, MI Spy fans!

The Retailer: Anything you would like to add?

stamps.com, and we’ve found that its UPS rate is usually less expensive than our great negotiated contract rate. With the recent additional postal increase, saving on shipping can really impact your bottom line.

Poor old Herodotus wouldn’t record our current postal service in a favorable light. Ben Franklin,

desire to make music is very personal and close to peoples’ hearts. Basically, we provide a way to improve peoples’ lives, reduce their stress and increase their fun.

So, if we do it right in all the ways we’ve talked about, from merchandise selection to display to service, I really think that brick-and-mortar can thrive again. But it will have to be a

Roberts: I would like to thank everyone in the music industry that has made efforts in manufacturing protective equipment and everyone who has attempted to keep communications in our industry flowing. It really helps hearing these stories, and it makes you proud to be a part of the MI industry.

who designed our first efficient postal service in pre-revolutionary days, would probably lose sleep over things as they are today. But, those two guys are dead, and they can’t help you. So get busy, make all the remedies you can on your end, and be a hero to your customers.

Happy trails.

very specific version of brick-andmortar that is committed to being the best it can be.

In the ‘90s, retailers looked at disgruntled consumers and arrogantly said, “Where else you gonna go?” We now know where they’ll go. So, consumers have a choice, and it’s our job to make it obvious they should choose us instead of the internet.