FROM THE TOP MIKE UPTON & DAVE CAFIERO I KALA BRAND MUSIC CO.
cause we’re making more musicians for life. Also, we make instruments that are playable. They’re not toys. We want to make instruments that won’t go un- der a bed — they’re high-quality at every price point. THE UKE BOOM HAS COOLED A BIT SINCE ITS HEIGHT SEVEN OR SO YEARS AGO. HOW WOULD YOU SUGGEST DEALERS CREATE EXCITEMENT AROUND THE INSTRUMENT?
Kala started at entry-level jobs and are now occupying management positions. MU: Besides maintaining a solid team, I would say the making-music part is the most important part of our busi- ness. Since 2015, we’ve donated an excess of 30,000 instruments — usually to schools — but we’ve made it a point over 10 years ago to give as much as possi - ble. We’ve seeded hundreds of schools with our plas-
DC: If you have the instruments, the players will come. If you don’t have an instrument at a higher price-point, then you can’t sell it. Customers like to see a selection. I understand that some dealers may have a limited budget, but selfishly I want dealers to be well-aware of our entire line. When customers see the great selec- tion on the wall, they realize the uku- lele is a real instrument that’s here to stay. MU: I think the uke market has matured and people are willing to spend more money on it. People are spending money on ukuleles. But, like Dave said, you have to have them in stock. Those customers are everywhere. It’s a category on its own now. DC: Our customers want beauti- ful instruments. So, I would want our dealers to know the same thing that
tic Waterman ukes that can be easily cleaned. I’m happy when I see people playing music. THAT’S GREAT. WHERE DO YOU HOPE TO SEE THE COMPANY GO IN THE NEXT 20 YEARS? MU: Kala has taken such a unique path. I want to continue to provide a great instrument and the U-BASS, which is a passion of mine because I play bass, is going on its 16th year. I want to continue to grow that line, and I hope to continue just to grow the brand. I think there are some tangents that we could go in the direction of, but mostly, the company is writing its own story. So, I’m trying not to control it, because that would be like control- ling water. DC: I’m a bit more goal-driven. When I started, the picture I had was to make the brand iconic and that was
“I THINK THE UKE MARKET HAS MATURED AND PEOPLE ARE WILLING TO SPEND MORE MONEY ON IT. PEOPLE ARE SPENDING MONEY ON UKULELES.” — MIKE UPTON, FOUNDER OF KALA
our end-users know — we have an iconic brand. We’re the largest ukulele maker in the world and end-users want to buy our instruments. If dealers are carrying mid-to-high- level instruments, they’ll sell them. SWITCHING GEARS A BIT, HOW WOULD YOU DESCRIBE YOUR MANAGEMENT STYLE? MU: I’m so product-focused that it has been a chal- lenge moving into some of the other areas of running a company, and five years in I knew I needed help, so that’s why I brought on Dave. He’s been able to help manage people because that’s what he’s good at. DC: When I started with the company before I be- came a partner, Mike appointed me as general man - ager and that job has changed very little in 15 years. I had been a sales manager, a wrestling coach and a pastor. So, inevitably, those experiences came with me, and I certainly use them. The way I onboard peo- ple is I do a deep dive to understand their initial job description, and I work very hard up front with them to know what their skill sets are. I’m hiring people for more than their initial job, but the job they’re going to have down the road. As a result, many of the people at
to take it outside of just the music industry. If you drive the East Coast and you stop at a surf shop, I bet you’ll see a Kala ukulele stand in those shops. As time unfolds, the truth will be revealed, but we want to continue to facilitate the popularity of the ukulele and the growth of the brand. WHAT A GREAT GOAL. WHAT WAS THE LAST SONG OR BAND YOU STREAMED? MU: I was listening to a band on the way over to the office this morning called the Greyhounds from Austin, Texas. Check them out — they’re dripping with soul. DC: This weekend, I listened to my friend’s daughter’s band called St. Germain from New Jersey. She just re - corded a new song called “Final Impact” — a great song with a great story. IF YOU WEREN’T WORKING IN THE MI INDUSTRY, WHAT DO YOU THINK YOU’D BE DOING FOR WORK? MU: Probably playing live music or recording some- where. I play bass, and I’m in a few bands doing local stuff. But, I also love gardening. I just haven’t been able to get away from music my whole life. MI
32 I MUSIC INC. I APRIL 2025
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