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Page 46

U N DER T H E HOOD

Simone Snare

ASBA DRUMS

By Brian Berk

River Gauche Marron Five

Revelation Marcel Blanche

46

When a person decides to form a new company, many questions must be answered. How am I different from competitors? How do I know the product will sell well? Should I just sell the product locally or go global? These are just a few questions an entrepreneur might ask. For ASBA drums founder Guillaume Pornet, he needed to also decide about reviving a once-popular brand. Founded in 1927, ASBA was a big name in jazz, international variety, and the pop and rock scenes with The Beatles, Albert Heath, Elvin Jones, Tom Jones, Jack DeJohnette and Mitch Mitchell all trusting its products on stage. Pornet decided to relaunch the brand in 2016, thanks to the friendly cooperation of a descendant of the founding family. ASBA now has the objective to bring French excellence to the world via high-quality and innovative instruments manufactured in France, in keeping with the brand’s historical values. This dream was realized last month when ASBA officially entered the international stage as an exhibitor at The NAMM Show. Beyond France, ASBA has already opened a showroom in London and Pornet is now planning to open showrooms in the United States as well. Why did Pornet choose 2020 as the official time to launch the brand worldwide? “Opening up internationally is a natural step for us because we are already receiving requests from all over the world, and the ASBA brand was already sold around the world FEBRUARY 2020

Profile for Music & Sound Retailer

Music & Sound Retailer February 2020, Vol 37 No 2  

In the February issue of the Music & Sound Retailer, we provide an in-depth review of The NAMM Show, offer 40 more products debuted at the s...

Music & Sound Retailer February 2020, Vol 37 No 2  

In the February issue of the Music & Sound Retailer, we provide an in-depth review of The NAMM Show, offer 40 more products debuted at the s...