Music & Sound Retailer September 2020, Vol 37 No 9

THE NEWS MAGAZINE FOR MUSIC PRODUC TS RETAILERS

W H AT I D I D DURING T H E PA N D E M I C FINDING INSPIRATION AND MOTIVATION DURING QUARANTINE See page 43

HOLIDAY WISH LIST Twenty-twenty has been a year unlike any other.

But one thing remains the same: MI products make great gifts. Here are 21 products that can hopefully help ring the registers during a holiday season that is perhaps more important than ever before.

See page 22

September 2020 Volume 37, No. 9

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Antonio Violins & Ukes Sponsors Cincinnati Elijah McClain Vigil Park, in the heart of downtown Cincinnati neighborhood, OverThe-Rhine. Approximately 60 musicians performed, socially distanced across the green before an audience of 200 to 300.

“Antonio Violins & Ukes strives to support the spread of love and joy in music, the local community, humanity, what is right and what is just. It was a no-brainer to sponsor this amazing event honoring Elijah McClain. We want to support what is right, and the event was a great opportunity to give back to our incredible Cincinnati community,” the retailer said in a statement.

“The vigil was meant to use the medium of music to restore the humanity Elijah was denied when he was murdered,” said Bilal.

Tina Gutierrez

Antonio Violins & Ukes issued a call to all local Cincinnati-area string players and instrumentalists who wanted to honor, show support and play their instruments at a peaceful vigil in loving memory of Elijah McClain. McClain was a 23-year-old massage therapist who played the violin and was unfortunately killed

by Aurora, Colo., police in August 2019. To support humanity and the Cincinnati community of musicians and fellow humans who grieve for the loss of McClain, Shawna Rood of Antonio Violins & Ukes collaborated with vigil organizer Naimah Bilal to organize the event, as well as to provide necessary equipment such as tables, disposable gloves and music stands.

The Elijah McClain Vigil took place July 12 at Cincinnati’s Washington

AIMM Hosts ‘Adapting to Win’ Virtual Summit The Alliance of Independent Music Merchants (AIMM) hosted “Adapting to Win,” a three-day event from July 20-22, which was the first ever virtual gathering of the retailer and preferred vendor members of the Alliance of Independent Music Merchants (AIMM). The bi-annual AIMM summit typically occurs immediately prior to the NAMM shows; this summer it utilized Zoom to bring its group together.

The virtual summit was designed to help support AIMM members in adapting to the challenges our industry is facing due to the COVID-19 pandemic. Nearly 250 people attended one or more sessions to take advantage of the 2020 AIMM Virtual Summit educational events.

The event kicked off with a keynote presentation featuring AIMM co-founder George Hines of George’s Music, NAMM president and CEO Joe Lamond and Brian Majeski of Music Trades sharing their perspectives on how our industry has weathered past crises, insight on the current situation along with ideas for the future, all aimed at helping AIMM Members successfully adapt.

The next session was a panel discussion on “How to Adapt and Build a Thriving Lessons Program in the New Era.” Moderated by Lauren Amanfoh from Royalton Music, the panel included Cindy Cook from The Candyman Strings & Things, Peter Sides from Robert M. Sides Family Music Center, and Tom Scognamiglio from The Music Den. The group explored opportunities and challenges facing retailers with lessons programs and shared best practices they had discovered in their own businesses.

Day two of the virtual summit included an energizing session from Scott Lang of Be Part of the Music, focused on School Music Recruitment and Retention in the COVID-19 world. Lang provided creative solutions to current school music recruiting and retention problems, with ideas for how retailers can be proactive and assist educators craft alternative COVID-19 plans for some type of fall music programs.

Next up was Beth Trejo, founder and CEO of Chatterkick, with a presentation on “Leveraging the Power of Social Commerce on FaceMUSIC & SOUND RETAILER

book and Instagram Shops.” Trejo unpacked the secret world of social commerce, from getting started with the commerce manager to moving into Facebook catalogs, providing tips and tricks to navigate these new customerengagement and sales tools.

The event culminated on day three with the semi-annual AIMM Buyers’ Lounge, a fast-paced opportunity for its preferred vendors to present directly to the purchasers from the AIMM Retail Members and help kick off a strong second half.

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THE NEWS MAGAZINE FOR MUSIC PRODUC TS RETAILERS

VOLUME 37, NO. 9

COVER STORIES 22 Holiday Wish List

It’s safe to say that 2020 has been a year unlike any other. But one thing remains the same: MI products make great gifts.

42 What I Did During the Pandemic

Retailers and manufacturers describe how they have found inspiration and motivation during quarantine.

F E AT U R E S

COLUMNS

28 Five Minutes With

34 In the Trenches

30 MI Spy

36 Veddatorial

For advice on how to improve online sales, plus much more, we turned to Reverb CEO David Mandelbrot.

MI Spy is back in the stores! The stealthy shopper returns to Chicago in part one of a two-part feature.

There’s a lot of discussion about what the “new normal” will look like, and if what we’re seeing right now is any indication, it won’t necessarily be an easy run for retail.

People want to and will play music whether or not a traditional outlet is available, something that is making Dan Vedda feel hopeful.

33 Under the Hood

BUZZ

38 Shine a Light

3 Latest 12 People 16 Products

Aston Microphones was in its “element” when creating its latest mic technology, the result of an 18-month-long research and development process and three months of public listening tests.

It has been both a “heartwrenching” and “heartwarming” year for southern California stalwart Santa Monica Music Center.

46 The Final Note

The best advice Key Leaves’ Rulon Brown ever received: Work smarter, not harder.

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SEPTEMBER 2020

EDITORIAL

Notes on NAMM We first announced last month in our Latest Buzz section NAMM’s decision to cancel its in-person, Anaheim, Calif., show and replace it with the virtual “Believe in Music Week.” However, I wanted to take a bit of time to think about it before putting my thoughts onto this page.

Of course, it is extremely disappointing I won’t get to see all of the tremendous retailers and manufacturers I love to see each year in Anaheim in January. It was equally disappointing not to see anyone in July at Summer NAMM. Then there is the inability to go to exhibitor booths to check out all the latest gear. The NAMM Show is like a candy store for me. And I cannot neglect the awesome nighttime events. These are easily some of my greatest NAMM memories.

With this said, NAMM made the right choice to cancel The NAMM Show. In fact, it is the only choice for several reasons. The approximate 115,000 that attended each year in 2020 and 2019 simply cannot work in 2021.

Sadly, even if the California government were to allow this many people to assemble at one time, the chances of one person out of 100,000-plus having COVID-19 is basically 100 percent. Perhaps it would be an asymptomatic carrier. Either way, what happens when the coronavirus spreads during a tradeshow this large? The answer: The results would be catastrophic.

This is combined with the fact that international attendance, via exhibitors and attendees, could be quite low due to travel restrictions and concerns. The NAMM Show is an international event — the best event the MI industry has — and would no doubt be a much different affair were it to take place without an

international audience.

That is the unfortunate part. The good news: I have no question NAMM’s educational sessions will be as good as or better than ever before. I viewed many of the Summer NAMM virtual education sessions, and they were fantastic. I expect the same for the winter show. Sure, you do not receive free breakfast during these sessions like The NAMM Show would provide, but you can sit in your pajamas while watching a webinar. And there’s another added bonus for those of us who live on the east coast: I did not have to wake up really early to watch these NAMM University sessions live.

NAMM is also sure to host several great events during “Believe in Music Week.” I am looking for ward to seeing what they are, but I have been told they will be tremendous.

Here is the other good news: You can count on the Music & Sound Retailer to be an even more important resource during these times. If you want to find out about the latest products being released, including what are sure to be the hottest sellers in 2021, I recommend checking out this magazine each month as well as making regular visits to msretailer.com. We will also have all the other editorial content you have come to expect as well.

I feel we have a greater responsibility than ever before to keep MI retailers informed during these unfortunate times. I take that responsibility seriously. We will work hard to ensure you have the information you need as we head into 2021 and beyond.

September 2020 Volume 37, No. 9

BRIAN BERK Editor bberk@testa.com ANTHONY VARGAS Associate Editor avargas@testa.com AMANDA MULLEN Assistant Editor amullen@testa.com DONOVAN BANKHEAD ROBERT CHRISTIE KIMBERLY DEVERELL JEFF KYLE JR.

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

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 MIKE & MIRIAM RISKO DAVID M. SPETHMANN TIM SPICER DAN VEDDA

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),

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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.

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Chauvet In Entertainment Capital

Chauvet has doubled its capacity to serve customers in the west region of the United States by opening a 35,000-square-foot satellite facility in Las Vegas. The new office/warehouse/service-center complex is twice the size of the company’s West Coast Burbank, Calif., satellite facility that it replaced on Aug. 10.

“Our investment in a new, larger and more technologically advanced facility reflects our commitment to this industry and our belief in its future,” said Albert Chauvet, CEO of Chauvet. “Being in Vegas will enhance the level of service we’re able to offer our customers.”

Combined with the company’s global headquarters in Florida, the new Vegas operation gives Chauvet the capacity to ship to any point in the 48 contiguous United States within three days, maximum.

The Las Vegas facility will stock CHAUVET Professional, Iluminarc, CHAUVET DJ and ChamSys products. Modeled closely after the company’s East Coast operations, the satellite facility is actively recruiting and will host technical support, sales, demo/training programs, quality control and shipping operations.

Walden Guitars Makes Its Return

After several years of absence from the market, Walden Guitars were re-introduced at the 2020 NAMM show this past January and will now be distributed in the United States by KHS America. Founded originally in 1996 by Jonathan Lee and KHS Musical Instruments, Walden offers steel-string, classical and baritone guitars that offer unique low-mass bracing and neck-reinforcement designs.

“I’m so excited to be working closely with KHS America to offer Walden guitars to U.S. musicians and dealers once again. My vision has always been to infuse every Walden with the best balance of musicality, stability, appearance and affordability,” said Lee. “I always felt that the Walden story was not over, so when I had the opportunity to secure and re-awaken Walden, I had to take it. Today’s Waldens are the best yet, and it is my hope that your 2020 Walden experience will be a wonderful one.”

“Adding Walden guitars to the KHS family of brands makes so much sense as it gives our retail partners more reasons to grow with us,” said Kevin Philbin, director of sales and marketing for KHS’ combo brands.

Although the Chauvet Las Vegas facility is new, it will be staffed by many familiar faces. General site manager Todd Bearden has made the move from California to Nevada, as have warehouse lead Mark Guzman, sales support specialist Elizabeth-Aye-Darko and repair specialist Brandon Cooks. They will be joined by a professional local service, support and warehouse staff.

“The strength of any company begins with its people, so I am proud and gratified that there are key team members that are joining us in Las Vegas,” said Albert Chauvet. “We’re looking forward to building a great future together there and will be ready to serve our U.S. customers as the pandemic passes and business grows.”

Hal Leonard to Distribute Michael Kelly

Michael Kelly Guitars, owned by Samson Technologies and Singular Sound, granted Hal Leonard distribution of their various products.

The Michael Kelly Guitars agreement covers the U.S. and Canada. The Singular Sound agreement is for the United States. Both the product lines are available from Hal Leonard effective immediately.

Michael Kelly Guitar Co. launched in 1999 with the Dragonfly collection of mandolins and acoustic basses. These instruments quickly became bestsellers, and soon after, the company began developing a line of higher-end, but value-rich electric, acoustic, hybrid and bass guitars. In turn, they created an appealing line that has a nod to classic body shapes, but with added embellishments and technologies to make them stand out. The company’s motto, “Boutique Within Reach,” is the drive for ever y product it designs.

“Hal Leonard is thrilled to bring these quality lines of products to our network of retailers,” said Brad Smith, vice president of Hal Leonard’s MI products distribution division. “MKG and Singular Sound bring in-demand products that complement our growing line of gear for the fretted-instrument market.”

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SABIAN Launches ‘Try Cymbals at Home’ Program

SABIAN announced a new “try cymbals at home” program called Soundcheck. Drummers who take advantage of the program can receive up to four cymbals delivered to their front door that they can try out and play for up to two weeks, then pay only for the cymbals they want to keep and return the rest.

“COVID-19 has made it difficult for all drummers to try out new gear. The virus continues to disrupt our retail partners, so we created SABIAN’s Soundcheck to get new sounds into the hands of drummers while helping to minimize the chance they come in contact with coronavirus,” said Andy Zildjian, SABIAN’s CEO. Drummers enroll for the new program directly on the SABIAN website. They can choose from one of four collections from SABIAN’s “Area 51.” Mark Love, SABIAN’s master product specialist, will select a sampling of cymbals that are shipped right to drummers’ doors.

Dealers should love this program as well, as the drummer names his favorite SABIAN retailer and they are part of the process, thus keeping the normal sales channel intact, SABIAN stated.

“We got to thinking: Just because the concerts and live music venues

have shut down, that does not mean that music is standing still. In fact, we believe that, with less distractions, music is blossoming under the surface. We know our drummers are unbound by conventional thinking. So are we. COVID-19 won’t stop the music. And it won’t stop us,” said Zildjian. “No drummer needs to be housebound. SABIAN continues to be unbound, and this is another way in which we encourage drummers to never hold back.”

Quinlan & Fabish Expands

After 80 years of serving East-Central Indiana, Muncie Music Center united with another venerable family-owned school music specialist, Quinlan & Fabish Music Co. (QF), on Aug. 1. Muncie now represents the ninth location for QF, which has five Indiana locations (Muncie, Ft. Wayne, Lafayette, Valparaiso and Mishawaka), one location in Southwest Michigan, and its original three QF locations in Illinois. The Muncie location will continue to offer a full line of combo gear in addition to a core focus on school music.

“Last year, we celebrated our 60th anniversary. Now, we pay homage to those great companies who have become part of the QF family over the years, including Paxton Music, Blessing Music and now Muncie Music. Dave Helms has a remarkable team, and we look forward to providing some additional strength and support to best serve band and orchestra directors in Indiana,” said George Quinlan, QF president.

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SEPTEMBER 2020

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YOUR SOUND IN COLOR

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Jason Farrell’s New Gig

Jason Farrell, longtime marketer and former public relations practitioner for Fender Musical Instruments Corp., announced the launch of his marketing and public relations agency, Jason D. Farrell LLC. The business will provide communications and content solutions for the music industry, as well as other traditionally overlooked verticals steeped in the subculture, such as fine art, skateboarding, tattoos and more.

Farrell is a seasoned marketing, public relations and communications professional who has managed global campaigns for large musical instrument manufacturers, high-profile Fortune 500 technology companies and everything in between. In addition, he is a lifelong musician who plays drums, guitar, bass and keyboards.

“What’s made me excel as a musician for the last 40 years has allowed me to be a successful PR practitioner over the last 20 years,” said Farrell. “Music creation is all about relationship-building through the ultimate of communications tools: music. It’s about getting the best out of your bandmates to create and perform songs that resonate with your target audiences. In PR, like in music, I create win/win strategies that are compelling, newsworthy and get results.”

Jason D. Farrell LLC services include corporate communications, marketing collateral, content creation, media relations, event management, crisis communications and more.

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CMY

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64 Audio appointed Jazmin Moreno as its chief marketing officer. Moreno leads 64 Audio’s worldwide marketing, sales, and communications initiatives in support of the company’s vision and product roadmap, reporting directly to founder and CEO, Vitaliy Belonozhko.

“During unprecedented times of a historic slowdown in live sound reinforcement, we are doubling down on our growth plans, which includes adding Jazmin as an integral team member during a very trying time for our global economy,” said Belonozhko.

“As we continue to push forward in this new age of commerce, Jazmin’s impressive leadership skills and experience will be instrumental in supporting our current and future customers.”

Moreno is a music industry veteran and brings more than a decade of experience to her new role. She is passionate about leveraging technology and relationships as a catalyst for change and driving exponential results, and she enjoys working with and developing dynamic people, teams and organizations. Before joining 64 Audio, Moreno served as the head of digital marketing and ecommerce for Ultimate Ears Pro, a division of Logitech Inc. “I’m thrilled to be joining such an experienced leadership team and even more excited about the impact that 64 Audio brings to the market,” said Moreno. “Through innovation and the use of unrivaled technology, they’ve disrupted the CIEM and universal-fit industries. What drew me to 64 Audio was the company’s core values and customer-centric approach. I’m looking forward to working closely with Vitaliy to take 64 Audio to the next level.”

SEPTEMBER 2020

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Talkin’ ‘Bout the Third Generation

Evan Vallis has joined the LPD team as its national sales manager.

Vallis earned his bachelor’s degree in entrepreneurship from Central Michigan University, with a double minor in professional sales and management. Upon graduating, he landed his first job working for a $100-million wholesale building supply company, where he reached immediate success. In only a little more than a year’s time, he became the youngest and only rookie to ever receive salesperson of the year.

“Evan will bring his knowledge, high energy, leadership, winning

attitude, and tenacity to LPD music and its sales team,” said Sonia Vallis.

“We look forward to his future achievements and contributions to help bring LPD Music to the next level, for many years to come,” added Tom Vallis.

Back to School

Yamaha Corp. of America (YCA) promoted Chris Dolson to regional sales manager, school service sales. He reports to Doug Steinmetz, director, Yamaha School Service Sales.

Dolson is responsible for managing and supporting a team of district managers servicing school service dealers across the United States.

“Chris is a consummate sales professional who brings a varied background and many skills to our team,” said Steinmetz.

Dolson began his career with Yamaha as a marketing intern in 2002, and from 2003 to 2008, served as percussion product specialist at the company’s Buena Park, Calif., headquarters. In 2008, he relocated to Indianapolis to serve as market development specialist. He has held the position of district manager for the Midwest territory since 2012.

Dolson has been named Band and Orchestra District Manager of the Year (2017), Winds District Manager of the Year (2020, 2018), Strings District Manager of the Year (2019, 2016), Accessories District Manager of the Year (2014) and Marketing Star award recipient (2008).

MUSIC & SOUND RETAILER

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Note From Joe

ADVERTORIAL • SEPTEMBER 2020 • NAMM.ORG

Believe in Music—Belong to NAMM Being part of a larger community means you never have to go at it alone, especially during a pandemic.

On behalf of the NAMM team and our volunteer Board

We thank you for your past support and would appreciate the

of Directors, we want to thank you and express our deep

honor to continue to serve your business. We are dedicated to

appreciation for your membership and involvement in the

providing a variety of benefits to help our industry thrive. Please

NAMM community. We recognize and share the difficulties

let us know how we can best serve you. Our membership team

created by our current global health crisis and remain

is here to connect any time!

committed to supporting our members through this trying time.

Joe Lamond NAMM President and CEO

I want to thank NAMM for the numerous webinars on various topics as we navigate these unprecedented times. It has been VERY timely, informative and encouraging!

Angela Gammon, Owner • Third Rock Music Center

EVENTS & WEBINARS

GLOBAL COMMUNITY

OPPORTUNITY

Uniting and supporting our global industry via digital events and webinars

Maintaining our community through networking sessions and more

Matchmaking between buyers and sellers within the music products industry

I don't think I could've accomplished as much without all of the hard work that NAMM has put in to supporting its members.

Steven Eichler, Contract CFO • Gryphon Stringed Instruments, Inc.

EDUCATION

ISSUES & ADVOCACY

RESOURCES & TOOLS

Virtual education programs to provide strategies for business

Taking the fight to D.C. to lobby for the needs of our industry

Providing the latest, trusted business resources during this time of crisis

NAMM membership is like having business insurance.

Robin Sassi, Owner • San Diego Music Studio To learn more visit namm.org/membership

PRODUCT

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Select This Icon

Dean Guitars introduced the Icon Select electric guitar. Offering much more than elegant looks, this latest addition to Dean’s Select Series is designed with high-quality materials and high-end appointments for an ideal balance of sound and style, stated the company. It offers a mahogany top with a smooth black finish, while the Icon Select Flame Top Ocean Burst offers flame maple in Ocean Burst finish. For class and sophistication, Dean uses fiveply multi-binding on the body, neck and quill headstock. Like other guitars in Dean’s Select Series, the Icon Select has a three-piece mahogany set-through neck (24 3/4-inch scale) with dual-action truss rod. The satin finish on the back of the neck is extra smooth to improve comfort and playability. On the Icon Select models, Dean uses pearloid Icon inlays for the ebony fretboard’s 22 jumbo frets (12-inch radius).

MSRP: Classic Black: $899; Flame Top Ocean Burst: $949 Ship Date: Now Contact: Dean Guitars, deanguitars.com

Hanging Tough

On-Stage introduced the DT8000 Guitar Stool with Hanger. This all-in-one guitar stool and stand features a hanger on the back that allows guitarists to conveniently store their guitar between sets. The DT8000 features an extra-thick padded cushion for maximum comfort and sports four nonslip rubber feet, ensuring the stool sits firmly without moving and keeps floors safe. The stand is collapsible for easy storage and transport, stated the company.

MSRP: Contact company Ship Date: Contact company Contact: On-Stage, on-stage.com

Hallowed Be Thy Name

La Patrie Reborn

Godin Guitars launched the Godin Nylon Series as a tribute to the long-standing heritage and quality of the La Patrie brand of nylon-stringed guitars. Rooted in classical simplicity and tradition, the La Patrie pedigree is now rebranded under the Godin moniker to complement the successful lineup of Godin Acoustic steel-string guitars. The Godin Nylon Series carries on that tradition and quality through unique design and build features, such as high-grade and lightweight tonewoods, select pressure-tested solid tops, great-feeling mahogany necks, a slight fretboard radius for incredible playing comfort, and top-quality optional electronics for great live performance, stated the company. The new Godin nylon-string line offers unique models with various body types and sizes for all levels of players, ranging from the entry-level Etude or Motif, the midrange Concert and Concert CW, the prestigious Collection and Presentation, all the way to the pro-level Arena models.

MAP: $479 to $1,099 Ship Date: Now Contact: Godin Guitars, godinguitars.com

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Jackson refreshed Iron Maiden guitarist Adrian Smith’s signature lineup with a key upgrade to both the USA Signature Adrian Smith San Dimas SD and USA Signature Adrian Smith San Dimas SDM models.

Designed for Smith’s demanding studio and live needs, the guitars feature a resonant, lightweight alder body and a bolt-on quarter-sawn maple neck with a handrubbed urethane back finish for smooth playability, as well as a pair of graphite reinforcement rods that refuse to budge, no matter the environmental stress they are exposed to. Featuring 22 jumbo frets and dot inlays, the 12-inch to 16-inch compound-radius fingerboard is the ideal platform for heavy chording and fast, ripping solos, stated the company.

MSRP: Contact company Ship Date: Contact company Contact: Jackson, jacksonguitars.com SEPTEMBER 2020

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I’m All Ears

Ric Hoke and Andrew Oliver developed and launched WAVS Custom Earbuds. They use a patented technology to scan ears using the Face ID camera on an iPhone.

The technology solves a few long-standing issues in the custom headphone and in-ear market, and it makes the fitting process fast, accurate and affordable, stated the company. Hoke started developing the product a few years ago while he was volunteering his time socializing and playing music to individuals suffering from Alzheimers and earlyonset dementia. He noticed that their headphones would often fall off or fit too loosely on their ears. After seeing how expensive the custom earbud market was, he wanted to develop an affordable solution.

MSRP: Contact company Ship Date: Now Contact: WAVS, wavscustom.com

In the Presence of Royalty

With the namesake serving as tribute to his old friend, SABIAN’s 18inch Royalty Ride is a replica of Chick Corea’s ride, as heard on the 1967 recording, “Now He Sings, Now He Sobs.” SABIAN will be introducing this re-creation to market for a limited time. As with all SABIAN limited-edition models, these cymbals will be individually numbered and include a certificate of authenticity signed by the artist, Corea. SABIAN discovered the original cymbal was given to Corea and is still in his possession — such a rare treasure to have survived 50 long years, stated the company.

MSRP: $757.00; MAP $454.99 Ship Date: This month Contact: SABIAN, sabian.com

Let’s Get Digital

“The Sound”

Casio America Inc. added two new models to its digital piano lineup: the CDP-S150 and CDP-S350. Redefining value in digital pianos, the CDP-S models offer a range of features for beginner and professional musicians alike in a slim, lightweight design. Weighing in at under 25 pounds each, the CDP-S150 and CDP-S350 digital pianos offer a realistic piano sound and feel in modern and ultraportable design that can be powered by six AA batteries. The slim chassis features a scaled, weighted hammer-action keyboard with 88 full-size keys with simulated ebony and ivory textures. Both models are equipped with a stereo speaker system plus headphone output for quiet practice, and the included sustain pedal can be replaced by the SP-34 portable three-pedal unit for added piano authenticity. An optional wooden stand (CS-46P) and carrying case (SC-800) are also available. Both models have a class-compliant USB port that works with any Mac/PC/Android/iOS device, with no drivers needed.

Players can use the free Chordana Play for Piano iOS/Android App to easily customize their CDP-S, learn their favorite MIDI songs, play back audio files with pitch/tempo control, view PDF scores and more, stated the company. The music rest included with both CDP-S models is designed to hold tablets or smartphones.

MSRP: CDP-S150: $479.99; CDP-S350: $549.99\ Ship Date: Now Contact: Casio, casiousa.com

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PRODUCT

Mic’d Up

CAD Audio introduced the u29 and u49 to serve the rapidly expanding demand for easy-to-use USB microphones. The u29 side-address studio microphone is equipped with a true studio-grade capsule and delivers smooth, articulate audio reproduction, stated the company. It is outfitted with a tripod stand, mounting clip, USB

z z u B

cable and windscreen. The u49 side-address studio microphone delivers high fidelity performance and is outfitted with a tripod stand, mounting clip, USB cable and windscreen.

Street Price: u29: $29; u49: $39 Ship Date: Now Contact: CAD Audio, cadaudio.com

Behind the Camera

In the 1960s, Michael Cooper was a successful photographer working in the London music scene. His photographs were the foundation of album covers from the Beatles’ “Sgt. Pepper’s Lonely Hearts Club Band” to the Rolling Stones’ “Their Satanic Majesties Request.” Cooper photographed many of the icons of the counterculture movement of that unique period. But it was his close friendship with the Rolling Stones that formed the foundation for his career. Brian Jones was the multi-instrumentalist band leader who arranged and designed the Rolling Stones’ musical direction, crafting a music fusion which has defined their sound and attitude ever since. He created a cultural and musical phenomenon. “Brian Jones: Butterfly in the Park” collects over 120 images chronicling Jones’ career, his life, and in many ways, his relationship with Michael Cooper.

MSRP: $75 Ship Date: Now Contact: Genius Books Publishing, geniusbooks.pub

MUSIC & SOUND RETAILER

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PRODUCT

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For Violin & Piano

The International Suzuki Association, in conjunction with Alfred Music, announced the recordings of the “Suzuki Violin School, Volumes 1–3” by violinist Hilary Hahn in collaboration with pianist Natalie Zhu. The new recordings and the Suzuki Violin School International Editions are available as: “Violin Part Book,” “Piano Accompaniment Book,” “Violin Part Book & CD,” and CD only. The recordings feature tracks that include violin and piano, as well as piano-accompaniment-only tracks for playalong purposes. Hahn is a three-time Grammy-award winner whose 19 albums have all debuted in the top 10 on Billboard charts.

MSRP: $8.99 to $19.99 Ship Date: Now Contact: Alfred Music, alfred.com

Front and Center

Gretsch debuted the G2655TG-P90 Limited Edition Streamliner Center Block Jr. with Bigsby and Gold Hardware. Available in a distinct Matte Black finish, it is designed for three simple things: high-gain-friendly performance; slick, easy playability; and spectacular style. A sleek double-cutaway music machine, the G2655TG-P90 delivers the perfect arsenal of fat P90 thump with Broad’Tron girth and grit, stated the company. The secret to the G2655TG-P90 sound is threefold — the P90 neck pickup, the Broad’Tron bridge pickup and the spruce center block. The single-coil P90 Soap Bar neck pickup spawns a brighter and more transparent tone than a traditional humbucker, yet retains a thick midrange for a unique, muscular tone, while the BT-2S Broad’Tron bridge pickup punches through with clear, yet driving mids and lows, added the manufacturer.

MSRP: Contact company Ship Date: Contact company Contact: Gretsch, gretschguitars.com

Mini Me

John Packer Musical Instruments www.jpmusicalinstruments.com

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Orange Amplification extended its range of footswitches with the introduction of the FS1 Mini, a complement to the single-button FS1 and dual-button FS2. The new FS1 Mini is small enough to fit in the palm of a hand and answers frequent requests from Orange users to make smaller pedals to give them more room on pedalboards and improve portability, stated the company. Ideal for allowing users to toggle the amplifier’s functions at the tap of a switch, the FS1 Mini can be used to switch channels on all Orange twin-channel valve amplifiers including the Crush 20, Crush 20RT, Crush 35 and Crush Pro amps. It can be used for reverb on the Rockerverb and Crush Pro Amps and for attenuator with the Rockerverb and Dual Dark series. Alternatively, it can be used as a master volume lift for the OR50, EQ Lift with the Custom Shop 50 plus Global and gain boost for the OR100. Other uses include blend for the OB1 Series, compression using the 4 Stroke Series and more.

MSRP: Contact company Ship Date: Now Contact: Orange Amplification, orangeamps.com SEPTEMBER 2020

Maximum Comfort During Long Performances Adjustable Back and Seat

Convenient Neck Yoke on Rear Side Safely Holds Acoustic, Electric or Bass Guitar

Ergonomically Designed Seat Cushion with 3 Inches of Padding ITEM: GFW-GTR-SEATDLX

Rubber Feet Keep You Firmly Planted on Stage

Comfortable Foot Rest

DELUXE GUITAR SEAT COMFORT & ADJUSTABILITY FOR

STAGE & STUDIO FOR ORDERS AND INQUIRIES

Dealer Hotline: 813.492.5111 | gatorco.biz

WWW.GATORFRAMEWORKS.COM

By Brian Berk

HOLIDAY WISH LIST

It’s safe to say that 2020 has been a year unlike any other.

But one thing remains the same: MI products make great gifts. Here are 21 products that can hopefully help ring the registers at your store during a holiday season that will perhaps be more important than ever before.

PRESENTING THE

PHT-LV-1200 POLYBORE

ROCK YOU LIKE A HURRICANE

CHAUVET DJ introduced the Hurricane Bubble Haze X2 Q6. Doubling the effect and volume of its predecessor, the product features six quad-colored (RGB + UV) LEDs that illuminate bubbles, haze or haze-filled bubbles. The new effect features twin blowers with variable-speed loft fans that push bubbles up into the air.

CHAUVET DJ’s “Always-Ready” technology means the effect can run continuously to keep the party going. It has a gravity-fed bubble reservoir that recirculates unused bubble fluid, reducing fluid consumption. And a built-in cleaning function increases machine longevity and reduces clogs, stated the company. chauvetlighting.com

GET IN THE LOOP

Renown Las Vegas artist, David Perrico, says:

“ lightweight, easy upper register, effortless,”

Phaeton has created a step bore trumpet in the tradition of the iconic models from the past resulting in this exceptional “multi venue” horn.

Suggested Retail $3,350.00

Learn more at phaetontrumpet.com 22

Electro-Harmonix introduced the 1440 Stereo Looper, which delivers 1,440 seconds (24 minutes) of stereo recording time and the ability to store 20 loops, which remain in memory until erased.

Other features include: uncompressed audio (24bit A/D/A 44.1kHz sample rate); Undo-Redo function (also available via optional footswitch); Reverse and Octave speed effects at the touch of a button or a footswitch tap; 1 Shot Button: when pressed, the loop is played back one time, then stops; footswitch selectable for Stop, Reverse/Octave Effects, or Loop Retrigger; unlimited overdubbing; optional external footswitch control for selecting loops and Undo/Redo; adjustable loop fadeout time; loop synchronization to external MIDI clock; USB connection for download and upload of loop audio files with custom EHX1440 application for Mac and Windows; and programmable looping order: REC/PLAY/DUB or REC/DUB/PLAY. ehx.com

SEPTEMBER 2020

FANTASTIC FOUR

Innovative Percussion has four products available for the holiday season: the LAX-1, Shannon Forrest SF-1 signature model, Matt Billingslea MATT-1 signature model and KDB-2 “Cloud” beater. The LAX-1 features a 5AB size diameter, which is for those looking for something larger than a 5A and smaller than a 5B. The Shannon Forrest SF-1 signature model features an 8A size diameter and a quick taper, which allows the stick to have a heavier feel while still allowing the player to have complete control over a smaller stick.

The Matt Billingslea MATT-1 signature model features a 5AB size diameter and has an extended length of 16 1/2 inches. The MATT-1 also has a gradual taper, which provides great response and balance to the stick, and the teardrop bead is designed to cover the multitude of different styles Billingslea has to perform on any given night.

And the KDB-2 “Cloud” beater is based on the classic beaters of the 1920s to 1940s. It is best for studio use if end users like a softer slap that amplifies the low-end punch out of a kick PRS SE PARLOR ACOUSTICS drum, stated the company.

The PRS SE P20 & P20E are parlorinnovativepercussion.com

SMALL BODY, BIG VOICE

sized acoustics with a big presence.

Featuring PRS hybrid “X”/Classical bracing, which allows the top to freely vibrate, the SE Parlor acoustics project with even, bold tone. These guitars boast all-mahogany construction, and have an organic, warm voice. Their smaller size makes playing for hours fun and comfortable and allows for more convenient transport. To find out more and to hear how they sound please visit www.prsguitars.com.

MXL Microphones’ REVELATION II microphone is the successor to the MXL REVELATION. The REVELATION II utilizes the latest design and manufacturing technologies to offer clarity and versatility of the MXL REVELATION, but at a fraction of the price, stated the company. It offers the warmth and intimacy of a quality tube microphone, but with extended clarity and punch for balanced recording, stated the company. A dual gold-sputtered, six-micron diaphragm and handselected EF86 pentode tube are intended to provide warm, rich and transparent sound. mxlmics.com

MUSIC & SOUND RETAILER

© 2020 PRS Guitars / Photos by Marc Quigley

WHAT A REVELATION

For official PRS strings and cables, as well as a full line of accessories, wearables and parts, please contact your PRS dealer or shop online at: www.prsguitars.com/shop

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WHITE IS OK AFTER LABOR DAY

I’LL BE NEEDING STITCHES

Fender Musical Instruments Corp. (FMIC) released the Shawn Mendes Foundation Musicmaster, a collaboration between The Foundation and Fender, which features fan-inspired art and classic Fender tone. The Signature Musicmaster features specs including a Tex-Mex Single-Coil Strat, a Player Series humbucking pickup, medium jumbo frets and a custom neckplate adorned with Mendes’ signature and his foundation’s “Solar Burst” icon. The Shawn Mendes Foundation seeks to inspire Mendes’ audience, the youth generation of today, to learn about those causes that they are passionate about, and help empower them to use the voice they have to bring change to the world by taking action and giving back. fender.com

KRK Systems, part of the Gibson family of brands, is adding a new family of studio monitors to its latest ROKIT Generation 4 (G4) range, the limited-edition ROKIT G4 White Noise.

Available in five-, seven- and eight-inch bi-amp models, these limited-edition monitors offer the same features as the newly released ROKIT G4s, but with a different aesthetic. They are ideally suited to the way modern artists work — in all genres and environments. The entire ROKIT G4 range features onboard DSPdriven Graphic EQ with 25 settings to help condition any acoustic environment while offering new levels of versatility in a studio monitor, including an LCD screen to display DSP-driven EQ settings. The flat setting is great for most environments, but low-, mid- and high-frequency presets can be adjusted to help compensate for common trouble spots in different sound environments, stated the company. This on-board system works in conjunction with the KRK Audio Tools app. krksys.com

GOOD THINGS COME IN SMALL PACKAGES

Akai Professional announced the third generation of its USB MIDI keyboard controller, the MPK mini mk3. It features universal compatibility with driverless plug-and-play connectivity. It also features MPC Beats, a professional DAW based on the legendary MPC workflow, sample content from assorted MPC Expansion packs, and a collection of versatile virtual plugin instruments (AIR Hybrid, Mini Grand and Velvet). MPK mini’s all-new, reimagined Gen 2 Keybed has been redesigned from the ground up and delivers a natural and responsive key performance. Designed to assign to synth, mixer and effects plugins, it offers hands-on control of all key parameters for an immersive music-making experience, stated the manufacturer. akaipro.com

THE BIRD IS THE WORD

In conjunction with the Estate of Charlie Parker, Hal Leonard has published “Charlie Parker: The Complete Scores” boxed set. This collection features a hardcover book with 40 note-for-note transcriptions for all the instruments that played on each track. The book comes packaged in a protective slip case, making it a keepsake for musicians as well as all Bird fans. Published to coincide with the centennial of Parker’s birth on August 29, 1920, the Hal Leonard editorial crew worked closely with Parker’s Estate to ensure the highest-quality transcriptions and production. Transcriptions from Parker’s exemplary studio recordings of tracks including “Anthropology,” “Billie’s Bounce (Bill’s Bounce),” “Blues for Alice,” “Ornithology,” and more. Transcriptions for saxophone, trumpet, piano, bass and drums are included for each piece. halleonard.com

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SEPTEMBER 2020

BE VOCAL

DPA Microphones launched a new addition to its microphone lineup, the 2028 Vocal Microphone. The 2028 delivers DPA’s natural sound, which allows all types of vocals to shine, stated the company. Perfect for everyone from indie artists to international touring singers, the 2028 mic is ideally suited for live stage performances, broadcast and pro AV applications. On a live stage, the 2028 delivers the same sonic qualities as

DPA’s other solutions.

In fact, the 2028 needs no (or very little) EQ to sound just like the end user is standing next to the singer listening to their performance, the manufacturer stated. dpamicrophones.com

SHIMMER AND SNAP

PRS Guitars announced the SE Hollowbody II Piezo, the first piezo-equipped instrument in the SE Series. It combines the clear, resonant tone of a hollow-body instrument with the power and stability of a solid-body electric guitar. Constructed with a maple top and back with mahogany sides, the SE Hollowbody II Piezo offers a balanced voice with light shimmer and snap in an attractive package. The 58/15 “S” pickups deliver a clarity that sounds big and musical in a hollow-body platform, stated the company. prsguitars.com

MUSIC & SOUND RETAILER

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SNAKE EYES

ROYAL TREATMENT

Flight Ukulele’s Royal series are solid wood ukuleles featuring a headstock with rear-facing tuners, a pull-through bridge and an active pickup. The Mustang Tenor, Phantom Tenor and Spirit Concert are made from top-grade acacia and feature a custom side sound port and a scalloped cutaway. The Voyager Tenor and Concert feature a spruce top, acacia back and sides, and an ebony armrest. Every Royal series ukulele includes the Flight Deluxe Gig Bag and is positioned in the middle range of ukulele pricing, offering a professional-level instrument at an attractive price, stated the company. flightmusic.com

Mofonix Corp. introduced its Sidewinder instrument and headphones snake.

Its 15-foot-long snake integrates both an instrument signal cable and stereo headphone signal cable into a single snake that is the same size as a standard instrument cord. It has a straight or right-angle 1/4-inch plug for an instrument, plus a 3.5mm (1/8-inch) jack for headphones or inear monitors. The other end of the snake easily plugs into an amplifier or FX pedal and a headphone feed. Mofonix uses Switchcraft plugs and jack along with durable but miniature Canare and Mogami cables, stated the company. Even with its tough braided Techflex outer covering, it is thin, light and feels fantastic, added the manufacturer. mofonix.com

IT’S BEGINNING TO LOOK A LOT LIKE CHRISTMAS

KEYS TO THE CASTLE

Yamaha introduced the PSR-SX600, a 61-key personal performance keyboard that draws on the company’s best arranger workstation technology to offer a new benchmark of performance at a very approachable price, stated the company. It replaces the PSR-S670 in a family of arranger keyboards whose advanced features derive from the flagship Yamaha Genos digital workstation. Via the Smart Chord feature, songwriters with or without keyboard proficiency can utilize the Style engine to sketch out fully orchestrated arrangement ideas. Then, the Unison Styles and Accent Styles bring a new dimension of authenticity to automatic accompaniment, making the sense of playing with a virtual backup band of expert musicians more convincing than ever, stated the company. New studio-quality DSP effects let the player add Real Distortion to a guitar Voice, Real Reverb to a piano, and much more, imparting just the right amount of color to the sound.

A microphone input allows for singing through the PSR’s effects and EQ, and features a vocal cancel function for karaoke sing-alongs to pre-existing tracks. usa.yamaha.com

Alfred Music released fun piano collections for the holiday season: “Jazzin’ Up Christmas, Books 1-2.”

The series by Mike Springer offers carefully crafted, graded arrangements of favorite Christmas carols with jazzstyle accompaniments. Book 1 titles, for early elementary, include: “Angels We Have Heard on High,” “Away in a Manger,” “God Rest Ye Merry, Gentlemen,” “Good King Wenceslas,” “I Saw Three Ships,” “It Came Upon the Midnight Clear,” “Jingle Bells,” “Jolly Old Saint Nicholas,” “O Come, All Ye Faithful” and “Toyland.” Book 2 titles, for elementary/late elementary, include “Auld Lang Syne,” “Deck the Halls,” “The First Noel,” “Go, Tell It on the Mountain,” “Joy to the World,” “O Christmas Tree,” “O Little Town of Bethlehem,” “Silent Night” and “We Wish You a Merry Christmas.” alfred.com

Tough. Trusted.

And Here To Change the Game.

Introducing the Meredith Signature Quick-Change Acoustic Capo

40th.kysermusical.com

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SEPTEMBER 2020

ROCK AND ROLL ALL NITE

Tech 21’s SansAmp PSA 2.0 is a compact pedal version of the original PSA rackmount. A studio staple even to this day, the rackmount was used on major releases, film scores and worldwide tours by such artists as Muse, Rammstein, Paul Stanley and John Entwistle. Staying true to Tech 21’s roots, the signal path is all-analog; only the programming is digital, so end users get the “best of both worlds,” stated the company. And it’s not just for guitar and bass. It can be used with virtually any instrument, including vocals, and for different applications, such as recording direct, enhancing tracks in mixdowns, or as a preamp or direct box to a PA (or both simultaneously).

The SansAmp PSA 2.0 also features a Performance Mode, turning it into a three-channel stompbox. There are 128 memory locations, 49 factory presets and it features custom programming that is designed to be simple. tech21nyc.com

VIVA LAS VEGAS

F.E. Olds’ Phaeton PHT-LV-1200 Las Vegas Artist trumpet is a “multi-venue” horn. With its POLYBORE design, it is custom crafted in the tradition of some of the truly iconic models from the past, stated the manufacturer. Its exclusive Brushed Brass finish gives it a fresh, up-to-date look. It is outfitted with a soft, full saddle leather gig bag. phaetontrumpet.com

(continued on page 42)

MUSIC & SOUND RETAILER

27

FI V E M INUTE S W ITH

David Mandelbrot CEO, Reverb

By Brian Berk

Although most stores have been reopened for some time now, the COVID-19 pandemic has forever changed the landscape of retail. If it isn’t already, online retail must be incorporated into your business as a significant source of sales. For advice on how to improve online sales, plus much more, we turned to Reverb CEO David Mandelbrot. Enjoy.

The Music & Sound Retailer: First, we hope you have been safe. Many MI retailers have had to close their doors during the COVID-19 scare. Others remained open, but foot traffic was way down. This makes online sales even more important. How can they replace some of the lost store sales with online business?

David Mandelbrot: It has been heartbreaking to hear from retailers in the industry who have had to close locations or lay off employees. That being said, for many of the dealers who are able to ship safely, we are seeing their Reverb sales more than make up for lost in-store sales. In fact, as many of the largest retailers deal with warehouse backlog and shipping delays, our sellers are stepping up to the plate and meeting the high demand that we’re seeing. Based on the success that many of our sellers are seeing online, it’s clear that as people spend more time at home, they’re turning to musical instruments to ease their minds.

The Retailer: What are some best practices for retailers selling online that can make the most impact?

Mandelbrot: Right now, it’s all about helping buyers feel confident about their ability to quickly receive purchases they’re making online.

We’ve taken steps on our end to help with this, like adding messaging on the site that lets consumers know that the vast majority of items are being shipped within 72 hours (although in many cases, we’re seeing sellers within 24 hours.) Sellers can help buyers feel more confident by being extra transparent about the gear they’re selling through detailed descriptions and photos. We’re also recommending that retailers “over-communicate” with all buyers about the status of their orders. We are always blown away by the kindness of our community, and we have found buyers to be especially understanding during this time if you let them know upfront about, for example, a potential shipping delay.

Part of selling more gear online means listing more gear online — including both new and used gear, NOS (new old stock), floor models, mint items and other gear retailers may not have been as aggressive about listing online previously. Manchester Music Mill, as an example, has been working to list the entirety of its inventory online during this time. Instruments that had been sitting in their store for months — including a beautiful vintage 1966 Jose Ramirez 1A classical guitar — are now finding new homes with online buyers. Now is also a great time for retailers to evaluate the pricing on their gear that isn’t MAPrestricted and adjust based on what they’re seeing in the market.

Finally, consumers are understandably concerned about shipping as they experience delays from large companies like Amazon that are dealing with warehouse backlog. To ensure a seamless shipping experience, we recommend using UPS, FedEx or DHL for all shipments. In general, packages from sellers are getting delivered to their destination without issue or delay — even in the areas most impacted

by COVID-19.

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The Retailer: Once the coronavirus scare slows (or is past us), what are some permanent changes we may see in the retail space?

Mandelbrot: Since the onset of this situation, we’ve seen brands and retailers alike shift their priorities from in-store to online sales. Examples include Taylor, who announced that all dealers are authorized to sell their products on Reverb, something that only select dealers were able to do previously. Strymon, which historically hasn’t allowed dealers to sell brand-new inventory anywhere online, also allowed its dealers to list brand new on Reverb for the first time ever. We’ve also run extremely successful promotions with retailers and brands like Orangewood Guitars and Focusrite, who saw a significant increase in online orders. I think this increased focus on ecommerce will remain as we move forward.

Based on conversations we’ve had with sellers, I think retailers, in particular, will come out of this pandemic with a new appreciation for and approach to selling online. Sellers who take pride in the attributes of their physical location — the store’s personality, the expertise of its staff and the overall quality of their customer service — are seeing more clearly how those qualities can shine through in their online operations. Not only that, but they’re seeing how an incredible online experience that mirrors the service they provide in-store leads to increased sales from buyers all over the world. Dealers who are honing their ecommerce skills during this time will continue to devote more resources to their online operations and, as a result, see continued success.

The Retailer: Even after the crisis slows or is past us, do you think consumers will change their buying habits?

Mandelbrot: We’ve been encouraged by the influx of new buyers we’ve seen during this time, as well as the increase in pro audio orders SEPTEMBER 2020

among players who’ve traditionally purchased guitar or drum gear on Reverb. It’s apparent that while at home, beginners are learning to play, and more experienced players are experimenting with new sounds and recording.

As time goes on, our industry has a huge opportunity to help both types of players continue to hone their skills and make music. For us, that means creating videos, articles, guides, and other content to help players stay inspired and feel informed ahead of their next purchase.

For sellers, it means providing a great online experience for these buyers to build loyalty.

The Retailer: During the crisis, we have seen people in a different light, mainly at their homes in online chats, etc. Is there a way MI retailers can capitalize on this so their customers know them better?

Mandelbrot: As I’ve watched some of my favorite local shops and restaurants close their doors during this time, I’ve been more eager than ever to support independent and family-owned businesses. I have to imagine there are many others who feel the same way.

As we increasingly shop from our computers and phones, retailers should absolutely think through the ways in which they can showcase the real people that are behind the musical instruments consumers are bringing into their homes. While this could include creating a video or blog post that gives more insight into the team members who make your store great, retailers can also showcase their store’s unique personality online through the descriptions they write about the gear they’re selling, the style of their photos, the quality of their customer service and more.

The Retailer: With shelter-in-place orders that took place throughout the countr y, playing music seems like it could be a good way to pass the time during lockdown. Have you seen this? If so, what MI products are consumers most buying?

Mandelbrot: Yes, we have definitely seen an increased interest in playing music as people are spending more time at home. It is apparent that people are turning to music-making for stress relief, personal development and entertainment. We are seeing really strong order volume in line with our busier times of the year. In particular, we’re seeing an influx of new buyers, and among these new buyers, we’re seeing an increase in acoustic guitar, synthesizer, keyboard and pro audio orders. Based on the types of gear they’re purchasing, many of these new buyers appear to be beginners.

Players of all levels seem to be making electronic music and experimenting with beats at home. Compared to this time last year, we’ve seen a significant increase in synthesizer, keyboard and beat-production equipment purchases, particularly among new MUSIC & SOUND RETAILER

buyers. In fact, compared to this time last year, searches on Reverb for MIDI keyboards, drum machines and MIDI controllers are each up over 100 percent.

We’re seeing an increase in pro audio orders, particularly among people who’ve traditionally purchased guitar or drum gear on Reverb.

In other words, it appears that guitarists and drummers are purchasing their first audio interface, microphone or desktop synthesizer, among other pro audio gear. As music-makers continue to stay home, they’re investing in gear for their home rigs and studios: mics, speakers, audio interfaces, music-making software and more.

In addition, stringed instruments remain extremely popular. We’re seeing a significant increase in new acoustic guitar purchases, particularly among new buyers. Recognizing the increased demand for acoustic guitars, Orangewood Guitars ran a promotion on Reverb that allowed it to increase its Reverb sales by several orders of magnitude.

Ukulele searches on Reverb are also up 99 percent compared to this time last year.

Finally, we’ve seen an uptick in the amount of new gear being purchased on the site. For music-makers, Reverb is a reliable option for new gear, since the inventory available is spread across sellers and locations rather than centralized to, for example, a warehouse. Currently (at the time of this interview), nearly all of our top sellers are still shipping gear, and the vast majority of items are being shipped in under 72 hours and received on time.

The Retailer: In what ways, if any, has Reverb had to change its business due to the health and economic crisis?

Mandelbrot: We take very seriously the role that Reverb plays in the lives of music retailers. While our goal has always been to help buyers and sellers from all over the world connect online, we’re hyperfocused at this time on connecting buyers with the right sellers and helping sellers support their businesses with crucial online sales.

As the situation has evolved, we’ve continued to do everything we can to promote our sellers and to make it clear that they are “open for business” online and shipping quickly. We are aggressively promoting sellers’ inventory across all of our marketing channels, and we have even set up a designated email (geardeals@reverb.com) where sellers can email us about deals that we can consider for additional promotion on the site.

When the realities of this virus first started to emerge, our team members were among the first phone calls that many of our sellers made. We kept track of the questions they asked, and within 24 hours, we created an entire section on our website dedicated to helping them navigate this uncertain time. We have also adjusted several of our policies with our sellers and the situation in mind, including things like removing negative seller feedback received due to circumstances outside of the seller’s control.

We’ll continue to keep our Help Center updated as the situation evolves as well as make adjustments to the site, like making it easy to access information about scheduling a USPS or UPS pickup when sellers are buying a shipping label. We’ll also continue to collaborate di(continued on page 35)

29

M I SPY

A Triumphant Return to Chicago, Part 1 I’ve been locked down for more than three months in the MI Spy Cave because of the COVID-19 pandemic. Three months of eating far too much, trying to jog it off on steep and solitary mountain-path runs, and binge-watching espionage thrillers on Netflix. So when the Chief finally called with this month’s mission, I was thoroughly bored, and quite pleased at the prospect of a fresh assignment.

“We need you back in the field, Spy. Things are starting to open back up again,” the Chief started. “Pack for Chicago. You were there recently, but we need you to go back and check out the west suburban market.”

“Sounds great, Chief,” I replied too quickly. “What’s the mission?”

“Specifically, we’re looking for intel on entry- and intermediate-level keyboards for serious students, from stores along the western corridor reaching out of the city,” he ordered.

“And, generally, we need to know how retailers are bouncing back from this pandemic shutdown. What’s the new normal? How are they protecting their customers and staff? What’s the instore vibe now, and how do they feel about it?”

“Got it. Keyboards for serious students, huh? That’ll mean a full 88 keys, weighted and with a pedal.

Hmmm.” I thought it over for a moment. “I know. I’ll pose as a local music schoolteacher being asked by students and parents for my shopping suggestions on first or upgrade instruments. I’m just doing the retailer rounds to update my product and pricing recommendations list. That should be the perfect cover.”

“That’ll work. We’ll send a car in the morning to pick you up from your flight. Pack a mask,” the Chief said.

I signed off with an enthusiastic “Will do, Chief!” This was great news!

I was finally going to jump back into action again after doing virtual visits for months!

As I journeyed to Chicago, I noticed that the airport crowd and the number of people on my plane were understandably sparse. The flight attendants seemed delighted to see me, eyes crinkling in smiles above their 30

masks. The ride was smooth, and the window-seat view was beautiful. At least that much hadn’t changed.

With the thin crowd, I breezed through arrival and my rental car checkout. Then I made my way through the unusually light Chicago traffic to the safehouse and hunkered down to make my final preparations for the following day’s store visits.

Guitar Center – Naperville 996 N. Route 59 Aurora, IL 60504-7923 630.375.1466

While technically located in Aurora, Ill., this Guitar Center bills itself with the name of the city whose limits begin literally across the street to the store’s east. Naperville is an especially affluent Chicagoland suburb and a ripe market for the music retailers I was visiting for this mission. It is home to North Central College, renowned for its performing arts programs; supports a sprawling publicschool system with its own band-andorchestra programs; and offers many opportunities for private musical instruction. The city even boasts its own Municipal Band, founded in 1859(!), which still performs every Thursday summer night at the Central Park Bandshell … during non-pandemic times, of course.

The approach to the front doors of this Guitar Center location was quite impressive. There were large placards standing on the sidewalk clearly marking where to queue and pull up for “contactless” curbside pick-up, and even several newly signed and numbered parking spots close to the doors where customers could park to have their purchases walked right to their vehicle. The window and door signage repeated the state-mandated mask requirement, and further nicely asked that customers keep a considerate six-foot distance from others wherever possible.

When I went in, I was quickly greeted by a masked staffer stationed at the now Plexiglas-protected checkout counter. I explained my research mission to him, and he escorted me right away to the keyboard gallery.

I’ve been in many Guitar Centers over the years, and this is one of the larger layouts that I’ve seen. The store had an impressive number of instruments on display up and down the walls around the perimeter of the room, and several island stacks of stock staged to grab and go.

I asked my helper if it was still OK to play the keyboards, and he said sure, but let’s use some hand sanitizer first. He spun about looking around the gallery, and seeing none, we walked out to a counter in an adjacent department to find some.

To GC’s credit, there were plenty of hand-sanitizer dispensers distributed around the store, and in its defense, there was no counter space or other suitable surface on which to just set one in the keyboard gallery. Perhaps a small table to serve as a standalone hand sanitizer station or one of those nifty dispensers with the builtin stands may be a good addition for this hands-on display area.

GC’s instrument offering was expansive and impressive. It offered the popular Yamaha P45 and P125 models, comparably priced to the other stores I would visit during this mission, at $499.99 and $649.99 respectively. These prices were without pedal or stand, but the staffer told me that from time to time, the store featured bundled packages at discounted prices. Since I didn’t have any more immediate questions and still had several other keyboards to check out, my helper, who had given me a good deal of time and attention already, excused himself to return to his front-entrance station.

I moved on to the store’s Casio brand line offering next, first sampling the CDP-S100 priced at $449.99. This starter instrument has 10 tones onboard and was my introduction to Casio’s ebony and ivory textured keys, which have kind of a wood-grain look and feel. The keyboard felt lightly weighted, and the tones seemed a bit thin from this modest chassis.

The next Casio offering was the PX-S1000 at $649.99, with 18 tones and Bluetooth connectivity for easy SEPTEMBER 2020

amp and speaker expansion. The instrument is sleekly styled for looks and felt a bit better than the other model, with really nice key-touch dynamics across the keyboard.

I then checked out the Casio CDP-S350 at $799.99. The S350 packs more than 700 tones and an onboard six-track MIDI recorder with SD drive storage. The feel and sound are consistently Casio, and this could be a good choice for those students heading toward composing and playing in a band.

Finally, I spent a few moments with the Roland FP-30, a solid board sporting 35 sounds and Bluetooth connectivity priced at $899.99. This keyboard is already on my imaginary recommendations shortlist because Roland nailed the weighted keyboard feel many years ago and its tones are legendary.

Sadly, this store’s setup lacked any pedal connection, and the sound was muffled in some way by the display.

Though no contenders from this line were present on the sales floor, I do want to mention Guitar Center’s private-label Williams keyboards. (GC had some Williams models on display and in stock when I visited, but not the 88-weighted-key instruments I was shopping for.) The GC website does offer a Rhapsody 2 Console model, complete with stand and pedals, for $569.99. I’ll look forward to checking that one out, should I find it in a store.

I made a point of strolling around the store on my way out to note its new pandemic styling. It had extensive tape markings on the floor throughout, indicating “traffic lanes” with flow direction, display-browsing boxed areas with an X indicating single occupancy, and X marks showing six-foot separation for queues.

There were hand-sanitizer dispensers located throughout the store, and I especially enjoyed the politely apologetic sign on the washroom door stating “ONLY ONE PERSON AT A TIME (This isn’t backstage.)” Way to go, Guitar Center, for keeping a cool sense of humor about our collective inconvenience!

MUSIC & SOUND RETAILER

Sam Ash Music 1139 S. Main St. Lombard, IL 60148-3948 630.424.0767

Next, I headed a bit north and east to the Sam Ash Music that serves Chicagoland’s western corridor. This store is centrally located in a (usually) high-traffic and vibrant commercial strip. It has been doing business here for a couple of decades and is a well-established destination for musicians and students along with pro-audio practitioners. It’s a large store, offering the full range of instruments, audio gear, accessories, sheet music, rental, repair and lessons that you would expect from this national retailer.

The store entrance is clearly signed with a face-mask requirement and a light-hearted graphic requesting that customers practice safe distancing and stay “two Stratocasters away while waiting in line.” Again, cool touch!

Directly inside the entrance, a table had been set up with placards and handouts repeating the messaging on the door and outlining the store’s COVID-19 policies, plus more specific guidelines for customers while in the store. The literature was offered in both English and Spanish, all surrounding a large bottle of hand sanitizer.

I should also note that the store’s website homepage is bannered right at the top noting limited store hours, enhanced cleaning practices, and the offer of curbside delivery.

Upon entering, I was quickly greeted by a staffer. I explained the reason for my visit, and he first responded, “This will be a short discussion,” as he turned to lead me to their keyboard area. Though a little puzzled by his comment, I quickly realized what he meant when we stepped into the keyboard section. The display looked a little like an old comb missing a few teeth.

He explained how the pandemic had disrupted manufacturing and the supply chain in ways that made it difficult to maintain the store’s inventory right now. He did point out that, as part of a national chain, this Sam Ash location could fall back on sourcing instruments from other stores throughout their system based on customer needs. When I asked about store traffic since re-opening, he said that it had been about the same.

We talked for a few minutes longer as he pointed out the 88-weighted-key models the store had on display, and the staffer gave me his card while welcoming any more questions. He then excused himself to return to the front of the store.

Though a bit picked over, the store still had options on hand, if even only display-floor models. Both of the 31

entry-level Yamaha models (P45 and P125) that I had seen at Guitar Center were sold out and not on display here. My helper told me that the P45 was priced around $550 for just the keyboard, and the P125 for around $650. He said that the store recommends the more tactile, piano-type pedals for these boards at around a $30 added cost. Other recommended add-ons included an X-stand ($55), padded case ($100) and dust cover ($20). The staffer said lead times right now for getting these boards in stock was 30 to 60 days.

The store did, however, have other entry- and intermediate-level options on hand. I started with the Benjamin Adams-brand DA631, priced at $359.99 for the keyboard only. As is Sam Ash’s practice, the price was shown as discounted from an original MSRP shown as $499.99. At this price point, the board felt packed with onboard goodies compared to other brand offerings, with 300 sounds, built-in re-

The Sam Ash store entrance is signed with a face-mask requirement and a graphic requesting that customers practice safe distancing and stay "two Stratocasters away while waiting in line."

Model 000M-18

Authorized Dealer Opportunities Available www.ami-guitars.com

amisales84@gmail.com

cording and 127 percussion rhythm accompaniments. The feel was understandably light for this modest chassis, and it had a thinner tone than more substantial platforms. All in all, though, this would be a good value for an entry-level keyboard.

Next was the Casio Privia PX-160, priced today at this store for $499.99 for the keyboard alone. MSRP on this model is advertised at $899.99. This model sports 18 instrument sounds (five pianos), metronome, and MIDI recorder, along with the brand’s signature ebony and ivory textured keys. The feel and dynamic touch response was good, and the tones, again, classic Casio. This is another solid entrylevel option for students, and a super value at this price.

There was also a Roland FP-10 on display, but with no price sign.

When I asked, I was told it was “around $600.” On its website, Sam Ash offers this model for $499.99 including a pedal switch, marked down from $649.99 MSRP. (Maybe the in-store verbal ballpark included the stand and upgraded pedal?) The FP-10 is worth a mention here, though. Promoted as an ideal second piano for the more experienced player, the Roland touch and tones, along with Bluetooth connectivity in this model, make it a great starter or upgrade for the serious student and a great value at this price point.

Then I checked out the house-brand Medeli model on display: the DP-260, priced at $699.99, marked down from $899.99 MSRP, and labeled as a stage piano. This full-console instrument with pedals, music stand, and keyboard cover features 16 voices and onboard recording. It has a nice feel and dynamic touch, and the tone is full. More mid- than entry-level at the price point, this model could be an especially appealing investment for customers valuing the instrument’s aesthetic styling in their home.

Finally, the Roland RP-102, offered at $899.99. Though toward the top of our price range, it was discounted from a $1,199.99 MSRP and thus becomes a solid contender. This full and stylish console complete with music stand, pedals and key cover is a great choice for serious students who can afford this price point. With Roland’s signature weighted keyboard touch and tones, it would delight beginner and advanced students alike for years to come.

Satisfied that I’d seen all the store offered within my mission parameters, I made my way back to my rental car and headed toward my next objective, the Fox Valley Mall.

Sorry, MI Spy fans! It looks like I got a little carried away with my investigation, and this mission report is running a bit long.

Chalk it up to my excitement over being back in the field! I’ll wrap up this report in next month’s issue with my findings from Chicagoland-area indie retailers PM Music Center and Hix Brothers Music. Until then, stay safe, healthy and stealthy!

32 AMI two third Vt.indd 2

SEPTEMBER 2020 8/24/2020 1:52:28 PM

U N DER T H E HOOD

ASTON MICROPHONES’ ELEMENT BUNDLE

By Amanda Mullen

Aston Microphones was in its element when creating its latest mic technology, the result of an 18-month-long research and development process and three months of public-listening tests. The Aston Element is described by the company as the “People’s Microphone,” a fitting title for a product that took customer feedback into account during every step of the development process.

Rather than relying on the company’s innovators to lead the way, Aston Microphones used public blind-listening tests to determine which prototype of the Element would be sent to market.

The data collected from these public listening tests helped to ensure that the Element held its own against similar products in its class. According to the company, “We chose to put Element up against the mics we consider to be the best in their class, so we could push the boundaries of performance. All these brands make superb products, but our goal was to make a mic which is able, in blind tests, to be consistently voted as the favorite. Of course, this doesn’t mean it’s the ‘best,’ because mic choice is very subjective. However, what it does mean is that the majority of people prefer the sound they get from Element compared with big-brand competitors.”

Part of what enables the Element to produce high-quality audio is its Ridyon capsule technology. The 1.5-inch capsule allows the diaphragm more flexibility when it comes to movement and renders the microphone capable of handling higher sound-pressure levels (SPL) before distortion.

“The freedom of movement also gives Element a far better bass response, which is most noticeable in its ability to accurately reproduce low-mid frequencies, all giving the mic a warmer and more natural sound,” the company added.

The Element also utilizes an internal 360-degree suspension system for its capsule, which increases protection from shocks regardless of what direction they’re coming from. This component sets it apart from the majority of microphones, which tend to mount their capsules at a single point, leaving them vulnerable to external MUSIC & SOUND RETAILER

vibrations coming from various directions, stated the company. Aston Microphones added that the capsule acoustics set the Element apart, with the mic using acoustic treatment instead of metalwork to yield a frequency response that’s as flat as it can be.

“The custom (and cool retro-looking) grill acts as a diffuser for source audio entering the mic, and the contoured body shape and slimline monocoque capsule housing helps direct source audio to the capsule with minimal diffraction. Put simply, the design of the microphone itself maximizes the performance of the capsule inside,” explained the company.

The Element’s design also produces ultralow distortion through the combination of its extended diaphragm movement and circuitry, which can handle approximately 150 times the capsule’s maximum output.

According to Aston Microphones, “Moving-coil mics have been historically

perceived as being inferior to condensers, but if you ask any pro engineer, they’ll tell you that a world-class studio dynamic mic will deliver some of the best-sounding results you’ll ever get. The design of the Element capsule addresses all the ‘shortcomings’ of moving-coil (no top end, shouty mids, etc.) by making the super-lightweight diaphragm behave more like a ribbon in terms of its movement characteristics, delivering better mid-range performance and SPL handling. The diaphragm is much larger and lighter than other moving-coils, which gives a high-frequency response that is much more like a condenser. The added bonus being that, when you put these two characteristics together, you get a microphone with a better bass and transient response than either a ribbon or a condenser.”

On top of ensuring the Element provides performers with clear and efficient audio, Aston Microphones has also managed to keep the price point for the microphone on the lower end of the spectrum, with the bundle selling for $199.

In addition to the Aston Element itself, the bundle provides performers with a custom shock mount and pop shield for the product.

“Everything from the capsule technology, the chassis design, the magnetic pop filter, and even the backlit LED logo 48-volt phantom power indicator (or as we like to call it, cool light!) go beyond the limits of products normally sold at this price point,” said the company.

33

I N T H E T RENCHE S

The New Normal

By Allen McBroom

There’s a lot of discussion about what the “new normal” will look like, and if what we’re seeing right now is any indication, it won’t necessarily be an easy run for retail.

COVID-19 caused a swell in online buying, and that was a boon for retailers with an online presence. The higher number of online sales helped offset the lower number of in-store sales. With a higher number of customers buying online, we have a new crop of buyers who don’t understand how third-party platforms (i.e., Amazon, Reverb, eBay) work.

Some of them don’t understand how basic online retail works.

This may change how we have to approach customer service for the online market.

All online retailers have some sort of established return policy.

Many online retailers allow 30 days for a return, since this is consistent with Amazon’s requirement, and eBay’s standard for being a Top Seller. With a 30-day return policy, the basic idea is, if you have any kind of an issue with your purchase, notify the seller within 30 days, and a return process gets started. After 30 days, most retailers (and Amazon and eBay) will tell the buyer that they’ve waited too long to make a claim, and that’s reasonable. If you’ve really got an issue with what you bought, you’ll contact the seller within a month, right?

We’re now having online customers request returns more than 30 days after buying an item. One buyer bought a somewhat complicated $179 pedal on eBay, and five weeks after it was delivered, wrote us to say it was defective.

Now, in the interest of full disclosure, he did spend two paragraphs explaining how he couldn’t figure out how to operate it, and 34

when he finally decided it was too complicated for him to operate, that meant it was defective. eBay doesn’t require us to take it back after 30 days, and Paypal doesn’t require us to operate outside eBay’s guidelines, so what should a retailer do in a case like this? Go ahead and discuss this question in your stores, because you’ll be running into it.

Another different thing we’ve seen recently is the “I didn’t receive it, even though the purchase order (PO) says it was delivered” complaint. This has happened several times since virus-related online sales began to blossom. Usually, this has happened on Amazon, when an Amazon customer requests a refund because they say they didn’t get the product. The tracking number shows it was delivered, but they still say they didn’t get it. We’ve seen Amazon refund the customer for the purchase, but they did it out of their own pocket, not out of ours. So far, that’s been the case.

The most interesting “I didn’t receive it, even though the PO says it was delivered” refund request was this: An Amazon buyer ordered some strings, and they were shipped the same day, May 23, from Mississippi.

The package was marked as delivered, at the correct address, on May 25, in Arizona. Mississippi to Arizona in two days is pretty dang swift delivery, I’d say. On July 30, more than 60 days after delivery, the buyer requested a refund, saying they didn’t receive the product. I sent a screenshot of the post office delivery record, and a note suggesting they contact their local post office. No word yet on how Amazon addressed that one.

I’m expecting more and more

buyers to experience late buyer’s remorse when their stimulus money is gone, and their higherthan-usual unemployment checks end. How this will all shake out I don’t know — it’s too early to tell — but I suspect our customer service departments (that’s you and me) will have to decide how they want to address these late refund requests.

My approach up until now has been pretty simple. Have a problem? Let me know inside 30 days, and I’ll move heaven and earth to make everything as it should be.

No fuss, no problem, I’ll make it all A-OK and okey dokey for the buyer. That’s only right. But at some point, the buyer has to bear some responsibility for letting us know if something is amiss, and letting us know in a timely manner.

I’ve always thought 30 days was enough time for getting that done.

There are going to be a lot of new moving parts for the new normal, too. I suspect the day of putting an item online, selling it, shipping it and banking the money is, for the most part, over.

Adios, good old days. We’d better have folks manning the phones and inboxes who have patience and a kind voice. Buyers now need a lot more hand-holding than they did a year ago. It was hard enough describing a guitar’s tone (a highly subjective subject) to an experienced online buyer.

It’s way harder answering some of the questions we are seeing now from the newer online buyers.

“Does the guitar have vibe?” has been my favorite question so far.

Most certainly, part of the new norm will be this: Every store will need an online sales component in order to remain viable. Selling online is today’s equivalent of having a business phone, and while some stores may get by for a

while without online sales, I can’t see that being possible very far into the future. If you own a store, and you think you can maintain your past level of sales without an online sales avenue, consider this: Many of your old customers no longer feel safe getting out of the house and going to a public store.

They’ll go to the grocery and the pharmacy, and they’ll buy gas for the car, but they aren’t comfortable doing it. When they need strings or cork grease or whatever, and the choice is to (1) buy online and get the item tomorrow or the next day, or (2) drive to your store, make human contact, and possibly contract a virus, a lot of people are going to opt for (1).

The only way to keep their business is to sell online.

Of course, I could be wrong on all of this. In a few months, we may be right back to where we were in February, selling furiously and seeing our all our usual customers in person. That could happen, but I suspect that after months of creating a no-virus atmosphere for themselves, many customers aren’t going to accept the old normal as a safe way to do business. They will still be working at home, or just staying at home, having limited human contact, and relying on the internet to bring them what they need.

If you’re doing online sales, take some time this week to think over how to handle the new crop of novice online buyers. The usual approach to good customer service may require some new standards going forward. If you’re not doing online sales, either get with the program, or plan to sell your business, while it still has value, to someone who will stay current. For good or ill, the times they are a changing.

Happy trails.

SEPTEMBER 2020

FIVE MINUTES WITH

(continued from page 29) rectly with retailers and manufacturers to find new ways to connect them with music-makers during this time.

The Retailer: On a company basis, Reverb is now part of Etsy. Tell us how that transition has gone.

Mandelbrot: For me, joining the Reverb team and simultaneously joining the Etsy team was really exciting. Like Reverb, Etsy supports artists, makers and businesses of all sizes. The Etsy team has grown their business by building a marketplace that is just as much an online community as it is an ecommerce site. Importantly, Etsy has been wonderful in supporting us as we continue to build Reverb as a separate entity

CO MI NG I N T H E O C T O B E R I S S U E O F T H E MUSIC & S O U N D RETAILER:

• Percussion Update • Market Pulse: Two Hot-Button Issues Facing MI Today • MI Spy in Chicago: Part II • Shine a Light: Astro Audio Video and Lighting And Much More

created for the music industry by a team of music lovers.

When the acquisition was announced, we indicated that Reverb would operate as a standalone business, and that has remained true. At the same time, I believe it has been a benefit to all of our users that our team has been able to gain knowledge from Etsy’s experience. For example, it has been incredibly helpful to col-

laborate with Etsy as we navigate the ongoing COVID-19 situation and ensure that we’re taking the right steps to keep our team members and community safe. There’s no playbook for the current situation, so having the experience and knowledge of both teams has greatly benefited us.

The Retailer: Anything else to add?

Mandelbrot: There is no denying that this situation has had some devastating effects for many businesses. We’re finding hope in the fact that people all over the world are turning to musical instruments to ease their minds during this difficult time. Now more than ever, we’re proud to enable the gear sellers and makers that help make the world more musical.

CLASSIC SOUND WITH A MODERN TOUCH

REVELATION II

www.mxlmics.com @mxlmics 35

V E D D AT O R I A L

FEELING HOPEFUL

By Dan Vedda

I’ve seen an uptick in our activity, despite summer surges in the pandemic.

Certainly, it isn’t the back-to-school rush we’re used to, scrambling for rentals, repairs and marching supplies. It’s more a product of grim determination: marching practice without the guarantee of a football season, instrument refurbishing to be ready for whatever scraps of band and orchestra are available, and the sanity balm of music whether or not a formal program exists.

That last reason is the one that makes me hopeful, because it illustrates that people want to and will play music whether or not a traditional outlet is available.

Over the last couple of weeks, we have signed up students complete with rentals and supplies because a percentage of kids — and their parents — want music activity, and they will search for it if the school doesn’t provide it. I’ve even had adult students try an additional instrument just because they have the interest and time.

Of course, non-school instruments like guitar, ukulele and piano aren’t affected by cancellations as much. While remote learning is sometimes the preferred format, there still seems to be plenty of interest in these instruments.

Sometimes, the cancellations even drive families to us, like the kids starting guitar because they were looking forward to the school’s now-postponed guitar unit.

Parents are doing what they can to stave off disappointment; we’re trying to help.

If your market is more rural or urban than ours, you may have a different set of challenges, which is why I’ve been stressing the need for us to be creative. By definition, this means we have to come up with new approaches, and yes, they need to be tailored to the situation. Grasping at straws isn’t creative, it’s desperate.

Our industry has faced this much turmoil before. If you’re at all a student of MI history, you know the story of the disruption that radio and talking pictures wreaked on music products in the first third of the 20th century. (Solution: diversify to carry radios and phonographs and jumpstart the national school band program). You know we survived the 36

Great Depression and the shutdown of instrument manufacturing during World War II. (Solution: private and group lessons, financing and hard-core repairing of even trash-picked instrument carcasses.) When rock ‘n’ roll bum-rushed the big bands, innovative dealers pivoted to carry guitars, amps and drum sets.

It was unthinkable to many stores, but it was the path to success for those who understood the opportunity.

The list goes on through the second half of the century, with synthesizers, DJ equipment, software and even ukuleles.

Now, post-millennium, COVID-19 is our biggest checkpoint. Creative businesses have begun to pivot again. I’ve seen virtual birthday parties hosted by a lesson academy, complete with faculty performances via Zoom. I’ve noticed small, COVID-safe ensemble classes that

meet in a carefully controlled setting.

You may have come up with a new twist that helps fuel your business. The key is to act, figure out what works and turn on the proverbial dime when you need to. Putting everything in stasis “until this blows over” is a template for failure, because the ripples from this will fan out through the rest of our lives. Just what do you think will happen when flu season starts? And come November, everything will hit the fan for better or worse, no matter the outcome of the elections. Don’t expect “normal” or even “new normal” to show up for the next year. This is like the volcanic eruption that sends enough dust into the atmosphere to change the climate.

So, what can we do while looking for opportunities and inspiration? There are two things I am pushing hardest on, no SEPTEMBER 2020

matter what programs I can come up with: 1. We are doing everything we can to keep our name in front of people inexpensively.

Social media, particularly our own performance videos, have been highly engaged.

We’re keeping all channels open to communicate with our customers. Email blasts only reach a portion of the audience. Facebook, Instagram and other social platforms each reach a portion. We still have people who need a note or a phone call to prompt them to action, and no matter how much we do in every direction, we will miss some people. We answered the phones every day during the two months of Ohio’s shutdown, and we’ve been back open since May 14.

Yet, during the first week of August, I still got a call from someone I would consider a regular, asking if we’re back open. There is NO amount of exposure that’s enough, so never let up.

2. We are constantly reworking our salesfloor and studios to follow best practices for safety, always with an eye toward what makes our customers and store personnel feel comfortable. As new products or ideas surface, we are looking at and analyzing everything. Plexiglass barriers will help in some situations (our wind studios will get that treatment, but masked piano teachers and students find them an annoyance that doesn’t make them feel any safer, for example).

We’re always pushing for safety, but we also let our customers know about it to reassure them that we are doing all we can to address their safety and comfort. That has paid off when teachers have announced changes or new features to their student list.

Some families and students who don’t like remote lessons felt reassured enough to reactivate, for example.

MUSIC & SOUND RETAILER

There are also networks (much like Angie’s list) that consumers, primarily moms, use to nominate businesses they feel are providing a safe shopping or learning space, while flagging businesses they feel aren’t doing enough.

While you definitely want to be on

the good side of these networks, you can’t just market your way into them, and you can’t join and praise yourself without being outed. Really, only doing the work gets you the gold sticker.

Addressing both these issues keeps you in the game. Listening

closely to customer needs and keeping an eye out for new opportunities will allow you to survive, and hopefully, thrive.

If you’ve found a “best practice” that helps, feel free to share it on the Veddatorial Facebook page, or drop me a message there.

SHINE A LIGHT

SOUTHERN CALIFORNIA'S SHINING STAR

By Michelle Loeb

For more than four decades, Santa Monica Music Center has been a key member of the southern California music-making community. The big red music note that adorns the store has become a beacon for young players and their families, drawing them to the more than 5,000-square-foot shop, which is designed to be

help them find what they connect to,” said Lana Negrete, who serves as vice president, treasurer and co-owner at the store. “We encourage what we call a petting zoo by taking it out, letting them play, touch and learn about the care of the instrument.

“We are laid back,” she continued. “When parents shush their kids or tell them to stop playing with the instruments or don’t touch, we say ‘It’s ok! This is not a library! Let me show them something cool...’”

This focus on family and community has been part of the store’s mission from day one, when Negrete’s uncle, Victor Fernandez, came from Canada to work with her father, Paul “Chico” Fernandez, in his small business

Chico Fernandez (right) and Dick Van Dyke

inviting to young players seeking quality instruments, lessons and a guiding hand through their journey into music. For starters, this includes keeping instruments like congas and drum pads for kids at eye level to encourage exploration.

“We love when kids come in with their parents and aren’t sure what they want to play, and our savvy staff, who are all musicians, 38

offering lessons and recording space. Chico was a drummer and Victor, who also played piano, was armed with a degree in business and accounting. Their skills complemented each other well as the family-owned business expanded into retail, taking over the groundfloor space of their building when previous tenant Telstar Music went bankrupt.

The store had a few lesson

rooms, a rehearsal space and a recording studio. While the Fernandez brothers continued to do bookings for bands and grow their lessons program, they eventually gave up the recording studio and decided to grow the retail side of the business by bringing in Gibson, which was their first big line. “Their first big sale was a Gibson to Dionne Warwick for her guitar player,” explained Negrete.

“My dad and uncle will tell you it was a fun time back then and hardly felt like competition but rather a camaraderie,” she said.

“Ace Music, West LA Music and McCabe’s were the competition, and back then, the competition was friendly, and everyone worked together to refer customers when they didn’t have something in stock.”

Santa Monica Music Center

set itself apart from the competition as the only school band and orchestra music store offering rent-to-own at the time. Instrument rentals and sales remain a large part of the business, with instruments priced to achieve a goal of “access and equitability for all,” said Negrete. “We want all kids to have the opportunity to play an instrument, so we keep our costs in line with that belief.”

The store sells a wide variety of accessories, ranging from cleaning supplies to guitar pedals and everything in between. It is also “the last store standing in quite a few miles that carries physical sheet music,” said Negrete, who added that the store has an On Demand Sheet Music program where it can print out any song for customers, in the correct key.

The remainder of the business comes from a robust lesson program with more than 40 teachers, and a repair program that

Following COVID-19, Santa Monica Music Center reopened in late May, only to be vandalized two days later during California protests. But quickly, community members and friends cleaned up the broken glass and two Go Fund Me campaigns commenced.

“It has literally given me the hope, strength and tenacity to get up and keep going and building and planning for the next 50 years!” said Negrete.

SEPTEMBER 2020

services the school district as well as the general market. “We have a small onsite repair area that we now only use for basic stuff, and then we also contract with Jim Mettler, who does all our repairs,” Negrete explained.

Although she is a key part of the store’s leadership today, Negrete was the last of her siblings and cousins to work in the family business, which has grown to also include the Culver City Music Center. She instead chose to earn her bachelor’s degree in marketing and product development but, after the birth of her second child, she took on a part-time role and immediately saw that there was a need for her expertise.

“Having helped large corporations market to their customers, I bring that expertise to my family business today,” said Negrete, who has now been with the store for seven years and officially became vice president and co-owner when Victor Fernandez retired a year and a half ago.

“We were running the same way we did 20 years ago and needed a refresh inside and out.

I made moves that made my dad uncomfortable but made sense for the business to be more efficient and relatable in today’s climate,” she said, including re-merchandising the store and changing its decor.

“I took down the old pictures of cats playing the piano and banjo and put up professional oversized photos of legendary and current musicians, as well as physical vintage records my dad has recorded

MUSIC & SOUND RETAILER

on, and placed vintage amplifiers and cool books about the history of music between the new modern furniture,” Negrete explained.

“I tried to make the store clean and inviting, but also current, without losing its small, cool, family biz vibe,” she continued.

“We could have tried to be the cool rock and roll store, but we know who we are. So instead, we are being the best at what we are best at, and that is building the young musician.”

Children are a main focus at Santa Monica Music Center, which offers scholarships for lessons and instruments, as well as Santa Monica Music Center other affordable 1901 Santa Monica Blvd. programs. “We Santa Monica, CA 90404 want to be the place (310) 453-1928 where any kid can www.santamonicamusic.com Mon.-Thurs. 10:30 a.m.-7:30pm get into music,” Fri. 10:30 a.m.-6 p.m. explained Negrete, Sat. 10 a.m.-5 p.m. who runs her notLana Rose Negrete, Vice President/ for-profit organiTreasurer/Co-Owner zation, Outreach Through the Arts, out of the store with the mission of bringing music to children who can’t otherwise afford it.

“Instead of advertising in bust, yet kids without the financial newspapers, I took that money means struggle to compete with and created a budget line item the kids who have private lessons to donate to music programs,” and better instruments at home. said Negrete. “We also have a So, we strive to fill that gap.” contract with the school district Like so many others in the inthat, through an endowment, we, dustry, the store was affected by along with other vendors, provide COVID-19. While the pandemic lessons to kids who are in music has created new opportunities and on free and reduced lunch. for online lessons and sheet “The reason is, we want to see music sales, as well as creating equitability in the music proa new customer base of people grams,” she continued. “Our muwith “more time on their hands” sic program is one of the most roin places the store could not previously reach, it also hurt the bottom line to have its physical business curtailed.

Making matters worse, the store finally reopened at the end of May, only to be vandalized two days later during protests in an incident that Negrete called “heartwrenching.”

This incident, however, helped to show just how important Santa Monica Music Center has become to the neighborhood.

It had been taking care of the community for so long that, when disaster struck, the community was there to return the favor, and it was that togetherness and shared experience that not only got Negrete and her family and staff through the hardship, but also gave her hope for the future of her business and her community of music makers.

“That night, as I searched for wood to cover the now smashed windows, more friends came out to help put it up,” she recalled, “and by 6 a.m. the next day, community members and friends were already cleaning up the broken glass. Two Go Fund Me campaigns were started, and the support from the community near and far has been beyond heartwarming,” Negrete concluded. “It has literally given me the hope, strength and tenacity to get up and keep going and building and planning for the next 50 years!”

39

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help others make better music.

That is noble and inspires most of us. Plus, it’s way more satisfying than corporate computer sales where you know everything you sell is going to be garbage within five years. (I did that job to pay my bills after college, so I call it out for the soul-sucking digital snake oil that it was.) But the MI industry is real people making the world more musical.

THE FINAL NOTE

(continued from page 46) tra and special guests Bjork, Joni Mitchell, Jorge Pardo and Michael Brecker. Vince’s music is so lush and immersive that I feel I’m waking from a dream when the music stops. His collaborations with these other artists are exquisite.

The Retailer: What musician are you hoping to see play in the near future (post-pandemic)?

Brown: Primus — “Tribute To Kings” Tour. My best friend from childhood is a Primus megafan — he literally owns basses played by Les Claypool — and he’s flying down from Alaska so we can meet up with friends in Bend, Ore., in 2021 to catch the postponed Primus tour. My first experience crowd surfing was at a Primus concert, so I’m excited to see them again and feel that energy.

The Retailer: What are your favorite songs on your smartphone/iPod? Brown: Right now, I’ve got 40

a sugar-pop energy playlist that includes Katy Perry, Bomba Eseterio, Ingrid Michaelson and AJR mashed next to Rage Against The Machine, Trombone Shorty, Louis Armstrong and Bob Reynolds.

The Retailer: What’s the most fun thing you saw/did at a NAMM Show?

Brown: Winning the “Best In Show” and the “Tools For Schools” award in the same year for our Key Leaves, my flagship product. That was a high like nothing else and really helped turn heads toward what Key Leaves is doing.

The Retailer: What is the best thing about the MI industr y?

Brown: The fact the MI industry is ultimately driven by makers and music geeks. Some industries don’t make or do anything. They just move paper, market schemes or prey on people’s fear. But the MI industry is a bunch of craftsmen, band geeks and gear heads trying to make better music or

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

Brown: The greatest change agents in our industry are always the musicians, particularly those who bust up our gear and break our rules.

Look backward, and we see every new genre includes a new instrument or radically unconventional use of an instrument. Look back at the fringe “non-musician” DJ geeks with their laptop battles and touchpads disregarding traditional chordal tech instruments like piano and guitar. They managed to craft genre after genre of EDM, which now makes a goliath portion of the MI industry.

I look at Imogen Heap’s gloves.

They are amazing. Average people would love to sculpt music from the air with their hands, but most folks don’t know Imogen, and she doesn’t command the audience to warrant that change. But I wonder how quickly shelves could be stocked with gloves if someone like Taylor Swift began using them. And I really marvel

at saxophonist Derek Brown, who literally cut and bent and fused parts onto his saxophone to make it as radically percussive an instrument as the percussive mouth techniques he pioneered. Derek’s a self-produced YouTube artist inspiring the next generation of sax players who will likely cross over to yet another genre as saxophone is so apt to do. I am not seeing sax makers adapt to this movement yet, but I think they should.

Radical changes in our industry happen when musicians find a new way to touch the sound.

That’s where tinkering musicians and indie gear makers do their magic to really change things up.

I like to keep an eye out for the weirdos who don’t play their instruments correctly and use what seem like parlor tricks to make music I don’t understand. They are probably pioneering powerful new genres while I struggle with the trappings of tradition.

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

Brown: I am wildly fascinated by compliant machines (a mechanism that gains at least some of its mobility from the deflection of flexible members rather than from movable joints) and generative design (an iterative design process that involves a computer program to generate a certain number of outputs that meet certain constraints). I would love to study these seriously and see where it led me.

SEPTEMBER 2020

The

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MUSIC & SOUND RETAILER

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41

HOLIDAY WISH LIST

(continued from page 27)

CLEAN AS A WHISTLE

On-Stage released a line of cleansers and case fresheners targeted for band instruments and microphones, including the DSA2000 Mouthpiece Cleanser & Case Freshener, DSA8000 Microphone Cleanser and DSA3200 Multi-Surface Cleanser Refill. The DSA2000 Mouthpiece Cleanser & Case Freshener is packed in a two-ounce fine-mist spray bottle, offering users a safe and easy way to clean mouthpieces, cases and other band and orchestra gear, stated the company. The DSA8000 Microphone Cleanser is for DJs, karaoke hosts, venue and studio owners and other microphone owners who want to maintain their gear properly. Featuring a unique formula that is both alcohol- and fragrance-free, the DSA8000 helps to reduce the spread of bacteria and germs and is safe to use on essentially all gear, while leaving behind no scent or sticky residue, stated the manufacturer. And the DSA3200 Multi-Surface Cleanser Refill is ideal for band-and-orchestra rental dealers, as well as studio and venue owners. The 32-ounce Multi-Surface Cleanser is a bulk refill option for smaller fine-mist spray bottles. This cleanser safely reduces the spread of common bacteria and germs on virtually any surface, noted the company. on-stage.com

A NEW GIG SUMMER LOVIN’

MUCH-NEEDED BOOST

For tours, theatrical production companies and AV professionals needing greater range out of their wireless systems, VocoPro launched its new Boost Dual Wireless Mic Antenna Extension Booster Kit. VocoPro Boost is the extra punch needed for applications that require extended range for wireless mic receivers, stated the compay. The Boost will extend the location of an antenna and range of a wireless system up to 600 feet (line of sight). Having line of sight between the transmitters’ and receivers’ antenna provides the best signal, but running long antenna cables can cause a loss in signal strength. The VocoPro Boost compensates for this by amplifying the signal of the receiver antenna. Up to two Boost antenna amplifiers can be used to amplify a single antenna. vocopro.com

Fall is upon us, but summer’s golden vibes are here to stay with Luna Guitars’ Tribal Tobacco Sunburst acoustic-electric bass guitar. This gig-ready, long-scale bass offers sharp aesthetics and convenient playability features, including Luna’s preamp system with onboard tuner.

Built on a 34-inch, long-scale length, this bass offers a mahogany body and select spruce flat top for a balanced, full bass tone. The soundhole design has a distinct tribal motif above the smooth Tobacco Sunburst satin finish. The Luna SL3 pre-amp on this model helps to recreate the natural resonance of the tonal woods, delivering amplified acoustic tone along with the convenience of a built-in tuner, stated the company. The Tribal Tobacco Sunburst bass offers set-neck construction with dual-action truss rod for the C-shape mahogany neck.

The balsamo fingerboard (16-inch radius) is comfortable and responsive for exploring lines up and down the 22 frets stylized with pearloid triangle inlays, added the manufacturer. lunaguitars.com

Gig Gear LLC updated the design of its Cam-A-Lot, a dual-sided videoconferencing screen that provides a clean background during remote music lessons, virtual performances and any other video calling needs. The dual-sided screen features a white background for a clean look on one side, while the opposite side features a green screen that can be used to project a virtual background.

Design updates include a new X-strap design, which allows for a more secure mounting and greater adjustability for height placement.

The improved X-strap also makes it possible for the Cam-A-Lot to be mounted on practically any chair back, even irregularly shaped chairs. The Cam-A-Lot also includes dual-plied fabric on the dual-color screen, eliminating almost all light from bleeding through. Possibly the Cam-A-Lot’s biggest update is the new screen shape. The updated shape features a wider top at the user’s “head height,” allowing for wide coverage in the sweet spot of the camera’s view, while tapering toward the bottom for a slimmer form factor. gig-gear.com

THE LOGICAL CHOICE

The Blackstar Live Logic MIDI foot controller gives end users quick and easy performance control of any MIDI hardware or software platforms and plugin, stated the company. It can control program change, control change, note and clock messages. Features include: MIDI over USB for use with DAWs, plugins and live sequencer/sampling software like Ableton Live, allowing the controller to function as a USB MIDI interface; two expression pedal inputs; compact and versatile six-button MIDI controller; 9V DC or USB bus powered battery for use anywhere; stage-visible LED display; and rugged metal housing. blackstaramps.com

42

SEPTEMBER 2020

WHAT I DID DURING THE PANDEMIC FINDING INSPIRATION AND MOTIVATION DURING QUARANTINE

By Leslie Buttonow The last six months presented personal and business challenges that have affected us all, from the owners of large companies to the many behind-the-scenes faces that make our industry hum. Yet in spite of setbacks, quarantines and new rules for social engagement, there’s no denying that the folks in our beloved industry are an optimistic bunch, able to weather whatever life brings.

Many of them were able to use their time productively to learn or try something new, either for their business or personally; to accomplish something they previously hadn’t found time for; or to learn something new about themselves.

In that spirit, here are some ways our MI colleagues made their time behind closed doors productive.

“I spent most of quarantine with my family. I

“I’ve taken an online college course to stay

“Streaming has been a main method of

also watched Long & McQuade livestreams,

up on current marketing trends, and I’ve been

reaching audiences lately, and gear related to

which inspired me to spend some time with

using the time I would have been commuting

professional streaming presentations has been

my guitars and set up some ART Recording

to try to step up my workout routine. I should

really important. Because of streaming’s visual

gear that I had around the house. Then, Yor-

be ready for my first 5K fun run by the time

nature, lighting has been critical to many folks.

kville and Starfish Medical established a part-

they’re permitted again!”

We spent a lot of time working with customers

nership to produce ventilators, so we stopped

— Trish Dulka,

on finding the best solutions for their individual

whatever we were doing to get the word out.

Vice President,

needs, and found ourselves learning more

Other highlights for me were spending time

Communications/Advertising,

with my family and helping my parents, and

Hal Leonard Corp.

about streaming applications as well. For me personally, it’s been inspiring to see how people

that one time I ran into Gordon Lightfoot on

have used our products in their presentations

a walk. The pandemic affects everyone, even

to help their businesses and brands at a time

Canadian folk legends.”

when other live events haven’t been happening.

— James Greenspan,

Marketing and Communications Manager, Yorkville Sound

I was continually impressed by the ingenuity and entrepreneurship of our users, especially in the most trying of times.”

— Geoff Short, Global Brand Manager, CHAUVET DJ

MUSIC & SOUND RETAILER

43

Ad Index

Company

“My wife and I put together

Pg

a garden for the first time.

We’ve wanted to get one going for years, but life seemed too

AMI FRETTED

busy to get that project ‘in the

INSTRUMENTS................... 32

ground.’ Since the world shut

ARMADILLO

down, and for a variety of other reasons, we decided to get it

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

going this spring. It’s been an

BOURNS PRO AUDIO.......... 6

excellent project for us to work

CASIO..................................... 7

on together, and we should have done it long ago.”

CE DISTRIBUTION.............. 27

— Thad Tegtmeyer, Vice President of Campus

CHAUVET LIGHTING.......... 10

Sales Operations and Artist

CHAUVET LIGHTING.......... 11 DPA MICROPHONES........... 8 EBAY C-III GATOR CASES...................... 21 HAL LEONARD.................... 17 JJ BABBITT........................... 18 JOHN PACKER...................... 20

Relations, Sweetwater “Who would have thought that there would be

ELECTRONICS................... 35

industry and devoted our

after we were forced to close on March 17, which

efforts to mission-critical

made it a challenge for our teachers, but was ben-

projects and software-

eficial in keeping students. Much to my surprise, up new students almost every day.

MARSHALL

changing needs in the

credit, we switched to online lessons immediately

KYSER MUSICAL

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

team. Then, we identified

lessons and, more recently, online recitals. To our

the success rate has been amazing; we are signing

MANHASSET SPECIALTY

safety and well-being of our

horrible time? For us, it’s been moving to online

KORG USA............................ 5

PRODUCTS......................... 26

“First, we ensured the

some positive, unintended consequences of this

system upgrades. Our quick response to the pandemic and support for each other

But even more surprising are our online recitals

during a challenging time

(15 so far), which have been absolutely charming,

maintained a high level of productiv-

have had parents participating for the first time

ity for our company and business

and have given me the opportunity to see all of our

partners.

students up close. We will be continuing lessons

To help our customers generate

online for the foreseeable future.”

much-needed cash flow during the

— Myrna Sislen, Owner of Middle C Music

lockdown, we developed creative solutions, such as product discounts,

NAMM.............................. 14-15 MUSIC NOMAD.................... 24 ODYSSEY INNOVATIVE DESIGNS............................ 25 PHAETON TRUMPETS........ 22 PLAYTIME ENGINEERING..... 45 PRS GUITARS....................... 23 REMO..................................... 12 REVERB................................. 9 TECH 21................................. 37 TMP / THE MUSIC PEOPLE!............................C-IV

co-op marketing and a gift card as-

“During quarantine in Florida,

sistance program. Additionally, we

getting out on the boat with

extended terms for our customers

my boys has been a fun way

and reached out to them to share our

to stay socially distanced, get

experiences and offer our support.

some fresh air and go for it

Throughout the lockdown, we kept

on the wakeboard.”

shipping every day to avoid inter-

— Crystal Morris, President/

rupted business for suppliers who

CEO, Gator Cases

couldn’t ship and customers who “We saw our overall business grow

needed inventory. We are grateful for

more than 200 percent during the

our relationships with our partners and

worst lockdown months, mostly

retailers, and we feel fortunate that our

from ecommerce. Our team had to

company can lend them a hand during

reinvent — on the fly — our entire

a severe economic crisis.”

outgoing warehouse process in order to keep up with the volume.

VOCOPRO.............................. 13

We’ve emerged significantly stronger

YORKVILLE.......................... 19

— Bobby Montemurro,

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.

44

— John Hennessey, Co-President, The Music People

since.”

Vice President, Sales and Marketing, Alto Music

SEPTEMBER 2020

“At Mike Risko Music, we were already doing some Zoom lessons pre-pandemic, but transitioned our whole education program to virtual starting March 16. This included lessons, classes and musical theater. Our store was physically closed for 84 days here in New York, but we never stopped working and kept our whole staff working virtually through the entire stay-at-home order. We also finally launched our ecommerce site that was many years in the making.

“During quarantine, I actually got back to writing and recording my own music, and I’m currently

“Since the quarantine, I think we’ve all had to adjust

working on a half a dozen new songs. Diving into

our lives and come up with a delicate balance

the creative process again helped reconnect me, on

between work and leisure time. While I’ve been

a personal level, with the products we make and sell

extremely busy with Guitar Center business, I’ve

at Fender.”

also been able to take up a number of new hobbies — Justin Norvell,

Executive Vice President, Fender Products

including beginner guitar lessons via Guitar Center Lessons online, baking and my “victory virus” garden. While my guitar skills are still evolving, I

What did we learn about ourselves through the

think I’ve mastered making tarts, and my garden of

pandemic and from being in the epicenter here in

tomatoes and peppers are a close second.”

New York? We believe if you work hard, you can

— Jeannine D’Addario, Senior Vice President and

get through anything, even a pandemic. Disruptions

Chief Customer Officer, Guitar Center

can help you become even more creative, and we are excited for the virtual programs we’ve created,

"When the impact of COVID-19 came into full focus in March, concerns

which we’ll keep running long after the pandemic

about food scarcity led to us as a family putting as much as we could

has passed.”

into the garden and converting every available space (even our front

— Mike and Miriam Risko,

yard!) to growing food: new beds, new trees, even converting the area

Owners, Mike Risko Music

around our chicken coop to grow food and adding new chickens to our flock, all invaluable opportunities to teach my children reliance skills.

At present, we’re growing everything from A-Z; from apples and asparagus to watermelons and zucchini. If it can grow in the ground, we’re growing it! And, I’ve learned how to can as a means to preserve our garden’s bounty, along with sharing with our neighbors, family and friends. It’s provided a valuable lesson for all of us about patience, perseverance and humility."

— Chalise Zolezzi, Director of Public Relations and Social Media, NAMM

“Due to our communications products, Audio-Technica was deemed an essential business. We were still open during the quarantine, although the majority of our staff was working from home. Working from home scared me. A lot.

As someone who has only had an office job, I wasn’t certain I could do it.

Long story short, I was super focused and productive, often having to remind myself to get up and walk around!”

— Gary Boss, Marketing Director, Professional Markets, Audio-Technica

MUSIC & SOUND RETAILER

45

THE FINAL NOTE The Music & Sound Retailer: Who was your greatest influence or mentor and why?

Rulon Brown: The “Horn Doctor,” John Kagerer of Alaska Music & Sound. When I was 14 years old, John took me on as a band instrument repair apprentice. His example and standards shaped my sense of craftsmanship and work ethic. He showed me how to manage my time and tools. Watching him manage his business was an invaluable experience I draw on frequently in my own business. John is quick with a joke but can laser focus and share that focus with others, which is a rare quality in a mentor. I can’t imagine doing what I am today if I had not grown up working in a local music store run by a master repair tech with a head for business. John’s mentorship was truly foundational.

The Retailer: What was the best advice you ever received?

Brown: Work smarter, not harder. I’ve always found this advice

RULON BROWN,

President and Founder, Key Leaves

By Brian Berk

inspiring, and it reminds me to focus on the problems that can be improved upon and to be willing to seek and change plans for something smarter. Everything else is distraction or over exertion.

The Retailer: What was your first experience with a musical instrument?

Brown: When I was a young boy, my mother would play Neil Diamond, ABBA and Carpenters songs on our blonde wood Acrosonic piano. I’d sit on the right end of the bench and plink out notes, trying to play along. She would smile at me in a way that made me feel like I was playing the most amazing duet. She filled our home with music and made instruments safe to touch. I absolutely hated the piano lessons she forced on me a few years later, but at age 10 she introduced me to the saxophone and I was smitten.

That’s when my lifelong love affair with music began.

The Retailer: What instrument do you most enjoy playing?

Brown: That is a tough question because when I cannot imagine my musical voice without flute, sax, piano and more. These instruments are all like children to me. If I could only play one instrument for the rest of my life it would be saxophone, simply because the ergonomics of the flute are so horrible for aging bodies and saxophone was my first love. But I would miss the others sorely!

The Retailer: Tell us something about yourself that others do not know or would be surprised to learn.

Brown: In 2011, I quit my high-paying day job working for the Seattle Mayor’s Office of Arts & Culture, rented my home, moved my young family to Costa Rica with only what we could carr y, lived without a car and focused on making music again.

It was a radical leap that proved transformative in wonderful ways.

The Retailer: What’s your favorite activity to do when you’re not at work?

Brown: I love working with my hands. It calms and focuses me like nothing else. Art, metalsmithing, woodworking or any odd project around the house. A few months ago, it was a set of maple wood diagonal dividers for a wide kitchen drawer to store long-handled utensils.

It’s a bit silly that something as simple as clean-cut maple in a drawer can make my morning, but it does.

Zorn B. Taylor

The Retailer: What is the best concert you’ve ever been to?

Brown: Bobby McFerrin solo 2008 in Kirkland, Wash. He is my musical superhero. I won front-row-center seats for this special anniversary concert celebrating the venue. During the show, Bobby asked if anyone wanted to sing with him. My hand shot up and we sang a duet of “Night in Tunisia.” I was giddy for weeks.

46

The Retailer: If you could see any musician, alive or deceased, play a concert for one night, who would it be and why?

Brown: Vince Mendoza conducting his works for big band and orches(continued on page 40) SEPTEMBER 2020

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