31 minute read
Under the Hood
Casio America Inc.’s Casiotone CT-S1, CT-S400 and LK-S450
By Brian Berk
Advertisement
Sales of keyboards are red hot right now, as consumers continue to purchase a product that is excellent for at-home use. In fact, in recent interviews the Music & Sound Retailer has conducted with retailers, we have heard a common refrain. “I wish I could receive more keyboards because I will sell them.” Well, help has arrived from Dover, N.J.-based Casio America Inc via its release of three new Casiotone models: the CT-S1, CT-S400 and LK-S450. Casio’s minimalist design, sound quality and connected features in each keyboard are intended to bring to life the company’s concept of “Make Music, Anytime, Anywhere.”
“Casio is passionate about bringing the joys of making music to as many people as possible,”
CT-S1
CT-S400
LK-S450
said Stephen Schmidt, vice president of Casio’s Electronic Musical Instruments Division. “Staying true to that, our new Casiotone models have broad appeal that spans generations and skill levels and are designed to seamlessly fit into users’ increasingly diverse lifestyles. Sometimes, players just want to play for the pure joy of playing; that’s what our newest Casiotone introductions will inspire.”
The new Casiotone models have a slim, minimalist chassis and design that seamlessly integrates with the style of users’ homes. Simplicity is the key — 61 keys, built-in speakers, multi-functional buttons and weighing only nine pounds. The CT-S1 is ideal for players of varying skill levels and convenient for casual play at any time, stated Casio. Ensuring a great fit in any space, the CT-S1 also arrives in three color variations, white, black and red, with a matching fabric speaker net that adds to the overall clean and simplistic design, the company added. Similarly, the CT-S400’s selection of buttons is intended to provide superior operability while featuring an LCD screen with sharp visibility.
Geared for beginners, the LK-S450 features a similarly slim profile, as well as step-up lessons and a key lighting system that guides users as they practice at their own pace. The new Casiotones have built-in strap locks to equip a guitar strap and convert the keyboard to a keytar, intended to bring even more enjoyment for the end user.
Despite the slim designs, each new Casiotone model boasts Casio’s AiX Sound Source to ensure sounds come to life with clarity and expression previously unparalleled in portable keyboards, stated the company. (continued on page 45)
THE FINAL NOTE
(continued from page 46) surfer and kite surfer. I love extreme sports. Always have. I used to tow surf 30-foot waves in Hawaii. I promised my wife I would not tow surf 30-foot waves again [because] we now have three children.
The Retailer: What’s your favorite activity to do when you’re not at work?
Gueikian: Play guitar. I have three boys and spend a lot of time with my family. My family is my priority, but my free time is dedicated to playing instruments and continuing my obsession of learning how to play instruments. I also like buying vintage Gibsons. I learn something new with each new guitar I buy. That fire is as relevant as it has ever been.
The Retailer: What is the best concert you’ve ever been to?
Gueikian: The most memorable for me was the last concert Guns N’ Roses played after “Use Your Illusion” in the ‘90s. I saw them in Buenos Aires, Argentina, where I grew up. That was the last concert Guns N’ Roses did until they got back together recently. That was an epic night. I remember it as if it were yesterday.
I will add my second-best concert: Megadeth’s first concert in Argentina in ‘94 after “Youthanasia.” On the riff for “Symphony of Destruction,” a chant was born: “Aguante Megadeth!” I was there that night! I talk to Dave [Mustaine, co-founder, lead vocalist and lead guitarist of Megadeth]. He cannot believe I was there that night.
The Retailer: If you could see any musician, alive or deceased, play a concert for one night, who would it be and why?
Gueikian: Les Paul. I never got to meet Les.
The Retailer: What musician are you hoping to see play in the near future (post-pandemic)?
Gueikian: I can’t wait to see Tool, Megadeth, Metallica and Alice in Chains. The bands I truly love. I also can’t wait to see Slash [featuring Myles Kennedy] and The Conspirators. I really want to see some inyour-face hard rock and heavy metal.
The Retailer: What song was most memorable for you throughout your childhood and what do you remember about it the most?
Gueikian: The [aforementioned] “Black Sabbath” by Black Sabbath was the source of inspiration for me to play. Beyond that, I listened to and wanted to play everything by Guns N’ Roses, Metallica, Tool and Alice in Chains.
The Retailer: What are your favorite songs on your smartphone/iPod?
Gueikian: I have been spending a lot of time listening to and trying to play the new Tool album. I have been able to learn three songs, and I am almost done with “Tempest.”
The Retailer: What’s the most fun thing you saw/did at a NAMM Show?
Gueikian: The 2020 NAMM Show was so amazing, with our young artists opening with our G-3s on stage. Then, it was our emerging icons coming on stage, followed by Slash, who shared the stage with Don Felder playing “Hotel California,” and then they shared the stage with Billy Gibbons [of ZZ Top], and then Rick Nielsen [of Cheap Trick] came on the stage. Lzzy Hale also came on stage, and Richie Faulkner of Judas Priest. That was an epic day. Also, the road and the journey to get to that moment to make it all happen was incredible. And it was amazing how excited the [musicians] were as well. You do not take for granted how busy they are. A lot of them were on tour. They saved the time to come and be part of The NAMM Show and support the rebirth of Gibson.
Adam Jones of Tool did not perform at the show. Tool was in the middle of a tour. They had just played in Texas. But he got on his tour bus overnight to come to a signing event and be with us in our NAMM booth and then get back on the tour bus and go out the next night and make the next concert.
The Retailer: If you had to select three people, past or present, to have dinner with, who would they be?
Gueikian: Les Paul, John Lennon and my father. I would love to have a dinner with the four of us. But if I could get Jimi Hendrix to come to dinner also, my dad would totally understand it. He would tell me, if the table is only for four, it is all good.
The Retailer: Tell us about your most memorable experience with an MI retailer.
Gueikian: I got this incredible opportunity that Michael Doyle from Guitar Center gave me to give a talk about the Crossroads Eric Clapton ES-335. Michael knew I own a 1964 ES-335 that is a few serial numbers off from the one Eric played. I am obsessed with that guitar and that era with Eric Clapton in Cream using that guitar, [which] Guitar Center purchased for nearly $1 million, with the proceeds going to the Crossroads Foundation that does such amazing work. Guitar Center let me host a 10-minute piece, where I not only talked about the guitar, but held it and got to play it for quite a while before I went on camera. That was a very special moment for me.
The Retailer: What is the best thing about the MI industry?
Gueikian: What I like is that it is small. In a short period of time, you get to know each other. Everybody wanted to see Gibson succeed and was positive. That developed into a great relationship with all of our partners. It has a lot to do with what everyone in the industry has done for us, along with changes we’ve made, that have gotten us to the place we are today.
The Retailer: Who do you admire most outside of the music industry and why?
Gueikian: Having been one, I really look up to athletes. As a tennis player, I really admire Roger Federer, Rafael Nadal and Novak Djokovic. They not only have achieved everything they set out to achieve and more — it has not gone to their heads.
The Retailer: If you weren’t in the music industry, what would you be doing and why?
Gueikian: Before the I was in the music industry, I was investing in companies and working to help them turn around a troublesome situation and move back toward growth mode. I really enjoyed doing that, working with owners that got themselves in trouble for some reason but still had a good brand and business that needed some help. That’s what I did for 20 years and how I got into Gibson. If I weren’t in MI, I would go back to doing that. But hopefully that never happens.
The Retailer: Tell us about your hometown and why you enjoy living there.
Gueikian: I grew up in Buenos Aires, Argentina. I have lived in many different places, including New York, Miami, Chicago, London and spent some time working in Asia. But Nashville is home. I love it. I love the sense of community we have here. A lot of our artists live in Nashville, and I get to spend time with them. My family loves it here. My kids love their schools and friends. It is a really happening town and evolving into a city.
The Retailer: What are your most prized possession(s) and why?
Gueikian: Well, beyond my family and a dog I am obsessed with, it’s my guitar collection. I put together my collection during the past 20 years.
The Retailer: What’s your favorite book and why?
Gueikian: I read a lot of books, so it is hard to give an answer. So, I am going to go with one of the most recent ones I read. “Shoe Dog” by Phil Knight has the entire history of how he started Blue Ribbon [Sports], which evolved into Nike. What he went through — his work ethic and commitment to getting things done and having failure never be an option — was very similar to the experience of watching my father growing up.
Pull quote are manhasset“In the first quarter of 2021, we have seen an increase in the number of student instruments being sold.” —Keri Armendariz, Lyon & Healy
to do. It has now been 14 months since I flew anywhere, and with the current travel bans across Europe, it’s looking like the summer, at least, before we can start face-to-face events again.”
Armendariz: “We have been sharing more video performances and sound samples, both on social media and one on one with customers, and have also offered online appointments.”
Laukat: “It’s our 25th Cannonball anniversary this year! We have done several special videos, including a concert, a tour of the factory, an engraving video, a flute video and a Cannonball Band virtual video, to remind people of our 25 years. We were happy that NAMM did a virtual show to support all of us in this industry and keep us together.”
Roberts: “In the last several months, Manhasset has focused on improving our product information and images so that our distributors have the most up-to-date information about Manhasset products at their fingertips. That will help keep MI retailers and consumers better informed about our new products, product improvements and other Manhasset brand-related news. In addition, we have participated in numerous video conference calls with our export distributors over the last several months to help keep them informed about Manhasset’s new products and product line details. These virtual meetings have been quite productive for us in lieu of being able to meet in person.”
Petterson: “Our biggest priority over the last year has been to maintain strong connections with the market and to understand the evolving needs of Yamaha customers. This meant investing quickly and efficiently in new and existing digital communications and marketing efforts. Maintaining good communication with the dealer community has been critical, largely due to the uncertainty in the school music market. We believe that being a stable partner for our dealers includes constant two-way communication, adding even more flexibility to our programs and promotions, and working hard to execute marketing activities designed to drive customers to our dealers.”
Let’s conclude by looking at innovation. What products are companies releasing to help keep the B&O market strong and vibrant?
Laukat: “We are very excited about our 25th Anniversary model alto and tenor saxophone. We’ve sold out in three different manufacturing periods. It has a nickel-silver bell, bow and neck. It comes with a titanium neck and lyre screw. It’s my favorite model to play, ever!”
Roberts: “Manhasset has introduced several new colors with textured finishes: gold, hot pink, pink, purple, orange and yellow, for example. They look great, and their textured finishes are even more durable than our gloss finish colors! We have also added a new instrument hanger, the STANDMATE, which we expect will become a great seller. It holds two brass instruments such as trumpets, French horns and cornets. And Manhasset has added more protective shields to its product lineup (Clear Shield and Clear Conductor Stand), which have sold well. These products double for use as acoustic shields in B&O settings, and they help to protect against spreading germs. We added shelf systems that expand storage for our Regal Conductor Stand and for our Symphony stands. They hold cell phones, keys and other accessories that the musician or band director wants to keep nearby. Also, a Voyager portable stand is now available with a Tote Bag for convenience. Both of these popular models have been available separately, but the new combo provides a cost savings if bought in a package.”
Petterson: “The virtual Believe in Music event that was hosted by NAMM was a great opportunity for our dealers to experience and learn more about many exciting new products for Yamaha. During the event, we showcased awardwinning products like the ‘Best in Show’ YDS-150 Digital Saxophone, which also won The Music & Sound Retailer’s 2020 B&O Product of the Year award. The Digital Saxophone will make playing a musical instrument more achievable than ever for amateurs and hobbyists due to its forgiving interface and features that make music-making fun and easy. We also highlighted products like the newly revamped line of Yamaha baritone saxophones and the new SS-3H concert snare drum stands, which won a ‘Gotta Stock It’ award. These products are designed for use in school music settings and allow the players using them to focus on what really matters: making music.”
Armendariz: “This past fall, Lyon & Healy Harps introduced the Drake, a light-tension 34-string lever harp. The Drake is strung with the new-to-market BioCarbon Strings, made using a blend of a recently discovered bioplastic derived from sugarcane. The sound of these strings delivers a powerful and bright tone that provides superior acoustic projection and sustain. A new light-tension model by Lyon & Healy Harps had not been realized in 20 years, and we are proud to answer the demand from harpists for this high-quality, low-tension instrument. We are the North American distributor of Salvi Harps, who is introducing the new Delta C in carbon fiber in mid-April. It is a lightweight (8.3 pounds) instrument with a 29-string range of second octave C to sixth octave C. It can be played while sitting or mobile, using a pyramidal base, stand or a strap. It was launched on our site on April 11.”
FIVE MINUTES WITH
(continued from page 29) Joe, it was not like I never got the opportunity to go to Japan. In fact, I said to Joe, “When you and [next NAMM chairman] Joel [Menchey of Menchey Music Service] go to Japan, in the fall of 2022, I am coming on my own dime. I want to go to Hamamatsu with you and Joel. The NAMM chairman always goes to Hamamatsu to see all of NAMM’s good customers, particularly Yamaha.
The Retailer: I wanted to circle back to philanthropy, which you mentioned. Is that something you plan to focus on more heavily in the future?
Martin: I will. Diane and I are both of a like mind. We believe if we can, we should. So, we have been. But I am very conscious of the fact that just throwing money at a charity may or may not work. The organizations I currently work with, I know well. They know me. They ask me every year, and I say, “I believe in your mission.” For example, I support the Wildlands Conservancy. It has a practical view that the Lehigh Valley [of Pennsylvania] deserves to grow, but it also deserves to grow with some thought. For example, we have a lot of old rail lines near here. I wish they were still running and I could take the train to Philadelphia and Manhattan. I would if I could. Those rail lines have been repurposed as rail to trail. The key is to hook them together. Another example is, someone wants to give land. They want to preserve it and also get a tax deduction. The Wildlands Conservancy says, “You giving us this cornfield is certainly valuable. But, if we can hook your cornfield up to another cornfield, we can make a right of way for animals.” That’s where preserving land really works for rest of Mother Nature. That is a holistic way to look at the Lehigh Valley, and I am very involved in that and am conscious of the fact that, if we are not careful, it is going to be tough to put the toothpaste back in the tube.
The Retailer: Congratulations on all your great charitable efforts and good luck moving forward. Let’s get back to NAMM. The trade group has stated the importance of a live trade show in Nashville in July (to be combined with the National School Music Dealers Association show at AIMM), as well as a live show in Anaheim in January. What are your thoughts on that?
Martin: We are planning to have Summer NAMM. Nashville wants us to come. We made it shorter to have it take place on two days [July 15 and 16]. Joe was working with other groups to have their show take place on Tuesday and Wednesday [with NASMD and AIMM taking those slots]. Our viewpoint was, we would involve groups that were going to meet around that time anyway. We figured if you are going to meet anyway, why don’t we all meet in Nashville and get critical mass? We should all remember that, when you talk to someone who looks at the cost of calling on a customer, you can think, rather than me visiting all those customers where they are, if I come to a central location and they come to a central location, it is so much more efficient. It is actually cheaper to see all your customers in Anaheim than it would be to fly to see them the rest of the year. From a practical standpoint, it makes good business sense. Plus, we are a very social community. We love to hang. That is probably what everyone misses more than anything. I really miss seeing someone in person. We are all in this together. That will bring us back to The NAMM Show.
Think about when we go to Washington, D.C. [for the Advocacy Fly-In]. When we go into an office, maybe we get to meet the senator. Maybe we get to meet the congressperson. But we always meet the staff. Our message is compelling, because who doesn’t love music? Not all the meetings they have in their offices are as fun as ours. Sometimes, it is really some contentious stuff that there are a lot of opinions about.
That leads me to talk about Believe in Music and NAMM. I did not know “Believe in Music” was a subset of the NAMM logo, because it is hidden on the bottom. When we had the digital show, we gave it priority. I said during a recent NAMM board meeting, if you are walking down the street, stop someone randomly and ask, “Do you believe in NAMM?” They will say, “I don’t know. What is a NAMM? Oh it is the National Association of Manufacturers.” “Not that NAM.” “Oh, it is the National Association of Medicare Members,” which is a real thing. But if you walk down the street with a big smile in a very friendly way, stop someone randomly and ask, “Do you believe in music?,” the answer is “yes.” It is a bit of rebranding, but the message is more understandable to those of us who do not know what NAMM is. Our audience is beyond NAMM. Our audience is anyone who believes in music.
The Retailer: Looking at MI overall, despite guitars enjoying incredible sales, as well as strength from other areas like stay-at-home recording gear and keyboards, other segments have been decimated by the lack of live music. What are your thoughts on what the future might hold for MI?
Martin: Let’s remember this pandemic. It may not be the last one. We may be reliving this, but hopefully we will be a little bit smarter about it. Let’s go back to the ukulele, a microcosm of the market. The problem right now is the ukulele circle. That was an important part of the experience of why people wanted to play the ukulele. They wanted to play it with other people. That is going to come back. The thing I scratch my head about is, everyone has a different opinion about when things will come back. When people talk about 2023, 2024 and 2025, I say, “Boy, I hope it doesn’t take that long.” The comeback will be slow. This summer will be slow. But everyone is willing to try. If you asked someone who worked a sound system if they are willing to do a concert with 25 people instead of 100 people, they would say, “When? I am ready. I am available. I got my equipment. When do you want me?”
It will be a slow rollout this summer, but it has to come back. It is so much about what music means to people. It is about sharing music collectively, [which] we have not been able to do. Musicians get a rush from receiving applause from an audience. You play a good song, and the audience claps. That is why they do it. We need to get back to that to inspire musicians. They want to be in a live venue looking at hundreds or thousands of people who tell them how much they like their music. That makes the musician want to write the next good song.
Company Pg
AMAHI UKULELES ................31
ARMADILLO
ENTERPRISES......................C-II
AUSTRIAN AUDIO / GROUP
ONE ........................................19
BOURNS PRO AUDIO .............14
CASIO........................................25
CE DISTRIBUTION .................27
CHAUVET LIGHTING.............8
CHAUVET LIGHTING.............9
DRUM WORKSHOP ................10
DRUM WORKSHOP ................11
EPIPHONE ............................. C-IV
FENDER....................................5
HAL LEONARD .......................17
IK MULTIMEDIA.....................35
JJ BABBITT ..............................12
JMAZ LIGHTING.....................6
KHS AMERICA ........................33
MANHASSET SPECIALTY
COMPANY.............................3
NAMM.......................................15
NEW SENSOR ..................... 20-21
PETERSON ELECTRO-MUSICAL
PRODUCTS............................43
TONEWOODAMP ..................C-III
VOCOPRO.................................13
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.
MI SPY
(continued from page 31)
I proceeded to switch over to the brass offerings, which featured trumpets, flugelhorns, French horns, alto horns, trombones and more. The adjacent accessories category on the website offered tuners and metronomes, music stands, reeds, mouthpieces, straps and more for sale.
Under a separate dropdown for orchestra products, I clicked the link for violins and found three violins for sale, one each listed under student, intermediate and advanced designations, ranging in price from $599 to $1,699. Orchestra accessories are also available, including strings, rosin, bows and more.
I returned to the homepage, where two “Featured Products” were showcased in nondescript lettering. Below that was a reminder of “Your Recently Viewed Products,” where I saw a picture of the violin I had just seen.
Much like the previous two retailers, Bert Murdock Music has an excellent selection of B&O products. But the Bert Murdock Music website was simply not as appealing as the others. The few photos that do appear on the homepage of the website are small. There are no photos of the store itself; instead, there is only a logo. And there are no photos of the customers or the employees (a few images of some people in the store playing instruments or even just hanging out is always a welcoming touch). I thought the site needed to be spruced up graphically and made more inviting. The good news is that this is something that can absolutely be accomplished.
Music Village 4598 S. 700W Riverdale, UT 84405 musicvillageusa.com
Lastly, I made a virtual visit to Riverdale — which, no, is not the hometown of Archie, Betty, Jughead and Veronica, nor is it the setting for “Riverdale,” the perplexingly trashy yet compelling TV teen drama adaptation of the Archie comics. This Riverdale is just south of Ogden and lies where Interstates 15 and 84 intersect.
Immediately upon visiting Music Village’s website, I was impressed. Right at the top, there is an excellent collage of store photos with a logo and the words “Your Music Outfitter” and “Gear & Service.” Below this are big, bold product photos that, when clicked, take you to dedicated pages for home recording, effects pedals and acoustic guitars. (These are some of the hottest product segments in MI right now, so Music Village is doing the right thing by putting its offerings in these categories front and center on the homepage.) Scrolling down further, I saw a few featured products and even a blog section with a few posts about new product releases and store promotions.
Music Village is admittedly more of a combo dealer, so I was expecting their B&O offerings to be slim. I hovered over the “Products” tab at the top left of the homepage and found “Band and Orchestra” appearing last among 10 categories. I clicked on this tab and first found a “Your Music Outfitter” graphic, featuring a guitar in an outdoor scene setting. I liked it. One thing is for certain: Music Village’s website is visually appealing. Subcategories under the “Band and Orchestra” tab were reeds, maintenance kits, violins, violas and cellos.
Browsing five categories is something I can handle (you can thank my years of MI Spy training for that), so I clicked on all five tabs. Under reeds, there were six Rico reeds listed for sale ranging from $8.99 to $17.99. If you click on any individual product, a hi-resolution photo of the package appears, so you really know what you are getting when you buy it. There were also six Herco maintenance kits listed from $17.99 to $23.99. Under violins, a total of 15 products were listed, some offered as part of full outfits. Knilling, Cremona, Cervini and Anton Breton were all represented. Six of the violins were currently for sale, with the other nine asking the customer to “Contact us for availability.” As for violas, three were listed from Knilling and Cremona, all carrying a “Contact us for availability” tag below the product on the website. There were no cellos for sale at the time I visited the website.
I should note something very important: Music Village had an especially impressive selection of other products. For example, more than 100 electric guitars alone were listed for sale. Acoustic guitars were available in droves as well. The store also offers separate pages on its site for instrument amps, pro audio, recording, keyboards, microphones, drums and percussion, cables, and accessories, with plenty of products available in each of these categories. There is no question that overall, Music Village has an excellent website. However, my focus for this mission was B&O products, and unfortunately, this retailer was a little light in that category at the time of my visit.
The Sale
It was close. I was impressed by how expansive the B&O offerings were overall, especially in some less-appreciated product categories. Each retailer has clearly put hours and hours of work into their websites. I also want to note that each of these stores offered ecommerce sales options directly on their websites, something I consider a must-have.
To determine the winner, I considered product selection, ease of use (in finding the products I was looking for) and the visual appeal of the website. The answer that came to my mind was Summerhays Music. Although the number of its B&O offerings was rivaled by some of the other sites, I really liked the ease with which I could find the specific type of B&O instrument I wanted on the Summerhays site. I also liked the clean, photo-heavy look of the website itself. The site invited me in. After viewing it, I thought about how Summerhays Music was a store I would really want to visit in person.
The other three retailers certainly had their strong points. Riverton Music and Bert Murdock Music have tremendous B&O selections. And Music Village’s website is especially appealing, and its web designer should certainly be complimented. This is a store I would love to visit in person and review for mission focused on a full-line combo product like guitar, or even a proaudio-focused report.
And who knows — I just may get to see these stores in person sometime soon. If everything goes according to plan, the MI Spy should be back in the field next month for a road trip to the east coast and a visit to a certain Mid-Atlantic state. Stay tuned!
SHINE A LIGHT
(continued from page 37) an unplayable guitar purchased off Amazon or Craigslist that will often result in them quitting, because playing it is unpleasant,” said Campbell. “I’ve found that, after an eight-week trial period, customers are much more likely to spend the necessary money to have a good-quality, entry-level instrument that they can play comfortably, and won’t have to upgrade in less than a year.”
Being cognizant of the needs of all players, especially beginners, is another business lesson that Campbell drew from her own life experience. “As a young woman in the ‘90s starting drum lessons, I often felt profoundly uncomfortable in music stores,” she said. “The industry has changed a lot since then, but I’ll never forget how it felt to be dismissed by the staff because I was a female percussionist. I make sure that no one feels spoken down to at Music on the Hill because they are new to making music.”
Campbell gives her staff a lot of autonomy to create their own unique roles at the store, because, she said, “no specific training is better than having happy, passionate employees who really care.” But one thing that remains consistent is a focus on good customer service. “The majority of what they do learn from me is how to make a first-time instrument player comfortable, how to give them a basic knowledge of the instrument so they leave the store with the right instrument, and how to help them develop a plan to learn how to play,” said Campbell.
“Customers are coming to our store for our expertise,” she continued. “We have carefully curated our selection and will take as much time as necessary getting someone set up with the right instrument.”
Looking to the future, Campbell hopes to keep growing the business, whether that means opening a second location or moving
VEDDATORIAL
(continued from page 34) gutted by the events of the last year, which has lowered the bar. A little bit of post-pandemic saltiness is understandable at some level, but it won’t win customers back.
Embrace the newbies. So many people began or resumed playing during their shelter-inplace months. They’re liking their newfound affinity for music-making, and with careful and courteous nurturing they’ll be ready to expand their involvement in this new hobby, rather than go back to pre-COVID activities exclusively. This is the market growth we’ve been waiting for!
Rethink everything. I know this sounds vague, but I mean
UNDER THE HOOD
(continued from page 38) Inspired by the original Casiotone CT-201, the CT-S1 features 61 tones, with some classic Casio tones coming from the VL, VZ and CZ series. The CT-S400 and LK-S240 feature 600 high-quality tones, 200 rhythms and 160 builtin songs in addition to a diverse range of functions including auto-accompaniment. The AiX Sound Source combined with the speaker design ensures the best sound quality in its class, the company added.
All three new Casiotone models have a range of connectivity options, including a classcompliant micro USB MIDI port. A USB HOST port is available it at face value. We don’t know what our customers will be looking for. Some will want curbside pickup and remote lessons forever. Some new players will be looking for help connecting to peers. Some school systems may see an enrollment surge. There won’t be the hoped-for “return to normal.” And the “new normal” has yet to be defined. So much could still change. But if we’re ready and willing to change, and to serve our customers, we’ll enter the “new normal” ready to thrive. It’s a different spin on “pay to play:” If we pay attention, customers will pay us. It’s that simple … and that hard.
for the separately sold Bluetooth adapter (WU-BT10) that provides wireless MIDI communication and can effectively transform the keyboard into a wireless speaker. Wired or wirelessly, users can link the keyboards to Casio’s dedicated Chordana Play, which will enable them to change the tempo or key of songs being played, in addition to displaying music scores and piano roll. Players can easily hook up a sustain pedal for even more expressive play, as well as use the headphone output to practice in private.
The three new Casiotone keyboards were available for sale as of mid-May at MI retail locations.
IN THE TRENCHES
(continued from page 32) to put us at ease. When we landed in Atlanta on the return trip, the same pilot from the first trip gave us disembarking instructions in a heavy Russian accent, and thanked us for choosing the “Southwest flying machine.”
You get the picture. You can shake things up in subtle ways, and put people at ease. Go by the bait and tackle shop, buy a halfdozen straw fishing hats, and let the staff wear those in the store all week this week. If you’re feeling really adventurous, get the hats with the green plastic visors. What do the hats mean? Nothing. Not a thing. But if you walked into a store, and everyone was wearing some silly hat or something totally out of place, wouldn’t it make you smile? Sure it would. A smiling customer is a happy customer, and happy customers spend more money.
One of my good friends bought into a new larger space with even more possibilities down the road. “There are so many things I’d like to do, and space is a consistent challenge,” said Campbell, “but I don’t want to push anything too fast or overextend myself or the store in general. That’s when things start falling through the cracks, and you lose the trust of the community.”
a case of tube socks one day, and decided to give away a pair of socks with every instrument. People wanted to show off their free socks on social media, and they did, and for next to nothing he got a lot of love (and word-ofmouth advertising) online. And that is the best promotion there is: having customers talking online about how happy they are that they came to your store.
Maybe the most important part of all this is this: If you’re busy promoting staff happiness, promoting customer happiness, wearing silly hats, sponsoring someone else’s event, or anything that creates joy for others, you’ll feel better and be a happier person yourself. Your joy will be contagious, and your store will reflect your attitude. Get happy. Be happy. Get the stuff you can, promote it, and shake things up.
