Music & Sound Retailer October 2020, Vol 37 No 10

THE NEWS MAGAZINE FOR MUSIC PRODUC TS RETAILERS

DESPITE THE UNCERTAINTY CAUSED BY COVID-19, PERCUSSION MANUFACTURERS SEE A BRIGHT FUTURE See page 20

October 2020 Volume 37, No. 10

THE BEAT WILL GO ON

M ARK ET PU L SE

THE RETAILER GETS THE MI INDUSTRY’S TAKE ON TWO HOT-BUTTON TOPICS See page 50

SEE INSIDE: MUSIC & SOUND AWARDS FOR YOUR CONSIDERATION BALLOTS See page 26

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Slug Percussion Celebrating Silver Anniversary Slug Percussion Products is celebrating its 25th Anniversary this year. The company was founded in 1995 by industrial designer and drummer Eric Behrenfeld with the launch of his invention, the Tweek Drumkey-clip. The patented-design drumkey clips to one-inch tube hardware and is made of glass-filled nylon.

Slug’s Power Head foot pedal beaters were developed soon afterwards, which now come in five different models and styles for different drum-playing styles, volumes and foot-speed needs. The patented designs feature a self-adjusting, rotatable beater head, with a guaranteed bend- and break-proof tapered shaft made of stainless steel or titanium.

The Power Head beaters work in all foot pedals and will upgrade the sound, feel and power for drummers’ bass drum play and also cowbell foot pedal setups, according to the company.

Following the success of the Tweek and Power Head beaters, the Batter Badge Armourphragm impact pad line was developed. The patented vented designs reduce mass and allow for more natural drumhead movement without muffling the drumhead they are attached to, stated the company. Different Badges have been created for bass, tom and snare drumheads. Batter Badges are made of polycarbonate film with permanent adhesive backing and can be placed on top or under-

Westco Acquires ZZee Productions

Westco Educational Products, a business-to-business wholesaler under the West Music Co. umbrella, has acquired Wisconsin-based ZZee Productions.

Westco purchased the business after years of partnership with Margaret Jerz, founder of ZZee Productions. Jerz’s son-in-law, Evan Schultz, is the designer for the company’s products, creating colorful and educational posters and chart supplements for music classrooms. The company also designed recorders, drums, barred instruments and a curriculum book as part of their offerings.

After 15 years in business, Jerz decided to retire from ZZee Products. “Evan made these posters for my own classroom,” Jerz remembered, “and then I started getting requests from colleagues for sets for their classrooms. From there, the business just took off, and ended up being a viable business from which to retire.”

In considering retirement, Jerz looked for a company that could continue her business’ legacy, and found it a natural progression to offer the sale of ZZee Products to Westco EduMUSIC & SOUND RETAILER

cational Products, given her relationship with West Music and the widespread reputation of the company’s divisions.

“Margaret and I have been colleagues as members of the World Music Drumming Curriculum teaching staff for over a decade, and West Music has sold ZZee’s products since their inception,” said West Music’s senior vice president of national sales, Melissa Blum. “When she came to me with her happy news, we both recognized the natural fit of ZZee Products for the Westco Wholesale division to offer to its retailers across the country.”

“We were happy to officially acquire the company in October 2019,” added Susie Hoffman Beahm, director of Westco educational products. “The full product line is already available through Westco. Margaret, Evan and I wanted to make the transition as seamless as possible for their current customers and to quickly start reaching out to new markets. It is a ver y inspiring line of products, and we look for ward to carr ying on their legacy.”

neath any new-condition drumhead. Also part of the Slug product line is an assortment of felt products which includes the “old-school” Muffelt brand bass drum and floor tom dampener strips.

Slug Percussion Products are available through Big Bang Distribution for wholesale dealers worldwide.

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THE NEWS MAGAZINE FOR MUSIC PRODUC TS RETAILERS

VOLUME 37, NO.10

F E AT U R E S 26 Music & Sound Award Manufacturer Division For Your Consideration 32 Special to the Retailer

COVER STORIES

In these times of global crisis, when the economic future for many retailers seems uncertain, MI and pro-sound retailers can be sure of at least one thing: The at-home recording market has exploded.

20 The Beat Will Go On

Despite the Uncertainty Caused by COVID-19, Percussion Manufacturers See a Bright Future

50 Market Pulse

34 Special to the Retailer

Retailers who have the marketing sense to understand customer needs, devise a game plan and execute against it should certainly find some level of success, states Richard Ngo-Tran.

36 Five Minutes With

The Retailer Gets the MI Industry’s Take on Two Hot-Button Topics

Karl Dustman and Antoinette Follett tell us everything going on at the Percussion Marketing Council. But they have an announcement to make first.

38 MI Spy

MI Spy concludes his/her trip to the Windy City and declares a winner.

40 Making Waves

64 Audio’s Jazmin Moreno offers up three words of advice for women planning to work in the pro audio industry: "Go for it."

42 Shine a Light

Craig Merrick didn’t have a background in music when he opened Astro Audio Video and Lighting in 1974. He was, however, driven by a lifelong entrepreneurial spirit and a thirst for knowledge.

47 Under the Hood COLUMNS 44 In the Trenches

Allen McBroom sees post-pandemic rejoicing in the future, certainly good news.

Billie Eilish has taken the world by storm during the past few years.

Fender teams up with the “bad guy” singer for a signature ukulele.

54 The Final Note

Bryan Bradley, Group One Ltd. president, offers up a who’s who of mentors in the MI industry: Blake Augsburger, Gene Joly, Jack Kelly and Morty Manus.

46 Veddatorial

According to banks, the MI industry is in trouble, states Dan Vedda. But are banks correct?

BUZZ 3 Latest 12 People 14 Products 4

OCTOBER 2020

EDITORIAL

Finding Opportunities So far, 2020 has dealt many blows to MI retailers, including the COVID-19 pandemic, wildfires on the west coast, hurricanes (which knocked out my power for five days in August and did far worse to others) and the unfortunate looting of some stores.

All of these things happening at once, and particularly COVID-19, have thrust the MI industry into a period of transformation, with changes coming more rapidly than ever before. This can be seen everywhere. Just look at what you are selling these days. According to MI SalesTrak, it is most likely “play-at-home” and home studio products, as opposed to products needed for live events and gigs.

Where you sell these products is also different, with the internet carving out an even bigger portion of sales than in previous years. According to eBay, music gear or a musical instrument is sold every two seconds, with more than 1.6 million of these products available for sale on eBay’s venerable platform at any one time.

How you sell instruments is another thing that has changed. Perhaps you’ve been setting up private appointments with customers at your store in an effort to provide some semblance of the old shopping experience while also giving the customer a bit of the VIP treatment.

Or maybe you’ve been hosting Zoom appointments with customers to talk about gear.

Even why you are selling MI products has changed.

Many MI sales these days can be chalked up to something as simple as your customers being bored because they’re stuck at home too much.

Even the trade shows we attend will never be the same. Sadly, NAMM announced that it will replace its January show with the virtual Believe in Music Week event. While nothing beats an in-person NAMM Show, I am certain Believe in Music Week will be an incredible

experience. Nobody is better than NAMM at hosting trade events, and the organization’s educational sessions are as good as or better than ever (and arguably more important than ever for business owners to attend). But the experience of seeing your industry peers in person and visiting exhibitor booths to get hands-on with the latest gear will not take place, at least for one year.

So, what does this all mean? It is not all doom and gloom.

I recommend you take a glance at our story about the percussion market in this issue, “The Beat Will Go On,” to learn more about what manufacturers have done during the pandemic and why they are optimistic for the future.

But still, it is understood that change is scary for all of us.

For example, I had no clue how to even use Zoom in March when I went on the platform for the first time, and learning a new video platform seemed challenging at first. But I have now become way more than just serviceable at using Zoom.

Although I clearly never wanted to be forced to learn a new skill due to a global pandemic, it has yielded opportunities I never would have thought of before.

One such lightbulb that went off in my brain was the idea to host an online “reception” to announce the winners for the Music & Sound Awards, Dealer Division. What did I do before? Simply email people to tell them they won awards, and then hand them out in person at Summer NAMM. Hosting a Zoom event was a much better idea than sending a few emails, and I plan to utilize this approach in the future, before personally handing out the awards at Summer NAMM (assuming it returns in 2021, of course). Sure, this may be but one small example, but the point is that opportunities to do things in new and better ways exist right now — not days or months from now, or in the future when a vaccine becomes available to the public.

October 2020 Volume 37, No. 10

NEW TO THE COMPLEX FAMILY The HHX Complex Series continues to innovate.

The 17" and 19" Complex O-Zones deliver a dark explosive attack and are some of the most aggressive effects cymbals SABIAN has crafted to date.

The 21" and 23" Complex Medium Rides have a dual hammering process that brings out a sweet rich complex tone that allows the stick to sit nicely on top of a warm dark complex undertone. This is topped off with a strong raw heavily hand hammered bell for distinct complex cut.

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.

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OCTOBER 2020

The American Professional II

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RMI Unveils Cleaning Process for Band Instruments RMI LLC (Retail Music Integration) is rolling out a clinically verified and validated germicidal cleaning process for band instruments, which will be utilized by its companies going forward. These procedures were conceived and intended to exceed the National Association for Music Education (NAfME) guidelines.

RMI’s High-Grade Multi-Level Disinfecting process has been tested and proven to remove up to 99.3-percent of all biofilm off of instrument surfaces. It has also been proven to leave the instruments 100-percent free of COVID-19, stated the company.

RentMyInstrument and B.A.C. Music Center of Kansas City implemented a multi-step germicidal procedure, which includes operating a hospital-grade UVC Germicidal Machine (manufactured by American Ultraviolet Co.), in tandem with hospital-grade Hypocholorous Acid (Danolyte). This process provides a touchless solution by executing the final steps after being sealed in a PTFE plastic bag.

Yorkville Sound Distributes Samson in Canada

Canadian pro-audio manufacturer and distributor, Yorkville Sound, announced a partnership with Samson Technologies for Canadian distribution. Yorkville Sound now distributes Samson Audio, Samson Wireless and Hartke Amplifiers.

“Samson was the forerunner with wireless, back when it was considered novelty or seen as an exclusive feature for stadium acts,” said Jeff Cowling, vice president of sales and marketing at Yorkville Sound. “Today, wireless is most accessible, and end users are leaning toward wireless solutions for their home, club and house-ofworship setups.”

PRS Creates Pulse Artist Program

PRS Guitars unveiled its Pulse Artist program, which is designed to support local artists worldwide. While PRS is known for artist endorsements from the likes of Carlos Santana, Mark Tremonti, John Mayer and more, this program shifts the focus to PRS players who are making waves in their local music scenes.

“As the world of music progresses past big-budget label deals and relies more on discovery, we wanted to develop a program that supports and showcases influential regional players,” Bev Fowler, director of artist relations, said. “We are excited to be able to help amplify these musicians and their art and help to connect more people through music.”

This program will utilize the PRS dealer network to provide local access to some of the benefits of an endorsement, while also serving as a potential stepping stone to becoming an official PRS artist. With their annual membership, Pulse Artists will be granted exclusive discounts on guitars, amps and accessories through their local PRS dealer and will be showcased on a dedicated Pulse Artist roster on PRS Guitars’ website. PRS social platforms will be utilized, as well as the creation of editorial content to amplify these artists and share their music, news and progress as they pursue their musical journey.

Artists can submit their application to become a Pulse Artist through any authorized PRS dealer. Submissions will be accepted through Oct. 31. All applications will be reviewed by the PRS Artist Relations team, and the inaugural group of 2021 PRS Pulse Artists will be announced on Dec. 15.

GHS Named Deering String Supplier

Deering Banjo Co. has chosen GHS Strings to become its string supplier. GHS began producing the bulk string gauges for Deering’s range of production banjos earlier this year, including all five-string banjos, as well as 17- and 19-fret tenor, plectrum and six-string banjo models.

Additionally, GHS has taken over production on Deering’s range of string packs, utilizing the company’s Nitro-Pack for anti-corrosion and foil packaging. Deering strings will also feature GHS’s proprietary LockTwist system at the loop end.

“GHS is just a great fit for us,” said Deering vice president of sales and marketing, Jamie Latty. “We wanted to work with a company that shared our values, and who wanted a long-term partnership that focused on exceeding the customer’s expectations of our strings. We are very proud to be working with GHS again. The time was right to rekindle a partnership that we had enjoyed so well in the past.”

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OCTOBER 2020

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Group One president Bryan Bradley

Austrian Audio entered a distribution agreement with Group One Ltd., which will serve as Austrian Audio’s exclusive U.S distributor. Austrian Audio’s microphone and headphone lines and all future products are available to Group One’s network of dealers and contractors.

Martin Seidl, CEO of Austrian Audio, is excited about the new partnership: “We are confident that Group One’s experience, enthusiasm and reach into the market will enable us to take Austrian Audio to the next level of growth in the U.S. My team and I are looking forward to working with Group One very much, and I anticipate this to be a successful relationship for both companies,” he said.

Group One is the exclusive U.S. distributor of professional audio and lighting brands from around the world, such as Solid State Logic, Klang, DiGiCo, Calrec and more. “After experiencing the quality of Austrian Audio products first-hand, we knew this brand is a great fit for our company and complements the high-end audio products we already represent. We are excited to help this excellent manufacturer to expand in the U.S,” said Group One president Bryan Bradley.

West Music Launches Virtual Music Programming West Music’s Music Therapy Services launched its newest program, Musical Connections. Designed specifically for three groups — older adults, adults with disabilities, or young children — this music-therapyinformed programming is suited for nursing facilities, group homes or daycares, as well as for individuals seeking relief during this global crisis, stated the company.

Musical Connections is an online subscription service in which subscribers receive eight unique 30-minute videos in the category of their choice each month. The video programming features familiar songs designed to engage the viewer in singing, songwriting, moving, reminiscing and learning. These videos can be programmed into facility TV channels or played directly from any internet-enabled device.

“Knowing that COVID-19 has created a lot of isolation and loneli-

ness in our communities, our team of music therapists wanted to design a program to reach everyone where they are,” said Kelly Carlson, director of music therapy at West Music. “Our team was all a bit wary about moving to the virtual environment with our sessions, but we have received only positive feedback. Musical Connections is a natural extension of our music-therapy services, and offers a wide variety of activities, including writing songs, making kazoos from home materials, reminiscing about state fairs and summers past, and just a chance to forget all of the things that are happening in the world to cause us anxiety.”

Reverb Introduces Combined Shipping

Sellers on Reverb can now offer “combine and save” shipping rates to buyers who purchase multiple qualifying items from their Reverb shop. The new feature could enable Reverb sellers to motivate customers to buy more at once to take advantage of discounted shipping rates.

“We speak with our sellers regularly to learn what we can do to continue to improve their experience on Reverb,” said David Mandelbrot, Reverb CEO. “Many sellers have indicated that they could increase sales if they had the ability to offer free or discounted shipping when a customer buys multiple items or wants to add, for example, a pack of strings to their guitar purchase. I’m excited that our sellers will have the option to offer ‘combine and save’ shipping as we head into the crucial holiday shopping season.”

According to Mandelbrot, early data suggests that allowing buyers to take advantage of discounted or free shipping rates when they purchase multiple items motivates them to buy additional items from sellers. Additionally, it makes purchasing smaller items — like guitar straps, strings and picks — more attractive to buyers.

When a seller offers combine and save shipping, buyers will see qualifying items prominently displayed as they’re browsing the seller’s shop.

Sellers determine which items in their Reverb shop are eligible for discounted shipping rates when combined with other items.

For example, if a seller offers free combine and save shipping on tuners, buyers that have a guitar, bass, ukulele, violin or other music gear in their cart could add a tuner that ships free with their instrument.

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OCTOBER 2020

Vintage Tone Modern Technology Lightweight Neodymium Magnet ÂŽ

PEOPLE

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Forever Young

Steve Young has joined Audix as director of U.S. sales. Young has ser ved more than 20 years in the pro-audio manufacturing industr y. He was most recently the director of large-venue sales for Biamp/ Community Loudspeakers. Prior to that, he was vice president of sales and marketing at AtlasIED and joined Behringer for the launch of the X32 digital mixer.

“Singing onstage, experiencing worship, learning remotely in a virtual classroom or taking in an important meeting online, all of these experiences are just better with Audix microphones,” said Young. “With Audix’s USA-based manufacturing and engineering, we have the resources in-house for fast reaction to market demand. I look forward to working with new and existing Audix customers to grow our collective business.”

“I hired Steve to lead the North American sales effort when I was CEO of Community,” added Steve Johnson, vice president of sales and marketing for Audix. “He has deep industry knowledge and truly believes in the power of high-quality audio to elevate the customer experience. I’m thrilled that Steve has joined the Audix sales team and energized to be working with him again. It’s like getting the band back together. Now we need a drummer!”

The French Connection

Chris French joined jj Babbitt Co. as director of engineering.

French works directly with Steven Rorie, president, and Jim Green, vice president of manufacturing, in the areas of process quality and control, product quality and consistency, technology adaptation and new product design.

“I’ve worked directly with Chris intermittently since the mid-‘90s,” Rorie said. “I believe he fits perfectly with our plans to develop and selectively introduce new technology while preserving and further perfecting the core elements of craftsmanship that are the hallmark of jj Babbitt’s iconic brands.”

French brings a wide array of skills to jj Babbitt. Most recently, he held positions with The Selmer Co. as well as Eastman Winds, Gemeinhardt, Altus and Powell Flutes. Prior to that, he lived in Los Angeles, where he was a regular performing musician with major movie and recording studios. He played in Broadway shows and for many touring headliners including Tony Bennett, Frank Sinatra Jr. and Henry Mancini. French also started a woodwind repair service and customization company, C. French Woodwinds, in Van Nuys, Calif., where he quickly drew a following of high-level professional players from all over North America. His music industry career includes orchestra positions with Mexico City and Filarmonica de Toluca as well as guest appearances in Los Angeles, New York, Florida, Illinois, Michigan, New Orleans and Indiana. He holds both bachelors and masters of music degrees from The Juilliard School in New York City.

Yamaha Brings on Beck

Yamaha Corp. of America (YCA) welcomed Randy Beck as the company’s new vice president, integrated marketing. He reports directly to Matt Searfus, corporate vice president, integrated marketing. In this new role, Beck is responsible for managing and leading YCA’s key marketing departments, including Consumer Audio, Guitar, Keyboard, Percussion, Professional Audio, and Winds and Strings.

“Randy has played key roles in building marketing success for industry-leading brands,” said Searfus. “He possesses exceptional skills when it comes to developing positioning and messaging that resonates with customers. We are excited that Randy is now onboard to help tell the Yamaha story.”

Prior to joining Yamaha, Beck held the position of vice president, percussion, at D’Addario & Co., where he led the global strategic direction for the company’s Percussion Business Unit. Prior to that, he held several key managerial roles at Nestle Purina Pet Care in St. Louis, Mo., and in 2017, was named director of marketing responsible for the Friskies, Kit & Kaboodle, and Deli Cat brands.

“My desire to make music, learn, listen and perform has been at my core for as long as I can remember,” said Beck. “As both a musician and a marketer, I am excited to build upon the Yamaha brand promise to create more musicians and develop closer emotional connections with our customers.”

In Memoriam Steve Rauch

Steve Rauch passed away in August at the age of 78. Rauch began his career in the music publishing business in the early 1960s. While working for several leaders in the industry, Rauch developed his skills and knowledge that he would ultimately apply to his own publishing firm, CD Sheet Music, LLC, which was established in 2000 after he worked for Hal Leonard, JW Pepper and Warner Brothers Music. Rauch played a vital role in the creation of Big Bells Inc., a music publishing company funded by songwriter Paul Simon.

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Donald ‘DJ’ Johnson

Donald “DJ” Johnson passed away in August.

Johnson began working in music retail in 1958 in the San Jose, Calif., area before joining Coast Wholesale in 1961. During this interesting and historic time for retail stores in the San Francisco Bay Area, the folk music boom was in full swing, and Johnson was present to witness first-hand the British Invasion and the full impact the Beatles had on the music industry. Johnson ran his own music retail store in northern California before returning to wholesale in the late 1970s for Kaman, which had purchased Coast. Johnson also had a long association with Saga Musical Instruments in San Francisco and with the company’s founder Richard Keldsen.

Manji Suzuki

Manji Suzuki passed away Aug. 21 at the age of 97. Suzuki was the founder and chairman of Suzuki Musical Instrument Manufacturing Co. in Hamamatsu, Japan. The company began as a harmonica maker and, over the years, developed innovative instruments such as a full line of wood harmonicas for music education. Suzuki’s passion and personal mission was to introduce music into the lives of young people. During the 1980s, he purchased the Hammond Organ Co. and brought Leslie Speaker Co. under the same ownership.

OCTOBER 2020

PEOPLE

DW’s Lombardi Receives PAS Award Drum Workshop Inc. (DW) founder and president, Don Lombardi, has been honored by the Percussive Arts Society (PAS) with its 2020 President’s Industry Award. The award recognizes individuals in the percussion industry who have demonstrated outstanding achievement in their field and exceptional support of the PAS. From humble beginnings, Lombardi became a respected professional drummer and drum teacher, opening a school called Drum Workshop in Santa Monica, Calif., in 1972. His stewardship has seen the DW brand portfolio expand to include the revitalized Gretsch Drums, Latin Percussion and Slingerland.

The Right Solution

Guitar Center named Mohit Parasher as the president of the company’s Business Solutions segment. In this new role, Parasher is responsible for driving top- and bottom-line growth, as well as expanding the scope of Guitar Center’s Business Solutions, the company’s business-to-business arm that includes design and system integration firm AVDG and Guitar Center Professional (GC Pro). Parasher reports directly to CEO Ron Japinga, and also serves as a member of Guitar Center’s executive management committee.

Parasher brings 28 years of experience in consumer and B2B products and services across the U.S., Europe, Asia and Middle East/Africa. He joins Guitar Center’s Business Solutions team from Harman International, where he was president and executive vice president of the company’s Professional Solutions division. Before joining Harman, he held CEO positions at Airtel and Beetle Teletech Ltd. (now Brightstar India).

MUSIC & SOUND RETAILER

In 2008, Lombardi returned to his educator roots when he established the Drum Channel. More recently, he was instrumental in the founding of Drum Workshop Music Foundation, a charitable organization whose goal is to provide the gift of music to underserved communities worldwide.

“I’m honored to be presented with an award from the Percussive Arts Society. Though manufacturing and education may seem like two

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different endeavors, like PAS, I’ve always had a passion for education, and in coming up with inventions, my goal has always been to improve the quality of a drummer’s life by designing products that make it easier to play, while also providing new tools to create with,” said Lombardi.

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Speak Up Snare These Drums

Mapex revamped its entire Black Panther Snare drum series. The Black Panther series is designed to cover a drummer-centric number of sonic choices producing a selection of 14 different wood and metal sounds following a carefully devised sonic-flow logic and further developed through the Mapex Concept Hybrid approach to drum design, stated the company. Features include the Cylinder Drive snare strainer and butt side, an airflow venting scheme unique to each model, and SONIClear bearing edges. khs-america.com

New York, New York

Pacific Drums and Percussion (PDP) announced updates to its New Yorker Series of drums. The lightweight PDP New Yorker four-piece kit has been redesigned to have an even more compact footprint. Also new is a smaller, 14-inch by 16-inch bass drum and slightly larger five-inch by 14-inch snare drum to go with its eightinch by 10-inch mounted tom and the 12-inch by 13-inch floor tom.

The configuration is ideal for local gigs, rehearsal spaces and home studios, stated the company. New durable laminate finishes include Pale Rose Sparkle, Electric Green Sparkle and Black Onyx Sparkle. pacificdrums.com

The Jensen N12K is a vintage neodymium speaker available from CE Distribution. The N12K was previously only available in Fender Tone Master amps, but is now available for purchase as a standalone speaker. The N12K delivers warm, full-bodied tone with remarkable headroom and just the right amount of brilliance and sparkle, stated the company. This speaker was designed for the new Fender Tone Master Deluxe Reverb and Twin Reverb. cedist.com

A Push for Plush

Music Nomad’s 2 ‘n 1 Beyond Plush Players Cloth offers deep plush fibers to trap and carry dust away from the surface. The plush fibers are effective at gently wiping off fingerprints, grime and sweat, stated the company. With 90,000 fibers per square inch and a lint-free construction, the suede fiber is designed to wipe away sweat, finger oil and grime buildup that attacks the strings and reduces string life and string tone. musicnomadcare.com

City Slicker

MusicMedic introduced Artisan Pad Slicks, designed for professional instrument repair technicians who do padding day in and day out.

They are made from stainless steel, with an aircraft aluminum handle that is well balanced and feels good in the hands, stated the company.

The pad slick itself is offset from the handle to allow clearance around resonators, allowing instrument repair technicians to easily adjust the back of a pad. It is available in three sizes to give busy instrument repair technicians plenty of working surface for woodwind pads and instruments of various sizes. musicmedic.com

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OCTOBER 2020

I Believe in Music...

And the people who bring music to the world.

I believe there has never been a more important moment for our industry to gather, to conduct business, to inspire each other, to inspire music makers and to support those in our music family in need.

That’s why Yamaha is excited for Believe in Music Week.

Tom Sumner President, Yamaha Corporation of America

Industry Meetings and Media Preview January 18 - 20 | Marketplace January 21 - 22 | Believe in Music TV January 21 - 22

PRODUCT

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Somewhere Over the Rainbow

Alfred Music released two new resources designed for the classroom: “Ukulele Explorer” and “Music Mosaic.” Songs featured in “Ukulele Explorer” include “Roar,” “Best Day of My Life,” “Over the Rainbow,” “Riptide” and more. It features fret diagrams, hand-position photos, rhythmic chants for every new pattern, “getting started” screens, plus demo and play-along tracks. It is compatible with computers or interactive whiteboards (PC and Mac) and recommended for grades 5 to 9. “Music Mosaic” is a contemporary collection that teaches American music history through student-centered projects. Each of the 15 lessons is intended to prompt risk-taking and the expression of artistic intent, making students the leaders of their own learning. Core music standards, teacher instructions, reproducible student sheets, and single-point assessment rubrics are included for each project. alfred.com

Clavinova Supernova

Yamaha Corp. of America announced the Clavinova CLP-700 Series, with five new models: the CLP-735, CLP-745, CLP-765GP, CLP-785 and CLP-795GP. Models beginning with the CLP-735 feature clear, light Mozart piano and lilting Chopin piano voices, sampled from Walter and Pleyel fortepianos, respectively built in the 18th and 19th centuries, stated the company. The CLP-785 and CLP-795GP add Scarlatti and Beethoven fortepiano voices; the former was sampled from an instrument designed by the inventor of the piano himself, Bartolomeo Cristofori, and the latter from a London-made Broadwood fortepiano, the company added. The CLP-700 series also includes the voices of the Yamaha CFX and Bösendorfer Imperial concert grand pianos; both are offered in stereo and binaural versions. usa.yamaha.com

Face to Face

In its commitment to help school band and music programs continue while adhering to health and safety standards, Gator is now offering instrument and face-cover solutions that follow recommendations from the NFHS (National Federation of State High Schools) study. These instrument-bell covers feature a pocket for an included replaceable MERV 13 filter and are made from a breathable, non-woven polypropylene fabric that offers little to no back pressure or acoustic loss during performance, stated Gator. The fabric and the filter are expected to greatly reduce the spread of aerosols, the company added. The bell covers are available in multiple sizes ranging from four to 32 inches in diameter to fit various instruments. The instrument face masks are specially designed with a front-flap opening for easy playing while staying safe. They are available in youth and adult sizes. gatorcases.com

Make Two Notes of This

Two notes Audio Engineering announced the Torpedo Captor X (16), representing a 16-ohm version of the product. The eight-ohm reactive-load box, tube-amp attenuator, DynIR cab sim, IR loader and stereo expander first debuted at The 2020 NAMM Show and has been embraced by the guitar community, stated the company. Ola Englund, Rhett Shull, Lee Anderton, Ryan ‘Fluff’ Bruce, Tom Quayle and Rabea Massaad are among those who enjoy using the product, the manufacturer added. two-notes.com/torpedo-captorx

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OCTOBER 2020

PRODUCT

z z u B Fork in the Road

UltraModern Love

b3 Guitars introduced the UltraModern 24 electric guitar, an accumulation of classic shred guitars merged with some of today’s more modern features. Offering a bolt-on headless variant to its 22-fret set neck model, the UltraModern 24 features Fishman Fluence Open Core pickups and the Sophia 2:92 Global Tuner with thumbwheel and dual stabilizers upgrade. Hand-built in Tehachapi, Calif., the UltraModern is fully customizable, meaning the player has complete control over options such as body woods, top woods, electronics type and configuration, hardware, finish, and much more. b3guitars.com

Electro-Harmonix released Pitch Fork+, a polyphonic pitch shifter/harmony pedal equipped with two independent pitchshifting engines offering full control over each with both capable of transposing over a +/- three-octave range as well as detuning +/-99 cents. It features dedicated volume controls for both Shift voices and the Dry signal; two outputs, Main and Aux, with multiple routing options; 10 unique factory presets, plus the ability to easily save/recall 100 programs; and a Bypass footswitch that toggles between effect on and buffered bypass. In latch mode, it switches between effect and bypass mode. In Momentary mode, the effect is on when the footswitch is held down, and the pedal enters bypass when it’s released. The footswitch is programmable and can be assigned to a variety of functions such as muting either Shift voice or jumping to a preset program. ehx.com

Get in the Spirit

THE MOST WONDERFUL TIME OF THE YEAR Dash through the snow or city sidewalks with the dbl Bass Buggie™.

The Amazing Bass Stand is a great option for your bass.

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by RC Williams. All products made in the U.S.A.

Hughes & Kettner released its first family of micro amps with the Spirit Nano series. With up to 50 watts of output power, a built-in Red Box cabinet simulator and Sagging control, the Spirit Nano series comprises three specialized units, each echoing an entire chapter in the history of legendary guitar sounds, the company stated. The Spirit of Vintage model serves up the full spectrum of shimmering clean sounds and rockin’ rebel crunch tones typical of the ‘50s and ‘60s. The Spirit of Rock pumps out signature brown sound and lubed-up lead tone inspired by the era of iconic power riffs. The Spirit of Metal delivers everything from beefy ‘80s metal sounds to the bombast of modern metal tone. The full Spirit Nano series uses Hughes & Kettner’s proprietary Spirit Tone Generator, which recreates the interactive nature of traditional tube amp circuits. Spirit Nano heads are small and light, easily fitting into any gig bag or briefcase, stated the company. yorkville.com

Mix It Up

American Recorder Technologies Inc. released the MINI MIX 2, featuring three channels in/ two channels out, as well as a USB Interface, allowing for direct audio output via USB. The USB plugand-play, built-in driver does not require any special software and is compatible with Windows, MacOS, Linux and Android devices. The front panel features three long-throw sliders, giving the MINI MIX 2 the feel of a big board.

Channels 1 and 2 can be used for microphones, guitars, keyboards, electronic drums and mp3 players and offer EQ, while the third AUX In channel is dedicated for line level stereo input with a separate level control. americanrecorder.com OCTOBER 2020

PRODUCT

Tim Timebomb

Fender Musical Instruments Corp.

(FMIC) launched the Tim Armstrong Anniversary Hellcat in celebration of 10 years of partnership with Grammy Award-winning punk rock legend, Tim Armstrong. The Hellcat guitar is based on Armstrong’s own instrument, originally from the 1960s. It features

Float on Air

The PRS Guitars Floating Guitar Stand is a way to display a favorite guitar with style at home or in the studio. Its sleek, minimalist design lets the stand disappear, allowing the guitar to take center stage. In addition to its modern aesthetic, the PRS Engineering department carefully helped with design considerations of this stand to make sure it is a stable and safe option. Design features include heavy-duty construction; a weighted, three-pointed base engineered for maximum stability; and a nitro-friendly foam headstock cradle. prsguitars.com MUSIC & SOUND RETAILER

z z u B

upgraded modern specs, including a solid spruce top, mahogany back and sides, maple C-shape neck, high-quality onboard electronics, gold hardware and Armstrong’s signature “Hellcat and double skulls” inlay. It features a gloss black finish and a Fishman Preamp with tuner. fender.com

THE BEAT WILL GO ON

DESPITE THE UNCERTAINTY CAUSED BY COVID-19, PERCUSSION MANUFACTURERS SEE A BRIGHT FUTURE

BY BRIAN BERK

For the entire MI industry, the need to survive and adapt has never been more necessary. Percussion manufacturers have certainly needed to do so. For example, this year’s school music market, for percussion and all other segments of MI, was unlike any other. And the market for gigging musicians is slow, to say the least. However, play-at-home instruments have seen an uptick in demand. But is this also the case for percussion products? And how have percussion manufacturers weathered the storm brought on by COVID-19?

We ask these questions, and several more, of our seven respondents, in what proves to be a true all-star panel: n Scott Donnell, vice president of global marketing, Drum Workshop (DW) n John Palmer, sales strategist, TAMA n Steven Fisher, director of marketing, Yamaha Percussion n Eric Ricciardi, leader of the percussion business unit, D’Addario n Andy Zildjian, president and CEO, SABIAN n Dave Cywinski, MI product division sales manager for drums, Hal Leonard n Adam Gomes, director of marketing and artist relations at Luna Guitars, Ukes & Percussion (Armadillo Enterprises).

Let’s start with what steps each company has taken to weather the storm during the uncertain times of COVID-19.

“When operations came to a full stop, it was obviously cause for concern. Of course, none of us knew the enormity of the situation or what sort of timeframe we were going to be experiencing. We still don’t really know what the next few months will bring in terms of the overarching economic impact,” responded Donnell. “That said, it was decided to continue on with some key research and development initiatives as to not slow our progress. We were also very cognizant of supporting our employees during this very uncertain time. We were quick to gather knowledge about government programs and have been watching overall revenue and spending very closely.”

“No doubt, the beginning phase of COVID-19 caused a lot of uncertainty, especially to our supply chain and operations,” responded Palmer. “In March, the state of Pennsylvania mandated we close our business, and of course we complied, but we didn’t know how long the shutdown would last. During our shutdown, we continued to employ all of our staff and communicate with our retail partners to stay abreast of consumer demand and other market conditions. We real20

ized online consumer response was strong, and overall MI sales were fairly solid with some category variation. We continued to work with our retail partners to process orders and worked internally to establish a reopening plan. When we reopened in May, we were able to bring back our staff, which helped us recover as quickly as possible to process sales orders and ship product. Our operations team had to work responsibly under social-distancing measures — which we continue to do — so we had to find creative solutions that allowed us to maximize our ability to fulfill orders as quickly as possible. Our supply chain was also disrupted by the global nature of COVID. We were able to react quickly to this dynamic and are doing all we can to mitigate any supply-chain challenge.”

Answered Fisher, “Besides the obvious limitations of cutting back on travel and in-person tradeshows, we’ve been focused on ensuring our dealers have all of the information and support they need to get by while they’re weathering the same storm. Communication and the way we do business externally and internally have certainly changed, but we have discovered new tools to accomplish our business needs. In many ways, it’s helped us be more efficient and prioritize what is important.”

“COVID-19 has certainly presented a series of unprecedented challenges. Our priority first and foremost is the safety of our employees and their families.

Because of this, we were forced to halt production, and with it our work on future product developments. During this time, our team was able to put their heads together to find a way to utilize our resources to develop and produce face shields utilizing our drumhead film,” said

Scott Donnell, vice president of global marketing, Drum Workshop (DW) OCTOBER 2020

Ricciardi. “I’m incredibly proud of the efforts of this team and our determination to find a way to help during these times.”

“We were lucky that the Canadian Government took the pandemic seriously early on and gave us not only advanced warning, but also definitive directions on how we should proceed,” noted Zildjian. “The government had a plan to take care of those not working. Under their direction, we sent home most of our staff and crew, took initial precautions to avoid infection in the workplace, and got to work safeguarding cash flow and helping our retail and distribution partners around the world. Since this was a global problem, everyone was well aware of the situation, and the amount of cooperation and care was excellent. We prepared for an extreme drop in demand, but were lucky enough to have ended up in a much more positive position than we could have been. We used finished goods inventory and a skeleton crew to satisfy all demand with very little change in our delivery time. Recently, demand has grown enough that we have brought back a solid core of our manufacturing craftsmen. Sales have been handled by a core staff with no noticeable decline in service. Marketing has completely changed, as we immediately stopped our old activities and fast forwarded into our strategy of direct consumer communication and social interaction. Keeping very tight overheads and costs has been the focus of everyone here. The people involved have all gone from one primary job to many. Having done almost every job at SABIAN myself, I am a fan of our people cross training and having many skills. The ability to integrate efforts, team build and raise quality standards by people understanding and doing many jobs is a core philosophy of ours.”

“We were lucky as a distributor and publisher in that we were early on deemed to be an essential business,” noted Cywinski. “We were quickly able to have our sales and marketing teams work remotely via Teams and other online communication tools.”

“So far, 2020 has been about readjusting the playbook to MUSIC & SOUND RETAILER

meet the demands and oversee a dramatic shift in priorities that have been impeded by this pandemic, all while trying to be a beacon of light during a time of a lot of uncertainty,” responded Gomes. “After COVID-19 started making the rounds, we had to accept that restrictions and precautions were being put in place solemnly to keep the public safe against a virus we knew little to nothing about. For many dealers and musicians that rely on public

settings, this was devastating.

Our job was to be a force of positivity for the dealer network, artists and our consumers. First and foremost, our initial concern was the well-being of our artists.

These creative individuals relied on group writing sessions, live gigs and appearances to make a living. Motivation was a challenge for many musicians, so we found ways to help boost their platforms. For example, we have done product giveaways for new

EP/album releases to entice followers, partnered with nonprofits and guitar symposiums looking to spread some light during tough times, and donated to online ‘tip jars’ during livestream sessions.

“Second, we had to completely rethink the best way to offer product promotional materials that will help support dealers that are struggling to keep their doors open,” Gomes continued.

“As more people were stuck

21

at home, we saw an increase in instrument sales across all categories, and eventually it was difficult to keep some stores stocked. Third, our consumers were spending more time on social media than ever. We ramped up social media efforts, including inspirational quotes and art on our Instagram story and contests on our monthly newsletter. It’s pivotal that during these challenging times we had to help keep spirits up for the Luna Tribe and anyone else watching.”

Next, we asked if — although sales to gigging musicians and perhaps schools have declined — manufacturers are seeing more demand in the at-home percussion market, which is a trend other areas of MI have seen.

“Yes,” asserted Hal Leonard’s Cywinski. “At-home drum sales are happening, from add-on toms for Gretsch to full-room-filling racks from Gibraltar. We’re really finding that the items being sold are not what you would normally gig with.”

Cywinski added that one area of consumer interest came as a surprise: “The head scratcher is cases,” he said.

“Buyer enthusiasm for practical percussion instruments has increased tremendously during the pandemic, especially if the instrument is accommodating to indoor spaces,” responded Luna’s

22

John Palmer, sales strategist, TAMA

Adam Gomes, director of marketing and artist relations at Luna Guitars, Ukes & Percussion (Armadillo Enterprises) Gomes. “After the initial shock of the new reality, musicians used the extra time to catch up on creating music, while adapting to new methods of online performances. Online sales for Luna ukuleles and guitars skyrocketed as more interest kept pouring in, and percussion saw a significant bump as well. We’ve seen percussion consumers go from buying a cajon to take on radio tours and crowded gigs, to purchasing a cajon for home studios and practicality purposes. The cajon is easy to play, learn and is perfect for laying low indoors during lockdowns. You still get that traditional percussive sound in the absence of a full drum kit.

“Many artists had to come to terms with the simple fact they didn’t have a drummer to jam with, and they may have to take on that responsibility themselves,” Gomes added. “Overall, when you look at the variety of smaller percussion instruments, they are fun and easy to learn.

You can easily relieve stress playing a percussive instrument.”

“At home sales have seemingly grown, but mostly in the Quiet Tone range of practice cymbals. What we have seen is that players are focused on value. Our cast-cymbal demand has never been as strong,” noted SABIAN’s Zildjian.

“Certainly, large-scale events and ensembles have declined, but we have seen many individuals utilize this time to improve their chops at home. We’ve seen educators adapt by offering remote lessons, and there have been surges in searches for online video lessons. This has also been a great opportunity for people to get around to changing the heads on their kit (acoustic or electric) and experimenting with different sounds, whether that’s via new playing implement or new drumheads,” answered D’Adddario’s Ricciardi.

Yamaha’s Fisher had this response: “There’s been a

noticeable growth in electronic drums and recording equipment, but we’ve also seen our acoustic drum sales begin to increase.

We’ve seen a dramatic increase in demand for products like the EAD10, which allows users to mic up their set in seconds and simplifies a complicated setup that typically requires microphones, cables, mixers and PA expertise. The EAD10 instantly transforms your acoustic drum kit with studio-quality digital effects and sampled sounds, while the Rec’n’Share app allows you to play along with your favorite artists and record and share the audio and video directly to social media. It’s a solution product for many applications, and it is now being discovered out of necessity for what drummers are wanting to do, due to the current situation. It’s not only great for home recording, distance collaboration and making videos with your acoustic drums, but it’s also a great tool for those drummers that want to teach online lessons.

“There’s also been a trend for acoustic drummers using mesh heads and silent cymbals for quiet practice since they are stuck at home,” Fisher continued. “The EAD10, with the free V2 firmware upgrade, allows you to trigger the mesh heads by adding our DT acoustic drum triggers and mic the cymbals, turning your acoustic set into an electronic kit with all the benefits of recording, practicing and making videos with the EAD10.”

“We have seen pretty strong OCTOBER 2020

Andy Zildjian, president and CEO, SABIAN demand for our acoustic drums and hardware, which has been a little surprising,” relayed TAMA’s Palmer. “People have rekindled their joy for their selfmotivated hobbies during the pandemic, and music is a part of that. I recall seeing a wellrespected drummer respond to a question about what it’s been like for him during the stayat-home distancing, to which he merrily responded that it is pretty much same as his ‘normal’ lifestyle. We know the electronic drum category has enjoyed very strong interest and sales during this time. But our acoustic drum category has experienced consistent demand. Electronic drums are very useful, no question. But drummers also need to have the authentic acoustic experience to really reach expressive fulfillment.”

“We don’t sell direct to drummers, other than our artist roster, and have never really been deep into the scholastic market segment, so that wasn’t necessarily on our radar,” said DW’s Donnell. “We’ve absolutely seen the impact of a live music/ touring shutdown, but this is to be expected. Ultimately, we’re fortunate that our brands are well-regarded and represent the entire price-point spectrum these days. Having instruments and accessories for beginner to pro during this time is certainly an advantage. Once we safely resumed production, we saw a fairly steady flow of orders from both online retail and indie dealers. We’re also watching our overall monthly product mix carefully — not only in terms of supply chain and inventory, but also profitability.”

As a follow-up to the last question, we asked, have the people buying percussion products MUSIC & SOUND RETAILER

changed? And are our panelists seeing a lot of new players who want to play percussion products?

“Many of our dealers have told us that they have seen an increase of new players as well as existing customers upgrading their equipment with the additional time they have at home,” noted Fisher. “Due to the lack of live music venues and canceled tours, many of our artists have turned to teach lessons online and are collaborating to record

virtually, while practicing social distancing. The EAD10 does a fantastic job of facilitating this, especially for those players that might not have a well-equipped studio with recording gear, cameras and software.”

“I think it’s been a mix,” responded Palmer. “Demand for our Imperialstar solid entry-level series has been super strong. We have also seen strong demand in our Starclassic and STAR lines, which are high-end professional

and boutique drums. Although there has been a huge reduction in live music, drummers seem excited to continue to refine their setups, and are even stepping into their dream setups.”

“I feel like our core audience hasn’t changed very much,” stated Donnell. “I think people are putting time into things that bring them comfort and enjoyment; life-enhancing activities.

Drumming falls into that category for sure. I understand software

Eric Ricciardi, leader of the percussion business unit, D’Addario

Steven Fisher, director of marketing, Yamaha Percussion and e-drums have been doing exceptionally well, and that makes sense; as are consumables such as sticks, heads, etc. We have seen interest in custom drums remain fairly solid. Hardware and pedals are also faring well right now, and that has been our bread and butter for many years.”

“We don’t directly track the demographics of our purchasers, but from our engagement on our social channels, we can see there is greater diversity in age, gender, race and location,” answered Ricciardi. “I think this has been an opportunity for a lot of people to discover and rediscover percussion. Many people that played in their youth had the chance and the time to pick up the sticks and mallets again.”

“Many drummers have traded up their kits and sticks for cajons and brushes,” stated Gomes.

“There has been a shift from buying a cajon out of necessity for live performances to buying for self-improvement indoors, and in many cases to simply escape the stress going on.

In addition to an influx of new players, we’re seeing purchasing preference being given to 24

our higher-end cajons compared to beginner models. This year, sales of the Vintage Cajon have increased significantly compared to last year. Our affordable Tattoo cajons have seen a bump in sales as well. But it is clear people are preparing for the long haul at home, and thus willing to spend a little more on something they’ll be playing every day.

Fast forward to today: In some places lockdown restrictions have eased up with safe social distancing precautions set in place, so acoustic gigs have been booming. Many of Luna’s guitar and ukulele artists are purchasing cajons for their drummers so they can book more gigs.”

And Cywinski noted, regarding who is currently buying at-home percussion products, “It feels mostly like existing players expanding to their dream setup.”

Marketing 2.0 Another thing that has changed dramatically for all MI manufacturers is how they market their products. In any other year, The NAMM Show would be the focus of the industry’s marketing plans, and all compa-

nies would be preparing for the January show right now. But with no in-person trade show scheduled for January, what are some of the other ways our percussion panelists are promoting their products?

“We plan to create informative, entertaining video and media content we can deliver in a virtual format,” Palmer said.

“We have already been creating this type of content, so we will put more energy into this.”

“We’ve kept the PR machine rolling throughout this time and are continuing to share stories and product info with our media partners worldwide,” relayed Donnell. “We’ve also been harnessing the power of our artist rosters to create new and unique content. For example, with the demise of clinics, drum festivals and the like, we’ve had to pivot to streaming content. We came up with our own platform we’re calling Drum Network.

We’re streaming shows every week, and that content lives on via YouTube. As far as reaching our dealers and distributors sans a formal NAMM show, we’ll be doing it virtually. We’re thankful that we have an in-house facility that allows us to tape and stream content with top-notch production value.”

Responded Ricciardi, “There has been a shift to discovering and ordering products online versus in-store, and that has given us an opportunity to tell the product story in a new/ different way. Our team has wel-

comed the challenge, as it has led to looking to new social channels and podcasts to get the word out about our products. There is still nothing like an in-person experience for getting to know a new product, but the digital content we’re creating to share in lieu of in-person trade shows will enable a larger audience to get the full message. We also plan for our product team to be more accessible for questions, and to partner with our artists to demo new products on their channels.”

“We’re ramping up more business-to-business dedicated e-blasts and deeper online presentations from our reps,” said Cywinski. “We are also using print mailers and brochures as a vehicle we consider to be a ‘touch’ when we can’t otherwise see dealers in person.”

Stated Gomes, “While we miss live MI events like PASIC, we put a plan in place to ramp up public-relations tactics and digital strategies to resonate with our target audience. In turn, a creative revolution was born, which helped extend our marketing reach and support to our dealer network. With the help of our artists and some reliable brand ambassadors, we collected creative materials ranging from gear reviews, lifestyle photography, navigating the pandemic blog content and much more. In many ways, this pandemic gave people more time to learn about Luna percussion, as we have seen sales enthusiasm for the brand increase. With more content making the press rounds and using social media as a key vehicle for promotion, Luna’s messaging reached past the Luna Tribe to new players and enthusiasts. We view dealers like family, so it is important to us that they get the materials they need to assist in sell-through and get more traffic to their websites.”

“We have been using social media platforms for communication and will continue to use and expand upon our use there. Trade shows have become less of a sales and unveiling event as much as an opportunity to reinforce our ongoing marketing and continue the sales programs that we started during the previous few months. The opportunity to get together with friends and global partners is an excellent reason OCTOBER 2020

customized brass hoops. It’s been getting a lot attention from drum enthusiasts.”

Said Yamaha’s Fisher, “We recently started shipping the Stage Custom Hip drum sets, which are doing well in sales. Musicians are surprised by how powerful it sounds with its compact size and the unique sounds and grooves you can achieve with the floor tom/snare tom. The free EAD10 V2 firmware update offers some fantastic upgrades and tools. One of the main benefits of EAD10 V2 firmware is being able to use the stereo mic on the bass drum as a talkback mic by simply pushing a button on the module or using a footswitch. This is particularly ideal for teaching online lessons. As mentioned before, the EAD10 is the perfect solution for drummers that want to use mesh heads and silent cymbals for turning their acoustic set into an electronic kit with all the benefits of the EAD10 and Rec’n’Share app.

“For educational percussion, we introduced the new YV-2030 student vibraphone,” continued Fisher. “The YV-2030 offers convenient features such as height adjustability that helps facilitate students of all sizes to play the instrument in the correct position, and a whole new damper mechanism. We also started shipping the new YCH-6018 and YCH-7018 chimes. These chimes are not only stunningly beautiful instruments aesthetically and sonically, but have unique features that help them perform unlike anything in the past.”

“When Luna Percussion entered the market, we were ready to innovate the way cajons were traditionally designed and presented,” answered Gomes.

“The focus was to enhance three essential elements: visual aesthetics, functionality and comfort. We started with a line of entry-level Tattoo cajons made of birch and eucalyptus wood with an ash wood front piece, available in black, teal and green, and all of them featuring

Dave Cywinski, MI product division sales manager for drums, Hal Leonard

a beautiful silkscreen tattoo design at $119 MAP. We then introduced higher-end models with aluminum snare knobs and tropical woods, including Vintage Mahogany and Bamboo, at $179 MAP. All cajons come with a built-in adjustable snare, branded gig bag and a soft foam pad to sit on for extensive playing. With both price points, we wanted to create an impressionable product that will inspire musicians of all skill levels and make them feel like they were making a unique mark on and off the stage. It has been this type of creative thinking that landed many of our cajons in recording studios, stages and among many trusted retailers across the world.”

“In Gibraltar, we’ve recently released the GSDS Docking Station, a round, curved rack (continued on page 52)

over

for attending a trade show, but it is far from our only opportunity to interact with them all,” stated Zildjian.

“We have been and will continue to participate in some virtual trade shows, many dealer events and training sessions, as well as our communications to our customers,” said Fisher. “It’s certainly a challenge, but we have been adapting to discover new ways to keep our customers informed, and more importantly, to measure their success.”

With this said, we thought we would give a forum for our percussion panelists to promote some recent releases and/or discuss products expected to be released soon. Fortunately, there are plenty of great products available, with many more to come.

“We’re close to previewing many of our new products for 2021,” answered DW’s Donnell.

“Really looking forward to sharing everything with our dealers this fall. Consumers will start to see much of it before the holidays as well. As for current launches of note, we’re just now releasing a new collection of DW Collector’s Series Private Reserve Exotics.

These are limited-quantity veneers handpicked by our resident ‘woodologist,’ John Good. This is some beautiful stuff that can be custom ordered in combination with any DW Custom Shop shell configuration, and when it’s gone, it’s gone!

“A few months back, we also had a very successful product launch with the Brooklyn Standard Snare Drum,” Donnell continued. “Co-designed with online educator extraordinaire, Mike Johnston, it was very well received and continues to surpass all expectations. It’s not easy to get the drumming world to adopt a new workhorse drum, so we’re pleased this one is taking hold.”

“Our DYNA-SYNC bass drum pedals and hi-hat stand have generated a lot of interest,” said TAMA’s Palmer. “The unique thing about them is, they are a direct-drive pedal design that allows drummers to make a multitude of adjustments to achieve a progressive directdrive response or more of a traditional chain-drive feel. We also launched an incredible STAR Hand Hammered Brass 5.5x14 snare that is hand-hammered in Japan and includes

The NY Meyer Flexibility. Easy to Blow.

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6/29/20 2:11 PM

FOR YOUR CONSIDERATION 2020 Qualified Product Submissions

BEST ELECTRIC GUITAR 2020

D’Angelico Exel Mini DC

Gibson Epiphone Joe Bonamassa Black Beauty Les Paul Custom

Peavey Electronics HP2

PRS S2 McCarty 594

BEST BASS GUITAR 2020

C.F. Martin & Co. BC-16E

Make Your 35th Annual Music & Sound Award Nominations at www.msretailer.com/awards

Gibson Adam Jones Silverburst Les Paul Custom Aged

Hoshino USA Ibanez PIA3761SLW Steve Vai Signature

KORG USA VOX Bobcat V90

Make Your 35th Annual Music & Sound Award Nominations at www.msretailer.com/awards

Hoshino USA Ibanez EHB1506MS-BIF

BEST ACOUSTIC GUITAR 2020

KORG USA Spector Euro Classic Make Your 35th Annual Music & Sound Award Nominations at www.msretailer.com/awards

C.F. Martin & Co. SC-13E

D’Angelico Premier Series Gramercy LS

Gibson 1942 Banner J-45

Hoshino USA Ibanez ACFS580CE-OPS

KORG USA Cole Clark AN2EC-BLBL-HUM

PRS Guitars P20E (Parlor Acoustic)

Riversong Guitars Pacific Series

Sales Channel Direct Kepma AcoustiFex

Taylor Guitars AD27e

Taylor Guitars Builder’s Edition 816ce

Taylor Guitars Builder’s Edition 324ce

Taylor Guitars GTe Urban Ash

You are not required or encouraged to vote for the products listed.

Take Your Time. You may recall products worthy of your vote other than those listed here. You may vote for ANY product released in 2020.

DEAR VOTER: The Qualified Product Submissions below are intended to assist you in recalling products that were released during the qualifying period and have been provided at the manufacturers’ discretion and expense.

Not all products released during the qualifying period are listed and not all manufacturers elected to participate.

Please nominate your favorite products and companies for Music & Sound Awards online by Nov. 20 at www.msretailer.com/awards. We cannot guarantee ballots cast after that date can be accepted.

BEST GUITAR ACCESSORY 2020

Make Your 35th Annual Music & Sound Award Nominations at www.msretailer.com/awards

Fishman Transducers PowerTap

Gator Co. Pedal Board Power Supply With 8 Isolated Outputs (GTR-PWR-8)

Gator Co. Gator Frameworks Deluxe Guitar Seat (GFW-GTR-SEATDLX)

Graph Tech Ratio Machine Heads for Bass

PRS Guitars SE Locking Tuners

Riversong Guitars Edge Wooden Pick

Roland Pocket GT Guitar Effects Processor

Sales Channel Direct Kepma AcoustiFex GO

BEST KEYBOARD/SOUND MODULE 2020

Peterson Strobe Tuners StroboStomp HD

Make Your 35th Annual Music & Sound Award Nominations at www.msretailer.com/awards

Casio PX-S1000

Casio PX-S3000

Casio CT-S200

Casio CT-S300

Casio LK-S250

InMusic Brands Akai Professional MPC Live II

InMusic Brands Akai Professional MPC One

InMusic Brands Akai Professional MPC mini mk3

KORG USA wavestate

Roland RD-88

BEST MIXER/CONSOLE 2020

Avid S1

Blizzard Lighting Enigma M4

Make Your 35th Annual Music & Sound Award Nominations at www.msretailer.com/awards

KORG USA Soundlink MW Series

Mackie ProFX10v3

Peavey Electronics Aureus 28 Digital Mixer

Pioneer DJ DJM-S11

BEST AMPLIFIER 2020

D’Angelico Supro Blues King 10

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KORG USA Blackstar Sonnet 120

KORG USA VOX Cambridge50

Peavey Electronics Invective MH

Roland Acoustic Singer Live LT

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BEST CABLED MICROPHONE 2020

Audio-Technica AT2020V

Harman AKG Lyra Ultra-HD Multimode USB Microphone

BEST APP/WEBSITE 2020

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MXL REVELATION II Tube Microphone Make Your 35th Annual Music & Sound Award Nominations at www.msretailer.com/awards

Audio-Technica audio-technica.com

Blizzard Lighting @Full App

Chauvet DJ BTAir Bluetooth Lighting Controller App

Fishman Transducers fishman.com

Harman JBL Compact Connect App

PreSonus Audio Electronics Studio One 5 Professional DAW

Roland GO:LIVECAST

Shure Inc. Shure Tech Portal

BEST SPEAKER 2020

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CE Distribution JensenVintage Neo 12" Nl2k 100w

Electro-Voice EVOLVE 30M

Harman JBL IRX 108-BT

Harman JBL 104 BT

Mackie SRM V-Class Speakers

PreSonus Audio Electronics Eris E7 XT

QSC KS118

RCF AYRA PRO 8

BEST WIRELESS SYSTEM 2020

Audio-Technica 3000 Series With Network Control and Monitoring

KRK Systems ROKIT G4 White Noise

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Shure Inc. SLX-D Wireless System

BEST ACOUSTIC DRUM PRODUCT 2020

D’Addario & Co. Evans UV2

Gibson Gibson App

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Hoshino USA TAMA Limited Edition STAR Mahogany Kit

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BEST ELECTRONIC DRUM PRODUCT 2020

InMusic Alesis Drums Strike Pro SE

Roland V-Drums Acoustic Design

BEST EFFECT PEDAL 2020

D’Angelico Pigtronix Infinity 2 Looper

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Roland TR-06 Rhythm Performer Make Your 35th Annual Music & Sound Award Nominations at www.msretailer.com/awards

Electro-Harmonix Ram’s Head Big Muff Pi

Hoshino USA Ibanez ES3 Echo Shifter

KORG USA Nu:Tekt ODS

KORG USA VOX Valvenergy Mystic Edge

Roland RC-500

BEST BAG/CASE 2020

D’Addario & Co. Backline Gear Transport Pack

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Gator Co. GCB Series

Odyssey Innovative Design Black Label Glide Style Case for the Pioneer XDJ-XZ

Odyssey Innovative Design Streemline EVA Deluxe Carrying Bag for the Pioneer DDJ-1000/DDJ-1000SRT

Odyssey Innovative Design Vulcan Case for Handheld Microphones

Odyssey Innovative Design Black Label Case for the Pioneer CDJ-3000

BEST PERCUSSION ACCESSORY 2020

Earthworks SR25mp

Slug Percussion Products Triad Pad HDF Armourphragm

BEST BOOK/VIDEO/SOFTWARE 2020

Alfred Music Flex Series

BEST MULTI-TRACK RECORDER 2020

InMusic Brands Akai Professional MPC Beats Software

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Pioneer DJ rekordbox 6

Sennheiser Pro Talk Series - Season 3

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BEST ACCESSORY 2020

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Audio-Technica ATH-MS0XPB

C.F. Martin & Co. Luxe by Martin Guitar Detailer

D’Addario & Co. Mic Stand Accessory System

Gator Co. GCB Series

Gator Co. Gator Frameworks Deluxe Desktop Mic Boom Stand (GFWMICBCBM3000)

Graph Tech Ratio Tune-a-lele The Ukulele Machine Head

Grover U98-18 Series Ukulele Tuning Keys

Harman AKG K371 BT’s

IK Multimedia iRig Stream

OWC Thunderbolt 3 Dock

OWC Envoy Pro mini

Peterson Strobe Tuners StroboStomp HD

PreSonus Audio Electronics ATOM SQ

PRS Guitars Floating Guitar Stand

Roland WM-1D Wireless MIDI Dongle

Sales Channel Direct Kepma AcoustiFex GO

Sennheiser HD 25 LIGHT Headphones

BEST DJ PRODUCT 2020

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Blizzard Lighting SPOTMAN

Chauvet DJ COLORband Q3BT

InMusic Brands Denon DJ Prime Go

Peavey Electronics LN 1263

Pioneer DJ CDJ-3000

RCF HDM 45-A

BEST LIGHTING PRODUCT 2020

Blizzard Lighting StormChaser Supercell

Chauvet DJ GigBAR Move

BEST MI SERVICE PROVIDER 2020

Gibson Virtual Guitar Tech Service

InMusic Brands Denon DJ SC6000

InMusic Brands RANE SEVENTY

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Harman Martin ERA Series (400, 600, 800 Performance, 500 Hybrid)

JMAZ Lighting FX Bar 5050

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MANUFACTURER OF THE YEAR 2020

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D’Addario & Co.

D’Angelico

Fishman Transducers

Gator Co.

Harman

KORG USA

Mackie

Pioneer DJ

PRS Guitars

RCF

Sales Channel Direct (Kepma)

Sennheiser

Shure Inc.

JMAZ Lighting

PRODUCT OF THE YEAR 2020

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Avid Pro Tools 2020

C.F. Martin & Co. SC-13E

Chauvet DJ Hurricane Bubble Haze X2 Q6

D’Angelico Deluxe Bedford SH

Gator Co. Levy’s 3" Top Grain Leather Guitar Straps With Foam Padding (M26PD series)

Gator Co. Gator Frameworks Deluxe Desktop Mic Boom Stand (GFWMICBCBM3000)

KORG USA wavestate

Mackie CR3-X

Pioneer DJ DJM-S11

PRS Guitars McCarty

Sales Channel Direct Kepma AcoustiFex

Sennheiser Neumann V 402 Microphone Preamp

Shure Inc. SLX-D Wireless System

Solid State Logic SSL 2+

Gator Co. Harman Gator Cases Wind AKG Lyra Ultra-HD Instrument Double-Layer Bell Multimode USB Microphone Covers with MERV 13 Filters (GBELLCVR Series)

Fishman Transducers PowerTap

Harman AKG Podcaster Essentials

RCF HDL 6-A Line Array Module

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JMAZ Lighting PIXL TRON 740Z

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S P ECI AL T O THE R ETAIL ER

The At-Home Recording Market Has Exploded How retailers can build lasting relationships

with instructors, houses of worship and more

By Dusty Wakeman, Mojave Audio In these times of global crisis, when the economic future for many retailers seems uncertain, MI and prosound retailers can be sure of at least one thing: The at-home recording market has exploded.

This market has come to include string players rehearsing and performing online; professional session musicians tracking for films; or even my church, which is online every Sunday now with a virtual choir.

Even when musicians and songwriters are trapped at home, they continue to make music. It’s what they do.

And many of these players are recording or performing live from home for the first time, which offers retailers an ideal opportunity to establish a mutual partnership with customers coming into their stores or purchasing from their website — with customers who are no longer “just browsing,” but shopping for a new set of tools that meet their specific professional or hobbyist needs.

Blowing the Roof Off At-Home Recording

At Mojave Audio, our retail partners were already reporting great sales numbers in 2020. But, as soon as the shutdown occurred in March, our sales went through the roof. Meaning that, in the months leading

32

up to the announcement that we would be replacing our entire line of microphones with multicolor variations of the same products, Mojave sold off of the entire stock of monochromatic microphones, making way for the new stock of multicolor microphones we released in June.

The influx of new customers still includes accomplished engineers, but also professional musicians and hobbyists who may not be well-versed in studio engineering, like singer/songwriters, choirs for churches and houses of worship, music schools, colleges and universities, local/regional municipal orchestras and bands — as well as non-musical recording gigs, like voiceover artists.

For the foreseeable future, at least, any group of musicians that previously gathered in one place to practice, rehearse or perform before the shutdown must now find a way to tailor their home recording setup to their individual needs.

Assessing Each Customer Anew

No matter how experienced a musician is with their instrument, or a singer with their voice, retailers servicing new clientele would do well to keep in mind that OCTOBER 2020

most of the people who will be buying new recording equipment may not be experienced audio engineers. In fact, most won’t be.

So, especially when it comes to servicing new customers buying their first microphone, it’s important to get to know the customer’s experience level, goals and purpose for at home recording, as well as the equipment they already have in their arsenal, or that they might still need. For example, if they’re buying a microphone, do they have an interface? What kind of computer are they using? What is the connection speed? Are they using a DAW, like Pro Tools or Ableton? Or are they planning to record everything with GarageBand? Do they have a set of studio monitors, or a good set of monitoring headphones?

Depending on the customer’s experience level, they may not always know what they need.

Don’t oversell. The more retailers can keep these sales focused on the essential tools the customer must have in order to get started for their individual, immediate purposes, the higher the chance of that customer coming back if they decide they’d like to upgrade hardware or software once they’ve gotten a hang of the basics.

Price Point as a Secondary Consideration

Due to the still uncertain circumstances of the quarantine globally and in the United States., many musicians will consider their purchases for at-home recording equipment to be a long-term investment. With this in mind, professional performers and songwriters, especially, are much less inclined to go for the least-expensive equipment.

Instead, they want to spend enough money to get top quality and not have to compromise on their sound. But, of course, they don’t want to spend a fortune.

To illustrate with an example from Mojave Audio, our hottestselling microphone lately has MUSIC & SOUND RETAILER

“Many players are recording or performing live from home for the first time, which offers retailers an ideal opportunity to establish a mutual partnership with customers who are no longer ‘just browsing,’ but shopping for a new set of tools that meet their specific professional or hobbyist needs.” been the MA-201fet, which is definitely not our least expensive. But, since there are a lot of pros that are already fans of that microphone, they’re comfortable recommending it to people who are asking those pros for advice on what to buy.

The MA-201fet example helps to elucidate some more general considerations retailers can consider when assessing the customer’s needs. While people have been buying everything from inexpensive dynamic microphones to vintage microphones, the MA-201fet is right in the middle. It’s not a tube mic, so there’s no power supply to deal with, which eliminates an additional piece of equipment and the need for extra recording know-how. Also, it’s easier to set up and maintain. Plus, FET (field effect transistor) microphones have a wider reach. Voiceover artists and singers really like that, since it’s great at bringing things forward in the sound.

And, since they’re faster than tube mics, you get a little more presence.

In his 40 years in the music business, Dusty Wakeman has worn a lot of hats: producer, engineer, musician and owner/ manager of Los Angeles-based Mad Dog Studios. His work with Dwight Yoakam, Lucinda Williams, Roy Orbison, Jim Lauderdale, Buck Owens and many other artists has helped generate a number of multi-platinum and Grammy-winning records. In 1980, Wakeman founded Mad Dog Studios, which he owned and operated for 28 years. He discovered Royer mics in 2000, caught ribbon fever and picked up a number of Royers for Mad Dog Studios, leading to a close relationship with Royer Labs. Looking for a ‘lifestyle change’ after 25 years of

constant engineering, producing records and touring, Wakeman joined Mojave Audio in September of 2005.

He now serves as president of Mojave Audio and continues to record, mix and perform.

Model 000M-18

Authorized Dealer Opportunities Available www.ami-guitars.com

amisales84@gmail.com

S P ECI AL T O THE R ETAIL ER

BASIC MARKETING SENSE

By Richard Ngo-Tran

It’s often said that common sense is not all that common, but why shouldn’t it be when it comes to marketing? The basics of marketing really just boil down to clearly understanding the target audience and having a little bit of common sense in terms of reaching them. Within MI, if we evaluate the parameters around how retailers sell, and we analyze the attributes surrounding how customers consume, then the path to driving engagement and conversions becomes much clearer.

As our industry navigates these unprecedented times, from the retailer to its consumers, the areas of interest across both parties that seem to remain constant are the need for visibility, relevancy and engagement. Whether it’s the customer’s lack of knowhow, their limited resources or the delayed fulfilment of a need that has simply been put on the backburner for too long, retailers who have the marketing sense to understand these needs, devise a game plan, and execute against it should find some level of success.

Product Is King

As a retailer, the core business is in fulfilling a customer need. It may sound basic, but it’s imperative that products being carried and offered are in direct alignment with the needs of the audience. In other words, marketing a product to a customer who has little need for it is useless, and so product is king. Presenting the proper product mix is important

34

Creatively approaching ways to engage with a customer begins with understanding everything about the target audience: where they live/play, and how/why they consume.

on several fronts. Brand affinity is built between the retailer and customer, creating a sense of trust and loyalty because customers feel like that specific retailer understands their needs. Tailoring product selection to the customer’s specific needs also allows the retailer to maintain a smaller product mix, resulting in reduced inventory and less overall risk.

Take, for example, online catalog retailer Pro Sound & Stage Lighting, aka PSSL. This retailer is focused solely on the DJ, live sound and event producer market. Most importantly, it has a pulse on this market in regard to trends, applications and new technology. When PSSL saw a shift in the customer landscape in how DJs were performing, it adjusted its product focus by defining the most efficient use case products and loading in just those SKUs. It also worked with specific manufacturers to either co-create products and/or secure exclusive product launches with a manufacturer to stay ahead of the customer curve.

Content Is Everything

Unlike most other industries, the nature of the MI industry is creative-centric, and the target audience is typically a musician or a producer. This means hands-on product demonstrations and touchpoints are a large part of the sales process. With this in-person component currently being fairly volatile due to retail restrictions changing by the day, having compelling and impactful digital content is everything.

Creating regular, consistent and impactful content is key to capturing the attention of customers. Whether it’s unboxing experiences, product tutorials, user testimonials or just quality glamour images, retailers have plenty of opportunity to create content themselves.

With today’s smartphone advancements, content can easily be produced with the help of cost-effective accessories like those from Movo, a manufacturer of equipment and tools for content creators specializing in high-quality, affordable solutions. Products like Movo’s smartphone video kits provide users the ability to mount their smartphone to a tripod stand or a handheld grip for stability, while integrating with a high-quality video microphone that plugs directly into the phone to record. Basic content can easily be created in-house, but retailers can also lean on brand manufacturers for content, which most, if not all, are consistently developing these days.

Engage Creatively

The element of engagement is key to connecting with customers and driving conversions. However, engagement is probably the most difficult of the marketing components presented here, since it can be ambiguous and highly subjective. Creatively approaching ways to engage with a customer begins with understanding everything about the target audience: where they live/play, and how/why they consume. These engagement points then allow for the creative development of marketing programs to reach that customer in their own environment, whether OCTOBER 2020

Leveraging these types of brand partner resources maximizes a retailer’s customer reach.

It all comes down to some basic marketing sense, whether you’re drawing on in-house or outsourced resources. Between carrying the proper products, developing compelling content, creatively engaging

customers and leveraging brand partners, retailers can find success in almost any social or economic environment.

Richard Ngo-Tran is an awardwinning brand strategist and business growth consultant, most recently owner/operator of creative marketing agency Initiate Inc.

(initiate-inc.com), acquired by a media conglomerate in 2015. His prior career includes in-house roles at CBS Radio and NBC TV before moving into MI with brands such as Harman Pro Group, Gibson Brands and AVID. His accolades include Addys, CLIOs and a Daytime Emmy.

Electro-Harmonix Founder, Mike Matthews. (photo: mikiodo)

it’s a contest or sweepstakes, an educational content platform or business growth webinar, etc.

Although they’re a massive operation with endless resources, Sweetwater comes to mind as a retailer with a ton of creative engagement energy. Some of its activities include a monthly product giveaway sweepstakes, demo deals featuring daily discounts, a social hashtag campaign called #NewGearDay to drive customer posts, and InSync, Sweetwater’s product-driven newsletter focused on news, reviews and tips.

Boutique retailers with limited resources can draw from some of these efforts and explore applicable efforts on a smaller scale.

What’s important is having the motivation to explore new options and a consistent execution effort.

electro-harmonix broke new ground in 1968, creating innovative products at compelling prices.

More than half a century later, we’re still at it.

Brand Partnerships

Through the years, it’s clear that the MI industry is a strong community — very strong.

Competing brands are generally friendly among each other, manufacturers and distributors work hand-in-hand with retailers, and The NAMM Show resembles a high school reunion of sorts that takes place annually instead of every decade. Brand manufacturers are eager to partner with retailers, and so exploring co-marketing opportunities is extremely advantageous. Instead of viewing comarketing efforts with brands as a potential profit center, viewing these opportunities as mutually beneficial strategies will go a long way, in terms of both sell-through and brand relations.

Boutique manufacturers such as Audeze, a technology company that engineers advanced audio solutions, is a good example of a diverse brand partner. With a lean operation, the brand is able to make quick marketing decisions, as well as being nimble when it comes to impromptu adjustments. Its technology-driven brand provides a solid foundation for creative content, while its strong network of users, such as multi-Grammy-award-winning mix engineer Manny Marroquin, provides a backdrop for a wide range of unique talent-led opportunities.

MUSIC & SOUND RETAILER

oceanS 12 DuaL Stereo reverb Two independent stereo reverbs you can run in pairs (series or parallel) or use alone. 12 glorious reverb types, each with multiple modes. 24 presets.

Advanced effect-shaping and much more.

Pitch Fork®+ Two independent polyphonic pitch shifting engines, each capable of transposing over a +/- 3 octave range.

Rock-solid tracking and organic musical tone.

Extensive control. 100 presets.

1440 Stereo LooPer 20 loops with up to 24 minutes of stereo recording. One-shot, Reverse, Octave and Retrigger effects. Syncs to MIDI Clock. Adjustable fadeout.

Download and upload audio files with 1440 Loop Manager app.

35

FI V E M INUTE S W ITH

By Brian Berk Although we typically have a manufacturer interview in this space, this is a year unlike any other, so why not feature a different type of interview in honor of our drum issue? This month, we offer a special interview with Karl Dustman, executive director of the Percussion Marketing Council (PMC), and Antoinette Follett, PMC communication director. They offer plenty of information about the organization’s programs, which are a boon for the entire percussion industry. We will also find out about the future of PMC.

ers who are our members and connect consumers with percussion products and education.

The Retailer: Karl, can you reflect back on your time at the PMC? I do not remember any time when you weren’t executive director. Can you tell us about some memories you have had?

Dustman: It’s been a wonderful 19-year ride. The industry has changed dramatically over that period of time. The executive committee recently talked about what was going on in the industry in 2020, and I reminded the other board members that

Karl Dustman

KARL DUSTMAN AND The Music & Sound Retailer: Let’s start with an important announcement you would like to make. I am giving you the floor.

Karl Dustman: This year, the PMC celebrated its 25th anniversary. It’s been a very successful but challenging year. This also marked the completion of a personal goal for me, thus completing 19 years of leadership of the organization and now stepping down from the executive committee at the end of January. I gave my notice to the board [of directors] over a year ago, indicating that I needed to get back to my professional businesses and concertizing. That’s when the search began for a replacement. There was a unanimous decision on the board, and Antoinette accepted that position. She will be taking on the reigns of the Percussion Marketing Council on Feb. 1. I am [now] going to turn the baton over to Antoinette.

Antoinette Follett: It is really an honor.

I have worked for the PMC for 15 years since 2005, helping with some of the programs, website and communication pieces.

I have known the board all this time and have worked well with them. Finishing the 25th anniversary is exciting. It is going to be challenging. There are a lot of changes that have happened in the last six months that are going to stick around. We are going to be changing and getting back to real-life events eventually. There is a lot to do. We need to make sure we can support the industry and percussion manufactur36

we will get through this as an organization, because we went through it during the economic meltdown of 2008-2009. We went through it previously in 2001. We are used to being challenged. But the universal way out is by creating more drummers, players who are customers that will purchase everything from their first drumsticks to a $10,000 drum set through a music retailer. We have been fortunate to have the NAMM Foundation support the PMC for 18 of my 19 years. We are grateful for that.

To answer your original question, there is not a textbook or how-to-manual on how to run [the PMC] because there are two factions. One is the members who pay dues to belong to this organization and give us the authority with their money to create educational programs to create more customers and drummers. The other side of the coin is the NAMM Foundation, which gives us grateful support financially, and we need to support its missions at the same time, which sometimes are similar and sometimes different.

It is not a negative statement, but when I came into [the job] in early 2001, I was handed one banker’s box of file folders and was told, “That’s it Karl. See you.” The rest I made up along the way. So, there is no manual. The exciting part was seeing all the growth. The early meetings were attended by maybe five people. There was a big room with doughnuts and coffee, and I was all ready to do a major hosting, and maybe five people showed up. Now

we do panel presentations. We had [former Arkansas Gov.] Mike Huckabee as guest speaker. We are really doing things that are making an impact. If we don’t do it, along with NAMM, nobody else will, because our members are focused on being competitive in this market, brand recognition and new products. They don’t have the time, money or people to think about how to grow the market. So, they delegate that to the Percussion Marketing Council. I think we did a pretty good job of that over the past 25 years. It’s been exciting and an honor to work with so many people across the board.

It is not just percussion people. We interact with guitar associations, piano associations and band instrument companies. We are involved in everything. Antoinette, I know, will move that forward and even expand upon it more.

The Retailer: Let’s now talk about this year. Like ever yone, you were blindsided by the pandemic. What changes have you seen in percussion and how have you adjusted?

Follett: Coincidentally, we shifted our International Drum Month promotion to the online Lessons With a Master [before the pandemic]. That decision was made and announced at our NAMM meeting. Instead of a day on site at a concert in May 2020, we decided to give away eight lessons online with professional drummers. When COVID hit, and everything went into lockdown mode in March and April, the industry found that OCTOBER 2020

people were at home, trying new things and getting back into hobbies they had let pass. Our traffic on our website for International Drum Month in May was more than twice as much as it was in 2019. We had a great response in terms of entries regarding Lessons With a Master. It unexpectedly fit in perfectly as a virtual event that was needed this year. Some of the people who won lessons had been playing for 30 years — middle-aged drummers who were interested in lessons. We [also] had as young as 15-year-old drummers being able to connect with our artists like Rick Latham, Rich Redman, Gorden Campbell and Dave

Antoinette Follett

ANTOINETTE FOLLETT Stanoch, who gave the lessons. There were different styles of drumming. We didn’t have to depend on a live event this year.

Dustman: The Get Your Sticks Together program, created in August of last year when we were not anticipating COVID-19, is a [program] where consumers sign up on our website to win 12 free drum lessons at a local retailer of their choice, paid for by the PMC. The intention was to drive beginning drummers into the retail store.

When COVID-19 hit, [the program] had to expand to offer those lessons online. For retailers with teaching studios, most were able to adapt to the either/or way. They could do it live when they reopened the store or immediately online with [virtual] lessons. For the most part, it was a 50-50 split regarding customers waiting versus those who have drums at home and [said] “I want my lessons now.” This program offering goes through the end of this year.

We have 12 months of 12 lessons, so we are giving 144 free lessons by the end of this year, paid for by the PMC.

The Retailer: Another thing you are planning is updates to the PMC website. Can you tell us about that?

Follett: We are going to be doing more with our website to provide new information for our drummers. We are also going to have more Zooms, live events and chats with professional drummers. There are so many great drummers who are also educators and teachers who can supply MUSIC & SOUND RETAILER

professionally throughout the entire year. I tour with the Mantovani Orchestra as principal percussionist. And I have a publishing deal for writing a book scheduled to be out next year. So, I am on the go constantly. It is not me retiring and going to work on my [Lionel] train layout 24/7. I have a marketing and communications company with all types of clients, and I have an orchestral showroom here in Cleveland, where we sell to the Cleveland Orchestra, New York Philharmonic and all the conservatories. I have two full-time jobs. The PMC was supposed to be a spare-time extension of that.

So, it allows me to take the time I spent on

PERCUSSION MARKETING COUNCIL

the information people are waiting for. They are coming to the website to learn to play drums, not to learn about the PMC. We are hoping to create a channel where more professional drummers can get involved, talk about what they are doing and how they can help new drummers. We can give professional drummers another channel besides their own social media to reach new audiences through playdrums.com.

The Retailer: I have a tough one for you Karl. What advice will you impart to Antoinette?

Dustman: The short answer of that is, we are so busy transitioning and giving her all the tools in her toolbox she will need.

I really have not thought about what 17 words of wisdom I can leave behind. It is all about stamina. It is a time-consuming job. You justify it sometimes not in dollars and cents but in passion for the industry and the people who share that passion who you are working with. So, right now, I need to give a raincheck on those 17 words of wisdom. But Antoinette knows it is going to be a stamina issue. It is a long day and long week. And when you think you’re done, you’re not. It never stops.

The Retailer: Karl, you are retiring from the PMC at the end of Januar y.

What are you looking forward to doing?

Dustman: It is not retiring. It is a stepping-down process. I have two other businesses that I run. In addition, I play

the PMC and use it toward those multiple entities. You will still see me around a lot.

Just not wearing a PMC hat.

The Retailer: Antoinette, times will still likely be tough when you take over the PMC in Februar y. But looking ahead to post-COVID-19, the economy could pick up nicely, leading to optimism, according to experts. With this said, what do you think is the future of the PMC? Follett: Obviously, I do not think anyone can say it is business as usual. We are looking at “What do we do now?” “What do we change?” “How do we get back to normal?”

I do think next year people are going to get back to live events and concerts. Live music is going to come back. There is no doubt about it. You can’t stop music. It gets us through the difficult days. There has been talk already about how many musicians are (continued on page 48) 37

M I SPY

A Triumphant Return to Chicago, Part 2 Welcome back, MI Spy fans! Your favorite retail sleuth is back in the field, and my first journey outside the confines of the MI Spy Cave in months has taken me back to one of my favorite cities: Chicago.

For this mission, the Chief tasked me with gathering intel on entryand intermediate-level keyboards for serious students being sold by the MI retail stores serving Chicagoland’s western corridor. So I hit the stores looking for keyboards with 88 weighted keys and pedal options.

Last month, I reported in from the area’s chain-store locations: Guitar Center Naperville and the Sam Ash Music in Lombard, Ill. This month, I’ll be reporting on two local indie retailers: PM Music Center and Hix Brothers Music, both conveniently located near Aurora, Ill.’s Fox Valley Mall.

PM Music Center 4411 Fox Valley Center Dr. Aurora, IL 60504 630.978.9927

PM Music Center is located on the drive ringing the Fox Valley Mall in the city of Aurora in Chicagoland’s west suburban region. The Fox Valley Mall is the heartbeat of a (usually) vibrant commercial area and attracts a healthy level of retail traffic. PM Music Center has been in business since 1982 and offers a full range of instrument sales, repair, instruction and accessories, especially focused on school band-andorchestra programs. Past industry press about this retailer talks about how it prizes customer service over store size and business volume.

Situated in a market area thick with both national and local dealers located nearby, it appears to have held its own so far through the most recent challenges.

The store entrance had a prominent sign requiring masks as mandated by the state governor’s office, and immediately inside were several hand-sanitizer pumps readily visible and available. The checkout register station featured a Plexiglas barrier. The store had just opened for the day, and there were a couple of other customers already being taken care of.

I was warmly greeted moments after entering by a smartly dressed and masked staffer offering his help. When I explained what brought me in, he remarked that the store did have “a limited selection” of keyboards on hand and could get anything else I may be interested in. He then led me from the main floor to an airy side room filled with nearly a dozen full keyboards, all of which met the criteria for my search.

The selection featured both Yamaha and Casio brands. Display

38

signage promoted a current “Sale-A-Bration” offering an additional 10-percent off the store’s already-discounted pricing, and opportunities for financing options. Its entry-level-price-point offering was a Yamaha P45B for $489.99, not including stand, bench or pedal — a sturdy starter keyboard, but no bells or whistles. The next step up was a Casio Privia PX-160 for $529.99 featuring 18 tones and including a sustain pedal. This is another sturdy starter and discounted from a suggested list price close to $850, which struck me as quite a value.

For $100 more at $629.99, PM Music offered the Yamaha P125B. This weighted keyboard has a great feel, and excellent dynamic touch sensitivity. With 24 voices from grand piano to rock organ, it’s a versatile instrument and an exciting playground, especially for new young students. Though pedal, stand and bench are add-ons, the asking price was deeply discounted from a suggested retail price around $1,000, which leaves room in the serious student budget for a solid-value investment in an instrument that will serve well for years to come.

Additional offerings worth mentioning included Yamaha’s DGX660B for $789.99, a tech-packed “arranger” workstation with expanded polyphony, selection of preset songs, track-recording capabilities and rocket ship display features; the Arius YDP-144R console model at $1,049.99, with even more finely engineered hammer action that best emulated a real piano feel; and the top-of-the-line Arius YDP-164R rosewood console for $1,449.99, a beautiful piece of furniture as well as a fine instrument.

The staffer was most attentive and helpful to me. He made sure that I had literature on the store’s expansive Private Music Teacher Perks program, including information about additional discounts, exclusive access to special events and workshops, and even a referral service for teachers looking to take on new students. This store is totally tuned into partnering with teachers to best serve students area-wide. I went on my way quite impressed with its “limited” product offering, pricing, attitude and customer-service experience.

Hix Brothers Music 4315 Westbrook Dr. Aurora, IL 60504 630.898.8840

My next stop was literally moments away, also among the retailers ringing the Fox Valley Mall. The parking lot was empty when I pulled in, as was the store, except for the sole staffer on duty. Not only was it still early in the music retailer’s day, just after midday opening, but OCTOBER 2020

non-essential stores had only been re-opened for a few days, and traffic was still light.

Hix Brothers Music is a local retail music establishment originally founded in 1946 by John Hix. He retired in 1996 and passed the business on to his three sons, who gave the store its current name. They opened a second store in 2003 about 15 miles northwest in the Fox River town of Batavia. Hix Brothers Music offers a full range of band and orchestra instrument and accessory sales, rental, and service, along with a variety of individual and group lessons. The main store, which I was visiting today, features nearly a dozen teaching studios, a guitar and amp repair shop, and rooms for rehearsal, recording, and its signature ukulele clubs.

The only stand-out sign on the entry door celebrated the store’s new Ukulele room; there was no indication that a mask was required (though this is clearly stated on the store’s website). The cheerful staffer seated at the counter did mask up as soon as I stepped in, then greeted me and offered his help. There was also hand sanitizer at his checkout station, but no Plexiglas shield. I slathered up with the sanitizer, preparing to play some keys while I explained what brought me to the store. He promptly pointed out the keyboard display and walked with me to the area.

The store had about a half dozen keyboards on display, four of which were the full 88 weighted-key models that I was pricing. Since Hix Brothers Music is just around the corner from PM Music Center, it was not surprising that these keyboards were the same Yamahabrand models on display at the other store, priced slightly higher yet comparably to its colleague. This store’s Yamaha P45B was priced at $499.99 for the board alone. Proper pedal and stand options would add another $75-$130, depending on your selection. This applied also to the P125B model priced at $649.99. Hix Brothers was asking $799.99 for the Yamaha DGX-660B, and another $74.99 for Yamaha’s LP7A three-pedal assembly. There was also an Arius YDP162R complete console on special sale for $1,299.99, a good price and value that day at this store, if this was the level of instrument you were in the market for.

The staffer was quite friendly and helpful in answering my questions. We chatted briefly about the shutdown and its effect on his business. He shared that it had been a sad and difficult period, that the store had only just reopened, and though it felt slow coming back, he was optimistic about business eventually returning to normal. He also mentioned that fresh inventory was still a little slow to come by MUSIC & SOUND RETAILER

with the pandemic’s impact on manufacturers and their delivery channels. I bid him the best and went on my way.

The Sale

All the stores I visited on this mission were strong contenders. The on-hand selection offered by all, across entry- and intermediate-level choices, was good, despite a few pandemic-related supply gaps. Pricing across brands and models was relatively competitive. Modified store environments and practices for customer and staff safety were also consistently good, with the larger national chain stores, who are used to dealing with higher traffic, going the extra mile.

Hix Brothers’ more modest selection offered its own shine in competitive pricing, packaging and customer attentiveness. Guitar Center wins in quantity of selection, continues to be very cost competitive and is consistent in its positive service attitude. Sam Ash remains a strong retail player in both selection and service, and despite current temporary stocking challenges, still has attractive options at hand for the serious beginner and intermediate keyboard student.

It’s important to note here that both of the national chain stores visited for this mission, GC and Sam Ash, are also merchandising keyboards in their stores beyond entry- and mid-level price points. They have some impressive offerings and are successfully serving a broader customer swath, including more ambitious and accomplished musicians.

The winner for this particular mission, though, is local independent retailer PM Music Center. It’s not just that it offered a solid selection in our target product category on par with the national chains, or that it offered consistently lower pricing than all the other stores we visited, or even its exceptionally polite and attentive customer service on the salesroom floor. The big tip-in here is how much PM Music values partnership with the teachers in its community, so much so that it formalized a “Private Music Teacher Perks” program. This program includes graduated discounts on printed music, recital room preferential rates, exclusive invites to events and workshops, new student referral services, and the list goes on. A program like this engages teachers in dialogue around their preferences, practices and professional affiliations. It enhances both the store’s ability to best shape their offering, and teacher and student ease of access to preferred instrument brands, accessories, printed music and study materials.

PM Music provides an exceptional example of a retailer proactively promoting and supporting the love and pursuit of performance of music in its community. Bravo!

39

M AKI NG WAVE S

JAZMIN MORENO CHIEF MARKETING OFFICER, 64 AUDIO

By Amanda Mullen Jazmin Moreno was recently appointed as the new chief marketing officer at 64 Audio, with the key responsibilities of overseeing the company’s marketing and sales initiatives worldwide. With more than a decade’s worth of marketing experience and years working in pro audio under her belt, Moreno enters the role ready to bring enhanced digital experiences to the company’s customers. How will her previous experiences factor into her goals at 64 Audio? Learn what’s shaped her career, how she plans to push 64 Audio forward as its chief marketing officer and more.

The Music & Sound Retailer: Can you speak about your past job experience and how you got into the pro-audio industr y?

Jazmin Moreno: I officially started my journey with the pro-audio industry back in 2011 when I volunteered at NAMM for Ultimate Ears Pro, a division of Logitech Inc. I got the opportunity to start learning the industry from the ground up. My passion to serve has been a key indicator in anything I take on in my career, an important element in my success. Through my journey, I got promoted year after year to each of the vital positions of the business, which gave me the visibility and experience that I needed to take off in my career.

In the decade I’ve been with the pro-audio industry, I’ve gotten to streamline systems, create a personalized lead-generation funnel that helped the company grow 20-percent, and bring on crucial partners and solutions to help with the business growth.

The customer, and my passion to deliver the best service, lives at the core of my DNA. My journey in the pro-audio industry reflects my love for music. Music, for me, 40

is a big ignitor, and it fuels my soul on a day-to-day basis.

The Retailer: What about 64 Audio most appealed to you, and what are some of your key responsibilities as chief marketing officer there?

Moreno: What most appealed to me about 64 Audio is the culture of the company and its desire to put the customer at the center of its product innovation.

As CMO, my key responsibilities are to build business capabilities through technologies in order to deliver the best digital experiences for our customers while they interact with our brand across digital platforms. I get to align strategy across marketing, sales and customer support. I’m also thrilled to have a direct line of communication with Vitaliy Belonozhko, founder and CEO of 64 Audio, as this creates the opportunity for me to open new markets by developing the right products for the industry.

The Retailer: What were some of the challenges you faced in building your career?

What do you consider your greatest accomplishment(s) so far?

Moreno: Some of the challenges I faced in building my career was learning the art of communication, management and culture building. No matter what industry you work in, managing people and organizations requires a high level of communication and vision.

One of my greatest accomplishments was developing a personalized lead-generation funnel that helped us convert leads over time with a return growth of 20-percent for the business. I was able to leverage technology to create what I call a money-making lead-generation machine that allowed us to

“It’s important to not only inspire women but to be a role model to them and show them that hard work, dedication and perseverance pays off. If you are passionate about what you do and have a vision, the sky’s the limit.” bring in leads and only focus on the 10-percent that would engage with us. Then later on, we would target them with relevant content in order to get them further down the funnel. The idea came to fruition when thinking outside the box. I’m a big fan of the makeup and fashion industry, and they were using YouTube tutorials and educational videos, blogs and personalized content campaigns to market to their customers.

Following such an industry and trend allowed me to early on in my career apply that level of personalization to anything I did in terms of marketing strategy and messaging in the pro-audio industry. The sweet spot of all this was in leveraging digital tools and being data driven. With that approach, I was able to create different segments in our audiences in order to help personalize their digital experience while capturing analytics and using data to drive the business.

The Retailer: How do you perceive the role of women in the audio industr y, and have things changed at all since you were first starting out?

Moreno: The role of women in

the audio industry is usually not a position of power at the executive level. It’s mainly a male-dominated industry. This has been a big plus for me, since the perspective and strategic approaches I bring to the industry are viewed as innovative, because my approaches and ideas are very different from male approaches. It is a team effort, and based on your culture and experiences, you bring other things to the table.

The Retailer: Have you been able to mentor other women in the industr y, and have you had any mentors who helped shape your career?

Moreno: I consider myself blessed, as I’ve had great mentors throughout my career who have taken me under their wing and taught me the lay of the land.

This has allowed me to take on new challenges and opportunities at full speed. Thanks to those around me and my eagerness to learn, I’m now living my best life and fulfilling my life dreams at my current job with 64 Audio as chief marketing officer. My journey in the pro-audio industry reflects my passion for music as a music lover, but most importantly, OCTOBER 2020

my passion to deliver the best service and products to our customers.

I’ve mentored many women around me in the industr y and have lifted them up throughout my career. It’s important to not only inspire them but to be a role model to them and show them that hard work, dedication and perseverance pays off. If you are passionate about what you do and have a vision, the sky’s the limit. My strategy is to step into a room as a student at all times. That way, I come in with an open mindset and the eagerness to learn, which in return helps me evolve and keep reinventing myself through the journey.

The Retailer: What advice would you give women looking to work in pro audio?

Moreno: I would advise women looking to work in the proaudio industry to go for it. It has been a very rewarding journey for me as a woman to be surrounded by very talented men that have mentored me and allowed me to see the music industry as a nongender-biased industry. For me, it has been a thrill to get to work alongside many of my favorite artists and musicians and to see their craft come to fruition through the use and enjoyment of our products that we get to market and sell to them.

On a personal level, the advice I would give women is to follow their dreams and trust their journey. Life is not a straight line but a sequence of events with scattered dots that, only when looking back and reflecting on your life’s path, are you able to connect and make sense of the journey. Enjoy it, savor it and live every second to its fullest.

The Retailer: What are some short-term and longterm goals you'd still like to achieve?

Moreno: At 64 Audio, I’m getting to do what I’m most passionate about, which is creating digital experiences and memoMUSIC & SOUND RETAILER

ries for our customers when they visit our brand online. I recently told my CEO that I’m finally in a place in life where my job doesn’t feel like a job. I get to wake up and get rewarded for doing something that fuels my heart and

soul. My short-term goal is to lift others and inspire those around me to be their best version of themselves. My long-term goal as a CMO is to continue growing 64 Audio’s brands globally and to deliver new products to markets

that we haven’t tapped into while improving the digital experience of the customer journey and building business capabilities to support the business and customer by putting them at the center of our organization.

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S HINE A LI GHT

OUT OF THIS WORLD

By Michelle Loeb

Craig Merrick didn’t have a background in music when he opened Astro Audio Video and Lighting in 1974. He was, however, driven by a lifelong entrepreneurial spirit and a thirst for knowledge that has helped establish the store as a cornerstone of the pro audio and DJ markets in southern California for more than four decades.

“I have held a job since I was very young,” said Merrick, who started selling flower seeds door to door at the age of five. “I always got a kick from getting paid for providing something someone wanted and figuring out what that was. I was passionate about being an entrepreneur from an early age and was able to incorporate that into working with creative people in the music and entertainment business.”

Astro Audio Video and Lighting Merrick had moved back in 6615 San Fernando Rd. Glendale, CA 91201-1702 with his parents after a serious (818) 549-9915 motorcycle accident and, with the astroavl.com encouragement of his father, he Mon.-Sat. 10 a.m.-7 p.m. purchased a TV and stereo rental Craig Merrick, President company. Armed with $1,000 and a Cypher, Sales Manager/Head of Cypher (left) and Craig Merrick Astro Mix Lab/Installation Foreman van, he ran the business out of his parents’ house for the first six to eight months, running ads in the Elk’s Building, carving out some room for his father to do TV repairs. He took advantage of yellow pages to gain the attention of customers. the high ceilings for 11 years, building lofts to accommodate his growing inventory. By the “I continually had customers calling from the 1990s, Astro had grown into the institution it is today, moving into its current location, which ads listed under stereo asking for pro audio, was recognized by NAMM as one of the top four best-designed showrooms in the country in mixers, amps, etc., so I started learning about 2019. pro audio as I saw there was a big demand for “Literally everything in the shop is designed to give the customers the best experience it,” Merrick explained. possible,” said Cypher, who serves as the store’s sales manager, head of Astro Mix Lab and Two years later, as “Saturday Night Fever” installation foreman. and Studio 54 became cultural juggernauts, The store opens up with all the accessories a customer may need, as well as one of only two he found that demand was exploding for custom Serato record displays found in the United States. The walls and ceiling are painted another categor y of gear, and it was time to with “blue and white stripes to resemble a space wormhole that transports you to our main start learning again. showroom,” said Cypher, leading customers to a wide selection of demo units with which “I was getting a lot of people in their teens customers can engage in professional settings. and early 20s asking about disco gear, sound “Our main stage is where artists come in to practice and rehearse on the ultimate club setup and now lighting as well, so I learned about the seen in all major nightclubs.

The mainstage DJ table is a custom-made booth with an impresequipment that was in demand and hired my sively-sized LED screen built into the front to display video feeds of the DJ or any content we first employee, a 16-year-old customer involved choose,” he explained.

“The walls were painted with a space/music theme, complete with a in the underground party scene [with whom] party onboard an alien spaceship and a giant astronaut in the center, all with neon highlights I experienced that culture directly for the first to make the walls come alive under blacklights.

The main showroom is something truly to time,” recalled Merrick. “At that time, none of marvel at.” the major music stores wanted to service DJs, Astro also offers a lighting showroom, “where you can immerse yourself into a truly dark as they were in direct competition with bands environment and see our wide range of lights in action,” said Cypher, with stage lighting, FX for club and party gigs. That is when Astro relighting, LED dance floors, and atmospheric effects like haze and fog, all controlled by an iPad ally started to take off.” for easy demos.

Merrick first moved the business into an 800-square-foot space in Los Angeles’ historic (continued on page 53) 42

OCTOBER 2020

I N T H E T RENCHE S

GOOD TIMES COULD BE COMING

By Allen McBroom

44

A few decades ago, there was a fascinating program on public television called “Connections.” It was produced by the BBC and hosted by a fellow named James Burke. Each program would take an event from history and show how it helped bring about a seemingly unrelated event in the recent past.

The episode I remember best was the one where Burke explained how the Black Plague, which wiped out 20 million people, about a third of Europe’s population, was instrumental in putting a man on the moon. (I’ll pause here while you re-read that sentence and shake your head with disbelief. All done? Let’s continue…)

Burke’s postulation was this: Once the plague was over, people rejoiced that they were still alive, and a spate of riotous, carefree living came about. Since folks were suddenly aware that the plague could return and kill them any day now, they began buying more wine, partying more often and laying out wads of middle-ages cash on buying nicer clothes. These nicer clothes were often made of linen, which eventually led to a better grade of cloth rags, which led to a better grade of paper, which led to punch cards in the weaving industry, which led to computer punch cards, which helped put Neil Armstrong on the moon. (If that sentence was tiresome to read, remember that James Burke spent an hour telling the same story.)

Should you care that the Black Plague was apparently instrumental in the creation of computer punch cards? Other than it being an interesting thread of events, you probably shouldn’t.

But there is one aspect of that event chain that I think we would do well to pay attention to: “Once the plague was over, people rejoiced that they were still alive, and a spate of riotous, carefree living came about.”

At the time of this writing, we’ve been living in the COVID-19 era for a solid seven months, and people are tired, weary of dealing with the coronavirus and its impact on our daily lives. Wearing masks in public and being without familiar human contact is pretty demanding on the human psyche, and I’m seeing signs that we’re all really ready to get past this part of 2020.

What I think I’m starting to see is some of that post-plague rejoicing. The guitars we’re able to get (supply lines are still stifled) sell easily, and folks that I would usually expect to look at the $299 guitars are seriously checking out the $799 guitars.

Keyboards are selling well. People who have been putting off learning an instrument are now buyers, not wishers. More senior folks are signing up for voice and piano lessons. Not only are our most recent beginners part of the older population, but more experienced players seem to be more intent on getting a new instrument, or a much better used instrument.

Boiling all these observations down to a few words, it appears that, thanks to the stress-weary rigors of living with COVID-19, folks are spending more freely and acting more often on longharbored musical desires. If this pattern holds, retailers could see more register-ringing in the near future. I’m not much on forecasting what’s to come, but I wouldn’t be at all surprised if, when it’s all said and done, the pandemic of 2020 didn’t cause a revival for brick-and-mortar retailers.

So, what should we, as retailers, do to prepare for this perceived shift in our customer base?

First things first, we need to revamp some assumptions. We need to talk to our sales folks, and make sure they no longer qualify our customers using the mental cubby-holes they’ve spent years developing. When the gray-haired guy comes in now asking about entry-level guitars, he may be just as likely OCTOBER 2020

to be asking for himself as for his grandson. When the nice little old lady comes in to ask if we teach voice lessons or drum lessons, it’s just as likely to be for her as it is for a grandchild.

Remember that budding musicians may be overwhelmed by the flood of conflicting information on the internet and come seeking the simpler explanations a one-on-one encounter may offer at the local music store.

Next, we need to be prepared to hand someone who asks about learning an instrument a better model than we might have initially handed them pre-COVID-19, since people are now a little more willing to get off their wallets and spend more money than they would have in the past.

Third, if we are going with the idea that customers are spending more freely, then we need to be prepared to help them finance their purchases. Personally, I prefer to avoid debt at all costs, but thankfully, many of our customers have a different mindset.

Have financing options available, make sure each salesperson fully understands how the programs work, and be ready for staff to confidently complete a credit application when the opportunity presents itself.

There are a ton of finance plans available to retailers. If you’ve never financed instruments for your customers, go to the NAMM website and start your research there. Synchrony Financial offers financing options that are great for the customer (i.e., six months, same as cash), but that plan does cost the merchant a percentage of the sale price. Local finance companies sometimes will finance a purchase on a same-as-cash basis with little or no cost to the merchant. Some online financing plans will approve just about anyone who can breathe and count to 10, but they may have usurious interest rates, so beware.

(One retailer friend described those types of financing plans as “morally icky.” He wasn’t much off the mark.)

MUSIC & SOUND RETAILER

If my recent observations hold true, and we enter a time of free spending and riotous living postpandemic, we need to be prepared to help folks get the most bang possible out of their newly opened pocketbooks. Be loaded

with fresh, clean inventory; make no assumptions about intent or ability to pay; offer each customer the best-quality options first; and be prepared to help them afford their musical desires by offering financing options if necessary.

There are silver linings in every cloud, and a rejuvenated retail environment may be one of those silver linings. So do your preparations, and tell your staff, in the immortal words of Rare Earth, “get ready.”

45

V E D D AT O R I A L

MI HAS BEEN WRITTEN OFF

By Dan Vedda

be for months to come. So our supply chain has fractured, and we’re already experiencing a gap in availability. Industry reports cite an almost 75-percent drop in guitar imports recently, for example. One guitar line we carry is now out of every SKU under $1,000 list price.

They’re hoping for more product in October, if all goes as planned.

As dismaying as this is, I think it’s a far more dire indication for the suppliers than the dealers. During World War II, when production was commandeered for war materiel, dealers unable to procure instruments managed by doing repairs, giving lessons and selling anything they could cobble together. But the manufacturers were still working and getting paid by the government to produce needed supplies.

Today, manufacturers are strapped into the hot seat. Dealers can’t buy as much, and most were closed for a month or more this spring.

Some even went out of business, tipped over the edge by forced closures and consumer fear. In some states, domestic manufacturers couldn’t even produce in their facilities due to social-distancing requirements, so even if orders were made (and assuming they had or could get raw materials), they couldn’t fulfill. Now, if things hang up in customs, they could miss any boost from holiday traffic. That’s a grim outlook.

I can tell some suppliers are under the gun right now: Some have furloughed entire sales departments, NAMM and other published survey results show a majority of people would eliminated certain jobs entirely and reduced support like to play an instrument if barriers were removed. One of the biggest staffing in draconian fashion. One company’s outgoing message just tells dealers to email their orders, barriers was a lack of time. Thanks to COVID-19, they have the time. because no one will be answering the phone. Another has told me it doesn’t have enough staff to talk to me about the status of my order. back well ahead of the schedule they require. In the past, they would (Now just to be clear, were I to take this same stance with my even invite us to apply again within days of paying off our previous customers, their support for small local business would instantly loan. So I was disappointed to get a rejection. evaporate and the internet would win. I also don’t think Amazon would But what really ticked me off was the reason for rejection: An stand for that treatment. So, I don’t have that much sympathy for these explanatory letter with the statement, simply, that “this product is not company’s belt-tightening choices.) currently being offered to certain industries.”

Of course, school music dealers, given the uncertainty about ...

WHAT? Yes, they’re essentially redlining MI, and unapologetically well, everything, are nailed. Many schools in my market aren’t even so. And this was WebBank, which has been a champion of gritty little attempting to recruit fifth-grade band and orchestra kids, even when startups and plucky entrepreneurs from the beginning. In this light, they’re working to find some way to continue the already-established one can only imagine what banks like JPMorgan Chase or Wells Fargo band programs. Marching band competitions are canceled. Sales reps? are thinking.

No access for you, you potential virus carrier!

Now I suspect the financial folks made their decision by shooting On the live music front, performing musicians are barely keeping it from the hip. But to lump every business in our industry into the box together, and they certainly don’t need lots of gear. marked “risky” doesn’t take into account the relationships, payment And yet, the galling thing about this situation is that the banks are history and market of the individual business that’s applying. wrong. In many ways, we’re wrong too. People still want to play music.

When we’ve previously applied for Working Capital loans, we conParents still want their kids to play. Virtual or in person, people still firmed our business particulars and received a maximum loan offer. I want lessons, for self-improvement, stress relief and even simple hucould see reducing the offer, but to offer nothing at all? man contact. We don’t have to convince people to play. They already So, if the financial sector is backing away from MI, you can bet that want to. There are more of them than ever. And they do want to supthey’re not supporting the restaurant, entertainment or travel indusport small local businesses. tries, either, and perhaps nothing in the brick-and-mortar realm other For years, NAMM and others published survey results that showed than PPE and other “boom” categories. And yet some people are trythat the vast majority of people would like to play an instrument if ing to tell us we’re going to bounce back quickly? The polite Victorianbarriers were removed. One of the biggest barriers was a lack of time. era word for that is “poppycock.”

Thanks to COVID-19, they have the time. Our success or failure will But I’m not wearing the Mantle of Doom, even though I think we rest on our ability to keep people aware of the help we can provide, have some real problems that will take creativity to solve. Fourth-quarand our effectiveness and efficiency as we do our job. Everything else ter product availability is one of them. It seems many suppliers held will follow, but only if we step up and make it happen, because we’re off ordering product from overseas when the pandemic and closures the only ones who care enough to make it so. hit. Understandable, when you have no idea what your cashflow will The music products industry is in trouble. That’s not exactly my opinion (I’ll get to that below); it’s the opinion of banks. Yes, the very same banks that are posting the “If you’re affected by COVID-19” banners on their websites in a tepid show of solidarity with beleaguered consumers.

So why are we in trouble? Because the banks say we are. Oh, we have plenty of challenges, but just as they did in 2008 as the recession hit, the financial sector is writing off the music industry as too risky to help. I experienced this firsthand back then, and again this summer when I applied for a Working Capital loan.

We’ve used the Working Capital program a half-dozen times since 2012. We’ve had a good history with it, borrowing various amounts from $8,000 to $20,000 over the years, and have always paid our loans

46

OCTOBER 2020

UNDER THE HOOD

FENDER’S BILLIE EILISH SIGNATURE UKULELE

By Brian Berk

Fender Musical Instruments Corp. (FMIC) hopes end users get “everything they wanted” with the release of the Billie Eilish Signature Ukulele. It represents the first artist signature model for the 18-year-old behind the smash hit “bad guy” and embodies Eilish’s preferred specs and aesthetic with her distinct “blohsh” symbol patterned across the ukulele.

The Los Angeles native first gained attention in 2015 at the age of thirteen after uploading the song “Ocean Eyes” to Soundcloud, which was written and produced by her brother Finneas.

In the past year, Eilish has exploded onto the music scene with her debut album “When We All Fall Asleep, Where Do We Go?,” earning her five Grammy wins, including Song of the Year for “bad guy” and Album of the Year.

The ukulele was designed in collaboration with Eilish herself.

She can be seen on videos playing the Fender ukulele with her adopted pit bull puppy, Shark.

“The ukulele was the first instrument I learned,” said Eilish.

“It’s where I started writing, and where I found new ways of writing that I had never tried before.

It inspires a different kind of writing. The rules of the ukulele are simple, and basically if you know three chords, you can play almost any song. I hope my Fender signature ukulele inspires people to start playing, and start writing; anyone can do it.”

The Billie Eilish Signature Ukulele is a stage-ready concert-body ukulele built with a sapele top, back and sides featuring a black matte finish and Fishman Kula preamp for those looking to plug in. Additional specs include a walnut fingerboard, white dot inlays and MUSIC & SOUND RETAILER

nickel hardware. The ukulele can be enjoyed by players of all skill levels, stated Fender.

“We are extremely honored to collaborate with Billie on her debut signature Fender ukulele,” said Billy Martinez, vice president, category manager, acoustic and Squier divisions.

“She’s inspired a new generation of players, and now this uke gives her fans around the world a new reason to get excited about playing. Billie established herself at a young age, transforming the music industry and inspiring people both young and old.

She is unconditionally herself, and the ukulele she designed is a perfect reflection of her spirit and iconic style.”

Added Matt Watts, Fender’s vice president of marketing, “Billie is a once-in-a-generation talent who has been on a meteoric rise since releasing her first song to Soundcloud in 2015. It’s no secret that Billie

moves millions of people and has a unique approach to creating.

The output of this instrument is no different, as it celebrates that freedom of self-expression through Billie’s lens. We hope her genre-defying blend and this ukulele inspires others to start expressing themselves creatively.”

In recognition of Eilish’s connection to the ukulele as her first instrument and the history of the ukulele in Hawaii, Eilish and Fender are making a gift to the Aloha Mele Fund, a newly-established fund of the Hawaii Community Foundation. The funding will be distributed to nonprofit organizations who are working to support COVID-19 relief efforts for Native Hawaiian and Pacific Islander communities in Hawaii.

People are invited to donate to this effort in any amount their situation allows by visiting hawaiicommunityfoundation.org/ alohamelefund.

“All of us at Hawaii Community Foundation are extremely grateful to Billie Eilish and Fender for this meaningful contribution to our Native Hawaiian and Pacific Islander communities,” said Micah Kane, CEO and president of Hawaii Community Foundation.

“In Hawaii, we practice aloha, which among many things, means that we take care of one another. This gift is a reminder of the generosity and kindness that all of us can show at this critical time.”

The Billie Eilish Signature Ukulele is available now.

47

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(continued from page 37) creating new music and putting out albums. There is going to be a flood of touring. And while our audience is not necessarily those professional musicians, they inspire the next generation. And we are looking at how we work with these professional drummers to bring people to playdrums.com to learn how to get engaged in drumming.

Another change in our mission: What I foresee is, we are going to have to get involved more in music education advocacy. We need to make sure school music programs stay funded. Children as young as four or five years old should be 48

able to get to a music class and bang on a drum and experience and learn what their passion might be. It is going to be an important challenge over the years, as education is shifting.

Music advocacy is going to be more important than ever. Yes, schools are going to be focusing on common core, but they need to remember that music and arts are vital to development and education. We are going to have to advocate as musicians and as an industry to keep that in the curriculum for students in the coming generation.

The Retailer: Karl, I would

like to congratulate you on your non-retirement retirement (laughs). Antoinette, I wish you good luck in your new role. Is there anything you would like to add?

Dustman: I just want to add a note of thanks to the percussion industry and their support in the Percussion Marketing Council.

These are challenging times.

Every penny and every dollar is being watched. I think the term “We are all in this together” is a little overused these days, but the percussion fraternity that we all belong to is probably the most closely knit group of people in the music products industry. I appreci-

ate the opportunity getting to know just about everyone out there who has the passion for percussion that I do and Antoinette does. I think we are in for a challenging ride but will make it through it. We have experienced hard times before.

This is nothing new for the PMC leadership and its members.

Follett: As Karl said, we cannot [be successful] without the members and the NAMM community. I look forward to connecting with each of them and exploring how we can make the PMC stronger in the coming year.

Editor’s note: For the Zoom version of this interview, visit msretailer.com/special-reports.

OCTOBER 2020

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49

M ARK ET PU L SE

THE RETAILER GETS THE MI INDUSTRY’S TAKE ON TWO HOT-BUTTON TOPICS

BY BRIAN BERK The COVID-19 pandemic. Looting. Hurricanes. Wildfires. 2020 has clearly thrown the most curveballs at MI retailers compared to any other year. With so much to worry about, the industry faces some tough questions moving forward. We asked two questions of both retailers and manufacturers for our “Market Pulse” cover story this year (although we easily could have asked five or 10!). Both questions relate to the coronavirus pandemic, which is the issue that has loomed largest over retail business worldwide.

Question No. 1: How have you changed your business since the pandemic? Are you selling different products, in different places, to different people?

“Recognizing the dire need for PPE (personal protective equipment) in New York at the peak of the pandemic in late March, D’Addario engineers put their minds to finding a way to help while our factories were shut down. Within days, they came up with a design for an effective face shield using raw materials from our drumhead factory, namely clear, mylar film. They also retrofitted some of our equipment and developed nearly a dozen work cells with a capacity to produce well over 100,000 shields per week. This capability enabled us to open our drumhead factory to produce face shields as an essential service. Sales have been mainly to medical supply distributors as well as hospitals, but we have also garnered a lot of interest among music retailers for their employees. Amazingly, we have sold more than one million face shields year to date, and demand for them remains strong.”

—John D’Addario III, D’Addario

“We have all taken time to clean our house and consider what was to be kept and what needed to go. We are all more concerned by quality and long-lasting goods for the house, clothing and the same concept of long-lasting, quality items.

It works too for music accessories.

Cheap is expensive and a complete waste of money. The pandemic gave us a great opportunity to reconsider our priorities and all the areas [we needed] to make progress: human resources abilities and training, improved stock and production processes, marketing strategies, optimized internet information to share with customers. We have regularly sent targeted messages, not only to our existing customers in 80 countries, but also to prospects. [And we’ve] developed Zoom trainings with customers and musicians.

Developing new products to fight the virus is a must.”

—Franck Bichon, BG Frank Bichon

“This is a really great question! Since we are an online-focused retailer, our business strategies have really not changed much at all. Of course, we are a bit more careful stocking new inventory, as the consumer confidence seems to go up and down because of some uncertainty currently in the world. About a month after the pandemic really started shutting businesses down, we had an unbelievable surge in sales. We are located on the west coast and have picked up a lot of new customers from the Northeast region of the U.S. where COVID-19 was prominent. Our overall accessories sales (straps, picks, strings, guitar pickups, etc.) have really grown tremendously as well.

“For us, we have been concentrating on more shoppers finding our website. Earlier this year, we were working on building our completely redesigned website on the Magento 2.3 platform. It launched in early July. All in all, we don’t like to admit it, but the pandemic has really been good for our business, as the brick-and-mortar stores had to shut their doors. Plus, with so many musicians not going to their day jobs and not playing shows, they have had a lot more free time on their hands to Google lawkstarguitars.com.”

—Dave Locke, LAWK STAR Guitars

50

OCTOBER 2020

“When the economy began shutting down in mid-March, we recognized that, though retailers wouldn’t be able to serve customers in their brick-and-mortar locations for a while, they would be able to fulfill online orders. As a point-of-sale and website provider for thousands of retailers, we knew we were in a position to help stores leverage technology and connect with their customers in new ways. We immediately began development on a curbside pickup shipping option because we believed consumers would order from their local retailers if they could drive to pick up their order the same day instead of waiting for an online order to arrive days later. We launched this feature after a few days and saw quick adoption among retailers.

“In the graph presented to the right, you can see how in-store transactions across Rain customers dropped sharply in March. At the same time, online orders increased dramatically, softening the blow of the reduced in-store sales. This quick transition from in-store sales to online sales was seamless for Rain users due to the all-in-one nature of our point-ofsale (POS) and website system. When retailers add a product to their POS, they simply need to click a button to add that product to their website at the same time. Then, when products are purchased online or in-store, the other channel updates simultaneously so the inventory is always in sync. Also, in the graph, you’ll notice that on nearly half of the online orders, consumers chose ‘curbside pickup’ as the shipping option. This indicates that consumers appreciate retailers that facilitate a smooth transition from online interactions to in-person interactions.

“Another important observation from the graph is that, as in-store sales have rebounded, online sales have normalized and appear to be settling in at about two times the volume of pre-COVID-19 levels. I believe this to be a permanent change resulting from many consumers forging new buying patterns during the pandemic.

“Not represented in the graph, but still noteworthy, is the increased use of the Rain/Reverb integration that our customers leveraged to increase their instrument listings on Reverb. Those stores taking advantage of the integration utilized yet another sales channel to offset the decrease in in-store sales.”

—Brian King, Rain Retail Software

“As a manufacturer of accessories for live event and production professionals, Gig Gear had to pivot, as our core customers no longer had work due to COVID-19 cancellations.

We knew that if we didn’t find a new way to generate revenue, we would not survive. As a company that strives to make our customers’ jobs easier by creating innovative products, our team saw a need to address the growing work-from-home movement. So, a few weeks after the shutdown, we introduced the Cam-A-Lot videoconferencing screen, and it was a major hit — selling out our pre-orders within the first couple of weeks. After some redesigning to improve the product, we quickly started working on another production order.”

—Evan Grazi, Gig Gear

Question No. 2: Are you optimistic about the post-COVID-19 era for your business after a vaccine is widely available?

Why or why not?

“We have learned a great deal since the onset of the COVID-19 pandemic, and it is quite remarkable how strong the guitar business (strings and accessories for us) has been. It seems that with all the shelter-in-place requirements, countless former players rekindled their passion for the guitar, and many new guitar players emerged, particularly acoustic. That being said, the demand for our band-and-orchestral accessories is off quite a bit, obviously due to the uncertainty around school music programs globally. I do believe that once a vaccine has been successfully developed and distributed globally, there will be strong demand for live music, while lessons and casual playing will resume. However, I also believe that the economic damage inflicted by COVID-19 will, unfortunately, last a number of years.”

—John D’Addario III, D’Addario “We at Gig Gear are very optimistic about the post-COVID-19 world. We know that the live event and entertainment industries will get right back to business as usual once it is safe, and we know that our core customers will get back to work. People have been itching for live entertainment for many months now, and we’re confident these events will come back bigger and better than ever. Our future at Gig Gear looks bright, and we hope that other small businesses like ours are taking this time to think differently and hope that they come out stronger on the other side. We will survive.”

—Evan Grazi, Gig Gear “Absolutely. We are a 100-percent debt-free company, and we believe we have really figured out what the best SKUs are to keep in stock. The fact is, we believe in the USA, and we just don’t live in a pessimistic world here at LAWK STAR Guitars Music. Economies will vary with or without COVID-19. As busi-

MUSIC & SOUND RETAILER

ness owners, you just have to adapt to the current situation. Sometimes you are a bit more careful when you are restocking inventory.

“Jumping ahead, after our world gets back to whatever the new normal will be, we suspect that many of the prior brick-and-mortar shoppers that were recently forced to shop online will continue making online purchases.

But as we always say, #MUSICFORLIFE!” —Dave Locke, LAWK STAR Guitars “I’m a fatalist — a positive and realistic guy. I am also used to saying what I think directly. We may have to accept there may not be any reliable long-lasting option, but short-term options may appear. We may not find a vaccine, but people will always want to listen to music, to learn, play, and share their passion and emotions. Music is life! Music is passion! Music is sharing! Music is an international language we all need to speak, hear and share. We will all research and will find effective tools to face the pandemic. As a maker and designer, I miss The NAMM Show and direct connections. But nothing can stop the music! Virus-free positive hugs to everyone.”

—Franck Bichon, BG Frank Bichon “Looking forward, we are extremely optimistic for the future of MI retail.

Considering consumers have recently become much more comfortable with ecommerce, we believe stores that embrace an omni-channel approach to serve customers with a consistent brand experience across their website, Reverb store, eBay store, social networks and physical location will be the winners in the post-COVD-19 era.”

—Brian King, Rain Retail Software

51

THE BEAT WILL GO ON

Ad Index

Company

Pg

AMAHI UKULELES................. 43 AMI FRETTED INSTRUMENTS...................... 33 ARMADILLO ENTERPRISES..................... C-II B3 GUITARS.............................. 21 BOURNS PRO AUDIO.............. 10 CASIO...................................... C-IV CE DISTRIBUTION.................. 11 CHAUVET LIGHTING.............. 8 CHAUVET LIGHTING.............. 9 CHEM-PAK................................ 22 EBAY...................................... C-III FENDER..................................... 7 GRAPH TECH............................ 23 HAL LEONARD........................ 17 JJ BABBITT............................... 25 KORG USA................................ 5 MANHASSET SPECIALTY COMPANY.............................. 3 NAMM........................................ 15 NEW SENSOR........................... 35 ODYSSEY INNOVATIVE DESIGNS................................. 19 RC WILLIAMS.......................... 18 SABIAN...................................... 6 TECH 21..................................... 45 VOCOPRO.................................. 13 YORKVILLE.............................. 41 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.

52

(continued from page 25) bar that surrounds the bass drum,” relayed Hal Leonard‘s Cywinski. “This has been a very fun and powerful launch, and is something that brings a touch of vintage like the old ‘rail’ system to modern setups. In the Gretsch line, we earlier this year released a bop kit in Yellow Satin Flame, and the color has caught on to where we can’t keep them available.”

“HHX Complex, although originally introduced last year, has continued to be a hit. I love its sound and feel, and thankfully, so do many of the drummers in the world. That story continues to grow with new sounds introduced into the line,” noted SABIAN’s Zildjian.

“Our newest Evans innovation is our UV Coating Technology,” said D’Addario’s Ricciardi. “It strengthens our promise to be the most technologically advanced drumhead in the world and provides unprecedented durability. Our UV1 and UV2 heads utilize a proprietary coating technology that dramatically enhanced the durability of the coating and, in turn, the life of the drumhead overall. The new coating is applied with a silkscreen process using specially formulated inks that are instantly cured with UV light. The result is a coating that resists the effects of normal wear and tear, flaking or rubbing off, which alters the fundamental tone players were seeking out. With the launch of UV2, we also have a new set of test subjects for E.V.A.N., and those videos can be found on all of our social channels.”

We conclude with the $1 million question: What does the future look like? Are our panelists optimistic about the percussion industry in what we hope will be the post-COVID-19 era? To sum it up, the overall answer is yes, perhaps with an exclamation point at the end.

“We are very optimistic about the percussion industry post-COVID. Whether it’s the current percussionists who had a chance to practice and develop new skills, the new wave of players who are just discovering percussion for the first time, or the people that have had a chance to rediscover percussion, our growing community

will come out of this experience with a new appreciation for the craft,” noted Ricciardi. “We’re always pushing the boundaries at

"I am wildly optimistic about post-COVID, not only for the percussion industry, but for the music industry."

—John Palmer, TAMA D’Addario, and there are a few products coming that we’re very excited about for both Evans and ProMark. 2021 will be an exciting year for our brands, so stay tuned!”

“I am optimistic about the percussion industry post COVID-19. Many people took the isolation time to learn a new instrument, and that is always a good thing,” stated Zildjian. “Playing drums is so much fun that, once someone gets the spark, they will continue. To help ensure that, we have strengthened our support of education through working with, supporting and livestreaming top educators and institutions, and also supporting independent educators through the SEN (Sabian Educator Network).”

“I’m very optimistic about the future, and I know Yamaha shares that same view,” said Fisher. “We’re a company that constantly innovates, and we can’t wait to share our new products with the world. I believe that through these hardships, we’ve learned new ways to overcome them, and it has given all of us a new perspective on what’s important. We’re fortunate to be in this business where we can provide the gift of music that lifts people’s spirits and provides a way to express themselves individually.”

“I believe our industry will

continue to adapt and evolve; I’m fairly bullish,” answered Donnell. “It will be a process, but DW will remain poised to seize new opportunities. I’d like to tell you more about one such line coming down the pike, but it’s just a bit premature. We’ll make sure your readers are some of the first to know!”

“We are optimistic and can’t imagine where things will go once players begin playing out again, and schools go back,” relayed Cywinski. “We believe the thirst for the arts coming out of lockdown will be immense. Everyone will want to again experience live music from an audience and performer perspective. New innovations and observations are in nearly every product conversation that we’re having. There are unique ideas coming out of all the lines we represent.”

“Today’s industry is all about meeting the interests of modern-day percussive players in a non-traditional way,” said Gomes. “Musicians are full of creativity, and the right design has the power to inspire. We are more than excited for the next few years with what’s in store for Luna Percussion. You can expect to see some next-level craftsmanship and unique designs. We have proven that you do not have to sacrifice quality for looks, so the sky’s the limit! In other words, Luna Percussion will be expanding, and I’m not just talking about the cajon.

“Like the rest of the music industry, the percussion industry will certainly rebound from COVID-19,” added Gomes.

“The question is how we approach this and how long will it take. 2021 will play out in two different ways for normalizing live music again: Are we going to wear face coverings to live events while following key distancing rules, or will there be a vaccine available that eventually brings everything slowly back to normal and keeps everyone safe? Society wants some kind of a return to normal, and music is a key element to that. Music brings happiness in many different forms, with the power to heal, and it has been helping us get through this entire pandemic. The show must go on!”

OCTOBER 2020

Palmer concluded with this positive viewpoint: “I am wildly optimistic about post-COVID, not only for the percussion industry, but for the music industry. Having spoken to an extensive number of musicians during COVID-19, I know there is high urgency to resume live music, both in terms of making music and attending live music events. The human

experience is undeniable. I can’t say there’s been a silver lining to COVID-19, but I think we can all agree we feel a little more appreciative now for the day-to-day activities we have been missing.

The ability to make music in person, and have it shared in the moment, is a human experience like no other. Live music is poised to return in a huge way.”

THE FINAL NOTE

as well, which gives my kids an opportunity to have regular interactions with their grandparents, which is something we never had growing up.

The Retailer: What are your most prized possession(s) and why?

Bradley: That has changed over time. Currently, I’m into cars and have a couple of convertible sports cars I really enjoy. Nothing beats putting

(continued from page 54) to hear another musician’s take on a popular song. Some of my current favorites are John Mayer doing “Free Falling” and “Message in a Bottle,” The Muffs doing “Kids in America,” and Alien Ant Farm’s version of “Smooth Criminal.”

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

Bradley: I always enjoy walking Hall E and seeing all the interesting companies that are starting out. Some of the ideas are fantastic, and you can really see the passion behind all these young companies.

The Retailer: If you had to select four people, past or present, to have dinner with, who would they be and what would you ask them?

Bradley: Abraham Lincoln, William Seward, Edward Bates and Salmon Chase. These four men were bitter rivals and competed intensely for the Republican presidential nomination in 1860. When Lincoln eventually won, they were able to set aside their differences and come together as the most unusual cabinet in history and create what would become the greatest presidency of all time: preserving the union and winning the civil war. I’d ask them how they were able to set aside their stark differences and create such a successful team of rivals.

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

Bradley: The people. Some of my closest friends are people I’ve met in this industry.

The Retailer: Who do you admire most outside of the MUSIC & SOUND RETAILER

music industr y and why?

Bradley: My father. He grew up in a small town in Iowa and worked his way through school and a career that eventually lead to being the chief financial officer of Boeing Aerospace. He is a brilliant musician and always understood the value of music education and how it could help you achieve anything you want in life. For example, he helped pay for his law degree by playing and fixing church organs.

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

Bradley: With everything going on today, remote collaboration tools are becoming more and more important. Creative people need an outlet for their inspiration and the ability to work together and create. I’m interested to see how our industry uses these tools and technologies to help musicians.

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

Bradley: I’d be teaching. I occasionally guest lecture at the business school where I got my MBA and really enjoy it. I love seeing the passion the students bring to their ideas and enjoy the opportunity to help them focus on executing them.

The Retailer: Tell us about your hometown and why you enjoy living there.

Bradley: I currently live in southern California, five miles from where I grew up. I originally lived closer to the city, but once we got married, we decided it was better to raise kids in an environment similar to what my wife and I had. We still have extended family living nearby

the top down and driving down Pacific Coast Highway on a sunny day.

The Retailer: What’s your favorite book and why?

Bradley: My favorite author is F. Scott Fitzgerald because his voice really captured the golden age of this countr y. I really like his short stories.

“The Offshore Pirate” and “Diamond as Big as the Ritz” are two of my favorites.

SHINE A LIGHT

(continued from page 42) At each step of the way, customers are met with staff members who come from a variety of backgrounds and offer specialized expertise tailored to meeting their needs.

“We not only encourage musicians to be a part of our family, but we also help foster growth in individuals who have a strong passion to soak up as much as they can about the industry they love,” said Cypher. “While every employee is expected to know the fundamentals of our practices, tools and inventory, some employees are trained to be subject matter experts in finer things such as operation of lasers, video equipment, integrated audio setups, production tools and more.”

The wide selection and expertise found at Astro has made it a favorite among some of L.A.’s musical luminaries, with the likes of Tupac Shakur, NWA, Dr Dre, Ice Cube, the Beastie Boys, Rick Rubin, and artists from Death Row Records and Def Jam Recordings all shopping at the store at some point in their careers. But Astro is about more than simply supplying gear to its clientele, famous or other wise. The store focuses on fostering talent and giving customers a well-rounded approach to their gear.

“Whether it’s finding the perfect microphone system for your athletic instructors to wear in spin class, picking the right DJ controller that fits your platform requirements or just understanding when to use a TRS cable instead of a TS cable, we go all the way to make sure you get it

right,” said Cypher. “We’ve never been just a shop that sells or rents you ‘stuff.’ We invest in our customer’s dreams, and in turn, they invest in the resources they need to make those dreams come to fruition.

We know our philosophy works because the same customers have been returning to Astro for decades, often bringing their friends and kids to experience the shop.”

As with all businesses, Astro has had to readjust to meet the needs of its customers in the time of COVID-19, including adding streaming products to its inventory and supplying “large screens, projectors and FM transmission for drive-in movies or other events that can accommodate large groups but still allow for social distancing,” said Merrick. “The good thing about having a business model that has to be radically altered is it forces you out of your comfort zone and opens up opportunities you weren’t aware of.”

Embracing new opportunities and avenues for knowledge is how Astro remains ahead of the competition and will continue to be a valuable part of the L.A. music community for decades to come.

“One of our ongoing commitments is to continue to expand our knowledge and inventory to not only meet the needs of clients but to surpass expectations and offer solutions that really amaze,” said Cypher.

Added Merrick, “Technology changes, music changes, but nothing replaces people and the personal contact of interaction with those we work with in the entertainment community.”

53

THE FINAL NOTE

BRYAN BRADLEY, President, Group One Ltd.

By Brian Berk The Music & Sound Retailer: Who was your greatest influence or mentor and why?

Br yan Bradley: I’ve had several mentors throughout my career that had a hand in shaping the executive I am today. The ones that stick out the most are Blake Augsburger, Gene Joly, Jack Kelly and Morty Manus. The many lessons I learned from each of them have stuck with me throughout my career.

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

Bradley: “You can accomplish anything you want in business if you don’t care who gets the credit.” Accomplishing big goals is never a one-person operation. If you’re focused on who will get credit when the goal is achieved, it becomes much harder to execute. I use a football analogy with my teams a lot that goes like this, “I am not the quarterback of this team and never the one scoring the touchdowns.

I’m the center. My job is to hand you the ball and then block as many obstacles in front of you as I can so you can make a play and get in the endzone.”

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

Bradley: The recorder at 4 years old in a class called Junior Music Academy. The program taught kids to read music and exposed them to several instruments over two years. It did a great job igniting a passion in me for music.

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

Bradley: The One Love Malibu concert in December of 2018 was amazing. The Malibu area had just been devastated by a huge fire, and the show was a charity event to raise funds for those who lost their homes. The roster was filled with huge main acts, but the entire concert had the feel of a backyard BBQ, with many local restaurants donating food and drinks. Instead of seats, you bought a blanket that was laid out on the grass. All the musicians donated their time, with some of them having lost their homes themselves. The show was eight hours long and really showcased the power of music and community.

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

Bradley: Harry Chapin. He was a modern troubadour who was also passionate about the causes he believed in. He would have been incredible to see.

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

Bradley: I love the Tedeschi Trucks Band. The energy of their live shows is incredible. The stage is always packed with 12 to 14 of some of the best musicians around. Seeing the Trucks at the Beacon Theatre in New York City is one of my all time favorite shows.

The Retailer: What instrument do you most enjoy playing?

Bradley: Currently I’m into piano and guitar. I studied saxophone, clarinet and flute when I was younger, but haven’t picked those up in a while. I keep a keyboard and guitar in my office and try to play a little a few times a week.

The Retailer: What song was most memorable for you throughout your childhood and what do you remember about it the most?

Bradley: I loved the song “Levon” by Elton John when I was in high school. It was musically a great song, but it really had no discernable meaning in the lyrics. For me, it was like the lyrics were just another instrument, with interesting words and ideas, but no overarching message.

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

Bradley: I enjoy being outdoors whenever possible. I love to play golf, surf and ski in the winter.

The Retailer: What are your favorite songs on your smartphone/iPod? Bradley: I’ve been listening to a lot of covers lately. It’s interesting (continued on page 53)

54

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