Plugging Into Higher Sales

Guitar amp manufacturers have seen sales rise in lockstep with guitars, and diversity is the name of the game in the PA speaker market.

By Brian Berk

As you may have already read in this issue’s other cover story, the COVID-19 pandemic has led to unbelievable guitar sales in 2020. Likely as important to the MI industry as the increase in guitar sales this past year are the many new players who have taken up the guitar, whether they were dreamers, weekend warriors or simply people who had more free time thanks to pandemic-related lockdowns, restrictions on public gatherings, or the absence of their daily commute to and from work.

But this spike in sales raises the question: Do good guitar sales also lead to good amp sales? Although this might seem like the logical conclusion, the Music and Retailer set out to find out for sure. We also examined the pro-audio speaker market (in addition to the amplifier market) to see if speaker sales were materially affected by the pandemic.

Joining us to discuss amp sales are Chris DeMaria, vice president of marketing and artist relations for Fishman Transducers, and David Arnold, guru, ToneWood Amp. And joining us for a look at pro-audio speaker sales is James Greenspan, marketing and communications manager for Yorkville Sound.

"With the absence of live gigs, PA sales took a hit; however, the pandemic put our EXM Mobile battery-powered line to the forefront." — James Greenspan, Yorkville Sound

"In 2020, we saw a huge surge in new ToneWood Amp users who were first learning their instruments, stepping back into the game after long breaks and lifelong players trying effects for the first time." — David Arnold, ToneWood Amp (right, with guitarist Andy McKee)

"I firmly believe outreach and education are important to attracting new players. There are so many great resources out there."

— Chris DeMaria, Fishman Transducers

Effects of the Pandemic

Let’s start with guitar amps. The all-important question is if a great year for guitars in 2020 also led to a great year for amps.

“It was definitely a good year for Loudbox acoustic amps,” responded DeMaria. “While most people weren’t gigging, they certainly didn’t stop playing. We all had to pivot and quickly get better at livestreaming and creating interesting and engaging content. We heard from quite a few customers who were using our amps for home recording and livestreaming, using the DI to go direct into their computers, adding some EQ or effects. In the warmer months and certain warmer areas, players were using our battery-powered Loudbox Mini Charge to livestream on their phones or to jam outside at a safe distance apart from their friends.”

“Surprisingly, yes,” answered Arnold. “In 2020, we saw a huge surge in new ToneWood Amp users who were first learning their instruments, players who were stepping back into the game after long breaks and lifelong players stepping out of their comfort zone to try effects for the very first time. I think everyone had a bit of extra time last year and was looking for new ways to express themselves. Many went to music, which I think is fantastic!”

MI has seen a flood of new players since the COVID-19 pandemic began, thanks to a desire to do something cool, plus more free time and, for many, more disposable income. But how, as an industry, can we keep these people using amps once we achieve a post-pandemic period?

“I think, by design, the ToneWoodAmp is made for the everyday bedroom player who is wanting more out of their acoustic sound. Guitar effects add a whole new level of inspiration and style, and you definitely miss them when they’re not there. Just by introducing effects to many acoustic players, we hope that they will see the benefits and continue to be inspired by new sounds,” stated Arnold.

“Since we offer acoustic amps from 60 to 330 watts, players can use them to gig, jam with friends, record and livestream,” said DeMaria. “Our homes have

© 2021 PRS Guitars / Photos by Marc Quigley

The RETURN of CLASSICS

Narrowfield® pickups are back with the return of two beloved PRS instruments: the Special Semi-Hollow and the Studio. Built with an elegant stair-stepped design which follows the radius of the fingerboard to provide even output across all strings, these powerful pickups give you a punchy, singlecoil-type sound, similar to clear soapbars but without the noise.

Studio Special Semi-Hollow

become recording studios, broadcast studios, practice spaces and virtual meeting spaces. I don’t see that going away at all. Offering amps that integrate seamlessly into these various environments will be a common goal for amp designers.”

But MI cannot stop with the new players that have joined the marketplace in the past year. How can we add even more players? DeMaria said, “I firmly believe that outreach and education are important to attracting new players. There are so many great resources out there, whether it’s YouTube or any number of the great educational offerings within our own industry. I’m actually a bit envious of all of the education and information available today on the internet. If only it was around when I was a kid!” DeMaria continued, “The last year has taught us that people need music, whether they’re playing an instrument, listening to it, or watching it. There were some amazing livestream ‘living room’ concerts with well-known artists and amateurs alike. People found some comfort, diversion and solace in playing an instrument. I’ve heard some wonderful stories of people picking up the guitar again after many years now that they had the time to put into it. Players brand new to the

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marketplace are as important as those who are rediscovering the joy of playing music. When it comes to amps, specifically, you would be amazed at how many players use their acoustic amps when playing alone at home; taking advantage of the effects and such just heightens the fun.”

“With the rise of online musicians over the last few years, I just hope we keep the momentum going,” relayed Arnold. “Music truly has the power to heal and connect people, and now with Instagram, YouTube, TikTok, etc., it’s easier than ever to inspire people to start playing. Now we have new players emerging every day and setting the bar so much higher. If we, as companies, start to throw our weight behind the players who are stuck at home playing shows online, that gives them all the more opportunity to keep going and inspire more players.”

Post-Pandemic Period

Guitar amps are one of the rare segments of MI that have seen strong growth during the pandemic but could also benefit when live events return after the pandemic is over. We asked our panelists if they think they will see a big addition to their sales once live music returns.

“Absolutely. We have a huge roster of phenomenal artists who love showing off their ToneWoodAmps to their followers while touring,” responded Arnold. “A few of them are even selling ToneWoodAmps to people while on tour! We always say that it’s better to just put it in someone’s hands so they can experience it themselves, and that is exactly what they are doing out on the road.”

“More opportunities to plug in are always going to lead to more opportunity for sales, in my opinion. With our amp line, we’ve got all the features a gigging musician needs, but they’re still affordable, reliable and sound great,” said DeMaria. “People are going to be hungry for live music and entertainment. In my role as Fishman liaison to the artist community, I speak to many players who are in places that are now starting to allow live music in clubs and restaurants. What I’m hearing is (continued on page 51)

The perfect match.