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SEPTEMBER 2024 I VOL. 35, NO. 8
PUBLISHER Kevin R. Maher EDITOR Katie Kailus EDITORIAL ASSISTANT Kimberly Kapela CONTRIBUTING EDITOR Ed Enright SALES MANAGER Chris Maher DESIGNER Žaneta Čuntová
CHAIRMAN Kevin Maher PRESIDENT Frank Alkyer ASSISTANT TO THE PRESIDENT Sue Mahal
CIRCULATION MANAGER Evelyn Hawkins BOOKKEEPING Evelyn Hawkins
OFFICES Phone: (630) 941-2030 Email: editor@musicincmag.com CUSTOMER SERVICE (630) 941-2030 ext. 122
Jack Maher, President, 1970–2003 SUBSCRIPTION RATES: Free to qualified retailers and suppliers of musical instruments. For all others: $60 one year (11 issues). $100 two years (22 issues) to U.S.A. addresses. $85 one year (11 issues), $150 two years (22 issues) to Canada and other foreign countries. Air mail delivery at cost. SINGLE COPY (and back issues, limited supply): $14.95, plus shipping, surface mail. Air mail, delivery at cost. We cannot be responsible for unsolicited manuscripts and photos. Nothing may be reprinted in whole or in part without written permission from Maher Publications Inc. Copyright 2024 by Maher Publications Inc., all foreign rights reserved. Trademark register pending. OTHER MAHER PUBLICATIONS: DownBeat, UpBeat Daily CHANGE OF ADDRESS: Please allow six weeks for your change to become effective. When notifying us of your new address, include your current MUSIC INC. label showing your old address. MUSIC INC. (ISSN 1050-1681) Published monthly, except March. Printed in U.S.A. by Maher Publications Inc. 188 W. Industrial Drive, Suite 310, Elmhurst, IL 60126. Periodical Postage Paid at Elmhurst, IL and at additional mailing offices. POSTMASTER: Send address changes to:
MUSIC INC., 188 W. Industrial Drive, Suite 310, Elmhurst, Illinois 60126
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September 2024
THE WEB ISSUE
Masahiro Minowa
28 I FROM THE TOP New Roland CEO Masahiro Minowa tells us what his goals are for the company during his tenure.
40 I THE NAMM NEXT ROUND UP Full coverage of July’s inaugural NAMM NeXT professional development conference in Nashville, Tennessee.
Jeff Homer
34 I THE SUCCESSION SAVIOR Ensemble Music Schools purchased its first music school in 2019. Five years later, the com- pany now owns 72 locations nationwide, including seven full-line music retailers. How has the business, lead by founder Jeff Homer, succeeded so quickly? We break it down here.
23 I THE MARKETING GURU X Tracy Hoeft shares six engaging video concepts for social media.
48 I GUITARS, AMPS & ACCESSORIES 52 I AUDIO & RECORDING 54 I DRUMS & PERCUSSION 56 I BAND & ORCHESTRA 58 I PIANOS, KEYBOARDS & SYNTHS 59 I DJ & LIGHTING RETAILER ASK THE 62 I ASK THE RETAILER X Dealers discuss what regular changes they make to their websites.
12 I INDUSTRY PROFILE X J.W. Pepper celebrates its 150th anniversary by giving back to music education students.
24 I NEXT-GEN RETAILING X Jonathan Hendrix discusses how to evaluate character during an interview.
14 I NEWS X Don Felder to Play NAMM Foundation Concert X Gonher Purchases Sam Ash Music’s E-comm Business X Yamaha Partners with Tomplay X Proel North America Integrates with AIM POS X Dean Attains Win in Appeal Against Gibson X Theodore Presser to Distribute Peermusic X Casio America’s Mark Amentt Retires
25 I E-COMMERCE REVERBERATIONS X Jamie Major on selling to the price-conscious consumer.
26 I WOMEN OF NAMM X Gennifer Dusold shares the importance of bringing new employees to NAMM functions.
X Universal Audio Expands Leadership Team X Hal Leonard’s Mardak Gets MPA Award
Cover photo by Lucy Beaugard.
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T his month’s issue covers a lot of bases. From discussing succession sales in our cover story on Ensemble Music Schools (which starts on page 34) to breaking down proven strategies for improving your store’s website (page 44), this issue covers it all. However, some of the biggest ideas lie in our coverage of July’s inaugural NAMM NeXT event (page 40). For two days, more than 100 mem- ber companies descended upon Nashville, Tennessee, to network, take in live music and learn from some of today’s top business thinkers, including FUBU CEO and star of ABC’s Shark Tank Daymond John and Universal Music Publishing Group Nashville CEO and Chairman Troy Tomlinson, as well as PERSPECTIVE I BY KATIE KAILUS THE 2024 CONSUMER
a slew of marketing experts and industry executives from companies like Yamaha, Martin and Taylor Guitars. Yet, possibly one of the most interesting sessions was “Industry Insights: Under- standing the NeXT-Generation Consumer,” which opened the event. During an hour- long discussion with NAMM CEO John Mlynczak, Brendan Witcher, vice presi- dent and principal analyst for Forrester Research and a global expert on consumer behavior, shared insights on today — and tomorrow’s — consumer. During the session, Witcher emphasized how today’s consumers, accustomed to instant gratification due to companies like DoorDash, Uber and Amazon, have had their shopping
habits influenced — even when it comes to shopping at music stores. Witcher shared that 52% of consumers say the experience they have with retailers like Amazon, Walmart and Target have influenced their expecta- tions highly while engaging with other industries, such as banks, insurance companies and other outside-retail businesses. “These 52% say they bring those expectations with them,” Witcher said. “[For example,] let’s say you go to your banking website, and you see there’s a problem with your account and you’re looking around for that little agent, but instead a phone number pops up that says, ‘Give our contact center a call.’ Are you instantly disappointed? Yes. Was it because you compared that bank to another bank? No. You compared it to your last digital experience. And that’s what consumers are doing today.” Witcher encouraged listeners to tap into their own consumer habits when making decisions for their business. “Everyone in this room is a consumer,” he said. “I’d encourage you to take off your business hat, and [think like] a person who buys things as a consumer. You know what your own expectations are. You know what all these sorts of tools and technologies are causing you to think when you go shopping. Your musician shoppers have the same expectations you do.” Bringing that “instant gratification” mindset into your MI business is imperative in today’s day and age. Tasking an employee to monitor social platforms and answer questions as they come in in real-time and installing a chat function on your website are two ways you can meet customers’ expecta- tions — and stay within their time frame. MI
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‘Innovation Tailored to Our Business Needs’ I recently attended the NAMM NeXT event in July and was thor- oughly impressed. The sessions were incredibly valuable, especially those by Brendan Witcher on AI and Mark Schaefer on business practices. These presentations not only provided insights but also prompted deep reflection on our business strategies. The networking opportunities were equally fruitful, allowing me to connect with a diverse group of industry professionals, which broadened my perspective and inspired new ideas. The event was well-organized, with seamless logistics and great food, adding to the overall positive experience. Compared to previous NAMM events, NAMM NeXT stood out by leaving me with more questions than answers, encour- aging exploration and innovation tailored to our business needs. The inclusion of speakers from outside the industry brought fresh, valuable perspectives that I found particularly enlightening. I highly recommend NAMM NeXT to others in the music in- dustry. The insights and connec- tions gained from this event will undoubtedly guide our business’s future growth and success.
Since the interview, we’ve continued to expand our software offerings and have introduced sev- eral new products that cater to the evolving needs of our customers. Additionally, I would like to ex- press my gratitude to our dedicated team and partners who have been instrumental in our growth. Their hard work and passion for music have made it possible for us to stay at the forefront of the industry.
Serj Kirsanov Pro-Audio Buyer Ted Brown Music Tacoma, Washington
A Team Effort I was very grateful for the op- portunity to be featured as the Industry Profile in Music Inc.’s August 2024 issue and share some of our company’s story. The profile did a wonderful job highlighting the amazing work done by all of the musicians on our team, but I also wanted to be sure to acknowledge all of the great work the entire team of spectacu- lar craftspeople who work at Fox Products do. Every member of our team plays a crucial role in creat- ing the amazing instruments that Fox Products is known for and the diversity of perspectives on our manufacturing team is one of our greatest strengths as a company. I’d also like to give an ad- ditional big “thank you” to our dealers for their partnership and the musicians who play our in- struments. We look forward to continuing to serve the music industry by making high-quality instruments in the U.S.
‘Fostering a Community of Music-Makers’
during the break after the first session, “Well, this is going to be good.” The parts I found most valu- able were Mark Schaefer’s ses- sions. He provided insightful in- formation about the use and tools of AI and their application in our daily productivity. I’m currently reading his book “Belonging to the Brand,” which was aligned with his second session about branding through community. This idea really resonated with me and has motivated me to im- prove my own marketing efforts for the store I work for, Brighton Music Center. Overall, NAMM NeXT was a very well-curated event, and I would recommend it to everyone in the future! Gennifer Dusold General Manager Brighton Music Center Pittburgh
I ’m grateful for the opportunity to highlight the growing impor- tance of music software in our industry in last month’s August issue. One aspect that I feel was not fully captured in the feature story was the comprehensive sup- port system we have in place for our customers. At Ted Brown Music, we pride ourselves not just on selling software, but on providing ongoing education and support to ensure our customers can fully utilize these tools. We host workshops and one-on-one training sessions, helping musi- cians at all levels get the most out of their software. This com- mitment to education has been a key factor in our success and has helped us build strong, lasting relationships with our customers.
Linden Lantz Owner Bandwagon Music & Repair Nashville, Tennessee
A Well-Curated Event N AMM NeXT was well-curated by the NAMM team, filled with speakers and information that were extremely relevant to the times. Although I was ini- tially unsure of how it would all unfold, the very first session set the tone for what was to come. I remember thinking to myself
Gabe Starkey President Fox Products South Whitley, Indiana
EDITOR’S NOTE: MUSIC INC. ENCOURAGES LETTERS AND RESPONSES TO ITS STORIES. EMAIL LETTERS TO EDITOR@MUSICINCMAG.COM.
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INSIDE NEWS > Page 14 Don Felder to Perform at the NAMM Foundation Benefit Concert > Page 15 Gonher Purchases Samson, Sam Ash > Page 19 Casio’s Mark Amentt Retires
J.W. Pepper is celebrating its 150th anniversary this year by launching the J.W. Pepper 150th Anniversary Scholarship Program, a new initiative that will award more than $150,000 in scholarships to aspiring musicians who aim to become music teachers. — By Kimberly Kapela J.W. PEPPER GIVES BACK TO MUSIC STUDENTS Kathy Fernandes Glenn Burtch
J .W. Pepper, one of the leaders in sheet music publishing, is marking a significant milestone this year — 150 years in business. For a century and a half, J.W. Pepper has been at the forefront of providing quality sheet music, while empowering music stu- dents in their education. To commemorate this landmark anniversary, the company is launching the J.W. Pepper 150th Anniversary Scholarship Program. This new program is designed to empower the next generation of music educators by
awarding more than $150,000 in college scholarships for aspiring musicians in the pursuit of becoming music teachers. “J.W. Pepper has been around since 1876 and throughout that time, the company has supported the leaders of music ensembles and music directors,” said Kathy Fernandes, chief sales and marketing officer of J.W. Pepper. “Our vision for the company is to enable ensemble music for everyone everywhere.” The role of a music director has under- gone significant transformations over the
decades. Through it all, J.W. Pepper has thrived by staying attuned to these evolv- ing needs and maintaining a steadfast focus on customer service. “Our company provides a service not only to music directors and music teachers, but also to publishers and to composers,” Fernandes said. “We adapt to what their needs are and find the best way to deliver those with our business. We’ve grown as an aggregator of a place to get music that gives people who have publications or
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who have new compositions a platform to be discovered.” FOSTERING MUSIC EDUCATION To mark the company’s major milestone this year, Fernandes said J.W. Pepper wanted to do something special by giving back to the next generation. “We want to be authentic to who J.W. Pepper is and what we do,” Fernandes said. “We firmly believe that music directors and music teachers need support and they’re of- ten the only one in that position in their school, church or community group. We want to acknowledge that it’s a very special career choice. With a lot of the changes post- pandemic, there was concern about where’s that next generation? Are they choosing to teach? We thought that there was a good convergence there of the need to encourage young people to choose the path of being a leader in music. We understand people need adequate funds to go to college.” The scholarship awards are significant, with 52 $3,000 scholarships available — one for each state, Washington D.C. and the combined U.S. territories. This broad reach ensures that deserving students from across the nation have the opportunity to benefit from the program. Additionally, the top-rated recipient will receive a prestigious $10,000 award, further enhancing their abil- ity to achieve their educational and profes- sional goals. Each scholarship applicant must be en- tering their first year as a full-time student in the Fall 2025 semester with a major in music education. Scholarship applications will be accepted starting in October 2024 and the deadline for submissions is January 31, 2025. There are standard scholarship ap- plication requirements, including transcripts from high school, as well as an essay, and the student has to be an active participant in their school’s music program according to Fernandes. “We’re just happy that we can give back and help further music education,” said Glenn Burtch, president of J.W. Pepper. “A charitable giving and help in this industry has been a cornerstone of the company. We have a Pepper Employee Scholarship Fund that we reward every year to students of our employees who want to be majoring in music in some way. We’ve been doing that for about 25 years.” PRESERVING EDUCATION The J.W. Pepper 150th Anniversary Scholar- ship Program is more than just a celebration
of the company’s rich history; it’s a forward- looking initiative that invests in the future of music education. The scholarship program is also a reflection of J.W. Pepper’s broader mission. Throughout its history, the company has been dedicated to making music accessible to all. Whether through its extensive sheet music catalog, innovative digital resources, or community outreach pro- grams, J.W. Pepper has consistently worked to support and uplift the music community. “We have great respect for the history of the company,” Burtch said. “It’s front and center for the organization, and there’s not
many companies that have been in two hands or two families for 150 years, and in today’s day and age, it’s virtually unheard of to have that happening. We celebrate that frequently. We also want to be a good vendor and neigh- bor to others. We have a lot of respect for the industry that we’re in, our customers and music teachers are really paramount to us.” By supporting the next generation of music educators, J.W. Pepper is ensuring that its legacy of excellence and dedica- tion to music education will continue for many years to come — as will the joys of making music. MI
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DON FELDER TO PLAY NAMM FOUNDATION BENEFIT CONCERT
how to read music. So, I got a kind of a free Berkelee School of Music education. [Laughs.] So, I understand how important it is to give music-making opportunities to kids who don’t have the financial ability to have access to instruments in their lives. I’ve raised five kids myself, and I have nine grandkids and two great-granddaugh- ters, and I see the correlation between music and mathematics and science. If you’re exposed to music and learn music, it helps develop your intellectual ability in the math and sciences, as well. I’m a big proponent of helping kids in any way I can — espe- cially when it comes to access to music. MI: What’s your best music store memory? DF: The very first music store that opened in Gainesville was by a guy named Buster Lipham called Lipham Music. I used to go in there every afternoon after school and sit around, and they let me play guitars and I would demonstrate for people. Finally, they made me an employee, and I also started teaching kids in that music store. One of my students early on was this kind of scrawny, bucktoothed, blonde- headed kid who just walked in one day and his name was Tommy Petty — but you probably know him better as Tom Petty. MI: Wow! That sounds like one transformative music store. Can you tease any songs you might play during the “Play it Forward” concert? DF: I have an incredible group of musi- cians — probably the best group of musi- cians available. These guys have amazing pedigrees. I have people who were in the band Chicago and played keyboards for American Idol and Mariah Carey. My guitar player performs with Kenny Chesney. It’s a pleasure for me to go out and play with these guys, and it puts my musical show at just a really peak performance level. So, by the end of the night, everybody will be dancing and rocking out to songs, like “Take It Easy,” “Life In The Fast Lane” and “Hotel California.” It’ll just be a really wonderful evening of songs and music that people know and love and have heard on the radio for 50-something years. It’ll be a fun night. MI — By Katie Kailus
Don Felder
T his September, Don Felder, a former member of The Eagles, will take the stage of the Belly Up Tavern in Solana Beach, California, for the NAMM Founda- tion’s annual “Play it Forward” benefit concert. Music Inc. spoke exclusively with Felder ahead of the event to hear his thoughts on music education, his fa- vorite music store memories and what Eagles hits he might delight the crowd with during the Sept. 12 evening concert. Music Inc.: What made you want to get involved with the NAMM Foundation? Don Felder: I’ve been going to The NAMM Show every year, and I’ve met so many wonderful people, so I have a strong alli- ance to NAMM. As for the music education portion, I grew up desperately poor on a dirt road in the Deep South. There was no music
organization. I don’t even think there was a music store in town in Gainesville, Florida, when I was first started playing. I got my first guitar by trading a handful of Cherry Bombs to the kid across the street who had a messed up acoustic guitar. I had just seen Elvis Presley on television, and I thought, “That looks pretty cool. I think I’d like to do that.” I was about nine or 10 years old at the time. It was missing some strings, so I mowed lawns and washed cars to get the money to go to the drug store where they sold Black Diamond strings. [Laughs.] I was pretty much self-taught, learning everything by ear. I couldn’t read music until I started teaching guitar in this one music school called Hillis School of Music in Gainesville. Eventually, I started teaching kids guitar at his school, and for every hour I taught, I would go sit with Paul Hillis, and he would teach me music theory and
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Dean Guitars Attains Win in Appeal Against Gibson D ean Guitars has announced a significant legal victory in its long-standing trademark dispute with Gibson Brands. The U.S. Court of Appeals in the 5th circuit ruled in favor of Dean Guitars by granting a full reversal and a new trial — vindicating the company’s position that its longstanding use of certain guitar models does not infringe on Gibson’s trademarks. The court held that evidence of countless other companies making these guitar models must be allowed to be shown in court. “We are incredibly pleased with the court’s decision,” said Pam Rubinson, CEO of Dean’s parent company Armadillo Enterprises. “This court’s ruling affirms our commitment to Dean’s legacy V and Z models that have been in continuous production since 1977 and reinforces our belief in fair competition within the guitar industry. We have always strived to respect the history of guitar craftsmanship while bringing our own unique flair to the market. This is a complete vindication, we have fought this battle and won on our behalf of Dean Guitars and every other guitar manufacturer in the industry.” {deanguitars.com} this event, Powers used Taylor’s new 50th Anniversary Collection as the framework to tell the company’s story, engaging in moder- ated discussion, demos, and Q&A highlighting classic guitars and recent product launches. They also touched on the contributions that Powers has made personally since joining Taylor in 2011, namely how he has been responsible for many of the company’s designs, including its V-Class bracing architecture, the American Dream acoustic line, and body styles including the Grand Pacific, Grand Theater and more. The discussion walked through various perspectives on Taylor’s guitars, from the conception of the designs and the process of building the guitars, to the magic that happens when they end up in the hands of a creative musician. Joining the conversation, Hailey Knox provided the “artist’s perspective” on Taylor guitars and how they fit into her world. She also touched on the songwriting process and how to channel the creative spark, the hard work that goes into growing a following, and how tools like her Taylor guitar help generate creativity. She then played a short acoustic set using her Taylor 512CE and a looper setup. {guitarcenter.com; taylorguitars.com}
Taylor Guitars’ Andy Powers, center, speaks to the crowd at the La Mesa, California, Guitar Center location.
GC HOSTS TAYLOR’S ANDY POWERS AT LA MESA STORE TO HONOR GUITAR-MAKER’S 50TH YEAR O n June 1, Guitar Center held an event celebrating 50 years of Taylor Guitars
Collection and how it embodies the company’s history. It also included a performance by special guest Hailey Knox — singer-song- writer, producer and musician, known for her soulful acoustic guitar and loop pedal covers of popular songs. Throughout 2024, Taylor is releasing the 50th Anniversary Collection, a curated lineup of limited-edition guitars celebrating the diversity of the Taylor line. Some gui- tars in the collection draw inspiration from player-favorite models over the decades. At
in the acoustic room of its La Mesa, Califor- nia, store. The event, titled “An Afternoon with Andy Powers,” was centered around an up-close-and-personal sit-down with Andy Powers, Taylor Guitars’ CEO, president and chief guitar designer, in conversation with moderator Stephen Lynch, Guitar Center manager of content and social media. The event covered a wide range of topics, including details on Taylor’s new 50th Anniversary
Gonher Purchases Samson, Sam Ash Music’s E-Commerce Business M exican merchant Gonher has purchased Samson Technologies and certain e- Sam Ash filed for Chapter 11 bankruptcy protection in May and has since announced plans to close all of its 42 stores.
commerce assets of the Sam Ash Music. According to an updated bankruptcy filing, Gonher submitted a bid to purchase Sam Ash’s assets on June 14, and on June 20, an auction was held where Gonher was the lead bidder for the Samson-only assets and the Sam Ash e-commerce-only assets. The combined value of the bids was estimated at $10.3 million. Gonher was declared the winner with a bid value of $15.2 million. Gonher, which operates Gonher Music Center, began in 1956 as a record store and began selling instruments in the 1960s. Since then, it has been an MI leader in Mexico.
“We are thrilled to partner with Gonher, another family-owned music company that shares our passion for helping musicians. This collaboration marks an exciting new chapter for Sam Ash Music, providing an opportunity to continue our 100-year-old mission of treating customers like family, while enhancing our digital sales to meet the modern demands of musicians and sound professionals across the U.S.,” said Derek Ash, e-commerce director and great-grandson of the founder of Sam Ash Music. {samash. com; gonhermusiccenter.com}
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Yamaha Partners with Tomplay in the U.S. Y amaha has announced its partnership with Tombooks, the creator of interac-
string or mallet keyboard instrument. Tom- play premium unlocks an extensive catalog of more than 80,000 songs and soundtracks across all genres and for all skill levels. “Empowering expression is at the core of all that we do at Yamaha, and through Tom- play we aim to propel customers’ enjoyment of music-making to new heights,” said Brian Petterson, Yamaha’s director of marketing for winds and strings. {yamaha.com}
tive sheet music app Tomplay. This collabo- ration brings a new dimension to musical practice and performance, letting musicians play along with high-quality recordings by professional artists. Now available in the U.S., Yamaha customers will get complimentary access to the Tomplay app for three months by registering a Yamaha brass, woodwind,
Ron Manus
NAMM Foundation Adds Ron Manus to Board of Directors T he NAMM Foundation has welcomed Ron Manus to the organization’s board of directors in the role of secretary- treasurer. As a member of the board, Manus will serve a three-year term to guide the work of the non-profit and fulfill its vision to create access to and advance participation in music-making across the lifespan. Manus succeeds Susan Lipp, owner and chairman of Full Compass, as secretary-treasurer. “Ron has served as a pillar to the music community for decades, and we are honored to have him join the board. We look forward to seeing the profound impact he will have on The NAMM Foundation,” said John Mlynczak, president and CEO of NAMM and president of The NAMM Foundation. “I am beyond excited to join the NAMM Foundation Board of Directors,” Manus said. “Music has always been the heartbeat of my life, and I can’t wait to work with an organization that’s dedicated to making music accessible and inspiring for everyone. Together, we’ll amplify the power of music and support the next generation of musicians to unleash their inner rock stars!” Manus, chief business development officer, is the third generation of the Manus family, helping to lead his family’s educational music brand Alfred Music. He joined Alfred Music in 1988, following the legacy of his grandfather, Sam Manus, and his father, Morty. Under his guidance, Alfred Music embraced technology, pioneering digital learning tools that revolutionized music education. With the appointment, Manus will join Chris White, chair of The NAMM Foundation and president and CEO of White House of Music; Dinah Gretsch, vice chair of The NAMM Foundation and executive vice president and CFO of Gretsch Company; Victor Wooten, director of the NAMM Foundation and five-time Grammy Award recipient; and John Mlynczak, president of the NAMM Foundation and president and CEO of NAMM on the board. {nammfoundation.org}
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lishing and distribution. This partnership aligns with Peermusic Classical’s commit- ment to providing its composers with the best possible platform to showcase their works. “We are very excited to have the privilege of distributing the Peermusic Clas- sical catalog,” said Sonya Kim, Presser’s CEO and president. “Their extensive list of esteemed composers and compositions deserves the highest level of service to en- sure it is available to musicians and music lovers everywhere.” {presser.com}
Theodore Presser Signs Exclusive Distribution Agreement with Peermusic
T heodore Presser Company has announced it has signed an exclusive sales distribution agreement with Peermusic Classical, effective now. This collaboration is set to enhance the distribution and reach of Peermusic Classi-
cal’s catalog, making it more accessible to musicians and educators. Theodore Presser Company, known for its extensive and diverse catalog, brings over a century of expertise in music pub-
Proel North America Integrates Catalog with AIM POS P roel North America has announced the integration of its product catalog with AIM Point-of-Sale Retail Software via Tri-Tech’s Supplier Connections service. This integration enhances convenience and efficiency for music stores, allowing for seamless access to and management of Proel products within their AIM systems. Proel North America dealers using AIM should sign up for the Supplier Connections service to optimize inventory management, improve pricing accuracy and enhance operational efficiency. This partnership demonstrates Proel’s commitment to providing dealers with tools for success in a competitive market. “We are thrilled to integrate Proel North America’s product catalog with AIM Point-of-Sale Retail Software through Tri- Tech’s Supplier Connections service,” said Antonio Ferranti, president of Proel North America. “This integration underscores our commitment to providing music dealers with the tools they need to succeed in a competitive market. By leveraging AIM’s robust features, our dealers can streamline their operations and focus on delivering exceptional service to their customers.” For more details and to get signed up, dealers are encouraged to contact Proel’s sales team. {proelnorthamerica.com}
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UNIVERSAL AUDIO EXPANDS ITS LEADERSHIP TEAM U niversal Audio (UA) has welcomed seasoned leaders Dana Ruzicka
GUITAR CENTER APPOINTS NEW EVP OF TECH G uitar Center has appointed Adolfo Rodriguez as executive vice presi-
and Ethan Kaplan to its executive team, both reporting to founder and CEO Bill Putnam Jr. Ruzicka joins UA as a lifelong mu- sician and accomplished leader with nearly 30 years of industry experi- ence, most notably at Avid Technology where he held roles, including vice president of strategic alliances, vice president of product management, vice president of market solutions, senior vice president and general manager, and, finally, chief product officer.
dent, chief technology and information officer. Rodriguez joins Guitar Center with more than 25 years of experience in technology transformation. In his new role, Rodriguez will be responsible for the end-to-end technology vision and
Dana Ruzicka
Adolfo Rodriguez
execution for the company, while leveraging disruptive technolo- gies to reimagine the customer experience. Rodriguez will report directly to CEO Gabe Dalporto. “Adolfo’s extensive experience and exceptional ability to har- ness emerging technologies make him a phenomenal addition to Guitar Center as we forge ahead with our transformation,” Dalporto said. “His expertise in core retail systems and processes and his passion for transforming the customer experience make him a perfect fit at Guitar Center. We are confident that under his leadership, we will reach new heights and deliver ground- breaking solutions to our customers.” Before joining GC, Rodriguez served at Advance Auto Parts, where he spearheaded innovative technological advancements across various functions. {guitarcenter.com} NAMM FOUNDATION ADDS NEW EXECUTIVE DIRECTOR N AMM has announced Julia Rubio as the new NAMM Foundation
Ethan Kaplan
“There’s no other industry I’d rather be in. Music creation has been my life’s creative passion,” Ruzicka said. “It’s an honor to be joining UA, where this same passion is shared by so many.” Kaplan joins UA as a longtime leader in digital music technol- ogy, with 25 years creating digital transformations at Fender, Live Nation Labs, Warner Music Group, and most recently, leading AI investments at Smash Capital. {uaudio.com} ESP GUITARS TAPS MONYPENNY FOR LATIN AMERICA SALES E SP Guitars has named MI and pro-audio industry veteran
Philip Monypenny to the new role of Latin America sales manager. Based in Chile, Monypenny will be the point person in furthering the potential of the ESP brand in the Latin American markets.
executive director. Rubio succeeds Mary Luehrsen, the Foundation’s former ex- ecutive director and NAMM’s senior public policy advisor, who will be retir- ing later this year after 22 years. Rubio will report directly to NAMM president
Philip Monypenny
Julia Rubio
“ESP has long had a very strong presence in Mexico, Central America and South America,” said Miguel Soto, ESP’s vice president of global sales. “Bringing a skilled and respected pro like Philip aboard in this dedicated role cre- ates new opportunities to greatly expand ESP’s business in these important territories.” Monypenny has spent more than 15 years in the MI and pro-audio industries with roles as a sales and product manager for importer/distributor/retailer Audiomusica, as well as act- ing as a territory manager for Audio-Technica. Most recently, Monypenny has served as the purchasing and contracts manager for Televisión Nacional de Chile. At ESP, he will be tasked with being the point person for the Latin American guitar market, working with local distribution and retail partners to maximize the potential of the ESP brand. {espguitars.com}
and CEO, and NAMM Foundation president, John Mlynczak. “Julia’s abundance of experience and expertise in music educa- tion and performance, as well as in the nonprofit world, will have an immediate global impact on The NAMM Foundation and its critical endeavors and activities,” Mlynczak said. “Her business acumen and leadership qualities are an ideal fit for our culture and will be instrumental in driving the Foundation’s mission, values and goals.” Rubio brings a wealth of experience in nonprofit leadership and grantmaking to her new role. She began her career as a public-school orchestra teacher in Hamilton, Ohio. Rubio comes to NAMM from the Merakey Foundation where she served as the executive director since 2019 and oversaw grantmaking and fundraising for the nation’s largest behavioral health nonprofit. {nammfoundation.org}
18 I MUSIC INC. I SEPTEMBER 2024
Mark Amentt
Casio America’s Mark Amentt to Retire C asio America has announced Mark Amentt will retire, effective Aug.1 after nearly 14 years at Casio. Amentt has served as director of sales for the electronic musical instrument division during his entire tenure with Casio. He has overseen a broad portfolio of musical instruments sold through its U.S. music dealer and piano dealer channels and directed the company’s efforts in the education and house of worship markets. Among his many sales accomplishments are the successful “Mark’s leadership and expertise have been instrumental to Casio’s success, particularly evident in his efforts in building trusted relationships with our select music and piano dealers,” said Stephen Schmidt, vice president of Casio’s Electronic Musical Instruments Division. “Mark is also a dear friend, and while I am sad to see him leave, I am happy he is focusing his time on himself and his family.” Amentt originally began his sales and sales management career in the pharmaceutical and publishing industries. In May 2000, he was named director of operations for the Alliance of Independent launches of new Casio products, including Celviano Grand Hybrid digital pianos in 2015, Privia premium-level digital pianos in 2022 and upgraded Celviano AP Series models earlier this year. Music Merchants (AIMM), helping the then-newly established organization better serve its members. He joined Casio as director of sales in 2010. A lifelong multi-instrumentalist, Amentt performs regularly in the Philadelphia area. “I love Casio and all the people I have had the privilege to work with. Together, we have built Casio into a recognized, reliable and respected musical instrument brand that offers consumers and professionals many great products at affordable prices,” Amentt said. “I’m deeply indebted to Stephen Schmidt and Casio’s general manager of marketing, Mike Martin, for their unwavering support over the years. It’s time to devote energy to myself and my family.” {casiomusicgear.com}
SEPTEMBER 2024 I MUSIC INC. I 19
Keith Mardak
Keith Mardak Receives Lifetime Achievement Award from MPA D uring the annual meeting of the Music Publishers Association (MPA) earlier this summer, Hal Leonard’s former long-time president and CEO, Keith Mardak, was honored with a Lifetime Achievement Award. Mardak began his career at the Hal Leonard Corporation in 1970. He grew the company to what it is today: the world’s largest music print publisher with a catalog consisting of over 200,000 physical publications and over a million digital ones. In addition to his time at the helm of Hal Leonard, Mardak is an active philanthropist devoted to many service organizations, including the Boys & Girls Clubs of Greater Milwaukee. “If you are in the business of music publishing, you know the name of Keith Mardak,” said Brittain Ashford, MPA executive director. “A true titan of the trade, the Music Publishers Association was honored to present Keith with the 2024 Lifetime Achievement Award for a career defined by an unyielding commitment to the industry, distinguished by pioneering innovation and exceptional leadership.” Established in 2009, the MPA Lifetime Achievement Award honors an outstanding individual who has devoted their life to the industry. Previous recipients include Irv Kratka, Lauren Keiser, Iris Manus, Charles Slater, Jay Morgenstern, Fred Koenigsberg, Ralph Peer II, Arthur Gurwitz, Frank J. Hackinson, Morty Manus, Dean Burtch and Lynn Sengstack. In addition to the Lifetime Achievement Award, the annual meeting presented the Paul Revere Award winners for graphic excellence in printed music. Hal Leonard’s “Music Theory for Kids” by Kit Massey took first prize in the “Classroom & Instructional Method” category and second prize for “Book Design,” while “Piano Music for Black Composers” took second prize for cover design. {halleonard.com}
IsoAcoustics founder Dave Morrison is flanked by his two sons, Sean and Paul.
ISOACOUSTICS TAKES NORTH AMERICAN DISTRIBUTION IN-HOUSE
I soAcoustics, a leader in acoustic isolation solutions, has announced its decision to move its North American distribution opera- tions in-house, driven by the desire to take a more active role in its dealer relationships in the brand’s home territory. As the brand grows, this move will allow IsoAcoustics to support its North American dealers at the highest level and gain deeper insights into market needs for future product development. IsoAcoustics operates three divisions: home audio, pro-audio and OEM. With many key functions — from product development and
design to sales and marketing — already operat- ing in-house, folding in distribution in North America will foster continued growth while preserving key values the company was built on. “Despite our global reach, IsoAcoustics remains a family run business, and we take pride in our desire and ability to have a di- rect role in all areas of our business,” said IsoAcoustics founder and CEO Dave Mor- rison, who runs the company alongside his sons, Sean and Paul. “Our global business is poised for substantial growth over the next five years.” {isoacoustics.com}
20 I MUSIC INC. I SEPTEMBER 2024
D’Addario Foundation Awards $165.7K in Monetary Grants T he D’Addario Foundation has an- nounced its grantees for the second
half of 2024. In this cycle, the Founda- tion awarded $165,700 in cash donations and some $41,800 in in-kind product donations to support 83 nonprofit com- munity music education programs across 27 U.S. states and eight countries. These grants will help deliver music education to 156,000 children. According to the Foundation, 86% of the grantees are re- ceiving renewed support, demonstrating the D’Addario Foundation’s commitment to sustaining and growing effective music education initiatives worldwide. Among the newly supported organizations is the Agape National Academy of Music (ANAM) in Liberia, which serves youth in greater Monrovia through low-cost music instruc-
tion and instruments, promoting personal development and social growth in a region facing significant socioeconomic challenges. The D’Addario Foundation’s grant se- lection process is rooted in its core belief in the value of music education for all children. The Foundation reserves its support for nonprofit organizations that offer free or affordable music instruction, early and often, within under-resourced communities. Numerous studies link ac- tive participation in music with improved
social-emotional well-being, neurological development and academic performance. On average, the students in this round of the D’Addario Foundation’s grantee programs receive 5.5 hours of music in- struction per week, with some programs providing up to 15 hours per week. These programs offer robust music education and also support students with mentor- ing, homework help, meals and college readiness at little to no cost. {foundation. daddario.com}
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> Page 24 Next-Gen Retailing > Page 25 E-Commerce Reverberations > Page 26 Women of NAMM
THE MARKETING GURU I BY TRACY HOEFT 6 VIDEO CONCEPTS TO TRY NOW S ocial media has moved from friends and pho- tos to dopamine-driv- ing, short-form vid- eos. TikTok ushered the instrument. Consider using a pointy guitar typically associated with metal to play bluegrass music or do some death metal on a piano.
CONCEPT #3 - The Versus Video . This type directly compares two related products in a short demo. We’ve had some great performing videos recently comparing the prior version of a product to the newest generation. CONCEPT #4 - How To Make Your [Insert Instrument Here] Sound Better . Players are always looking for tips. Be the expert to help them sound better. A specific idea might be: “How to make a snare sound better.” CONCEPT #5 - The [Insert Topic Here] Secret Only The Pros Know . Here is another great opportunity to showcase your expertise, while helping your target customer. An example is “The Recording Secret That Only Pros Know.” CONCEPT #6 - We Tested Every [Enter Prod- uct Category Here] So You Don’t Have To . You have a store full of product. Use this as a competitive edge in content creation. Take out every distortion pedal that you have and do a comparison video. If you start with a winning concept, you can grow your customer base on TikTok, In- stagram Reels and YouTube Shorts. Happy creating! MI
in this change, but today, it’s the primary driver of success on all of the major platforms. One of the most common questions I get asked is: What type of videos I should make for TikTok, Insta- gram Reels and YouTube Shorts? Before we get into a few con- cept ideas, you must first recognize that these platforms rarely reward you for posting lots of content. In- stead, they’re anxious to reward you handsomely for creating great content. To them, “great content” is defined as videos their users want to watch, which they gauge based on analytics like viewer retention (i.e. watching the entire video), likes, comments and shares. In short, you need to make videos that the people you want to reach will want to watch. Don’t post videos that tell them what you want to tell them, but instead that entertain, inform or educate them. Success on TikTok and other platforms almost always starts with a winning concept. Part of that is using a concept that the viewer quickly (within three sec- onds) knows is of interest to them. That usually means an idea that’s easy to understand. Most success- ful creators report spending more time developing their ideas than shooting the video itself. Instead of
Social media video concepts that are consistent winners.
rushing to make a video no one will watch, plan for a video that will connect with your target customer. My team and I track the per- formance of content made for musicians from more than 1,500 brands, dealers and influencers to keep up with what’s working, and we’ve found a few formats that are consistent winners. These are them. CONCEPT #1 - Unboxing ASMR . People love unboxing videos and they love ASMR. For the uninitiated, ASMR stands for Autonomous Sensory Meridian Response and is defined as audio or video that gives you a “tingly feeling.” In social media
videos, though, it’s often used to describe videos that capture the sound of something unexpected and interesting. For this concept, do an unboxing, exaggerating the audio as you capture each step in opening the package. If you’re a dealer, think of how many packages you open each week. You have a content-rich environment there, and this is a sneaky way to show your customers new arrivals. CONCEPT #2 - Does It [Insert Unexpected Genre Here]? This is a great platform to do some playing demos that get attention. Do a demo playing in a music style that is unexpected for
Tracy Hoeft is the president of Am- plify 11, a marketing firm specializing in the musical instrument industry.
SEPTEMBER 2024 I MUSIC INC. I 23
NEXT-GEN RETAILING I BY JONATHAN HENDRIX Evaluating Interviewee Character
H ave you ever thought, “How much can I really get to know someone through an interview?” I certainly have. I’ve had a tendency in the past to see interviews as a tool primarily used to assess an applicant’s technical skills and knowledge, but not so much who they re- ally are given the small window of time you have to talk with the individual. I would observe whether our applicants were person- able, friendly, and well spoken, but beyond that, I didn’t think I could really get to know them until they got the job and I had the opportunity to be around them in an everyday setting.
honest answers? We ask questions that give the impression that there is no “wrong” answer, so that they feel comfortable answering with more transparency. For example, we ask if they consider themselves a self-starter or someone who pre- fers to be given direction rather than take the initiative to start on a task. Phrasing these questions as “either-or” can help make the applicant feel that both options are acceptable and can be honest in where they lie on that scale. 3. TEAM DYNAMICS Finally, we get to team dynam- ics. We really value a cohesive team that can set aside differ- ences and work well together in order to live out the mission of Spicer’s Music. We don’t expect everyone to have the same com- munication style or taste in music, but we do expect everyone to be able to recognize that they’re a part of a group. So, we ask ques- tions on if they handle receiving constructive feedback, who in their life they’re trying to learn from and how previous or cur- rent co-workers would describe them. This helps to provide some insight into their own humility, willingness to work with others, and, once again, self awareness. One last piece of advice, when all else fails, trust your gut. You know your team, your customers and your business probably bet- ter than anyone. Your intuition is valuable, and I believe it tends to steer us in the right direction, at least most of the time. MI Jonathan Hendrix is the general manager of Spicer’s Music in Auburn, Alabama. When he’s not running the day-to-day operations of the store, he’s usually behind his grill or his P bass.
To be fair, I still think aspects of this are true to some degree, but I don’t think it’s true that you can’t get to know an applicant’s character during an interview. My team and I have spent time crafting a portion of our interview questions to focus on getting to know the applicant by forcing them to do some self-evaluation. Character has many different definitions, but we broke ours down into three characteristics: self aware- ness, work ethic and the ability to work well with others. What we are trying to discern from that is: Do they know themselves, including their strengths and weaknesses? Are they ambitious and hard-working? And are they willing and able to work on a team with others? These are important questions to us, so we make efforts to get answers to those questions within the interview process. Here’s how we break these char- acteristics down.
“My team and I have spent time crafting a portion of our interview questions to focus on getting to know the applicant by forcing them to do some self-evaluation.”
1. SELF AWARENESS Let’s start with self awareness. Here, we ask the applicant to first describe themselves and their personality. This helps give us some insight into whether they consider themselves to be introverted or extroverted. Then, we take their perception of their own personality and compare it to how we’ve been perceiving them throughout the course of the interview. You would be surprised how many people describe themselves as outgoing yet after 15
minutes have only given short-worded answers and have yet to crack a smile. We’ve found that self awareness is critical to success and most importantly, growth. 2. WORK ETHIC This one can be tricky. When you’re interviewing someone for a job that requires them to work, it’s hard to imagine asking if they’re a hard-worker and getting any kind of response that resembles a “no.” But, similar to the self awareness dilemma, how do we get some real
24 I MUSIC INC. I SEPTEMBER 2024
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