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OCTOBER 2025 I VOL. 36, NO. 9
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
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October 2025
THE HOLIDAY SALES GUIDE
Richard Campbell
32 I FROM THE TOP
Beyerdynamic North America’s managing director Richard Campbell discusses the company’s recent purchase by Cosonic and what it means for the 100-year-old brand.
Miriam and Mike Risko
Ethan Morency Beth Houlihan
42 I UNWRAPPING
HOLIDAY SALES SUCCESS Three retailers share their annual holiday promotions, bundles and events that keep customers coming back each year.
From left: Eastside Guitar Repair’s Ryan Lynn, Hank’s Music Exchange’s Hank Failing and Rhythm Traders’ Brad Boynton.
36 I COMMUNITY IN HARMONY How three Portland, Oregon-based MI business owners have leaned into brick-and-mortar and created the MLK Music Mall, a one-stop music shop destination.
48 I GUITARS, AMPS & ACCESSORIES 52 I AUDIO & RECORDING 54I DRUMS & PERCUSSION 56 I PIANOS, KEYBOARDS & SYNTHESIZERS 57 I BAND & ORCHESTRA 58 I DJ & LIGHTING
24 I THE MARKETING GURU X Tracy Hoeft shares key steps to improve AI-generated social media copy.
14 I INDUSTRY NEWS X Ensemble Music Reaches Top 600 in Inc. List X Hal Leonard to Distribute LP in U.S. X The Acoustic Shoppe Donates 43 Guitars to Veterans X Former Yamaha Exec Passes Away X Casio Announces Stephen Schmidt’s Retirement X Martin Guitar Names New COO X Pearl Appoints Director of Education 12 I INDUSTRY PROFILE X How Flight Ukuleles has expanded its roots from Slovenia to become a key player in the U.S. uke market.
26 I E-COMMERCE REVERBERATIONS X Jamie Major advocates for starting your holiday sales prep now.
28 I NAMM YP X Lillian Werbin on the importance of creating trust with shoppers during the holiday season.
RETAILER ASK THE 62 I ASK THE RETAILER X Retailers share ideas for treating employees during the holidays.
30 I WOMEN OF NAMM X Natalie Morrison discusses how to create a community.
Cover photo by Fritz Liedtke.
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T here are a few issues each year that the Music Inc. team deems as “must-keeps.” While every issue of Music Inc. is filled with gooey MI B2B goodness, these “must-keep” issues can be thought of as timeless treasure troves of business inspiration. And the Holiday Sales Guide issue you have in your hands right now is one of those. Each year, our editorial team speaks to retailing movers and shakers in the MI industry who are coming up with compelling and successful holiday promotions, events and product bundles. Starting on page 42, our editorial assistant, Kimberly Kapela, spoke to three retailers — Violin Shop Tampa, Kidder Music and Mike Risko Music PERSPECTIVE I BY KATIE KAILUS THIS ONE’S A KEEPER
— to share their top holiday sales strate- gies, from orchestral product bundles to holiday-themed in-store events. While a few of our past Holiday Sales Guides feature strategies tied to technology, many don’t. And quite a few stand the test of time when it comes to solid holiday sales inspiration — no doubt sending them into that “must-keep” category.
For example, in our 2024 Holiday Sales Guide, we shared Boothe Music’s idea of a rent-to-own program that lets families choose any guitar under $400 and spread out the payments. This holiday offering from the Spanish Fork, Utah-based dealer- ship provides parents with an affordable, flexible way to give their children the gift of music during the holiday season. You can find more about Boothe Music’s rent-to-own program on page 50 of the October 2024 issue. A standout holiday bundle idea appeared on page 50 of our October 2019 Holiday Sales Guide. Rand Cook, co-owner of Candyman Strings & Things in Santa Fe, New Mexico, shared how his full-line dealership makes it easier for non-musicians to shop for musicians with their Guitar Players’ Gift Bags — curated bundles of add-ons and accessories that players need but non-players might not think to buy. “When somebody buys a guitar [especially if the recipient is a first-time player], they’re going to need a bag, they’re going to need a stand and they’re going to need a tuner,” Cook said, adding that the Candyman team educates them as a part of the sale. “Buying for musicians is a difficult thing, and we do the best we can to sort of qualify them and guide them.” One oldie-but-goodie comes from Symphony Supply in Paducah, Kentucky, with its holiday tree promotion, which ran in our October 2018 Holiday Sales Guide (also on page 50). The strings-only retailer displays a Christmas tree decorated with numbered ornaments. When customers make a purchase, they get to pick an ornament off the tree and get a prize corresponding to the number. The main prize? A $20 gift certificate for Symphony Supply. Each October, our Holiday Sales Guide issues offer a wealth of Q4 promo- tional ideas. Hit the magazine archive page of musicincmag.com to browse past Holiday Sales Guides and jot down some promotional ideas to start your holiday planning now, because December will be here before we know it. Happy holiday selling! MI
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Here’s to 90 Years of Excellence M arking 90 years has remind- ed us just how important music retailers have been to Manhasset’s story. You are the connection point between our stands and the students, educa- tors, and performers who rely on them every day. Your trust in our products, and the effort you put into getting them into the hands of musicians, has been essential in keeping our brand strong across generations. We’d also like to thank Kim- berly Kapela for telling our sto- ry with such care. Her article captured the pride we take in quality and longevity, but it’s the ongoing support of the retail community — and the musicians you serve — that keeps our leg- acy growing. We’re honored to stand alongside you as part of the wider music community. Jason Carter President Manhasset Specialty Company Yakima, Washington ‘Finally, Someone Gets It’ W hen the September 2025 Industry Profile on Freq- port was released, what struck us most wasn’t just seeing our story in print, but the response we received. Engineers, produc- ers and musicians reached out to say, ‘Finally, someone gets the pain of bridging analog and digital.’ That validation means more than any product launch. It reminds us that Freqport is not just about tubes and circuits — it’s about people who believe music technology should feel in- spiring, not limiting. That’s why we built Freqport: to eliminate the long-standing headaches of integrating analog hardware into digital workflows. We’re re-inventing audio produc- tion. Traditional setups are time-
Beware: integration isn’t just plugging in gear, it comes with real liability. Before you send your team out to pull cable and hang speakers, make sure your business is protected. Speak with an insurance provider, obtain your contractor’s license, and un- derstand permit and code compli- ance for schools and commercial jobs. With the right partners, proper protections, and a sharp focus on a market you know, MI retailers are in a great position to grow here. You’ve already built trust. Now, it’s time to turn that trust into systems that deliver lasting value and a steady new revenue stream. Ray Biba Senior Director of Channels Sales, U.S. & Canada QSC Costa Mesa, California Sending a Heartfelt ‘Thank You’ T hank you so much for fea- turing the Ted Brown Music AVL department in the Septem- ber issue of Music Inc. We truly appreciate the opportunity to share our story. One of the key elements be- hind our success is the incredible team of experts we have in place. Their deep technical knowledge, creative problem-solving, and commitment to customer ser- vice allow us to deliver excep- tional audio, video, and lighting solutions to our clients. Having specialists who understand both the artistry and the engineering behind AVL makes all the differ- ence, and we’re proud to have built a department that reflects that level of excellence. Whitney Brown Grisaffi President Ted Brown Music Tacoma, Washington
consuming, require deep technical knowledge and often interrupt creative flow. Freqport removes those barriers — our products make connecting outboard gear fast, seamless and frustration-free, letting creators stay focused on what really matters: making music and producing. At Freqport, we have em- braced the new Analog Harmony technology, and we are excited to see more brands adopting it to future-proof their products and shape the next era of pro-audio. Mikael Dahlgaard Director of Marketing & Sales Freqport Copenhagen Power of Integration F or decades, MI retailers have been the heartbeat of local music scenes — selling gear, sharing knowledge and help- ing customers chase their sound.
But as margins tighten and more customers look for turnkey AV solutions, there’s a golden op- portunity that many are starting to explore, professional AV inte- gration. Whether it’s equipping a house of worship with a full sound system, installing a cafe- torium in a school, or outfitting a live venue, install work is in demand. And here’s the good news: your customers already trust you. Now, it’s just a matter of meeting them where they’re headed. Don’t try to serve every market on day one. Instead, zero in on one or two verticals you already understand like churches, schools or local venues. That’s where your relationships are, and likely where your team already has some credibility. Next, find strong manufacturer partners or integrators who can help fill in the gaps.
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 Ensemble Performing Arts Makes Inc. Magazine’s Fastest Growing List > Page 16 Hal Leonard Distributes LP in U.S. > Page 20 Martin Names COO
munities that exist for ukuleles through our products, so we tried to create something that doesn’t exist yet or is not available to the general public yet,” said Juliana Virant, owner and general manager of Flight Ukuleles. “We constantly talk to players and we gather new ideas, so we’re active in the community, so it helps us keep the hand on the pulse of the community.” That pulse has led Flight in exciting di- rections. In 2020, the company unveiled Jet Guitars, a brand that channels vintage style yet is tailored for a European market eager for fresh options. As soon as Jet hit stores, players wanted more aggressive, metal-ready models and daring shapes like V-style and seven-string builds. Rather than compromise Jet’s vintage identity, Flight pushed further. Enter Spi- ra, the company’s newest family member, introduced in 2024. Where Jet nods to Flight’s traditional roots, Spira thrives in its genre-pushing designs for musicians unafraid to experiment. “We didn’t want to spoil the classic im- age that we had, so we thought, ‘Why not create a sub brand that would encompass what people were asking for, but with to- tally different branding?’” Virant said. “We got successful with our ukulele brand and we wanted to do guitars for a while, but we wanted to make it right and we finally started to work on an electric guitar brand. We saw that there was a niche in the mar- ket, especially in the European market, that other brands were not filling, so it helped us shape the brand vision and something that musicians really wanted.” A NEW VISION Flight is no stranger to reinvention and making sure the next generation has acces- sible instruments. To embody that, Flight experimented with the idea of making uke- keles in the shape of an electric guitar. For many, the ukulele is easiest to describe as “a small acoustic guitar with four strings.”
From its roots in Slovenia, Flight Ukuleles has grown into a global brand thriving on reinvention. What began with accessible ukuleles has expanded into new guitar lines, like Jet and Spira, and cross- over innovations, such as mini basses. With bold new models hit- ting the U.S., Flight is gaining global momentum. — By Kimberly Kapela FLIGHT UKULELES TAKES OFF Flight Ukuleles’ Juliana Virant
A sk any musician what they want from an instrument, and the answers are as varied as the players themselves. Flight Ukuleles’ secret? Actually listening. From its ukulele roots to the bold launch of guitar lines like Jet and Spira, the Slovenia-based
company has built its identity on community feedback and innovative design. Despite being based in a small country, Flight aims to stand out through its offer- ings and portfolio of products. “We built one of the best online com-
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Flight leaned into that comparison, intro- ducing the Rock Series, a line of solid-body electric ukuleles inspired by iconic guitar silhouettes. This naturally led to the ex- pansion of its mini basses. “We also expanded into mini basses that are essentially short scale mini basses,” Virant said. “Of course, there were mini basses made before, but we made them even smaller, so they are actually a cross over between ukulele and the bass, size- wise. We had tremendous success with those in Europe and in the U.S. We ex- panded and have different colors, and we are now trying to crossover into the bass player market.” Among Flight’s most popular offerings is the Travel Series that has become a favorite for musicians on the move. De- signed for portability, the series recently went through its own reinvention, emerg- ing in a fully polycarbonate version that pushes durability. “Now we have them in this version that you can throw in the water,” Virant said. “You can do anything you want with it, because nothing will happen to it and it will still sound great. There are lots of cheaper-made instruments that have high action and have a very empty sound. Our Travel Series has been featured in You- Tube videos of people comparing them to much more expensive ukuleles and they concluded that they sound very similar and it’s four times the price tag.” While Flight’s instruments push bound- aries sonically and visually, the company’s values are just as forward-thinking behind the scenes. A key part of that vision is empowering women in an industry where representation is still catching up. “As a woman myself, I take great pride in the fact that we work with many, many talented female designers who produce graphics for our ukuleles — something that’s still rare in this industry,” Virant said. “What makes this even more mean- ingful is that a large part of our Flight community is made up of female ukulele players. Many of our designs resonate so strongly with them because they’re cre- ated by women, for women. It’s not just about aesthetics; it’s about representation, creativity, and giving women a stronger voice in a space where they haven’t always been as visible.” TAKING FLIGHT This year, Flight introduced the Royal Series, a line crafted entirely from solid mango wood
in a sleek slim-line design. The series pays homage to the pedigree of luthiers over the last century who have crafted high-end instruments. “We are pretty excited about this design. We launched it in Europe a few months back, and now it has finally arrived in the States, and I think it’s one of our most popular this year,” Virant said. Over on the guitar side, Jet is gearing up for one of its biggest rollouts with 11 new models featuring fresh finishes and colorways, all hitting U.S. stores now. By maintaining open forums and
asking players directly what they want from their instruments, Flight ensures its designs stay aligned with the needs of its audience. “We want them to feel like they’re part of a community,” Virant said. “That’s why we pay this much attention to different social media channels. Every ukulele that we sell has a little booklet that says if you want to be featured on our Instagram, please use this hashtag or tag us. We have people who want to be part of this big family that we’ve built, and we want them to feel excited.” MI
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ENSEMBLE PERFORMING ARTS NAMED TO INC.’S FASTEST GROWING LIST
I nc. Magazine has ranked Ensemble Perform- ing Arts 503 overall on the 2025 Inc. 5000, its annual list of the fastest-growing private companies in the U.S. The Denver-based company is one of the largest employers of music and dance teachers in the country and has been on the list for three years in a row. Established in 2019 following the pur- chase of a single music school in Louisville, Colorado, Ensemble now serves students at more than 85 local music and dance schools and other arts-related businesses. Ensemble works to preserve each business’ individual brand and community relationships, all while creating exciting opportunities for students and meaningful, stable careers for faculty and staff. T he Guitar Center Music Foundation (GCMF), a nonprofit dedicated to sup- porting music education and therapy programs through instrument donations, has expanded its outreach in the first half of 2025. With a mission to ensure access to music regardless of financial or geographic barriers, GCMF has continued to empower schools, community centers and therapy programs across the U.S. Early this year, GCMF led a coordinated industry response to the Southern California wildfires, partnering with companies, including Sony Music Group, Music & Arts, Gibson, Sennheiser, Universal Audio, Ibanez, Martin and many others. Together, they provided needed instruments, funding and support to more than 600 musicians and 15 community- based orgs and schools affected across the greater Los Angeles area. At the 2025 NAMM Show in Anaheim, GCMF co-sponsored the Ultimate Jam Night in partnership with the David Z Foundation, raising funds for wildfire recovery. In honor of Women’s History Month, GCMF supported two events on March 25. The Foundation served as title sponsor for Women:Amplified, a cultural celebration at The Recording Club in Santa Monica, California, and later that day, co-sponsored Women on Record, a panel at Guitar Center’s Hollywood flagship location.
proving our longevity and consistency. To have this level of consistent growth at our scale is a testament to the strength of our team and the success of our partnership- focused business model.” Over the past year, Ensemble has deep- ened its commitment to serving the perform- ing arts by continuing to expand beyond schools, including new partnerships with National Educational Music Company, a leader in supporting music education founded in 1957. “Our continued growth is allowing us to use the benefits of scale to positively impact the students, teachers, and communities we support in more than 25 states,” Homer said. {ensembleschools.com}
“The arts industry is not broadly rep- resented on the Inc. 5000 list, so we’re privileged to rank among the country’s fastest-growing companies while doing what we love – serving an arts-focused mission that we are extremely passionate about,” said Jeff Homer, Ensemble Per- forming Arts’ CEO. “This is the third year we’ve ranked in the top 600 companies,
Guitar Center Music Foundation Expands Efforts
One of two sold-out Behind the Lyrics shows at The Listening Room in Nashville, Tennessee, in June.
GCMF also appeared on The Kelly Clarkson Show, presenting $5,000 grants to three pro- grams in need: Urban Youth Harp Ensemble (Atlanta), Jazz Power Initiative (New York) and Greene Central High School (NC). Ad- ditional wildfire relief funding included a “Music Matters” grant from Law Rocks and $16,500 raised by the Get Together Founda- tion’s benefit concert at the Canyon Club. In June, the Guitar Center Music Founda- tion partnered with Custom House for two sold-out Behind the Lyrics shows at The Lis- tening Room in Nashville, Tennessee, closing
out CMA Fest weekend with a celebration of songwriting and community. “These are just a few examples of the ways in which GCMF has expanded the scope of our efforts in the first half of 2025,” said Myka Miller, GCMF executive director. “Our ongoing goal is to continue to grow, and we have been fortunate to get lots of help from others in the industry. We thank everyone who has supported our efforts this year, and we look forward to much more activity in the back half of 2025.” {guitarcenterfoundation.org}
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Hal Leonard to Distribute LP in the U.S. H al Leonard has announced a new distribution partnership with Latin Percussion (LP). Effective immediately, Hal our distribution lineup,” said Donny Gruendler, head of strategic part- nerships, MI at Hal Leonard.
“Their legacy of craftsman- ship and sonic innovation perfectly complements the other premium percussion brands we offer.” Founded in 1964, LP
Leonard will serve as a U.S. distributor for LP’s complete product line, giving dealers across the country access to LP’s congas, bongos, timbales, accessories and percussion gear. This agreement expands Hal Leonard’s robust percussion catalog, which currently includes brands, such as Gibraltar Hardware, Remo Percussion, Paiste Cymbals and SJC Drums. “Latin Percussion is a cornerstone of rhythm culture around the globe, and we’re proud to add their legendary instruments to
has long set the standard for excellence in Latin and world percussion. Its instruments have
been featured on countless recordings and live performances, from traditional ensembles to hybrid setups. From classic congas and bongos to innovative accessories and hybrid gear, LP continues to lead the way in sound, quality and innovation. {halleonard.com}
The Acoustic Shoppe Donates 43 Guitars to Veterans T he Acoustic Shoppe has announced the completion of its Memorial Day campaign for Guitars for Vets (G4V), surpassing its initial goal and donating 43 guitars to veterans. The campaign, which ran from Memorial Day through the end of June, raised significant funds and community awareness for the nonprofit’s mission to use music as a tool for healing. The campaign included online donations, in-store contributions and a charity guitar auction. The original goal was to donate 25 guitars, and the final total of 43 was a direct result of the support of the The Acoustic Shoppe’s customers and community. “We’ve seen firsthand how music can change lives, and Guitars for Vets embodies that mission,” said Jeremy Chapman, president and CEO of The Acoustic Shoppe. “This campaign allowed our customers, partners and broader community to help veterans heal through music, and we’re overwhelmed by the support. We are committed to growing this partnership and continuing to support the G4V mission for years to come.” “I just wanted to extend my sincere gratitude to you and your brothers for putting together such a successful fundraiser,” said Eric Weinstein, executive director of Guitars for Vets. “All of us at G4V are grateful for this partnership and are looking forward In addition to the financial success, the campaign effectively raised awareness about the G4V mission and provided multiple ways for people to get involved. The Acoustic Shoppe and its partners, Breedlove Guitars and D’Addario, remain committed to supporting G4V and its work with veterans . {theacousticshoppe.com} to finding ways our organizations can continue working together.” The to-be-donated guitars from The Acoustic Shop- pe’s Memorial Day campaign for Guitars for Vets.
FAMED DRUMMER CHAD SMITH LAUNCHES FOUNDATION TO SUPPORT MUSIC EDUCATION
C had Smith, the Rock & Roll Hall of Fame drummer for the Red Hot Chili Peppers,
Smith Scholarship, which supports students pursuing diverse careers in music, from per-
has announced the official launch of the Chad Smith Foundation (CSF). Dedicated to ampli- fying young talent, the foundation
formance and edu- cation to therapy, production and more. Scholar- ships help remove financial burdens so recipients can
aims to inspire, empower and nurture the next generation of musicians by bridging the gap in music access and opportunity. Built on the pillars of inspiration, access and support, the foundation works to ensure aspiring mu- sic professionals, regardless of background, have the tools, resources and opportunities to pursue their passion. “Music has been my life, and it’s given me so much,” said Smith, who serves as co- founder and chairman. “I believe every kid, no matter where they come from, deserves the chance to explore their musical poten- tial and find their voice. The Chad Smith Foundation is about opening doors, removing barriers and helping young talent flourish. We want to make sure they have a shot at making noise that can change their world, and ours.” The Chad Smith Foundation will roll out several key initiatives designed to create mean- ingful impact, including The Curtis & Joan
focus on honing their talents, just as Smith’s parents supported his own musical journey. The foundation will also donate quality instruments and audio gear to underfunded music programs and community venues. By providing high-quality equipment, the foundation removes barriers that can stall progress and sparks passion the moment a student picks up an instrument. Finally, CSF connects skilled instructors to youth programs. The foundation aims to grow the network of music educators, while expanding reach in underserved communities. “We’re incredibly excited to launch the Chad Smith Foundation and begin the vi- tal work of supporting young musicians,” said Lewis Smith, co-founder and execu- tive director. “Our programs are designed to create tangible impact, from providing individual scholarships to strengthen- ing community music infrastructures.” {chadsmithfoundation.org}
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Pearl River Guitars Supports Faces of HNC Music, Awareness Event P earl River Guitars added its voice at the 12th annual Faces of HNC Music and Awareness Event, held August 9 at the Twisted Copper Brewing Company in Mount Pleasant, Tennessee. The evening raised funds and awareness for those living with head and neck cancer, with all proceeds going directly to support individuals in need during recovery. Organized by Sherry Carlisle Smith of The SCE Group and founded by photographer and advocate Debra Sheridan, the event has become a cornerstone for the head and neck cancer community. This year’s lineup featured Carlisle Smith alongside guitarists Coleman Murphy, Karen Dee and Dawn Richey, with special guest singer-songwriter J Edwards. As part of its sponsorship, Pearl River Guitars set up a hands-on display where artists and attendees could try out select models from the company’s acoustic and bass lines. The all-maple BPJ60-N bass and the A800-D model acoustic drew particular attention from players and audience members alike. “This event is about resilience, creativity and community,” Smith said. “Pearl River
ARTIST APPROVED
Maxamillion Haunt, from American rock band The Haunt, talks about his favorite guitar and how profiler amps have changed the game for guitarists playing live. MAXAMILLION HAUNT OF THE HAUNT Music Inc.: What was your first instrument? Maxamillion Haunt: My first guitar was a sun- burst Fender Squier that came in a little kit with a tiny Fender Frontman amp and a guitar strap. I played that guitar for years and covered it in stickers. It’s really the instrument that stoked the flame of my love for music. MI: What is your all-time favorite instrument? MH: My favorite is my PRS Custom P24. I’ve written almost every riff for The Haunt on that thing. I’m not really sure what makes it stand out from my other instruments. There’s something about playing such a beautifully crafted, refined instrument in such an aggressive and distorted way that really brings something special out of it. MI: What instruments are currently in your arsenal? MH: I have what feels like a million guitars right now, but my current weapons for the live show are an Imperial White Ernie Ball Music Man Mariposa. MI: Are there any new or emerging pieces of gear you’ve recently tried that have caught your attention? MH: I believe profiler amps have changed the game for guitarists playing live. They’ve taken away the limiting factors of guitar tones. When producing music, we use so many different tones throughout the course of a single song to create the anticipation and drops that we want to create. I’m fully able to create these same tones live now. — By Kimberly Kapela
Guitars shares those values.” {pearlriverusa.com/guitars}
Organizer Sherry Carlisle Smith during the event.
School of Rock Celebrates 100th International Franchise Milestone S chool of Rock has reached a significant milestone in its international growth, opening its 100th franchise location out-
life every day, and this milestone reflects their passion and dedication. We’re proud of how far we’ve come and even more excited about what lies ahead.” “We’ve built a franchise
side the U.S. This achievement represents the latest success in the brand’s rapidly expand- ing global footprint and un- derscores the strength of its scalable franchise model.
model that’s not only opera- tionally effective but cultur- ally adaptable, allowing pas- sionate local owners to make
With 103 international schools now open across 16 countries, the achievement cements the strength and scalability of the School of Rock franchise model. From Santiago to Sydney, Dublin to Sao Paulo, franchisees around the world are bringing the brand’s patented music education program to life. “Reaching 100 international franchise locations is a powerful testament to the strength and scalability of our model,” said Stacey Ryan, president of School of Rock. “Our system thrives across cultures, conti- nents and communities — united by a shared belief in the power of music to transform lives. Our franchisees bring that vision to
a meaningful impact in their communities while being part of a global brand,” said Elliot Schiffer, chief development officer at Youth Enrichment Brands. “This milestone is a testament to the entrepreneurs around the world who have embraced that opportu- nity and made School of Rock their own.” Since its international expansion began more than a decade ago, School of Rock has opened schools in Argentina, Australia, Brazil, Canada, Chile, Colombia, Ireland, Mexico, Peru, Paraguay, Portugal, South Africa, Spain, Taiwan, the U.S. and Uruguay. All international schools are independently owned franchises. {schoolofrock.com}
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PAUL REED SMITH DAY DECLARED BY MARYLAND GOVERNOR P RS Guitars has announced that Maryland Governor Wes Moore declared August
creativity — leading PRS to become a pillar of both manufacturing excellence and heart- led service in our state. I am proud to call Paul Reed Smith a friend and a partner in our work to make this Maryland’s Decade.” “We are thrilled to see Paul Reed Smith once again honored for his impactful work in building PRS Guitars,” said Bev Fowler, PRS Guitars director of artist and community relations. “While our core mission is to craft the finest musical instruments possible, PRS is far more than a manufacturing company. We are part of a passionate and close-knit community — made up of employees, deal- ers, fellow manufacturers, and artists — all united in our commitment to keeping music alive in the world. We extend our heartfelt thanks to Governor Moore and his team for recognizing our contributions to both Maryland and the global music and business industries.” {prsguitars.com}
22, 2025, as Paul Reed Smith Day across the state. Smith founded his company PRS Guitars in Annapolis 40 years ago, and it has since grown to be the largest private, full-time employer in Queen Anne’s County and provides some of the world’s most re- nowned musicians with instruments. On this day in 1985, the first PRS guitar was officially completed and put in a case in PRS Guitars’ original Annapolis factory. In Annapolis this afternoon, Gov. Moore presented an official proclamation to Paul Reed Smith at the Maryland State House. “Declaring Paul Reed Smith Day is about more than honoring a business, it’s also about honoring a Maryland legacy that con- tinues to inspire,” Gov. Moore said. “For 40 years, Paul and his team have shown us what it means to build with vision and
Paul Reed Smith
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MARTIN GUITAR NAMES GERVAIS NEW CHIEF OPERATING OFFICER C .F. Martin & Co. has appointed Scott Gervais as chief operating officer
(COO). Gervais brings more than two decades of executive leadership in opera- tions, manufacturing, sourcing and supply chain management. He has held senior roles at Polaris Marine and Conn Selmer, where he successfully led and scaled up
Scott Gervais
global operations, manufacturing and supply chain functions. Throughout his career, Gervais has driven measurable results in safety, quality, efficiency and customer satisfaction. “It is truly an honor to join C. F. Martin & Co., a company I have admired and idolized since I first picked up a guitar,” Gervais said. “Martin has always represented the pinnacle of acoustic craftsmanship to me, and to now contribute to its legacy is both humbling and inspiring. This role aligns my professional journey in operations leadership with my personal love of music, and I am deeply grateful for the opportunity to be part of the Martin family.” “I’m glad Scott is joining my family business,” said Chris Martin IV, chairman of the board. “Scott’s experience and en- thusiasm will be an asset to our manufacturing and purchasing teams.” {martinguitar.com} DBTECHNOLOGIES TAPS THOMPSON AS WESTERN SALES MANAGER D BTechnologies USA has named Scott Thompson its new western U.S. re-
Bob Moog Foundation Names New Additions to Board T he Bob Moog Foundation has added five new members to its Board of Directors: Scott Callan, Kim-Ha Ho, Sandy Jordan, David Sayed and Lindsey Wahowiak. The five new members join six veteran board members, led by board president David Mash. The board of directors of the Bob Moog Foundation is respon- sible for governance and financial oversight of the organization. The new members come from diverse professional backgrounds, including non-profit, tech project management and finance. “We are delighted to expand our Board of Directors with this diverse group of new members,” Mash said. “As the foundation embarks on a comprehensive set of new strategic objectives, we require a broad spectrum of talents and expertise to facilitate our progress. This new cohort of Directors has been recruited to as- sist us in propelling the organization forward during a period of both intrigue and challenge for small non-profit organizations.” {moogfoundation.org/about/board-of-directors} Godin Guitars Appoints MISC as Southeastern U.S. Sales Reps G odin Guitars has appointed John Kelley and Tom Spauld- ing of Musical Instrument Supply Consultants (MISC) as the new sales representatives for Tennessee, North Carolina, South Carolina, Alabama and Georgia. “Godin products have been setting the standard for quality
gional sales manager, bringing more than two decades of experience in the pro-audio and music industry to the role. Thompson most recently served as vice president of sales at The Music Link, where he managed more than $20 mil-
Scott Thompson
lion in worldwide sales across multiple channels, supported a global distributor network, and oversaw the successful launch of a European 3PL warehouse that expanded the company’s international footprint. He also held leadership roles at Cordoba Music Group, driving both domestic and international sales efforts for the Cordoba and Guild brands during a pivotal period of growth. “I’m truly excited to join the dBTechnologies USA team,” Thompson said. “Having been part of the West Coast music and pro-audio community for decades, I know the people, the challenges, and the opportunities here. This role allows me to build new relationships while strengthening existing ones.” {dbtechnologies.com}
and value my entire career,“ Kelley said. “We are thrilled to add them to our portfolio and look forward to working with their existing custom- ers and expanding the dealer base in our territory.”
“We’re excited to welcome John and Tom to the Godin team,” said Mario Biferali, vice president of sales at Godin Guitars. “Their deep understanding of the market and strong dealer connections make them a valuable asset as we continue to grow our presence in the Southeast.” {godinguitars.com}
20 I MUSIC INC. I OCTOBER 2025
FORMER YAMAHA EXEC DENNIS VAN VACTOR PASSES AWAY D ennis Van Vactor, who served at Ya- maha Corp. of America for 27 years,
passed away on Aug. 16. He was 79. Van Vactor joined Yamaha in 1980 as a district manager for the company’s DMI Division, bringing years of experience as a performer, retailer and advocate for music education. Over nearly three decades with Yamaha, he also served as district man-
Dennis Van Vactor
ager in the company’s keyboard division. He retired in 2007. “I have so many fond memories of Dennis,” said Dan Rodow- icz, senior director, piano sales, Yamaha Corp. of America. “I first met him when I was a product specialist for the former Yamaha piano division, later serving as a district manager. Over the years, we logged countless miles and shared plenty of laughs together. Dennis was the consummate Yamaha district manager — dedi- cated, professional and deeply respected. But to me, he was much more than a colleague; he was also a trusted friend and mentor.” Born in Sioux Falls, South Dakota, and raised in Wyoming and Spearfish, South Dakota, Van Vactor was a pianist from a young age, performing professionally by age 12 and touring across the U.S. and Canada before starting his business career. In 1970, he co-founded Stephenson’s Music in Rapid City, South Dakota, with Glenn DePue before beginning his long career at Yamaha. Following his retirement, Van Vactor returned to his roots as a pianist and arranger, performing with ensembles, while con- tinuing to champion music education. {usa.yamaha.com}
ELLIS COUNTY MUSIC CENTER’S FOUNDER PASSES AWAY T im Grant, founder of El- lis County Music Center in
Waxahachie, Texas, passed away on Aug. 19. He was 74. “It is with deep sadness that we announce the passing of our company founder, Tim Grant Sr. ‘Senior,’ as he is affectionately known amongst our team, was a visionary for Ellis County Music Center,” the company released in
Ellis County Music Center founder Tim Grant, with his wife, Joyce Grant.
a statement. “His passion and interest for learning music [wove] its way through genres from The Beatles, to Bluegrass, and onward to great Jazz guitarists, such as Joe Pass and Chet Atkins.” Grant grew up in Dallas among the likes of Stevie Ray Vaughan, and started playing guitar at the age of 12, when he watched The Beatles perform live on the Ed Sullivan Show in 1964. “Senior was a great visionary for our company, and a wonder- ful father to his family,” said Tim Grant, his son and company president. “Undoubtedly, he was a great man of faith. His tenac- ity in all the challenges he faced has left an imprint on both his family and company. I am proud to have had the opportunity to call him father. His legacy will not be forgotten by our team, nor those who knew him.” {elliscountymusiccenter.com}
OCTOBER 2025 I MUSIC INC. I 21
ALLEN & HEATH USA SELECTS PLAGEMAN AS REGIONAL SALES MANAGER A llen & Heath USA and American Mu- sic and Sound have appointed Chad
Plageman as regional sales manager for the Central U.S. In this new role, Plage- man will oversee sales, support and train- ing initiatives across the region, further strengthening the company’s presence and customer engagement.
Taylor Guitars’ co-founder Bob Taylor.
Taylor Guitars Publishes New Scientific Research on African Ebony T aylor Guitars has revealed new scientific research showing that African ebony trees depend heavily on African forest elephants for survival. The peer-reviewed study, published in Science Advances, emerged from The Ebony Project, a conservation initiative launched by Taylor’s co-founder Bob Taylor in partnership with the Congo Basin Institute. The findings show that ebony trees, the source of the dark, durable wood used on nearly every Taylor guitar fingerboard, rely on elephants for seed dispersal. Without elephants, which have disappeared from two-thirds of their historical range, ebony seedlings fail to thrive. The discovery came after years of work in Cameroon, where Taylor first invested in restoring a local ebony mill. His collaboration with UCLA conservation biologist Dr. Tom Smith led to funding for The Ebony Project, which has since planted over 40,000 ebony trees and 20,000 fruit trees to support local communities. The project highlights how the survival of musical instruments is tied to broader ecosystem health. {taylorguitars.com} Casio America Announces Retirement of Stephen Schmidt C asio America has shared Stephen Schmidt, vice president of the company’s Electronic Musical Instruments (EMI) division, will retire on Sept. 30 after 19 years of service to Casio.
Chad Plageman
Plageman brings more than two decades of leadership experience in sales and business development, with a track record of driving revenue growth. Most recently, he served as vice president of sales at Full Compass Systems. “I’m thrilled to be joining an incredible organization and working alongside some of the best industry profes- sionals in the business,” Plageman said. “Allen and Heath’s products are the best in the market, and it’s an honor to represent them. I’m excited to get out in my territory to meet the great representatives and businesses that proudly sell our products.” “Chad’s deep industry knowledge and strong relation- ships make him a valuable addition to our team,” said Neil Potter, director of national sales for Allen & Heath USA. {allen-heath.com} PEARL NAMES HANNUM AS NEW DIRECTOR OF EDUCATION P earl Corporation has added marching percussion educator, Thom Hannum,
as director of education. Respected in the world of marching percussion, Hannum brings decades of experience, innovation and leadership to this new role. Known for his work with The Crossmen, The Cadets, Star of Indiana, Blast!, Carolina
During his nearly two-decade tenure, Schmidt played a key role in advancing Casio’s corporate creed of “Creativity and Contribu- tion,” offering people new ways to experience and enrich their lives. He began his career at Casio America as vice president of sales, sup- porting all major divisions, including watches, calculators, digital cameras, business projectors,
Thom Hannum
Crown and UMass, Hannum is a DCI and World Drum Corps Hall of Fame inductee and PAS Hall of Fame Inductee. In his new role, Hannum will spearhead initiatives that foster musical growth, community engagement and brand alignment. “To be named director of education at Pearl is a major milestone in my professional career — reflective of a 43-year association with Pearl as an artist and clinician,” Hannum said. “It is both flattering and humbling. Let’s get started!” “With over four decades of partnership, Thom’s transi- tion into the role of director of education marks not only a continuation — but an evolution — of our long-standing relationship,” said Glen Caruba, vice president of sales and marketing at Pearl Corporation. {pearldrum.com}
Stephen Schmidt
digital pianos and portable keyboards. In 2009, Schmidt assumed the role of vice president of the EMI Division, where he made an impact by overseeing the development and marketing of Casio’s musical instrument lines. “Stephen has been a vital part of Casio America’s success in the music industry,” said Yusuke Suzuki, president and CEO of Casio America, Inc. “His leadership and vision have helped shape our Elec- tronic Musical Instruments division, driving innovation, expanding our market reach and strengthening our reputation.” {casio.com}
22 I MUSIC INC. I OCTOBER 2025
A lgam Ashdown is now the exclusive U.K. distributor for Cordial, the Ger- man manufacturer of high-performance audio and instrument cables. This new partnership brings one of Europe’s most respected cable brands into the hands of U.K.retailers, musicians, engineers, and audio professionals through Algam Ash- down’s established network. Cordial has earned a reputation for precision-engineered cables designed to deliver superior signal integrity, reliability and durability. Manufactured to the highest standards in Germany, Cordial’s product lines serve a wide spectrum of users. “At Cordial, choosing our partners has always been about shared values – quality, reliability, and a true understanding of our customers’ needs,” said François Rousies, managing director of Cordial. “With Algam Ashdown, we are gaining a distribution partner who not only shares these values Algam Ashdown Named U.K. Distributor for Cordial Cables
Sonique Drums Announces Dale’s Drum Shop as Newest Authorized Retailer S onique Drums has added Dale’s Drum Shop, located in Harrisburg, Pennsylvania, as its latest authorized dealer of its full product lineup. This partnership brings Sonique’s solid shell snare drums and percussion gear — known for its quality, durability and player-focused design — into the hands of
central Pennsylvania’s drumming community. “Drummers in and around the Harrisburg area now have a local destination where they can try, hear, and
but also brings professionalism and deep market expertise to the table. The UK is an important and demanding market for us, with customers who value high-quality solutions. That’s why we are truly excited about this long-term partnership, which will strengthen our brand presence and ensure that the quality of our products and our commitment to service are rep- resented in the best possible way.” {algam-ashdown.co.uk}
see the difference our products make,” said Jeannie Shero, co-founder and CEO of Sonique Drums. “It’s not just about having our accessories in stock — it’s about having a trusted local drum shop where drummers can get expert advice, hands-on experience, and immediate access to all the high-quality drums and gear that Sonique Drums has to offer.” Drummers in the central Pennsylvania area will now have hands-on access to try out gear before they buy. {soniquedrums.com}
OCTOBER 2025 I MUSIC INC. I 23
> Page 26 E-commerce Reverberations > Page 28 NAMM YP > Page 30 Women of NAMM
THE MARKETING GURU I BY TRACY HOEFT THE POWER OF THE AI PROMPT A s business owners become more and more adapted to us- ing AI to assist in writing marketing STEP 1: ASSIGN CHATGPT A ROLE. Start by giving it context. You’ll get better results if it knows its job. Prompt primer: “Act as my
copy, there’s a few simple tricks that can supercharge your so- cial media content. However, the most potent thing LLMs — or large language models — like ChatGPT and Gemini can do for you is likely not what you think. While many businesses are experimenting with AI to write captions or generate images, they’re overlooking the real capability that can move the needle: helping you come up with better ideas and stron- ger hooks. That matters more than ever. Platforms like Instagram, TikTok and Facebook no longer reward you for post- ing consistently. They reward you for creating content that people actually want to see. If your post doesn’t earn interest quickly, it doesn’t get shown. This means the what and the how behind your post matter more than the when. Great ideas and strong hooks are the most valuable assets in your social media toolbox. And ChatGPT can help you generate both if you use it right. This isn’t about outsourc- ing your brand or company’s voice. It’s about making your
social media success consultant. Your job is to help make this post perform well on Instagram and TikTok.” STEP 2: TEACH IT ABOUT THE PRODUCT. Don’t just ask for post ideas out of nowhere. Ask ChatGPT to help surface insights about the product first. Prompt primer: “I want to post about the [enter product name]. Start by researching this product and suggesting six key insights or talking points that would matter to a potential buyer.” Once you get those results, apply your own expertise. This is critical. Refine the direction by telling it: “I like #2 and #5. Expand on those.” Or, correct it if it’s off course by saying: “The real selling point is ac- tually [XYZ]. Focus on this instead.” This is where your human knowledge makes the machine smarter. STEP 3: DEFINE THE AUDIENCE. Now explain who the post is for. Audience context completely changes the quality of suggestions. Prompt primer: “This product will mostly appeal to adult beginners or people pick-
Four steps that will improve your AI- generated social media copy.
They’re not one-shot shortcuts. Instead, they’re starting points you can build on by layering in your own knowledge and using ChatGPT as a creative partner. Here’s how I coach my cli- ents to use ChatGPT as a smart partner in that process.
content better by collaborating with a smart assistant. In this article, I’ll show you how to use ChatGPT to guide your ideation process and develop better post openers. Plus, I’ll give you prompts you can use to try it yourself. I call these “prompt primers.”
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