Top left: West Music added Steinway & Sons to its flagship Coralville showroom in 1997 and now showcases a range of Essex and Steinway models. Top right: West Music stocks a wide range of percussion products, from world percussion instruments to electronic and acoustic kits. Bottom left: West Music’s Coralville showroom highlights a wide range of stringed instruments for beginners and pros alike. Bottom right: With a company mission focused around making more music makers, West Music services some343 school districts across eastern Iowa, western Illinois and southern Wisconsin and Minnesota.
of it as a partnership. It’s not just about us buying gear and selling gear, it’s about us working together with our vendors to ensure the best possible outcomes along the way. I think if we do that well with vendors, then when something doesn’t work, and we’ve tried to really be effec- tive partners, we can also say, ‘OK, let’s assess. Let’s share some background and some thoughts as to what worked and what didn’t work.’ That also reflects back when things go well, as well as when things don’t go so well, so we can find the best possible outcomes for both businesses. Because if one of us is stuck with inventory, we’re not buying the next thing, or vice-versa if we didn’t launch it correctly.” Priority Partnerships West Music’s Priority Partnerships Program is one way it makes sure it’s aligned with its suppliers. Gathering once a quarter with these select brands allows West Music to identify what priorities and promotions are coming up that quarter. “Casio is one company we’ve partnered
closely with, for instance, when they’re launching a new product or a new color- way. We make sure we get all the assets in advance so we can be ready at launch,” West said. “We try to answer, in the spirit of partnership, how can we be ready to go before Casio launches?” West Music currently has a five-person marketing department that works on all pre-launch collateral. “The day it’s launched and the product is announced, we want the customer to be able to say off the bat, ‘Where can I buy this product now?’ And we can make sure all the materials are ready to go, the website is optimized, the social media post is set and we can amplify the message along the way.” Another way West Music positions it- self as a solid vendor partner is by sharing detailed customer feedback. “In the spirit of partnership, the vendor is looking to create the best new products and the best new product ideas, and we are closest to the customer,” West said. “They’re walking into our stores, interact- ing with us at shows and whatnot. So, I
WEST MUSIC Coralville, Iowa
Founded: 1941 Principals: Ryan West, president Locations: 5 Employees: 249
think the partnership works in the vein that we take that communication and feedback from the customers, and we bring it to our vendors. They’re saying, ‘Here’s a brand new idea, here’s a brand new product. Is it going to work for your customer?’ By blending those conversations and being a conduit for conversation, we can hopefully get the authentic customer voice back to the supplier, and the supplier can give us something they found inspired by through a customer interaction.” Community Collaboration When it comes to fostering music making in its eastern Iowa community, West said his
38 I MUSIC INC. I DECEMBER 2025
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