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.
6 I MUSIC INC. I OCTOBER 2025
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