SUMMER NAMM ISSUE SUMMER NAMM ISSUE SUMMER NAMM ISSUE July 13, 2017 Volume 34, No. 7
THE NEWS MAGAZINE FOR MUSIC PRODUC TS RETAILERS
BE SURE TO WATCH
NAMM Delegates Swarm Capitol Hill To Demand Music Programs Be Fully Funded
VOICES
a hundred By Dan Ferrisi
When NAMM and its music products industry delegates arrive on Capitol Hill each year to advocate directly to our congressional representatives, we boil down our efforts to a very simple goal—this year’s was “pressure.” With President Obama’s signing of the Every Student Succeeds Act (ESSA) in December 2015, many might have had the mistaken impression that the music community’s advocacy work was complete, given that we’d succeeded in getting language into (continued on page 22)
(continued on page 22)
A ‘Sweet’ Look Inside Sweetwater
The Retailer Rebel Pays A Visit To The Fast-Growing MI Powerhouse By Gabriel O’Brien
Internet retail now accounts for more than eight percent of all retail spending by consumers. Big-box retail and malls are suffering, and the pain is showing in the constant press coverage with screaming headlines about “the death of retail.” Recently, however, I read an interesting article about the growing opportunity for small, independent retailers that don’t sell commodities to grow their business (continued on page 66)
WE ALL
SHINE ON Summer NAMM Spotlight Showcases Our Industry’s Leading Lights By Dan Ferrisi
Although much of Summer NAMM’s value proposition centers on exceptional education opportunities, expert training sessions, fun networking events and awesome musical performances, one mustn’t forget that Music City Center’s show floor, which has been growing in recent years, is always packed with products that any success-minded retailer needs to check out. To help the Retailer’s readers zero in on the new products that’ll make the biggest difference in their stores this fall and winter, we present the Summer NAMM Spotlight. It’s a curated collection of more than 30 products that’ll be on display at Summer NAMM and that, we think, have the greatest potential to be game-changers. Additional products from Summer NAMM will be published in upcoming issues, so don’t miss Product Buzz and, in September, our annual Holiday Sales Guide. (continued on page 26)
Love the YPG-235? (and really, who doesn’t)
There’s a New Kid on the Block The new PSR-EW300 is the heir to the best-selling YPG-235 keyboard. See it in the Yamaha booth at Summer NAMM – #643.
L AT E S T
Korg USA Expands Relationship With Tanglewood Korg USA has further expanded its growing partnership with Tanglewood Guitars, announcing official distribution in the United States. The news follows an announcement about Canadian distribution, which came into effect last October. Korg USA now handles Tanglewood circulation to the entire North American region.
Yamaha Helps Aid School After Fire
Yamaha Corp. of America and Schmidt’s Music came to the aid of Workman Middle School in Pensacola, Fla., replacing several instruments that were lost in a fire that destroyed the school’s portable orchestra room on May 13. The fire, most likely caused by lightning, claimed at least 21 instruments and an extensive collection of sheet
“We are thrilled to broaden our relationship with Tanglewood by expanding our distribution to the U.S,” Brian Piccolo, Director of Guitar Brands at Korg USA, stated. “It is a great brand that has achieved tremendous success throughout the rest of the world. We believe our dealers and consumers will be impressed with the brand, and we are looking forward to watching the brand thrive beyond the Canadian and European markets.” “Partnering with Korg USA is a milestone in our brand’s progress and an opportunity that we look forward to with great anticipation,” Tanglewood’s Managing Director, Tony Flatt, declared. “The strategic advantage of working with such a valued and respected company is that Canadian and U.S. retailers alike, whether large or small, will have full access to our product range and can benefit from the logistics and trade experience that a blue-chip partner like Korg USA can offer.”
Kyser Rolling Out MAP Program
Kyser Musical Products Inc. has made a move to protect its network of distributors and dealers within the MI community by rolling out a minimum advertised price (MAP) program. Kyser intends to protect the MI business model by preserving distributors’ prices while, in addition, allowing dealers to maintain or even increase their margin on the Kyser Quick-Change capo line. The MAP program, which Kyser unilaterally established and which will be enforced in the U.S., will discourage potentially detrimental pricebased advertising in print and online. MAP for all Kyser QuickChange capos will be $17.95 each. MSRP will remain $24.95 each. Beginning the middle of this month, the program will be strictly enforced by utilizing third-party monitoring software, along with a dedicated in-house monitoring team.
music. Yamaha donated six V5 violins and a DGX 660 digital piano to the school; meanwhile, Schmidt’s Music contributed two cellos and an upright bass to help the music program get back on its feet. Dave Schmidt, owner of Schmidt’s Music, presented the instruments to the school’s orchestra director, Christina Clark Frierdich, at an event held at the school. “Christina has built a magnificent orchestra program at Workman Middle School and, like so many in our community, Schmidt’s Music is compelled to support the school with this instrument donation,” Schmidt said. “I am also grateful to partner with Yamaha to help get the music program up and running again without missing a beat.” “Supporting music education is at the heart of everything we do here at Yamaha,” Lisa MacDonald, Director of Marketing, Band & Orchestral Division, Yamaha Corp. of America, added. “While this fire at Workman Middle School was a tragedy, we hope this donation of musical instruments by Yamaha and Schmidt’s Music to the school’s music program helps to bring it back better than ever.” MUSIC & SOUND RETAILER
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THE NEWS MAGAZINE FOR MUSIC PRODUC TS RETAILERS
VOLUME 34 NO.7
23
Columns
Features
34 Summer NAMM Educational Sessions
ON THE COVER
A Hundred Voices
A one-stop source for all of the educational happenings at Summer NAMM in Nashville this month.
A group of nearly 100 members of the music products community — dealers, vendors, NAMM staff, media and artists — descended on our nation’s capital the week of May 22 for NAMM’s annual Music Education Advocacy D.C. Fly-In. When NAMM and its music products industry delegates arrive on Capitol Hill each year to advocate directly to our congressional representatives, we boil down our efforts to a very simple goal — this year’s was “pressure.”
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40 Summer NAMM Exhibitor List
A comprehensive guide of all the companies exhibiting their products at Summer NAMM.
42 The Music & Sound Independent Retailer 44 Five Minutes With
Although some successful executives in the music products industry arrived in the MI world by happenstance, our market’s true leaders tend to be the ones who’ve lived and breathed music seemingly from the cradle. That certainly describes Crystal Morris, Founder and CEO of Gator Cases, whose father was involved in the MI industry and who attended her first NAMM Show as a young girl. The enthusiasm, passion and creativity she discovered in girlhood suffuses Gator, a family business in the best and truest sense of the term.
48 MI Spy
Musical life in Albuquerque is rich. Many musicians have called the New Mexico city home, including Kurt Frederick and John Lewis. So, what better place for your humble correspondent to investigate? This month, MI Spy checks out Baum’s Music, Grandma’s Music & Sound, Guitar Center and Music Go Round.
52 Special To The Retailer
The Music & Sound Retailer expands its New Mexico theme with Cindy Cook, Co-Owner, as well as director of education and marketing, for Santa Fe-based The Candyman Strings & Things. She provides exclusive thoughts from her visit to Washington, D.C. for the NAMM Fly-In. ON THE COVER
54 Front And Center
A ‘Sweet’ Look Inside Sweetwater
Sweetwater is a company that, in Founder and President Chuck Surack’s words, decided it “would not participate in the recession.” And, spoiler alert: It didn’t. Sweetwater’s sales grew from $136 million in 2009 to more than $500 million in 2016. Gabriel O’Brien had to take a closer look at the MI powerhouse by visiting its Indiana headquarters.
56 From The Trenches
Allen McBroom offers ideas for something every MI retailer needs: padding the bottom line. One way is to drive more traffic to your store, and blogging can never hurt.
ON THE COVER
We All Shine On
Want to know many of the coolest products being introduced at Summer NAMM? You’ve come to the right place by reading this cover story.
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The Women’s International Music Network’s Founder Laura B. Whitmore interviewed Tiffany Stalker, senior manager, education division for Korg USA. Stalker recalled growing up listening to her father’s music: Earth, Wind & Fire, Al Jarreau, Michael Jackson and more.
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58 Shine A Light
McKinney, Texas-based Guitar Sanctuary saw opportunity during the depths of the financial crisis in April, 2010, when it opened its store. The risk has paid off in spades.
60 Retailer Rebel
We’ve seen plenty of headlines about retailers closing stores recently. And it is unknown what affect Amazon’s announced acquisition of Whole Foods Market will have on the retail industry. But despite the news stories, Gabriel O’Brien opines that MI retailers can still thrive.
62 Veddatorial
A new Starbucks location opened near Dan Vedda’s MI store, with very little fanfare. Despite little to no publicity, cars were queued up 15 lanes deep following the opening. Vedda looks at what retailers like Starbucks are doing right.
70 Under The Hood
Buzz 4
3 Latest 16 People 20 Products
Anthony Vargas takes a look at Celestion’s FTX1025 and FTX1530. Among its benefits are FTX Series’ Common Magnet Motor Assembly, which uses the same magnet for both low-frequency and high-frequency elements to enhance the inherent benefits of coaxial speaker technology.
JULY 2017
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EDITORIAL
I’m Back … Back in the MI Groove I’m sure you opened this July edition of the Music & Sound Retailer expecting poignant commentary about the Summer NAMM show. Unfortunately, I’m not going to provide that, although, make no mistake, there is plenty of Summer NAMM information throughout the magazine, including tons of new product introductions and everything you need to know in terms of educational sessions and exhibitors. I also want to point out that, although my signature is on this page, 99 percent of the content was created by my predecessor Dan Ferrisi and associate editor Anthony Vargas. This month, I get to play the role of the “vulture.” Football fans may know this term refers to a running back who comes in for one play and scores a touchdown after a teammate did all the work getting his team from its own 20-yard line to the goal line. First, I want to thank Dan for doing a tremendous job as editor of this magazine for the past six years and wish him the best as editor of sister publication Sound & Communications. Since I last helmed the Retailer, I have added wisdom, experience and plenty of gray hair to my repertoire and am certainly much more mellow than I used to be. Regarding other changes, I became a homeowner in May and now have two boys, ages 5 and 1, the older of whom can’t help but belt out tunes he learns from his afterschool daycare teacher. I do wonder how long a child born in 2012 is going to be into ’80s songs like “Ghostbusters,” “Livin’ on a Prayer” and “Thriller,” but as a child of the ’80s, I’m enjoying it while it lasts. To get more on point however, why did I rejoin the Retailer? It’s a great question. Glad you asked. It’s all about my love for music instruments retailers and the music industry. I have served several other retail industries as an editor and can unequivocally say those in MI are the best people I ever worked with and now will get
to do so again. I’m going to name several of the people I worked with during my prior tenure as editor from 2005-2011 who made me want to come back. I do want to caution it’s not an all-inclusive list and if I left you out, I sincerely apologize from the bottom of my heart. Here is just a sampling of the great people in the retail and trade association segments of this industry who made me return to such a great magazine in no particular order (of course there are so many great people on the manufacturer and public relations side that I need to create another list as well): Rebecca Apodaca, Jamie Fullenkamp, Lisa Kirkwood, Zach Phillips, Christopher Guerin, Jessica Freehling-Kazzie, Bob Savarese, Bryan McCann, Brian Marsh, Alysha Sides Greevy, Harry Gillum, Joel Menchey, Larry Biernacki, Kevin Cranley, George Hines, Dan Vedda, Pete Gamber, Mark Despotakis, Scott Robertson, Chalise Zolezzi, Gordy Wilcher, Donovan Bankhead, Gayle Beacock, Menzie Pittman, Skip Maggiora, Chris Basile, Mark Goff, the late Danny Rocks, Liane Rockley, Myrna Sislen, Pete Gamber, Allen McBroom, Jim DeStafney, and of course, Joe Lamond, president and CEO of NAMM, whom I can honestly say leads the best trade organization I ever worked with as a member of the media. Forgive me if I’m the happiest person at Summer NAMM and have a smile for no reason. If you see me, please make sure you stop by and say “hello.” See you at Summer NAMM this month, my first MI show since 2011’s Winter NAMM show. Hope everyone has a great time in Nashville!
July 13, 2017 Volume 34, No. 7
BRIAN BERK Editor bberk@testa.com
ROBERT L. IRAGGI Advertising Director riraggi@testa.com
ANTHONY VARGAS Associate Editor avargas@testa.com
RICKY PIMENTEL Art/Production Assistant rpimentel@testa.com
GEORGE HINES SKIP MAGGIORA Editorial Advisors
ROBIN HAZAN Operations Manager rhazan@testa.com VINCENT P. TESTA President/Publisher
DONOVAN BANKHEAD CINDY COOK SUZIE HAMMOND
JEFF KYLE JR. MICHELLE LOEB ALLEN MCBROOM
JANICE PUPELIS Art Director STEVE THORAKOS Production Manager CIRCULATION circulation@testa.com FRED GUMM Digital Art Director MATT VAN DYKE Editorial/Social Media Coordinator mvandyke@testa.com GABRIEL O’BRIEN DAN VEDDA LAURA B. WHITMORE Contributors
Editorial and Sales Office: The Music & Sound Retailer, 25 Willowdale Avenue, Port Washington, New York 11050-3779. Phone: (516) 767-2500 • Fax: (516) 767-9335 • MSREDITOR@TESTA.COM. Editorial contributions should be addressed to The Editor, The Music & Sound Retailer, 25 Willowdale Avenue, Port Washington, New York 11050-3779. Unsolicited manuscripts will be treated with care and must be accompanied by return postage. Sound & Communications • DJ Times • Sound & Communications Blue Book The Music & Sound Retailer • The DJ Expo • IT/AV Report The Retailer’s Vnewsletter • Convention TV @ NAMM • InfoCommTV News VTTV Studios The Music & Sound Retailer (ISSN 0894-1238) (USPS 0941-238) is published 12 times a year for $18 (US), by Retailer Publishing, Inc., 25 Willowdale Ave., Port Washington, NY 11050-3779. Periodicals postage paid at Port Washington, N.Y. and additional mailing offices. POSTMASTER: Send address changes to The Music & Sound Retailer, PO BOX 1767, LOWELL MA 01853-1767
JULY 2017
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L AT E S T
D’Angelico Joins Effort To Bring Musical Joy To Homeless the homeless. So, the company jumped at the opportunity to provide instruments for the homeless musicians Leamy’s met through his program. Referring to one of the homeless musicians that he’s befriended, Leamy said, “When I first met John Glen, he said, ‘It would really mean the world to me to have just a few minutes to play your instrument. It calms me down. It’s like oxygen.’” He continued, “I called John to meet me so he could jam. But what I didn’t tell him was that D’Angelico was kind enough to donate a guitar for him to keep!” Leamy kept the gift a surprise until they met in person. “When D’Angelico reached out and I explained John’s situation, they were so fast to get involved. I’m blown away by their incredible generosity,” Leamy added. “As he left, John said, ‘Even playing it for two minutes, I just feel so much happier. But now I can earn tips playing on the street!’ It’s life changing.”
D’Addario Partners With Contemporary Youth Orchestra In 2015, inspired by a panhandler on the subway, musician Chris Leamy started a social movement called #heplaysforme. Since then, he has played guitar and sung weekly in New York City’s Union Square on behalf of homeless individuals, raising awareness and funds for those in need. By performing original music and earning spare change for the homeless, Leamy has fed and clothed many people; he even found permanent shelter and a steady job for one man. D’Angelico Guitars was moved by Leamy’s passion for aiding
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D’Addario & Co., Inc., has announced a partnership with the Contemporary Youth Orchestra (CYO), based in Cleveland, Ohio. The partnership will help CYO continue to provide excellent educational experiences for its students and encourage increased exposure to new ideas within the music industry. Established in 1995, CYO is an ensemble that’s devoted to preparing students for a confident career in the creative industries. It creates experiences that aim to excite the imagination while, at the same time, developing independent thinkers, surprising audiences and inspiring confidence through the arts. With more than 500 world premieres to date, CYO is composed of about 115 high school musicians in 64 different school districts. Of the partnership, Founding Music Director of CYO, Liza Grossman, commented, “D’Addario is a leader of innovation with its products and with its passion for helping students achieve, create and perform at a high level, while fostering a supportive and creative environment. This is in alignment with the core of who Contemporary Youth Orchestra is, and we are very proud of this partnership.” CYO has commissioned 21 concertos, performed by members of the Cleveland Orchestra, nationally recognized musicians and prominent jazz artists. It has premiered more than 500 orchestral works, all with the composers present. Grossman is the tour conductor for the rock group Styx, and she’s conducted orchestras that include the Nashville Symphony, Jacksonville Symphony and Colorado Symphony. JULY 2017
L AT E S T
AES Opens Advance Registration, Announces Plans
The Audio Engineering Society (AES) has opened online advance registration for the 143rd International AES Convention, which is scheduled for October 18 to 21 at the Jacob Javits Center in New York City. A professional audio education, networking and gear exhibition, the AES Convention will offer an expansive professional media and entertainment production program, three days of pro-audio gear exhibitions and presentations, and a series of events and experiences to increase attendees’ audio prowess. The AES Convention will be co-located with the NAB Show New York 2017. Registration, at any level, for AES will give attendees access to the NAB exhibition floor and the content in NAB’s Core Package. The 300-plus exhibitors expected to showcase video production tools on the NAB exhibition floor will complement the 300-plus professional audio exhibitors that are regulars on the AES exhibition floor, offering media professionals the potential for a broader and more comprehensive experience. “AES Conventions have a rich tradition of driving progress in audio technology and application,” noted AES’ Executive Director, Bob Moses. “Although this year’s convention takes place alongside the NAB Show New York, it remains an independent gathering of a global community of audio professionals and students: end users, manufacturers, researchers and scientists. The NAB Show New York is focused on the production and distribution of mainly video content. It’s a natural fit that these two organizations collaborate and cross-pollinate, developing new workflows and business models and creating new opportunities for our communities.”
A-T Serves As Sponsor For High School Nation Tour
Audio-Technica is now the exclusive microphone and headphone sponsor for the 2017 tour of High School Nation, a secondary school touring music festival that has the goal of promoting arts and music programs in high schools across the country. The 2017 tour will travel to 60 schools to help set up permanent recording facilities, as well as to host presentations to encourage students to pursue a career in the arts, all while having a fun, immersive experience. As the tour’s official microphone/headphone sponsor, AudioTechnica will supply products for student giveaways at each school, as well as mic/headphone components to help outfit the schools’ new recording studios. Student giveaways include AT2005USB cardioid dynamic USB/XLR microphones, and either ATH-M20x professional monitor headphones or ATH-M30x professional monitor headphones at each school. For the schools’ new recording studios, Audio-Technica is supplying AT2020 cardioid condenser microphones and either ATH-M20x or ATH-M30x headphones. Additionally, Audio-Technica is outfitting the mic complement for the High School Nation tour presentations, which feature live music and question-and-answer sessions where students can ask the HSN crew questions and learn more about careers in the arts.
Super-Sensitive Helps In Classrooms
In Florida, Sarasota County Schools recently honored Jim Cavanaugh, President of Super-Sensitive Musical String Co., with the Outstanding Business Partner Award. Cavanaugh was nominated by McIntosh Middle School for his support for the school’s string orchestra program. The school was chosen as the recipient of a $1,000 grant from SuperSensitive to assist in repairing and replacing instruments and bows. Now more choices from the inventors of in-ear, high-accuracy earphones.
etymotic.com
Listen to the NEW ER3 line of high-accuracy earphones at Summer NAMM in Halls C & D Booth #449 ©2017 ETYMOTIC and AccuTechnology are registered trademarks of Etymotic Research, Inc.
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JULY 2017
L AT E S T
CHAUVET DJ Distributors Gather In Europe CHAUVET DJ distributors from countries throughout Europe gathered at Chauvet’s European headquarters, near Ghent, Belgium, earlier this year for a day of new product demonstrations, discussions and networking. In addition to featuring speeches from CEO Albert Chauvet and European General Manager Michael Brooksbank, the event gave guests the opportunity to learn about several of CHAUVET DJ’s latest fixture
releases; among them were the Intimidator Spot 375Z IRC, Intimidator Hybrid 140SR, Intimidator Beam 140SR and the EVE E-100Z, as well as some forthcoming products yet to be released. Guests also enjoyed an evening buffet with drinks and a tour of the historical city of Ghent. “This was an excellent opportunity for us to bring our CHAUVET DJ distributors from Europe together to exchange insights and ideas,” Albert Chauvet commented. “It was heartening to see so many passionate people—passionate about their own businesses as well as the CHAUVET DJ brand—together in one room.” Brooksbank was also enthusiastic about the reception, saying, “The event reaffirmed the common values and goals we share with CHAUVET DJ distributors in Europe. I think all of us left the evening with a genuine feeling that the future is bright for CHAUVET DJ in Europe.”
Music China Set To Increase Scale Music China, set to take place from October 11 to 14 at the Shanghai New International Expo Centre, is expected to exceed last year’s scale. The 2017 show will expand to 11 halls, covering 125,000 square meters of exhibition space, as compared to 112,000 square meters in 10 halls last year. To date, more than 90 percent of exhibition space has been reserved. This is partly attributable to China’s promising MI market. The market size for cultural activities is expected to grow to 80 billion RMB (approximately $11.6 billion) in 2018, according to data from Beijingbased research company Zhi Yan Market Research Ltd. Judy Cheung, Deputy General Manager of Messe Frankfurt (Shanghai) Co. Ltd., said, “Over the past 15 years, with joint efforts from the organizers and support from the music industry, the fair has continued to grow in scale and content to help exhibitors capture emerging business opportunities. In response to the market trends and the strong requests from our industry peers, we have decided to further expand our show scale. This year, we will welcome an additional hall entirely dedicated to music education, as well as enlarged areas for bowed instruments and pianos.” Globally renowned brands that have reserved booth space for the upcoming show include Alfred Music, BAM, Casio, D’Addario, ESP, Fender, Ibanez, LTD, Marshall, Pearl River, Roland, Tama, Taylor and Yamaha. Music China will once again feature 10 international pavilions and groups, representing Belgium, the Czech Republic, France, Germany, Italy, Japan, the Netherlands, Spain, Taiwan and the U.K. 12
JULY 2017
L AT E S T
She Rocks Summer NAMM Showcase Performers Named
The Women’s International Music Network (The WiMN) has announced the finalists selected to perform at the 2017 She Rocks Summer NAMM Showcase, taking place July 13, from 8:30 p.m. to 10:30 p.m., at The Listening Room Cafe in Nashville, Tenn. Performers include Canadian sister duo Command Sisters, singer and multi-instrumentalist Laura Clapp, singer-songwriter Julia Jordan Kamanda and lifelong musicians Southern Sirens. The performers were chosen based on submissions they made. “The WiMN’s She Rocks Showcases are a part of our ongoing efforts to create opportunities and a platform for women in music,” said The WiMN’s Founder, Laura B. Whitmore. “We aim to give a chance to as many female artists as possible across the VocoPro designs and manufactures products that appeal to both professional country to display their talent in and amateur singers worldwide. We take pride in an astounding reputation of front of music industry experts, influencers, media representacreating innovative products at great value backed by top-tier customer tives, artists and more. Attendees support. are in for a real treat!” Sponsors include M.A.C Let VocoPro turn your singers’ customer base into profit so you too can sing all Cosmetics, Casio, “108 Rock Star the way to the bank! Guitars” and Fishman. There will be sponsor giveaways during the event. There is a $5 online ticket pre-sale, or a suggested $7 donation on-site.
GLP US Now Distributing SNAP Range
GLP US Inc. has announced its appointment as North American distributor for the SNAP range of products, manufactured by HSK-Schulte in Germany. SNAP products make cable management on trusses easier. Compatible with all standard two-inch (48- to 51-millimeter) truss cords, SNAP is a plastic, single-molded, highly flexible tool that attaches to your truss in seconds and uses a side holder to maintain order in your cables. The cable holder has a locking connector to ensure cables don’t fall out of place, and can be opened or closed with a single hand. SNAP is designed and manufactured in Germany, and its products are distributed exclusively in the U.S. and Canada by GLP and Cosmic Truss. MUSIC & SOUND RETAILER
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ADVERTORIAL • JULY 2017 • NAMM.ORG
Note From Joe
In the Midst of Great Change, Don’t Go it Alone Attend Summer NAMM and Benefit from the Collective Wisdom of an Industry Retail has existed for centuries, but we may have seen more change in the retail landscape over the last 15 years than in the hundreds of years prior. We’ve heard the theories, including evolving demographics, buying habits, new technology, global competition, and a time-starved consumer base. There are many lessons from retail giants such as JC Penney and Sears, whose current challenges are now widely publicized. In hindsight it seems unthinkable that seemingly the best of the best retail minds arrived at decisions that ultimately led to ineffective models and alienating core customers. If retailers with every possible resource ran into this type of trouble, how can we expect to keep up? Fortunately for all of us, we have each other. And together, we’re a lot smarter than any of us would be alone. If you are like most of us, you spend countless hours working in your business. But it is the rare few hours when you work on your business that may make all the difference. One of the most meaningful ways we serve our members is by providing two annual, reliable and stable gatherings with robust tradeshow floors featuring the latest products that your customers want; best in class education to re-fill the idea jar; and a community experience to interact with like-minded professionals, offering an important reminder that even during times of great change, we are not alone.
This year’s Summer NAMM will showcase all the above, with an emphasis on the future. Doug Stephens, a retail futurist and best-selling author, will provide a glimpse to where our industry is headed next—and what you can do about it. Stephen’s first book, “Retail Revival,” was written back in 2013, and nearly all his predictions for the state of retail today have come to fruition. This is just one of the dozens of business-building topics that will be addressed in Nashville. The learning opportunities at Summer NAMM are not only from retail visionaries— we can also learn directly from one another, hashing out our most difficult problems together. Attending a NAMM Show is like going home to a place where seemingly everyone knows your name. And in this type of environment, surrounded by a community that often feels more like a family, you can really disconnect from the day to day and work on tomorrow. Here members can share strategies with other members who are re-inventing their business models by adding in-store experiences, lessons, rentals, installations and live events to their list of services, and grow the bottom line while they are at it. We all know two minds are better than one, so how about thousands? Benefit from the collective wisdom of an entire industry and visualize your future.
Joe Lamond NAMM PRESIDENT AND CEO
Summer NAMM offers many solutions to today’s toughest retail challenges
Brands
Networking
Educational Sessions
Musical Performances
Review products across categories and find those next best sellers that will drive customers through your door
Events like the NAMM Opening Night Party connect you to a community to help solve your toughest challenges
With groundbreaking speakers, retail how-to’s, and sessions for sound, studio and stage, new ideas are easy to find
Enjoy live entertainment on the NAMM Terrace featuring Nashville's hottest talent
If you could see the future today, how much more effective would that make your business? NAMM U has the answer! Attend a riveting, in-depth look at the future of retail, and how you can make it work for your business. Doug Stephens, the Retail Prophet, will be kicking off NAMM U Breakfast Sessions on Thursday morning with a discussion on how to sell in a post-digital world.
Thursday, July 13, 8 am Grand Ballroom, Music City Center
Control Your Future, Register Today! namm.org/summer/2017
JULY 13-15, 2017 • MUSIC CITY CENTER • NASHVILLE, TENNESSEE • NAMM.ORG/SUMMER
PEOPLE
None The Rich-er
Focusrite has announced that Rich Nevens has been appointed Vice President of Worldwide Sales, Commercial and Pro Audio, and he’ll lead a newly formed business unit that consists of RedNet, Red interfaces and the ISA range of products. According to Damian Hawley, Focusrite’s Director of Global Marketing and Sales, “Our Dante-based RedNet and Red ranges are experiencing substantial growth and, as such, we have decided to form a dedicated business unit to focus on the professional audio community: Focusrite Commercial and Pro Audio.” Focusrite Group CEO Tim Carroll stated, “Rich Nevens is a highly respected professional audio business leader with many years of experience operating at the senior decision-maker level. Rich will initially be focused on developing a world-class network…to accelerate our growth in the broadcast, postproduction and professional markets.” Nevens has joined Focusrite from Avid, where he held a number of positions for the last 12 years, most recently Director Strategic Solutions, WW Audio Sales.
Rune For One More?
Dynaudio has appointed Rune Jacobsen, a well-known pro-audio industry veteran, as its Vice President of Sales. Jacobsen has worked with the company’s professional audio division for the past seven years as Export Manager at Dynaudio’s former worldwide distributor, TC Group International, and he already has extensive knowledge of Dynaudio’s products and history. “I’m really happy to reunite with Dynaudio,” Jacobsen said. “Since I was a teenager, I’ve been avid about high-quality audio. So, combining sales of Dynaudio’s professional line with my personal interest as an audiophile makes this a perfect match.” He continued, “I’m looking forward to growing the professional audio markets for existing and future product lines, particularly in even more multi-channel, immersive audio installations, post-production and broadcast facilities, as well as in semi-professional and home-based recording studios around the world.”
Captain Kirk
Yamaha has hired Kirk Davis as the Central Regional Manager for the company’s Institutional Solutions Group (ISG). Yamaha ISG creates and implements specific marketing plans that highlight the benefits of Yamaha keyboard products and services to educational institutions. The group is responsible for improving dealer sales skills within that market, and it builds on the relationships, sales, support and strategies that have increased the company’s academic presence in recent years. A music industry veteran, Davis joined West Music in 1985, rising to Corporate Director of the piano division, where he managed sales, inventory, marketing, manufacturer relations and institutional needs for all six of West Music’s Iowa retail locations. He has received numerous piano industry awards over the years, including the Yamaha Touchstone Award for excellence in customer service. Davis has a degree in music education from Mount Mercy University in Cedar Rapids, Iowa, where he was a choral director. He is also a professional musician, and he’s played across the U.S. and in Europe.
Zen Studio+ Portable Thunderbolt™ & USB Audio Interface with 12 Mic Pres
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Growing library of Real-time FPGA Vintage Effects
JULY 2017
PEOPLE
Reed Is Fundamental
RCF has expanded its U.S. Sales & Engineering team by adding Jim Reed. Reed joins the RCF team to provide product and engineering support, as well as to address customer service items. He has nearly 20 years’ experience working in the professional audio industry in both a sales and a design capacity. Prior to joining RCF, he was a Senior Audio Technician and Site Manager, overseeing audio contracting teams for large-scale commercial audio installations. Prior to that,
he was a regional consultant in pro-audio sales for a major retailer, and he developed a reputation within the company for designing custom audio installations. Throughout this time, he has also worked as a freelance audio engineer, mixing for numerous live venues. Reed is recognized as an accomplished musician, as well.
.
Ride-ing High
Music & Arts training manager Robin Ridenour was a recipient of the 2017 Emerging Training Leaders award from Training magazine. The annual distinction recognizes training professionals from many industries who inspire and engage their organizations with stellar leadership skills, business acumen and innovation. Ridenour received Top 5 honors among this year’s winners, as voted on by judges from the magazine and an array of major corporations, including KPMG Business School, Google Fiber, Procter & Gamble and Verizon. Ridenour holds a B.A. in Physics and Music from Rutgers University and an M.F.A. in Sound Design from Savannah College of Art and Design. She started her career at Music & Arts in 2008 and served in the role of sales support manager before launching the Training Department in 2015. As the training manager for Music & Arts, Ridenour is responsible for the training of more than 1,500 employees and 350-plus affiliate dealers nationwide on business processes, systems, sales strategy and business development. MUSIC & SOUND RETAILER
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PEOPLE
Let’s Be Frank
The Deering Banjo Co. has promoted Frank Rindone to National Sales Manager. Rindone has more than 35 years’ music industry experience, having enjoyed a career in music retail management with Daddy’s Junky Music Stores Inc. and 20 years with KMC Music. He held positions such as Product Specialist for Trace Elliot Amplification and Warwick Bass Guitars, as well as Marketing Product Manager for Hamer Guitars. For the past four years, he has been building strong relationships with his Deering dealers across the southern U.S. as Senior Sales Executive for U.S. Accounts. In the new position, Rindone will be responsible for building new and existing relationships with Deering dealers across the entire U.S., increasing banjo sales and promoting Deering brand awareness. This move follows the departure of longtime Deering Sales Manager Barry Hunn, who recently retired after 20 years with the company.
Jim Mays Retires
Bill’s Music store manager Jim Mays has retired from the Catonsville, Md.-based retailer after 46 years of working side by side with owner Bill Higgins. “Without Jim’s hard work and dedication, I can honestly say that Bill’s Music would not be what it is today,” said Higgins. “We will miss Jim’s quick wit, his knowledge of history, his weather reports and updates on the Baltimore Orioles’ games. Jim, we thank you for your many years as manager of Bill’s Music and even more so for your friendship. All of us here at Bill’s will miss you tremendously and hope you enjoy your well-deserved retirement.” Mays grew up in Catonsville, Md., and by the age of 17, was playing bass guitar in a local band called the Ebb Tides. He went on to join Baltimore band the Koffee Beans, during which time he was employed at Bill’s Music as a teacher and store manager. Jim would continue to manage the store alongside Bill and his family for the next four decades. Through the years, Mays took on many roles, such as accounts payable and band instrument manger, ordering inventory, training new employees and being an “all-around nice guy.” Mays was most recently inducted into the Maryland Entertainment Hall of Fame.
In Memoriam: Danielle Davita Braus
Danielle Davita Braus, a beloved member of the MI community, died in May at the age of 28. Braus began her professional career in music as a member of the Florentine Opera Company and performed in the choir of the 2010 musical “Rio de Sangre.” Her vocals appear on the production’s Grammy-winning world premiere recording. She began her journey in the music products industry shortly before the NAMM Show in 2013. Many in the industry know her best from her time as Public Relations and Social Media Manager at Alfred Music. Alfred Music’s Manager, Trade Marketing and Materials Adoptions, Krista Hart, and Director, Consumer Marketing, Public Relations, Jodi Anderson, said of their friend, “Danielle created so many opportunities for fun at work, and she embodied a deep sense of pride in the industry. Music education was a passion for her, and she quickly pioneered ways of sharing that passion. Those included working with local and national non-profit organizations, being an early advocate of Make Music Day events, and facilitating numerous music workshops and donations at many elementary schools in the Los Angeles area.” They continued, “On a daily basis, she inspired her coworkers with her enthusiasm, energy and seemingly endless supply of marketing ideas. Danielle was known for making new friends everywhere she went. Whether in different departments in the company, during phone calls with aspiring authors or while attending trade shows, Danielle was sure to make a connection.” Ron Manus, Alfred Music’s Chief Business Development Officer, added, “Danielle was a great and valued member of Alfred Music’s family, and her passion for music education was truly inspirational. Danielle’s zest for life was so bright. We were so fortunate to have known Danielle, and we miss her very much.” Braus most recently worked at Guitar Center, where she served as a Digital Marketing Manager and was involved in the Music Aficionado community. 18
JULY 2017
The Kids Are Alright Loog is an award-winning line of guitars designed to make it fun and easy for anyone to play music. They pair with an app that gets kids playing songs on day one. They bring new customers that stay for life. Introducing Loog Pro & Loog Mini, the best-selling guitars on Kickstarter. Distributed in North America by Hal Leonard Corporation. (800) 554-0626 | sales@halleonard.com | Summer NAMM booth: 932.
PRODUCTS
Goodtime Buddy
Over view: Deering Banjo Company’s Goodtime Six Specifics: Deering Banjo Company’s Goodtime Six is a six-string, steel-string banjo that tunes like a guitar and features a fast, sleek and comfortable guitar-style neck. The Goodtime Six harnesses Deering’s 41 years of banjo knowhow to put an American-made six-string banjo within reach of guitarists looking to add an authentic banjo sound to their arsenal without breaking the bank. The Goodtime Six banjo is available in two models: the Goodtime Six (G6S) and the Goodtime Six Jumbo (G6SJ). The Goodtime Six features an 11-inch, three-ply, violingrade, maple rim with a frosted top head, for a more traditional banjo snap. Players looking for something a little warmer that retains the banjo character might consider the Goodtime Six Jumbo, which sports a larger 12-inch rim and renaissance head. The neck features a two-way adjustable truss rod, wood block inlays, nickel silver frets, and a 1 11/16-inch nut width. Both models can be fitted with a piezo or Kavanjo pickup. MSRP: Goodtime Six: $675; Goodtime Six Jumbo: $775 Ship Date: Now Contact: Deering Banjo Company, 619.464.8252, deeringbanjos.com
Doctor Okto
Over view: EMMA Electronic’s ON-1 Okto-Nøjs Analog Octave/ Fuzz/Synth Specifics: EMMA Electronic’s ON-1 Okto-Nøjs Analog Octave/ Fuzz/Synth pedal is two pedals in one: a fast-tracking Octave down (the Okto) combined with a dynamically responsive, synth-like OctaveFuzz (the Nøjs). Both sides of the circuit are 100-percent analog and feature high-quality buffers and true bypass switching. The Okto channel features tracking circuitry to create a sub-octave that locks in quickly and remains stable. It can accurately track down to the open-E string of a bass guitar, and its tone control can go from round, fat subs to the hollow, nasally honk of a vintage Boss OC-2. The Nøjs channel features a harmonic distortion generator that creates an Octave-Fuzz effect. It reacts to playing dynamics to create spitting, swelling, synth-like drive sounds. Gain, Tone and Level controls adjust the fuzz section from warm overdrive to squelchy foldback distortion with blossoming note filtering. Nøjs control blends in a square-wave sub-harmonic that can be thick and meaty or edgy and aggressive, depending on the setting of the Color control. The Okto and Nøjs sections can be used separately, combined or blended with Dry signal. Street Price: $229 Ship Date: Now Contact: EMMA Electronic, 973.777.7477, godlyke.com 20
Strapped Up
Over view: D’Addario Accessories’ Premium Straps Specifics: D’Addario Accessories has released new premium woven and leather straps. D’Addario Premium Woven Straps balance elegance and durability. Available in three color options, each Premium Woven Strap comes built with brushed die-cast zinc hardware, strong “seat belt” material, and reinforced garment leather ends that will outlast the toughest performances. D’Addario Reversible Leather Straps give players two strap styles in one. Sold in four color combinations, each strap is three-ply garment leather with precision accent stitching and adjustable from 41 inches to 60 inches. The D’Addario Hybrid Leather Strap combines the strength and quality of a leather strap with the adjustability of a woven strap. Featuring an Eco-Leather top and matching strap end made of repurposed leather, this strap is backed with “Super Suede” (synthetic suede) and a polypropylene woven end with a brushed die-cast zinc adjuster. It is adjustable from 44 inches to 56 inches. MSRP: Premium Woven Straps: $61.75; Reversible Leather Straps: $95; Hybrid Leather Strap: $49.50 Ship Date: Now Contact: D’Addario Accessories, 631.439.3300, daddario.com
Jeremy’s Spoken
Over view: Hal Leonard’s “Pearl Jam Anthology — The Complete Scores” Specifics: Hal Leonard’s “Pearl Jam Anthology — The Complete Scores” is a deluxe, hardcover book that provides 130 scores of every song on the Pearl Jam albums “Ten” through “Lightning Bolt.” Considered one of the most influential bands of the alternative rock scene, Pearl Jam has sold nearly 32 million records in the U.S. and garnered critical acclaim throughout their career, including a 2017 induction to the Rock & Roll Hall of Fame in their first year of eligibility. Packaged in its own protective box, the anthology’s 800-plus pages of music contain lyrics and streamlined transcriptions of every instrument that was recorded for an exhaustive written documentation of this influential band. Guitar and bass parts are written in both standard notation and tablature. MSRP: $75 Ship Date: Now Contact: Hal Leonard, 800.554.0626, halleonard.com JULY 2017
XS Wireless 1
Raise Your Voice. XS Wireless 1 is an easy-to-use, all-in-one wireless series that allows singers, presenters and instrumentalists to operate up to 10 systems simultaneously. Designed with ease of use in mind, this analog UHF series features a sleek receiver with built-in antennas and streamlined interface that includes one-button scanning and synchronization functions. sennheiser.com/xs-wireless-1
A HUNDRED VOICES: NAMM DELEGATES SWARM CAPITOL HILL TO DEMAND MUSIC PROGRAMS BE FULLY FUNDED
(continued from cover)
the bill to enable students to receive a well-rounded education, with arts and music having been named alongside subjects like science and mathematics. As is nearly always the case in Washington, D.C., though, the devil is in the funding details. So, a group of nearly 100 members of the music products community—dealers, vendors, NAMM staff, media and artists—descended on our nation’s capital the week of May 22 for NAMM’s annual Music Education Advocacy D.C. Fly-In. Of course, the Retailer has no partisan affiliation, and love for music and a commitment to children’s access to it is robustly present on both sides of the aisle. However, given the hyper-politicized nature of our government these days, discussion of the raw politics of the matter is inescapable. That is particularly true when a new administration comes into office and seeks to emphasize its policy priorities through its budget proposal. The Trump administration released its proposed budget for fiscal year 2018 just one day before the delegation’s Capitol Hill meetings, and suffice it to say the budget request went over with the music and arts community like a lead balloon. To explain why, though, a bit of wonky legislative talk will be necessary. When the ESSA was signed into law, one particular title of the bill—think of titles as chapter divisions—was immediately apparent as being critical to supporting and expanding a well-rounded education: Title IV, Part A, Student Support and Academic Enrichment (SSAE) Grants. This block grant provision provides federal money that states can allocate flexibly to assure access to well-rounded programs. In the ESSA’s text, Title IV, Part A, is authorized for funding at roughly $1.65 billion per year. For the 2017 fiscal year, Congress approved only $400 million. And President Trump’s budget, released the week of the FlyIn, proposed $0 for the grant program. Although it is Congress—not the president—that allocates federal dollars, NAMM members are very concerned about whether well-rounded programs will get the money that, by the ESSA’s very text, was intended for them. 22
That’s why NAMM’s Government Relations and Public Affairs Director, Mary Luehrsen, and Leo Coco, Senior Policy Advisor for the law firm Nelson Mullins Riley & Scarborough, urged the delegates to pressure congressional representatives and senators to fund SSAE Grants at the full $1.65 billion level annually, as stipulated by the ESSA. Although other priorities, such as professional development for music and arts teachers, sufficient allocations for the National Endowment for the Arts and National Endowment for the Humanities, and Title I funding for underrepresented, disadvantaged and minority students, were part of our scope, Luehrsen and Coco both urged “surgical precision” in our advocacy. And, in nearly 200 individual meetings, the largest-ever contingent of NAMM members, representing 35 states, put that strategy to work. Since most of us spend our days selling music products, administering music lessons, manufacturing instruments or playing them, we required a bit of coaching on how to be effective advocates for our deeply felt cause. Fortunately, we received first-class training and an up-to-the-minute issues briefing on May 23 at the Newseum. Presentations and roundtable discussions featured experts from The U.S. Department of Education, The National Governors Association, The National School Boards Association and The National Association of State Boards of Education. We also heard from likeminded organizations like The National Association for Music Education and Americans for the Arts, with both of which NAMM regularly partners and strategizes. In addition, New York Times opinion writer and cultural commentator David Brooks delivered a talk about our divided and rancorous society that, if I may editorialize, few of the delegates will soon forget. During our training, we learned that the ESSA was designed to delegate substantial authority and control to the individual states, the federal government’s role mainly being to allocate funds that states can use for their own well-rounded programs. Each state must submit a separate plan, and the deadline for doing so is mere months away. At the time of the Fly-In, 16 states and the District of Columbia had already submitted their plans; of those submitted, about a half-dozen have strong music- and arts-related language, whereas about a dozen JULY 2017
are weaker in that regard. The disparity underscores that, relative to policy, the arena has shifted from the federal level to the state and local arena: governors’ offices, school boards and state boards of education. It’s essential that NAMM members make their voices heard in coordination with likeminded stakeholders at state legislative sessions and with state legislative agencies. Have no doubt that advocates for other programs plan to make their opinions known; so, too, must we make ours. Our mission on Capitol Hill, however, was mostly federal. And one of the most forceful and articulate voices during our training session was Stephen Parker, Legislative Director, Education and Workforce Committee, for The National Governors Association. Referring to the ESSA, he characterized a law as a series of promises between lawmakers, the executive branch and advocates. And promises, he declared, can only be kept via funding. “The president’s budget proposes breaking many of the promises [that were made],” he said, drawing attention to the ESSA’s authorization for $1.65 billion for SSAE Grants but the president’s proposed $0 funding. When asked what delegates’ elevator pitch should be, he was pithy and direct: “Keep your promises.” And that argument is made even more forceful by the fact that the ESSA passed with overwhelming bipartisan majorities in 2015. In short, if you, as a member of Congress, voted for robustly funded music and arts programs…then you should fund them! Speaking as one who advocated directly to seven lawmakers, I can report that our message was generally well-received, but MUSIC & SOUND RETAILER
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With a broad range of amps starting at $799, PRS Guitars is turning heads of artists and players from every corner of the music world. Don’t miss out on your opportunity to join the conversation. Call your PRS Sales Rep today to learn more. www.prsguitars.com
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optimism should be tempered. On the bright side, and as already noted, Congress has the power of the purse strings. That means the president’s proposal amounts to, as Sen. Mike Enzi (R-Wyo.) told reporters, “just suggestions.” And SSAE Grants being funded at $400 million for the current fiscal year is probably a good indicator that lawmakers are inclined to allocate some money to the grant program for fiscal year 2018. On the more negative side, funding at that level is less than 25 percent of what the ESSA’s text prescribes. And, even more worrying, the legislative branch’s partisan bickering and brinksmanship has yielded a sclerotic appropriations process in which, quite frequently, the entire government is funded in a last-minute omnibus bill that must pass simply to keep the government “open.” In such situations, most lawmakers have little, if any, say in what programs and departments are properly funded. Those very real worries notwithstanding, lawmakers across the political spectrum— from progressives like Sen. Tammy Baldwin (D-Wis.) and Sen. Kamala Harris (D-Calif.) to conservatives like Sen. Chuck Grassley (R-Iowa) and Rep. Marsha Blackburn (RMiss.)—pledged to be vigilant during the budget process and exercise what influence they could to protect well-rounded programs. And there was bipartisan unanimity that the federal budget process should return to regular order, with appropriations subcommittees holding hearings in their areas of expertise to determine what, exactly, should be funded and at what level. If each of the 12 sub-
6/6/17 2:50 PM
committees is able to release its own appropriations bill, then there is a far greater chance of substantive debate and a meaningful amendment process to protect key priorities like well-rounded education programs. Lest you think the delegates spent the entire week deep in the legislative weeds, we also had a whole lot of fun, with more than a dash of music involved. On May 22, a large contingent of the group traveled to Jefferson Academy, a middle school where 100 percent of the students come from families that meet the federal threshold for poverty, for a Day of Service. Sixth-, seventh- and eighth-grade students enjoyed a music-filled morning, shuttling between sessions focused on learning the basics of guitar, playing the ever-popular ukulele and grooving in a drum circle. NAMM members helped students with their fingering technique and instrument handling while expert teachers took the lead. Meanwhile, other delegates huddled with music-education specialists and D.C. officials to discuss curriculum-related issues, and yet more delegates comprehensively inventoried Jefferson Academy’s instrument collection. By the time our shuttle departed, we’d left— and we’d been left with—an indelible mark. Each evening held its own excitement and fun. May 22 was the welcome reception and dinner, at which Sen. Bob Casey (D-Pa.) received the 2017 SupportMusic Champion Award. The next night was the Burgers & NAMM Jam party, where more than a dozen of the delegates showed off their musical (continued on page 68) JULY 2017
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WE ALL SHINE ON: SUMMER NAMM SHOWCASES OUR INDUSTRY’S LEADING LIGHTS
(continued from cover)
Korg’s Grandstage Digital Stage Pianos
Remo’s Felt Tone Bass Drumheads
Yamaha’s PSR-EW300
Ain’t It Grand?
Tickle The Ivories
Korg has announced its Grandstage Digital Stage Pianos. The instruments feature five legendary grand pianos, plus a new upright, alongside hundreds of sounds. The digital pianos offer Korg’s finest RH3 weighted action, a straightforward layout and an A-frame stand. As with Korg’s Kronos, Grandstage utilizes numerous sound engines, each focused on delivering high-quality instruments. In addition to dedicated piano, electric piano, synth engines and more, Grandstage offers three organ engines: CX-3, Compact and VOX. Each faithfully recreates every nuance of the instruments that inspired them. Grandstage ships with the DS1H damper pedal, music stand and limited A-frame keyboard stand in 88- and 73-note configurations. Korg USA, 631.390.6500, korg.com, Booth #953
Yamaha’s PSR-EW300 is next in the company’s line of portable keyboards. It offers beginners’ tools, such as an audio and MIDI interface, onboard lessons, 76 keys and state-of-the-art Yamaha sounds, that they need to grow and flourish as pianists. It succeeds the Yamaha YPG-235 portable keyboard. It includes a powerful audio-and-MIDI interface with two-way connectivity using a single USB-to-host cable. It features built-in Yamaha Education Suite (Y.E.S.) lessons, supplementing a student’s regular piano instruction. The Touch Tutor function helps beginning pianists learn to play with better dynamics. An Aux Line Input allows for connection of a smartphone or other music source. Yamaha Corp. of America, 714.522.9011, yamaha.com, Booth #643
Felt This Way
Alvarez’s Armrest Models are the result of a 12-month research and development, and refinement, process. The Alvarez design team opted for a slimmer bevel than the standard, giving the guitars a more sophisticated and designer look. The Armrest Models are featured in two series: the 60 and 70. The 60s will feature a solid Sitka spruce top with mahogany backs and sides, and a rosewood armrest. The 70s will be delivered in solid Sitka spruce with rosewood backs and sides, and an armrest made of flamed maple for a beautiful contrast. Alvarez is a St. Louis Music brand. St. Louis Music, 314.727.1191, www.alvarezguitars.com, Booth #501
Remo’s Felt Tone Bass Drumheads incorporate the traditional style of dampening a bass drum with a strip of felt. Featuring a free-floating dampening strip built into the drumhead, without glues or adhesives, makes this series of products suitable for vintage and contemporary drum set applications. Available in either Hazy or Fiberskyn film for a unique, specialized appearance in the following sizes: 18 inches, 20 inches, 22 inches, 24 inches and 26 inches. Remo, 661.294.5600, remo.com, Booth #216 lightsforlife4_12x4_37.pdf 6/8/2017 9:29:42 AM
You’d look a little beat up too if you spent the last 30 years on the road. If you purchased a Littlite in 1986, chances are it still works. And if it doesn’t, chances are it is still under warranty.
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Rest A While
Heart & Soul Hal Leonard has released a book, “Soul Fingers,” about Donald “Duck” Dunn, the legendary bassist for the famous Stax-Volt studios in Memphis, Tenn. Written by bassist and researcher Nick Rosaci, with help from Duck’s family and friends, Duck’s life and music are presented in full detail. There’s an introduction by Dan Aykroyd, rare photos, stories, gear info and transcriptions of nearly 60 iconic bass lines. The book includes online access to more than an hour of audio demonstrations and play-alongs, featuring sound-alike tracks with a guest appearance by Will Lee. “Soul Fingers” retails for $24.99. Hal Leonard, 414.774.3630, halleonard.com, Booth #613
All Rights Reserved Alfred Music has released “Copyright Handbook for Music Educators and Directors,” providing a concise overview of the key aspects of copyright law that affect music educators and directors in the U.S. The handbook was designed to provide answers to the most common questions raised by educators and directors. This resource makes it easy to find specific answers by utilizing a user-friendly questionand-answer format. For ease of use, a thorough Glossary of Terms and an extensive Index are included. Not meant to replace legal counsel, the handbook is a starting point for music educators and directors with questions related to copyright. It’s available for $19.99. Alfred Music, 800.292.6122, alfred.com, Booth #735
Freedom Of Expression Durable, versatile and able to work with/integrate virtually any keyboard or synthesizer, On-Stage’s KEP100 Expression Pedal features an instrument-accommodating polarity switch, six-foot, quarter-inch TRS interface cable and scalable expression range control knob. All are housed in a heavy-duty chassis with smooth-operating
JULY 2017
Alvarez’s Armrest Models
Martin Guitar’s Jason Isbell D-18
cam and a textured, slip-resistant rubber surface. The KEP100 will join the KSP100 and KSP20 in On-Stage’s line of keyboard pedals. On-Stage, 800.289.8889, on-stage.com, Booth #543
Live Life Loud Jason Isbell worked with the luthiers at Martin Guitar to design his signature D-18, which is closely modeled after Martin’s Authentic Series. The model boasts a VTS Adirondack spruce top, mahogany back and sides, and rear-shifted scalloped bracing, which produces more natural volume from the guitar. Like all the guitars in the Authentic Series, it’s built using hide glue, which, unlike newer synthetic reproductions, dissolves into the grain of the wood and creates more resonance throughout the instrument. Isbell chose a thin finish and left off the pickguard. All design details have one common goal: making it loud. Martin Guitar, 610.759.2837, martinguitar.com, Booth #801
MUSIC & SOUND RETAILER
Hal Leonard’s “Soul Fingers”
Alfred Music’s Handbook
On-Stage’s KEP100
Knilling’s IMPULS Electric Violins
Yamaha’s Tour Custom Maple Drum Set
Impulse Control Imported by Knilling, IMPULS Electric Violins suit artists, students and educators who want electric and acoustic-electric violins that are highly playable, high quality and available in a range of shapes that are both classic and modern. IMPULS four-string and five-string violins (IMF4 and IMF5 models) are solid-carved in Romania from European tonewoods, and they feature well-seasoned spruce tops and flamed two-piece maple backs. They’re oil varnished for superior tone. The IMPULS IM1FO is presented in an eye-catching modern design, featuring a black solid body with flowing contemporary lines. The IM1FO comes with a deluxe oblong case with blanket, two bow holders and a wood bow with white horsehair. Knilling, 800.727.4512, knilling.com, Booth #501
World Tour Yamaha’s Tour Custom Maple Drum Set suits the actively working drummer who’s looking for a versatile kit that is appropriate for both recording and live playing. The Tour Custom is constructed with 100-percent maple six-ply shells using the company’s proprietary staggered diagonal seam shell construction, building a thin drum shell that will start round and stay round. Other features include 2.3-millimeter vintage inverted Dyna Hoops that help focus the sound and keep the drums in tune longer; solid and durable hardware, including onepoint lug attachments on all shells to enhance the drum’s sustain; and Remo U.S.
Point of Sale + Website + Rentals
Tanglewood Guitars’ Java Series
heads. Finishes include Butterscotch Satin, Caramel Satin, Candy Apple Red Satin, Chocolate Satin and Black Licorice Satin. Yamaha Corp. of America, 714.522.9011, yamaha.com, Booth #643
Hot Java Tanglewood Guitars, now distributed by Korg USA, has announced its Java Series of acoustic guitars. Available in parlor and dreadnought body shapes, the Java Series marries vintage aesthetics with modern design and construction. Solid spruce or solid cedar tops, along with back and sides in Amara ebony, with a spalted mango wedge, create an attention-getting visual presentation. The Java Series comes with a natural gloss finish and open tuning keys, and the instruments are outfitted with Fishman Presys EQ systems for compact, unobtrusive control over live-performance or amplified acoustic tones. The Java Series will be available in two models this month. Tanglewood Guitars, 631.390.6500, tanglewoodguitars.co.uk, Booth #953
Look And ‘C’ Cordoba has introduced an entry-level, cutaway, nylon-string guitar: the C4-CE. It features a solid African mahogany top for a crisp, articulate tone, combined with African mahogany back and sides for balanced volume and sustain. The construction is based on Cordoba’s traditional Spanish classical guitar, with the inclusion of a soft cutaway and a slightly thinner, 50-millimeterwidth neck for comfortable playability and easy upper-register reach. cloud-based system Premium design elements include a • POS & Website maple binding, abalone rosette and Edgeburst finish. The Fishman Soni(Integrated Inventory) tone active preamp produces a rich • Rent to Own and natural sound when amplified. • Reverb Integration The soundhole-mounted controls are • Product Data Integration at the fingertips, perfect for gigging and recording. (Alfred & D’Addario) Cordoba Music Group, • Class Management 310.857.1700, cordobaguitars.com, Booth #901
ALL IN ONE
Visit us at
California Dreamin’ www.rainpos.com sales@rainpos.com • (801) 893-3680
Booth #706
"Our year-over-year sales increased by 35% after switching to Rain Retail" ~Jeremy Chapman, Owner, The Acoustic Shoppe 28
Fender’s new line of California Coast Ukuleles is coming this September. It features five new models with the recognizable Fender look and feel. They include Ukulele Venice ($59.99), Ukulele Seaside ($89.99), Ukulele Zuma ($139.99), Ukulele Rincon ($199.99) and Ukulele Montecito ($249.99). Named after California
JULY 2017
Fender’s California Coast Ukuleles
BOSS’ MS-3 Multi Effects Switcher
Cordoba’s C4-CE
beaches and inspired by Fender’s southern California roots, the instruments are resonant, portable, easy to play and distinctly Fender. They boast a mix of Telecaster-style and traditional 2x2 headstocks across models. Available in soprano, concert and tenor body shapes, the ukuleles boast upgraded woods and aesthetic appointments, multiple stained wood finishes and no-tie bridges on all models. Fender, 480.596.9690, fender.com, Booths #843, 943
Kenneth Korbel, Sales Rep
Years at Alfred Music: Eighteen Instruments: Guitar Best Perk of Working at Alfred Music: Being part of the music industry Favorite Genre to Play: Classic Rock Favorite Artist: Queen First Concert Experience: Queen, 1982
Who’s The Boss? BOSS’ MS-3 Multi Effects Switcher is a new-concept pedalboard solution that maximizes creative options for guitarists and bassists. Combining a BOSS multi-effects engine and multi-pedal switcher in one small, integrated unit, the MS-3 enables anyone to put together a professional effects system that’s light, compact and versatile. It can run up to six internal pedal effects at once, while seamlessly integrating three of the user’s favorite external pedals. It includes 111 onboard effects types, a dedicated noise suppressor and built-in tuner. The MS-3 also offers deep rig control capabilities, allowing users to switch amp channels, adjust effects in real time, work with MIDI devices and more. BOSS, 323.890.3700, boss.info, Booth #723
MUSIC & SOUND RETAILER
alfred.com
These books are so cool. I can’t always play with a band so these books bring the band to me. I’m able to practice guitar with the same energy as if I was in the band. The recordings feature some of today’s hottest players in full performance and minus-one mixes. The TNT 2 software lets me practice at my own pace by letting me slow down tracks, loop sections, and isolate parts.
Supro USA’s Statesman
Teton Guitars’ STS103NT-OP
BAM’s Cases
Theme From Mahogany Teton Guitars has introduced its new dreadnought. The new offering expands the brand’s popular 103 series. The STS103NT-OP has a solid African mahogany top with layered mahogany back and sides. The STS103NT-OP has a clear, crisp tone due to the rarefied top and open-pore finish. The mahogany top produces a very natural, direct tone that has been sought after in recent years. It fits right in with the Teton lineup by providing another option for players. Teton Guitars, 208.269.7900, tetonguitars.com, Booth #1323
On The Case Together with established guitar builders, BAM has initiated the development of steel-string guitar cases and expanded its range for guitars. The focus is on the models 000, OM and Grand Concert. The central requirement was to cover as many models, from different makers, as possible, while being mindful of the mantra, “Design follows function.” The cases are available in all Hightech styles, as well as the Panther “Soft Touch” black and gray, the “L’Etoile” and the “Texas”
Series. The three-layer structure with AIREX core, shock-resistant ABS shell and PVC layer provides optimal protection for the instrument. Features include interior suspension system, soft-touch locks and hermetic airtight profile. BAM, 201.342.7700, bamcases.com, Booth #1033
Senior Statesman Supro USA’s Statesman is a 50-watt, channel-switching amp with reverb that combines the Thunderbolt and Comet models. The two channels in the Statesman can be run separately or together in parallel. The red channel uses the two-knob volume and tone preamp from the vintage Thunderbolt amplifier for high-headroom rock ‘n’ roll power. The blue channel contains the high-gain preamp, two-band EQ and tube-driven spring reverb section of the Comet amp. The blue channel also features an effects loop with variable send and return controls to facilitate gain boost or master volume on the blue channel, as well as “wet only” reverb effects to be blended with the red channel. A built-in spillover effect allows the amp’s reverb and effects loop trails to decay naturally when switching between the blue and red channels. Supro USA, 631.331.7447, suprousa.com, Booth #1247
Pie In The Sky Musical Accessories Unlimited, parent company of Mick’s Picks, has launched a line of cymbal dampers/washers under the trademark Pie Hats. The company’s Flex-Tex material helped make its ukulele picks a strong seller, and Pie Hats are manufactured with the same Flex-Tex technology, but in a more robust version. As compared to traditional felt washers, Pie Hats better isolate the cymbal from the stand. They can steady cymbals and eliminate excessive waving. Under tension, Pie Hats control volume swell when “riding” the cymbal. They offer longer life versus felt washers. And, they won’t lose their shape or thickness from compression. Musical Accessories Unlimited, 219.308.8588, mickspicks.com, Booth #36
The ‘X’ Factor
Pacific walnut tenor ukulele The Pacific Walnut Tenor Ukulele is perfect for sunny weather. Brighten the summer days with the warm sound of the Pacific Walnut Tenor.
Neutrik has released its upgraded XIRIUM PRO Wireless Cable Replacement System, featuring the Xirium App Version 3.0. The software offers an advanced mode that provides additional control and settings options. Version 3.0 also includes a temperature monitor that displays the temperature—low, good, high— of the base stations utilized in a XIRIUM PRO system. Additionally, Version 3.0 incorporates expanded operation and help documentation, enabling users to get up and running faster. Its antenna options have also been upgraded. There are now two directional antenna options for use exclusively with XIRIUM PRO receivers. Secondly, the upgraded package has provisions for a variety of remote-mount antenna options. Neutrik, 704.972.3050, neutrik.us, Booth #336
Go West, Young Man
KALABRAND.COM 30
Westco Educational Products is debuting its updated Sound Choice Instrument Rack. The retail display rack features 24 bestselling instrument models, and it comes complete with 110 instruments and signage. Sound Choice brand products are positioned to be retail- and customer-friendly. Sound Choice provides
JULY 2017
Musical Accessories Unlimited’s Pie Hats
Todd Sharp Amplifiers’ JOAT single 12-inch combo
Neutrik’s XIRIUM PRO
Manufacturer of
CASES - TRUSS - CABLES - PRO STANDS - BAGS & BEYOND EVERYTHING YOU NEED FOR LIVE EVENT SUPPORT. PERIOD
CONSOLE CASES FITS MIDAS, BEHRINGER, MACKIE, PRESONUS,
CONTROLLER CASES FITS PIONEER, NUMARK, DENON, ROLAND
SOUNDCRAFT, YAMAHA, ALLEN & HEATH
I
ATA-300 STYLE
2X LOCKING
GIG-READY CASES
EE LS
4X S W
L&
WH
VE
XS-MIDM32RDHW
XS-DDJSXWLT W/ 1U RACK MOUNT
FITS MIDAS M32R W/ DOG HOUSE & (4) 4” WHEELS Westco Educational Products’ Sound Choice Instrument Rack
quality musical instruments for the retail setting in hopes of encouraging the exploration of music in the home or educational environment. Westco Educational Products, 866.657.3450, westcoeducational products.com, Booth #709
Sharp Dressed Man Todd Sharp Amplifiers, which was launched in February 2016 by guitar player Todd Sharp, will be introducing a new single 12-inch combo model, available in 15-to-45-watt versions, at Summer NAMM. Sharp will be present at the booth throughout the show. He’ll provide exclusive offers on his JOAT (Jack of all Tone) Series amplifiers, including his 20, 30 and 45RT Heads (20, 30 and 45 watts with reverb/ tremolo) and matching 2x12-inch speaker cabinets, as well as the new JOAT single 12-inch combo. Todd Sharp Amplifiers, 615.953.0090, toddsharpamps.com, Booth #1255
MUSIC & SOUND RETAILER
TM
FITS PIONEER DDJSX2, DDJRX W/ LAPTOP SHELF & WHEELS
STAGES
GROUND SUPPORT TRUSS SYSTEMS
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www.proxdirect.com 31
Mukikim’s LIVE Drums
K-Line Guitars’ Del Mar
Blessing’s BFH-1541 Flugelhorn
Journey Instruments’ US470CTE
Worth The Journey
Special ‘K’
Journey Instruments extends its current concert and tenor ukulele lines with the all-new US470CTE, a travel tool for performing uke players. It features a solid Sitka spruce top and meranti back and sides, and it’s about the total length of a soprano ukulele with a thinline body and arched back. That makes it very portable. The company’s added a full concert scale with a wider nut and a scoop-away at the neck joint, ensuring professional playability. And, the company’s included its passive piezo pickup system and a thinline premium travel case. So, you get a ukulele that sounds good, plays well and is ready for live performance, but that has a footprint that’s smaller than a standard soprano ukulele. Journey Instruments, 512.689.9007, journeyinstruments.com, Booth #1702
K-Line Guitars’ Del Mar combines the tonal characteristics of several popular guitar models of yesterday while, at the same time, maintaining its own identity. The body has been designed for optimal balance while sitting or standing. The Del Mar was conceived as a versatile guitar that can be used as a standalone instrument or an addition to your current array. Klein pickups has developed a special version of its foil pickups to deliver excellent clarity, with a touch of warmth. Options: all-nitro-based finish in a variety of vintage colors; body woods: alder, ash and mahogany; your choice of neck specifications to meets your needs. K-Line Guitars, 314.276.7402, k-lineguitars.com, Booth #1547
Do It Live!
Horn Of Plenty
Mukikim is introducing LIVE Drums. The product features live stage graphics for a complete drum set experience. Rock out with professional demos, and record and playback your own drum beats. Switch between seven drum styles for the sound of your choice. Plug into your own music via MP3 or phone, and then play along with your favorite beat. Live Drums comes with drumsticks, foot pedals for high hat and bass drum, and folding headphones. The product’s powered by USB or two AAA batteries. Mukikim, 414.395.7850, mukikim.com, Booth #4
The Blessing BFH-1541 Flugelhorn is suitable for students up to professional players who need a seamless transition between trumpet and flugelhorn during performances. The lead pipe and bell help balance the instrument’s resistance, while maintaining continuity in all registers and preserving the flugelhorn’s signature sound. The BFH-1541RT is Rose Brass Bell in Satin finish, with a shiny inner bell finished in Clear lacquer. The BFH-1541RTS is Rose Brass Bell in Silver-Plate Satin finish, with a shiny inner bell. Specs: .460-inch bore; handlapped Monel pistons; vertical valve slides, 3rd valve slide trigger; Blessing 3FL mouthpiece. E.K. Blessing, 800.727.4512, blessingbrass.com, Booth #501
‘BB’ Gun Yamaha is unveiling nine new models in its BB Series of electric bass guitars that deliver superb tone and build quality, but in a smaller body, with better playability. They feature an alder/ maple/alder construction, sandwiching maple into the center of the body for quicker sound transmission from the strings. A firmer, six-bolt miter neck joint improves stability, while also increasing the efficiency of vibration transmission to the body for a more resonant, organic feel and tone. Custom-wound pickups achieve higher output gain, while retaining the classic BB voicing. The new models also feature standard-sized pickups. Yamaha Corp. of America, 714.522.9011, yamaha.com, Booth #643
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JULY 2017
Drumdots Mini
Amahi Ukulele’s Penguin Ukuleles
VOX Amplification’s AC30HW60
March Of The Penguin Amahi Ukulele introduces the Penguin line of student mahogany ukuleles. The ukuleles feature a bound body and, in addition to traditional shapes, they’re available in Pineapple and Peanut. Additional improvements to the bracing system result in increased volume of sound. Each ukulele comes matched with a deluxe, padded gig bag, and each is available in soprano, concert, tenor and baritone sizes. MAP starts at $76, including the deluxe, padded bag. Amahi Ukulele, 513.679.7747, amahiukuleles.com, Booth #1501
Spectacular 60th To commemorate the 60th anniversary of VOX Amplification, the company has announced the 60th Anniversary Hand Wired Series, which includes the AC15HW60 and AC30HW60. Engineered and built in the U.K., the amplifiers are completely hand-wired using high-quality components. The anniversary amps are a faithful recreation of the 1957 AC15/4 and the 1964 AC30/6—amps that paved the way for some of the most notable musicians in the industry today. The 60th Anniversary Hand-Wired Series will be available in extremely limited quantities in 2017 only. VOX Amplification, 631.390.6500, voxamps.com, Booth #953
COMING IN THE AUGUST ISSUE OF THE MUSIC & SOUND RETAILER: • Summer NAMM review • DJ & Lighting in focus • Five Minutes With: Tarik Solangi, RCF USA • MI Spy visits the City of Brotherly Love • Shine a Light: Wisconsin’s Cream City Music • Under the Hood: Blackstar Amplification Look for the August issue in mailboxes Aug. 15. MUSIC & SOUND RETAILER
Yamaha’s BB Series
Good Things, Smaller Package Drumdots meets the needs of its customers with the introduction of drumdots mini. Made of the same material as original drumdots, drumdots mini are half the size of the original, but are still intended to offer plenty of versatility, as they can be used on any drumhead, cymbal and cowbell, in any position, even upside down and vertical. Drumdots mini are removable, reusable, washable, durable, simple to use and east to clean, the company stated. Also launching is the Metal Road Case, which can hold up to 20 original drumdots, or mix and match to hold even more items. S&E Polymer Solutions, 716.253.1162, drumdot.com, Booth #214
RockRabbit Guitars’ Basic Bitch
Rabbit Season RockRabbit Guitars debuts its Basic Bitch guitar. The guitar, inspired by a vintage vibe, combines a classic feel with Indiana-based RockRabbit’s modern titanium hardware pieces. Designed for both studio musicians and live performing artists, Basic Bitch is made from 6A1-4V titanium, a lightweight, high-corrosion and fatigue- resistant material that doesn’t cause skin allergies. Basic Bitch offers many features RockRabbit is known for, including elliptical saddles, a single-piece tremolo bridge, pickup covers, pickguard, neck plate and screws, jack cup, and neck-reinforcement tools. Basic Bitch’s pricing starts at $1,995 MSRP. RockRabbit Guitars, rockrabbitguitars.com, Booth #1646
Kanile’a’s Islander Mini Guitar
Mini Island Getaway Islander by Kanile’a launches the Islander Mini Guitar, intended for players at any level. Available in mahogany, rosewood or acacia back and sides and solid spruce top, it is available as an acoustic or with active pick up. The Islander Mini Guitar features a 23½ inch scale and 1½ width at the nut that the company states makes for easier handling and playability on an E-D-GB-E tuning. Feature accents, such as a bevel cutaway and bevel armrest are intended to make the instrument more pleasing to play. The Islander Mini Guitar is offered at a MAP of $429-$452 with a free carrying case. Islander by Kanile’a, 808.234.2868, islanderukulele.com, Booth #1205
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2017 Summer NAMM NAMM U Schedule
Published as supplied by NAMM.
WEDNESDAY, JULY 12 Retail Boot Camp 9 a.m.–4 p.m. Music City Center, Level 1 Meeting Rooms Get to 2017 Summer NAMM a day early for Retail Boot Camp! This year, Retail Boot Camp will feature two different tracks, offering the best intensive one-day training for everyone in a music retail business. Registration and refreshments will be from 8:30–9 a.m. (Lunch will be served at noon.) Retail Boot Camp is free to all NAMM retail members, but you must sign up. Go to namm.org and log in to register. Track 1: Retail Boot Camp—Sales & Marketing Jon Schallert, Destination Business Expert Track 2: Retail Boot Camp—Financial Management Alan Friedman and Daniel Jobe, Friedman, Kannenberg & Co. THURSDAY, JULY 13 BREAKFAST SESSION 8–8:30 a.m.: Free breakfast, first come, first served 8:30–9:30 a.m.: Session Music City Center, Grand Ballroom C (Level 4) The Retail Store of the Future Doug Stephens, Founder and CEO of Retail Prophet, interviewed by Joe Lamond, NAMM President and CEO What does the future of retail look like—and how can you make it work for your business? What trends will impact you in the months and years ahead? In a special Breakfast Session, NAMM welcomes retail futurist and thought leader Doug Stephens, founder and CEO of Retail Prophet. Author of the groundbreaking bestseller The Retail Revival, Stephens will sit down with NAMM President and CEO Joe Lamond for forward-thinking insights you won’t hear anywhere else. Find out how we got here, where we’re going and how you can begin to chart your future now. Stephens will also look at the retail store of the future, from staffing and design to technology and marketing. A must-attend NAMM U Breakfast Session for music retailers and manufacturers alike. (Note: This session is a live event only and will not be streamed online.)
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NAMM IDEA CENTER Booth #463 Open 10:30 a.m.–5 p.m. Sessions start every 30 minutes unless otherwise noted 10:30 a.m. 5 Tips to Make the Most of Your Video Marketing Dan Abel, Reverb.com Video is an invaluable tool for building your customer base and improving your online visibility, but are you doing everything you can to ensure that your videos are making an impact? Join Dan Abel, director of marketing for Reverb.com and former content partnerships manager at YouTube. In this session, he’ll explore five powerful tips to help you grow your video audience and create videos that keep them coming back for more. Discover how to get the most out of every video today. 11 a.m. Proven Ideas for Effective Instagram Posts Ryan Carter, Parachute Media Instagram can open up new customer bases and revenue opportunities—if you use it right. Here, Ryan Carter, social marketing expert and founder of Parachute Media, will reveal Instagram power tips you can use to take your marketing to the next level. He’ll break down the anatomy of a successful Instagram post, looking at features you aren’t using but should be. He’ll also show examples of music retailers who are crushing it on the platform and, as a bonus, discuss how to create effective content with your vendors. A can’t-miss session for retailers who want to improve their online marketing. 11:30 a.m. Practical Tips for Better Website Content Will Mason and Nicole Patton, Mason Music Is your website getting stale? Have you given people a reason to visit your site if they saw it last month? Are you looking for new ideas for website content that impact your bottom line? In this session, Will Mason and Nicole Patton of Mason Music will explore how to craft compelling content that will drive new and returning traffic to your site and your store. Walk away with ideas that will help you build awareness, familiarity and likability with your retail business—and, ultimately, generate more sales.
12 p.m. Lesson Program Do’s and Don’ts Carol Cook, The Music Room Lesson programs need constant finetuning to stay relevant and successful. During the past 23 years, The Music Room has regularly refined its program to keep up to date with customer trends while also protecting its bottom line. Here, company owner Carol Cook will share her biggest takeaways and hard-earned wisdom from more than two decades of working and reworking her program. Discover essential do’s and don’ts for running a successful lesson business and, most of all, how you can apply them to your own program. Whether you’re a veteran or new to the lessons market, you’ll want to be at this session. 12:30 p.m. How to Use Facebook as an Effective Sales Tool Rob Mestric, Port Mac Guitars Port Mac Guitars has built a Facebook following with nearly 30,000 likes and heavy customer engagement, resulting in increased sales directly from the social platform. In this session, Rob Mestric, company CEO and founder, will reveal how to improve the look and success rate of your Facebook posts. He’ll show simple but often-overlooked Facebook strategies and discuss how to use its powerful set of marketing tools. Calling on his own real-world best practices, Mestric will also show what to avoid when creating Facebook posts, so your social marketing consistently resonates with customers. 1 p.m. 6 Ways to Supercharge Your Email Marketing Peter Malick, Lumen Foundry Disappointed by poor returns from your email marketing? Email still generates the best return on investment of any ad channel in the known universe. In this session, find out how to harness cutting-edge techniques to grow your list, acquire new customers and re-engage existing customers. Join Lumen Foundry CEO and MI industry marketing expert Peter Malick to uncover the six things that will transform your email list into a growth engine for your business. 1:30 p.m. Innovative Store Design Ideas: Nashville Edition Tim Spicer, Spicer’s Music (Moderator); Christie and Walter Carter, Carter Vintage Guitars; Fred Carpen-
ter, The Violin Shop; and Pamela Cole, Fanny’s House of Music Discover how some of the best-looking and most successful music stores in Nashville merchandise and design their showrooms—and what you can take away from their examples. Tim Spicer of Spicer’s Music moderates this panel discussion with the best of the best in Music City. They’ll share their most innovative and effective store design concepts and discuss how they made these ideas a reality. Walk away with new ideas to apply to your own store. 2 p.m. 5 Social Media Strategies to Grow Your Business Paul Myatt, Forte School of Music Social media is constantly evolving. Are you keeping up? In this session, Paul Myatt, director of Forte School of Music, will challenge you to think differently about your social marketing. Myatt has successfully used social media to drive his retail sales and build a lesson program with more than 4,000 students. Here, he’ll share his best ideas for targeting customers, social postings, Facebook Groups, Facebook ads and even using your own social profile to your advantage. Take your social media strategy to the next level, starting today. 2:30 p.m. Amp Up Your Business With eBay: Insider Tips and Tools Michael Mosser, eBay What does it take to succeed on eBay? How can you better use the platform to grow your business? Find out straight from the source! Join Michael Mosser, general manager of eBay’s musical instruments and gear category. In this enlightening half-hour, Mosser will share tips, tools and best practices for running a successful eBay business, drawing from real-world examples you can use. 3 p.m. Will You Pass the Music Retail Financial IQ Test? Alan Friedman, Friedman, Kannenberg & Co. Today, more than ever, it’s critical for music retailers and their staff to understand the financial principles of running a profitable music store. It’s not enough to just make sales, offer great product, hire talented employees and have the best-looking showroom or website; you still need to abide by time-tested pearls of financial wisdom. Inventory management, intelligent financing, expense monitoring and proactive fiscal decision-making go a lot further than a mere bump in sales. Join Alan Friedman, CPA, for an interactive discussion on what really matters for your music store. Find out if you will pass the music retail financial IQ test!
JULY 2017
What does it take to reach today’s connected customers? How do you create an experience, in-person and online, that exceeds expectations, drives sales and wows consumers? Join customerexperience expert Doug Fleener, and get ready to make your business stand out in this age of unlimited choices and nonexistent attention spans. Whether you’re a music retailer, manufacturer or distributor, you’ll discover the most common barriers to providing a world-class customer experience and how to avoid them. Find out how companies like yours have been able
to dramatically elevate their customer experience and sales results. And most of all, walk away with proven hacks and actionable tips you can put to use right away for delivering a powerful experience over and over again. NAMM IDEA CENTER Booth #463 Open 10:30 a.m.–5 p.m. Sessions start every 30 minutes unless otherwise noted 10:30 a.m. 7 Steps for Online Marketing
Excellence Mitch Joel, Marketing Visionary and President of Mirum Agency The NAMM Idea Center opens Friday with special guest Mitch Joel, online marketing visionary, best-selling author and president of Mirum Agency. In this can’t-miss session, he’ll look at why so many companies fail at online marketing and share simple, practical steps to help you create a successful online and social marketing strategy. Websites, apps, video, content—don’t waste time chasing formats that don’t fit your brand! Discover Joel’s simple
4 p.m. How to Make Your Reverb.com Listings Stand Out Gabriel O’Brien, Larry’s Music Center Larry’s Music Center has used Reverb. com to expand its customer reach, grow its online presence and boost the bottom line. Do you want new ideas for increasing your business through this online marketplace? Here, Gabriel O’Brien of Larry’s Music Center will reveal his best practices for creating a Reverb product listing that stands out. Plus, he’ll share tips for making the most of your inventory offerings on Reverb and also look at how to maximize Reverb’s tools for music product retailers. Don’t miss this opportunity to improve your Reverb presence today. 4:30 p.m. 5 Ways to Differentiate Your Lesson Program Noel Wentworth, Wentworth Music You offer music lessons, but so does the competition. How do you make your lesson program stand out? Join NAMM Top 100 finalist Noel Wentworth of Wentworth Music, and get new ideas to differentiate your lessons. Wentworth, who runs a program with 900-plus students weekly, will share ideas you can implement immediately to set your lessons apart and grow your program. He’ll cover everything from innovative student performance opportunities to tips for promoting your lessons. Creating a market niche isn’t as difficult as you might think! FRIDAY, JULY 14 BREAKFAST SESSION 8–8:30 a.m.: Free breakfast, first come, first served 8:30–9:30 a.m.: Session Music City Center, Grand Ballroom C (Level 4) The Connected Consumer: Customer Experience in an Online World Doug Fleener, Sixth Star Consulting and Customer-Experience Expert
MUSIC & SOUND RETAILER
DESIGNED AND MANUFACTURED BY TECH 21 USA, INC.
tech21nyc.com
2017 SUMMER NAMM NAMM U SCHEDULE
3:30 p.m. New Technologies to Grow Your Lesson Program Billy Cuthrell, Progressive Music Center and Music Inc. Columnist YouTube, Skype and smartphones have changed the way people learn music. Is your lesson program keeping up? Join Billy Cuthrell of Progressive Music Center, a successful lessons business with 1,100-plus students weekly. He’ll show you how he’s expanded, modernized and updated his lessons using simple technologies. Discover how you can take advantage of video conferencing, remote learning and online video to cater to students’ evolving needs, and grow your own lesson program.
2017 Summer NAMM NAMM U Schedule (and fast) process, so you can figure out what will work for your business and get started right away. 11 a.m. YouTube Power Tips for Music Retailers Mitch Gallagher, Sweetwater Looking to create more effective YouTube videos? Want proven tips to improve your video marketing? Then you’ll want to be at this session, hosted by Mitch Gallagher of Sweetwater. Gallagher has helped build Sweetwater’s massively successful YouTube channel, which has more than 100 million views and 142,000 subscribers. He’ll share essential YouTube tips and tricks, covering everything from video creation to YouTube channel essentials to helpful hacks. Get best practices straight from a retail leader. 11:30 a.m. Website Makeover: What I’ve Learned Tracy Leenman, Musical Innovations (Moderator); Allen McBroom, Backstage Music; and Dan Fugate, Blues Angel Music Does your website need an all-out makeover, or are you just looking for good ideas to update your site? Tracy Leenman of Musical Innovations, NAMM’s 2015 Dealer of the Year, recently gave her website a successful revamp, and during this session, she’ll lead a panel of music retailers who’ve done the same. They’ll share their best practices for navigating a website makeover, discuss what they learned in the process and also share tips you can use to improve your own website—even if you have no plans for a redesign any time soon. 12 p.m. No Filter: Instagram Tips for Connecting With Customers Ryan Sargent, MakeMusic, and Billy
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Cuthrell, Progressive Music Center You don’t need to be a professional marketer or photographer to reach customers on Instagram! In this session, Ryan Sargent, social media manager at MakeMusic, and Billy Cuthrell, owner of Progressive Music Center, will show you how to tear down the filters between you and your customers on social media and grow a following on Instagram. Sargent and Cuthrell will illustrate how an authentic, casual Instagram presence keeps your brand top of mind, introduces your store to new customers and drives engagement. They’ll also showcase the capabilities of Instagram Stories and discuss best practices for using video. 12:30 p.m. The Biggest Mistakes in Lesson Programs (Updated) Pete Gamber, Music Lessons Expert and Music Inc. Columnist Have you ever wondered why music lessons aren’t booming at your store? If so, consider this: Making just one big mistake can stall an entire program. Following up on his hit session at The NAMM Show, music lessons authority Pete Gamber comes to Summer NAMM to lay out more of the biggest mistakes that impede a lesson program’s success. Discover how fixing even one of these mistakes can transform a weak lesson program into a growing one that differentiates you from the competition. A must-see for any retailer with a lessons business. 1 p.m. YouTube Success Strategies for Indies John Fowler, Shoreline Music New research shows that online shoppers buy first and foremost based on trust—not price. So how does an independent music retailer engage online customers in a way that builds trust? One key tactic is YouTube. Join John
Fowler of Shoreline Music, a NAMM Top 100 Dealer for five years running, and walk away with YouTube and online success tips from the trenches. Discover how to use the power of video to establish trust and customer loyalty to grow your business. 1:30 p.m. Offbeat Store Design: High Impact on a Dime Mark Maxwell, Maxwell’s House of Music Few have mastered the art of transforming everyday materials into creative, high-impact store designs like Maxwell’s House of Music. Here, Mark Maxwell, the company’s master visionary and head honcho, will look at how to make your store an unforgettable destination using innovative design and merchandising concepts. He’ll share examples of his most effective, offbeat and eye-catching ideas, along with proven tips for making the most of your showroom space. Get ideas you can use from a NAMM Top 100 Dealer, and start transforming your store into a destination that sets you apart. 2 p.m. How to Increase Cash Flow by 25 Percent—Starting Next Week Bob Popyk, Music Trades Columnist, and Alan Friedman, Friedman, Kannenberg & Co. If you want to increase your bottom line substantially by next week, it starts with doing something new this week. Join sales guru Bob Popyk and financial guru Alan Friedman for this fast-moving session, and walk away with tons of ideas to increase your profits, reduce expenses and generate more sales as soon as you get back to your store. A session for new and veteran music retailers alike. 2:30 p.m. Proven Promotions to
Drive Store Traffic Whitney Brown Grisaffi, Ted Brown Music Looking for effective ideas to drive store traffic and sales in a digital world? Then don’t miss this fast-moving roundup of proven promotions and events from an independent music retail leader, Whitney Brown Grisaffi of Ted Brown Music. She’ll cover simple, powerful and not-so-obvious ideas for getting people into your store, introducing them to your brand and making them long-term customers. This will include everything from music-making events to new uses of technology and apps to community outreach concepts. Find out how she’s successfully promoted her store, and what it means to you! 3 p.m. Community-Minded Promotions to Grow Your Business Ernie Lansford, Industry Veteran and Sales Consultant (Moderator); Miriam Risko, Mike Risko Music; and Noel Wentworth, Wentworth Music Looking for new business and more sales? How about increased local awareness of your store? Then join industry veteran Ernie Lansford and a panel of independent music retail experts, and discover how to grow your business using powerful promotional ideas. Lansford and his panel will look at how to better market your music store with other community arts, education and business influencers. They’ll also share their own proven promotional ideas and best practices. Don’t miss out on sources of new business and an opportunity to strengthen your bonds with the community. 3:30 p.m. Lessons in Loyalty: How to Keep Your Students Melissa Loggins, Music Authority Want to boost retention in your lesson program? How about increase referrals and student involvement? Then check out this session from Melissa Loggins of Music Authority, who has built a lesson program that families and students wouldn’t think to quit
JULY 2017
4 p.m. Live Video Power Tips for Musicians and Retailers (Double Session) Laura B. Whitmore, BackStory Events, and Mike Molenda, Guitar Player Anyone can Facebook Live, but how can you take your live video streaming to the next level? Join Laura B. Whitmore, marketing expert and partner in the BackStory Events live-streamed interview series, and Mike Molenda, editor in chief of Guitar Player, for this special double session. They’ll show how you can create quality live video content that engages and informs, whether you’re a musician, music retailer or manufacturer. Get tips and ideas to elevate your video and cut through the noise.
Instagram post, give examples of other musicians and artists who are killing it on the platform, and discuss features you aren’t using but should be. Carter will also show how to monetize your Instagram presence and leverage sponsors for new content. 11 a.m. The Future of the Guitar (Double Session) Presented by Guitar Player Guitar Player celebrates its 50th anniversary with this special session, diving into the big question: What does the future of guitar look like? Featuring
Mike Molenda, editor of Guitar Player, and several industry luminaries, this high-profile panel will take on that question in full force. Join them for a frank and insightful conversation on where the guitar is going and what we can do to influence changes in the industry. A not-to-miss session for guitarists, music industry professionals and anyone interested in charting the future. 12 p.m. Musician Marketing: Insider Tips to Grow Your Brand (Double Session) Jillian Kelleher, Connector Entertain-
ment Group (Moderator), and Panel These days, it’s easy to get caught up in chasing the next big thing: the newest blog, the coolest label and the brand with the most social media numbers. But are these folks really who you should be chasing after? Have you been so distracted by name brands that you’ve neglected to pay attention to those already paying attention to you? Join PR and marketing expert Jillian Kelleher, founder of Nashville-based Connector Entertainment Group, and a group of industry insiders for this insightful think tank about the importance of growing your
SATURDAY, JULY 15 BREAKFAST SESSION 8–8:30 a.m.: Free breakfast, first come, first served 8:30–9:30 a.m.: Session Music City Center, Grand Ballroom C (Level 4) Best in Show Frank Alkyer, Music Inc. and UpBeat Daily, and Panel Don’t miss out on your next bestseller! Find out what you need to see before you leave Nashville at “Best in Show.” Join Frank Alkyer, publisher of Music Inc. and UpBeat Daily, with a panel of music retail experts for this fast-moving NAMM U Breakfast Session. They’ve shopped the far corners of the show floor to bring you the biggest products, technologies and services at 2017 Summer NAMM. This is the gear that’s sure to make a big impact in the fourth quarter—and the new year. Get to “Best in Show,” and discover what it means to your business. NAMM IDEA CENTER Booth #463 Open 10:30 a.m.–4 p.m. 10:30 a.m. How to Build an Audience on Instagram Ryan Carter, Parachute Media Want to take your Instagram marketing to new heights—without taking up all your time? Here, Ryan Carter, social marketing expert and founder of Parachute Media, will show you how to maximize your efforts and build a huge Instagram following. He’ll break down the elements of a successful
MUSIC & SOUND RETAILER
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2 017 S U M M E R N A M M U S C H E D U L E
— even when overscheduled with school, sports and other activities. She’ll show you simple but effective steps she’s taken to create a program that’s designed for growth, community involvement and retail sales. Find out how to build a lessons brand that people want to be a part of—and stay part of!
2017 Summer NAMM NAMM U Schedule career organically and how artists and brands can tap into local markets as a gateway for global exposure. Don’t miss out on a chance to understand exactly what labels, publishers and brands look for when your tipping point arrives. 1 p.m. Hit Songwriting: Making the Most of Cutting-Edge Trends (Double Session) Thornton Cline, Award-Winning Songwriter and Author (Moderator); Michaela Clarke, Recording Artist; Eric Masse, Producer; Michael Garvin, Songwriter; and Gareth, Recording Artist It’s becoming increasingly more difficult for songwriters to get their songs cut. In this hard-hitting session, Thornton Cline will lead a panel of hit songwriters, artists and producers. They’ll share how they use musical, business and technology trends to succeed in getting their songs cut and licensed for various venues. Plus, they’ll reveal why it pays to stay on
With Kids Cajon Music knows no age.
top of current and emerging trends. A must-see presentation for songwriters.
get into a creative zone with a computer but also how to stay there.
2 p.m. The Art of Endorsement Deals (Double Session) Jen Lowe, Endorsing Artist (Moderator); Meredith Hamlin, Kyser Musical Products; Ron Bienstock, Scarinci Hollenbeck; Alan Friedman, Friedman, Kannenberg & Co.; and Dan Lipson, Emerging Artist Network So you want an endorsement deal? Great! Let’s talk about do’s and don’ts, insider tips and best approaches for getting signed. In this session, you’ll hear directly from experts who will guide you on how and what to prepare, along with what the endorsee and endorser should bring to the table. Jen Lowe, endorsing artist, will lead this interactive Music Industry Day panel discussion with artist relations and industry insiders. Leave knowing what steps you need to take to get an endorsement deal.
11 a.m. The Female Voice—On Stage and in the Studio Beth Neilsen Chapman, SingerSongwriter; Sam Ashworth, Artist, Songwriter and Record Producer; Ruby Amanfu, Singer-Songwriter; John McBride, Blackbird Studio; and Chuck Ainlay, Producer and Engineer (Moderator) So much of the time, effort and joy in the art of sound recording and reinforcement lies in the care and understanding of the female singing voice. In this first-of-its-kind panel, experts in the studio and stage presentation of female singers discuss how they work with singers and audio technology to bring out their best qualities.
3 p.m. 2017 Songwriter Success Summit (Double Session) Presented by Nashville Songwriters Association International Discover what you need to know as a songwriter in 2017! Join Nashville Songwriters Association International (NSAI) for an in-depth panel discussion on the business and craft of songwriting. This session will cover everything from writing for artists and publishing deals to red flags to watch for in contracts. It will also cover pitfalls of experienced songwriters, staying on top of (and beyond) the trends and how to achieve commercial success without the help of a publisher.
THURSDAY, JULY 13
1 p.m. Producers and Artists: The Art of the Craft Mark Bright, Grammy P&E Wing Producer and Songwriter, and Special Guest Representing Nashville’s Grammy P&E Wing, Mark Bright, multi-awardwinning record producer, songwriter and publishing company executive, and former president and CEO of Word Entertainment, will hold court with a special guest recording artist. They’ll have an insightful conversation about the creative process and optimizing the collaboration between the artist and producer.
10:30 a.m. Recording on the Fast Track Craig Anderton, Gibson This must-attend session by audio industry guru Craig Anderton covers how to make a computer work for you, not against you, during the songwriting and recording process—from lyrics to song structure to a workflow that maximizes the opportunities for inspiration. Find out how to not only
2 p.m. No Regrets: Preservation Techniques Past, Present and Future Julian Raymond, Big Machine Label Group; Kelly Pribble, Studio Engineer; Barry Cardinael, Iron Mountain Entertainment Services; and Ben Swank, Third Man Records (Moderator) You’ve spent hours in the studio recording, tracking, overdubbing and
TEC TRACKS SCHEDULE Booth #263 Open 10:30 a.m.–6 p.m. Sessions start on the hour unless otherwise noted
EMD Music, Inc. - usa@emdmusic.com 866 871 5800 Toll Free - 877 231 6653 Toll Free Fax
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12 p.m. The Chuck and Bill Show (Featuring Chuck Ainlay and Bill Gibson) Chuck Ainlay, Producer and Engineer; Bill Gibson, Hal Leonard Publishing; and Special Guests Move over “Pensado’s Place.” There’s a new duo that’s dishin’ in Nashville, and you’d better show up for this session or they’re likely to talk about you behind your back! Otherwise, come hear them talk about everyone else— who’s doing what in the studios, and the popular secrets.
finally mastering your latest project or hit single. But now that the heavy lifting is done, what are you doing to ensure the preservation and archival of your all your hard work? This panel brings together leaders in the industry from a number of different disciplines to help guide you and give you practical information on how to save and preserve your most trusted works. 3 p.m. Sound Check Decisions: Critical Listening Mark Frink, Live Sound Engineer, and John Mills, Morris This session examines the role of the sound check and critical listening in making decisions affecting the sound of individual inputs and their contribution to the overall mix. 4 p.m. Dante Benefits and Applications Patrick Killianey, Yamaha Pro Audio; Ervin Grinberg, Audinate; Bernie Farkus, Audinate; John Mills, Morris; and Mark Frink, Live Sound Engineer (Moderator) Dante is the modern digital standard for connecting sound equipment. This session looks at how digital network interconnections save time, money and keep the mix in the digital domain; transformerless input sharing for multi-console applications; and integrated multi-track recording and playback for Virtual Soundcheck. 5 p.m. In-Ear Monitoring Fundamentals and Safe Sound Mark Frink, Live Sound Engineer, and John Mills, Morris In-ear monitors provide many benefits, but there’s no guarantee they can save performers’ hearing. This discussion examines the physiology of hearing and fundamentals of in-ear monitoring that can help with hearing conservation. FRIDAY, JULY 14 Open 10:30 a.m.–6 p.m. Sessions start on the hour unless otherwise noted 10:30 a.m. 5 Ways to Improve Your Control Room for Little or No $$ Carl Tatz, Carl Tatz Design Get expert advice from studio designer Carl Tatz on how to do little things in your studio that yield big results. As a bonus, you can download the Null Positioning Ensemble and Axial Mode Calculator and be walked through their operations. It won’t cost you a dime and can make a huge improvement in the performance of your control room. 11 a.m. The Sound of Elvis!
JULY 2017
12 p.m. Vinyl Mastering Panel Eric Boulanger, The Bakery; Glenn Meadows, Mayfield Mastering; Cameron Henry, Welcome to 1979; and Dan Daley, Journalist (Moderator) Vinyl records are projected to sell 40 million units in 2017, with sales nearing the $1 billion benchmark for the first time this millennium, according to Forbes. In this session, three leading mastering engineers will fill you in on how to ride the vinyl wave with highfidelity results. 1 p.m. Women in Audio Sound Off! Laura B. Whitmore, Women’s International Music Network; and Special Guests Here we talk with a panel of audio pros that disrupt gender norms. Why have they been successful? What have been their biggest challenges? And what can we as an industry do to encourage more women to join the ranks of audio professionals? This dynamic panel gives insight into these questions and more! Hosted by Electronic Musician and moderated by Laura B. Whitmore of the Women’s International Music Network. 2 p.m. Audio Computers: Optimizing Ethernet and Controlling Latency in the Studio Jim Slick, Slick Audio This discussion will look at pro and
project studio options for interfaces and audio over Ethernet. We’ll talk about how IT is influencing the direction of recording studios and take a close look at the issue of latency, and how it’s affected by plug-ins, virtual instruments and IO.
one-woman band Tiffany Christopher will show simple yet potent loop techniques—and the innovative use of instruments, vocals and even silence within this do-it-all setting.
3 p.m. Demystifying VR, Immersive Audio and the Future of Surround Music Nathaniel Kunkel, Producer, Engineer and Mixer; Vance Powell, Sputnik Sound Studio; and Special Guests Learn about object-based mixing and why it’s the future. We’ll discuss one mix for your music to rule them all!
Open 10:30 a.m.–4 p.m. Sessions start on the hour unless otherwise noted
4 p.m. Deconstructing a Hit: Peek Behind the Music Row Curtain Josh Osborne, Songwriter, and Beth Brinker, ASCAP Go behind the scenes into Music Row’s hit-making machinery to get the lowdown from two of Nashville’s hottest hitmakers, Josh Osborne and Beth Brinker. With a discography that includes a string of No. 1 hits for Kenny Chesney, Blake Shelton, Sam Hunt, John Mellencamp and Miranda Lambert, Grammy awardwinning songwriter Josh Osborne has become a staple atop the Country Airplay charts. Beth Brinker serves as creative manager at ASCAP, where she maintains its relationships with several high-profile Nashville songwriters and artists, and plays a major role in the ongoing success of monthly ASCAP showcases. Not to be missed! 5 p.m. On the Fly Looping Tiffany Christopher, Singer, Songwriter and Instrumentalist The solo performer has become a force to be reckoned with in the modern-day live music scene. Limited only by how much gear we can fit in a car, audio artists are being transformed by loopers, multi-effects processors, sampling and live computer applications. In this powerful presentation,
SATURDAY, JULY 15
10:30 a.m. A3E Opening Presentation: Disruptive Technology for the Traditional Musician A3E A3E opens the day with a performance to showcase the latest advancements in new technology for production and performance. 11 a.m. The Future of Bass Guitar and Drum Technology A3E Nashville touring musicians have become increasingly challenged to replicate the sounds of contemporary pop on stage. A3E Conference Chair Doug DeAngelis was a pioneer in translating electronic sounds to the arena stage with live players. Join DeAngelis and a panel of special guests for a deep dive into the latest technology offerings for drummers and bass guitarists. 12 p.m. The Future Of Production in Nashville: A Masterclass in Contemporary Country
1 p.m. New Technology Platforms for Musicians: Virtual Realty and Game Audio A3E In the Internet-era business of music, the most important device to achieve success is one-to-many exposure. This A3E session will focus on two technology-driven platforms that offer tremendous marketing and exposure opportunities to artists who are savvy enough to dive into new waters. Whether you are a band, a singersongwriter or a DJ, you can utilize virtual reality and gaming to expose your music to a massive global audience through one-to-many incidental exposure. 2 p.m. Exploring the New Sounds Of Music City A3E
A3E explores several genres of music, including pop, indie rock and hip-hop, that are emerging in Nashville. If you are a musician looking to learn about the latest tools, applications and technology used to break new ground, this is a session you won’t want to miss. Meet like-minded performers and cutting-edge producers who are pushing the envelope to new extremes here in Music City. 3 p.m. Metadata Masterclass for Musicians and Developers A3E
A3E
Last year, Kelsea Ballerini’s production team packed the A3E chairs for a complete breakdown of the production techniques behind her chart-topping album “The First Time.” This year, A3E continues the tradition with a masterclass in contemporary country. Join the production team for a deep dive into how a hit album was made, from songwriting, to programming, to live recording, to final masters.
Metadata guru Chris McMurtry teaches a masterclass on organizing your music data to maximize the earning potential of your music. As a musician, former employee at Apple and the founder of DART, McMurtry is the definitive voice of best practices for your musical data. This masterclass will teach you the latest metadata standards to prepare your music streaming and online sales.
THE KYSER QUICK-CHANGE TWENTY COLORS. TAKE YOUR PICK. www.kysermusical.com
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MUSIC & SOUND RETAILER
KYSER® MUSICAL PRODUCTS
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2017 SUMMER NAMM NAMM U SCHEDULE
Tony Brown, Performer, Producer and Record Executive; and David Briggs, Keyboardist, Record Producer, Arranger and Composer It’s the 40th anniversary of Elvis Presley’s passing, but his legacy still looms as large as ever. This session will visit two of The King’s top music men, Tony Brown and David Briggs. They’ll share stories about their studio sessions and stage shows, and tell us what it was like to record in that rare moment in space and time.
2 017 SU MMER N AMM EXH IBITOR L IST
2017 Summer NAMM Exhibitor List Company Name
Booth No.
3Dio............................................. 148 3RD POWER Amplification........... 1652 64 Audio...................................... 236 Abbatron...................................... 448 Ace Products Group..................... 916 Acropolis...................................... 305 Advanced Audio Microphones..... 331 Advanced Plating Inc................... 1206 AEA - Audio Engineering Associates................................. 152 Aguilar Amplification, LLC............ 853 AirTurn, Inc.................................. 613 Alclair Audio................................. 344 Alexander Pedals.......................... 1543 Alfred Music................................. 735 Amahi Ukuleles............................ 1501 American Way Marketing LLC...... 1401 Amphion Loudspeakers............... 322 Analog Outfitters.......................... 1560 Analysis Plus................................ 703 Anatomy of Sound....................... 1725 Anderson Musical Instrument Insurance Solutions LLC........... 31 Ansmann Rechargeables.............. 430 Antelope Audio............................. 443 Apex Tube Matching..................... 1028 Apogee Electronics...................... 613 Arriba Cases................................. 237 Ashdown Engineering.................. 1617 Asterope....................................... 626 ATC Loudspeaker Technology...... 425 ATV Corporation........................... 117 Audio Engineering Society, Inc..... 245 Audio Fusion Systems, LLC......... 234 Audiofly USA, Inc......................... 142 Augspurger Monitors................... 529 Automated Processes, Inc........... 828 Avid.............................................. 613 BA Ferguson Guitars.................... 1546 BackBeat...................................... 2025 Backbone Guitar Products........... 1530 Bam France.................................. 1033 Bandlab Technologies.................. 1500 Bari Woodwinds, Inc.................... 506 Batson Guitar Company, LLC....... 1209 Beatbox Drums LLC..................... 116 Bedell Guitars............................... 1215 Bergstok....................................... 2007 Best-Tronics Mfg., Inc.................. 753 BIG EAR n.y.c............................... 859 Bigsby.......................................... 1022 Black 35 Guitars........................... 1641 Black Cherry USA......................... 952 Blackstar Amplification................ 953 BlueHaus Music........................... 115 Bogner Pedals.............................. 1443 BOSS........................................... 723 Boucher Guitars Co...................... 1008 Bourgeois Guitars........................ 1310 Boutique Amps Distribution......... 1443 BP Rose Guitars........................... 1435 Bradford Forest, Inc..................... 1302 Breedlove Stringed Instruments.... 1215 Breezy Ridge Instruments, Ltd........ 1315 Bullhead Amplification, Inc.......... 1159 C.F. Martin & Co., Inc................... 801 Cable Porter, LLC......................... 149
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CAD Audio................................... 243 CAIG Laboratories, Inc................. 630 Calton Cases................................ 1131 Cannonball Musical Instruments.... 515 Canopus Co., Ltd......................... 111 Capital One Spark Business Card.......................................... 1606 Casio America, Inc....................... 431 CB Drums.................................... 815 CE Distribution, LLC..................... 1028 Cedar Creek Custom Cases.......... 909 Chateau Music USA, Inc............... 23 Cherub Technology Co., LTD........ 1026 Chesbro Music Co........................ 1323 Chicago Drum.............................. 212 CHORDBOSS............................... 1605 Chroma Coda............................... 330 Classic Audio Effects.................... 1558 Cleartone Strings......................... 1322 Cloud Microphones...................... 322 CMG Guitars................................ 1258 Coherent Sound In Light.............. 2009 Collectible Guitar Magazine.......... 1715 comgraphx................................... 45 Concept-Logic, LLC..................... 36 Connolly Music Company............ 1112 Coopercopia LLC.......................... 1013 Coppersound Pedals.................... 1648 Cordoba Guitars........................... 901 Creation Music Company............. 1642 Crown Seating.............................. 349 Crush Drums................................ 953 CruzTOOLS, Inc........................... 1601 Cudney Guitars............................ 1649 Cusack Music......................1655, 1658 D&A Guitar Gear.......................... 1609 D’Addario & Company, Inc........... 1001 D’Addario Accessories................. 1001 D’Angelico Guitars....................... 1333 DANELECTRO.............................. 923 Dansr, Inc..................................... 510 Daredevil Pedals.......................... 1633 Darkglass Electronics................... 633 Dbl BassBuggie............................ 15 Dean Markley............................... 953 Deering Banjo Company............... 1100 Denis Wick Products, Ltd............. 510 Devilcat Amplifiers....................... 1258 Diezel USA................................... 1443 Digital Audio Labs........................ 342 Digmoda...................................... 529 Direct Sound................................ 323 Disaster Area Designs.................. 1543 Dolphin’s Sound........................... 1743 DownBeat Magazine..................... 701 DR Handmade Strings................. 1201 Dramastic Audio Corp.................. 529 Drum Starz................................... 110 drumdots..................................... 214 Dunlop Manufacturing, Inc.......... 1243 DVN Products LLC....................... 40 EARasers by Persona Medical...... 309 EarTech Music.............................. 231 Earthworks, Inc............................ 154 Eastman Guitars........................... 1015 Easy-Doks LLC............................. 164 Ebtech.......................................... 1153
Edwards Audio Research............. 155 Egnater Amplification................... 1443 Electro-Harmonix......................... 1035 Elektron Music Machines MAV AB..................................... 1647 Eleven Dimensions Media, LLC.... 160 Elite Acoustics Designs, Inc......... 1309 Elite Guitar................................... 1701 Ellis.............................................. 32 EMD Music.................................. 313 Emery & Webb, Inc...................... MC5 Empirical Labs Inc....................... 335 Epilog Laser................................. 927 Epiphone...................................... 823 Ergosonic Percussion, LLC.......... 114 ESP Guitar Company.................... 1231 Etymotic Research, Inc................ 449 Evans Drumheads........................ 1001 Eventide Inc................................. 1135 Evolution Guitars.......................... 1751 Faber Piano Adventures............... 613 Faith Guitars................................. 1112 Fender Musical Instruments Corp........................843, 943, MEZZC Ferree’s Tools, Inc........................ 512 Ferrofish....................................... 548 Fischer Amps............................... 430 Fishman....................................... 933 Fitness Audio, LLC....................... 242 Floyd Rose Marketing.......1719, 1721 Freenotes Harmony Park.............. 301 Friedman Amplification................ 1443 FSA - USA.................................... 104 Fundació Eurecat.......................... 157 Fuzzrocious Pedals, LLC.............. 1454 Fzone Music Technology Co. LTD.....1354 Gamut Music Inc.......................... 14 Gatchell Violins Co., Inc............... 514 Gator Cases, Inc........................... 535 Gibraltar....................................... 815 Gibson......................................... 823 Gibson Brands, Inc...................... 823 GiGY............................................. 54 Giulio Negrini Guitars................... 1755 GMF Music................................... 1735 Godin Guitars............................... 1023 Gold Tone, Inc.............................. 1200 Gon Bops, Inc.............................. 215 Grand Stand for Piano.................. 11 Grande Guitars............................. 1711 Gravity Stands.............................. 633 Greer Amps, LLC.......................... 1549 Gretsch Co................................... 1022 Gretsch Drums............................. 815 GretschGear.com......................... 1022 Grez Guitars................................. 1435 Groovy Accents............................ 1707 Guangzhou Lang Qing Development Corp., Ltd............ 1526 Guild Guitars................................ 901 Hal Leonard............................ 613, 815 Hall Crystal Flutes........................ 13 Hamilton Metalcraft, Inc............... 1621 Hammer Audio............................. 248 Hammond USA............................ 523 Harmonicaster............................. 130 Harpsicle Harps............................ 610
Harptone Cases............................ 909 Harris Musical Products, Inc........ 33 Hearne Hardwoods, Inc................ 1403 Henretta Engineering.................... 2027 Heritage Guitar............................. 1234 HI-TONE Amplification................. 1459 HJC Customs USA....................... 1639 HK Audio...................................... 953 Hofner.......................................... 633 Holy Watt Amplification............... 1757 Homespun Tapes, Ltd.................. 613 Hosa Technology, Inc................... 630 Howard Core Company................ 614 Hudson Music, LLC...................... 613 Hunter Music Instrument Inc....... 500 IK Multimedia............................... 613 IMS Technologies........................ 1635 IMSTA.......................................... 254 InMusic Brands Inc...................... 954 J & B Partners LLC...................... 9 Jackson Steel Guitar Company.... 1431 Jakob Winter GmbH..................... 16 JD Sound Inc............................... 228 Jensen Speakers.......................... 1028 JHS Pedals LLC........................... 1343 JJ Electronic S.R.O...................... 1352 John Packer Ltd........................... 17 John Pearse Strings..................... 1315 Journey Instruments.................... 1702 Justin Sayne Leather.................... 1613 K-Line Guitars LLC....................... 1547 Kaces........................................... 916 Kala Brand Music Co.................... 1007 Kanile’a Ukulele............................ 1205 KAT.............................................. 815 KBrakes........................................ 100 Keeley Electronics........................ 859 Kelley Distribution........................ 7 KellyConcepts, LLC...................... 1 KHS America................................ 411 Kiesel Guitars............................... 1446 Killer-Q a division of trapworks LLC........................... 1412 Klein Pickups LLC........................ 1547 Klops Drums................................ 2006 KMC Music.................................. 1143 Koenig & Meyer GmbH................ 1112 Komet Amplification Group.......... 1361 Korg Synthesizers and Tuners...... 953 Korg USA, Inc.............................. 953 KRUTZ Inc.................................... 511 Kupo Industrial Corp.................... 129 Kurt Wilson Guitars...................... 1435 Kyser Musical Products Inc......... 1515 L & Sun Inc.................................. 24 Lace Music Products................... 952 LAG Guitars.................................. 953 Laney Amplification...................... 633 Latch Lake Products Inc.............. 427 LD SYSTEMS PRO AUDIO........... 633 Leon............................................. 147 Levy’s Leathers Limited............... 1113 Little Labs.................................... 145 Locomotive Audio LLC................. 158 LOKNOB LLC............................... 952 Long Hollow Leather Co............... 37 Loog Guitars................................ 932
JULY 2017
MUSIC & SOUND RETAILER
Perri’s Leathers Ltd...................... 1422 Peterson Electro Musical Products Inc............................. 914 Phil Jones Bass............................ 1552 Pi Squared................................... 432 Pig Hog Cables............................. 916 Pigtronix...................................... 1247 Pirate Pete S Tripstick LLC........... 109 Players Music Accessories........... 401 PLUS PEDAL................................ 2014 PMI Audio Group......................... 628 Positive Grid................................ 633 PRA Audio Systems, Inc.............. 1355 Predice Hendricks Acoustic Tremolo System........................ 1737 Premier Guitar.............................. 809 Prentice Practice Pads................. 2 PreSonus Audio Electronics......... 522 Prestige Guitars........................... 1228 Primacoustic................................ 1129 Prism Media Products, Inc........... 833 Pro Audio Design......................... 529 Pro Audio Distribution................. 529 Pro-Active Websites..................... 30 PROEL......................................... 653 Promark....................................... 1001 Puresound................................... 1001 Quilter Labs, LLC......................... 1349 RAD Distribution, Inc................... 444 Radial Engineering Ltd................. 1129 Railhammer Pickups.................... 934 Rain Retail Software..................... 706 RapcoHorizon.............................. 729 Raulo Guitars............................... 1703 RBI Music.................................... 1533 RC Williams Company, LLC......... 15 Re-Axe Products.......................... 1329 Rees Harps Inc............................. 610 Relish Brothers AG....................... 1346 Remo, Inc.................................... 216 Republic Guitars.......................... 1619 Research Center of Santoor......... 246 Retail Up!..................................... 25 Reunion Blues.............................. 916 Revelator Guitars......................... 1651 Reverb.com.................................. 1257 Reverend Guitars......................... 934 Revo Guitar Straps....................... 53 Rhythm Intensive......................... 200 Richlite Company......................... 1101 Rico Reeds - D’Addario Woodwinds............................... 1001 Riversong Guitars........................ 313 RME............................................. 548 Roche-Thomas Corp.................... 808 Rock-N-Roller Multi-Cart............. 916 Rockrabbit Guitars, LLC............... 1646 Rolling Bender............................. 2017 Roswell Pro Audio, LLC............... 332 Rowdy Pickers Musical Products.... 41 Ruby Industrial Corporation......... 1528 S.I.T. Strings Co........................... 1109 SABIAN Ltd.................................. 215 Saga Musical Instruments........... 915 Saint Louis Music........................ 501 Samick Music Corp...................... 549 Schnell Percussion...................... 210
Schoenhut Piano Company.......... 400 Score Mktg.................................. 1107 sE Electronics.............................. 526 Serek Basses................................ 2026 Serpent Audio LLC....................... 335 SFM............................................. 1400 SGS North America, Inc............... 10 Shanghai Max Precision Instrument................................ 1406 Shubb Capos................................ 1414 SJC Drums, LLC.......................... 107 Skjold Design Guitars LLC........... 1556 SledgePad Innovations LLC......... 108 Sleishdrum LLC........................... 101 Slick Audio................................... 527 Sofia Violins................................. 504 SOLOMON MiCS.......................... 113 Somnium Guitars......................... 1232 Sonic Scores, Inc......................... 908 Sontronics................................... 529 Sound Enhancement LLC............. 1153 Source Audio LLC........................ 855 Soyuz Microphones LLC.............. 143 Spector Basses............................ 953 Sphere Recording Consoles......... 150 Stagg........................................... 313 Stomplight International LLC....... 1700 Stone Tone Products, Inc............. 1622 Stonebridge Guitars International Inc........................ 44 Strap Jack.................................... 1607 Stringjoy...................................... 1653 Strings by Aurora......................... 1513 Strukture...................................... 916 Strüng.......................................... 57 Studio Network Solutions............ 256 Supro........................................... 1247 Swope Guitars.............................. 1759 Synchrony Financial..................... MC6 Synergy........................................ 1443 Synthax, Inc................................. 548 TAGIMA USA CORP..................... 1625 Tagima USA Corp......................... 1625 Takamine Guitars......................... 1231 Tanglewood Guitars..................... 953 Tape Op Magazine........................ 244 Taylor Guitars........................... MEZZD TECHRA....................................... 102 TELEFUNKEN USA LLC................ 423 Telescript West, Inc...................... 131 Temple Audio Design................... 1453 Teye Guitars................................. 1629 The Boutique Guitar Showcase.... 1415 The Deli’s Stompbox Exhibit........ 1461 The Electric Harmonica Company................................... 130 The Guitar Services Workshop..... 1603 The Music & Sound Retailer........ 817 The Music Gifts Company, Inc..... 1507 The Music Link............................. 1223 The Music People Inc................... 543 The Professional Monitor Company USA LLC................... 123 Thimble Slide............................... 1733 TK Smith Enterprises Inc............. 2016 TKL Products Corp....................... 909 TMG Guitar Co............................. 1347
Todd Sharp Amplifiers................. 1255 TOMKAT Pedals and Electronics.... 859 Tone King Amplifiers.................... 1443 Tonebone..................................... 1129 ToneGear...................................... 1637 ToneRite Products........................ 407 ToneWoodAmp............................ 1502 Trace Elliot................................... 623 Transamerica Audio Group Inc..... 425 Trebella: AI Piano Lessons........... 22 Tri-Technical Systems Inc............ 808 Trinity Fine Musical Instruments.............................. 1739 TV Jones, Inc............................... 1024 Two Old Hippies Stringed Instruments.............................. 1215 Tycoon Percussion....................... 815 Uhland Guitars............................. 2008 Ultimate Ears................................ 128 Universal Audio Inc...................... 1342 UpBeat Daily................................ 701 Useful Arts, LLC........................... 335 Valeton Music.............................. 1747 ValveTrain Amplification............... 960 Vandoren S.A.S............................ 510 Veritas Instrument Rental............ 601 Vertex Effects, Inc........................ 1559 Vibramate..................................... 1022 Vimex International Corp............. 1729 Virgin Musical Instrument Inc...... 622 Volz Music Products, LLC............ 1313 Voodoo Lab.................................. 857 VOX Amplification........................ 953 VSquared Guitar Systems LLC..... 1455 Waits Instruments........................ 1645 Walrus Audio............................... 1542 Wampler Pedals Inc..................... 1443 Warm Audio LLC.......................... 442 Warrior Guitar LLC....................... 2001 Watch & Learn, Inc...................... 1615 Wathen Audiophile, LLC............... 1133 Wave Distro................................. 335 Weber Fine Acoustic Instruments.1215 Westco Educational Products...... 709 WhisperRoom, Inc....................... 849 Whitfill Custom Guitars................ 1553 Willis Music Company................. 613 Wing Instruments........................ 1623 Woodi USA INC............................ 612 Wooly Coats Amplifier Co............ 1652 Worldpay..................................... MC4 Yamaha Corporation of America.... 643 Yang-Ming Acoustic Equipment Manufactory.............................. 1408 Yellow Jackets Tube Converters.... 1028 Yellow Mama Music LLC.............. 1460 Yellowcake................................... 1643 Zemaitis....................................... 1230 Zither Music Company................. 1600 ZT Amplifiers................................ 1253 Zylia............................................. 137
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Lounsberry Pedals LLC................ 1753 LowEnd Basses............................ 1254 LPD Music International............... 923 Luke Audio................................... 335 LunaStone.................................... 1260 Lust For Tone Custom Guitars..... 1433 Lust For Tone Pickups.................. 1433 Mad Professor Amplification Ltd..... 633 Malinoski Guitar........................... 1631 MannMade USA........................... 1455 Maono Technology Inc................. 156 Maple Leaf Strings....................... 605 Mario Guitars............................... 1554 Marshall Amplification PLC.......... 1143 Master Strap LLC......................... 55 Maxwatt Electronics.......................956 McPherson Inc...............................905 Meadowbrook Insurance Group.... MC2 Mental Case Inc........................... 1252 Mezzabarba Custom Amplification............................. 1561 Mio............................................... 515 Mixware LLC................................ 1536 ModKitsDIY.com.......................... 1028 Modulus Graphite, LLC................ 1555 Mogami Cable.............................. 613 MONO.......................................... 1500 Morgan Amplification................... 1443 Morley.......................................... 1153 MTD (Michael Tobias Design LLC).... 835 Mukikim....................................... 4 Music Engineering Services......... 1649 Music Inc..................................... 701 Music Sales America.................... 613 Musical Distributors Group.......... 633 Musical Merchandise Review....... 800 Musicians Institute....................... 1353 MXL Microphones........................ 613 MyMix.......................................... 548 NAMM Standards......................... 704 Nashville Musicians Association..... 1508 Natural Acoustics Lab.................. 408 Neunaber Audio Effects................ 1627 Neutrik......................................... 336 NewBay Media............................. 705 Noteflight..................................... 613 NS Design.................................... 1326 Nutter Guitars.............................. 2023 Ochres Music, Inc........................ 12 Ohana Music, Inc......................... 1300 Ohio Travel Bag............................ 1602 Old Blood Noise Endeavors.......... 1452 OMG Music LLC........................... 1514 OPTIMA Musiksaiten Gmbh........ 39 Option Knob, Inc.......................... 1548 Original Fuzz................................ 43 Oriollo.......................................... 112 Ortega Guitars.............................. 38 Ovation Guitars............................ 1123 Overtone Acoustics...................... 348 Paige Musical Products LLC........ 1423 PartnerShip LLC........................... MC3 Peak Music Stands....................... 1406 Peavey Electronics Corporation..... 623 Percussion Plus........................... 815 Perfect Seal.................................. 343 Perfect Touch Picks..................... 42
West Music Recognized Among The Top 100 West Music, with locations in Iowa and Illinois, has been named a Top 100 Dealer by NAMM. The association will formally present the award to West Music this month at the Top 100 Dealer Awards, an event that’s held as part of Summer NAMM in Nashville, Tenn. “At the heart of West Music, there is a story of inspiration, dedication and a pursuit to create a more musical world,” Joe Lamond, NAMM’s President and CEO, shared. “A Top 100 Dealer award underscores their commitment—to their communities, their staff and the industry—to create a space that welcomes and inspires musicmakers through their products and services.” West Music was selected as a Top 100 Dealer by an independent
Bill’s Music Hosts Metcalfe For Book Signing, Demo
Bill’s Music (Catonsville, Md.) recently hosted a book signing and demo with Scott Metcalfe, the co-author of “Creating Sounds from Scratch.” The informative clinic was geared toward the many musicians who feel like they’re stuck in a rut using presets on their synths, or who are afraid to dig in and edit sounds because they don’t understand the parameters. Metcalfe was on hand to show the crowd how to avoid sounding like everyone else by customizing patches for an authentic sound. He is Chair of Recording Arts and Sciences at the Peabody Institute of Johns Hopkins University in Maryland, not far from Bill’s Music. Metcalfe presented on concepts of synthesis sound design using software (i.e., plugins) and hardware instruments. One lucky attendee won a free, signed copy of the book at the meet-and-greet event that followed the presentation. Bill’s Music recording specialists were also on hand to answer any questions regarding the synths and recording gear in stock at the 36,000-square-foot music store. 42
panel of judges who reviewed hundreds of submissions. Each submission was numerically rated across categories that included customer service, music advocacy, store design and promotions; the scoring, in aggregate, was used to determine the Top 100 list. “For the seventh straight year, West Music is honored to be recognized as a Top 100 Dealer by NAMM,” Robin Walenta, West Music’s President, enthused. “This perennial recognition is a direct result of our committed associates’ passion for delivering an outstanding customer experience through quality products and services, as well as our belief that participation in music has a positive impact on every person’s life.”
Village Music Adds Line, Preps For Major Expansion
Village Music Wellington (Wellington, Fla.) has announced that it has been named an authorized dealer for C.F. Martin & Co., the renowned guitar-maker founded in 1833 in Nazareth, Pa. Martin’s guitars are handmade by skilled artisans who use a combination of new design and techniques, along with traditional techniques introduced by the company’s Founder, C.F. Martin. Village Music Wellington plans to offer workshops and master classes based on the Martin line, featuring the store’s own instructors and, at one or more event, official Martin artists. Village Music Wellington’s Owners, Steve and Donna Willey, see the Martin dealership as breaking new ground for their business. According to Steve, “The Martin line is an excellent opportunity for us to prove our expertise in the guitar field.” Donna added, “Martin guitars have played an enormous role in shaping guitar music over the past almost two centuries. The Martin brand is an icon, and we’re very proud to be associated with it and to be able to offer these legendary guitars to our customers.” Village Music Wellington opened in November 2012. Alongside its retail business, the store boasts a music lessons program, which has more than 300 students and which is still growing. The business has been developing so successfully that plans for expansion are underway. Next month, the store will expand to a 4,000-square-foot unit. In 2014, the store was honored with the Best New Dealer award, presented by the Music & Sound Retailer as part of the Music & Sound Awards. JULY 2017
FI V E M INUTE S W ITH
CRYSTAL MORRIS
FOUNDER & CEO, GATOR CASES
By Dan Ferrisi Although some successful executives in the music products industry arrive in the MI world by happenstance, our market’s true leaders tend to be the ones who’ve lived and breathed music seemingly from the cradle. That certainly describes Crystal Morris, Founder and CEO of Gator Cases, whose father was involved in the MI industry and who attended her first NAMM Show as a young girl. The enthusiasm, passion and creativity she discovered in girlhood suffuses Gator, a family business in the best and truest sense of the term. In this conversation, Morris shares details of her life story in the music products industry, including how Gator Cases got its name and how she leads the company. She also discusses Gator’s corporate culture and its commitment to its dealer partners. Finally, she addresses her own role in the industry, both as a prominent female executive and as a tireless advocate for music-education programs in our public school system. There’s a lot to glean from this wide-ranging discussion. Enjoy.
The Music & Sound Retailer: Discuss how you first became interested in music. Were you passionate about music during childhood and your teenage years, or did an interest in music come to you later in life? Cr ystal Morris: I was lucky enough to grow up around the music industry, with my father being involved in the guitar, amp and audio businesses. My father took me to my first NAMM Show when I was around 10 years old; for many years after, I would go to the show and help with the booth. The early exposure was exciting, and it created what has become a lifelong attachment to the MI industry. Through that early exposure to music, I have always been passionate about it and what a difference it makes in all of our lives. Once I got out of
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was married. We wanted a name that was associated with “tough;” living in Florida, alligators rose the top of the list. Actually, there’s still a bit of a family dispute about who said the words first! [Laughs.] But, to this day, my mom still claims it was her. Anyway, I had gone back to school to get my MBA, and I was excited to apply many of the business ideas that I’d learned to my own business. In those early years, my dad and I shared the work. He handled sales and product development, and I did everything else: setting up our accounting system, warehouse management, accounting functions, implementing a marketing plan, entering orders and POs, etc. And, in fact, that base of experience couldn’t have been better. The fact that I’ve literally done, at one point or another, everything in the company has been a great learning tool for me. Sometimes, I tried things and they didn’t work; however, I learned to adjust quickly and try something new. That kind of experience is invaluable both in the skills I learned and in appreciating all the hard work that my team does today.
The Retailer: What is the ver y best part of being CEO of Gator Cases? What keeps you motivated, inspired and engaged? What makes you most eager to come to work each morning? Morris: It truly is fun! I love the challenge of figuring out how to create the very best products, customer experience and team cohesion. It’s incredibly stimulating to build a team that loves to work together and that, through their collaboration, makes amazing products and creates customer experiences that wouldn’t be possible except for their effective teamwork. It’s also truly rewarding to build a great corporate culture…to create a place where people are proud to work, where they have strong relationships, and where they’re passionate about and focused on growing Gator Cases. We all love working together—on most days [Laughs.]—challenging each other, and sharing in each other’s successes and failures. We’re truly a team and a family. In addition to that, even after 17 years, I still feel like I learn something new every day. Learning something new and then putting that knowledge to use in the future is truly a great feeling. college and worked in other areas, it solidified in my mind what a truly special ecosystem the music products industry is. Honestly, I could not imagine working in, or being nearly as inspired by, any other market and the people who make it up.
The Retailer: Tell us about your work experience and career trajector y prior to helping to found Gator Cases in 2000. Were you involved in the music products industr y during those early years? Morris: After I finished college, having earned a business degree, I worked in several industries under my father’s guidance. He called it a “real-world MBA.” This part of my life included a distribution business, a freight forwarder and a marketing company both domestically and internationally. Apart from those specific experiences, though, I believe that all the years growing up and watching my dad as an entrepreneur inspired me and taught me many lessons about running a business. Now that he has passed, there isn’t a day that goes by that I do not see his influence on my actions, whether it’s not taking no for an answer, listening to our customers, spotting opportunities or building lifelong relationships. I am so grateful to have had him as a mentor, and I believe his influence is absolutely key to my success today. The Retailer: Discuss the founding of Gator Cases. How did the idea for the company come about? How did you go about bringing that vision to reality? Discuss the early years and how they set the stage for the company’s growth. Morris: Thinking about Gator and its being a family business… well, that name was created around my kitchen table, shortly after I
MUSIC & SOUND RETAILER
The Retailer: How would you describe your leadership style? Morris: I strive to be a good listener, an open communicator and a compassionate person. I seek to empower others to try new things, while providing a vision for where we’re going and holding everyone— myself included—to ambitious standards. I’d like to share a quote that inspires me, and that, I think, gives some insight into how I try to lead Gator. John Quincy Adams said, “If your actions inspire others to dream more, learn more, do more and become more, you are a leader.” I love that quote, and the more my leadership style can embody it, the closer I feel I am to achieving true leadership. The Retailer: What’s the “secret sauce” at Gator Cases that ser ves to distinguish the company not only from its direct competitors, but also from its peers across the music products industr y? What makes Gator different, special or unique? Morris: I can think of several things. First, we’re always reinventing ourselves, challenging what we did yesterday so we can do something better tomorrow. Second, we focus on the customer and that person’s entire experience…his or her every interaction with Gator, with both the product and the overall relationship. Third, we’re passionate about what we make, and we truly want to make great products that protect the gear our customers love. When we have visitors, I often hear there’s just a positive, energetic vibe when you walk into Gator’s headquarters. I believe that vibe by itself goes a long way to creating the “secret sauce.” Lastly, we listen to our customers with a keen ear and we respond. We know that the best ideas on what the latest needs are come from our dealer partners and their customers, and we work very hard to listen carefully, dissect the needs they are helping us to identify and react as quickly as possible.
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Left: Crystal Morris attends the NAMM Fly-In in Washington, D.C.
Below: Morris discusses strategy with the Gator Cases production team.
The Retailer: As the leader of a prominent accessories manufacturer, what’s your assessment of the role accessories play in a full-line, brick-and-mortar musical instrument store? Why is it critical for music stores to stock accessor y products robustly? Morris: Accessories are not only a terrific way to increase the customer’s initial purchase, but they also keep customers coming back again and again. Stocking accessories allows you to sell them something new to outfit their rig, even if they aren’t replacing their primary gear. It is known that, for every guitar that is sold, there are exponentially more accessories sold to outfit it and, of course, at a much higher profit margin! It is critical to have these items in stock, because they can be a bit like the gum or candy in the checkout lane at the grocery store. By that, I mean the customer comes in to browse or take a lesson and ends up walking out with a new accessory to complement their product. I also believe that, to maximize accessory sales, it is key to have welltrained staff on the gear who know what accessories work best for each player’s “mission.” It’s a great service to your customers when a welltrained store staff can help educate and guide them in finding the right solution for their needs and preferences, whether it be cases, stands, bags, strings or something else. The Retailer: Characterize Gator Cases’ philosophy when it comes to working with the brick-and-mortar dealer channel. Is selling through music stores a core, fundamental, unchanging part of Gator’s approach to doing business? Morris: We are extremely dedicated to the brick-and-mortar dealer channel. Music is a “passion industry,” and it is imperative that there be great stores in every community where musicians can go to connect, become better educated, and touch and feel new products. We work 46
hard to engage with brick-and-mortar dealers by traveling to see them, extending special offers and participating in various buying groups. I am also very excited about a new link we have on our website to “Buy Local,” located on each product page. It feeds real-time stock data to our site, and it can send a customer directly to a local dealer to pick up what he or she is looking at, fully confident it will be in stock. Over the next year, I am looking to build out this functionality to support our brick-and-mortar partners further. Many big-box retailers, such as Target and Lowe’s, have proven that, if consumers have the knowledge that stock is available in the product they are looking for, they prefer to travel to the local store versus buying online. I am hoping to see this same trend in the MI industry, and I am dedicated to supporting it through our website.
The Retailer: Do you have any constructive criticism for brickand-mortar dealers related to what they could be doing differently or better—things that would help them sell more accessor y products, and do so more profitably? Morris: Music stores have the unique ability to create a gathering place for musicians by offering educational programs, featuring live performances and hosting get-togethers. Leveraging a physical space to unite people brings both loyalty and customer traffic. Once customers are there, it’s about having a good selection of accessories and new gear that keeps them engaged and makes them want to come back. I also feel that many retailers need to further leverage their online presence by creating powerful websites that show the value of their store. Today’s customer journey more and more frequently includes research online before visiting a store. Having features like indicating (continued on page 69) JULY 2017
M I SPY
MI SPY TAKES THAT AT ALBUQUERQUE Few things are more utterly boring in our modern, homogenized world than airports. No matter where you go (a) you know you’re in an airport and (b) you could just as well be anywhere on the planet. Airports are that interchangeable. A worldwide super sleuth and renowned traveler, I was disappointed by the airports in Paris, London and even Shanghai. Lush, but predictable and uninteresting…that’s my synopsis. The exception, however, is the Albuquerque International Sunport. From the moment you step out of the tunnel, you’re absolutely certain you’re someplace special. The walls, carpets, upholstery and sculptural works are resplendent in the colors of the southwest. Reds, oranges, azures and turquoises are everywhere. The Albeuquerque International Sunport is more like a delightfully lively museum than a cookie-cutter terminal building. Everywhere you look is a piece of the southwest that you didn’t know existed. Pile on top of that the fact that your senses are completely inundated with the smell of Mexican food and you know you’re nowhere else but Albuquerque. Every other airport might do its best to measure up to that one; so far, though, all have failed. After stepping out of the building, I took in the expanse of wide-open space in the western U.S. It’s enormous! You can see for a hundred miles in three directions—the fourth view is one of mountains—and the air is clean and blue. Musical life in Albuquerque has been fed by odd bits of history. For instance, there’s Kurt Frederick, who studied under every famous 20th century classical composer and conductor of the era. In 1942, he had been on his way to a lucrative and prestigious contract, but he decided to stop and work at the University of New Mexico (UNM) Department of Music instead. Later, he founded the UNM Symphony Orchestra and the Albuquerque Youth Symphony. He helped to create wonderful composers and conductors, whom he sent out into the world. Then, there’s John Lewis, the famous jazz composer and pianist, who was raised in Albuquerque and who, along with other notables who make music today, studied at UNM. So, what better place for your humble correspondent to investigate?
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Baum’s Music n 2908 Eubank Blvd. NE Albuquerque, NM 87112 n 505.292.0707
First on my list is New Mexico’s premier music-education stop: Baum’s Music. Generations of musicians have been through its doors. Right after World War II, Baum’s became the local fixture to meet the needs of New Mexico’s music students. I explained my mission parameters to the gentleman I met: a young keyboardist who had some local gigs under his belt, and he was getting more serious. I was the godmother of that young musician, and I sought to bequeath unto him a new keyboard. So, what were my options? The young man could score a Casio CTK2400 at the store for around $140. The instrument has a set of samples to start out with, as well as a built-in microphone to generate your own. The package included a keyboard, stand, demo songs on CD and headphones. It was aimed at the rock keyboardist. My assessment was it’s a sufficient setup to get started, but most serious musicians would outgrow the gear pretty quickly. That’s exactly the kind of instrument I had imagined our young keyboardist would need an upgrade from. Sadly, it was the only model of keyboard carried in the store on that day. Although that was a disappointment, I must say that, of all the music stores I’ve traveled to over the last year, none was more generous than Baum’s was when it came to recommendations for other retailers that could maybe meet my needs. Furthermore, via a web page devoted to links to local groups and musical activities, Baum’s helped me find a variety of ways to participate in music in the local area. It had information about chamber groups, a jazz foundation, the philharmonic, summer music camps, businesses with special music events and more. Every music store should have such a web page. The sales associate told me that he let the two local behemoths fight for the various instrument niches, whereas Baum’s has narrowed its services to $20 to $40 a month rentals on band instruments, and the subsequent sales that result from musicians getting more serious. Getting people to start playing an instrument and then moving them forward musically is Baum’s specialty.
Grandma’s Music & Sound n 9310 Coors Blvd. NW Albuquerque, NM 87114 n 505.292.0341
Sandwiched between the local Cliff’s Amusement Park (roller coasters and water slides) and the International Balloon Festival grounds (lots of hot air) is the road I needed, which led me west across the Rio Grande. After crossing the huge, newer stretch of freeway, the first exit got me to the corner monopolized by Grandma’s Music & Sound and its 15,000-square-foot facility. It bills itself as an independent pro shop that sells quality new and used gear. It’s been a New Mexico mainstay since the 1980s. I wasn’t around then, having left town to trail around the world. Coming back and seeing its custom-built storefront was impressive, though. Grandma’s is proud of its local reputation and the numerous awards it’s won. Included among those are multiple Music & Sound Awards, bestowed by this very publication. Not coincidentally, the staff at Grandma’s is locally known to be pros. I scoped out all that information before I even talked to anyone. Fully briefed, I had to get down to business. I detailed my needs to the sales clerk and asked what the possibilities were. The man started with the more reasonably priced gear first, per my request. The selection was robust, as Grandma’s carries all major brands and a variety of used gear. He suggested that, if I was looking for a reasonably priced instrument for gigging, the Yamaha YPG-235, with 76 non-weighted keys, would be a good choice for $279.99. The instrument had Graded Soft Touch (GST) action with different levels of resistance. I found it easy to play, and the sound was good. Suiting the neophyte, there were 30 built-in songs, along with 70 more on a CD-ROM to use with the Yamaha Education Suite. Since we were looking for an upgrade, not a starter model, I asked what the next step up would be. For anything with weighted keys, I was told, I’d need to look at about the $450 mark; then, depending on what other bells and whistles were preferred, the figure could climb into the thousands. 50
The salesman then explained to me that there are big differences among instruments for keyboardists these days. He explained that digital pianos are more furniture-like and, generally, they are intended to sound more like an acoustic piano. Then, there are digital keyboards, which have more goodies for a young, gigging musician. Those tend to offer reverb, huge menus of sounds and effects to choose from, and the ease of portability. A workstation, he told me, had many more computer components, thus giving the musician an opportunity to create a mindboggling array of effects. An 88-key Roland FP-30 digital piano was on the floor, and it was well priced at $699. Apparently popular with a local university, it had built-in practice and recording functions, as well as Bluetooth for using music apps. It delivered genuine piano sound and featured weighted keys, along with a built-in rhythm engine, pedals and optional stand. For my needs, however, the clerk was most keen on the new Korg KROSS units. They married the best aspects of keyboards, synthesizers and workstations, he told me. With it, he said, a player could compose and record tracks, and, in general, just enjoy simple but powerful workstation interface. KROSS was available in 61-key and 88-key models at less than 10 pounds and less than 12.5 pounds, respectively. Built-in handles added to KROSS’ portability, and the instruments had a fun, 16-track MIDI sequencer, microphone inputs, audio recorders, hundreds of samples and plenty of memory. Both models ran on AA batteries. That day, the KROSS 61-key was on sale for $699; meanwhile, the KROSS 88-key was $999.
Guitar Center n 6001 Menaul Blvd. NE Albuquerque, NM 87110 n 505.889.6300
Crossing the Rio Grande once again, I indulged my pent-up desire for some yummy, authentic enchiladas, along with a Dr Pepper and a bit of time in the sculpture garden, before heading to the next store. Right across the street from the large Coronado Center shopping mall sits the next target. At one point, some 40 years ago, the mall was the most prestigious place in New Mexico to go and spend your money. Now, it’s just a regular shopping mall with a morning walking/exercise club. Meanwhile, Guitar Center had a nice young man stationed near the front door to greet me. He offered to show me around, which I accepted. It turns out he’d just moved to Albuquerque from Nashville, Tenn. So, he gave me his newcomer’s view of the city’s music scene as we threaded our way back to the keyboard section. There were the usual bright, but slightly muted, colors splashed on the various walls of the store, as well as peg boards everywhere to display merchandise. There was also an enormous amount of PR about an upcoming ukulele workshop being offered that month. I explained my desire to sort out upgrade options for my young, developing keyboardist. We went through the usual narrowing down of the possibilities, and the sales associate said Guitar Center had some good possibilities from Yamaha, Roland and Casio as part of a special spring sale. First up to try was the Casio Privia PX360 portable digital piano, selling for $899. The instrument had built-in speakers and amp, and it was advertised as lightweight. Features included 88 full-size, weighted, scaled, hammer-action, tri-sensor keys and a sound sample library. Next, I looked at a Yamaha DGX-660 for $799.99. The sound lived up to Yamaha’s reputation, and the instrument boasted 88 full-sized keys, along with USB and microphone connectivity, making the whole package particularly good for a singer/keyboardist. There were headphones and plenty of available sounds, too, although no onboard recording. With the stand, it weighed a whopping 61 pounds. The Roland RD-800, selling for $1,799, certainly wasn’t cheap, but it was fun to play with. It had great sound for stage and studio work, plenty of memory, and smooth editing capabilities. Plus, it had more than 1,000 sounds, four inputs for pedals, USB connectivity and headphone jacks. The top panel had knobs with LED indicators, making it easy to see your settings on stage. It weighed just under 48 pounds. Guitar Center excels in its breadth of choices and its “You can have it right now!” inventory. During my visit, however, I didn’t find JULY 2017
anything all that special. So, onward I went looking for a great deal.
Music Go Round 7116 Menaul Blvd. NE Albuquerque, NM 87110 505.875.0100
The next store is located in the northeast part of town, where a majority of the 1960 to 1990 housing divisions sit, and where many boring little strip malls nestle up under the Sandia Mountains. (“Sandia” is the Spanish word for watermelon, so you can easily imagine the geography.) Sun Square has about 10 shops and plenty of parking. Music Go Round is a franchise across 19 states, with multiple locations in some. The basis of its business model is to deal in good-quality, well-looked-after secondhand music products. The shop proudly displays an award from NAMM as a Top 100 Dealer, attesting to its quality. It has some similarities to Guitar Center when it comes to looks: lots of color, instruments displayed up and down the walls, and corridors lined with amps and other gear. The young sales associate introduced me to the currently available gear. First was a Yamaha MOFX8 synthesizer for $1,199. It had 88 weighted keys, access to more than 256 performances, VCM effects and advanced Mac/PC integration. And it came with a padded carrying bag, which was nice. The back jacks had a little wear, but not a lot. Having actually bought one of these new, I knew that it sounded great and was a workhorse, although it weighs 45 pounds. The price, while not cheap, was more or less in line with a lot of what I’d seen. Then, I had some quality time with an 88-key Yamaha YPG535, selling for $349.99. It was in excellent condition, too, so it was very tempting. An 88-key portable grand piano, it had graded soft-touch action, USB connectivity, headphone and MIDI ports, and the Yamaha Education Suite. At the time I was there, the only other floor items were units that were in the $100 range and pretty basic—not an upgrade for the young keyboardist. The store, generally speaking, was pleasant and had a nice selection MUSIC & SOUND RETAILER
of well-priced band and string instruments for students who might be looking to upgrade from starter instruments.
The Sale
The New Mexico market is enormous, physically speaking. Once you step out of Albuquerque, you’re hundreds of miles from any city with a population larger than 30,000 people. The instrument market is shared between the two big brick-and-
mortar stores, some small, local shops, and online venders. Baum’s Music, although it didn’t have anything I could use, was the best supporter of music in the community. So, I would shop there when and if I could. Depending on what kind of trades it’s had come in lately, Music Go Round is a good source and the place into which I’d expand my search for instruments. For my immediate needs, though, Grandma’s Music &
Sound and Guitar Center did the best job of servicing all needs. With Guitar Center, though, the place could have used some fresh paint and a little more enthusiasm from its staff. So, for my specific situation, the winner has to be Grandma’s Music & Sound. The good selection, fair pricing, knowledgeable staff, and impressive number of available accessories leaves me no choice but to award Grandma’s the top prize.
S PEC I AL T O THE R ETAIL ER
MOVING A MOUNTAIN By Cindy Cook You were assigned this mountain to show others it can be moved. That anonymous meme popped up in my Facebook feed as I registered to participate in NAMM’s Music Education Advocacy D.C. Fly-In for the second consecutive year. The words provoked a rush of determination that I carried with me this past May on my trip to our nation’s capital. NAMM is an organization that epitomizes the quote. NAMM has taken it upon itself to move a monumental mountain: establishing and protecting the right of every child to learn and grow with music. And the association’s been moving that mountain, inch by inch, for more than a decade now. In 2015, the signing of the Every Student Succeeds Act (ESSA), replacing No Child Left Behind (NCLB), showed just how much progress we’ve made. The law, for the first time in our country’s history, included language that identified music and the arts as part of a well-rounded education. Finally, our nation’s leaders got it! Although math, science and literacy skills are vital for academic success, they are not, by themselves, enough. The ESSA opened the door for music to provide a more enjoyable, more engaging learning environment…one that is transformational and reflects our highest hopes. After all, a wellrounded education makes well-rounded kids, who grow into well-rounded adults. And the ESSA isn’t merely a “hope”; it is the law, and it has the ability to unlock federal funds that can go toward music and arts programs. Last year’s Fly-In, the first in which I participated, was colloquially called the “Thank You Tour” by delegates. We met with members of Congress to thank them for their efforts in passing the ESSA, while also reinforcing the importance of music as part of a well-rounded education. For a while, it almost seemed like we could “pop the cork,” celebrate and return home satisfied that our work was done. As with most government goings on, however, things are not quite so simple. Federal funding for education is dependent upon federal appropriations. Because budgets are renewed each year, ensuring that well-rounded programs, including music, are properly funded will be an unceasing battle. And, right now, in 2017, work on behalf of our cause is more important than ever. The ESSA authorized about $1.65 billion annually for Title IV, Part A, Student Support and Academic 52
JULY 2017
Enrichment (SSAE) Grants. For 2017, only $400 million was appropriated; the president’s proposed budget for 2018 now suggests $0. NAMM delegates swarmed Capitol Hill with a laser-focused agenda: making sure the ESSA in general—and, in particular, SSAE grants for well-rounded programs—was properly funded. The mountain still had to be moved. Latina civil rights activist Dolores Huerta said, “The great social justice changes in our country have happened when people came together, organized and took direct action. It is this right that sustains and nurtures our democracy today.” NAMM and my fellow delegates used that as our model, allying with others from the music industry to achieve a common goal. Out of our comfort zone and removed from daily tasks, the retailers, manufacturers, music educators and musicians who participated Cook with Sen. Tom Udall (D-N.M.) in the Fly-In spent a few days absorbing information and participating in group activities before hitting Capitol Hill and lobbying Congress like pros. NAMM empowered us, and we ran with the ball. The experience was just as surreal this year as it was last year. Making my way from office to office, walking through the hallways, corridors and the underground tunnels, I was in awe. I once again found myself face to face with the senators and members of Congress who’d become so familiar during election cycles, popping up on TV and radio ads, yard signs and bumper stickers, and news reports and social media outlets. Sitting before them, though, I was confident and well informed, having been well prepared by NAMM. I spoke eloquently to lawmakers about an issue that’s not only vital, but also personal. What a privilege! On May 22, the annual Day of Service, held at Jefferson Academy, was a reminder of why we fight for public education. One-hundred percent of the student body has parents who meet the federal threshold for poverty. Seeing the school’s dedicated team working hard to create a safe and encouraging space was heartwarming. My fellow delegates and I were treated to a performance from the eighthgrade band, leaving all of us touched and grateful. Our greatest joy, however, was bringing music to all the students, bringing to them recreational drum, ukulele and guitar experiences. The kids lit up, enjoying their musically induced escape from the day-to-day struggles. It’s something neither any of the delegates nor I will ever forget. The following day was filled with expert briefings, roundtable discussions, advocacy instructions and role-playing preparation for the big day on Capitol Hill. It just so happened that, on that day, the Trump administration released its 2018 fiscal year budget request. The $0 requested for SSAE Grants was a punch in the gut for all of us. I’d liken it to a sharp, cold wind chilling our warm, fuzzy feelings about instruments in kids’ hands. If the president’s budget request were honored, the promise of the ESSA would be broken. That steeled our spines to argue our case to members of Congress, knowing all too well how high the stakes really are. Nearly 100 NAMM delegates, representing 35 states, had nearly 200 meetings with members of Congress to advocate for music education for all students. Collectively, we found the majority of the representatives were not only agreeable to the cause of funding a well-rounded education, but also determined to do what they could to keep the promise of the ESSA. The mission for the 2018 D.C. Fly-In MUSIC & SOUND RETAILER
will be to hold members to account for their promises and continue the hard work. After all, moving mountains for something as important as children’s access to music means not a single stone is moved in vain. Will you help us with this work? Does it seem too heavy a lift? Kimberly Deverell, a participating delegate from San Diego Music Studio, said of her experience, “As with everything NAMM does, they make it very easy to get involved. Before participating in the Fly-In my first year, I was overwhelmed and intimidated by all of it. I thought to myself, ‘How can I, one little NAMM member, actually make a difference?’ I quickly learned that I wasn’t alone. From scheduling my appointments with members of Congress to the day on Capitol Hill, NAMM and the other delegates supported and guided me every step along the way. After participating for my second year in a row, I now have a very different perspective.” Dolores Huerta once observed, “We just have to convince other people that they have power. This is what they can do by participating to make change, not only in their community but, many times, changing in their own lives. Once they participate, they get their sense of power.” I took a leap of faith last year, and I returned this year. I seized the tools and knowledge NAMM gave me. I realized my potential and grasped the possibility at my fingertips. That means you can, too. So, next year, look up at that peak, pick up your shovel and help us move the mountain. In the wise words of Dr. Seuss, “You’re off to Great Places! Today is your day! Your mountain is waiting, so…get on your way!” Cindy Cook is Co-Owner, as well as Director of Education and Marketing, for The Candyman Strings & Things (Santa Fe, N.M.). 53
FRO NT AND CE NTER
TIFFANY STALKER SENIOR MANAGER, EDUCATION DIVISION, KORG USA programs strong. The goal is to impact the lives of children in a positive way through music, while also enabling our industry to grow in future generations. That’s something Stalker is very passionate about. As a strong music-education advocate, Stalker is also active in publicly promoting strong music programs and touting the benefits of incorporating new technology. She can be seen attending NAMM’s Music Education Advocacy DC Fly-In, sitting on the board of Technology Institute for Music Educators (TI:ME), and working in the field at music education conferences and speaking engagements. For more information, visit education.korg.com.
By Laura B. Whitmore
Editor’s Note: “Front And Center” is brought to you by The Women’s International Music Network (The WiMN). The interviews showcase accomplished women who work in the music and audio industries, spotlighting successful female performers, manufacturers, retailers, educators, managers, publicists and others. Visit the wimn.com to view the weekly interviews and learn more about how to be featured. Many of us have heard about studies that demonstrate how kids who learn music do better in other facets of life, including academics, behavior, responsibility and confidence. When you couple that with today’s exciting music technology offerings, you have a winning formula for motivating new students to learn about music. However, all too often, budget cuts force schools to downsize—and, in some cases, completely eliminate—their school music programs. And that’s where a select group of music companies, non-profits and industry leaders, such as Tiffany Stalker, come into play to address this important topic. Stalker is the Senior Manager of the Education Division of Korg USA, where she has the opportunity to help schools learn about technology and incorporate it into their offerings, while also working to develop initiatives and create awareness of ways schools can obtain funding to keep their music
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Women’s International Music Network: Please share your background. How did you initially become involved with promoting music education? Tiffany Stalker: As a child, I played multiple instruments, both in the classroom and through private lessons. So, I know how positive an impact music can have on a child. When the opportunity arose at Korg to help create opportunities for more music in the classroom, I was excited to be a part of it. I’ve always been passionate about building brands and, by nature, I’m very competitive. So, those two qualities motivate me to think outside the box and collaborate with Korg and others to create more music-makers. The WiMN: Were you a music lover or surrounded by music growing up? Stalker: Yes! Beyond playing instruments, there was a lot of music in our house. One of my fondest childhood memories is what we now refer to as “Saturday Morning Records.” That’s back when people played actual records and it wasn’t just a novelty. My dad had an amazing collection of some of the greats: Earth, Wind and Fire, Chicago, Al Jarreau, Michael Jackson, Hall & Oates, Styx and many more. Each Saturday, we’d wake up to something new and fun to listen to. The WiMN: You’re responsible for many aspects of the Education Division. Tell us about some of your responsibilities. Stalker: I’m fortunate to work for a great leadership team. We collaborate on ideas to grow our outreach in schools, assist our dealers to have an impact locally and create programs to help music educators provide a great learning environment. I’ve had the opportunity to lead our development team in creating a successful new hardware/software lab system. I get to work with our brand managers to create innovative approaches to selling products in the school market. And I develop programs, like our Keys for Kids Fundraising Program, that help schools to raise money through direct donations specifically for music education. I also manage SoundTree and the great team that works so diligently to increase music technology in schools via labs, studios and other installation projects. I love that the scope of the job is wide! It allows me to address schools’ specific needs creatively, help them overcome challenges and, ultimately, put more music in the classroom. The WiMN: How did you develop your audio technology skill set, and how has that benefited the schools you serve? Stalker: I had a small amount of tech background before starting at Korg. Honestly, I found audio technology intimidating at first. Over the years, through mentors and experts, I’ve gleaned enough knowledge to tell educators confidently, “If I can do it, you can, too!” The best thing about today’s technology is that it’s easier than ever to use, implement and teach. Many music educators aren’t quite sure how to integrate tech, but it’s a necessity for the longevity and growth of sustainable programs. Kids thrive on technology, and it’s hard for them to imagine doing anything without it. We’ve heard countless success stories from programs that JULY 2017
had been failing that experienced revival by integrating something as simple as an iPad. Add some electronic instruments, speakers, a DAW and a microphone, and magic happens! There are many great funding opportunities available for technology that our music educators need to take advantage of to invigorate their programs. The WiMN: Although the general education field has traditionally been female-dominated, the general music industry tends to be maledominated. Have you faced any challenges as a female in music-education marketing, or is the playing field more level in your scenario? Stalker: First and foremost, I’m a mom to four beautiful, talented children who inspire me to make a difference every day. When I go to work—whether it’s at the office, a school or a conference—I don’t really see the male versus female challenges typically seen in other industries or markets. I see amazing people who are passionate about teaching music and making sure the arts are strong for future generations. In this field, there’s also a different effect, because my kids give me credibility. They’re my sounding boards for new ideas. They’re my beta testers for lesson plans or new program ideas, and they give me the confidence to say we’ve tried it and it works. The WiMN: What advice would you give young women starting out and trying to acclimate to a position somewhere in the music industry? Stalker: Be patient. This industry is unique in that we’re surrounded by musicians who are passionate about what they do, and who’ve been doing it for a long time. Take your time and appreciate their wisdom; learn from anyone you can. Prepare to be the newbie for at
least five years. I’m also a huge advocate of networking and facilitating introductions. When you’re somewhere new, don’t be afraid to ask a coworker to connect the dots. Once you get a feel for where you are, it can end up being a small world, and it’s fun to get to know people. Stick your hand out and introduce yourself. The WiMN: Why is outside support for music education more important than ever? Is there anything our readers can do to help support this cause? Stalker: In today’s political environment, it’s more important than ever to make sure your local and state government knows you care about adequate funding for school music programs. As federal education budgets are cut, we’re seeing programs wither away and entire schools do away with music. That is unacceptable if we expect our industry to grow and thrive, and it’s up to us as industry professionals to do what we can to help those programs stay strong. Elementary music, middle school orchestra, high school marching band…they all feed into remarkable programs that transform students into effective leaders. If I could inspire readers to make a difference, I’d encourage them to find a local organization that could use help. Carve out a few hours a month and get involved. I’d also challenge readers to learn what their state is doing to implement the Every Student Succeeds Act law. This has a localized impact, so letting your local representatives know you care about music as part of a well-rounded education might benefit your neighborhood schools right away. NAMM’s Support Music Coalition also has some amazing outreach tools.
Award Winning Brands World-Class Service We are dedicated to Music Retailers We are St. Louis Music T: 800-727-4512 F: 314-727-4710 E: sales@stlouismusic.com W: www.stlouismusic.com
SLM Marketplace Everything In Accessories
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F ROM T H E TR E NCHE S
PULLING IT ALL TOGETHER By Allen McBroom
I honestly believe that small/medium stores, in small/medium towns, with the average mix of common inventory, can no longer make it on walk-in retail alone. In recent months, this column has discussed adding new revenue streams, picking up new customers and persistence in planned marketing. This month, let’s pull all of those together and talk about how to change a humdrum store approach to a vibrant mentality. Everything we’re going to talk about requires an upbeat thought process. Just make up your mind that you’re going to do something different this week, and then do it. For good or for ill, just do it. First, pick up some new monthly cash flow by adding band instrument (BI) rentals to your lineup of store services. Contact a BI rental company and become an affiliate. It will take a year or two to see rental income that really counts, but you will have zero cash outlay. After we became an affiliate, our first few monthly checks were some $30. Now, our monthly checks are four figures, and that’s every month for 12 months of the year. A $1,000 check with zero cash outlay is the profit equivalent of about a $2,400 sale, based on today’s margins. That’s equivalent to an extra nearly $29,000 in sales each year, with no cash obligation on your end. Could you use the profit from a spare $29,000 in sales in the bank right now? If you answered yes, then make some calls and get started. Another avenue to make more things happen for your store is to increase your customer count. I know that sounds like an old saw, but sell two things on Reverb.com and/or eBay: 56
1. dead/slow-moving inventory, 2. unique inventory. That will turn stale stock into cash, and it’ll give the entire world a chance to buy your unique items that your walk-in traffic might not care about. Your customer count goes up each and every time someone buys an item from you online. eBay and Reverb.com accounts are free. Your smartphone is your camera. Get started, and get busy! Not knowing how isn’t an excuse, either. Both eBay and Reverb.com have simple how-to pages to get you started. If you’re sitting around with nothing to do during the day, blog. Blog positive stories about the store; post on Facebook and other social media platforms; shoot video, even if you don’t think it’s any good. Post it to YouTube, Facebook and other platforms. It can even be done when the store is closed. Make your store more visible. Get started! Most of what we’ve discussed so far costs nothing but time; remember this, though: Time isn’t free. Time is your most limited resource, and every day that goes by without branching out into something new or different is squandering that limited resource. We all face slow times and $100 days. If you’re a small, mom-and-pop store, in a small town, you’ll probably see a $100 day every now and then. If you’ve got a bigger operation, your freak-out point might be a $1,500 day. Our store is 1,392 square feet of retail, in economically depressed northern Mississippi. If we tried to make it just off of walk-in traffic, I think our outlook would be as depressed as the local economy is. But, we are not limited to our walk-in traffic, and neither are you. Thanks to the Internet and the postal service, your market can be the entire world. We sell to multiple states every day. You can do that, too, with your current store stock. I sell strings above gutter Internet prices, but I mail out strings almost every day. Why? Because we stock some odd strings that not everyone carries. You can’t compete on Slinkys or EJ16s; they’re too prevalent in the marketplace. However, you might own the Internet selling some lesser-known brand that was just covered in a major magazine or some low-volume SKU you don’t have right now. Buy a box of several SKUs and put them on Reverb.com. Sell strings for unusual instruments. Sell unusual or low-demand drumsticks. Stock some sticks you consider off-brand, put them online and see if one of the 326 million people in the United States will buy them. Maybe nobody in your town wants to buy those, but remember that your market’s no longer just your town. Charge shipping cost (usually $2.65 will ship any set on Stamps.com), and you’ll make money when they sell. Hint: When you’re the only store selling XYZ item, buyers will pay shipping. Or, if you’re hooked on the idea of free shipping, add the $2.65 to the price of the item and make shipping free. Include a handwritten note in every package you ship. Sweetwater throws in a bag of hard candy, so don’t do that. Include some small token of your appreciation, though. You’ll have to figure out what that should be. Offer to ship your customers’ guitars. Not just the ones you sell, but also the ones your customers want to ship. Get a commercial UPS or FedEx account, negotiate an incentive discount and offer to ship guitars. You already have guitar boxes saved, and you know how to ship without causing damage. Don’t know how to box for damage-free shipping? Look at how the guitars you buy are boxed. That’s how it’s done. Add $30 to every box you ship. It will end up being about what the retail shipper would have paid, but he or she will get a professional packing job, you’ll get the profit equivalent of a $75 sale and it’ll make good use of what would otherwise be downtime. You’ll also learn who is buying guitars, whom they are sending repairs to, etc. This could be valuable insight on the market around you. Think outside the box. It’s a tired, old saying, but it works. Every time you hear yourself saying, “We don’t do that” or “We don’t stock that,” ask yourself, “Why don’t we do that?” or “Why don’t we stock that?” Customer questions identify a demand. Maybe it’s just one guy in one town asking, but multiply that by all the towns in the country and, just maybe, you’ve got a market. And maybe what they’re asking for isn’t a good idea for your store. At least think about it, though. Yesterday, a customer demanded to know why we didn’t stock a specific set of five-string bass strings. The answer, of course, is nobody around here wants to buy those strings. So, I (continued on page 69) JULY 2017
DISCOVER THE LEGEND Mike Keneally
(Zappa, Satriani, Vai)
“It’s not too often that I pick up a guitar and fall instantly in love, but that’s basically what went down with the Hampton. From the most delicate textures to complete over-the-top wailing. I freaking love this thing.” photo by Daniel Work
Island Series
TM
SuproUSA.com
SHINE A LIGHT
Brian Meader, George Fuller, Paul Reed Smith and Shane Frame.
Can You Give Me Sanctuary? Guitar Sanctuary 6633 Virginia Pkwy. McKinney, TX 75071 972.540.6420 theguitarsanctuary.com Tues. – Sat.: 10 a.m. – 6 p.m. Brian Meader, Sales Manager
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By Michelle Loeb In April 2010, the music industry, not to mention the country at large, was still reeling from the financial crisis of 2008. That happens to be the month that Guitar Sanctuary opened in a small space in Texas. At a time when many saw warning signs, Guitar Sanctuary’s Owner, George Fuller, saw opportunity. “Many people questioned our timing, but George looked at the business landscape at that time as an opportunity, rather than as a roadblock,” Brian Meader, Sales Manager at Guitar Sanctuary, explained. “He wanted to help lead the revitalization of the local guitar market and ride the eventual wave of success. So, when most stores were asking, ‘How can we afford that?’ George’s philosophy was to ask, ‘How can we afford not to?’” A lifelong guitar player, Fuller decided to open Guitar Sanctuary after he’d found the local market for boutique products drying up. “He saw a lot of the older, Dallas, Texas-area, mom-and-pop stores go under after the large chain-store retailers appeared,” Meader said. Assuming there must be others in the same predicament, Fuller decided to create a music store for players like him…those who saw music as a passionate hobby. “George made the decision to create the store he’d always dreamed about: a destination store with the finest gear, in the finest setting, where people come to hang out, rather than a store focused on getting the box in your hand and getting you out the door so the salesman can move on to the next person in line,” Meader stated. “He wants great products handled in a professional environment, with people who are as passionate as he is. We try to reflect that in all aspects of our business: from the store’s layout, to the website, to how we interact with our customers.” The store, which began with one full-time employee and which, today, boasts four full-time and five part-time staff members, is stocked with electric and acoustic guitars, amps, pedals and other accessories. The sale of those products is the driving force behind the store’s success and the core of what it does. In particular, Guitar Sanctuary focuses on custom instruments, giving customers a one-of-a-kind buying experience. JULY 2017
“Our focus is to get you the gear that is right for you,” Meader stressed. “And, as we focus on custom instruments, most of what we have is unique and, often, it’s built for us, to our own specifications, rather than being a massproduced product that we stack up and sell in quantity.” “We’re fortunate that we’re able to carefully choose the vendors we choose to represent,” Meader continued. “We focus on relationships where we’re partners working together toward increasing our mutual business.” The unique product mix is matched by the store’s vibe and presentation, which is intended to emulate the customer’s living room—complete with couch and big-screen TV—for maximum comfort. The store is currently four times bigger than it was when Fuller opened the doors; that growth has allowed plenty of space for eye-catching luxury. In addition to the extra selling space, the store also boasts a Performance Academy with 15 teachers on staff. “We realize that, in order to sustain ourselves, we’ll need to help MUSIC & SOUND RETAILER
grow the local music community,” Meader acknowledged. “Our Performance Academy started out small, but, now, we have more than 300 students a week who come through our doors. That helps to build our next generation of players and future customers.” Guitar Sanctuary also helps the community by partnering with the city of McKinney Texas, as well as many local businesses, to facilitate opportunities for Guitar Sanctuary’s students and customers to perform at various events. “It offers them an outlet for their creativity,” Meader pointed out. Another aspect of Guitar Sanctuary’s business model is its Sanctuary Music and Events Center, which seats 350 people. The multi-purpose venue hosts concerts, weddings, corporate events, church services, charity functions and store events, including customer-appreciation celebrations, student recitals, product demonstrations, summer instructional camps and more. “There is great cross-pollination between the two locations,” Meader explained. “It exposes our store’s customers to several events, and vice versa. A customer might come in for a guitar and leave with a venue for his daughter’s wedding.” Guitar Sanctuary’s first priorities are its customers and its community. The store puts a passion for music ahead of a passion for profit, and that’s apparent in everything Guitar Sanctuary does. “We’re not a store that really uses price as a selling tool, or emphasizes ‘Sale! Sale! Sale!’ in what we do,” Meader remarked. “We work with companies like Blispay to offer unique financing opportunities: not only in the store, but also online on our website and when we’re attending off-site events like guitar shows.” He continued, “We want our customers to feel comfortable from the moment they pick up an instrument to when they’re ready to buy. We work hard to ensure that the worst instrument we have in the store is great, and then go from there.”
Looking to the future, Meader said that Guitar Sanctuary is focused on continuing to grow, expanding its customer base and adding new product lines. “Basically, we plan to do more of what we’ve been doing to this point,” Meader declared. “We’ve established great relationships with our customers, and we work hard to give them a place they want to support with their business.” “The store will always be a work in progress,” Meader continued, “but we feel strongly that we’re on the right path toward fulfilling George’s vision for what he feels the ultimate guitar store would be.”
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R E TA I L E R R E B E L
News Of Our Death Has Been Greatly Exaggerated THE COMING ‘RETAIL APOCALYPSE’ IS OVERBLOWN
By Gabriel O’Brien Seldom does a day go by that I don’t see an article on Facebook or LinkedIn that declares in some grandiose way the death of brick-andmortar, or “traditional,” retail. Huge headlines on the websites of Fortune, Newsweek, MarketWatch and many others constantly bemoan the fate of brick-and-mortar stores, broadcasting why we’re seeing our last days. I’m not a market analyst, an expert in trend analysis or even a store owner. I don’t have any advanced training in economics or finance. I also don’t have the perspective of Sammy Ash, Chuck Surack or Kurt Listug. Still, I’m calling this one “fake news.” Firstly, when these articles discuss retail, they almost exclusively talk about big-box retail. I’ve read lots of articles recently, all spurred by the closings of chain retail stores. According to Forbes, 21 retailers are closing 3,591 retail stores this year. Nearly 3,600 is a big number—shocking even—until you look at the list. Among the top five by numbers of locations, accounting for 2,213 total closings, are Payless, Radio Shack, The Limited, Family Christian and Wet Seal (a strangely named, low-budget teen apparel store). Macy’s didn’t even make the top 10, whereas Kmart did. So, by retail market segment, we have budget footwear, electronics and cell phones, mall-based women’s clothing, religious books and products, and budget teen wear. I’m not shocked to find any of those businesses rapidly declining. Why? Well, I’m no expert, but I’ll take a crack at explaining it. Payless has always struggled to overcome the stigma of being a store for “cheap shoes.” Meanwhile, the ability of retailers like Kohl’s and many others to license, say, the Nike name and manufacture their own footwear, which says “Nike” on it, has made off-brand footwear for kids kind of a moot point. Also, footwear is huge online and it’s a very easy product to shop for because, if you wear a size 10 in Nikes this year, you’re going to next year, as well. Radio 60
Shack was largely unneeded, struggling to find an identity over the last couple of decades. The demand for electronic parts shrank drastically as electronics became cheap and disposable; meanwhile, finding qualified salespeople must have gotten almost impossible. The business was an early entrant in the market as a cell phone go-to, but cellular service providers like Verizon got wise and stopped giving up profit points to third-party providers. Big-box retail became the source for televisions, and other home appliances were folded into department stores while, at the same time, becoming widely available online. The Limited probably lost most of its audience. According to my wife, its selection was mostly business professional. It was also almost exclusive to the mall, which entails retail space that is very high rent. And, of course, malls have been experiencing dramatic decreases in sales and foot traffic anyway. Family Christian was mostly a bookstore, having changed from a non-profit ministry to a for-profit retailer in 2012. We all know bookstores have been suffering for a long time—just ask a former Borders employee. Sales had fallen 28 percent since 2008, and it was $90 million in debt. Wet Seal was just plain walloped by a generation that isn’t at all afraid to buy things online, particularly when retail locations aren’t quick enough to restock inventory or respond to shifting trends. People don’t want to wait anymore. If you don’t have it, they’ll pull out their phone and order it. So, if the Internet is wiping out malls and large chain retailers, then why are we still here? MI retail is a tiny market segment. It’s likely that, at no time since I’ve been alive, has more than 10 percent of the population played an instrument. Specialized retail fares better because its customers have different needs. Many of our customers still want to put their hands on products; at a minimum, they just want to try them. And, at stores that have adopted smart sales strategies to embrace price-driven shoppers who are hard to please, they might buy. Nevertheless, we in MI do have our share of chains and Internet-based retailers, and we’ve all seen stores go by the wayside. It’s also true that e-commerce has greatly affected the landscape for MI retail. It’s been discussed in this column, at NAMM U Idea Center Sessions and in trade magazine articles ad nauseam. You can also get some perspective on changes within our industry from my cover story this month about Sweetwater. Our industry is constantly changing, and smart retailers embrace it. Predicting music trends is a big part of it. You must be able to identify early what’s growing in popularity, and then make sure to shift resources toward those items to capitalize on the changes. The most successful store owners and buyers I know possess that skill, and I admire it. One or two times, having had overwhelming evidence in front of me, I’ve accurately predicted something; I’ve felt extremely lucky to have done so. In my store—and probably in many others—these topics are batted around often. The Internet has changed us. It’s made us rethink our stores, our offerings and our response to Internetonly retailers, and it’s made us reevaluate how we buy and sell instruments. Our staff talks about what’s selling, what we need, what we should eliminate and what product stock levels we should maintain. We do it openly, both because it makes us more nimble and because no one has a monopoly on predicting what our customers want. It can make or break our store to recognize which items consumers tend to think are less important to try in person (e.g., headphones) and which items they’re most likely to try in the store (e.g., effects pedals, acoustic guitars). Moreover, we need to know which items, such as ukuleles, are most likely to be impulse purchases. My whole summer will be spent poring over inventory. I’m a products nerd, so I actually kind of look forward to it. The ability to capitalize on emerging trends is one skill; I want to highlight others in future columns. But, for now, I’ll just say this: MI retail doesn’t have to go away. If we’re smart, if we’re nimble and if we capitalize on our strengths, great local stores will survive and thrive. What are some of the strengths you’re capitalizing on to keep your business relevant to customers in the face of online shopping’s growth? Give me a heads up at gabriel@larrysmusiccenter.com. JULY 2017
TO SPEAK lai db ack luk e
Atlantic City Convention Center
AUGUST 14-17, 2017 Leading DJ/Producer Laidback Luke to Speak at DJ Expo ’17 Atlantic City, N.J. – International superstar DJ/producer Laidback Luke will present a special “Keynote Q&A” at DJ Expo. Set for Aug. 14 at the Atlantic City Convention Center, Laidback Luke’s keynote session will highlight the opening day of DJ Expo, which will run until Aug. 17. DJ Expo is produced by DJ Times magazine and its publisher Testa Communications. Presented by Denon DJ, Laidback Luke’s session will include discussion on his hit-making career, plus his approach to music, DJing and life. Laidback Luke has crashed the charts with crossover hits and remixes for the likes of Mariah Carey, Robin Thicke, Madonna and Nicki Minaj. Also, with 3 artist albums under his belt, Luke is a hugely accomplished producer. As the founder of Mixmash Records, Luke’s abilities as a talent scout are legendary. Over the years, those skills have served up an impressive array of big hitters on their way up – they include Avicii, Bingo Players, Knife Party, Afrojack and Steve Angelo, among others. Luke’s also a devout kung fu artist and a huge proponent of a mentally and physically healthy lifestyle. This past March in Hong Kong, Luke competed professionally in the Kung Fu World Championships and won 6 medals (3 gold, 2 silver and 1 bronze). No matter the endeavor, Laidback Luke’s all about success. So bring your questions and meet Laidback Luke at DJ Expo on Aug. 14!
th edj expo.c om
Other seminars include sponsored sessions from DJ Expo exhibitors. Stay tuned for more DJ Expo announcements. For the latest on DJ Expo ’17, please visit www.thedjexpo.com.
V E D D AT O R I A L
STARBUCKS DREAMS By Dan Vedda They opened a Starbucks on my route to work. Or, rather, they put up a new building and relocated an existing one. It’s on a busy corner at a major intersection—so busy, in fact, that it gridlocks at peak times, with cars queued up to 15 deep in turn lanes. The building went up without hype; driving by, I didn’t know what it would be until they installed the signature lettering and logo on the façade. Even then, no notices proclaimed the opening date, and it was almost a month from the sign being installed to cold open. That day, only the lighted sign and a “NOW OPEN” banner signaled the event. No clowns, balloons or other hoopla called attention to the launch of another caffeine fuel depot. Yet, a month later, I’ve still never driven by at any time of day, on any day (including Sundays and Memorial Day), where there wasn’t a line in the drive-thru. On a corner that is, at best, inconvenient to navigate, with little or no fanfare, replacing an outlet two miles away, they’re packing them in from Day One. Oh, I’m sure social media was in the mix, touting an opening and sending coupons and reminders to the loyalists. Certainly, it’s highly visible, and almost anyone—even a noncustomer—knows what Starbucks does. But the legions of java junkies found this outlet the way water finds a crack in a roof. I think this is much more an illustration of the ubiquity of the brand and our current infatuation with one of America’s favorite import crops. As that Starbucks opened, I read an article in Wired about the streetwear brand Supreme, whose limited-edition logo-item drops (everything from skateboards, to co-branded Nikes, to quirky items like fire extinguishers) mobilize such a rabid following that flippers resell them immediately for five to 10 times the original price. Enterprising young coders have designed shopping bots to snag much of the drop within seconds, while earning five-figure incomes from bot rental or item resale. This is today’s pop commerce…but it is not the music industry. And, despite the seductive Scrooge McDuck imagery of immeasurably 62
wealthy plutocrats diving into cascades of lucre, we don’t want it to be—at least, not instead of what we do. This breeds a different way of doing business. Imagine a new store—even the industry’s (relative) behemoth, Guitar Center—that could open quietly and, nevertheless, immediately have a steady checkout line day in and day out, even for small goods. Imagine Fender dropping a limited-run practice amp for less than $100 and having the entire run sell out in seconds, with those same amps showing up immediately on eBay for $500…and Fender doing it every Thursday at 11 a.m., as Supreme does. We would enjoy the money and the excitement, but I don’t think many of us would get much personal satisfaction from an amped-up existence (so to speak) that puts fashion or scaled-up commerce ahead of actually making music. I wouldn’t, at least. The music products industry (in my opinion, and based on years of poll results) does have the potential for Starbucks-level ubiquity. Of course, that great increase will not happen if we sit on our duffs and accept the assumption that our destiny is shaped by band directors, pop stars, and hardcore musicians and collectors. We’ve been shown that most people want to play and, when our products show up in non-industry channels, people take action. The late-’90s landmark appearance and sell-through of Martin Backpacker guitars in the L.L.Bean catalog was proof of concept. Since then, we’ve seen how many instruments are snatched up impulsively when they show up on QVC, in Costco or in Target. Explosive growth could conceivably happen. However, if it did, you can bet that the big bankroll folks would swoop in and try to skim the cream while we look on. Remember CBS, and Casio keyboards, and band instruments at Walmart, and every other opportunist who saw us rising and said, “I gotta get me some of that!” I think a way around this is to insulate our industry from opportunists. And I believe we need to take action, because I see a rising wave of consumers of all ages who want to play. I’m convinced this next wave will be more about mass participation (à la Starbucks) than about transient fashion (as with Supreme). To capitalize on this, we need an industry identity that sends the message that music is part of your life: not merely a genre lifestyle but, rather, something that transcends demographics. We need to drive home the idea that help is available at your community music store. We need a branding effort greater than any we have ever attempted, and we need to back it up with service, knowledge and personality in every MI storefront. We might have finally matured enough to make that a possibility. We also need to reduce—or even stop—marketing our products on non-industry outlets. Now that we know the buyers are out there, we don’t need passionless grubbers diluting our identity. Reverb.com is an example of the success that’s possible by keeping music “in the family,” rather than splattering it across eBay or Amazon. Harley Davidson hasn’t been hurt by fencing distribution off within its own network, either. Look at it this way: We’ve spent the last 20 years trying it the “easy” way, letting everyone with money buy and sell our products, regardless of whether they had an MI pedigree. We didn’t worry if they failed to address market development. We weren’t all that particular about customer relationships as long as they followed MAP (when we tried to enforce it). How’s that been working? Ask the companies plagued by counterfeits, depressed margins and eroding brand equity. Ask the scores, no, hundreds of retailers that have downsized, pivoted or closed. Finally, ask the successful retail outlets, like Sweetwater, Reverb.com, Alto Music and others, what is working. Brand identity is going to be on the list. It’s time for us to actually do the job we were meant to do…but we need to get passionate, professional and productive. Now. JULY 2017
Who watches The Retailer’s Vnewsletter? THE ENTIRE MUSIC PRODUCTS INDUSTRY!
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A ‘SWEET’ LOOK INSIDE SWEETWATER
Ad Index
Company
(continued from cover) accounts are a lot to manage! So, they use custom Customer Relationship Management (CRM) software, e-mail and note-taking applications, along with Sweetwater’s sales system, to keep track of important customer information. While I was visiting the campus, I met Matt, and he showed me his workspace and the software that sales engineers use to track sales and customer details and to share information
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by using their strengths—and the weaknesses of big-box retail—to serve their customer base. The article got me thinking. Why have so many MI retail customers turned to online shopping? What are the secrets of the music businesses that continue to grow and thrive in a challenging retail landscape? Although plenty has been written about the history of Sweetwater, and we’ve seen nice press coverage when Sweetwater’s Founder and President, Chuck Surack, makes a donation or gets an award, I wanted to know more. I wanted to understand how a single-location retail store has become, according to industry sources, the number-two MI retailer in America. This is a company that, in Surack’s words, decided it “would not participate in the recession.” And, spoiler alert: It didn’t. Sweetwater’s sales grew from $136 million in 2009 to more than $500 million in 2016. And Sweetwater has never been known for the giant price-cutting tactics of Guitar Center, either. So, how does it attract new customers and keep existing ones coming back? At the beginning of April, I went to Ft. Wayne, Ind., to learn what makes Sweetwater different and what small, independent MI retailers can learn from the company.
A Bit Of History
First, some background. After TRUSST........................................12 a few years of home recording U.S. BAND & ORCHESTRA with a cheap interface, I realized I was severely limited by its low SUPPLIES.................................55 quality and low input count. So, I VOCOPRO....................................13 did some research online, talked WD MUSIC PRODUCTS............8 to friends and tried to find a way YAMAHA.....................................C-II to get a better interface through Larry’s Music Center, where I While every care is taken to ensure that these listings are accurate and complete, work. At the time, it was very The Music & Sound Retailer does not acdifficult for small, independent cept responsibility for omissions or errors. stores to get those lines; by con66
trast, now, many are readily accessible through KMC, Hal Leonard and others. Because I couldn’t get one where I worked, had a bunch of questions and knew I didn’t want to buy from Guitar Center, I called Sweetwater. I spoke to a Sales Engineer named Matt Masek. Although he was a little surprised to find me calling from another store, he let me explain my situation and that I was looking for recommendations. I got sound advice, along with a deal on a demo unit of a MOTU 8pre. That unit is still working as an expansion unit in my home studio to this day. And, although I never bought anything additional, I still hear from Matt. He’ll check in just to see what’s new, what kind of stuff I’m using and what I might need in the future. Every time I talk to him, he always seems to remember everything about me. It’s great, but it was also curious. After all, I can’t keep that much information in my head. As it turns out, Matt doesn’t have to.
Technology To Build Relationships
Sweetwater’s sales engineers field a variety of calls from customers that range from cruise lines to individuals. All those
internally. Some of the software is custom made and some is appropriated stock software; taken together, however, it’s a powerful information tool. Back when I called in to ask advice about interfaces, I became a customer in Sweetwater’s CRM database. Ever since, that’s allowed the sales engineers to track what I’ve bought and what I’m thinking about buying…even what’s going on in my life that’s learned during conversation. Having all that information at their fingertips—organized and ready for recall—allows the sales engineers to build personal and lasting relationships with customers. That helps overcome the barrier that most customers perceive between themselves and a person answering the phone.
Investment In Media
Let me state it simply: Original content drives traffic. Seventy percent of consumers are more likely to buy a product if they’ve watched a video about it. Sweetwater’s Web site and social media accounts are rich with information-focused content. Those vehicles have a specific voice and goal: namely, a resource to educate consumers. Sweetwater’s content is very professional, JULY 2017
required with most traditional retailers. Not only does that build trust with customers, but it also allows a large company of more than 1,150 employees to be nimble in delivering customer service. That’s something overlooked by Internet and bigbox retailers alike.
Do The Right Thing
Most big-box retailers have minimum-wage employees on the sales floor, and most sales staff members at online retailers MUSIC & SOUND RETAILER
are low-level phone jockeys who aren’t terribly knowledgeable and aren’t empowered to do much. Sweetwater, by contrast, is heavily customer focused. As such, it empowers its sales engineers to do whatever it takes, within reason, to keep customers happy; thus, the sales force has the flexibility to do what is necessary. That allows customers to have a direct, personal relationship with a sales engineer…a relationship like the one you have in your local, hometown music store. Surack was a Boy Scout, and he can still recite the Boy Scout Code from memory. There’s even a Boy Scout uniform hanging in a display of early Sweetwater gear. The display also includes a replica of the van out of which he started the original Sweetwater mobile recording studio. That might seem quaint to some, but everyone I talked to extolled the virtues of the corporate culture, which is instilled from the very top. Employees have the freedom to take care of issues and make decisions without having to go up the food chain to a manager or supervisor, as would be
Sweetwater invests heavily in its team, of which it’s not easy to become a member. Getting an interview is, in itself, a curated process. Once a potential employee earns one, there’s an “impossible to pass” assessment test, according to Sales Engineer Forrest
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and it avoids being kitschy or focusing on entertainment value; rather, the company focuses on information value. And, clearly, the strategy is paying off. At the time of this writing, Sweetwater has just over 150,000 subscribers on YouTube and more than 4,500 videos of rich content. The company embeds them on its website and uses them to drive YouTube traffic back to the site, where the products being reviewed and discussed are for sale. Gear nerds—count me as one—like information. When you look at a listing for, say, a Taylor guitar on the site, you see high-resolution photos shot by a photo team, as well as videos on the guitar series, its tonewoods and the pickup system. All guitars more expensive than $299 are photographed; that means customers can pick the exact guitar they want to buy. All the content is produced in house by dedicated teams.
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A HUNDRED VOICES: NAMM DELEGATES SWARM CAPITOL HILL
Powell, who spent several hours showing me around and answering questions. And that’s not to mention weeks of in-depth training on products and sales. Once someone is on-boarded, however, Sweetwater takes care of him or her. The company offers relocation assistance to facilitate moving to Ft. Wayne, and it pays pretty well by industry standards. On-site amenities include a medical clinic with a doctor, haircuts, free lunch facilities and a fitness space that includes a racquetball court. Glassdoor. com gives Sweetwater 3.8 out of five stars, with 82-percent CEO approval. Compared to other companies in MI retail, that’s remarkably high. With all the time and money expended to cultivate a first-class staff, management aims to keep its team members onboard. To ensure that result, it delivers a work environment that’s friendly and rewarding…a place people enjoy going to each day.
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On-Site Store
There’s a lot of value to be gleaned from traditional, brickand-mortar retail, even if you’re a powerhouse like Sweetwater. The company offers a nice cross-section of its bestsellers in a dedicated retail space off the main concourse or, as they call it, “the mall.” That’s where local customers can walk in and purchase everything from microphones to pianos. Sweetwater now offers trade-ins and used gear, as well. Thirty-two teachers oversee weekly students in the Sweetwater Academy of Music and Technology, a lessons program with dedicated rooms where local musicians and recording enthusiasts can come to learn their craft. And local customers have access to anything they see on the website through an in-house inventory browser, accessible via touchscreen display. With it, customers can call up specific items, which will be brought into the retail space in a matter of moments. Although the retail space and lessons aren’t the principal drivers of Sweetwater’s march to the top, they keep the company grounded in the roots of customer-service-based music retail. Sweetwater excels at knowing its customers, building relationships, and using technology to retain customers and make better suggestions. It’s suffused with a strong, highly professional company culture that’s reflected in the sales staff’s diligent efforts to grow the company’s customer base and serve all those customers well. And that’s why, during and after the worst economic downturn since The Great Depression, Sweetwater’s sales grew by more than 300 percent to $500 million. So, what are the takeaways for other independent MI retailers? If you care deeply about your company, integrate technology fluidly, hire the best people you can find, train them to be genuine experts in their field and treat them like family, while giving your team members the freedom to make the decisions they think will best nurture their customer relationships, you’ll grow something special. Bottom line: If you feel you can’t grow your business by doing more and working harder, just remember: Chuck Surack started Sweetwater out of a van.
(continued from page 24)
chops with performances that ranged from rock, to blues, to soul, to jazz. It was, in a sense, a miniature NAMM Show, with industry veterans networking and sharing their musical passion. Finally, on May 24, after a long day of direct advocacy, NAMM members gathered in the Mike Mansfield Room in the Capitol for a congressional reception to celebrate music education. There, Rep. Suzanne Bonamici (D-Ore.) urged the music products industry to keep up the fight. At the reception’s conclusion, many delegates shuttled to The Kennedy Center for a special Country Music Association (CMA) Songwriters Series program to cap the Fly-In experience. As one who has participated in four Fly-In trips over the course of six years, I can only repeat what I’ve said numerous times: It is a highlight not only of my professional career, but also of my life. Visiting the incredible students at a school like Jefferson Academy and then, two days later, traveling to Capitol Hill to ensure schools like theirs receive sufficient funding for music and arts programs offers the kind of personal rewards that cannot be had simply by posting a great year or coming out with a cool product. We, as NAMM members, have the power to change the trajectory of children’s lives. In so doing, we can change the trajectory of our society and our world. And no one who’s picked up an instrument and learned to make it sing can possibly doubt music’s singularly transformative effects. That’s why we go; that’s why we fight. As Luehrsen said, “That’s why, in the months ahead, NAMM will closely monitor budget development and possibly enlist the help of NAMM Fly-In delegates, and all NAMM members, to press for needed funding so that we can take a step closer to fulfilling our vision: that every child has the chance to learn and grow with music. And, lest we forget, we need to do this work at home in our local districts. This year, next year and in all years, all NAMM members will continue to band together as champions and advocates for music education. We need your help.” UNDER THE HOOD: CELESTION’S FTX1025 AND FTX1530
(continued from page 70) reduction in distortion.” Other FTX Series features include a polyimide-film HF diaphragm, which provides greater high-frequency power handling. The series’ HF and LF voice coils are edge-wound using lightweight copper and copper-clad aluminum; these materials, when combined with the voice coils’ close packing density, offers “improved cooling, increased motor strength and more barrel stiffness for accurate sound reproduction,” according to the company. When asked about future developments in the FTX Series,
Paice hinted that some big things may be on the horizon. “The next step is to migrate the Common Magnet Motor technology from the cast frame format to a range of pressed-steel products, the TFX range. This will provide a similar range of benefits for more costsensitive applications,” offered Paice. “Following that, we will be looking at neodymium magnet variants for applications that demand a lighter-weight solution.” The FTX1025 has a MAP of $185, while the FTX1530 has a MAP of $399. Both models will be shipping in August. JULY 2017
FIVE MINUTES WITH: CRYSTAL MORRIS: FOUNDER & CEO, GATOR CASES
(continued from page 46) what is in stock—both through Google Local and on retailers’ websites—is a powerful tool to build customer confidence to make the journey to the store. I also believe the website should tell a story about the culture and “feel” of the store to instill desire for customers to want to visit it as a genuine destination.
The Retailer: In recent weeks, we got word that you have become a certified member of the Women’s Business Enterprise National Council (WBENC). Discuss the significance of this to you, to your company and to our industr y. Morris: I am proud to have this designation, and I hope to use it to promote women’s leadership and all the opportunities that are available to women. The music industry has a disproportionately small amount of women in senior management roles. I believe that is something we need to look to change over the coming years, and I hope I can be part of bringing about that change. The Retailer: You are a multiple-year participant in NAMM’s Music Education Advocacy DC Fly-In. Why is that effort something you choose
to participate in? How does it feel to be part of NAMM’s delegation fighting for school music programs? Morris: It is truly my favorite three days of the year. When we arrive in our representatives’ offices to advocate, I am always amazed by how frequently it almost seems that they end up advocating to us about how music education has influenced their lives. Although it seems like anything with our government moves very slowly, you can truly see how the efforts from the NAMM FlyIn have moved the needle. I also find it inspirational to be around so many people who are unbelievably dedicated to ensuring music education is available to every child. The Fly-In drives me all year long to ensure my company and I remain positive contributors to the music products industry.
which are even more innovative, to meet the demands of our customers. We will continue to look at new segments, as we did with our Frameworks stand line, where we can offer unique solutions that make people’s lives easier.
The Retailer: Is there anything I’ve forgotten to ask that you’d like to discuss? Morris: We have recently start-
ed a distribution division of Gator. We feel that, with our broad dealer base and centralized shipping from Indiana, we can offer value both to other brands and to our dealer base by distributing some select brands. Our goal is to partner with strong brands and then exclusively distribute them in the U.S. and the Americas. We’re excited that the first brand is T-Rex Effects, a great pedal company out of Denmark.
The Retailer: What can company watchers expect from Gator Cases in the next year, three years and five years? Are there major changes on the horizon, or do you expect largely to continue your existing successful ways? Morris: You are going to see us continue to challenge ourselves to bring out more products,
FROM THE TRENCHES: PULLING IT ALL TOGETHER
(continued from page 56) added one set to my next order. I’ll hang them on the wall and, the next time he wanders in, I’ll hand him those and tell him I heard him and took care of him. If they’re still here in six months, I’ll figure he’s not coming back and I’ll stick them on eBay or Reverb.com to recover cost and some degree of profit. Because, according to my distributor, not many stores stock those fivestring sets, I’ll probably have a good shot at selling them for a profit. It might be six months from now, but I won’t be facing a loss. My cost will be $17. I’d spend that in a heartbeat to get one new customer. Wouldn’t you? [Follow up: He did come back, and he did buy the strings.] I completely understand the doubts and frustrations that we, as store owners, face every day. I get it. And I don’t have all the answers, by a long shot. But I know how to try, and I know how MUSIC & SOUND RETAILER
to try something new. Everything we do, we do on a shoestring, with very little marketing budget or speculation capital. But so what? Do something. Do anything. Make noise. Be seen. Stir the pot. Host the local uke club one Saturday; it’ll only cost you a case of cold water and some snacks. If your town doesn’t have a uke club, then start one. If you’re renting BI, take an ice chest full of cold water bottles with your name on the chest to the fall band clinic practice field. Pick up the chest when practice is over. Small kindnesses make an impression. Eventually, the band director will need you, and he or she will call. Above all, be persistent. You can’t do it once and think that’s enough. If you do lots of small, different things, you’ll discover the ones that work for you. Keep doing them. Be persistent. You’ll make it. Happy trails. 69
UNDER THE HOOD
CELESTION’S
FTX1025 AND FTX1530 By Anthony Vargas Celestion’s FTX Series brought an array of technological innovations to the speaker market when it first launched in 2014. To offer a more complete range of solutions, the company has added two new driver sizes to the line—the 10-inch-diameter FTX1025 and the 15-inch FTX1530 join the previously released 12-inch FTX1225, 8-inch FTX0820 and 6.5-inch FTX0617. According to John Paice, Celestion’s Marketing Communications/Artist Relations Manager, “The FTX Series came to be after we noticed an emerging market trend for coaxial, sometimes called dual concentric, drivers. These are nothing new; they’ve been around for many years, but we believed we could put our own stamp on the technology.” That stamp is the FTX Series’ Common Magnet Motor Assembly, which uses the same magnet for both low-frequency (LF) and high-frequency (HF) elements to enhance the inherent benefits of coaxial speaker technology. “Through our FEA [Finite Element Analysis]-based process and the development of what we call the Common Magnet Motor structure, we believe we have produced a range of coaxials with lower distortion and enhanced coherence, and overall better sound quality than what was previously available,” said Paice. The Common Magnet Motor Assembly also reduces the unit’s weight and offers a smaller driver footprint. Using the same magnet for the LF and HF elements enables a number of design tweaks that enhance the FTX Series’ overall performance, even when compared to other coaxial speakers. “Coaxial speakers concentrically align low- and high-frequency drivers, enabling them to act as a ‘single source,’” explained Paice. “Celestion’s Common Magnet Motor Assembly powers the LF and HF components with the same magnet assembly. This enables the voice coils of both elements, hence their acoustic centers, to be brought even closer together. That configuration delivers further improvements in signal coherence and time alignment, the result being a more natural-sounding audio reproduction.” The FTX Series also offers improvements to signal alignment when compared to twoway models. “In the traditional two-way sys70
tem,” said Paice, “the HF and LF originate from different points, so they will have different path lengths (distance between speaker and listener) and time alignments. For the coaxial speaker, HF and LF path lengths are almost identical, and the time alignment is very similar. So, the sound output should have greater clarity, with an off-axis response that is more consistent as the listening angle varies.” These characteristics make the FTX Series well suited to many general-purpose soundreinforcement applications, as well as a variety of more specialized uses. “These products are first and foremost dedicated sound-reinforcement speakers,” said Paice. “They excel in applications where a focused, coherent sound signal is required. Think of the new generation of experiential movie theaters where sound effects are beamed at the movie-goer with great accuracy—you could well be listening to an FTX speaker. For more general full-range applications, these products excel where a very compact solution is required—something less bulky than a conventional two-way solution.” “Another interesting application development is in the growing world of digital guitar (and bass) amplifiers and emulators,” he continued. “These products are using sophisticated signal processing techniques to accurately emulate different amplifier and speaker combinations, with output being sent through so-called full-range, flat-response speakers. This is another natural fit for the FTX range.” In addition to the series’ hallmark Common Magnet Motor Assembly, FTX drivers also boast a number of unique features that further distinguish them from other coaxial speakers on the market. For example, all FTX models are built using Celestion’s Sound Castle soft-clamping assembly. “The Sound Castle soft-clamping assembly ensures even clamping pressure on the diaphragm surround, while actively reducing stress on the diaphragm during operation,” said Paice. “This contributes to lower distortion and even greater reliability of performance. It also enables the full internal volume of the rear cover to act as a loading chamber for the diaphragm, resulting in superior mid-band response.” The FTX Series’ design also features demodulation rings, which minimize the effects of power compression and voice coil displacement. “During normal operation, the speaker’s voice coil moves up and down inside the magnetic gap of the motor, causing the cone to move and sound to propagate,” explained Paice. “However, there are side effects. The coil’s motion causes a modulation of the magnetic flux within the gap. It will also appear as if it were a variable inductance, which affects the overall efficiency of the system. By using demodulation rings, we can exert some control over this, reducing the magnetic flux modulation and making the variation of inductance more linear, and hence more predictable. The overall effect is a (continued on page 68) JULY 2017
THE NEW
T RAD I T I O N
K ATA N A
If you’re not yet stocking the breakthrough Katana amps series, contact your BOSS sales representative to place your order today. Come see BOSS at Summer NAMM 2017, booth #723.
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