Music & Sound Retailer July 2019, Vol 36 No 7 by Music & Sound Retailer

SUMMER NAMM SHOW ISSUE

THE NEWS MAGAZINE FOR MUSIC PRODUC TS RETAILERS

July 2019 Volume 36, No. 7

Capitol Improvement NAMM Music Education Advocacy Fly-In Draws Scores to D.C. in Effort to Increase ESSA Funding

The Music & Sound Retailer

Visits Italy ‘Keys to the Future’ program celebrates Proel’s international success with Dexibell keyboards By Andy McDonough Proel S.p.A., a well-established international manufacturer of musical instruments, electronics and accessories, on May 13 and 14 hosted its European and North American Dexibell keyboard dealers at the company’s headquarters in the scenic municipality of Sant’Omero, Italy. The event, entitled “Keys to the Future,” was held to celebrate the ongoing success of Dexibell professional and home keyboards. It included talks by company visionaries, designers, (continued on page 30)

By Brian Berk $550 million. To an individual, such wealth is often only achieved by Powerball winners. But for a federal budget, it’s not much money at all. And $550 million represented NAMM’s top “ask” during its Music Education Advocacy D.C. Fly-In, which took place May 20-23. Ninety-one NAMM members, retailers and manufacturers alike took to the nation’s capital to encourage politicians to fully fund the Every Student Succeeds Act (ESSA) from its current $1.1 billion to $1.65 billion. “We urge support to fund this Title IV program at its authorized level of $1.65 billion in fiscal year 2020 to ensure that the well-rounded goals of ESSA are realized for every child,” NAMM wrote in a packet distributed to Fly-In delegates. “Why do we do this?” asked Joe Lamond during a preparation day on May 21 at the law firm of Nelson Mullins near Capitol Hill. “It boils down to four letters: more to start playing, fewer to quit (MSFQ).” (continued on page 22)

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Brian Jemelian Award Applications Being Accepted

Applications are now being accepted for the 2019 Brian Jemelian Award for outstanding achievement, an annual program that recognizes one individual who, by virtue of their exceptional musical commitment, inspires positive personal and cultural transformation. The recognition award was established by the Yamaha Music and Wellness Institute (YMWI) in memory of Jemelian, who served as senior vice president at Yamaha Corp. of America (YCA) and as a member of the board of directors at YMWI until his passing July 7, 2017. The award of up to $6,000 is to be used toward the purchase price of a brand-new Yamaha musical instrument. A Nomination Letter is required from a third party directly familiar with the nominee (parents or relatives are not included). The letter must include the nominee’s name, basis (rationale) for the nomination, brief synopsis of the nominee’s background/achievements, description and/or examples of how the nominee has influenced or inspired others through their music, and an explanation of why the nominee is exceptional and deserving of the award. Also required is a Nominee Perspective Letter that includes an explanation of how music has transformed the person’s life and a discussion of how and why the person is committed to inspiring others through music. In the event that the nominee is unable to complete this in a written manner, a recorded explanation or document provided by a parent/relative may be submitted for review. Applications for the 2019 award will be accepted through October 31. The awards committee, comprised of YMWI board directors, will make a final decision on this year’s recipient in early December, with an awards ceremony scheduled to take place by the end of the year. “This award clearly extends beyond musicality,” said Barry Bittman, MD, YMWI chairman and CEO. “We are searching for extraordinary individuals who incorporate music into their lives in a manner that expresses their creative spirit, benevolence and spirituality, a clear reflection of Brian’s example as a YMWI leader and visionary. Brian recognized creative musical expression as a healing strategy with immense potential for positive personal transformation. This award in Brian’s memory carries forth his example to inspire the best in others.”

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Gator Cases’ Morris Wins Award

Crystal Morris, owner and president of Gator Cases Inc., was named winner of an Entrepreneur Of The Year (EOY) 2019 Award in Florida. Widely considered one of the most prestigious business awards programs in the U.S., the program recognizes entrepreneurs and leaders of high-growth companies who are excelling in areas such as innovation, financial performance and personal commitment to their businesses and communities, while also transforming our world. Morris was selected by a panel of independent judges. “This is an extraordinary honor, and I’m so excited to share this with the rest of the Gator family, who inspire me every day to be better. The Gator family, fans and customers are the reason why I love what I do,” Morris said. “I congratulate all the EOY finalists and outstanding leaders for their remarkable achievements.” Now in its 33rd year, the EOY program recognizes business leaders in more than 145 cities and 60 countries.

St. Louis Music Distributes Mooer Audio

St. Louis Music is now Mooer Audio’s exclusive full-line U.S. distributor. Mooer burst onto the music products scene in 2010 with the original micro-sized guitar effects pedals. “It’s fantastic to be working with Mooer,” said Chris Meikle, senior vice president of St. Louis Music. “Mooer has a truly innovative company culture and genuine ambition to create class-leading technology. The new GE300 multi-effects processor is a great example of what the company is capable of and what we can expect in the future.”

OMG to Distribute TKL

OMG Music will distribute TKL products in the United States. “TKL’s quality is legendary in the industry,” said Brett Marcus, partner at OMG Music. “With the rapidly increasing costs resulting from the escalating tariff situation, the value of the North American and American-made cases TKL offers is now off the charts.” Added Tom Dougherty, owner and president of TKL, “We wanted another partner that took servicing the dealers as seriously as we take protecting instruments. There was only one name that kept coming up when speaking with customers.”

MUSIC & SOUND RETAILER

THE NEWS MAGAZINE FOR MUSIC PRODUC TS RETAILERS

Features 32 Summer NAMM Product Spotlight 38 Five Minutes With

VOLUME 36 NO. 7

Casio’s Mike Martin has plenty to share about his 11 years with the company, including what Summer NAMM attendees will find at its booth.

On the Cover

40 MI Spy

MI Spy visits the City of Champions: Boston. Can the service at MI stores possibly be as good as the sports teams in Beantown?

Capitol Improvement

The NAMM Music Education Advocacy Fly-In drew scores to D.C. in an effort to increase ESSA funding.

42 Tips From the Teacher

The Music & Sound Retailer Visits Italy

In honor of our NAMM Advocacy Fly-In cover story, Kimberly Deverell offers her “Four Simple Steps to Get Started With Advocacy.”

‘Keys to the Future’ program celebrates Proel’s international success with Dexibell keyboards.

44 ‘Hire’ Learning

For MI retailers, there is perhaps nothing more important than customer service. Will Mason offers guidelines to live by.

46 In the Trenches

Allen McBroom discusses Aristotle in his latest column? Yes, he does. Find out why.

48 Shine a Light

The Candyman Strings & Things celebrates 50 years at a time when it is clearly at the top of its game. Learn all the details about the Santa Fe, N.M.-based store and its history, as well as how it reached its zenith from co-owner Rand Cook.

52 Veddatorial

The Candyman Strings & Things isn’t the only one enjoying an anniversary. Dan Vedda, owner of Skyline Music, has now been with the Music & Sound Retailer for 21 years. He talks about hope.

54 Under the Hood

There’s a new kid in town. Debuting at Summer NAMM, Kepma Guitar Co. is the No. 1 brand of premium acoustic guitars in mainland China in terms of unit sales, selling more than 25,000 guitars per month, according to JD.com. It will now be available in the United States.

62 The Final Note

Tom Sumner, president of Yamaha Corp. of America, always offers a tremendous amount of fantastic information in any interview he does. Did you know he could have been a songwriter though?

Buzz 59

16 4

3 Latest 10 People 16 Products

On the cover from L to R are Myrna Sislen, Middle C Music; Kimberly Deverell, San Diego Music Studio; Crystal Morris, Gator Cases; Ron Manus, Alfred Music; and Barbara Wight, Taylor Guitars.

37 JULY 2019

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EDITORIAL

Cheers and Jeers Instead of my traditional editor letter, I am going to change things up this month with a recap of the NAMM Music Education Advocacy Fly-In in Washington, D.C., which took place from May 20-23, via a “cheers and jeers” section. Trust me, it was an incredible event overall, despite two jeerworthy moments. Cheers go to NAMM. What an amazing event they put on this year. Each year is such a great time in our nation’s capital, but I thought this was the best one I attended. Getting to spend quality time with Brian Berk with Bernie Williams at the NAMM Music retailers and manufacturers was Education Advocacy Fly-In in Washington D.C. incredible, making the NAMM Fly-In perhaps the best event of the year for me. Also, NAMM set up everything in such a professional manner that no delegate had to worry about where they had to go or who they had to see, or ever be concerned about a meal. Stay classy, NAMM. Cheers go to Bernie Williams for winning NAMM’s first Music Education Champion Award, one of the best NAMM moments ever. Williams would be beloved no matter what. He is a World Series champion centerfielder for the Yankees and a Grammy-nominated jazz musician. He never needed to be involved in music advocacy. But this was Williams’ 10th time attending the NAMM Fly-In. The 10th time! He said the event is now the most important date on his calendar. “There is nothing that compares with something that has to do

with the education of our kids for years to come,” he said. “I wish my parents were here to see this. I know they are looking down on me and are very proud of me. I am very proud of them. They told me, ‘You can be in music, sports or anything else, as long as it’s legal.’ … This is one of the best things to ever happen in my life.” Cheers go to U.S. Rep. Robert Scott (D-Va.), who pledged to continue funding the National Endowment for the Arts, something he confirmed is currently in jeopardy in the 2020 federal fiscal budget. “It is in fact going to be in the budget,” he said. “… We are going to make sure that gets funded again.” Jeers go to the office of U.S. Rep. Thomas Suozzi (D-N.Y.). There were four of his constituents (including myself) at the NAMM Fly-In. However, his office failed to set up a meeting where we could at least promote the value of music education to his staff. Come on, guys… Cheers and Jeers go to the office of U.S. Rep. Julia Brownley (D-Calif.), whose staff refused to allow me into her office to report on NAMM’s great advocacy efforts. This is the first time this happened to me at a NAMM FlyIn, and I was so surprised that I called and sent an email follow-up to find out what happened. Nine days following my correspondence, Carina Armenta, communications director for Brownley, contacted me, apologizing for what took place and assured me she would look into it. She added how important education is to the Congresswoman, and issued a statement, which appears in our cover story.

July 2019 Volume 36, No. 7

BRIAN BERK Editor bberk@testa.com ANTHONY VARGAS Associate Editor avargas@testa.com AMANDA MULLEN Assistant Editor amullen@testa.com

JANICE PUPELIS Art Director STEVE THORAKOS Production Manager CIRCULATION circulation@testa.com FRED GUMM Digital Art Director

DONOVAN BANKHEAD ROBERT CHRISTIE KIMBERLY DEVERELL JEFF KYLE JR. ELLEN LEVITT

MICHELLE LOEB WILL MASON ALLEN MCBROOM GABRIEL O'BRIEN

ROBERT L. IRAGGI Advertising Director riraggi@testa.com RICKY PIMENTEL Art/Production Assistant rpimentel@testa.com ROBIN HAZAN Operations Manager rhazan@testa.com VINCENT P. TESTA President/Publisher TIM SPICER 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 Report • 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 2019

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Fender Academy Reaches 5,000 Active Users Three years after its launch, the Fender Academy has reached 5,000 active users. Currently available in 63 countries, it provides an interactive curriculum that educates and rewards sales associates as they progress through the program. At the time, Fender saw an opportunity to enhance the partnership with its retailers and provide a tool to cultivate top-class sales teams in stores. This platform equips its retailers and their employees with tools on the Fender brand/products to support their sales technique, ensuring a confident sales experience, happy customers and ultimately increasing the overall health of the industry.

“I really appreciate what Fender is doing with Fender Academy,” stated Ted Brown Music in Tacoma, Wash. “I’d be lying to say I don’t know more now about Fender than I did two years ago — not just ‘know more about Fender,’ but it’s helped me with my overall knowledge of electric guitar/bass/amp. More than anything, I love the fact I’ve won all the prizes I have. The layout is awesome, so much better than any other learning tool I’ve been given access to. I just wanted to pass along my appreciation for this.” Fender Academy provides sales associates with multiple opportunities to win valuable prizes. Students who reach a certain number of points are eligible to collect rewards, and students who achieve certification qualify for monthly raffles. On the platform, New Product Introduction promotions are held for every launch and trivia contests take place every week. All in all, students have received more than 6,076 prizes since the platform’s launch. “We believe in the education process,” said Metronome Music in Mansfield, Ohio. “We allow employees to work on Fender Academy for 30 minutes during work time. The goal is to get more employees certified and knowledgeable about the products to build their confidence and sell more Fender. Fender Academy has been very beneficial so far with employees who are involved and consistent with the program.” JULY 2019

PEOPLE

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Thank You for Your Service

Lewiston, Maine-based Bourgeois Guitars promoted Christopher Fleming to president and COO. Fleming joined Bourgeois Guitars after serving more than 20 years as a captain in both the Merchant Marine and the maritime non-profit sector. For the past seven years, he spent his off-ship time building acoustic guitars for his own brand out of his shop in Midcoast Maine. After the birth of his son, Fleming decided to “swallow the anchor” and move ashore to be a full-time father. He joined Bourgeois Guitars as a luthier in October of 2017. Upon the retirement of Bourgeois president and COO, Robert Smallwood, Fleming was promoted to general manager, managing daily operations for the company. In his new role, he is also responsible for production and administrative team development, management of infrastructure and marketing initiatives, and facilitating short- and long-range strategic planning.

Hail to the Chief (Technology Officer) Andreas Modschiedler was named CTO of the Adam Hall Group on June 1. In the newly created management position, Modschiedler will strengthen the executive board and be responsible for information, research and development. “We are delighted to have Andreas Modschiedler as a proven digital and technology expert on the team,” said Alexander Pietschmann, CEO of the Adam Hall Group. “With him as CTO, we will take the structural and operational steps crucial to moving forward with our global digital transformation.” Modschiedler completed his executive MBA as the chair of business informatics at the Julius Maximilians University of Würzburg in cooperation with Boston University. He further consolidated his product management and consultant experience in the IT and telecommunication industries by heading up a range of outsourcing, innovation and development projects at T-Systems. His move to the Adam Hall Group combined his enthusiasm for technology with his technical expertise and passion as a hobby musician and sound engineer.

Williams to Take Audinate’s Reigns Audinate announced Aidan Williams, the company’s CTO and co-founder, will succeed Lee Ellison as CEO. Ellison will retire from his role as CEO on Sept. 13. “Together with Lee and the board, we developed a succession plan over the last year to ensure a smooth transition of the CEO role,” said Audinate chairman David Krall. “Our plan was for Aidan to follow Lee into the CEO role, and we are delighted that this will occur. Having co-founded Audinate, Aidan has been a guiding force in its product innovation and strategy and will continue to do so as CEO. With a talented team in place, we are confident of a smooth transition and continued growth.”

In Memoriam: Jessica Bryner

Mackie digital marketing and communications lead, Jessica Bryner, passed away on June 4. The Music & Sound Retailer received the following email from the company: “I’m reaching out to let you know that last week Mackie lost a dear friend, colleague and Mackie family member: Jessica Bryner. Jessica passed away unexpectedly on Tuesday, June 4. This has been a devastating loss for all of us. Jessica was not only an amazing coworker who always took on more than asked, was so incredibly organized, and was so smart and talented, but she was also a great friend who cared about the people around her so much. If you spent any time with her on the phone or in person, you know that she was always smiling and laughing. She loved this industry, music and the relationships she developed along the way. This has been incredibly difficult to grasp and process for the Mackie team, and especially the marketing group. We appreciate your patience as we get back on our feet again.”

JULY 2019

PEOPLE

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Fantastic Four

Dean Speers

Glenn Booth

director, institutional channels. In his new role, Speers will be responsible for working primarily with post-secondary institutions on providing solutions from the

Yamaha Corp. of America announced that Dean Speers has joined the company as district manager in its Sales Group. He reports to Dan Rodowicz, senior

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myriad products and instruments that Yamaha produces and distributes. He will work closely with all of the organization’s sales channels and channel partners to identify the customers’ needs and find the best solutions that only a company with the breadth of Yamaha can provide. Before joining Yamaha, Speers held the position of institutional solutions specialist at Metroplex Piano in Dallas, where he worked with colleges, universities, school districts, churches and music schools to determine the best solutions for their needs. “I am very focused on the customers and their needs. I want to get to know them, understand their needs and help them through the process of improving their situations,” said Speers. “This opportunity at Yamaha is a dream job for me, as it combines my love of music and my love of people, and I am very honored and excited to be joining the Yamaha family.” Yamaha also announced Glenn Booth joined the company as director of marketing for the company’s professional audio department. He reports directly to Alan Macpherson, vice president, Integrated Marketing Group. As director, Booth is tasked with leading the professional audio marketing team while advancing the Yamaha, NEXO and Steinberg brands in North America. Before joining Yamaha, Booth oversaw global marketing and business development

Jeff Queen

for Dimetis, a German multinational company that develops software to automate and manage audio and video content primarily in the broadcast industry. He cultivated relationships with customers, technology partners and media such as AT&T, Intel, GTT, SMTPE, Fox Sports Media Group and Sports Video Group (SVG). “I have been a happy Yamaha customer myself for decades, and I am very excited for the challenge ahead,” Booth said. “We have an amazing pro audio team, and we are ready with the right solutions to deliver on the Yamaha ‘Make Waves’ promise to inspire artists to share their passion with the world, make new connections and move others with their unique sound.” Douglas Penstone-Smith joined Yamaha as vice president of retail and e-commerce. He reports directly to Matt Searfus, corporate vice president of integrated marketing. In the newly created role, Penstone-Smith is chartered with several initiatives to improve the Yamaha customer experience. He will work to improve and expand the Yamaha Music School in the United States, which has already trained over six million worldwide. He is also charged with improving the Yamaha brand experience in dealer retail shops, including existing successful initiatives such as the Yamaha Experience Center and Shokunin Dealer displays. Before joining Yamaha, Penstone-Smith dedicated 13 years to The LEGO Group, beJULY 2019

PEOPLE

ginning his tenure in an analyst capacity in the United Kingdom and ascending through managerial positions in the European Union and United States to become director of retail experience, a post he held for six years. “My role at Yamaha is to ensure we better meet the

All Systems Poe

Sweetwater named Troy Poe as a second senior vice president of human resources. Prior to joining Sweetwater, Poe led human resources at Blue Man Group Las Vegas and Towbin Automotive Group. He holds a Bachelor of Science degree from Indiana State, has served on advisory boards for SHRM (Society Human Resource Management) and holds their SHRM-SCP designation. “I’m very excited to be part of the Sweetwater team,” said Poe. “Sweetwater has emerged as one of the best places in the country to work. I hope to build on the company’s stellar reputation and further improve the experience for current and potential employees.” “We are thrilled to have someone with Troy’s expertise and knowledge,” said Sweetwater founder and owner Chuck Surack. “His extensive background in HR, along with his passion for making music, will serve him well in his new role. His leadership will be vital as we grow, nearly doubling our workforce in just a few years’ time.”

MUSIC & SOUND RETAILER

needs and expectations of our customers wherever we meet and interact with them, whether online or in person,” PenstoneSmith said. “I am tremendously excited to work with my team members to build and develop an omnichannel strategy for Yamaha that ensures we deliver the best possible customer experience to

our customers.” In addition, Jeff Queen joined Yamaha as district manager on the company’s School Service Sales team. He reports to David Suter, regional sales manager, School Service Sales. In his new role, Queen manages the Yamaha relationship with schoolservice dealers, educators and

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artists in the southwestern territory, which includes southern California, southern Nevada and most of Arizona. Queen is an original cast member of the Emmy- and TonyAward-winning Broadway Show “Blast!” where he was a solo performer and battery instructor from 1999 to 2003.

Note From Kimberly Deverell

ADVERTORIAL • JULY 2019 • NAMM.ORG

Summer NAMM Plan Discover how to maximize Summer NAMM and the reasons why it is important for your community music store to attend. Summer NAMM is a truly unique trade show. In Nashville, we have plenty of time to spend alongside our vendors and friends. The relaxed atmosphere at this annual NAMMily reunion allows us to focus on relationship building and networking. Because of the casual vibe, we find more opportunity to connect with the broader industry on a deeper level. In fact, some of our dearest friendships were born at Summer NAMM! Additionally, we appreciate the recognition and sense of community that the Top 100 Dealer Awards brings to music retailers. It’s invaluable to be around the “cream of the crop,” and it inspires our team to do more and strive to be better!

our customers back home. They love the sneak previews of the fun new products coming soon to our store. After that, it’s off to relevant NAMM U education sessions. The ideas are easy to implement and have the potential to revolutionize our operation. Finally, I never miss the Coalition on Coalitions meeting. It’s so valuable to get involved and learn how we as retailers can help make music education a reality for all. Through the techniques and powerful network at the Coalition on Coalitions, we’ve found tools to help make a difference in our representative government and a delightful way to connect as a musical community.

How I Work the Show Following Up San Diego Music Studio works the floor as a team. First, we visit our long-term vendors. We take the time to catch up on a personal level then place our orders. For many of our products, we pre-plan our purchases. Then, when we’re face-to-face, our team is able to support exhibitors’ sales in person, showing our support and placing an order, as well as asking for any incentives. Likewise, the show is a great opportunity to meet with the senior management of our favorite vendors, creating a relationship that goes deeper into the company structure. Next, we like to block off a day to walk the entire show floor, booth by booth. It’s critically valuable to get to know the new products and services, as well as scope out potential holiday merchandise. We love to find new impulse buys for our customers, such as front-counter products. We call these tchotchke items our “gum or candy.” These fun, little and creative products fit with our store, so when we find one, we’ll place an order on the spot! As we walk the floor, we share playful social media posts, so we can generate buzz and bring the Summer NAMM experience to

When we return home, our team follows up on the orders we made at the show, gets in contact with the new vendors we met and continues placing orders. We pool our notes from NAMM U education sessions and share them with our staff. We’ll also have meetings to discuss all that we learned and creative ways of implementing these new ideas in our store. Don’t Miss Out on a Valuable Opportunity! In my opinion, missing Summer NAMM is a missed opportunity. Period. It’s a missed opportunity to meet new people, connect and build lasting relationships. Summer NAMM is the perfect mid-year refresh. It is a breath of fresh air. The show sparks inspiration and gets the creative juices flowing again. I couldn’t imagine waiting an entire year in between shows! Kimberly Deverell Director of Operations • San Diego Music Studio Current NAMM Board Member

July 18–20, 2019

Grow Your Sales Find the products your customers are looking for entering the holiday buying season. • Explore the fretted community, including the new Boutique Guitar Showcase • See the latest in SBO and a wide array of percussion products • Expand your tech offerings with the Pro Audio Showcase • Discover new directions for the industry in the summer debut of Software.NAMM

Your entire team will benefit by attending the Retail Training Summit! Wednesday, July 17

Nashville, Tennessee

w Discover Ne Ideas Tomorrow’s trends are revealed today with more than 60 free, actionable education sessions. Sessions include: • The Bottom Line on Internet Sales Tax • Video Success Tips for Instagram and Facebook • The Customer Experience Revolution • 5 Website Hacks to Boost Online Sales • Music Lessons: How to End No-Shows Forever • Tips for Launching a Music Festival at Your Store

Win in the Age of Disruption: NAMM U Breakfast Session Retail Disruptors Thursday, July 18

iness s u B r u o Y d l Bui Community Benefit from new ideas, connections and inspiration to drive a successful second half of the year. • Connect with fellow retailers at the NAMM Opening Night Party Featuring the 36th Annual American Eagle Awards honoring George Clinton and Vince Guaraldi • Develop your network at the Top 100 Dealer Awards, hosted by CMT star Katie Cook • Enjoy live entertainment on the NAMM Avid Stage on the Terrace

Network with retail innovators at the Top 100 Dealer Awards Friday, July 19

The retailers that are attending are the folks who seem to truly understand how fast the world is changing. They know that the clues to their future growth can be found by attending as many NAMM U sessions as possible and by keeping their ear to the ground and fully involved in the countless conversations occurring in and around Summer NAMM.

Joe Lamond • NAMM President and CEO

Learn More and Register at namm.org/summer

PRODUCT

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Show Your Spirit

Yorkville Sound’s distributed brand, Hughes & Kettner, unveiled the Black Spirit 200 Combo as well as a cabinet, the 1x12 TS 112 Pro. The Black Spirit 200 Combo contains all the features of 2018’s Black Spirit 200 head built into a compact 1x12-inch Thiele/Small enclosure which houses a UK-made Celestion G12H-75 Creamback speaker. Designed to be the largest-sounding 1x12-inch combo ever produced, and delivering a true 4x12-inch wall of sound, the amp has a closed-back front-ported birch plywood construction and Thiele/ Small ports for enhanced low-end response. The Red Box DI output allows direct connections to mixers and computers/DAWs, and every pot setting (including EQs and gain, and sagging) on the amp can be saved and recalled in up to 128 presets using any compatible MIDI footswitch. The TS 112 Pro is the new cabinet of choice for those wishing to unleash the full 200 watts of power from the Black Spirit 200 combo, or for players simply looking for an incredibly full sounding 1x12-inch solution. MSRP: Contact company Ship Date: Contact company Contact: Yorkville, yorkville.com

Yamaha launched the MS45DR electronic drum monitor system, allowing drummers to achieve a natural, organic sound for their electronic drum kit performances with customizable volume control. The MS45DR features a 2.1 loudspeaker system, including two compact, lightweight left and right satellite speakers that mount to any 1.5-inch rack frame of an electronic drum kit, and a subwoofer that is placed on the ground to emphasize the low-end bass tones. Ideal for home practice and rehearsals, the electronic drum monitor system eliminates the restriction of headphones while conveying the sensation of playing acoustic drums, with realistic stereo sound, stated the company. The satellite speakers provide 20 watts of power each, playing back their signals through a .75inch dome tweeter and a three-inch midrange driver. MSRP: $499 Ship Date: This month Contact: Yamaha, usa.yamaha.com

Re-live the ‘60s

Fender introduced the Vintera ‘60s Mustang, which includes a period-accurate neck profile and playing feel, along with re-voiced pickups. For authenticity and vintage-style tone, we re-voiced the

pair of single-coil Mustang pickups to sound more like the originals. Crystalline and bell-like, they have a crisp, articulate tone, stated the company. For classic playing feel, Fender added 22 vintage-style frets that sit atop the “’60s C”-shaped neck, which has a 7.25-inch-radius fingerboard. A vintage-style Mustang bridge, tremolo and tuning machines provide original-era aesthetics, rock-solid performance and tuning stability. Other features include the classic pickup slider switches, chrome hardware and four-bolt neck plate. Includes a deluxe gig bag. MSRP: $1,099.99 Ship Date: Now Contact: Fender, fender.com 16

JULY 2019

TRUST THE MICROPHONES THE LEGENDS TRUST Emilio, Doc, and David — founding members of the legendary soul supergroup Tower of Power — count on Audix microphones to faithfully capture the pure energy and finesse that drive their unique style and have been packing venues for more than 50 years.

STEPHEN “DOC” KUPKA Baritone Sax AUDIX D4

“It’s important that I have well defined low notes, plenty of snap in my mid register, and smoothness in my higher notes. My Audix D4 gives me all this and more.”

EMILIO CASTILLO

DAVID GARIBALDI

Tenor Sax

Drums

AUDIX M1250B

AUDIX D6, D4, i5, SCX1,

“Audix M1250B rides just above my tenor sax bell and has a “phat round sound” with just the right amount of bite to it and enough rejection to keep it hot in the monitors. I absolutely love it!!!”

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PRS Guitars released the S2 Vela Semi-Hollow electric guitar. It features an offset body shape, and the addition of a semi-hollow body and f-hole gives the Vela added attitude and resonance. Its pickguard-loaded electronics feature a PRS Starla “S” pickup in the bridge, providing a bright, chimey tone and a PRSDesigned Type-D single-coil in the neck that gives the Vela some noteworthy bite, stated the company. The coil-tap on the tone control allows the bridge pickup to split to singlecoils, providing a balanced tone that will cut through the mix with style. Anchoring this guitar is the PRS plate-style bridge with two saddles that were designed to compensate for intonation. It is offered in seven finishes: Antique White, Black, Frost Blue Metallic, Frost Green Metallic, McCarty Tobacco Sunburst, Vintage Cherry and Walnut. MSRP: Contact company Ship Date: Contact company Contact: PRS, prsguitars.com

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(continued from cover) Many delegates were first-time attendees at the event, making the prep day even more important. So Lamond was certain to note they should enjoy the experience and not be intimidated by the grandeur of the U.S. Senate and U.S. House of Representatives, where a majority of the May 22 meetings took place. “You belong here. You belong in these offices. [Politicians] work for us,” Lamond emphasized. Rapper J. Dash, author of the hit song “The Wop” with Flo Rida, added that he was first invited to the Fly-In by Yamaha Corp. of America partnerships and alliances manager Dave Jewell, but he initially felt he wasn’t qualified to advocate on Capitol Hill. “When I got here [to Washington], it was hammered in that I have the right to be here. The [politicians] work for me. They represent what you’re interested in, so why not tell them what your interests are?” Added Progressive Music’s Mark Despotakis in a separate breakout session on May 21: “Never undervalue the competency you bring to the table as a business owner. … Never underestimate the power of what you believe in. You will walk away inspired.” Many Fly-In delegates did just that. Whether Congress will fully fund the ESSA is still to be determined. The Music & Sound Retailer attended nine of the meetings on May 22. This year, we ventured out with delegates from the states of New York, Pennsylvania, Oregon, Nevada, Connecticut, Michigan and Iowa. Among the meetings, one member of Congress, Susan Wild (D-Pa.) sat in for the entire meeting, led by C.F. Martin’s Chris Martin and Lamond. Two members of Congress appeared at the meetings that were led by their staffs, freshman U.S. Rep. Max Rose (D-N.Y.) and Jahana Hayes (D-Conn.). Suzanne Bonamici (D-Ore.), winner of the 2018 NAMM SupportMusic Champion Award, was unable to attend our meeting, but she had a good reason: We actually saw her on TV speaking in front of Congress while in her office. Bonamici has long supported MI, however, something Lamond made sure to relay to Rachael Bornstein, the Oregon Congresswoman’s chief of staff. “This is more a meeting about saying thank

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L to R: Bryan Bradley, Group One Ltd.; Juels Thomas, Drum Workshop; Anthony Thiessen, Legislative Aid for Congressman Adam Schiff (D-Calif.); Ron Manus, Alfred Music; Kimberly Deverell, San Diego Music Studio; and Lana Negrete, Santa Monica Music Center

you for all she does,” said NAMM’s president and CEO. The other meetings were all led by politicians’ staffs, with the Retailer visiting the offices of U.S. Sen. Charles Schumer (DN.Y.), Congressman Jerry Nadler (D-N.Y.), Congressman Mark Amodei (R-Nev.), Congresswoman Debbie Dingell (D-Mich.) and Congressman Dave Loebsack (D-Iowa). Music education, a bipartisan issue, received plenty of positive vibes from members of Congress, U.S. Senators and their staffs. In fact, Erin Schnell, senior legislative assistant

L to R are Bryan Bradley, Juels Thomas, Ron Manus, Lana Negrete and Kimberly Deverell.

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At the Table MY VIEW OF THE NAMM ADVOCACY FLY-IN By Kimberly Deverell, San Diego Music Studio A wise woman once told me, “If you aren’t at the table, you are on the menu.” This single statement struck a chord with me and has compelled my participation in the NAMM Advocacy Fly-in every year. NAMM and its delegates have been “at the table” for more than a decade now, and it is apparent that we will not accept being on the menu. Our continued efforts over the years have laid the groundwork to bridge the gap in equity and provide a well-rounded education for all children. Little by little, year after year, we are influencing change and making a difference. There have been three major federal education laws in our nation’s history. In 1965, the Elementary and Secondary Education Act was passed with the intent to stress equal access to education for all children. In 2001, the law was reauthorized as the No Child Left Behind Act, which seemed good in theory, but placed so much emphasis on test scores that music and arts programs were essentially eliminated. Finally, most recently in 2015, the Every Student Succeeds Act (ESSA) was passed with language that, for the first time ever, acknowledged music and the arts as being essential to a well-rounded education, thanks in huge part to the efforts of NAMM, its national partners and its army of member

delegates. My first Fly-In trip in May 2016 was dubbed the “Thank You Tour.” Our message was simple: to thank members of Congress for signing ESSA into law while continuing to reinforce the importance of music education to a well-rounded education. It was an exciting and celebratory year. YAY!!! The law had finally passed. Now what? And so, the next step in this journey began: Get it funded! ESSA had authorized $1.65 Kimberly Deverell billion in federal funds annuMoC with schools/districts that have ally for Title IV, Part A, Student received the BCME designation, thus Support and Academic Enrichment opening the door to new relationships Grants (SSAEG), but authorizing a law with offices with whom there was no and actually funding it are two very prior association. different things. This most recent Fly-In, the BCME Over the next 2 years, NAMM deleFlag presentation was taken a step gates persisted on Capitol Hill requestfurther. Using the newly elected class ing that Congress fully fund ESSA, a of MoC to our advantage, delegates law that passed with bipartisan supattempted to schedule meetings port, at the full amount they deemed with all offices that had received the necessary for the law to be successful: BCME title, even those that had no $1.65 billion. As part of the annual constituents within that congressional message, NAMM skillfully devised the district. This gave us the opportunity Best Communities for Music Educato not only meet with new offices, tion (BCME) flag presentation in which but to also meet with first-year MoCs delegates honor Members of Congress and introduce them to NAMM and its (MoC) with a desktop flag if a school mission. It was a strategic move to within their congressional district has cast our nets wider and to cultivate received the BCME designation. The new relationships, and it proved to be flag not only provides recognition to very successful! the MoC, but it encourages publicIn its first year (fiscal year 2017), ity outreach to the school or district ESSA was grossly underfunded at that receives the award. Additionally, $400 million. FY18 proved to be delegates deliver these flags to every

much better, with an increase of $700 million, bringing the total funding to $1.1 billion. This past May, the overall attitude was positive that the education budget would likely increase again. The fact that the funding continues to rise year after year is not a coincidence. In the years since the passing of ESSA in 2015, meetings with MoC were hit or miss. Offices were skeptical of the new law and its proposed funding, especially considering the current administration’s lack of support. Most of our meetings were spent educating staffers on the NAMM organization and the importance of music education in schools. But this year was different. After a record-setting 250-plus meetings with MoC, the overwhelming sense of our mission was optimistic. Lana Negrete, a first-time delegate from Santa Monica Music Center, said

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of her experience: “This year was my first D.C. Fly-In with NAMM. I had lobbied before in Sacramento on various matters with our California State PTA; but never at a national level on Capitol Hill. I did not know what to expect, and have to say, I was blown away! The preparation given to us, and the knowledgeable team that escorted us, was phenomenal. We were armed with such detailed and pertinent information for our representatives that, not only did it make it easy for us, but it also made us look good in every meeting. The journey opened my eyes even more as to what NAMM means to our industry and to the community around us. I am proud to be a part of an organization that is actively partaking in every aspect of our industry. This is just one more access point NAMM is giving to its members so that we can fully participate in all things music.” Our presence in Washington for the past 10-plus years has made an impact. When you walk into a Congressional office and see the BCME flags from the previous two years sitting on the desk, you know we have made an impact. When the legislative aid you have met with the previous three years walks into a meeting and gives you a hug and states, “This is my favorite meeting of the year,” you know we have made an impact. When the MoCs you have been trying to meet with for the previous three years finally take the time to meet with you, you know we have made in impact. When MoCs engage and ask, “What can we do to help?” you know we have made an impact. When the funding you are asking for continues to increase year after year, you know we have made an impact. Our presence in Washington has undeniably made an impact, and it is because we have been, and will continue to be, at the table.

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for Loebsack, seemed genuinely happy we were in her office. She quickly noted her mother encouraged her to play music, stating it makes you better at math. “These are easy things to support,” Schnell said during the meeting, led by NAMM chairwoman Robin Walenta. “We are definitely behind you guys. We appreciate your efforts supporting this.” Responded Walenta, “I can’t think of anything that has a bigger impact on schools than music.” “[Music is] something I care a lot about,” added Wild during a separate meeting. “Education funding is a huge priority,” asserted Seema Ibrahim, legislative aide for Schumer. “If he could, he would double it.” “It’s very important work. The Congressman understands

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it,” said Hector Colón, legislative assistant for Rose. “We definitely want to be partners.” The Retailer also attempted to visit Julia Brownley’s (D-Calif.) office. We were told we could not enter the office and that the Congresswoman’s conversations were private. However, we contacted Brownley’s office after the missed meeting, and Carina Armenta, communications director, apologized for

what took place. She added that education is extremely important for the Congresswoman and issued a statement from Brownley for this magazine. “Music and arts education plays a critical role in fostering creativity and has proven to be a positive outlet for many students of different walks of life,” said Brownley. “I am pleased to see this year’s increase in funding for these important programs, and I will continue to work toward

Sen. James Lankford (R-Okla.) (left) joins Guitar Center’s Stacey Spencer and Donny Gruendler.

Guitar Center on Capitol Hill For a second year, Donny Gruendler, Ed.D., Guitar Center vice president of music education, met with Senators, U.S. Representatives and other elected officials to advocate for schoollevel music programs across the nation as part of the annual NAMM Music Education Advocacy D.C. Fly-In. In a series of meetings with these officials, Gruendler and his colleague Stacey Spencer discussed the multitude of benefits that music education espouses, such as increased brain function, focus and language development. They reinforced the importance of music as part of a well-rounded education and urged funding of the Title IV program at its authorized level of $1.65 billion in fiscal year 2020 to ensure that the goals of the Every Student Succeeds Act (ESSA) are realized for every child. Gruendler secured one-on-one meetings with the following members of Congress: Sen. Maggie Hassan (D-N.H.); Sen. James Lankford (R-Okla.); Sen. Jack Reed, (D-R.I.); Sen. Jeanne Shaheen (D-N.H.); Sen. Brian Schatz (D-Hawaii); Sen. Sheldon Whitehouse (D-R.I.); Rep. Tom Cole (R-Okla.); and Rep. Mark Takano (D-Calif.). As one of the largest supplementary music education providers in the country, Guitar Center Inc. has an additional reach into education legislation and connections that helped NAMM in reaching other key representatives, particularly those that reside on the HELP committees (Health, Education, Labor and Pension), as well as the Appropriations committees and Education subcommittees. Additionally, Gruendler shared new research from the Kennedy Center’s Turnaround Arts program and The NAMM Foundation, in which researchers explored music education instruction, specialists and curriculum at Turnaround Arts schools. The research found that, as schools invested in music education, the quality of and access to music education increased from 27.8 percent to 75 percent, and the average number of minutes of music instruction per week increased from 17 to 33, nearing the national average of 40 minutes per week. “Beyond the intrinsic value of music to students nationwide, education in music has benefits for young people that transcend the musical domain. Thus, it is very important that we allow today’s youth to study music regularly,” said Gruendler.

JULY 2019

L to R: Ron Manus; Barbara Wight, Taylor Guitars; Bryan Bradley; Congressman Scott Peters (D-Calif.); Kimberly Deverell, Lana Negrete; Juels Thomas; and Arlene Pun, legislative aid for Peters

take-home materials for politicians to review following each meeting. Among these were Best Communities for Music Education flags for winning school districts, as well as Yale University School of Music’s “Declaration on Equity in Music for City Students.” The declaration reads as follows: “1. We call for every student in every city to have access to a robust and active music life. 2. This call is animated by the

reaching the promise we made in the Every Student Succeeds Act to fully fund the Student Support and Academic Enrichment Grants (SSAEG) program, which is used by arts and music programs in Ventura County and across the nation to enrich the lives of our young people.”

Other Asks

Increased ESSA funding wasn’t the only NAMM delegate ask during Capitol Hill meetings. Also requested was support for fulfilling the intent of ESSA’s Title I and Title II with authorized funding. Title I supports funding for the nation’s most vulnerable children. Title II promotes the effectiveness of teachers. In addition, NAMM urged ongoing support for national arts and culture organizations, specifically the National Endowment for the Arts, which provides competitive grants in every state and congressional district. U.S. Rep. Bobby Scott (D-Va.) pledged to continue funding the National Endowment for the Arts (NEA), something he confirmed is currently in jeopardy in the 2020 federal fiscal budget. “The president’s budget for 2020 seeks again to eliminate the National Endowment for the Arts,” Scott said during a May 21 speech at a dinner after receiving NAMM’s SupportMusic Champion Award. “It is not wasteful or unnecessary spending.” Added Scott, “It is in fact going to be in the budget,” he said to a thunderous applause. “… We are going to make sure that gets funded again.” Ibrahim added that Schumer also supports the NEA. “He’s been supportive of NEA for quite some time,” she said. Delegates also handed out

MUSIC & SOUND RETAILER

Comments From Other Delegates Here’s what four other delegates said about their NAMM Advocacy Fly-In experience:

L to R: Ron Manus; Amanda Stayton, legislative aide for Congressman TJ lightsforlife4_12x4_37.pdf 6/8/2017 9:29:42 AM Cox (D-Calif.); and Kimberly Deverell

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“This year we could really see the momentum building in our efforts to get the Every Student Succeeds Act fully funded! It was great showing up in Congressional offices and being greeted with, ‘My favorite meeting of the year’ by our friends in Congress. Music is so important for our schools. It unites the school and brings everyone together in a profound way. After all, how can you have a high-school football game without a marching band? We are fighting to ensure that every child who has the desire to learn and participate has access to a quality music education.” —Ron Manus, Alfred Music “Having the opportunity to represent our industry in this critical movement is a privilege and something that I look forward to every year. Making sure that music and arts is a part of every child’s education is imperative to their growth and development, and the NAMM Foundation has created excellent resources for anyone to advocate in their schools.” —Tiffany Stalker, KORG USA “It is such a privilege to participate in the Fly-In and fight to ensure that every child has access to a well-rounded education that includes music. Music is important to the growth and development of our youth, and I want every child to have the same access and opportunities in music that I was fortunate to have growing up. It is extremely encouraging to hear several of the Congressional offices that we visited agree and offer their support to fully fund the Every Student Succeeds Act.” —Jennifer Paisley-Schuch, Alfred Music

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“In my 11th year of attending the NAMM Fly-in, it’s very apparent that it only gets better. Every year NAMM’s clarity of mission becomes more focused, and the NAMM team continues to outdo themselves. The education you receive from attending the NAMM Fly-In and learning about advocacy is invaluable. The day before the Fly-In, when members visit Capitol Hill, is the Advocacy Training Day. I would call it a boot-camp-style experience, one where you learn how legislation truly works. It’s a master class on the art of negotiations. NAMM’s Mary Luehrsen and the team from Nelson, Mullins, Riley & Scarborough, as well as the NAMM staff, highlight every detail and thoroughly present it to you so, when you go to Capitol Hill, you go with absolute confidence in your understanding of NAMM’s mission: to advance support from legislators, in order that every child has access to a quality music education in schools. “When it comes to supporting the message of music education, it is truly irrelevant what role your business plays in the music industry; the music education message pertains to all music businesses. And who better to deliver that message than NAMM? We must be the ones to take it to Congress, and we should be the ones telling our customers that, as leaders in the music industry, we have helped forward the important understanding that music makes a difference. The widely acclaimed benefits of music education have become national news and are excellent tools that help create the best and brightest 21st-century leaners. This is our message, and our customers need to know we advocate for them. “The one crazy moment for me was the gift of being asked to play music with Bernie Williams before he was recognized for 10 years of service as the main celebrity spokesperson for NAMM and the NAMM Foundation. To sit in with Bernie, Jason Gano (Cordoba Guitars) and the great jazz guitarist Howard Paul (Benedetto Guitars) was certainly a moment for the highlight reel. So, a tip of the hat to great people doing import work for a very important cause.” —Menzie Pittman, Contemporary Music Center

JULY 2019

values of dignity and inclusion. 3. An active music life affirms the dignity of individuals and communities. 4.We decry the inequities that deny some city students access to an active music life. 5. City students’ access to an active music life requires the ongoing development of supportive music ecosystems. 6. We call for all city students to have access to in-school music education taught by certified music educators. 7. We call for strategic partnerships with local organizations to expand and enrich cities’ music ecosystems. 8. We call for changes in the development, training and support of music education and teaching artists.”

Another Ring for Williams

Although the Capitol Hill visits were clearly a highlight, perhaps the best moment during the Advocacy Fly-In came on May 22, when World Series champion and music advocate Bernie Williams received NAMM’s inaugural Music Education Champion award, honoring his service to the MI industry. The award was presented in ring form by NAMM president and CEO, Joe Lamond, and Mary Luehrsen, NAMM’s director of public affairs and government relations. Williams delivered a passionate speech, in which he stressed that attending the Fly-In is now the most important date annually on his calendar. 2019 marks the 10th time Williams attended the Fly-In. “I have requests to do hundreds of things throughout the year, and I try to do the best I can,” he said. “The ESSA [Every Student Succeeds Act] passed in 2015. I had something to do with that. In 20 or 30 years from now, a kid from P.S. 138 in the Bronx will say, ‘Somebody thought it was important for me [to have a music education].’” Williams added he was asked by a reporter what is more important to him: a great career in baseball or his music advocacy efforts. “There is nothing that compares with something that has to do with the education of our kids for years to come,” he said, choking back tears. “I wish my parents were here to see this. I know they are looking MUSIC & SOUND RETAILER

down on me and are very proud of me. I am very proud of them. They told me, ‘You can be in music, sports or anything else, as long as it’s legal.’ … This is one of the best things to ever happen in my life.” Williams and J. Dash weren’t the only stars on hand at the Fly-In. “Madame Secretary” actor Erich Bergen made the trip as well. Bergen cares about music advocacy so much that he confirmed he will again attend

the event in 2020. But first, he recalled when he was young and a member of the school choir: “I was able to apply my love of music for something that wasn’t just a dream on television. It was something tangible. My happiness changed. I really came to life.” The actor added that many of his friends from the choir did not ultimately obtain a career in performing arts, “but they still credit that time singing

together as to why they are successful in whatever business they went into.” Bergen stressed that music is a universal language and a non-partisan issue. “Through every depression, through every natural disaster, the thing that always survives is music. Music is everywhere,” concluded Bergen. “The fact that music is not an essential part of one’s education …. The fact we are still trying to prove this is so bizarre to me.”

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(continued from cover) engineers and product experts who recapped the company’s history and passion for Italian design and proudly introduced the next generation of Dexibell’s ‘’made-in-Italy” Vivo series keyboards. The highlight of the program was a memorable performance by some of Dexibell’s very notable American artists. Upon arrival in Rome a day ahead of the event, North American dealers and performing artists were welcomed by Antonio Ferranti, president of Proel North America, and shuttled from the airport to an Adriatic coast hotel to simplify daily transportation to Proel facilities. The trip

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Fulvio Pesenti, Proel’s Marketing Director, shares the rich history of a local piazza with visiting Dexibell artists and dealers.

from the airport provided Proel’s guests an opportunity to view the countryside and hear informally about the region’s long history with musical instrument building. Historically important for its expertise with accordion innovation and production, the region has long lent its local labor and love of musical instrument building to the music industry. As modern keyboards have evolved, the area became home to legendary keyboard efforts like Farfisa and Fatar, as well as developing into a key location for Roland’s development of the E-20 synthesizer, V-Accordion and other Roland keyboard products. “The production of keyboard instruments is historically very important to this region’s economy,” said Fulvio Pesenti, our impromptu tour guide and Proel’s marketing director. He explained that when Roland’s organization changed in 2014, leaving the region and a closeknit team of electronic keyboard designers, engineers and builders behind, keyboard innovator Luigi Bruti and Proel CEO Fabrizio Sorbi combined forces to begin designing and building the first exceptional Dexibell keyboard. A “free day” for North American travelers before the event provided both dealers and artists

with time to recover from a long flight. Proel helped by offering a group brunch and a trip to a local historic site, where the group could stretch their legs, enjoy a beautiful ancient piazza in the nearby Ascoli region, and sample local cuisine, including fried olives (a local favorite), anisette-flavored expressos and pastries. A lively wine tasting of the region’s most popular wines at Ciù Ciù winery followed by a pizza dinner hosted by Dexibell founder Luigi Bruti allowed the North American group to meet and exchange experiences with fellow dealers and artists from Europe.

Proel Factory and Headquarters

On the first day of the event, dealers were given a tour of a well-organized Proel factory facility. Space there is divided to support a Dexibell design group, where a team of 10 engineers have divided their work into sound production, keyboard internals and production areas. Moving through operating production areas, dealers were shown where incoming materials for Dexibell keyboards, like the Vivo S7 stage piano and Classico L3 organ, are checked to assure they match specifications before moving into assembly areas. The JULY 2019

and upgradeable. As a result, Dexibell’s Aquaviva operating system (currently at version 4.07) allows for extraordinary features, including unlimited polyphony with ultra-realistic piano reproduction employing sound samples of 15 seconds and greater, he stated. From the factory setting, the North American dealers were shuttled to the Proel headquarters complex less than a 30-minute drive away. Nestled in the

steps of assembly were explained by Alfredo Maroni, former president of Roland Europe and, now, Proel managing director, who took the group through stations where keyboards are assembled, tested and ultimately packaged for shipment around the world. Dexibell’s development team works in close proximity to one another in an area of glass-partitioned offices just off the factory floor. Andrea Celani, a leader on Dexibell’s product development team, explained the team’s current efforts to design the internals of Dexibell keyboards to be faster, more effective and easily upgradable using opensource platforms. Before addressing questions from the dealers, Celani recalled the team’s early efforts to design the best possible keyboard from scratch, explaining that “We started with a totally white sheet of paper.” He also noted, “We are not a big team, and that facilitates our working closely together, allowing us to react quickly to overcome issues, as well as to quickly resolve any problems we may encounter.” Celani added how the team of software and sound engineers has leveraged open-source tools and common processing platforms to build keyboard products that are both quickly adaptable MUSIC & SOUND RETAILER

scenic hills among farms and pastures, the modern Proel building houses company offices for marketing, finance and human resources, as well as a well-organized product showroom and the in-house Proel Theater, a performance venue that is completely “powered” by the company’s production gear. Before visiting the Proel product showroom, visitors were treated to lunch in the company’s cafeteria, which offers employees healthy, locally grown

foods prepared daily on site.

Product Showroom and Drum Studio

The product showroom provided an opportunity for the dealers to explore more Dexibell keyboard models, but also Proel’s other product families. In particular, dealers learned about the progress of new Eikon dynamic, wireless and studio microphone models, a line of headphones (continued on page 58)

Summer NAMM Product Spotlight Looking to check out the latest products at the Summer NAMM show this month? Check out 19 products being featured at the show right here.

Elite Status Alvarez Guitars introduced its Artist Elite Series. The Artist Elite Series consists of custom-style guitars made with premium tonewoods and finishes that Alvarez has applied years of research and development to deliver at unprecedented value, stated the company. Artist Elite showcases premium-grade solid Sitka, mahogany, walnut, cedar and figured acacia tops under Alvarez’s clear, attenuated gloss finish. Back and side choices include Macassar Ebony, Walnut, Figured Acacia or Flamed Maple. All models are wood bound, with some offering a slim or standard bevel armrest. All models are cutaway acoustic-electric, fitted with the LR Baggs Stage Pro Element pickup system. Booth 809

A ‘Leading’ Publication Alfred Music announced the newest member to the Sound Innovations family, “Sound Leadership: Leadership Training Curriculum for Music Students.” The book is intended to provide everything one needs to teach, select, train and evaluate student leaders. It guides the reader to think through real problems to create real solutions through activities like filling out personal and team assessments, goal-setting worksheets and more. Sound Leadership will help students in band, orchestra and choir programs experience significant growth in the classroom, on the stage and in their lives, stated the company. The curriculum includes topics such as leadership selection, defining roles and responsibilities, motivating others and dealing with difficult people. Booth 543

Here’s the STORIA Yamaha is showcasing STORIA, a series of three acoustic-electric guitars. STORIA I, STORIA II and STORIA III are designed with beginning and potential players in mind. Body contours, slim necks, comfortable string height and smooth fingerboard edges make them easy to pick up and play when inspiration arises, while their stylish color combinations make visual statements that enhance any living space, stated the company. In addition to attractive finishes, tasteful inlay work and champagne gold tuners, they feature solid tops, brass bridge pins and Yamaha SRT passive undersaddle pickups, which provide a warm and natural-sounding acoustic tone when the guitars are amplified. All three STORIA models have FS (Concert) body shapes with mahogany backs and sides, nato necks with walnut fingerboards, urea nuts and saddles, and 25-inch scale lengths. Booth 643

JULY 2019

MLS Listing Maple Leaf Stringsâ&#x20AC;&#x2122; MLS110 cellos and basses have been redesigned to include high-grade laminates. When combined with the graduated top and back, real inlaid purfling, and robust arch and graduation pattern, Maple Leaf Strings have combined the look and sound of carved instruments with the durability of laminate construction that high-impact environments require. Booth 511

Lift the LID 64 Audio is showcasing its updated A2e custom in-ear monitor. The A2e now has an improved sound signature and includes 64 Audioâ&#x20AC;&#x2122;s proprietary LID technology. LID (Linear Impedance Design) is ideal for musicians who plug into a broad range of high- and low-output impedance devices, as well as audio engineers and customers who seek a high-performing custom IEM at a budget-friendly price, stated the company. It features apex (air pressure exchange) technology, which relieves fatigue-inducing air pressure caused by miniature speakers in a sealed ear canal, providing a superior listening experience that simply cannot be achieved by traditional IEMs. Booth 236

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Summer NAMM Product Spotlight

Buy in Bulk D’Addario & Co. announced a line extension for the 3D/3P Multipacks. The Multipack line extension offers a number of high-performing electric and acoustic SKUs as 3D multipacks. Players can now purchase their favorite SKUs as three packs with added cost savings compared to single sets, stated the company. Bulk shop packaging is ideal for workbenches or anywhere bulk-packaged strings are needed. This packaging design is slimmer, and the strings can be removed with ease. The Bulk Shop 25 offerings now include NYXL and Phosphor Bronze EJ26. Dealers can order Bulk Shop 25 String Sets in XL Nickel Round Wound Electric Guitar Strings, Phosphor Bronze Acoustic Guitar Strings and NYXL Nickel Round Wound Guitar Strings. Booth 1001

Make a Switch On-Stage, a division of The Music People, debuted its GSP1000 ABY Switcher. Complete with true-bypass circuitry, the GSP1000 ABY Switcher gives musicians the ultimate choice between twoinput/one-output and one-input/two-output configurations. The GSP1000 allows players to run one signal to two separate amps for real-time stereo, pivot to and from two amps for dirty/clean dynamics, run two separate instruments through an effects chain simultaneously or bypass anything from that temperamental boutique effect to their entire pedalboard. The GSP1000 features a heavy-duty black anodized aluminum housing with a slip-resistant rubber base. Booth 521

A Stone’s Throw Away Whitestone Audio's P331 Tube Loading Amplifier was developed to bring professional tracking, mix and mastering engineers versatile, elegant, precise and repeatable audio circuit variation. Simply exploiting the sound of some of these analog input and output gain circuits with processing bypassed is oftentimes just the thing to bring subtle life or organic size and depth to recorded audio, stated the company. That’s what the fully balanced P331 is designed for: giving control of how an audio signal passes from input to output and how it can be enhanced throughout its journey. Booth 201

Against the Grain Wholegrain Digital Systems LLC has released the DynPEQ plugins version 1.4 digital audio-signal processors that perform dynamic parametric equalization. Most notable is sidechain search, an audition mode for quickly and accurately finding bands of interest. Version 1.4 expands Pro Tools support by several means. The DSP version of Quartet DynPEQ increases its channel capacity to 10, covering most new stem formats, including Ambisonics first and second order. AAX DynPEQ expands its control-surface support, especially for S6 and D-Control. The AAX Native DynPEQ is now compatible with Media Composer. Booth 150

JULY 2019

Pretty in Purple Hal Leonard now features the full scores and lyrics to the music from Jimi Hendrix’s four albums in its “Jimi Hendrix — The Complete Scores.” This hardcover book features more than 1,000 pages with all 52 songs from “Are You Experienced,” “Axis: Bold as Love,” “Electric Ladyland” and “Band of Gypsys.” Songs included in the collection include: “Purple Haze,” “Hey Joe,” “The Wind Cries Mary,” “Foxey Lady,” “Little Wing,” “Castles Made of Sand,” “Bold as Love,” “Crosstown Traffic,” “All Along the Watchtower,” “Voodoo Child (Slight Return),” “Machine Gun,” “Power to Love” and more. Each instrument has been transcribed faithfully from the original recordings for every song, allowing musicians to take a deep dive into the compositions, lyrics, solos and sounds of Hendrix and the rest of his band. Guitar and bass parts are written in standard notation and tablature. The book, wrapped in a sleek slipcase, is covered in purple suede material with bright gold foil. Booth 611

Proud to Be an American Acoustasonic Fender’s American Acoustasonic Telecaster is designed to embody the spirit of purposeful innovation that Fender was built on. From acoustic shape-shifting to electric rhythm tones, this guitar uses a revolutionary Fender- and Fishman-designed Acoustic Engine to deliver new sonic expression from the studio to the stage. Handcrafted in Corona, Calif., the Acoustasonic Telecaster is intended for fearless artists who want an inspiring instrument with limitless new sounds and a great Fender feel, stated the company. It is offered in Cocobolo, Zircote and Koa woods. Booth 1042, D1, Mezzanine C

Switchblade of Glory Electro-Harmonix is featuring the Switchblade Pro, a compact switching pedal with advanced features including true mechanical bypass, soft switching, high-quality/low-noise buffers, volume controls for all input signals and high headroom. The Switchblade Pro’s versatility enables it to perform a variety of functions. End users can switch between two different amplifiers or turn both on at once. An additional amp can be added to the main output for a three-amp setup. Footswitchable effects loops can run in series or parallel, and can swap order when run in series. Mix and switch between three instruments/audio sources with individual volume controls that can be sent to one amplifier. Dry Level makes it ideal for bass players by mixing in the dry and processed signals to keep the low-end clear and focused. True bypass helps avoid “tone suck” and noise from vintage pedals placed in the Switchblade Pro’s FX loops, and it provides an adjustable volume boost with up to 6dB of gain for each input. Booth 1035

MUSIC & SOUND RETAILER

Summer NAMM Product Spotlight Like a Rock

Toned Up Casio America Inc. reintroduced its Casiotone series of keyboards. Revamped to hit a high note with music lovers of all ages, the new Casiotone series consists of three models: CT-S200 (black, red and white), CT-S300 (midnight blue) and LK-S250 (black). Weighing in at just six pounds, the new models offer a refreshed design, including a slim chassis and 61 keys, ideal for playing at home or on the go. Each keyboard has 400 tones, 77 rhythms, 50 patterns for Dance Music Mode, USB Midi, a rechargeable battery and an adaptor. Additionally, all three models are compatible with the Chordana Play app, while the LK-S250 also boasts Casio’s Step-Up lesson system. Booth 431

GYROCK allows an end user to load up to six pickups on a single guitar and switch from one pickup to another in a split second, thanks to the two alwaysavailable shifters. In fact, the end user can flip actual pickups in the middle of a song, stated the company. Musicians can also swap out different pickup modules in the back of a guitar, flip them around, and mix and match the combinations. GYROCK is a patent-pending technology that has been developed by Wild Customs in collaboration with Seymour Duncan’s custom shop. Booth 1335

Get Onboard Noatronic Onboard Expression delivers tactile control to the guitar without changing its aesthetics or construction. The system consists of a controller and a receiver. The controller is a potentiometer with a center detent and push-push switch replacing a tone potentiometer in the guitar. The guitar is connected with a stereo cable to the receiver, which reads the controller position and push-push switch status. The receiver is true bypass, and it communicates with pedals, amps and amp modelers using these outputs: MIDI out: Expression CC, Bypass CC, Preset PC and Snapshot/Scene CC; Expression out. Booth 2020

Who’s the Boss? BOSS introduced a new generation of effects pedals, the 200 series. It features four models that are designed to deliver premium sound and take up minimal space. The pedals include the DD-200 Digital Delay, which brings together sounds inherited from the flagship DD-500 in an even smaller package. Twelve modes offer delay colors from modern digital to classic analog, providing everything from basic echoes to rich ambient pads and everything in between. The EQ-200 Graphic Equalizer is a precision tone-shaping tool for guitar, bass and other instruments, offering two wide-ranging 10-band EQ channels and a graphic display that shows the current EQ curve at a glance. Also released is the MD-200 Modulation, which provides an array of worldclass mod effects in one small, convenient pedal. There are 12 modes to choose from, with direct panel access to rate, depth and level, plus up to three parameters tailored to each mode. And the OD-200 Hybrid Drive brings next-level tone, feel and flexibility to overdrive and distortion. Booth 821

JULY 2019

My Old Kentucky Home Blackstar amplification released the HT Club 40 MkII Kentucky Special. This model is powered by a pair of 6L6 valves, driving an Eminence Screamin’ Eagle built with Midwestern charm straight from Kentucky. With its bright red covering, tan basket-weave fret, exclusive “Kentucky Special” metal plaque, cream head knobs and boutique-style cabinet, this amplifier embodies American blues and rock styling and is sure to stand out in any rig, stated the company. The one-inch by 12-inch Eminence Screamin’ Eagle loudspeaker is voiced for soaring solos and tight rhythm. Booth 1343

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If You Build It, They Will Come Taylor introduced the Builder’s Edition K24ce, marking a return to the company’s Koa Series. K24ce’s features include chamfered body edges, a beveled armrest and a double-carved cutaway, which incorporates a compound curve that flows cleanly into the neck heel, along with a finger bevel, making upper-register notes comfortably accessible. Tonally, the koa top on the K24ce will give this guitar a slightly darker voicing than its spruce-top counterpart. Visually, the finish treatment features a Kona Burst together with Taylor’s proprietary Silent Satin finish. Spring Vine inlays with thin koa purfling lines add a finishing touch, and Gotoh Gold 510 tuners (21:1 tuning ratio) complete the premium look and feel of the guitar. Mezzanine D

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COVER To Brexit or Not to Brexit C.F. Martin’s D-16E Brexit 14-fret dreadnought art guitar is crafted with satin-finished sycamore back and sides, which provide clear and transparent overtones with a punchy response. It includes a Sitka spruce gloss top for balanced tone and projection and a high-performance neck taper for ease of playability up and down the fretboard, stated the company. The top is printed with playful, custom Brexit-themed artwork by Robert F. Goetzl. This model is fitted with Fishman Matrix VT Enhance electronics and strung with Authentic Acoustic Lifespan 2.0 light-gauge strings. Booths 801 and D6

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FI V E M INUTE S W ITH

MIKE MARTIN

General Manager of Marketing, Electronic Musical Instruments, Casio USA

By Brian Berk Casio’s branding has certainly worked over the years. Few, if any, from Okinawa to Orlando, have never heard of the company. One of Casio’s main goals is to continue contributing to people’s lives. A main cog contributing to this goal is Mike Martin, general manager of marketing for New Jersey-based Casio USA’s Electronic Music Instruments division. We ask Martin plenty, including Casio’s goals at this month’s Summer NAMM and how the company differentiates itself in a highly competitive market.

The Music & Sound Retailer: Please tell us about your background, family and career, including your time at Casio. Mike Martin: Music has always been an important part of my life. I began taking piano lessons when I was in the third grade. My passion for music, specifically music technology, started at a young age. By the time I was 16, I learned that by working in a music store, I could surround myself with instruments and music technology. Even through my college years, if I wasn’t in a classroom, I was in the music store. This led to a career on the other side of the music industry, working for companies manufacturing and distributing instruments and other music equipment. This has included music software, professional audio, guitars and keyboard products, of course. This July marks my 11th anniversary at Casio. Family-wise, I’ve been happily married for 20 years and have a 19-year-old son who’s currently studying acting in New York City. The Retailer: Why did you initially want to join Casio? Martin: I had been at a company that closed most of its U.S. operations during the recession of 2008. As a result, I found myself job hunting and was thrilled to find an opportunity at Casio. 38

The Retailer: Last year was strong, and 2019 seems solid thus far for the MI industr y overall. How has it been for Casio? Are you still seeing strength? Martin: We’re definitely very pleased with our 2018 results, and 2019 is looking to be a record year for our company. Winter NAMM in particular was a very successful show for Casio, with the launch of our latest Privia digital pianos. The Retailer: There have been some economic indicators that could be predicting tougher times, economically speaking, in the future. How do you prepare for that as a manufacturer, whether it happens or not? Martin: While no one can predict the future, we work to be prepared for a variety of economic scenarios. It is something we’re constantly evaluating and adjusting our strategies for. We know we won’t be the only company in the industry facing challenges this year, and we work diligently to be able to react in a timely fashion with the most wellthought-out plan possible. The Retailer: You are exhibiting at Summer NAMM this month and have made a commitment to the show. Please tell us why you like exhibiting in Nashville and what you hope to accomplish at the show. Martin: We always enjoy Summer NAMM, as it’s a great opportunity for us to connect with our retailers. Summer NAMM, to be perfectly frank, is the best opportunity for us and our partner retailers to work together to plan for the holiday selling season. We also enjoy the show because the local Nashville talent is able to come in and play our latest offerings. The Retailer: Can you tell us about the products you will be featuring at this month’s show and give us some details about them?

Martin: At Summer NAMM this year, Casio is relaunching its popular CasioTone keyboards. Our entry into the music business 39 years ago was with the first CasioTone portable keyboard. Like the transformation that our Privia pianos went through this year, the new CasioTone CT-S series keyboards highlight our latest innovations in the category. In addition to sounding and playing great, the design of the CT-S series has a fresh, slim, modern look.

The Retailer: Casio launched some unique products at The NAMM Show in Januar y as well, as you previously mentioned. Can you tell us how they are doing and what feedback you have received thus far? Martin: Overall, we are very pleased with the launch of the Privia PX-S series of digital pianos. In addition to our recent award wins, we’re getting great feedback from dealers and artists alike on Casio’s fresh approach to the category. The new Privia PX-series offers an incredible slim and elegant design, new keyboard action and the company’s latest sound technology. The Retailer: Following Summer NAMM, what goals does Casio have for the rest of 2019 and for the near future? Martin: Casio is always exploring new avenues to strengthen its business. This year, we have a focus on the music-education market. From our portable keyboards and Privia PX-S series, to our flagship Grand Hybrid pianos, Casio has instruments and technology that are ideal for schools and music education. We’re attending more music education events, making more direct contact with (continued on page 60) JULY 2019

THE NEWS MAGAZINE FOR MUSIC PRODUC TS RETAILERS

DJ Times Magazine You can read our magazine online as soon as it comes out. All it takes is three easy steps:

NAMM University’s New Innovations in Music

Looking for ways to keep your store’s lessons program fresh? Join the Music & Sound Retailer at NAMM University’s New Innovations in Music panel, moderated by the Retailer’s editor, Brian Berk, with commentary from columnists Will Mason, Tim Spicer and Kimberly Deverell!

During the discussion, you’ll learn how to: • • • •

Keep your programming relevant Use promotions to attract more students Use technology to your advantage Effectively manage operations

Who? All Summer NAMM attendees are welcome to attend When? Friday, July 19 — 3:00 pm to 4:00 pm Where? Music City Center, Level 3, Hall C, 453 WWW.MSRETAILER.COM

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M I SPY

Shopping in the City of Champions Your MI Spy’s love of guitars, sports and cities with rich musical histories is well documented. So, when the call came down from HQ for me to visit Boston, Mass., as well as nearby Cambridge, to gather some intel on the local guitar-selling scene, you better believe I jumped at the chance. Of course, picking a winner in this city of winners would not be easy. And the Boston metro area has definitely earned its winning reputation as of late. Seriously, is there any sports championship Boston hasn’t won lately? OK, yes, the NBA Finals, but the Celtics have won enough of those in their history. The Patriots and Red Sox are defending champions. And the Bruins just took the Stanley Cup to game seven before succumbing to the St. Louis Blues. But Boston is about way more than its beloved sports teams. It has a great history, and is known as a center of music education. It may be a stretch, but your MI Spy has often wondered if Boston’s winning ways and its rich musical history are reflected in its vibrant MI retail scene. So, fret not, guitarists; I checked out a few MI stores, but I also played tourist. I got to prowl around Boston Common and the Garden, took a lingering peek at Paul Revere’s house and cruised my Aston Martin (cleverly disguised as a beatup Camry) around a bunch of college campuses — famous ones, such as Harvard (which seems endless in its sprawl) and Boston University, as well as more obscure ones such as MassArts and Wentworth Institute. And, of course, in between visits to music stores, I got to check out the scholarly offerings of the musical persuasion, such as Berklee College of Music and the New England Conservatory of Music. I will admit this mission was not without its dangers. For example, let me tell you about the insane turkeys I dealt with one morning in Beantown. I was steering my car onto a street in the Allston section when I had to stop because three, then four, then ultimately seven turkeys slowly strutted across the street. Whenever I would honk at them, they would mock me with a menacing gobble-gobble-gobble. Yeesh. After about 10 minutes, I was finally able to get past them. I guess even the turkeys here get their own victory parades. But back to the mission! The four MI shops that I investigated are all quite good, although they are not the only ones in the Boston metro area. There are several others that specialize in brass or woodwinds or orchestral instruments or pianos. These shops cater to the musical needs of the many university music students, Boston Symphony Orchestra and Pops musicians, and other musical folks. Boston is most definitely a place for music of various genres. But my love of guitar cannot be denied. 40

There are two Guitar Centers in Boston, and they’re not that far apart, but I poked around the one on Boylston Street. There was a simple, yet meaningful, gesture that I noticed in this store: In the electric guitar section, on a few stools and amps, were red picks embossed with the store’s name and phone number. It seems like such an obvious thing to do, but I have snooped around so many stores that did not do that. Usually customers have to ask for picks or rely upon their own (that’s what change purses and pockets are for). So, Guitar Center Boylston Street, big ups to you for giving out picks. Unlike many of the suburban Guitar Centers I’ve visited, this one occupies three stories on a busy street. It has a parking lot in the rear, which is convenient. Another plus at this store was the accessibility ramp. A minute or two after I walked in, I was greeted cheerily by a staff member with a “Hey, what’s up?” One fellow also encouraged me to enter a contest for tickets to the Crossroads Guitar Festival featuring Eric Clapton. The store was orderly and well laid out, neat but not neurotically spotless. When I sidled up to a showcase of guitar pedals, one of the workers recommended a few reverbs and told me about one that “didn’t have that artificial sound. It’s not one of the pricier ones either.” I liked that he didn’t push the most expensive pedal. I noticed the store’s String Club cards, a worthwhile way for guitarists to save while purchasing strings. I asked about this perk because I had not come across it when I recently visited another Guitar Center branch. “It’s really good, good for students and for pros, for anyone who is going to buy a good amount of strings. You won’t burn through as much money with this Club program,” I was told. There was a flier advertising the “Guitar-A-Thon, The Greatest Guitar Sale on Earth,” so I perused the offerings. The sale featured elec-

Guitar Center 1255 Boylston St. Boston, MA 02215 617.247.1389

JULY 2019

about one of the Danelectros; they seemed to be the draw of the day. I listened as the customer played scales and experimented with a reverb pedal before making my exit. Out on the street, passersby were drawn by the quirky window display (although most didn’t end up going inside the store). You would think a storefront window that cool should draw in the customers; well, perhaps they would stop by later that week! This shop is more than a store. In my estimation, it’s more like a gallery or small museum, with a very handson element to it.

tric and acoustic models, ranging in price from under $200 to more than $1,500, as well as ukuleles and a mandolin. Upstairs, the store stocks its drums and percussion, keyboards, mics and DJ equipment, among other items. I watched as a young clerk helped out two customers who were checking out hardware, and they shared a good camaraderie. As with other Guitar Center stores that display memorabilia of famous local musicians, this branch had some intriguing pieces. Arrayed on several walls and around the main staircase, I ogled photographs, musical instruments and other goodies from Aerosmith, the J. Geils Band and other bands. They also displayed a few sale items in neat piles on certain steps, and they stocked a whole lotta sheet music. For local flavor, the store also featured vintage folding chairs saved from one of the sports centers and even a few autographed photos of Red Sox players.

Guitar Stop 1760 Massachusetts Ave. Cambridge, MA 02140 617.876.0687

Rest assured, your MI Spy is a master of stealth and blending in with a crowd. When I slip inside the medium-sized and bigger stores, it’s easy to poke around without seeming like the star of a show. But sometimes I find myself in small stores, and it’s almost like a klieg light is shining down upon me. In Mike’s Monster Guitar shop, it was kind of like that. A few of my fellow secret agents accompanied me as my travel companions for this mission, but they didn’t want to pile into the store, so it was me, the proprietor and a bunch of guitars. Well, eventually two and then three other customers showed up, and they were super-knowledgeable people who were looking for very specific stuff. This is very much a specialty guitar store: It stocks obscure brands of guitars, amps and accessories. Beginners will probably feel out of their element at Mike’s, but collectors and pros will be in heaven given some of the offerings here. The man of the house was not effusive but certainly collegial, and I asked him about the DiPinto guitars he stocked because I was curious about them. “They’re originally from Korea, but now they’re made in Philly,” he explained. I told him that seemed unusual, and he chuckled. “And meanwhile, the Danelectro guitars that were originally made in New Jersey are now made in Korea.” That’s a global switcheroo for you. Warming up, he chatted with me about where he obtains some of his rarer guitars: “People sell stuff to me, I get some of it shipped here and other ways. I like to have a good variety on hand. I will take a gamble on different types of guitars that other shops ignore. I know people who are looking for the rarities.” He also had a small selection of used pedals. Thanks to extensive training in the art of espionage, your MI Spy is a master of intuition. So I definitely sensed that punk and garage guitarists were the primary audience for Mike’s stock. You want a custom Kraft axe? A Silvertone with an amp built into the carrying case? (That one was mildly fascinating.) A Bohemian oil-can guitar? Mike’s has you covered. And there were other guitars on display that seemed to be hand-wrought wonders. A customer came in and peppered our host with questions

OK MI Spy fans, I have to admit it: I had so much fun inside the Mr. Music store Mr. Music (even though those wild turkeys had been 128 Harvard Ave. pestering me just 10 minutes earlier!) that Allston, MA 02134 I felt like that proverbial kid in a candy 617.783.1609 store. Boy oh boy, I enjoyed my time there so much that I bought a T-shirt — a heather-red shirt with designs on the front and back. I also picked up a guitar strap for a teenager I know. From the sidewalk, this store seemed more like a concert venue, with a few large window photos of famous rock musicians. A large sign promises “We Pay Cash For Musical Instruments,” and another sign features two spy-like men (my people!) and the slogan “Allston Rocks.” (There’s also a banner that reads “Rockin’ Boston.”) Inside, there are displays of instruments and memorabilia that are kind of like the ones you’d see at the Rock and Roll Hall of Fame, but done in a shticky fashion. Someone had fun devising these displays. But they serve more than one goal: Not only are they fun, but they also contribute to the atmosphere in the store, and the vibe invites you to become a customer and a fan. I mean, they have a kiddy car being driven by a giant banana; (continued on page 60)

Mike’s Monster Guitar 896A Massachusetts Ave. Cambridge, MA 02139 617.547.0732

MUSIC & SOUND RETAILER

Your MI Spy thought Mike’s Monster Guitars was on the small side, and Guitar Stop was a similar experience. But whereas Mike’s was a mix of old and new, the owner of Guitar Stop emphatically told me, “I only sell new equipment and instruments.” I watched as she was conducting maintenance on a hollow-body Epiphone; she talked to me while she fixed strings, wiped it down and adjusted it. “One of my regular customers brought this in and was somewhat worried about it, but it’s in good shape. Just needs a tune up.” It was interesting to watch her nonchalantly take care of the guitar in the main section of the store, and not in the back, as I have noticed is done in several other stores. After she did this, she also showed me a guitar gig bag that had more pockets than I’ve ever seen on such an item. And yes, it must be emphasized that this store is owned and managed by a woman, a rarity in MI. Her family founded the business, and her siblings also work for the store. Guitar Stop offers lessons for guitar, bass and other stringed instruments. It has a snazzy store T-shirt for sale, plus lots of Alvarez guitar pedals and a dog named Max whose job title is Official Greeter.

T I PS FROM THE TE ACHER

Fo u r Simple Steps

to Get Started With Advocacy

By Kimberly Deverell The idea of being an advocate can sound overwhelming. The time commitment and the task of learning the legislative terminology can seem like a lot to handle, and the cynical view that one person cannot actually make a difference is widespread. I’m here to dispel these myths and show you advocacy is a lot simpler than it sounds. Half the battle is showing up and being knowledgeable. What is advocacy? There are many definitions out there: supporting a specific cause, influencing political change through action, philanthropic efforts, etc. But, by far, my favorite description of advocacy is “passion in action.” Let’s face it; we are all in this industry because music has somehow positively impacted our lives, and it is something we are passionate about. Chances are you already are an advocate; you just don’t realize it yet. For those who are interested in becoming an advocate for the MI industry, here are a few tips to help you get started.

1 Show Up. I did not realize it at the time, but looking back, one of the first steps I took toward advocacy was joining a local arts alliance that was organized by our district Visual and Performing Arts (VAPA) director. It was a group of like-minded individuals coming together with the common purpose of keeping the arts alive in our community. I met and networked with many people through the alliance, and it put me in direct contact with some very influential individuals within my school district. Shortly after this, I was invited to join the board of directors for a non-profit arts organization. It seemed like a logical thing to do; after all, music and arts go hand in hand, right? At the time, I did not consider myself to be an advocate. I was simply representing the business within our community.

2 Be Informed. This is important. You can’t share information about a topic unless you are knowledgeable about it. Subscribe to arts/music newsletters and blogs within your own community and state. I subscribe to the California Alliance for the Arts, Education Commission of the States, Americans for the Arts and the NAMM Foundation. The emails are usually a quick read, so I don’t have to set aside a lot of time for them. Additionally, check out websites for local, state, and national music and arts organizations. National Association for Music Education (nafme.org) is an excellent resource, and it has an abundance of information on the importance of music and arts education. You can also follow its social media pages for quick reference and up-to-date news. Listen to podcasts, like “Talking up Music Education,” while you are driving or commuting. Again, this doesn’t take extra time out of your day; you are simply repurposing the time you already spend traveling. Find a podcast you like and download some episodes to listen to. Be cognizant of what is going on within your local community. Talk to educators, administrators and parents. Finally, reach out to other advocates in the industry and ask questions. We are always happy to have a discussion!

3 Spread the Word. Advocacy can be as simple as sharing information on your social media page, inviting friends to “like” a page to help create awareness, sending an email to an influencer within your district, attending a community alliance meeting, or being a resource and connecting people. These are all simple things you can do that do not take a lot of time but are integral parts of being an advocate. As a business in your community, you bring more value than you realize. You have access to students, educators, school administrators, principals, superintendents, other music and arts organizations, and the general public. Use your clientele as your resource and be a resource to your clientele. Whether it is sharing the benefits of music education with a parent of an incoming band student, rallying your customers to attend a school board meeting about the importance of the school music program in your district, or contacting educators/boosters to alert them of grants or funding available to them, use your business as a platform to speak up!

4 Get Involved. Attending the annual NAMM Music Education Advocacy D.C. Fly-In fully submerged me (continued on page 60) 42

JULY 2019

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‘ HIRE’ LEAR NING

By Will Mason Once you have a basic outline of the qualities that are going to define your company’s customer-ser vice culture, it’s time to get specific with some customerser vice guidelines. Remember our talk about DNA and how it self-replicates (from the April 2019 issue)? As a part of the process of mitosis (bear with me), the double helix of DNA unravels, and each strand is tended to by a certain protein (polymerase for those fellow nerds out there) that uses complementary base pairing to rebuild two new, individual strands of DNA. The process is pretty incredible, and it’s happening in our bodies right now. It is an essential process that keeps us alive every day. As long as everything goes right, the order of the bases of the original DNA strand is replicated perfectly in the new strands. Similarly, when we are training new hires in our company and talking about customer service, we must be aware that they will replicate how we train them. It is very important that we establish an order to the way we communicate our expectations, standards and guidelines. Not only that, but we need to really invest in the people who will be doing the training. These are our “polymerase” people, and they will be tending to the new hires during their onboarding and training process. If we can get them managing this process consistently, we will have a healthy, self-replicating system. So, the question is: How do we create the system? One tool that you can develop 44

for your organization is a set of customerservice guidelines. This is a list of five to seven statements that define your standards of customer service. These statements should define how your staff treats your customers at key points of contact in your customer journey (welcoming, greeting, dismissing, addressing problems, etc.). Your customer-ser vice guidelines should be: q Easy to remember — Keep them short and sweet. q Fun — Make them rhyme. Use an acrostic or something that’s not bland! q Relevant — Are these really the most important things to remember when serving a guest? q Clear — Can anyone understand them with little explanation? q Original — Make sure they fit you and reflect your company’s culture. Disney World has one of the most incredible levels of customer service of any organization in the world. Their customerservice guidelines are represented by seven statements inspired by the Seven Dwarfs from “Snow White” that define the way Disney World employees relate to their guests. These guidelines are: 1. Be Happy — Make eye contact and be sure to smile. 2. Be Like Sneezy — Greet and welcome each and every guest. Spread the spirit of hospitality. It’s contagious. 3. Don't Be Bashful — Seek out contact with guests.

4. Be Like Doc — Provide immediate service recovery. 5. Don't Be Grumpy — Display appropriate body language at all times. 6. Be Like Sleepy — Create dreams and preserve the magical guest experience. 7. Don't Be Dopey — Thank each and every guest. You can see how these guidelines are fun, relevant, clear and definitely original. They touch on some of Disney’s most iconic characters, and the added bonus is that they are easy to remember. I bet you could repeat three of the seven after reading them just once! We were inspired by these to create our own guidelines at Mason Music, which form an acrostic with the word IMPACT. They aren’t quite as fun as Disney World’s, but they are an important part of how we train our new team members and how we communicate coaching feedback when standards aren’t met. A few words about overcoming change inertia: As a new company, change is easy. In fact, change is literally the defining characteristic of growth. When you’re new, things are fluid. You have new team members who come and go, and you test out systems and processes, all in an attempt to dial in your aim so that you can nail it every time. Once an organization becomes established, a certain kind of inertia sets in. Change becomes harder. It’s easier to say things like “But we’ve always done it this way.” Team members have been around JULY 2019

for a longer time, and they may have become attached to many of the business’s “sacred cows.” The good news is, people do like change. Don’t believe me? • The average person changes jobs 10 times before the age of 40. (Bureau of Labor Statistics) • The average American moves houses 11 times during their lifetime. (FiveThirtyEight) • Over 2 million people got married in 2009, and over 1 million people got divorced in the same year. (U.S. Census) Each of these statistics represents massive change in a person’s life. So why do people move toward change in some instances and resist it in others? People welcome change as long as it is perceived to be positive: a nicer house, a better job, falling in love or being better off alone. So, when we do the hard work of implementing change in our businesses, we have to consider how we can prove to our team that the change is, in fact, positive. One of the best ways to do this is through communication. Communicate clearly, often and more than you think is necessary. There are many studies that have been conducted on the topic of effective frequency in messaging. How many times does someone need to hear a message before they internalize it and take action? Some findings suggest the number is as low as three, but most put the number at seven, with some saying between 10 and 20 is what it takes. That’s a lot of times that you’re going to have to communicate a message to your team before they get it. Lack of effective communication leads to confusion, and when there is confusion associated with a change, it will likely be perceived as negative and unwelcome. Confusion leaves all sorts of room for imaginations to run wild. Also, the greater the distance between change implementers and change recipients (owners/managers/ entry-level workers), the more chance there is for distrust and feelings of being misunderstood MUSIC & SOUND RETAILER

to develop. So, get connected, sit down, discuss the changes and remain open to feedback. I can’t tell you how many “great” ideas I’ve had that ended up on the chopping block because I made myself listen to the people around me. If people understand the need

for change and how it will make things better, they will embrace it. So, with that, I have some questions for you: Will you do what it takes to make some changes? Do you believe that creating and training your team with customerservice guidelines will be a posi-

tive change for your company? Do you believe it will improve your customers’ experience, their satisfaction and their shopping habits with your company? If the answer to these questions is “yes,” then you are already on your way to some positive change! Go get it!

You Know the Why, We Are the How. Authors

Our authors are experts in their field, with extensive years of teaching, performing, and composing music for percussionists.

Leader

Alfred Music is a leader in music education, providing methods, resources, and literature for students and teachers for nearly a century.

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Sound Percussion allows directors to follow the lessons progressively, or jump from section to section in order to address the specific needs of the students.

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Our percussion methods provide teachers with sound pedagogy that helps students learn to be well-rounded musicians.

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I N T H E T RENCHE S

Excellence as a Habit By Allen McBroom

“Excellence is an art won by training and habituation. We do not act rightly because we have virtue or excellence, but we rather have those because we have acted rightly. We are what we repeatedly do. Excellence, then, is not an act but a habit.”

Recently, I’ve been thinking a lot about Aristotle. Yes, that’s right, Aristotle. We’re all sort of familiar with three ancient Greek names: Socrates, Plato and Aristotle. Socrates (I can’t help but recall “Bill and Ted’s Excellent Adventure,” in which they pronounced Socrates as “Sew Crates”) was the first of the three. Plato then studied under Socrates, and Aristotle studied under Plato. By the time Aristotle came around, he was the downhill beneficiary of two of history’s greatest thinkers, so it’s no wonder Aristotle himself became quite a quotable guy. Aristotle had a lot to say about life and the quality of life, but this month I’d like to focus on a couple of specific Aristotelian quotes. First, he had this to say about excellence: “Excellence is an art won by training and habituation. We do not act rightly because we have virtue or excellence, but we rather have those because we have acted rightly. We are what we repeatedly do. Excellence, then, is not an act but a habit.” Similar to the first quote, our old friend Aristotle also said this: “Whatever we learn to do, we learn by actually doing it; men come to be builders, for instance, by building, and harp players by playing the harp. In the same way, by doing just acts, we come to be just; by doing self-controlled acts, we come to be self-controlled; and by doing brave acts, we become brave.” I think the idea behind both of these quotes can be summed up by one sentence from the first quote: “We are what we repeatedly do.” In this day of highly competitive retail, when it’s so easy to feel overwhelmed by the constant demand on our limited time, I think we all would benefit from taking a break for a moment and pondering that one sentence. “We are what we repeatedly do.” Taking control of our retail hours can seem like a daunting task, but it doesn’t have to be. Breaking our days down into a series of demands, prioritizing those demands and then finishing each task (as much as can be done) before starting another would be a good start. Make a list of what needs to be done, and then do it. Find joy in striking items from your list as they are completed. Do this every day, and your use of time will get better, because you are repeatedly doing what it takes to be organized. Walk the entire store every day (before opening if possible) and look at everything. Peek into corners. Look for unpriced stock, look for poorly merchandized stock and think about ways for the store to have a better sense of flow. When the employees make it in, go over what you found with them, and give them a list of things to address. Don’t just hand them the list; discuss it with them. Get their insight. Do this repeatedly, and not only will your store look better, your staff will know that you are going to review the overall store appearance every day, and they’ll start trying to see the store through your eyes. Remember: “We are what we repeatedly do.” At one time, I’d triage my work tasks into three piles. I had the “do-right-now” pile, the “do-pretty-soon” pile and the “do-when-Iget-around-to-it” pile. Then, some smart person made the observation that good time management dictates that each task be handled only once, and I thought that was a good approach, one I could JULY 2019

apply to my to-do lists. Now I have one list, and when I’ve filled the page with crossed-out tasks, I move the few unfinished tasks to a new page. My goal now is to move as few tasks as possible to the new page, which forces me to work on older tasks and alleviates the process of carrying tasks forward. Do I now handle my list more efficiently? Yes. I’m completing tasks repeatedly, and keeping my list short … repeatedly. Once again: “We are what we repeatedly do.” I’ll go out on a little bit of a limb and say our stores are also what we do repeatedly. If we come in grumpy all the time, don’t be surprised if everyone in the store becomes a bit grumpier. If we fuss about difficult customers, we shouldn’t be surprised if our staff starts to grouse about customers as well. If we want our stores to rate as excellent with the retail public, then we’d better come in each day prepared to conduct ourselves with excellence. There’s no such thing as a matter so small we can cut corners on getting it done. To paraphrase our buddy Aristotle, excellence is as excellence does. When the owner takes time to empty the garbage cans, sweep the front walkway or clean the front door, he/she is setting the example for the store’s standards of excellence. When the owner greets the customers personally with a smile and a handshake, the standards of excellence are being defined. When the owner compliments an employee for something they’ve done really well, he is reinforcing that excellence is not only expected, it’s also rewarded. “Excellence is an art won by training and habituation.” It’s not the product of one act, or a short series of acts. It’s the product of our habits, the way we live and the way we treat others. Maybe that’s not how you’ve handled yourself around the store before now, and you’re pretty set in your ways. Maybe you’re the product of your training and your habits. Sound familiar? If that’s the case, well, it’s never too late to change. Start a different set of habits by making a list and then doing MUSIC & SOUND RETAILER

what’s on the list. Ask yourself (be sure to answer honestly) what you need to change if you want your store to be viewed as a paragon of excellence, and then do whatever that change requires. Breaking old habits is hard, but old habits are easiest to replace when newly developed habits are

pushing them out of the picture. “Excellence, then, is not an act, but a habit.” There are a lot of places in our lives where this approach applies, but if you really want to see it in action, you have to start somewhere. Maybe it’s in your store, maybe it’s in a relationship or maybe it’s in

something as simple as checking your oil every time you fill up. But start somewhere. Building new habits and replacing old habits can be done, but only if you take the initiative. Don’t forget: “We are what we repeatedly do.” Happy trails.

SHINE A LIGHT

The Candyman Strings & Things Celebrates 50 Golden Years By Brian Berk It almost never got started. It was almost wiped out by the financial crisis a decade ago. It even has a love story. No, we are not talking about the latest summer blockbuster currently in a theater near you or streaming on Netflix. It’s actually the story of Santa Fe, N.M.’s The Candyman Strings & Things, currently celebrating its 50th anniversary. Today, the business is as strong as ever. Stay tuned to find out why. The Candyman Strings & Things story dates back to the late 1960s, an era of hippies, free love and giving peace a chance. Matthew Schwartzman, a New Yorker who worked in the corporate world in the 1960s, adapted to the hippie culture, which at the time was a growing movement. So shortly before 1969, he decided he wanted to shed the corporate world and start his own music store. Like many people during that era, Schwartzman intended on opening his store in San Francisco. With only a few bucks in his pocket, Schwartzman packed up his belongings and, along with his pregnant wife, made the long journey in his station wagon to San Francisco, signing a lease to open a store in Sausalito, Calif., in May 1969. But within a couple of days,

Schwartzman realized he had made a terrible mistake. He determined that, on his way to California, he had actually passed through the city that would ultimately be the place where he would open his music store: Santa Fe. “This music store almost never existed,” co-owner Rand Cook, who was born five blocks from the original Candyman location in Santa Fe, told the Music & Sound Retailer. “So, Matthew packed his car back up along with his pregnant wife, headed back to Santa Fe, and opened The Candyman Strings & Things, his idyllic little music store.” The store’s first location encompassed just 200 square feet on Water Street. The initial inventory was a banjo or two, a couple of guitars, some record albums, books and core accessories. But despite this small inventory, the store enjoyed instant success. “He used to tell me we made money from day one,” recalled Cook. “So, the store had to quickly move locations to a classic location on Water Street, where we were from 1969 to 1981. We even opened a home audio/stereo business across the street. But we had a cata-

Plum Grove Music 1650 E. 181st Ave. Hebron, IN 46341 219.696.5401 www.plumgrovemusic.com Mon.-Fri. 2 p.m. – 8 p.m. Sat. 10 a.m. – 4 p.m. Rick Thacker, Owner

JULY 2019

strophic electrical fire that burned down [that] location in 1981. We had a couple of temporary locations for musical instruments after, but Matthew envisioned a new location south of the downtown [Santa Fe] area.” At the time, Santa Fe was becoming a center for the arts, and retail stores weren’t fitting in with the downtown mosaic. Art galleries and high-end stores dotted the landscape, which wasn’t conducive for working musicians, said Cook. Hence, The Candyman Strings & Things moved to a new location on St. Michaels Drive, south of downtown Santa Fe, in 1983. “From 1983 to 2009, we were the musiccenter juggernaut,” Cook recalled. “We were one of the earliest adopters of new technologies, like Betamax and compact discs. We became the center for home audio, for theater, installations in homes and more. And the musical instrument department chugged along with that growth.” Cook joined The Candyman Strings & Things on May 11, 1990, after answering a newspaper ad seeking a musical instrument department manager. “I remember the day well, because I had no idea what I was doing,” relayed Cook. “I looked around the store and looked for things that needed to be done. But it was a great experience. I worked for Matthew for the next 19 years. The musical instrument department grew. It was about 2,500 square feet when I started. By 2009, it doubled in size, and our product selection had gone through the roof. I added a lot of high-end products from companies like Drum Workshop, Paul Reed Smith and [C.F.] Martin. In that time, I worked my way up to general manager of the store.” But things changed in 2009. Schwartzman’s health deteriorated because of a cancer diagnosis, and the economy was in a tailspin due to the Great Recession. Cook recalled the MI department still being successful during that time, because people wanted to make a long-term investment in a guitar, as opposed to a vacation or something else that would only provide short-term joy. However, the audio department and the CD department declined precipitously. MUSIC & SOUND RETAILER

“In the first quarter of 2009, we had about 30 percent of the sales we had in the first quarter of 2008,” said Cook. “The dropoff was insane. And simultaneously, Matthew was diagnosed with a brain tumor. There was a lot of fear [the store] was at the end. Matthew passed away in March 2009.” Instead of letting the store close up shop, Cook arranged a deal with Schwartzman’s daughter, whom he has known most of his life, to purchase the MI business, while another party tried to resuscitate the remainder of the business. That latter deal fell through, however, and it was decided that the home audio and prerecorded music aspect of Candyman’s business was passé. Cook took over Candyman’s MI business on May 1, 2009, adding lessons, rentals, repairs and more in the time since.

Two Cooks Don’t Spoil the Kitchen

Despite Candyman being a successfully run business for much of its existence, it perhaps would not have reached the stratospheric heights it has achieved — including winning a plethora of awards from NAMM and the Music & Sound Retailer — without Cindy Cook, one of the most recognizable people in MI today. Rand Cook first spoke to his future wife in 1997, when he was Candyman’s department manager. “I had a customer who came in with elderly JBL components,” remembered Cook. “He needed some widget on this ancient JBL loudspeaker. I called my good buddy, who was my JBL/HP Marketing rep. He was out of the office when I called, but there was this fabulous new technology called call forwarding. It forwarded my call to an office in Denver I didn’t know existed. This young woman answered the phone. She sounded really pretty on the phone. Nothing might have happened, except it was a weird customer problem that required backand-forth phone calls throughout the day. Cindy was in her first week on the job, working as an administrative assistant for HP Marketing, the rep firm for JBL and other Harman products.” Due to the strange nature of the problem, Rand Cook needed to 49

keep calling Cindy back, at which point “the flirting picked up,” he acknowledged. “On our last phone call, I said, ‘Your voice is like a dozen roses blooming.’ It was cheesy, but that was the line I used. We talked on the phone a couple of days thereafter, and the interest between us percolated. After a couple of weeks, I asked for her home phone number, and we started a long-distance telephone relationship. That lasted for several months. We developed a strong relationship before we ever met face to face. On August 2, 1997, she finally said, ‘Hey, we should meet.’” Cook and his future wife selected a location halfway between Denver and Santa Fe to meet, with Cindy bringing her sister along to chaperone in case things didn’t work out. “We hit it off really well,”

said Rand Cook. “She hung up her life in Denver, moved to Santa Fe and we were married soon after. It’s an epic love story.” Upon moving to Santa Fe, Cindy Cook initially was a stay-at-home mom who also worked on building a marketing business. “She built up skills in a lot of areas,” said Rand Cook. “But her involvement in the business didn’t start until Matthew got sick and we decided to take on this venture together.” Rand credits Cindy with raising the Candyman’s profile in MI circles. “Nobody had ever heard of me in the industry until Cindy got involved. When Matthew was running the business, we weren’t ‘noisy.’ We weren’t active at The NAMM Show or the NAMM [Advocacy] Fly-In like we are now. We would just go to The NAMM Show, have our meetings, grab our cocktails afterward and drive home.” This changed dramatically when Rand and Cindy attended their first NAMM Show together in January 2010. “She was blown away when she arrived,” said Rand Cook. “But, not being an industry person, she found the one thing she could participate in: NAMM University. She literally sat her tail at NAMM U for four straight days and absorbed every single presentation that took place. We came back from NAMM and had a list 16 miles long of things we were going to do.” The first item on that 16-mile-long list of ideas was a summer rock camp. “I said, ‘Hell no. I’m not going to let a bunch of kids take over my guitar store. That’s not going to happen,’” said Rand Cook. “But I think you know who lost that battle. We are now in the middle of hosting the 10th year of a very successful summer rock camp. She made a lanyard for the kids, and she made one for me that says, ‘Rand wants to be in rock camp, but can’t.’ I had to parade around in that lanyard. That was her way of getting back at me for saying ‘no.’”

Rising to the Top

A summer rock camp is, of course, not the only thing Candyman does really well. When asked about its greatest assets, Rand Cook first mentioned one word: Cindy. “Over the last 10 years, the confluence of my experience in the industry and Cindy’s absolute love for community, humanity, people and her incredibly good experience with marketing are huge. It was a lucky hit for the two of us to land in the same place and same time together, because our business would be very different if that weren’t the case.” Beyond Cindy, Rand Cook said Candyman differentiates itself via its staff. “Who do we want working for us?” he asked. “We want profession-

JULY 2019

remo_colortone_0219-tp.pdf

al musicians. And almost all of our employees have a college degree or better. How does a small retail store that can’t pay a ton of money have people with bachelor’s and master’s degrees running around the store? First, we don’t pay on commission, and we pay an aboveaverage rate for the industry. But the linchpin is we support the profession. If you are a working musician, we will work with your schedule. If you are a teacher, you can work part time in our teaching facility, which pays really well. We want our employees to come in, work for us and then graduate to their higher callings. That engenders a lot of loyalty.” In fact, Candyman never calls its employees salespeople. Instead, it only uses “customer service coaches” and “schmoozemasters.” “[Employees] come in and are happy to be here,” Rand Cook said. “Customers know when they come in, they will feel cared for. Our job is to help them identify what their needs are, [then] give them what they need and what they want, not what we want them to have, and not what corporate wants us to sell them this month.” Rand Cook added the store has built such a good reputation with customers that, when they drop their kids off for lessons, parents will barely even stop their cars before letting their children out. “The trust has developed so nicely over time that people feel comfortable,” he said. “They know their kids are safe here. When people walk in our doors, I see their shoulders slope. I can almost see the stress leave them. That vibe is very intentional.” Today, The Candyman Strings & Things operates two stores, the second a 1,200-squarefoot location in Los Alamos, N.M., home of the atomic bomb and current residence for many scientists. “We’ve been there for three years, and it’s a good, successful store,” said Rand Cook. “It’s a good conduit because it serves three different communities. Los Alamos is the government’s second-largest employer in the state, and a lot of people pass through there. We thought it was a good location for people to get the core necessity music products.”

The Candyman Can?

Many Candyman customers believe the store’s name was molded after the song “The Candy Man,” as sung by Sammy Davis Jr. Some even still hum the song when they enter the store, confirmed Rand Cook. “Matthew absolutely despised that attachment,” he added. That’s because the song actually came out two years after the original store opened, and the store was named after something else entirely. Back in the sixties, there was a great renaissance in traditional American folk music, from which came so many of the great musician-songwriters with whom we are so familiar today. Among the many icons that preceded them were two extraordinary guitarist-songsters: Reverend Gary Davis and Mississippi John Hurt. Both shared someMUSIC & SOUND RETAILER

thing in common: Each wrote a finger-picking masterpiece called “The Candyman.” “I had the rare opportunity to hear the Blind Reverend Gary Davis, as we called him in New York, sing ‘The Candyman’ at the legendary Folklore Center owned by my colleague, Izzy Young, who did so much to promote this art form,” Schwartzman wrote prior to his passing. “Even though I never saw Mississippi John Hurt perform, my guitar teacher, Eddie Joe Hicks, traded licks with him while both were performing in Washington, D.C.” According to Schwartzman, “’The Candyman’ was the man about town who had everything; not just the drugs (which is inaccurately assumed). He was the ladies’ man, the sporting man, and the man to whom you would most likely turn to spend some time with because he had the best songs and stories to be sung and told. This term had been in the American vernacular for many generations. When I traveled across the country in 1969 to open an acoustic guitar shop and finally — and fortunately — arrived in Santa Fe, I called it The Candyman, of course.”

1/9/19

2:07 PM

YOUR SOUND IN COLOR

Celebrate Good Times

The Candyman Strings & Things has a three-pronged approach when it comes to celebrating its golden anniversary. The first is a yearlong “50 for 50” giveaway, which entails 50 prizes, ranging from a $20 gift card up to a $500 guitar, with winners determined by weekly drawings. All 50 winners are placed into a grand bass drum with the store’s 50thanniversary logo on the front, from which one grand-prize winner will be drawn at the end of the year, who will receive a $1,000 shopping spree. As part of the anniversary celebration, Santa Fe Mayor Alan Webber declared May 31 as “Candyman Strings & Things Day.” The mayor appeared at the store on that day, and there was a celebration and a presentation of the declaration. The biggest celebration will take place in September, when Candyman will host a massive birthday party and music festival that will salute 1969. Included in the festivities will be a throwback costume contest; an appearance by Santa Fe resident and Woodstock photographer Lisa Law, who will present and sell her photography from that era; and more. “It’s going to be an epic one-day music festival,” said Rand Cook. “It will be open to the public. We will be fundraising during the course of the event for Soldiers Songs and Voices, which is a recovery therapy group through song for veterans of foreign and domestic wars. We are very excited about it.” Although not related to its anniversary, The Candyman Strings & Things has another thing to celebrate: The retailer was recently named winner of the Lee Berk Foundation award at the Platinum Music Awards, New Mexico’s highest honor for the music industry. The Cooks will be officially honored with this award on Aug. 23.

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V E D D AT O R I A L

EPISODE 21.0: A NEW HOPE By Dan Vedda

I look at our potential market as the human race, not just a small subset of “musical” Over the last few columns, we’ve been discussing the future of brick-and-mortar retail, broadly and as it may end up in the MI industry. We’ve talked about curating inventory, community presence, selecting suppliers (and suppliers selecting retail partners), and the challenges presented by dominant online platforms and the proliferation of online counterfeiting and brand dissolution. So, as I considered topics for this mid-year column (which also represents my 21st anniversary as a columnist for the Music & Sound Retailer), I decided to wrap up this arc with a look at the direction I hope we take, both as an industry and as a musical society, going forward. “Hope” is the operative word here, because there’s no guarantee we’ll move in this direction. My hopedfor outcome would be a boon to the entire industry, and I think it’s achievable. The hard part, though, is that it would require us to do something we don’t (as a group) do very well: delay gratification and work for the greater good. I hope that’s not too ambitious. The old platitude that “a rising tide raises all boats,” while true, presumes that the individual boats aren’t trying to scuttle one another in the harbor, and that some big boat isn’t going to push through before the tide is fully in, run aground and block the landing while taking out the pier. In the more than 30 years I have been in this industry, the tenor of competition has most often resembled a crowd of commuters rushing a subway: everyone competing to get a seat ahead of everyone else. One of the biggest fallacies in this industry is the assumption that there is a limited audience for our products and services, and the path to success is best realized by beating the competition in capturing market share, 52

people. Studies have shown the music-sensing portion of our brains develops before our speech centers. Our market is everyone.

then fencing that share off using any tactic available. I prefer to look at our potential market as the human race, not just a small subset of “musical” people. Studies have shown the music-sensing portion of our brains develops before our speech centers, so you can’t deny that music is a part of what makes us human. Our market is everyone. But even today, decades after I first voiced this point of view, it is still met in some circles with a mixture of incredulity and derision. Every time I mention that more than 20 percent of our students are adults, someone tells me, “Well, your market isn’t the norm.” That’s just denial. My store, Skyline Music, is based in Westlake, Ohio, a suburb of Cleveland. Cleveland may have a worldclass orchestra and the Rock and Roll Hall of Fame, but it has the same trials and spotty support locally that most urban arts organizations experience. Demographically, we’re middling: the nation’s 28th largest economy, with a median household income hovering around $30,000. We may be a city on the rise, but we’re nowhere near riding the crest. That said, we do have a number of active organizations, like Classical Revolution Cleveland, The Contemporary Youth Orchestra (which just did a collaborative concert with Jason Mraz), and others pushing for more inclusion and awareness. So rather than say our market is just anomalous, think of it as a proof of concept: This is what is possible when we tap into the musical interest of all people. If we are to reach that immense market, though, we have to let go of the prejudices that drive many of our businesses. We have to assume every person is a potential customer, not just the age 10 to 21 demographic that’s still attached to parental wallets. We JULY 2019

have to realize that these potential customers will embrace a kaleidoscope of styles, instruments and levels of participation. We have to find ways to nurture music-making for a lifetime, not cynically assume everything stops at high school graduation. And above all, we have to realize that what we’re really selling is the experience of making music. If our customers buy into that, they will buy all the other stuff as well. Realize how effective music is at capturing an audience right now. There are so many musicbased or music-prominent reality shows, from “The Voice” and its ilk and beyond. Observe how many dramas, comedies and commercials, even the ubiquitous pharmaceutical ads, depict music-making. Ad agencies understand the breadth of music interest, and folks, they’re doing the marketing for us. We need to amplify that message and let people know that music stores stand ready to help. Whether that message comes through dealer unity, manufacturing support, a NAMM project or a combination of all these things, it has to happen to get the millions of music consumers in our doors and seeking our help. That’s my vision for the industr y. And, while I’ll admit that sparsely populated markets present a greater challenge, I still believe that the interest in music is percolating wherever you look. It’s more a matter of believing in the market potential, and then creating a business model that taps into it based on the unique blend of styles (you may be in a hotbed of a regional style like Zydeco, for example), intent and population demographic. But your approach must be based on helping people make music — which has been my store’s tagline for more than 30 years — not just on selling products. If we don’t try to expand our thinking to reach a broader audience, I have a different vision for the industry. Either

we miss the boat and the potential that I see withers on the vine, or we fumble our efforts and a big entity from outside of the industry comes in and takes it from us. If you’re in this industry, those last two options can’t be appealing. But resting on some sort

of “tradition” and trying to defy market gravity has led many astray before. There was a time when many stores in our industry dismissed the guitar market as a flash in the pan. Then the Beatles appeared on Ed Sullivan’s show.

If you have a comment, feel free to share it on the “Veddatorial” Facebook page, and as always, post an inquiry if there’s another topic you’d like to see covered here. (Please post to the page rather than DM, so others can see the dialogue.)

U N DER T H E HOOD

Kepma Guitar Joins the U.S. Market By Brian Berk

Chances are you’ve never heard of the Kepma Guitar Co. But thanks to this story, as well as others like it, that’s about to change. According to JD.com, Kepma is the No. 1 brand of premium acoustic guitars in mainland China in terms of unit sales, selling more than 25,000 guitars per month. But up until now, Kepma, founded in 2008 by Jack Peng and Kevin Lui, only had products available in China. That’s about to change, as Kepma USA will make its official debut at Summer NAMM in Nashville at Booth No. 57 this month. Products will be available starting next month. The U.S. music industry has struggled with obtaining and maintaining offshore manufacturing while trying to become more competitive “first in the ‘70s and ‘80s with Japan, then with Korea in the ‘90s and, of course, China throughout the new millennium,” Kepma Guitar Co. said in a statement. “The goal was to keep seeking the next lower-price factory — lower labor cost, more primitive locations or huge capacity mega-contract manufacturers that essentially make most of the industry’s guitars. This process often meant new replacement factories each model year, factories going out of business due to unkept payment or purchase promises, or at least, inconsistent production due to an ever-changing and unreliable labor force.” The company added, “The bottom line is, [manufacturers] have no control over a factory they do not own. In fact, most U.S. guitar company owners could not even tell you the name of the factory their products come from on any particular day, as outsourcing by contract manufacturing is more common than not.” Peng certainly experienced this frustration. He would see “good’ and “bad” factories. He would see factories that have inconsistent quality from one production run to the next. He would see the exact same production lines pay more (or less) attention to their work based upon what brand they were running for that day. So, he decided he would have a guitar factory that would be

"I literally rolled my eyes. But when I got to the factory, I noticed a gorgeous reception room. I took a tour of the factory. It was the cleanest and most efficient factory I have ever seen." —Tony Moscal

more like U.S. premier guitar makers. Peng incorporated technology to ensure consistency, quality and predictability. He also selected skilled employees and trained them to believe in his philosophy of making each guitar as perfect as possible. He used his engineering qualifications to study and understand the science behind wood, vibration, tension, steel and the tonal ramifications of each of these. Peavey and Ampeg former executive Tony Moscal, partner at Kepma USA, explained the decision to introduce Kepma to the U.S. market now. He knew a woman in China from his Peavey days, as she also worked for the Mississippi-based manufacturer, handling factory selection and purchasing. After Moscal left Peavey in 2015, he reached out to her. “She said, ‘You need to meet my brother-in-law. He has a Chinese guitar factory,’” Moscal told the Music & Sound Retailer. “I literally rolled my eyes. But when I got to the factory, I noticed a gorgeous reception room. I took a tour of the factory. It was the cleanest and most efficient factory I have ever seen. And I saw the product and thought, Wow, these are really nice guitars. I said on the tour, ‘Who are you? How come I don’t know about you?’ And then when they told me they sold more than 20,000 guitars a month, it really caught my attention.” Approximately 250 people work in the Kepma Chinese factory, three of JULY 2019

whom speak English, Moscal revealed. When he spoke to the English-speaking employees, he was impressed by their disdain for other Chinese companies who “race to the bottom” to produce poor-quality products for the western world. Moscal was so impressed with the Kepma Chinese operation that he offered to help in any way he could. He was told at the time that Kepma was doing well in China and didn’t need to expand its operations to the United States, where competition for guitars was fierce. “They said ‘We are happy with our 1.4 billion people [in China],’” Moscal said. But about a year and a half later, the company changed its mind. “They said, ‘We will give you the give the keys to the car [in the United States],”’ he recalled. “They said, ‘If you want to drive it, here is the car.’” According to Moscal, Kepma USA will rely on U.S. MI retailers to sell its products in America. In fact, the guitars in Kepma USA’s lineup will only be sold via MI retailers, he affirmed. “We want people to go to traditional guitar stores to buy these products,” said Moscal.

Starting Lineup

The Kepma Elite lineup of instruments consists of traditional dreadnought, orchestra and grand auditorium models featuring solid AAA North American spruce tops; rosewood, mahogany or koa back and sides; premium hardware; Tusq man-made ivory nuts and bridges; and Elixir NanoWeb strings. Every Kepma Elite guitar is set up using Plek for precision neck alignment and perfect fretboard performance, and each has been settled in the vibration room for 300 hours — the equivalent of “age playing” and settling the instrument for more than one year. Kepma’s entrance into the U.S. market will also include its AcoustiFex GO Pickup, Preamp

and Effects system designed for every acoustic guitar with a circular soundhole. The patented product is designed to give players the ability to play acoustically with adjustable reverb, delay and chorus

effects, and when plugged into an amplifier, DI or mixing console, it uses the onboard pickup and microphone to project stunning, yet transparent, acoustic tone and effects. The Kepma AcoustiFex GO

gives players an additional boost of inspiration when sitting around their writing space by providing stunning reverb, delay and chorus while unplugged. When it’s time (continued on page 56)

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KEPMA GUITAR JOINS THE U.S. MARKET

(continued from page 55) to hit the stage and plug in, the Kepma AcoustiFex GO gives players the ability to project those ideas easily to a much larger audience. The product will retail for $199. “The combination of highly technical manufacturing processes, hand crafting during the critical stages, Plek setup and the settling in stage ensures that every Kepma guitar is perfect, every time,” Kepma stated in an introductory news release. “Each instrument comes with either an ABS hardshell protective case or a backpack gig bag. They’re available as pure acoustic guitars, or come equipped with preamp systems from LR Baggs, Fishman or with Kepma’s proprietary AcoustiFex preamp and effects system for live performance.” In fact, “Perfect, Every Time,” is one of Kepma’s mottos, along with “Built Unlike Any Other Guitar in the World.” Hence, Kepma is presenting itself as a company to be proud of, with high expectations to live up to in the U.S. market. Moscal is certain Kepma is up for the challenge. But there is one factor beyond Kepma’s control: a U.S.-China tariff rift. Luckily, Moscal has an answer to this concern. “Tariffs have not affected these guitars at this point,” he relayed. “But if it does come into play, I am dealing directly with a factory that can control it, not a trading company or race-to-the-bottom situation,” he said. “Kepma is a premium company that would be willing to offset [tariff] costs.” He also added that tariffs are much more likely to affect lower-priced guitars than Kepma’s premium models. Moscal added that Kepma already operates a great Chinese business, so if sales don’t take hold right away in the United States due to tariff concerns, it will not affect the company’s core business. However, Moscal stated he expects big things from the U.S. market, and he believes Summer NAMM is a great way to showcase the brand. Once the U.S. market is established, Kepma could expand into other countries in the future, concluded Moscal. 56

JULY 2019

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THE MUSIC & SOUND RETAILER VISITS ITALY

AGILE GUITARS.........................32 ALBERT AUGUSTINE................12

(continued from page 31) DSP programmer, Andrea Celani, explains software design goals for Dexibell products to visiting dealers and artists.

Dealers hear about features for professional keyboardists from Dexibell’s international demonstrator, Ralf Schink.

ALFRED PUBLISHING..............45 AMAHI UKULELES...................55 AUDIX CORPORATION.............17 BANDLAB TECHNOLOGIES....47 BOURNS PRO AUDIO................59 C.F. MARTIN & CO.....................C-II CASIO...........................................9 CE DISTRIBUTION....................29 CELESTION C-III CHAUVET LIGHTING................10 CHAUVET LIGHTING................11 FISHMAN TRANSDUCERS.......23 GALAXY AUDIO........................3 GRAPH TECH..............................35 GROOVETECH TOOLS..............28 GROVER/TROPHY MUSICAL PRODUCTS............61 JOHN PACKER............................20 KIRLIN INDUSTRIES.................16 KYSER MUSICAL PRODUCTS.24 LITTLITE.....................................28 MALONEY STAGEGEAR COVERS....................................37 MANHASSET SPECIALTY COMPANY................................6 NAMM.................................... 14-15 NEUMANN..................................5 NEW SENSOR.............................31 ODYSSEY INNOVATIVE DESIGNS...................................27 OMG MUSIC................................30 OSIAMO.......................................60 OWC.............................................22 PETERSON ELECTRO-MUSICAL PRODUCTS...............................26 PURE TONE.................................18 PRO X...........................................53 QRS MUSIC TECHNOLOGIES....33 RAIN RETAIL SOFTWARE........25 RAPCO/HORIZON COMPANY.26 RAT...............................................50 REMO...........................................51 SYNCHRONY FINANCIAL.......7 TECH 21.......................................21 U.S. BAND & ORCHESTRA SUPPLIES.................................19 VOCOPRO....................................13 WD MUSIC PRODUCTS............8 YORKVILLE........................... C-IV While every care is taken to ensure that these listings are accurate and complete, The Music & Sound Retailer does not accept responsibility for omissions or errors.

Drum designer, Tullio Granatello, explains the evolution of Tamburo drum designs to North American dealers and artists.

offering, studio monitors and microphones need features that will stand out in order to effectively compete in a market already dense with similar Tamburo drums are assembled and products. readied for shipment on the Proel factory Well-known Proel production line. accessories were also available in the showand a new studio monitor series room for the dealers to inspect, soon to be available to North including cables, stands, cases American buyers. Product expert and Grassi brass instruments, Rocco Camerlengo provided along with Proel’s Axiom profesdetails on all the models, making sional sound products and Sagitsure that, in addition to quality ter professional lighting fixtures specifications, dealers underand control. stood how being Italian-made From the showroom, North allowed these products to be betAmerican dealers and artists ter than their competitors. “We’ve were introduced to drum designplaced these at attractive price er Tullio Granatello, who guided points,” he offered, “but I can them to the drum studio where point to the circuit boards that we Proel’s carefully crafted Tamburo have carefully designed and show drums were set up for demonyou that we engineered these stration. Granatello explained to perform better. They are well the evolution of Tamburo drums engineered here and shouldn’t and unique design aspects of be confused with cheaper copies both wood joining and hardware that others may be offering.” design that have become key The showroom also provided a features of today’s Opera, Unika, good forum for dealers to share T5 and Formula drum models. their thoughts on how the new Proel lines might fit with the current mix of products in North Proel Theater America, as well as how particuActivities for the second day lar products might be presented of the event centered on the to make them stand out at their 100-seat Proel Theater equipped store showrooms. The group with full stage lighting, as well agreed that, like a new keyboard as professional sound and video

production capabilities. The plush seats filled for the morning session of Dexibell’s program as our North American dealer group was joined by European dealers and press. Following a warm welcome by Proel’s Fulvio Pesenti, presentations in both English and Italian recapped Dexibell’s history, current accomplishments and vision for the future. Dexibell’s founder, Luigi Bruti, spoke passionately about the need for Dexibell keyboards to represent the best in Italian innovation, engineering and design. “We have a responsibility,” Bruti said, “to bring these unique products to the world.” Technical specifications and unique advantages provided by Dexibell’s T2L (True 2 Life) technology and forward-looking design were then presented by Bruti, including a projection of what the nextgeneration Vivo H10 will offer. “Dexibell’s style must not only be unique and recognizable,” Bruti maintained, “but also reflect the artistic and technical values of its origins here in Italy.” With that, Bruti called upon designer Lorenzo Naddei, CEO of Q-id, whose years of experience designing for Italian automotive style icons Ferrari and Maserati helped him in fashioning Dexibell’s striking H10 case design. It’s hard to imagine that there JULY 2019

A quality-control technician checks that incoming parts for Dexibell keyboard cases match all specifications.

A technician assembles Axiom AX800A line array elements at Proel's Sant'Omero factory. Award-winning North American dealer representatives from Sweetwater Sound, Cosmo Music and Washington Music take a bow with Dexibell musical artists.

would be anyone better than Naddei to speak to the beauty and importance of Italian design. “This Dexibell piano design is not intended to be revolutionary,” he said, “but evolutionary. It is a design that says, ‘come play me.’” To conclude the morning’s presentations, Ferranti recognized the work of key North American dealer representatives: Austin Moss, keyboard buyer for Internet sales giant Sweetwater Sound; Canada’s Cosmo Music president and CEO Mark Hebert; and Edwin Spence, representing Chuck Levin’s Washington Music. The informative presentations by each of the North American retailers were followed by performances and informal breakout sessions by Dexibell artists Mauro Goia — playing the Classico L3 organ — and Ralf Schink, who expertly demonstrated performance features of the Vivo S7 and the new VIVO H10 console piano. Breakout sessions allowed for popular and competitive features to be expertly explained, but also provided valuable insights on features of particular interest to professional performers. As artists prepared for the eveMUSIC & SOUND RETAILER

ning’s performance, North American dealers were offered a tour of Proel’s impressive 15,000-squaremeter warehouse and shipping operations located in a building adjacent to Proel headquarters. Giacomo Sorbi, Proel’s chief operations officer and logistics expert, explained the company’s determination for efficient shipping practices and controls.

An Evening With American Stars

Following a cocktail-hour reception and buffet dinner of fresh regional fare and local wines served just outside the Proel Theater, evening festivities included addresses by Proel and Dexibell leadership and recognition of the Dexibell development team. Sweetwater Sound, Cosmo Music and Washington Music were called on stage to be recognized with plaques presented to each for their extraordinary work as key Dexibell partners in North America. Ferranti shared the importance of the company’s activities in North America with the primarily European audience, including events at the 2017 NAMM Show

that brought Dexibell the attention of music industry giants, like Stevie Wonder, and which continue to draw attention from both established and emerging American popular music artists. He expressed his appreciation for dealers and artists whose devotion and work with the brand has helped to establish Dexibell in North America. This offered a perfect segue with which to introduce American artists for the evening’s featured performance —

Phyllisia Ross, Victoria Theodore (Beyonce and Stevie Wonder) and Dave Tweedie, CJ Emmons (vocalist on “Dancing with the Stars”) and Sheléa (Stevie Wonder, Quincy Jones) — who put on a fabulous show for an appreciative international audience. The evening was brought to a close with dancing in front of the stage and a standing ovation, which led to an impromptu encore that called all the artists and musicians back to the stage for a final song together before wishing the audience “buonanotte.” Ferranti concluded he is clearly pleased and proud of Dexibell’s progress in North America and the company’s growing stable of American Dexibell artists. “We call the collection of our artists ‘la familia,’” he said. “That means family in Italian, and that is what we are. We are very grateful and fortunate to have such great dealers and artists endorsing our products.”

www.bourns.com/proaudio 59

TIPS FROM THE TEACHER

(continued from page 42) into the world of advocacy. If you can take time out of your life and business, I highly recommend attending. It is the best thing I have ever done, personally as well as for the business. There is something empowering about participating in the legislative process. It is an incredible benefit that we as NAMM members have

the opportunity to partake in. If lobbying on Capitol Hill is not your thing, there are plenty of other opportunities to get involved in your own way. Host a Make Music Day event at your store, encourage your local school districts or individual schools to apply for NAMM’s Best Communities for Music Education (BCfME), attend

school board meetings, join a local alliance or attend educational sessions at music-related conventions. Start small, start somewhere, start anywhere — just get involved! The beauty of advocacy is that it does not have to be all or nothing. It can be whatever you want it to be. You can choose your commitment level. Start out

small. The value this brings to your business is priceless: respect from your peers and your community, and the empowering feeling that you can and are making a difference. It’s inspiring. It feeds the soul. But be prepared; once you get started and catch the advocacy bug, it is hard to stop!

FIVE MINUTES WITH: MIKE MARTIN

(continued from page 38) schools and connecting them with Casio retailers nationwide.

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The Retailer: Casio is in a competitive market. How do you keep differentiating yourself? Martin: I think the Privia PX-S series is the perfect example of how Casio has chosen to be different. When Casio created the first Privia pianos over 15 years ago, the company set a new standard for price, performance and portability in the digital piano category. Fast forward to recent years, everything in the category began to look the same. Casio’s latest PX-S series offers

a radical redesign, not only taking performance portability to a new level, but the modern, fresh design is also a great fit for a variety of lifestyles.

The Retailer: In our December issue, Stephen Schmidt, vice president, Casio’s Electronic Musical Instruments division, mentioned he was excited to see David Sanborn with Casio artist Steve Weingart in Miami. Did you also see the show, and was it ever ything you hoped for?

What’s next on your mustsee concert list? Martin: I was lucky enough to see Steve Weingart perform a few times last year, including another show with guitarist Steve Lukather in New York City. He’s such an amazing player, and we’re thrilled to have him as part of the Casio family. On my wish list this year is Kansas. They’re currently touring with long-time Casio artist Tom Brislin, who is using a Privia PX-S3000 piano for the opening set of the show.

MI SPY

/MSRetailer w w w . m s r e t a i l e r. c o m

MM A N er m 8 m 2 0 Su 2 # h t o Bo www.GetRockready.com 60

(continued from page 41) shrine-dioramas that feature Eric Clapton, Jerry Garcia, Led Zeppelin and Elvis Presley; several stuffed animals; a skeleton wearing sunglasses; and more. Two older men were working on the floor when I arrived, in addition to another younger worker. They were all friendly and had details galore to share about whatever I and the other customers pointed to. The price tags were large and clear, and there were a lot of lower-priced items here. There were also expensive new and used guitars that were quite impressive. Mr. Music stocked a lot for a moderately sized store. It had concert equipment and various types of percussion, including some more exotic types; hollowbody guitars and other electrics; plus acoustics and banjos. You could also pick up a “Guitars of the Gods” magnet set. It also stocks the Brazilian Giannini brand, namely a $349.99 acoustic model. One of the workers and I had a discussion about this gem, and it did have a gorgeous, rich tone. “It’s a bowl design. Gorgeous tone. Wanna try it?” I was actually too

intimidated by it; it’s a beauty. When I bought a guitar strap for a young acquaintance of mine, the worker explained to me in detail how to connect it to the body of the guitar. “The kid could watch a video on YouTube about how to attach this strap, but watch here, I’ll show you on this other guitar and you can explain it to your friend.” He made it seem very easy, but was clear and not at all condescending while explaining it. “And it’s a nice strap. This rainbow design looks good on stage.” In what was perhaps the clincher here, the employees had what sounded to my ears to be genuine Boston accents. Maybe they didn’t sound exactly like the Kennedys, but still, they had those Boston accents that a visitor like me wants to hear around town, but which are becoming harder and harder to find.

The Sale

Mr. Music is not your typical music store, especially for an independent retailer. It is very impressive and sells a large variety of items. While it is not

as big or extensive as the Guitar Center on Boylston, it has so much to offer, and within a huge range of prices. You have to see this store to really believe that an independent MI store can carve out a significant niche for itself. Often at NAMM Shows, people advise MI retailers to make the store an experience. Well, Mr. Music is an experience, and it is this month’s winner. The Boylston Avenue Guitar Center was a very good place to shop, and one of the better branches of this familiar chain. The String Club is also a very good place for guitarists. The two Cambridge stores were good in their own right, but they’re not for everyone. Guitar Stop is geared particularly toward younger and less-experienced musicians, although others can benefit from the comfy service. Mike’s Monster Guitar is designed for certain guitarists in mind, and other people who wander inside might just fall under its spell, or they might just walk out after scratching their heads. In closing, I’ll simply say this: Boston, you rock. RIP Bill Buckner. JULY 2019

THE FINAL NOTE: TOM SUMNER

(continued from page 62) the Piano and a Microphone Tour, and I had an “in” to see him since Yamaha designed his purple piano. Unfortunately, he passed away before he could start the tour.

The Retailer: What musician are you hoping to see play in the near future? Sumner: My wife and I just started our must-see bucket list. Our top two that we haven’t seen live yet are Eric Clapton and James Taylor. The Retailer: What song was most memorable for you throughout your childhood, and what do you remember about it the most? Sumner: I guess the answer depends on when childhood ends. The first 45 (Google it if you don’t know what it is) I ever bought was “American Pie” by Don McLean. To hear the whole song, you needed to flip the record over. I loved that song and the way he accompanied himself on guitar. I remember listening to it over and over and over again. It must have really annoyed my parents, but they never complained (to me anyway). The Retailer: What songs are on your smartphone/iPod, etc. right now? Sumner: I usually listen to Spotify. I still tend to listen to full albums as opposed to songs. Right now, Maren Morris’ new record “Girl” and Sara Bareilles’ new record “Amidst the Chaos” are in heavy rotation. There’s so much new music out that is really great. The Retailer: What’s the most fun thing you saw/did at a NAMM Show? Sumner: We’ve had Stevie Wonder show up at the Yamaha booth several times. He loves to check out the new gear and play. He’s a great performer and totally electrifies the room. Several years ago, he came into the booth right at closing time and stayed and played for about half an hour. When I walked out of the booth into the grand concourse between the Marriott and the Hilton, there was a Motown cover band playing “Signed, Sealed, Delivered I’m Yours” on the plaza stage. It was a moment. MUSIC & SOUND RETAILER

The Retailer: If you had to select three people, past or present, to have dinner with, who would they be and what would you ask them? Sumner: George Washington molded our country and kept it together in its infancy. I would want to know how he built the alliances to keep the country united when it was, at times, so close to falling apart. Leonardo da Vinci would be fascinating. He is the definition of a Renaissance man. He’s known for the vast number of projects he didn’t complete as much as he is for the Mona Lisa or The Last Supper. I’d want to know what his thought process was as to which projects he completed and why. Al Pacino is one of my favorite actors. It would be interesting to have dinner with him and really get into how he develops his characters. The Retailer: Tell us about your most memorable experience with an MI retailer (without naming them). Sumner: Around Christmas, I visited a store to buy a guitar amp for my son. (This was before we owned Line 6, just to make sure I don’t get in trouble for this story.) There was a family in the store at the same time trying to buy a digital piano for their daughter, and they were clearly being frustrated by the salesperson. The salesperson was pushing a model but wasn’t qualifying, demonstrating or being sensitive to their needs. When the salesman stepped away, I walked over to them and helped them out (and yes, I identified myself as a Yamaha employee). The family walked out of the store with the right instrument for them, and the daughter was absolutely beaming. They actually spent about twice as much as the model the salesperson was pushing. The Retailer: What is the best thing about the MI industry? Sumner: The people. Almost everyone is in this business because they love it and have a passion for it. Whether they have a passion for music in general, a particular instrument or education, it is wonderful to be around people who care about what they do. That may be why our trade shows are so fun and feel like a family reunion.

The Retailer: Who do you admire most outside of the music industr y and why? Sumner: I really admire entrepreneurs. They create something from nothing and can dramatically improve people’s lives and literally change the course of history. Even though he has some flaws, Elon Musk is a seriously stunning human being. He made a huge change in the automotive industry and appears to be moving toward changing space travel and land transportation as well. And naming his tunnel-making operation the Boring Co. is just priceless. The Retailer: What technology could change MI down the road? Sumner: I think artificial intelligence and augmented reality have great potential, especially for music education. Nothing beats an experienced, dedicated teacher, but both AI and AR have the capability for a student to (virtually) have a teacher 24/7.

and why? Sumner: My wife and I were playing a round of the “Newlywed Game” with some friends last year. Pretty strange, since we’ve been married 30 years. One of the questions was “If your house was on fire, which of your spouse’s possessions would you save?” My wife correctly answered “his guitars.” My guitars were all hand chosen, and some of them took me years to find the one that was right for me. I get a warm feeling just looking at them, though it’s better to play them.

The Retailer: What’s your favorite book and why? Sumner: This is also like asking me to choose my favorite child. Narrowing it down to one, I’d go with “Look Homeward Angel” by Thomas Wolfe. It’s a relatively old (and long) book. I was so entranced with the prose, and it impacted the way I write. I was also amazed that a writer could take a fairly prosaic narrative and make it engaging to the reader.

The Retailer: If you weren’t in the music industr y, what would you be doing and why? Sumner: I wanted to be a songwriter when I was in high school and college. I’d probably have taken that path. It marries my love of music and writing. I love the creative process. The act of creating something of your own that connects with other people is so powerful to me. The Retailer: Tell us about your hometown and why you enjoy living there. Sumner: I live in Mission Viejo, Calif. Since I’ve lived there for 30 years, I guess it’s now officially my hometown. It was a fantastic place to raise our kids. The community is focused on having a good standard of living for children and offers great recreational and educational opportunities. The local community center even hosts a concert series named “Lord of the Strings,” which brings guitarists in on a regular basis to perform. And usually, wherever I am in the world, the weather in Mission Viejo is better. The Retailer: What are your most prized possession(s) 61

THE FINAL NOTE singalongs. I eventually borrowed that guitar without him knowing and learned the basics of that instrument. Guitar is still the instrument that intrigues me most to this day.

The Retailer: What instrument do you most enjoy playing? Sumner: I still enjoy just picking up an acoustic guitar and doing some singersongwriter stuff solo. James Taylor, Jackson Browne, Joni Mitchell — that kind of material that works really well with just voice and guitar. It’s very satisfying.

TOM SUMNER

President, Yamaha Corp. of America

By Brian Berk

The Music & Sound Retailer: Who was your greatest influence or mentor and why? Tom Sumner: If my life were a historical novel, my greatest influence or mentor would need to be a composite character. I’ve had some great teachers, bosses and friends who have all had a profound influence on me. But narrowing it down, my dad was clearly my greatest influence. He was a human resources person for almost his entire career, so he had wonderful insights into working with people and career management. His wealth of experience helped me find the right company and kept me from making (with 20/20 hindsight) big career mistakes. He also single-handedly saved me from becoming an attorney — for which I am forever grateful. The Retailer: What was the best advice you ever received? Sumner: When Yamaha first entrusted me with a division leadership role — there were 18 people in the division — I went to a friend of mine who is an entrepreneur. At the time, he led his own company with about 500 employees (about the number of folks working at Yamaha Corp. of America today). I peppered him with questions, and he had such great insights. My biggest question to him was how I should behave now that I was in a leadership role. The Yamaha leadership team at the time was really good, but really strait-laced. Even though I worked hard and got things done, I had a tendency to “cut up” at the office — trying to keep it fun for me and the rest of the team — and maybe I used a curse word or two every now and again. He was unequivocal that I just needed to be myself, especially since I was leading a team that already knew me well. If I changed my behavior, the team would know I was not being authentic. That was the right move. The Retailer: What was your first experience with a musical instrument? Sumner: My dad bought a guitar and learned how to play. He played chords and we did family 62

The Retailer: Tell us something about yourself that others do not know or would be surprised to learn. Sumner: Well, my daughter is an actress who can sing, dance and act — sometimes all at the same time. My wife was also a theater geek growing up. When my daughter was in elementary and high school, she joined a local community theater troupe. I joined her and for many years performed in three to five musicals each year. It was good to perform as a family, and I had really varied roles — anything from Harold Hill in “The Music Man” to Bill Sykes in “Oliver!” to Joseph in “Joseph and the Amazing Technicolor Dreamcoat.” I played in the pit band for my high school musicals, but being on stage in the acting capacity was way out of my comfort zone at the time. The Retailer: What’s your favorite activity to do when you’re not at work? Sumner: I love music, but I’m also a big baseball fan. My team is the Cleveland Indians. If I have some downtime, both my wife and I love to go to games. She’s an Anaheim Angels fan. Angel Stadium is just 20 minutes or so from the Yamaha office, so it’s relatively easy to take in a game after work. The Retailer: What is the best concert you’ve ever been to? Sumner: Toughest question ever, as I have so many, but I think the Yamaha 125th anniversary concert at NAMM was the best. Such a wide variety of great performances, including Dave Grusin, Elton John, Toto and Sarah McLachlan. That was a really special night. Really great sound and such a huge, star-packed lineup in a relatively small venue. The Retailer: If you could see any musician, alive or deceased, play a concert for one night, who would it be and why? Sumner: It would definitely be Prince. He is one of my all-time favorites. I own almost everything he ever put out, but never was able to see him live. It was really strange that I was planning to see him on (continued on page 61) JULY 2019

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