Re Vista Audio

+
THE RETAILERS
HOLIDAY SALES GUID
AT YOUR FINGERTIPS
CURRENT ISSUE
CONVENTIONTV @ NAMM
YOUTUBE VIDEOS
100% ANDROID, BLACKBERRY
& IPHONE/IPAD COMPATIBLE
VNEWSLETTER GETS A NEW LOOK!
DE
holiday sales guide holiday sales guide holiday sales guide holiday sales guide holiday sales guide holiday
September 16, 2013

Volume 30, No. 9
Hot Stocking
Stuffer s For The
Holiday Season
By Dan Ferrisi
Here Comes
It may only be September, but retailers like you know that the holiday
selling season takes months to prepare forand those preparations had
better be right! After all, the fourth quarter is, for many retailers, the one
that ultimately determines whether the year is boom, bust or somewhere
in between. The critical importance of holiday sales to music products
retailers is why, each year, we present the annual Holiday Sales Guide
cover story, spotlighting a few dozen products that industry manufacturers say will be their hottest, most in-demand sellers this season.
We received more than 80 submissions in total and, so, we can only
include a sampling in this story (selected additional items will be
run in Product Buzz in months upcoming), but the following
products captured our attention as being highly likely to
ring your register
when it comes
time to scratch
off items on the
Christmas list.
(continued on page 21)
Five
Minutes
With
Hartley
Peavey
P.
28
MI
Spy:
Los
Angeles
P.
32
Its Independents day!

Presenting Our 8 th Annual Independent Retailer Roundtable
By Dan Ferrisi
Have you seen it?
Perhaps more than for any other

reason, The Music & Sound Retailer exists to ser veand be the
voice ofall those independent,
brick-and-mortar music products
dealers that ser ve their local
community and foster the next
generation of music makers, who
not only will purchase gear over
the next several decades but also
will fill our world with music and
all the joy it brings. As part of our
continuing effort to stay in close
touch with the independent retailer
community, its concerns and its
business realities, we bring you
the annual Independent Retailer
Roundtablenow in its eighth
yeargiving the proprietors

of some of the most respected,
most successful indie stores in
our industr y the chance to share
their thoughts with the broader
community.
This year, were honored to
have four distinguished participants for our roundtable: Marion
Holloway of Monroe NC-based
Holloways Music (www.hollo
waysmusic.com); Louise Mullins
of San Marcos TX-based Mazak
Music (www.mazakmusic.com);
Will Burgin of Athens TX-based
Guitars Etc. (www.guitarsetc
athens.com); and Keith Morehead of St. Charles MO-based
ATD Guitars (www.atdguitars.com).

We want you to add your voice to the conversation! E-mail me at dferrisi@testa.com.
233SE13_p_001-056.indd 1
8/29/2013 9:13:06 AM
winter namm preview issue
SUMMER NAMM wRAp-Up
Pro Audio issue
December 15, 2012

Volume 29, No. 12
August 15, 2013

Volume 30, No. 8
CSM4095 Inside Cover 125_Layout 4 1/2/13 11:23 AM Page 1
Pro Audio issue
Pro Audio issue
Pro Audio issue
May 15, 2013

Volume 30, No. 5
Guitar issue Guitar issue Guitar issue Guitar issue Guitar issue Guitar issue Guitar issue
January 15, 2013

Volume 30, No. 1
DJ & Lighting
Enter A New Era
Controllers And LED
Since 1887, Yamaha has grown to
become the world's largest musical
instruments manufacturer. Yamaha
products and services are recognized
the world over for superior quality
in acoustics, design, technology
and craftsmanship. Together with
Yamahas award-winning customer
service for end users, our objective
is reflected in everything we do.
Are Leading The Way
Have you seen it?

In the year of our 125th Anniversary,
Yamaha wishes to thank our many
talented customers, dedicated retailers
and valued partners for being the
Have you seen it?
AwAy!
By Brian Berk
Its a good time to be a DJ. One could certainly

argue that the barriers to entry have never been
fewer, thanks to the low costs and high-quality equipment
available.
Of course, the next Tiesto or David Guetta might never
walk into your store. But plenty of DJs can earn a living, or at least supplemental income, with the help of
MI stores. As always, retailers cater to the dreamers, as well.
To get more information about the DJ and lighting segment of the industry, The Music & Sound Retailer reached out to Robert
Marsh, President and Founder of Ronkonkoma NY-based I DJ Now, and Randy
White, pro sound/recording/DJ and lighting buyer at Chuck Levins Washington Music Center in Wheaton MD. Please note, of course, that this story isnt
intended to be a comprehensive overview of all the
notable companies, brands, products and technologies
in this segment but, rather, is meant to encapsulate the
thoughts and analysis of our two expert interviewees,
who have their ear to the ground and work in the retail
trenches every day.
and the
NomiNees Are
UP, UP
And
Music & Sound Award Finalists Exemplify

Excellence, Innovation And Dedication
By Dan Ferrisi
Summer NAMMs
Growth A Positive
Sign For The Industry
By Dan Ferrisi
anaheim Rock ciTy

namm Prepares For Biggest s how since 09
Last month, thousands upon thousands of music products indusDan Ferrisi

try members descended onBy
Nashville
TN to experience everything
Whenranging
the weather
starts
to get colder, houses hottest, most innovative new music products,
that Summer NAMM had to offer,
from an
expansive
offices begin
to be their
adorned
with
the occasion to network with colleagues and
show floor where hundredsand
of exhibitors
showed
wares,
toholiday
decorations,
and the
countdown
to a new year
friends, and the opportunity to take advantage
dozens of education and networking
sessions
that
armed retailers
commences,
the music
productsevents
industry takes
of NAMM Universitys second-to-none educawith crucial insights and knowledge,
to special
marquee
its cue to prepare
for its annual
the
tion and training offerings. So, it goes without
that ensured the three-day experience
was memorable
for mega-event:
all who
held every
Anaheim
attended. Held from July 11NAMM
to 13 at show,
the gorgeous
newJanuary
Music in
City
saying that, if youre going to go to any indusCA and
routinely
drawing
closeSumto 100,000
Center, the show evinced solid
growthit
was
the largest
try event this year, the NAMM show should be
industry
members for
thedealers
most important
mer NAMM in five yearswith
manufacturers
and
alike
right at the top of the list.
trade
exposition
of the year.
The NAMM
exhibiting an upbeat attitude
despite
the economic
challenges
that show
This year, NAMM is scheduled for Janucontinue to encumber the marketplace
broadly. of opportunities to retailpresents a multitude
ary 24 to 27 at its usual home, the Anaheim
This years Summer NAMM
reminded me oftrade
some
of the
past
ers, manufacturers,
press
and
everyone
Convention Center. As I write this story some
Nashville shows a decade ago
excitedto see the seven weeks before the show, the figures
elsewhen
who companies
attends the were
show:really
the chance
about growth and opportunity, said Joe Lamond, President and
CEO of NAMM. Were grateful to our members who came to
n Indy Retailer P. 62 n Five Minutes With Lori McCallian P. 68
exhibit, stock up for the fall and holiday selling season, and attend
the increased educational and networking sessions that NAMM
produced. Speaking exclusively to The Retailer, Lamond emphasized that, rather than zeroing-in on whether the show itself is up
or down, his principal interest is in observing the broader trajec- Companies Bow Exciting New Offerings At The
tory of the industry as a wholeseeing how retailers and manufacturers are faring and viewing Summer NAMM as a presage for
the months ahead. According to Lamond, positivity prevailed from
beginning to end.
As the clich goes, numbers dont lie; so, if it is indeed true
that Summer NAMM can be viewed as a microcosm of the music
products industry broadly, the show bodes well for the remainder
of the year and for our collective future. The annual Nashvillebased event took advantage of the room to grow in the new facility,
already paint an auspicious picture auguring well

for a successful exposition. In terms of exhibitors, organizers expect more than 1,500, representing more than 4,149 brands. The exhibitors
are composed of NAMM members from some 87
countries, underscoring the shows global scope.
As of this writing, there are 188 brand-new-toNAMM exhibitors, as well as 95 that are returning after having taken a few years off. By this
MI Spy: Anaheim P. 70
233AU13_p_001-048.indd 1
233JA13_p_001-096.indd 3
within space limitations; some companies

did not provide a quote by deadline and,
thus, could not be included. Quotes were
provided by the companies, and may have
been edited or shortened for space.
The Retailer congratulates all the nominees!
2012 Was Another Good Year,
manufacturers have told The Retailer will be debuting at the

NAMM show.
As was the case when we launched Summer NAMM
Product Spotlight last July, we received many more entries
than we could possibly publish. Youll find some of those
in
233DE12_p_001-072.indd
upcoming editions of Product Buzz. Although we regret that
we could not include every submission, were certainly gratified to see the breadth of manufacturing excellence that our
industry offers.
Have you seen it?
Have you seen it?
n Indy Retailer P. 39 n Five Minutes With Michael Spremulli P. 42 n
MI Spy: Connecticut P. 48
1/8/2013 10:51:24 AM
Led By Acoustics
By NEW
Brian
BerkGuitar of 2012
BEST
Acoustic
WhatSonoran
a difference
two months
Fenders
SCE Acoustic
Guitarcan make. In February, a story
titled
Statehonored
of Our and
Union,
written
by this author, discussed
We
are The
extremely
excited
to
the hangover
from
the barely
averted fiscal cliff and debt
behow
nominated
for a Music
& Sound
Award.
ceiling
crisisAcoustics,
were causing
a lot
of pain for the U.S. consumer.
Here
at Fender
we work
hard
Now,
with
the truly unique
every
dayhowever,
to craft and
design
fiscal cliff
in the
rearview
mir-to
acoustic
guitars
for our
customers
enjoy
for years
come. Wethe
ror and
and cherish
debt ceiling
talktodelayed,
truly
have a great
team significant
of people who
are
economy
has seen
improveextremely
ments. passionate and take their skill
very These
seriously,
so we are appreciative
improvements
are mostand
visible in
pleased
to have our
dealersThe
takeDow
noticeJones
and Inthe financial
markets.
give
us thisAverage
nomination.
dustrial
benchmark set a new
Jim
Bryant,
Manager,
all-time
highProduct
on March
5, with many
Fender
Acoustics
Wall Street
analysts predicting
Martins DRS2 Acoustic-Electric
(continued onGuitar
page 50)
We are thrilled to have received a Music &
12/3/2012 7:55:48 AM
rattleL
strum
Lets
Get
By dan Ferrisi
ud!
Much as we did last month with our April issue cover story titled Rattle
& Strum, in which we sought the expert analysis of four prominent
Guitar Manufacturers Discussmembers of the guitar manufacturer community, we present this month a
roundtable of esteemed industry members who represent the pro audio
Trends, Recruiting More
market and have agreed to share their thoughts about its current trajecMusic Makers
tory and burgeoning trends. Boasting decades of industry experience
between them, our participants are Ray van Straten, Senior Director, MarBy Dan Ferrisi
keting Communications and Training & Education, QSC; Andrew Beard,
The guitar market is often lumped
together as exactly that: an amalgam of Senior Product Marketing Manager, Gibson Pro Audio; Mark Gander,
all different types of guitars, and every Director of JBL Technology, Harman Professional; and Cobi Stein, Marketmanufacturer from small to large. That, ing/Artist Relations, Eminence Speaker. As you will see, not all of them
observe the same market trends, although there is considerable unanimity
however, isnt really an accurate way
about the segments overall robustness.
to look at a market segment boasting
If you have thoughts about any of the topics touched on herewhether
such a high level of diversity and that
in agreement or disagreement with our participantsfeel free to drop me
evinces sales trends, even within the
a line at dferrisi@testa.com.
guitar universe, that sometimes move
in opposite directions from one another.

For that reason, we at The Retailer
think its worthwhile to host roundtable discussions such as this one, in
which we gather prominent members
of the guitar manufacturing community,
representing a range of company sizes
and product focuses, and ask for their
impressions about the relative strength
of the market, trends manifesting themselves and ways of ensuring there are
more guitar players in the future than
there are now.
This year, our respondents are Dennis Webster, Guitar Marketing Manager, Yamaha Corp. of America; Ken
Haas, General Manager and Penny
Haas, Public Relations, Reverend
Guitars; Justin Norvell, VP of Fender
Marketing; and Michael Ciravolo,
President, Schecter Guitar Research.
The Music & Sound Retailer:

The guitar market seems to be in
a constant state of flux, impacted
by music trends, the state of the
233MY13_p_001-056.indd
economy and other factors. Speaking broadly, what is hot in the
n Five Minutes With Ana Jaramillo P.28 n
233AP13_p_001-056.indd 1
June 15, 2013

Volume 30, No. 6
Manufacturers Analyze The Loudspeaker And Pro Audio Segment
Guitar Sales Hit A High Note
Gordon Gordy Wilcher, Founder and Partner of Owensboro Music Center

LLC, Owensboro KY, NAMM Board member and President of iMSO
(www.musicstoreowners.com)
Gordy Wilchers store sits in an area hard-hit by the economic tribulation of the past few years, with much of the local industry struggling and
considering cutbacks and layoffs. So, it comes as no surprise to Wilcher
that store sales are slightly below where they were in 2011. Business
Even though there are nearly countless things that the

NAMM show offers in order to attract tens of thousands
7/29/2013 3:01:32 PM
of attendees every
yearranging from the very best of
industry education to numerous networking events and
some great partiestheres no bigger magnet than the
NAMM show floor, which always features thousands of
incredible, innovative products, many of which are debuting at the show. With this in mind, we offer NAMM New
Product Spotlight, presenting hot products that industry
2012: The Year In Review
In an industry as varied and as far-reaching as MI is, its difficult to get a true

sense of the state of the industry across all geographic regions, product
categories and other variables. To get a sense of where MI retailers
stand at the close of 2012, The Music & Sound Retailer spoke with three
respected retailers across the country. Although each stores experience
is very much distinct, they have all needed to get creative to capture the
attention of an unsure consumer population.
Show
n F i v e M i n u t e s W i t h W i l l K o m a s s a P. 2 4 n M I S p y : C o l u m b u s O H P. 2 8
By Dan Ferrisi
In this story, we proudly present the

products, manufacturers and company
personnel nominated for Music & Sound
Awards this year, the 27th annual presentation of the industrys biggest, most-soughtafter honor. Of course, a host of dealers
was also nominated, and you can find the
complete list of retailers that have been
singled out for excellence on page 36.
Here, though, not only will you find the unabridged list of product and manufacturer
honors, but also comments from company
executives, talking about what a Music &
Sound Award nomination means and why
the product, company or, in some cases,
individual is deserving of being crowned
the winner at NAMM next month.
We included as many quotes as we could,
Retailers Reflect On Triumphs, Challenges And The Future

By Michelle Loeb
NAMM New
Product Spotlight
real power behind the music.
SUMMER NAMM PREviEw iSSUE
April 15, 2013

Volume 30, No. 4
The namm show issue
The Good
Stuff
Our Annual Review
Of Charitable And
Philanthropic Activity
fun
MeMoRieScouRSeandofMuSic
By dan Ferrisi
Virtually every piece I write for The Retailer is enjoyable to work on,
inasmuch as Im writing about music making, an activity that not only is
fun and offers tangible health and wellness benefits, but also presents
a way for people to express their creativity and showcase their artistry.
The Good Stuff, though, is probably the most funand the most
hearteningpiece I write all year; its wonderful to review all the charitable, philanthropic and community-affirming work that MI industry
members do on a yearly, monthly, weekly and even daily basis. These
stories truly exemplify the idea of doing well by doing good and amply demonstrate that, although were all in business to earn a living and
realize monetary success, there are things that are even more important than profit margins and the bottom line.
Once again, this years The Good Stuff presented a happy problem:
There were far more submissions than we could possibly fit into a single
story. So, well present part two next month, featuring another 20 or so
companies that are doing their part to make the world just a little bit better.
ThRee decadeS of
MuSic ciTy
BeckonS
KHS America
Recently, Jupiter and Mapex invited the Nashville Symphony and

The Music & Sound Retailer: One narrative
Nashville Metro Schools to their corporate headquarters for donations
that has emerged since the last recession has
Summer NAMM Bridges
of musical instruments. Jupiter Band Instruments teamed up with the
been that many product groups have refocused
Springtime
The Holidays
Nashville Symphony and the Predators Foundation
for And
its school
on lower and middle-range price points, given
that some consumers are spending less readily.
To what extent, if any, has this trend manifested in pro audio?
1 9 8 3 you
1 9 8 seen
4
1it?
985
1986
1987
Have
Ray van Straten: I cannot remember a time when we were without
competition from low-price players. There is always room at the bottom. The
challenge here, of course, is that, although pro audio continues to be a growing market segment, the channel is going to have a difficult time growing
revenue with low-priced goods. I just dont believe there are enough customers to whom the pie can be distributed. Its my assessment that customers are, to a large degree, spending less because the channel is vigorously
promoting low-priced goods to grab customers attention and make a sale
any sale. Although this might create earlier entry points for new customers,
it does little to cultivate a relationship with the aspiring professional users
who need performance tools with which they can make a living. Its really
not that different from putting a cheap guitar in the hands of someone who
wants to learn how to play. Overcoming the shortcomings of the instrument
Five Minutes With Mike Matthews P. 28
MuSic & Sound

indy ReTaileR
The Good
STuff GoeS on!
The Seventy-Fifth Edition Of Our

Salute to Independent Dealers
More Charitable Works Done

By MI Industry Members
1988
1989
1990
1991
1992
1999
2000
2001
2002
2003
1995
1996
1997
The naMMThe
Show
review
iSSue
naMM
Show
review iSSue
February 15, 2013

Volume 30, No. 2
February 15, 2011

Volume 29, No. 2
February 15, 2013

Volume 30, No. 2
its a record!
Namm Tops 90K mark For the First Time
Can You Feel

CanThe
You Feel The
By Brian Berk and dan Ferrisi
Yes, Virginia, we do have a strong music instrument industry. Last

months NAMM show in Anaheim, Calif., garnered 90,114 registered
attendees, a new record. The attendance marked a 3 percent increase
from last year. International registration rose 2 percent as compared
to last year. More than 1,400 exhibitors presented their products. Twohundred-forty-seven of them were new exhibitors.
This was the fastest we ever knew it would be a good show, said
Scott Davies, general manager of the American DJ group of companies.
In the more than 20 years weve been exhibiting here, weve never
seen the first day as busy as it was this year. Usually, you could walk
down an aisle on the first day without bumping into anyone. This was
the first time you couldnt. The floor traffic just built from there. And
there wasnt only traffic. There was more buying. People were not only
spending money, but spending more money. There was more optimism.
Whether people believe the news that things are getting better, or are
really better, there is more confidence.
We introduced the VMS4 Traktor at the show, he contin(continued on page 50)
Bernie Williams
SPECIAL ISSUE: wINTER NAMM SPECIAL ISSUE
exhi bi t or, at t endee exuber ance

exhibit
or,
t endee exuber ance
Char act er i z e 2013
n aM
M at
Show
msr exclusive iNTerview
Special dj & lighting iSSue
vic FirTh aNd

craigie ZildjiaN
January 15, 2009

Volume 26, No. 1
Joe Lamond
In the wake of our fire in

September, where we lost our
building and all of its contents,

we immediately began to reevaluate the relationships we had with
our suppliers. We reopened
in a temporary location with
a smaller inventory, partially
due to economic uncertainty. In
restocking the store, we gave
suppliers opportunities to step
up and be a true partner with
us in our rebuilding efforts.
Through working with willing
vendors, we consolidated some
of our purchasing with suppliers
who, through our tragedy, valued
our relationship by allowing us
to make a decent profit. Basically
scrutinizing every purchase, big
and small, and making smart
purchases.Dan Kuse, Morgan
Music, Kansas
We are 90 percent lessons
and only 10 percent retail, so we
do well with our strings, drum
sticks, tuners, books, practice
(see Perfect Storm on page 26)
2004
2005
2006
issue
Guitar issue Guitar issue Guitar issue Guitar issue Guitar issue Guitar issue
T he S TaT e of o ur uni on
Th e STaT e o f ou r un i o n
April 15, 2013

Volume 30, No. 4
By Br i an Ber k Sales arent Gangbust er s, But r et ailer s are Caut iously o pt imist ic
Just prior to President Barack
Thats not to say there arent challeng- (albeit a day or two late). However, someBy Br ian Ber k
Obama delivering the 2013 State
es. The fiscal cliff, referring to a host times, the fear of an action taking place is
Just prior
Barack
a day or
two late). However, someThats not to say
there
arent
challengof the Union address, The Music
& to President
worse
than
the action
itself.(albeit
In addition,
even
of income tax increases for individuals
Obama
delivering
2013 State
times, the
fear 51)
of an action taking place is
es. cerThe fiscal cliff, referring to a host(continued
on page
Sound Retailer reached out
to retailandthe
dramatic
spending cuts,
Union address,
The Musica &
worse than the action itself. In addition, even
of income tax increases for individuals
ers in an effort to deliverofitsthe
own
tainly presented
new challenge.
SoundonRetailer
reached
out to retail- ofand
dramatic spendingHave
cuts, ceryou seen it?
state of the union, although
a
The Reuters/University
Michiers in an effort gan
to deliver
its own
presented a new challenge.
smaller scale.
Consumer
Sentimenttainly
Index
Have you seen it?
state
of the union,
a
The Reuters/University of MichiThe results show that the
state
a keyalthough
measure on
of consumer
smaller
gan Consumer Sentiment Index
of the MI industry is solid,
but notscale. willingness to spend moneyfell
The results show
that the
key measure of consumer
spectacular. However, in a post-reces9.8 points
laststate
December, areachof the MI
butlevel
not in fourwillingness
sionary economy that continues
to industry
ing is
itssolid,
lowest
months. to spend moneyfell
in a post-recespoints last December, reachstruggle, a solid industryspectacular.
is definitely However,
Americans
have become9.8
increassionaryare
economy
thatworried
continues
totheir personal
ing its lowest level in four months.
a positive, and one that retailers
ingly
over
struggle,
industrybusiness
is definitely
Americans
have become increashappy to accept. For the most
part,a solidfinances,
conditions
and
positive,
retailers
are
the retailers to whom we aspoke
saw and one
ingly
worried over their personal
the that
economic
outlook,
the
report
happy
to accept.concluded.
For the most
part,
either sales or profitability
increase
The
culprit isfinances,
plain
business conditions and
in 2012 as compared to the
year.to whom
theprior
retailers
we spoke saw
and simplethe
fiscal cliff
debate
the
economic outlook, the report
In addition, most hold at either
least a sales
cau- or profitability
and fear of higher
taxes. concluded. The culprit is plain
increase
C o m p u t e r- B a s e d S y s t e m s a r e R e p l a c i n g Tr a d i t i o n a l D J P r o d u c t s
tiously optimistic view about
thisas
year.
Thetofiscal
cliff was
in 2012
compared
the prior
year.avoided
and simplethe fiscal cliff debate
By Br ian Ber k
In addition, most hold at least a cauand fear of higher taxes.
If you take a quick glance at the chart presented later in this story, you might be fooled at
tiously optimistic view about this year.
The fiscal cliff was avoided
first. Perhaps you believe sales of DJ products in 2011 are break-even or even negative com233FE13_p_001-056.indd 1
2/5/2013 10:23:24 AM
pared to last year. However, thats not the case. The DJ market is in transition. Meanwhile, its
2012 Was Another Good Year, Led By Acoustics
also one of the hottest MI market segments. Call it a case
233FE13_p_001-056.indd 1
2/5/2013 10:23:24 AM
By Brian Berk
of out with the old and in with the new.
What a difference two months can make. In February, a story
According to MI SalesTrak, DJ sales have
titled The State of Our Union, written by this author, discussed
been red-hot this year. DJ products as a whole
how the hangover from the barely averted fiscal cliff and debt
are ringing the register to the tune of a 10.8
ceiling crisis were causing a lot of pain for the U.S. consumer.
percent increase for the first five months
Now, however, with the
of this year, compared to the same
fiscal cliff in the rearview mirperiod in 2010. (Editors Note: We
ror and debt ceiling talk delayed, the
are referring to dollar sales, not unit
economy has seen significant improvesales.)
ments.
DJ software, interfaces and
These improvements are most visible in
controllers (all considered
the financial markets. The Dow Jones Inone category) rocketed 50.1
dustrial Average benchmark set a new
all-time high on March 5, with many
Wall Street analysts predicting
rattle
strum
DJ Products Take Turn For the Better
Guitar Sales Hit A High Note
Have you seen it?

1/25/2011 4:35:21 PM
Guitar Manufacturers Discuss

Trends, Recruiting More
Music Makers
By Dan Ferrisi
The guitar market is often lumped

together as exactly that: an amalgam of
all different types of guitars, and every
manufacturer from small to large. That,
however, isnt really an accurate way
to look at a market segment boasting
such a high level of diversity and that
evinces sales trends, even within the
guitar universe, that sometimes move
in opposite directions from one another.
For that reason, we at The Retailer
think its worthwhile to host roundtable discussions such as this one, in
which we gather prominent members
of the guitar manufacturing community,
representing a range of company sizes
and product focuses, and ask for their
impressions about the relative strength
of the market, trends manifesting themselves and ways of ensuring there are
more guitar players in the future than
there are now.
This year, our respondents are Dennis Webster, Guitar Marketing Manager, Yamaha Corp. of America; Ken
Haas, General Manager and Penny
Haas, Public Relations, Reverend
Guitars; Justin Norvell, VP of Fender
Marketing; and Michael Ciravolo,
President, Schecter Guitar Research.
Born in the
U.S.A.
MSO and IMRA Dealer

Groups Merge to Form
iMSO.................P. 43
W hy d om eS ti c
m a nufa c tur i ng
i S Sti ll V i a B le
By dan fer r isi

It could be said that the United States has weathered a bit of a beating lately,
inasmuch as the economy continues to struggle, foreign countries are gaining
power and influence on the global stage, recalcitrant politicians habitually grandstand rather than doing the work we sent them to do and consumers hold their
collective breath, metaphorically waiting for the light to turn green once again.
But there is anotherless reportedside to this story. This article celebrates
the many companies in MI that still make their products right here in the U.S.A.
To be sure, there are good reasons to sell American-made products; here, we
share those reasons with you. To what extent do consumers demand U.S-made
goods? Read on to find out.
How to Partner with

Publishers..........P. 61
How to make Out of
this World Elixir Cable
Sales................P. 63
Have you seen it?
The Music & Sound Retailer:

The guitar market seems to be in
a constant state of flux, impacted
by music trends, the state of the
economy and other factors. Speaking broadly, what is hot in the
Question #1: Why do you make your products in the U.S.A. as opposed to in foreign countries? What benefits does it provide?
Design and manufacturing of guitars and basses have a long tradition
here, and American-made instruments are still perceived as the best in
the world. High-end instruments especially require a certain atti(continued on page 30)
233AU11_p_001-064.indd 1
12/22/2008 1:26:31 PM
2007
Guitar
corporate buyers to artists and sound and lighting professionalsdid business with nearly 5,000 unique brands
in
Sal es a rent G angbust er s, But r et ai l er s are Caut i ousl y o pt i m i st i c
Youve probably heard by now that Vic Firth and Zildjian have
merged. But what you perhaps havent heard is the reasoning behind
the move and in what way, if any, the merger will affect you. We interviewed Vic Firth, CEO of the Maine-based eponymous drumstick
company, and Massachusetts-based Zildjian CEO Craigie Zildjian
during NAMM to get all the details. You can only read about it
here! Of course, theres no way to be sure any merger will work.
However, if you see the fun, humor-filled interaction between
the two, which we have tried
to convey in this story, the two
iconic companies are off to a
great start. Please keep in mind
some of the things are said with
tongue in cheek.
Lets first start with how the
merger will affect you. Both
Firth and Zildjian said you will
see no changes at all. Both companies will run autonomously.
But that leads us to the question
about why a merger was neces-
Have you seen it?
Danny Harrison
(son of George)
How dealers are Handling tHe

Perfect economic storm
came from everywhere. Some of

you had to take drastic measures.
Heres how Greenwich Musics
Steve Smith responded: How did
we change the business to meet
the horrible economy? We sold
it. The transaction was completed
three weeks ago. The business
was not sold to beat the economy
to the door, but was in progress
since about March of this year.
But for those of you who remain, there are plenty of suggestions to keep profits up. If youre
looking for ideas during these
tough times, read on!
1. with the current economy, in what ways are you

changing your business
philosophies? (For example, is your sales approach
any different? Or are you
expecting to see different
types of customers?)
By Dan f er r i si Char act er ize 2013 naMM Show

Hecticcrazyexcitingexhilaratingthese
By Dan f er r isi are just a few of the
adjectives one could use toHecticcrazyexcitingexhilaratingthese
describe the NAMM show, the music products are just a few of the
industrys most important
annual gathering
far, the largest
such show, the music products
adjectives
one couldand,
use by
to describe
the NAMM
show thats situated here
in North most
America.
Although
my personal
experiindustrys
important
annual
gathering
and, by far, the largest such
ence attending NAMM show
showsthats
in Anaheim
is here
limited
to the past
four years,
situated
in North
America.
Although my personal experimy own observationsand
collected
comments
of scores
of retailers
encethe
attending
NAMM
shows
in Anaheim
is limited to the past four years,
and manufacturers to whom
I spoke
during the eventlead
me to comments
believe
my own
observationsand
the collected
of scores of retailers
that last months event was
of the strongest
in recent
years.
One the
hopes
it will propel
industry into the late
and one
manufacturers
to whom
I spoke
during
eventlead
methe
to believe
winter and early spring that
with last
a great
deal of
momentum,
wind firmly
at ouryears.
backs.One hopes it will propel the industry into the late
months
event
was one aofstrong
the strongest
in recent
The show, held slightly
later and
in the
month
(January
to 27)
than
in recent years,
boasted
thefirmly
usual blend
new
winter
early
spring
with a24
great
deal
of momentum,
a strong
wind
at ourof
backs.
product debuts, networking
events
educational
opportunities,
all set
to the 24
soundtrack
of live
musicyears,
and conversaThe
show,and
held
slightly later
in the month
(January
to 27) than
in recent
boasted the usual blend of new
tion among friends, bothproduct
old anddebuts,
new. Every
component
group
the music products
industryfrom
retailers
and of live music and conversanetworking
events
andineducational
opportunities,
all set to the
soundtrack
corporate buyers to artists
sound
and lighting
professionalsdid
business with
nearly
unique
brands industryfrom
in
(continued
page 49)
tionand
among
friends,
both old
and new. Every component
group
in 5,000
the music
products
retailerson
and
August 15, 2011

Volume 28, No. 8
By Brian Berk
Lindsey
Buckingham
iMSO Meets at NAMM .................................... P. 24

Five Minutes With Dan Barker of EMD Music ........ P. 27
The Birth of Shures Axient .............................. P. 37
233FE11_p_001-056.indd 1
Weathering the Storm

By Brian Berk
Theres no nice way of saying it. The economy stinks. You
already have massive competition to deal with. How can the
world add even more to the pile?
But although it may feel like an
avalanche of doom has reared its
ugly head, there are answers.
How can you continue to
make money during these awful economic times? We went
to the one source who has the
answers: you. We asked you two
questions: 1. With the current
economy, in what ways are you
changing your business philosophies? (For example, is your
sales approach any different? Or
are you expecting to see different
types of customers?) 2. When
customers come into your store,
they most definitely want to
escape the everyday realities of
the world. What are you doing to
promote an atmosphere so that
they can escape their everyday
problems?
The response was overwhelming and wed like to thank you
for that. In fact, this is one of the
greatest responses weve ever
had for any story and responses
233JN08_p_001-072.indd 1
1998
1994
Namm review issue
Kara DioGuardi
MI Spy: Sin (City) Is In P. 34
1993
2008
An Interview with Rusty Membreno P. 37

MI Spy: Phoenix
P. 41
Search Engine Optimization Tips P. 51
7/27/2011 11:20:01 AM
2009
2010
n Five Minutes With Ana Jaramillo P.28 n
233AP13_p_001-056.indd 1
2011
Rental Programs P.36
3/28/2013 1:09:50 PM
2012
2013
4/30/2013 8:48:21 AM
Rental Programs P.36
3/28/2013 1:09:50 PM
233JN13_p_001-056.indd 1
6/3/2013 10:34:52 AM
S UMMER N A MM IS S UE
July 15, 2013

Volume 30, No. 7
Your Amp
& Speaker
Sales
HAVE YOU SEEN IT?
Small Amps Are In; Powered Is Powering The Speaker Market

By Brian Berk
Although electric guitars and basses garner much of the press, those instruments wouldnt
sound the same if not for the help of a quality amp. And speakers are one of the most important
things for a band, DJ or house of worship to have in order to sound great before a larger audience.
Even Rihanna showed her appreciation during her 2005 song Pon de Replay, when she
advised those at a fictional club to, Let the bass from the speakers run through your sneakers.
F i v e M i n u t e s W i t h B r i a n G r o s s P. 4 2
M I S p y : N o r t h e r n V i r g i n i a P. 4 8
Summer NAMM New Product Spotlight

By Dan Ferrisi
We all know that the NAMM show in Anaheim delivers hundreds upon hundredsif not thousandsof
brand new products each January, drawing attendees from around the globe to southern California for
a chance to take a peek at what will ring retailers registers in the months to follow. Well, Summer
NAMM might be only a fraction of the size, but the exhibitors who make their way to Nashville
have all the ingenuity and innovativeness of the Anaheim regulars, and were going to prove it
to you here! For the second year in a row, we present Summer NAMM
New Product Spotlight, in which we showcase the headline news of
a sampling of companies exhibiting at the show. In most cases, that
means a brand new product; in other cases, it might be something a bit
different. In any event, though, these 34 companies should be on your
radar screenand particularly if youre at the show!
If youre reading this while walking the halls of the Music
City Center, note the booth number included with each
item. That way, you can see everything for yourself!
www.CedarCreekCases.com
Custom designed
handcrafted cases...
Offering select
vintage and
contemporary
exteriors,
interiors and
hardware
Since 1992...Serving Artists, Collectors, Musicians, and Builders
Since 1984The Only Brand to Carry
Made in the USA
TKL 4715 Dreadnought
TKL 8710 Dreadnought

TKL 8855 Semi-Acoustic
www.TKL.com
L AT E S T
Zoom North America Launches
A new company, Zoom North America, has been formed to distribute future product from Zoom Corp. (Japan) in the United States,
starting with the H6 Handy Recorder. The H6 offers six tracks of simultaneous 24-bit/96k recording to SDXC cards and features a unique
interchangeable input capsule system that allows the user to attach
any of four different input modules: X/Y, MS (Mid-Side), Shotgun or
XLR/TRS combo. It will be available in stores this month. Its exciting
to be working with Masa Iijima and all at Zoom. Zooms an innovative,
dynamic company, and the products are exceptional in terms of quality
and uniqueness, stated Zoom North America CEO Scott Goodman.
I decided to establish Zoom North America in order to develop a
stronger relationship with our U.S. customers, added Zoom Corp.
Founder and CEO Masahiro Iijima. Our goal is to stay in constant
contact with Zoom dealers for feedback and advice, thus continually
improving our products and service.
Nakata Named Yamaha Corp.

Japan President
Takuya Tak Nakata has been

named President and Representative
Director of Yamaha Corp. Japan, succeeding Mitsuru Mick Umemura.
The announcement was made during
a meeting of the companys board of
directors. Umemura had been serving as President and Representative
Director of Yamaha Corp. since June
26, 2007, and is scheduled to become
Special Corporate Advisor at the company. Under his leadership, Yamaha
returned to profitability, with $42.3
million in net income for its fiscal year
ending March 31; sales were up in the musical instrument and AV/IT
segments. Both appointments were finalized at a meeting of the Board
of Directors on June 26, following the 189th Ordinary General Shareholders Meeting.
Nakata most recent served as President of Yamaha Corp. of America
since April 2010, overseeing a period of growth for the company despite a difficult financial climate in the U.S. Throughout his tenure with
the company, Nakata has been instrumental in all of the evolutions and
innovations that have defined the digital/electronics side of Yamaha
Musical Instruments. In 1981, Nakata joined Yamaha (former Nippon
Gakki Co., Ltd., which officially changed its name to Yamaha Corp.
in 1987) with responsibility for product planning and product development of electrical musical instruments.
In 2002, Nakata was appointed Assistant General Manager of the PA
DMI Division and, in 2005, he became General Manager of the Division.
In 2006, he was named Executive Officer of Yamaha Corp. In 2009, he
was promoted to Director & Executive Officer of Yamaha Corp.
Chauvet Tours With Miranda Lambert

Performing scores of number-one singles and chart-topping albums, Miranda Lambert and Dierks Bentley kicked off the Locked &
Reloaded Tour at the beginning of the year, with concerts scheduled
throughout the country. Lighting Designer Chris Lisle carefully conceived a design to suit Lamberts rock n roll style and to capture her
talent, also incorporating 66 Chauvet fixtures. Bandit Lites international lighting company, with headquarters in Knoxville TN, provided
the Chauvet gear. Mirandas music can have a very rock n roll feel,
said Lisle. I wanted a design that can accentuate her music, while
filling the space visually. We also use a lot of circular truss to make it
look like a big rock n roll concert.
For dramatic looks, Lisle uses 26 CHAUVET Professional Legend
230SR Beam moving yokes that steal the show with their big, punchy
beams. Twenty of these powerful fixtures shoot bright, powerful
beams from behind the band, while six are on the floor, at the front
of the stage, he said. Twelve CHAUVET Professional COLORado
Batten 72 Tour linear wash lights uplight a large Plexiglas guitar built
in the thrust. Twenty CHAUVET Professional COLORdash Accent
low-profile fixtures warm the truss that frames the two video screens
on each side of the stage. Eight CHAUVET DJ Geyser RGB pyrotechnic-like effect fogger/wash fixtures work for bold effects from a riser
behind the band.
Lisle has been very happy with Chauvet, saying, Customer service
has been fantastic and I look forward to using the products more.
MUSIC & SOUND RETAILER
Inside
VOLUME 30 NO. 7
F E AT U R E S
ON THE COVER
Amplify Your Amp & Speaker Sales
The Music & Sound Retailer pays tribute to amps and speakers in this special feature, for which we interviewed a number of prominent retailers to get their opinion on where the products are going technologically
and what sales trends have recently been manifesting themselves. Overall, the news is good.
ON THE COVER
24
Summer NAMM New Product Spotlight
For the second year in a row, we present Summer NAMM New Product Spotlight, in which we showcase the
headline news of a sampling of companies exhibiting at the show. In most cases, that means a brand new
product; in other cases, it might be something just a bit different.
COLUMNS
22
32 NAMM U Schedule At Summer NAMM

36 Summer NAMM Exhibitor List
38 The Music & Sound Independent Retailer
42 Five Minutes With
Bach to Rock is an innovative music school that suits students of all ages and musical tastes. We go in-depth with
Brian Gross, President & CEO, about its aggressive expansion plans, core beliefs and unique offerings.
48 MI Spy
It may be summer vacation time, but there are no time outs for super sleuths. So, this month, MI Spy has been
dispatched to Virginia to scope out guitar amps. They say Virginia is for Lovers, so lets see what adventure,
intrigue and, perhaps, romance the Spy finds.
54 Special To The Retailer
Long before Facebook, Twitter, LinkedIn, etc., the principles of good social networking were alive, well and guiding The Gretsch Company to success.
23
56 Shine A Light
If anyone had asked John and Gail Bruno 10 years ago about their professional plans, owning
and operating Route 1 Guitars might not have made the list. But, the stores become a huge
success. We share their story.
58 Sales Guru
If you show people you really care about them and want them to succeed, Gene Fresco believes
they will be your customers for life. He details his ideas.
60 Veddatorial
Veddas Maxim states, Consumer impatience grows in direct proportion to the maximum speed
of fulfillment. He discusses the age of urgency that we live in.
70 Under The Hood
Shure unveiled one of its newest introductionsBLX Wireless Systemsat Januarys NAMM
show and, now available to the MI retail channel, the series is already generating excitement.
BUZZ
28
4
Latest 3
People 18
Products 22
JULY 2013
Versatile,
Compact,
Scalable
Array for
the Masses
Yorkville Sounds Paraline Series PSA1 active full range loudspeaker
system delivers the clarity, scalability and precision of a complex line array
system in a compact, user friendly format. Integrated DSP and efficient
controls allow plug and play simplicity in a scalable vertical array no
additional external signal processing or on site programming required.
The heart of the PSA1 design is the high frequency Para-Line lens. This
innovative technology transforms a point source into a uni-phase plane
wave, allowing multiple high frequency drivers to sum coherently in the
vertical plane without self-interference.
Ideal for mobile PA applications where complex trussing or roof rigging
isnt practical, Yorkville PSA1 cabinets mount quickly and securely on a
typical high quality speaker stand. Up to two cabinets per stand can
be arrayed when required.
When rigging is available, innovative
optional external bolt-on flyware allows up to four PSA1 cabinets to be
configured easily in a 60(v) x 110 (h) array for touring system or
permanent install.
Rugged injection molded ABS cabinet design, Class-D amplification, and
Neodymium woofers minimize overall cabinet weight, ensures system
transport and set-up can easily be handled by a single operator. Highly
efficient amplifier design means each PSA1 draws less than 3 amps in
typical operation allowing up to four cabinets to operate safely on a
standard 15 amp service.
www.yorkville.com
Distributed in North America by Yorkville Sound
MADE IN CANADA
EDITORIAL
Summer Breeze (Makes Me Feel Fine)

There may be no person in the music products industryhell, the country, for that matterwho welcomes
the summer months with greater joy than I do. Much
like a school-age kid who longs for the pleasures of
summer vacation, I eagerly anticipate three months of
toasty warmth and blazing sunshine, complemented by
refreshing soaks in a clear blue pool and walks along the
luxurious, pristine beaches ofLong Island. Well, until
Testa Communications opens a branch on the Hawaiian
Islands, Jones Beach will have to do, right? As much as
I love the summer, though, The Music & Sound Retailer
and its Editor are anything but on vacation when the
mercury pushes past 90 and the melodies of ice cream
truck songs fill the air.
As I write this, its early June and, in only a few days,
Ill be boarding a plane bound for Orlando to attend
the InfoComm show, a trade exposition catering to the
professional audiovisual communications industry. In addition to helping out my colleagues at sister publication
Sound & Communications, with which I was associated
for more than six years, Ill also be visiting with companies in our industry that are attending, such as ADJ
Products, CHAUVET, Peavey Electronics, Shure, QSC
and many others. Catching up with old friends and colleagues is a great way to start the summer, even if, for a
theme park junkie like me, I cant help but be wistful that
theres no time for a spin through the Magic Kingdom or
Islands of Adventure.
Start the summer is the key phrase in that sentence,
though, because no sooner will I have returned from
InfoComm than Ill be off to Nashville for Summer
NAMM this month; perhaps youre even reading these
words from the show floor at the brand new Music City
Center, which I, for one, cant wait to check out. Grantedit doesnt take The Amazing Kreskin to predict that
Summer NAMM will be quite a small show as compared

to its much bigger sibling, but that doesnt mean the
show doesnt have real, genuine value. Having spoken
recently to Joe Lamond, my belief in the viability and
value of Summer NAMM was renewed and rejuvenated.
From the cornucopia of opportunities for education and
inspiration presented under the NAMM U banner to the
Top 100 Dealer Awards, which recognize and positively
reinforce industry excellence, there is much to lure one
to Nashvilleand thats besides the hundreds of brands
represented on the exhibit floor.
As youre walking the show, be sure to keep this issue
of The Retailer handy because, as youve probably already
seen, were showcasing some of the coolest, most innovative products bowing on the exhibit floor in our second
annual Summer NAMM New Product Spotlight. This
years group of 34 submissions represents a more than
35% increase from last years inaugural edition, which
may be an auspicious early sign for the show broadly.
Following the show, Ill be back with an in-depth report
summing up the big news and providing perspective on
the shows trajectory moving forward.
At the NAMM show this past January, a number of readers stopped by our booth looking for Assistant Editor Kate
Blessing or me, wishing to share your thoughts on The
Retailer and this crazy industry we call music products.
Fortunately, at Summer NAMM, my schedule will be much
less frenzied and, so, I encourage everybody to stop by
the Testa Communications booth, #1233, and let me know
what you think of sales prospects, the economy, Summer
NAMM product launches or our most recent issue.
And if Im not at the booth, maybe scope out Jacks
Bar-B-Que.
July 15, 2013

Volume 30, No. 7
Lightweight.
Aerodynamic.
Musician
Approved.
JANICE PUPELIS
Art Dirctor
DAN FERRISI
dferrisi@testa.com
Editor
KATE BLESSING
kblessing@testa.com
Assistant Editor
New Dynamic Design.

New Dynamic Price.
BRIAN BERK
Contributing Editor
GEORGE HINES
SKIP MAGGIORA
Editorial Advisors
KARISSA BELLILE
DAVE DUGGINS
GENE FRESCO
STEVE THORAKOS
Production Manager
CIRCULATION
circulation@testa.com
FRED GUMM
Brand Design & Web
Development Manager
FRED GRETSCH
JEFFREY KYLE, JR.
MICHELLE LOEB
ROBERT L. IRAGGI
riraggi@testa.com
Advertising Director
DOUGLAS YELIN
dyelin@testa.com
Art/Production Assistant
ROBIN HAZAN
rhazan@testa.com
Operations Manager
VINCENT P. TESTA
President/Publisher
WILL ROMANO
DAN VEDDA
Contributors
Editorial and Sales Office: The Music & Sound Retailer, 25 Willowdale Avenue, Port Washington, New York
11050-3779. Phone: (516) 767-2500 Fax: (516) 767-9335 MSREDITOR@TESTA.COM.
Editorial contributions should be addressed to The Editor, The Music & Sound Retailer, 25 Willowdale Avenue,
Port Washington, New York 11050-3779. Unsolicited manuscripts will be treated with care and must be accompanied by return postage.
Sound & Communications DJ Times Sound & Communications Blue Book
The Music & Sound Retailer The DJ Expo IT/AV Report
The Retailers Vnewsletter Convention TV @ NAMM InfoCommTV News
VTTV Studios
The Music & Sound Retailer (ISSN 0894-1238) (USPS 0941-238) is published 12 times a year for $18 (US), by
Retailer Publishing, Inc., 25 Willowdale Ave., Port Washington, NY 11050-3779.
Periodicals postage paid at Port Washington, N.Y. and additional mailing offices.
Visit us online at www.reunionblues.com, or call 1.800.950.1095 to learn more
POSTMASTER: Send address changes to The Music & Sound Retailer, PO BOX 1767, LOWELL
MA 01853-1767
6
MSR RB Ad 4.125 x 4.375 REV 10-12.indd 1
JULY 2013
10/29/12 12:04 PM
DEALERS!
Purchase any new

or Kohala Ukulele before
December 31st, 2013 and
well send you a pack of
FREE Lanikai by Aquila
Strings & enter you to win
a Trip For Two to Hawaiis
Kohala Coast for the Waikoloa Ukulele
Festival in 2014! Ten Second Prize
Winners will receive $500 in Lanikai or
Kohala product of their choice!
CONSUMERS!
For complete details, rules

& conditions visit
www.Lanikaiukes.com
and
www.Kohalaukes.com
r
e
m
m
SuSizzle
!
t
h
g
i
e
r
free f
Buy any mix of 12 or more:

Ukuleles,
Kohala Ukuleles, or
HOHNER Essential Guitars
and get
Free Shipping!
POP Displays Also Ship Free With Qualifying Orders! In stock only, free
shipping may not be combined with any other offer, products, or special
pricing. Expires 7/31/2013
For more info call
1-800-446-6010
or visit
hohnerusa.com
L AT E S T
Elation Distributing
Capture Software
Elation Professional has entered into
an agreement with Capture Visualisation AB, based in Sweden, to distribute
the companys Capture lighting design
and documentation software. Available
The Music Industry Remembers Phil Ramone
Family and friends of multiple Grammy Award-winning music producer Phil Ramone came together in May to celebrate and honor his life. Ramone, who died on March 30, was most noted as a
record producer, crafting recordings for artists including Billy Joel, Barbra Streisand, Frank Sinatra,
Tony Bennett, Natalie Cole, Paul McCartney, Paul Simon, James Taylor and others. But Ramone,
a classical violin prodigy who studied at the Juilliard School, was as deeply interested and gifted in
the technology of music production. In addition to his 14 Grammy Awards (out of 33 nominations),
Ramone was the recipient of a Technical Grammy for his many contributions to the science and art
of recording.
The memorial event, titled Phil Ramone, Music Memorial Celebration, was held at the Centennial
Memorial Temple, a landmark Art Deco auditorium inside the Salvation Armys Greater New York
Division Headquarters. The choice of venue held a particularly special meaning because, in November 2011, Ramone founded The Salvation Army Phil Ramone Orchestra for Children: the result of
his lifelong dream to touch the lives of less-fortunate children in challenged communities by giving
them access to music education. The program currently serves children ages seven to 12, and
teaches these students how to play instruments through group and full orchestra lessons.
The event read like a Whos Who of the music industry. It drew a stream of luminaries who
recalled Ramones gifts as a person and music professional, including Tony Bennett, engineer Ed
Cherney (Bonnie Raitt, the Rolling Stones), Josh Groban, Dave Grusin, Billy Joel, Quincy Jones,
Shelby Lynne, Matthew Morrison, Paul Simon, Kevin Spacey, Noel Paul Stookey, Nikki Yanofsky
and Peter Yarrow. In attendance were family members Karen, BJ, Matt and Simon Ramone, who
shared the stage and the love everyone felt for Phil Ramone.
An all-star backup band accompanied many of the artists who performed, such as Billy Joel, Tony
Bennett, Shelby Lynne, Paul Simon and Josh Groban.
Reloop Inks Distribution Deal With AM&S
Reloop, a manufacturer of DJ products and accessories thats based in Germany, recently announced its new exclusive U.S. distribution partnership with American Music & Sound. In the U.S.,
Reloop has not yet established desired market positioning since its introduction in the year 2010.
To appoint American Music & Sound as sole Reloop distributor in the U.S. is an important step and,
as a matter of fact, will create significant added value for retailers and end customers in the U.S.,
remarked Reloop Sales Director Lars Jacobs. Lynn Martin, President of AM&S, added, The group
at Reloop has done a spectacular job of establishing this product line as one of the most exciting and
interesting offerings in the marketplace today. At AM&S, we are extremely happy to be able to fill
out their strategy in the U.S. market.
Reloop was founded by a young group of music technology experts and, ever since, has stayed
young in terms of R&D. Its development team is backed by numerous DJs, producers and sound
engineers, all of whom are inspired with fresh ideas every day.
Reloop wants to make innovations available to the mainstream of the DJ scene, such as the new
Reloop Jockey 3 Remix controller and the Terminal Mix 4. Instead of focusing on a small elite of
professional musicians, the company addresses the entire market, including newcomers, intermediates and pros.
8
in versions for Windows and Mac OS X,

Capture software gives lighting professionals the ability to work in real-time
with all elements of their design, providing a streamlined environment for their
creativity.
While some are still using napkins for
their lighting plots, most of our customers are using various design software
programs already, but the learning curves
are often long and complicated, and the
costs are high, said Eric Loader, Director
of Sales for Elation Professional. Capture
gives our customers what they need: Its
easy to use, fast, professional and affordable. It allows them to lay out and virtually
design the lighting, truss system, stage
and scenery for their show or installation
project, so they can see how it all looks
in a 3D environment with our lighting
products turned on and plugged in.
With a library of more than 6,000
fixtures from all major lighting manufacturers built into Capture software, users
can create their lighting designs well in
advance of their project. The software,
thus, can be a valuable sales tool, allowing designers to put together virtual
presentations for their clients so that
they can see how the designs will look in
a real-life environment. Once the lights
have been set up, users can take Capture
to their show to provide a complete visualizer, which can be linked to their lighting
console. Capture software is available in
three versions, based on users needs.
JULY 2013
2013 PRS Guitars - Photo by Jordan McLachlan
Your Tone. Your Style.
Custom 24 in Jade with a 2 Channel H amp and 2x12 cab
Custom 22 in Orange Tiger with a Dallas Combo amp
Now its easier than ever to find your perfect PRS Custom
The PRS line is always expanding to meet your needs. Now you can have the Custom 24 or Custom 22 with your
choice of our vintage-inspired 57/08 pickups or our more contemporary HFS and Vintage Bass pickups. Options
also include your choice of three neck shapes, a PRS stoptail or PRS tremolo bridge, and more than twenty colors.
Check out all of our guitars and amplifiers at www.prsguitars.com or at a dealer near you.
L AT E S T
Yamaha Keyboards Do The Trick
Sweetwaters GearFest 13 Was A Hit
Sweetwater, the third-largest retailer of musical instruments and proaudio in the U.S., presented GearFest 13, a celebration of musicians
and the instruments and equipment they use to make music, on June
21 and 22 at 5501 US Hwy 30 W., Fort Wayne IN. GearFest was free and
open to the public. Part trade show, part entertainment event, part flea
market and part musicians toyland, GearFest offered something for
everyone.
There was also an indoor/outdoor festival featuring live music,
delicious food, prizes and lots of fun for the entire family. This years
expo was bigger than ever, with two days full of dozens of informative
workshops and seminars, scores of manufacturer exhibits, musical
performances and special surprises. Sweetwater Founder and President Chuck Surack remarked, We are proud to offer this event every
year. It continues to grow, and theres literally nothing like it elsewhere
in the country. Theres certainly nothing this big, with so many great
attractions, that is also free and open to the public. Thats why people
come to GearFest from throughout the Midwest, and from around the
entire country.
An event as big as GearFest calls for an equally big giveaway of free
gear, and so it was. Sweetwater vendors provided more than $45,000 in
gear that was awarded to lucky GearFest attendees. Hourly prizes were
given away from more than 30 manufacturers. Individuals had to attend
GearFest and register in person to win. In addition, Sweetwater offered
sale pricing on many products, as well.
COMING NEXT MONTH
By Karissa Bellile
I am a young piano teacher who teaches both group and individual
lessons at my familys private music instruction studio. The studio is
made up of 100 students, ages six through 18, who attend a weekly
class with between two and six other students at the same age and
level. Although this may appear to be a small class size, the limited
staff of one teacher per class makes accommodating everyone a challenge. The goal is to give students a personalized, quality musical education, and I consider recording and performance in a group ensemble
essential aspects of a young musicians experience. When I introduce
a new ensemble to the students, they eagerly gather around one of my
Yamaha YPG-535 keyboards to watch me play all their parts for them.
How did I accomplish playing all the parts at once? Using the simple
recording features built into the keyboards, I was able to record all the
parts to play back for the kids. After I show them the new ensemble, I
send them back to their individual pianos. This is when the fun begins!
They must record a song themselves. Someone might ask how on earth
young elementary school children can record something on their own.
Actually, all they have to do is follow the simple instructions on the wall.
Thus, they have an early introduction to the recording process.
I have found that the Yamaha YPG-535 keyboards fit my situation
perfectly. They are light; thus, transporting multiple keyboards for
concerts is a fairly painless process. Despite being light, though,
they have weighted keys, and so do not feel like cheap keyboards. As
noted, they have effectiveyet not overly complicatedrecording capabilities that make this keyboard a breeze for kids to use. I consider
them relatively inexpensive for how professional they are; my family
owns 12. Built-in speakers are convenient, yet powerful enough to use
for performances. Students love the programmed drum beats and
voices provided on the keyboard. I personally enjoy a chord identification program in the keyboard because I use it for a chording class.
Yamaha YPG-535 keyboards are efficient, useful products well
suited to my needs in teaching piano lessons.
10
Our Review Of
Summer NAMM
DJ & Lighting
Update
Five Minutes
With:
Will Komassa,
Blizzard
Lighting
MI Spy
Travels To
Columbus OH
And Much,
Much More!
JULY 2013
L AT E S T
AKG Helps In Raiding

The Rock Vault
On the same stage where Elvis Presley set the Las Vegas record for
consecutive sold-out shows, a collection of classic rockers from decades
past are revisiting rock music 1,000 years in the future for Raiding The
Rock Vault at the Las Vegas Hotel (LVH). Boasting the greatest set
list ever, the show is exclusively micd with Harmans AKG handheld,
wireless and in-ear monitoring systems. Weve been impressed with the
entire line of AKG, especially the wireless systems. We have a multimedia show here, and AKG is the perfect choice for every application, said
Keith Marks, Production Coordinator for Rock Vault. With our intricate
setup and the amount of frequency traffic in Las Vegas, the AKG systems
are seamless, easy to scan and provide us with a fantastic sound.
Written by Grammy Award-winning producer David Kershenbaum
and John Payne of Asia, Raiding The Rock Vault takes the audience back to Earth, which has been destroyed by a meteor. A search
team, whose families were saved by a lottery system centuries before,
are searching for time capsules left behind by todays humans. They
quickly stumble on the Rock Vault and an energetic flashback ensues
with music from the 1960s through the 90s.
A full range of AKG microphones and wireless systems is deployed
throughout the entire stage. Sixteen channels of AKG DMS700 V2
wireless run through the venue for all of the guitars, which are connected through PT700 V2 transmitters. WMS4500 wireless systems are
used for vocalists (12 channels in all), with HT4500 D5 and D7 capsules
for the singers and PT4500 transmitters for the four actors. Twelve
channels of IVM4500 are used for in-ear monitoring, with AKGs new
Helical antennas for transmission.

This show is an educational experiencea rockumentary of
sortsand its important to express the significance of the music of
each era with an amazingly developed sound rig, said Payne. These
songs are the inspiration to rock n roll, and AKG has been essential in
helping us pay tribute to our colleagues and friends.
MIAC Show Set To

Return To Toronto
The Music Industries Association of Canada (MIAC) has announced

the preliminary details for the upcoming 42nd annual MIAC Show,
held in conjunction with The PAL Show for the production technologies sector. This years event will take place September 8 to 9 at the
International Centre in Toronto, and will feature a number of new
initiatives to enhance the overall experience and return on investment
for visitors and exhibitors alike.
Exhibits will feature the latest in MI products and services from a
broad range of suppliers to the Canadian industry. In addition, both
days will offer a wide variety of educational seminars as well as networking events, industry-approved training programs, show specials
and live demonstrations.
We are extremely excited about the 2013 MIAC Show, commented
Dale Kroke, Sr. VP & GM, B&J Music Ltd. (a KMC Music company)
and Chairman of the Board of Directors, MIAC. Our recent membership survey generated a lot of great feedback about what both exhibitors and attendees are looking for in a show, and we are working hard
to make this our best yet. Working with our new show management
partner, Matrix North Events, and with Norris-Whitney Communications handling seminars, marketing and social events, we are going to
be focused and in touch with what members want like never before.
I always attend the MIAC show and I find it very worthwhile, added Jeff Long, VP of Sales and Marketing, Long & McQuade Musical
Instruments, and a current member of the MIAC Board of Directors.
There are always some informative seminars, and seeing the products is great. However, what I really find valuable is the opportunity to
interact with others from our industry. There is no better place to feel
the pulse of the Canadian music industry than the MIAC show.
11
L AT E S T
Korg USA Launches New

Consumer Awareness Initiative
In an effort to combat the ill-effects of unauthorized online sales of

musical instruments and help protect consumers and authorized dealers in the U.S., Korg USA has rolled out a consumer awareness initiative. The company is pushing out a consumer message via PR, social
media sites, e-blasts and more, all to alert consumers about unauthorized sellers of its brands (Korg, VOX, Blackstar, Lag, HK Audio) and
the hazards of purchasing products from them. They include voided
warranties, inferior product quality in the case of counterfeit goods,
ineligibility to participate in any manufacturer rebates or specials, and
more.
To protect dealers and consumers alike, all authorized Korg dealers
have been given an Authorized Korg Dealer seal to display on their
site. In addition, each brands Web site will now include a list of known
unauthorized sellers so that, when consumers search for a local dealer,
they will also be able to identify which online sellers are not officially
sanctioned to sell the brands products in the U.S.
Korg USA CEO Joe Castronovo said, Korg USA values the relationships we have with our retail partners, and have enacted this ongoing
initiative to create awareness for activities that would harm their business.
LaunchEquity Completes
MakeMusic Acquisition
LaunchEquity Acquisition Partners, LLC, Designated Series Education Partners (LEAP), a sponsored entity of LaunchEquity Partners,
LLC, has successfully completed its previously announced acquisition
of MakeMusic, Inc., for $4.85 per share. LEAP acquired MakeMusic
through a tender offer and short-form merger. In the merger, each
outstanding share of common stock of MakeMusic, other than shares
held by LEAP and its affiliates and shares as to which dissenters
rights are perfected in accordance with applicable law, was canceled
and converted into the right to receive the same $4.85 per share cash
price, without interest, that was paid in the tender offer.
As a result of the merger, MakeMusic has become a wholly owned
subsidiary of LEAP and the common stock of MakeMusic ceased trading on the NASDAQ Capital Market. MakeMusic will make necessary
filings with the Securities and Exchange Commission to end its reporting obligations.
CRAFTERS LATEST HEADSTOCK TUNER
TG200K
Larger screen with settings for
guitar, bass, mandolin, ukelele and
chromatic to tune any intrument.
Getting millions in tune,

one string at a time.
Learn more: Call 888.798.2007 or visit crafterusa.com
12
Sammy Ash of Sam Ash music stores, Jason Kennedy of KMCMusicorp/

FMIC, Waterside fifth-grader Christian Hernandez, music teacher Gary
Heimbauer, Queens Borough President Helen Marshall and Principal Dana
Gerendasi.
NY Children Receive Gift Of Music
Representatives of Fender Musical Instruments Corp., KMCMusicorp and New York music retailer Sam Ash recently presented 20 student-size Fender, Applause and Jasmine brand classical-style acoustic
guitars, gig bags and electronic guitar tuners to the music program at
the P.S. 317Q Waterside Childrens Studio School in Queens, NY. The
school suffered significant losses due to Hurricane Sandy and funds
are not currently available to completely rebuild the music program.
In addition, five student-size Fender acoustic guitars, gig bags and
electronic guitar tuners were presented to KidCare and Homes for the
Homeless in support of KidCares ongoing work with Homes for the
Homeless Summer Camps for inner-city kids. A representative of the
sponsoring charity, KidCare, and Queens Borough President Helen
Marshall were also there to thank Fender, KMCMusicorp and Sam
Ash for their support.
KidCare is a not-for-profit organization dedicated to helping underprivileged and homeless children. The organization is helping to support and rebuild the Rockaway community from the damage caused by
Hurricane Sandy.
DPA Microphones Opens

New China Office
DPA Microphones has opened a

new regional office in Hong Kong,
China. Headed by Ken Kimura,
DPA APAC General Manager, the
new office signals DPAs commitment to its partners and customers
by acting as a hub for sales, marketing and after-sales service. The
office will also enable the company
to expand its sales network and
develop new business channels in
market sectors. The hope is to bring
Ken Kimura
the benefits of DPAs microphone
technology and products to customers who have not yet discovered the
offerings. Kimura, who was previously based in Shanghai, remarked,
Establishing our new office in Hong Kong makes sound economic
and geographic sense. By basing our office here, we can significantly
expand our reach and visibility within the entire region, thereby aiming
our ambitions much higher.
DPA plans to supplement its existing team in Hong Kong with new
sales staff and is interested in hearing from any suitable candidates.
JULY 2013
L AT E S T
Graph Tech Celebrates 30-Year Legacy

Spurred by the resurgence
in popularity of tremolo guitars,
and frustrated with existing nut
and saddle technology, Dave
Dunwoodie began experimenting with a variety of composite
guitar nuts nearly 30 years
ago, with a mission to produce
a nut that would eliminate
string binding and help keep
a guitar in tune. Dunwoodie,
now President of Graph Tech
and celebrating the companys
30th anniversary, experimented
at his kitchen table to develop
the best guitar nut. After a
long and challenging history of
trial-and-error experimentation,
he successfully engineered a
permanently lubricated nuta
formula five times more slippery than graphite.
My first three products
were a Gibson nut blank, a
Strat nut blank and an acoustic
guitar nut, said Dunwoodie. Although Graph Tech made sales
progress, Nylon 66 tended to
wear out quickly, especially
with tremolo use. With the
assistance of some engineering
expertise, Dunwoodie came
up with a black nut that did not
wear down and was very slippery. The problem was, back
then, no one put black nuts or
saddles on acoustic guitars.
Dunwoodie also decided to
invest in acoustic frequency
software so he could scientifically evaluate various materials
and discover which material
produced the best harmonics.
Thats how I settled on our
TUSQ material formulation. I
believe it sounds better than bone,

he said. With his sound meters,
Dunwoodie was able to demonstrate that TUSQ produced more
harmonics than real bone did.
So whats next for Dunwoodie
and Graph Tech Guitar Labs?
There are three new products

lines: Chops professional hand
care for musicians and its first
product, PrePlay hand conditioner; TUSQ guitar picks; and Ratio
Tuned Machine Heads. PrePlay
is the first hand-care product of
its kind to address the problem

of hand acidity directly at the
source. A two-in-one product, PrePlay protects the instrument from
acid and conditions the hands to
improve playing performance (a
little more slide and glide).
Come visit
The Music & Sound Retailer
at Summer NAMM!
Find us at Booth #1233!
13
ADVERTORIAL JULY 2013
visit us online at www.namm.org
Note From Joe

Have You Heard the One About the Man Who
Prayed to Win the Lottery?
Day after day he prayed, Dear God, help me win the lottery... After months of prayer,
he finally heard a thunderous voice from the sky.
Yes, I will grant your request to win the lottery, but will you do just ONE thing for me,
please? Yes, God, anything. Will you PLEASE go buy a ticket?
The stage is set for an incredible learning opportunity in
Nashvillewill you buy a ticket? Perhaps thats a bit of
a stretch on how attending Summer NAMM will impact your
life, but this much is clear: The wealth of educational
opportunities, evening networking events and the chance
to see brand-new and established suppliers eager for your
business cannot be underestimated.
Some of this years highlights include:
A New Venue: Summer NAMM moves into the state-ofthe-art Music City Center
Retail Boot Camp: This years intense pre-show training
focuses on Foot Traffic Formula, getting buyers
geared up for show opening the next day
Grand Opening Party: The fun starts Wednesday night
with a Nashville Tribute to Jimi Hendrix with Billy Cox
and the Gypsys, where you can take in the music with
free food and drinks
NAMM Retail Summit: Thursdays Breakfast Session
delivers critical ideas for ending 2013 strongwalk
away with a fourth-quarter business plan
Insight: Grab free drinks and food while tuning in to
Thursday nights Hard-Earned Wisdom from Industry
Icons, moderated by country music legend Vince
Gill and Two Old Hippies Tom Bedell
Take the Stairs: World-renowned strategist Rory Vaden

puts you on the path to your goals at Fridays Breakfast
Session
2013 NAMM Top 100 Dealer Awards: This Friday night
gala honors the industrys most proactive and innovative
music retailerscelebrate and network with peers while
you enjoy free beverages and food
Best in Show: Panelists at Saturdays Breakfast Session
provide a snapshot of what to see before you leave
Nashville
The opportunity to learn from the best and brightest in our
industry might be considered winning the lottery of good
ideas. Our business is changingand quicklyand those
who seek out solutions and commit to implementing them
will have a chance at a much brighter future.
We look forward to three valuable and fun days in Nashville
with our progressive dealers and the suppliers who support
them. Hope to see you there!
Joe Lamond
NAMM PRESIDENT AND CEO
J U LY 1 1 - 1 3 , 2 0 1 3 N A S H V I L L E , T E N N E S S E E
NAMM News
July 2013
e on the
keep up-to-dat
by NAMM. To
ed
e-newsletter
ish
bl
ws
pu
Ne
is
MM
NAMM News
up for our NA
n
sig
,
ws
ne
industry
.org.
latest breaking
at info@namm
Hard-Earned Wisdom
from Industry Icons
Moderated by
Nashvilles Own
Vince Gill
and Tom Bedell
Thursday, July 11 at 6 p.m. Music City Center, Davidson Ballroom Nashville, Tennessee
For the first time in history, these interesting, and sometimes outspoken, business leaders will all
share a stage for an event guaranteed to both inspire and challenge retailers. Weve invited each
of these thought leaders to share a personal message with dealers to help further their success
hard-earned wisdom you wont want to miss.
Sterling Ball
Chris Martin
Tom Bedell
Co-Host
Hartley Peavey
Jim DAddario
Fred Gretsch
Bob Taylor
Henry Juszkiewicz
Andy Zildjian
Food and drinks

provided courtesy
of the generous
support of the
panelists and their
companies.
TOPICS INCLUDE:
What Ive Learned Being an

Online Retailer
Lean Strategies
for Retailers
Succession Planning
Building Your Brand
A New Paradigm
in Tonewood
Creating Value
Selling Passion
Leadership through Change
Lessons I Learned
From My Father
Panelists and topics subject to change
Event begins at 6 p.m. Live music, food and beverage provided Show badges required
L AT E S T
Beamz Interactive
Engages Static Free Films
Loudbox At The Top Of The Heap
According to MI SalesTrak, Fishmans Loudbox family, nearly 10

years after its initial launch and spurred by the popular Mini and Artist models, continued its number-one overall position in the acoustic
guitar amp category by a wide margin, boasting a 27.5% share of unit
sales; that was nearly 20% more than the next brand. The Loudbox
Mini also maintained its lead as the top-selling acoustic amp model,
with a 19% unit share; the Loudbox line led all category unit sales by
price point, as well. Loudbox Artist ranked number-two bestselling
amp at more than 7%. The Loudbox Mini and Artist amps are currently
being used by Chris Traynor of Bush, Trampled by Turtles, Jerry
Douglas, Rich Robinson of the Black Crowes, Wolf Marshall, The
Decemberists, Monte Pittman and folk legend Happy Traum, to name
a few.
From the Loudbox Mini to the Artist and new Performer models,
the line continues to evolve in terms of features and performance, all
of which explains why it is the industry leader in acoustic guitar amps
and a major component in the growth and success of the Fishman
brand, said COO Jason Cambra.
Beamz Interactive has engaged Static Free Films, an L.A.-based

creative production company, to create a family of commercials and
videos for its next generation Beamz interactive music products. The
campaign is scheduled for the second half of this year and is planned to
include an integrated national TV, Internet and social media marketing
program. The commercials and videos will be produced by Static Free
Films seasoned director/producer Gobi Rahimi. We are very excited
about launching our partnership with Gobi, said Charlie Mollo, President and CEO of Beamz Interactive. We believe he will create a variety
of great videos to launch our next-generation Beamz products, and that
this will support a strong 2013 holiday season and a strong 2014.
Im ecstatic about working with Beamz, as it empowers anyone to
create music, said Rahimi, Founder of Static Free Films. Now with a
Beamz, I can play every instrument and make great music. Static Free
Films will be managed by Satya Direct, Beamzs integrated marketing
firm, which will promote these new commercials and videos as part
of an overall marketing program announcing and promoting the new
Beamz product offering and capabilities.
We are very fortunate to have a great talent such as Gobi Rahimi
involved in this groundbreaking project, said Satya Directs Co-CEO,
Nancy Duitch.
KHS Americas Distributor

Partnership With BG Accessories
KHS America, parent company of Jupiter band instruments, will be

the exclusive U.S. distributor for BG Franck Bichon Woodwind Accessories. BG is glad to announce the new partnership for distribution in
the United States, said Jessica Watts, Marketing and Product Specialist
for BG Accessories. Because of KHS Americas driven team, marketing expertise and expansive network, BG looks forward to growth
within the U.S. Focusing on ligatures, mouthpieces, straps and all
instrument care products, BG offers a full line of accessories to fit any
players needs. BG uses materials like 24K gold, silver, silk, microfiber,
bamboo and leather to produce its products.
KHS America is very pleased to be the exclusive U.S. distributor of
BG products. Our experienced inside and outside sales teams, along
with our long-term dealer relationships, will allow us to bring BG to the
forefront in the marketplace, said Tabor Stamper, President of KHS
America. We look forward to forging a strong relationship with Franck
Bichon and his excellent staff.
KHS America began distribution of BG Products in May from its
facilities headquartered in Mt Juliet TN.
DAddario|Planet Waves Releases

Guitar Pick Displays
DAddario|Planet Waves has released two new displays for its guitar
picks. Planet Waves Large Countertop Display features a wood finish
with 30 compartments for loose guitar picks. Each compartment can
hold 50 to 75 picks. The display is available on its own or as a kit with
a standard pick assortment for a retail price of $1,032. The companys
Wall Mount Display will be available in three configurations: on its own,
or holding assortments of 10-packs or 25-packs of picks. The mount
can be hung on standard slot walls. The Guitar Pick Wall display with
10-packs will retail for $703.60; the wall display with 25-packs will retail
for $959.09. Both of the new pick display offerings are available.
16
JULY 2013
L AT E S T
Peavey, DC Comics Team
PRS Continues GRAND-AM Partnership
Peavey Electronics has announced its all-new line of officially

licensed musical instruments celebrating the iconic DC Comics Super Heroes. Available exclusively from Peaveyunder
license with Warner Bros. Consumer Products on behalf of DC
Entertainmentthese new musical instruments will capture
DC Comics Super Heroes Superman, Batman, Wonder Woman,
The Flash, Green Lantern and many more in highly detailed
artwork on guitars, percussion instruments and accessories. The
instruments will be specially designed for DC Comics enthusiasts, serious collectors and musicians of every skill level, from
beginner to pro.
We are excited about bringing together these two iconic
brands and creating something special, said Hartley Peavey,
Founder and CEO of Peavey Electronics. Musicians, music fans
and comic aficionados alike will be delighted and inspired by
these new musical instruments featuring their favorite DC Comics Super Heroes.
The new product line will debut this summer with a half-size
Peavey acoustic guitar featuring the DC Comics Super Heroes,
followed by a three-quarter-size Peavey electric guitar and the
full-size Peavey Rockmaster electric guitar. Peavey will also release guitar picks and straps featuring DC Comics Super Heroes
and villains like Aquaman and The Joker, as well as The Watchmen and other fan favorites.
PRS Guitars has teamed up with In Tune Monthly magazine, DW (Drum

Workshop) and Guitar Center to help celebrate its 2013 official partnership
with GRAND-AM Road Racing. For four consecutive years, PRS has partnered with GRAND-AM Road Racings Rolex Sports Car Series by providing
race-winning teams with unique, fully functional trophy guitars. Guitar Center is the exclusive retailer of a limited number of 2013 GRAND-AM replica
trophy guitars, and hosts Guitar Center Fan Day events in select locations for
the second year in a row. To heighten the excitement this year, PRS invited
fellow manufacturer DW (Drum Workshop) to join the fun and help pump up
Fan Day and PRS Gear Heaven Party events.
One of PRS favorite elements of these partnerships is the Race to the
Stage component, which gives one high school guitarist and one high
school drummer the opportunity to win the chance to perform at a GRANDAM Rolex Sports Car Series event in his/her city. In Tune Monthly, the publication for music students and teachers in grades seven through 12, and DW
co-host the auditions at select Guitar Center locations. Guitar audition winners take home a PRS SE electric guitar, PRS SE amplifier and a PRS 18-foot
instrument cable. Drum-playing winners get a DW All-Maple Performance
Series four-piece Drumset in Pewter Sparkle FinishPly with 9000 Series
Hardware and Pedals Performance four-piece tom pack with snare,16x20
bass, 9500TB, 9100M, 9000, 9300, (two) 9999 and 9700 heavy-duty hardware,
all from DW.
Both winning teens have the opportunity to perform with PRS artist and
blues phenom Davy Knowles.
QUALITY
SERVICE
CHOICE
10,000 PRODUCTS
250 BRANDS
info@stlouismusic.com
Tel: 1-800-727-4512
www.stlouismusic.com
St Louis Music is a division of U.S. Band & Orchestra Supplies, Inc.

17
PEOPLE
Velazquez Keeps ADJs Future Bright
Chuck Davies, Founder and CEO of the ADJ Group, recently announced that Toby Velazquez
has been named President of ADJ, Elation and Acclaim Lighting. Velazquez, who joined the company shortly after it was started in 1985, has served the ADJ Group in a wide variety of capacities, having made critical contributions to its growth from a small business serving the mobile
DJ market to an internationally known name in the lighting industry. Toby has been a key part
of our company from its earliest days, said Davies. Hes demonstrated extraordinary talent
and leadership qualities in every job hes done, and his passion for excellence is second to none.
Based on his abilities and track record, Im extremely confident that hes the right person to lead
ADJ, Elation and Acclaim Lighting into the future.
In recent years, Velazquez has shepherded the development of many of ADJs most notable
products, including its LED fixtures, LED video panels and the industrys first moving heads to use
Philips Platinum MSR lamps. He is looking forward to building on these achievements in the future.
Our company has been built on innovation, said Velazquez. Weve made it our mission to get
to know our customers, understand their needs and create new, affordable, user-friendly products that contribute to their success. This will continue to be our guiding philosophy, and well
continue to look for new ways to make us even better at implementing it. I welcome this opportunity, and Im thankful to be surrounded by such a dedicated group of talented co-workers.
Zoom Recruits Scott Hagen
Zoom North America has appointed Scott Hagen as its Vice President of Sales and Strategic
Planning. Hagen brings more than 18 years of experience in retail sales to the company. Most recently, he served as a Merchant Director for Best Buy, where he was involved in business strategy
and development efforts and led the buying teams for home theater, mobile electronics, musical
instruments and digital imaging products. Hagen is a graduate of the Recording and Music Production program at Music Tech of Minneapolis and is also a trained pianist.
Scott brings incredible experience in both retail and business collaboration, stated Zoom
North America CEO Scott Goodman. His strong background in CE and MI, as well as his leadership ability, are exactly the qualities we were looking for.
Im extremely excited to join this newly formed team at Zoom North America. The products
they deliver, along with their dedication to service and support for customers, is something Im
proud to be part of, stated Hagen.
John Powell Helps Power JBL
Harmans JBL Professional has appointed John Powell to Vice President of Sales. In this position,
Powell will be responsible for sales planning and management, including close collaboration with the
regional sales managers and manufacturers representatives in the domestic market, as well as international distributors and sales directors. Powell has been a member of the Harman sales team since
2001, having first served as Director of Sales at Harman Music Group. More recently, he served as
Director of Sales for Harman Professional, maintaining a direct relationship with key dealers and
consultants in Canada and Mexico, and DigiTech for all of the Intercontinental territory.
John has held several positions with Harman for the past 12 years, demonstrating excellence every step of the way, said Bryan Bradley, Vice President, GM Loudspeaker Business Unit. Johns
strong relationships within the industry and his deep understanding of the markets we serve make
him an ideal choice for VP of Sales, and we anticipate his success will continue in his new role.
Powell holds a Bachelor of Science, Business Administration from California State University,
Northridge (CSUN) with a major in Marketing and a minor in Economics.
VanDerBosch Ready To MakeMusic
MakeMusic, Inc., has announced the appointment of Karen VanDerBosch as CEO. Following the successful completion of the acquisition of
MakeMusic by LaunchEquity, Andy Stephens, Managing Member of LaunchEquity, announced the appointment. VanDerBosch was formerly
MakeMusics COO and CFO, and has been acting CEO of MakeMusic since June 2012. Im very excited to have Karen VanDerBosch officially
take the helm at MakeMusic, said Stephens. VanDerBoschs background, with more than 20 years of executive management and financial experience in the technology and manufacturing industries, coupled with her deep understanding of our business and employees, provide the leadership and experience needed for this critical role.
Its an incredibly exciting time at MakeMusic, and Im thrilled to accept this appointment, said VanDerBosch. Now that the acquisition is
complete, the entire company feels a powerful sense of forward momentum. Im confident that, with the innovation of our employees and their
commitment to the future of our products, MakeMusic will continue to transform the world of music technology.
18
JULY 2013
PEOPLE
King Of The Mulvihill
KHS America has hired Jeff Mulvihill as Percussion Product Specialist. Positioned in the
marketing department for both the Mapex and the Majestic Percussion brands, responsibilities
include product development, making contributions to advertising and promotions, conducting
product training sessions and leading the social network marketing effort. Mulvihill brings both
professional music performance and music industry experience to the post. After completing
degrees in Music from both the University of Tennessee and the Indiana University of Pennsylvania, Mulvihill relocated to Nashville TN in 2000. Since then, he has served as Principal Percussion/Timpanist with the Murfreesboro Symphony Orchestra, performed as a percussionist with
Aretha Franklin, been an active drum set player with a number of country artists and been a busy
freelance percussionist all over the U.S.
I am very excited and inspired to join KHS America, said Mulvihill. The energy and company
direction are very positive, and I am flattered to be a part of it.
In Memoriam: Michael Powers
Peavey Electronics mourns the loss of one of its most celebrated instrument designers:
master luthier Michael Powers, who died in April. Powers was an integral part of Peaveys
development of musical instruments throughout the last four decades. He will be remembered for his innovative guitar designs, uncompromising work ethic and warm nature.
Powers first instrument was a $22 mail-order acoustic guitar. He soon moved to an electric
and attempted his first refinish. Stripping away the paint, he spray painted the guitar red.
Powers would go on to play bass on the Chicago club circuit while developing his keen
instrument repair skills. After years of touring, Powers decided to shift his career toward
repairing and designing instruments, which led to his first interaction with Peavey Electronics Founder Hartley Peavey.
Mike was part of the heart of this company, shared Hartley Peavey, Founder and
CEO of Peavey Electronics. Its hard to think about him not being involved in our next generation of products. He was a master craftsman and
someone I could always count on to do his best and more. He will be sorely missed.
After joining the company in 1981, Powers went on to help design some of Peaveys most iconic models. Throughout his career, Powers
worked closely with artists like Randy Jackson, Michael Anthony, Donald Duck Dunn, Steve Cropper, Eddie Van Halen and Rudy Sarzo. Powers continued to develop innovative designs for Peavey into the 2000s while also overseeing its production facilities.
New Hires Help Bach To Rock
Bach to Rock, Americas music school for students of all ages,

announced the addition of three new hires to its marketing and
operations teams. These include Angela Sakell as Vice President of
Marketing, Amy Hamilton as Vice President of Operations and Lu Wu
as Senior .Net Systems Architect. Angela, Amy and Lu bring a wealth
of experience to Bach to Rock. As we focus our expansion efforts
on franchise development in new markets like New York, Boston,
Chicago and Atlanta, its critical we have a team in place to support
our aggressive growth strategy, said Brian Gross, President of Bach
to Rock. Bach to Rock experienced tremendous success in 2012, and
Im confident that Angela, Amy and Lu will help us raise the bar in
2013.
Sakell brings more than 20 years of business development, marketing and advertising experience to her role at Bach to Rock. Prior to
joining the team, she served as Vice President of Marketing and Sales
for BoardSource, and held several senior-level marketing positions
with Sylvan Learning for eight years. Hamilton spent more than a decade serving in various leadership roles with Sylvan Learning, as well,
most recently as Director of Operations and Product Management.
While at Sylvan Learning, she led the rollout of a new technology
platform with the fastest adoption rate in the companys history. Wu
joins Bach to Rock with a strong background in Web development. As
a Technical Lead for Science Applications International Corp. (SAIC),
a Fortune 500 company, Wu established frameworks to improve
development productivity. He was also a Lead Web Developer and .Net
Application Developer for the company for several years.
20
JULY 2013
PRODUCTS
Drums
Percussion
Pro& Audio
Zip! Zam! Zoom!
Over view: Zooms H6 Handy Recorder

Specifics: Zoom North Americas H6 Handy Recorder is portable, offers
six tracks of simultaneous recording and employs a system of interchangeable
input capsules that can be swapped out as easily as the lenses of a camera. Four
capsules are available: stereo X/Y and MS (Mid-Side), both included with the H6,
and Shotgun and dual XLR/TRS combo capsules, available as options. The H6 can
be attached to a camera strap or mounted directly to a DSLR or camcorder, and its
large full-color display makes it easy to view recording and playback levels even
in low-light environments. It records directly to SD, SDHC and SDXC cards up to
128 gigabytes in a variety of MP3 and BWF-compliant WAV file formats, including
24-bit/96k for high-definition audio. Four XLR/TRS combo jacks enable the connection of external microphones or line-level devices.
MSRP: Call company Ship Date: This month
Contact: Zoom North America, 631.542.5270, zoom-na.com
V For Vendetta
Over view: Celestions V-Type Guitar Speaker

Specifics: Celestion has announced the V-Type Guitar Speaker. Its been conceived and created
by means of a careful balance of both traditional and contemporary approaches to loudspeaker
design. Combining decades of experience building, playing and listening to guitar speakers with an
understanding of advanced measurement, optimization and analysis techniques has resulted in a
heady, exciting modern vintage sound. Featuring 70-watts power handling, the V-type is a sweetsounding speaker with a balanced sonic signature that also imparts vintage musicality to your tone.
Clean sounds are true across the lows, mids and highs, with just enough upper-mid chime and HF
sparkle to add clarity and definition. Crank it up for overdrive and raw rock tones, with plenty of
smooth mid-band warmth to give body and substance to lead note playing.
MSRP: $149 Ship Date: September
Contact: Celestion, +44 (0)1473 835300, celestion.com
Scarlett Fever
Over view: Focusrites Scarlett 18i8 And Scarlett 6i6

Specifics: Focusrite has introduced two members of its Scarlett range of USB 2.0 audio interfaces: the
Scarlett 18i8 (18 in, eight out) and Scarlett 6i6 (six in, six out). They differ primarily in their I/O
configuration. Both feature Focusrite mic pres, designed for Focusrites computer music
interfaces, and Focusrites precision 24bit/96KHz conversion for maximum transparency.
In addition to Mac or Windows operation, both interfaces are compatible with iOS devices
like the iPad. The Scarlett 18i8 is the first interface from Focusrite to include four mic
preamps. It can also record up to four line inputs at the same time. The Scarlett 6i6 allows
recording on a smaller scale. In addition to two Focusrite mic preamps, it features a stereo line
input, enabling simultaneous capture of vocals, guitar and a digital piano.
MSRP: Scarlett 6i6: $299.99; Scarlett 18i8: $449.99 Ship Date: Now
Contact: Focusrite, 310.322.5500, focusrite.com
Speak Up
Over view: QSC Audios S8T, S10T And S12 Speakers

Specifics: QSC Audio Products has added S8T, S10T and S12 loudspeakers to the AcousticDesign Series line of surface-mount loudspeakers. Suited for a variety of foreground/background
sound-reinforcement applications, these models feature both constant voltage (70/100V) and low
impedance operating modes and offer an appealing design combined with rugged durability.
The X-Mount (included with every loudspeaker) enables the loudspeakers to be quickly and
securely deployed either vertically or horizontally from a flat surface. Knurled surfaces on the
X-Mounts pivot points allow the loudspeaker deployment angle to lock in place in 7.5 increments and ensure that aiming stays fixed. Pan, tilt and yaw adjustments further ensure that
the loudspeakers can be positioned to minimize sight-line impact. To complete installation,
lift the loudspeaker onto the mount and it automatically locks it into place.
MSRP: Call company Ship Date: Now
Contact: QSC Audio Products, 714.754.6175, qsc.com
22
JULY 2013
Pro Audio
Live In Concert
Over view: Samsons Concert 88 UHF

Wireless Systems
Specifics: Samsons Concert 88 UHF
Wireless Systems
provide highperformance
UHF wireless
solutions for a variety of applications where the freedom of mobility is important. They are available
in handheld, headset, lavaliere and guitar configurations. The
frequency-agile Concert 88 system allows for up to 16 systems to operate simultaneously across two frequency bands with up to 300 feet
separating the receivers and transmitters. At the core of the system
is the CR88 half-rack receiver. Featuring a true-diversity design, the
CR88 minimizes signal dropouts during performance. If a dropout
does occur, the CR88s tone key and auto mute functions eliminate
Power And Portability
Over view: Nadys PSS-300 Portable Sound System

Specifics: Nady Systems has released its PSS-300 portable sound
system. The power and portability of this system suit it to church and
school use, as well as live music/DJ and public address/speaking
applications. The PSS-300 includes two full-range eight-inch speakers
and one eight-channel 300-watt class D stereo powered mixer. Features
include recessed speaker mount for easy transport; eight-inch woofer
and one-inch titanium high-frequency driver; XLR mic, -inch line and
stereo RCA inputs (all with bass, treble, reverb controls); separate left
and right -inch master output; adjustable digital reverb with built-in
peak limiter; and storage compartment for cables and accessories built
into the speaker. The PSS-300 is lightweight (21lb. assembled) and
set-up is quick and simple. The PSS-300 provides a combination of highquality audio and ease of use.
MSRP: $649.99
Ship Date: Call company
Contact: Nady Systems, 510.652.2411, nady.com
PRODUCTS
any background noise until the signal is restored. The

CR88 receivers front panel provides a Select button for
auto syncing receiver and transmitter channels via an
infrared signal.
MSRP: Call company Ship Date: Call company
Contact:
Samson,
631.784.2200,
#31105 - Pro Precision
MSR_Layout
1 07/06/2012
15:51 samsontech.com
Page 1
Professional Loudspeakers
Precision Engineered by Celestion
Celestion compression
drivers deliver the high
frequencies in many of
the worlds leading sound
reinforcement systems.
Find out what

drivers can do
for you at
www.celestion.com
Find us on
Facebook
www.celestion.com
23
PRODUCTS
Drums
& Percussion
Miscellaneous
Ukulele
Mania
The Swing Of Things
Over view: String Swings CC37 Flat-Folding Guitar Stand

Specifics: The new CC37 flat-folding guitar
stand from String Swing is the latest product
for musicians on the go. Developed on String
Swings precision CNC automated bender, this
sturdy product offers high quality, along with
an economical price. Its design also allows for
quick and easy transport between venues.
MSRP: Call company
Contact: String Swing, 888.455.6628,
stringswing.com
Over view: Kalas Cedar

Top/Acacia Ukulele Series
Specifics: Kala Brand
Music Co. combines striking
design with distinctive sound
in the Cedar Top/Acacia
Ukulele Series. With a
solid cedar top, acacia
back and sides, and
rich gloss finish, the
design of these ukes
complements their
rich, full-bodied
tone. Available in
concert and tenor
sizes, other design
details include a
distinctive slotted
headstock with multiwood cap, as well as padauk binding on the
body, fingerboard and rosette. A rosewood
fingerboard, Aquila strings and Grover vintage open geared tuners are also standard
on both sizes. Model numbers are KA-ACPCTG for the concert size and KA-ATP-CT
for the tenor size.
MSRP: Call company
Contact: Kala Brand Music Co.,
877.853.3853, kalabrand.com
Accessorize
Your Audio
Over view: OSS SS7746 Subwoofer

Pole And SSA20M M20 Speaker
Cabinet Adapter
Specifics: On-Stage Stands offers
two accessories for M20 subwoofers: the SS7746 Subwoofer Pole with
M20 Threads and the SSA20M M20
Speaker Cabinet Adapter. The SS7746
Subwoofer Pole with M20 threading
meets the demand of the new mount
subwoofers that hit the market with
M20 threaded pole mounts instead
of the older 1 3/8-inch socket design.
The SS7746s all-steel shaft telescopes
from 30 inches to 54 inches, held tight
with a friction locking knob backed
up by a captive steel security pin. The
M20 Speaker Cabinet Adapter is for
sound professionals who need to upgrade their subwoofers. Customers
existing 1 3/8-inch sockets can be replaced with
the SSA20M threaded speaker adapter. Theyre
a direct replacement for most socket mounts;
simply remove and replace. M20 threading
provides a wobble-free connection between the
subwoofer and compatible speaker poles.
MSRP: SS7746: $32.99; SSA20M: $13.99
Contact: On-Stage Stands, 800.289.8889,
onstagestands.com
On The Case
Over view: Kaces Hardshell Wood Case

Line
Specifics: Music accessories manufacturer
Kaces has announced the launch of its newly
redesigned hardshell wood case line for electric, dreadnought, classical and bass guitars.
Kaces hardshell wood cases feature tough
five-ply wood construction, with a durable PVC
outside covering. Reinforced outer valences
are stitched through the wood to provide maximum durability, and a soft, padded interior
and wide neck block cradle the instrument to
ensure protection during transport. An ample
interior storage compartment provides a place
for accessories, and the case is finished with
modern locking black plated latches, hinges
and feet. All Kaces wood hardshell cases are
backed by a one-year limited warranty. Kaces
hardshell wood cases deliver both the style
and function that guitarists demand.
MSRP: Call company
Contact: Kaces, 800.950.1095,
kaces.com
24
Stand By Me
Over view: UDGs Aluminum Laptop/Controller

Stand
Specifics: UDG presents its first laptop stand
branded under its Creator series of DJ accessories.
UDGs aluminum Laptop/Controller Stand is the DJs
computer-elevation station. Every performer who
uses a computer, including DJs, producers and
other musicians, can make use of this piece
of equipment. This laptop stand for DJs
balances solid, secure construction with
being portable, foldaway and 360-degree
rotatable, along with having a low-weight design.
Features: solid and easy-to-assemble laptop/controller
stand for DJs/producers; high-quality aircraft-grade anodized aluminum; height adjustable; angle adjustable;
360-degree rotatable; removable sub tray; fits 13-inch to
18-inch laptop, iPad or controller; airflow-constructed
tray prevents equipment from overheating; protective
neoprene sleeve included.
MSRP: Call company
Contact: UDG, 323.580.3760, mixware.net
JULY 2013
Audix BP7 PRO Band Pack

A Smart Mic Mix!
The GasLight Anthem
The Audix BP7 PRO Band Pack is a smart bundle of Audixs flagship dynamic
microphones. The BP7 PRO kit is unique because it includes drum, vocal, and
instrument mics, providing a complete solution.
John Gatski, Sound On Sound Magazine - Feb 2012
Choosing the right vocal, drum, and instrument microphones is an essential component in the quest for great stage
sound. Audix takes all the guesswork out of this process with its BP7 PRO Band Pack, a collection of seven flagship
dynamic microphones designed to work well together.
The OM series mics are best suited for lead and backing vocals, the i5 is extremely versatile (acoustic instruments,
guitar cabs, drums, and percussion), and the D6 has the low end covered. Many bands solve their entire stage
microphone needs with one BP7 Pro kit.
All mics in the kit feature exclusive Audix VLM capsule technology,
which produces clear accurate sound, and suppresses feedback.
The seven mics, clips, and user guide are shipped in a rugged
aluminum carrying case.
The BP7 PRO kit contains:
1 - OM5 lead vocal mic
2 - OM2 background vocal mics
3 - i5 drum and instrument mics
1 - D6 kick drum and bass mic
1 - aluminum road case
To find an Audix dealer near you

call: 1-800-966-8261
www.audixusa.com
2013 Audix Corporation. All rights reserved. Audix and Audix logo are trademarks of Audix Corporation.
25
A LEGEND
IS REBORN
PRODUCTS
Drums
DJ &
&Percussion
Lighting
THE ROTOSOUND RFB1

1960s FUZZ REISSUE
Photography: Katarina Benzova
A Real American
I LOVE IT!
Over view: American Audios ELS15A Active

Speaker
Specifics: American Audios ELS15A is a
lightweight, 15-inch active speaker that has
everything necessary to establish a party
groove using virtually any music player or audio
source. The speaker features a high-efficiency
design but sufficient power to cover small and
mid-sized venues. The ELS15A features both
XLR and RCA line inputs, so you can plug in
controllers, DJ mixers, laptops and mobile
devices like iPods. It also has XLR and TRS mic
inputs to accommodate singers, emcees and
more. The input controls (treble, bass and volume) are located on the rear of the unit, so DJs
dont require a separate mixer to set their levels
and EQs just right. At the heart of the ELS15A
is a high-power class A/B bi-amplified system that performs at maximum efficiency.
There are separate high-frequency and low-frequency amplifiers.
MSRP: $229.95
Contact: American Audio, 800.322.6337, americanaudio.us
Its very Tonebender-ish. Reminds me

a lot of my MKII but with more hair
and beef to it. I have a ton of fuzz
pedals (both vintage and new), and
the Rotosound has instantly become
one of my go-to fuzzs for sure!
RICHARD FORTUS - GUNS N ROSES
SEE US AT NAMM
BOOTH 1201
Its EZ As Pie
WORLD FAMOUS MUSIC STRINGS
WWW.ROTOSOUND.COM
facebook.com/rotosound
twitter.com/rotosound_uk
PROUDLY MADE IN ENGLAND
FIND OUT MORE
Over view: CHAUVET DJs Battery-Powered EZ Series

Specifics: The simple-to-use, battery-powered EZ series joins CHAUVET DJs collection of wireless uplighting. The series, which includes EZrail RGBA and EZpar 64 RGBA,
eliminates the hassle of running cables, speeds up the set-up process and can be controlled wirelessly using the included IRC remote. EZrail RGBA and EZpar 64 RGBA emit
pastels and rich colors to create a suitable lighting package for any event. Suiting area
washes and uplighting, EZrail RGBA includes 160 RGBA LEDs and is controllable in up
to four sections for enhanced effects. Fitted with 180 RGBA LEDs, EZpar 64 RGBA is an
ultra-slim wash light that fits in places other fixtures cannot. It is available with a black or
white casing to blend into any environment. EZrail RGBA weighs 5.6lb.; EZpar 64 RGBA
weighs 4lb.
MSRP: Call company
Contact: CHAUVET DJ, 800.762.1084, chauvetdj.com
JULY 2013
Guitars & Amps
The Missing Link
Over view: Peaveys AmpKit LiNK HD

Specifics: Peavey Electronics and app developer Agile Partners are shipping the Peavey AmpKit LiNK HD. Featuring twice the fidelity of the
original AmpKit LiNK, the pocket-sized AmpKit
LiNK HD utilizes USB digital audio technology
to eliminate crosstalk and feedback, resulting in
good audio quality and zero latency. The AmpKit
LiNK HD enables players to send a signal to a
headphone output and a line output. The LiNK
HD maintains high fidelity even with the authentic
high-gain amp models in AmpKit, the amp modeling app. With AmpKit LiNK HD and AmpKit, guitar and bass players can jam wherever they go. Its
simple to connect a guitar or bass directly into the
dock of an iPhone, iPad or iPod touch and, with
AmpKit LiNK HDs snug-fitting cable, the instrument will stay secure while maintaining a strong
audio signal.
MSRP: Call company
Contact: Peavey Electronics, 601.483.5365,
peavey.com
PRODUCTS
Imagine The Sound
Over view: Fargen Amplifications Imagine

Series Amp
Specifics: Fargen Amplification has introduced the third and final guitar amplifier model
in its line paying homage to John Lennon. The
Imagine Series amp is available in limited edition, and combines fine woods, materials and
components with a three-way Decade Switch
to provide plenty of Lennon tone in one circuit.
The Imagine amps are handmade in California, built by Ben Fargen himself. The Decade
Switch augments the previously released 60s
and 70s settings with a third setting for 50s
rock n roll tone, providing the guitarist with
three amps in one. The amp also features a
proprietary WGS Alnico JL-15 speaker, custom
white components and a master-built cabinet
constructed from eastern soft maple with a
Baltic birch baffle, finished in several coats of
white and clear gloss lacquer.
MSRP: $5,999
Ship Date: Now
Contact: Fargen Amplification, 916.971.4992, fargenamps.com
27
PRODUCTS
Drums
& Percussion
Keyboards
A Grand Old Time
Over view: Yamahas DGX-650 Portable Grand Digital Piano

Specifics: Yamahas DGX-650 Portable Grand digital piano offers
several features that make learning and playing more fun, including
upgraded piano sound and CD-quality audio recording and playback,
as well as the ability to play chords with a single keystroke and interactive software that helps players quickly learn songs of their favorite
artists from many genres. It includes a stand and a sustain footswitch,
and is available in two finishes: black with rosewood side panels or
spotlight white. The DGX-650 has good touch and tone with PureCF
sampling, which integrates the authentic sounds from the nine-foot
Yamaha CFIIIS Grand Piano into this portable keyboard. Yamahas
Graded Hammer Standard action provides the natural touch response
of a full-size grand piano; the lower keys are heavier and the higher
keys become gradually lighter through the different registers.
MSRP: $1,299 Ship Date: August
Contact: Yamaha Corp. of America, 714.522.9011, yamaha.com
Have Your Back
Over view: Rolands BK-9 Backing Keyboard

Specifics: Rolands BK-9 Backing Keyboard is the flagship in the BKseries lineup of portable instruments with auto-accompaniment features. It
boasts a large range of sounds and rhythms, intuitive user interface and dual
LCD system, USB recording and song/rhythm playback, and more. Equipped
with a pro-quality 76-note keyboard, the BK-9 is light and easy to transport, weighing
under 21lb. It has more than 1,700 sounds and 70 drum kits, including 22 SuperNATURAL
sounds and 500 new sounds from the Roland library. Theres also a Virtual Tone Wheel organ
with harmonic bars for authentic organ performance, plus a User Tone area dedicated for future
sound expansion collections from Roland. For accompaniment, there are 540 built-in rhythmsincluding 25 that are newand all the rhythms have been fully remastered for enhanced sound.
MSRP: Call company Ship Date: Call company
Contact: Roland Corp., 323.890.3700, rolandus.com
Star-Krossed Lovers
Over view: Korgs Kross Mobile Keyboard Workstation

Specifics: Korgs Kross is a mobile keyboard workstation with audio/MIDI recording capabilities, AC or
battery operation (6xAA), and a large selection of sounds.
Available with 61 keys or 88 fully weighted keys, its the
first battery-powered, full-featured Korg keyboard workstation. It boasts rich sounds and practical features like
analog-style step sequencing and built-in audio recorder,
all in a lightweight and portable package. A complete
package of performance-ready sounds is provided. The piano, electric piano and drum sounds have been
taken from some of Korgs flagship instruments. Kross contains PCM data approximately twice as large
as preceding Korg models, such as the X50 and the PS60. Essential sounds like rock/jazz organ, strings,
brass and synth have all been upgraded and enhanced. Also included are instruments like toy piano, accordion, combo organ, church organ and even vintage instruments.
Street Price: 61-key: $699; 88-key: $999 Ship Date: August
Contact: Korg, 631.390.6800, korg.com
28
JULY 2013
Publishing & Multimedia
Snap, Crackle & Pop
Over view: Alfred Musics Ultimate Pop & Rock, Ultimate

Movie Instrumental Solos
Specifics: Alfred Music expands its Pop Instrumental Solos
series with Ultimate Pop & Rock Instrumental Solos and Ultimate
Movie Instrumental Solos for wind and string instruments. Both
collections contain arrangements of widely popular songs to
encourage students to practice
while having fun performing their
favorite tunes. All instrument
books contain a carefully edited
part that is appropriate for the
level two to three player, as well
as a fully orchestrated accompaniment MP3 CD. The Ultimate Pop
& Rock Instrumental Solos books
contain 50 great songs. Titles
include Boulevard of Broken
Dreams, Grenade and Jar
of Hearts. The Ultimate Movie
Instrumental Solos books contain
60 of some of the biggest movie
PRODUCTS
songs and themes. Titles include Follow the

Yellow Brick Road/Were Off to See the Wizard,
Gollums Song and Hedwigs Theme. The
included CD has a live instrumental performance
and play-along track for each song.
MSRP: $18.99 Ship Date: Now
Contact: Alfred Music, 818.891.5999, alfred.com
Back To The Lab
Over view: eMedia Musics

Guitar Lab Instructional DVDs
Specifics: eMedia Music
Corp., in partnership with TrueFire, has
released
three new
titles in
the Guitar
Lab line
of guitar
instruction
DVDs: 50
Voodoo
Blues Licks
You Must
Know,
50 Chord
Tricks You Must Know and 50
Progressive Blues Licks You Must
Know. 50 Voodoo Blues Licks
You Must Know is a contextual,
hands-on and effective study
program for blues players. With
the 50 Chord Tricks You Must
Know DVD, host Matt Brandt will
get you playing the chord tricks
that will impress fellow guitarists.
Host Corey Congilio helps you
up your blues game with the 50
Progressive Blues Licks You Must
Know DVD.
MSRP: $24.95
Ship Date: Now
Contact: eMedia Music Corp.,
888.363.3424, emediamusic.com
29
SUMMER NAMM NEW PRODUCT SPOTLIGHT
(continued from cover)
MOD Kits DIYs Ring Resonator
The Ring Resonator from MOD Kits DIY is an octave-up fuzz effect pedal kit in an all-analog design that
captures those late 60s octave-up fuzz tones. Transformer-coupled germanium diodes produce sounds that
range from a subtle octave up to thick, harmonically rich sonic textures, and synth-like tones. Experimenting with different pickups and tone control settings on your guitar with the Ring Resonator can also produce
sitar-like sounds. MOD Kits and Assemblies give novice and experienced musicians the opportunity to build
or modify their own amps, effects pedals and guitars. All kits come with easy-to-follow instructions and use
point-to-point wiring. All effect pedals and amplifiers come with a pre-drilled enclosure and all necessary
parts are included.
MOD Kits DIY
480.755.4712
modkitsdiy.com
Booth #1139
Veritas Instrument Rentals Latest Additions
Veritas Instrument Rental (VIR) is demonstrating its latest addition to the VIR Affiliate Rental Program, Veritas
U, or online training university. Affiliates can continue their education of the school music market through the
convenience of online training courses. VIR is also previewing Educator Rewards, an online membership that
rewards educators and schools for their rental activity at VIRs online rental portal: www.rentfromhome.com.
NAMM attendees can take advantage of VIRs Signup Special: Approved applicants from the show will receive 200 complimentary imprinted student music folders (a $200 value). Veritas Instrument Rental has been
offering rent-to-own programs to parents, educators and music retailers for more than 20 years.
Veritas Instrument Rental
877.727.2798
veritas-online.com
Booth #501
Option Knobs VKnob Guitar Volume Knob Controller
Option Knobs VKnob is a replacement for the volume knob on electric guitars. It enables any player to
instantly execute fine-tuned volume control and lightning-fast volume swells. The player simply pulls off the
factory volume knob, then pushes on the VKnob and he or she is ready to go. The arm design extends volume control closer to the strumming area, so its quicker and easier to adjust the volume on the fly. A player
can rapidly move the arm up and down to create a tremolo effect on the volume, or couple his or her pinky
finger with the notch on the tip of the arm to fine-tune the volume on every individual note the player picks.
Option Knob, Inc.
800.398.8501
vknob.com
Booth #1132
Mimaki USAs Flatbed Printer
Mimaki USA, along with partner Art Guitar, is showcasing a Digital UV cure LED flatbed printer capable of
printing high-resolution color graphics and designs on acoustic and electric guitar bodies. This printer has
the capability of printing up to six inches in height and the flatbed printer is capable of handling most guitar
products made of wood or plastic substrates. The Model UJF-6042 Printer suits the printing of promotional,
custom or artistic images on guitar bodies and can print with white inks along with CMYK colors. The UJV6042 can also print on many musical accessories, such as guitar picks, drum sticks, capos, harmonicas and
other musical items needing permanent color decoration.
Mimaki USA
888.530.3988
mimakiusa.com
Booth #1206
SwirlyGig Industries SwirlyHook
SwirlyGig Industries, manufacturer of the SwirlyGig mic stand beverage holder, has launched the SwirlyHook,
a new way to store headphones, tambourines and cables right where you need them. The SwirlyHook is easy
to install: no moving parts and nothing to assemble. Just slip the hook onto a mic stand or any 5/8-inch tube.
It stays in place using friction and gravity. Use it to hold headphones, tambourines, cables or other items
around the studio or stage. The SwirlyHook comes as a four-pack or as a single.
SwirlyGig Industries
612.721.5012
swirlygig.com
Booth #727
Lawing Musical Products Zexcoil T-Bucker
Adding to the companys line of patented, noise-free, one coil per string S- and T-style pickups, Lawing Musical Products presents the Zexcoil T-Bucker. The T-Bucker provides noise-free humbucker and single-coil
tones in a drop-in replacement for standard T-style guitars. The Zexcoil T-Bucker uses the same tone voicing
technology that makes the companys Juicy Bucker a great humbucker tone in an S-sized package. The
T-Bucker also comes standard with the companys Silent Split option to deliver a noise-free single-coil tone
at the flip of a switch. Provides pure, noise-free tone from the most efficient hum-canceling design available.
No dummy coils or excessive shielding. A full range of tonal options using the companys tone engineering
technology.
Lawing Musical Products
302.533.7548
zexcoil.com
Booth #1160
Edwards Audio Researchs LE-10 Series Mic Preamps
Edwards Audio Research presents the Edwards LE-10 Series Microphone Preamps. These Vacuum Tube
preamps, available in both stereo and mono, have a frequency response that surpasses the digital audio
spectrum. The quiet performance allows you to hear your microphone without hearing the noises often
introduced by microphone preamps. The characteristic warm sound of Edwards tube preamps is accompanied by the clear and transparent highs, giving these preamps a very musical, natural sound. Edwards
power supply provides the high voltages that the tubes demand for operating at peak performance, giving
the engineer plenty of headroom for those high transients. Features: -20dB pad, isolated instrument jack,
trim and gain controls, and 6dB per octave bass cut.
Edwards Audio Research
562.857.2284
edwardspreamp.com
Booth #625
30
JULY 2013
CAD Audios GXL-V, GXL-U Wireless Systems
CAD Audios GXL-V and GXL-U wireless systems offer easy, flexible use while providing a high-performance
solution in a dual system configuration. The GXL-V VHF receiver features two channels of VHF wireless
engineered into one chassis. It includes XLR and -inch discrete outputs and XLR as a mix output of the two
channels. The GXL-V receiver has RF and AF indicator lights and volume controls. The GXL-U UHF receiver
features two channels of UHF wireless engineered into one chassis. It is outfitted with XLR and -inch connectors as discrete outputs and XLR as mix output of the two channels. The receiver also includes RF and AF
indicator lights and volume controls.
CAD Audio
800.762.9266
cadaudio.com
Booth #900-A
X-Tempo Designs pok Wireless DAW Foot Controller
X-Tempo Designs pok is a wireless DAW foot controller. The pok allows DAW users to control their playback
or recording session hands-free. For solo studio musicians, the pok allows for new freedom in recording.
Recording sessions can be run from an iso booth or remote location up to 100 feet away from the DAW. Live
performers can use the pok to foot-control the computer up to 100 feet away from stage, without power or
data cabling. The pok uses wireless USB technology in concert with a DAWs command keys. The pedal
buttons are customizable and compatible with most Mac or PC-based DAWs, including Pro Tools, Digital
Performer, Logic, Cubase and Ableton Live. pok Editor Software is included.
X-Tempo Designs
866.234.4198
xtempozone.com
Booth #821
ARJ Percussions Fusion Series Cajn
ARJ Percussion is the maker of wood percussion instruments and home of the Fusion Series Cajn. The Fusion Series Cajn came about because of a desire to create a cajn that would contain the X Factor. It is an
original and unique line of cajns (box) designed for the percussionist who is looking for a distinctive box that
can produce a variety of sounds. The player will obtain bongos, congas and bass sounds that very closely
resemble the original skin instruments. Snares and projection tubes are added to the mix to further optimize
the cajn to create a crisp and rich sound in every area of the instrument. Its like playing a set of drums all at
once.
ARJ Percussion
407.476.1428
arjpercussion.com
Booth #321
Pro-Active Websites Mobile Readiness
Cutting-Edge Solutions, parent company of Pro-Active Websites, has announced that Pro-Active Websites are
now mobile ready. Pro-Active dealers can now enhance their Web site shopping experience with the new mobile format option. This coincides with the number of smartphone users growing close to one billion. Pro-Actives
system offers more than 200 features and provides dealers with good value and ease of use. The new mobile
format helps shoppers quickly find what theyre looking for in an easy-to-navigate format.
Cutting-Edge Solutions
847.398.5444
pro-activewebsites.com
Booth #729
Blueberry Guitars Handmade Instruments
Blueberry Guitars has introduced handmade and custom instruments with carving to create a unique musical and aesthetic experience. More than 1,200 musicians around the world have already discovered them.
Blueberry Guitars was founded by Danny Fonfeder in 2007. All Blueberry guitars are finely crafted by skilled
luthiers to produce an instrument that is easy to play, has a broad depth of sound, uses a variety of exotic
woods and is delicately carved to create a musical and artistic experience. Now in its seventh year, Blueberry
is opening new channels of distribution through selected retailers.
Blueberry Guitars
514.578.1259
blueberryguitars.com
Booth #1507
Impact Picks Micro-Grip Series Flat Picks
Impact Picks presents the Micro-Grip series flat picks, designed specifically for strumming acoustic guitars, as well as the new Precision 1.2M jazz
pick for lead work. Made of an Acetal Copolymer so tough that its used as
wear surfaces on machinery and countless other parts, including guitar
picks. Impact Picks are tough, flexible, wear- and crack-resistant picks that
will last longer than you can keep them in your pocket. The products are
designed by guitarists for guitarists. Ask for a free sample pack at Summer
NAMM and see how they can enhance your playing style.
Impact Picks
651.322.0829
impactpicks.com
Booth #1624
Corbins Educator Series Guitars
Corbins Educator Series guitars feature spruce tops, nato-mahogany back

and rims, bi-directional/dual action adjustable truss rods with superior action
and intonation. Sizes available in steel-string models include 34 inches, 36
inches (3/4) and 39 inches. Nylon-string models (classical) are available in 36
inches and full-size 39 inches. Classics also come with bi-directional adjustable truss rods. The companys CG12 Pro (1/2 Size, 31-inch length) featuring
spruce top, agathis back and sides, and now an adjustable truss rod offers
good playability for the younger student.
Corbin Musical Instruments
866.859.1857
corbinguitars.com
Booth #1167

31
2013 Summer NAMM University Sessions

Published as supplied by NAMM; last updated May 29.
2013 Breakfast Sessions
Davidson Ballroom, Music City Center

Breakfast 88:30am (first come, first served)
Main Session 8:309:30am
THURSDAY, JULY 11
BREAKFAST SESSION
89:30am
FREE breakfast served until 8:30am (first come, first served)
8:309:30am (Main Session)
The NAMM Retail Summit
Joe Lamond, NAMM President and CEO, with guests
This year alone, retail has seen an explosion of mobile, integrated commerce
and social media. The music products industry is no exception, and all of these
trends will affect business in the coming fourth quarter. Are you ready? Join
NAMM President and CEO Joe Lamond for an inside look at the people and
companies that are thriving in this hyper-competitive business climate, and their
ideas for ending 2013 strong. Youll walk away from this session with a plan for
the critical holiday season that will carry over into the new year.
IDEA CENTER SESSIONS
BOOTH #1254
OPEN 10:30AM5PM
NEW SESSIONS START EVERY 30 MINUTES, UNLESS OTHERWISE NOTED.
10:30am
Fifty Shades of Facebook
Cris Behrens, Summerhays Music Center
Join Cris Behrens, sales, marketing and store manager for Summerhays Music
Center, as he presents creative ways to get more Likes, Shares and traffic
for your Facebook page. Like most music retailers, Cris wears many hats at the
store, so hell pass on ideas that dont require tons of time and money to implement. If you want to walk away with the best tips, keep your Facebook fans
coming back for more, have a laugh and use those ideas before you even leave
Summer NAMM, then this session is for you.
11am
What to Do When You Have Too Much to Do
Donovan Bankhead, Springfield Music
Are you overwhelmed by the daily responsibilities of running a music store?
Do you spend all your time putting out fires instead of actually working on your
business? If you have the right tools, managing your time is much easier than
you think, and it can impact your bottom line. Join Donovan Bankhead of Springfield Music to learn about his favorite resourceseverything from Google Calendar to the latest appsso you can stay on top of your business, and your life.
11:30am
Tips for Increasing Your Business by 25%!
Bob Popyk, Founder of Bentley-Hall and Columnist for Music Trades Magazine
Sales consultant and Music Trades columnist Bob Popyk delivers simple but
often overlooked ideas for cranking up the cash register right away without
spending a dimetheyve worked for countless retailers, and now you can
apply them to your store. It starts with finding creative, easy ways to get more
customers through the door. This session focuses on the greatest source of
new business you may not be aware of, how to get more add-on business and
ways to boost your referrals.
Noon
How to Plan Holiday Promotions That Work
Moderated by Danny Rocks, The Company Rocks, with panelists
Do you want to learn how to plan and deliver successful holiday promotions for
your market? Would you like to learn how to create excitement and a sense of
urgency for your holiday promotions? Plan to attend this focused and personal-
32
JULY 2013
ized session. Join Danny Rocks of The Company Rocks for a panel discussion
with retailers who will share their secrets for success when planning and
executing holiday promotions.
12:30pm
5 Ways to Boost Your Lesson Sign-ups
Gayle Beacock, Beacock Music
Are you losing more students than youre keeping in your lesson program? Are
sign-ups slow? Are you running a solid program but looking for simple ways to
keep a consistent flow of new students coming in? Then this sessions for you.
Join Gayle Beacock of Beacock Music to learn how she has grown her awardwinning lesson program. Shell share creative promotions that you can try in
your store right away.
1pm
How to Host the Ultimate Rock Camp
Menzie Pittman, Contemporary Music Center
Keep the excitement of rock camp going year-round. Menzie Pittman, founder
of Contemporary Music Center, shows how he hosts a summer program that
drives growth and new business by getting students to take total ownership of
their bands. Hell also look at how to keep students involved once the back-toschool season starts up again. Menzies unique model is perfected from lessons
learned along the way.
1:30pm
10 Cheap and Easy Ways to Better Your Business Now
Leslie Faltin, Instrumental Music Center
Leslie Faltin of Instrumental Music Center in Tucson, Ariz., shares 10 simple,
inexpensive ideas to boost your bottom line and market share. Learn the most
cost-efficient ways to revitalize the sensory experience in your store, make
consumer connections through exceptional email and online marketing, slash
unnecessary costs and processes, turn stagnant inventory into cash, and reach
new customers.
2pm (Double Session)
10 Financial Rules Every Retailer Should Follow
Alan Friedman and Daniel Jobe, Friedman, Kannenberg & Company, PC
Do you ever feel as if youre making business decisions that just dont feel
right?Youre not alonemany owners and store managers find themselves
second-guessing their decisions all the time. If thissoundslike you, join industry accountants Alan Friedman, CPA, and Daniel Jobe, who just came off a tax
season servicing scores of musicretailers. Youll learn the Top 10 Financial Retailing Musts for improving your stores profitability and cash flow. Plus,youll
walkaway with the knowledge and confidence to make better financial decisions starting the minute you get back to your store.
3pm
10 Ways to Buy Smart and Sell Smarter!
Tracy Leenman, Musical Innovations
Creating a model inventory and open-to-buy system for your business helps you
keep inventoryat the perfect level, get the best possible pricing and make the
most money. Tracy Leenman of Musical Innovations will help you get started
by taking you through the process. She will also show how to maximize your
profit and have exactly what your customers want, when they want it.
3:30pm
Effective Training Ideas That Wont Break the Bank
Colleen Billings, Billings Piano Gallery
Do the words employee training equate to expensive in your mind? They
dont have to! With a little creativity, affordable training opportunities for your
team can be low pain and high reward. There are many ways to develop staff
on a tight budget and find low-cost and even free training opportunities that
improve employee engagement and your bottom line. This idea-packed session
will explore dozens of ways that you can provide the development activities
your employees crave, while keeping the checkbook in mind.
4pm
How to Train Salespeople and Influence Customers
Ernie Lansford, Purple Shoes Leadership
As you get ready for the crucial fourth-quarter selling season, its
vital that you prepare your salespeople with the knowledge and skills
toleadcustomers to the right buying decisions. Industry veteran Ernie
Lansford will reveal his secret sauce for getting your sales staff up
to speed. Youll learn to build a team that turnslookers into buyers
and influences customers to make informed decisions. Now, rather
than ringing up transactions, your trained sales staff will be developing
customers for life.
4:30pm
Simple Secrets to Managing Your Cash Flow
David Wilson, GE Capital
Multiple factors impact your business, and this session will reveal
simple secrets to help you manage your cash, liquidity and profitability,
as well as establish a clear path for growth. You will learn the top 10
reasons why businesses fail, why cash flow management is important
and what you can do to manage your cash flow.
FRIDAY, JULY 12
BREAKFAST SESSION
89:30am
Take the Stairs
Rory Vaden, Co-founder of Southwestern Consulting, New York Times
best-selling author of Take the Stairs
We live in an escalator world, one thats filled with shortcuts, quick
fixes and distractions that make it all too easy to slide into procrastination and mediocrity. And yet theres one common characteristic that
virtually every single successful person must have before accomplishing his or her goals: self-disciplinethe discipline to do the things they
dont want to do. In this hilarious and compelling session, best-selling
author of Take the Stairs and world-renowned strategist Rory Vaden
shares key insights and erases common misconceptions about how to
build lasting self-discipline. Youll learn how to disregard fear and take
immediate action, develop an awareness of your creative avoidance,
stop making excuses, adopt an overall results-oriented attitude, and be
more disciplinedso youll learn to take the stairs more often in your
life.
BOOTH #1254
OPEN 10:30AM5PM
NEW SESSIONS START EVERY 30 MINUTES, UNLESS OTHERWISE
NOTED.
10:30am
Navigating the Social Media Maze
Grant Billings, Billings Piano Gallery
Facebook, Twitter, LinkedIn, Google+...Grant Billings of Billings Piano
Gallery will walk you through the social media maze. Learn how to
easily develop the best social media strategy for your store and how to
use that strategy on a daily basis to connect with your customers and
grow your brand. The best part? You dont have to be sitting in front of a
computer all day to do it.
33
2013 Summer NAMM University Sessions
11am
How to Sell Your Toughest Customers90% of the Time
Bob Popyk, Founder of Bentley-Hall and Columnist for Music Trades
Magazine
Are your customers getting tougher to sell? Competition today comes
from the Internet, the catalogs, the classifiedsanything that gets in
the way of a sale. Bob Popyk offers simple ways to close a high percentage of those tough customers who beat you up over price, tell you
theyre just shopping around and walk out the door without buying.
Putting even a few of these ideas into place will take your sales up a
notch right away.
11:30am
How to Stay on Top of Your Priorities
Rory Vaden, Co-founder of Southwestern Consulting, New York Times
best-selling author of Take the Stairs
Join thought leader Rory Vaden as he talks about priority dilution, a
dangerous form of procrastination that has nothing to do with laziness
or avoidance. Dont trade your to-do list for emergencies. Rory will
show you how to rethink your calendar, feel more confident about what
to say no to, control your workflow, procrastinate strategically to
protect your priorities, shift your thinking from urgent to relevant and
redefine how you prioritize.
Noon
Music Lessons: Are You Prepared for Back-to-School?
Pete Gamber, Music & Arts and Columnist for Music Inc. magazine
The back-to-school season is your single biggest make-or-break opportunity with music lessons. What you do to prepare during the coming
weeks will ultimately affect your stores program for the entire year. Are
you ready? Join music lessons guru Pete Gamber, who will share an
easy plan for building your lesson program during this busy time.
12:30pm
What Do I Do About My Website?
Moderated by Danny Rocks, The Company Rocks, with panelists Brad
Boynton, Rhythm Traders; Leslie Faltin, Instrumental Music Center; and
Whitney Grisaffi, Ted Brown Music
You want to improve your stores website but dont know where to start.
Do you go the e-commerce route or use your site simply as a local
calling card? Do you hire outside help for the site or do it yourself? How
much do you invest? If this sounds familiar, join Danny Rocks of The
Company Rocks for a panel discussion with retailers who are making
their websites work for them. Learn from their best practices.
1:30pm
Take the Hassle Out of Hiring
Peter Dods, Easy Music Center
You need quality people in your organization, but you have no time to
devote to the hiring process. Peter Dods of Easy Music Center shows
how to cut to the chase. Hell explore how to learn about potential applicants with minimal effort and weed out unqualified candidates faster
than youd thought possible.
2pm
40 Tips for Music Professionals 40 and Under
NAMM Young Professionals CJ Averwater, Amro Music; Ryan West,
West Music; and Cris Behrens, Summerhays Music
This fast-paced session will look at 40 different ideas that you can
take home and use in your business next week. Join CJ, Ryan and Cris
as they present their unique and fresh outlook on the music industry
and share tips, online resources and book suggestions that have been
proven to work for these up-and-coming music industry pros. The
session is presented by NAMM Young Professionals (NAMM YP), a net-
34
working group of NAMM members, all under the age of 40who are committed
to the successful future of the music industry. If youre under 40 or just want to
know how the next generation of young professionals views the industry, this is a
must-see!
2:30pm
How to Turn Facebook Likes Into Sales
Rick Camino, Hello Music
In the U.S., there are 175 million active monthly Facebook users. For many, especially todays youth, social media is fast becoming their media of choice. In just
two years, Hello Music has built a Facebook musician community of over 400,000,
which currently drives 25 percent of Hello Musics sales daily. If youre not leveraging the benefits of social media, you are missing out. Join Rick Camino as he
presents tried-and-true tips, tricks and tactics to turn Facebook Likes into sales.
3pm
Use Google to Bring Customers Inside Your Store
Myrna Sislen, Middle C Music
A customer does an Internet search for your store and gets a complete, virtual
360-degree tour of your showroom. Google now offers this technology at an affordable price, and Myrna Sislen of Middle C Music has used it to maximize her
stores local visibility. Shell walk you through the steps to add this feature to your
Google page, company website and social media channels.
3:30pm
Easy Purchasing Tips to Save Money
Mike Guillot, Mississippi Music
Smart buying can be the first step in running a profitable music retail business.
Purchasing guru Mike Guillot of Mississippi Music will walk you through simple
ways to save money during the buying process by partnering with vendors, maximizing rebates and taking advantage of freight savings programs.
4pm
How to Increase Sales With Contrast Selling
Mitch Brashers, Springfield Music
Giving customers too many choices puts them into a state of analysis paralysis.
If you want to close more sales, make buying decisions easier for your customers. Join Mitch Brashers of Springfield Music to learn about comparative selling
strategies, so you can quickly establish yourself as the expert, get the right
products into customers hands and increase upselling.
4:30pm
Converting Social Media Into Sales Using Video
Nick Failla, Collected Concepts
Learn how to create powerful, inexpensive videos that help you convert your
social media efforts into sales. Nick Failla will show you how to take advantage
of the simple tools available to todays music retailers and amp up your social
medias effectiveness.
SATURDAY, JULY 13
BREAKFAST SESSION
89:30am
Best in Show
Frank Alkyer, Publisher, Music Inc., with panelists
This is the session everyone talks about! Six industry experts reveal their picks
for Best in Show at Summer NAMM.JoinMusic Inc.Publisher Frank Alkyer
and his panel of respected gearheads and retail buyers, whove scoured the
show floor to bring you the standout and trendsetting products and services.
JULY 2013
Theyll discuss their top picks from

each of the four categories:Best
Add-on or Accessory, Gotta Stock
It,Companies to Watch,andBest in
Show. Listen in as Best in Show
picks are presented live, and hit the
exhibit floor one last time before you
leave Summer NAMM.

BOOTH #1254
OPEN 10:30AM4PM
2pm
Drums Across America: Your Biggest Source of
New Customers & Students
Percussion Marketing Council, Moderated by Dave Jewell, with panelists
Join the Percussion Marketing Council for a fun, interactive session to kick off
Drums Across America. An expert panel will show you how to use this program
to create more drummers in your community, develop more customers and sign
up more students for lessons. Drums Across America can be conducted at local
arts and music festivals, shopping malls, school events, and related educational
gatherings. Nick Lauritano from Nashville retailer Forks Drum Closet will show
how it works, providing free 5-minute drum lessons from 2:303:30pmDont miss
this special opportunity!
10:30am
I Like This ProductShould I
Buy It?
Alan Friedman, Friedman, Kannenberg
& Company, PC
You just saw the hottest new products
at Best in Show. Now, learn the
magic formula for perfecting your
last-minute inventory buys. Join
gearhead and CPA Alan Friedman for
the ultimate answer to such critical
questions as, Should I purchase this
product? How many should I buy?
and Will I have enough cash to pay
for it? Learn to buy with confidence!
11am (Double Session)
Best Social Media Examples
From Music Retailers
Jen Lowe, BoomBoom Percussion
Looking for a great Facebook marketing idea? A Twitter strategy? A
YouTube concept that works? Then
look no further than your fellow music
retailers. In this double session, Jen
Lowe reveals the best social media
examples from within the industry.
Shes combed hundreds of social
media channels to bring you the most
effective ideas that you can try right
away at your store.
Noon (90-Minute Session)
Practice Personalities: Effective
and Efficient Ways to Practice
According to Your Personality
Thornton Cline, Clinetel Music, with
panelists
Are you getting the most out of your
practice time as a musician? Did you
know that your personality can affect
the way you practice? This session
is a must for instrumental musicians,
students, teachers, parents and retailerswith lesson programs. Nine practice personalities are presented
based on observations and interviews
with over 1,000 music students and
25 years of teaching experience. Join
Thornton Cline and a panel of music
educators and studentsfor an interactive and fascinating session. Thornton
will share his principles from his book
of the same name,Practice Personalities: Whats Your Type?You will
hear powerful strategies to motivate
and inspire you and other musicians
to practice more effectively and efficiently based on personality type.
DREAM
IN COLOR
HOG2 transports your axe to a technicolor
universe of fantastic sounds. Play single
notes or chords and it creates 10 totally
polyphonic octaves and intervals soaring
from two octaves below to four above your
instruments pitch. Each voice is completely
independent. Use them individually or in
combinations with or without your dry signal.
New algorithms, our most advanced ever,
elevate the quality of the HOG2s sound
generation and Freeze functions to
unprecedented levels, while tracking is
telekinetic. Polyphonic perfection awaits!
WWW.EHX.COM
10 fully independent voices: 2 Octaves,

1 Octave, Original, +5th, +1 Octave,
+1 Octave+5th, +2 Octaves, +2 Octaves+3rd,
+3 Octaves, +4 Octaves.
7 Expression modes: Octave Bend, Step Bend,
Volume, Freeze+Gliss, Freeze+Volume, Wah
Wah and Filter. Expression pedal included.
Full MIDI control over all parameters
and presets.
Freeze modes: hold a note or chord and play
over it or glide to a new one with gliss.
Master volume for added convenience.
Separate lower and upper harmonic amplitude
envelopes to sculpt attack or decay speeds.
Dedicated resonant filtering with sweepable
frequency control.
Save and recall up to 100 preset programs with
the optional Foot Controller.
2013 Summer NAMM Exhibitor List

(COURTESY OF NAMM)
Directory Name
Booth No.
12 Tone Music Publishing, LLC
1622
9250-3891 Qubec Inc
619
Abbatron 1105
Ac-cetera 723
Ace Products Group
1427
ADK Microphones
1000-A
ADK Microphones
1169
Advanced Plating Inc.
1307
AEA - Audio Engineering
Associates
825
AER Audio Electric Research
305
Agner Drumsticks
204
AirTurn, Inc.
713
Alfred Music
1236
All Days Music Inc.
614
ALLBRARY 1332
Alvarez Guitars
600
AMBROSONICS, LLC
827
American Express Open
1261
American Songwriter Media 1200-A
Amptweaker, LLC
1071
AMV Sales & Consultation LLC 1410
Analysis Plus
1105
Anderson Musical Instrument
Insurance Solutions LLC
1460
Antelope Audio
925
AQUARIAN DRUMHEADS
200
Aria Guitars
1529
ARJ Percussion
321
Arriba Cases
1100-A
ArtGuitar 1573
Artiphon 1028
Ashdown Engineering
305
Asterope 1336
Atlas Apps
1334
Audiopipe 1032
Aurisonics, Inc.
1109
Aurora Strings
1548
Avalon Design
1004
Axe Heaven
1267
AXL Guitars
1436
AxMax LLC
965
Band World Music
Instruments, Inc
927
Batson Guitar Company, LLC
1506
Baudier Guitars
1129
Beamz Interactive, Inc.
1025
BearFoot FX
1054
Benado Effects
1669
Best-Tronics Mfg., Inc.
1560
Beyma America
1113
BG Franck Bichon
404
Big Joe Stomp Box Company
936
Bigsby 1200
Black Diamond Strings, LLC
1311
Blue Book Online
1233
Blueberry Musical Instruments
Incorporated
1507
BMW of Nashville
1638
BoloPick, LLC
1400-C
Born Custom Guitars
961
BOSStosh, Inc.
1655
Boulder Creek Guitars
1536
Boulder Music Group, LLC
1536
Bourgeois Guitars
1309
Breezy Ridge Instruments, Ltd. 1212
Bump Cases
1631
36
Burrell Guitars
1628
C.B.I. Professional Wiring Systems 1125
C.F. Martin & Co., Inc
1300
C.R. Alsip Guitars
965
Cactus Ampworks LLC
963
CAD Audio
900-A
Cannonball Musical Instruments 601
Casio America, Inc.
910
CE Distribution, LLC
1139
CEC Amplification, LLC
1067
Cedar Creek Custom Case Shoppe 1301
Chairman Instruments Trading
Limited
509
Cherry Lane Music
1218
Cherub Technology
1133
Chordbuddy 1619
Chris Campbell Guitars
1149
Civilized World Inc
1149
Concept-Logic, LLC
1000-C
Connolly Music Company
500
ConventionTV@NAMM 1233
Coopercopia LLC
1201
Cordoba Guitars
1412
Course Technology PTR
1236
Crafter USA
1400-A
Creative Tunings Inc
1100-C
Crush Drums
305
CruzTOOLS, Inc.
1632
Cupit Music
1661
DAddario & Company, Inc.
1400
Daisy Rock Girl Guitars
1236
Dana B. Goods
1169
Daredevil Pedals
1163
Dawner Prince Effects
1054
Decibel Eleven
941
Deering Banjo Company
1308
DGI 425
Digital Audio Labs
1118
Disaster Area Designs
1058
Dixon Drums and Hardware
600
DJ Times
1233
DownBeat 1234
DR Handmade Strings
1519
Drum Channel
1236
DrumMax 210
Earasers by Persona Medical
208
EarthQuaker Devices
1155
Earthworks, Inc.
1111
Eastman Guitars
1512
EDG Guitars
1667
Edwards Audio Research
625
Eighth Note Publications
1236
EKO USA Guitars
1544
El Rey Effects, LLC
1567
Electra Guitars
1159
EMD Music
310
Emery & Webb, Inc. Insurance 1462
Emotiva Pro
1024
Empirical Labs Inc
1104
Empress Effects
1069
Engler Innovations LLC
1523
Enormous Door Audio
1054
Epilog Laser
1039
Equator Audio Research
923
ESP Guitar Company
1044
Essential Sound Products, Inc. 935
Eventide 1107
Faber Piano Adventures

1218
Falbo Guitars
1213
Fantastix Drum Stick Company 108
Fargen Amplification
1154
Farleys Musical Essentials
1236
Fishman 1336
Four Force, LLC
962
Fretlight Guitars
1221
Fuchs Audio Technology, LLC
1631
Full Scale AV
811
Futhark Guitars
960
FXConnectx, LLC
1124
G-Technology 929
GAMA - Teaching Guitar
Workshops
51
Garven Guitars
1033
Gatchell Violins Co., Inc.
603
Gator Cases, Inc.
1237
GE Capital
52
George Ls
1418
Geyer Electronic America, Inc. 819
Giannini USA, Inc
1522
Gibson Guitar Corp.
1526
GJ2 Guitars
931
Godin Guitars
1143
Gold Tone, Inc.
1501, 1504
Golden Ark Inc.
1623
Gretsch Co.
1200
GretschGear.com 1200
Griffin Technology
938
Guitar World DVDs
1236
Guitars For Vets
51
Guitars in the Classroom
51
GWW Group Inc.
1409
H & F Technologies, Inc.
813
Hal Leonard Corporation
1218
Hammond USA
1012
Hanson Musical Instruments, LTD 1531
Harris Musical Products, Inc.
1544
Hayden Amps
305
Hiscox Cases
305
Hiwatt USA
958
Hoffee Cases, Inc.
1630
Homespun Tapes, Ltd
1218
Hosa Technology, Inc.
1219
Howard Core Company
513
Hudson Music, LLC
1218
Humes & Berg Mfg. Co., Inc.
1215
Hunter Music Instrument Inc.
400
IBMA 51
IEBA (International Entertainment
Buyers Association)
51
Impact Picks
1624
Imua Ukulele Co.
1505
J. Rockett Audio Designs
1063
JamHub Corporation
1056
Jamie Gale Music
955
Jensen Musical Instrument
Speakers
1139
Jodi Head-Guitar Wear
1634
John Marshall Custom Guitars 1500-B
JP Guitar Tool
1236
JP Musical Instruments
525
Kala Brand Music Co.
1511
KAM Instruments Corporation 1000-B
Kanilea Ukulele
1613
Kay Vintage Reissue
1555
Kelly Concepts, LLC

202
KHS America, Inc.
300
Klops Drums
120
Knilling String Instruments
600
Knowledge Of Music Inc
1326
Knig & Meyer GmbH
500
Korg USA, Inc.
900
Kremona Trade Inc
508
KSM Guitars
1569
Kyser Musical Products Inc.
1518
La Bella Strings
1300-A
Lace Music Products
1045
Lakewood Acoustic Guitars
1169
Lakland Guitars, LLC
1531
Lakota Leathers
1614
Lanikai Ukuleles
1404
Latch Lake Products Inc.
806
Lava Cable, LLC
919
Lehle Switchers
1169
Levys Leathers Limited
1318
Little Walter Tube Amps
953
Long Hollow Leather
1300-B
Lotus Pedal Designs LLC
1073
M Music & Musicians magazine 1621
Magic Valve Audio
823
Mapex Drum Company
300
Maple Leaf Strings
607
Marching.com 51
Marshall Electronics
800
MatTea Vocal Luxury
721
Mayas Music Publishing, Inc
1236
Mayones Guitars
1149
Meadowbrook Insurance Group 55
Merano Musical Instruments
505
Metalin Guitars
1031
Mey America
1600
Mighty Bright
1236
Mighty Bright
725
Miktek, LLC
905
Mimaki USA
1206
ModKitsDIY.com 1139
Mogami Cable
800
Mojo Hand Fx
1161
Mojotone 1575
Moku Ukuleles
1200-C
Monoprice, Inc.
712
Morley 1047
MottAudio LLC
814
Mr McGees
207
Music Dealers Resource
Group LLC (MDRG)
1167
Music Inc.
1234
Music Sales Corporation
1218
Musical Distributors Group
1430
Musical Merchandise Review
1335
Musicvox, LLC
1645
Musiquip Inc.
305
MXL Microphones
800
NAMM Foundation
51
Nashville Music Stand
Company, LLC
610
Nashville Musicians
Association, AFM 257
1605
Naxos 1236
NEMC 1255
Neutrik 1110
New Life Digital Media
928
NewBay Media
1229
Nickel Cigar Box Guitars
1429
Nik Huber Guitars
957
Nova Strings
1204
Odyssey Innovative Designs
1122
Ohana Music, Inc
1604
OMG Music LLC
1201
On-Stage Stands
700
Option Knob, Inc.
1132
P3 Amplifiers
937
Paige Musical Products
1202
Pantheon Guitars, LLC
1309
PartnerShip LLC
53
Paul Jennings Music
225
PDS Equipment
1210
Peak Music Stands
943
Pedal Stop
1330
Pedaltrain 1048
Peerless Distribution LLC
1554
Penguin Group USA
1236
Percussion Marketing Council
51
Percussive Arts Society
51
Percussive Guitar INC
1626
Perris Leathers Ltd.
1510
Pete Schmidt Music Accessories 1406
Peterson Electro Musical
Products Inc.
1049
Peterson Signature Guitars, Inc. 967
Pianokingdom 1225
Pick Punch LLC
959
Pigtronix 950
Pintech USA, Inc
319
PJLA Music Sales & Marketing 621
Pladd Dot Music
1527
Playground Sessions
521
PMI Audio Group
519
PocketStrings.com 1236
Portastand Inc
1236
Power Woodworking LLC
1469
Powerfingers System5
523
Praxis Musical Instruments Inc. 944
Precision Pearl Inc.
1200-B
Premier Guitar
1235
Prentice Practice Pads
221
PreSonus Audio Electronics
1115
Prism Media Products
804
Pro Stage Gear
1048
Pro-Active Websites
729
Proel S.p.A.
305
Professional Audio Design, Inc 1106
Q-Parts, Inc.
1135
QSC Audio, LLC
918
Quiet Technologies
1027
Quilter Labs, LLC
930
R S Custom Guitars
1533
Raimundo Guitars
1149
Rain Riser Systems, LLC
808
Re-Axe Products
1636
Recording King
1436
Recovery One, LLC
623
Recycled Sound of Arkansas
1162
Remex Collection Services
1471
Remo, Inc.
106
Resident Audio
1126
Retail Up!
1257
Retrospec 1029
Reverend Guitars
1038
Rhoades Audio Designs LLC
815
Riptide Ukuleles
1536
Risson Tube Amplifiers
1034
Riversong Guitars
1508
Rocco Guitars
1369
Roch-Thomas Corp.
1454
Rock House
1218
Rock On Audio
622
Rock Science
1236
Rockbox Electronics
1149
Rowdy Pickers Musical Products 1269
S.I.T. Strings Co.
1408
Sabian Ltd
100
Saga Musical Instruments
1500
Saint Blues Guitar Workshop
934
Saint Louis Music
600
Samick Music Corp.
1444
Schertler 1512
Score Mktg.
711
sE Electronics
800-A
Sensaphonics Hearing
Conservation
1010
Shanghai Max Precision
Instrument
943
Shiverware 719
Shubb Capos
1313
SICA Speakers
1139
SKB Corporation
1100
Sony Electronics, Inc
1101
Souldier Straps
1305
Sound & Communications
1233
Sound Enhancement
Products, Inc.
1047
Sound On Sound Magazine
1223
Spain Manufacturing Company 915
Stage Player II
1236
Stephallen Guitars
1561
Stetsbar 1061
Stomp Labs
1060
Stonebridge Guitars
International Inc.
1606
Strings by Aurora
1548
Superior Vocal Health, LLC
1328
SuperVee 1532
CONNECT
WITH
CONFIDENCE
Swan Song Guitars

1367
SwirlyGig Industries
727
T-Rex Engineering
305
Tactical Black LLC
1431
Tanglewood Guitar Company UK 305
TASCAM 1000
Tattletale Portable Alarm Systems 1426
Taye Drums
301
Taylor Guitars
201A
TC Electronic
1008
Telescript West, Inc.
800-B
TERI 51
Testa Communications
1233
The Delis Stompbox Exhibit
1054
The DJ Expo
1233
The KEYS Program
51
The Loar
1436
The Magic Fluke Co., LLC
1620
1233
The Music Link
1436
The Music People Inc.
700
The RapcoHorizon Co
1112
Thomastik-Infeld 500
TI:ME - The Technology Institute
For Music Educators
51
Tianjin Fell Musical Co., Ltd.
1657
Timber Tones
1544
TKL Products Corp
1301
TMP Pro Distribution
700
Tone Bakery
829
ToneConcepts Inc.
1571
ToneLounge Musical Instruments 1062
ToneRite 1616
Towner USA
1500-A
Tri-Technical Systems, Inc.
1454
TROMBA 612
TSYS Merchant Solutions
54
TV Jones, Inc
1137
Two Old Hippies
1310
Ultimate Support
1236
TM
www.KirlinCable.com
1.800.969.6688
UpBeat Daily
1234
US Music Corp
203A
V-Picks 1435
ValveTrain Amplification
1136
Van Rosa Innovations Limited
1171
Ventura Guitars
1530
Veritas Instrument Rental
501
VH1 Save The Music Foundation 51
VHT Amplification
1436
Vibrance Guitars
1467
Virgin Musical Instrument
Company LLC
1108
Vivid Amps
1059
Vnewsletter 1233
Volume & Tone
1037
Voodoo Lab
1134
Walden Guitars
300
Wampler Pedals
1036
Warrior Guitar
945
Warwick GmbH & Co Music
Equipment KG
1144
Wave Distribution
1104
WD Music Products
1422
Wedgie Products
1536
West Coast Pedal Board
1154
Westheimer Corp
1138
Willis Music Company
1218
X-Tempo Designs LLC
821
Xcel Drumsticks LLC
223
Yamaha Corporation of America 1244
Yellow Jackets
1139
Yichun Jiangnansizhu
Musical Instruments Co., Ltd. 219
Yorkville Sound Inc.
1018
Zexcoil Pickups
1631
Zuercher Amplification LLC
969
Zuni Custom Guitars & Amplifiers 1665
ZVEX Effects
939
SEVENTY-SIXTH EDITION
In The Spotlight:
Redbone Guitar Boutique
By Dave Duggins
Before Redbone Guitar Boutique officially opened its doors in
September 2008, Owner Richard Turner had envisioned a very
specific purpose for the space hed created at 4343 McCullough Ave.
in San Antonio TXand it had nothing to do with selling guitars.
Originally, it wasnt even going to be a store, Turner said. A veteran producer, his plan was to build a production facility and music
school. The cost of doing a full recording studio would have been
astronomical, Turner recalled. And when we got in there, I saw
the potential for a cool, quirky retail space.

Turners love for the music of The Beatles
guided his vision for Redbone Guitar Boutique.
His radio show, called Best of The Beatles,
has been a staple of KSYM 90.1s Sunday morning programming for more than 25 years. My
friends encouraged me to bring that into the
store, Turner said, and I had tons of Beatles
memorabilia.
The result is one part instrument retailer and
one part Beatles museum. Assistant Manager
Neal Walker, one of two veteran retailers whove
Richard Turner
helped Turner run the store since it opened,
called it a destination. The business is away from the usual shopping areas, he said, so it doesnt get a lot of casual traffic. You come
here because youve heard about it, and want to check it out, he
declared.
Turners showroom design concept included an alcove constructed to recall the interior of the famous Cavern Club in Liverpool,
England, where The Beatles played regularly. We did the archway,
with a small stage at the back, like a miniature of the actual venue,
Turner said. The mock Cavern Club helps establish the visual
theme for customers.
The next step was to stock the right instruments. Turner established relationships with Guild, Rickenbacker, Hofner and
VOX, among others. The store carries newer models, but Turner
wanted to create a motif that represented popular instruments of
The Beatles heyday, including reissues of George Harrisons 1962
38
Gretsch Country Gentleman, the Rickenbacker Hamburg

325 favored by John Lennon and Paul McCartneys Hofner
violin bass.
With the stores initial inventory in place, Turner went
to work on staffing. Turner knew Neal Walker and Dausin
Ramirez, the stores current Assistant Managers, from his
retail experience as a musician. Those two are the perfect
team, Turner said. I know everybody says that about their
staff, but its true. They have the knowledge and the chemistry. They make Redbone work.
Making Redbone work over the past five years has definitely had its challenges. Its been a long, slow recovery
for the economy, Turner said. And our business is not
designed to weather that well. The difficulty in being independent
lies in staying independent, while also staying solvent.
This has sometimes meant making concessions. For a time, Redbone was a Gibson dealer, until changes in that companys business
model made it unprofitable. Similarly, the store had a brief relationship with Fender, but changing requirements eventually made it
untenable. So, the store returned to its independent roots, offering
a diverse assortment of gear from familiar names like Rickenbacker,
Hofner and G&L, along with items that are less familiar, including a
series of beautifully designed custom steel-body guitars by French
luthier James Trussart.
I took a lot of risks and made a lot of mistakes, Turner said. But
were about to celebrate our fifth anniversary. Were still here. We like
being a smaller independent. Its easier to manage the business, and
it keeps our vendors happy.
JULY 2013
The Stanton SCS.4DJ is a stand alone, self-contained

USB Mixstation ready to perform any kind of
gig without the need of additional
computer hardware. Simply plug in
your music and start mixing!
The class leading SC-IX software
which drives the Stanton SCS.4DJ
is designed for the DJ, providing
professional features such as real time
waveforms, smart synchronization, looping,
equalization, effects and hot cues. Fitted with 4.5
touch sensitive decks, integrated mixer and multiple USB ports
makes the SCS.4DJ a powerful, yet compact solution ready for any situation!
Learn more about the innovative Stanton SCS.4DJ and how it is changing
the industry at:
http://stantondj.com/stanton-controllers-systems/scs4dj.html
Gretsch Drums Hosts Retailers At U.S. Factory

On April 1, Gretsch Drums invited 14 of its top independent
retailers to its factory in Ridgeland SC for three days of events
with KMCMusicorp sales and percussion management in and
around the Gretsch facility. As part of a hands-on tour of the
Gretsch drum factory, retailers were able to design their own
custom snare drums. Attendees were also eligible to win special
prizes, including two one-of-a-kind Gretsch USA Custom snare
drums created specifically for the event. The group was treated to
a rousing performance by Gretsch artist Keith Carlock, as well as
a guided tour of nearby Savannah GA.
Each aspect of the trip was very informative and enjoyable, said
Gruhn Guitars Reopens

At New Location
Gruhn Guitars has

moved to 2120 8th Ave. S.
in the up-and-coming 8th
Ave. S. corridor of Nashville TN. The company
began renovations on the
new space early this year
and reopened in its new
location on June 15. The
store remained open at 400
Broadway until June 8. A
grand reopening celebration featuring a number of
instrument and accessories vendors, a re-stringing
clinic and several giveaways is scheduled to take
place from July 11 to 13, with the store open for
extended hours during those three days.
The 2120 Building has been renovated to suit
the specific needs of Gruhn Guitars. The ground
floor of the new store features a larger showroom,
allowing the store to display its full inventory of
vintage, used and new instruments and providing
additional space for instrument trial rooms and an
appraisal inspection area. The 2nd floor includes
a high-end showroom, administrative offices and
instrument case storage. The top level houses
Gruhn Guitars renowned repair shop, shipping
and receiving, and a photography studio. Ample
customer parking is available on site.
George Gruhn opened his first downtown location on 4th Ave. in January 1970 and moved the
store to its second location at 410 Broadway six
years later. Gruhn Guitars had been doing business in its former location at 400 Broadway since
1993. 2120 8th Ave. S. formerly housed the alternative weekly publication Nashville Scene and was
most recently occupied by Emma, a local e-mail
marketing firm.
40
Peter Treuden of Interstate Music, a division of Cascio Music Company.

I came away with a much better understanding and appreciation of
Gretsch Drums. I was extremely impressed with the quality of the products and the process of how they are made. Simply great craftsmanship.
John Palmer, Gretsch Director of Product, said, Gretsch Round
Badge independent drum retailers represent Gretsch Drums in the
best possible light. This event brought supportive dealers together
to celebrate Gretsch Drums, develop new Gretsch strategies, and
share information in a relaxed and enjoyable setting. Keith Carlock
was musically inspiring as always, especially with this group setting of
Gretsch devotees and Gretsch factory staff.
Forks Drum Closet, Mapex

Support Musicians Corner
Forks Drum Closet and Mapex Drums teamed up to support the Musicians
Corner Music Festival in Nashville TN. Since 2010, this festival has created a
global music landmark and community gathering space in Centennial Park, where
musical performers can illustrate the diversity, passion and fellowship associated
with Music City. Performances can vary from The Delta Saints to Street Corner
Symphony. We feel it is our duty to support live music activities here in Nashville
and the musicians who perform at them, said Gary Forkum, Owner of Forks
Drum Closet of Nashville. Its more than just supplying a great drum set and hardware for these drummers to use; it is showing them that we care about the music
they play and how they sound.
Musicians Corner is a central point, free and open to all, where Music City gathers to perform and enjoy its music. Mapex Drums is honored and proud to have a
Saturn set and hardware on stage at this amazing live music activity here in Music
City, stated Joe Hibbs, Brand Manager for Mapex Drums.
Matt Clise, Derick Louanglath, Shawn Drover and Mike Washkevich.
Coming Out in Droves for Drover
Catonsville MD-based Bills Music recently welcomed Shawn Drover, clinician and
metal drummer for Megadeth. Representing the ddrum brand, Drover executed complex drum grooves, fills and licks for an enthusiastic crowd. More than 150 people
gathered around Bills outdoor bandstand to hear some great music, win giveaway
contests and pick up new techniques from the drum clinician and performer.
JULY
JULY
20132013
FI VE MI NUTE S W ITH
BRIAN GROSS
President & CEO, Bach to Rock

By Dan Fer r i si
In most Five Minutes With stories, we

zero-in on a manufacturer in the music
products space, talking to an executive
about the companys history, strategic
positioning in the market, new product
releases and so forth. This month, we have
something a little bit differentbut equally
valuablefor you. Bach to Rock is an innovative, passion-fueled music school that
suits students of all ages and musical tastes.
We go in-depth with Brian Gross, President
& CEO, about its aggressive expansion
plans, core beliefs, unique offerings and
more. I, for one, cant wait to revisit this
article in a few years to see just how much
Bach to Rock has grownand how many
music-makers its brought into the fold.
The Music & Sound Retailer: To

start, give me an over view of your histor yboth personal and professional
and the journey you took on the way to
becoming President of Bach to Rock.
Do you come from the world of music
and performance? Are you more from
the business side? Tell me about the
path youve taken.
Brian Gross: I definitely come from
the business side. My background is fairly
diverse. Ive had roles in everything from
banking to consumer marketing, with
companies like Bank of America, Procter
& Gamble and Kraft, and started my own
company that my wife now operates. We
design, manufacture and wholesale childrens shoes. I also spent time in franchising with Sylvan Learning Centers. All of my
past experience has come together to serve
me well in my role at Bach to Rock. We are
a start-up, franchise system, service retail
business in the education space. Each of
the skill setsfrom banking to marketing
to running my own business, and certainly
franchising with Sylvanhas enabled me
to take on this challenge of getting Bach to
42
Rock off the ground and growing toward a

national brand and business.
On the personal side, an interesting note:
I was the exact type of student whom we
aim to help at Bach to Rock. As a child, my
parents thought it would be of great value
for me to take music lessons. For color and
background, it was the early 80s and I was
into heavy metal. The teacher who came
to my house was into folk music, so I had
to play the acoustic guitar out of a John
Denver songbook. Needless to say, after a
year of hating music lessons, I was finally
able to get my parents to let me quit. When
we start to talk about how Bach to Rock
approaches music, youll see why I wish this
had been available to me when I was a kid. I
probably would be a musician today.
The Retailer: What are your dayto-day duties and responsibilities as

President of Bach to Rock? Whats the
best part of your job each day?
Gross: Ill start with the best part. The
best part is that I work with a lot of people
who have a passion for music, for what we
do and for working with students. That is
incredibly energizing and invigorating. Its
similar to the passion I saw at Sylvan, with
educators who are looking to help children.
But that was focused more on remediation.
Bach to Rock is about enrichment, and the
passion and energy of the students is a lot
higher. Students cant wait to come to Bach
to Rock, and that energy and enthusiasm is
contagious. Every day, you get a story from
a parent, a video clip or a picture and its
always happy smiles, enthusiasm and love
of what we do.
As for my day, its really diverse. Being a
small company, we all do wear many hats.
I spend a lot of time working to expand the
company nationally through franchising.
We are constantly identifying, meeting with
and cultivating new franchisees who have
JULY 2013
a passion for what we do and can

take the brand and grow it across
the country. We also work with
franchisees who are currently in
the system to ensure that theyre
successful in implementing our
processes. Im also involved in
the day-to-day operations of our
company-owned schools. In total,
we own six schools, and oversee
everything from marketing to the
proprietary software system that
runs the schools, making sure its
reflecting all the current business
needs. And, as is the case for any
President, managing personnel is
the biggest responsibility. We do
our best at identifying, cultivating,
growing and keeping the best
talent. In our company, we are fortunate to have great people. My
biggest job is making sure that we
keep those great people, motivate
and challenge them, and identify
new people to add to the team as
we grow.
The studio at Bach to Rocks Bethesda MD location.
44
The Retailer: Before getting into details of the Bach to

Rock method and approach to
teaching, tell me a bit about
its histor y. How long ago
was Bach to Rock founded?
What was the vision behind
its conception? Has it mostly
adhered to that vision? Has it
changed over time? Give us a
10,000-foot over view of Bach
to Rock.
Gross: Bach to Rock opened
its first corporate-owned location
in Bethesda MD in 2007 and,
since, has grown to six corporate
schools: two in Maryland and
four in Virginia. There are also
three franchisee-owned schools in
Port Washington NY; Wayne PA
slated to open this summer; and
Sacramento CA slated to open this
winter. Cambridge Information
Group (CIG), a private equity firm
that has a 40-year track record
of growing education-focused
concepts, owns Bach to Rock.
Our brand philosophy since day
one has been that students learn
best when playing the music
they love most. Our vision was to
transform music instruction into
a team sport by coupling rigorous
individual instruction with band
practice that keeps students motivated by playing in a group.
Our first school in Bethesda
MD still exists in our system
today. Since then, Bach to Rock
and CIG expanded on it, opening
five additional company-owned
schools. The idea was to refine

and professionalize the concept
so that we could grow nationwide.
Once we perfected that approach,
we started franchising in late
2011.
The Retailer: Share some

details about the Bach to Rock
method, discussing why you
feel its not just an ordinar y
music school. Zero-in on
things that make Bach to Rock
unique as compared to its
peers.
Gross: There are four core
beliefs we have that make Bach to
Rock unique. The first of which is
that students should play music
that they like. Because, at the
end of the day, you can learn just
as well whether youre studying
classical, country, hip-hop, rap or
anything else. The motivational
factor of playing music you like
engages students at a higher
level and, therefore, students are
more successful. The second is
that students should combine
individual instruction with group
instruction. Whether that group
is a choir, an ensemble or a rock
band, the group component
brings a lot of elements that,
personally, I didnt get when I was
taking lessons as a kid.
It provides everything from
socialization to motivation to even
some peer pressure to make sure
you maintain your part of the
team. We use a sports analogy
to share the benefits of playing
with other students. If all you
did was stand in your driveway
and shoot baskets, you might
become proficient at shooting
baskets, but you are in no way a
skilled basketball player. Its not
until youre learning to play with
other peoplewhether its passing the ball, cutting to get open,
helping out another player on
defensethat you truly become a
basketball player, and the same is
true for a musician. You become
a better musician by playing with
other musicians.
The third is, were a performance-based school. All of our
students play public performances.
That can range from our own
performance space, which each of
our schools has, to internationally
renowned music venues like the
9:30 Club and the Fillmore in the
Maryland and Virginia areas. In
fact, in June, we had our semiannual Battle of the Bands, with
JULY 2013
more than 100 bands competing.

More than 1,500 paying spectators came and watched the competition over three days. These
kids can really hone their craft by
taking lessons and participating
in groups, but then really display
their talents through public performances.
Our fourth tenet would be that
each of our schools includes a
recording studio. Our proprietary
curriculum includes original
songwriting, and we really leverage the two. As a student is learning to write original works, we
also put him or her in the studio.
The benefit is twofold: Its a great
learning experience and its also a
great way to track progress over
time. And as they grow, they even
start working to record original
albums.
The Retailer: How expansive are Bach to Rocks

programs, with respect to age
of students, breadth of instruments taught, genres of music
covered and other variables?
Is Bach to Rock appropriate
for people from toddlers to
senior agewhether they want
to learn guitar, take up drums
or become a DJ?
Gross: It really is for everyone,
and thats the niche we wanted
to carve out in the marketplace.
There isnt anyone serving a
broad spectrum of students today.
We have programs from as early
as six or nine months old all the
way up through senior citizens.
We truly do have a full range
of instruction in instruments
ranging from classical to rock,
and we are piloting a DJ school
in two of our locations. Students
can choose from a large variety of
instruments, from drums, guitar,
piano and voice to cello, trumpet,
violin, clarinet and flute. The goal
of all our programs is always the
same: to have a fun, motivational
and social approach to learning
music. All our programs include
a performance component, as
well. In our Battle of the Bands,
although the competition is for
kids in elementary, middle and
high school, we do allow other
bands to showcase during the
sessions. Well have adult bands
thatll perform, plus DJs and
soloists. We really do take our
core philosophies and apply them
throughout our business.
The goal of all our programs

is always the same: to have a
fun, motivational and social
approach to lear ning music.
The Retailer: You currently

have locations in five states.
How are they run and managed? Who operates each
Bach to Rock location: an
individual owner, a designated
manager/super visor or someone else? If I wanted to open a
music school, could I open a
Bach to Rock?
Gross: Our system is split into
two types of schools: corporateowned schools and franchiseowned schools. There are five
Putting keyboard players

everywhere on notice.
Introducing TriplePlay, the wireless guitar controller that lets you turn your electric guitar
into any instrument that you want and compose, perform and record like never before.
Includes a comprehensive software suite from PreSonus, Native Instruments, Notion Music,
and IK Multimedia.
Compose
The revolutionary songwriting and composition
software makes it easy to create your own guitar
tabs, lead sheets, and standard sheet music
complete with an audio track of your work.
Perform
Experience limitless guitar tones and effects,
and a split fret capability that lets you play up to
4 instruments at once! This revolutionary new
guitar synth provides fast, accurate tracking with
virtually no lag.
Record
Use the included DAW software on your
PC or Mac to build entire multi-instrument
arrangements or mind-blowing patches.
Explore an entire library of tonal choices to
help your music stand apart.
fishman.com/tripleplay
Visit us at NAMM Booth #1336
45
The lobby in Bethesda.
states in which we either have schools or are opening schools this

year. The corporate-owned schools are in Maryland and Virginia.
They are run by a school director who is a hired employee of Bach
to Rock. These are the schools that were opened first and used to
refine our concept for nationwide expansion through franchising. The
franchise-owned locations are in Pennsylvania, New York and California. Franchisees may decide not only to own a Bach to Rock, but
also to serve as the school director, or they may elect to hire a school
director. At the end of the day, what were looking for in franchisees
are people who are passionate about music and children, who have a
successful business track record and who have the financial wherewithal to open and support a school. We do have territories available
nationwide. For anyone interested in learning more, they should visit
us at b2rmusic.com or contact us at 855.227.7570.
The Retailer: If you had to articulate the value that music

making and being part of a band or music ensemble presents,
how would you describe it? Evangelize on behalf of being a
music maker, discussing the benefits it can bring to people
young and old.
Gross: I think the best way to answer that question is through a
story of a parent who called me. She has two sons. The oldest was
an A student, star jock, revered in social circles and was sort of the
jewel of the family. The second son didnt do as well in school, wasnt
very athletic and always sort of felt out of placelike he didnt have
his role. He started lessons at Bach to Rock, took private lessons and,
ultimately, joined a band. As part of our curriculum, he and his band
performed at the 9:30 Club in our semi-annual Battle of the Bands. His
band placed and he played well. His older brother actually became, in
a good way, jealous of his younger brother. He viewed his brother as a
rock star, and envied the success he was enjoying. He thought it was
so cool that his brother was able to get on stage in front of so many
people and perform the way he did. The mother was telling me about
the confidence that the younger brother had developed over his time
at Bach to Rock. He had really found his place in life and found what
made him happy, and was able to express himself artistically. It was
life changing. It wasnt until he found his place in music that he really
became the person he was meant to be. I think anybody who gets
involved with and falls in love with musicwhether its playing it or
making it or even just appreciating itcan relate. It is a really unique,
very personal experience, and its incredibly expressive and artistic
and motivational. The emotions that music can bring out in people
are unlike much else that you can experience in life. So, thats part of
the passion I talk about with the people who work at Bach to Rock,
and why its such a great place to come to work every day. You get
to experience this on a day-in and day-out basis. Very few people are
fortunate enough to experience this in their entire careers.
The Retailer: Does Bach to Rock have any partnerships or
46
JULY 2013
working relationships with

music products retail stores,
whereby one might be able to
funnel people into the other
and complement each others
efforts at creating new musicians?
Gross: We have partnerships
with local, regional and national
retailers. We work with partners
ranging from Casio and Music &
Arts and DAddario, to local music stores that offer sheet music
and instrument rentals. While we
have some national partnerships,
we also encourage all our local
schools to develop partnerships
with the retailers in their area. At
the end of the day, we dont want
to be a retail outlet. We dont
want to sell or rent instruments.
Well sell some consumables,
like picks and drum sticks, but
very small, minor items. For
everything else, were looking to
develop symbiotic relationships
where we can refer people to
them, so our customers can get
quality products and services
and customer service. In return,
hopefully, theyll refer us for
lessons and when people are
looking for performance opportunities.
Our schools should be a focal
point within the community when
it comes to music, music education and serving the community.
What I mean by that is, for example, one of our schools works
with a local recreational council
and provides a PA system for the
local sports leagues. In return,
our kids perform every Saturday
morning before and after the
baseball or soccer games. Its
about being ingrained in the community, not only for our business
success but also just to be a good
community citizen.
The beautiful thing about music

is that its a universal language.
We could just as easily open a
Bach to Rock in Europe as we
could in Asia as we could in the
Middle East.
about music is that its a universal

language. We could just as easily
open a Bach to Rock in Europe
as we could in Asia as we could in
the Middle East. So, ultimately, I
envision Bach to Rock as a global
brand that has schools across the
world. Additionally, I would expect
our product offering to continue
to expand. I mentioned earlier
that we are piloting a DJ school in
two of our locations, and that has
shown a high level of promise.
The Retailer: Prognosticate

about where Bach to Rock
will be five years in the future.
What do you foresee? What
would you like to see happen?
Gross: We expect to continue
the rapid growth of our franchise
network. We have multiple openings scheduled for later this year
and are forecasting even more
openings in 2014. Within the next
five years, we expect to have 75
to 100 Bach to Rocks across the
country. As I look further out
onto the horizon, we envision
400 to 500 Bach to Rocks in the
U.S. alone. But the beautiful thing
47
M I SPY
VIRGINIA IS FOR
AMP LOVERS
I had just returned from a secret

assignment, one in which I saved the
Organizations petunias, and I was
beginning to question my mission.
After all these years, it never ceases
to amaze me how challenging this
job can be. Call me a crazy fool, but
Im always expecting more than
just empty congratulatory lines
like, Well done, Spy. I need some
validation, appreciation, motivation!
See, even Spies can get fatigued and
burned out.
Sitting around, sulking and feeling
sorry for myself, I suddenly perked
up (like the manifestation of Pavlovian conditioning) when the phone
rang. I seized upon the opportunity to plead my case and, maybe,
receive a commendation or a raise.
Instead, The Chief flatly stated the
assignment and locale: Northern
Virginia. Guitar amps.
Always the pro, I momentarily
jumped off my train of thought and
got with the Spy program. Ah,
Virgin-I-A, I said. The state for loversamp lovers!
Driving around Virginia was, if not a joy, at least a breath of
Are you prepared for your next mission, Spy? The Chief,
fresh air. I saw rolling and well-manicured lawns, I felt the penhis usual deadpan self, asked.
etrating rays of glorious sunshine and I marveled at
Just to get under The Chiefs skin, I didnt respond
peoplefolk who seemed busy and determined, even
Guitar Center
immediately, bringing about an awkward silence. I was
if they were not particularly in any rush. I liked the
6272 Arlington Blvd.
hoping that this verbal game of chicken would force The
semi-laidback vibe. The population seemed chilled
Falls Church, VA 22044 out, but not static.
Head Honcho to offer me some personal recognition. I
waited. And waited. And waited some more. Then, willMy navigation device warned me that Id come
ing to concede the game, I blurted out, rather appropriately,
upon my destination, but it was difficult to believe. I diverted off
Ill wait.
to the left, into a strip mall, but I couldnt spot the Guitar Center.
Youll wait for what? The Chief fired back.
Is this the correct place? I asked myself.
What do you think? I snorted rather smugly.
I drove through the parking lot to investigate and noticed a
There was a pause, and then The Chief said, Yes, OK, Spy.
construction project well underway. The entire faade of the strip
Thank you for a job well done. But listen to me: Youre only as
had been gutted and the steelwork grid exposed. I must really
good as your last mission. So, that means no goofing off and
be in the wrong place, I thought to myself. The store moved and
no unnecessary knob twiddling on this one. Got it?
navigational aids havent been updated to reflect it!
The Chief hung up. No goodbye. No nothing. That wasnt
It was fight or flight: Do I seek the stores (possible) new
exactly the response for which I was aiming, but, I reasoned,
home or wander around further? I asked myself. Being the tenasuch is life. I better pack my stuff and gas up the car: Ive got
cious Spy that I am, I chose the latter and parked the car. (The
a couple hours drive ahead of me, I thought.
Chief would have been proud.) From my vantage point, I saw that
With HQ passing me over for a promotionagainall I
many of the stores in this retail outlet were open for business,
had to say was, Come on, Virginny, give me a sign. Show
including (to my relief) a Guitar Center.
me some love! And away I went once again, out into the wild
When I eventually entered the store, I made a beeline for the
blue, hoping to be renewed and refreshed by another Spy
amp section and immediately began performing my usual Spy
mission.
duties, checking out tags and looking closely at the prices and the
features of items. I darted my eyes back and forth to see who was
48
JULY 2013
APC (AUDIO - POWER COMBO) SNAKES
APC3-214-FME15-MFE15-025
T H E M U LT I S E L E C T O R P R O
The MultiSelector PRO allows selection of any 1 of 4 inputs to a single output. Each of the
four inputs is electronically buffered with a 1 MegOhm input impedance which emulates
a proper amplifier load and prevents any degradation to the instruments tone. Signals
pass through the MultiSelector PRO transparently, with no coloration and the digitally
controlled optical switching is completely silent. Weve also included a tuner output on
the front and rear. All three non-active inputs are routed to the tuner outputs so a guitar
tech can tune any instrument in a non active channel without unplugging it.
T H E M U LT I S E L E C T O R A M P
The MultiSelector AMP is a state of the art unidirectional 1-to-4 instrument amp switcher
that silently switches one instrument to multiple amps, with complete isolation between
amplifiers. The input is electronically buffered with a 1MegOhm input impedance, which
emulates a proper amplifier load and prevents any degradation to the instruments tone.
The signal passes through the MultiSelector AMP transparently, with no coloration and
the digitally controlled optical switching is completely silent.
SPECIALTY INTERFACE BOXES
CUSTOM PANELS
MEDUSA SERIES STAGE SNAKES

Whirlwinds Medusa Series Snakes have been the touring standard worldwide for
decades. Theyre still made here at our Rochester NY factory.
LEADER ELITE INSTRUMENT CABLE
Weve taken premium low capacitance guitar cable, surrounded it with heavy duty striped
cloth braid (available in several colors) and capped it all off with a special gold plated
Elite version of our famous Leader plug. Like all whirlwind cables we back it up with
a LIFETIME WARRANTY!
WHIRLWIND APC (AUDIO - POWER COMBO) SNAKES
With the advent of powered speakers flooding the industry it only made sense to build a
snake that could accommodate both audio as well as AC in one cable. Set up and tear down
has never been easier! Check out our complete line today and find out which APC snake
works best for you!
DI BOXES
FX AND CABLES
1-800-733-9473 | 99 Ling Rd. Rochester, NY 14612 | whirlwindusa.com
LIVE SOUND
MADE IN THE USA
around me. I noticed a few customers bopping from one row of amps
to another. I also spied a guy, in a tie, evidently on his lunch break,
ambling through the department with a cord and a guitar, trying
different amp models. There was also a guy behind the amp/guitar
sales counter, who seemed tied up with a customer. Not sure about
this one, I hissed under my breath. The vibe here isinteresting.
One thing is for sure: GC in Falls Church had a great selection
of amp heads, cabinets, combos and what have become known in
the MI biz over the last few years as lunch box amp heads (i.e.,
affordable, mobile amps that still pack some punch). Just some of the
stores stock included a Marshall MG50CFX 50-watt combo ($399.99)
with carbon look, and a slew of other models at various price points:
a 30-watt VOX AC30C2 Custom tube combo with 2x12 Celestion
speakers, onboard effects, reverb and tremolo ($999.99); some Line
6 Spider IVs; a 15-watt Orange Tiny Terror TT15C-12 combo with a
Celestion G12H 1x12 speaker ($899.99); and others.
I immersed myself in the delights of amplified goods, but I was
sobered by the lack of staff support I had received at this point. I
continued to peruse the section as the static-y, compressed sounds of
the Temple of the Dog song Hunger Strike played over the stores
sound system.
Im goin hungraaaaaay rattled my brain. Hmmm. How appropriate! Is it mere coincidence that this song should have been playing
at this store during my service-starved visit? (Sometimes I wonder
about these things.)
After a few more minutes, I was suddenly made aware of how
much time had elapsed since Id entered the store. By my best estimate, GC had eaten up well over a half-hour of my day, and what did I
have to show for it? Just Tie Guy shadowing me and not so much as a
Howdy do? from anyone (and that includes Tie Guy)!
I decided to make the best of it anyway and checked out the used
amp section, beginning the process of documenting the stores inventory once again. I noted a 50-watt Marshall JVM205C with 2x12 speakers ($939.97); a Fender FSR Blues Jr. combo ($449.99); a Fender Greta
Pawn Shop Special Series Guitar combo with a 1x4 speaker ($149.97);
and a 20-watt Egnater REBEL-20 tube amp head ($339.97).
I became more and more emboldened by the lack of any staff
response. In fact, I was so engrossed by the inventory that I made
very little attempt to conceal my sleuthing. Some of the used gear
was pretty amazing. I noticed a 50-watt Orange Rockerverb 50 MKII
head ($1,449.99); a 100-watt, two-channel, spring reverb (foot switch
included) all-tube Marshall MA100H amp head ($679.97); a 60-watt
Peavey 6505 Plus 112 combo (with a 12-inch Sheffield speaker) for
$579.98; an Egnater REBEL-112x cab with a 1x12 speaker ($249.99);
and a 40-watt Egnater Tweaker-40 tube amp head ($599.99).
Breaking with Spy protocol, my actions had become more conspicuous than ever. I was practically flapping my arms to draw attention.
I was half hoping to get caught, maybe even thrown out of the store
for some form of low-level MI espionage. That, I reasoned, would at
least count as a reaction from the staff. Instead, what did I get? Nada.
(Even Tie Guy had abandoned me.)
Despite the cold shoulder, I had warmed to the idea that Guitar
Center would undoubtedly have the best inventory and widest selection of the day. Ultimately, however, I suppose my experience at this
store can be summed up by the sentiment of that song: Id grown
hungry, and I certainly hadnt been feeling the love.
It was an enlightening, if slightly frustrating, visit, to be sure. But it
was time to get the heck out of there.
Next stop: Crossroads Guitar Shop. It might just be the place for
better vibrations.
As soon as I rolled up to a parking space, a few slots away from the entrance of Crossroads, I was
feeling pretty bummed. The outward appearance of the store was a letdown, and I hoped this was not a
Crossroads Guitar Shop
reflection of an inferior interior. (I had actually hoped that, with a name like Crossroads, the place would
5610 Scoville St.
be more souped-up or mysterious.) My gut reaction was half confirmed, I suppose, as the store did seem
Baileys Crossroads, VA 22041 a bit crammed once I entered it, even if it was well lit. However, as I moved further into the establishment, I noticed that an instructional video featuring iconic guitarist Allan Holdsworth was playing on a
TV screen at the back of the store. (Maybe Ill really dig this store after all, I thought to myself.)
I circled around the small stash of amps located dead center of the floor and caught a glimpse of a clerk
repairing an acoustic guitar in the back room. The guy didnt notice
me at first, as his line of sight was obstructed by something akin to
cabinetry. I wondered whether I should clear my throat to call attention to myself or continue to patrol the floor quietly. I proceeded with
the latter and, as I gazed upon the stores small collection of amps, I
noticed a fairly sizeable, computer-operated machine adjacent to the
stores repair area. The box-y contraption was semi-enclosed by glass
BE A DEALER
(or heavy plastic) and looked like a massive escapee droid from the
set of an upcoming Syfy film. It was then that the guy in the repair
shop acknowledged my presence.
I didnt see you theresorry, Repair Guy said as he dropped
what he was doing to talk with me about amps. I gave him my spiel
and he directed me toward a three-watt VOX MINI3 CL combo
($115) that was perched on a raised platform just behind me, not far
from the television set and away from most of the other amps. Its a
versatile little box, said Repair Guy.
Im sure these are great, but what if Im looking for a bit more
bite? I asked.
Not thrown by my request, Repair Guy turned my attention to a
forest-green, 18-watt AXL Medway Special ($499); a 12-watt VHT
Special 12/20 head that could be upgraded to a 20-watt amp with
a simple change of tubes; and a VHT head ($179.95) and cabinet
($249.95) with variable wattage control. (A booster pedal would
change the output from one watt to six watts.) You can get a great
clean sound, I was told, and it comes with stomp box for effects.
Repair Guy paused mid-pitch for a few seconds and said, It might
be
worthwhile for you to hear how these things sound, so you can
Brian Reardon - Monster Music
NAMM Top 100 Dealer Award Winner
make a better decision.
50
JULY 2013
I took that under advisement

even as I sought to ask a few
more questions about the reliability of the brands and whether
any of the amps were used. You
really should hear em, Repair
Guy said with what I perceived to
be restrained jubilation.
Ducking to the side of the amp
section, Repair Guy grabbed a
guitar from one of the racks: It
was a black-and-white Danelectro
reissue that, as the song goes,
looks a lot like the one used by
Jimmy Page. Jimmy P. plugged

into the VHT amp and cab system
and generated a really meaty, but
clean, tone. He also demonstrated
on the AXL, chugging along to
a blues-rock riff. He explained
that it had no onboard effects,
but it did have a foot pedal for
reverb control. Both of the amps
sounded great, and the AXL, in
particular, is cool. Some guys
use this exclusively, because they
find they dont need anything
else.
OK, I wasnt totally buying that

one, but Jimmy P. seemed like a
good egg, so I shifted the conversation toward that Star Wars-type
machine near the repair section
of the store. His eyes lit up as
he told me that its a computercontrolled repair device, called
a Plek Pro (or plek pro), which
is used for making fine adjustments to guitars and for fret
redressing. It actually reminded
me of a computer-operated 3D
printing unit. (Similar technology,
I guess.) I wanted to ask more

questions about the Plek Pro, but
thought for sure Id give myself
away. So, I simply asked Repair
Guy for his card.
I left thinking that, for all its
unassuming qualities, this was a
pretty cool store. Besides, how
many MI retailers in the MidAtlantic region can offer customers such accurate repair services?
I calculated that as I charted a
course for my next stop: Action
Music in Falls Church.
Action Music
212-B North West St.
Falls Church, VA 22046
It was the middle of the
afternoon as I charted a northwest route on Arlington Blvd.
in Northern Virginia. The sun
was blazing, the sky clear and
blue, and the air warm (but not
heavy). It was simply a gorgeous
day. It didnt take long to get to
Action Music, but, as I pulled
into the stores parking lot, I saw
a faded reddish and (off) white
sign, plus concrete loading bays
for large haulers. I skimmed the
lot and received flashbacks of
Guitar Center: Am I at the right
address?
Creeping around the corner
of this massive building, I finally
spotted Action Musics storefront, maybe 200 or more feet
in front of me, in the distance.
The dazzling Virginia afternoon
sun blinded me a bit, making it
tough to get an initial read on
exactly what kind of store this
would be. Further blurring my
judgment was the fact that the
entrance to the store was below
street level, sunken like some
buried ancient Egyptian tomb.
(Could this retail bunker hold
vast MI treasures, or would I be
cursed for even having set foot
in this vault? Id have to do some
more digging to know for sure.)
As I entered the store, I was
struck by how orderly and vast
the space wasnot at all what
I had been expecting. After a
minute or two of focusing on
this cache of amps, a young man
approached me. Before he could
get a word out, the front-desk
phone rang. The clerk made a
gesture toward the front desk,
but stopped himself and asked
another employee to answer the
call for him. (A man of action, so
51
to speak.)
It was a bit of a hike to Contemporary Music Center given rush-hour traffic patterns. But once I
Can I help you? Action Man
arrived
at CMC, I was struck by how impressive the storefront was. That will earn you points right
asked in an upbeat fashion.
there!
Given the lack of
CMC, located within an industrial park loaded with neat and (seemingly)
assistance at Guitar
Contemporary Music Center
recently
built office buildings, possessed the most curb appeal of any store Id
Center, it was good to 14155-J Sullyfield Circle
seen
the
entire day. Some might have viewed the CMC building as simply a
have some face time
Chantilly, VA 20151
giant
white
cube, but its dimensions spoke of something much more vital. As
right from the outset.
I
would
come
to
learn,
CMC
was
not just a retailer, nor just a repair and service shop: It was also an
I told him that I was looking for
education
center,
with
two
locations
in Virginia. (At the time of this writing, the Haymarket location
an electric guitar amp. Nothwas
expanding
to
include
a
performance
and audience area in its lower level.)
ing too fancy and nothing too
When
I
entered
the
lobby
of
this
huge
cube,
I saw a few women seated against the wall, apparcheap; something versatile but
ently
waiting
for
their
children
to
finish
music
lessons.
It was a totally different atmosphere in CMC
affordable. Which ones do you
than
in,
say,
Action
or
Crossroads.
Shadows
were
beginning
to emerge, and it was tight quarters
recommend? I asked.
within
the
establishment.
Crossroads
may
have
been
small,
but
I didnt feel claustrophobic in it! I
Action Man told me to
felt
restricted,
confinedand
there
werent
a
whole
lot
of
amps,
either, as far as I could tell.
check out the 15-watt Marshall
My
silent
search
for
amps
began
at
the
front
counter,
where
I
glimpsed
some guitar gear; then,
DSL15C combo with a 1x12
my
attention
turned
to
some
drum
equipment
and
even
some
hanging
guitars.
I then walked past
speaker ($580), as well as
the
ladies,
turned
a
slight
corner
and
headed
toward
the
back
of
the
store,
only
to realize that Id
the 40-watt Marshall DSL40C
stumbled
across
CMCs
lesson
suite.
combo ($675). He also pointed
No amps that way, I thought.
out a 15-watt Egnater Tweaker
When I returned to the lobby, a bespectacled gentleman behind the counter asked, Can I help
head ($399) and matching
you?
It was just a vibe, but it almost seemed to be more out of a guarded curiosity than a genuine
cabinet ($249).
desire
to offer assistance. Given a (now likely) suspicious staff and the (seemingly disapproving)
You cant go wrong with the
prying
eyes of the ladies, I downplayed the specifics of my request and decided simply to ask for
brand names or the onboard
whatever
items the man had available.
features, or that tube sound,
He
directed
me to a row of small boxes that lined the raised platform behind the ladies. Thats
Action said.
it?
I
thought.
He
and the young lady standing next to him, who remained silent for my entire visit,
What else ya got? I replied.
must
have
sensed
my frustrationif not utter befuddlementbecause the guy went straight into
Well, we also have these
his
pitch
mode.
He
began to describe the virtues of the Roland Micro Cube combo with effects goother amps over here, the
ing
for
$139.99
(a
mini
cube somehow seemed appropriate given the architecture of the store).
sales guy remarked.
Can
this
little
amp
really
do the trick? I asked.
Those look used, though,
Believe
me,
it
can
blow
this
place out, he said.
the contrarian in me said,
I
asked
who
would
get
the
most
out of an amp like this, and I received the patented its good
perhaps just to throw him off
for
everyone
line.
But
I
would
stay
away from playing with a drummer unless you mic your amp.
his game.
The
drums
may
drown
out
your
guitar.
(As far as I could see, the Chantilly locale didnt sell miThey were used, but Action
crophones.
I
didnt
see
any
in
the
front
glass
counter or on the shelves.) It seemed that CMC was
assured me that the merch
perhaps
more
about
educating
young
minds
than
about being a retailer. Nothin wrong with that!
was solid. Even though some
After
I
asked
for
his
business
card,
he
said
I
should
e-mail him with any questions. (What I perof the equipment had been
ceived
to
be
his
guarded
curiosity,
even
suspicion,
had,
in fact, given way to a sincere desire to be
manufactured as early as in
helpful.)
I
thanked
him
for
his
invitation
and
waved
to
both
his sidekick and him. I was out of there;
1990, the amps were all pretty
I
drove
straight
for
the
heart
of
the
slowly
setting
sun,
visor
down.
well maintained, reliable and
Its
amazing
just
how
beautiful
the
Mid-Atlantic
sky
appears
when in the final hours of the days
suitable for my needs, he said.
rays.
It
did
this
Spy
good
to
see
it
and
experience
places
like
CMC,
which operate with a certain
As Action spoke, I concentrated
degree
of
selflessness.
It
helped
to
restore
my
faith
in
the
MI
biz,
and
in myself as a Spy. (Well,
on a Fender Pro Junior ($350),
maybe
a
teeny
bit,
anyway.)
which seemed to be Actions
As I left Chantilly, with the glow of the early evening surrounding me, I thought, I could stay
fave, an Egnater going for $499
here
forever. Just my amps and me. The Chief could come and visit every now and again. Actually,
and a Fender Hot Rod Deluxe
just
on
special occasions. Well, lets not make it a habit.
that was not in stock at the
time of my visit but, normally,
would run anywhere from $400
to $500.
I dont think I need to deliberate very long about the winner and runnersI gave that some thought as
up
for this month. Two of the four stores would be crossed off the list almost
I asked for the clerks busiimmediately:
one based on lack of staff support and the other based purely on
ness card. With that, he bolted
inventory.
Guitar Center had the largest inventory, and CMC is a credit
to the front desk, returned to
to
the
local
community, but Im drawn most to Action Music and Crossthe amp section, doled out a
The Sale
roads
Guitar
Shop. The laidback vibe and high-tech allure of Crossroads
slice and I was out the door,
appeal
to
me,
although the merch at Action might speak to a wider range
having fled these catacombs
of
potential
customers.
The verdict? Since Crossroads seems to be more of a
of electronic unitsand the
repair
shop
(and,
I
have
no doubt, a first-rate one), it looks like were getting
chipper crypt keeperfeeling
a
little
Action
this
month.
Fitting for a Commonwealth billed as the state for
as though I had been reborn.
lovers!
Another solid visit.
Cant wait for my next assignment.
Lets see if we can continue
this streak, I told myself. My
next destination was also my
last: Contemporary Music
Center.
52
JULY 2013
AMPLIFY YOUR AMP & SPEAKER SALES

also pays tribute to amps and
speakers via this special feature
as part of our Summer NAMM
issue. Fortunately, there is some
excellent news to report.
Although 2013 might not
remind anyone of the late 1990s
boom period, the economy is
seemingly recovering well. That
means customers might be more
likely to ring up amp and speaker
sales at your store, instead of
simply holding onto or fixing
their older equipment. However,
with the plethora of information
at their fingertips, customers
today are perhaps more discerning than ever before.
Hence, MI retailers must sell
the right amps and speakers that
are sure to move from the shelf to
a customers hands at checkout.
To get a better idea what those
products might be, and to learn
much more about this segment of
the industry, we enlisted the help
of three retailers. Providing the
answers were Donovan Bankhead, Vice President of Springfield Music Inc. in Springfield
MO; John Bond, Manager and
main pro audio salesman at Ken
Stanton Music in Marietta GA;
and the tag-team combination
of Mark Fullerton, Purchasing,
Marketing and Sales Representative, and Mike Kay, Pro Audio
Manager, at Ted Brown Music in
Yakima WA.
Regarding guitar and bass
amps, all panelists clearly agreed
on one thing: good things do
come in small packages. Or, in
this case, big sound comes in
small packages. Customers want
low-wattage amps, said Bankhead. Big sound in a small package. The days of 100-watt stacks
are falling by the wayside.
I definitely think that the trend
is going smaller, even in a tube
variety, added Fullerton. With
the ability to get big sounds out
of smaller packages, there isnt
a need carry the big stuff for the
visual anymore.
Bond extrapolated this trend
a bit further. Tube combo amps
are selling well, and the Fender
Mustangs continue to outsell
other modeling amps, he stated.
Customers definitely want smaller, lightweight bass gear, since
the sound has improved and the
venues are small in our area.
So, we definitely learned that
smaller is better regarding amps.

But with an improved economy
as well as a love for soundare
consumers willing to open their
wallets more to buy high-end
amps? The answer to that question appears to be no. We arent
seeing much call for super-highend boutique amps, so $500 to
$999 seems to be about as highend as customers can afford,
answered Bond.
At Springfield Music, high-end
With success from Odyssey and its dealers

came imitators
looking
to capitalize
amps do not offer the same spark
Fullerton
reported
that his on the
as in previous years, said Bankstore primarily caters to the
resultingandin aupper
seriesmid-level
of successful
head. Plus, prices always go up, brand,
entry-level
never down. Customers know
players. Hence, his store rarely
lawsuits
protecting
Odysseys
that. These days, a customer
sells high-end
amps.
So what patents,
can get a great amp for less than
amps does Ted Brown Music
trademarks,
intellectual
$1,000. That being said, it seems
move?
Our bestsellers
areproperties,
Line
that the super high-end amp
6, Fender, VOX, Blackstar and
and brand
[more than $2,000] has a market
Yamaha, said Fullerton.
The identity.
if you are catering to a national/
international audience. But,
locally, its probably a no go for
most independent local retailers.
new Yamaha THR5A acoustic

amp is really cool, selling well
and offers something other than
Patent infringement and knockoffs are

not only bad business but illegal.
You deserve the best from the originators
so never accept imitators.
As pioneers of innovative solutions for the

Pro Audio, MI and DJ community, Odyssey
has set the highest standards in quality and
design, resulting in a strong and
successful dealer base.
With success from Odyssey and its dealers
came imitators looking to capitalize on the
brand, resulting in a series of successful
lawsuits protecting Odysseys patents,
trademarks, intellectual properties,
and brand identity.
Patent infringement and knockoffs are
not only bad business but illegal.
You deserve the best from the originators
so never accept imitators.
Odyssey Innovative Designs, also known as ODY-USA.

is an industry-leading design and
manufacturer of professional mobile accessory solutions for the DJ, musical instruments, and pro audio
markets. Founded in 1995, Odyssey has brought to market hundreds of unique products and continues to lead
the industry with innovative patented products. With numerous technology and design awards, Odyssey has
Odyssey
Designs,
also known
as ODY-USA.
an industry-leading
design and
establishedInnovative
a worldwide
reputation
for innovation
, quality and design. TheisOdyssey
group of companies
markets.
Founded
in 1995,
has brought to market hundreds of unique products and continues to lead
include Show
Solutions
andOdyssey
BC Cases
established a worldwide reputation for innovation , quality and design. The Odyssey group of companies
include Show Solutions and BC Cases
809 West Santa Anita Street San Gabriel, CA 91776 Tel: 626.588.2528 Fax: 626.588.2525 www.odysseygear.com
809 West Santa Anita Street San Gabriel, CA 91776
Te l : 6 2 6 . 5 8 8 . 2 5 2 8 F a x : 6 2 6 . 5 8 8 . 2 5 2 5 w w w. o d y s s e y g e a r. c o m
53
S P E C I A L T O T H E R E TA I L E R
GRETSCH CELEBRATES 130

YEARS OF SOCIAL NETWORKING
B y Fre d G re ts c h
Its been said that good networks are the

foundation of good business. Robert Kiyosaki,
author of the popular book Rich Dad, Poor Dad,
wrote, The richest people in the world look
for and build networks. Everyone else looks
for work. This year, as Gretsch celebrates 130
years of family-owned business, it occurs to me
that long before the social networks of Facebook, Twitter, YouTube, LinkedIn, etc., which
are transforming the way business is done, the
principles of good social networking were alive,
well and guiding our family business to success.
Visual Marketing Still WorksIn 1924,
Sam and Rose Ash started a small music store
in Brooklyn. That same year, my grandfather,
Fred Sr., was 44 and Gretsch was listed as the
largest manufacturer of musical instruments
in the United States. Our catalogs, which were
sometimes up to 184 pages long, contained all
the popular instruments of the day,
including ukuleles,
saxophones, banjos, drums, guitars
and mandolins. We
reached out to our
customers and provided a visual sales
tool that helped us to
expand our business.
Today, brands are
using Pinterest and
Instagram to tell their
stories with compelling visuals that can
be easily shared by
friends either on the
desktop or through
their mobile devices.
But the idea of using
visuals to connect
the customer to our
products in meaningful ways isnt really
that new at all.
Networks Provide
Unexpected Business OpportunitiesIn the 1940s,
my father and Ted
54
McCarty were good friends. In fact, we have a treasured family photo of 1947 New Years Eve;
both families were celebrating together. As many people know, Ted gives my dad credit for
his being hired at Gibson and, in 1999, Gretsch purchased the Bigsby Vibratos business from
Ted: a true win-win for both companies. Today, business deals may be forged over LinkedIn
or e-mail, but the core concept is the same. Get to know people and like them, and great business opportunities will always present themselves.
Personal Gifts Become Lasting MemoriesWhile on a business trip to visit Peavey
in Meridian MS, we learned that my dad had once sent Hartley Peaveys dad a baby book to
keep pictures of Hartley when he was born. These days, gift giving might be a little less personal. Ordering something online with a printed-out gift tag might lack the tangible nature of
a physical gift, but, if the genuine thought behind the gift is there, thats what will be remembered and cherished for years to come.
Sharing Creates ConnectionIn 2000, the year of the millennium, a shared memory for
Henry Steinway, Chris Martin and me was the fact that, 100 years earlier, at the turn of the
century, our grandfathers were running businesses that still bear our family names. These
are the moments that cannot be duplicated and that should be treasured. Today, ideas, photos
and thoughts can be shared with friends and colleagues with the click of a mouse, and thats
great because sharing things can connect us in very deep and personal ways.
Manias Can Still Drive BusinessIn 1964, Beatlemania
was born on The Ed Sullivan Show. George Harrisons use
of a Gretsch Chet Atkins Country Gentleman guitar ignited a
frenzy among aspiring guitarists. Today, the audience is much
more fragmented, but manias still happen in the new socially
networked worldand smart marketers can still capitalize. For
example, the folk music mania that is currently dominating popular musicdriven by artists like Mumford & Sons, Of Monsters
and Men, and the Lumineersis really creating a whats old is
new again mania among guitarists, with more of them seeking
out vintage-sounding gear. And one thing you can be sure of is
this: The next mania will be coming soon!
Partners Can Do More TogetherAs most people know,
for more than a decade, Gretsch has enjoyed a very productive
partnership with Fender and KMC to manufacture and market
Gretsch guitars and drums. And the business model, although
very innovative for its time in the industry, is something that
more companies are discovering through social media. Its not
crazy to work with a competitor anymore. No one can be an
expert in absolutely everything, so it just makes sense to have
partners that can specialize and deliver unique value for companies and brands.
Fred and Dinah Gretsch.
For 130 years, The Gretsch Company has enjoyed an amazing

and rich history in the music products industry. From our origin
as a small musical instrument maker in Brooklyn to our growth
into a world-recognized brand, the tenets of good business built
from good networks and relationships have always guided our
family. May the next century of Gretsch family members continue this tradition and take the brand to even greater heights.
JULY 2013
SHINE A LIGHT
THE ROAD TO SUCCESS

By Michelle Loeb
If anyone had asked John and

Gail Bruno 10 years ago about
their professional plans, owning and operating a musical
instrument store would not have
likely been at the top of the list.
Gail had been working in the
corporate world for more than
a decade, whereas John was a
local musician who worked in
computer and software support
and occasionally taught guitar.
However, when they heard that
a beloved local mom-and-pop
retailer was shutting down, their
love of the artsand the communitytook over.
My whole life, I loved going
into mom-and-pop guitar shops
and really did not love the huge
chain stores, said John, who
had been a customer of Milford
Music Studio since his good
friend and distant cousin, Michael
Nunno, opened the shop in 1990.
At the time, Milford Music Studio
was one of three local independent music stores. But, by the
end of the decade, a Sam Ash
and a Guitar Center had opened
up in nearby towns. They really
destroyed the retail business
and the store was on the verge
of closing, surviving mostly on
lessons, he said.
When Mike told me about his
decision to close, I was shocked,
John continued. So, I made him
an offer to purchase his entire inventory, officially closing Milford
Music Studios and opening Route
1 Guitars. I just couldnt let one of
the last private shops disappear.
Route 1 Guitars officially
opened in September 2005 and
it was a steep learning curve for
John and Gail, who, to this day,
remain the stores only two employees. Gail, the store Manager,
took guitar and bass lessons to
educate herself on the products
she was selling, while John, the
store Owner, read books, did research and relied on the advice of
friends to get up to speed quickly
on how to successfully run the
56
Route 1 Guitars
189 Bridgeport Ave.
Milford, CT 06460
203-783-9828
www.route1guitars.com
Mon-Thurs 12pm to 7:30pm
Fri 12pm to 6pm
Sat 10am to 6pm
John Bruno, Owner
Gail Bruno, Store Manager
type of business he so loved to

frequent.
A good friend of mine, Jon
Stafford, who used to work in
the store before I purchased it,
was the first one to really talk
to me about retail margins and
MAP policies; before that, I was
clueless, said John, who taught
guitar at the store for a while to
get things going. At the start, the
store had very little inventory
and was mostly surviving on lessons. John soon secured his first
vendor relationship (with KMC)
and began stocking strings and
accessories. Soon after, he began
talking to other guitar and bass
companies to secure inventory.
I must say, one of the best
ways I have found to secure
relationships with vendors is the
NAMM show, he said. It is a
great place to see and sample the
lines, and actually talk face-to-face
with the builders and salespeople.
I have found that to be invaluable.
The Brunos made the decision
to specialize in guitars, basses,
amps and accessories, creating a
niche retail experience that has
become popular with the local
community. We carry more boutique lines that the larger stores
do not carry, said Gail. We have
more than quadrupled our inven-
tory over the last eight years. And

even if we do not carry something, we make an effort to call
around or go online to help obtain
what that customer needs. We do
special orders daily.
Route 1 Guitars even does special orders for instrument categories that it doesnt carry, added
John. Drums and keyboards, I
dont keep in stock. But, I am able
to special order for customers,
he explained. I do try to keep
drum sticks and limited heads in
stock just as a convenience for
the area players.
Personal customer service like
that is one of Route 1 Guitars
calling cards. The store offers
guitar servicingincluding setups, restrings and pickup installationsin-house, and John is
always available to his customers
to help their shopping experience
go as smoothly as possible. I always match minimum advertised
prices on all instruments, and I
just try to be as honest as possible and let the instruments sell
themselves, he said. A customer
never feels pressured when they
shop with us, and they can be
assured that they will get the best
price possible.
You cant go to a big chain
and ask to speak to the Owner, or
work out deals with someone with
a vested interest in keeping you

as a customer, he continued. I
think that is a big plus for us.
Maintaining strong relationships with the community is the
number-one goal for Route 1
Guitars, whether it is through
offering fair pricing, setting up
a lounge area where local bands
and musicians are invited to
post gigs and other services, or
participating in local charities and
events, such as the areas annual
Oysterfest. The Brunos are happy
to work with the community to
make their store accessible to
as many people as possible. Just
look at how they altered their lesson program for the good of the
community.
When the economy began to
falter, John said that they realized
it is very hard for parents to pay
for lessons a month in advance.
He continued, So, we changed
all of our lessons to pay as you
go. John currently works with
four of the areas top instructors,
including Michael Nunno. The
students come in, pay and have
their lesson, one at a time. We
believe this makes it easier for
everyone, John added.
Gail summed things up, saying,
Continuously putting smiles on
our customers and students faces
is what matters to us most.
JULY 2013
S A LES G U RU
INVESTMENT TIME
B y G e n e F re s c o
I received only one suggestion on how to get

customers during the summer slow period. I
know the reason why, too.
The music business is so competitive these
days that you dont want to give your competition any good ideas that they might use against
you!
Ron Lukowski wrote me and told me a story
about an AV Rep, known for his excellent barbecuing skills, who would get permission from his
dealers to set up a lunch for their employees, allowing them to feast on his excellent barbecue.
He said that the rep called it his Investment
Time.
I believe retailers have to develop Investment
Time for their customers, too.
Stealing Rons friends idea, I suggest that,
some Saturday, you have a hamburgers and hot
dogs event for your retail customers and invest
in getting their good will. You can send e-mails
inviting them to your store, have a few bands
playing and maybe have some drawings to win
strings, sticks or other accessories.
When I entered the music business, there
were friendly competitors who actually helped
An AV Rep, known for his excellent

barbecuing skills, would get
permission from his dealers to set up
a lunch for their employees, allowing
them to feast on his excellent
barbecue. The rep called it his
Investment Time.
58
one another. If a dealer didnt have a product that a customer wanted, he or she would send that
customer to the competition, and so would the competitor do the same.
Unfortunately, these days, that is not the case anymore.
Remember this: People buy from people they like and people they need.
You have to become that person. I believe that, if you get customers to like you and trust you,
you wont have to worry about competition.
I believe that, if you use your Investment Time wisely, your customers will appreciate you
and your business.
Here is a secret you must know: America has been prosperous for so many years because
industry has made people WANT THINGS! All kinds of things.
When automobiles were invented, people thought they would never replace the horseuntil
industry made people WANT them.
When television was invented, people thought a radio was all they neededuntil industry
made people WANT them.
What we have to do is do a better job of making people WANT to play a musical instrument.
If you concentrate all your endeavors on making people WANT to play an instrument, competition wont be a problem. There will be plenty of business for everybody.
I started in this business as a music lessons enroller.
My job was to make people WANT to play an instrument.
I knocked on thousands of doors and enrolled thousands of students, both young and old.
This is what is truly missing in our industry today.
The only way you can get people to WANT to buy an instrument is to assure them you will
help them learn to play it.
When we talk about the five strongest emotionssurvival, recognition, love, sex and greed
all of them apply to playing a musical instrument.
So, we have a product everyone needs to make their lives more rewarding and more enjoyable.
When dealing with professional musicians who make a living playing their instruments, you
must become the most knowledgeable salesperson in town.
Learn about all the advances in music, sound, lighting and accessories. Help their careers in
any way you can. Know all the club owners by name who hire musicians and recommend bands
to them.
I managed bands for a period, and I personally know the drama in trying to get a band known
and making money.
Here is something I learned from a musician in Kansas City. He was a one-man band. He
could guarantee a club owner that if at least 1,500 people came to see him, the club owner
would not have to pay him. Crazy, huh?
Well, I went to a new club he was playing at and there were more than 1,500 people.
How did he do it? Ill tell you!
He had a sign-in book at all his gigs where people would write down their e-mail addresses.
He had more than 10,000 e-mail addresses.
If he heard one of his fans was in the hospital, he would go and play for him or her. He put
on a great show and you could see his fans loved him. Talk about Investment Time! He was a
master at it.
That is what its all about. As a salesperson, your success will be determined by how many
fans you have.
If you show people you really care about them and want to see them succeed, they will be
your customers for life.
That is what salesmanship is all about.
Love what you do, and do it with love.
Have a smile and a kind word for everyone you meet.
Have a strong desire to succeed, but be helpful and sincere when you are in a selling situation.
Selling is easy when you know how.
I hope you use these summer months to create friends and new customers, and you dont
worry about the competition. Just dont worry at all.
I wish you good selling.
JULY 2013
DJ Times magazine presented its first DJ Expo

in 1990. Now, 23 years later, the Expo remains
the DJ industrys best-attended, most-successful
trade show. Each year, the Expo presents more
than two-dozen educational seminars, an exhibit
hall filled with the latest DJ, pro audio and studio
gear, and three evenings full of sponsored events.
This years show, set for August 12-15 at the
Trump Taj Mahal in Atlantic City, NJ, will include
the best of the best, plus a few special surprises.
WHO ATTENDS?
THE MOBILE DJ
Meet, network with & learn from fellow entertainers who

have made their marks on the industry. From moneymaking tips to brand new performance ideas, its all
here at The DJ Expo.
THE BEDROOM DJ
You have to start somewhere, right? Each year, The DJ

Expo seminars & workshops educate this hungry group
the very future of the market.
THE CLUB DJ
These trendsetters connect with the industrys movers

and shakers at The DJ Expo & pass along the inside
scoops on music, gear & more.
REMIXER PRODUCER EDM ARTIST
They create the hits that push the trends and, at The DJ
Expo, they share the knowledge that put them on top.
THE CORPORATE EVENT DJ
REGISTER TODAY!
thedjexpo.com | 1.800.937.7678
These upper-tier event planners and performers connect in Atlantic City & buy gear
for the yearfind out why at The DJ Expo.
#djexpo2013
/TheDJExpo
/djtimesmag
V E D D AT O R I A L
B y D a n Ve d d a
THE AGE OF URGENCY
For decades, a driving force behind consumer

behavior has been price. Well beat any price!
has blared out at us from TVs, scrolled across our
desktops and splashed across billboards, print
ads and store windows. But another force is rising
in prominence and, increasingly, it even trumps
price when we make choices about goods and
services. Getting impatient waiting for me to get
to the point? Very on-trend of you,
because Im talking about speedor
perhaps it would be more correct to
refer to it as wait reduction.
Computer pundits drag out
Moores Law (processor capacity
doubles every two years) when talking about the tremendous growth
in computing power, speed and
capacity over the last few decades. I
dont know if there is a parallel law
for need gratification (nor would I
be cheeky enough to name one after
myself), but Id envision it as such,
Consumer impatience grows in
direct proportion to the maximum
speed of fulfillment.
Whether its the ad-stream I observe in the media or my own observations within my store, evidence bears this out.
We see marginally older kids grumpily observe
that the little kids dont know what it means to
wait for a download pre-Uverse. Our friends revel
in the speed and connectivity of their phones, dissatisfied with a product that doesnt allow everything and anything to be instantly accessible with
minimal swipes and taps. Revenue for expedited
and overnight shipping is growing dramatically,
and its a key component in the presentation of
products for sale online (order by 8pm to receive
by). We dont just want itwe want it cheap,
easy and, ideally, beamed down from the space
station warehouse to materialize next to us when
we click Buy Now.
The online retail industry knows this. Its why
the express shipping option is so prominently
displayed, and why algorithms pre-select accessories, suggest related titles, and ping us with the
status and tracking of our order in progress. Its
showing up in smartphone apps designed to ID
you when you enter a store, suggest purchases on
the fly and, once you tap OK, have it waiting at
the door for you, already checked out. No lines,
no waitingand more and more people would be
willing to spend a little extra to make it so.
Dont think so? Remember that many of us now
60
pay...how much?...for television, cell phones, DSL and other connectivity services that once
were either free or unknown. The gotta have it now mentality is one of the big reasons for
the decline of slower-mode traditional businesses, from newspaper and news magazine
publishing to the Post Office. Weve been seeing a paradigm shift in consumer behavior,
and its going to the next level soon.
Amazon, Wal-Mart, Best Buy and likely others (I would guess Rite Aid and CVS would
jump on this) are rolling out a system of relays and local delivery that can deliver the
product you ordered within hours. Getting close to that beam-down point, isnt it? In beta in
selected cities, its still an experiment,
but its easy to see the appeal.
As much as our
Its not just a trend. Its an alteration
in
our psyche and habits. Consumcustomers want to
ers
are impatient, and growing ever
support small
more
so. We increasingly choose
business, they are
our
destinations,
products, foods and
less likely to do so if
more based on speed and its corollary
we make them wait.
convenience. And all so we can bingeThey want to
watch an entire season of Game of
walk in, buy
Thrones whenever we want. OK
their stuff
it isnt my lifestyle, but I get the allure
and get on
of it.
with their
So, whats the takeaway for our
digital
industry? Well, we cant play that
lives.
game across the board, although I
imagine GC and some others might
have the infrastructure to muster a
version of same-day delivery. But we
need to address the ramped-up expectations whenever possible to try to deliver ahead of
the impatience threshold.
Heres where our industrys diversity fails us. Although we have companies that are
always working to improve fulfillment, others are so far back in time that its ludicrous.
Certainly, small companies might not have the resources to computerize out at the bleeding edge. I dont blame them for that. But Imimpatient with companies that fall behind
because they dont want to change or work harder. We still see suppliers that close for
several days for inventory, holidays and other reasons. I have more than one supplier that
CLOSES FOR LUNCH every day. Thats old schooland when I have the customer standing with me and I cant get stock confirmation, I can lose the sale because they can check
Amazon from their phone before I get off hold. Although some companies have a way to log
in and check directly on their system, its cumbersome to ask questions in real timeand a
knowledgeable rep trumps a 50-character capsule description every time.
Im not asking suppliers to invest in expensive computerization (although it is a little
silly when the only way one company can tell me if an item is in stock is to walk into the
warehouse and check). I dont even expect people to eat lunch at their desks. Just stagger
lunches, as we did for floor coverage at Sears 30 years ago. But, please, step it up.
As much as our customers want to support small business, they are less likely to do
so if we make them wait. They want to walk in, buy their stuff and get on with their digital
lives. Suppliers that make me wait increasingly cost me both money and goodwill. We cant
afford to take that hit, and I dont have time to call several suppliers until I find one that can
fulfill (and we arent even talking about pricing here!).
The upside: People are so impatient that they dont even want to wade through a Web
search that produces too many results. They want someone to pre-chew for them. Heres
where our knowledge and expertiseand my mantra about concierge-level servicecan
help us win customers and profits.
Next month: infusing our stores with urgency!
JULY 2013
FIND OUT WHY EVERYONE IS WATCHING
Music & Sound Retailer subscribers and all

MI professionals can receive Vnewsletter
FREE of Charge
SIgn up for your FREE SubSCrIptIon

to VnewSletter today - http://tiny.cc/2cdmuw
The
Retailer's Mall
Acoustics
First
Acoustics First
Toll-Free
Toll-Free
Number:
Number:
888-765-2900
888-765-2900
sound
Control Materials
Materials
sound and
and noise
noise Control
Web
WebSite
Site
www.acousticsfirst.com
For advertising rates and deadlines...
Call Rob Iraggi 516-767-2500 x519

or email at riraggi@testa.com
ENTERTAINMENT
LAWYER
Review and negotiation

of recording, publishing,
management and production
contracts; copyright and
trademark protection; legal advice
for all entertainment matters.
Wallace Collins, Esq.
212 969-0796
www.wallacecollins.com
AGGRESSIVE WHOLESALE PRICING

10,000 USED Guitars & Amps in stock
30 Top Quality Name Brands
All instruments Ready to sell
Monthly and Daily Specials
Mention this AD
FREE GUITAR
with qualifying order
CONNECTING YOU TO NEW

Increase your profits by renting educator approved instruments
LET US HELP ENERGIZE YOUR BUSINESS
Expand your business without any capital investment
The NEMC NO FEE Licensed Affiliate Turn-Key Rental Program
NO START-UP COSTS, inventory outlay, shipping expenses or franchise fees
enables you, the local community music dealer, to offer a world
Easy set-up with professional guidance, training and personal attention
class rental program without the harsh set-up costs, administrative
Your own ONLINE RENTAL MICROSITE built by us, managed by you!
burdens, distribution headaches, or capital investment!
NEMC handles all back office functions including all billing and collections
ITS EASY AND SIMPLE. APPLY TODAY.
HIGH COMMISSIONS PAID MONTHLY, like clockwork
CALL LORNE GRAHAM

1-800-526-4593 (ext) 241
Powerful marketing, repair & service support

Truly personal partnerships. We help you succeed and grow!
62
Customers
nemc-partners.com
JULY 2013
The
Retailer's Mall

63
The
Ad Index
Company
Pg
ACE PRODUCTS GROUP..........6
Retailer's Mall
AMERICAN DJ...........................C-IV
AMERICAN LIGHTING............67
AUDIX CORPORATION............25
CASIO..........................................55
CE DISTRIBUTION...................68
CELESTION................................23
CHAUVET LIGHTING...............21
CHEM-PAK.................................65
Since 1972
Buy
Sell
Trade
Consign
FRETTED
INSTRUMENTS
Beautiful Rolltop Desks

& Presentation Furniture
for all your Audio-Video Equipment
888-473-5810 x102
swerbin@elderly.com
www.elderly.com
CHORDBUDDY..........................27
CRAFTER GUITARS..................12
Selling to Churches & Schools?
Call Us Now!
FISHMAN TRANSDUCERS......45
the Rolltop People tm
GALAXY AUDIO.......................3
(574) 255-6100
www.hsarolltops.com or requests@hsarolltops.com
GEORGE LS...............................16
GIBSON PRO AUDIO.................39
GODIN GUITARS.......................57
GRAPH TECH.............................46
GROVER MUSICAL
MSRetailer_Spring_2013_Classified_Ad.indd 1
3/7/2013 8:39:58 AM
INSTRUMENTS.......................10
GWW GROUP.............................66
HOHNER.....................................7
KIRLIN INDUSTRIES................37
LITTLITE....................................44
NAMM.........................................14-15
NEW SENSOR............................35
ODYSSEY INNOVATIVE
DESIGNS..................................53
PETERSON ELECTRO-MUSICAL
PRODUCTS.................................51
PRS GUITARS............................9
RAIN RISER SYSTEMS............43
RAPCO/HORIZON COMPANY.20
stay on toP oF tHe latest IndUstRy InFo
REVEREND GUITARS..............50
RESIDENT AUDIO.....................41
ROTOSOUND.............................26
stay on toP oF tHe latest IndUstRy InFo
SABIAN.......................................C-III
SAINT BLUES GUITAR
Receive the most timely news,

product updates and happenings
sent right to your desktop.
WORKSHOP............................67
SHURE........................................19
STRING SWING.........................47
TKL PRODUCTS........................C-II
TROPHY GUITAR STRAPS......69
U.S. BAND & ORCHESTRA SUPPLIES...........................................17
VOCOPRO...................................13
For advertising rates

and deadlines call Rob Iraggi
@ 516-767-2500 x519 or
riraggi@testa.com
VOCOPRO...................................29
YORKVILLE...............................5
64
Theres a lot of great information you may be

missing out on if we dont have your email address.
Theres a lot of great information you may be

missing out on if we dont have your email address.
WHIRLWIND..............................49
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.
lets stay
lets
stay
connected
connected
Receive the most timely news,

product updates and happenings
sent right to your desktop.
Please fill out the enclosed subscriber form or go online to:
http://www.msretailer.com/html/subscriptions.htm
Please fill out the enclosed subscriber form or go online to:
http://www.msretailer.com/html/subscriptions.htm
Remember, we NEVER rent or sell your name to outside companies.
Remember, we NEVER rent or sell your name to outside companies.
Let's stay connected-half hz 2-12.indd Let's

1 stay connected-half hz 2-12.indd 1
2/27/2012 3:55:46 PM
2/27/2012
3:55:46 PM
JULY 2013
SUMMER NAMM NEW PRODUCT SPOTLIGHT
(continued from page 31)
Amptweakers TightMetal Pro Pedal
Since introducing the TightMetal distortion pedal in 2011, Amptweaker has received many requests for a
two-button version. Whereas most dual distortions simply have a boost pedal added, Amptweakers has two
boost knobs: one before and one after the distortion. So, its easy to boost the gain and volume for good solo
tone. Theres also a midboost button that works with the output boost knob, to help solos cut through the mix.
The added three-band EQ allows for much tonal variation, with its Thrash button for more traditional, deeperscooped mids. A switch to cut the high-end sizzle gives a warmer edge. Amptweakers standard noise gate
from the original TightMetal is also included, with the hard stopping Chomp setting to help keep the rhythm as
tight as possible.
Amptweaker
513.410.3377
amptweaker.com
Booth #1071
Crafters TG200K Headstock Tuner
Crafter has announced its new Headstock Tuner, the TG200K. Its everything you loved about the TG200H, but
with improved features and a lower price. Crafter made the screen 20% bigger and improved the resolution,
so it looks extra sharp now. A bigger, better screen isnt all thats new: A ukulele tuning preset is built in, adding to the selection of guitar, bass, mandolin and chromatic. Microphone plus Pickup Vibration tuning options,
combined with the superior accuracy and response of its predecessor, put the TG200K in perfect pitch with
any instrument you play.
Crafter Guitars
888.798.2007
crafterusa.com
Booth #1400-A
ValveTrain Amplifications Trenton Amp
The ValveTrain Trenton has been designed in the tradition of the masters, but its priced within reach of the
masses. The hand-crafted, handwired, 6V6 Trenton provides voices inspired by the 50s and 60s. The Trenton
is a flexible amp for both studio and home, and boasts four distinct switchable voices through its hand-wired,
all-tube circuit.
ValveTrain Amplification
407.886.7656
valvetrainamps.com
Booth #1136
Saint Blues Guitar Workshops

Juke Joint Series
Saint Blues Guitar Workshops Juke Joint series guitars offer

dealers an entry point for a high-quality, U.S.A.-made guitar.
The Juke Joint Series are unbound and finished in a Crystal
satin finish, unlike the high-end Workshop Series that are
double bound and finished in Nitro-cellulose. The company
added Wilkinson bridges, Wilkinson graduated height tuners
(no string tree) and Kent Armstrong pickups. The Bluesmaster
is a 25.5-inch scale alder body with dual, tapped, single-coil
pickups. Finishes: Honeyburst, Tobacco, Delta Rust and Black.
The Mississippi Bluesmaster is a 24-inch scale mahogany
body featuring dual splittable zebra Humbucker pickups. Finishes: Cherryburst, Walnut, Natural and Black. The Legendary
Bass is a 34-inch scale alder body featuring single coil P&J
pickups. Finishes: Honeyburst, Tobacco, Delta Rust and Black.
Saint Blues Guitar Workshop
901.578.3588
saintblues.com
Booth #934
Mapexs Rebel Series Drum Sets
Mapex designed the Rebel line to get a beginning drummer off to a good start. These drum
sets are completely outfitted with double braced
hardware, a set of cymbals including a ride and
a pair of hi-hats, a throne and a pair of sticks.
The drums have a mix of specifications, including fully adjustable tom mounts, telescoping
bass drum spurs and triple flanged hoops. Rebel
shells are constructed of poplar for strong, full
tone and are precisely engineered for accurate
and faster tuning. The snare drum features a
white-coated head for strength and attack; the
toms feature clear heads for pure tone; and the
bass drum head is self-muffling and powerful.
All heads are made by Remo. Rebel kits are
available in three set-ups.
Mapex
800.283.4676
usa.mapexdrums.com
Booth #300
65
Goby Labs Thingy Series Accessories
Goby Labs, distributed by Hosa Technology, is showcasing its Thingy Series accessories. The Thingy Series
includes the Goby Labs Guitar-hook Thingy and the Stand-top Thingy for iPad. Featuring a patent-pending
pole grip that forms a closed loop around most mic stands, the Guitar-hook Thingy relies on the strength and
leverage of the microphone stand to which it is attached. The Goby Labs Guitar-hook Thingy has the ability
to support the weight of most electric guitars and pairs well with a Goby Labs Microphone Stand. Derived
from Goby Labs GBX-300 Tablet Frame for iPad, the Goby Labs Stand-top Thingy for iPad enables displaying
lyrics, chord changes or merely a set list using ones tablet. The Stand-top Thingy features a compact stand
adaptor instead of the Goby Labs pole grip for portability and simplicity.
Hosa Technology
714.522.8878
hosatech.com
Booth #1219
DrumMaxs Bullet Bass Drum Beater
DrumMax has launched The Bullet, a new bass drum beater design. The Bullet is designed specifically
for drummers who want more speed and power from their bass drum beater. The Bullet features an innovative design with a shorter shaft and added weight, making it faster and more powerful than standard bass
drum beaters. Plus, its aerodynamic design adds a cool factor to the mix. The Bullet is available now.
DrumMax
317.721.7672
drummax.com
Booth #210
Yamaha Guitars APXT2
Yamaha Guitars offers the sleek, three-quarter size APXT2. A smaller version of the bestselling APX500II
acoustic-electric guitar, the APXT2 suits travel, practice, busking and even gigging. Packed with features,
the model includes Yamahas proprietary Acoustic Resonance Transducer (A.R.T.) System68 pickup system
with built-in tuner, Spruce top, Meranti back and sides, Mahogany neck and a Rosewood fingerboard and
bridge. It also comes with a sturdy, padded gig bag. The System68 A.R.T. includes a one-way active preamp
and transducer contact pickup system that features mid-boost EQ for tone shaping and a precision chromatic tuner. The transducer system delivers a natural acoustic tone by dampening excessive vibration from
the soundboard while picking up small resonances to achieve good sensitivity and dynamic balance.
Yamaha Corp. of America
714.522.9011
http://4wrd.it/apxt2
Booth #1244
Cupit Music Groups Travel Guitar
From Cupit Music Group, the Cupit Travel Guitars patented design joins the end of the neck to the body,
creating an all around brace, removing the need for a truss rod. This makes the instrument virtually free
from warping. The three sound holes in the top side create a better listening perspective for the player. The
round hole and F hole help to spread and distribute the tones equally along the front of the instrument. This
briefcase guitar fits everywhere: airplane overhead bins, motorcycle saddle bags, under seats, closets and
under beds. The custom-fitted case repels waters and protects guitar. The back straps and handle make for
easy carrying.
Cupit Music Group
615.731.0100
cupitmusic.com
Booth #1661
Rain Riser Systems Sound-Dampening Risers
Rain Riser Systems has introduced its line of sound-dampening risers. Named after the raindrop shape
incorporated into its internal structure, the Rain Riser combines elements of a classic studio partitionabsorption, diffusion, decoupling and bass trappingwithin the form of a non-resonating elevation system.
This design effectively provides acoustical isolation for drums, amplifiers and any other instruments and
performers from the stage surface below; in doing so, it improves the sound quality of those instruments
and electronic devices. A rugged road case houses this vibration-reduction treatment, as well as electronics packages including such options as LED lighting panels with DMX controls, as well as onboard XLR
audio inputs, returns and a multi-pin connector output.
Rain Riser Systems
615.686.0707
rainrisers.com
Booth #808
66
JULY 2013
On-Stage Stands Uke Accessories
On-Stage Stands has put together a pack of accessories for the ukulele. The UKE bundle includes the GS6000
Mighty UKE Stand, the GBU4104 Uke gig bag, the GA200 Uke Capo and the GTA6000 Tuner. The A-Frame design
of the GS6000 Mighty UKE Stand ensures stability and strength. It also means the GS6000 folds small enough
to fit inside the gig bag, a backpack or even a back pocket. For carefree mobility, the Uke gig bag is included,
featuring both a padded handle and removable backpack straps. The Uke Capos spring-loaded design allows
for a quick change to any key you want. Finally, the compact GTA6000 chromatic tuner has a wide sensing
range, perfect for ukes, mandolins, banjos and guitars.
On-Stage Stands
800.289.8889
onstagestands.com
Booth #700
tattletales Portable Alarm Systems
Portable alarm systems from tattletale make mobile security possible for the music industry. Originally developed to protect commercial jobsites, tattletale portable alarms are now finding a home in the music industry.
This system of alarms and sensors is being used by bands like the Rolling Stones and Aerosmith, recording
studios and music shops all across the country. This American-made alarm protects every piece of gear a
band needs. The tattletale uses cellular technology to connect to its 24/7, U.S.-based call center so a hardwired phone connection is never needed. This means that the
tattletale is completely portable and can be moved all across the
country while still protecting what it needs to protect.
tattletale
888.835.5668
tattletale.com
Booth #1426
MOGAMIs Gold Instrument Silent Series Cable
MOGAMI Cable has announced the Gold Instrument Silent Series

Cable. The cable will be offered with either straight or 90 angle
Neutrik Silent Plugs. The Neutrik Silent Plug allows hot-swapping
guitars without the earsplitting pop or risk of blown speakers.
Previously, the silent plugs were available only on Mogami
Platinum level instrument cables. Now, Gold Instrument Cable
users can enjoy the convenience of silent swapping on stage
or in studio. The Neutrik Silent Plugs have an internal switch that automatically
silences the cable until it is connected. Combined with MOGAMIs signature
noise-free cable, Silent Plugs ensure that the only sound coming from the
cables is made by the instruments.
MOGAMI Cable
800.800.6608
mogamicable.com
Booth #800
Sonys DWZ Wireless Series Additions
Sony has added two packages to its DWZ wireless microphone series: the
DWZ-B50I instrument set and the DWZ-B50GB guitar set. Each set offers 24-bit
linear PCM digital audio transmission, two
selectable RF modes and
Sonys data processing for
reliable RF transmission,
a five-band equalizer and
robust metal body transmitter. The DWZ-B50I instrument set includes a cardioid
condenser microphone
with flexible gooseneck
and two-way clip for use
with trumpets, saxophones
or other wind instruments.
The DWZ-B50GB guitar set
also includes a cable tone
generator for matching the
sound from wired and wireless systems. Sonys 2.4 GHz
DWZ series includes combinations of handheld mics, bodypack transmitters,
and rackmount or compact size receivers.
Sony Electronics
201.930.1000
sony.com/proaudio
Booth #1101
507
Odysseys Professional Protective Cases
Odyssey Innovative Designs is releasing new professional protective cases

for several musical instrument segments, including pedal boards, keyboards
and guitar amplifiers. Odysseys FZGPEDAL Guitar Pedal Cases are ATA Flight
Ready, designed to safely store pedals connected and mounted to the slanted
pedal board. The cases include Velcro strips to attach pedals to boards. Odysseys FZKB Keyboard Cases feature rugged reinforced plywood panels, interior
interlocking memory foam customizable to accommodate various keyboard
shapes, and heavy-duty spring-loaded handles, corners and casters. Odysseys
FZGC Guitar Amplifier Cases accommodate amp head and guitar combo amps,
and feature fully lined interior interlocking memory foam to fit various amp
sizes; the case lid converts to become a riser for extra height.
Odyssey Innovative Designs
626.588.2528
ody-usa.com
Booth #1122
67
KSM Musics KSM Foundation Bass Bridge
KSM Musics KSM Foundation Bass Bridge suits independent bass builders looking to set themselves
apart and for bass bridge upgrades. An instrument that is retrofitted with the KSM Foundation Bass
Bridge will have enhanced characteristics. For example, if the instrument tends to sound low and
punchy, those characteristic tones will sound clearer and more refined. All moving components lock
into position with a clamping system after final adjustments are made to prevent any part from vibrating
loose after extended use.
KSM Music
435.753.6813
ksmmusic.com
Booth #1569
All Days Musics Model JA621 Guitar
All Days Musics Model JA621 Guitar suits almost any player, offering big sound at an economical
price. This 40-inch acoustic guitar comes with solid spruce top, Araucaria back and side, Nato neck
with Rosewood fingerboard and bridge, stainless steel frets, Synthetic Bone nut and upgraded tuning
machines. Gig bag, instrument cord, pitch pipe, picks and strap are included.
All Days Music
855.518.6872
alldaysmusic.com
Booth #614
Walden Guitars 800 Series Acoustic Guitars
Walden Guitars is debuting its 800 Series acoustic guitars. The 800 Series is designed for the player
that favors boutique-style guitars. This new series features all solid-wood construction, Indian rosewood back and sides, and models featuring Engelmann Spruce, Sitka Spruce or Western Red Cedar
tops. The 800 series also features the classic Walden glass-reinforced necks, and Fishman preamps on
cutaway models. The 800 series will also offer both Dreadnought and Grand Auditorium Body styles to
accommodate a variety of playing styles.
Walden Guitars
888.925.3369
waldenguitars.com
Booth #300
Recording Kings Dirty Thirties Series Instruments
Recording Kings Dirty Thirties Series instruments encompass everything from rugged guitars to tough,
vintage-styled banjos. Dirty Thirties guitars and banjos suit singer-songwriters, folk stylists or traveling
troubadours. The Dirty Thirties guitars are available in three shapes: Dreadnought, OOO and Single O.
Each starts with a solid spruce top and rosewood fretboard with bone nut and saddle. Theyre finished
with classic extra-large fretboard dots, aged ivoroid binding, satin sunburst finish, vintage-inspired
tuning keys and historic Recording King headstock. The Dirty Thirties resonator and open-back banjos
are also road-ready. With a satin finish, tube-and-plate flange design, maple neck and Remo Recording
King banjo head, the Dirty Thirties banjos have traditional banjo punch in a lightweight package.
Recording King
888.552.5465
recordingking.com
Booth #1436
AMBROSONICS Pickup Director
AMBROSONICS, LLC, has introduced the Pickup Director, now available in different models with
expandable options. Pickup Director is a programmable and re-configurable pickup switching system
with patented optical switching technologies. It fits onboard many guitars and basses and runs from
a single 9V battery. AMBROSONICS also offers a remote power pack so no battery is required in the
instrument. The Pickup Director allows
pickups to be wired in series, parallel,
series/parallel, in-phase or out-of-phase,
and to blend piezo pickups, as well. The
push/pull POT puts you into MENU mode
and, by turning the POT, auditions the different sounds. Push the POT down and it
stores to the Three-Position Bank Select
switch provided and your Five-Position
Blade Switch or Three-Position Selector
in SG/Les Paul guitars.
AMBROSONICS, LLC
860.752.9022
ambrosonics.com
Booth #827
..
Generations of Tone
Yesterday
68
Today
JULY 2013
AMPLIFY YOUR AMP & SPEAKER SALES

just an amp box. Ampeg, GK and
Fender [also sell well in the] bass
category.
Bond said Fender tube and
modeling amps, VOX tube amps
and some Blackstar products provide plenty of register rings in the
guitar amp category. As for bass
amps, Ampeg and Orange [sell
well]. Sound, as well as portability, seems to be the main driving
force for customers.
Bankhead also cited Fender
and Line 6 as top amp sellers.
Especially the Mustangs and
Spyders, he responded. They
are great for beginners, and
also as a practice amp for more
experienced players. Other than
that, lighter-weight tube amps
that sound great at reasonable volumes and work well with pedals
are always solid sellers.
The Vice President at Springfield Music Inc. specifically
spotlighted the Fender Excelsior
as a recent amp introduction that
always intrigues customers. [It is
a] low-wattage, retro-looking amp
that sounds huge. The vintage
amps are getting a nice buzz (no
pun intended) because of artists
like The Black Keys, The White
Stripes, etc.
However, Bond responded
that there is not much customer
interest in new amp models in
his store, and that a majority of
customers stick with a more traditional approach.
That leads us to the question
of what innovation our panelists
would like to see, or what manufacturers could be doing better
to help amps fly off the shelves.
I think when it comes to amps,
designers got it right back in the
50s and 60s, said Bankhead.
The sound of a tube amp breaking up is what music is all about.
I would like to see the companies
improve upon that design to be
more reliable. Tube technology is
an old technology, making it fragile and requiring maintenance.
But thats the sound guitarists
want.
Bond offered a different take.
I think better foot control with
more channels available on the
amp is the biggest thing people
would like to see.
I think some of the tech amp
manufacturers could do a better
job of updating their products,
responded Fullerton. Some of
the modeling stuff has slowed a
little as of late, but the biggest

manufacturers of these products
have not given them a facelift in
years.
Where theres an amp, theres
often a speaker to go with it. The
two clearly go hand-in-hand. With
that in mind, we asked our panelists to do double-duty by updating us briefly on that segment,
as well. Do you want to know
the hottest trend in the speaker
market? Look no further than
powered speakers, said Kay of
Ted Brown Music.
Powered speakers are now
available at all price points from
many different manufacturers,
he said.Yamaha and QSC are
making amazing-sounding products that are leading the charge.
On the less-expensive side, we
have Powerwerks and the Mackie
Thump series. All of these companies are bringing outstanding
price to performance with their
products.
Customers are always interested in what kind of speaker
comes with an amp, added
Bankhead. Celestions are always
winners, he said. [But] aftermarket speaker sales are slow and
sporadic.
When looking for an area of
growth in speaker sales, retailers
often mention clubs and houses of
worship as a top source. Quality speakers are always a main
component of any installation, and
both types of venues are aware
that even a minor mistake when
completing an installation can cost
a massive amount of money to fix.
Therefore, clubs and houses of
worship often turn to MI retailers
for advice. In turn, MI retailers
grab subsequent sales.
This fact, along with the improved economy, is the primary
reason that Bankhead and Kay
feel positive about the future of
this sub-segment of MI. From
what Ive seen, the [speaker
business at clubs and houses
of worship] is pretty strong,
Bankhead said. There are many
more churches than clubs in
[Missouri]. I think customers
look up to our advice and product
knowledge when choosing whats
right for them.
The house of worship and
club market is starting to heat up
again, concluded Kay. Economic
uncertainties have always affected
how freely our customers spend
and donate. Over the past five

years, we have seen a tightening of the belt in most of our
institutional and entertainment-
driven sales. Lately, more of those

customers are making upgrades
rather than just keeping the existing systems running.
UNDER THE HOOD

from its quality to its ease of use,
noted Vaveris. Nagel said that, at
the NAMM show, People were
just amazed at the quality of the
photography; its really impressive. Its designed to be simple
and get the message across. It really speaks to that individual user,
and its designed to grab your
attention, jump off the shelf, and
be something you want to look at
and consider for a purchase.
Nagel summed things up with a
nod to Shures enviable reputation
and the responsibility associated
with being a household name in

microphones and audio electronics. Were obviously known for
microphones in the industry, he
observed. We appreciate that
people have come to trust us
over the years. Thats something
to which we hold ourselves very
highly. We have to keep gaining
that trust. So, every time, we
strive to improve in all facets of
product development.
Without a doubt, BLX Wireless
Systems live up to Shures reputation. Prices begin at $374 MSRP.
FIVE MINUTES WITH
The Retailer: Is there

anything Ive forgotten to ask
about that you would like to
add?
Gross: I would add that you do
not need to be a musician in order
to own and operate a successful
Bach to Rock. I am not a musician, and I couldnt even begin
to enumerate the rewards I have
received from this job. We are
looking for people who have a passion for music and kids, but who
are really business-centric. At the
end of the day, you are running a
service retail business. And that is
the most important thing.
A similar comment also applies
on the consumer front. Many
people have a difficult time conceptualizing that relative beginner
musicians can form a band and

play together. But if you look at
any other activityparticularly
ones that kids will joinit is commonplace. First-year soccer players still have a wonderful time,
learning and building their skills,
because theyre doing it as part
of a team. The same holds true
in music. Beginning bands are
developing their skills, learning
and growing as musicians.
In the end, we need to break
down these barriers and bring
awareness to the misconception
that you have to be a really good
musician to be in a band, or you
have to be a musician to own a music school. Those are just fallacies
and the more we communicate this,
the more people will dive in and
enjoy the learning experience.
trophy
TM
Straps
Made in
the USA
Cotton= Comfort!
Break the Nylon
Strap Habit!
P: 414.313.1799
E: info@trophystraps.com
www.trophystraps.com
69
UNDER THE HOOD
SHURES
BLX Wireless Systems

B y D a n F e r r is i
Shure, founded in 1925 and renowned for

its microphones and audio electronics, including products that, like the SM58 vocal microphone, have become veritable legends, has not
slowed its aggressive pace of product innovation, coming up with exciting new launches at
seemingly every trade show. Shure unveiled
one of its newest introductionsBLX Wireless
Systemsat Januarys NAMM show and, now
available to the MI retail channel, the series
is already generating excitement. It combines
high-quality design and construction with
easy set-up and operation, delivering reliable,
rugged wireless performance. To get more
details, The Music & Sound Retailer spoke to
Erik Vaveris, Category Director for Wireless
Products, and Mike Nagel, Product Manager,
Wireless Products, both of whose enthusiasm
for BLX was immediately evident.
We were trying to raise the bar in performance for affordable wireless, responded
Vaveris when asked about how BLX had been
initially conceived. We challenged ourselves
to deliver a level of audio quality and stability
that rivaled much higher-end systems. He
remarked upon the excitement of the development process, saying the engineers continually
came up with innovations and improvements to
facilitate the series principal goal: making great
performance available to everyone, in terms
of both technical accessibility and affordability. For a customer who wants to be wireless
because they want the freedom of movement
and to look more professional, Vaveris began,
the BLX system gives them really professionalgrade audio quality, outstanding RF performance and reliability, and does it all in a simple,
easy-to-use package.
Nagel was actually working the NAMM show
when BLX bowed, and thus got a firsthand look
at how prospective retailers (and customers) reacted. He noted that one of the big wows was
how much ground the series covers in terms of
options. Transmitter options include the BLX1
Bodypack Transmitter and the BLX2 Handheld
Transmitter; both boast lightweight, rugged
construction. The BLX1 has a TQG connection
for use with Shure lavalier, headset, earset and
instrument microphones and guitar cables.
Also in its feature set are a tactile on and off
switch and adjustable gain control. The BLX2
has integrated microphone capsule options that
include Shures PG58, SM58 and Beta58A. It
70
boasts -10dB gain attenuation.

Receiver options are also varied, but among their commonalities is one of the most attractive innovations that BLX delivers: one-touch QuickScan frequency selection. The receiver
will check all the available frequencies to which it can tune, put you on the cleanest one and
then its a matter of a button press to get the transmitter on the same frequency, explained
Vaveris. We really streamlined it to the point where you shouldnt need any particular training, and its very intuitive. A tool like this is critical because of continued spectrum congestion, a trend thats showing no signs of abatement.
With regard to receiver options, there are three: the BLX4 Single-Channel Receiver; the
BLX88 Dual-Channel Receiver; and the BLX4R Single-Channel Receiver in a half-rack size for
installed applications. Common across all three are up to 12 compatible systems per frequency band, as well as XLR and -inch output connectors. The BLX4 and BLX88 feature two-color
audio status LED indicators and LED display. The BLX4R, Nagel said, is a metal half-rack
that can be put into any standard rack your customers would use, and also is able to interface
with all our standard RF accessories. Expanding upon the benefits, Vaveris added, The halfrack systems have the great benefit of being able to connect to a more sophisticated antenna
system. They include the half-rack hardware and cables you would need to connect it to an
antenna distribution system or to mount antennas to the front of the rack.
Given the versatility and flexibility of BLX Wireless Systems, they, as one might imagine,
potentially suit nearly any wireless user. Weve certainly targeted any vocalist or musician
whos looking to go wireless and wants to buy a system that theyre going to own and operate, said Vaveris. BLX is a fantastic choice because its easy to use, provides great performance and includes everything you need. Shure made a concerted effort to facilitate the last
part, providing everything a user needsfrom a carry case to rack hardwareright in the
box across the various system configurations. BLX delivers a performance range of up to 300
feet and its cost of ownership is attractive. As Nagel noted, The battery life is great. Weve
tested with several types of batteries, and were getting 14 hours. Thats key. BLX runs on
two AA batteries.
Keeping the day-to-day concerns of music products retailing in mind, Shure also expended
considerable effort to get the BLX series packaging just right, and in a variety of ways. The
company wanted the quality of the imagery to match the quality of the product. It also wanted
the description of the features and benefits to be extremely concise, conveying the quality and
performance but also being straightforward in a way that accords with the simplicity of BLX
itself. We tried to ensure that the packaging itself would help convey the story of the product,
JULY 2013
S UMMER N A MM WRAP -UP
August 15, 2013

Volume 30, No. 8
DJ & Lighting
Enter
A New Era
Controllers And LED
Are Leading The Way
UP, UP
AND
AWAY!
By Brian Berk
Its a good time to be a DJ. One could certainly

argue that the barriers to entry have never been
fewer, thanks to the low costs and high-quality equipment
available.
Of course, the next Tiesto or David Guetta might never
walk into your store. But plenty of DJs can earn a living, or at least supplemental income, with the help of
MI stores. As always, retailers cater to the dreamers, as well.
To get more information about the DJ and lighting segment of the industry, The Music & Sound Retailer reached out to Robert
Marsh, President and Founder of Ronkonkoma NY-based I DJ Now, and Randy
White, pro sound/recording/DJ and lighting buyer at Chuck Levins Washington Music Center in Wheaton MD. Please note, of course, that this story isnt
intended to be a comprehensive overview of all the
notable companies, brands, products and technologies
in this segment but, rather, is meant to encapsulate the
thoughts and analysis of our two expert interviewees,
who have their ear to the ground and work in the retail
trenches every day.
HAVE YOU SEEN IT?
Summer NAMMs
Growth A Positive
Sign For The Industry
By Dan Ferrisi
Last month, thousands upon thousands of music products industry members descended on Nashville TN to experience everything
that Summer NAMM had to offer, ranging from an expansive
show floor where hundreds of exhibitors showed their wares, to
dozens of education and networking sessions that armed retailers
with crucial insights and knowledge, to special marquee events
that ensured the three-day experience was memorable for all who
attended. Held from July 11 to 13 at the gorgeous new Music City
Center, the show evinced solid growthit was the largest Summer NAMM in five yearswith manufacturers and dealers alike
exhibiting an upbeat attitude despite the economic challenges that
continue to encumber the marketplace broadly.
This years Summer NAMM reminded me of some of the past
Nashville shows a decade ago when companies were really excited
about growth and opportunity, said Joe Lamond, President and
CEO of NAMM. Were grateful to our members who came to
exhibit, stock up for the fall and holiday selling season, and attend
the increased educational and networking sessions that NAMM
produced. Speaking exclusively to The Retailer, Lamond emphasized that, rather than zeroing-in on whether the show itself is up
or down, his principal interest is in observing the broader trajectory of the industry as a wholeseeing how retailers and manufacturers are faring and viewing Summer NAMM as a presage for
the months ahead. According to Lamond, positivity prevailed from
beginning to end.
As the clich goes, numbers dont lie; so, if it is indeed true
that Summer NAMM can be viewed as a microcosm of the music
products industry broadly, the show bodes well for the remainder
of the year and for our collective future. The annual Nashvillebased event took advantage of the room to grow in the new facility,
n F i v e M i n u t e s W i t h W i l l K o m a s s a P. 2 4 n M I S p y : C o l u m b u s O H P. 2 8
L AT E S T
Gibson Guitar Becomes Gibson Brands

To represent the companys growing selection of products and
evolving lifestyle orientation, Gibson Guitar Corp. has become Gibson
Brands. Of course, the Gibson Guitar Corp. remains a vital and crucially important division of Gibson Brands, said Gibson Brands Chairman and CEO Henry Juszkiewicz. But with the recent acquisitions of
TEAC, the Stanton Group, KRK and Cerwin-Vega!, as well as a major
investment in Onkyo, Gibson now encompasses the entire music and
sound chainfrom the first chord played by a songwriter on a Gibson
guitar until the music reaches the consumer through Onkyos premium
high-fidelity systems.
Gibson Brands has strong market share positions in multiple business segments, including the number-one dollar market share in
electric guitars and pro audio studio monitors, and enjoys an expanding
global presence.
Gibson guitars have always represented a fusion of technology, art,
innovation and craftsmanship, resulting in a premium range of musical instruments, Juszkiewicz stated. Gibson Brands will continue to
carry that ethos into all our products. Most importantly, weve never
forgotten that Gibson Brands are about bringing the joy of music and
sound to a world hungry for a positive quality of life.
DAddario Unveils New Corporate Structure
DAddario & Company, Inc., recently

affiliates, including the activities of its
revealed a new organizational structure.
distribution companies based in Canada,
The new corporate structure consists of
the UK, Australia and China. Formerly
two distinct divisions within the compathe companys Executive Vice Presiny that will be led by two Co-Presidents:
dent, John DAddario III will now be
Rick Drumm and John DAddario III.
responsible for the global supply chain
This strategy will make it possible for
of the companys musical instrument
both individuals to leverage their experistring manufacturing business, as well
ence and strengths, having been with
as all U.S.-based distribution.
the company for eight and 17 years,
Ricks experience with the distriburespectively. It will also position the
tion of musical instruments and with the
company to take advantage of existing
percussion business make him a natural
and future growth opportunities for its
to focus on those areas for the comrange of products, while simultaneously
pany, commented CEO Jim DAddario,
furthering the succession plan for the
while John IIIs extensive background
next generation of the DAddario family.
John DAddario III and Rick Drumm.
in string manufacturing and operations
Drumm will now be responsible for all
made him the logical choice as leader of the companys string division.
of DAddarios percussion brands, including Evans, Promark and PureWe look forward to the companys continued success under this new
Sound, as well as its woodwind accessories line under the Rico brand
leadership structure.
name. Additionally, Drumm will manage all of DAddarios international
ADJ Plans South Florida Presence
ADJ Group is opening a new multifunctional facility in south Florida

later this year. Strategically located near airport and shipping facilities, the new ADJ complex will serve the companys customers east
of the Mississippi, as well as those in Central America, the Caribbean
and South America. ADJ customers in south Florida will be able to
pick up orders from the facility on the same day theyre placed. The
full-service facility will be used for warehousing, shipping, quality
control and service. Also included in the building will be a showroom
and a complete training center, which will be used for dealer and enduser education. The new facility will serve all ADJ Group companies:
Elation Professional, Acclaim and ADJ lighting; American Audio; and
Global Truss America/DuraTruss.
Our new facility has been carefully designed to cover a wide range
of needs, said ADJ President Toby Velazquez. The new facility will
complement our Los Angeles headquarters, and will give us a strong
presence on both coasts. This will allow us to provide our customers
east of the Mississippi with faster shipmentstypically within two to
three days of our receiving their orderand speedier service.
The ADJ Group expects that dealers will use the new south Florida
facility to train their employees. Velazquez said, You cant sell products if you arent comfortable with them yourself. Our dealers recognize this, which is why theyre placing more emphasis on training.
The ADJ Group will also be focused on using its new south Florida
facilitys showroom to provide demos.
Inside
VOLUME 30 NO.8
F E AT U R E S
ON THE COVER
Up, Up And Away
20
Held last month at the gorgeous new Music City Center, Summer NAMM enjoyed solid
growthit was the largest show in five yearswith manufacturers and dealers alike exhibiting an upbeat attitude despite the economic challenges that continue to affect the marketplace
broadly. We review the show in depth.
ON THE COVER
DJ & Lighting Enter A New Era
18
Its a good time to be a DJ. That, at least, is the conclusion that The Retailer drew after
extensive conversations with two of the most in-the-know figures in the DJ and lighting retail
world. Contributing Editor Brian Berk explores technological trends and sales strength, with an
eye to emerging opportunities.
COLUMNS
22

Lighting products can deliver a good margin and are growing in popularity by the day. The
Retailer recently spoke to Will Komassa, President/CEO of Blizzard Lighting, discussing the
company, its product line, its strategic positioning and the future.
28 MI Spy
Our resident super sleuths usual modus operandi involves shopping several retail locations
and seeing which one earns the sale. This month, The Chief had something a bit different in
store. Its time to strike up the band (rentals) in Columbus OH, with a student in tow.
32 Shine A Light
Over the past 12 years, Eastport Music Scene has developed into a mainstay of the Long
Island community that shares its name. However, it wasnt just hard work but also a series of
coincidences that led to its creation.
19
34 Business & Marketing
David Hall provides 10 steps to help you and your staff master challenging customer service
situations and achieve tremendous results.
36 Sales Guru
Even the Sales Guru himself, Gene Fresco, knows August can be a tough month for sales. He
has some ideas to help you spring into a great fourth quarter.
38 Veddatorial
21
If youve been following financial and trade news, you know that Guitar Centers absorbed
some body blows. Dan Vedda shares his perspective on Guitarmageddon.
46 Under The Hood
The Retailer recently caught up with Kala Brand Music to get the scoop on a product family that
seems perfectly suited to our times: the U-Bass line.
BUZZ
Latest 3
People 16
Products 18
AUGUST 2013
EDITORIAL
Reflections On Summer NAMM

Im typing these words on my first day back in the office
after Summer NAMM, a show to which I look forward every year and in whose value I deeply believe, even though I
would be remiss not to acknowledge the fact that the show
has its critics and, certainly, over the last few years, has had
its ups and downs. Im happy to say that this years iteration
of summers biggest, most important music products event
was thrumming with life, having drawn 11,498 registrants,
422 exhibiting companies and more than 1,150 brands, all
of them swarming Nashvilles beautiful new Music City
Center and ready to do business and gain insights.
In recent years, show organizers have made a concerted effort to add value to the Summer NAMM experience that extends beyond merely walking the exhibit hall
and taking in new products and technologies; this years
show was replete with educational offerings, networking
functions and evening events to ensure that attendees
returned home reinvigorated and ready to maximize their
potential. I cover all of the above in-depth in my show
review (see cover), but two events, in particular, merit
separate mention here: Insight brought together a
group of luminaries on the first night of the show who almost could be considered heads of state in our industry,
including Hartley Peavey, Andy Zildjian, Bob Taylor, Jim
DAddario and Fred Gretsch. On the shows second night,
the NAMM Top 100 Dealer Awards honored outstanding
retailers for their commendable efforts. We congratulate
all the winners.
Speaking anecdotally, having walked the show floor, I
would say 85% to 90% of the exhibitors to whom I spoke
expressed a positive view of Summer NAMM broadly,
saying the show was at least as strong asif not notably
stronger thanlast years event. Virtually every exhibitor
indicated that they would return in 2014, many of them
expressing optimism that this years show might repre-
sent the start of an upward trajectory for the perennial

Nashville gathering. Certainly, reviews of Music City Center were unanimous: Although a few manufacturers might
have quibbled about their location in the exhibit hall,
everybody absolutely loved the new facility and noted its
superiority to the Nashville Convention Center. In short,
it would be hard to say the prevailing mood in Music City
was anything but quite positive.
Of course, one must acknowledge that Summer NAMM
is not the same show that, perhaps, it once was. Even
granting the fact that the Nashville show has a different purpose and design as compared to its much bigger
sibling emanating from California, one cannot ignore that
its attendance represents just 11% or 12% of the crowd that
descends on the Anaheim Convention Center, and there
are still big-name companies that, although they probably should attend, do not. The same is true for dealers;
although Summer NAMM draws a strong group of dealers every year, it is inarguable that any music products
retailerfrom anywhere in the countrywould benefit
from spending even a day or two there. Nevertheless,
some do not come.
Last year, I used the age-old chicken-or-egg question to
analogize the situation: Who comes to Summer NAMM
first, the manufacturers or the dealers? If the manufacturers wait for the dealers while, simultaneously, the dealers
wait for the manufacturers, we end up with a kind of paralysis that prevents many members of our industry from
reaping the benefits of a show that bridges the long gap
between January and holiday selling season preparations.
My advice for next year? Whether your top vendors,
your neighborhood peers or the guy down the block decides to go to Summer NAMMgo. I promise you wont
regret it.
August 15, 2013

Volume 30, No. 8
Lightweight.
Aerodynamic.
Musician
Approved.
JANICE PUPELIS
Art Dirctor
DAN FERRISI
dferrisi@testa.com
Editor
KATE BLESSING
kblessing@testa.com
Assistant Editor
New Dynamic Design.

New Dynamic Price.
BRIAN BERK
Contributing Editor
STEVE THORAKOS
Production Manager
CIRCULATION
FRED GUMM
Brand Design & Web
Development Manager
GEORGE HINES
SKIP MAGGIORA
Editorial Advisors
GENE FRESCO
DAVID HALL
JEFFREY KYLE, JR.
MICHELLE LOEB
CR RAE
DAN VEDDA
ROBERT L. IRAGGI
riraggi@testa.com
DOUGLAS YELIN
dyelin@testa.com
ROBIN HAZAN
rhazan@testa.com
Operations Manager
VINCENT P. TESTA
President/Publisher
Contributors
VTTV Studios
MA 01853-1767
6
AUGUST 2013
10/29/12 12:04 PM
L AT E S T
Sennheiser Announces Management Moves

For several years, two of the
co-shareholders of the Sennheiser
family business, Daniel and Dr.
Andreas Sennheiser, have proved
themselves within the Executive
Management Board by taking on
certain responsibilities for the successful running of the entire group.
As a consequence, the shareholders of the Sennheiser Group have
unanimously decided to promote
Daniel and Andreas Sennheiser to
the positions of CEOs, responsible
for Sennheiser electronic GmbH &
Co KG, as of last month.
In addition, Daniel and Andreas
Sennheiser will share the role of
Speaker of the Executive Management Board, which has been held
since 2007 by Volker Bartels. The Supervisory Board and shareholders thank Bartels for the successful handing of this role over the
years, and wish him continued success in his new role within the
Sennheiser organization. Daniel and Andreas Sennheiser will share
the Speaker role. They will still be equally approachable concerning
any topic relating to the company.
With respect to the divisional structure implemented in 2011, this
will remain in place, and will reflect the following responsibilities of the
Executive Management Board. Peter Callan will continue to manage
the Sennheiser Consumer Electronics Division. Additionally, he will
be responsible for Sennheiser Communications within the Sennheiser
Group. Peter Claussen continues to manage the Integrated Systems
Division. Additionally, he will take on the responsibility of the Profes-
sional Systems Division. Paul

Whiting continues to manage the
Global Sales Division, responsible
for the areas of EMEA, Americas
and APAC, along with Customer
Service and Aviation. In addition,
he will take over the responsibility for Services.
Volker Bartels will be managing the area of Research and
Quality, comprising the functions
of research, prototyping and
product quality, as well as process quality for the whole group.
Thomas Weinzierl becomes a
new member of the EMB. He
will be responsible for managing
Daniel and Dr. Andreas Sennheiser.
the entire supply chain, covering production sites in Germany,
Ireland and the U.S.A., along with Engineering and the supply chain
management team.
These five Division Presidents will report directly to the CEOs,
Daniel and Andreas Sennheiser, who in turn report to the Supervisory
Board and Shareholders Assembly.
B2R Headed To The Best Coast
Bach to Rock (B2R) has signed a franchise agreement with Purple

Dragon 88, LLC, to expand the brand to Sacramento CA. Expected
to open this winter, the new school will be Bach to Rocks first on the
West Coast. To date, Bach to Rock has seven schools open and seven
franchised locations in development across the U.S. We are thrilled
to expand Bach to Rocks presence to the West Coast, and were
confident Sacramento residents
will love our variety of music
programs, said Brian Gross,
President of Bach to Rock. With
music and arts programs continuing to be cut due to diminished
school budgets, Bach to Rock
helps meet the increased need
for high-quality music education.
We look forward to offering our
fun, progressive curriculum to
Sacramento families.
Last year, Inc. magazine
named Bach to Rock one of the
fastest-growing private companies in America for the second
consecutive year, and the Washington Business Journal named
it the number one company
to watch last year. Washington
Family Magazine readers also
voted it Best Music Instruction
winner for 2012. Bach to Rock is
currently seeking candidates to
open franchise locations in major
metropolitan markets throughout the country.
AUGUST 2013
L AT E S T
KMC Music Holds Charity Golf Tourney
KMC Music held its 26th annual Everett Porter Unintentional Charity Golf Tournament on June 3 in Avon CT. Proceeds from the event
were presented to The Hole in the Wall Gang Camp, which was founded
in 1988 by Paul Newman to serve children and their families coping
with cancer, sickle cell anemia and other serious illnesses. The annual
tournament has raised more than $100,000 for The Hole in the Wall
Gang and has helped send more than 40 children to the camp. We are
very happy to continue our work with The Hole in the Wall Gang for our
annual charitable golf tournament, said Roger Hart, Vice President of
Merchandising for KMC Music. The event is an amazing opportunity
to bring high-profile companies from our industry together to help

children attend this wonderful camp in Connecticut.
The Everett Porter Unintentional was founded in 1987 by Bill Kaman, President of Kaman Music. Kaman was approached by Ovation Guitars Purchasing Manager Everett Porter, who mentioned in
passing that a golf tournament should be organized to bring together
music industry vendors, dealers and Kaman Music employees. Kaman
agreed and immediately put plans in place for the tournament. Due to
the serendipitous creation of the tournament, it was henceforth known
as the Everett Porter Unintentional.
Casio Supports Make Music New York

Casio America, Inc., kicked off the first day of summer, June 21, by participating in the 7th Annual Make Music New York event. Make Music New
York is one of the nations largest annual music events, where more than
1,000 free concerts are held throughout New York City. Casio was involved
in several activities taking place in conjunction with this event, including
hosting three Make Music New York After Dark open mic parties and sponsoring a portable Privia Piano Bar featuring a traveling pianist playing music
on a Casio Privia PX-350 digital piano throughout Manhattan.
We are extremely excited to be a part of the 7th Annual Make Music
New York event, which is also taking place on National Music Day,
said Stephen Schmidt, Vice President of Casios Electronic Musical
Instruments Division. We feel hosting the After Dark events and the
Privia Piano Bar are great ways for Casio to engage with musicians
throughout New York City and provide them with the opportunity to
celebrate National Music Day and Make Music New York by jamming
out alongside one of our most popular keyboards. With our donation
of the Privia PX-350 digital pianos, keyboard players no longer have to
worry about carrying their keyboard throughout New York City; they
can focus on what they love: playing music.
This year, Casio sponsored a Privia Piano Bar that started in Harlem
and made its way down the island to the East Village, stopping at various Make Music New York concert locations. At each stop, Nate Buccieri, an accomplished singer/songwriter, pianist, vocalist, accompanist
and music director, played live music with the Casio Privia PX-350 on
the back of the rolling piano bar. Buccieri accompanied singers at the
street concerts and performed live requests all day long.
Casio also hosted three After Dark parties at the Sidewalk Caf and
the Drom in the East Village and the Harlem Tavern in Harlem. Casio
donated three Privia PX-350 digital pianos, which musicians were
invited to play at all three locations.
Yamaha Recognizes Team Members

At Yamaha Corp. of Americas annual award event, held
at the Sheraton Cerritos Hotel in Cerritos CA, the company
handed out several awards to personnel in the Pro Audio
& Combo Division. Award winners included the following:
Greg Curtis Annual Market Maker of the Year; Athan
Billias Marketing Manager of the Year; Woody Jarrett
District Manager of the Year; and Eric Aparicio Spirit of
Pro Audio and Combo Division. Top Sales Achievement
Awards went to the following: John Messerschmidt Electronic Keyboards; Greg Curtis Music Production; Woody
Jarrett Guitars; Jim Di Paolo Live Sound; Mark Maulucci
Acoustic Drums; and Michael Gee Electronic Drums.
Even though we produce and sell some of the best quality musical instruments and music equipment in the world,
our fantastic staff is integral to our continued success in the
industry, said Reed Larrimore, National Sales Director, PAC
Division. At Yamaha, we strive to recognize the tremendous
job and effort given by our employees every single day.
10
Front row (L-R): Greg Curtis, Michael Gee. Back row (L-R): Mark Maulucci, John
Messerschmidt, Jim Di Paolo, Athan Billias, Reed Larrimore, Jay Schreiber.
AUGUST 2013
L AT E S T
Lanikai, Kohala
Present Ukeapalooza
Full Compass Susan Lipp Honored
Lanikai and Kohala

Ukuleles present the
Ukeapalooza promotion. Customers
purchasing Lanikai
and Kohala ukuleles
between now and the
end of this year can
redeem an in-store or
online couponaccompanied by proof of
purchaseto receive a set of free Aquila uke strings and be entered into
a contest. The grand prize is a trip for two to Hawaii to attend the 2014
Waikoloa Ukulele Festival, and second prize (10 will be awarded) is $500
worth of the Lanikai or Kohala product of your choice. All ukes are currently being shipped to dealers with a string insert entry coupon. The
downloadable version of the coupon can be found at http://lanikaiukes.
com/promos/UkaPalooza-Redemption-Form.pdf.
As we ship Lanikais newest products, TunaUke, UkeSB and Kohalas
new Tiki ukes, we want the market to know loud and clear that we are
committed to the uke market for the long term. Were glad that most
dealers agree and now view the ukulele as a viable instrument and not a
passing fad, said Scott Emmerman, Director of Marketing and Sales.
Wisconsin Women in Government (WWIG) has honored Full Compass company Owner and board Chairwoman Susan Lipp with its
Woman of Achievement Award. Lipp was one of four women chosen
statewide, earning recognition for
her role in creating the fourth-largest woman-owned business in Wisconsin, and for leadership of many
non-profit and charitable organizations. The award was presented on
May 7 during the WWIG Recognition Gala held at the Monona Terrace Convention Center in Madison.
In response to being chosen for
the award, Lipp remarked, I am
delighted and honored to be chosen
for recognition by Wisconsin
Women in Government. I am truly
impressed with all they have done to create opportunities for women
and to advance the roles they play in every level of government.
Lipps business success has established her as a prominent industry leader; she has served on more than 60 boards of directors,
including terms on the boards of NAMM and the University of Wisconsin-Madison School of Music. A strong proponent of school music
education, she has been influential in lobbying the U.S. Congress as a
participant in eight NAMM Advocacy Fly-Ins.
QUALITY
SERVICE
CHOICE
10,000 PRODUCTS
250 BRANDS
Tel: 1-800-727-4512

11
L AT E S T
Sweetwater Is Music To ESAs Ears
Chuck and Lisa Surack and Sweetwater Sound pledged a

$150,000 Endowment to Easter Seals Arc (ESA) to support
music programs. A portion of the endowment will be used
immediately to upgrade musical equipment used by 300 clients. ESA created eight new programs for people who have a
disability in the last year, which all involve some type of music
curriculum. The Transition Programs host college-like
classes for youth. Youth are served during summer and holiday breaks, after school and for those exiting high school. The
13- to 30-year-olds rotate from class to class, such as home
economics, exercise, music, computers, library, arts and
sensory rooms. There are similar rooms set up for the older
participants in the Adult Day and Project Drive Group work
facility. The request stems from immediate needs to enhance
the music equipment in the Adult Day area.
Donna Elbrecht, ESA President and CEO, commented, We are really
lucky we have the Suracks to secure our music programs indefinitely
through the permanently restricted endowment. We strive to provide
different services that match the needs of our youth and adults. Music is
just one of many new learning and growth opportunities that we offer.
Music is a fantastic outlet for ESAs participants. Its facility-based
programs now host choir, music play and sound appreciation activities.
Professional instructors lead the music practice. A few clients who
have not spoken before are now singing.
Asterope, Fishman Support

Audio Engineer Week
In support of Nashville Audio Engineer Week, Asterope and Fishman sponsored the 4th annual Nashville Recording Workshop + Expo
2013, held recently at the Rocketown Event Center in Nashville. The
event included many of the industrys most notable audio engineers
and producers. To help attendees hear the Asterope difference, the
company created a listening environment at the event where attendees compared Asterope with competitive products in a one-on-one
demonstration, using an electric guitar, acoustic guitar or vocal microphone. Participants were able to determine which had greater clarity,
bandwidth, spectral balance and harmonic response. Asteropes core
line of musical instrument products is also used in recording and live
sound environments. The company plans to continue expanding into
the pro audio market.
Later in the week, Asterope lent its support to the 16th Annual
AudioMasters Benefit Golf Tournament, held at the Harpeth Hills
Golf Course in Nashville. The tournament is the primary fundraiser
benefiting the Nashville Engineer Relief Fund (NERF) and is a cooperative effort of the Audio Engineering Society Nashville Section and
NERF, Inc. Both Asterope and Fishman have longstanding ties to the
Nashville music industry, said Dariush Rad, President of Asterope.
We were honored to be able to participate in the weeks events and
introduce our products to such noted industry professionals.
12
AUGUST 2013
L AT E S T
Gretschs 130th Anniversary Tour Rolls On
This year marks Gretschs 130th anniversary, and the company is going all-out to
celebrate this historic milestone. Special promotional events in cities across the U.S.
and Canada are showcasing Gretsch guitars and drums, with concert performances
by top Gretsch artists. A special element of these events is The Fred & Dinah
Gretsch 130th Anniversary Tour. Representing the fourth generation of the Gretsch
family, Fred is on hand to greet Gretsch fans personally, sign autographs and relate
the history of the business that was founded by his great-grandfather, Friedrich
Gretsch, in 1883. A notable industry figure in her own right, Dinah is the Founder
Fred and Dinah Gretsch.
of the Mrs. Gs Music Foundation, a charitable organization
that supports music education
in rural schools. Among the
things we love most in the world
are traveling, meeting folks who
appreciate Gretsch drums and
guitars, and enjoying the performances of great Gretsch musical
artists, said Fred Gretsch. Its a
special joy for me to have the opportunity to share anecdotes and
stories about my familys 130-year
history in the music business.
The Fred & Dinah 130th Anniversary Tour began in late June
and includes stops in New York
NY, Fort Wayne IN, Reno NV,
Nashville TN, Hollywood CA,
Chicago IL and Kemptville, ON,
Canada. Artists scheduled to appear at these events include The
Romantics, the Michelle Marie
Trio, Jet Weston & his Atomic
Ranch Hands, Foxy Studs, Fountains of Wayne, the Joe Robinson
Trio, Rosie Flores & The Rivetors, Mister Barrington (featuring
drummer Zach Danziger),

The Octanes, Steve Ferrone, Paul Pigat & Cousin
Harley, and the Kimberly
Thompson Quartet (featuring Beyonc drummer
Kim Thompson).
Electra
Resurrected
Electra Guitars, resurrected and

rejuvenated, has opened its doors
with its classic logo intact, a slate
of new products and a rapidly
growing roster of users, artists
and friends. At this years Summer NAMM show, the company
was looking for dealers to join
the team, Gene Ymiolek, CEO of
Electra Guitars, said.
At Summer NAMM, the company launched new electric guitar
and bass guitar models, which
include completely new Electra
models, as well as enhanced Electra vintage guitar models. In addition to guitars, Electra also offers
a variety of accessories, including
MagnaFlex guitar strings, Acetal
guitar picks and officially licensed
Electra Guitar clothing.
13
ADVERTORIAL AUGUST 2013
Note From Joe

Crisis as a Blessing
During a recent road trip, I met with long-time NAMM Member Juan Grecos
in Spain, where we discussed the rapidly changing face of our industry.
His particular insight is, of course, driven by the euro crisis and its impact
on the Spanish market. Their economy is under tremendous pressure with
unemployment ratesespecially in the prime music-making demographic
above 25 percent.
Here in the U.S., our future looks brighter. Headlines
focus on lower unemployment and recovery in both the
housing and stock markets. These key indicators make us
hopeful that the Great Recession is in our rearview mirror.
However, beyond the fluctuating economy, the music and
sound products industry continues to be buffeted by forces,
some within, and some beyond, our control.
The Internet has changed the way people shop forever
retail will never go back to the way it was. Much of
the world is now connected through mobile devices;
technology is making it cheaper and easier to make music;
musical trends defy any predictability; and competition
for the attention of our key demographic audience is
unprecedented.
Sounds like a world in the midst of massive change. Is this
the definition of a crisis? And, if so, the real question is,
what are we going to do about it?
without getting overcome. He who blames his failure to

a crisis neglects his own talent and is more interested in
problems than in solutions.
Its in the crisis where we can show the very best in us.
To speak about a crisis is to promote it. Not to speak about
it is to exalt conformism. Let us work hard instead. Let us
stop, once and for all, the menacing crisis that represents
the tragedy of not being willing to overcome it.
This is a deeply personal challenge that each of us must
address. To deny these changes are happening is to miss
a huge opportunity. To embrace them is to be open to
making progress and possibly going further than we ever
have before. How we respond will shape our businesses,
our industry and the world of music.
We must choose carefully and act boldly with so much at
stake. It may turn out this really is a crisisand that facing
it is a blessing in disguise.
Juan shared with me some wise words from Albert Einstein:

A crisis can be a real blessing to any person, to any nation.
For all crises bring progress. Creativity is born from anguish,
just like the day is born from the dark night. Its in crisis
that inventiveness is born, as well as discoveries made and
big strategies. He who overcomes crisis, overcomes himself,
Joe Lamond
NAMM PRESIDENT AND CEO
NAMM News
August 2013
-date on the
To keep up-to
r
ed by NAMM.
ish
bl
ws e-newslette
pu
Ne
is
M
ws
M
NAMM Ne
n up for our NA
sig
,
ws
ne
ry
st
indu
.org.
latest breaking
at info@namm
amplify
turn up the volume on your sales
BUILD
your brand
SHOW
your products
REACH your customers
JANUARY 23-26, 2014 ANAHEIM CONVENTION CENTER ANAHEIM, CALIFORNIA

www.namm.org/thenammshow
PEOPLE
Kahn Leads
Global Truss
Zildjian Is Sold
On Schlosser
Webster Rises
At Yamaha
Alfred Hails
To The Chief
Global Truss America has

named Kenneth Kahn as President. The company sells products
in North America under the DuraTruss and Global Truss brands.
Kahn has been with the company
since its inception in 2000, and
has played a key role in building
it into a major supplier of trussing and accessories for the stage,
concert, club, house of worship,
exhibit and retail display markets.
Ken has been involved in every
aspect of this business, from
sales and marketing to research
and product development, said
Global Truss America CEO
Chuck Davies. Hes excelled at
every position hes held here, so
were very confident that hell
be able to guide our company to
even more outstanding success in
the future.
Kahn was instrumental in
creating Global Truss Americas
dual branding strategy in 2012.
Under this plan, the company
markets DJ truss in the U.S.
under the Global Truss name and
professional/installation/touring trussing products under the
DuraTruss moniker.
Im excited about the opportunities we have to grow our
business in our existing markets
and by developing new markets,
said Kahn. We have an excellent
production process, an exceptional product line and great
systems in place. Im also very
fortunate to be surrounded by an
extraordinarily talented group of
colleagues, so the future is bright
for Global Truss America.
The Zildjian Company has

announced that Andy Schlosser
will join its management team as
Vice President of Global Sales,
assuming responsibilities for
the companys sales function
worldwide.
An industry veteran of 24
years, Schlosser began his
career with Kaman Music Corp.
in 1994 as an International Sales
Representative focused on Asia,
South America and Africa, and
progressed to become International Sales Director for Kaman
Music. Most recently, he was
appointed KMC Musics Sales
Director of National Accounts.
We are very fortunate to
have someone with Andys impressive industry experience in
both domestic and international
sales, said Craigie Zildjian,
CEO. Andy brings deep relationships in our industry and a
track record of executing successful sales programs for major
musical instrument brands.
We are very pleased to have
Andy join our executive team at
Zildjian.
I am very excited to join the
sales leadership team for this
iconic brand and work for this
great company, said Schlosser.
It is an honor to be a key member of the management group
charged with building upon Zildjians rich history and [industry]
leadership. Schlosser will be
based at the companys Norwell
MA headquarters and replaces
Bob DeLorenzo, who held the
position for several years.
Yamaha Corp. of America has announced the promotion of Dennis

Webster to Manager of Marketing
for the companys Pro Audio &
Combo Division (PAC). Webster,
who will oversee division-wide
dealer promotions and programs
and work closely with District
Managers and other sales
personnel at Yamaha, continues
to report to Athan Billias, Director of Marketing, PAC. He will
continue in his role as Departmental Marketing Manager for
Yamaha Guitars, where he has
doubled revenue and expanded
the companys market share in
the acoustic and acoustic-electric
categories. He has also increased
the companys retail reach and
introduced the Rosewood Dealer
Program, which helped boost the
amount of guitars sold.
Dennis has done a phenomenal job growing the sales of
Yamaha Guitars and expanding
our dealer network, said Billias.
This is an opportune moment to
extend his duties.
Before becoming Marketing
Manager at Yamaha Guitars in
2007, Webster served as Pro Audio & Combo District Manager in
the companys Southern Region,
overseeing retail sales efforts in
Texas, Louisiana, Mississippi and
Arkansas. Prior to joining Yamaha, he held positions of increasing
responsibility at Gibson Musical
Instruments, including Regional
Sales Manager in the United
States and International Sales
Manager in Europe, Asia, Canada,
Mexico and South America.
Alfred Music has promoted Andrew Surmani to Chief Marketing

Officer, some 25 years after he
joined the company as a Marketing Assistant. He played a major
role in developing Sound Innovations, a customizable band and orchestra method, and played a key
role in Alfred Musics acquisition
of Warner Bros. Publications. He
will lead Alfred Musics global
marketing and sales strategy
and growth, focusing on creating
synergy between the sales and
marketing teams, product line
teams and international offices.
He will concentrate on strengthening relationships with existing
accounts, exploring new end-user
technologies, expanding the companys reach into new markets
and sales channels, broadening
Alfred Musics global reach with
its international offices in Singapore, Australia, Germany and the
United Kingdom, and exploring
new opportunities for growth in
developing countries.
Im really excited about the
future, said Surmani. Weve developed long-term strategic plans
and gone through every area of
our business with a fine-tooth
comb looking for new growth
opportunities. The plans that
are currently underway are very
exciting for Alfred Music and the
music industry as a whole. The
music industry is going through
a time of transition, and Im
looking forward to offering our
dealers and customers opportunities to experience music in new
ways.
16
AUGUST 2013
PEOPLE
Fishman Reels In New Hires
Fishman has hired key new staff members for its product
management and quality assurance teams. Appointed as Senior
Product Manager, Charlie Russell has worked in product management, product marketing and sales for brands that include
Toshiba, IBM and Avid in the computer, television, film software
and telecommunications industries.
C. Russell
Also named as Senior Product
Manager, Paul Gallo got his start
at the Lexicon/Harman Specialty
Group, developing multi-effect
processors, high-end digital
reverb systems and home theater
surround decoders and amplifiers for the Lexicon and Mark
Levinson brands. He then joined
Harmonix.
Matt Cadarette has been appointed Software Quality Assurance Manager. A graduate
of Berklee College of Music,
Cadarette worked in the financial
services industry prior to joining Fishman. He has recorded
Custom Designed
and toured professionally as a
Handcrafted Cases...
guitarist and bassist throughout
Offering select
vintage and
America and Asia. He also gives
contemporary
guitar and music theory lessons,
exteriors,
interiors and
in addition to providing guitar
hardware
repair services.
Conn-Selmer
Fortifies
Conn-Selmers Mike Kamphuis,

formerly the Senior Director of
Product Marketing, has assumed
the newly created role of Managing Director of the Division of Education. Kamphuis brings a vast
knowledge of the Conn-Selmer
brands, as well as a rich history of
working with music educators and
artist clinicians. In addition, Kelly
Bryan, the newest member of the
Division of Education, comes to
the forum from Las Vegas, where
she created an award-winning
high school orchestra program
and was named the 2012 Teacher
of the Year. She has taken on the
role of Manager of Educational
Outreach. Grant Johnston will
continue his tenure as Program
Manager and will be leading the
All-American School initiative.
Kendra Ellington-Nafziger, VIP
Coordinator, will continue to
develop the VIP program.
P. Gallo
M. Cadarette
Since 1992...Serving Artists, Collectors, Musicians, and Builders
www.CedarCreekCases.com
Made in China
Made in the USA

Made in Canada
PRODUCTS
Drums
Percussion
DJ &&
Lighting
Dark Side Of The Moon
Over view: ADJs Quad Phase HP Moonflower

Specifics: ADJs high-output Quad Phase HP Moonflower is powered by a 32-watt
four-in-one quad color RGBW LED source. This new high-tech moonflower produces
15 bright preset colors. The intense array of colors, combined with the sharpenedsteel-like beams produced by the Quad Phase HP, help create a nightclub level of
lighting excitement at weddings, parties or any event. Aside from being bright and
sharp, the Quad Phase HP is fast, due to its advanced 1.8 long-life stepper motor,
which produces smooth directed movements. The fixtures 65 beam angle lends an
added dimension to its sweeping rapid patterns. Sporting a sleek new case design,
the Quad Phase HP looks crisp and sharp. In keeping with its advanced design, the
Quad Phase HP also offers all the DMX-512 capabilities for programming or linking.
MSRP: Call company
Contact: ADJ Products, LLC, 800.322.6337, adj.com
Master Of The Universe
A Modern Epic
Over view: Chauvets PIX Bar 2.0, PIX Strip 2.0

Specifics: Chauvets PIX Bar 2.0 is a pixel mapping, one-meter bar
that sets up in minutes with minimal technical know-how. Each bar houses
160 tri-colored SMD 5050 LEDs at a pixel pitch of 25mm and features a
120 viewing angle. The PIX Strip 2.0 is a one-meter pixel-mapping strip,
also very easy to mount and use. Each strip has 40 tri-colored SMD 5050
LEDs at a 25mm pixel pitch, and features a 120 viewing angle. With
multiple control options for both PIX Bar 2.0 and PIX Strip 2.0, pixel
mapping displays are achieved in minutes. The bar and strip lights work
seamlessly with each other and can be controlled using the PIX Drive
642. The driver controls up to 16 PIX Strip 2.0 or four PIX Bar 2.0 lights,
easily using Art-Net (3.0 compliant) or Arkaos Kling-Net.
MSRP: Call company
Contact: Chauvet, 800.762.1084, chauvetdj.com
System Of A Down
Over view: Pioneer Electronics XDJ-R1 DJ System

Specifics: Pioneer Electronics (USA) Inc. Professional Sound and
Visual Division has unveiled the XDJ-R1, an all-in-one DJ system that
features wireless control functionality through an iPad, iPhone or iPod
touch via Pioneers remotebox app. The system features Wireless
Direct to enable reliable wireless connectivity with an iOS device even
when a WiFi network is not available, Auto Beat Loop, Beat Sync, USB
device connectivity, built-in CD players and MIDI control. By utiliz18
Over view: Stanton Turntables Have New Cartridges

Specifics: Stanton, part of the Gibson Pro Audio division,
has announced that all future production of the ST.150 and
STR8.150 turntables will include new
cartridges, the TrackMaster V.3 and
SM V.3. The cartridges provide users with improved performance.
As part of this offering, the
Stanton ST.150 now includes the TrackMaster V.3 cartridge,
which features
high-output,
low-cue burn
and a four-coil
pick up. These
features make
it suitable for any club or scratch performance; its integrated
design does not require a headshell. The Stanton STR8.150
will also now include the SM V.3 cartridge, which offers
good stereo imaging and the ability to align the cartridge on
its included headshell. This alignment capability allows for
improved tracking response. The Stanton 150 series turntables are suitable for digital vinyl systems, traditional vinyl
mixing, archiving and home audio use.
MSRP: Call company
Contact: Stanton, 800.444.2766, stantondj.com
ing the remotebox app with an iOS device like an iPhone or iPad, the
XDJ-R1 can be remotely controlled wirelessly, giving DJs the ability to
continue their music mixing performances even when they move away
from the system. The remotebox app provides access to many of the
systems functions directly on the display of a compatible smart device.
MSRP: $1,099 Ship Date: Now
Contact: Pioneer Electronics (USA) Inc.,
800.421.1404, pioneerdjusa.com
AUGUST 2013
Pro Audio
PRODUCTS
GE Capital
WERE NOT
JUST BANKERS,
WERE BUILDERS.
Isolation Chamber
Over view: Shures SE846 Sound Isolating Earphone

Specifics: Shure Inc. has announced the SE846 Sound Isolating
Earphone, featuring a Quad High-Definition MicroDriver with a threeway system configuration for dedicated low, mid and high frequency
distribution. The SE846 patent-pending design includes a low-pass
filter, a true subwoofer that enables deep low-end performance without
sacrificing clarity or detail. The SE846 extends the heritage and performance of Shures SE215, SE315, SE425 and SE535 Sound Isolating
Earphone models. The SE846 delivers strong, impactful bass, enabling
the midrange and high frequencies to shine individually. The natural
roll-off of the subwoofer provides the tweeter and midrange drivers the
acoustic space they need to be heard clearly and accurately. The SE846
provides a combination of sound quality, noise isolation and durability
in a comfortable design. The SE846 is lightweight with a low profile
shape.
MSRP: $1,250
Ship Date: Now
Contact: Shure Inc., 847.600.2000, shure.com
Adventureland
Over view: Westones

Adventure Series (ADV) Alpha
Earphones
Specifics: Westone has
released the Adventure Series
(ADV) Alpha earphones, designed for the active user. With
IPX-3 water resistance, the
Adventure Series earphones
are protected against spraying water and adverse conditions for everyday use, rain or
shine. Westones Adventure
Warning and Control System
(AWACS Reflective Cable) allows for improved visibility in low light.
Westone integrated its rich heritage of signature driver technologies
into the Adventure Series Alpha. A proprietary extended range 6.5mm
micro driver with PST (Precision Surface Tuning), 20Hz to 18kHz
frequency response and impedance of 21 ohms delivers sonic accuracy
with extended bass. Up & Over cable routing and patented STAR Tips
ensure good fit, comfort and retention for even tough adventures. A
low-profile, lightweight magnesium uni-body and aluminum faceplate
deliver strength, durability and style.
MSRP: $199.99
Ship Date: Now
Contact: Westone, 800.525.5071, earphonesolutions.com
Lisa Gabbert
Relationship Manager, GE Capital
Russ Beacock
President, Beacock Music
At GE Capital, were not just bankers, were builders.

GE Capital is focused on your business and staying
connected to the industry to provide you and your
customers the best value. For example, Lisa Gabbert,
relationship manager for GE Capital, stays involved and
up-to-date with the music industry to help Russ Beacock,
president of Beacock Music, grow his business. Russ truly
values the knowledge that Lisa has about the industry.
With GE, you can be sure people like Lisa are ready to help
you build your business every day. Stop just banking.
And start building.
gogecapital.com
Credit is extended by GE Capital Retail Bank.

2013 General Electric Company. All Rights Reserved.
19
PRODUCTS
Drums
Percussion
Pro& Audio
Out Of This World
Over view: Galaxy Audios AS-1800 Wireless Personal Monitor

Specifics: The AS-1800 is the newest model of Wireless Personal
Monitor from Galaxy Audio. The AS-1800 features 640 selectable frequencies, a Naming Function so that you can clearly see which transmitter is for each performer, Variable Transmission Output and Mixed
Mono mode to give your unit more versatility. The body pack features
True Diversity Antennas and is made of magnesium alloy. The standard
unit includes the companys EB-3 earbuds. You could also upgrade to a
set of its EB-6 single-driver earbuds or EB-10 professional dual-driver
earbuds for an enhanced listening experience. The AS-1800 is ready to
stand up through rough conditions and provide you with dependability.
Street Price: $749.99
Contact: Galaxy Audio, 800.369.7768, galaxyaudio.com
Relay Race
Overview: Line 6s Digital Wireless Handheld Microphone/Transmitter

Specifics: Line 6 has launched the Relay V75-SC 14-channel digital wireless handheld microphone/transmitter with super-cardioid
dynamic capsule. Designed for use with the XD-V75 digital wireless system, Relay V75-SC isolates vocals while rejecting stage noise, resulting
in vocal clarity and articulation. V75-SC is the first Line 6 vocal wireless
solution to be released under the Relay brand. XD-V75, XD-V55 and
XD-V35 vocal wireless systems will also join G-series instrument wireless solutions as part of the Relay family. Featuring 24-bit audio quality,
10Hz to 20kHz frequency response and a wide dynamic range of up to
118dB (A weighted), the Relay V75-SC signal is so clear and strong that
it sounds and performs like a wired microphone. Compander-free Line
6 digital wireless technology enables vocalists to convey every nuance
of their performances with clarity.
MSRP: Call company
Ship Date: Now
Contact: Line 6, 818.575.3600, line6.com
20
Not An Exit
Over view: Eminence Speakers Exit Compression Driver

Specifics: Eminence Speaker has added a 1.4-inch exit compression driver to its line of HF products: the PSD:3014. With a 100-watt
continuous AES power rating, the PSD:3014 features a three-inch voice
coil and a recommended minimum crossover frequency of 800Hz. It
sports the same family resemblance of the PSD:3006, and it reliably
plays low and loud. Its a large, robust device that offers plenty of
bang for the buck.
MSRP: Call company
Contact: Eminence Speaker LLC, 502.845.5622, eminence.com
Drums
& Percussion
Miscellaneous
A Pouring Rain
Over view: Rain Riser Systems Sound-Dampening Risers

Specifics: Rain Riser Systems announced its line of sound-dampening risers at Summer NAMM. Named after the unique raindrop shape
incorporated into its internal structure, the Rain Riser combines elements of a classic studio partitionabsorption, diffusion, decoupling,
and bass trappingall within the form of a non-resonating elevation
system. This design effectively provides acoustical isolation for drums,
amplifiers and any other instruments and performers from the stage
surface below; in doing so, it improves the sound quality of those instruments and electronic devices. A rugged road case houses this proprietary vibration-reduction treatment, as well as electronics packages
including such options as LED lighting panels with DMX controls, and
onboard XLR audio inputs, returns and a multi-pin connector output.
Standard models are available in a variety of sizes and heights.
MSRP: Call company
Contact: Rain Riser Systems, 615.686.0707, rainrisers.com
AUGUST 2013
Miscellaneous
PRODUCTS
In The Bag
Over view: On-Stage Cases GBU4100 Series Ukulele Gig Bags

Specifics: Adding to its line of accessories for small folk instruments,
On-Stage Cases has announced the GBU4100 series of ukulele gig bags.
The GBU4100 bags join the GCU4000 series of hardshell cases as a
comprehensive line of protection options for all popular uke sizes. The
GBU4100 series consists of four functional and durable gig bags sized for
soprano, concert, tenor and baritone ukuleles. Each model is tailored to
fit over its respective instrument. A rugged black 600-D nylon material
makes for a water-resistant exterior and is easy to clean; purple accents
and curvy lines offer a stylish appearance. The interiors are lined with
a dense layer of 7mm padded foam, providing ample protection for its
instrument. Each bag in the GBU4100 series is equipped with two roomy
exterior pockets to hold a full cargo of accessories.
MSRP: Soprano $39.99; Concert $39.99; Tenor $39.99; Baritone $39.99
Ship Date: Now
Contact: On-Stage Cases, 800.289.8889, onstagestands.com
Drums
& Percussion
Guitars
& Amps
Ice CUBE
Over view: Rolands CUBE-GX Series Combo Guitar Amps

Specifics: Rolands CUBE-GX series features three combo guitar
amplifiers equipped with the i-CUBE LINK interface for iOS devices.
The CUBE-GX amps offer versatile operation and built-in connectivity for Apples iPhone, iPad and iPod touch. Models in the new series
include the CUBE-80GX, CUBE-40GX and CUBE-20GX, providing size
and feature options to suit the needs of players from gigging pros to
bedroom jammers: CUBE-80GX: 80 watts, 12-inch custom-designed
speaker; CUBE-40GX: 40 watts, 10-inch custom-designed speaker;
CUBE-20GX: 20 watts, eight-inch custom-designed speaker. Each
CUBE-GX amp is equipped with three independent channelsincluding JC CLEAN, LEAD and SOLOplus three separate effects sections.
JC CLEAN provides the tone of Rolands JC-120 amplifier, whereas
LEAD offers multiple amp types to choose from. SOLO is fully programmable, allowing users to store their favorite amp type along with
EQ and effects settings.
MSRP: Call company
Contact: Roland, 323.890.3700, rolandconnect.com
21
PRODUCTS
Drums
& Percussion
Guitars
& Amps
King Of The World
Excursion At Sea
Over view: Godin Guitars Seagull Excursion Series

Specifics: Godin Guitars has introduced a new series of Canadianmade guitars to its Seagull acoustic line-up. The Seagull Excursion
series is handcrafted in the village of Princeville, Quebec, Canada. The
models are rugged and packed full of tone. Available in Parlor, Folk
and Dreadnaught body sizes, the Seagull Excursion series was created to excite the acoustic guitar market. These instruments feature
wild cherry top, back and sides made of a three-layer lamination of
real hardwood, silver leaf maple necks, rosewood fingerboards and
bridges, burn stamped rosettes and natural custom-polished finishes.
Also, similar to the S6 Slim, the Excursion models feature the Seagull
Slim neck with a 1.72-inch nut width, suiting players who are more
accustomed to a more traditional nut width. Optional Fishman Isys+
electronics are available.
Street Price: $299
Contact: Godin Guitars, 514.457.7977, godinguitars.com
Best Buddy
Over view: ChordBuddys

ChordBuddy Jr. Guitar
Specifics: ChordBuddy LLC
has launched ChordBuddy Jr., a
new half-sized guitar for the fourto-eight age group. The new guitar comes with the ChordBuddy
device attached and allows young
players to work on strumming,
rhythm and timing skills, finger
strength and dexterity, and ear
training without worrying about
how to make chords. ChordBuddy Jr. is a miniature dreadnaught
guitar from the Perrys Guitar
line that comes with a DVD,
songbook, digital tuner and gig
bag.
MAP: $99
Contact: ChordBuddy LLC,
877.699.6188, chordbuddy.com
22
Over view: HardLuck Kings Chop Shop

Series King
Specifics: The HardLuck Kings (HLK)
Chop Shop series King has a solid mahogany body and a bolt-on mahogany neck. The
scale is 24.75 inches, the width at the nut
is 1.65 inches, the body thickness is 1.75
inches and The King has a neck radius of
13 inches. The King sports 22 mediumjumbo frets, all dressed and polished on a
rosewood fretboard with dot acrylic inlays
and a crown on the 12th fret. The King
has a sunburst lacquer finish on the body
with a black lacquer neck/headstock with
parchment binding. It has all chrome hardware, including Wilkinson die cast tuners,
tune-o-matic bridge, and a stop tailpiece,
black pickguard, black speed knobs and
a black bullet shape truss rod cover. Its
complete with a two-way adjustable truss
rod and a bone nut.
MSRP: Call company
Contact: HardLuck Kings,
805.405.4096, hardluckkings.com
Drums
& Percussion & Multimedia
Publishing
Singin The Blues
Over view: Alfreds Learn

To Play The Blues Guitar
Specifics: Alfreds Learn
to Play the Blues Guitar,
by Steve Trovato and
Terry Carter, book and DVD
method suits any musician
with a basic understanding of the guitar and music
theory concepts and who is
interested in learning how to
play authentic blues guitar. It
contains easy-to-understand
lessons and written exercises that include solos in
the styles of blues legends
like Eric Clapton, Albert
Collins, Jimi Hendrix, Stevie
Ray Vaughan, Albert King
and B.B. King. The first section of this method covers blues rhythms,
with more than 50 rhythm patterns, including medium shuffle,
uptown blues, slow blues, blues-rock and mambo. The second section teaches soloing techniques for playing blues lead guitar, such as
slides, hammer-ons, pull-offs, bending, vibrato and rakes, with MP3
play-along accompaniments. All examples are written in standard
notation and TAB.
MSRP: Call company
Ship Date: Now
Contact: Alfred Music, 800.292.6122, alfred.com
AUGUST 2013
SEVENTY-SEVENTH EDITION
More Details About Gruhn

Guitars New Location
Last month, we discussed Gruhn Guitars having opened at its

new location at 2120 8th Ave. S. in the up-and-coming 8th Ave. S.
corridor of Nashville. Here, we present some more details about
the iconic vintage instrument store
and its new location. A grand reopening celebration featuring a number of
instrument and accessories vendors, a
restringing clinic and several exciting
giveaways took place July 11 to 13. The
store is typically open Monday through
Saturday from 9:30am to 6pm, but, during those days, it was open for extended
hours.
Gruhn Guitars began renovations on
the new space early this year. The 2120
Building has been renovated to suit
the specific needs of the company. The
ground floor of the new store features a
larger showroom, allowing the store to
display its full inventory of vintage, used
and new instruments, and providing additional space for instrument trial rooms
and an appraisal inspection area. The
second floor includes a high-end showroom, administrative offices
and instrument case storage. The top level houses Gruhn Guitars
famous repair shop, shipping and receiving, and a photography
studio. Plenty of parking is available on site for customers.
Moving away from Lower Broadway after 43 years operating
within a 100-foot radius was not an easy decision, said George Gruhn,
but our new location at 2120 8th Ave. S. is less than 10 minutes from
downtown, has easy interstate access, is on a major thoroughfare, has
ample parking and is
in an up-and-coming
neighborhood near Music Row and numerous
music businesses. This
is the type of location I
dreamed of but couldnt
afford when I first decided I wanted to operate
a vintage fretted instrument business.
Guitar Company Offers Solution To Showrooming

Some 60% of consumers admit to showrooming, the practice of
shopping retail stores with the intent to make their purchase from
another outletusually onlineat a more competitive price. Only
10% of those online purchases are made through the original retail
outlet that was showroomed. The manufacturer of the Fretlight
Guitar is helping independent music dealers fight this trend. Optek Music Systems is offering a simple, no-cost solution that treats
each store as a marketing partner, rewarding the dealer for any
online purchase of a Fretlight Guitar made within a 25-mile radius
of the store. The concept was created to deal with the reality of
todays retail environment.
Fretlight Guitars are acoustic and electric guitars with a twist:
LED lights are embedded in the fretboard to light up chords,
scales, songs and riffs, showing players where to place their
fingers and, thus, transforming the experience of learning to play.
The new Fretlight Showrooms provide customers the opportunity
to check out Fretlight Guitars firsthand.
We recognized the challenges facing independent music
stores today, said Rusty Shaffer, the Fretlight Guitars inventor.
Our Showroom program recognizes cash is tight, so our partners

only invest in inventory after theyve seen success and are eligible to
become Super Showrooms. On top of that, were sharing profits when
showrooming happens, even if the retailer never talks to the customer.
Our Showroom concept is a true partnership that puts money in their
pockets at zero cost.
The Fretlight Showroom point-of-purchase display consists of a Fretlight Guitar with body decal and a 66 promotional banner. To illustrate
Fretlight technology, LEDs on the guitar are constantly lighting, and
both the banner and decal feature QR codes that enable the shopper to
view a Fretlight video demonstration and get detailed information about
the guitar and learning system.
If a consumer does showroom the retailer and purchase from the
companys Web site, Fretlight will send an incentive payment directly
to the authorized Showroom for any Fretlight sale within a 25-mile
radius of that store, even if there is no dialogue between the customer
and showroom staff. Fretlight Showrooms have the option to engage
customers on the retail floor and take orders directly for an additional
incentive payment and to support consumers locally.
23
WILL KOMASSA
President/CEO, Blizzard Lighting
B y D an F e rris i
Regular readers of The Music & Sound Retailer might have noticed
that, although we maintain comprehensive coverage of more traditional MI products like guitars, amps and drum sets, we also devote
considerable page space to products that some might consider a bit
outside the MI norm. Chief among these are lighting products, which
are important not only because they can deliver a good margin for
dealers and because they are growing in popularity by the day, but also
because rapid technological evolution has led to offerings that increasingly have that wow factor that helps compel a purchase. Recently,
The Retailer spoke to Will Komassa, President/CEO of Blizzard Lighting, and discussed the company, its product line, its strategic positioning and what the future might hold.
The Music & Sound Retailer: Lets start with your background. Touch on the highlights of your own stor y as it pertains
to music, technology and lighting. Tell us about the path youve
traveled, bringing us right up to the present day.
Will Komassa: Well, everyone says this, but I have a unique
background, I think, for this industry. I started out in college with a
broadcast journalism degree with an advertising minor, and then I
went to law school and got a law degreeboth from the University of
WisconsinMadison. But, up to that point in my lifeand I still try to
continue with itI did a lot with music. I always performed from an
early age. I had the opportunities that, hopefully, every kid gets and
I tried to make the most of them. I did musicals in high school. And,
while I was in college, I was in a group called the Wisconsin Singers,
which is a hokey, hokey group, but still a lot of fun. I actually was their
Tech Director, and so had a lot of experience working with theater
professionals. I mixed live sound for them, too, so I spent a lot of time
doing sound. But I also took some lighting classes in college, and
ended up serving as the Master Electrician for the UW Theatre for a
couple of summer seasons, which I really enjoyed.
I always liked performing, and I always loved the technical aspect of
theater, as well. But I also knew that I had to support myself and make
a living, and thats why I did the other stuff.
After I graduated from law school, I worked for five years for a
large CPA accounting firm, and I enjoyed that, as well. I worked with
24
companies that
were sending people
overseas for business and we worked
to try to minimize
taxes, which sounds
boringand, looking back, compared
to what I do now, is
boringbut I liked it
at the time. [Laughs.]
When I wasnt doing
that, I was performing
in a couple of different bands. In addition
to performing with
them, I was always
sort of in charge of
the sound and light
system.
This one band that I
was in, called Chapter Two, which is a
horrible and clichd
cover band name, is
where I met this guy
named Bob. Hes
about 20 years older
than me, but similarly
goofy. I would always
bring these lights
usually secondhand
that Id buy off of
eBay or whatever
to shows. They were
always big and bulky
and all the guys in the
band who were older

than me would always
complain about
these lights. They
never saw the value
in them. Everyone
always loved the
lights except for the
guys who would carry
them in and set them
up. Well, I ended up
leaving my job at
the accounting firm.
Not by my choice,
unfortunately, like a
lot of people over the
last five years. While I
was looking for a new
straight job, I sort of
started to revisit my
passion for lighting.
I started working with a couple of
OEMs overseas to
import some product
on a tinyand I mean
tinyscale. But I
ended up taking some
of the lights with me
to a band show and
showing them around
to these guys who
had really been fairly
lighting averse. I was
going, Look at these
LED lights. Look
at how small these
things are. Look at

how much they can
do. And, by the way,
theyre fairly inexpensive and they work really, really well. And
they were all pretty
impressed, as well.
And so I thought,
Gee, I might have
something here.
And so, again, as I
was looking to find a
normal person job,
I started doing this
and started picking
up steam. I ended up
getting a few job offers from a couple of
different places, but I
decided I was just going to focus on this.
I forgot one little
thing: Like I said,
one of the guys in the
band was this Bob
character, who is sitting in the back of the
warehouse right now.
He ended up coming
on board, as well. He
was working a desk
job in what was his
chosen profession,
but decided hed had
enough of that and he
also had something
AUGUST 2013
From left to right, the

warehouse guys always
have a good time Scott
Macho, Warehouse Lead,
Bob Mueller, and Dave
Schalk, Production.
Scott Harris (standing,

Technician), and James Keeley,
Product Development, review
specifications for a new fixture.
that, unfortunately, is very important for a very, very new startup

small business: He had a little money to invest. And so, we formed a
partnership and started off that way. And here we areits been about
three-and-a-half years now.
The Retailer: What are your key day-to-day responsibilities

and duties as President/CEO of Blizzard Lighting? Whats your
favorite part of your job?
Komassa: I guess it changes every day, and thats one of the things
I really love about running a business. You know you have a bunch
of stuff to do during the day, but you also never really know what is
going to be on your plate. In fact, five minutes before you called, I was
buying paint. We just bought a forklift and were painting it, because
the guys in the shop want to put flames on this forklift. [Laughs.] So,
that was one of my things this morning. But, I spend a lot of time, obviously, doing boring business owner-type stuff: finance stuff, making
sure that our cash flow looks good, making sure that we have enough
money to pay our employees and staying on top of making sure that
we have enough product in stock. Thats always a challenge. Weve
been very fortunate, and sales have been really good. Its tough keeping stuff in stock sometimes. I spend a lot of time working on that. I
spend a lot of time working on the logistics of getting product here,
which can be difficult. I guess, right now, were probably averaging
three to four containers a month, and that gets to be challenging and,
obviously, looks to be continually increasing. So, making sure that that
stuff is here and on time, and that its costing us as little as possible to
get the stuff here safely, are important things.
Notice that I havent mentioned playing with lighting. I love doing
that. I find that I get the most time and I have the most fun playing
with lighting after everybody else leaves at the end of the day. We have
a showroom and I go sit back there and, you know, put some lights up
on the truss and sit down and program some of them. Especially when
we get new stuff inI always have to kick the tires quite a bit and sort
of knock any bugs out of it. So, I spend a good deal of time doing that,
as well.
The Retailer: Give us a 10,000-foot over view of Blizzard
Lighting, discussing its histor y and

product line.
Komassa: Well,
we started out in my
basement, which,
I guess, at times,
competitors have
made light of. But
there are a lot of good
stories that come out
of garages and basements. So, we started
out in my basement in
suburban Milwaukee
WI. And now, were
occupying a facility
thats about 10,000
square feet, about
five or six miles away
from my home, with
a few stopovers between then and now.
We are a professional LED lighting
manufacturer. Were
continuing to develop
a pretty comprehensive line. We do have
products that start all
the way from those
suiting the classic
bedroom DJ, through
professional touring application-type
products. Most of
my background, like
I kind of mentioned
earlier, is in theatrical and production,
although Ive also
dabbled in DJing
myself. I try to approach things on the
pro-sumer, hobbyist
and even mobile entertainer/professional

type leveltrying to
give those users the
same sorts of feature sets and quality
that we put into our
professional fixtures,
but maybe without
the high intensity or
power requirements
that those products
might have. So,
thats sort of how we
pattern our products
if you look at them.
They have a more
professional lighting
flavor to them, and we
try to have things that
are unique and useful.
The Retailer:
What makes Blizzard Lighting stand
apart, not only from
its competitors
but also from all
companies in the
music, technology
and lighting industries?
Komassa: One
thing that frustrated
meand continues
to frustrate meis
when I would buy
products from some
other companies. It
seemed like there was
an inordinately high
failure rate out of the
box. And I think part
of that comes from
being sort of on the
cutting edge of
stuff and having
to keep things at a
certain price point
to where theyre
attractive for the
end users. But I
also thought that
we could probably
do a little bit of a
better job making
sure that that didnt
happen to our
customers. And so,
from the very first
day we ever started
doing business,
weve always tested
every single fixture
immediately before
it gets packed up
and either shipped
out or put into our
stock. And thats
without exception. Every fixture
that we sell, we
test first. And we
burn in some of
them considerably.
Again, most other
companies dont
do that. And thats
in addition to all
the testing they
go through before
they make the
trip over from our
factories. I think
that is something
nice and, hopefully,
sets us apart. And,
again, this is not a
marketing gimmick; its meant
25
to ensure that when customers get stuff, they dont open up a box
and find something that doesnt work. Because I know firsthand how
frustrating that can be.
The Retailer: When you look at Blizzard Lighting as it currently exists, what would you say youre the proudest of?
Komassa: Well, boy, were a multi-, multi-million-dollar company.
Building that from a couple of goofballs who started out in the spare
room in my basement, and doing it in three-and-a-half yearsIm very
proud of that. Im very proud that we get mentioned in the same breath
as our two larger competitors. Im very proud of the reputation for quality that we work toward here. And Im consistently very, very proud of
the customer service we try to deliver, which isnt always easy. Frustrated people are pretty frustrated, and Im blessed to sit on the other
side of the wall from the tech area in the office here. I hear some pretty
frustrated people calling in, but Im very proud that were always very
professional with them and we always really work hard to get them a
good solution to their issues.
The Retailer: In our market, you find a large number of highly

creative, performance-oriented individuals in different companies. Would you say that the team at Blizzard Lighting is a ver y
creative one, where the products youre involved with on a daily
basis are a big part of your lives outside of the office, as well?
Komassa: Yes, definitely. Weve got a ton of musicians herea ton
of performers here. Bruce, our Tech Manager, is a guitar player who
works as a sound and lighting tech and has a really great rig thats all
Blizzard products. The other tech guys actually go out with him on
calls, as well. Like I mentioned previously, my business partner, Bob,
hes actually a guitar player, and I was a singer and keyboard player.
Joethe guy who does our Web site and a lot of the marketing materials and works with the manualshes a guitar player, as wellan active
musician. James, who does our software support, helps with fixture
development and handles our Facebook page, is a drummer. We have
a bunch of them. So, you see it a lot in the industry, and its awesome.
Its great. Somebody has to give us jobs, so it might as well be us.
[Laughs.]
The Retailer: Shine a light on some of Blizzard Lightings most
recent product launches. Going forward, what are you going to
be pushing most aggressively?
Komassa: Color-changing LEDs are very useful products, and the
technology is continuing to advance at a very rapid rate. Some of the
newest, coolest stuff that weve gotwe have the worlds first five-inone LED products that are widely available here in the United States.
We have a number of different products, but on the pro-sumer or
mobile professional or hobbyist level, we have the Puck Fab5. And now,
this month, were going to be coming out with the Puck Fab5 SkyWire,
which is an LED color-changer with five-in-one LEDs, so they produce
red, green, blue, amber and white, all from behind the same lens.
And there are going to be six of those LEDs in a compact enclosure
26
that also features a

long-running lithium
ion battery and it
also has integrated
wireless DMX. So,
this is a solution that
a mobile professional
or musician can set
down, turn on, set to
a color or standalone
program and thats it,
youre done. Depending on the color, it can
run up to about 20
hours, but typically
eight to 10 hours.
Or, they can use the
DMX controller and
control it remotely
wirelesslytotally
free of any wires
and use the built-in
wireless DMX to do
that.
We also have a
companion product,
called the KONTROL
5 SkyWire, which is a
wireless DMX control
board, specifically
designed for use with
five-color fixtures
like the Puck Fab5
SkyWire. Weve
also got some really,
really neat moving
head products that
have been very, very
popular, and we have
some new variations of those. We
released the Blade
RGBW moving head
beam fixture in the
first quarter of this
year. Sales have been
outstanding. Its been
a very, very well
received product.
We just released this
month the Blade
QFX, which is a
similar product. It has
quad color LEDs versus standalone red,
green, blue and white
LEDs. It also adds in
some pixel effects to
the head and gives
it some more visual
appeal. And, so far,
those have been quite
popular, as well.
We have a third
Blade product that
were looking to
part of the companys fundamental

approach to business?
Komassa: Absolutely. You know, one
person who hasnt
gotten any play
yetand who is also
a musicianis my
other partner: our
Director of Sales &
Marketing, Frank
Luppino. Hes been
around this industry
for quite a long time.
Hes one of those
guys who, when Im
sitting here saying
his name, Im starting
to smile. Hes such a
great guy. Hes such
an asset to our company, and hes such
an asset to Blizzard
Lighting dealers. Hes
worked with musical
instrument retailers
for so long, knows so
many of them and is
such a friend to them.
So, it has always been
Bruce Gering
our model only to sell
(foreground,
through authorized
Technical
dealers, and that will
Support
Manager),
continue to be our
shows off
model. And absohis Bobblelutely: Theyre our
Bruce while
Mark Burmek
customers. They are
completes a
our direct customers,
repair.
and we really bend
over backwards to
help them. In thinking of the ways we try
launch in, probably, a to work with our dealmiddle-third-quarter
ers, I think we do an
timeframe. Thats go- outstanding job, and
ing to be at a similar
well do everything
price point using a
we can to continue
new LED technology that. We understand
and its going to have theyre the guys who
a really cool feature.
allow me to have my
Its going to have
goofy radio-controlled
infinite pan capabilicars that I like to
ties, so itll just keep
drive around and the
spinning and spinning keyboards I like to
and spinning.
play and stuff. Bob
just bought a used
The Retailer:
golf cart to drive
What is Blizzard
around his yard. Hes
Lightings philosogotta keep the batterphy when it comes
ies charged in that
to working with
bad boy! [Laughs.]
dealers and the
We do everything in
dealer channel?
our power to keep
Would you say that them happy.
working closely
with dealers is a big
The Retailer: Is
AUGUST 2013
there anything that the dealer

channel could do that would
be helpful to Blizzard Lighting
as a company? Do you have
any suggestions for the channel that would help retailers as
well as the company?
Komassa: Gosh, the one thing
I always appreciate is actually
constructive feedback from our
dealers. And I hope they feel that
they can be open and honest with
us. I mean, I dont want someone
calling and saying, Your stuff
sucks. I dont necessarily want to
hear that. But, if you have suggestions, Id love to hear them.
Other than that, if there are dealers out there who havent taken
the plunge, give it a shot. People
love these products. I dont hear
too many non-successful dealer
stories. Were very supportive of dealers; its what we do. So, I would
definitely encourage people to give us a look, if they havent already.
The Retailer: Both in the U.S. and globally, economic times

during the past few years have been rather difficult. How well
has Blizzard Lighting withstood this economic tumultuousness?
Komassa: We came about right in the middle of this. In fact, we
are a product of the down economy. Before this, I was working my
sort of young, urban professional climber lifestyle at a very large
company, and working just to try to get ahead. And the economy
sort of had other plans for me. This company grew out of that. So,
from day one, weve always been very, very diligent with controlling
our costs. Weve also tried to plan for the future as much as possible
by investing as much as we can in research and development, and
not getting too mired in, or bogged down with, any one particular
product that maybe isnt as exciting as we all thought it would be.
We make a commitment to all our products, but we try to be very
quickwe try to be very agile. People are fickle, customers are
fickle and technology moves really, really quick. We try everything
we can to stay ahead of the curve.
Aside from that, you know, as I said, we try to be lean. We try to
operate using what we have available, and we look pretty hard at
spoiling ourselves. We try to spoil the customer and not ourselves
golf carts and RC cars notwithstanding.
of art. So, thats something I think

is very cool.
Katy Komassa,
Office Manager, tries to
keep the boys in check.
The Retailer: Is there anything youd like to add?

Komassa: Im really happy
that we always try to be good corporate stewards to the industry, to
our customers and to the community. Weve tried to give back in all
of those channels: not because we
have to, but because we genuinely
want to. Weve been successful.
We have a short track record that
we hope turns into a longer track
record of success. But, we try to
be as generous as we can be with
our time and with our resources,
helping people who have had
some crap happen to them. And I
hope that comes through. I hope
that were always known as a
company that tries to work real
hard at giving back, because we
do appreciate our success and we
try not to overlook that.
The Retailer: What does Blizzard Lightings future hold?

What changes can we anticipate? Which new avenues might
be explored?
Komassa: Right now, we are focused on being a company that
provides lighting and accessories. And so, anything that falls into that
broad scope is definitely fair game, so watch out. Obviously, weve expanded significantly from the first few products that we had. We have
controller products now, we have clamps, we have other accessories,
we have the great Cool Cable line, which I think is the best DMX
cable on the market at any price, and its very reasonably priced. We
have plans to introduce other cable products and other accessory
products. Obviously, more and different types of lighting products
more things that are focused on the theater market. Giving people
more options that they dont find elsewhere. We have also started to
make some forays into the architectural world, which is probably not
something the average Music & Sound Retailer reader is interested
in, but that is another thing were working on. And, honestly, the
coolest thing about that stuff for me is energy efficiency in buildings
and just the way the LED light can look in a building when its done
properly. Its an incredible, incredible thing. They can be real works
27
M I SPY
STRIKE UP THE
BAND (RENTALS)!
The beginning of a new school
year brings with itrental season.
Its a time when parents go from
music store to music store and try
to understand the difference in
rental programs and what works
best for their child and budget.
It is a time when music retailers
go, well, nuts! I have experienced
the nutty time of rental season as
a music retailer and as a parent. I
guess that is why The Chief decided
I should use my experience to find
out about rental programs in the
capital city of Ohio. That, of course,
being Columbus.
The city is located just two short
hours from the Rock n Roll Hall of
Fame. Who knows? Maybe some of
the students beginning on an instrument this fall will be future hall of
famers themselves!
I chose a sunny day to head for
the city and test out four music
retailers. My mission was to see if
the stores would allow a potential
band student to try out some instruments to assist in making a
decision as to what instrument the student would come to play.
No problem! I know instruments, I know how to test them and
I understand rental programs. I also know about bands and kids.
All I needed, in fact, was a kid!
That was the hard part. My kids are too old and my grandkids
live far away, so I had to punt. I called a friend in the capital city
and asked if I could borrow her son to be my instrument
tester. Of course, I met with no resistance. Anyone with a kid
that age is willing to loan him or her out for a few hours at a
time, I find.
I knew it would work since he was considering joining the
band at his school.
My cover story was simple: I was a friend of the family and
a former band director. His grandmother was my accomplice,
just to keep the story straight. After all, 11-year-olds can make
up a good story when needed, but, this way, there could be no
slip-ups from store to store on the spy mission. Two of us were
listening.
Heres the storyline: We wanted the test kid to try out the
instruments and also learn more about the rental programs so I
could help advise his parents and save them some leg work, as
well. This storyline had the benefit of being the truth.
I chose a silver blue Hyundai Tucson for this mission. It has
good pick up and four-wheel drive for a quick getaway, should
enemy agents materialize.
28
Arriving at Buckeye Brass & Winds in my silver

blue spymobile, I found the business to be located
in a more neighborhood-like setBuckeye Brass & Winds, Inc. ting off the main road. I thought
it to be an odd location, but, given
7445 Montgomery Dr.
time, I could see why it works.
Plain City, OH 43064
We were greeted very pleasantly and, when asked what we needed, I explained
I wanted to have the young man test a few instruments and learn about the rental program. The
gentleman immediately said he would get the
person who could best help me.
The salesman was very pleasant, asked what
school system he was with and what instruments
he wanted to try. My young spy accomplice said he
wanted to try a trumpet and a trombone. The man
asked if he would like anything else, such as a flute,
clarinet, etc. He replied that he would try a flute.
The salesman brought out the instruments to try,
setting them on the counter. He made no attempt
to open them. I think, given that I had said I was
a former director, he figured I wanted to help the
new student with the instruments.
That was fine with me, but I was surprised. I put
the instruments together and began having the
AUGUST 2013
future band member give them a try. The gentleman did comment on the good sounds he was getting from the trumpet and
trombone. I commented that the flute was out of the pictureno
sound there.
He talked with all of us throughout the test period. Once we
were finished testing, he explained the rental program. The
price for any of the three instruments was $26 a month for new;
for used, it was $21 a month. We partner with Buddy Rogers
Music in Cincinnati for instruments, he said. He explained
that they carried many different brands of instruments. All the
money paid toward the instrument went toward the purchase,
and it took somewhere between 30 and 36 months to pay it
off for purchase. It could be returned at any time if a student
changed his or her mind. If paid off early, the total price would
be discounted.
Were small, so we dont have our own fleet of instruments,
but you can handle everything through us. I stop at the school
once a week. So, if something were to happen to the instrument, you can leave it with the director and I can bring a loaner
instrument and pick up the instrument to repair, he said. The
salesman said that built into the program is a loss coverage fee
that covers repairs and accidents, so the parents would not have
any out-of-pocket costs on repairs.
He explained that we could come back there and rent the
instrument from them or we could go online. He also explained
Rettig Music
6323 Sawmill Rd.
Dublin, OH 43017
how to do it through the companys Web site. Then, we could call

into the store for the supplies we needed and everything would be
delivered to the school. I asked which book the school used. He
said they would have a list of everything needed. I thanked him,
to which he replied, Oh, sure, no problem. If you have any other
questions or we can help you in any way, let us know.
We briefly talked about the fact that the student had braces.
He said that he had braces in school and he played baritone. He
shared some tips on playing a brass instrument with braces.
He handed me a flyer with all the info on the program. The
salesman said the school system works with three different music
stores. He explained a little about the other two. He said Rettig
Music had several stores in Ohio. Music & Arts was formerly
Colonial Music. We found that we both knew the former owners
of that store, and so we caught up on what they were doing now.
He explained Music & Arts was a national company owned
by Guitar Center. He said the majority of Buckeyes work was
repairs, and then went into detail about what they do. It was just
conversationno sales pitch...and he never said a bad word about
the other stores.
He said Buckeye does the repairs on site for the rental instruments. Thats why the odd location works. Hes the road rep and
they do more repairs than anything else. I think the only reason
he didnt work with the student was because he believed that I
wanted to.
We were greeted right away and asked what they could do to

help us. I told them the young man was going to take band and
wanted to try a couple of instruments, with the typical story of being a former band director doing the rental legwork for the family.
Rettig did the typical qualifying: which instruments, what school, etc. The saleswoman went over the rental info, saying they had a three-month trial period for $12.
After the trial period, there were several options. We could purchase the instrument
outright at a 40% discount or rent to own with $24 a month payments, with every
payment applying to the purchase. If we paid the instrument off early, we would
receive a 30% or 40% discount off the balance due.
We offer different price ranges of instruments. For the three-month trial, you
typically get a new or what we call return rental instrument. That just means it has
been rented before and the student didnt continue. Its actually still considered
new, with the full manufacturers warranty, and is marked down due to cosmetic
flaws, she said. She added that they were marked down anywhere from $25 to
$200 off the retail price. We have used instruments, as well, she said. Whatever
price range it was, rent to own and the discounts applied. When I asked the brands
of trumpet and trombone, she told me that the particular school system preferred
Bach. She explained that the service and maintenance was free during the rental
trial and, afterward, the cost would be $3.75 a month, but it was optional. It covered
all the repairs, delivery to the school and a loaner. It would also help to cover part of
the homeowners deductible if it were stolen, and more.
She got a gentleman to help test the instruments. He put up two chairs across
from each other, and he and the student sat down and began to work on buzzing his
lips. He taught him to keep the corners of his mouth tight and continued to work
with him for quite some time on mouthpieces and the trumpet and trombone. He
was very good, knew exactly what to do and was quite patient. He determined the
trombone was a better fit. The trumpet was a little harder because it would feel really weird with the braces.
He asked how long the braces would be on, to which the answer was two years.
The salesman said, You will have the joy of playing a brass instrument with braces.
In the long run, it will help you. Youll learn to get the notes without applying pressure to your mouth to do so. He added that many students have done so, and hed
be OK. The salesman said the orthodontist would give him wax for discomfort and
talked about how he was a French horn player and had braces.
He looked up what books would be needed and what accessories were required,
including the Smart Music software and, if needed, a microphone for the computer.
He handed me a rental flyer and thanked us for coming in.
We were
greeted immediately
and asked
what we
were looking for. I gave the story:
info about rental programs, test
a couple of instruments, etc. The
man asked what instrument we
were thinking about, and the student responded with trumpet and
trombone. He brought the instruments out and began to instruct
the student on buzzing his lips on
the mouthpiece, instructing him to
keep the corners tight and get good
airflow through the mouthpiece.
He was encouraging, taking a
colorful plastic trombone off the
wall and letting him play it, which
was a treat. He showed him how to
hold it and let him have fun using
the slide. He explained that, with
woodwind instruments, you get a
note because of the placement of
your fingers; with brass, however,
you had to tighten and loosen your
lips to get notes to change. He
played along with him, showing
him how to get different notes without changing the slide position
The salesman gave us a little
history on the plastic trombone.
He spent a good amount of time
with the student, helping him with
the trombone and trumpet. He let
the student play for quite a while,
saying, You might as well. It is a
music store! Although he said he
Music & Arts

43 North State St.
Westerville, OH 43081
29
was not really a trombone player,

he was knowledgeable enough
to help.
One interesting thing that
happened was the man helping
us asked another man if he knew
the trumpet fingerings. The
second salesman said he could
do the scale. He was friendly and
glad to help. However, he had
the fingerings all wrong. He had
them in order, but for the wrong
note names.
The first gentleman encouraged the test student to play the
trombone, because he was very
natural with it and had a more
difficult time getting the sounds
on the trumpet. (Of course, this
is the case for most, as the sound
is better and easier to get as a
beginner on the trombone.) The
salesman added that braces are
also a concern. They were both
very helpful and good with the
student.
Then, the rental program was
explained to us. They have a
trial period, three months for
$15, and you could include the
optional maintenance agreement
for $3.99 a month. Rental after
the trial period would be $25.99 a
month, with $3.99 for the optional
maintenance. The $25.99 would
go toward the purchase of the
instrument, and you could return
the instrument at any time. You
could continue to rent until the
instrument was paid off. I asked
if the instruments were new or
used, to which he replied that it
depended what they had on hand.
Either way, they could order what
we wanted.
He also said that we could
bring the instrument back
and exchange it for another.
The money we had paid would
transfer to the new instrument.
I asked if they knew what books
and accessories were required
by the band director. He looked
them up and said there were two
books. He suggested a starter kit
that included the cleaning brush,
etc. as the cheaper way to go. He
did not mention the software that
the previous store had specified.
They thanked us for coming in
and said, Have fun!
30
Sam Ash
1690 Morse Rd.
Columbus, OH 43229
We were instantly greeted with, Hi, guys. How are you doing
today? by someone sitting at a desk as we walked in. He asked what
we needed, and I told him that the student wanted to try a couple
band instruments and learn about the rental program. He said, Absolutely! and pointed to the far corner of the store. He said, Band instruments are
back to the right, and I will get somebody back there to help you.
The person back in band instruments greeted us with a How are you folks? He
asked what he could help us with. I gave him the story and said we wanted to try the
instruments and get the info about the rental program.
He asked the student if he knew which instruments he wanted to try or if he was
still deciding, because that would be OK. He responded with the trombone and trumpet. The gentleman said, I just finished my student teaching for middle school band,
so I can help see which instrument agrees with you.
He said the most important thing was listeningthat it was all about the sound. He
played some trumpet music on a CD to give the student an idea of the sound. He said
it was important to start with the mouthpiece, as that is what makes the noise. He told
him to act as if he was spitting a seed, and proceeded to demonstrate. He would count
out when to start, saying, One, two, ready, breath. He praised the student when he
did a good job. He spent a mega amount of time working with him. He even had him
playing quarter notes and high and low notes. He said the trombone seem to agree
with him best and asked if we agreed.
Although we said yes, he actually wanted the trumpet really bad. So, the salesman
went back to working with him on the trumpet. This lesson lasted for much more than
30 minutes. It was very kind of the enthusiastic teacher to spend that kind of time with
us. He had many tips on how to, including a little discussion about the braces. He
had had the same issue at one point and so he said the student would be fine.
This guy was wonderful, but he really did not have knowledge about the Sam Ash
rental program. I dont know if every instrument is available to be rented. The Sam
Ash brand, Jean Baptiste, is $89 for the school term, which is five months, and $130
for the year, which is 10 months, he said. Then, he said he could get a manager if I
wanted to know about the Sam Ash card or financing. I told him I basically wanted to
know what they did for the school rental programs. I asked if they only rented that
brand, because it was my understanding that his band director wanted Bach. He said
he could call one of his managers and see, because he was sure there was something
they could do. He used the PA system to ask for help. The Manager called and briefly
talked with him, and then the salesman paged someone else.
While he was on the phone, grandma spy found a sign that explained the rental
program. It was way up by the ceiling and hard to find, and you could get a neck ache
trying to read it. The salesman came back but did not say if the Manager was on the
way; we pointed to the sign. The phone rang and the enthusiastic gentleman picked
it up and talked briefly. While he was on the phone, I found a rental flyer lying on the
counter. When he came back, I showed him that it said other brands were available.
He said his Manager would be coming over. We had a long pause waiting for the Manager and, eventually, he asked if I had a question he could go ask the Manager, whom
he thought was busy in his office.
I asked about the books and accessories, to which he said most schools were using
Essential Elements. We asked if he had a list and he said we would have to talk to the
director. He didnt really know what to say or do as I was standing there, waiting for
the Manager. He finally looked at the rental flyer and said, So, you would be looking
at a new Bach trumpet. That would be a $100 deposit; for the school term, it would run
$120 and, for the school year, $170. This should be everything his parents would need.
If you want, you can take this.
I did take it. I asked who made the Jean Baptiste and he said he didnt know, but
thought it was made in the United States. I saw they had Yamaha and he said, The
Yamaha, you almost cant go wrong with. Maintenance-wise, you never hear anyone
complain about Yamaha. They run a little more, he said. We just continued to look
over the instruments on the wall, sort of killing time in my mind, because I wanted to
see if someone came to help, but that never happened. I tried to get trombone prices,
but they were so far up the wall and away that we couldnt read them. He did tell me
his name and said hed be happy to help me if I wanted to come back to rent. He suggested a cleaning kit and suggested that, when I do rent, I take into consideration how
good the case was, because it would protect the instrument. With no Manager showing up, we thanked him, he thanked us and we left.
AUGUST 2013
The Wrap-Up
So, where would I recommend

for this new band student to rent
an instrument? Good question!
Sam Ash struck out, which is
too bad because the salesman
was terrific with the student and
had great knowledge of the how
to of the instruments. As we
were preparing to leave, uninformed, the phone rang and the
salesman said, I think I have it
figured out. Im assuming that
the Manager called back to see if
we were still there. My theory is
the Manager should have come
over in person to help and to
educate the new salesman, or he
should have sent someone else
to help. I was not thrilled with
the rental program, either; seemingly, neither were they since
the information was displayed
high on the walland not even
the wall a potential renter faces
while discussing instruments!
By reading the rental info I
found on the counter, I learned
several things: First, there is no
month-to-month program. Second, a renter only has 90 days to
exchange the instrument at no
extra cost and, if they do return,

tenance fee built into the cost, but
it would be with an upgrade.
the flyer read $26 plus $5 a month
What if a student wants to change
loss coverage fee. There was
instruments after the first 10
also a $20 enrollment fee. I honmonths? Third, there are differestly found it a little confusing.
ent deposit prices depending on
Prices were comparable at Muthe brand of instruments. Other
sic & Arts and Rettig Music.
stores do not
Music & Arts was
have deposits.
$25.99 a month, plus
Who took home
Fourth, I didnt
tax, and the optional
read what hapmaintenance plan at
first prize
pens to the de$3.99. They offer a
posit under any
three-month trial pethis month?
rental/purchase
riod for $15, plus tax,
circumstances.
and the $3.99 mainteAlthough I would not hesitate
nance, thus equaling $18.99, plus
to rent from the other three
tax, for the first three months.
stores, I took into consideration
Rettig Music is the store I
the pricing and knowledge of
suggested to the parents of the
the salespeople when it came to
young future trumpet player. The
the program. At Buckeye Brass
people, as in the other stores,
& Winds, you really are renting
were very competent, pleasfrom a different store. However, it
ant and interested in what was
is a well-respected company and
needed. I really cant say enough
Buckeye does service the school,
about all the stores when it came
customer and instruments. Acto their patience in giving the
cording to the literature, they
instruments a test drive.
offer a free 30-day trial period.
Rettig has a trial period of three
After the trial period, the instrumonths for $12. The monthly
ment would be $26 a month, plus
rate after that time period is $24
tax, for a new instrument. The
per month. They also offered
salesman said there was a maingood discounts for purchas-
ing the instrument during the

rental period. They service the
schools, as well, and offer a
maintenance package for $3.75
a month. They also had a better
knowledge of what the band
directors required, and got the
books correct. When asked, the
employees of the other stores
said, Most schools use Essential
Elements. However, the test
students school requires two
books: Accent on Achievement
and Warm Ups and Beyond.
Rettig employees knew that
and were able to double-check
it in the computer. They were
the only ones who mentioned
other items on the directors list,
including the software program.
Rettig seemed to be the store
that had it together when it came
to the personnel being all on the
same page.
I feel comfortable leaving
the beginning band student to
Rettig Music, Music & Arts
and Buckeye Brass & Winds. A
new generation of students will
certainly be in good hands!
Ready for my next mission,
Chief!
,
KORG
the
trusted
name in
tuners.
25 years after launching the worlds first handheld electronic tuner, Korg continues to lead the industry. Korg has
created the most comprehensive range of tuners and metronomes, with the accuracy, reliability, value and longevity
that can only come from decades of innovation and the selling of tens of millions of tuners worldwide.
From the beginning student to the worlds biggest stars, musicians ask for Korg by name. If you stock just one brand
of tuners and metronomes in your store, make it Korg.
KORG.COM/TUNERS
SHINE A LIGHT
A MUSIC SCENE
RISES IN THE EAST
By Michelle Loeb
Over the past 12 years, Eastport Music

Scene has developed into a mainstay of the
Long Island community that shares its name.
The store has become a place musicians and
budding musicians can conduct all musicrelated business in a friendly and creative
environment, the Owner, Thomas Peterson,
explained. Its also a supporter of the arts, supplying sound systems and backlines for local
blues festivals, theaters and several local high
school battle of the bands events. Eastport
Music Scenes many customers and fans would
likely be surprised to find out that the roots of
the store were planted as a result of not only
Petersons hard work but also a series of coincidences that Peterson couldnt have planned
if he tried.
My family owned a building in Eastport NY
where we were running an antiques business,
said Peterson, a drummer, whose mother came
to him one day out of the blue and said, If
there is anything youd like to do in the building, you could have use of half the store. The
timing of the offer was serendipitous, as it was
just a few weeks earlier that one of Petersons
guitarist friends told him the space would be
great for a music store. At that point, Peterson
knew his destiny.
When I knew I was actually going to open
a music store, I got really excited because Im
a buyer at heart and I love music. This was a
match made in heaven for me, said Peterson.
I decided to take advantage of the opportunity
set before me. I got all my legal stuff in order.
I registered with the state, received my re-sale
number and I was off and running. Within six
months, I had taken half the store and opened
the doors.
The 550-square-foot store opened on August
15, 2001 with a lean staffjust Peterson, his
wife and his brother-in-lawand a small inventory consisting of approximately 20 guitars,
three sets of drums, and a few guitar and bass
amps. I didnt have a lot of money to work
with, so I knew the most important thing for
me was to have accessories like strings, drum
sticks, reeds, cables and other things that
working musicians and students would need,
said Peterson, whose business was put to the
test weeks later when the terrorist attacks of
September 11 sent a chill through the country,
and especially the New York area.
32
Eastport Music Scene

374 Montauk Hwy.
Eastport, NY 11941
(631) 325-6972
www.eastportmusicscene.com
Mon-Fri 10am to 8pm
Sat 10am to 5pm
Sun 11am to 5pm
Thomas Peterson, Owner
After that terrible day, no one came into the store and there were no sales for almost two
months. We thought we had made a horrible mistake by opening a music store, he said.
Once the initial shock dissipated, however, it seemed as if the events of September 11 actually
spurred more interest in music making, as opposed to less. Many people came in with instruments that had been gathering dust for years, looking to have them fixed and set up. They had
a renewed interest in creating something good, and realized you cant always put something off
until tomorrow.
Music helped people in the healing process, Peterson continued, and we were lucky
enough to be a part of that.
Since then, Eastport Music Scene has really blossomed, becoming an integral part of Eastports music market. It is one of only a few independent music stores in the area, and the only
one to focus particularly on musicians, as opposed to revolving around teaching and lessons.
Peterson has since taken over his familys entire antique shop to make a 1,100-square-foot retail store that sells major brands such as Fender, Marshall, Schecter, Cort, Kustom and Mapex,
to name just a few.
Weve taken on more substantial lines because we felt that, now, we can handle and maintain them, Peterson explained, although he added, Even before we carried any major lines,
musicians took us seriously because they knew we were musicians, too, and we were here to
help them.
Eastport Music Scene runs an eBay store and a rental program. It is also preparing to launch
a new, more-expansive version of the music teaching program started by Petersons brother-inlaw, Cliff, who has been integral to the stores success. It currently has four teachers and some
100 students. The store has cultivated a reputation for strong customer service, knowledgeable
staff and a positive attitude that keeps customers coming back.
If there is a product or service we cant provide to one of our customers, we will send them
to someone who can provide that service. Its not about us; its about the customer, said Peterson, whose son now works at the family-run store, as well. I cant tell you how many times
a parent has come in with a trumpet with a stuck mouthpiece that was rented from another
music store. We gladly pull the mouthpiece, clean the horn and hand it back to them, all at no
cost.
We like to do something nice for somebody every day, with no expectations other than that
its the right thing to do. Thats what music should be all about, Peterson continued. A simple
gesture like that can create a loyal customer for life.
AUGUST 2013
10
B USI NESS & MAR KETING
SOLUTIONS TO FIX DIFFICULT

CUSTOMER SERVICE SITUATIONS
B y D a v i d H a ll, e B u s in e s s Cat al yst

Todays consumer is accustomed to a no
questions asked return policy perpetuated by
many of the big-box stores. However, musical
instrument dealers tend to sell products that
are highly technical in nature, protected by
copyrights or rely on close, physical contact
with the buyer. Each of these areas presents
unique solutions and requires straightforward,
commonsense customer service policies. For
many music retailers, developing a solid customer service plan falls low on the priority list.
Customers have many shopping choices,
and its paramount that you establish, enact and
update your policies to ensure that your customers feel as though they are being treated fairly
and want to keep buying from you. The key to
training your staff to effectively deal with these
situations is to return to the most basic level of
real customer service: focusing on the customer.
Although everyone says not to take it personally
when a customer is upset, I suggest that you
shift your perspective about service and make it
personal. Start by asking yourself and your staff,
How many customers can we afford to lose today? When your staff realizes how this will affect
their income, they will want to take ownership.
No matter how complete your policies might
be, its not uncommon to encounter difficult customer service situations, especially those that
fall outside your current structure. Customer
service is an intensely human activity and, as
humans go, were all imperfect. As a result, its
only natural that our customer service delivery
will occasionally fall short. When your level of
service fails to live up to your customers expectations, the results can be frustrating.
The following steps will help you and your
staff master challenging customer service
situations and provide tremendous results.
Remember, service is more than just a word
it is a necessity!
SHOW REAL CONCERN FOR THE CUSTOMER AND THE PROBLEM HE OR SHE HAS.
Although its only natural to react defensively

when people are attacking your policies, make
an extra effort to maintain your composure and
present yourself as someone who wants to help
with the problem.
MAKE A PERSONAL CONNECTION
WITH THE CUSTOMER.
Make sure that you immediately get the

persons name and interject it strategically
throughout your conversation. Everyone likes
to hear his or her name, and it will provide you
with a closer bond to the customer. Be careful
34
to ensure that you have the correct pronunciation, and dont overdo your usage.
PRESENT A POSITIVE ATTITUDE WHEN INTERACTING WITH THE CUSTOMER.
Upset customers are looking for anything they can use as leverage while they are complaining about your product or service. Defuse the situation early by projecting a positive attitude
and an intense interest in solving the problem. Pay close attention to your facial expressions
and body posture. Relax, and do not cross your arms.
TAKE THE TIME TO CLARIFY THE ISSUE TO ASSESS THE SITUATION ADEQUATELY.
Ask questions about the product, how it was used, what the customer expected, why he
or she is upset, etc., to provide yourself with a complete and thorough understanding of the
situation. After youve gathered the facts, its crucial that you repeat back the situation to the
customer. It might be necessary to continue asking questions until you fully comprehend his
or her concerns. You absolutely need to establish this common ground before you can move
forward to solve the problem.
DISCOVER WHAT THE CUSTOMER NEEDS TO RESOLVE THE PROBLEM.
After you have thoroughly clarified the situation, you may now ask the customer what he or
she wants to resolve the problem. In many cases, his or her response will be less complicated
than what you might expect. Do not fall into the trap of over-thinking or of assuming what he
or she wants to resolve the situation. Listen very carefully to what is being asked of you.
OFFER THE CUSTOMER A SOLUTION, NOT AN EXCUSE.
Excuses will only serve to irritate your customer and delay the satisfactory resolution of the
problem. Rather than making excuses, start by offering solutions. Provide him or her with two
options and position the one you want on the end. Even if its not exactly what the customer
wants, at least he or she will realize youre trying to help.
EXPLAIN ANY POTENTIAL CHALLENGES IN IMPLEMENTING THE SOLUTION.
A former boss told me, You cant negotiate with terrorists! Sometimes, the solution your
customer wants is just not possible. Tactfully explain to your customer the steps you will need
to take in solving the problem. In many cases, he or she will realize that what is being asked
for is just not practical.
OFFER EXPERT OPINION ON THE BEST SOLUTION FOR THE CUSTOMERS PROBLEM.
Sometimes, a customer might not know what he or she wants or how to resolve the situation. Using your best judgment, offer your expert opinion on how to satisfy the customers
concerns and resolve the situation. That person trusted you when he or she made the purchase; its no different now.
EXPLAIN THE PROCESS, ACT AND DELIVER THE SOLUTION.
Keeping your customer in the loop is critical to winning him or her back. Take the time to
explain the steps youll be taking to resolve the situation. Follow up with the customer with a
call or an e-mail a week later.
EVALUATE AND PLAN A COURSE OF ACTION TO ELIMINATE
THE PROBLEM IN THE FUTURE.
Keep a log of unusual customer service situations and periodically update your policies
accordingly. By having a clear set of policies, actions and follow-up in place, you will reap the
rewards that happy customers provide. Satisfied customers come back again and again. Unhappy customers will never come back and will make a point to tell all their friends and family
of their negative experience with your store.
Devote some time to review your current policies and provide your staff with the tools to
handle uncommon situations fairly and quickly. Remember, its much harder to bring in new
customers than it is to keep current customers happy!
David Hall, eBusiness Catalyst, helps retailers and vendors understand the benefits of eCommerce and the potential for sales growth that it offers. He is able to explain technology in easy-tounderstand language and translate that into effective sales growth. For more information or to
contact him, visit www.davidchall.info.
AUGUST 2013
DJ Premier
Appearing Live!
August 13, 2013
3:30 PM
DJ Expo
Stanton Booth #500
The Stanton SCS.4DJ is a stand alone, self-contained

USB Mixstation ready to perform any kind of
gig without the need of additional
computer hardware. Simply plug in
your music and start mixing!
The class leading SC-IX software
which drives the Stanton SCS.4DJ
is designed for the DJ, providing
professional features such as real time
waveforms, smart synchronization, looping,
equalization, effects and hot cues. Fitted with 4.5
touch sensitive decks, integrated mixer and multiple USB ports
makes the SCS.4DJ a powerful, yet compact solution ready for any situation!
Learn more about the innovative Stanton SCS.4DJ and how it is changing
the industry at:
http://stantondj.com/stanton-controllers-systems/scs4dj.html
S A LES G U RU
SPRING INTO THE

FOURTH QUARTER!
pleasantly surprised by how effective it is in increasing your holiday sales.

Im sorry to say that I missed the Summer
This is how the big retailers do it.
NAMM show in Nashville because of health
Another lucrative area for last-quarter sales comes in the form of churches. If you have
issues.
trained sound system personnel who can install sound systems, then you must offer churches
My cardiologist told me not to go because
the opportunity to improve their sound systems for the coming holidays.
of breathing issues. I have congestive heart
Their services are always more elaborate during the holidays,
failure and, when the fluid builds up, breathand so they definitely want their systems to be improved during
ing becomes difficult and I have to eliminate
this time.
the fluid. I just cant seem to improve upon my
The best way to get their business is to offer a FREE sound
attendance record of 75
check of their sound system, checking for frayed wiring, speaker
NAMM shows. Ill keep
fatigue and power loss.
trying, though!
I have written about this in past columns; most importantly,
Enough medical talk. I
though, I have sold countless dollars worth of sound systems
hope you all had a great
using this technique.
time in Nashville and acAugust is probably the best month for your personnel to take
complished everything
their vacation time. That way, they will come back refreshed, and
you wanted to.
ready to get back to work and go for it.
Now, lets talk about
The most important factor in making your business successful is havwhat you will do to iming motivated personnel. No person has succeeded without the help of
prove your business for
others.
the rest of this year.
No person has
You have to make sure that your sales force is positive and that its
Ill admit that August
succeeded without the
committed to making your business a success.
has always been my
How do you do this? By telling the team its what you expect from
toughest month as a rep
help of others.
them.
and as a retail salesman.
You should have Monday morning meetings, keeping everyone
The good news is the
You have to make sure
informed of what the plans are for the coming months and how they can
last quarter of the year
help execute those plans effectively.
is on its way, so now is
that your sales force
You should offer them incentives to meet their goals and tell them you
the time to plan how you
is positive and that its
appreciate them.
will get all the business
I worked for a company that would give me a $50 raise nearly every
you can.
committed to making
month. Honestly, all they had to do was say, Gene, you are doing a great
September is back-tojob! They would have saved a lot of money.
school month. Things
your business a
The second most powerful emotion, following Survival (literally
will get back to normal,
success.
staying alive), is Recognition. It would be a smart idea to give your
and you certainly want
personnel the recognition they deserve. I believe you will be pleasantly
your customers thinkHow do you do this?
surprised by the results.
ing about the upcoming
Again, Im sorry I missed another NAMM show, because I truly
holidays.
By telling the team its
enjoyed going to NAMM. It has always been a highlight of being in the
The theme has to be
music industry.
Layaway for Christmas
what you expect from
I have given sales seminars at many of them, and I was gratified by the
now!
them.
large attendance and the attentiveness of the attendees.
Offer a discount on all
I believe music people are truly committed to an industry that gives
layaways and, of course,
the buying public a product that makes their lives more fulfilling.
store the gifts until
Im sure you all feel the same way. We arent selling vacuum cleaners
Christmas Eve.
or other ho-hum products. We are selling the ability to make music!
I know from personal
Definitely a noble venture.
experience that this is
We speak a different language that you wont hear in the other industries. Computers,
very effective: You will have nearly half your
iPads and iPhones are all great, but they dont give the satisfaction that making music gives.
holiday sales in store in September.
Making music is thousands of years old, and were still doing it.
Customers can mail in payments toward the
Nothing can match what music does for us. It can make us happy and it can make us sad.
layaways or come in to make a payment.
Take what you do very seriously and do the best job you can.
The good news is, when they come in to
I like this quote from Margot Benary-Isbert: Too bad people cant always be playing mumake a payment, theyll usually add another
sic; maybe then there wouldnt be any more wars.
product to put on layaway.
If youve never done this before, you will be
Q4
36
AUGUST 2013
FIND OUT WHY EVERYONE IS WATCHING
Music & Sound Retailer subscribers and all

MI professionals can receive Vnewsletter
FREE of Charge
SIgn up for your FREE SubSCrIptIon

to VnewSletter today - http://tiny.cc/2cdmuw
B y D a n Ve d d a
GUITARMAGEDDON II
If youve been following the trades, you

GC suffers most is in its Musicians Friend direct response segment. Sales reportedly
might be gleefully crowing over the difficulties
decreased 8.1%, and order count declined more than 12%. There are reasons for this that
Guitar Center seems to be having. Although
have nothing to do with a so-called tough economy. Amazon is certainly nibbling on the
I shed no tears for the reversals of those who
divisions lunch. The ubiquity, broad product offering and dirt-cheap prices Amazon can
live by the sword,
offer crank things tight. Musicians Friend cant easily offer
I believe we could
mitigating income streams like lessons ( la GC Studios) or
be heading for a
non-price traffic builders like clinics, and its service level
Dickensian conis certainly not on par with a direct response superstar like
trast: It was the
Sweetwater.
best of times, it
The elephant with a backstage pass is sales tax. It has been
There is no question that dramatic changes would
was the worst of
reported that Musicians Friend saw a significant drop in
follow the downfall of one of our major playersand
times. Were GC
California sales as soon as it had to charge sales tax there. So,
I think its likely enough that people are already
to go down, or be
as much as some deny the boost that tax savings provides
battening down the hatches.
radically changed or
disingenuously asserting that people dont shop that way
diminished, many
(Right. Thats why CafePress has a splash screen that says,
would rejoice, of
No Sales Tax in Ohio! just for me)the numbers would
course. Too many
seem to indicate otherwise. What happens when (not if) the
retailers believe
Marketplace Fairness Act, which is already through the Senthey have suffered
ate, becomes real? Amazon is for it; it already has to charge
at the hands of the giant to have much empathy
in a number of states, and its planned network of fast-delivery distribution centers would
for its plight.
have tipped things in most states eventually. (Amazon is already test marketing same day
But, realistically, where might that leave the
deliveryeven grocery deliveries in some cities.)
industry? Although I certainly dont subscribe
Without tossing specific numbers around, its safe to say that requiring sales tax for
to the too big to fail line of reasoning, there
online purchases would shake up the marketplace. With super-thin margins depending on
is no question that dramatic changes would
volume sales, subsidies on freight and a long-tail list of products, there isnt much else the
follow the downfall of one of our major playonline folks can offer to tilt the field in their direction. Amazon is counting on near-instant
ersand I think its likely enough that people
delivery as the trump card, and I suspect that its investment in infrastructure will pay
are already battening down the hatches, to
off in the short term. (It is still wrestling with the profitability model for these services;
the detriment of the industry and its smaller
subscription fees seem to be a part of it, which might also act as a loyalty shackle. If youve
retailers.
paid for a service, youll likely try to use it to maximize your savings.)
In case you havent been watching the reality
So, the Musicians Friend division has some additional challenges coming. The brickshow, heres a quick recap:
and-mortar GC stores need facelifts, conversion to the Studios format or market tweaks to
n Around the end of May, Standard & Poors
minimize underperforming stores. That takes capital. Although the Music & Arts divicut its debt rating on Bain Capital-owned Guitar
sion is the star of the company, it cant do the whole job itself. Its going to take some real
Center Holdings yet again, from B- to CCC+
wizardry to avoid a critical problem.
due to weak operating trends. Part of this is
Ive already been told by Those Who Know at a couple of Really Big Companies in
certainly due to the $1.56 billion in debt load
MI that theyre reducing their footprint at GC. If things get dicey, no one wants another
and the quarterly interest payments of $41 milMARS meltdown, where suppliers were left holding the bag on millions in receivables.
lion due on that huge amount.
These companies are actively cultivating relationships with financially sound, large-volume
n Reported first quarter results show sales
accounts other than GCwhich lets most of us out.
described as sluggish or lackluster by some
Smaller suppliers might be in a no-win situation, because they cant easily replace the
and as disastrous by others. A quarterly loss
sales GC generates, in part because theyre already out on a limb supplying GC. (One
of more than $23 million is not upbeat news.
measure supposedly taken by the company to keep cash flow positive is to slow payOK, so GC seems to be struggling. Arent
ments to suppliers. Well, shucks, we have all done that at one time or anotherexcept
we all? Eroding margins, declining orders and
we havent usually held back a $50K payment.)
escalating costs are common. The difference
Is it any wonder that draconian credit policies are the norm right now? Suppliers have to
here is that these guys account for a significant
shore up their house immediately, because changes will come in the next 18 months. They
percentage of our industry sell-through, and
cant take a loss from anyone: not even a tiny one from you or me. Its why theyre falling
many suppliers are either wringing their hands
all over themselves for a store that shows growth, and why theyll slam the door on risk. It
or strategically distancing themselves from the
could mean great or missed opportunities, depending on your current position.
company. They have to. If GC were to go down
I got yer Guitarmageddon right here. We all need to reinvent ourselves to withstand
before it insulates itself, it could be the industhe next market shift. Hanging tight and waiting for it to blow over might work, but then
try equivalent of a nuclear winter.
youre trusting in dumb luck. We can see this coming. Its time to make our own luck. And
Heres the tipping point. One area where
it had better be SMART luck.
38
AUGUST 2013
DJ Times magazine presented its first DJ Expo

in 1990. Now, 23 years later, the Expo remains
the DJ industrys best-attended, most-successful
trade show. Each year, the Expo presents more
than two-dozen educational seminars, an exhibit
hall filled with the latest DJ, pro audio and studio
gear, and three evenings full of sponsored events.
This years show, set for August 12-15 at the
Trump Taj Mahal in Atlantic City, NJ, will include
the best of the best, plus a few special surprises.
WHO ATTENDS?
THE MOBILE DJ
Meet, network with & learn from fellow entertainers who

have made their marks on the industry. From moneymaking tips to brand new performance ideas, its all
here at The DJ Expo.
THE BEDROOM DJ
You have to start somewhere, right? Each year, The DJ

Expo seminars & workshops educate this hungry group
the very future of the market.
THE CLUB DJ
These trendsetters connect with the industrys movers

and shakers at The DJ Expo & pass along the inside
scoops on music, gear & more.
REMIXER PRODUCER EDM ARTIST
They create the hits that push the trends and, at The DJ
Expo, they share the knowledge that put them on top.
THE CORPORATE EVENT DJ
REGISTER TODAY!
thedjexpo.com | 1.800.937.7678
These upper-tier event planners and performers connect in Atlantic City & buy gear
for the yearfind out why at The DJ Expo.
#djexpo2013
/TheDJExpo
/djtimesmag
The
Retailer's Mall
Acoustics First
TM
Acoustics First
A legend in the guitar amplifier industry, Orange

Amplifiers are looking for talented sales managers
on aToll-Free
regional and national level.
Number:
Applicants
should have a proven sales
management track record and a working
sound and
noise
Control
Materials
knowledge
of the
Musical
Instruments
industry.
If
you
feel
that
you
are
qualified
for
this
Web Site
position, please send your resume to
usajobs@orangeamps.com
888-765-2900
Toll-Free
Number:
888-765-2900
sound and noise Control Materials

Web Site

ENTERTAINMENT
LAWYER

Since 1972
Buy
Sell
Trade
Consign
FRETTED
INSTRUMENTS
Wallace Collins, Esq.
888-473-5810 x102
www.elderly.com
212 969-0796
swerbin@elderly.com

Mention this AD
FREE GUITAR

Call Us Now!
(574) 255-6100
MSRetailer_Spring_2013_Classified_Ad.indd 1
3/7/2013 8:39:58 AM
REACH THE ENTIRE MI MARKET

@ 516-767-2500 x519 or
riraggi@testa.com
40
AUGUST 2013
The
Retailer's Mall

41
DJ & LIGHTING ENTER A NEW ERA

We learned one thing from our
experts right away: Some CD/
DVD players are nearing death
with respect to DJ sales. Many
of the remaining CD/DVD sales
come from DJs who use Serato,
Traktor, Virtual DJ or thumb
drives, noted White. Controllers
Ad Index
Company
Pg

ADAM AUDIO............................21
AMERICAN DJ...........................C-IV
BLIZZARD LIGHTING..............7
CASIO..........................................C-II
CHEM-PAK.................................44
GALAXY AUDIO.......................3
GE CAPITAL...............................19
GIBSON PRO AUDIO.................35
KORG..........................................31
LEVYS LEATHERS..................45
NAMM.........................................14-15
RCF..............................................43
RESIDENT AUDIO.....................33
SHURE........................................5
SOUND ENHANCEMENT
PRODUCTS..............................27
STRING SWING.........................8
TKL PRODUCTS........................17
U.S. BAND & ORCHESTRA
SUPPLIES...............................11
VOCOPRO...................................13
YAMAHA....................................C-III

42
have replaced these sales.

Marsh added that there is still a
fair demand for CD/DVD players
in certain markets. However, he
acknowledged that the masses
are buying todays technology
and using laptops for music storage and playback.
So, what DJ-related products
are selling well? For the answer,
look no further than the hottest
new technology, Marsh declared.
DJs are typically at the forefront
of technology, he said. So, the
bestselling equipment is typically
the latest technology, the latest
innovation and the latest efficiency of use. DJs prefer the latest
equipment and are comfortable
updating, as well. So, although
the equipment itself may change,
having the latest trends seems to
stay consistent.
Marsh has also noticed another
trend at his stores: DJs are buying quality products, as opposed
to the least expensive on the
market. Unlike a few years ago,
when the trend was buying the
least expensive product, today,
the brands and products that
are focused on delivering quality
goods have seen a larger demand, he told The Retailer.
As for which items are flying
off Washington Music Centers
shelves, White pointed to some
specific products. The Pioneer
DDJ-SX is setting sales records
on controller sales, he remarked. It has been the highestdemanded controller ever. Also,
the Vestax VCI-380 is a super
buy with its new lower price. The
controller era has begun.
When asked for specifics
regarding his bestselling products, Marsh, too, highlighted
the DDJ-SX four-channel performance DJ controller, which
carries a suggested retail price of
$999. He discussed other brands,
as well. In the sound category,
Electro-Voice has certainly done
a fantastic job with delivering
quality self-powered speakers,
he said. We see more and more
customers shifting into EV, JBL
and RCF. These three companies
have all committed themselves
to the DJ market and offer great
products and support.
When it comes to cool and
bestselling, Pioneer has certainly
drawn attention with its media
players and controllers, Marsh
continued. Beginner DJs like the
DDJ-WeGo and professional DJs

all want the DDJ-SX. Filling in the
gaps are Gemini and Numark.
Those gaps arent small, either.
Both brands do a healthy job and
each has a sizable customer base.
Looking ahead to the future,
the President and Founder of
retail stores continue to do well,

even though this year has been
challenging in New York. [Even
with] Hurricane Sandy and the
brutal winter weather, DJs from
the Northeast still visited our
locations, even on days where the
weather made it a challenge just
Marsh noted that there is still a fair
demand for CD/DVD players in certain
markets. However, he acknowledged
that the masses are buying todays
technology and using laptops for
music storage and playback.
I DJ Now said manufacturers

continue to investigate the next
hot technology. I see brands like
Alto Professional taking charge
with its wireless speakers,
Marsh said. This technology
hasnt proven itself yet, but there
is a demand for it if its reliable.
Time will tell.
Now that we know the hottest
sellers at two of the most well
known DJ retailers, how are overall DJ and lighting sales doing
thus far this year? Are they surpassing comparable same-store
figures for 2012? Its a mixed bag,
responded White.
This year, sales seem to be the
same in units but down in retail
dollars, he said. Lower-cost
controllers versus tabletop CD
players with mixers have made
the difference. Lower-cost headphones also have had an effect.
Marsh faced an unprecedented
problem at his store last year.
Superstorm Sandyperhaps the
worst natural disaster ever to
strike the New York City metropolitan areacaused thousands
of residents to lose power for
weeks. The mass transit system
screeched to a halt. Not only did
this make it difficult for customers to visit I DJ Now, but it also
meant employees had a difficult
time making it to work.
However, despite the threat of
doom and gloom, I DJ Now persevered through the storm and,
according to Marsh, 2013 sales
have been strong thus far. This
year has been going quite well for
us, he said. From a corporate
standpoint, we are hitting our
projections and have exceeded
them in multiple months. Our
to have the staff make it in. Overall, were on track for another
strong sales year, and I think our
competitors who understand the
metrics of the industry would say
the same.
LED Takes Over
As regards the lighting industry, both interviewees agreed

that incandescent bulbs are dead.
LED has completely taken over
the industry. Almost all lamps
are dead, White opined. The
64514 lamps used in the old derby lights and Par 56-64 lamps are
still selling a bit, and the lamps
for moving heads like the 5R and
the MSD 250 are still vibrant. But
LED is taking over.
Marsh articulated a similar sentiment. Incandescent bulbs are
dead. LEDs in the DJ market are
the only choice, he stated. The
products that companies like
CHAUVET DJ and American DJ
have introduced over the last few
months are not only affordable,
but also fresh and new concepts.
And the quality of the lighting is
very, very good. You really get a
lot for the money today.
American DJ and CHAUVET
DJ are among the top-selling
lighting products at both stores.
Certainly, American DJ and
CHAUVET DJ provide the lions
share of the business, and both
have done a fantastic job with
innovations through LEDs,
responded Marsh. One brand
to look out for is Hanson ProSystems. The company is focused
on high-quality battery-operated
wireless LEDs in systems. We
recently began offering this line,
and people who appreciate qualAUGUST 2013
UNDER THE HOOD

ity and have had frustrations
small and largeare the perfect
customers for Hanson products.
Hanson ProSystems has a line-up
of CO2 products that are safe, reliable and made for U.S.A. market
safety guidelines, too.
The American DJ Micro Gal-
projector allows the DJ to personalize the event. In addition, we are

seeing a rise in special effects,
such as lasers, low-lying dry ice
foggers and LED black lights.
I DJ Now strives to cater to
both the serious DJ and the hobbyist. Marsh stressed that his
Not everyone can be a superstar
DJ. But this segment of the
industry has room for its fair
share of dreamers, as well as
DJs seeking full-time
and supplemental income.
axian offers wide coverage, nice

output and a compact size, White
explained. The OmniSistem Starburst RGB laser is the brightest
no-variance mixer on the market.
And the CHAUVET DJ Intimidator Spot LED 350 sells well, too.
Its the brightest moving head in
its class. It offers a 75-watt LED
spot or beam, and its lightweight
and highly durable.
Two Sources Of Income
As was noted at the beginning

of this story, not everyone can be
a superstar DJ. But this segment
of the industry has room for its
fair share of dreamers, as well as
DJs seeking full-time and supplemental income.
In addition, the lower cost of
DJ and lighting products has
made it easier to become a DJ
than ever before. This fact can
be both a blessing and a curse,
though, White told The Retailer.
The lower costs are good and
bad, he observed. The technology and lower costs allow anyone
to become a DJ. The problem
is that all the new products are
computer-based. The consumer
typically isnt computer savvy and
doesnt take the time to learn to
use the software. He added, We
are seeing more customers adding lighting, representing a new
revenue stream for us.
Uplighting is a perfect addition
to a DJs business model, White
continued. You sell the uplights
as an add-on to the DJs show.
Many of our clients are also selling the uplights without DJ services to hotels, halls and corporate
events. We have also seen a rise
in gobo projector sales. The gobo
employees understand the needs

of both groups. Certainly, the
mobile DJ and the entertainment
company take their business seriously, he said. For many, it is
their sole source of income, and
these companies are run quite
professionally and responsibly.
There are plenty of DJs who do it
on the side and use it for supplemental income. There is a rather
big difference between the weekend mobile DJ and the mobile
entertainment company. Their
customers understand which type
of DJ theyre looking for. Either
they want someone reliable to
come play music at a specific
price point, or they understand
the entertainment importance
and expect to pay significantly
more for the service.
Riding alongside the mobile
DJ and the entertainment company is certainly the hobbyist,
Marsh continued. They enjoy
playing music and look for equipment to be creative; and, yes,
they aspire to be the next Tiesto
or David Guetta. Many find themselves migrating to music recording and production and look to
make their own music. I DJ Now
has served, and will continue to
serve, the DJ/aspiring music
producer as well as the dreamer,
concluded Marsh.
Surveying the landscape from
every vantage pointtechnological advancement, market breadth,
customer interest and future potentialthe DJ and lighting space
is clearly quite robust, continuing
to present a wonderful opportunity for MI retail stores to pad their
bottom lines and facilitate music
making for years to come.
companys All Solid Mahogany

and Acacia models come with a
hard foam case; a custom padded
gig bag with embroidered logo is
included with all other models. All
the basses undergo thorough setup and testing processes in Kalas
custom shop prior to shipping.
At this point, you may be wondering whom the ideal U-Bass
customer is. Well, according to
Carlson, the real question might
be whom isnt it for! The UBass is for everyone who plays
or would like to play bass, he
stated. For professionals, it is
an important new tool or voice
in their arsenal. Upright players
have embraced it as an instrument they can fly and gig with.
It is also great for the hobbyist
or home studio enthusiast who
doesnt have a lot of space, as well
as beginning bass players, including kids, because the strings
are easy on the fingers. The
list of endorsers is impressive:
Bakithi Kumalo (Paul Simon);
Tal Wilkenfeld (Jeff Beck); John
Driskell Hopkins (Zac Brown);
Hutch Hutchinson (Bonnie Raitt);
Abraham Laboriel; and numerous
others. Equally impressive is the
awards consideration U-Bass has
earned, just a couple of which are
Summer NAMM Best in Show
honors and a Music & Sound
Award nod.
When youre dealing with
a product that, like U-Bass, is

unique, there can be something of
an understanding hump to overcome. Many of our early dealers
were bass-oriented shops or stores
with a strong bass department,
Carlson explained. At first, it was
a bit of a novelty to many dealers,
who thought of it as a ukulele bass.
Now, Carlson enthused, four
years later, it has been broadly embraced as a bona fide bass instrument by mainstream dealers, and
its become an important brand
for them and Kala. Weve done our
best to make it very visible in the
media and to educate our dealers
about the instrument. And on that
score, mission accomplished!
The dealer base now covers a
broad spectrum, including ukulele
dealers, bass shops, mom-and-pop
music retailers and Top 100 dealers. Kalas also sponsored in-store
clinics featuring Bakithi Kumalo
and other U-Bass artists, thus helping to spread the word. Kala even
received invitations to organize
U-Bass days at Musicians Institute
(Hollywood CA) and Berklee College (Boston MA). We knew that,
once we got the U-Bass into bass
players hands, it would generate a
buzz within the bass community,
Carlson declared. Without question, Kalas prescience was spot-on.
Kalas recently begun shipping the Rumbler. It lists for $399
MSRP.
43
UP, UP AND AWAY

increasing in exhibit square
footage by 25% over last year. In
total, 422 exhibiting companies
attended, representing more
than 1,150 brands; this marks a
12% increase over the previous
year. Part of this robust growth
is attributable to the 157 first-
The sights
(and sounds) of a
vibrant Summer
NAMM show.
time exhibiting companies and

many returning brands, some of
which had not attended for many
years. Commensurate with the
increase in brands was the boost
in buying power, the number of
retail businesses having risen
more than 26% from 2012. In total,
nearly 11,500 people registered
for the shownot including Music Industry Daymarking yet
another increase over last year.
Music City Center not only accommodated the shows growth,
but also itself earned rave reviews from all in attendance. The
sentiment expressed by retailers
and manufacturers alike could be
summed as, Music City Center
might have been tailor-made
for Summer NAMM. Carolina
Bridges of Deering Banjos noted
the facilitys delightful sound
Christmas at the Denver

City & County Building,
courtesy of American Lighting
AMERICAN LIGHTING
Let your customers know you sell lighting INSIDE your store
by illuminating the OUTSIDE with energy-efficient RGB LED
wall washers from American Lighting.
Variflood Duo:
$995
VARIFLOOD DUO
90 x 3W 3-in-1 LEDs * IP65 * Control: DMX, auto,
master/slave, calendar * DMX channels: 11
Available in five beam angle combos:
IL-VF-90-3W-3IN1 : 25 standard beam angle
IL-VF-90-3W-10 : 10 tight beam angle
IL-VF-90-3W-10+25 : 10 + 25 mixed beam angle
IL-VF-90-3W-40 : 40 wide beam angle
ProWash RGB:
$295
800-880-1180 www.americanlighting.com
44
PROWASH RGB and PROWASH TRI

49 x 3W LEDs * Pan: -15 ~ +75 / Tilt: -50 ~ +50 *
5 program cues with each program containing
maximum of 10 scenes with 36 time-triggered
events * Thermal sensor ensures stable operation in
all weather * Control: DMX, auto, master/slave *
DMX channels: 8
Jason Echols, Director of Sales

jechols@americanlighting.com
Tel: 303-923-1141
qualities. The acoustics in here

are perfect for people to hear
our instruments, she remarked.
Meanwhile, Scott Thompson,
Vice President of Sales for The
Music Link, made note of the
aesthetics, saying, The best
thing about the new Center is the
natural light, which makes people
happy and makes our guitars and
mandolins look just beautiful.
Networking, education and
training events took center stage
in Nashville, arming retailers with
the knowledge they need to succeed. The day before the show,
Bob Negen presented the second
year of Retail Boot Camp, this
time focusing on the Foot Traffic
Formula, along with other strategies to improve marketing and
sales in music products stores.
Attendees came away with the
tools to launch a loyalty program,
use social media effectively and
create free publicity.
Kicking off the opening day of
the show was the first of three
Breakfast Sessions: The NAMM
Retail Summit, hosted by Joe
Lamond and offering ideas to
increase store traffic and sales
during the holiday season.
Gabriel OBrien of Larrys Music
Center and Chris Johnson of
Musicians SuperStore addressed
Black Friday sales and competing
with national chains and Internet
retailers. Although operating different promotions, both retailers
capitalized on starting early and
focusing on the fact that people
like coming to music stores.
Lauren Haas Amanfoh of Royal-
ton Music Center shared her tips

for creating value by rewarding
customers with rebates to get
them back into the store after the
holidays. Jeff Mozingo of Mozingo Music, Ryan West of West
Music and Peter Sides of Robert
M. Sides Family Music Center
shared how their stores kept customer traffic up, from partnering
with local media to offering free
lessons for new students.
Fridays Breakfast Session,
Take the Stairs, featured Rory
Vaden, New York Times bestselling author of Take the Stairs: 7
Steps to Achieving True Success.
Walking attendees through the
Paradox Principle of Sacrifice,
he stressed the importance of
self-discipline and the perils of
procrastination. On the last day
of Summer NAMM, the final
Breakfast Session was the annual
Best in Show roundup of the
best products and services at
the show. Panelists included six
music retail gear experts: Mike
Guillot of Mississippi Music,
Brad Boynton of Rhythm Traders, Myrna Sislen of Middle C
Music, Tim Pratt of Dietze Music,
Paul Decker of Music Villa and
Donovan Bankhead of Springfield
Music.
Evening events were the
perfect complement to Summer
NAMMs broad array of offerings. Insight, hosted by Vince
Gill and Tom Bedell on the first
night of the show, brought together the music products industrys
most iconic names for a truly
unique, freewheeling evening that
AUGUST 2013
All Photos br Rick Diamond/Getty Images for NAMM.
covered everything from lessons

learned from the guests fathers
to what the leaders would do if
they were king for a day, and
even their first concert. Participating were Chairman and CEO
of Gibson Brands Henry Juszkiewicz; CEO of Martin Guitars
Chris Martin; President of The
Gretsch Company Fred Gretsch;
DAddario & Company CEO Jim
DAddario; musician Sterling
Ball; Co-Owner of Taylor Guitars
Bob Taylor; President of Sabian
Andy Zildjian; and CEO of Peavey
Electronics Hartley Peavey.
The NAMM Top 100 Dealer
Awards, whose winners were
named on the second night of the
show, were another highlight,
shining a spotlight on music products retailers that are pillars of
their community and reflect well
on the entire industry. The big
winner for Dealer of the Year was
Vancouver WA-based Beacock
Music, which edged out Georges
Music Stores and Schmitt Music
for top honors. Here are the
winners in the individual categories: Best Marketing & Sales
Promotion: Schmitt Music; Best
Exterior Presentation: Beacock
Music; Best Merchandising and
Display: Matts Music Center;
SupportMusic Advocacy: Schmitt
Music; Best Special Event:
Georges Music Stores; Best Online Presentation: Vintage King
Audio; Music Makes a Difference
Award: Avalon School and Music
Center; Best Emerging Dealer:
Legend Music. The Retailer
heartily congratulates all the winMUSIC & SOUND RETAILER
ners for a job very well done!

We could say the same, really,
for NAMM show organizers, who
pulled off a highly successful
event that marked a new five-year
benchmark for the Nashville
show and, more importantly,
served to rejuvenate our industry
and propel us into the holiday
selling season with renewed
purpose and vigor.
Speaking exclusively to The
Retailer, Joe Lamond said, What
Im most excited about from this
show was how the dealers responded. The education sessions
were just absolutely packed,

and the aisles were like a town
square. Everywhere I looked,
there were people visiting with
other people: Dealers were talking with other dealers and having
good, long conversations with
their vendors.
Lamond said his principal
goal was to create an absolute
connectiona nexus pointof
all the people in the industry.
They were getting good information. They were getting good tips
on how to have a better fourth
quarter. They were connecting,
added Lamond. Thats what the

show is all about. What I saw was
exactly what we hoped to accomplish.
Next years Summer NAMM
returns to the Music City Center
from July 17 to 19. No matter
what the economic gods have
in store for us between now and
thenor for the next several
years, for that matterone thing
is certain: Next years show,
just like this years was, will be
indispensible for music products
retailers hoping to ensure their
business is the best it can be.
Recruiting Road Reps

Levys, the premier manufacturer of
guitar straps and gig bags, is looking for
road reps in a number of territories.
Please send resume
and line card to:
dennis@levysleathers.com
Your guitar is worth it.

levysleathers.com
45
UNDER THE HOOD
KALAS U-BASS LINE

B y D a n F e rris i
One of the nice things about the
music products industry is that its
members are deeply passionate
about what they do. Although we are
hardly unperturbed by the turbulent
waters of a roiling global marketplace, music-making is something
thatunlike expensive sports cars
and giant flat-screen LCD TVs
people simply arent willing to give
up just because the economy has
taken a bite out of their bottom line.
When you speak to music products
retailers, though, you often hear the
same refrain: When times are tough,
as they have been for about five years
now, less expensive productsparticularly those that players equate
with a carefree and happy vibefly
off the shelves. The Retailer recently
spoke to Rick Carlson, Director of
Sales and Marketing, Kala Brand
Music, to get the scoop on a product
family that seems perfectly suited to
U.S.A. Solid Body
our times: the U-Bass line.
For the uninitiated, the U-Bass is
an extremely portable 21-inch scale
bass instrument that can closely
emulate the sound of an upright
bass or achieve the full spectrum of
electric bass tones. The mastermind
behind the product is Owen Holt
of Road Toad Music in San Jose
CA. Mike Upton, President of Kala
Brand Music, met Owen at a luthiers
festival on the Big Island in 2007,
where Owen showed him this little
21-inch scale custom bass with rubber strings that he was developing,
Carlson said. The idea was to create
a very portable short-scale bass with
a huge bass sound. Being a bass
player himself, Mike was absolutely
floored by the deep tone of this little
bass when he plugged it in. Shortly
afterward, Holt and Kala established
an agreement to develop a line of
basses that Kala would introduce
to the MI market. The deal sealed,
the first U-Bass showed at Winter
NAMM in 2009, and then launched in
Nashville that summer.
Since U-Bass debut, the line has
grown aggressively. The first U-Bass Solid Spruce Top
46
was an acoustic electric All Solid

Mahogany model; the company added
a fretless version shortly after. The
Acoustic Electric Series evolved in
early 2010 to include the Solid Spruce
Top fretted and fretless, boasting
mahogany back and sides. Also that
year, the All Solid Acacia model,
similar in construction to the All Solid
Mahoganys specifications, debuted.
One day, Hutch Hutchinson (bassist
for Bonnie Raitt) was at the Kala office
and noticed a prototype Solid Spruce
Top cutaway model with louvered
sound holes. He fell in love with it
on the spot, so we were convinced we
had a winner, Carlson explained. We
brought it out as the HH model. The
Exotic Mahogany model, notable for
its figured wood appearance, entered
the marketplace last year. Kalas newest bass in this series is the Rumbler.
All of our 2013 models come with
custom pickups and EQ with built-in
tuners, Carlson added.
In 2011, Kala moved into manufacturing solid-body U-Basses in the
U.S. and, that spring, introduced the
California Series solid-body fourstring fretted bass. The company
followed up with the five-string model
in January of last year. The U.S.A.
solid bodies are available in fretted
and fretless, and four different colors.
To round things out, Kala in late
2011 introduced the S-U-B solid-body
series, which is its imported line of
affordable solid-body U-Basses.
According to Carlson, the most
important feature of U-Bass centers
on the strings ability to generate
room-rattling low frequencies on
a short scale. Joining the original
polyurethane black strings, Kala
now offers five different varieties,
including one wound round set. Our
custom-designed pickup systems and
Hipshot tuners are also important
design factors, Carlson added. On
the U.S.A. solid bodies, Kala installs
a custom L.R. Baggs Element Under
Saddle Pickup and a Mi-SI Align battery-free Active Preamp System. The
All Solid Mahogany
The Rumbler
AUGUST 2013
You Produce the Music
STAGEPAS Perfects the Sound.

The new Yamaha STAGEPAS 400i (400 watts) and 600i (680 watts) are the perfect systems for DJs who
want great sound quality without the hassle. Both come with two speakers and a compact powered mixer
that include powerful yet easy-to-use features. So you can concentrate on the music and let Yamaha, with
decades of professional audio experience, handle the sound.
Feedback Suppressor. Helps control feedback with
the simple push of a button
Digital Connection. Accepts music from your iPhone

or iPod and charges the unit while you perform
1-Knob Master EQ. Optimizes EQ for speeches,

musical performances or bass-heavy events
Expandability. Connects to a subwoofer or larger

installed sound system
SPX Digital Effects. Adds high-quality reverb

to any channel with the twist of a knob
HOLIDAY SALES GUIDE HOLIDAY SALES GUIDE HOLIDAY SALES GUIDE HOLIDAY SALES GUIDE
DAY SAL
September 16, 2013

Volume 30, No. 9
Ho t S t o ck in g
S tu ff er s Fo r T h e
Holid ay Seaso n
By Dan Ferrisi
Here Comes
It may only be September, but retailers like you know that the holiday
selling season takes months to prepare forand those preparations had
better be right! After all, the fourth quarter is, for many retailers, the one
that ultimately determines whether the year is boom, bust or somewhere
in between. The critical importance of holiday sales to music products
retailers is why, each year, we present the annual Holiday Sales Guide
cover story, spotlighting a few dozen products that industry manufacturers say will be their hottest, most in-demand sellers this season.
We received more than 80 submissions in total and, so, we can only
include a sampling in this story (selected additional items will be
run in Product Buzz in months upcoming), but the following
products captured our attention as being highly likely to
ring your register
when it comes
time to scratch
off items on the
Christmas list.
Five
Minutes
With
Hartley
Peavey
P.
28
MI
Spy:
Los
Angeles
P.
32
ITS INDEPENDENTS DAY!

Presenting Our 8 th Annual Independent Retailer Roundtable
By Dan Ferrisi
HAVE YOU SEEN IT?
Perhaps more than for any other

reason, The Music & Sound Retailer exists to ser veand be the
voice ofall those independent,
brick-and-mortar music products
dealers that ser ve their local
community and foster the next
generation of music makers, who
not only will purchase gear over
the next several decades but also
will fill our world with music and
all the joy it brings. As part of our
continuing effort to stay in close
touch with the independent retailer
community, its concerns and its
business realities, we bring you
the annual Independent Retailer
Roundtablenow in its eighth
yeargiving the proprietors

of some of the most respected,
most successful indie stores in
our industr y the chance to share
their thoughts with the broader
community.
This year, were honored to
have four distinguished participants for our roundtable: Marion
Holloway of Monroe NC-based
Holloways Music (www.hollo
waysmusic.com); Louise Mullins
of San Marcos TX-based Mazak
Music (www.mazakmusic.com);
Will Burgin of Athens TX-based
Guitars Etc. (www.guitarsetc
athens.com); and Keith Morehead of St. Charles MO-based
ATD Guitars (www.atdguitars.com).

We want you to add your voice to the conversation! E-mail me at dferrisi@testa.com.
L AT E S T
NAMMs Executive Committee Evolves
The NAMM executive committee enjoys a smooth succession, welcoming a new member,
honoring its outgoing Chairman
and announcing new appointments
during Summer NAMM. The
announcements were made back
in July during the annual summer
board meeting in Nashville. Larry
Morton, previously NAMMs Vice
Chairman, will move into a new
role as Chairman of NAMMs
(From left) Mark Goff, Chris Martin,
board of directors. Morton, PresiJoe Lamond.
dent of Hal Leonard Corp., served
on NAMMs board from 1999 to 2002. Hes accomplished in diverse
aspects of the music industry, having worked in many areas of the business over the last 28 years: sales, marketing, retail and manufacturing. In
addition, Morton has performed, written and taught music.
Morton warmly welcomed Chris Martin, current Chairman and CEO
of C.F. Martin & Co., to the executive committee, saying, Through
the multi-generation legacy of Martin Guitars, Chris brings a unique
perspective of running a family business, much like many of our retailer
members, along with the point of view of a global instrument manufac-
turer and supplier. Chris also

has a tremendous amount of
experience as an active advocate and supporter of music
through his other service
activities. Martin is the executive committees incoming
Secretary. Martin previously
served on the NAMM board
of directors from 2000 to 2003.
Also stepping into new
positions
within the executive
Robin Walenta, Larry Morton and
committee are Mark Goff of
WH Paige & Company, Inc.,
who is now Vice Chairman, and Treasurer Robin Walenta, of West
Music Co., Inc.
Kevin Cranley, who served as Chairman since 2011, was distinguished by the revision and consolidation of NAMMs longstanding
vision, mission and objectives. During his two-year term, Cranley presided over the adoption of five strategic objectives, and takes particular
pride in the committees ability to put aside individual agendas to focus
constructively on the overall welfare of NAMMs 9,000 members in
carrying out the associations strategic vision.
Music & Arts Continues Growth
In keeping with Music & Arts goal to expand through strategic

acquisitions and organic growth, the company has completed three
acquisitions, opened five new retail locations, and relocated and/or
renovated 10 stores thus far this year. Following the companys 2012
expansion into Rancho Cucamonga CA and Corona CA with the acquisition of
Alta Loma
Music, Music & Arts
this May
announced
the acquisition of
Anaheim
Band Instruments,
adding to
its growing
footprint in
Southern
California. The company also expanded its presence on the east coast
with the recent acquisitions of Maximum Music in Port Chester NY
and Harrison Music in Richmond CA. Previous owners of these stores
will stay on board and provide their expertise and understanding of
the communities to ensure that customers fully benefit from the new
relationships.
Thus far this year, Music & Arts has opened five new brick-andmortar stores in San Dimas CA; Bridgeton and Town & Country MO;
Raleigh NC; and Cedar Hill TX. Designed from the ground up as music
stores, these locations offer space for in-store recitals and events; private practice rooms to support music education programs; and a wide
selection of band, orchestra and combo instruments and accessories.
Music & Arts has also worked to develop and improve 10 of its
current stores. The company has relocated its stores in Naperville
IL; Hilliard and Worthington OH; and Lindenhurst NY and completed

major renovations to its locations in Wilmington DE; Peachtree City
GA; Itasca IL; Cary and Charlotte NC; and Frisco TX. These developments help fill in the companys existing footprint and provide more
convenient access for music educators, and for student musicians and
their families in these regions.
Inside
VOLUME 30 NO.9
F E AT U R E S
ON THE COVER
Here Comes Santa Claus
Even though were still more than three months from Christmas, retailers
like you have already begun your preparations for the holiday selling
season. Here, we present a sampling of products that industry manufacturers say will be their hottest, most in-demand sellers this season. Dont
make final inventory decisions before reading this!
ON THE COVER
Its Independents Day!
As part of The Retailers continuing effort to stay in close touch with

the independent retailer community, we bring you the annual Independent Retailer Roundtable, giving the proprietors of some of the most
respected, most successful indie stores in our industry the chance to share
their thoughts and observations.
COLUMNS
In this candid conversation with The Music & Sound Retailer, Hartley Peavey, Founder
and CEO of Peavey Electronics, discusses his concerns about the state of brick-and-mortar
MI retailing these days, identifying several areas that he feels need improvement.
32 MI Spy
The MI Spy might not be a devil, but he (or is it she?) certainly isnt an angel, either!
Nevertheless, this month, our resident sleuth journeys to the City of AngelsLos
Angeles CAon a mission to find the perfect bass guitar. The usual adventures await.
36 Special To The Retailer
Most people are loyal to particular brands and products, returning to them again and
again. So, what happens when the packaging changes? Ron Lukowski explores this.
38 Shine A Light
Hot Licks Guitar Shop (Waldorf MD) has been a mainstay of its community for nearly
three decades, serving area musicians for generations. Michelle Loeb shares their story.
40 Sales Guru
The ability to concentrate, a sense of accomplishment, confidence and improved selfimagethese are all things that playing a musical instrument can foster. Gene Fresco
urges you to know what youre selling.
42 Business & Marketing
To successfully connect online with customers, music products retailers must figure out
how to stay on their radar without being perceived as annoying. David Hall has tips.
4
28
44 Veddatorial
According to Dan Vedda, music retailers would be well served to have a sense of
urgency permeating their businesses. He explains why this month.
54 Under The Hood
At Summer NAMM, Zoom North America showcased its new H6 Handy Recorder
now shippingto the widespread interest and enthusiasm of the dealers in
attendance. We go in-depth.
BUZZ
Latest...3
People...12
Products...16
SEPTEMBER 2013
One of
a Kind
volution Wired Mics
For some, music is a passion - for others, its
also a profession. The evolution series has
the right microphone for every application.
Whether your customers are weekend
warriors or seasoned professionals touring
the globe, weve got what they need. And
as they evolve as musicians, youll need to
offer a line of microphones that can keep
up. Let us be a part of the evolution.
www.sennheiserusa.com/evolution
EDITORIAL
A Marketplace Of Ideas
Planning next months Born in the U.S.A. cover story
has gotten me in a reflective mood: specifically, reflecting
on some of the things people point to when talking about
how great America is and, additionally, thinking about
whatapart from mere wealth and resourcesserves
to set our country apart from many (if not most) others. One element to which many observers might point
would be our rugged individualism, as exhibited in our
indefatigable determination to overcome all obstacles
put before us; perhaps no better illustration of that spirit
exists than the music products retailers who compose
our industry. Brick-and-mortar dealers confront a variety
of challengesfrom Internet sales to economic tumultuousness to product commoditizationevery day; and yet
most, through a combination of business savvy, creative
innovation and steely determination, are able to keep
on keepin on, serving their community and fostering
music making within it.
The skill, and force of will, of Americas entrepreneurs
is what makes this system we call capitalism work. As I
was looking over this issues editorial package, a different variant on capitalism captured my attention: Instead
of thinking about a marketplace of products, where the
company that makes the product that best fulfills customers needs usually wins, the proverbial marketplace
of ideas came to mind. The Retailer always aspires to be
just thatto reflect not only my thoughts and the editorial teams, but also those of our columnists, our contributors and the industry broadly. This month, however, the
marketplace seems uniquely well stocked, and I hope
its food for thought for everybody reading these pages,
whether you find yourself in agreement, disagreement
oras is perhaps most likelyboth.
Our eighth annual Independent Retailer Roundtable
features the candid thoughts of four brick-and-mortar
retailers who strive to be a credit to their respective communities and whose continuing success, I believe, positions
them well to represent the dealer community broadly. Our
participantsMarion Holloway of Holloways Music (Monroe NC); Louise Mullins of Mazak Music (San Marcos
TX); Will Burgin of Guitars Etc. (Athens TX); and Keith
Morehead of ATD Guitars (St. Charles MO)give their
unvarnished assessments of sales trends, floor-traffic patterns, the competitive landscape, our industrys manufacturers and the virtues of being a community music store.
Theyre also forthright in their views about the degree to
which government actions helpor, in many cases, hindertheir ability to compete and keep their doors open.
The Independent Retailer Roundtable is always provocative, and this year is no exception. But perhaps the single
article in this issue that will most lead to chatter around
the water cooler is my Five Minutes With interview with
Hartley Peavey, Founder & CEO of Peavey Electronics.
As is typical for Five Minutes With, we get plenty of detail
about the latest goings on at Peaveyincluding exciting
new deals that have been struckand some thoughts
about the companys 48 years of success (as well as
Hartleys reflections on what hed like his legacy to be).
Also included, though, is a discussion of the ways in which
Hartley feels some music products retailers are doing
themselves a disservice (for example, by stocking dozens
of different lines from dozens of different brands). Anybody who attended the Insight event at Summer NAMM
in which Hartley participated has an idea of his critique of
some members of the dealer community, but he goes into
much more detail in our pages. It makes for provocative
reading. Give it a read; then, let me know what you think.
After all, this marketplace of ideas is open toand written foryou.
September 16, 2013

Volume 30, No. 9
Lightweight.
Aerodynamic.
Musician
Approved.
JANICE PUPELIS
Art Dirctor
DAN FERRISI
dferrisi@testa.com
Editor
KATE BLESSING
kblessing@testa.com
Assistant Editor
New Dynamic Design.

New Dynamic Price.
BRIAN BERK
Contributing Editor
STEVE THORAKOS
Production Manager
CIRCULATION
FRED GUMM
Brand Design & Web
Development Manager
GEORGE HINES
SKIP MAGGIORA
Editorial Advisors
REBECCA APODACA
GENE FRESCO
DAVID HALL
JEFFREY KYLE, JR.

MICHELLE LOEB
RON LUKOWSKI
ROBERT L. IRAGGI
riraggi@testa.com
DOUGLAS YELIN
dyelin@testa.com
ROBIN HAZAN
rhazan@testa.com
Operations Manager
VINCENT P. TESTA
President/Publisher
DAN VEDDA
Contributors
VTTV Studios
MA 01853-1767
6
SEPTEMBER 2013
10/29/12 12:04 PM
The Next Big Thing In Ukuleles!

Available Now
From Lanikai
!
Compensated Nut
Between the four strings the differences in string

width and tension are substantial. By compensating
the distance between the first fret and the nut we are
able to make open chords sound as smooth as silk.
Movable Saddle
TECHNOLOGY
Have you ever tuned up your ukulele and
played one chord in tune then switch to
another chord and it plays out of tune?
The strings are stretched and the open
strings are in tune, but for some reason
that second chord plays out of tune
Well my friends that is what is called poor
intonation!
There are many issues that cause poor
intonation and TunaUke Technology
solves them all. With this technology we
have achieved over a 90% improvement!
TunaUke Technology will first be

available in our best selling LU Series!
All mahogany construction, Rosewood
fingerboard, and geared tuners
with black buttons. Our favorite
ukes will sound better than ever!
Available in Soprano, Pineapple,
Concert, Tenor, and Baritone sizes!
Traditional straight saddles on any other

fretted instrument are detrimental to
good intonation. With nylon strings
even compensated saddles are a complete fallacy. The issue is that nylon
strings are by their nature, inconstant.
The only way to improve on this is to
create movable saddle technology to allow the player to adjust the compensation
for each string. No tools required!
LanikaiUkes.com
Call Your Lanikai Rep at
800-446-6010
L AT E S T
Yamaha Helps Achieve Guinness Record

Music filled Manhattans West Village when 175 musicians performed on
175 Yamaha portable keyboards to achieve the Guinness World Records title
for Largest Electronic Keyboard Ensemble as part of the annual Make Music
New York (MMNY) celebration. Now in its seventh year, Make Music New
York is a citywide festival of more than 1,000 free concerts held in public spaces throughout the five boroughs, and all on June 21, the first day of summer.
The record-breaking eventthe previous mark was 160 keyboard players
in Sri Lanka last Decemberfeatured a performance of Pachelbels

Canon in D by musicians recruited throughout the city, and led by
composer Jed Distler on a Yamaha
grand piano provided by Faust
Harrison Pianos of Manhattan. It
was then followed by the world
premiere of Distlers composition
Broken Record.
At the conclusion of the event,
Viacom, through Viacommunity,
the companys umbrella for social
responsibility, the VH1 Save the
Music Foundation and Yamaha
Corp. of America donated the keyboards to the New York City Department of Education, which will
place them in deserving schools
throughout the city. The keyboard
donations were facilitated by Materials for the Arts, a reuse program
of the New York City Department
of Cultural Affairs.
When Aaron Friedman of Make
Music New York first reached out
to Yamaha about making a Largest Keyboard Ensemble Guinness
World Records attempt, we were
certainly up for the challenge, said
Mark Anderson, Director of Marketing, Keyboard Division, Yamaha
Corp. of America. We then had the
great fortune of working in partnership with Viacom and the VH1 Save
the Music Foundation to donate the
175 Yamaha keyboards to the New
York City Department of Education.
Enriching childrens lives through
music is one of the most important
things we can do to advance our
culture in this country. And this is
what gives these keyboards their
meaning today.
Added MMNYs Friedman: The
city of New York is teeming with
musicians, young and old, amateur
and professional. What better
place to break a Guinness World
Record? This event is a perfect
example of what Make Music New
York is all about: the joy of playing
and listening together.
SEPTEMBER 2013
L AT E S T
Sennheiser Plans Innovation Campus
Sennheiser electronic GmbH & Co. KG is continuing its sustainable

growth strategy and has begun the construction of the companys
Innovation Campus. The building complex will offer space for meetings, as well as optimum staff working conditions. The construction
work is scheduled for completion by the end of 2014. Included in the
campus are plans for a new childcare building, which will open in summer 2014. The total investment
amounts to around 20 million Euros, of which one million Euros
will be used for the nursery.
The Innovation Campus is part
of an extensive site development
.
plan. Spanning an area of apA STAND FOR EVERY PERSONALITY.
proximately 3,200 square meters,
NEW!
Introducing
MY MUSIC FRIENDS!
in addition to technical office

space, the new, modern building will also house a conference
facility. A 199-seat Sennheiser
theater is being planned, which,
among other things, will offer the
cross-functional project team the
opportunity to test and further
improve new Sennheiser products using real-life conditions. In
SLM Now Shipping Zonda

Instruments
Just in time for the school

season, St. Louis Music is
shipping a new line of Zonda
signature instruments. Zonda,
known for its reeds, recently
launched a selection of quality
brass and woodwinds. All of us
at St. Louis Music are thrilled
with the feedback we have gotten
on initial shipments of Zonda
instruments, said Craig Denny,
Brand Director for Zonda and P.
Mauriat. Not only are the instruments great, but the entire outfit
is carefully thought out and rental-ready.
The full line of instruments includes flute, clarinet, alto saxophone,
tenor saxophone, trumpet and trombone. All products are in stock and
shipping to dealers, suitable to own or for rentals and fall fill-ins. SLM
offers a Zonda Sample Program, as well, letting dealers test drive the
new instruments.
Awarded Best In Show
Gotta Stock it
2013 Summer NAMM
YOUR MUSIC. YOUR STAND.

Nashville Music Stand Co.
offers you a wide variety of designs as

diverse as your client base. Weve got
the perfect stand for everyonefrom
budding musicians to seasoned pros.
So check us out today and find out
why Nashville Music Stand Co. is the
go-to vendor for stands that scream
with personality and style.
Contact Us Today!
www.nashvillestands.biz
615-357-0178
10
B2R Opens In Pennsylvania
Bach to Rocks latest school location recently opened in Wayne PA.

Its the first Bach to Rock to open in the state. Families, neighbors
and residents were invited to tour the school, meet the teachers, learn
about summer camp programs, check out the recording studio, win
prizes and more during the schools open house this summer. After
months of preparation and training, we are so excited to officially open
our doors to the public, said Dave Leonard, B2R Wayne Owner and
Site Director, who runs the school with his wife, Ellen Good. We offer
a variety of music programs for students of all ages, from early childhood to adults, and cant wait to be a part of the local arts community.
We are thrilled to expand Bach to Rocks presence with the opening
of our eighth school, in Pennsylvania, said Brian Gross, President of
Bach to Rock. We know that, with Dave and Ellens leadership, their
team of handpicked, quality, professional instructors will make Bach to
Rock a hub of the Wayne music community.
The school offers a variety of individual lessons and group ensembles, such as Glee Club, Rock Band and early childhood classes.
the future, visitors will be able to

learn about, and purchase, the
newest Sennheiser products in an
on-site Flagship Store. The campus will offer employees space
for collaborative working and
dedicated project areas, and will
further strengthen innovation,
the company says, while ensuring
sustainable growth.
Beamz Expands
Into Europe
Beamz Interactive, Inc.,

has partnered with UK-based
distributor 4GEN Limited to
establish operations in Europe.
Pursuant to their agreement,
4GEN will dedicate full-time
staff to Beamz in order to
pursue the European market, including Russia and the
Middle East. 4GENs Principal,
Rod Lewis, will assume the
full-time position of Managing
Director for Beamz European
operations. Lewis has extensive
experience in sales, marketing and operations, including
end-to-end supply chain and
business development expertise. Through this new partnership, Beamz plans to pursue its
three key markets in Europe.
Those include the consumer
music market, with its recently
announced Beamz by Flo
product line; the DJ market,
with its new Beamz/Virtual DJ
products; and the education,
special needs and senior care
verticals.
Beamz is an ideal product
for the European market,
remarked Lewis. The experienced team at 4GEN is excited
to be bringing the Beamz music
player to an entirely new audience, and will be developing
key strategic relationships
across all sectors, especially in
the regions strong consumer
and DJ markets.
SEPTEMBER 2013
L AT E S T
CHAUVET DJ Lights Rock Legend
Rock legend Brian May and West End star Kerry Ellis teamed for
a live performance illuminated with 24 wireless, battery-operated
Freedom fixtures, from CHAUVET DJ, at the St. Pancras International train station in London. The former Queen guitarist and the
musical theater star performed atop a translucent stage, known as the
Tranzstage. Strategically placed underneath the stage were 16 Freedom Par and eight Freedom
Strip Mini wireless wash lights,
which projected a spectrum of
light through the transparent
base. Mr. H Productions provided the stage and lighting, as
well as a sound system to rival
incoming trains and station announcements.
We pride ourselves on using
the best equipment for the best
performers. Arranging the
Brian May concert was a dream
come true, said Andrew J. Harvey, Managing Director of Mr.
H Productions. The wireless
Freedom fixtures were perfect
underneath our Tranzstage.
They were neat, quick to install
and gave us the flexibility to instantly change the color of the
entire performance space.
During this special performance,

May and Ellis joined forces with others
to launch the Tiger Tracks campaign,
which is designed to raise awareness of
and increase support for the remaining
3,500 tigers left in the wild.
Casio Stands
Behind Celviano
Casio America, Inc., has

announced its new extended
five-year limited warranty on its
Celviano line of console digital
pianos. Celviano players wishing
to take advantage of the full five
years of limited warranty can do
so by registering on the Casio
Web site within 30 days of their
purchase. The warranty comes
at no extra cost and applies to
all digital pianos in the Celviano
line.
Extending the limited
warranty to five years further
emphasizes Casios assurance in
the quality of our digital pianos
and demonstrates our commitment to providing long-lasting
customer satisfaction, said
Stephen Schmidt, Vice President
of Casios Electronic Musical
Instruments Division.
Visit www.casio.com/support/
registration for complete details
on Casios five-year limited warranty.
11
PEOPLE
In Memoriam:
Timothy Dorwart
GXLU
Dual Channel
WIRELESS
Two discrete wireless

channels packaged in one
receiver chassis.
Compact antennas that recess
when not in use.
Each channel has RF and AF
indicator lights that indicate
the presence of connectivity
and audio source.
UHF frequency operation
Three output options on the
receiver for maximum
performance and exibility
of use.
- Professional balanced
XLR discrete
- Professional balanced
XLR mixed output
- Professional inch output
for easy connection to a
guitar amp or mixer
equipped with inch
connector.
Handheld transmitter outtted
with mute and on positions for
exibility of use.
Battery life of >10hrs.
Handheld transmitter features
battery life indicator.
All Bodypack systems ship
with WXGTR guitar cable and
WXHW condenser headworn
mic included in the system.
CAD Audio, LLC

6573 Cochran Rd. Bldg I
Solon, Ohio 44139
cadaudio.com
800-762-9266
12
Timothy Dorwart,
CEO of Community
Professional Loudspeakers, died in
July due to illness.
Dorwart became
Communitys CEO
in March of this year
and led the company
through the introduction of several important new products at
InfoComm, the biggest domestic trade show
covering the AV market. Dorwarts previous
roles included Director and VP positions with
Bose Corp. and DMX Music. Since 2007, he
had led the Stanton Group through a successful turnaround as its CEO. Dorwart came to
Community from Gibson Brands, where he
was General Manager, Pro Audio and guided
the integration of Stanton Group assets to
form Gibsons new Pro Audio Division.
Bruce Howze, Communitys President, said,
We are deeply saddened by Tims death. We
mourn the loss of our chief executive and a
good friend, and we extend our most sincere
condolences to his wife and family.
QSC Audio
Adds Zell
QSC Audio Products has added Brad

Zell to the marketing team as Online
Marketing Manager. In this role, Zell will
be responsible for leading the companys
digital marketing efforts, including social
media management, digital content creation, campaign management and artist
relations.
Zell joins QSC after a 10-year career
at PreSonus, where he was Director of
Marketing Communications, responsible
for its dealer and distributor marketing
activities and relationships, as well as
social media and artist relations. Zell also
headed up PreSonus Product Management department, where he created and
implemented the companys stage-gate
product development process. Prior to
his work at PreSonus, Zell was a Director
at Avalon Design, responsible for sales,
marketing and operations. After acquiring
his MBA, he began his career in the music
equipment manufacturing industry with
Metalithic Systems as Marketing Manager. He has been a performing musician
since his teens and remains passionate
about playing and recording music.
Sabian Sound Team Assembles
One of the most talented

and energetic field teams
working in the MI industry,
Bob Rupp, Chris DeLisa
and Greg Zeller have been
important to both Sabian
and its partners by bringing customers through
the doors of music shops
throughout the U.S. In order
to further tap into the experience and knowledge these
three Sabian field reps have
acquired over many years
on the road, their roles have
been expanded to allow for a
greater focus on marketing.
Bob, Chris and Greg will be
more directly involved in the
development and execution
of our marketing focus, commented Sabian VP Marketing Stacey Montgomery-Clark. As a
result, we have formalized this team structure and named it the Sabian Sound Team.
Launching first in North America, the Sabian Sound Team will have more, and closer, direct
customer interaction, working at specialized events, promotions and shows to help customers
and dealers select cymbals and sounds. Its a way to better help customers and potential customers learn more about our cymbals and the sounds available to them in the Sabian product
line, said Rupp.
SEPTEMBER 2013
PEOPLE
Yamaha Catches A Fisher
Yamaha Corp. of America (YCA) has appointed Steven Fisher to the position of Marketing Manager for
Electronic Drums. His primary responsibility will be
to advance the market for the companys DTX drums,
and he will report to Athan Billias, Director of Marketing, Pro Audio & Combo Division at YCA. Before
joining Yamaha, Fisher spent more than 20 years with
Roland Corp. U.S., where he held
numerous positions in marketing
and product development, and
served as a renowned clinician.
Prior to this, he enjoyed an extensive career as a professional musician. He emerged as a pioneer
Hook, Line
& Sinker
Fishman has recruited Ron Kronewitter as Key Accounts Manager,

where he will be responsible for
handling major retail accounts,
including Guitar Center, Musicians
Friend and Sam Ash, as well as
a number of independent dealers. A longtime veteran of the MI
industry, Kronewitter has more
than 30 years music products retail
experience, including 13 years
at Fender Musical Instruments,
where he served as VP Marketing
for Acoustic Instruments and VP of
Marketing Operations. During his
time at Fender, Kronewitter first
started working with Larry Fishman and head of OEM sales Rob
Ketch; they eventually transitioned
the entire Fender Acoustic line
into exclusively using Fishman
products.
In addition to Fender, Kronewitter has worked extensively in MI
retail, as well as with Musicians
Friend and Guitar Centers e-commerce and business development
teams, and spent several years with
his own successful independent
consultancy, Foundry Marketing.
and well-known authority in the field of electronic percussion,

from drum machines to electronic drum sets. He studied jazz
at the University of North Texas.
We have experienced explosive growth in the electronic
drum category, and he will help us take the segment to new
levels by improving the playing experience for our customers,
said Billias.
ADVERTORIAL SEPTEMBER 2013
Note From Our Members

NAMM Members on the Benefits of Belonging
As your industry association, NAMM continually works to offer events, training, programs and services
designed to help its Members grow and prosper, but there is also a more personal connection to the work
we do each and every day. Best told by them, here are two perspectives on the benefits of joining this
close-knit international community and staying current by renewing your NAMM Membership along with
thousands of other companies in September and October.
Doug John and Francie Denis
are new to the business,
starting from scratch to build
Legend Music in Manteca,
Calif., in March of 2011, and
adding their Fresno location
about one year later. As Doug
explains, being part of a
larger network of music product professionals has been invaluable as they work to grow their retail business, lesson programs
and community connections.
I find that NAMM has a great network for meeting people,
talking to manufacturers and distributors, and other dealers
especially. It helps to find out their tricks of the trade, how
Dale and Phyllis Webb,

owners of The Magic Fluke
Company, in Sheffield, Mass.,
manufacture ukuleles in the
United States and are focused
on creating music-making
opportunities within their
community. A Member for
10 years, Phyllis reflects on how the industry comes together
through NAMM.
One line I say regularly is that we cannot afford to not be at
the NAMM Show. That, traditionally, has been where we
make connections with new dealers and come face-to-face with
they do things, how they promote things. Those connections

have been the biggest thing weve taken advantage of so far,
being so new. This last Nashville show, we made some very
good contacts and met some really nice people.
After winning the Top 100 Dealer Award for Rookie of the
Year, we got a copy of the press release before we even
returned home. We plan to send it to the local press and
share it with our customers. I think it will be a real asset to
our business. Like I said when we won our award, this is a
unique industry.I was in the industrial sector for 47 years,
and in the not-quite three years of doing this weve had
more fun, met more nice people and made more friends
than during those 47 years. The kids in our lesson program
are a major part of thatit makes you walk three feet off
the ground when you see somebody click with music.
retailers we may have gotten over the phone but are now
meeting in person for the first time. Technology cant
erase what it is to talk business, network and solidify our
relationship face-to-face. Were creating new relationships
with other manufacturers too. In this changing world, we
really need one anotherand we need to market our
community together.
Im also really proud of the work the association is doing
for music advocacy. Districts are are losing music and arts
because theres no time or budget. NAMMs work to keep
music in the schools is so important and something I think
the association does well.
NAMM News
September 2013
the
up-to-date on
NAMM. To keep
letter
by
ws
ed
ne
eish
bl
ws
pu
Ne
is
NAMM News
for our NAMM
up
n
sig
,
ws
industry ne
.org.
latest breaking
at info@namm
amplify
turn up the volume on your sales
BUILD
your brand
SHOW
your products
REACH your customers
Book your hotel rooms at www.namm.org starting Wednesday, October 2 at 8 a.m. PDT.
Featuring the NAMM TEC Awards
JANUARY 23-26, 2014 ANAHEIM CONVENTION CENTER ANAHEIM, CALIFORNIA

www.namm.org/thenammshow
PRODUCTS
Drums
& Percussion
Guitars
& Amps
Join The Chorus
Call Him Mini Me
Rattle & Strum
Classical Music
Over view: Rolands AC-40 Acoustic Chorus Guitar Amplifier

Specifics: Rolands AC-40 Acoustic Chorus Guitar Amplifier joins
the AC family of stereo acoustic amps with built-in effects. The mobile
AC-40 produces clean, loud and natural acoustic tone, and features a
versatile dual-channel configuration that supports both a guitar and a
microphone. Compact and weighing less than 12lb., the AC-40 delivers
big and rich sound despite its small size. Dual custom-designed 6.5-inch
speakers offer good projection for performing in venues that include
intimate nightclubs, restaurants and coffee houses. True stereo output
plus onboard stereo chorus and reverb effects provide studio-quality
depth and dimension. With two independent channels, the AC-40 gives
players pro versatility for any performing situation. The dedicated
GUITAR channel features a standard -inch input. The MIC/LINE
channel has an XLR/TRS combo input for connecting a microphone or
a line-level device.
MSRP: Call company
Contact: Roland, 323.890.3700, rolandconnect.com
Over view: PRS Guitars S2 Series

Instruments
Specifics: PRS Guitars S2 Series instruments includes the S2 Mira, S2 Starla and
S2 Custom 24. Meaning Stevensville 2, the
S2 Series is named for a second manufacturing line created inside the PRS Stevensville
MD shop that blends new manufacturing
techniques with practiced quality control
and workmanship. A diverse group of artists, whose genres range from indie to rock
to punk, have road tested these guitars and
found them to embody everything they
require in an instrument. S2 artists include
Thomas Fekete from Surfer Blood, Steve
Stout from Blondfire, Dave Knudson from
Minus the Bear and JJ Grey from MOFRO.
The products are distinguished by their
retro-inspired vibe and PRS quality.
MSRP: S2 Mira ($1,179); S2 Starla
($1,249); S2 Custom 24 ($1,399)
Ship Date: Now
Contact: PRS Guitars,
410.643.9970, prsguitars.com
16
Over view: VOX Amplifications Mini3 G2

Specifics: VOX Amplification has added the Mini3 G2 to its Mini series of guitar amplifiers. Combining VOX modeling technology, flexible
battery or AC power, and versatile onboard features, the Mini3 G2 suits
any performer needing a portable amplifier. The Mini3 G2 provides 11
highly accurate, wide-ranging amplifier models, starting with the VOX
British tone and including classic historic amps, as well as contemporary high-gain units, such as the new CALI METAL model. In addition,
a clean, non-distorting amp model preserves the natural quality of any
acoustic instrument as well as a keyboard. A total of eight effects are
onboard, including compressor, chorus, flanger, tremolo, reverb and
delay (complete with Tap Tempo). One effect and one reverb/delay
can be operated simultaneously. Amps and effects can be dialed in via a
re-designed user interface.
Street Price: $119.99
Ship Date: Now
Contact: VOX Amplification, 631.390.6500, voxamps.com
Over view: Walden Guitars Sollana Series

Models
Specifics: Walden Guitars is introducing a line
of Classical guitar models that reduce the friction
and stress of owning and maintaining a classical guitar. Walden has incorporated its modern
Walden neck joint and neck reinforcement system
into its new Sollana models without compromising playability or tone. Guitarists can spend more
time playing their guitars and less time maintaining them. The Sollana series will also feature
premium tonewoods, such as Engelmann
Spruce, Sitka Spruce and Western Red Cedar top options, and Mahogany or Indian
Rosewood back and sides. Besides the
standard classical models, there will also
be four cutaway models with electronics for
the player looking to plug in on stage.
The Sollana series will feature 12 new
models.
Street Price: $189 to $1,199
Contact: Walden Guitars, 800.283.4676,
waldenguitars.com
SEPTEMBER 2013
PRODUCTS
Drums
Percussion
DJ &&
Lighting
See Spot Shine
BEAM Me Up
Over view: ADJs Inno Spot LED

Specifics: The Inno Spot LED from ADJ is powered by a 50-watt LED
source. This compact, intelligent moving head blasts brilliant gobo/color
effects on walls, ceilings and dancefloors for a lightshow at any nightclub
or venue. Along with its 50 watts of LED muscle, the Inno Spot LED has
other features that add to its value. Dazzle the crowds with its highenergy, built-in lightshow programs, which kick in automatically when the
unit is used in Sound-Active or Master-Slave modes. The Inno Spot LED
can also be operated with a DMX-512 controller (10 DMX channels) to
unleash any of its features, which include six rotating, replaceable gobos;
eight colors + white; Gobo Scroll mode; Gobo Shake effect; three-facet
prism; pulse and variable speed strobe effect; and 0-100% dimming.
MSRP: $859.95
Contact: ADJ Products, 323.582.2650, adj.com
Over view: CHAUVET DJs BEAMbar, BEAMshot Fixtures

Specifics: CHAUVET DJs BEAMbar and BEAMshot fixtures
emit razor-sharp beams and create aerial effects when combined with
haze or fog. BEAMbar is a linear effect light fitted with five individual
pods, housing one white, six-watt LED in each pod. It produces thick
columns of light by projecting intense, narrow beams and features full
pixel control for increased effects. BEAMbar incorporates cool visual
effects into any gig. To create matrixes or runway effects, combine
multiple units together using the optional CBB-6 bracket. Powered by
a white, six-watt LED, BEAMshot is a compact aerial effect light that
projects a sharp, ultra-narrow beam of light. Coordinate the look of
your light show with any event by altering the color of the beam using
any of the four included gels.
MSRP: Call company
Contact: CHAUVET DJ, 800.762.1084, chauvetdj.com
QUALITY
SERVICE
CHOICE
10,000 PRODUCTS
250 BRANDS
Tel: 1-800-727-4512
Pro Audio
Engineering
Excellence
Over view: AIAIAIs TMA-1

Studio Young Guru Edition
Specifics: AIAIAI has
released a professional
headphone engineered by Young
Guru: TMA-1 Studio Young Guru
Edition. The Young Guru Edition is for the
on-the-go producer and sound engineer in need of
a durable reference headphone that delivers high-quality,
full clarity, detailed audio for the studio and on the road. The
Young Guru signature sound accurately replicates the studio environment for discerning reference monitoring, supported by a high-grade 40mm titanium
driver. The interchangeable earpads are made of soft Japanese memory foam polyurethane, ensuring comfort for lengthy sessions. A high-quality microfiber material covers
the earpads, adding durability and an extra layer of comfort. The one-piece headband
is for high durability to withstand daily use, and the polyurethane headband cushion is
covered in a high-quality microfiber material for added comfort.
MAP: $249 Ship Date: Now
Contact: AIAIAI, 310.985.8088, aiaiai.dk
Sub Zero
stacked with the NX L23-A and NX L24-A active line

array modules and offers multiple configuration
options with the HDL 10-A and HDL 20-A active line
array modules. The SUB 8004-AS has feet, rotatable
logo and a side-mounted M20 insert.
MSRP: Call company
Contact: RCF USA, 732.901.6100, rcf-usa.com
PRODUCTS
Out Of
This
World
Over view:
Galaxy Audios
CTS Series
Wireless
Specifics:
The CTS Series
joins the Galaxy
Audio line of
wireless microphones. It offers
920 selectable frequencies, selectable RF output
on both the handheld and body pack, Auto Scan to
find an open frequency and IR Sync to automatically
synchronize the transmitter with the receiver. The
HH85 handheld microphone features a magnesium alloy chassis for better durability. The sturdy
construction of the MBP85 body pack transmitter
is ready to take the wear and tear of daily use. Both
the HH85 and the MBP85 feature Selectable RF
Output settings of 5, 10 or 20mW. Standard CTS microphone systems are available with the choice of a
handheld, headset, lavalier or guitar cable. Upgrade
the system with one of Galaxy Audios lightweight
headset microphone or lavalier options.
Street Price: Starting at $499.99
Contact: Galaxy Audio,
800.369.7768, galaxyaudio.com
Over view: RCFs SUB 8004AS Subwoofer

Specifics: RCF has debuted
the SUB 8004-AS subwoofer, featuring a high-power, hypervented
18-inch woofer with four-inch inside/outside voice coils for good
power handling and thermal performance. The unit is powered
by a 2,500-watt digital amplifier
module, which is loaded in a separate chamber in the rear of the
box, mechanically insulated from
vibrations. The SUB 8004-AS is
capable of producing 136dB max
SPL. The input board includes
volume control, signal, power
and limiter LEDs, deep/punch
switch, high pass, phase, and cardioid switches and delay control.
Weighing 51lb. and a relatively
compact 23x22x28, the Baltic
birch tour-grade cabinet can be
19
PRODUCTS
Drums
Percussion
Pro& Audio
Mix It Up
Over view: Yamahas MGP32X And

MGP24X Analog Mixers
Specifics: Yamahas MGP32X and MGP24X analog mixing consoles join the MGP
Series. In addition to offering expanded
mixing capacity with the addition of more
channels, the new consoles add three new digital

features: USB device recording and playback,
Graphic EQ and a multi-band compressor. The
consoles include discrete studio-grade Class-A
D-PRE mic preamps that employ an inverted
Darlington circuit design offering multiple
circuitry elements, which delivers
more power with lower impedance.
The D-PRE mic preamps deliver
48V phantom power and highresolution sound.
MSRP: MGP32X: $1,999;
MGP24X: $1,699
Ship Date: Now
Contact: Yamaha, 714.522.9011,
4wrd.it/mgpusa
For the past two decades, Odyssey has lead the professional
DJ market by pioneering protective gear solutions. The
tradition continues with Odysseys full-line of diverse,
high quality, and patented* DJ Controller Cases.
Specifically custom designed for all popular
brands and models on the market,
Odyssey ensures a premium fit
and function providing DJs a
trusted solution for their
evolving needs.
Drums
& Percussion
Drums
The Black
Panthers
ALLEN & HEATH

AMERICAN AUDIO
DENON
HERCULES
NOVATION
NUMARK
PIONEER DJ
RELOOP
TRAKTOR
VESTAX
Black Label
Standard Glide Style
Flight FX
Standard
*Glide Style and LED FFX cases are protected by U.S. and or foreign patents
Odyssey Innovative Designs, also known as ODY-USA.

is an industry-leading design and
markets. Founded in 1995, Odyssey has brought to market hundreds of unique products and continues to lead
established a worldwide reputation for innovation , quality and design. The Odyssey group of companies
include Show Solutions and BC Cases
809 West Santa Anita Street San Gabriel, CA 91776
20
Te l : 6 2 6 . 5 8 8 . 2 5 2 8 F a x : 6 2 6 . 5 8 8 . 2 5 2 5 w w w. o d y s s e y g e a r. c o m
Over view: Mapexs Black

Panther Series Additions
Specifics: The Mapex Drum
Company has announced two
additions to its Black Panther
series: the Black Panther Nomad
Snare and the Black Panther
Black Widow Kit. The Nomad
snare was developed by the
Mapex team in conjunction with
Will Calhoun. The 13x6 1.2mm
brass shell snare is warm, open,
sensitive and features a traditional 45 bearing edge. Features
Sonic-Saver hoops, the smooth
Black Panther throw-off, a cylinder drive strainer that employs
micro-lock technology, providing a silent yet tactile click
as its turned, allowing precise
tension control of the premium
snare wires. In the Black Panther Black Widow Kit, Mapex
has taken traditional thin 5.1mm
maple shells and combined them
with a centered bearing edge with
rounded back-cut to produce a
classic balance of attack, body
and warmth. By increasing shell
and drumhead contact, the edge
profile limits unwanted overtones
and produces a more rounded
and centered tone.
MSRP: Nomad: $729; Black
Widow: $4,419
Contact: Mapex Drum Co.,
888.627.3987, mapexdrums.com
SEPTEMBER 2013
HERE COMES SANTA CLAUS

1. MOD KITS DIYS PRE-WIRED ASSEMBLIES
MOD Kits DIY has introduced its new product line for guitar modification: Pre-Wired Assemblies. Used to upgrade your existing guitar electronics, MOD pre-wired assemblies
enhance overall tone and the playing experience. Each MOD pre-wired assembly has a
treble bleed volume pot mod, which helps retain clarity when you roll back on your volume
knob and that adds life to your pickups. All assemblies are equipped with high-quality
parts and components using CTS potentiometers, Switchcraft jacks, vintage Fenderstyle switches and high-performance Orange Drop tone capacitors. MOD pre-wired
assemblies are easy to install. Clearly illustrated wiring diagrams are included with each
assembly, making it easy to drop into your guitar. Go to modkitsdiy.com for details.
The Powerstroke 3 Black Dot bass drumheads feature one ply of 10-mil film with a
10-mil inlay ring and 5-mil dot. Available in
sizes 18 inches to 26 inches for drum set
($66 to $78.50) and 14 inches to 32 inches
for marching ($67 to $123) applications.
For more information, call 800.525.5134 or
visit remo.com.
6. PRESONUS ERIS-SERIES STUDIO
MONITOR SPEAKERS
PreSonus Eris-series two-way, biamped,
active studio monitor speakers provide
1
good audio quality; a more accurate,
flat response; and more extensive user
controls. They suit musicians who are recording and pros who need a
second monitor that can be adjusted to emulate various listening environments. With Kevlar low-frequency transducers, silk-dome tweeters, Class
AB amplification and acoustic-adjustment controls, Eris speakers deliver
professional performance. An acoustic port provides good bass reproduction. Balanced XLR/-inch and unbalanced RCA inputs enable connection
to a variety of sources. Two models are currently available: Eris E8, featuring an eight-inch woofer, 1.25-inch tweeter and 140-watt biamplification;
and E5, with a 5.25-inch woofer, one-inch tweeter and 80-watt biamplification. MSRP: E8 $399.95; E5 $199.95. For details, call 225.216.7887 or visit
presonus.com.
2. CAD AUDIOS SESSIONS HEADPHONES

Sessions headphones from CAD Audio suit professional performers in recording and live
audio environments, as well as music enthusiasts who want to experience their favorite
recordings exactly as the artist intended. They produce a wide frequency response (10Hz
to 24kHz) with extended lows, smooth mids and articulate,
life-like highs for accurate and natural reproduction. Their
high SPL capability delivers more than enough volume,
while the design provides good isolation, ensuring a
private listening experience that virtually eliminates bleed
through into the playback environment. In addition to
professional specifications and performance, Sessions
headphones are available in a distinct and modern cosmetic design with five custom colorsBlack, White/Red,
Black Chrome, Black/Orange and White/Goldto choose
from. MSRP: $159.
3. RS BERKELEYS LEGENDS SERIES MOUTHPIECES
RS Berkeleys Legends Series mouthpieces are officially
licensed mouthpiece reproductions that are made in
the U.S.A. and modeled after the
original mouthpieces used by iconic
musicians. Production of the Legends
Series woodwind line begins with and
features 3D scanning and post-processing services by Konica Minoltas
3D Scanning Labs. Technicians
capture highly precise scan data, capturing the unique characteristics of
each original piece, thus matching the
exact geometry of the original. Once
the scan process is completed, the
scan data is paired with highly specialized software to clean, align and
create high-quality CAD models. The
3
6
5
entire process is overseen by Jack Onque, RS Berkeleys
master mouthpiece maker and designer. Also available:
Legends Series brass mouthpieces. MSRP: Starting at
$239. For details, call 800.974.3909 or visit rsberkeley.com.
8. TECH 21S SANSAMP CHARACTER SERIES VTBASS PEDALS

With the popularity of the SansAmp Character Series VTBass pedals (VTBass
and VTBass Deluxe), Tech 21 has added two new formats: a DI and a rackmount. The VTBass DI pedal incorporates a Blend control to adjust the amount
and balance of direct instrument signal with the SansAmp circuitry, and a Bite
switch to add a treble boost and tighten up the bass sound. It also features
three outputs1/4-inch, XLR and Parallelfor multiple stage and studio applications. The VTBass Rack also includes a Blend control, and features an
XLR Output Level control for optimum performance with PA systems, Effect
Loop with a Mix 50/50 switch for parallel or series operation, XLR output with
selectable levels and a buffered direct XLR output to provide a dry signal. Go to
tech21nyc.com for details.
4. BLIZZARD LIGHTINGS HOTBOX

Just like its big brother the RokBox, Blizzard Lightings
HotBox offers four-in-one LEDs, advanced electronics, a
super-cool aluminum casing with dual hanging brackets
and secure grip locking knobs. But, its in an even more
compact/portable package. It weighs 3.5lb. and is
4x5x5. The HotBox RGBW and HotBox RGBA both put
out a ton of light with 7x 10-watt four-in-one LEDs, and its
user selectable 3/4/5/8 or 9 DMX channel modes allow it
to work with any type of controller, including three-channel controllers. Youll have full control of RGBW color
mixing, 31 built-in programs, smooth flicker-free 32-bit
dimming and easy HSV color mixing ability in three-channel mode. For details, go to blizzardlighting.com.
5. REMOS POWERSTROKE 3 BLACK DOT BASS DRUMHEADS
Remo is applying a Black Dot to its bestselling line of
Powerstroke 3 Series bass drumheads. Offered in Clear,
Coated and Smooth White, Powerstroke 3 Black Dot
drumheads provide deeper low tones for bass drums
with a focused attack and durability. Inspired by drummer Steve Smith, the P3 Black Dot
allows for a more focused lower note fundamental on all bass drum sizes and shell types.
7. THE LOARS LH-280 ARCHTOP ELECTRIC

The Loars LH-280 is an archtop cutaway
with dual humbuckers and a 16-inch
lower bout. Based on a classic Florentine
cutaway design, the LH-280 offers players
classic archtop style in a versatile electric
guitar. The LH-280 has a maple top, maple
back and sides, and two custom-wound
Loar humbuckers. The 24-inch scale will
be familiar to players of vintage electrics,
and the 1-inch bone nut and tune-omatic floating bridge give it powerful
punch and singing sustain. Bridging the
gap between jazz, rock and blues, this
archtop from The Loar is the latest entry in
its archtop line. Smooth, clean tones alter4
nate with heavy crunch. MAP is $499.99.
For more information, go to theloar.com.
9. ESOTERIK GUITARS DR2 MODEL

Esoterik Guitars has released its latest
model: the DR2. This is the second model
in Dave Reffetts line of signature series
guitars. The DR2 features a genuine
Honduras mahogany body sandwiching
a five-piece maple, walnut and figured
maple neck. It then encases two spoke
wheel truss rods with a AAA ebony
fretboard with ebony binding topped with
stainless steel jumbo frets. The DR2 comes
loaded with active EMG 81-85 pickups with
a three-way selector switch and a Floyd
Rose Pro. The Pro series is faster, more
comfortable and has a lower profile than
the Floyd Rose original. Features: mahogany
body; neck through design; 25.5-inch scale
length; 16-inch radius fretboard. Suggested
retail price: $4,995. For more information, go
to esoterikguitars.com.
21
15. PEAVEYS TEENAGE MUTANT NINJA

TURTLES PRODUCTS
Nickelodeon and Peavey Electronics
have partnered to create and develop
musical instruments and accessories
inspired by the Teenage Mutant Ninja
Turtles. These new musical instruments
will capture Teenage Mutant Ninja
Turtles in highly detailed artwork on
acoustic and electric guitars, percussion
instruments and accessories. Featuring Leonardo, Michelangelo, Raphael,
Donatello, April ONeil and Splinter
artwork, the instruments will be designed
10
for Teenage Mutant Ninja Turtles
enthusiasts, collectors and musicians of
every skill level, from beginner to pro. The product line includes custom
designed guitars, straps, guitar picks and more. They will be available in
the fall, ranging in price from $5.99 to $199.99.
10. EHXS 45000 MULTITRACK LOOPER

EHXs 45000 Multitrack Looper combines the familiar controls of a multi-track digital recorder with features making it possible to create complex multi-track loops quickly and easily.
The 45000 allows for instant creation, storage or overdubbing on any of its tracks. Each loop
has four mono tracks and one stereo mixdown track per loop with instant, seamless switching between stored loops. The 45000 records non-compressed, 44.1kHz/16-bit CD quality
audio direct to a removable SDHC card (four to 32GB). Each card holds up to 100 individual
loops accessed with the optional 45000 Foot Controller. Loop speed is adjustable over a two
octave range, and reverse recording and playback give you control. MSRP: 45000: $476.21;
Foot Controller: $119.25. For details, go to ehx.com.
11. VOXS AC30C2, AC15C1, AC4C1 GUITAR AMPLIFIERS
VOX has issued its iconic all-tube Custom Series AC30C2, AC15C1and AC4C1 guitar amplifiers in a purple finish. The purple 15-watt AC15C1 and 30-watt AC30C2 amps offer two
channels: Normal and Top-Boost. Each channel is equipped with its own Volume control,
and the Top Boost channel offers Treble and Bass tone
controls. The Tone Cut control operates in the power stage,
allowing an additional degree of tone-shaping. The Master
Volume control works in conjunction with each channels
individual volume to create the right degree of gain-staging
to deliver the clean VOX chimey sound, an overdriven
tone and everything in between. Also featured are the VOX
Classic Tremolo effect, a warm Spring Reverb and an effect
loop with True Bypass switching. MSRP: AC30C2PL: $1,700;
AC15C1PL: $1,000; AC4C1PL: $425. For details, visit voxamps.
com.
12. HOHNERS BLUESBAND VALUE PACK
Hohner, Inc.s #3P1501 BLUESBAND Value Pack consists
of three BLUESBAND harmonicas that feature good sound,
dependable tuning and metal cover plates. Generations
of beginning players have found their musical voice with
the BLUESBANDs robust performance. The BLUESBAND
Value Pack provides a lower-priced option for customers
that want to save money by purchasing three harmonicas
(in the keys of C, A and G) in a single package. Retailing
for $22, the three-pack offers a savings of almost 15%
off of the single unit price. For more information, go to
hohnerusa.com.
11
13. CASIOS PX-850 DIGITAL PIANO

Casios PX-850 digital piano has the advanced AiR sound
set, providing an additional level of realism, including
damper and string resonance and hammer response
14
simulation. This 88-key digital piano also has a dual 20-watt
speaker system and a cabinet that opens, providing the rich
sound of a grand piano that is being played with an open lid.
The PX-850 also features a redesigned 88-note Tri-sensor
scaled hammer action keyboard. This new action features
simulated Ebony and Ivory textured keys; three sensors per
key capture the dynamics of a performance with speed and
accuracy. The action and the sound engine take into consideration the speed at which different sized hammers move
inside an acoustic grand relative to the velocity that the keys
are pressed. MSRP: $1,499.99.
14. QSCS K SERIES MODELS
QSCs K Series features three full-range models (the K8, K10
and the K12) and a subwoofer (K Sub) that ships complete
with a mounting pole. These 1,000-watt work horses deliver
high quality performance in stylish enclosures. With optional
totes, mounting yokes and eyebolts, and covers, K Series
can also be deployed in a wide range of applications, ranging from portable to installed settings. Whether youre a
retailer and/or feature them in your rental inventory, K Series
loudspeakers deliver features that customers demand and
are backed by QSC customer service. The six-year extended
warranty (with product registration) ensures customers can
be confident. For more information, call 800.854.4079 or visit
qsc.com.
12
15
16
16. LANIKAI UKULELES TUNAUKE SERIES

This fall, Lanikai Ukuleles will be shipping the new TunaUke Series. This
upgrade to the bestselling LU Series features all-mahogany construction, genuine Aquila strings, chrome geared tuners and the new TunaUke
technology that improves intonation up to 90%. Over three years in
development, the LUTU-21S and LUTU-11S represent an evolution of the
sound, quality and playability of the ukulele. Free PoP displays, special
introductory pricing and more are available. TunaUke models begin at
$110 retail. For details, call 800.446.6010 or visit lanikaiukes.com.
17. KORGS VOLCA SERIES TRUE-ANALOG SYNTHESIZERS
Korgs Volca series of portable, trueanalog synthesizers offer on-the-go
sounds and grooves, along with a built-in
sequencer and MIDI functionality. Three
models: the Volca Keys lead synthesizer; the Volca Bass synthesizer; and
the Volca Beats rhythm machine. Each
provides carefully selected parameters
that allow users to create the distinctive,
massive sounds of a true analog synth.
Multiple Volcas can be used in tandem,
and optional battery operation and
13
built-in speakers offer further portability. Volca Keys is a 27-key analog lead
synth with three oscillators that can be
tuned against each other to create diverse sounds. Volca Bass
Electribe-style step sequencer and three oscillators enable it to
generate Free form bass loops all the way to thick and modulated bass sounds. MSRP: $205 each. For more, go to korg.com.
18. ELECTRO-VOICES ZLX PORTABLE SPEAKERS
Electro-Voices ZLX comprises high-performance portable loudspeakers. Available in powered and passive 12-inch and 15-inch
two-way models, ZLX was designed to deliver good performance
across every detail. In addition to warm, intelligible EV sound
quality and good industrial design, ZLX offers DJs, musicians and
performers a high degree of audio control and monitoringall via
a unique single-knob
DSP interface with
LCDincluding precise
gain adjustment and
application/location
presets. Whether used
as mains of monitors,
this allows users to
optimize loudspeaker
performance according
to their style and space
in seconds. Precision:
DSP with LCD and
application/location
presets and Input level
17
ensure optimal gain
structure in seconds.
Boasts a
1,000-watt
custom-built
two-channel/
biamped
Class-D
amplifier.
18
22
SEPTEMBER 2013
2013 PRS Guitars / Photo by Marc Quigley
The new
from PRS Guitars
Made in Maryland Starting at $1,179

Manufactured with new processes and specs in the same Maryland factory as all US-made PRS
instruments, the new S2 Series brings classic PRS playability and reliability to a new price point.
With a simple, straightforward design these guitars have serious style and expressive tone.
Check one out at a PRS dealer near you and see for yourself. www.prsguitars.com/s2series
2012 PRS Guitars - Photo by Neil Zlozower
22
19
20
21
23
19. DRUMFIRES DA-26P PERCUSSION MOUNT

The DA-26P is an original product that joins the
expanded offerings to drummers under the DrumFire
name, including drum thrones, drum sets and accessories. Born from the elliptical enveloping clamp
design first found on the u-mount Tablet Mounting
System, the DA-26P Percussion Mount is a natural
adaptation of this versatile system. The clean design
mounts to any round hardware tubing from 16mm to
25mm without the need for clumsy bolts and catches.
A single oversized thumbscrew secures the mount
in seconds. Once clamped, the internal spline allows
for 360 of pull-and-turn rotation in 26 locking increments. It is the fast, easy way to mount and position
cowbells, electric drum pads, music lyres, tambourines, FX cymbals and more. MSRP: $58.99. For
details, call 800.289.8889 or visit on-stage.com.
24
20. ROLANDS F-20 DIGITAL PIANO

Rolands F-20 Digital Piano is made with
the first-time piano buyer in mind. It
has features and applications focused
on todays piano customers, including the touch and tone players expect from
Roland, but its modern spin and appeal to the first-time piano buyer distinguish
this instrument. The F-20 supports Rolands Air Performer app, allowing
players to stream audio wirelessly from
their iOS devices to the piano while the
Air Recorder app presents the additional
function of recording your entire layered
performance back onto your iOS device
for playback and sharing. Teachers and
students alike depend on many forms of
media as part of the modern-day learning
process, and F-20 facilitates that. Street
price: $999. For details, call 323.890.3700 or
visit rolandus.com.
21. RANES SIXTY-TWO
The Rane Sixty-Two brings you one step
closer to being a true professional. Used
by EDM and traditional DJs, its feature set
puts you in total control, with room to be
creative and expand your skills. Native to
the Scratch Live software, the Sixty-Two is
pre-mapped to control all your on-screen
functions; plug in and start playing. The
ultra low latency ASIO/Core Audio drivers
allow you to use the Sixty-Two as a soundcard for all other programs. In addition, the
MIDI capabilities allow you to customize
the mixers controls exactly the way you
want it. The Sixty-Two features Ranes
proprietary magnetic faders. Suggested
Retail: $2,499. For details, call 425.355.6000
or visit rane.com.
22. FENDERS SATIN SERIES
Through a whole new light, and wrapping in four beautiful satin urethane body
finishes, Fenders Satin Series adds a lively
touch to the Standard Telecaster and Standard Stratocaster models. Available in new
Flame Orange, Ocean Blue Candy, Arizona
Sun and Blaze Gold, the Satin Series was
this summers cant-miss guitar series.
Features for the Standard Telecaster Satin
include a Rosewood fingerboard with 21
jumbo frets, dual single-coil pickups with
three-way switching, three-ply blackwhite-black pickguard and black plastic
control knobs, and a six-saddle stringthrough-body bridge.
23. YAMAHAS STAGEPAS
400I PORTABLE PA SYSTEM
Yamahas STAGEPAS 400i Portable PA system offers more power, more features, improved functionality and good sound quality. Lightweight (under 40lb.) design with a
detachable mixer provides good portability.
400 watts of power and eight inputs allow
lots of flexibility for fast and easy setup.
24
The iPod/iPhone digital connection provides

high-quality audio while charging your iOS
device, allowing uninterrupted playback. The
One-Knob Master EQ makes adjusting the
sound to match surroundings easy. Theres
a feedback suppressor to avoid the howling
that plagues so many novices and pros alike.
Each feature on the STAGEPAS 400i was
made with the musician in mind. MSRP: $949.
For details, go to usa.yamaha.com.
24. BLACK ICE ENTERPRISES
BLACK ICE MODULE
From Black Ice Enterprises, Black Ice is a
battery-free on-board overdrive. The Black
Ice module turns a standard electric guitar
tone control into a battery-free, on-board
overdrive. Black Ice can be configured for
just a touch of grit, a more aggressive grind
or a raw distortion that borders on 60s
flavored fuzz. And with no batteries to worry
about, it provides a lifetime of tone with no
maintenance required, just like the tone
control it replaces. About the size of a sugar
cube, the Black Ice module is easy to fit and
easy to install in a guitars control cavity.
Installation can be as easy as replacing the
capacitor on your guitars tone control with
the Black Ice module. MSRP: $27.95. For
details, call 631.376.2284 or visit
blackiceoverdrive.com.
25. ODYSSEYS SCRIM WERKS
LIGHT COLUMNS
Odyssey Innovative Designs Scrim Werks
Light Columns create dramatic lighting
effects using portable aluminum frames and
scrim sleeves, ranging in height from one
foot to 10 feet tall. Odysseys columns are
sturdy and lightweight alternative solutions
to traditional square truss setups. Designed
with portability in mind, the columns set
up within minutes and ship in a flat and
compact footprint. Each column design
consists of four individual aluminum tubes,
top and bottom plates, and a corresponding
scrim sleeve, ranging between $379 and
$899. Features: fully collapsible; easy set up
and tear down; center bolt hole on plates to
secure lighting fixtures or other gear; scalable sizing with the ability to attach on top of
one another.
26. TKLS LIMITED EDITION SERIES
TKLs Limited Edition series recently
expanded to include cases for five-string
resonator and open back banjos. The aesthetically distinctive line is now 24 models
strong, covering acoustic guitars (nine),
electric guitars (eight), bass (two), banjo
(two) and mandolin (three). TKLs Limited Edition series cases stand apart visually, with
a Retro Black Durahyde textured exterior,
Providence Forge chrome hardware and
combination lock, and a vintage blue plush
interior. The quality of the materials is shown
SEPTEMBER 2013
27
26
in the ergonomic Comfort Grip handle, the
ruggedness of the exterior and the softness
of the interior plush. Each model offers a
Precision-Fit interior, softly anchoring the
instrument in place. TKLs Dual Neck Support
System increases the protective benefits of
the case. MSRP: $249.95 for most models.
For details, call 804.749.8300 or visit tkl.com.
27. CUPIT MUSIC GROUPS TRAVEL GUITAR
The Cupit Travel Guitar, from Cupit Music
Group, has a patented design that joins the
end of the neck to the body, creating an allaround brace and removing the need for a
truss rod. This makes the instrument virtually
free from warping. The three sound holes
in the top side create a better listening perspective for the player. The round hole and F
hole help to spread and distribute the tones
equally along the front of the instrument.
Custom fitted case repels water and protects
the guitar. The back straps and handle make
for easy carrying. Sitka Spruce top, and
Mahogany back and sides. MSRP: $499.99.
For details, go to cupitmusic.com.
28. YAMAHAS APXT2 -SIZE

ACOUSTIC-ELECTRIC
The new APXT2 from Yamaha is a -size
version of the bestselling acoustic-electric
guitar, the APX500II. This finely constructed six-string instrument is a good travel
companion. The APXT2 features Yamahas
proprietary ART (Acoustic Resonance
Transducer) pickup system with built-in
tuner, spruce top, Meranti back and sides,
Mahogany neck, Rosewood fingerboard
and bridge. It comes with handy gig
bag. Available in three finishes: Natural,
Dark Red Burst and Black. MSRP: $315.
For details, call 714.522.9011 or visit usa.
yamaha.com.
29. TAKAMINES GD93CE ACOUSTIC/
ELECTRIC DREADNOUGHT GUITAR
Takamines GD93CE acoustic/electric
dreadnought guitar features a solid spruce
top, rosewood sides and a three-piece
rosewood/quilt maple back. The slim
mahogany neck and 12-inch-radius bound
rosewood fingerboard provide good feel
28
29
and playability; the onboard Takamine

TK-40D preamp system offers a
built-in tuner, three-band EQ and gain
controls, mid contour switch, notch
filter and EQ bypass switch for versatility and sound quality. Other features
include maple body, neck and
headstock binding; dark wood rosette
and body purfling; synthetic bone nut
and split bridge saddle; rosewood
headcap; abalone dot inlays; gold diecast tuners with black buttons; and a natural gloss
finish. MSRP: $799.99. For details, call 800.813.1634
(x333) or visit takamine.com.
30. AMPTWEAKERS FATROCK
Amptweakers FatRock suits players who want a
warmer version of the TightRock that works better
with brighter guitars and amps. All features are
identical to the TightRock, but the tone has been
tweaked to extend the low range of the Tight and
Tone controls, add a fixed Fat boost at the front end
for a slightly less aggressive attack, knocking the
edge down, and boosting the low end in the output EQ.
The SideTrak effects loop turns OFF when the pedal is ON
and can be used to add a compressor, chorus or chain of
effects that only works when you play clean, or to switch
to another distortion pedal to use for the rhythm or lead
sound. For more information, visit amptweaker.com.
30
1-877-699-6188
1-800-554-0626
The ChordBuddy Jr. is the best kids and travel guitar I have played;
my kids were able to play songs the 1st day!
www.ChordBuddy.com
25
31
34
32
35
31. ALVAREZS ARTIST SERIES 66S

Alvarez is introducing the 66s, from the
Artist Series. They boast Solid African
Mahogany tops and Mahogany backs and
sides in a rich gloss vintage sunburst. The
66s generate a warm and focused tone with
great mids and balance across the strings.
Mahogany necks, dovetail neck joints and
bi-level rosewood bridge add to the quality
of these instruments, which sound as good
they look. Features: hand finished, scalloped
bracing; real bone nut and saddle; Rosewood and Paua Abalone rosette; bi-level,
polished Rosewood bridge; Rosewood fingerboard with 12th fret pearl inlay. Available
in Dreadnought, OM and Parlor. Acoustic
electric options also available in all three
shapes. MAP: $329 to $459.
32. FARGEN AMPLIFICATIONS
MICRO PLEX AMP
Fargen Amplification has expanded its line
of tube guitar amplifiers with the introduction of the Micro Plex. It targets a market
Fargen customers have been asking for by
providing a high quality, boutique amplifier
under $1,000. The Micro Plex is a Class
A, hand-wired tube amplifier that offers a
versatile range of classic rock tones, from
The Wind Cries Mary to Back in Black.
The five-watt design features push-pull gain
and tone shift modes. Its circuit is similar
to that of the Fargen Mini Plex MKII, but
in a slightly smaller footprint measuring
16.5x9x7. Features: hand-wired design;
33
vintage 60s style mustard caps; vintage

style carbon comp resistors; U.S.A.-built
transformers. MSRP: $999.
33. SONYS DWZ SERIES ADDITIONS
Sonys DWZ Series of wireless microphone
systems now includes two new packages:
the DWZ-B50I instrument set and the
DWZ-B50GB guitar set. They offer ease of
use, performance and sound quality, and
give musicians more flexibility. Each new
set offers 24-bit linear PCM digital audio
transmission, two selectable RF modes
and Sonys data processing for reliable RF
transmission, a five-band equalizer and
robust metal body transmitter. The DWZB50I instrument set includes a cardioid
condenser microphone with flexible
gooseneck and two-way clip for use with
trumpets, saxophones or other wind instruments. The DWZ-B50GB guitar set also
includes a cable tone generator for matching the sound from wired and wireless
systems. MSRP: $649 (DWZ-B50GB); $749
(DWZ-B50I). For details, call 201.930.6357 or
visit pro.sony.com.
BETWEEN
YOU AND
INSPIRATION
TM
www.KirlinCable.com
26
1.800.969.6688
36
34. REUNION BLUES

RB CONTINENTAL SERIES
The RB Continental series from Reunion
Blues is officially the bestselling product
line in the 35-year history of the brand. As
sales continue to climb, RB Continental
has solidified its reputation as a durable,
functional and high-value instrument case.
The success of the series is the result
of a harmony of good design, style and
performance. It transcends the traditional
division between gig bags and cases and
provides a new and practical solution to
a classic problem: Whats the best way
to transport your instrument? A broad
selection includes options for fretted,
brass, woodwind, stringed and percussion
instruments. For more information, call
800.950.1095.
35. DEAN MARKLEYS HELIX STRINGS
Dean Markley Helix strings are made
with a hyper-elliptical winding technique,
creating a tighter wrap and more mass,
which seals the strings without the need
for coating. More mass makes a fuller
tone; more windings give a smoother feel
37
as well as a brighter, more resonant tone.
This creates a string with a more relaxed
feel and less squeak and sliding noise, and
the strings last longer. The Helix Acoustic
is a true brass 80% Copper, 20% Zinc alloy
for well-balanced tone and durability. The
Helix Acoustic Phos is a 92% Copper, 8%
Zinc alloy for bell-like tones and volume.
The Helix Electric is an 8% nickel plated
steel wrapped over wire hex-core. Also
available: Helix NPS and Helix SS. MSRPs
vary. For details, visit deanmarkley.com.
36. EVENTIDES H9 HARMONIZER
EFFECTS PROCESSOR
Eventides H9 delivers good sound and
offers the most popular stompbox effects
from the four Factor series pedals: 99 factory presets are included. The H9 features
a simple, one-knob user interface and
also connects wirelessly via Bluetooth
to iPods, iPhones and iPads for creating
and managing presets, live control and
in-app algorithm purchases. Although
the H9 is fully controllable via its front
panel, a free iOS app, H9 Control, can be
downloaded to your iPhone or iPad for live
editing, creating and managing presets and
changing system settings wirelessly via
Bluetooth. H9 Control is also available free
for your Mac or PC for use via USB. MSRP:
$579. For details, call 201.641.1200 or visit
eventide.com.
37. RATIO TUNED MACHINE HEADS
Ratio Tuned Machine Heads, from GraphTech, incorporate string tension into the
tuning equation. The company tuned the
gear ratios to each string position so every
string reacts the same when you turn the
machine head. With Ratio, each full key
turn equals about one tone change on all
strings. This means quicker, more accurate
tuning, retuning and open tunings. With
gear ratios ranging from 12:1 to 39:1, you
get fine tuning on the thicker core strings
and coarse tuning on the thinner core
strings. No more overshooting the G string
or twisting away on the high E string. Ratio
machine heads fit most major acoustic and
electric models in both 3 + 3 and 6 in-line
headstock configurations. Four button options: Standard, Contemporary, Vintage and
Contemporary mini.
SEPTEMBER 2013
SEVENTY-EIGHTH EDITION
Crafter Helps Tegeler

Music To Raise Funds
Tegeler Music (Clinton IA) is donating the proceeds from its 3rd
Annual Benefit Concert to assist service members who have been
injured in the line of duty. Proceeds from the concert are being
donated to the nonprofit organization Wounded Warrior Project
(WWP), and will support a full range of programs and services for
this generation of injured veterans and their families. To help in the
fundraising efforts, Joe Arias and his son, Joey, from Max Margin
Distribution - Crafter USA made a Crafter guitar signed by Alice
Cooper available to be auctioned off on the final day of the event.
It is heartwarming that Joe and Crafter have stepped up to support our event in this way. These are the kind of people that really
make a difference, stated Tegeler.
More than 47,000 servicemen and women have been injured in
the recent military conflicts. In addition to the physical wounds,
it is estimated as many as 400,000 service members live with the
invisible wounds of war, including combat-related stress, major
depression and post-traumatic stress disorder. Another 320,000
are believed to have experienced a traumatic brain injury while
on deployment. WWPs 18 programs and services are uniquely
structured to nurture the mind and body, and encourage economic
empowerment and engagement.
The two-day concert was held over Labor Day weekend on Saturday,
August 31 and Sunday, September 1. This years event showcased close
to 20 area bands that all donated their time to help raise money for
WWP.
The Tegeler Music Benefit Concert has a mission of supporting
non-profit organizations through its fundraising efforts while, at the
same time, supporting local musicians and songwriters by providing
a professional concert environment to showcase their talents. In the
two previous years, the concert has supported both MDA and the MS
Society with proceeds for those concerts totaling close to $10,000. In its
third year, the event has grown to a size that a planning committee was
formed to help in organizing all the details that go into running such an
event.
Also new to its third year, a new Web site (www.tmbconcert.org) was
launched to help those interested in keeping track of concert updates.
To quote event founder Don Tegeler, The Wounded Warrior Project is
an awesome group doing some amazing work helping our servicemen
and women. We are so proud to be able to support their efforts with
this years concert proceeds. Each year, we make the difficult decision
of what organization we should help, and WWP just seemed like the
perfect choice for this years event.
Island Music Company Hosts Robert Godin

Back in May, Island Music Company in LaPlata MD hosted
Robert Godin, Founder/President of Canadian company Godin
Guitars, for a Guitar Builders Workshop. During the workshop,
Godin discussed the method and artistry of building quality acoustic and electric guitars. The event drew people from as far as 50
miles away. The musicians in attendance ranged from professional
to amateur, and even a few custom guitar builders showed up. Following the presentation, three participants purchased new Godin
and Seagull guitars.
We had a great turnout for our Godin Guitar clinic. The folks
at Island Music have done an incredible job of creating a community with their customers, who are just as passionate about Island
Music as they are about Godin Guitars. Its refreshing to see an
independent music retailer that truly gets what successful retailing
is all about: creating and sustaining customer loyalty, said Janet
Godin of Godin Guitars.
Keith Grasso, Owner of Island Music, attributes the events success in part to the popularity of the Godin brand. We stock a great
deal of Godin guitars and work hard to get the guitars into peoples
hands. Our customers already know that Robert Godin and the
Godin brands are something specialreal quality instruments.
But hearing Robert speak allowed them to understand why these
guitars look and sound the way they do, he said. Island Music
Company is one of the top Godin dealers on the east coast.
Godin helped participants see that guitars are still being made
with innovation, passion and North American craftsmanship. He
explained the entire process, from hand-selecting trees to putting
on their signature matte finish. Additionally, attendees learned the
origins and purpose of many Godin trademarks, like the unique
headstock,
choices of
wood, various
nut widths, etc.
At the end
of the night,
Island Music
Company and
Godin teamed
up to provide
a raffle for a
free Seagull
Entourage
Rustic acoustic
guitar, as well
Robert Godin (left) and Keith Grasso (right) pose with the
as free Godin
winner of the free Seagull raffle, Carl Lancaster (center).
strings for all
participants.
It is so great that the Founder of a keystone guitar manufacturer is
still excited enough about his guitars that he wants to travel the world
explaining the dynamics of guitar craftsmanship and why he chose to
build his guitars the way he did. It makes me feel a real connection to
my Godin instrument, said Carl Lancaster, who was in attendance at
the workshop and won the raffle for the Seagull Entourage.
27
HARTLEY PEAVEY
Founder & CEO, Peavey Electronics
Hartley Peaveys dedicated his professional life to building the company that bears his name.
B y D an F e r r is i
Some of the music products industrys best
ambassadors are the rock stars who inspire
us with their success and whom so many of
us tryor have triedto emulate. But theres
also another kind of rock star in our industry:
the people who have founded the companies
that have become part of our industrys DNA,
earning more respect and acclaim with each
successive product launch. Hartley Peavey,
Founder & CEO of Peavey Electronics, who
has helmed the company for all of its 48 years,
is just such a person. In this candid conversation with The Retailer, Peavey discusses in
detail his concerns about the state of brickand-mortar MI retailing these days, identifying
several areas that he feels need improvement.
He also discusses whats hot at Peavey right
now, in addition to reflecting on his nearly
five decades of success and what hed like his
legacy to be.
The Music & Sound Retailer: Youve

recently expressed concerns about the
state of music products retailing and dealers practices. Explain your critique, and
tell dealers what you think they should be
doing better or differently.
Hartley Peavey: Its a multifaceted
problem. Unfortunately, many dealers, in my
opinion, have come to the mistaken conclusion that knowing the features and advantages
of what they sell is not worth the effort! And,
sadly, as a result of that, a lot of them tend to
make the easy sale, which usually means a
sale that theres not much profit in. Its not so
much that theyre not selling; its that theyre
selling stuff they dont make any profit on.
28
They typically blame that on the Internet and

they blame it on mail order and other factors.
But, speaking generally, I think the level of
product knowledge on the retail sales floor
is probably lower than its ever been. When
somebody comes in to ask about this or that,
the customer (primarily because of the Internet) often knows more about the product than
the salesperson does! A blueprint for losing
the sale is to let your customer know more
about the product youre selling than you do!
Ill often ask retailers, What value-add do you
supply to a customer, who could otherwise
order the product online or elsewhere? And
they almost invariably say, Well, we have
trained people (even though thats oftentimes
not quite true). Theyll say, We have products
and merchandise in stock. Well, some of
them do have it in stock, but they might not
have changed the strings on their guitarsor
dustedin six months. But, most importantly,
the people on the floor quite often have no
idea of the features, advantages and benefits
of the products theyre selling!
What I told dealers at Summer NAMM
in Nashville was that they needed to get
their passion back! They have to learn about
features and benefits so they can sell higherpriced merchandise that they can make a profit
on, rather than just the cheapest possible
price and then turning around and complaining about not making any money. I used the
example of being up on Pikes Peak. I said, If
any of you have ever been up to Pikes Peak,
you know youre breathing air, but theres no
oxygen in it. Some of you might be making
sales, but, often, theres no profit in it. To sell
higher-priced goods that have a higher profit

potential, you have to know the features, advantages and benefits of what youre selling!
Look at very successful new car dealerships.
How many brands of cars do they have? 15?
20? 30? Nonot nearly that many. Theres
no way in hell youre ever going to be able to
learn the features, advantages and benefits
of 15 or 20 different brands of product. You
simply cant do it. When I went up to Long
Island several months ago and went to several
dealers, every one of them had one of everything. You couldnt tell if they were a Fender
dealer, a Marshall dealer, a Peavey dealer, a
Yamaha dealer, etc. They had one of everything! At the seminar, I told dealers, Theres
an old country song that says, If you dont
stand for something, youll fall for anything,
Basically, if you try to represent everything,
nothing is represented!
It seems to me that some music dealers
want to make what they term full pop, but
they often dont want to supply the services,
whether its in-depth product knowledge or
services like repairs or installations. If you
distill it down to its raw essence, what theyre
really telling you is, Were delivery boys.
What I told the people at the NAMM seminar
was, If you think your function is to be a delivery boy, youre going to lose! Those people
driving around in those shiny brown trucks
are the best delivery boys on the planet! If
you think the value you add is mainly in
delivery, youve got another thing coming! A
full-line music and audio dealer needs to sell
low-priced products, mid-priced products and
high-priced products. Low-priced products are
SEPTEMBER 2013
Rack
Pack
by Alfred Music
sold primarily on price. High-priced products,

generally, are sold to people who have a need
for a superior product, and they want to buy
that from somebody who knows what theyre
talking about! It boils down to this: You want
to make the sale and you want to make a profit. Theres going to be some work required.
Its not gonna be free and easy because, if it
were, then everybody would be doing it.
We human beings are incredibly good at lying to ourselves! The fact is, we do it so much
that theres even a word for it: rationalization!
Every human being does it every day. Some
dealers rationalize that, somehow, they can
get by, and theyre falling like flies. Weve
lost more dealers to bankruptcy in the past
four years than in the last 30 yearseven
some of the biggest dealers in the country! I
had one that had 63 locationsgone! Everything retailers buy is going up in price, and
that means either they have to sell a hell of
a lot more stuff, or they have to make more
profit on what theyre selling. The cost of
that is you have to learn what youre selling.
You have to learn about the features, advantages and benefits of your product and be able
to sell against the features, advantages and
benefits of whatever your competitor is offering. If somebodys discovered a better way,
Im not aware of it.
Before he buys something, every musician
who is worthy of the title researches it to
death, and thats a fact! Its not just you walk
in and Joe Blow on the floor talks you into
buying this or that. Right now, you can get on
the Internet and find out tons about anything
you want to buy. I dont care if its a jar of
strawberry jam or a vintage guitar or a new

amplifier. If you go into a music store, talk to
a sales guy and he doesnt know what hes
talking about, you lose respect for him. Every
relationship thats worth a damn, whether its
a friendship, a commercial relationship or
whatever, is based on respect! If you dont have
respect for people, youre not going to do any
business with them. Theres no shortcut to
doing it right! Theres no way to say, Abracadabra! and have people come in and pay you
full pop even though you dont know what
youre talking about.
Education is key, product knowledge is
key and salesmanship is key. A lot of guys
are working in music stores not because
they want to sell music equipment to the
customer but, rather, because they want to
get deals for themselves and their friends.
Theyre in this business for the wrong reason!
Dealersespecially those who have become
stratifiedsee somebody come in who has
a piercing in his nose or lip, purple hair and
tattoos, and the dealer assumes they know
what theyre talking about. Yet, they might
not know a thing. Thats a sad state of affairs
for all concerned (including the salesperson)!
So, its about learning and discipline and good
business practices.
Even Retailing 101 is a problem for some
dealers. You go into some music stores and
the strings are rusty on their guitars, the
guitars arent set up, theres dust all over
everything and their amplifiers arent plugged
in so somebody can try them! The sound
systems and speakers might not be plugged
in so somebody can listen to them. Keep
35804 art istockphoto / Jennifer Borton
JOIN THE PARTY!
Snazz y
Swingin
Fully customizable
Rotates for 360

merchandising.
Sleek
Durable
construction.
Easy mobility. Only
2 square feet of
floor space.
Displays books,
CDs, DVDs,
software, pegable
merchandise,
gear & accessories.
Smooth
Sure
Easy to set up
and manage inventory.
NO RISK.
100% guaranteed!
CUSTOM SELECTION. FREE SHIPPING.

100% GUARANTEED. ITS THE HOTTEST PARTY IN TOWN.
>> VISIT
ALFRED.COM / RACKPACK
YOUR PRODUCTS >> SIGN UP TODAY!
>> SELECT
sales@alfred.com | P: (800) 292-6122 | F: (800) 632-1928
your products clean! Dont let

the strings rust! Go set up your
guitars! Thats what dealers need
to do. But the most devastating
thing is selling on price alone!
That way, youre moving units,
but theres little profit there! I
told the dealers in Nashville, You
need to have passion about two
things: You need to have passion
about the music business and you
need to have passion about being
end of the industry), nobodys been

on the pony longer than I have.
The fact is, June 1 of this year was
our 48th anniversary! I get to learn
every day. At some of our creative
sessions, if you didnt know better,
youd probably think we were about
to fight. Were passionate here about
what we do! Were passionate about
the product. Were passionate about
our ideas. We fuss and fight about it.
I dont always have to be right. I just
want the product to be right.
profitable! And whatever it takes,

thats what you have to do.
The Retailer: Give me a rundown of the latest from Peavey,

including how its evolving
and any deals youve recently
struck.
Peavey: Im always looking for
opportunities. When I started out,
I was just making guitar amplifiers. Somebody said, Well, why
dont you make sound systems?
So, I made sound systems. Then,
somebody said, Well, why dont
you make guitars? So, I made
guitars. I got disgusted because I
couldnt find speakers that would
take enough power. I begged all
the speaker people to listen to me.
They wouldnt, so I started making
speakers. We learned about software and digital stuff and, in 1993,
we introduced the worlds first
digital audio networking system,
called MediaMatrix. Now, we have
over 10,000 installations all over
the world. The installation business is incredibly good. But, you
know, its very hard to get into.
As far as our partnership with
CRAFTERS LATEST HEADSTOCK TUNER
TG200K
Larger screen with settings for
guitar, bass, mandolin, ukelele and
chromatic to tune any intrument.
Getting millions in tune,

one string at a time.
Learn more: Call 888.798.2007 or visit crafterusa.com
30
Marvel Comics, one of my marketing guys got into that, and I

was amazed at how much of that
stuff is sold. I had no idea. Are
they high-grade musical instruments? No! But a lot of people
love Captain America and the rest.
I have to tell you, I had no idea
how big the market is. But, now,
I guess were one of the primo,
go-to companies for that kind of
thing. And weve made money for
our partners, and theyve made
a little money for us. So, thats a
good deal! Were always looking
for deals. Were making deals
with people in the cinema business. Were making deals with
steamship lines. Were making
deals with all kinds of folks. My
job here is to grow our business!
Nothing is off the table. If we
can do it and make a profit on it,
then Im all for it, as long as we
dont lose our integrity! Integrity is
very much like virginity; you can
only lose it once.
The Retailer: What motivates

and excites you nowadays?
Whats the best part of your
job?
Peavey: Its that, every day,
I learn something new: a new
technology, a new capability, etc.
Sometimes, I think Im a fool
magnet. I have all these inventors wanting to come in and,
sometimes, they actually have
stuff thats worth a damn. Most of
the time, they dont. Most of them
have reinvented the wheel. But
I just love it when somebody tells
me, Well, you cant do that.
Theyve been telling me that all
my life, and Ive been at it for
48 years. As I am fond of telling
people, Business is kind of like a
rodeo: the winner is the one who
can stay on the pony the longest.
As far as I know (at least in my
The Retailer: What factors have contributed to your

continuing success since the
1960s?
Peavey: Im lucky enough
to know a little bit about a lot of
things. I know a little bit about
machinery. I know a little bit about
manufacturing. I know a little bit
about the different processes you
have to go through to make a
product. And that knowledge gives
me a very unique perspective. Plus,
Ive had the good fortune to watch
all the mistakes that my competitors have made over these last 48
years, and I try not to make those
same mistakes. Thats not saying
that I havent made a bunch of
mistakes, because I have. They say,
Experience is the great teacher.
If thats true, then Ive been in the
classroom longer than anybody in
my end of the business! That said,
Im always reminded that the more
you learn, the more you realize you
dont know! The guys who think
they have all the answers are really the dummies, because they dont
realize what they dont know. I have
nearly 300 magazine subscriptions.
I cant possibly read them all cover
to cover, but I scan them. And Im
not talking about music magazines;
Im talking about design magazines,
production process magazines and
more. The reason I read all these
magazines is because, if I go down
to our factory floor, or I go into
the metal department and I want
to talk to somebody about powder
coating, I need to know some of the
little acronyms and things they
use. Otherwise, theyll think Im a
dumbass. I might not know everything that they do, but I call myself
a chronic generalist. I know a little
bit about a lot of stuff.
Peavey is not under caretaker
management, as some companies
are. You see, when we started,
families still owned the MI manufacturing business. I mean, Ludwig
was owned by Bill Ludwig, Fender
SEPTEMBER 2013
was owned by Fender, and so on

and so forth. An interesting thing
about the music business is that
names never die, just the companies do! Some people mistakenly
believe that any given company is
the same as it once was when its
family owner held it, but its not.
Our company is different. Weve
been fussing and fighting and
pushing and inventing, and we
have earned just over 180 patents.
Ive never done a study of this, but
we think 180 patents in our end of
the business is more than all our
major competitors put together.
The Retailer: Decades from

now, when people look back
on Hartley Peavey and your
leadership of your company,
what would you like your
legacy to be? Do you think
much about legacy?
Peavey: Yeah, legacy matters,
even though its not something I
spend a lot of time on. One thing
that kind of pisses me off is when
people say, Well, my first amp
was a Peavey. While Im glad to
hear that, Im not glad to get the
inference that his first amp was
a Peavey, but hes moved on to
something better. You see, many
people dont understand reality.
A lot of people believe the more
you pay, the more you get.
When I do my little speeches
and seminars for dealers, I like to
go in and ask them questions. For
example, often, Ill go up and say,
OK, so how many of you folks
believe in that old saying You get
what you pay for? Almost invariably, all the handsor most of the
handsin the room will go up. I
then ask, Are you sure? Theyll
go, Oh, yeah. Absolutely! Then,
Ill ask, So, how many of you
have bought expensive tickets for
a concert, gone to the show and
it sucked? Can I see a show of
hands? Same hands go up. I say,
Wait a minute now, youre confusing me. You just said you get
what you pay for and, now, youre
saying that you dont. You cant
have it both ways! Which way is
it? And the answer is, sometimes
you do and sometimes you dont.
The dumbest thing you can
do is to assume you can judge a
product on price alone. Because
if you do, you make some unwarranted assumptions! You make the
assumption that the people who
made it and created ittheyre all
the same! Ill ask, Do any of you
be a time prostitute, where Im

selling X number of my hours
for so many dollars, pounds, francs
or whatever. I get a lot of psychic
income off what I do because my
name is on the product. I dont
want to turn out a piece of crap,
because my names on it! A lot of
people dont understand that. Being in business is tough. And Ive
found that, over time, if you dont
quit, most of your competition will.
Theyll simply quit. They dont
Peavey participated in the Insight event
at Summer
NAMM.MSR_Layout 1 07/06/2012 15:51
(continued
#31105
- Pro Precision
Page 1 on page 53)
think that all manufacturers are

just the same? Are all bass players from California just the same?
Are all magazine writers and editors just the same? No, of course
not! Well, guess what? Neither are
manufacturers!
Some of my friendly competitorssome of the biggest
onesowe literally hundreds of
millions of dollars. Ill ask, Who
do you suppose pays the interest
on all that money? You do, when
you buy their product! By the
way, want to know how much
money we owe the banks? Not a
dime! Want me to tell you how
many dividends Ive ever gotten? None! Its all gone back into
research and development, parts,
machines, inventory and facilities.
To say were just like our competitors just isnt true! Ill ask, Hey,
by the way, do any of you people
here own stock? Yeah, they
say. Well, why did you buy that
stock, Ill ask them. They say,
Well, I hoped to make a return
on my investment. Well, where
does that return on investment
come from? It comes from sales,
doesnt it? So, when this company
or that company sells you a fancy
speaker system or a fancy guitar,
theyve got to make a profit to pay
back their investors! Dont you
think that figures into the price?
Ill ask. Well, I guess so, theyll
say. So, Ill tell them, that just
underlines what Im trying to tell
you. You cant judge things on
price alone, because to do so is
to assume that all the factors of
production, organization, corporate structure, etc. are the same
with everybody. Thats simply not
the case! Its amazing that smart
people cant peel that particular
onion.
Im kind of a throwback, in
that Peavey is a family-owned
business. And I dont do what I do
just for the money! I dont want to
Professional Loudspeakers
Precision Engineered by Celestion
drivers deliver the high
frequencies in many of
the worlds leading sound
reinforcement systems.
Find out what

drivers can do
for you at
www.celestion.com
Find us on
Facebook
www.celestion.com
31
M I SPY
A FALLEN ANGEL
SHOPS L.A.
The Chief hadnt called me in a
while, and I was beginning to get
suspicious. I had been running with
a pretty rough crowd: attorneys; lobbyists; the IRSyou know the type. I
wondered whether The Chief might
have found himself a new sleuth, one
a little more strait-laced and less apt
to wander into dangerous situations
in search of adventure, romance,
thrills and effects pedals. It was then
that I started to hear a rather faint
ringinga ring that Id never heard
before.
I looked at my cell phone but, no,
that wasnt it. Id long ago given up
my landline, so I knew it couldnt be
a home phone, either. I looked down
at the right-hand side of my desk
and saw lights flashing on my pocket
calculator. Puzzled, I picked it up.
Hello? I said quizzically, after having pressed the 7 button.
Spy, its The Chief, I heard, his
gruff voice proof positive that it was
him.
Chief, do you realize that youre calling me on a
pocket calculator? I asked. First of all, why are you
doing that? Secondlyahemhow are you doing
that anyway?
Never mind, Spy, The Chief barked. No wonder
sales clerks ignore you at some of these stores. You
and your damn questions! Now, I have an assignment
for you. Do you want it or not? Clearly, The Chief
was in a rare mood on this day.
Yes, Ill take the assignment, Chief, I replied.
Where am I going?
Go to Los Angeles, he said. Your cover is you
play blues bass guitar and want to buy another one.
Good deal, Chief, I said, not wanting to tempt
fate with any back talk. Im on my way. I pressed
the 9 button to hang up and, with that, I took off
to the city of angels. I opted for an elaborate, almost
costume-like, disguise to ensure that none of my L.A.
contacts in the music biz would recognize me. (Ive
been known to frequent the L.A. music scene a lot.)
Anything for objectivity, thats what I say!
32
The Chief had sent me to the seedier part of downtown L.A., with
homeless folks and badly worn streets. Putting my surroundings out
of my mind, I fully immersed myself
International House of Music, Inc. in my character. I was dressed to
339 S. Broadway
look like a shorter Tommy Tedesco, with wraparound sunglasses.
Los Angeles, CA 90013
I sported a Greek fishermans hat,
moustache and beard. I lumbered when I walked, and completed my
disguise with a deep-rough, Dr. John Louisiana drawl, talkin bout da
blues.
From the front, the store appeared more like a pawnshop, with
inexpensive used guitars in the two opposing large display windows.
In the middle, encased in glass, was a four-foot-high RCA plaster white
dog, left over from times long ago, with a G&L sign dead center above
the doors. The front looked like downtown L.A. in the 1950s. However,
once inside, everything looked clean, new and shiny. The guitars were
very accessible, with new brands and rackmount effects and amps
stacked high.
There were a large number of Mexican-designed Bajo Sextos,
Requintos and other variations on guitars. But there was no friendly
greeting from the staff; everyone looked as though they already had
a customer. I paced the large store, which also had a back-area room
where someone was trying out an accordion. The aisles were tight because of all the equipment. I could tell that it catered to Banda music.
SEPTEMBER 2013
There was a huge area that had Mark Bass, Fender, Ibanez,
Rickenbacker and other prominent fretted and amp product
lines.
I cruised into the bass area, noticing a guy who was
plugged in, trying out a five-string Ibanez SR series satin finish. One salesman glanced in my direction, but he made no
contact with me. He turned and started texting on his phone.
I started looking more intently at the basses, hoping that one
of the four salesmen would approach, but none did. I should
note that two had already finished with their customers. I
finally stood by the edge of the counter while the Manager
was on the phone. He got off the phonebut still no approach to find out my needs. Finally, another salesman who
was blocked in behind the counter, by my position, turned
and asked if I needed help.
I told him I wanted to buy another bass. I played blues with
some buddies, I said, and I wanted a warm sound. I wasnt
looking for a cheap bass. He asked me my price range, in
response to which I asked him what the price range was.
He said anything from about $900 to $2,000. I told him I was
fine with that, noting that I didnt need a $3,000 bass. He
pulled down an Ibanez SR series five-string. He said, Its
Sam Ash
7360 Sunset Blvd.
Los Angeles, CA 90046
First thing I
noticed upon
pulling up is
that Sam Ash is
basically right next to a Guitar Center
location on Sunset Blvd. There was no
front street parking, but there was a
large parking lot in the back. I circled
around and pulled in, noticing that everything was marked for Guitar Center (with a security guard to back it
up). I circled around and saw a couple
of spots along the side street about
half a block away. As I approached the
corner, I realized that there are two
Sam Ash stores. The one next to GC is
the percussion/drum shop, whereas
the one across the street has everything else.
A big sign out front read, We
want to buy your woodwinds and
brass instruments. I went inside but
received no friendly greeting. It was
a nice-sized store, but everything
seemed jam-packed in anyway. The
basses were so high up on a wall that
youd need a ladder to access any one
of them. I circled around and realized
the lower-end basses, comprising
a $300 to $600 price range, were in
arms reach; only the intermediate
line or pro line were raised up and not
accessible. Lots of amps from Fender,
Line 6 and Gallien-Krueger were on
display, but I couldnt get my hands
on anything. I stood still in the bass
area, trying to plot my next move.
The hardest thing to tell is who works
there: no identification shirts, tags,
34
the working mans bass. I asked him about five-string and

six-string basses, inquiring about how they were tuned. He
said he didnt know how they were tuned, and they could be
tuned different ways. I asked him if he played bass. He said he
was a guitar player. He continued on with his explanation, at
one point referencing active and inactive pickups. I asked him
what he meant. Well, one is active and the other is inactive,
was his explanation.
Once I plugged in and started playing, though, everything
changed. He became really attentive to my needs. I told him
that, to my taste, the neck was too narrow and sound was too
bright on the Ibanez. He surmised that I should only play a
Fender for the tonality I wanted. He pulled down a new Fender
bass. I asked him what the difference was between the Fender
J bass and the Fender P bass. He said the P was for Precision
and he didnt know what the J stood for. It came in at $1,499.
I spotted a Rickenbacker 4003 black with white pick guard.
It felt good in my hand and still had that nice, warm tone. He
said list price was over $2,000, but he could give it to me for
$1,800.
He gave me a card with his name on it and the price of the
bass. I thanked him and headed toward my car.
backstage pass IDs or same-colored

shirts to indicate whos on staff. I
didnt know whom to try to catch or
whose attention to seek. Since no one
tried to help, I decided just to scope
things out. There was a guitar tech doing a set-up in a corner, but no others
ringing up sales or behind any of the
counters. After watching who went
into the back room area, I spotted a
couple of salespeople, none of whom
had greeted or approached me yet.
Finally, I saw a pretty blonde woman
with a bass strapped on; she was
being led over to an amp. I figured
that, once she was set up, I would approach that salesman. Once she was
set up, though, I realized that was her
boyfriend helping her. Curses! Foiled
again!
I planted myself in the path leading to the back room, figuring that
someone would crash into me eventually. They all seemed to know how to
dodge around me, not offering any
service to this customer. I listened
in on a sale and came to know that a
large-framed guy was a very knowledgeable staff member. I saw him ring
up two sales in a row. I went across
the room and stood in front of the
counter.
When he was done, he asked me if I
needed help with anything. I told him
I was looking for a bass and that I play
blues. He took me over to the larger,
inaccessible wall and told me he
thought he had just the thing for me.
He got the ladder and maneuvered it
to a model of Fender bass like the one

I saw at the other store.
He plugged me in and, Ive got to
say, it fit like a glove. I started playing
on itand I mean playin on itand,
just as before, the salesman came
alive. He then offered to plug me into
a tube amp and was willing to move a
bunch of amps to get to the plug. He
dug the groove and, in fact, another
sales guy came over and started singing along with what I was playing.
He explained that the bass has active
pickups, in response to which I asked
what that means. He explained, and
showed me that it gives a power
boost to the pickup or will cut the
mid-range if I want it to. He gave me a
price of $1,699.
I told him the other store also
showed me a Rickenbacker, but I
probably couldnt afford it. He left and,
shortly after, came back with a Rickenbacker 4003 and a Gibson EB bass.
I tried the Gibson, but the neck was
too narrow for me and I didnt like the
flat edges on the neck. He swapped it
for the Rickenbacker, and it gave me a
smooth ride. He got the price down to
$1,899.
I told him I was going to check out
one other store and might be back
tomorrow. He gave me a card with his
name and both prices on it, and asked
for mine, which I gave him. It was
great meeting you, he said. Call me
if you have any questions, or to match
a price. With that, I bid the store
farewell.
SEPTEMBER 2013
TrueTone Music
714 Santa Monica Blvd.
Santa Monica, CA 90401
I found an alley right

next to the store and,
luckily, there was parking
in the back. That was
the easiest parking I had found all day. I walked
in and eyes turned in my direction, but I received
no greeting. I looked up, floor to ceiling, seeing a
variety of vintage and new guitars. There were lots
of vintage amps on the floor and some cool vintage
guitars. A few old Danos, as well as new Epiphone,
Hofner, Parker and G&L models, hung on the
walls.
There were two main rooms, and both were
packed tight with equipment. There were stools
out, but, if someone were to be trying a guitar, you
couldnt walk down that aisle. I chose the room
with the more accessible path, with stools facing
a wall. A young salesman with a big grin, whom
I have met before, was sitting on the stool at the
end of the counter with a little fedora hat. I glanced
over, but my spy disguise worked perfectly. I think
Im safe, I thought to myself. A customer was on a
stool next to me playing guitar. I picked up a bass
on a single stand and started playing it, unplugged.
I must have played for 10 minutes but, still, no
one approached me. (Maybe The Chief was right,
I thought as I played. Maybe me and my damn
questions do scare away all the salespeople!) The
guy who had been on the stool was now behind the
counter, watching me. I looked up and asked him if
I could plug in. He said, No problem. Let me take
you to the amps.

He guided me to a spot in front of a large Ampeg
amp and then went to get a cable. He disappeared
and, about five minutes later, I noticed that he
was back on his stool. I asked him about the cable
again. He said, Let me get that for you. This time,
he came back with the cable and I noticed that,
although this was a brand new bass, it had a tag
that said Vintage 59 NOS. I asked whether it was
a reissue. No, he explained, saying it means New
Old Stock. I asked him how that could be, remarking, It is clearly a new bass. He said, Let me find
out what it is and the price, and then disappeared
again for about five minutes. Now, I started to try
out the bass, but he put me in a spot where I kept
having to stop to let people get past me or let them
out from being trapped down the aisle.
Again, I noticed that he was back on the stool.
I asked if he found out the price. Oh, yes, let me
find that out, he said. He was friendly as all get
out and gone again. He came back with a price of
$998, but offered no details. I told him I got to try
a Rickenbacker at another store. He got me one
and slid it into my hand; the Fireglo finish felt like a
Cadillac! It played really warm, but I could brighten
it up, too. It had a price of $2,249. I asked whether
he could do better, in response to which he told
me $2,000. I told him that it was over my budget,
so he said he would ask the powers that be. He
came back and gave me a price of $1,800, plus tax. I
thanked him and told him I might be back.
Boutique
Components
VOX 12AX7
Tubes
The Sale
Even though I was pretty much equally ignored in

all the stores at the outset,
the salesmen became
attentive once I started to
play the bass.
I would have to choose
the salesman at Sam Ash
in Hollywood for the sale
of the Rickenbacker,
which I would order in
the Fireglo. He made the
effort to set me up in a
good location, find out
my needs and give me a
variety of instruments to
try out, and he was willing
to move around amps to
get me plugged into a tube
amp to give me the best
familiar situation. The
Fender bass with the active electronics was a good
runner up. The salesman
knew his products and
their features. He brought
me in at a good price and,
if I had repeat business, I
would definitely return to
that salesman.
BBD Bucket Brigade

Chips
This new series features five effects units

with all-analog circuitry: the Flat 4 Boost, V8
Distortion & Straight 6 Drive feature a VOX
12AX7 tube; the Double Deca Delay features
three BBD chips & the Trike Fuzz features
specially-selected diodes. Vox engineers
named the series Tone Garage for its
boutique-inspired, hot-rodded and modded
designs that deliver classic and unique
tones not found elsewhere.
WWW.VOXAMPS.COM
S P E C I A L T O T H E R E TA I L E R
THATS NOT THE

MILK WE DRINK!
B y R on L u k o ws k i
Sorry for using a Two and a Half Men

joke, but it will help to get a point across
regarding branding. I had a recent shopping experience that I hope will clarify my
thoughts on the subject.
In a classic Two and a Half Men episode, Uncle Charlie goes shopping with his
nephew, Jake, and, while buying milk, Charlie
grabs the wrong brand. Jake gets very upset.
His line was, That is not the milk we drink.
Uncle Charlie replies, Milk is milk. Yet
Jake insists that is not the milk he drinks;
his brand is one shelf lower. Charlie ends up
acquiescing to Jakes desires.
So, let me connect the dots regarding
how this makes sense for our business and
branding. First, I am a habit-driven guy. Same
barber, same gas pump, same grocery store
and same pharmacy. OK, call it OCD or any
other acronym of your choosing, but thats
how I roll.
I also go to my favorite guitar shop at nearly
the same time every weekend and buy nearly
the same stuff: three sets of strings and some
odds and ends. I have a guitar addiction, so
some guitar is always in need of fresh legs.
On one particular day, I got my same brand
of strings that I have used for 25 years. It was
in brand new packaging. When I complimented the company for updating its image, the
dealer looked directly at me and said, How
did that work out for New Coke?
Now, to explain further, my friend was not
36
being flippant; he had ammo to back up his words. He went on to explain that he had lost
sales because folks were saying, Those arent the strings I use. He further went on to say
that he struggles when a significant other, parent or friend brings in the old packaging to
purchase what the guitarist desires. The customer sees the different graphics and the dealer
has to explain that its just new packaging. Many customers do not believe the story and think
they are being sold a cheaper knock-off. Thus, the dealer has to spend more time on a wellknown product that should be just a quick sale.
Well, my schooling didnt end with this conversation. I soon learned that another string
company had changed its packaging and that it had lost sales. So, the company returned to its
original branding. Guess what? The customers were confused, wondering if it was the same
product, an old product, etc. You cant win for trying.
I was further challenged that particular day with a test. Two packages of Tens were placed
in front of mesame manufacturer for both packages. I was tested as regards what the difference was. Ill admit that I was stumped. I carefully examined each package for a few minutes
and, quite honestly, could not figure out the difference between the strings. It turns out that
both packages were labeled as Tens, but one was 10-46 and the other was 10-52. The only way
to know the difference was to read the fine print below the labeling. My great dealer friend
was making a solid point: If a customer like me walks in and asks for Brand X Tens, then goes
home and re-strings his guitar and finds the strings too heavy as compared to what he or
she is used to using, you now have a frustrated customer.
Now, who is at fault? The customer for failing to read the fine print before putting the
strings on the guitar? The employee who didnt notice that he or she didnt give the customer
the proper strings? The bottom line (and my friends point) really comes down to, who loses?
In this case, my buddy would. Being the upstanding guy that he is, he would. He would now
have a disgruntled customer, a need to replace the existing strings with the proper gauge and
the dealer would be left with a useless set of strings. Thats a bit like spoiled milk, isnt it?
So, how is this dilemma solved? Clearly identify the string gauge on the packaging. Yet
another string company was pointed out as a great example of doing it right. The customers
who use these strings come in and ask for them by their names, not by the string gauge. It is
easy to remember and no mistakes are made in the sale.
Branding is always a difficult situation. When I started my first business venture, I named
it Barrington Guitars, because my thought was no one would buy a Lukowski. Through my
years of business beyond that venture, I have been fortunate to work for world-class brands,
including Bose, JBL, Shure and Crown. These businesses understand the importance of the name of their brand, and they
cherish their brands. As a retailer, you should do the same.
As a retailer, you should cherish your brand. If you are Johnnys Guitars or Professional Audio Video Concepts, you have
branded yourself and given your customer an idea of what to
expect in their experience visiting your business. You should
always stay contemporary, but, as outlined in my ramblings,
also stay true to your roots.
To the manufacturers that are perhaps reading this column,
I suggest a simple solution: When you make a packaging
change, send each and every one of your dealers a laminated
card that shows the legacy of your branding. This can be
prominently positioned to demonstrate your products legitimacy and relieve your dealers of the responsibility of having
to explain to the customer that he or she is getting the same
product he or she has been using for years.
Article now done, its time for some 2%.
Waitthats not the milk we drink!
SEPTEMBER 2013
APC (AUDIO - POWER COMBO) SNAKES
APC3-214-FME15-MFE15-025
T H E M U LT I S E L E C T O R P R O
The MultiSelector PRO allows selection of any 1 of 4 inputs to a single output. Each of the
four inputs is electronically buffered with a 1 MegOhm input impedance which emulates
a proper amplifier load and prevents any degradation to the instruments tone. Signals
pass through the MultiSelector PRO transparently, with no coloration and the digitally
controlled optical switching is completely silent. Weve also included a tuner output on
the front and rear. All three non-active inputs are routed to the tuner outputs so a guitar
tech can tune any instrument in a non active channel without unplugging it.
T H E M U LT I S E L E C T O R A M P
The MultiSelector AMP is a state of the art unidirectional 1-to-4 instrument amp switcher
that silently switches one instrument to multiple amps, with complete isolation between
amplifiers. The input is electronically buffered with a 1MegOhm input impedance, which
emulates a proper amplifier load and prevents any degradation to the instruments tone.
The signal passes through the MultiSelector AMP transparently, with no coloration and
the digitally controlled optical switching is completely silent.
SPECIALTY INTERFACE BOXES
CUSTOM PANELS

Whirlwinds Medusa Series Snakes have been the touring standard worldwide for
decades. Theyre still made here at our Rochester NY factory.
LEADER ELITE INSTRUMENT CABLE
Weve taken premium low capacitance guitar cable, surrounded it with heavy duty striped
cloth braid (available in several colors) and capped it all off with a special gold plated
Elite version of our famous Leader plug. Like all whirlwind cables we back it up with
a LIFETIME WARRANTY!
WHIRLWIND APC (AUDIO - POWER COMBO) SNAKES
With the advent of powered speakers flooding the industry it only made sense to build a
snake that could accommodate both audio as well as AC in one cable. Set up and tear down
has never been easier! Check out our complete line today and find out which APC snake
works best for you!
DI BOXES
FX AND CABLES
1-800-733-9473 | 99 Ling Rd. Rochester, NY 14612 | whirlwindusa.com
LIVE SOUND
MADE IN THE USA
SHINE A LIGHT
SOME LIKE IT HOT LICKS

By Michelle Loeb
At the site of a former Franks Nursery and

Crafts, not far off the main road at the center of
Waldorf MD, sits Hot Licks Guitar Shop. The
9,000-square-foot, full-line MI shop has been a
mainstay of the community for 28 years, serving musicians in the area for generations.
Just recently, we had a customer come in
who was the third generation from the same
family to shop with us, Paul McDermott, the
Owner, said, proud of a fact he likely never
dreamed of back in the 1980s when, as a struggling musician recently fired from his job at a
local mom-and-pop shop, he decided to go into
business for himself.
I know its clich to get fired and then decide to open a store for myself, but that is what
happened, said McDermott, who plays bass.
I literally wrote down my marketing plan on a
napkin.
Hot Licks Guitar Shop first opened in what
McDermott called a small location on the outskirts of town, staffed by McDermott, a friend
named Paul and McDermotts wife, who would
come in to help after work. From the start,
the store offered a full line of MI products, as
well as lessons, though McDermott found it
somewhat difficult to secure top brands as a
fledgling store.
At the beginning, it was hard to get the
major lines, so I just kept calling them until I
got them, said McDermott. All that hard work
paid off and, today, Hot Licks Guitars Shop usually has about 300 to 400 guitars and basses on
the wall. I really make sure to buy pieces that
fit our players, anywhere from the $65 starter
guitars all the way up to PRS and Gibson models, said McDermott, who attends the NAMM
show every year in search of the latest gear,
and who has been the recipient of NAMMs
Top 100 Dealer Award for the past three years.
Im lucky that, as a player, what I like is also
what the general public likes, he said, adding
with a laugh, I didnt know that until I started
my own business.
One example of that is Taylor Guitars, to
which McDermott was drawn pretty much
from the beginning. In 1985, Taylor Guitars
was about a year old and, right away, I knew
I wanted to get involved with them, he said.
Obviously, I got lucky with that one.
Not including his wife and himself, McDermott employs eight salespeople. Although they
do work for a commission, McDermott feels
that he avoids the trap of commission-based
employees pressuring customers by only hiring musicians who truly love their craft.
38
Hot Licks Guitar Shop

3250 Old Washington Rd.
Waldorf, MD 20602
(301) 843-2799
www.hotlicksguitarshop.net
Mon-Fri 11am to 7pm
Sat 10am to 5pm
Paul McDermott, Owner
They really arent salesmen; theyre gearheads and players who are passionate about the
instruments. You cant work here if you dont play, because you just dont get it, explained
McDermott.
To get to our store, you have to get in your car, drive over here in traffic and find a parking
spot, he continued. So, our job is to find the reason why you did that. You cant survive by
pressuring your customers. We let the instruments do the talking.
The success of that philosophy can be seen not only in the multiple generations of repeat
customers visiting Hot Licks Guitar Shop for new purchases, rentals, lessons and repairs, but
also in the longevity of its staff. Most of the stores employees have been there for more than
20 years, McDermott noted, adding, The first teacher we hired here 28 years ago still works
here.
Steeped in so much history, the store continues to grow both its square footage and its
roots in the community. McDermott was recently approved to begin construction on new
lesson roomsadding onto the existing 13 rooms to serve more than 500 students in everything from electric and acoustic guitar to drum, voice, beginner banjo and moreas well as a
new enclosure on the stores overhang roof to accommodate performances and recitals.
We are always coming up with new events and ideas to get people not just to buy our products, but also to play, said McDermott, who offers a variety of programs, including Champagne and Chopin, where violin teachers perform for the customers. The store also offers a
blues jam for players age 21 and over, a metal jam for those under 21, Garage Band Saturdays
for high school students and an open mic night.
We try to help musicians outget them to play with other musicians they may otherwise
not have met. The blues jam is a great way to connect people. They meet at the blues jam
and, six months later, theyre a band and theyre asking us to borrow gear, joked McDermott, who was instrumental in the success of Lifestyles of the Rich and Famous performers
Good Charlotte. They even thanked us in the liner notes of their first album, McDermott
added.
Beyond events inside the store, McDermott also makes sure that Hot Licks Guitar Shop is
involved in the community wherever possible. McDermott holds a swap meet on the stores
five-acre plot each year, inviting local musicians to perform; additionally, he and his wife belong
to the Catholic Business Association to help fund local Catholic schools. We run food drives for
a few local churches where we will encourage people to donate cans and in return give them a
raffle ticket for the chance to win a guitar, he said. Something I am most proud of is that my
wife has walked in three Susan G. Komen walks in the area. Hot Licks Guitars is always a sponsor of those walks, and we will raffle off a guitar to support their cause.
Its important to be 100% involved in local bands and the local community for this thing to
work, McDermott continued. I hope to keep building musicians and inspiring them to play.
SEPTEMBER 2013
S A LES G U RU
KNOW WHAT YOU ARE SELLING

Most of us dont know what we

are selling.
We think we just sell musical instruments that people ought to buy.
We dont know the true value of
what we are selling.
The ability to play a musical
instrument has benefits beyond just
making music.
Plato, the great Greek philosopher, said, Music is the moral law.
It gives a soul to the universe,
wings to the mind, flight to the
imagination, and charm and gaiety
to life and to everything.
When I was a music lessons enroller, I stressed the added benefits
of learning to play a musical instrument: the ability to concentrate, the
sense of accomplishment, confidence and improved self-image.
All the things we need to make it
in life.
This is what you are selling!
Dont be a nuts-and-bolts kind of
salesperson.
Remember what I said about why
we are successful in marketing in
America: Because we are great at
making people want things.
Who wouldnt want the ability to
concentrate, the sense of accomplishment, the confidence and an
improved self-image?
Believe it or not, musicians can
be great athletes.
When two athletes of equal ability
compete, the one who can concentrate
better will win every time.
I would suggest that you get
every quote about the wonders of
40
making music, put them on signs

and post them throughout your store
and in your windows.
Here are some to get you started:
lives, they will be willing to invest

in their childrens future.
Thats what it is all about.
I was in a music store in San
Antonio and a mother
Without music, life would be a mistake.
and father were lookFriedrich Nietzsche
ing for a guitar for
Music expresses that which cannot be put in words
their son, who was
and that cannot remain silent. Victor Hugo
about 13 years old.
People havent been there for me, but music always
They seemed to be
has. Taylor Swift
hesitant about buying.
If I were not a physicist, I would probably be a musiI said to them, I
cian. I often think in music. I live my daydreams in
wonder what would
music. I see my life in terms of music. Albert Einstein
have happened if the
To stop the flow of music would be like stopping of
parents of John Lentime itself, incredible and inconceivable. Aaron
non had had doubts
Copland
about buying him a
The only truth is music. Jack Kerouac
guitar, and they had
Music touches us emotionally, where words alone
decided not to do it.
cant. Johnny Depp
The world would have
Where words fail, music speaks. Hans Christian
lost some of the great
Andersen
music John gave us.
Music produces a kind of pleasure nature cannot do
I continued, Im not
without. Confucius
saying your son could
Let your customers know that you be the next John Lennon, but Im
know you arent just selling noisenot saying he couldnt, either. I put
makers. You know the value of music myself through college making
and how it will change their lives for money playing with a band on
the better.
weekends.
As for the professional musicians
They instantly saw how valuwho come into your store, let them
able their purchase could be and
know how important they are in
bought their son a guitar.
peoples lives.
This is giving added value to
Children can watch television
buying an instrument.
while they do their homework, but
I have had parents tell me, We
they must keep their eyes on the
dont know if he will stay with it.
music when practicing how to play an
I would say, If he came home
instrument. This teaches them how to and said, I want to quit the eighth
concentrate.
grade, would you let him?
When parents realize how imporOf course not!, they would
tant music can be in their childrens
answer.
Well, then dont let him quit

music, I would respond, because
it could be more important than
the eighth grade to his future.
I can say those things because
I truly believe them. You have to
believe them, too!
I know I sound hardcore, but
I have witnessed the change in
children who learn to play an
instrument.
The shy ones become outgoing.
The slow ones become smarter
and more self-confident.
This is what we can offer to our
customers, and we should do it the
best way we can.
When you decided to make a
living in the music industry, your
motive was to make money, which
is a perfectly good motive. But
when you add giving people a
better life, then it becomes a noble
motive and it makes what you do
more worthwhile.
Forgive me for getting on my
soapbox, but I just had to let you
know why I love being in the music
industry.
At NAMM shows, I see the
smiling faces and realize that these
people love being in the music
industry as much as I do.
I wonder if they know what a
great service they are giving their
customers and how life changing it
can be when they sell an instrument.
Get out there, change lives and
make some money, too!
SEPTEMBER 2013
B USI NESS & MAR KETING
HOW TO
REACH OUT TO CUSTOMERS

B y D a v i d H a ll, e B u s in e s s Cat al yst
To successfully connect online with customers, music retailers have to figure out how to
stay on their radar without being perceived as
overbearing.
Social media, e-mail, branded promotional
items and print mailings provide an effective
arsenal of tools to stay in touch with customers
and promote your products and services. Using
them wisely can raise your brand awareness,
build your customer base and create a steady
stream of repeat buyers and sales opportunities.
With all the options you have available, how
do you avoid crossing that fine line of contacting
your customer too much and actually pushing him or her away? The key is to make sure
that whatever you send or postwhether its a
picture, a video or a newsletteris relevant and
you dont bombard customers with blatant sales
pitches that do nothing to build goodwill and a
positive vibe about your business.
More dealers are using Facebook, Twitter
and other social media to reach customers.
Sadly, many are posting information that is doing very little to promote their brand and that
comes across as nothing but self-promotion.
Remember one key fact: Social media is not
sales media and it should be used to inspire,
educate, engage and build goodwill. Once you
have successfully laid this foundation, the sales
will follow.
Its wonderful to see dealers reaching out to
customers through these channels. Although
you might have your own ideas about what to
send out, its vitally important to remember
what customers expect to receive from you.
Just about every news or information delivery
system today is saturated with commercials, and
this has conditioned consumers simply to tune
out. Many are taking more drastic measures,
such as boycotting channels, Web sites, magazines and other media. Consumers are turning
to social media as a respite from this growing
source of daily aggravation. You want to be
perceived as part of the solution, not part of the
problem.
Facebook is one platform that small businesses find especially effective in connecting directly
with customers, building brand recognition and
sharing information. When you want to communicate with customers, make sure you have
something interesting and engaging to say. This
may include local or industry news, a photo or
video of a new product, or even an announce42
WITHOUT BEING ANNOYING
ment from your teaching center.

You may ask yourself, How frequently should we post so as not to step over the line? The
line is somewhat flexible and can be leveraged by posting content that is relevant, engaging
and perceived as helpful and not too pitchy. Start by posting something every other day,
and keep it short and to the point. Perhaps you can document the rebuilding of a vintage guitar or amplifier. Show customers every step of refurbishing a brass instrument or piano. You
would be surprised by what some customers find interesting and fascinating.
Short on content ideas but still want to get started? Post pictures of unusual instruments in
the store, remind your customers about major holidays, post a trivia entry along the lines of
on this day in music history, promote your community, plug your local high schools next
play or fundraiserthe list goes on and on. Some of the most effective posts are focused on
industry-wide news. This is a great way to establish yourself as an expert and provide your
customers with information that will educate and create excitement.
Show your passion for your community and encourage your customers to shop at other
local businesses. Maintaining a regular presence on Facebook, and keeping posts interesting
and relevant, is key to raising interest in your business without overdoing it.
By following this recipe, your customers will see that you are active and concerned about
your community. Your brand will take on an entirely new perception and customers will appreciate that you are a valuable resource on whom they can rely. Do not post mundane details
about the day or useless information that clogs up someones Facebook feed. This can lead to
customers blocking you and harboring negative feelings toward your business.
Political and religious opinions have no place on a business page and, if you use your personal page to promote your business, refrain from religion and politics there, as well.
Whenever you post something, try to incorporate an interesting picture. Once you are finished with your post, step back and take a long, hard look at it. Does it make you want to stay
on the page? Did it capture your attention? Does it play on your emotions?
Facebook provides an easy and effective tool to see immediate and positive results from
your posts. Customers can like your page. In a recent survey by the Social Media Examiner,
the top 10 reasons why customers will like a page are as follows:
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
To receive discounts, news and promotions

To show their support of your company to others
To get a freebie (coupon, discount code, BOGO, etc.)
To stay informed about the activities of your company
To get updates on future products
To get updates on upcoming sales
For fun or entertainment
To get access to exclusive content
Because someone recommended the page
To learn more about the company and what it offers
Three of these topics are sales-related, leaving seven that are community-driven. Although
its easy just to pound out special offers and sales pitches, customers want more from a relationship and expect you to provide reasons why they should trust you and keep coming back.
Take just 10 minutes a day to monitor your Facebook page. Check for unanswered questions or comments. Idle social media can create a bad perception. The overall goal is to
impress your brand on customers in a positive way. Consistent posting of informative and
relevant content is the key to success for building your brand in a non-threatening way.
David Hall, eBusiness Catalyst, helps retailers and vendors understand the benefits of eCommerce and the potential for sales growth it offers. He is able to explain technology in easy-tounderstand language and translate that into effective sales growth. For more information or to
contact David, visit www.davidchall.info.
SEPTEMBER 2013
Versatile,
Compact,
Scalable
Array for
the Masses
Yorkville Sounds Paraline Series PSA1 active full range loudspeaker
system delivers the clarity, scalability and precision of a complex line array
system in a compact, user friendly format. Integrated DSP and efficient
controls allow plug and play simplicity in a scalable vertical array no
additional external signal processing or on site programming required.
The heart of the PSA1 design is the high frequency Para-Line lens. This
innovative technology transforms a point source into a uni-phase plane
wave, allowing multiple high frequency drivers to sum coherently in the
vertical plane without self-interference.
Ideal for mobile PA applications where complex trussing or roof rigging
isnt practical, Yorkville PSA1 cabinets mount quickly and securely on a
typical high quality speaker stand. Up to two cabinets per stand can
be arrayed when required.
When rigging is available, innovative
optional external bolt-on flyware allows up to four PSA1 cabinets to be
configured easily in a 60(v) x 110 (h) array for touring system or
permanent install.
Rugged injection molded ABS cabinet design, Class-D amplification, and
Neodymium woofers minimize overall cabinet weight, ensures system
transport and set-up can easily be handled by a single operator. Highly
efficient amplifier design means each PSA1 draws less than 3 amps in
typical operation allowing up to four cabinets to operate safely on a
standard 15 amp service.
www.yorkville.com
Distributed in North America by Yorkville Sound
MADE IN CANADA
B y D a n Ve d d a
URGENCY
IS A TWO-WAY STREET
We are not living in relaxed times. The rapid

pace of innovation, the ability for instantand
constantcommunication and the regular introduction of disruptive technologies have mutated
many of us to become impatiently addicted to
instant gratification. We want any and every
entertainment available with a swipe and a
poke, information at our proverbial fingertips and maximum return with minimal
investment.
I have Facebook friends who
gleefully and regularly post
their top-speed data transfer
rates, colleagues who call
to ask why I havent
responded to the
e-mail from an
hour ago and
customers
aghast that I
cant repair their
instrument while
they wait. (Dude, Ill
download diagnostics as
soon as you show me where
the USB port is on your saxophone.)
Youd think we were spiraling
headlong into some dystopian future, to
hear some people react. But whether youre
excited or repelled by the ever-increasing,
technology-driven pace of daily life, its not going
away for us any more than it did for a generation a hundred years ago that was scandalized or
enthralled by automobiles.
The question becomes howand how much
do we reinvent our businesses to keep from being
left behind? The difficult part is that the answer
isnt just a checklist of technologies to adopt. We
have to analyze our goals, our market and our
resources to make what can only be considered a
best guessand we have to be ready to modify
that guess on the fly as new information presents
itself.
The first thing I look at isnt technology but,
rather, human behavior. I cant stress enough that
knowing our customersor our target customersis the core of any success we might have.
For my store, there is no homogeneity. Of course
we need to be on Facebook, but I also know a
large chunk of our customers dont use it. Theres
even a segment that looks askance at OUR use
of it, as if were somehow engaging in salacious
behavior just by being there.
44
A portion of our customers wont use e-mail, whereas others only want us to text them
about lesson times. There are still those who dont trust anything without a printed copy,
and people who see a catalog as environmentally irresponsible. What do we do about that?
The rule of thumb I use is make decisions based on customer convenience. What makes
consumers lives simpler, more efficient, more rewarding and less stressful? Interestingly, it isnt that complicated, yet many stores I see flip the equation ass-backward and
structure for the stores convenience. Sure, you cant lose money fulfilling every consumer whim. But you have to rethink every decision based on serving customer
needs, because the ones who will still shop in meatspace respond to it with their
wallets.
Im amazed by how many stores in our industry dont have evening
hours or open as late as noon. Everyone I see expects mall hours. Officially, were closed on Sundays, primarily because Sunday is our
recital day and we tear the store apart to set up stage and seating
once or twice a month. I still go in and catch up on repairs
and paperwork most Sundays, and usually have customers
who just drive up expecting us to be open. I dont know
if it would be cost effective to open officiallybut it
shows you the mindset of consumers. Online is 24/7.
Anything less is a restriction, so we have to be cautious
about how much we skew hours to our preferences rather
than to the customers.
The way customers pay is changing, too. I still see businesses
that refuse to take plastic because they wont give up margin to card
processors. Yet lower-cost smartphone alternatives like Square and
PayPal are making it reachable to all, and Ive even warned my teachers
that, in the next year or two, people will balk when forced to use cash or a
check, even for lessons. (Some parents are already complaining now.)
I observe stores that rigidly stick to one-week (actually, 7 to 13 days) turnaround on repairs because thats how their rep visits schools, while band directors
penalize kids for having the horn out of circulation. What do you think the parents
and the band directorwould prefer?
You see why this isnt just a technology questiona Do we use Twitter or not? decision. We have to find the right mix of good, old-fashioned, hands-on interaction and modern tools to do it better. As Ive said before, e-mail, Web sites and social media shouldnt
avoid face-to-face; instead, it should facilitate and amplify it. That view should permeate
all our actions, high- or low-tech.
To me, the best measure comes from a sense of urgency. What gets the task completed ASAP while still maintaining quality and (all-important for a brick-and-mortar
entity) human contact? Do we use technology, or do we simply work harder to serve our
customer? Sometimes its as simple as sending the order in today rather than waiting
for the regular order or rep call. Perhaps its dropping off the music order to a piano
teacher with three small kids rather than making her schlep them in on a busy day.
Sometimes, its just making things go exactly as planned and making it look easy, no matter how bad the day is. So many people have had bad experiences that on-point execution
with a smile amazes them. No geeky Wi-Fi technologyjust immediate personal service
instead of a digital disconnect.
Finally, we have to make this sense of urgency permeate our business, because the
corollary is that acting with urgency also gets money in the door faster. Anyone out there
not down with better cash flow? But if the front line employee looks at the clock and
says, My job here is done, before calling customers to say their orders are in, youre
not serving customers welland youre missing cash flow. The employee either needs
the powerand willto stay and finish the task, or a system that assigns completion to
another staffer. And thats another topic in itself.
SEPTEMBER 2013
The Industrys #1 Drum Mic Pack

Audix DP7
Ive been using Audix mics for
over 10 years. They allow the
natural and true sound of my
drums to project with clarity and
transparency, and serve as a
perfect bridge between my sound
and the audience.
- Raul Pineda
Grammy winning drummer Raul Pineda relies on

Audix microphones to accurately reproduce the
sound of his kit. The DP7 drum mic pack lets you
easily do the same.
The DP7 drum mic pack includes the ideal
collection of seven microphones for a standard
five piece drum kit. Audix VLM dynamic mics
manage the transients of the drums at close
range, while the condenser mics capture the
cymbals and a stereo image of the entire kit from
overhead. This award-winning combination of
microphones, clips and mounting accessories
is packaged securely within a rugged
aluminum carrying case.
The DP7 Drum Mic Pack includes:
1 - D6 Dynamic Kick Drum Mic
1 - i5 Dynamic Snare Drum Mic
2 - D2 Dynamic Rack Tom Mics
1 - D4 Dynamic Floor Tom Mic
2 - ADX51 Condenser Overhead Mics
All clips and mounting hardware
Rugged aluminum case
www.audixusa.com
2013 Audix Corporation. All rights reserved. Audix and
Audix logo are trademarks of Audix Corporation.
The
Retailer's Mall

Acoustics First
Toll-Free
Number:
888-765-2900
sound and noise Control Materials

Web Site
TM
A legend in the guitar amplifier industry, Orange

Amplifiers are looking for talented sales managers
on a regional and national level.
Applicants should have a proven sales
management track record and a working
knowledge of the Musical Instruments industry.
If you feel that you are qualified for this
position, please send your resume to
usajobs@orangeamps.com
Mention this AD
FREE GUITAR
Since 1972
Buy
Sell
Trade
Consign
FRETTED
INSTRUMENTS

888-473-5810 x102
swerbin@elderly.com
www.elderly.com

ENTERTAINMENT
LAWYER

Call Us Now!
(574) 255-6100
Wallace Collins, Esq.MSRetailer_Spring_2013_Classified_Ad.indd
3/7/2013 8:39:58 AM
212 969-0796
REACH THE ENTIRE MI MARKET

@ 516-767-2500 x519 or
riraggi@testa.com
46
SEPTEMBER 2013
The
Retailer's Mall

47
ITS INDEPENDENTS DAY!
The Music & Sound Retailer: Provide a broad over view

of the music products market
in 2013 and the state of play
for retailers like yourselves.
Are you feeling optimistic,
or do you remain concerned
Ad Index
Company
Pg

ALFRED PUBLISHING.............29
AMERICAN DJ...........................C-IV
AUDIX CORPORATION............45
BLIZZARD LIGHTING..............C-III
CAD AUDIO................................12
CASIO..........................................C-II
CELESTION................................31
CHEM-PAK.................................49
CHORDBUDDY..........................25
CRAFTER GUITARS..................30
GALAXY AUDIO.......................3
GEORGE LS...............................53
GRAPH TECH.............................8
GWW GROUP.............................40
HOHNER.....................................7
KALA BRAND MUSIC CO.......50
KIRLIN INDUSTRIES................26
KORG..........................................35
LEVYS LEATHERS..................52
MANHASSET SPECIALTY COMPANY...........................................51
NAMM.........................................14-15
NASHVILLE MUSIC
STAND CO...............................10
ODYSSEY INNOVATIVE
DESIGNS...................................20
OPTION KNOB...........................50
PEAK MUSIC STANDS.............30
PEAVEY......................................33
PRS GUITARS............................23
RAPCO/HORIZON COMPANY.51
REMO..........................................49
RESIDENT AUDIO.....................41
SABIAN.......................................39
SENNHEISER.............................5
SHURE........................................9
SWIRLYGIG INDUSTRIES.......52
TKL PRODUCTS........................19
TMP / THE MUSIC PEOPLE!....11
U.S. BAND & ORCHESTRA
SUPPLIES.................................18
VOCOPRO...................................13
WHIRLWIND..............................37
YORKVILLE...............................43
48
about economic trends hampering sales?

Will Burgin: Im still a
little bit concerned about the
economy. There still seems to be
some holdback, but weve tried
to overcome that by focusing
strictly on our services. Some
of the economic difficulty is that
we live in the age of the Internet.
With me being in a smaller town,
its a little bit harder to compete
with the Internet. But thats
why weve concentrated on our
services, repairs and lessons. But
the economy still does affect us
a little bit. We even went as far
as doing a guitar giveaway when
students sign up for a set amount
of lessons, to try to help combat
just taking one. Were moving a
typically slower-moving item, an
entry-level guitar, and were also
getting students into our lesson
program. Weve found that, if a
student takes lessons for three
months, they stay. So, we said,
Hey, if you commit to this, well
give you a free guitar.
Marion Holloway: Were
cautiously positive. You have to
be positive to come to work every
day, but were still concerned
about the economy. Were still not
out of the water here in North
Carolina. Our philosophy is,
people who are working will buy.
We have lengthened our layaway
terms and reduced the amount
of down payment to try to make
it easier for people to buy. So, I
think if you look at the economic
trends, hopefully it is an upward
trend and will continue. To get
back to where we were is going
to take a long time, but were cautiously optimistic.
Louise Mullins: Im fairly
optimistic. Last year, we did quite
a bit more business than the year
before, and we branched out
into some new areas. We really
increased our accessory lines
in percussion, guitars and band,
and we also did more in repairs
than wed done beforealmost
doubling our repair revenues. We
have one of the best economies in
the country here in central Texas.
We havent had the huge impacts
of the recession that occurred in
other places. Weve been building business with more referrals
from word-of-mouth advertising,
as well as an active Facebook
page and Twitter account. So, after last year, Im fairly optimistic.
The Retailer: How has floor

traffic in your store been? Has
the number been pretty steady
or has it changed quite a bit
from month to month?
Holloway: Our walk-in traffic
is very sporadic. There will be
some days when theres someone
in here all the time for a small
store. Then, we may go two days
and wonder where everyone
welcome, from the church music

people to the metal players.
Burgin: What you guys have
said is true. Our foot traffic is
actually probably up, but thats
only because our student count
is up. We have a door tracker. If
you dont have one, get a door
tracker on your door. Our foot
traffic is physically up, but, again, I
think its because we have literally
Were cautiously positive. You
have to be positive to come to
work every day, but were still
concerned about the economy.
Marion Holloway
is. Of course, thats what you

experience in the summer; thatll
change the first day of school.
Were having more lookers
now. People are being more
cautious before they do buy. So,
people might come in a couple of
times before they buy something,
whereas, a couple of years ago,
they would just come in, pick it
up and go out the door.
Mullins: Were seeing a lot of
the same things. Some days, we
have people waiting at the door
when we open up. Other days, its
very, very slow. We also have a
large university here in town with
over 30,000 students. When summer comes, we lose a big chunk
of the towns population right
there. So, usually, were slower in
June and July, and it starts to pick
up in August. But, I would say
its very hard to predict. And we
do have a lot of people that come
in and looksometimes come
in two or three times. But most
of those people seem to come
back and buy, and we keep them
as customers. So, thats encouraging. We receive many comments that were different from
Guitar Center in Austin, which
is probably 35 miles away. They
say our service is better and our
atmosphere is more welcoming.
Thats one of my most important
focuses for our store: keeping a
boutique atmosphere with personal service and recognition of
customers where everyone feels
doubled the students as compared

to this time last year. Were a
newer store, so were still having
people learn about us. Most of it is
through word-of-mouth, and a lots
to do with Facebook advertising.
But floor traffic is, I think, mostly
up because weve concentrated so
much on our lessons.
The Retailer: What types

and categories of products are
selling best in your store right
now? What types and categories
of products are lagging?
Holloway: I would say acoustic guitars are strong for us now,
whereas electrics have fallen
off the last several years. As far
as accessories, we have really
broadened our string selection,
pick selection, capos and tuners.
That type of necessary accessory
has really grown for us. Our repair
business is up. People are repairing things as opposed to replacing
them. I would say, here, anything
used has a good chance of staying on the floor just a brief period
of time. If I were a manufacturer,
Id make a product and name it
used, because we get calls every
day asking for a used amp, used
keyboard, whatever.
Mullins: We do, too, and I think
the perception is that used is always cheaper. We sell on consignment and dont buy them outright.
I dont want to go through proving
ownership and holding for 30 days
and all of that kind of thing. But
SEPTEMBER 2013
most of our consignments are

higher-end things, and a lot of
people looking for used think its
cheaper. So, for our entry-level
instruments, they can get new
with a warranty for less than a lot
of our consignment instruments.
We do try to steer people away
from used electronics. Theres
quite a few pawn shops in town,
and you dont know what happened to that amp before you
bought it. It could have fallen off
the back of someones pickup
truck. And thats pretty effective as far as getting someone to
purchase new, rather than used.
I would say that acoustic guitars
under $350 are our biggest sellers. Electric guitars and drums
sets sit for quite a while. We do
sell accessories of all kinds: tuners, capos, drum sticks. Theyre
all good profit items.
Burgin: I feel like the only
sales that we make come out of
our lesson program, because
weve concentrated so much on it.
The sales we make at our counter
come from the lesson program.
So, if Ive got 50 students a week
coming through my door, Ive got
50 customers in some way, form
or fashion, whether its getting a
pick or a restring. Repairs are really big for us. About the only musical instruments that are selling
are guitars under $500. Guitars
and amps over $500 are just sitting right now. Its kind of a weird
position were in on that. We have
a clearance sale coming up to
get rid of all that. But our used
gear sells really well. We try to
get it in here for a low, low price
and then get it moved out for a
reasonable price. That seems to
be working. We guarantee that
well offer more than the pawnshop. Of course, you kind of have
to take the customers word for it,
but the pawnshops over here only
offer one price$40 or $60. Ive
gotten many good quality instruments because I know what the
pawnshop charges. And electric
guitars are, by far, the slowest of
anything in my store.
Keith Morehead: From what
Im hearing, Im pretty much the
complete opposite. I move probably 10 electrics to every acoustic.
Im out in the Midwest, and Im
known for carrying (a) vintage
stuff and (b) a lot of 80s guitars.
There are a lot of cover bands in
the area and always have been.
So, theyre looking for the Charvels and the Jacksonsthe old
style Fenders and stuff like that.
So, they move quickly. Vintage
stuff, if its above $2,000, it wont
usually sit in the shop for more
than a couple days. Used stuff on
the wall, usually no more than
five to six days. If its between
$350 and $700, Ill be looking at
it for a few days, but then Ill pick
up the phone and start calling
guys to say, Hey, you need to
see this. This is what youve been
looking for. But acoustics are
just dead as dead gets.
The Retailer: Whoor

whatdo you view as your
primar y competition? Are you
more concerned about fellow
brick-and-mortar retailers,
big-box MI stores like Guitar
Center, or Internet-based
outfits like Amazon.com? How
do you meet the challenges of
such competition?
Burgin: Its kind of all of
them out there. Internet is a big
concern. But the biggest concern
for me is the guys out there who
are forgoing MAP policies. We
dont know for sure where theyre
getting their inventory, because
theyre violating MAP like crazy.
And yet, when you call the vendors and say, These guys are
violating MAP, its not resolved
because none of the vendors have
them on the logbooks.
Mullins: I agree. I think the
Internet, in general, is our biggest competition. Theyll post a
price and people will come in for
us to match it. But if you put the
item in your shopping cart, the
price is for used or open-box. We
carefully check any Internet price
for validity.
Holloway: I think that one
thing thats affected all of us is,
not too long ago, people were
really scared to give out a credit
card number online. Pretty much,
they were fearful of this new
thing called the Internet. Now,
theyre buying things pretty
much any time, day or night.
That, I think, has raised the level
of concern for all of us.
Mullins: We have people come
inseveral customerswho
have bought things onlinelines
that we dont carry. One customer bought a Gibson Hummingbird and brought it in to us to set
up. We discovered the truss rod
fitting was stripped and would not

adjust. He had to return it to Gibson to get it fixed, and pay freight
of $60. People see a cheap price
online, but they dont realize or
think about what happens if its
not working correctly.
and set up guitars and let the kids

come over and play. We hand out
free one-day passes to come try
out our guitar program. Theres a
ton of them.
With other businesses, weve
set up open mics at non-traditional open mic places. Everybody
sets up at bars and what have
you. We set up an open mic at a
business that, really, was close
to going out of business. It was
The Retailer: Describe some

of the changes that your store
has undergone in the past
12 months. These could be
changes in sales trends and
floor traffic, or new promotions and ser vices, or a
change in retail approach.
How has your store evolved?
Burgin: The biggest thing
for me is Ive gotten involved in
my community. Ive realized that
people do business with people
they know, like and trust. And
if youre out in the community
doing stuff and trying to better
the community, it helps. It doesnt
have to be anything that costs
you anything financially. They
were doing a leadership camp at
the community center. We went
down and we offered ourselves
to talk about how leadership is
involved in music. It turned into
an entire week where we got to
be in front of 26 kids and their
parents. And, literally, half of
those kids signed up for lessons.
Its been absolutely phenomenal.
We volunteer for career days.
And we dont
do anything but go
remo_P3BlkDot_msretailer_0913_V2.pdf
8/28/13
8:40 AM
CM
MY
CY
CMY
49
an antique boutique store. I,

in turn, got access to their full
e-mail list to send an invite to this
special open mic. My customers got to go into their location
and play. And that store did in
one night what they had done
in three weeks. So, it was kind
of a saving grace for that store.
But, you know what, whenever

anybodys asking about guitar
lessons or looking for a musical
instrumentshes sent several
people over who were looking
for antique-type instruments. Its
been a really neat relationship,
and weve done that a couple of
different places.
Christmas at the Denver

City & County Building,
courtesy of American Lighting
AMERICAN LIGHTING
One of my local musicians

I pay them to go play at the
monthly Chamber of Commerce
meetings, which gets my name in
front. They announce my name
at every Chamber of Commerce
meeting. It lets me introduce the
artist to the community, and the
artist gets a gig during the week
at lunchtime, when hes usually
not working.
Holloway: Thats an excellent
thing youre doing there, Will. Im
sonal service: greeting everyone

within 10 seconds of entering the
store, bringing them guitars to
play, placing them on stands so
the customer can remain seated,
complete explanations for product
differences, etc.
The Retailer: Describe your

stores efforts to develop
strong, personal ties to the
community. What do you do to
enhance your stores value to
One of my most important focuses
for our store is keeping a boutique
atmosphere with personal service
and recognition of customers
Let your customers know you sell lighting INSIDE your store
by illuminating the OUTSIDE with energy-efficient RGB LED
wall washers from American Lighting.
Variflood Duo:
$995
VARIFLOOD DUO
90 x 3W 3-in-1 LEDs * IP65 * Control: DMX, auto,
master/slave, calendar * DMX channels: 11
Available in five beam angle combos:
IL-VF-90-3W-3IN1 : 25 standard beam angle
IL-VF-90-3W-10 : 10 tight beam angle
IL-VF-90-3W-40 : 40 wide beam angle
ProWash RGB:
$295
800-880-1180 www.americanlighting.com
from the church music people to

the metal players.
PROWASH RGB and PROWASH TRI

49 x 3W LEDs * Pan: -15 ~ +75 / Tilt: -50 ~ +50 *
5 program cues with each program containing
maximum of 10 scenes with 36 time-triggered
events * Thermal sensor ensures stable operation in
all weather * Control: DMX, auto, master/slave *
DMX channels: 8
Jason Echols, Director of Sales

jechols@americanlighting.com
Tel: 303-923-1141
TM
Pull off, push on, rock out.
vknob.com
Patent Pending
electric guitar volume control

50
where everyone feels welcome,
Louise Mullins
gonna steal it from you and try it

at ours. [Laughs.] One thing that
we did was take the Bob Negen
course at Winter NAMM, and
weve started the six block card.
That has been very successful for
us. We have people come in and,
by golly, youd better not forget
to put that on their card. Theyll
sure remind you. Has anyone
else taken that course, from the
iMSO/NAMM?
Mullins: We started the card
also, last August. By November,
we had 800 people with cards.
Weve gotten some really nice
Facebook posts about it. One
local musician put on a really nice
paragraph, saying that he had
needed new strings for a gig but
was out of money. Then, he remembered he had his card filled
out and was able to come in and
get two packs of strings for his
gig. He said that wouldnt have
happened without his local music
store. So that, I think, has really
increased traffic and bred repeat
customers.
Also, Ive learned a lot of basic
guitar repair. Now, I do truss rod
adjustments and stringing. I do
some minor setup stuff for when
our luthier is not here. Now, if
your guitar is in by 3pm for a
restring, its done that day. Before, when the store was owned
by somebody else, it might be
a week before the strings were
changed. We also stress per-
its community and its neighbors?

Mullins: We, like Will does, do
a lot of community work. We have
a local symphony that involves
students and anybody else who
wants to play. They do concerts
five times a year, and I advertise
there. We also have a scholarship
program where I solicit donations
from local businesses to sponsor
a student in the band or orchestra
programto pay their rental fees.
Thats been pretty successful,
and weve been looking to grow
that. That also gets our name out.
We do the Strings for Food event
around Thanksgiving, where we
string guitars in exchange for
canned goods for the food bank.
Holloway: What weve done
here at Holloways Music is taken
our store Facebook page and,
instead of trying to sell on it, we
highlight educators that have
received awards, sports teams if
they win a championship, etc. Two
state championships in baseball
came out of our county this year.
An Elvis tribute artist came in, and
so we posted his picture. We have
kind of taken that approach. Hopefully, that will bring some goodwill
and some folks in. Facebook has
started to be a tool were using
more and more. We might have
entered that field late, but were
catching up. And, just like Louise does, we support our youth
symphony here in Union County.
SEPTEMBER 2013
And, of course, then we have the

Taylor Guitar Road Shows. Every
fall, we have MonroeStock, which
is a full day of individuals and
bands playing all different types
of music: 90% acoustic, but all
types of music. People are always
calling and asking, Whens the
next MonroeStock? So, thats
what we do here in our town.
Morehead: I set up a program with all the local schools.
We dont have a lot of guitars in
schools, but we have a handful. I
found that, in a lot of the preschools and kindergarten classes,
the teachers play and sing for the
kids. I take strings to them. I take
care of their guitars on-site. Ill go
and pick them up at lunchtime.
Whatever it takes to keep these
guitars intact and playing well for
the teachers, and so the kids ears
arent shattered. Because the
teachers absolutely love it. The
word spreads through the school:
Keith took care of my instrument. You might want to throw
some business his way. And this
is from where my daughters
school isa private schoolover
into the public school.
Theres also a university across
the street from me. There are
banjo teachers, guitar teachersall of them. They say, Oh,
I heard you helped out so and
so from one school. Can you
help me? And then I thought, I
can set up a teachers discount
program. They come in and,
basically, for the cost of strings or
whatever, I take care of their instruments as often as they need.
They dont abuse it, but its really
gotten the word out and gotten it
out very quickly.
The Retailer: How did you

feel about Summer NAMM?
Do you continue to see value
in the show? What are its
strong points and the areas
that could use some improvement?
Burgin: Its all about the Idea
Center for me. I mean, I have
no problem paying my NAMM
dues and going to that show and
paying what I pay just to sit in the
Idea Center booth. That is, by far,
really the main and only reason
I go. The vendors are there
and thats great. I can meet and
have some face-to-face time with
themdevelop a relationship.
But the Summer NAMM Idea
Center sessions are the reason
I go. As far as improvement,

what Id like to see is some new
facesmore new facesin the
Idea Center. Sometimes, its the
same people doing similar programs as what theyve presented
in the past.
As far as other improvementspublic day, I would say,
seems to interfere a little bit with
business. If Im sitting in the
Idea Center on Thursday and
Friday, and then go and try to do
business on Saturday, its almost
impossible to do on the last day.
Youve got kids asking questions
about products, etc. I just think
NAMM needs to either go to a
four-day Summer NAMM, with
public day being on Sunday, or
just cut public day out. This year
was actually a little bit better,
because it seemed like public day
was less attended. Im paying to
be part of the trade showIm
paying to be part of the group. I
take my time out away from my
store, and I pay to be there. And
it makes doing business hard,
because you cant really talk price
when theres a bunch of consumers around. Its a little difficult
with public day.
Holloway: For us, one show
a year is adequate. We choose to
attend the winter show. I have a
question: How many of you all
who attend Summer NAMM also
go to the winter show?
Burgin: I typically dont attend
the winter show. Usually, I just
attend the summer show. Part
of that is, my other business is
a nutrition store and January
is Christmas for the nutrition
business, with all the new years
resolutions. So, its really hard
to get away in January because
were so slammed.
The Retailer: As small business owners, describe your

feelings about government
policies toward small business, from the healthcare law
to tax policy. Do you feel like
the government is helping or
hindering your efforts? What
changes would you urge?
Holloway: My personal
philosophy is, less government
interference is better. Yet, having
said that, Im anxious for the
government to settle this sales
tax issue, and I think thatll help
all of us. Because paying almost
7% sales tax on a high-dollar item
puts you at a real disadvantage.
Mullins: Were one of those

states that made Amazon start
collecting sales tax, but there are
lots of other vendors out there.
I forget the dollar amount that
they have to do a year before they
have to collect it. In our area, the
tax is 8.25%, so it starts to add up
pretty quickly.
Burgin: Im all for leveling the
playing field. The government
has to do whatever it can to even
things out. That could be doing
away with taxes on retail, or starting to tax those that are on the
Internet. Because thats where
a large majority of the sales are
going. Were having to share the
brunt of paving the roads in front
of our business so that a FedEx
truck can run over it and deliver
some guitar next door that was
purchased online. Im paying for
that transaction to happen, and
its not fair. Its not correct and its
not right. I feel like the govern-
From Manhasset
NEW
LED Music Stand Lamp
The MANHASSET LED Music Stand

Lamp with unparalleled features.
(Model # 1050)
Provides ample clearance -

even with the taller scores.
Glare-free, full-width,
audience-shielded illumination
Pivots to vary the position of
the LED light bar for optimum
light coverage.
Battery Operated - delivers
uniform light for over 8 hours
on a charge (charger included).
Designed and rigorously tested
to provide many years of
trouble-free service.
Contact your Manhasset Music Distributor for Pricing
On Tour With:
www.rapcohorizon.com
www.facebook.com/rapcohorizon
1.800.467.2726 1.800.255.9822
51
ment is hindering small businesses in surviving, especially brick

and mortar, just because of the
outrageous taxes we have to pay.
We have to employ these people.
To run a big manufacturer, you
employ less.
Mullins: Right. You just have a
warehouse with a couple of guys
boxing stuff up.
Burgin: I sit here and I employ
five people. I could run an entire
online warehouse with that same
amount. And I wouldnt have to
PROFITABLE
ACCESSORIES
For a full list of our products visit us online at
www.swirlygig.com call 612-721-5 012
or email dealerinfo@swirlygig.com
SWIRLYHOOK for headphones,

tambourines and more!
NEW
SWIRLYHOOK
SWIRLYGIG
SWIRLYSHTICK
SWIRLYGIG II
We need to support those guys

that are supporting us. Ventura
Guitars is a company that only
sells to independents. The more
of those we can find, the better.
Will Burgin
pay taxes on the inventory. So,

anything they could do to level
that playing field. And, really,
when it comes to healthcare,
make it easier for us to be able
to provide healthcare for our
employees. I dont want to get
too political against Obamacare,
but its going to change things.
Even me buying insurance as a
private business owner, its almost
become impossible. And when
you do, you can get haphazard,
less-than-best service because of
the insurance you have to buy as
a business owner.
I will say the big thing Ive
seen in government, and doctors
preparing for it, is theres been
a huge problem with buying
insurance and getting quality care
already, and the mandates havent
even taken effect yet.
Morehead: As far as state and
federal, Im small. Im a one-man
operation. I do a lot of business,
but Im one man, so Im sort of

fortunate there. When I first
opened up the shop in St. Charles
here about seven years ago, the
city made you jump through every hoop known to man because,
at the time, they thought business
was going to boom for everybody.
As the recession took hold, things
slackened up and they started
losing money, they actually
started reducing a lot of our local
fees to bring in more business:
business fees, application fees,
etc. If we wanted to change our
sign, there used to be a fee for
that. Everything known to man,
they were nickel and diming. But
theyve actually dropped a lot of
it to try to get more business into
town. But thats been the only
good thing for it. As far as what
Will and everybody is saying,
Im actually really glad that I only
employ myself. I can handle my
insurance. It would be tough to
Recruiting Road Reps

Levys, the premier manufacturer of
guitar straps and gig bags, is looking for
road reps in a number of territories.
Please send resume
and line card to:
dennis@levysleathers.com
Your guitar is worth it.

levysleathers.com
52
do for the rest. Having employees

and providing insurance, and the
mandates that are coming, would
just be an absolute nightmare.
The Retailer: Is there anything else that any of you would

like to discuss?
Holloway: I would just encourage all the independent
music dealers to take a look at the
Independent Music Store Owners
group (iMSO). I know there are
some others out there that might
be very, very good. Ive never been
a member, but the iMSO is a very
vibrant, dynamic organization. I
think we can all be friendly competitors, as Hartley Peavey says.
We can also assist each other by
supporting those companies that
support the independent music
store. We all need to vote with our
pocketbook. Thats the secret to
our survival.
Burgin: I totally agree with
what youre saying about the
iMSO. I also think its important
to support vendors that support
independents and dont allow
online sales. Vendors that dont
allow their products to be, for lack
of a better term, whored out on the
Internet. We need to support those
guys that are supporting us. Ventura Guitars is a company that only
sells to independents. The more
of those we can find, the better.
And if theres anyone out there,
reading these words, considering
doing a specific independent-storeonly line, go for it! Theres a huge
group crying for it. I know that,
since Guitar Center has a lot of
debt out there, theres now a lot of
companies claiming that theyre
independent-friendly. But be aware
of sharks in the water. The only
reason they want to do anything
with independent music stores
the only reason theyre doing
thatis because of problems with
Guitar Center.
Mullins: I was amused by the
iMSO forum thread about a particular company. We were looking
at the company last year and, just
to become a dealer for pedals, wed
have had to buy $3,000 worth of
pedals. It wouldnt get us keyboards or anything else they sell.
That would have been a whole
other big buy-in. So, I was amused
that this company is looking to
be more independent-friendly,
because they certainly werent last
year. Ventura is our bestselling
guitar, bar none. The new ones
SEPTEMBER 2013
specific products. Stuff that you

cant get everywhere else and
stuff thats unique. Tom has really
come out with some great models.
Mullins: And he has no buy-in,
too. I like the idea that theres no
MAP. You cant even put a price
on them on your own Web site.
Thats nice, because then people
cant look them up and say, Well,
so and so in the next town has
them for this or that.
FIVE MINUTES WITH

have the stamina or the passion!
The Retailer: Do you have

any closing thoughts?
Peavey: Let me close with one
little vignette: When I started
my company in the 1960smy
first patent was actually in 1964,
although I officially call the
beginning of Peavey the day I
graduated from Mississippi State
UniversityI started the company for totally selfish reasons.
I started the company (as we
said back in the 60s) to do my
thing. In order to do my thing,
I had to have a support structure
to do it with. So, I created this
thing we call Peavey, for totally
selfish reasons. I never realized
(at that point, at least) that the
structure I built for me to grow
on would also be the structure
for many, many other people to
grow onthousands of people!
Since I started the company back
in 1965, weve had 14,000 people
flow through Peavey. A lot of
people were given jobs, trained,
etc. And a lot of them are still
with us. As a matter of fact, on
Friday, Im going down to give a
badge to a guy whos been with

me for 40 years, working as a
tech in our amp factory.
Heres an analogy: You can
have a very vigorous plant. Lets
say its a vine. You can have good
sunshine, good soil and good
rainfall, but, if you dont have a
support structure, that vine
will run all over the ground
and, eventually, rot right there
at ground level! If you give it a
support structure, like a trellis
in a garden, you can have a thing
of rare and lasting beauty! Thats
what Peavey isits a trellis for
people to grow on! Im very fond
of saying that, here at Peavey, we
dont just build thingswe build
people!
In closing, as human beings,
the very best we can hope to do
is make a difference (hopefully for
the better)! Rightly or wrongly, I
like to think, in my own way, that
Ive made a difference. Ive made
a difference in this little country
town I live in. Ive made a difference in the industry Ive survived
in for 48 years. And that continues
today. Im very thankful for, and
humbled by, that opportunity.
UNDER THE HOOD

six-track, six-channel recorder
and it can be used in a series of
applications. Indeed, he noted
that the H6 expands into areas
that traditional handheld recorders have never expanded into
before. It provides a versatility
that allows the broadcast community and other communities to
really leverage this product and
have it as a go-to device, he said.
It goes well beyond the handheld
recorders market and into a more
versatile, more powerful area. Its
for the modern-day musician, for
the person wanting to record their
lessons, for the person wanting
to record their band in full when

theyre out on the go and for the
person who truly needs audio for
video.
Hagen continued, The H6
gives the salesperson the ability
to have one product that they can
recommend to many different
types of customers, and they can
feel confident that its a quality
device that will suit the application for which the customer
specifically needs it. When a customer needs a portable recording
device, he concluded, the H6 is
one that a dealer can confidently
provide to that customer, know-
ing it will meet his or her needs

99.99% of the time.
Although Hagen declined to
specify the proportional size of
brick-and-mortar music products retailers as a component of
the H6s go-to-market strategy,
he stressed that music retailers are critical to the rollout.
Were working one on one with
our dealers to make sure they
understand the importance of
this product: what it means to the
market, how important it will be
COMING NEXT MONTH
theyve come out with, solid tops

and ukuleles, are very nice and
great sellers. I found a music
store up north of us that had
some of their basses up on the
Internet. I called Tom Oliphant,
Venturas Owner, and he called
that store. The listing was gone
the next day.
Morehead: Thats what I hope
to see: More companies like that
that are creating independent-
to the market and how important

it is to Zoom, he said. Zoom is
working with dealers to formulate
a cohesive plan on how best to
bring the product to end users.
In sum, the last several months
have been exciting for Zoom and,
by extension, for our industry.
This product is a powerful tool,
Hagen said in summary, for
people who just want to capture
the sounds of life.
The H6 Handy Recorder is
shipping now.
>> Born In The U.S.A. Companies that still

manufacture right here in America
>> Drum & Percussion Roundtable Leading

industry figures discuss sales and trends
>> Five Minutes With

Casios Stephen Schmidt
>> MI Spy Our resident sleuth scopes

out Brooklyn NY
>> Under The Hood Sabians 16 and 18

Xs20 dB Control Crashes
>> And Much, Much More!
53
UNDER THE HOOD
ZOOMS
H6 HANDY
RECORDER
for is already clearly evinced in

the H6 Handy Recorder, a sixtrack portable recorder that the
company describes as the most
advanced portable recorder ever
introduced.
According to Hagenand serving to underscore Zooms posture
as a customer-responsive companya big part of what drove the
H6s initial conception was the
feedback received about, and the
Scott Hagen
B y D a n F e rris i
One of the bigger news stories to hit the music products industry over the past few months has been the creation of Zoom North
America, a new company formed to distribute future product from
Zoom Corp. (Japan) in the United States. Heading the company, which
exhibited at Summer NAMM in July, is a robust team of recognized
industry leaders, including CEO Scott Goodman and newly appointed
Vice President of Sales and Strategic Planning Scott Hagen. At the
Nashville show, Zoom North America showcased its new H6 Handy
Recordernow shipping, with a MAP of $399.99to the widespread
interest and enthusiasm of the dealers in attendance. A few weeks after
the show, The Retailer sat down with Hagen, asking him about Zoom
North America and the H6 Handy Recorder, and seeking to learn how
the product changes the competitive landscape.
Speaking about Zoom North Americas creation, Hagen said, It
was really driven by the decision of Zoom Corp. to get closer to their
customer base in the U.S. The principal reasons for that, he said, were
twofold: first, to continue to improve the level of service provided to
the U.S. customer base and, second, to hear more about what customers and end users want and need. This, Hagen said, will enable the
company to build better products and solutions that are more responsive to marketplace needs. But, although Zoom North America is only
months old, that dedication to deliver what customers are clamoring
54
knowledge gleaned from, the H4

Handy Recorder. Zoom identified that there were multiple very
important user groups for the
H4, such as the video community
and musicians, he said. Both
of them started having needs
with the H4 that they wanted to
have met. The H6 is really taking
things to a whole new level: meeting those needs and providing
more versatility and quality for
the customer. One example he
cited about the H6 vis--vis the
H4 was feedback Zoom received
about the H4s preamps and how
the company could make them
even better in the future. The H6
reflects those improvements.
Judging by Hagens enthusiasm as he explained the H6s features and benefits to The Retailer,
its a product about which Zoom

North America is extremely
excitedand rightfully so. It
offers six tracks of simultaneous
recording and boasts an innovative system of interchangeable
input capsules; users can swap
them out as easily as the lenses
of a camera can be. Four capsules
are available: stereo X/Y and MS
(Mid-Side), both included with
the H6. Shotgun and dual XLR/
TRS combo capsules are available as options, as well. Whats
important to understand, Hagen
began, is, when you plug in any
one of these capsules, the H6
body knows that its that capsule
and actually sets itself up appropriately to capture content
with the capsule. In that sense,
the product is truly intelligent,
standing apart from the crowd.
Users can attach the H6 to a
camera strap, or they can mount
it directly to a DSLR or camcorder. Its color two-inch LCD display
makes it easy to view recording
and playback levels, even in lowlight environments. It records
directly to SD, SDHC and SDXC
cards up to 128GB in a variety of
MP3- and BWF-compliant WAV
file formats, including 24-bit/96k.
Four XLR/TRS combo jacks enable the connection of external
microphones or line-level devices.
Each input has its own dedicated
gain control and pad switch, as
well as phantom power in three
different voltages. Other features
include a stereo Line Out for connection to camcorders; a headphone jack and built-in speaker;
onboard effects, metronome
and chromatic tuner; adjustable
playback speed and pitch correction; and Pre-record, Auto-record
and Backup-record functions. A
USB port enables data transfer to
and from audio editing software
and allows the H6 to serve as a
multichannel audio interface for
computers and tablets.
Hagen underscored the H6s
versatility, describing it as addressing a very large universe
of customers and articulating
his belief that it will become a
legacy item in the marketplace.
The product targets the current handheld market, Hagen
began, but its a very powerful
SEPTEMBER 2013

Re Vista Audio

Transféré par

Informations du document

Copyright

Formats disponibles

Partager ce document

Partager ou intégrer le document

Options de partage

Avez-vous trouvé ce document utile ?

Ce contenu est-il inapproprié ?

Droits d'auteur :

Formats disponibles

Re Vista Audio

Transféré par

Droits d'auteur :

Formats disponibles

+

September 16, 2013

Its Independents day!

Perhaps more than for any other

yeargiving the proprietors

ATD Guitars (www.atdguitars.com).

winter namm preview issue

SUMMER NAMM wRAp-Up

Pro Audio issue

December 15, 2012

August 15, 2013

Pro Audio issue

Pro Audio issue

Pro Audio issue

May 15, 2013

January 15, 2013

Are Leading The Way

Have you seen it?

Have you seen it?

Its a good time to be a DJ. One could certainly

Music & Sound Award Finalists Exemplify

anaheim Rock ciTy

Last month, thousands upon thousands of music products indusDan Ferrisi

already paint an auspicious picture auguring well

within space limitations; some companies

manufacturers have told The Retailer will be debuting at the

Have you seen it?

Have you seen it?

n Indy Retailer P. 39 n Five Minutes With Michael Spremulli P. 42 n

in opposite directions from one another.

The Music & Sound Retailer:

n Five Minutes With Ana Jaramillo P.28 n

June 15, 2013

Manufacturers Analyze The Loudspeaker And Pro Audio Segment

Guitar Sales Hit A High Note

Gordon Gordy Wilcher, Founder and Partner of Owensboro Music Center

(continued on page 44)

Even though there are nearly countless things that the

2012: The Year In Review

In an industry as varied and as far-reaching as MI is, its difficult to get a true

In this story, we proudly present the

Retailers Reflect On Triumphs, Challenges And The Future

real power behind the music.

SUMMER NAMM PREviEw iSSUE

April 15, 2013

The namm show issue

Recently, Jupiter and Mapex invited the Nashville Symphony and

Five Minutes With Mike Matthews P. 28

MuSic & Sound

The Seventy-Fifth Edition Of Our

More Charitable Works Done

February 15, 2013

February 15, 2011

February 15, 2013

Can You Feel

By Brian Berk and dan Ferrisi

Yes, Virginia, we do have a strong music instrument industry. Last

SPECIAL ISSUE: wINTER NAMM SPECIAL ISSUE

exhi bi t or, at t endee exuber ance

msr exclusive iNTerview

Special dj & lighting iSSue

vic FirTh aNd

January 15, 2009

In the wake of our fire in