Music & Sound Retailer August 2020, Vol 37 No 8

THE NEWS MAGAZINE FOR MUSIC PRODUC TS RETAILERS

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THE FUTURE OF MUSIC LESSONS? n GIBSON'S SEARCH FOR THE MISSING LEDGERS n FIVE MINUTES WITH: n

Evan Rubinson, Armadillo Enterprises

August 2020 Volume 37, No. 8

THE RETAIL GOOD STUFF GREAT THINGS GOING ON AT MI RETAILERS DURING THE COVID-19 PANDEMIC

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The NAMM Show to Be a Virtual Event In light of the COVID-19 pandemic, and with the health and safety of NAMM members as the first priority, NAMM is reimagining how to connect all facets of the industry while benefiting those most deeply impacted by COVID-19 with the launch of “Believe in Music,” a global gathering to unify and support the people who bring music to the world, to take place instead of the traditional January NAMM Show.

Believe in Music, to take place the week of January 18, 2021, will feature a mix of comprehensive programming and professional education at BelieveinMusic.tv, as well as an interactive marketplace to connect buyers and sellers, all designed to elevate the innovation and inspiration found across the industry while offering support for those most deeply affected by COVID-19. While not The NAMM Show or a virtual tradeshow, the initiative will meet the immediate business needs of NAMM member companies through thought-leader-led education for all segments of the industry, networking and AI matchmaking, and business-to-business-focused opportunities to reaffirm and grow business connections, launch new products, share brand initiatives and engage with customers in real time.

“While it remains unsafe for us to gather in person in January, Believe in Music week will use new, intuitive technology to connect us all to harness the incredible energy that happens when we come together,” said Joe Lamond, NAMM president and CEO. “With a robust marketplace to launch new products and share your brand story, Believe in Music will also feature networking and matchmaking for our buyers and our sellers, education for all segments of the industry, and live music and concerts. And just like at all NAMM events, these activities will raise awareness and financial support to serve our NAMM family across our Circle of Benefits model. Believe in Music week will be a critical step for our industry to help us prepare for the new year and new opportunities.”

Added Tom Sumner, president of Yamaha Corp. of America, “I believe there has never been a more important moment for our industry to gather, to conduct business, to inspire each other, to inspire music makers and to support those in our music family in need. That’s why Yamaha is excited to start working on our part of the new event from NAMM, Believe in Music. As an industry, we’ve always trusted NAMM to create gatherings that are safe, provide a conducive business environment and produce those surprise moments that we talk about years after the event. While I wish I could see you in person, I look forward to seeing you at Believe in Music.”

“We at Sweetwater, as well as our customers, look forward to The NAMM Show, yet with COVID, there’s been a lot of changes and we’ve all had to adapt in many ways … With each change like this there comes an opportunity, and we’re very excited that NAMM will bring us Believe in Music,” stated Mitch Gallagher, editorial director for Sweetwater. “While we can’t replace The NAMM Show, we look forward to all that this new platform has to offer, including the ability to connect with our vendors, the opportunity for more of our staff to experience new products as they’re announced, the educational and training opportunities that Believe in Music will provide and so much more. By coming together for NAMM’s Believe in Music, we can all help support our industry and the world’s music makers. We’re looking forward to a great event.”

The weeklong celebration will welcome domestic and international NAMM members from the music instrument, pro audio, live sound and live event industries; artists; media and policymakers, along with participants from GenNext (college music students and faculty), Music Education Days (school music administrators and buyers) and Nonprofit Institute (NAMM Foundation grantees and nonprofit affiliates). Emerging and established musicians and fans are invited to connect with brands and in special music-making projects and opportunities to showcase their talents and perfor-

MUSIC & SOUND RETAILER

mances throughout the week, opening the potential to gather music makers in a capacity not restricted by location.

The industry’s annual events will now take place during Believe in Music week, as well. The 36th TEC Awards will recognize the individuals, companies and technical innovations behind the sound of recordings, live performances, films, television, video games and multimedia. In 2020, Joni Mitchell was presented with the Les Paul Innovation Award, an honor that recognizes musical artists whose work has exemplified the creative application of audio technology. The Hall of Fame Award, recognizing audio pioneers, as well as the music industry’s most accomplished producers and

audio technicians, was presented to the creative powerhouse behind Pensado’s Place, Dave Pensado and Herb Trawick.

The Top 100 Dealer Awards will also be celebrated during the week. Now in its 10th year, the annual awards honor music retailers who have demonstrated a commitment to best practices, creativity and innovation in retail.

The submissions process is now open for NAMM retail members and will close on Oct. 2. Learn more at www.namm.org/top100.

Along with the award shows, music advocates will come together for The Grand Rally for Music Education. The event convenes music advocates for a celebration of the benefits and pleasures of making music.

F E AT U R E S

THE NEWS MAGAZINE FOR MUSIC PRODUC TS RETAILERS

24 Tribute

VOLUME 37 NO. 8

Ravi Hutheesing pays tribute to the departed Greg Bennett, MI marketing guru and creator of “Greg Bennett Design” by Samick, Franklin fine-leather straps and the Glider rolling capo.

26 Special to the Retailer

eBay’s Chelsea Walsh discusses the importance of ecommerce for MI retailers.

COVER STORIES 21 Post-Pandemic World Looks Bright for MI Retailers

The July NAMM U Virtual Summit offered plenty of tips and advice for your MI business, much of which is offered here.

42 The Retail Good Stuff

27 MSR Special

The Candyman Strings and Things devised a way to make in-store lessons contactless. It is something all MI retailers can replicate.

28 MSR Special

The hunt is on to find Gibson’s missing ledgers from 1959 and 1960, which most notably had all of the information about the 1959 Les Paul Standard.

MI retailers have done absolutely great things during the COVID-19 pandemic. Here is a sampling of some of these efforts.

30 Five Minutes With

Even though we are going through very difficult times, find out why Armadillo Enterprises CEO Evan Rubinson is optimistic.

32 MI Spy

MI Spy made one more virtual visit to Minnesota; this time “traveling” to St. Paul.

34 Making Waves

We start a new recurring feature with an interview with The Music People’s Sharon Hennessey.

42 COLUMNS

36 Shine a Light

Old Town School Music Store sits tucked away inside the former Hild Library, an eye-catching art deco building from the 1930s that housed a WPA-era Regional Branch of the Chicago Public Library.

39 Under the Hood

Shure has teamed with Maroon 5’s Adam Levine for the AONIC 50 Wireless Noise Cancelling Headphones and AONIC 215 True Wireless Sound Isolating Earphones.

35 Not Your Average Column

It is crucial to lead during these uncertain times. Tim Spicer offers advice on how to best approach this topic.

46 The Final Note

38 Veddatorial

The best advice DPA Microphones’ Chris Spahr ever received was simple. “Do the work! You can’t take shortcuts if you want to excel or be great at something. You have to put in the work.”

In a sense, some aspects of the COVID-19 pandemic have favored Skyline Music. “We have to take that advantage, though, and run with it. Here’s where we must get creative,” states Dan Vedda.

On the cover: Ted Brown Music’s Joel Holloway recreated the retailer’s Puyallup, Wash., store with LEGOs during the COVID-19 pandemic.

BUZZ 3 Latest 12 People 16 Products

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EDITORIAL

The Time to Act Is Now Throughout the COVID-19 pandemic, my main thoughts have focused on the need to “get through” these difficult days and simply wait until the coronavirus passes. Perhaps these thoughts have run through your mind as well. According to several experts, the post-pandemic environment looks strong economically for the simple reason that people will want to reward themselves for getting through such difficult times. I can even see “I Made It Through the COVID-19 Pandemic” T-shirts being printed and becoming a hot seller.

What I did not realize until I listened to a NAMM webinar last month is that MI retailers cannot simply wait the pandemic out. Adjustments must be made right now for many just to survive. Retailers cannot wait until next spring or summer when a potential vaccine is distributed.

I am specifically referring to a NAMM U Virtual Summit webinar featuring author Scott McKain, a frequent speaker at The NAMM Show. “What we do now will determine our degree of success in the future,” the author of “Create Distinction” stated during the webinar. “The worst choice you can make is to hunker down and pull the covers over your face.”

Instead, McKain advised MI retailers to focus on why customers would choose their store versus the competition. “If the customers can see no difference between you and the competition, they have no choice but to choose on price,” said McKain. “What makes you stand out? … If we perceive ourselves as a commodity, it is a self-fulfilling prophecy.”

I encourage everyone to check out our cover story this month on the NAMM U Virtual Summit that offers more tips on improving your business. Or, for more in-depth coverage, you can watch tons of video

webinars in their entirety at namm.org.

Luckily, necessity is the mother of all invention, and boy is there necessity right now. The good news is, retailers and manufacturers alike are doing great things to ensure the cash register keeps ringing during this difficult period. Take Rand Cook, co-owner of The Candyman Strings and Things (and the most recent recipient of the Lifetime Achievement Award as part of the Retailer’s Music & Sound Awards, Dealer Division). He has devised a way for customers to safely have lessons in its store while never coming into contact with the teacher, or any other staff member, for that matter. He even implemented a system that purifies the air in said studio once the student leaves (see p. 28).

Your efforts may not be as expansive. Maybe you decided to sell masks to your customers to help keep them and others safe. If it has your store name on it for branding purposes, all the better.

To sum it up: Sadly, you cannot wait to improve your business. Of course, once COVID-19 passes, consumers will likely be excited to spend money, and most importantly for MI retailers, the need for gigging musicians, installs and the mother-load for many, an uninterrupted school year, will return.

However, there is a group you can target today: people who are bored. In my conversation with The Candyman Strings and Things’ Cook last month, he half-joked that his wife had reached “the end of Netflix,” and customers held similar sentiments. Until the coronavirus passes, playing a musical instrument is a great way for these bored customers to pass the time.

August 2020 Volume 37, No. 8 Audio Equipment Light Automobile Light Back Stage Clip Boards Data Cabinet Light Desktop Light Drummers Film & Stage Production FOH Guitarists Hobbyists Home Recording Studios Keyboardists Lighting Consoles Machinery Marine Applications Medical Carts Motorcycles Music Stand Night Light On Stage Performers Podiums Pros Racks Reading Light Side Stage Sound Consoles Techs Turntables Work Stations

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AUGUST 2020

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PASIC 2020 to Go Virtual Due to COVID-19

The Percussive Arts Society (PAS) announced its 2020 annual show will be a virtual event due to COVID-19. It will take place Nov. 13 and Nov. 14. The trade group is optimistic its show can return to an in-person event in November 2021 in Indianapolis, which would also mark its 60th anniversary.

The letter PAS posted on its website regarding the show’s switch to a virtual event is presented below in its entirety: “To our PAS Members and the entire Drum and Percussion Community, On behalf of everyone at the Percussive Arts Society, we want to thank you for your ongoing support, and we sincerely hope you and your family, friends, and colleagues are staying safe and healthy throughout the COVID-19 pandemic.

After much consideration, the PAS board of directors has made the difficult decision to move PASIC 2020 to an online virtual event. Making this decision was not easy, but we believe it is the right decision for the safety of our staff, artists, members, students, volunteers, industry partners and general attendees.

Every year, we eagerly await the middle of November, when we come

together and learn from one another, are inspired by one another, see old friends, and make new ones.

Nothing can replace what it’s like to attend PASIC in person. However, we’re excited to reinvent that same unique experience you have come to rely on in a virtual setting. What’s even more exciting is knowing that a virtual PASIC will allow our members around the world, who are normally unable to attend in person, the opportunity to experience the unique gathering and sharing of artistry and innovation we celebrate each year in Indianapolis. We guarantee that the look, feel and quality you expect out of an in-person PASIC will still be part of your 2020 virtual experience.

PASIC 2020 will be a two-day virtual event taking place on Friday, Nov. 13 and Saturday, Nov. 14. Registration will open in early September, and Early Bird prices will be $50 for student members, $100 for non-student members and $175 for non-members. Stay tuned to our social media channels and PASIC.org as we’ll be releasing additional details in the coming weeks.

While no one can predict the future, we remain optimistic that we will all be together in person next year in Indianapolis, November 10-13, 2021, as we celebrate the 60th anniversary of the Percussive Arts Society.

The Board of Directors and Staff Percussive Arts Society”

Reverb Revises Selling Fee for First Time Ever

Reverb is revising its selling fee. Its first-ever selling fee change will enable Reverb to make substantial investments on behalf of its sellers in marketing, customer support and seller tools to attract more buyers to the site.

“Over the past seven years, our team has been dedicated to growing Reverb into a global online destination that music makers visit to discover the world’s best music shops and sellers. As our community continues to expand and players of all levels increasingly shop for music gear online, we’ve heard our sellers loud and clear; they want even more opportunities to connect with more buyers on Reverb,” said Reverb CEO David Mandelbrot. “As a crucial partner to our sellers, we recognize that now is the time to make further investments on behalf of our sellers.”

Beginning on Aug. 4, Reverb’s 3.5-percent selling fee increased to 5 percent. This revised selling fee will “enable Reverb to invest more to sustain sellers’ continued growth.” This year alone, Reverb plans to increase investments versus 2019 by investing more than 30 percent more in marketing initiatives aimed at getting sellers’ inventory in front of more buyers, such as making sellers’ gear more findable on Google; expanding by more than 25 percent the capacity of its customer-support team, with a focus on assisting sellers and their buyers as Reverb grows; and increasing by more than 40-percent the capacity of Reverb’s product team, with a focus on creating and enhancing seller tools and services to increase the visibility of sellers’ inventory.

“Dealers, gear makers and more sell on Reverb because our marketplace gives them access to millions of knowledgeable, quality buyers and the support of customer engagement, marketing and tech teams that are dedicated to connecting buyers and sellers,” said Kevin Drost, Reverb’s chief strategy officer.

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Sweetwater GearFest a Big Success Online

Sweetwater’s annual event GearFest went virtual on June 26 and June 27 due to COVID-19. According to Sweetwater, the event was a success, with traffic numbers positive across all channels, including livestreams totaling 56,000 views on Facebook, 30,000 views on YouTube, and 147,402 views across sweetwater.com and all GearFest pages.

Each day was a mix of live and pre-recorded content, as well as shoutouts from artists and various commercials for Sweetwater. Each stream day consisted on eight hours of programming. A total of 35 different workshops, panels, educational sessions and interviews were shared. The virtual vendor expo included a mix of demonstrations, product discussions and brand overviews. The videos will continue to live on sweetwater.com and can be viewed on demand.

JD Grandinetti Releases First Book

Is “Brooklyn, Nebraska” an oxymoron? Not to the central characters in this story about a group of friends who were born at the midway mark of the 20th century and grew up in a tight-knit Italian-American neighborhood in Omaha, Neb. “Brooklyn, NE,” by John David “JD” Grandinetti, focuses on AJ Agrigento and his pals as they battle the challenges of parochial school, the Sisters of Mercy, catholic girls, cops and confession, while “crusin’ for chicks, digging Fender guitars, booze, dope, sports, the point spread and Billboard’s Top 100.

When AJ realizes he isn’t going to follow Mickey Mantle as the Yankees’ next centerfielder, he feels his world has ended, even though he’s not quite 13. However, watching “The Ed Sullivan Show,” Sunday night, February 9, 1964, changed everything. By the time John, Paul, George and Ringo bow to the audience, AJ knows what he wants to do with the rest of his life. But while playing gigs in and around his hometown, he comes to believe that Omaha isn’t big enough to provide him with the opportunity and inspiration he needs to fulfill his dream: to pen a Grammy Award-winning hit song. So, after bouncing around a couple years after high school, he splits for the West Coast.

Set against the backdrop of the turbulent 1960s, “Brooklyn, NE,” will “resonate with the millions and millions of Baby Boomers who came of age during the period between 1959 and 1975, as it details the trials and tribulations of AJ and his pals from Omaha’s Old Neighborhood, who prove you don’t have to be from the Bensonhurst section of Brooklyn to seek fun and adventure, only to discover a little something called life along the way.”

JD Grandinetti built a career in the music products industry, holding senior-level sales and marketing positions, both domestically and internationally, with a number of high-profile name-brand product lines. He has traveled to 26 countries selling gear during the past 45 years. He is the owner of a Fender Stratocaster and a C.F. Martin, played drums in a ‘60s garage band behind a Ludwig Black Oyster Pearl Kit and has written many pop tunes.

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Fishman Transducers Inc. launched a new software bundle for its TriplePlay Wireless and TriplePlay Connect MIDI guitar controllers. All current and future owners of these products have access to the TriplePlay Software for Mac and PC and the Connect iOS App for iPad. As part of the re-launch, Fishman has improved the software installation process and has created a new hardware installation video, as well as a comprehensive series of software tutorial videos for both the TriplePlay desktop software and the Connect iOS app. TriplePlay Wireless users now have complimentary access to the TriplePlay Connect iOS app, previously a $20 value, the TriplePlay Software for Mac and PC, and more than 1,500 exclusive patches for use with professional virtual instruments from EastWest, Native Instruments and KV331 Audio.

SWIM Launches Podcast

The Smart Women in Music (SWIM) Fund launched SWIM Masters, a podcast dedicated to help connect, grow and support women in the music products industry.

Hosted by Natalie Morrison, the podcast was initially developed at the beginning of the stay-at-home order during the COVID-19 pandemic as a way to bring virtual conversations to the community that stay true to the organization’s mission. Twice a month, new episodes will feature interviews with women all across the industry and can be listened to on all major platforms including Spotify, Apple Music and Google Podcasts. The first couple of episodes feature DeDe Heid, one of the SWIM founders and executive vice president of Heid Music in Wisconsin, as well as Lisa Steele-MacDonald, director of vertical marketing at Yamaha.

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Geneva Supply Acquires Cascio Interstate Music

Wisconsin-based Geneva Supply acquired Cascio Interstate Music, the 14th-largest musical instrument dealer in the United States, through a voluntary receivership.

Additional terms of the deal were not disclosed.

“One of the most exciting things about this acquisition is that we get to elevate a legendary Wisconsin business alongside us by delivering a range of musical products without geographical or distribution limitations at the same value,” said Jeff Peterson, co-founder/CEO of Geneva Supply. “Top musical instrument manufacturing companies and brands now can find and channel new customers with a trusted and valued partner.”

Launched in 2009, Geneva

Supply provides brand strategy, digital marketing services, and supply chain solutions for Amazon and e-commerce platforms.

Co-founders Peterson and Mark Becker were recognized as Small Business Persons of the Year by the U.S. Small Business Administration (2020).

Cascio Interstate Music was founded in 1946 by Frank Cascio as a small accordion studio in Milwaukee. It’s become a national player in the music industry with products like Archer Guitars, Ravel Woodwinds, Union Drums and Melokia Ukuleles, and has been recommended by musicians and educators for over 70 years.

“Cascio Interstate Music has an impressive catalog of proven product performance, backed by

Mark Becker (left) and Jeff Peterson

a passion for music,” said Becker.

“The business was built on decades of undeniable value and consumer loyalty. We have high expectations for expanding product availability to musicians and repositioning the seller model to the online marketplace to connect everything and everyone.”

The acquisition timing also presents an opportunity for Geneva Supply to host activities

in greater Milwaukee and offer space for its growing workforce.

“Creating a relationship and a culture through new opportunities has always been our passion,” said Peterson. “The Milwaukee metropolitan area is fast-growing for business development and offers historic hard-working charm for us to renew and create. It is a place we have long considered to stretch our roots.”

Ontario Premier Visits Yorkville Sound

(L-R:) Jeffrey McNicol, Beverly Maxwell, Marvin Maxwell and Whitney McNicol

Mom’s Music to Be Sold

Marvin and Beverly Maxwell, owners of Mom’s Music in Louisville, Ky., announced they have sold the store. Both will remain at the store for two more years, however.

“I have sold Mom’s,” Marvin Maxwell wrote in an email. “We have an agreement. Beverly and I will be here for another two years before it’s taken over by old family friends, Jeffrey and Whitney McNicol.

Jeff’s dad Steve McNicol and I played together in recording studios and stuff back in the ‘60s. Steve played in Elysian Field with me. Jeff is a great guitar player who grew up in the music industry and is excited about taking over the business. Beverly and I want to thank the McNicol family and Jeff and Whitney for stepping up to the plate. Our customer base will be well taken care of, [and] our friends that are our customers will be happy about this because Mom’s will be growing.

Our staff has not changed, and we have added several new team members. We are now taking on lines that we weren’t able to before with their help. Come check out the store soon.”

Mom’s Music first opened in 1979. It moved into its current location at 1900 Mellwood Ave. in 2006. The retailer has won several awards during the years, including a “Best Community Music Service” award from NAMM.

MUSIC & SOUND RETAILER

Yorkville Sound received an upbeat visit on July 28 from Ontario Premier Doug Ford and Pickering MPP Peter Bethlenfalvy at its 150,000 squareDoug Ford, center foot manufacturing plant in Pickering, Ont., Canada. Impressed by Yorkville’s initiative and partnership with StarFish Medical to manufacture ventilators during the COVID 19 pandemic, Premier Ford and MPP Peter Bethlenfalvy came to Yorkville’s headquarters to see operations for themselves and personally thank the manufacturing team.

The Premier and MPP were greeted by Yorkville’s CEO, Steve Long and engineer, Peter Till, who was instrumental in pushing the ventilator project forward. Peter led a tour of the facility while the Premier tried his hand at different stations, greeting staff along the way.

“Within the first 10 minutes, we connected on a musical level,” said Long, “I learned that the Premier is a drummer and our MPP is a guitarist. Walking the tour with them, I was proud of what we accomplished and the people we work with.”

Yorkville has manufactured hundreds of ventilator interfaces and is ramping up to thousands within the next two weeks. Premier Ford thanked the Yorkville Sound staff and commented, “Hundreds of Ontario companies like Yorkville Sound have answered the call to join the fight against COVID-19 and retool their businesses to make critical medical supplies and equipment. I want to thank Yorkville Sound for developing these Ontario-made solutions to help us build the ventilators we need to save lives.”

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C.F. Martin Announces Succession Plan C. F. Martin & Co. Inc. announced that Christian Martin IV has decided that, at the conclusion of his NAMM Chairmanship in July 2021, he will step down as CEO and into the role of executive chairman. He will remain chairman of the board, and family ownership of the company will continue.

“I’ve spent over 40 years in my family business, and what a ride it’s been,” said Martin. “Now I’ve reached the point where it’s time for me to move into the role of executive chairman. I am confident in the current leadership team because I know they love the company as much as I do, and I will be working closely with them through this transition.”

Jacqueline Renner, president of C.F. Martin & Co., also announced her plans to retire on Oct. 1, 2021. She feels, given Martin’s change of roles, it is the right time for her to transition as well. Renner is committed to working with Martin on a smooth executive transition process.

“I have truly enjoyed working with Chris and all our co-workers over the last five years to strengthen Martin Guitar. I look forward to continuing to do so through the executive transition process. I appreciate Chris’ planned approach for a smooth transition for the company that benefits our customers, co-workers and ultimately the musicians that Martin Guitar seeks

Chris Martin IV

Jacqueline Renner

to inspire,” Renner said.

“I am very grateful for the support and leadership that Jackie has shown as president over these past five years.” said Martin.

C. F. Martin will be doing a search for a CEO-president who will embrace and augment the company’s unique culture and continue to enhance the Martin brand around the world. Hudson Gain Corp. has been retained to conduct this search.

Roland Makes Executive Changes

Roland Corp. announced changes to its U.S. and global executive management teams, effective immediately.

Jay Wanamaker, formerly president and CEO, Roland Americas, assumed the responsibility of executive vice president, global sales for Roland Corp. Wanamaker’s new role focuses on implementing strategies to continue sales growth for Roland while increasing sales productivity across all regions globally.

Tony Price, formerly chief sales officer, Roland, is the new president and CEO of Roland Corp. U.S. Price’s new responsibilities concentrate on developing sales and marketing strategies to deliver accelerated market-share growth and increased profitability in the United States.

Wanamaker joined Roland in 2015 and has ser ved as a senior executive with Yamaha Pro Audio and Combo Division, Yamaha Band and Orchestral Division, Guitar Center, Music & Arts, Fender’s KMC Music, Alfred Publishing, and Amati USA. “As Roland continues to inspire the joy of making music around the world, I am thrilled to be leading the global sales team in optimizing existing core sales areas and in expanding into new regions of opportunity globally,” said Wanamaker. “Roland is a consistent leader in the electronic musical products business, and in my new role, I will be able to bring Roland’s spirit of cooperative enthusiasm across regions all around the world as we lead the

Wanamaker

Price

industr y in ser vice and strategic sales processes.”

Price joined Roland in 2017 after holding senior executive positions at Guitar Center, Bose, Bosch Security Systems, Ultimate Support Systems, Griffin International and Fender Musical Instruments.

“I am truly honored for the confidence Roland has placed in me to take on the role of President and CEO in the U.S.,” said Price. “As a leader in musical instrument innovation since 1972, Roland has been designing the future of music for nearly 50 years now. I am extremely proud to lead such an amazing team of people while we work with the best retail partners in the U.S. to deliver the magic of Roland, BOSS and V-MODA products to consumers in America.”

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AUGUST 2020

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In Memoriam: Michael Chafee

Genelec is mourning the passing of noted manufacturer’s representative, audiophile, sound designer, acoustician and audio evangelist Michael Chafee. Chafee has been involved with Genelec since 1996 and is credited with being an early pioneer and key influencer in promoting the concept of Active Monitoring technology to the market. Chafee’s insights and forward-thinking philosophy have been an invaluable resource to Genelec marketing and engineering.

In 1972, Chafee founded Sarasota, Fla.-based Michael Chafee Enter-

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In Memoriam: Robert Rockley

Robert Rockley passed away on June 2. He took over the music store that his parents had started, Rockley Music, in Denver, Colo. Rockley, along with his wife Nina, expanded the products they carried while he focused on growing the guitar department.

The store remains in the building that his father built. Even as a kid, Rockley contributed to the business, including the store’s logo. Over the years, he noticed with pride that the store became a hub for guitarists and students alike.

prises, and over the course of his career with Genelec, he won numerous Rep of the Year awards in both Genelec’s professional and home audio divisions. With a true passion for audio, Chafee tuned and calibrated more than 300 recording studios, home theaters, mastering rooms, sound-reinforcement systems and commercial movie theaters, as well as served as an audio consultant for the Audio Engineering Society Convention’s Special Events Room.

“Mike was an amazing friend for 36 years,” stated Lisa Kaufmann, Genelec Inc. managing director. “Mike was always there for me personally and professionally, and he knew me like very few people do. He never asked for anything except to be my friend. I’ll miss him singing to me. I loved Mike. Just seeing his big smile, that infectious laugh, his ponytail. He was truly one of a kind, and a standup guy — and one of the best salespersons I ever knew!”

Will Eggleston, Genelec Inc. marketing director, echoed Kaufmann’s sentiments: “I first met Mike in the mid-1970s.

Words alone cannot express the meaning of a friendship with Mike. You had to live it. ... Rest forever in peace, Mike.”

MUSIC & SOUND RETAILER

13

Note From Joe

ADVERTORIAL • AUGUST 2020 • NAMM.ORG

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

On behalf of the NAMM team and our volunteer Board

We thank you for your past support and would appreciate the

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

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

appreciation for your membership and involvement in the

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

NAMM community. We recognize and share the difficulties

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

created by our current global health crisis and remain

is here to connect any time!

committed to supporting our members through this trying time.

Joe Lamond NAMM President and CEO

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

Angela Gammon, Owner • Third Rock Music Center

EVENTS & WEBINARS

GLOBAL COMMUNITY

OPPORTUNITY

Uniting and supporting our global industry via digital events and webinars

Maintaining our community through networking sessions and more

Matchmaking between buyers and sellers within the music products industry

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

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

EDUCATION

ISSUES & ADVOCACY

RESOURCES & TOOLS

Virtual education programs to provide strategies for business

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

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

NAMM membership is like having business insurance.

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

PRODUCT

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Not So Sleepy Hollow

PRS Guitars introduced the SE Hollowbody II Piezo, its first piezo-equipped instrument in the SE Series. The SE Hollowbody II Piezo combines the clear, resonant tone of a hollow-body instrument with the power and stability of a solid-body electric guitar, stated the manufacturer.

Constructed with a maple top and back with mahogany sides, the SE Hollowbody II Piezo offers a balanced voice with light shimmer and snap. The 58/15 “S” pickups deliver a clarity that sounds big and musical in a hollow-body platform, stated the company.

MSRP: Contact company Ship Date: Contact company Contact: PRS Guitars, prsguitars.com

Can’t Let It Go

Hal Leonard has expanded its “Music Activity Book” series with a new edition featuring the songs and artwork from Disney’s “Frozen” and “Frozen 2.” Designed as an introduction to music, these full-color activity books feature songs, games, puzzles, and other music activities designed to spark a lifelong interest in singing and making music. The songs are arranged in simple melody format with lyrics so they can be enjoyed for singing and/or playing on any C instruments, including piano and guitar. The books cover the basics of explaining the music staff and notes, as well as counting, rests, ties, dynamics and more, all done in age-appropriate ways, stated the company. Concepts are reinforced with games, coloring pages, crosswords, mazes, review sections and more. An answer key is provided at the back of the book. Songs include “Let It Go,” “Do You Want to Build a Snowman?” “Into the Unknown,” “Lost in the Woods” and 13 others.

The book features 72 full-color pages of content.

MSRP: $19.99 Ship Date: Now Contact: Hal Leonard, halleonard.com

Keys to Success Catch the Soundwave

Flight announced the Soundwave Pickup System, a ukulele pickup system that uses new technology to place control of the preamp and various effects at the fingertips of the player, whether the ukulele is plugged into an amplifier or not. It amplifies a ukulele from inside the instrument. Reverb, delay, chorus and volume can be controlled with dials on the side of the ukulele. When the ukulele is plugged into an amp or PA system, the EQ and effects bypass the interior system and send the effects through the output jack. Flight offers the Soundwave Pickup System on the Sophia and Diana models, which are higher-end solid-top spruce and cedar ukuleles with laminated walnut back and sides, available in concert and tenor sizes.

Flight has also introduced the Soundwave pickup system as a standalone product that can be purchased and installed in any ukulele.

MSRP: Contact company Ship Date: Contact company Contact: Hal Leonard (Flight’s U.S. distributor), halleonard.com

16

IK Multimedia expanded the iRig Keys 2 series of mobile MIDI keyboard controllers with the addition of the iRig Keys 2 Mini. It features 25 mini keys for backpack portability or use in a small studio workplace and is designed to inspire on-the-go creativity. DJs, beginner laptop musicians and anyone looking for a high-quality mobile solution can use it to trigger analog synths, create beats on a smartphone or tablet, control a DAW and much more, stated the manufacturer. The iRig Keys 2 controller series, which also includes iRig Keys 2 (37 velocity-sensitive mini keys) and iRig Keys 2 Pro (37 full-size velocity-sensitive keys), offers new ways to connect and control, updated compatibility, and a sleek look. In addition to offering laptop and desktop compatibility, each of these ultra-slim MFi (Made For iPhone) controllers connect directly to iPhones, iPads and most Android models. They also include a dedicated audio output to connect speakers or headphones, especially useful with newer iPhone/iPad models without headphone outputs, stated the manufacturer.

MSRP: iRig Keys 2: 129.99; iRig Keys 2 Pro: $149.99 Ship Date: Now Contact: IK Multimedia, ikmultimedia.com AUGUST 2020

SEE HEAR CONNECT

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PRODUCT

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Secret Code

Bourns Inc. introduced Model PEC11H as an extension to the company’s rotary encoder product line.

Bourns engineered its Model PEC11H encoder with a ball/spring design that provides a strong, positive detent feel, stated the company. It satisfies increasing end-user demands for more noticeable and smooth tactile feedback in a broad range of applications that require a rugged menu-select encoder such as in professional audio and lighting, low/medium risk medical, test/measurement and lab equipment, industrial automation controls and consumer white goods, added the manufacturer. It also features quadrature output with a 100,000 rotational cycle rating and a –25 °C to 70 °C operating temperature range.

It is is RoHS compliant and has an IP 40 dust seal rating.

MSRP: Contact company Ship Date: Now Contact: Bourns Inc., bourns.com

Premiere by Hite High Performance.

Modest Price.

Setting the Benchmark

For tours, theatrical production companies, houses of worship and AV professionals, VocoPro launched its Benchmark-Dual and Quad systems. These touring-grade true diversity wireless systems feature antenna distribution systems and two active directional antennas. The Benchmark-Dual/Quad systems are ready for the harshest touring environments with true diversity receivers, natural-sounding handheld microphones, antenna distribution systems and two active direction antennas, stated the company. Both systems come packaged in an ABS flight case with an included floor stand for the antennas. The wireless microphones feature 600-foot range (line of sight).

MAP: Dual System: $1,499; Quad System: $2,199 Ship Date: Now Contact: VocoPro, vocopro.com

Imagine the possibilities!

For the student player, professional results are within reach with Hite Premiere mouthpieces.

Popular as “step up” mouthpieces for players who would benefit from better mouthpieces but are put off by higher prices, these personally

KAT’s in the Cradle

KAT Percussion introduced The KT-200, featuring a new look — a black and charcoal combination — plus new features. Designed to be a professional electronic drum kit, but easy to set up and use by a beginner, it comes with 232 built-in, hyperreal drumsounds featuring French DREAM’s sampling technology to record the sound of real instruments.

MSRP: Contact company Ship Date: Now Contact: KAT Percussion, katpercussion.com

hand-crafted and finished mouthpieces deliver exceptional

over

performance and value.

www.jjbabbitt.com

18

AUGUST 2020

PRODUCT

The Great Bamboo-no

Luna Guitars introduced the Woodland Bamboo Dreadnought acoustic guitar, the latest addition to its Bamboo Series of exotic instruments. It offers a laser-etched leaf design around the sound hole and smooth ripples along the natural bamboo body, all with the warm sounds and room-filling output one would expect from a full-body guitar, stated the company. It offers 100-percent renewable bamboo as a foundation for excellent acoustic tone.

The rich sustain of this flat-top dreadnought is enhanced by set-neck construction with dualaction truss rod. The sturdy mahogany neck (25 1/2-inch scale)

Take Cntl

Electro-Harmonix introduced the Cntl Knob, which lets a player set two preset values that represent two positions of a traditional expression pedal and toggle between them with its footswitch. The Cntl Knob’s EXP 1 Knob selects the first expression setting and the EXP 2 Knob the second. On both, fully CCW corresponds to the heel position while fully CW to the toe position. A TRS+/- Button matches the expression polarity of the Cntl Knob to the product being controlled and ensures maximum compatibility with pedals by all makers.

Street Price: $39 Ship Date: Now Contact: Electro-Harmonix, ehx.com MUSIC & SOUND RETAILER

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adds to the warm, mellow tone, while the C-shape provides a comfortable playing experience for chording and soloing.

Luna added signature touches with pearl Moon Phase inlays on the fretboard and the delicately designed rosette.

Street Price: $259 Ship Date: Now Contact: Luna Guitars, lunaguitars.com

PRODUCT

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Meredith’s Capo

As a celebration of its owner and president, Kyser Musical Products Inc. has created a custom capo to encapsulate Meredith McClungAttebery’s leadership for the company and for the music industry as a whole. Kyser is currently commemorating its 40th anniversary, looking back to its founder Milton Kyser. Because of McClung-Attebery’s commitment, Kyser has created a customized capo tailored specifically to her. The “Meredith” Signature Quick-Change Acoustic Guitar Capo will be an exclusive Candy Teal edition stamped with her silver signature, featuring an innovative low-tension spring as a reflection of Kyser’s evolution. In line with the anniversary capo series, the Meredith capo boasts many features characteristic of the Milton capo, which was designed for her predecessor and great-uncle, Milton Kyser. The limited amount being made was inspired by the company’s 40th-aniversary year; there will be 2,020 Meredith capos manufactured, provided with certificates of authenticity hand-signed by the women of Kyser who lead the charge in handcrafting all of the company’s capos.

MSRP: Contact company Ship Date: Contact company Contact: Kyser Musical Products, kysermusical.com

Mic’ed Up

Peavey Electronics’ Microphone Desktop Tripod Stand is foldable and intended for stepping up audio quality during remote conferencing, recording and/or podcasting. It’s portable and versatile, with a clip that’s compatible with most popular handheld microphones.

Now users can position their preferred mic on their desktop exactly where they need it, so they can be heard clearly and professionally. When not in use, the Microphone Desktop Tripod Stand folds up easily for storage, stated the company.

Packed up, it weighs about 17.5 pounds for easy transport, and measures roughly 21 inches high by 16 inches wide and 10 inches deep.

MSRP: $19.99 Ship Date: Now Contact: Peavey, peavey.com

20

Moments to Cherish

“Stolen Moments” is a book of photography by Harold Sherrick featuring musicians and other notables including Neil Young, Mick Jagger, Sting, Bono, Sheryl Crow, Quincy Jones, David Bowie, Tori Amos, June Carter Cash, John Entwistle, Joe Walsh, Ringo Starr, Ray Charles, John Fogerty, Tom Petty, Chrissie Hynde, Pete Townsend, Stevie Wonder and others. With forewords from Morley Bartano and Clem Burke, “Stolen Moments” documents nearly 30 years of music history. Sherrick has been documenting the Los Angeles popular music scene with his still photography since 1980, and his reputation for excellence has steadily grown.

MSRP: $75 Ship Date: Now Contact: Genius Book Publishing, geniusbookpublishing.com

The Clear Choice

Manhasset Stands added the #2019 Clear Shield to its line of polycarbonate stand products, which includes the #2000 Acoustic Shield, the #4701 Clear Desk Symphony Stand and the #2050 Clear Conductor Stand. The new model Clear Shield provides a barrier for schools, orchestras, choirs and many other uses.

Features of the #2019 Clear Shield include a large 24-inch-by-24-inch polycarbonate Clear Shield that provides a protective barrier, Manhasset Symphony Base for maximum stability and Manhasset Symphony Shaft with Magic Finger Clutch to allow easy adjustment to the Clear Shield’s height without having to secure a knob. Attachment to the Shield’s base plate is quick and easy. It is made in the USA with a lifetime warranty program and is available in three-packs in cost-efficient packaging, stated the company.

MSRP: $539.95 for three shields Ship Date: Now Contact: Manhasset Stands, manhasset-specialty.com AUGUST 2020

NAMM U VIRTUAL SUMMIT OFFERS PLENTY OF TIPS AND ADVICE FOR YOUR MI BUSINESS

By Brian Berk

It is well known that Summer NAMM could not take place in Nashville, Tenn., last month. But that does not mean the education sessions had to stop. With this in mind, the NAMM U Virtual Summit took place, with plenty of practical tips for MI retailers both during the COVID-19 pandemic, as well as during a post-pandemic world.

Although some lessons can be learned from the past that can be applied today, we are “traveling down a tunnel and don’t know where the end is” regarding COVID-19’s effect on retailers, said futurist Doug Stephens, who on July 7 delivered the NAMM U Virtual Summit’s keynote address titled “The Future of Retail in a PostPandemic World.”

Stephens, known as the “Retail Prophet,” noted that the only real correlation to today was in 1918, when the Spanish Flu pandemic infected an estimated 500 million people worldwide. Although it struck with full force in 1918, it wasn’t until 100 years ago, 1920, until the economy tanked, noted Stephens. And it took five years to recover economically.

“This truly is unprecedented,” Stephens told NAMM president and CEO Joe Lamond during the online Zoom event. “Plan for the worst scenario. We do not know when the vaccine will come. It could be this fall.

It could never come.” Pointing to the unpredictability of the current moment, Stephens posed the question “What if this is an extended normal and not the new normal?”

Hopeful, Lamond asked Stephens how MI retailers can survive during the period taking place now until the date a vaccine is a readily available.

“My assumption is it will be 12 months until there is widespread availMUSIC & SOUND RETAILER

ability of a vaccine,” said Stephens. “The economy will run at 70 to 80 percent [capacity] during this time. This may not seem bad, but the problem is expenses cannot go down any more [for retailers].”

The Canadian futurist added that COVID-19 attacks businesses the same way it attacks humans, by seeking out weaknesses and looking for “underlying conditions.” But as a business, there are ways to fight back. One way is make appointments for customers to visit MI stores. “People who come to the store for an appointment are serious and closing rates are high,” Stephens said.

Another way to boost business is to tap into the entire world that is available not just for sales, but lessons as well. “Your market is the world now,” said Stephens. “You can have lessons with people as far away as Asia and Africa.”

Taking advantage of current trends is another approach retailers can take, he stressed. One is the need consumers have today for distractions from the negatives being posed by the world. “Music is a beautiful form of distraction,” relayed Stephens. “The good news is you are in the right category. You are not selling men’s watches right now.”

Confidence in online shopping is another major trend. “We tend to get mired in the now. COVID-19 has been a catalyst to drive music retail into

the digital era,” Stephens stated. “It can be seen with online grocer y shopping. Eighty-five-year-olds are now ordering groceries [online]. And a study revealed 63 percent of consumers said they will buy online groceries moving for ward.”

Above all, MI retailers must make sure they do what they are best at, as opposed to trying to do everything for everyone, Stephens stressed. And retailers can no longer say their “business does not play well online.”

“Your value has to be cr ystal clear,” he said. “Consumers always wonder if they can get the same product online.

You must specialize in an experience far and away better than what a consumer can get elsewhere.”

Stephens cited Norm’s Rare Guitars as an example of a retailer providing a special experience. “It is all about the experience. I watch Norm’s videos all the time,” he said. “You have to be at the level of your game where you become notorious.

“Make customers feel they are part of your culture,” added Stephens.

21

‘“If you are exactly like everyone else, you are ignored. ... Pick a single point where you will develop a difference and just do it.”

“We are able to do things together and make mistakes together. We are making people's lives better.”

— Saul Friedgood

“Make them part of your brand. Indoctrinate them in it.”

Successful retailers and brands during the COVID-19 pandemic are ones that focus on the customer first and foremost, continued Stephens. “What can you do to make customers feel better instead of thinking about making yourself feel better?” he asked.

Although the world is of course suffering from a terrible pandemic, Stephens concluded on a high note, revealing that he believes the future looks bright for retailers post-COVID-19. “There will be a period of prosperity following the crisis,” he said. “People will want to reward themselves for surviving the crisis.”

In the meantime, look for opportunities that are presenting themselves now but may never do so again. The “Retail Prophet” cited the story of Adolph Zukor, a Hungarian who immigrated to the United States as a teenager and bought movie theater chains as they were dying during the 1918 Spanish Flu Pandemic.

The move was a huge success, and he later became one of the three founders of Paramount Pictures.

“He saw an opportunity. There could be opportunities in front of us right now,” concluded Stephens. “It takes a lot of courage to lift your head out of the bunker [and make such a move].”

Knowledge Alone Is Not Power

The second day of the NAMM U Virtual Summit on July 8 kicked off with author Scott McKain, who discussed “How to Stand Out in the New ‘Next.’”

Although it is natural for people and businesses to simply try to get through the pandemic, McKain stressed that retailers cannot take this approach.

“What we do now will determine our degree of success in the future,” the author of “Create Distinction” stated during the webinar. “The worst choice you can make is to hunker down and

22

“What is the ultimate experience a customer can have? What if everything went exactly right? What specific steps do we need to execute to make it work this way?

What are the roadblocks that prevent us from achieving it? And am I providing the tools for how it is done?”

— Scott McKain

pull the covers over your face.”

Instead, McKain advised MI retailers to focus on why customers would choose their store versus the competition. “If the customers can see no difference between you and the competition, they have no choice but to choose on price,” said McKain. “What makes you stand out? … If we perceive ourselves as a commodity, it is a selffulfilling prophecy.”

To help MI retailers differentiate themselves from competitors, McKain presented the “Four Cornerstones of Distinction.” No. 1 on this list is Clarity.

“You cannot differentiate what you can’t define,” asserted McKain, who was also a breakfast session speaker at The 2020 NAMM Show. “You must be precise about what you are. You must be equally precise about what you are not.” He added, “If you are exactly like everyone else, you are ignored.”

McKain advised MI retailers take three steps now to create clarity. The first step is to “create a clarity statement for every action.” “Be so clear about what you do that you can define it six seconds,” McCain advised. He offered the following example: “Steve Jobs said: ‘Apple is insanely good products.’”

The other steps are to “consider clarity in all your efforts” and “reconfirm with your customers/prospects and be certain they are clear on all aspects.”

The second Cornerstone of Distinction is creativity. “It is not about being different just to be different,” relayed McKain.

“Creativity is about finding unique ways to serve your customers.”

The author provided an example of the Taylor family, founders of the Enterprise rental car brand, as a company that created distinction with its “We will pick you up” campaign. “Instead of having to go to get your rental car, they said they will come to you,” said McKain. “Jeff Bezos also did that. He said people do

not have to go to the bookstore to get their books.”

When trying to differentiate oneself, McKain stressed that retailers should not try to do too many things at once. “Pick a single point where you will develop a difference and just do it,” he said.

Communication is the third Cornerstone of Distinction. “We are a culture of story junkies,” stated McKain. “It’s the single area of communication all age groups share. Everyone loves a great story.”

McKain encouraged MI retailers to write a story, but said it should not be about themselves. “Write a story about how a customer improved his or her life as a result of your efforts,” he said. “Create a story that hooks people. That’s what engages people. Make them the hero, not you.”

Customer experience focus in the final Cornerstone of Distinction. McCain advised retailers to answer the question “What is the ultimate experience a customer can have?” McKain stressed that the customer experience goes well beyond the MI store owner. “Customers could be thinking of an employee, not you,” he said. “Every person on your team is the CEO in charge of the customer experience.”

Unfortunately, retail employees do not always provide the best customer experience they can. However, they are much more equipped to provide a positive customer experience with proper training and strong messaging about what sets your store apart. “A fairly recent National Retail Federation survey stated that 70 percent of frontline employees cannot answer why customers should buy from their store instead of the competition,” revealed McKain.

McKain continued that retailers should do the following now in order to ensure the best customer experience: “Ask, ‘What if everything went exactly AUGUST 2020

“People are getting really used to [live video.] Use it as a way to connect to the audience. It is a great way to build trust.”

— Jenn Herman

“Building a following is critical.

Social media and podcasting are a great way to do so.”

— Larry Bailin

“There could be opportunities in front of us right now. It takes a lot of courage to lift your head out of the bunker.”

— Doug Stephens

right? What specific steps do we need to execute to make it work this way? What are the roadblocks that prevent us from achieving it? And am I providing the tools for how it is done?’”

Simply stated, “the goal is the ultimate customer experience for every customer; for every prospect; for every time.”

“Whoever said knowledge is power got it all wrong,” concluded McKain.

“If that were true, colleges would have the most power, which is not the case.

It is the application of knowledge that is power.”

Video Killed the Radio Star

The NAMM U Virtual Summit shifted to another important topic with its July 9 keynote presentation of “New Marketing and Social Media Strategies for 2020.” This webinar featured a tag-team effort by Jenn Herman of Jenn’s Trends, known as “the world’s forefront blogger on Instagram marketing,” and motivational business speaker Larry Bailin, both veterans of past NAMM shows.

Bailin stressed that the fundamentals of how we market has not changed due to the COVID-19 global pandemic.

However, businesses were unprepared once the pandemic hit. “Everybody’s got a plan until they are punched in the mouth,” said Bailin, citing a quote from famous boxer Mike Tyson. Although they may have been caught by surprise, that does not mean MI retailers cannot still make significant changes to improve their websites and social media platforms, Bailin relayed. “We have been given a rare opportunity to be great,” he said.

Herman has seen a lot of changes in social media strategies since the pandemic hit. She has seen companies who have hardly posted any updates for years subsequently offer plenty of posts.

“The pandemic really heightened the need for social media,” she said. “People

MUSIC & SOUND RETAILER

had time to be online and post as much info as possible, but that can backfire because it is too much information.”

Instead, Herman advised retailers to instead give customers exactly what they want on social media. “It could be education, entertainment or resources,” she said. “If the customer wants it, you need to give it to them.”

Herman stressed that social media cannot simply be used as a way to sell products. Customer ser vice is one big goal retailers must accomplish on social media. She provided an example of when she arrived at an airport in Canada, only to find her suitcase had been destroyed, including the wheels badly damaged. The only way to find a remedy for the problem was by contacting Air Canada on social media.

Live video on social media is extremely popular today and can pay great dividends for retailers as well, Herman revealed. “People are getting really used to it,” she said. “Use it as a way to connect to the audience. It is a great way to build trust with the audience.”

She provided The Music Store in Mesa, Ariz., as an example of an MI retailer doing mini lessons for its viewers on social media. “People are learning things from the mini lessons and will want to sign up for [full] virtual lessons,” said Herman.

Do not be afraid to ask people a question on social media and look for responses. She cited a post from Mrs. Miracle’s Music Room as an example of this done right. The post read: “Had fun playing ukulele with my 16-year-old daughter today. She taught me E minor and we played ‘Riptide’ and ‘Saturday Sun’ by Vance Joy. Have you been beginning or learning an instrument?”

Another great approach on social media is to create a Facebook group for your audience, which is not focused on selling instruments, Herman said. “It

could be retirees in your town who may want to play instruments,” she noted.

Bailin added that retailers must adapt to changing times, not the consumer.

“Building a following is critical,” he said.

“Social media and podcasting are a great way to do so.” Bailin encouraged retailers to be proactive about building their social media followings. “You have to go and find people,” he advised. “You cannot sit with your fingers crossed.”

Picking up on the previous conversation, Bailin said video is expected to be 80 percent of all internet traffic by the end of 2020. TikTok is the hottest video product today, boasting 80 million users, including 30 million in the United States.

“TikTok is an amazing video editor and super-simple editing platform,” said Bailin. “It is a wonderful platform to create content. The videos you create can even be used if TikTok goes away.”

“Goes away” could either refer to TikTok losing popularity in the future, like the once-popular video platform Vine, or the possibility that the U.S. Government could ban the platform due to alleged concerns regarding the Chinese government’s access to user information. “The government could ban it, but until it does, use the crap out of it,” Bailin advised.

Picking up on TikTok, Herman said “bite-size” video content is really picking up steam on social media. Even if TikTok were to be unavailable to U.S. users, others will copy the idea. (Unsurprisingly, Facebook/Instagram already has announced its own TikTok competitor: Instagram Reels.) Herman also pointed to private video calls, augmented reality and virtual reality as trends that could change the social media landscape.

Overall, Herman recommended MI retailers “post with a purpose” when it comes to social media. “Do not wing it and hope it works,” she said. “All posts (continued on page 40) 23

T RIBU T E

Remembering

Greg Bennett

By Ravi Hutheesing I am grateful to the Retailer for enabling me to share tributes to those who deeply impacted my career. Today, I remember Greg Bennett, a man who shaped the guitar industry both literally and figuratively. Greg died from cancer on June 20 at the age of 69.

He was the talented guitar luthier behind 250 models of “Greg Bennett Design”

guitar design, sales and marketing. As I began to learn about Greg’s guitars, I

fretted instruments for Samick Music Corp. (SMC); the maker of Franklin fine-

realized that it was his same eye and commitment to “the line” that made the

leather straps and the Glider rolling capo; an MI marketing guru, having held

body styles so graceful. What was equally striking was that his guitars sounded

high-level management positions at Guitar Center, Washburn, Gibson, Kaman

as tasteful as they looked, much like Greg himself when finger-picking a tune.

and Tascam; and a truly accomplished finger-style guitarist. Greg was the rare

After a late lunch at his house, he took me back to my hotel. We had not

breed of industry businessman and gifted artist.

planned to resume before the following morning, but as I got out of his car, he

No brand fostered my growth in MI more than Greg Bennett Design. In 2004,

invited me to join him and his wife, Sharon, for dinner. Our conversations ran

I was asked by SMC to be the official clinician for the electrics in their new

deeper as we explored geopolitics, history, psychology and philosophy; Greg

guitar line (Greg himself did the clinics for the acoustic models). The com-

was quite the philosopher. He could quote Plato and Aristotle as needed, but

pany’s interest in me was sparked by my very first column in the Music &

his own conclusions about human behavior and the science of what motivates

Sound Retailer, “Dream Makers,” in which I expressed concern about a child’s

people stood on their own.

musical dream being fostered by a big-box retailer. My role in this industry has

It only took two days with Greg for me to acquire an education that would

always been to advocate for the independent retailer, and as it turned out, Greg

enable me to build a multi-year career aimed at helping independent retailers

believed in that as well — his guitars were to be sold exclusively through inde-

prosper. That is the benefit of learning from a master. I am certainly not alone,

pendent music stores. We could not have been more philosophically aligned.

as everyone liked and respected him. No smart person would miss the chance

When I agreed to what became a busy three-year “Live the Dream” clinic

to pick Greg’s brain. He was scholarly, passionate and extremely humble.

schedule across the nation, SMC first sent me to Nashville to meet and get to

As Tony De La Rosa, former national sales and marketing director for SMC, and

know the man behind the guitars. I knew nothing about Greg at the time and

our mutual friend and colleague, recalled, “Greg was an artist, a visionary, a

was still very much an industry novice. However, it was immediately apparent

gentleman and a friend.”

how much depth there was to him and the vast amount of knowledge that he

Evan Skopp, president of Inside Track International and formerly of Seymour

could teach me.

Duncan who provided import pickups for Greg’s guitars, remembered him as “A

He was slender and elegant, always sporting perfectly styled flowing white hair

gentleman to work with, and there is no doubt he genuinely loved all facets of

with a slight wave. Often dressed in a blazer and jeans, Greg avoided carry-

the guitar: playing them, designing them, selling them and selling accessories

ing a phone or wallet because he was committed to maintaining “the line,”

for them.”

the seamless outline of his frame from head to toe that otherwise would be

“The world and the MI industry have certainly lost one of the good guys,”

disturbed by a bulging pocket.

concluded De Le Rosa, and I completely agree. The halls of future NAMM

On our first morning together, we went to a local restaurant for breakfast. We

shows will be missing a valuable mind and dedicated professional. For me, I

did not talk much about guitars but really enjoyed getting to know each other.

will miss the person who empowered me to hopefully empower you. Rest in

Over the course of a couple of hours, our personalities gelled and a friendship

peace, my friend and mentor.

was born.

Ravi Hutheesing is a global keynote speaker and cultural catalyst, and the

Following breakfast, we went to his home to explore the individual models and

former guitarist of 1997’s pop phenomenon, Hanson. He welcomes comments

discuss how to best represent them. He taught me everything he could about

and questions at Ravi@RaviUnites.com.

24

S PEC I AL T O THE R ETAIL ER

The Importance of Ecommerce for Small MI Businesses

By Chelsea Walsh, eBay

The global pandemic has brought about significant challenges for America’s small businesses, the effects of which may be felt for some time to come.

Everything from supply chain to fulfillment, staffing and basic operations have been completely disrupted. And yet, America’s entrepreneurs have been astoundingly creative, resilient and dedicated as they look to remain connected to their customers and communities. For restaurants, this has meant offering to-go packages of ingredients so customers can make their favorite dishes at home. For retailers, including those in MI, it has brought about an emphasis on delivery, curbside pickup and, for many, a new or reinvigorated focus on ecommerce.

Ecommerce has obviously been an economic pillar for years, but the pandemic and subsequent national stay-at-home orders have changed the way shoppers purchase online, including what exactly it is they are shopping for.

Looking specifically at eBay’s MI category, there has been a tremendous surge in instrument pur26

chases since March; everything from pianos and guitars to drums.

There has even been a 60-percent year-over-year sales increase in DJ equipment. Interpreting that trend, a couple of things become clear: The first is that people are looking for ways to stay engaged and active at home, including with new or rediscovered hobbies; the second is that they are increasingly comfortable buying items online that they traditionally may have purchased in-store.

This represents a huge opportunity for retailers that might be looking for more ways to reach their customers. For those that already have an online retail operation, now is the time to lean in and bring more merchandise online, even some of those instruments and equipment that might typically be sold in person. eBay’s thousands of small businesses are shining examples of how leveraging their existing storefronts on the marketplace has supplemented sales when their brick-andmortar locations are closed, or in the early stages of reopening.

One seller, Rocky Schiano, who founded his store Streetsounds New York City in 1988, has been on eBay for years, and in today’s changing retail landscape, he relies on the marketplace even more alongside his own website to maximize his reach and customer base.

For businesses that do not already have an online presence, it can feel more daunting, but there are low-risk options available to retailers that need to get themselves established quickly. These small businesses, the ones that

had not previously implemented ecommerce, were at the heart of an initiative eBay launched in March called “Up & Running,” which helped to connect them with new customers. This included a free basic eBay store for three months, waiving selling fees for these new businesses and allowing them to sell up to 500 items for free. Plus, sellers received guidance and resources needed to run their business on eBay, including a suite of exclusive marketing and merchandising tools, customized brand-building features, discounted shipping supplies and more.

The tools for getting established online are out there, but regardless of whether or not business owners are seasoned online sellers or just stepping into the world of ecommerce, it is important to know it does not have to be an all-or-nothing approach that requires a massive investment or time commitment. MI retailers navigating the pandemic already have enough on their plates, and eBay sellers, for example, are encouraged to build their online inventory at a pace they are comfortable with. Just listing a few items can be invaluable not only in generating extra income, but increasing exposure to online shoppers who are looking for new brands that carry that one item that they have been hunting for.

Getting a foot in the door quickly is the most important part; then sellers can begin cultivating more robust offerings as they are able.

The beauty of marketplaces like eBay is they can be easily baked into an existing business strategy, including for the long-term

as businesses continue adapting and, eventually, thriving. Looking ahead, that online presence will be no less important. When life returns to normal after the pandemic, there will likely be a sustained shift in the way consumers and businesses approach retail. People who may previously not have purchased certain items online, or otherwise relied on the same big-box retailers, have realized they can find just about anything online, and often from a massive community of small businesses they can feel good about supporting. MI retailers should take full advantage of this evolving perception.

There is no doubt that the road back to business as usual will be long and with its share of obstacles, but America’s Main Street has already proven it is up to the challenge. As doors begin to open again, but under different and new conditions, it will be important for retailers to use every tool at their disposal and connect with the millions of potential customers online.

Chelsea Walsh is senior category manager, media and musical instruments for eBay, serving the company for 17 years. Her love for music developed very early in childhood. She grew up in a family with seven siblings, and her parents bravely embarked on countless summer road trips using music as a way to keep the peace, so her passion for music likely came from these adventures. In her adult years, she has continued to pursue music and travel, visiting 27 countries in the last 10 years with her husband.

AUGUST 2020

M SR SPEC I AL

The Future of In-Store Lessons?

By Brian Berk

Although online music lessons have been successful for many retailers, it is difficult to duplicate the in-person experience. But how do you ensure that in-store lessons are safe now and in the future? Rand Cook, co-owner of Santa Fe, N.M.-based The Candyman Strings and Things, has a solution that he thinks many other MI retailers can also replicate.

He calls it a hybrid between traditional in-store lessons and virtual lessons. Could this be the future of in-store lessons?

Last month, Candyman developed a way in two of its lessons studios to have students and teachers enter through separate entrances so that they never come into contact with each other. Students must wear a mask until they arrive in the studio, but can remove the mask once inside, allowing even for singing or woodwind and brasswind lessons.

“We looked at how we could restart inperson lessons, do so safely and reassure the public,” Cook told the Music & Sound Retailer.

“I started looking at our studios. We have four that are back-to-back. So, we decided to cut a 72-inch-by-36-inch hole in between two studios and put up a thick piece of Plexiglas. In two studios, we now have the ability to have people see each other in person. In a virtual setting, you can only see two-dimensionally. You cannot turn around to see where a teacher’s head is positioned. But with what we’ve done, the three-dimensional space is back. It is a lot easier to process the visual information that is coming through than a virtual lesson.”

This left one major hurdle to overcome: How do the student and teacher hear each other? “I came up with a very simple concept where we put a condenser microphone in one room and it feeds into a mixer that can feed the speaker on the opposite side of the wall and vice versa,” Cook explained. “When a student goes in, they are having a conversation through a PA system, but it is much more natural than the virtual world.”

This arrangement has been well received by both students and instructors. “We started in [mid-July], Cook said. “The teachers are thrilled with it, and the students are thrilled with it. It gives students the option to be in a safe, very clean space.” Cook noted that the student will have no or very little contact with anyone else up to and including the lesson.

The next challenge any MI retailer would face, however, is cleaning the studio once the student leaves. Cook explained how he tackled this problem. “We hired a specialist who is a customer of ours. His company specializes in getting rid of viruses,” said Cook. “Each studio has an airfree, filterless purifier that removes all particulate matter by using super heat. There are a lot of articles that [include evidence that] a temperature above 200 degrees [Fahrenheit] can kill the coronavirus. These purifiers heat the air up to 400 degrees, filter the air, recool it on the way out, and the result is all particulate matter is dead. These purifiers run 24 hours a day. [One] can cover the cubic size of the studio in about 15 minutes.”

To further ensure a safe environment, Candyman leaves a half-hour MUSIC & SOUND RETAILER

period between lessons — enough time to ensure that the room has been fully purified.

The Santa Fe store also performs surface cleaning of commonly touched surfaces. And every night, the store utilizes a hospitalgrade fogger disinfectant that it runs throughout the lesson room. The lesson room is also vacuumed so it is ready for the next day. The cost of all the work, including the filtration devices and fogging machines for both studios: $3,000.

Once the COVID-19 pandemic passes, Cook stated he will still offer the touchless studio as an “open option.” “When we move past this, we will have the option to operate studios individually from one another or as a conjoined ‘safe’ studio,” he said. “If that is where the comfort level is, great, we have that option. If

students just want virtual lessons, we have that option too.”

Despite plenty of lost MI business due to the lack of work for gigging musicians, demand for music lessons has been robust, mostly because people have run out of things to do during the pandemic. “Music is one of the things that will prevail during this whole mess,” said Cook. “People have a lot of time on their hands. More and more people will be turning to music, because it is something they can do safely in their own space,” relayed Cook.

The co-owner of The Candyman Strings and Things personally can’t wait for the global pandemic to end, for all of the obvious reasons of course, but also so actor Idris Elba, who came into the store in March 10 while filming a movie, can return. “I took a picture with him and put it all over Facebook,” said Cook.

“Super nice guy. He hung out for 45 minutes and bought a Fender Player Strat, a DJ kit and a couple of other things. I am sure we will see him again. Production on the movie should continue once we are on the other side of this [pandemic].”

Cook said he is happy to answer any MI retailer’s questions about how the lesson room install was completed. He can be reached at rand@candymansf.com.

27

M S R SPEC I AL

The search is on. Gibson on July 14 began one of the biggestever treasure hunts in the MI industry, searching for its missing shipping ledgers from 1959-1960, which disappeared decades ago from its archives. The prize for the person who finds and returns the ledgers to Gibson: $59,000.

Of premier interest in these missing ledgers is the 1959 Les Paul Standard, one of the most storied guitars in the history of guitar making. Only 643 Les Paul

The Hunt Is on for Gibson’s Missing Ledgers Gibson is offering a $59,000 reward for the return of its missing shipping ledgers.

Pictured here are chief marketing officer Cesar Gueikian (left) and CEO JC Curleigh.

Standards were shipped in 1959.

Jimmy Page, Keith Richards, Eric Clapton, Jeff Beck, Duane Allman, Mike Bloomfield, Billy Gibbons, Joe Perry, Slash, Joe Bonamassa, Rick Nielsen and Jason Isbell are among those who have been known to play this guitar. “It has a deep, powerful sound, and you can use it to imitate just about anything: violin, sax, cello, even a sitar,” said Beck.

“As ledgers come, it is the most important one for us,” Gibson chief marketing officer Cesar Gueikian told the Music & Sound Retailer. “We don’t think it is a coincidence it is the one that is missing. [CEO] JC [Curleigh] and I are really focused on being great custodians of the brand. I was talking to Mat Koehler, [head of Gibson’s custom shop], about it six months ago. We decided to open this [search] up to the world instead of following leads. We thought this is such exciting news for the music and guitar community. … I think now is the right 28

time to launch the search and create the right incentive for our fans out there to look for these ledgers.”

“To find the original ledgers is to unearth knowledge of a pivotal point in America’s contribution to not only guitar manufacturing, but to rock and roll itself,” added Bonamassa.

Gueikian acknowledged he believes there is a about a 50-percent chance the ledger is recovered and returned to Gibson. “But [either way], I think it is a very exciting thing we are doing for the entire guitar community.”

“1959 was a really important year, not just because it was such a collectible year, but it is the genesis of our entire guitar collection and all the unique shapes we still make today,” Koehler told the Retailer. “It really is the DNA of who we are as a company.”

Surprisingly, Koehler revealed that Les Paul Standard guitars did not sell well in the late 1950s, leading to its discontinuation in

1960. The rarity of the guitar has led the value of Les Paul models of the era, specifically 1959 models, to skyrocket. “Guitars evolved into a different design entirely.

But then, famous players began to adopt [the Les Paul Standard],” said Koehler. “Famous guitarists, most notably Jimmy Page of Led Zeppelin, inspired others to play it, and eventually the model was brought back. 1959 was the when all the specs came together, and that is the most coveted year for collectors. The combination of quality and scarcity makes it a [valuable item].”

There are theories regarding when the ledgers were last seen.

Gueikian theorized it could go all the way back to 1979, when Gibson moved from Kalamazoo, Mich., to Nashville. He added that recovering the missing ledgers would allow Gibson to better learn the product mix it manufactured at the time, such as the Les Paul Gibson Doublecut, and other solid-body guitars, information

that would be contained in the ledger. “It will be the last piece of the puzzle to see what the product mix was back in the day,” said Gueikian. “We have semi-hollow and some other records from that era, but not solid-body.”

Despite ledgers missing for the 1959 Les Paul Standard, the guitar can be authenticated.

Gueikian stressed, however, that Gibson itself is really the only entity that can certify its guitars, with Koehler being one of the main people who does so. “You don’t go to a corner shop to buy a certified BMW. You go to an authorized BMW dealer,” related Gueikian. “If you are in the market for a 1959 Les Paul and you find one, you should send it to us. We have had folks who have been with us many decades in the factories, and I think there is nobody better than us to authenticate a real Gibson.”

As for the general process of authenticating a 1959 Les Paul, Koehler relayed, “Without those records, you really do not know for sure, but a qualified, vintage expert can tell the difference [between an authentic 1959 Les Paul Standard and a facsimile].”

Finding the missing ledgers can add another level of excitement via the auction market. Weeks ago, the guitar Kurt Cobain played on “MTV Unplugged” in 1993 sold for $6.01 million. Authentic AUGUST 2020

1959 Les Paul Standards — even those not known for a celebrity playing them — could fetch huge prices at auction. “The ledgers will bring authenticity to the collector world and to the industry,” said Gueikian. “It will bring excitement on one hand because of that, but it will bring a lot of disappointment as well [for those who do not have an authentic 1959 Les Paul Standard]. But values of the real guitars are going to go up. If you just look at the 1959 Les Paul and assume nobody famous ever played it, it is the most expensive guitar in history.”

What if the 1959 Les Paul were played by someone famous?

According to Gueikian, who stressed that this is only his opinion, “I can say with a high level of confidence that if Jimmy Page were to auction his No. 1 or No. 2 [guitar], they would auction for $20 million each, because of the name associated with it.”

“It’s no wonder that for the last 62 years, many of the top players, collectors and dreamers have dubbed the original Gibson Les Paul, produced in Kalamazoo Michigan by some of the greatest instrument builders, ‘the Holy Grail,’” added Nielsen. “It held an unparalleled value back then with a price tag of $245; today, the value is 1,000 times that, and, in some cases, worth so much more; [it is] monetarily, historically, artistically and most importantly … musically cool.”

Of course, Koehler hopes the missing ledgers are returned to Gibson. But either way, the “treasure hunt” will be fun and provide a lot of excitement for end users.

“It will steer those people who cannot afford an [expensive] guitar to buy our reissues,” he concluded. “Our custom shop makes them, so we can offer that vintage experience and emotional connection to our fans as well. So, it comes full circle.”

In addition to finding the missing ledgers, Gibosn is seeking to recover pre-1970 documents, blueprints an unique Gibson historical assets. Gibson is willing to evaluate relevant items and individual reward terms on a caseby-case basis. Gibson reserves MUSIC & SOUND RETAILER

the right to validate information and to authenticate materials as genuine articles prior to issuing rewards for pre-1970 items. Rewards may include cash, Gibson gift cards, instruments and experiences (conditions apply).

The following is the three-step Gibson validation request process for all items:

1. Send email validation request to: 59Ledger@gibson.com. Emails must include the following: a. Written description b. Photograph(s) and/or videos of the items c. Contact email and phone number 2. The validation email request will be reviewed within 15 busi-

ness days by the Gibson Historical Committee (GHC), comprising Gueikian, Koehler, director of brand experience Mark Agnesi and director of consumer services Jason Davidson.

3. Based on the GHC’s analysis, the submitting party will be contacted with next steps and instructions.

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5/7/2020 2:22:47 PM

FI V E M INUTE S W ITH

Evan Rubinson

CEO and President, Armadillo Enterprises Dean Guitars, Luna Guitars & ddrum

By Brian Berk

The COVID-19 pandemic has been difficult for manufacturers and retailers, to say the very least. But we asked Evan Rubinson, CEO and president, if he has seen positives during these times, if he is optimistic about the future and much more. Fortunately, optimism abounds in this interview.

The Music & Sound Retailer: Please tell us about your family, career, time at Armadillo Enterprises and music background.

Evan Rubinson: I grew up entrenched in music. My father, Elliott Rubinson, owned Thoroughbred Music, the third-largest music retail chain in the country at the time. I remember jumping up on a drum riser at one of his stores as a little kid and banging on the drums so loud that a sales guy came up to me and started yelling. At that very moment, my father happened to walk up, and I jumped off the riser into his arms … the sales rep’s face dropped. My mother would always joke about how mortified and apologetic he was for yelling at the owner’s little kid. I guess you could say that was my first foray into the music industry. When I turned 10 years old, probably because my father was such a phenomenal bass player, I really began to gravitate toward that instrument. I worked a full summer in his warehouse sweeping floors and moving boxes to get my hands on this metallic silver Dean Razor bass. After I got that thing, I was on cloud nine. I remember jamming to AC/DC’s “Back in Black” with my pops in the basement, and the Ampeg was so loud that my mom would just leave the house.

The Retailer: What is the greatest advice you have received?

Rubinson: Hands down the best advice I have ever received is to never make decisions off of assumptions. Unless you have something verifiable, never predicate your response on what you believe, what you hear or what people say.

The Retailer: Armadillo manufacturers and distributes a diverse product line, including Dean Guitars, Luna Guitars and ddrum. Tell us about your diversification strategy and if it is difficult managing the product line.

Rubinson: Armadillo Enterprises holds a myriad of brands: currently Dean Guitars, Luna Guitars and ddrum percussion. The diversity and complexity of these brands cannot be overstated, and that creates a lot of opportunity, as well as a lot of challenges to manage.

Each brand has a very different vibe and caters to a very different audience. Dean is a flagship brand with an iconic history, iconic shapes and iconic artists. Luna is a newer brand that has been met with immense success over the past 15 years, growing 680-percent the last six years. ddrum is an iconic electric drum brand, but we are not only returning to our roots with a focus on the electronic side of things, we have also been hard at work actively redesigning our acoustic line, starting with the all-maple Dios series. The unique nature of each brand enables us, as a company, to reach that many more people, who we are able to bring the gift of music to: artists, consumers and fans alike. It’s certainly a lot to manage, but I have a great team, and it’s well worth the effort. To boot, as a little sneak peak: I am starting a new brand that will be announced in 2021!

30

The Retailer: COVID-19 had a huge effect on all manufacturers and retailers alike. How have you gotten through these times?

Rubinson: We have been extremely blessed despite the terrible effects COVID-19 has had on families, their loved ones, businesses and the broader economy. Although we did suffer from some short-term manufacturing issues overseas, we had a great stock of inventory in place before coronavirus hit, and we have been able to remain open and fully operational throughout the entirety of this pandemic. We enacted appropriate health and safety measures early on, throughout the offices and warehouse, and fortunately, we have had no issues.

We have been one of the few musical instrument companies to remain open during these times, while also being able to adequately ensure the safety and integrity of our staff. This has not only been a blessing for our company, as it has enabled us to be hiring at this time instead of laying people off, but it has also been a blessing for certain dealers who have remained open and desperately need product to keep their shops alive.

The Retailer: During the height of the coronavirus pandemic, did you still see strength in some areas of your business? If so, what areas of the business? Did you see strength regarding people playing instruments at home?

Rubinson: I can tell you that our online business with retailers is booming right now, and that’s because we were able to recognize the paradigm shift toward ecommerce channels early on in the pandemic, and made the appropriate adjustments to our business model to better accommodate our dealers’ and consumers’ needs. We put forth a great deal of effort toward equipping our dealers with the tools to successfully navigate these treacherous waters, and ultimately find success online.

The Retailer: Are you optimistic about your business in what we hope will be a post-COVID-19 time in the future?

Rubinson: I am very optimistic for the future of Armadillo post-COVID-19.

However, I am also optimistic in the midst of COVID-19. Consumers and their demands do not dissipate, they merely morph. As long as I continue to work to understand how to better AUGUST 2020

serve my customers’ ever-changing needs and demands, there will always be viable ways to make things work. People are itching to get back out there and make up for lost time, but I believe we are in a “new normal,” and businesses and consumers alike are beginning to accept that concept and adapt to it. With that said, there is no online substitute for aspects of this pent-up consumer demand. Once retail stores begin to sustainably open back up, a rising tide will indefinitely lift all boats, but those that did the proper planning during COVID-19 will certainly emerge as standouts.

The Retailer: How about the MI industr y in general? Do you see a bright future and why?

Rubinson: The musical instrument industry is contracting every single year, year-over-year. My long-term view is that it is direly important that we — as an industry — create the next generation of players through teaching, and by creating better financial opportunities for artists. How companies choose to handle the continuing COVID-19 situation will certainly exert a big impact on the industry as a whole, as well.

The Retailer: What were some of the lessons you learned during the pandemic, and are there changes you will make permanently as a company based upon what you learned?

Rubinson: I always try to find the silver lining in things, so for me, COVID-19 was a tremendous learning experience in terms of driving greater company efficiency. I have a saying, “Necessity is the mother of all innovation,” and I believe that holds true here. Without being faced with some of the challenges and impediments that COVID-19 posed, we wouldn’t be able to run as efficient, lean and focused of an operation as we are today.

word out about your products?

Rubinson: This is a great question because it doesn’t just encompass tradeshows, but also concerts, tours, festivals and educational gatherings, as well. Everything changed with COVID-19, and a lot of it is how you adapt. I have refocused our marketing budgets toward categories that will yield the greatest benefits considering our current landscape. This includes empowering dealers with the tools and knowledge to utilize online platforms to their benefit, repositioning ad spends toward digital opportunities, working with key artists for unique content, and working heavily on integration between our PR firm and our internal marketing department in order to remain nimble to consumers’ and dealers’ needs.

The Retailer: Can you highlight some recent product launches your company has introduced recently and how each individual product stands out from the competition?

Rubinson: This year we released a few really eye-catching products for each brand. I’ll break it down: As for Dean, the induction of iconic thrash metal legend, Kerry King of Slayer, constitutes one of the most high-profile product launches for the Dean brand to-date. The 50-piece, limited edition USA custom run consists of the following: three-piece, maple, neck-through construction; high-intensity fiberoptic side markers; Sustaniac neck pickup; Kahler Kerry King signature tremolo; EMG Kerry King signature bridge pickup; EMG built-in pickup booster; hand-signed by Kerry King (continued on page 45)

The Retailer: Sadly, there has been no MI trade show since Januar y, and there are no more scheduled in the United States this year due to COVID-19. Therefore, how have you gotten the

MUSIC & SOUND RETAILER

31

M I SPY

Online Shopping in St. Paul I am still stuck in the MI Spy Cave. It’s a lot like the Batcave, except for … well, most things, like no Batsuit, no Batplane and no Batmobile.

I am just an MI Spy after all, not even James Bond, and certainly not Bruce Wayne. Unlike those guys, I get by on a shoestring budget. And according to my “best friend” The Chief, the budget will only decrease, not increase these days. So for the foreseeable future, I’ll just have my tactical tux (which is getting a little worn at the elbows, actually), the remote-control spy drone my mom got me for my birthday (which the Chief refuses to clear for mission use after a close shave with its propellers), and my rundown MI Spy Mobile.

But hey, we all can dream.

The only time I step out of the MI Spy Cave these days is to accept deliveries, like food (no, not lobster thermidor, but Lean Cuisines from the local supermarket). I stay up late these days. I’ve found that where I live, if you are not awake at 1 a.m., you are not getting a slot for a food-order delivery.

Of course, I also order alcohol, because every spy needs a drink now and again (or three of four really). Although, sipping Sam Adams beer in my sweatpants is not exactly the same as ordering martinis at a swanky club.

Speaking of pants, I have not had to think about ordering any new ones for months. Shirts (and if you’re feeling ambitious, jackets) are important for a Zoom chat. But pants? Not so much.

I’ve always suspected that the talking heads on TV are wearing suit jackets and ties paired with comfortable shorts, and I think we all can now confirm that to be the case from personal experience. My heart goes out to the pants industry for what I’m sure has been a steep drop in sales.

Fortunately for the musical instrument business, MI stores are open today in several areas of the country. Still, I wanted to play it safe for one more issue. I 32

will visit stores again in person for next month’s issue, but in the meantime, I’ll continue my digital sleuthing. This time, I made a very short virtual trip from Minneapolis to St. Paul, Minn. The following mission report is based on my review of five St. Paul-based music store websites.

Oh no! I think I overcooked my Lean Cuisine Swedish meatballs!

Enjoy the report while I tend to this important matter.

Capitol Guitars capitolguitars.com

Guitars, upfront and personal.

That’s what this website offers, and with a store name such as Capitol Guitars, that’s exactly the way it should be. Capitol’s website features lots of new and pre-owned electric guitars, acoustic guitars, bass guitars, amps, effects and pedals, and a variety of accessories. The labelling and descriptions, as well as the prices, are easy to read. The site also indicates which are demo models.

It’s a clean, colorful, welldesigned website with lots of tempting items and a variety of price categories. Each of the seven staff members has a photo and a set of “stats,” as if they

were baseball cards (and there is a photo of each guy playing his favorite instrument). The website also lists three instructors and has a photo of each, with a bio. The store also does lots of repairs, and the website enumerates this.

The store has a catchy blackand-white logo, and the overall design of the website is solid. I was surprised to see that the site doesn’t feature a “history” or mission statement, while many music store websites do have these.

Capitol’s site has a good ratio of photos to text; some websites are almost all photos with little information, while a few others have so much text that it’s bothersome to read through it all. For those customers interested in planning an in-person visit, it would help if they had a map link included on the homepage.

Mahler Music Center accordionheaven.com

I do not play the accordion, and have often regarded the instrument as a bit of a curiosity.

(I realize that I shouldn’t be so dismissive, accordion aficionados!

Sorry!) I can claim some admiration for the accordion thanks to someone who I believe is one the

most underrated musicians of all time: “Weird” Al Yankovic. Laugh if you must, but how many other people in the world have written such great song parodies? And if you attend one of his concerts — like I did pre-COVID-19 — there is no way you will not enjoy the costume changes and musical performances.

When you go to the website for Mahler’s, you are immediately greeted by three gorgeous accordions. I mean, these are beauties, and even a skeptic like me can see the appeal of these instruments. You want to learn how to play them, or at least hear them, when you come to this site. Each photo represents a category: piano accordions, button accordions, concertinas.

Apparently, accordions are not cheap: The piano types are all well over $1,000, and the priciest model clocks in at $14,995. A few of the button accordions are less than $1,000. The concertinas are the least-expensive types offered here.

The site includes an unusual “Legacy” section, featuring “The first and only Global Accordion Legacy Library,” which functions as an organization and research center. This is some serious stuff.

AUGUST 2020

The “Cover” page features eight videos of Ken Mahler playing cover songs on the accordion.

This is an excellent resource.

There are a few photographs of the store featured on the site, and one picture shows a statue of Snoopy with an accordion (the amazing Charles M. Schulz, creator of “Peanuts,” was a St. Paul native). It’s a cute touch, and a great bit of local flavor.

The website also has other items for sale that are related to accordions, such as accessories, sheet music, information about lessons for a variety of levels, blog posts and news about events.

It’s a thorough and very interesting website, but yeah, you have to be into accordions (or at least curious about them). Although their website certainly does make the instrument seem enticing.

Willie’s American Guitars williesguitars.com

You gotta dig this website for its retro look and “neato” graphics: Willie’s American Guitars has a design and color scheme that gives it an “American Graffiti”-era feel. There are lots and lots of guitars on offer here: new and used, highly collectible (and expensive), and some more modestly priced.

This is a fun website, but also geared toward serious musicians and/or collectors. Those with deep pockets, proceed.

Willie’s goes beyond the mainstay brands, with models such as Larrivee acoustic guitars, a used Airline electric and even more obscure items. I ogled a 1960s Danelectro Model 3923 Doubleneck and 1962 Kay Red Devil K592 that looked “gawgeous.” Nearly every guitar that is for sale has multiple photos and information provided. Prices (although gulp-worthy at times) are clearly marked.

Willie’s also sells mandolins, ukuleles (and not just the under-$100 models marketed to children), banjos, resonators and amps. It sells effects and pedals too, but these listings don’t have MUSIC & SOUND RETAILER

as much painstaking detail as the instrument listings.

In its “About” section, Willie’s mentions something that I hadn’t seen on other musical instrument websites: “If you’re investing only, buy the cleanest you can.” This is some frank talk, and tailored to a niche buyer. Overall, this website is eye-candy, but look carefully at the prices; these ain’t toys they’re selling.

Honeysuckle Music honeysucklemusic.com

Your MI Spy has been getting so used to seeing websites for musical instrument stores that show photo after photo of instruments, photos of people playing instruments, photos of store interiors, and other visuals.

Then I came upon the Honeysuckle Music site, and the one and only graphic featured is a store logo — a musical staff with a stylized “H” and a honeysuckle vine.

The homepage offers a few other details ... and that’s it. No other art, photos or the like. The instrument listings feature lots of textbased information: item number, description, company, price. But not one musical instrument listing has a photo accompanying it. I was surprised by this, to say the least.

Honeysuckle sells a wide variety of recorders (all different sizes, apparently), string instruments, keyboards and lots of sheet

music. But with no pictures of anything, it’s about as appetizing and enticing as memorizing information for a high school earth science test. Someone, please update and decorate this website!

Klash Drums klashdrums.com

You want drums? Klash has ‘em, and in droves. The store has its own custom drums and sets displayed on the homepage, and it also sells drums, percussion and all kinds of related accessories from major brands such as Gretsch, Ludwig, Pearl, Slingerland and others. Klash also stocks old and unusual percussion instruments from around the world (such as a vintage handheld cowbell for $19.99, and at that price, it is tempting for those of us who need more cowbell).

For drum aficionados, the Klash website definitely provides a learning experience and wide variety of instruments, both new and used. Most items have multiple photos, descriptions and prices clearly marked. But even though there are lots of curiosities and collectibles, they do carry items that span a wide variety of price ranges. Beginners and pros can find their way here.

The website is easy to get around, attractive and enjoyable to visit. It would have been nice to have photos of the actual store

and a “History” section. But for the most part, this website sticks to what it does well: drums and related items, well photographed and well laid out.

The Virtual Winner

Capitol Guitars has the best website among the St. Paul music stores that I virtually visited: very good inventory, good price range and a well-designed site. It is this month’s winner.

I did also like Mahler Music for its entertaining and informative presentation, but it is definitely meant to ser ve a niche audience. Willie’s American Guitars is ver y cool, but for many of us, this is a website that we can only pine over; the selection is too pricey for most. And Klash is certainly a great option for the drummer in you.

OK, now that my website search in St. Paul is over, it is time to kick back in the MI Spy Cave and watch some Batman movies. For what it’s worth, “The Dark Knight,” which recently celebrated 12 years since its theatrical release, is easily the best Batman movie ever produced.

(This is not opinion, but a fact.

I’m sorry.) Although, how many times can I rewatch that movie?

“The Dark Knight Rises” and “The Lego Batman Movie” would also be fine choices.

Stay safe everyone!

33

M AKI NG WAV E S

A Woman’s Touch at The Music People

Sharon Hennessey, Owner/Co-President

By Michelle Loeb Sharon Hennessey has been a major figure in the music industry for practically her entire life. Going from the boss’ daughter to a powerful executive in her own right as the owner and co-president of Conn.-based The Music People (TMP), Hennessey has blazed a path for women in the industry. The Music & Sound Retailer caught up with Hennessey to learn more about how her experiences shaped her role as a leader in the MI industry.

The Music & Sound Retailer: You grew up in the music business. How did those experiences af fect the way you do your job today?

Sharon Hennessey: Yes, I definitely grew up in the industry.

My father worked for Ovation Guitars. When we were younger, my brother John, who serves as co-president of The Music People, and I would go into work with my dad on the weekends and “play office.” So from almost as far back as I can remember, the music business has been a part of my life.

After attending my first NAMM Show in 1989 as a college student, I knew this was the industry I wanted to build a career in.

During this show, I experienced first-hand the passion and enthusiasm that is unique to the music industry. While you can’t “emulate” passion, so to speak, working in an industry that is inclusive, enthusiastic and forward-thinking has helped shape my role at TMP. The Retailer: What, if any, 34

challenges did you face coming up through the ranks?

Hennessey: Being a woman in a male-dominated industry can have its challenges. Walking into a boardroom of 12 men and being the only woman can be intimidating, and I had to learn how to navigate that new world. Luckily, I had several mentors, many of them male, sharing their wisdom with me along the way. Former Guitar Center (GC) president Larry Thomas taught me to stand in my truth and not to be manipulated. My father, Jim Hennessey, who founded TMP, shared with me his can-do attitude. “No” is not in his vocabulary, and watching him work over the years has been inspiring. After a few years, I recognized that there were “wings” there for me, I just needed to put them on.

The Retailer: How have you gone about proving yourself, and how has that experience made you better at your job?

Hennessey: I proved myself by initially trying to work harder

than anyone else. I was acutely aware that the perception of nepotism would follow me for some time, so I tried always being “there,” be it GC grand openings, meetings all day at every trade show, or flying and driving all over the country to meet with our customers, etc. I knew it was important to have an immediate and strong presence.

The Retailer: What was your perception of the role of women in the music industr y growing up? Do you feel that things have changed since?

Hennessey: Frankly, there weren’t a lot of women in management positions back in the day. Yes, smaller companies had husband-and-wife “teams,” but it seems that my generation has seen a much greater influx of women in managerial roles.

Obviously, that is not unique just in our industry, but in all types of companies — and I’d like to stress, for the better! I would also like to add that the music industry has always been ahead of the curve in terms of inclusion, as it has historically been open-minded.

I am extremely proud of the strong female leaders that are now running some of the big companies in our industry. We are heading in the right direction,

but we still have some growth to go though. Through mentorship, encouragement and programs like NAMM’s SWIM (Smart Women in Music) Fund, which supports the growth of women in the musical products industry, I know we will get there.

The Retailer: Have you had the opportunity to mentor other women in the industr y?

Hennessey: This is a twofold answer. Internally, we have strived to hire as many women as possible, and although I certainly offer advice and assistance by using my experiences, it never ceases to amaze what I learn from other women. I have always drawn on that to offer as wellrounded a perspective as possible when discussing challenging situations. Externally, what makes me proud is the number of times a woman has come up to me at a trade show and asked me my opinion on how I would handle a specific problem. This means so much to me that I have this stature and am respected like this in our industry. Additionally, I have been a strong supporter of SWIM, and during this past NAMM Show, I was excited to have one of SWIM’s scholarship recipients, who was attending the show for the first time, shadow me. (continued on page 45) AUGUST 2020

N OT YO UR AVE R AGE COL UM N

How to Lead During Uncertain Times

T

By Tim Spicer

As I type this article, COVID-19 cases are on a sharp rise again, jeopardizing public health and business stability across the country. By the time this article is published, confirmed cases could be declining, holding steady or exploding. Many businesses report that their employees are hurting, anxious and uncertain of their future.

This uncertainty brings focus to a multitude of challenges for business leaders. Americans hold out hope that life will soon return to “normal.”

The truth is, even after COVID concerns die down, history tells us that a new threat will arrive to increase pressure on businesses and personal lives. So how do we continue to stay positive and improve our leadership skills? How do we keep our businesses moving forward during times of uncertainty? The answer is simple, but the real-life solution is quite challenging.

The COVID-19 season has stretched and pulled us in so many different ways. It’s hard to picture what life was like before the pandemic.

It’s difficult to comprehend the stress and trials business leaders have consistently been through since early March. Business leaders across the industry have dealt with similar challenges of decreased revenue and constricted cash flow as they have attempted to keep their employees healthy and happy. How do we keep our teams moving in the same direction during a pandemic? How do we keep business moving forward when the entire world is shut down?

How do we keep our own sanity while we have to make difficult business decisions almost daily? These are all questions I’ve asked myself numerous times in 2020.

The truth is, we are smack-dab in the middle of a “100-year flood,” and there is no clear indicator of when things will ease up. As difficult as this season has been for all of us, it gives us a unique opportunity to learn, grow and improve our leadership skills. It forces us to improve the functionality of our businesses and look for new revenue streams. We will eventually come out of this pandemic with a better understanding of what it means to lead.

If this COVID season has made anything abundantly clear, it’s the importance of clear and consistent communication. Employee concerns about personal health, job dependability and income stability have increased abruptly. Initially, during the early stages of the COVID outbreak, I sent out updates to my team two to three times a week as we revised our business operations and updated our safety protocols. As things continued to unravel, I soon realized I was not communicating with my team often enough. The world looked vastly different each day in March and April, and employee concerns grew and spread quickly. Employees questioned the virus spreading and the uncertainty of state and business closures. I soon realized the need to release daily updates in order to reassure and educate our employees. During the onset of a crisis, employees are hungry for any information that pertains to their jobs and their near and distant future. Initially, I was so concerned about giving misinformation that I waited until I had complete answers before informing my team. Eventually, I recognized it was important to seize early opportunities to share all available

and relevant information instead of waiting to deliver the “perfect” message at a later date. This is especially true during a crisis, when information can change drastically each day and any perfect message could be completely wrong the following day.

It’s important to understand that communication is a two-way street. During a crisis, anxiety levels increase, tensions rise, and a simple staff disagreement can derail business strategies and team cohesiveness. Give your employees plenty of opportunities Often, one of to safely express their emotions in a controlled the last things environment. This can tamp down on employee gossip and unproductive conversations. Show business your employees that you care and have their leaders think of best interests in mind. The need for this became during times of evident with our team early on. Our employees had a lot of valid concerns as we were updating uncertainty is our business strategies. I needed to remember their own sanity. to slow down and listen during stressful times.

This simple step can have a serious impact on the Practically productivity of a team when we need them most. overnight, Remember to be realistic with plans, goals and timelines when communicating. In early March, I working hours often heard leaders call this a “brief” and “tempocan double rary” situation. I often heard things like, “This is a or triple. brief downturn in business,” and “We will bounce back quickly.” Although encouraging, this can be dangerous rhetoric when it comes to communicating with your team, as overpromising can break down trust and derail employee motivation.

True recovery is usually not a sprint; it is often a marathon across hills and valleys. Be encouraging about the future, but do so with realistic expectations. As plans change, clearly inform employees of the changes as soon as is feasible.

Often, one of the last things business leaders think of during times of uncertainty is their own sanity. Practically overnight, working hours can double or triple. I, like many others, spent almost all of my hours working on how to keep business and revenue flowing and failed to focus on myself enough. It’s easy to become overwhelmed at the sheer magnitude of daily decisions. Sleep can be sparse, diets can change and anxiety can rise sharply among leadership teams.

It’s important to remind ourselves of the importance of mental and physical health. It’s imperative to give ourselves enough time and attention to deal with rising anxiety so we can calmly lead our teams.

Overall, it’s important to understand that we are all in times of uncertainty together. We are all doing what we think is best. We are all working as hard as we can, and we are all making countless difficult decisions. The important thing is we keep trying. Don’t give up in times of uncertainty. Fuel those feelings and concerns into a will to improve current circumstances.

As I worked through this article, I realized I was speaking directly to myself. These are absolutely challenging times for those looking to lead with grace. I have personally struggled during this season and doubted my abilities. But it’s imperative that we don’t give up!

How are you holding up? Are there any leadership lessons that have become clearer to you since the news of COVID-19 broke? I’d love to hear what you’ve learned during this season. Feel free to reach out to me at tim@spicersmusic.com. Hang in there, friends!

35

SHINE A LIGHT

ALWAYS SOMETHING NEW AT OLD TOWN SCHOOL MUSIC STORE

By Michelle Loeb Old Town School Music Store sits tucked away inside the former Hild Library, an eye-catching Art Deco building from the 1930s that housed a WPA-era Regional Branch of the Chicago Public Library. But once customers enter the giant marbled foyer and turn right at the greeter’s desk, they are met with “a wall of glass that invites you into our intimate 1,000-square-foot sales floor,” said Tim Joyce, the store’s director of retail operations.

The store is part of the Old Town School of Folk Music, which has been fostering a love of music within the Chicago community since December 1957 and today offers hundreds of classes and workshops in music, dance and visual arts that ser ve approximately 6,600 students per week. Joyce works closely with the school, making sure the store is carr ying the books, accessories and instruments their students need, but that’s hardly the only customer base the Old Town School Music Store looks to ser ve.

“We have made a concerted effort to let the greater Chicago area, and the rest of the country, know that we are not just a store for students of the Old Town School, but a friendly place for anyone looking to start playing or take the next step,” Joyce explained.

Joyce and his buying team make sure the store is stocked with a large selection of instruments, gear, and accessories for the folk and world music communities, including many items that aren’t typically found in other Chicago music stores. “Whether it is vihuela strings, oud risha or hammers for a dulcimer, we pride ourselves on having the basics for local learners and players,” he explained.

36

The store also offers a robust rental program and a wide variety of repair services “ranging from a simple in-house restring and cleaning service to setup and major repair on stringed instruments and percussion done through local repair partners,” Joyce explained.

Regardless of what the customer comes in looking for, or what level of playing ability they may have, Old Town School Music Store is specifically designed to feel welcoming to all. That is something of particular importance to Joyce, as he recalls his own experience navigating the music scene in his youth.

“As a kid and a college student, I was always both endlessly fascinated by and a little intimidated by music stores,” said Joyce, who primarily played piano and guitar, in addition to being a self-described “home-recording nerd,” before joining the store in 2001.

“I think that plays a large part in my current desire to make sure customers always feel welcome and part of our community. When someone is new to this whole music thing, whether 13 or 83, we want to start them off with the most fun positive experience we can give them at the start of their music journey.”

Part of what makes the Old Town School Music Store welcoming is its design.

Joyce and the entire Old Town School Music Store team have thoughtfully created a space that is peppered with “unique seating areas for people to be able to sit and play,” he explained.

“The front of the store is open with low displays and two chairs and a coffee table, a great place to sit and pick or have a discussion with a classmate about which djembe

Old Town School Music Store 4544 N Lincoln Ave. Chicago, IL 60625 (773) 751-3398 www.oldtownschool.org Mon.-Sat. 11 a.m.-5 p.m.

Tim Joyce, Director of Retail Operations

AUGUST 2020

sounds more resonant,” Joyce continued. “You can try out a Pisgah on the rocking chair in banjo corner, or pull up a cajon that doubles as a stool to sit and try out an Eastman archtop with a Henriksen amp.”

Another major component of the Old Town School Music Store experience is customer service. Currently, the store employs eight people, whom Joyce describes first and foremost as “friendly folks who are also knowledgeable musicians.”

The fact that the store is part of a not-for-profit organization means that employees don’t work on commission and they are able to really focus on the customers and their needs. “That takes some pressure out of the discussion for us and the customer,” said Joyce. “We’d much rather counsel someone [who is] just deciding to learn guitar to rent an instrument and take a class than just sell them a guitar and send them on their way. We believe everyone is a musician, and our goal is to find the right solution for each customer’s situation.”

Joyce further encourages his staff to get into the mindset of their customers by doing what he did when first taking a role at the store: Join a group class in an instrument they don’t know how to play.

“We are part of the largest community music school in the countr y, and that is our best training ground for new employees,” said Joyce, whose own experience with the Old Town School of Folk Music has led to a love of the clawhammer banjo. “We have some of the best teaching artists in the countr y working here, and it is a chance to learn about the gear with a professional, but also a chance to see what it is like to be newbie surrounded by other people in the same boat. And it is an extremely fun way to learn about the school and how the store fits into the school community.”

That community has been altered somewhat as a result of the ongoing COVID-19 pandemic. Students at the school have had to adjust to Zoom-based lessons, while customers’ ability to browse, relax and play instruments within the store has been curtailed. Joyce and his team have taken on the challenge, not letting social distancing get in the way of good customer service.

“Not being able to touch and play an instrument before buying is definitely difficult from a customer perspective, especially when making a next-step instrument purchase,” said Joyce, who communicates with customers via email, phone and video chat. “We are trying to do as much as possible to take the uncertainty out of these types of purchases for people by sending additional photos and audio samples, and getting in an online chat to do some A/B-ing. And sometimes, it is really just about reassuring people that they are making a good choice on a purchase.

“We’re all learning how to navigate this new customer/retailer relationship, but for us, at its foundation, whether in person or over a digital medium, it is still all about listening, problem solving and teaching,” Joyce concluded. “Despite the long calls and extra time, having a new customer give us a repeat call a week later for more advice about the banjo they just bought makes it all worth it.”

MUSIC & SOUND RETAILER

The fact that the store is part of a not-for-profit organization means that employees don't work on commissions and they are able to really focus on the customers and thier needs.

“That takes some pressure out of the discussion for us and the customer,” said Tim Joyce. “We'd much rather counsel someone [who is] just deciding to learn guitar to rent an instrument and take a class than just sell them a guitar and send them on their way.”

37

V E D D AT O R I A L

OPPORTUNITY KNOCKS

In a sense, some aspects of the pandemic have favored us.

We have to take that advantage, though, and run with it.

By Dan Vedda

I have seen stores in our market cut hours, take vacation weeks and drive customers away. I know, because their customers It’s hard to come to me and complain while thanking me for being available. It’s true that all the other businesses — banks, pharmawrite about our cies, groceries — have cut hours. That doesn’t make it OK for us. It means we’re another business that isn’t available shared COVID-19 when the customer needs us. Perhaps you’ve always done “summer hours.” This may not be the year to continue the woes, victories tradition, unless you’re in a rural, sparsely populated market. and plans in a timely People want to play; I can’t stress this enough. We need to be known as the source for help playing fashion because things music. I consider it the best opportunity we’ve had in more than 20 years to capture the music-interested change, if not every day, consumer — NOT the school market; NOT the pro market. Sure, those are tough spots right now. But at least every week. You can there are thousands — perhaps hundreds of thousands — of people curious about music who need see in your own markets wonsomething in their lives that helps them cope with stress, stave off boredom or enrich their feeling derful or alarming examples of of accomplishment. Stress baking has too many calories. Gardening isn’t year-round in most of the way businesses and consumers the countr y. We provide a solution. are dealing with the hopes and fears Even in the school-age demographic, the very population we will miss most as band programs wrought by a rolling, active pandemic. go on hiatus and concerts and competitions are canceled, there is some hope. We noticed that, I see no benefit in getting political or despite the percentage of COVID-19-fearful people who dropped out because they could not preachy about various aspects of this crisis, see value in remote learning (about 15 percent to 20 percent of our students), we have not except to say that whatever you think about seen the yearly summer drop off. Without softball, summer camps and extensive travel, the various issues doesn’t mean squat for your the kids have little to do this summer. Music helps. One positive we saw over the ongoing business, assuming your business is gospring: The kids who stayed in and practiced startled themselves with how much ing on. What matters, moving forward, is what your progress they made. customers think.

People are also aware that remote learning is not always a perfect soluIn my store, for example, my core customers — famition. Piano teachers who once made house calls and families that practice lies with kids and a large number of older adults — won’t homeschooling have long known how difficult it is to provide a good feel comfortable if others are not wearing masks, and they learning setting in a household. It’s a lot of extra work, and few are up won’t patronize the store if they feel uncomfortable. They are to the task, at least when it comes to keeping things up in a susfearful of exposure, and if some of them seem a little extreme tained fashion. So, they realize that remote lessons aren’t as good in their fear, it’s not much worse than the people I see that won’t as the in-store version. venture out at all after the first heavy snowfall.

I’m keen to grab that momentum. In a sense, some aspects of I really don’t want to drive folks back online now that they’re finally the pandemic have favored us. We have to take that advanpoking their heads out. So, I’ve been observing some of the ways stores tage, though, and run with it. Here’s where we must get across the economy are attempting to create that comfort zone and trying to creative. We will NOT be going “back to normal.” When see how well that’s working for them. One thing is evident, though: Even if you you think about it, we weren’t all that happy with “norsuccessfully sidestep the issues of facility crowding and maskless non-distancers, mal,” as far as industry growth goes. We’ve always there are still additional things we can do to attract customers safely. fallen short of our real potential. Maybe this is I see an advantage for stores (like many in our industry) that have a relaxed rather our opportunity to clear the path, forge ahead than bustling salesfloor. As much as an active store feels “thriving,” it’s very easy now and reach new goals. If you have any chance for the perception of “too many people” to dampen enthusiasm. (While CDC guidelines of continuing your business, don’t hunker help, you have to gauge the feel of your store. I had one teacher measure six feet off in our down and wait for things to blow over. studio and say, “It’s not enough distance.” That may just be her perception — but she did not Use this opportunity to seize control of return to teach.) We’ve actually taken out some displays and merchandised tighter and taller so your destiny without depending on folks don’t feel hemmed in by the footprint of fixtures. Cleaning up the sightlines helps too. The others to bring business to you. more open the store feels, the happier the nervous consumer will be.

Convenience still reigns with customers, but now it’s less about impatience than getting home to safety. The more efficient an over-the-counter transaction is, the happier everyone feels, even those who profess no fear of infection. Most of us are still happy to do contactless, curbside or other models perceived as “safer.” But this is a good time to reflect on every step in the transaction, even for what we once called “normal” sales. As we reach a point where the fear is less prevalent, an efficient sales counter will still be a positive. And for those who will now be gun-shy even in the face of a good old-fashioned flu outbreak (yes, some customers will be extra cautious about all manner of infections, now that the general public has more awareness of how these diseases spread), a well-run, efficient store will comfort all but the most nervous. From now on, we want to be known as a safe store, pandemic or not.

Convenience also counts when setting store hours. Sure, we want payroll under control, especially in a tight market. But 38

AUGUST 2020

U N DER T H E HOOD

SHURE’S AONIC 50 AND AONIC 215

AONIC 50

By Brian Berk

Shure’s AONIC 50 Wireless Noise Cancelling Headphones and AONIC 215 True Wireless Sound Isolating Earphones are sure to “Move Like Jagger,” because the company has teamed up with Maroon 5 frontman and former “The Voice” coach Adam Levine for these latest products.

The launch includes a multiplatform marketing campaign featuring Levine as the face of the new AONIC line. Developed by VaynerMedia and VaynerProductions, the campaign focuses on videos featuring Dillion Francis’ remixed version of Maroon 5’s hit “Memories.” The campaign tagline, “For Those Who Make Music. And Everyone Who Moves to It,” highlights the connection artists develop with their fans through their music.

“For the past 95 years, Shure has been making innovative microphones and audio electronics that meet and exceed customers’ expectations. From Elvis to Martin Luther King, Jr., from the Grammy Awards to the Olympics, iconic performers, leaders and communicators have trusted Shure to deliver their messages clearly, for all to hear,” Eduardo Valdes, senior director, global marketing, musician and consumer audio at Shure, told the Music & Sound Retailer. “The campaign features Adam Levine as the face of the new AONIC 50 Wireless Noise Cancelling Headphones and AONIC 215 True Wireless Sound Isolated Earphones, bringing to life the company’s longstanding heritage of supporting musicians who have trusted Shure gear on stage and MUSIC & SOUND RETAILER

AONIC 215

in the studio. Shure has had the pleasure of working with Adam Levine for more than a decade, so it was a natural fit for him to be the face of the campaign. The AONIC line is engineered from decades of studio experience and boasts long-term value and professional performance.”

Back to the products: Shure’s first wireless headphones, AONIC 50, feature adjustable noise cancellation to help eliminate distractions for a truly immersive experience with the flip of a switch, stated the company. Users who want to interact with the world around them can activate Environment Mode to hear immediate surroundings.

Up to 20 hours of battery life on a single charge provides a week of use without needing to recharge.

Fingertip controls provide quick access to answer calls, adjust volume or pause music with a push of a button. AONIC 50 Wireless Headphones offer Bluetooth 5 wireless technology for enhanced stability and a range of up to 30 feet.

Featuring a dedicated, highperformance headphone amplifier, AONIC 50 supports popular audio codecs, including Qualcomm aptX, aptX HD, aptX Low Latency audio, Sony LDAC, AAC and SBC. When Bluetooth isn’t an option, AONIC 50 Wireless Headphones can connect to wired sources with a 3.5-millimeter analog audio input to ensure an uninterrupted connection to any device, including laptops for

conference calls.

Built with the same design that musicians use for in-ear monitoring on-stage, AONIC 215 True Wireless Sound Isolating Earphones feature excellent audio with clear sound and deep bass, Shure stated. Designed for comfort, they also offer a secure, over-ear fit that allows the earphones stay in place even during high-energy activities. Soundisolating technology blocks unwanted noise, but with a press of a button, Environment Mode lets listeners hear the outside world when needed. AONIC 215 True Wireless Earphones offer eight hours of battery life with three additional full charges from the included rugged, hardcover case for a total of up to 32 hours of battery life on the go.

Equipped with a premium headphone amplifier, AONIC 215 supports multiple codecs, including Qualcomm aptX, AAC and SBC, and offers Bluetooth 5 wireless technology for enhanced stability and a range of up to 30 feet. The product features the same modular design that Shure Sound Isolating Earphones are known for. Listeners can quickly go from wired to wireless with the proper accessories. The Secure Fit Adapter can also be purchased separately to easily transform any existing detachable Shure Sound Isolating Earphones, including the SE846, SE535 and SE425, into true wireless.

“The modular design of this product enables users to take their AONIC 215 Earphones and convert them from true wireless to wired in seconds, without having to buy a second pair of earphones to upgrade to the latest cable or wireless technology,” said Matt Engstrom, senior categor y director, global product management, Shure. “If you want to go from listening wirelessly on your phone to plugging in to a laptop for a conference call, it’s a simple switch, while keeping the same high-quality audio performance.”

When paired with the free ShurePlus PLAY App, listeners can personalize their noisecancellation and Environment Mode levels. Available for iOS and Android, the PLAY app is also a full-featured music player with EQ, supporting standard and hi-res music files. In addition to the feature controls, the PLAY app lets users customize tone and voice prompts for important notifications, like power on/off, connection confirmation and low battery. The PLAY app can also be used to upgrade firmware for AONIC 50 Headphones and AONIC 215 Earphones.

AONIC 50 Wireless Noise Cancelling Headphones are available in two color options (black and brown) and retail for $399.

AONIC 215 True Wireless Sound Isolating Earphones are available in four color options (clear, black, white and blue) and retail for $279. The True Wireless Secure Fit Adapter for use with any detachable Shure Sound Isolating Earphones can be purchased separately at $229.

39

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(continued from page 23) combined must meet an end goal.

If you do not know that end goal, it is not worthwhile.”

In addition to social media tips, Bailin briefly touched upon website best practices. He noted that the prettiest and ugliest websites will get the same attention if nobody knows how to find them. Search engine optimization (SEO) is important if you want customers to find your website. SEO tools will help your web designers boost traffic to your website, and the content should be tailored to what people are actually looking for. Bailin of40

fered a key point to keep in mind about internet search habits: “People are searching for the problem [on the internet],” he said. “Not the solution.”

But beyond that, consumers have little patience if the website does not load quickly. “Fifty-three percent of visits are abandoned if a mobile site takes longer than three seconds to load,” Bailin said. And he advised retailers to focus on mobile visitors, too, pointing out that about half of website visits are accomplished via mobile devices. According to Bailin, designing your website

Show off your Band or Corporate Logo in a unique and creative way.

www.LizzzCreates.com Where Art Meets Life

for mobile devices means the L Creates MSR such as those of former presiden1x2.indd 1 12/26/2019 2:03:49 PM content should be concise, never tial candidate Walter Mondale, providing more words than necformer president Bill Clinton, essary to get the point across. current presidential candidate All of these factors together Joe Biden and former U.S. Senacontribute to the user-friendlitor Tom Harkin. “Most of what ness of your website. “The most I do today, I learned during that user-friendly website gets the time,” said Friedgood. sale,” Bailin said.

However, despite having Above all, Bailin concluded a strong passion for political that no matter whether it is campaigns, Eastman’s presimaterial for your website or for dent learned how it is perhaps social media, MI retailers need more important to learn about to see tangible results. “Do what you do not like in a job as not do something you cannot opposed to what you do like. “I measure in terms of revenues,” had a feeling at work [that] I was relayed Bailin. doing something special,” he said. “But I found politics was not for me.” Backstabbing and a poor Better Call Saul work-life balance were the things The NAMM U Virtual Summit Friedgood did not like about policoncluded its keynote speeches tics and drove him from the field: on July 10 with the “NAMM “I saw Tom Harkin constantly Young Professionals Keynote.” flying to and from Washington Featured was Saul Friedgood, [D.C.] and spending countless president of Eastman Music Co. hours fundraising.” So, Friedgood Friedgood took Zoom viewers moved on to other jobs, including through his life growing up in ones at a software company and a Des Moines, Iowa, and his early packaging company. career there, including working (continued on page 44) for many political campaigns, AUGUST 2020

The

Retailer's Mall

MUSIC & SOUND RETAILER

For advertising rates and deadlines...

Call Rob Iraggi 516-767-2500 x519 or email at riraggi@testa.com

41

NORMAN’S RARE GUITARS This California-based retailer played as host for musicians who needed free meals.

“We already know music feeds the soul...now, during these disturbing times, we have a chance to feed the musician! Thanks to Peter Garland of Porta Via (in BH and Pac Pal), who’s been feeding front-line workers at Cedar’s and St. John, [who] also happens to be a huge music lover, so he is now providing 150 free meals for musicians. Laurence Cohen has finessed this whole thing, and we are so thrilled to offer this to you!” a Facebook post read. “Each week for the next while, we will have a distribution point and try to cover each quadrant of the city. Our first shot at this will be at Norman’s Rare Guitars. The mighty Norm Harris has most generously agreed, and everyone knows where his place is: 18969 Ventura Blvd, Tarzana 91356.”

THE RETAIL GOOD STUFF GREAT THINGS GOING ON AT MI RETAILERS DURING THE COVID-19 PANDEMIC

By Brian Berk In May, we featured our annual “Good Stuff” cover story, in which we highlighted the great things several manufacturers have done in the past year, with a special focus on the COVID-19 pandemic response. For the first time this month, we feature many of the great things retailers did for their communities and beyond during this ongoing health crisis, or cool things that took place at MI retail stores, whether curbside or virtually.

This is only a taste of what some retailers are doing, and we honor all retailers who have had a positive impact on their communities. If you have a story to share, please contact us at bberk@testa.com.

GUITAR CENTER

MIDDLE C MUSIC

PALEN MUSIC CENTER

Guitar Center offered an exclusive 10-percent discount for all first responders, emergency and health workers, and other critical personnel due to the COVID-19 health crisis. With an eye to the increased interest in music-making as a form of self-expression and solace, Guitar Center offered these discounts as a thank-you and opportunity for these individuals to benefit from the enjoyment of making music.

Qualifying individuals were able to take advantage of either or both of the following deals: 10-percent off a single item priced $199 or more, and 10-percent off a month of Guitar Center lessons.

Although Washington, D.C.-based Middle C Music was forced to shut its doors like many other retailers, it devised a unique way to both sell its products and help a local restaurant at the same time.

“We set up a virtual store,” Middle C owner Myrna Sislen told the Music & Sound Retailer in a Zoom interview.

“We told our customers they can buy anything they like, and the pickup is at 2 to 4 [p.m.] at [Korean restaurant] Soul Spice. It is a half-block away from us with ample parking. This is a really good solution, and many other retailers throughout the country can do the same exact thing.”

Sometimes, just saying “thank you” to the community goes a long way, like Springfield, Missouri-based Palen Music Center did.

“At Palen Music Center, we would like to take a few moments to simply say, ‘thank you.” We are so thankful to be coming out of the COVID-19 pandemic with all of our family still by our side; employed and healthy,” the retailer wrote. “We are so excited to help you in our stores as we begin to do our part to reopen the economy on a larger scale. If there is ever anything that we can help you with, please do not hesitate to let us know. We would love the opportunity to treat you like family... now more than ever before.”

MIKE RISKO MUSIC SCHOOL Mike Risko Music School honored Mother’s Day in a special way by performing singing telegrams. All donations were sent to The Tasty Table, an Ossining, N.Y., restaurant, to use toward families in need.

“We had so much fun today spreading socially distant music with our singing telegrams. Thank you to everyone who invited us and for your donations to The Tasty Table for meals for hospital staff! Thank you to Melissa Stern Miser and Bill Votava, who are always in for the ride and all our crazy ideas. It’s a pleasure to be a musical family,” the store wrote on Facebook. “It was so nice to see some smiling faces (behind the masks of course) and to make some music on Mother’s Day. We hope everyone had a great Mother’s Day and we hope you enjoy these little clips of our special day. We really miss playing music out, so today was really special for us, even if it was just a few songs.”

Mike Risko Music School followed that up with a visit to Atria Briarcliff Manor, an assisted-living facility, on May 20. A post about the visit on the store’s Facebook page read, “We had so much fun working our way around the Altria Briarcliff Manor yesterday and playing music for the residents. Big shout out to Casey Marie and all our friends there. Thank you for welcoming us to be traveling minstrels for the day. It was so much fun.”

During an interview with the Retailer, Risko added, “If we can bring some music to people to lift their spirits up, and help them get out of the reality of what is going on for a few minutes, I really think it can be helpful.”

42

AUGUST 2020

CLARIZIO MUSIC STUDIO

THIRD ROCK MUSIC CENTER

This Point Pleasant, N.J., store has really stepped up to help its community in the form of music.

“This past Thursday, we visited and performed for the residents at Complete Care at Whiting,” the store shared in a Facebook post. “Thank you to the staff, and thank you to our own Vinnie Espinosa and Laurelyn Pearson for taking the time to perform for the residents.”

Another post shared to the store’s Facebook page read, “Once again, we went to visit some of our local residents at Crest Point Rehabilitation & Health Center in Point Pleasant.

Thank you to Tricia Marshall for taking the time to help brighten the day of so many people. It was fitting that as a former student of John Clarizio, she was using his guitar. He would have been proud of the work we are doing in the community that he loved so much. We even did a song for the nurses and staff to help them celebrate National Nursing Home Week.”

Clarizio Music Studio owner Matt Kindler talked to the Music & Sound Retailer in a Zoom interview about the store’s community service efforts. “For the past couple of months, we have been out in our local community playing at assisted-living and nursing-home facilities, as well as a local hospital. We basically went window to window,” said Kindler.

The MI store owner added that his business was already visiting these types of facilities prior to COVID-19 to brighten the day of residents, and that store personnel have reached out to even more facilities since the pandemic hit. During a chamber of commerce meeting in February, Kindler met a representative from Crest Point, and then in March, about a week after assisted-living and nursing-home facilities went on lockdown, the rep called Kindler.

“She asked what I thought of coming there to play for residents outside their windows,” recalled Kindler. “We went over there and took two instructors on the first day, going window to window, and played songs. It was great. The instructors loved it. The residents and staff were just thrilled to have somebody there. These facilities were used to entertainment inside the building on a weekly basis. So it is very tough [for them having to make such big changes due to the shutdown].”

The demand for these types of events has been so high that Clarizio Music Studio has made at least one visit per week to assisted-care and nursing-home facilities, relayed Kindler, and it has even made two visits per week at times. “Probably a couple of times a week, I get new phone calls from new facilities [in which we have not played],” Kindler added.

At the local hospital, Clarizio Music Studio personnel played for the hospital staff as it made shift changes, both coming into the hospital and leaving the hospital. “We set up and played for about an hour in the lobby for the nurses and doctors. That was a lot of fun,” said Kindler.

Kindler added these facility visits have been important for music instructors as well. “[Summer] is an important time of year when they make a lot of money,” he said. “In our town on the Jersey shore, it is hard to know how that is going to work anymore. It is uncertain where these people are going to make money playing local gigs. So [visiting facilities] has turned into an outlet for them. We hope to be able to bring a whole band and play for some of these residents once the restrictions are lifted.

“It is very important for us to be in our community,” continued Kindler. “The store has been in the community for more than 25 years. Once we closed the store [due to COVID-19], we knew we had to be active and stay involved in our community and keep ourselves out there in the community.”

The Cincinnati-based retailer promoted a way to social distance: having the store to yourself!

“Shop like an all-star at Third Rock! Call us to schedule your own ‘Private Experience’ like Andrew Benintendi [right] of the Boston Red Sox did,” the retailer posted on social media.

“Call, email or contact us here to have the whole store to yourself.”

MUSIC & SOUND RETAILER

THE CANDYMAN STRINGS & THINGS “The Candyman staff and teachers are thinking about our wonderful students, customers, and friends! So much so that we created a ‘Messages from Home’ video series, so all of us can send heartfelt messages to all of you!” wrote the Santa Fe, N.M., store on Facebook.

The store has also been hosting online openmic nights each Friday in an effort to keep its community connected and entertained.

TED BROWN MUSIC The Washington state retailer loves serving its community so much that one employee took the extra step of recreating its Puyallup, Wash., store with Legos (right).

“We are missing all of you during this time and cannot wait until we are able to open up again,” the retailer wrote on social media. “In the meantime, Joel [Holloway], our guitar tech/guitar teacher decided to create his own TBM (Ted Brown Music) Puyallup [store] out of LEGO! Hope you all can find some joy in the little things.”

MATT’S MUSIC INC. (N. TONAWANDA, N.Y.) Matt’s Music Inc. hosted a Mother’s Day virtual concert.

“Today, we celebrated our Juniper Glen Community Ladies. We had some wonderful refreshments, laughter and we even reminisced about TV moms. I would also like to thank Kathy Carr and her beautiful family from Matt’s Music in North Tonawanda. We had a lovely Mother’s day virtual concert. We all loved singing to the ‘Sound of Music,” the retailer posted on Facebook. “But, I must say … our favorite part was ‘Elvis’ singing ‘Suspicious Minds.’ Thank you so much Kathy and family!”

SAN DIEGO MUSIC STUDIO Eager to do its part during the pandemic, San Diego Music Studio considered what the community needed most, in addition to music.

“Need a mask? We’ve got you covered! Only $5 each,” posted San Diego Music’s Kimberly Deverell on Facebook. “Available in child’s size and adult medium and large in a variety of fabrics!”

But the store did not stop there; it also introduced its own protective face shields. In fact, Deverell and store owner Robin Sassi even posted a “catwalk” video to the store’s Facebook page on May 12, in which both modeled the face shields as a fashion statement.

43

NAMM U VIRTUAL SUMMIT

Ad Index Company

(continued from page 40)

Pg

AMAHI UKULELES...................25 ARMADILLO ENTERPRISES....7 CHAUVET LIGHTING................8 CHAUVET LIGHTING................9 DPA MICROPHONES.................12 EBAY........................................C-III

MATT’S MUSIC (MONROE, LA.) Matt’s Music offered free 30-minute introductory lessons for those interested in learning to play guitar during the state's lockdown. “Want to give guitar lessons a try during this time, but can’t leave the house? We are offering a free 30-minute introductory lesson via Skype, FaceTime, GoogleMeet or your preferred medium of communication!” the retailer wrote.

JJ BABBITT.................................18 LITTLITE.....................................6 MANHASSET SPECIALTY COMPANY...............................3

SHOWTIME MUSIC Many MI retailers offered curbside pickup after their states enacted stay-at-home orders. But Showtime Music took it one step further on Facebook by highlighting a few customers who had a “safe” curbside experience. One such post read, “Congratulations Matt on your new PRS! This is another example of safe curbside pickup. Shop showtimemusic.com or call to schedule your pickup!”

NAMM.....................................14-15 ODYSSEY INNOVATIVE DESIGNS...................................19

SENSENEY MUSIC Here is a hopeful post from Senseney Music’s social media account: “Soon, my friends, thou shalt be freed from thy tomb of imprisonment, and be set free again. Free to roam, get dirty, and help others make music. Soon.”

RCF...............................................5 SYNCHRONY FINANCIAL.......C-II TMP / THE MUSIC PEOPLE!.................................C-IV VOCOPRO....................................13

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.

ALL COUNTY MUSIC Middle school band directors from Miami to Port St. Lucie, Fla., took part in an All County Music sponsored conference to discuss best practices and ideas for distance learning and moving forward during the coronavirus pandemic.

“And you know it’s a special event when Dr. Tim shows up to share his insights and wisdom with us!” All Country Music said regarding the conference. “Of course, nothing is better than being in the band room, but these committed directors continue to set the standards for music education.”

44

“But at the end of the day, neither job gave me the passion to go to work every day,” he said.

Friedgood never found that passion until he met Qian Ni, who founded Eastman Music in 1992. The company began as a distributor and began manufacturing products in 1994. Friedgood joined Eastman in 2001.

According to Friedgood, every day he wakes up with a passion for his work that is brought on by knowing Eastman Music is a huge family. “We are all working together to solve problems,” he said. “We are able to do things together and make mistakes together. We are doing things that make people’s lives better.”

Friedgood also proudly talked about the history of violin making, dating back to the “Golden Age” of the 1550s to 1750s, during the webinar, as well as the history of Eastman Music. “The very best ideas we have came from our customers,” he said.

The company has also acquired several companies to help drive growth. They are Wm S. Haynes Co., S.E. Shires Co., Backun Musical Ser vices and Bourgeois Guitars. Haynes was purchased in 2004, S.E. Shires in 2014, Backun in 2017 and Bourgeois in 2019. “Eastman Winds is now a major company,” said Friedgood.

“It would never be where it is without the contributions from Haynes and Shires.”

“We are called Eastman Music Co.,” Friedgood said.

“But we should be called Eastman Music Family or Eastman Music Collective.”

Eastman Music now has seven manufacturing facilities and produced $60 million in sales last year. “We feel we are just getting started,” said Friedgood.

Eastman’s Music’s president concluded by offering advice for young people coming into the MI industr y. “Tr y things,” Friedgood stated. “Ask yourself if you got your dream job in an organization, would it make you happy? Make sure you listen to yourself and learn from the experience.” And if help is needed, do not be afraid to ask. “The music industr y is so collaborative,” he continued.

“People are willing to take the time to help you.”

AUGUST 2020

FIVE MINUTES WITH

(continued from page 31) on the back of the headstock; custom Dean/Kerry Kingbranded premium hardshell case; certificate of authenticity signed

by Dean CEO and Kerry King; Dunlop Kerry King signature strings; and custom Kerry King Dunlop picks.

We will also be releasing an import line of Kerry King guitars in Q1 of 2021. Stay tuned!

In terms of the Luna brand, we have a series called the “Vista Series,” which has been wildly successful. This series has encompassed myriad acoustic guitars, as well as an acoustic bass, but until recently, it never incorporated ukuleles. One of our newly released, and most striking additions to the Luna family, is the Luna Ukulele Vista Deer Concert. This model truly embodies the spirit of the Luna brand, a perfect synergy between aesthetic beauty and tonal functionality.

And ddrum just re-released an old classic and crowd favorite called the “Dominion Series.”

This series comes in a five- and six-piece configuration, both complete with the following: European birch shells; exotic ash outer ply; Remo heads; and matching snare with die-cast hoops.

The Retailer: Any tips for MI retailers that sell your products during these difficult times?

Rubinson: The main advice that I would give any MI retailer during these trying times is to leverage your online presence as much as possible, connect and engage digitally with your audience, develop your future strategies and plans, and rely on your key partners to help you through this pandemic. Selecting the right partnerships — for a dealer and manufacturer alike — are key. If the relationship is strong, there is no storm that a dealer and manufacturer can’t weather together, and that has been proven by my experiences throughout COVID-19.

MAKING WAVES

(continued from page 34) The Retailer: What is the biggest piece of advice you have for women in MI? Hennessey: I truly believe in never taking “no” as an answer.

The best way to achieve something is to go after it. Standing by and hoping someone will give you the “yes” you need to hear is counterproductive.

I’m also a firm believer in networking. Carving out time to meet new people and keep in touch throughout the year will open more doors than you can imagine.

relationships with some of the most strategic companies in the industry.

The Retailer: What are some of the short- and longterm goals you still hope to achieve?

Hennessey: As far as future goals go, I’d like to continue to see the same sustained growth TMP has experienced over the last few years. I also hope to continue to support and inspire our staff to help them reach their goals in the company.

The Retailer: What has been your proudest career achievement so far?

Hennessey: My proudest career moment was the seamless transition of the company from my father who founded it, to my brother and myself. During this transition, we continued to experience significant growth with minimal growing pains.

During my tenure, I’ve not only had a role in developing our sales department, but our company as a whole. We’ve grown from 17 employees to 84 worldwide, as well as started an overseas division that enhances our capabilities and continues to establish

The Retailer: In your years in the business, what have been some of the biggest changes you’ve seen? How have you worked to stay ahead of the cur ve?

Hennessey: The growth and size of the companies we deal with. For better or worse, it’s not like it used to be. You recognized and virtually knew everyone in the industry; that forces you to be more detail oriented, which as you grow, is essential. I have always thought one of our biggest strengths as a company was the ability to identify a problem, formulate a strategy to solve it, and then implement it.

MUSIC & SOUND RETAILER

As every year brings a new challenge (Prop 65, tariffs and now COVID-19), we have promoted a thought process of problem-solving throughout our company. With this collaboration, we can adapt and overcome. We are not paralyzed by indecision at any level.

The Retailer: If you could

go back to the start of your career, what would you tell yourself?

Hennessey: Like I mentioned earlier, I would tell myself to recognize that there were “wings” there for me all along. I just needed to put them on. And yes, learning to fly has its ups and downs, but that has made all the difference.

THE FINAL NOTE

(continued from page 46) Coheed and Cambria and anything

by Run the Jewels.

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

Spahr: I always look forward to seeing the guy that walks around every year in full body paint. It just makes me smile!

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

Spahr: I would love to sit down with Barack Obama to find out what it was like to be the first African-American President; the good and the bad! Prince would be a must, just to find out how his brain worked and how he was so proficient. And I would love to hear Muhammad Ali talk about his life.

The Retailer: Tell us about your most memorable experience with an MI retailer (without naming them).

Spahr: I think it was really the first time that I walked into a mega music store in Florida when I was in high school. I was so used to the small, intimate, mom-and-pop music stores when I was a kid, and this massive, warehouse-sized store made my jaw drop. It was like musical Disneyland to me at the time, and I’ll never forget my first step through those doors.

The Retailer: What is the best thing about the MI industry?

Spahr: The passion. There is really no other reason for being in this business other than your passion for music. And I think it’s evident in every conversation you have and every person you meet in the business.

The Retailer: Who do you admire most outside of the music

industr y and why?

Spahr: It would probably be Bill Gates because of all his charitable endeavors. Elon Musk is a close second because of his innovation.

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

Spahr: I wish I had a crystal ball to find this out! But, smaller and faster microprocessors are allowing technology to change at a rapid rate. I see that trend continuing to change the way we do business, how we interact with our customers and the products that we offer.

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

Spahr: No idea, but probably something outdoors!

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

Spahr: I live in the Philadelphia area and, except for the weather (I hate the cold!), there’s nowhere else I’d rather be. It’s the perfect blend of big-city attractions, smalltown feel and passionate, territorial residents that make it unlike any other city you’ll ever visit.

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

Spahr: Handwritten Jeff Buckley lyrics for his song “Eternal Life.” He was such a gifted artist that left us too soon.

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

Spahr: Still “The Hobbit” after all these years. I can still pick it up and find myself sucked into the masterful storytelling and character development that was so characteristic of J.R.R. Tolkien’s writings.

45

THE FINAL NOTE

CHRISTOPHER SPAHR

Vice President of Sales and Marketing, DPA Microphones

By Brian Berk

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

Christopher Spahr: It really depends on what part of my career that I was in. When I was working in the recording studio full-time, all of the great engineers in Miami really influenced how I worked: Eric Schilling, Mike Couzzi, Carlos Alvarez, Ted Stein, etc. But my biggest mentor at that time was the great Tom Dowd, who showed me how to really listen.

The few times that I was able to work with him opened my ears to an entirely different way to hear a song; almost a scientific way to hear it.

On the pro-audio sales side of my career, the late Jeff Alexander from Sennheiser showed me how to make a sales organization work well while still being a genuine, personable and likeable boss!

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

Spahr: It was pretty simple. Do the work! You can’t take shortcuts if you want to excel or be great at something. You have to put in the work.

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

Spahr: I started taking guitar lessons in sixth grade. My first guitar teacher was actually a piano teacher who didn’t play guitar at all!

The Retailer: What instrument do you most enjoy playing?

Spahr: Guitar, but I also love bass. I fumble my way around a keyboard and struggle mightily on a drum set.

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

Spahr: I started out in college studying veterinary medicine.

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

Spahr: Spending time with my family.

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

46

Spahr: I saw Jeff Buckley play an intimate show at a small bar in Miami Beach. It was magical.

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

Spahr: Frank Zappa. He was an irreverent genius who was also a gifted musician and usually surrounded by even better musicians in his band. From recordings of his live concerts that I’ve heard, it seems like a show of his would have been a wild ride!

The Retailer: What musician are you hoping to see play in the near future?

Spahr: Paul McCartney.

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

Spahr: “Love Me Tender” by Elvis. He was my mother’s favorite artist and this was one of the first songs I ever learned on the guitar.

When that song came on, there was a moment of silence in my house!

The Retailer: What are your favorite songs on your smartphone/iPod? Spahr: My musical tastes are a bit schizophrenic and there are too many albums to choose from, but lately I’ve been listening to “Marigold” by Pinegrove, The Highwomen, “Good Apollo, I’m Burning” by (continued on page 45) AUGUST 2020

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