and unboxing videos that have garnered thousands of views on YouTube. “In the very beginning Adam Frost, our media director, was working for someone else but was helping me out to create some video content, and this was when no one was doing video content on drums outside of Memphis Drum Shop,” Kinney said. “There were some product demonstrations out there, but nothing with actual conversation and engagement. So, our mission from day one was to bring the mom-and-pop drum shop experience online, and I wanted to do that through video.” Kinney said Frost was integral to getting DCP’s social platforms up and running and eventually became an actual employee who’s now responsible for the store’s social media. “Tony Interlande handles the audio mixing of our videos and is a master at the audio side of things, while Adam is really amazing at making the videos funny and engaging, and I guess I have enough personality to keep people wanting to watch them,” Kinney said. “Actually, the only thing you’ll ever hear me brag about is how awesome our social media store videos look and sound — because I have absolutely
nothing to do with them.” When asked what piece of advice Kinney would give fellow MI indie retailers when it comes to growing a social audience, Kin- ney said it all comes down to consistency. “From the very beginning until now, we’ve made it a point to always be in our customers’ feeds,” Kinney said. Despite regular changes to YouTube’s algorithm, Kinney said his store has seen the most success with long-form videos. “We’re constantly having to figure out what YouTube wants,” Kinney said. “But, the long-form videos have worked best for us when it comes to keeping viewer retention, and YouTube seems to like that at the moment.” Kinney said the dedication his team has made to creating a strong social media im- print has lead to sales. “We see enough sales conversions from social media to justify continuing to do it,” Kinney explained “However, on the YouTube side, we do it more for branding.” FUTURE BEATS Like most independent drum stores, Drum Center of Portsmouth holds regular drum clinics at its store, an identifier that one
DRUM CENTER OF PORTSMOUTH North Hampton, New Hampshire
Founded: 2009 Principal: Shane Kinney Locations: 1 Employees: 20
Excellence voter said “makes doing busi- ness with [Drum Center of Portsmouth] smooth and enjoyable.” “The events we hold today are primar- ily clinics or private masterclasses with professional drummers,” Kinney explained. “We do clinics here at the store, and we also hold private masterclasses a few times a year, which have very limited space and are very popular.” Looking ahead to the store’s 20th anni- versary in five years, Kinney said he hopes to keep the business status quo. “I want to continue on the same trajec- tory that we’re on,” he said. “I want to continue to make Drum Center of Ports- mouth the best place to shop and the best place to work.” MI
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