MS Retailer August 15, 2007 - Vol.24 No.8 - Music & Sound Retailer

SPECIAL ISSUE: DJ & LIGHTINGaUGUst 15, 2007VolUMe 24 No. 8Talking Heads: The Fabulous 45Top Industry ExecsDiscuss Twohot-Button IssuesBy Brian BerkWe often like to do something different and keep things fresh. this month is an example, withthe first-time presentation of talking Heads. We asked 45 small and large manufacturers and distributorsabout two of today’s hottest topics. the questions are: What do independent dealers needto do to keep pace with chain and mass market retailers? and, do you see a shift in your distributionand sales focus before the new decade begins?Without further ado, let’s present the answers. We present the answers in no particular order.We hope it will help you a great deal at your store. enjoy.(see Talking Heads on page 17)- INSIDE - INSIDE INSIDE - INSIDE2735Spy checks to see if Houstonhas any sales/service “problems”p. 27Jen Lowe tells you how to marketyourself for free on the Internetp. 35Dan Vedda sees signsof optimismp. 39WHAT MUSIC STUDENTS WANTBy RaviKeeping students season after season is essential forestablishing a lucrative lesson program. i talked with astudent, parent, and teacher to find out where buddingmusicians invest in their education and why.Student: Michelle Vassallo, age 9 with two childrenages 1 and 9 who also take music lessons), Madison, Wis.Parent: amy Pagnani, mother of aidan (age 15, studyingsince 7), eli (age 11, studying since 9), and colin(age 14, beginning soon), Greenwich, conn..Teacher: Michael Mirtsopoulos, private teacher whoformerly taught in stores, tarrytown, n.Y.What are the most important factors when shoppingfor lessons?Student: Word-of-mouth brought me to our current(see Music Students on page 44)HEY MR. POTENTIAL DJ DEALER!Why Selling DJ Products Offers a Unique OpportunityBy Brian Berkthere’s one main difference between selling dJ and lighting products compared to otherMi gear. and it’s something you can capitalize on. While guitar and drum products areperfect for recreational music makers and dreamers, it may be tough to tell customers theywill be the next Jimi Hendrix or Phil collins. it’s also tough to tell the violinist they will bethe lead in the new York Philharmonic. of course, it’s possible, and there’s no question weshould encourage any youngster’s dreams. But unfortunately, the odds are not good yourcustomer will become the next eddie Van Halen. in the dJ market, your customers are notlikely going to become the next Paul oakenfold either. However, becoming a professional dJ(see Fantastic on page 43)is definitely a realistic goal. even if your customer doesn’t spin at the largest metropolitanclub, there are tons of smaller clubs and bars where they can earn a job with a good incomepotential.and dJs, just likemusicians, have becomefamous, so your customerscan be dreamers too.We also have a growingdJ market, as opposedto flat or slow growthin other niches of Mi.there may be no bettertime to consider sellingdJ products if you don’talready. the aforementionedincome potentialis something you can tellyour customers about.(see DJ on page 43)

latestMAP Pricing is OK, Says Supreme CourtIn a decision that may beconsidered a victory for the MIregarding the FTC, The U.S.Supreme Court voted 5 to 4 onJune 28 to allow “price fixing” bymanufacturers. The ruling in thecase of Leegin Creative LeatherProducts v. PSKS overturns the1911 “Dr. Miles rule,” whichhad made price fixing illegal.The Supreme Court referredto MAP pricing or what somecall price fixing, as resale pricemaintenance. The ruling wasdelivered by Justice Anthony M.Kennedy, who said: “Resale pricemaintenance can interbrandcompetition by encouragingretail services that would not beprovided even with absent-freetrading…Offering the retailer aguaranteed margin and threateningtermination if it does not liveup to expectations may be themost effective way to expand themanufacturer’s market share byinducing the retailers and allowingit to use it’s own expertiseand experience in providing valuableservices.”The Supreme Court also saidthe Dr. Miles rule was outdatedand since manufacturers competewith other brands, competitionshould not suffer.The victory for Leegin concernedlawyers for the ConsumerUnion, who said the ruling canresult in higher prices for manyproducts. The four dissenting justicesagreed with PSKS and theConsumer Union. One of the dissenterswas Justice Stephen Breyer.“The only safe predictions tomake about today’s decision arethat it will likely raise the price ofgoods at retail and it will createconsiderable legal turbulenceas lower courts seek to developworkable principles. I do not believethe majority has shown newor changed conditions sufficientto warrant overruling a decisionof such long standing.”For a complete background ofLeegin Creative Leather Productsv. PSKS, see the May issue of theMusic & Sound Retailer.GC Goes PrivateThe long-rumored GuitarCenter news has happened. BainCapital Partners LLC snappedup the retailer for $2.1 billion,including debt, in a leveragedbuyout transaction. Bain will payGC shareholders $63 a share,a 26 percent premium over itsJune 26 closing price of $50.06.“We believe this transactiondelivers outstanding value forour stockholders, and is a strongvalidation of the company’s accomplishmentsover the yearsas well as our future growthprospects,” said Marty Albertson,chairman and CEO of GuitarCenter. “Following a comprehensivereview process, our board ofdirectors concluded this transactionis in the best interests of ourcompany and our stockholdersand it has the full support of themanagement team. Bain Capitalhas a successful track record andsignificant investment experiencein the retail industry and we lookforward to partnering with themgoing forward. We are committedto maintaining our vendorrelationships and ensuringour customers will continue toexperience the same quality andselection of musical instrumentproducts as well as the high levelof service and professional advicethrough our stores and ourTrim: 12.625"Bleed: 12.875"Web sites.”“As the leading retailer ofmusical instruments in the U.S.,Guitar Center enjoys great brandrecognition among musicians nationwide,a loyal customer base,and a track record of significantgrowth,” said Jordan Hitch, aManaging Director at Bain Capital.“We look forward to workingwith the company’s experiencedand capable management teamto continue to build the business.”However, on July 10, GCshareholders filed a class-actionlawsuit against the company witha goal of receiving a better offerfor their shares. GC shareholdersare being represented by thelaw offices of Brian M. Felgoise,P.C. in Jenkintown, Pa.Assuming the deal goesthrough, it includes a payoutof $1.9 billion in cash, with therest being assumption of debt.The deal is expected to close inthe fourth quarter. The Music &Sound Retailer reported a monthago that GC hired an advisor tohelp faciliate a sale. That advisorturned out to be Goldman Sachs.We originally mentioned the possibilityof Guitar Center goingprivate in a January story named“What’s the Future of GuitarCenter?”Smith a Top EntrepreneurPaul Reed Smith was named the 2007 Ernst & Young Entrepreneur ofthe Year for Maryland in the Retail and Consumer Products Category.Smith was selected by an independent panel of judges, and the awardrecognizes “outstanding entrepreneurs who are building and leading dynamic,growing businesses.” Smith was honored in Baltimore on June 28.Music & Sound Retailer

VOLUME 24 NO. 8InsideF E AT U R E SON THE COVERTalking Heads:The Fabulous 45Fourty-five manufacturers/distributors discusstwo of today’s hottest industry topics.ON THE COVERHey Mr. PotentialDJ Dealer!Here’s why selling DJ products can offer aunique sales opportunity.ON THE COVERWhat MusicStudents WantIn Part 2 of our end-user roundtable, find outwhat music students think when they enter your store.B U Z Z3 The Latest8 Industry10 Dealer11 People12 Products13 ProductShowcasePage 12Page 32C O L U M N S22 The Music & SoundIndependent RetailerThis month, we head to Long Island and visit DJ dealer MusicTrends, and to South Carolina to see what’s happening at HamesMusic. How are these dealers getting by in today’s tough times?27 MI SpySpy travels to Houston this month to see if he/she has any problemsat the stores. Well, Spy sure didn’t have any problems with theservice at one store. Which one?32 Birth of a ProductWe head to the Colorado Rockies for an interview with theRocky Mountain Slides Company. Why was the company born?Why is it different from other slide companies?35 Business & MarketingDidn’t make it to Summer NAMM last month? Have no fear, JenLowe, president of BoomBoom Percussion, is here. She recaps herNAMM University speech about marketing yourself on the Internetfor free.37 Ravi on RecordWhy Ravi thinks he’s being “manipulated.”39 VeddatorialFind out why Dan Vedda sees signs of encouragement.46 Curtain CallLuke Pritchard may be “all together Kook-y,” but he has coolmemories from the days he visited retail stores.Page 46Page 16Page 104 AUGUST 2007

Music & sound RetaileR 5

editorialTurning the Tables?By reading our cover storyabout DJ products, you mightthink we’re promoting sellingthose compared to guitars,percussion, B&O, etc. I want toassure you that isn’t the case.(Well, hopefully, you weren’tthinking that in the first place).However, the point is that sellingDJ products can be lucrativeand it’s definitely an avenue toconsider at your store. Of course,DJ products are not for everyone.We’ve had many people in ourmagazine say how important it isto focus on something and do itreally well. After all, it is extremelydifficult to compete with largechains in every type of product.For more comments about this,please take a look at this month’sMusic & Sound IndependentRetailer.But if you’re looking for a newsales opportunity, DJ productsoffer a unique opportunity. I cancertainly point to my personalexperiences here. I would beputting it mildly to say I havestruggled when trying to playthe guitar. Maybe, I could playa simple tune, but slowly. I’mthe anti-Ravi, the anti-Satriani,the anti-Joe Perry. However,S&R 7-07.qxd 6/8/2007 2:18 PM Page 1for someone who is low on themusical talent meter, DJinghas always been an option. Iremember having an internshipat WXHC radio in Homer, N.Y.,(27 miles south of Syracuse) in1996. It’s an oldies station now,but in those days, it was an adultcontemporary station. I learnedthe ropes from three differentDJs and had a great news andsports tutor in Beth Mowins, whonow announces basketball gameson ESPN. My main task at WXHCwas to learn how to use the mixingboard. After three or fourweeks, I became proficient. Wheneverything clicked for me, it wassurreal. I had been so frustratedby the guitar, but I could be a DJ.I parlayed that experience into aDJ gig at a bar in Cortland, N.Y.The pay was $9 an hour. Notenough to pay a mortgage if I hadone clearly, but for a college-agedyoung man, it was pretty good,and I received the perk of freebeers also.So why am I pointing this out?There are people out there likeme. The “musically challenged.”These are the type of people youcan focus on when selling DJproducts. Of course, not anyonecan be a great DJ, but many canmake some money from it, whichis what we focus on in the DJstory. The musically talented canand will support the industry andare no doubt probably your bestcustomers. But people like meare the ones you can hopefullypluck off of the “highway,” as thepopular MI phrase alludes to.With that said, I also want topoint out a new cover story wehave this month. It’s called TalkingHeads, where we interview alarge contingent of manufacturersand distributors. The responseto this story was impressive. Ireceived about 200 e-mails withpeople who expressed an interestin contributing to this story.Unfortunately, we couldn’t interviewall 200, or we would haveto release the Music & SoundRetailer as a non-fiction book. Butwe certainly hope you enjoy theresponses to our two questionsthat involve hot topics today:How independent retailers candifferentiate themselves, and ifmanufacturers expect a change intheir sales and distribution focusbefore the new decade begins.Don’t forget to check out ourSeptember issue, when we puta wrap on Summer NAMM. Myeditorial will be focused on theshow, so please check this veryspace for that. I have severalthoughts on the subject that I’vewanted to share with you for afew months. Finally, I can.See you in September.SAY HELLO TO A FRIENDLY NEW PARTSSOURCE IN THE GUITAR UNIVERSE...August 15, 2007VOLUME 24 NO.8BRIAN berKbberk@testa.comEditorMichelle loebmloeb@testa.comAssistant EditorGeorge HinesSkip MaggioraEditorial AdvisorsCarl Cunninghamjeffrey kyle, jr.raviDAN VEDDAContributorsDanÁe MESSINA BERRIOJANICE PUPELISGraphic Designer/ArtistsOthilia kimWeb DesignerSTEVE THORAKOSProduction Managervince demavdema@testa.comCirculation DirectorRobert l. Iraggiriraggi@testa.comAdvertising Directormichelle mionemmione@testa.comAdvertising Assistantrobin hazanrhazan@testa.comOperations ManagerVINCENT P. TESTAPresident/PublisherRep opportunities!Contact us at info @jtmusical.comCall for free catalogParts Planet Parts - Tesla Pickups - Olympia StringsProline Cables - Gotoh Parts - P.L.A.Y Private Label(866) 411-8738Toll-Freew w w. j t m u s i c a l . c o mEditorial and Sales Office: The Music & Sound Retailer, 25 Willowdale Avenue, Port Washington, New York11050-3779. Phone: (516) 767-2500 • Fax (Editorial): (516) 767-9335 • FAX (Sales/All other business):(516) 767-9335 • MSREDITOR@Testa.com.Editorial contributions should be addressed to The Editor, The Music & Sound Retailer, 25 Willowdale Avenue,Port Washington, New York 11050-3779. Unsolicited manuscripts will be treated with care and must be accompaniedby return postage.Sound & Communications • DJ Times • Sound & Communications Blue Book• The Music & Sound Retailer • International DJ Expo/The Club Show• Club Systems International • Convention TV ® @ AES; Convention TV ® @ INFOCOMM;Convention TV ® @ NAMM; Convention TV ® @ NSCA • VTTV StudiosThe Music & Sound Retailer (ISSN 0894-1238) (USPS 0941-238) is published 12 times a yearfor $18 (US), by Retailer Publishing, Inc., 25 Willowdale Ave., Port Washington, NY 11050-3779.Periodicals postage paid at Port Washington, N.Y. and additional mailing offices.POSTMASTER: Send address changes to The Music & Sound Retailer, PO BOX 1767, LOWELL MA 01853-1767 AUGUST 2007

Music & sound RetaileR 7

INDUSTRYStudy Shows Power of EducationA study funded by the NAMMFoundation was published in theJournal for Research in MusicEducation’s June 10, 2007 issue,showing that students enrolledin “high-quality” school musiceducation programs scored higheron standardized tests than theirpeers in “deficient music educationprograms.”“It is crucial to note that thisproject has revealed a relationshipbetween quality music instructionand heightened academicperformance,” said Dr. ChristopherJohnson, professor of musiceducation and music therapy andassociate dean of the school of finearts at the University of Kansas,and lead investigator for the study.“Clearly, music supports academicperformance, and quality musicprograms are related to highertest scores.”The study comprised 4,739elementary and middle schoolstudents in four regions of thecountry. Among the elementaryschool students, the ones in bettermusic programs scored 22 percentbetter in English and 20 percentbetter in math. Middle schoolstudents in quality music programsscored 19 percent higherin English and 17 percent higherin math than those without musicprograms, but also 32 percenthigher in English and 33 percenthigher in math than students in adeficient choral program.D’Addario Sponsors EmergenzaD’Addario and Co. partnered with the Emergenza InternationalFestival, which takes place in 180 cities in 20 countries. As a sponsorof the event, D’Addario will promote and sample its products amongthe 10,000 participating bands, and will also offer hands-on producttraining, support for Emergenza’s retail partners, and general marketingsupport, including printed materials, Web outreach, and press.Berklee Wins Scholastic CompetitionCrown Turns 60ClarenceMoore (left)and his son,Clyde, whowould laterbe presidentof Crown,pose withsome of thecompany’searly taperecorders inthe mid-1950s.Crown International, a Harman Pro Group brand, is celebrating its60th anniversary this year. The company was founded in 1947 by ClarenceMoore, a minister in Elkhart, Ind., under the name InternationalRadio and Electronics Corporation. The name was eventually changedat the suggestion of Moore’s wife and co-founder, Ruby, to Crown,based on the company’s product offering of Royal and Imperial brandvacuum tube tape recorders. Through the years, the company focusedon pro audio, offering such products as the IQ computer-controlledaudio system, and it became part of Harman International in 2000.Gibson Piano Brands ConsolidatedGibson consolidated all of its piano divisions worldwide—includingBaldwin Piano U.S., Baldwin Zhongshan China, Baldwin DongbeiChina, and Gibson China Shanghai. Along with this move came theannouncement that William Zhou is now CEO of this newly-formedpiano group and will oversee the consolidation effort. Previously hewas president of Gibson China in Shanghai. Reporting to Zhou is AnnePerry, who was named interim general manager of Baldwin Piano U.S.NASMD Plans 2008 Convention(l-r) Kevin Brewer, Jorge Velasco, Miguel Lara, Mike Laglia, Ian Kagey, FarahSiraj, and Professor Rob Jaczko in one of Berklee’s live rooms.Shure’s third annual Fantastic Scholastic Recording Competition hascome to a close, with the winning five-member team coming from TheBerklee College of Music’s Music Production and Engineering Department.Advised by Professor Rob Jaczko, Kevin Brewer, Ian Kagey,Mike Laglia, Miguel Lara, and Jorge Velasco won with their stereo mixof an original composition by Farah Siraj called “Pienso En Ti,” madeusing a “microphone locker” provided by Shure. Berklee won thecontents of the “microphone locker,” which was valued at more than$12,000. Each team member also got a KSM27, and a $3,000 donationwas made toward a scholarship fund at the school.NASMD board members meet in Utah. From left to right, Grayson Zeagler ofLouisiana’s Zeagler Music; Tim Jones from Texas-based N-Tune Music andSound; Ward-Brodt Music’s Connie Smith; Joel Menchey of Pennsylvania’sMenchey Music Service; Texas-based Tarpley Music Company’s JohnTarpley; Scott Summerhays of Summerhays Music Center in Utah; andWhitney Grisaffi from Washington’s Ted Brown Music.The National Association of School Music Dealers’ board of directorsheld its summer meeting to finalize plans for next year’s convention.The event is planned for March 26-29 at Orlando’s Rosen ShingleCreek Resort. Those who attend the conference will be able to takeadvantage of sessions and activities specifically for educational representatives—somethingnever before offered at this conference. AUGUST 2007

INDUSTRYOn DisplayDealers carrying DeanMarkley’s Jimi Hendrixelectric guitar strings can nowcontact the company to gettheir hands on a free, full-colormerchandising box. Designedfor countertop or side tabledisplay, the box is made ofpurple cardboard and sportsHendrix’s signature, psychedelicsun streams, and imagesfrom Hendrix albums that alsoappear on the string packages.Lewis’ fellow finalist, and this year’swinner, Jordin Sparks, relied on her ShureUHF-R/SM58 wireless microphone todeliver her victory performance of newsingle “This is My Now” at the AmericanIdol finale in Hollywood’s Kodak Theater.American Idol finalist BlakeLewis (pictured) made theshow’s customary trip homeon May 11 and entertainedhis hometown fans, includingSeattle Seahawks quarterbackMatt Hasselbeck (right), with the help of Lewis’ four-piece band and gearfrom Dynacord, Electro-Voice, Midas, and Klark Teknik. The Bothell, Wash.,native used a PA system supplied by Seattle’s Mills Music and featuring aDynacord Cobra-2 ground-stacked line array system, various Electro-Voicemicrophones and monitors, Klark Teknik Square One processing, and aMidas Verona 320.AES Chooses Keynote SpeakerThe keynote speaker has been named for the 123rd AES Convention,which will be held at the Jacob Javits Center in New York City from Oct.5-8. Daniel Levitin, an AES member since 1985, is head of the McGillUniversity Laboratory for Music Perception, Cognition and Expertise.His speech will include recent findings about how music affects ourbrain, our neurochemistry, and our moods.Sennheiser Expands HeadquartersSennheiser’s headquarters and main production plant in Wennebostel(Wedemark), Germany is set for a facelift. A new modern productionfacility will be built adjacent to the company’s Class 100 cleanroom, and a new factory building is expected to take over productionfrom the Burgdorf plant, located 30 miles away. Though the Burgdorfsite will be closed, Volker Bartels, president of manufacturing andlogistics and speaker of the executive committee, assures that “none ofthe 183 jobs will be lost.”Midisoft Launches EducationProgramMidisoft Corp. is doingits part to help musiceducation by rolling out apilot program to schoolswith under-funded musicprograms across thecountry, including KionaBenton Elementary inBenton City, Wash.,which began the programlast winter and expectsto reach 500 students ingrades 2-5. Schools appliedto the program, andthose chosen were givenfree labs equipped withMIDI keyboards, Midisoftmusic software, anddesktop computers.Students at Kiona Benton Elementary Schoolin Benton City, Wash., participate in theMidisoft program.New Artist Program at First ActFirst Act launched an exclusive nationwide Emerging Artists programfor qualified artists to receive discounts on SFA and Limited Editionguitars, as well as V-Stack amps and pedals. The program has twolevels and those artists selected for the program by First Act will have adedicated toll-free number to get special attention from Emerging Artistsrepresentatives. “We understand the plight of the emerging artist,”said chairman and CEO Bernard Chui. “They’re out there on the road,driving themselves from show to show, setting up all their own gear,[and] trying to win over fans and sell records.”Grade 1 includesFREE audio andvideo downloads!Modern Guitar Method Grade 1Expanded EditionWirebound Book (93200E) $9.95.Wirebound Book/CD/DVD set (93200ESET) $19.95.Perfectbound Book/CD/DVD set (93200EPSET) $19.95.Modern Guitar Method Grade 2Expanded EditionWirebound Book (93201E) $12.95.Wirebound Book/2-CD set (93201EBCD) $19.95.60RYEARS!Modern Guitar Method Grade 3Expanded EditionWirebound Book (93202E) $12.95.Wirebound Book/2-CD set (93202EBCD) $19.95.Modern Guitar Method Grade 4Expanded EditionWirebound Book (93203E) $12.95.Wirebound Book/2-CD set (93203EBCD) $19.95.MEL BAYPUBLICATIONS, INC.(Website) www.MELBAYDEALERS.com(Toll-Free Number) 1-800-8-MELBAY • (FAX) 636-257-506260RYEARS!Music & Sound RetailerMusic & Sound July 07_2.indd 16/18/07 10:36:34 AM

DEALERCleveland Rocks LI Drum Center Turns 30When Miss Connecticut 2006Heidi Voight needed a sixstringacoustic guitar, shelooked to New London, Conn.,retailer Caruso Music. Voightmet with the staff and chose aYamaha APX-700 to perform forveterans and, though not thestore’s typical practice, Carusosales manager John Van Ness(pictured with Voight) loaned herthe instrument.Drummer Les Cleveland madean appearance at Pecknell Music inGreenville, S.C., in a clinic co-sponsoredby Sabian and Vater. TheSouth Carolina native demonstrateda variety of styles and practice techniquesalong with his band—guitaristCharles Hedgepath, keyboardist RicoTyler, and Shannon Hoover on bass.“This was the best clinic we’vedone in years,” said Pecknel’s president,Scott Peck. “Les and his bandreally kept the crowd going; and asan added plus, we sold a good bit ofpercussion equipment that night—kept the registers open long after thestore had closed.”(l-r) Long Island Drum Center founder Jerry Ricci, owner Dennis Ricci, andJoe Hibbs of Mapex Drums pose with the commemorative Black Panthersnare drum.Long Island Drum Center’s Plainview, N.Y. location celebrated its30th anniversary with a special ceremony held in honor of foundingowner Jerry Ricci. Mapex A&R manager Joe Hibbs was on hand topresent current owner, and founder’s brother, Dennis Ricci, with a oneof-a-kindcommemorative Black Panther snare drum, complete withvintage photos of the Ricci brothers. The event also featured musicalperformances by Andy Passaretti, the Matt Miller Jazz Trio, The LongIsland Sound Drum and Bugle Corps, and Approaching Storm MarchingBands.Sierra Raffled at Blue RockBlue Rock Guitars of Perry,Iowa, celebrated its third anniversaryin May and to mark theoccasion, Sierra Guitars donated aSequoia acoustic guitar to be raffledoff. Raffle entries were givento everyone who brought cannedfood or dry goods to the store forPerry Food Pantry, Blue Rock’scharity partner for the past threeyears. The guitar was awarded toKim Wright, whose son takes lessonsat the store.(l-r) Steve Parnell, co-owner, BlueRock Guitars; contest winner KimWright; and Kim Jackson, co-owner,Blue Rock GuitarsLittleDrummerBoysDave WecklThomas LangGive ‘Em the SkipknotMick “Seven” Thomson, a formerguitar teacher who now plays theinstrument with metal band Slipknot,appeared at Daddy’s Junky Musicin a three-clinic series sponsored byIbanez, Planet Waves, Line 6, andD’Addario. This was Thomson’s firstclinic appearance at Daddy’s. Heplayed his signature Ibanez MTM1and discussed his playing style,Slipknot’s song-writing and recordingprocesses, and what it’s like to tour.Mick Thomson at thePortland, Maine store.Milwaukee retailer Cascio Interstate Music recently held clinics withThomas Lang and Dave Weckl.Drummer Lang played a two-hour set on his Roland V-Drums that includedsongs from his latest album and free-form solo demonstrations.He answered audience questions, took photos, signed autoraphs, andgave a technical tour of what the V-Drums have to offer. He was joinedby Roland clinician Mike Snyder and attendees were treated to on-siteconsultations from Roland and Cascio’s employees.Hundreds of Weckl fans were treated to a clinic and performance thatCascio described as “mixing jams to pre-recorded tracks with free associationdrumming displays.” Following his performance, Weckl signedautographs and posed for photos with attendees. Industry representativesfrom Yamaha Drums, Sabian, and Shure were at the event to talkwith attendees and give away prizes throughout the evening.10 AUGUST 2007

PEOPLEFishman JoinsMuse BoardLarry Fishman joined the board ofdirectors at Muse Research, the MenloPark, Calif.-based music software/hardwarecompany. Fishman is the founderand president of Fishman Transducers,and was also founder and president ofParker Guitars before it was sold to U.S.Music Corp. in 2004.Larry FishmanLuck of the EnglishU.S. Music Corp. promoted Larry English to president of the newU.S. Music Corp. Consumer Division. The 10-year company veteranwas previously executive vice president of business development andmarketing. He had previously worked for Gibson Guitars as executivevice president. In his new position, English will be in charge of effortsto deliver U.S. Music Corp. instruments and accessories “to a broadconsumer market.”Vaidya Joins ShureShure Incorporated welcomed AvinashVaidya as vice president of productdevelopment and chief technology officer.He is responsible for all engineering andconfiguration management functions andnew product development projects. Heis a 25-year veteran of the engineeringmanagement industry.Avinash VaidyaBrandom Fits the BillBill Brandom was named Disklaviermarketing manager for Yamaha Corporationof America’s Piano Division. He hasworked for the company for 27 years,serving as a piano service manager for 25of them and working extensively with theDisklavier since 1987.Bill BrandomNew CFO at LoudGerald Ng was named chief financial officer of Loud TechnologiesInc. last month. Before taking this position, Ng was vice president offinance and business development at Medtronic Physio-Control, anda senior manager for seven years with Ernst & Young’s managementconsulting practice.In MemoriamFender Custom Shop’s senior master builder John English diedon June 28 at the age of 57. English had been with the CustomShop since its early years and was a Fender employee since 1970.He helped to build one of the custom shop’s first signature modelguitars, collaborating with Dick Dale, and went on to build customguitars for Eric Clapton, President George Bush, and many others.Fishman Promotes Blout, PadellaroFrank PadellaroJay BloutFishman employees Jay Blout and Frank Padellaro received promotionsat the company. Blout, who has been with Fishman since 1999,leaves his position as regional account manager to become inside salesmanager, making him responsible for managing and coordinating theinside domestic sales team. Padellaro is now customer support supervisor.His responsibilities include creating and implementing customersupport policy for manufacturers, distributors, and end users. He’sbeen in the industry for 15 years and began working as a customerservice representative for Fishman in 2006.Willis MusicAuthor MournedJust months shy of her 100th birthday,Edna Mae Burnam passed away. She wasone of Willis Music’s primary composersand authors of piano music, having begunher partnership with the company in 1937.Among her most memorable titles werethe “Dozen a Day” method and her sixbook“Step by Step Piano Course.”“To this day, Edna Mae is one of themost revered names in piano education. She inspired thousandsof teachers directly during her years of workshop tours, and hastaught generations of students the joys of playing the piano,” saidKevin Cranley, president of Willis Music and grandson of the manwho originally signed Burnam. “Her pieces are published in manylanguages, and beloved all over the world. She will always be amajor part of our catalog.”Music & Sound Retailer 11

PrOductsDJ and LightingBright LightsOverview: MBt lighting & sound’sledPaRPaK lighting PackageSpecifics: included in this packageare four five-channel dMX ledPaR96fixtures, the ledc controller, and thelts06 nine-foot tripod stand. each led-PaR96 has 32 red, 32 green, and 32 blueleds. users get nine pre-set colors,eight chase patterns, audio or speedchase control, master dimmer, blackout,and full-on capabilities thanks to the includedcontroller. also, the pack offersa spectrum mix control for manual colorselection, as well as all necessary cablesand power supplies.MSRP: $799Ship Date: nowContact: Musicorp, 800.845.1922,www.musicorp.comRepeat OffenderOverview: steinberg’s sequelSpecifics: designed for Mac and Pc, sequel is the entry-levelmusic studio from steinberg. the company says no knowledge ofmusic or recording is needed to use the program, which operates witha “one-window” user interface. More than 5,000 loops are included inthe program, and they can be combined with more than 600 on-boardinstruments. Features include audio warping functions to keep songsin time and key, as well as eQ and dynamics on each channel. also, alive performance mode is included so songs can be rearranged andremixed during live performances.MSRP: call companyShip Date: nowContact: steinberg, 818.973.2788, www.steinbergusa.netDo the iPod ShuffleG-Tour of DutyOverview: Gator’s G-tour cd Player casesSpecifics: Gator’s new line of G-tour cd player cases features modelsin 9x12 and 13x17 sizes. these plywood with PVc road cases letdJs utilize the gear while its in the case thanks to two slide-out doorson the front and back. the cases are made with eVa foam and carpetpadded interior, adhesive-backed foam-blocking system, convolutedfoam in the lid, and breakaway hinges. additional features include redPenn elcom recessed Mol twist latches, spring-loaded rubber-grippedhandles, and Penn elcom zinc-plated hardware.MSRP: $189.99 - $209.99Ship Date: nowContact: Gator cases, inc., 813.221.4191, www.gatorcases.comThe Tables Have TurnedOverview: cortex’s Hdtt-5000Specifics: this usB-compatible digital music turntable lets dJssample, scratch, loop, and pitch MP3 and WaV files “in a similar tactileinterface to a traditional vinyl turntable,” the company said. up to fourstorage devices can be connected to the unit via usB ports on thefront and back, and a jog wheel or usB keyboard lets the user searchthrough that device’s files. the unit is compatible with itunes playlistsand offers such features as 12 dsP effects, instant reverse, pitchcontrol with accuracy of +/- 24 percent, four sample banks, four loopbanks, and four hot cue points.MSRP: $1,499.99Ship Date: septemberContact: Gci technologies, 732.346.0061, www.cortex-pro.comOverview: the sHs audio Pod4Specifics: this four-channel powered mixer offers 100 watts ofoutput power, digital delay, and a 1/8-inch input for other MP3 playersbesides the iPod. users can put their iPod in the included docking stationand the iPod will recharge while in use.MSRP: $279.95Ship Date: nowContact: sHs audio, 800.475.7686, www.shsaudio.comSee What the Entire Industry isTalking About!Check out VNewsletter, starring Jill Nicolini, atwww.msretailer.com/vnewsletter.Speaking of what everyone is talking about, check outall of the latest-breaking news at msretailer.com!12 auGust 2007

PRODUCT SHOWCASELight the WayCompany: American DJMSRP: $399.95Ship Date: Call companyContact: American DJ, 800.333.0644,www.americandj.comThe Lowdown:American DJ’s Pro Series features the 64B LED Pro black-fi nishpar can, 64P LED Pro silver-polish par can, and Punch LED Procolor wash. The 64B and 64P feature 181 10mm LEDs—36 red, 60blue, and 85 green. Both models can be used as uplights or spotlights,and are hung via dual-bracket system. The Punch LED Prois a wall wash with 252 10mm LEDs—81 red, 81 green, and 90blue—that operates in fast or slow color change modes. All threemodels offer seven modes of operation and come with an LEDSync feature that syncs up the three fi xtures’ operational modesautomatically when they’re connected via three-pin XLR cables.At A Glance:• Two par cans and one color wash• Par cans used as uplights or spotlights• Seven modes of operation• Can sync operation modes of three componentsIsIt Time To Re-Think Your Rental Business?NEMC is ready to expand the best rental affiliate programin the music industry with some top-notch dealers in key markets.If you are ready to grow your business with a new approachto instrument rentals, you should call us today.Find out how you can:• End the costs, responsibilities, and risks of running your own rental program.• Add a full-service rental program with no start-up or license fees.• Generate a reliable monthly commission on rental rates you set.• Get relief from billing, collections, and legal/regulatory requirements.• Provide customers with new and like-new brand-name instruments.(Our like-new quality is unmatched in the industry.)• Free up time and capital to focus on sales, lessons, and service.The NEMC Affiliate Program is a turnkey instrument rental operationfor discerning dealers. We take care of everything.CelebratingOur50 thAnniversary1957 - 2007NEMCNational Educational Music CompanyPO Box 1130, Mountainside, NJ 07092800-526-4593, Ext. 240www.nemc.comAll you need to do is call Gene at Ext. 240.Or see us at NAMM Booth 4221Supporting the music industry since 1957Music & sound RetaileR 13

productsPro AudioFit to an AMTOverview: Applied Microphone Technology’sAMT 350Specifics: The AMT 350 large diaphragmstudio microphone is designed to be usedin front of guitar cabinets, acoustic guitars,and acoustic instruments. Vocals can berecorded with this mic as well. It sports acardioid pattern and an element that’s oneinch in diameter. The mic comes with a hardshell case and a mounting clip.MSRP: $349Ship Date: NowContact: Applied Microphone Technology,908.665.2727, www.appliedmicrophone.comRing of Fire WireOverview: Lexicon’s MX500 Fire Wire Dual Stereo/SurroundReverb ProcessorSpecifics: Designed for home studios and live performance, theMX500 is a single rack-space, four-in, four-out unit that can be used withsoftware recording platforms. The unit offers a variety of complex reverbalgorithms, delays, effects, and dbx dynamics. Users get completeplug-in functionality with up to 96khz streaming audio from the unitwithin any VST. According to the company, this means users can controlthe MX500 like any other software plug-in.MSRP: $499.95Ship Date: Call companyContact: Harman Music Group, 801.566.8800, www.lexiconpro.comAdapt to the SituationOverview: Sony’s PCM-D1 XLR-1 AdapterSpecifics: With this adapter, Sony’s PCM-D1 digital field recordercan be used in conjunction with professional microphones. It offerstwo-channel transformer-balanced microphone inputs with switchablephantom power. The unit runs on four AA batteries.MSRP: $499Ship Date: NowContact: Sony, 800.686.SONY, www.sony.com/professionalFinger on the TriggerOverview: The Trigger I/O from AlesisSpecifics: The Trigger I/O is a pad trigger interface that uses electronictriggers placed on acoustic percussion sources and turns theminto MIDI note messages. It’s USB compatible, bundled with BFD Litesoftware, and features 10 inputs and 20 programmable presets. Userscan also assign MIDI channels, note numbers, crosstalk, velocitycurve, threshold settings, re-trigger times, and pad types.MSRP: $299Ship Date: NowContact: Alesis, 401.658.5760, www.alesis.comFull SpectrumOverview: Kaltman Creations’ Spectran HF4040Specifics: The Spectran HF4040 is a true RF spectrum analyzer,according to the company, and it uses display markets to show thethree strongest peaks and their associated frequencies during eachsweep. This is in addition to standard frequency sweep readings andsignal strength readouts. It analyzes VHF, UHF, and 2.4GHz environments.Features include a zoom feature that narrows the frequencyspan to 100 KHz; and a frequency range of 10MHz-4GHz. It comes ina system package along with aluminum carrying case, SMA full rangeantenna, HyperLOG 700MHz to 2.5GHz precision directional antenna,mini tripod stand, PC software, batteries, and a charger.MSRP: $1,400Ship Date: NowContact: Kaltman Creations, 678.714.2000,www.kaltmancreationsllc.com14 AUGUST 2007

Uncertain about the size or features of your nextsmall-format, live performance mixer? Be comforted byknowing that Yamaha’s all new 2007 lineup of MG modelsprovides ideal combinations for any budget. Your favoriteYamaha live sound dealer is waiting to help narrow youroptions…stop in or give them a call.• SPX-grade digital multi-effects• USB connectivity with Cubase AI4 software• Single-knob channel compressors• Rack-mountable 16- and 20-input models©2007 Yamaha Corporation of America. All rights reserved. www.yamaha.com/livesoundMusic & sound RetaileR 15

PrOductsGuitars and AmpsElectric SlideOverview: the t5-ltd and t5-12-ltd from taylorSpecifics: these guitars are not onlythe first Fall limited editions from taylor’selectric line, but also the company’sfirst all-maple guitars. Both sport Bigleaf maple bodies and Hard Rock maplenecks. in addition to ebony fretboardsand “600 series” inlay, these guitarscome with t5 electronics and one of twolimited-edition color finishes—VintageHoney sunburst and Vintage cherrysunburst (top only).MSRP: $3,498 (t5-ltd), $3,698 (t5-12-ltd)Ship Date: late summerContact: taylor Guitars,619.258.6957, www.taylorguitars.comCome TogetherOverview: Martin Guitars’ oMcReSpecifics: Martin Guitars and Babicz design collaborated on theoMcRe. this six-string guitar sports the Martin ‘oM’ orchestralModel body shape with a cutaway, as well as the Babicz continuallyadjustable neck. its back and sides are made from solid east indianrosewood. additional features include Gotoh vintage-style nickel openbacktuners, a two-way adjustable truss rod, bone nut, compensatedtusq saddle, solid vintage-toned carpathian spruce soundboard, ebonyhead veneer, a Fishman aura Prosound-imaging system, and the Hdzig-zag backstrip motif.MSRP: $3,499Ship Date: nowContact: c. F. Martin & co., inc.,610.759.2837, www.martinguitar.comGot Rhythm?RDrum sets - Marching Drums - Hardware - AccessoriesEducational Percussion - Parts - Snares - Percussion*** Please call 877-999-4327 to request full line catalogue ***www.peacedrum.com com - info@peacedrum.comcomAmerican BreedOverview: the Breedlove Pro seriesSpecifics: the first instrument in theseries is the Breedlove Pro c25/cR, a concert-sizedguitar with a aaa solid cedartop, aaa solid Rosewood back and sides,abalone rosette, ivoriod binding with herringbonetop purfling, and a soft cutaway.also included is the l.R. Baggs elementactive pickup system with volume andtone controls. other models will be addedthroughout 2008, and limited editionmodels will also be available.MSRP: call companyShip Date: nowContact: Breedlove Guitar co.,877.800,4848,www.breedloveguitars.comCore ValuesOverview: the l.R.Baggs core 1 acousticamplifierSpecifics: the core 1acoustic amp is a 200-wattdigital hi-fi amp that generatesa 140-degree-wide fullrangesound field. it has aflat honeycomb speaker,100 percent discretecircuitry, parallel effectsloops in both channels,modified spring reverb,and a Garrett null notch filter for managing feedback.MSRP: $1,599Ship Date: septemberContact: l.R. Baggs, 805.929.3545, www.lrbaggs.comBringing RazorbackOverview: dean Guitars’ Razorback 255 andRazorback V 255Specifics: these two new metal guitars areavailable in a 25 ½-inch scale length, whichthe company says allows for “increased stringtension, which enhances string definition.”the company says the guitars offer wider fretspacing that makes fingering easier whensoloing in the upper neck regions. theseguitars come with a hard shell case and ina variety of finishes.MSRP: $1,877Ship Date: call companyContact: dean Guitars,813.600.3920,www.deanguitars.com16 auGust 2007

TALKING HEADS(continued from cover)1. What do independentdealers need to do to keeppace with chain and massmarket retailers?“My radical idea. dealers willnot be able to stop the consumerfrom going to the large and massmarket retailers. create a nationalinstrument amnesty program forinstruments purchased at Wal-Mart. so if i bring in my Gibson$100 guitar from target...i get areasonable credit toward a newguitar made from a company thatdoes not sell in the large chainstore. Make a deal with the smallmanufacturers to get credits/rebatesfor these type of sales. it willonly hurt the dealer if they sell thecustomer a brand that is sellingin the chains. You will only befueling the machine that wants tokill you.”—Adam Levy,Brooklyn Gearshould focus on what makes themdifferent. this could be an area ofexpertise such as a specialty shop,or repair services, lesson plans,community programs, etc. i don’tthink it is a matter of ‘keepingpace.’ as they say, you can’t outWal-Mart Wal-Mart. don’t try tofight against the mass merchants’and box stores’ strengths. Rather,focus on differentiation and makesure your business is involvedin the community. at d’addario,our sales department has sevendedicated regional sales managersand six inside sales personnel tomeet the needs of the independentdealer network and assist themwith programs, including merchandisingfixtures and other importantsupport considerations.”—Jim D’Addario, D’Addario▼ “First, find innovativeways to entice customers into theshop. it could be contests, a giveaway, clinics, lessons, or advertisingservice. second, make sureyour staff is educated on theproducts. there is nothing worsethan asking the advice of someonewho knows less than i do!”—Joe Melchiorre,Shadow Electronicsof America▼“Well, i can say from myyears as a dealer, change isinevitable. We never used theword ‘discount.’ What we did waswe changed the whole concept ofservice for people who were interestedin drums. We put in entirelydifferent programs that nobodyelse ever had. that’s what it takes.We literally almost redecoratedthe place every year. innovation iswhat made us successful. Peopleshopped with us because theyknew what we were talking about.You must teach, repair, have drumgroups, etc.”—Remo Belli, Remo▼“in our opinion, independentretailers (although floor space isoften an issue) might pick-up a fewmore P.o.s. items and accessoriesto complement their standardequipment inventory. While appareland like items may not yieldhefty margins, they add a senseof hip-appeal and freshness thatthe 16- to 28-year-old demographictypically goes for.”—Brent Eskew, Stage Ninja▼“Whether deliveringservices or products, companiesneed to find ways to differentiatethemselves from the competitionwhile offering increased value tothe consumer. this is true of independentmusic dealers. dealersMusic & sound RetaileR 17

▼“independent dealers need tochoose product lines from manufacturerswho ‘give a damn’ after thegear has left their warehouse andtake pride in doing so. after this importantinitial choice, they need tobe willing to learn everything aboutthe product and offer, display, andstock it appropriately. Knowledgeand real care on a retail level createstrust, often beats lower prices, andmakes people come back.”—Peter Wolf, PRS Guitars▼“one lesson i learned yearsago is so simple: service, service,service. this is what the music dealercan offer that the big box storescan’t offer due to their discountingand ultra-high overheads.”—Howard Chatt, Pignose▼“in this day and age, no matterif you are a manufacturer or aretailer, you have to provide value toyour customer. then you have to decidewhether you are going to supplycommodities or be a specialist.Mass market retail chains are verygood at delivering product. theyhave the financial ability to buydeep, can carry a broad range ofinventory, and are able to standardizesystems across a vast number ofstores to keep costs under control.as an independent dealer, goinghead to head with a powerhouseretailer makes no sense. While theyare zigging, you have to zag. thereare small specialty manufacturersthat are only able to deliver limitedquantities of their goods. they caterto a specific market niche and needsales expertise at street level to selltheir products. in my view, presentinginteresting new products tomarket by differentiation is a key elementin today’s retail strategy. Justask yourself a simple question: whatmakes me unique? i think you thenhave to find suppliers that offer afair playing field. there is no pointtrying to compete on a brand if themargin is 20 percent. the internetis dictating lower margins and onlyby manufacturers controlling theirdiscount structures will profitabilityfor the dealer be sustained.”—Peter Janis,Radial Engineering▼ “independent dealerswill continue to play a vital role inservicing consumers of Mi and proaudio products. to be successfulhowever, such a dealer has to carefullyconsider what has happenedto independent dry goods retailers,hardware retailers, building materialssuppliers, and other industrieswhere mass retailers have becomeprevalent. i think such a dealer hasto become more specialized, perhapsfocus on product lines that are notsKus regularly offered by massretailers, keep those products instock, and provide added value to theconsumer. accessory items are alsoa key. When a consumer needs picks,cords, strings, speakers, drumsticks,or a tuner, they often want it nowand will not hesitate to shop aroundthe corner. a well-planned line card,comprehensive product knowledge,inventory on hand, and a goodselection of accessories will be keyelements. a good service departmentwon’t hurt either.”—Chris Rose,Eminence Speaker▼“independent dealers willprobably neVeR be able to do thiseffectively. instead, they may wantto consider carrying specializedand unique lines that larger retailersare not interested in. throw inboutique-style customer servicethat has the potential customersfeel like they are ViPs. customerservice and specialized productsmay ‘seem’ like too much trouble,but if you have something to offerthat makes customers feel like rockstars instead of cattle, you may havecreated the key to an effective andprofitable Mi business.”—Charles Tentindo, Zen Riffer▼“independent dealers shouldbe as informed as possible regardingproduct lines and playing styles.if a customer respects the opinionand expertise of the salesperson inthe independent store, he or shewill return there to buy.”—Rick Shubb, Shubb Capos▼“smaller dealerships have theopportunity to offer more personalinteraction and customer servicethan larger stores. also, the smallershops can cater to their specificniche market or focus on the typicalprice range of products appropriateto their locality. though thetrend is definitely moving towardthe superstores, there are plenty ofneeds that the larger stores are notfocusing on, especially with respectto higher-end product.”—Dick Boak, C.F. Martin▼“our Mi industry is changingand good independent dealers mustchoose their sides. two questionswill help determine where a good independentdealer is headed: 1. askyourself, should i support brandsthat sell into big box retail, chainstores, or internet nightmares? 2.do i make high quality margins onthese brands?if a quality independent dealer canhonestly answer ‘yes’ to both questions,then they should stick withtheir current product and brand mix.For most of the quality independentdealers we work with, the answer is‘no’ and ‘no.’ they simply need tomove their sales focus and their promotionalefforts to brands that actuallysupport independent dealers. Wetry to explain this to dealers with ourflagship Greg Bennett brand…(Hereare some more thoughts):Education, Education, Education: ifthere is one thing a quality independentdealer can do, it is grow their localmarket through music and producteducation. lessons are great and thebackbone of many strong independentdealers’ businesses. Make sure themusic teachers are using productsthat promote brands not sold downthe street.also, good independents tell everycustomer they will take care of anyproblem. the consumer does notget solutions at a big box or massmerchant store. the quality indiedealer always has an advantagebecause they know the productsthey sell and they sell the brandsthat support them. some brands usetheir independent base like yesterday’sdish towel. the dealers builtthe brand the mass merchants nowwant. that’s a great reward for allthe years of promoting a brand onlyto see the same product two milesaway. again, it is time for independentdealers to take a stand and picka side. independent dealers needto quit doing all the work for zeroreward. Good independents traintheir floor sales people to show andsell the brands that make the storemoney. use sales incentives for floorsalespersons on only the brandsthat support independent dealers. itdoes no good to educate a consumerabout a product that is sold at the bigbox store down the street or via oneof the internet nightmares. the independentdealer does the work, butsomebody else gets the deal becausethey are $25 cheaper? unfortunately,this happens all too often becausedealers believe they must supportbrand ‘X.’”—John Hawkins,SMC Music▼“dealers do not compete headto-headwith the chain stores or mass18 auGust 2007

market retailers. they researchwhat the local chain stores offer forproduct selection and offer somegreat products that are not availableat the local chain. once drummersare hooked on a specific productthey have to return to the independentdealer to purchase it. of courseboth stores need the say, top 10products, but then the independentcan stock top sellers their customersask for because the chain does notstock it…Product breadth remainsimportant for repeat business andcustomer visits. the last big programthe successful dealers differentiatethemselves with is the lessonsand various free teaching tools wesupply at no charge to help keep thenewer students excited about playingdrums…these full-day seminarshave been offered at no charge andremain extremely popular. Growingtheir lesson business helps increasestore traffic as well.”—Mark Dyke, Vic Firth▼“i think it helps to be strongin repair, lessons, used gear,internet sales, eBay, and boutique/alternative brands. and your staffshould be internet savvy, havesuperior product knowledge, andan understanding of what greatservice is. do anything that bolsterscash flow, differentiates youfrom the big boys, and builds localtraffic. in today’s business climate,independents need to have all gunsfiring. i also recommend communicationwith other independentsthrough groups such asmusicstoreowners.com.”—Joe Naylor,Reverend Guitars▼“offer boutique productsnot available at the mass marketretailers.”—Abe Wechter,Wechter Guitarsinstruments. Promote this with‘FRee Guitars/instrument’ signsin your store windows, banners,etc., and local press (with a phonecall i’m sure you can get your localnewspapers or tV stations to doan article on your store offeringFRee guitars, etc.) and to your localschool system. Well not exactly notFRee, but this is how it can work.let your customers know if theypurchase a instrument at a massmerchant, not only is the instrumentnot set up properly, which YouWill do at no charge for them, andwithout their child signing on forlessons, their kid will probably giveup on learning to become a playerin a short period of time and theinstrument will end up under thebed, in the closet, etc., or tradedfor video games to a buddy andI Believe in Music...they then wasted $200 to $300 onthe instrument. lessons are mostimportant to keep the interest ongoing.You must offer them at yourshop to do this. You get the parentto prepay in advance for 25 weeks oflessons and include one free lessonfor a total of 26 weeks of lessons. ifyou charge $20 for a one-half hourlesson, that’s $500. at $25 per lesson,it’s $625. if you charge more orThere’s nothing like connecting with people as passionate about music as I am.I first started at San Diego County Music Exchange in 1989 teaching guitar,working the floor and doing repairs. That’s when I fell in love with thebusiness. After I bought the store, I think people gave me six months untilI was out of business—but I was determined to prove them wrong.And here I am, 16 years later, still doing what I love. There’s nothing asrewarding as being able to touch young lives through music. I get to bethere when our students play their very first note, and I get to be therewhen they step up to get their first professional-level instrument.Those are the moments in life that I absolutely live for.When people at band competitions ask mewhich kid on the field is mine, I just smileproudly and tell them, “They’re all mine.”Dale DawaltSan Diego County Music ExchangeProud NAMM MemberSince 1989▼“every indie Mi store is unhappywith costco, Wal-Mart, BestBuy and other mass merchantsselling entry-level guitar packs,drum sets, keyboards, etc., as wellas chain store competition. Here’smy suggestion to overcomethis. FRee Guitar Packs and possiblyother instruments. that’sright FRee! First of all, i am talkingabout entry-level instruments,guitar packs, (not les Pauls, strats,etc.) and other upscale expensive believe in music belong to NAMMMusic & sound RetaileR 19BelieveDeWalt_M&SRetail.indd 16/6/07 9:17:46 AM

less than that for a lesson, do themath. stipulate that ‘no refunds areoffered on the prepaid lessons’ oryou will ‘only provide a refund onlesson sessions after a 16-week initialminimum as the student needsto at least provide a good attempt atlearning the instrument.’ this putspressure on the parent to enforcethat their kid practices the instrumentand attends their lessonsfaithfully. You also make sure youlet them know you will set up theinstrument to play the best it canduring the lesson period and willperform scheduled maintenancesuch as string changes on a regularbasis as needed: monthly, etc.(which you charge the customerfor the strings, etc.). if you feel youcannot offer the instrument for free,offer it at one-third or one-half ofthe sellinG PRice of the massmerchant or chain store along withthe lesson program. this is how youcan take back the music businessfrom the mass merchants to whereit belongs, to folks like you whoare building players for a lifetimeof making music. if a manufacturercomplains about you sellinga guitar pack, drum set, etc., orthreatens to cut you off for sellingthem below MaP price, find a goodquality instrument, which there arenow many available, either a lesserknown or possible no-name brandto do this. at the end of the initial 26weeks of lessons, you may also offera trade-up deal to a better instrument/amp,etc. with an additionalprepaid 26 weeks of lessons. Getinventive in your marketing of yourstore and services! also, teach thestudent an easy song or two fromone of their musical heroes; it goesa long way in keeping their interestin continuing to play and a feelingof accomplishment. another thingindie Mi stores can do is promotemusicians. Hold musician meetingsessions on a weeknight orsaturday morning. sometimes kidswho want to form bands attenddifferent schools in the same townor in other nearby towns and it canbe hard to find band mates with thesame musical interests. When kidsform Bands, it becomes a sumof the parts, and they will keep uptheir interest in becoming seasonedskilled musicians. the band growsand their purchases grow for moregear of all types. along with thesemusician meeting sessions, holdperformances, jams in your stores,and parking lots and team up withyour local parks and recreation departmentto promote your store andthe local musicians in your area.”—Tom Concorde, FBT USA▼“independent retailers won’tbe successful if they try to copy thebig guys. they need to carefullyassess their own strengths (andweaknesses) and capitalize on thosestrengths. they can generally bemore agile than a chain and cantailor their product mix and effortstoward the local market. specialtyretailing implies specialty activities.consider offering services that thebig guys may not be able to offersuch as trade-ins, rentals, hometrials (with deposits as appropriate),service loaners, support of localmusic-oriented events, in-store clinics,and anything else you can thinkof. talk to your sales reps and askthem to share success stories fromother independent dealers. networkwith other independent dealers tofind what has and hasn’t worked forthem.”—Dean Standing, Rane▼“independent retailers cankeep pace with chain stores andmass marketers by evaluatingwhat works for these retailers andthen incorporating these conceptsinto their retail environment. Forexample, the overall appearanceof the store, layout and traffic flow,execution of product displays, use ofeffective graphics, background music,etc., are all elements that, whendone with excellence, can helpindependents better compete intheir market against larger retailers.Going beyond appearances, independentsshould consider the valueof e-commerce systems, inventorymanagement software, structuredsales training, and strategic salespromotions. after all, doing whatwas done 10 years ago in today’smarketplace will not work.also, retailers who are wellestablishedin a town or area canleverage existing relationships withlocal schools, churches, and clubs.accordingly, well-managed lessondepartments, band instrument rentalsand sheet music/instructionalmaterials can become profit centersfor independent retailers. theseideas, when combined, can helpindependents keep pace with chainsand mass marketers for both storetraffic and sales.”—Jack Hanser,Hanser Music Group▼“the best way for independentdealers to gain a competitiveedge against mass retailers is tobecome very good at the thingsmass retailers typically have problemswith. Personalized service bya knowledgeable staff is a key componentat differentiating your storefrom the big box down the street.encourage your sales staff to takethe time to get to know the nuancesof your product mix. Request thatmanufacturers assist you with trainingfor your staff and make surethe importance of customer serviceand satisfaction is stressed to youremployees. there is no substitutefor a satisfied customer. secondly,the independent retailers canhelp themselves by ensuring theirproduct mix includes a healthyselection of products that cannot bepurchased in large retail chains. Beon the lookout for brands that areexclusive to independent retailers(like Mapex drums). this will helpprevent price wars that can compromisecritical profit margins.lastly, build a strategy to encouragerepeat sales. When you sell adrum set or guitar, do whatever ittakes to makes sure the customercomes back to you for heads, hardware,strings or sheet music. Makesure you get contact information,so you can follow up and offer yourcustomers future opportunities foradd-on sales. Build a continuingrelationship with your customersand make sure they come to youfor that accessory in the future.they are your customers. it’s yourresponsibility to keep them.”—Jeff Ivester, Mapex▼“independent music dealerscan provide true consumeradded value by focusing onproviding well informed productinformation, clear and concise feature/benefitproduct comparisonsand delivering best-in-class in-storecustomer service.”—Peter Brinkman, Casio▼“independent dealers shouldstart by evaluating their business’strengths and weaknesses versusthe chain store. to do this theyshould consider becoming a secretshopper. Visit the chain store andassess their product offerings,sales expertise, product knowledge,and marketing acumen. thenthey should shop at their own storeand answer the same question.”—David Luster, GE Money▼“continue to service theireducational community andminimize their desire to expandoutside their respective communities.Present clinics, master classes,and workshops utilizing educators,artists, and employees supportedby their respective manufacturers.continue to offer parents an opportunityfor involvement. educatorsand parents are the industry’sgreatest allies.”—Bruce Silva,Buffet Crampon▼“identify your storestrengths and weaknesses. expandon strengths and improve weaknesses.Keep a close watch onyour competition. learn from yourobservations and strive to continuallyimprove. stay involved withcommunity, schools, the local musicscene, music ministries, soundcompanies, and other groups thatharbor customers. Join your localchamber of commerce and supportthe business community—theywill support you. advertise in localmusic scene publications. offer lessons,service, repairs, instrumentsetup and social programs. Haveclinics, appearances and socialactivities as much as possible. nobuzz equals no biz. Make sure tosend press releases to local pressabout events. Become part of a buyinggroup. discuss your challenges,plans, and opportunities withvendors. ask for specific strategiesfrom vendors to help with thosechallenges, plans, and opportunities.Revise your strategy at leasttwice per year. and have fun; that’swhat originally interested you inthe music business.”—Bill Wenzloff, SoundEnhancement Products▼“independent dealers need toaccess their competitive advantagevs. chain and mass market retailersand exploit those differences ina way that builds a loyal base ofcustomers. they cannot attemptto compete on the same level asthe other two as this won’t provide20 auGust 2007

consumers with a ‘reason why’ theyshould shop at independents vs.chain and mass merchants. theareas they should look at arecustomer service, depth of productofferings and product specialization/focus(pro drum shop vs. fullline of musical instruments) aspotential points of differentiation.there are already some good retailmodels in the independent channelthat are already doing a great job atthis, so look and see how they areaccomplishing this.”—Brad Baker,Avedis Zildjian▼“our business has grownup around the independent dealersbecause many of our pickupsand preamps require installationor additional expertise that otherproducts may not require. Many ofour independent dealers have anexperienced technician who canexplain and install our products. theindividual attention they can giveto a customer and the servicethey are able to provide is a hugeadvantage compared with a massmerchant or chain store. also,independent dealers have the abilityto be much more proactive withtheir customers. Many times, chainstores’ hands are tied as they haveto follow the guidelines from thecorporate office. independent retailershave more freedom to establishongoing relationships with their customersas well because of this.”—Ryan Angle, L.R. Baggs▼“i am not sure there is oneall-inclusive answer to this question.each market will no doubthold any number of local variances.i do however feel that there aresteps independent retailers cantake to strengthen their positionin any local market. use yourcompetitors to your benefit. studythem to the finest detail. learnfrom both their successes andmistakes. too often retailers focuson what they view as errors bythe competition. While this can bebeneficial, it’s their positive aspectsthat can be truly advantageous. ifthe new box retailer lures awayyour best guitar salesman, find outwhy! learn their employment policies,pay structure, benefits, andemployee discounts. capitalize onthe strengths and then exploit anyweaknesses. Rather than battlingout weekly sales promotions, takesteps to make your location a destinationof choice for both employeesand customers; empower youremployees. Make sure your salesstaff can make decisions without amile of red tape. Mass retailers areinfamous for difficulty in returns,exchanges, discounts, etc. Givingsome authority to your employeesin these areas will boost salespersonmorale, while making the shoppingexperience more enjoyablefor the customer; take a chance onyouth! Hire that kid with the tattoosand earrings even if he or shedoes not fit your idea of the modelemployee. they may just surpriseyou with their product knowledge,computer skills, and their workethic. if your employees cannotidentify with today’s adolescents,then tomorrows 30 somethings willnever think to visit your store.”—Chad Stewart,Premier Percussion▼“Believe it or not, having aGuitar center in town is good forbusiness. Gc carries limited sKus.For instance, with mixers, howmany do companies make? somecompanies make 40 different modelsand Gc stocks two or three.so there’s plenty of room for anindependent to stock around that.independent dealers have moreAlso available:• Sonic NanoMAG • Sonic Nanoflex• Sonic BasicflexThe Nanoflex pickup will be placedin the bridge and transfers vibrationsfrom the strings ... AND ... thesoundboard.time to spend with a customerand educate them. that in turnbecomes a lifelong loyal customer.”—Russell Brown, Ortofon2. Do you see a shift in your distributionand sales focus beforethe new decade begins?▼“as far as our sales anddistribution focus, i would say ‘no.’We have felt very well rewardedwith the mix we use of both ‘onestep’and ‘two-step’ distribution,which means we are getting ourproducts out in front of customersin all imaginable ways. You marrythat with the particular products wehave, along with education and preandpost-sales support, and that hasput us in the position we are in. Butwe will become much more aggressivein using e-marketing capabilities,such as our Web site and theinternet to increase demand [in ourproducts]. We also want to connectour buyers directly with the placethey want to make their purchase.”—Al Herschner, Shure▼“our distribution strategywill always follow the market andend-user demand. We have seenvarious trends over the pastdecade: the increase in onlinebusiness with our dealers is probablythe strongest. We have alsoTwo worlds...and They´`re BoTh yoursDual pickup SyStem for acouStic guitarthe Sonic DoubleplaySH-145- perfectly balancedoutput .............- volume control- 3V Cell Battery- 12 foot cableShadow`s soundhole fitted preamps foracoustic and classical guitar are designedfor sonic clarity, ease of installation andpreservation of your instrument.partnered with very successfulindependent retailers who increasedbusiness based on unique, local marketingtactics. our sales approachand the tools we offer will be adjustedaccording to the needs of ourdealers. it is important to us to maintaina diverse distribution strategyas we see diverse end-user purchasepreferences in the marketplace. Wewill focus on those retail partnerswho can best answer the end user’sfuture purchase behavior.”—Jeff Alexander, Sennheiser▼ “as manufacturers, wealways have to search for newavenues of distribution. However,our main focus will remain onthe Mi market. as the marketevolves, we will adjust to changingconditions. our sales focus will remainon innovative niche products.”—Tony O’Keefe, CADProfessional Microphones▼“the internet is well over $1billion in Mi sales right now. it’s onlygetting larger. i see the distributionfocus for the next few years stayingstatus quo. By that, i mean you haveyour chains, independent dealers,and the internet. We don’t currentlyhave reps; we have three salesforces. We have a sales force thatonly works with chains, a sales force(continued on page 42)Shadow Electronics of America, Inc.17791 Alexander RunJupiter, Florida 33478, USAPhone: +1 (561) 745-0460Fax: +1 (561) 743-0460usorder@shadow-electronics.com.. volume controlw w w . s h a d o w - e l e c t r o n i c s . c o m.. 3V cell battery.. 12 foot cable Canadian Distributor:.. endpin connector D´Addario Canada50 West Wilmot Street, Unit 13Richmond Hill, Ontario L4B 1M5, CanadaPhone: +1 (905) 889-0116Fax: +1 (905) 889-8998o r d e r s @ d a d d a r i o c a n a d a . c o mNANOMAGThe NanoMAG is a magnetic pickupplaced at the end of the fingerboard.Just remove the adhesive foil andplace it parallel to the frets.Music & sound RetaileR 21

fifth EDITIONa trend-y DJ storeBy Brian Berkdrastic times call for drastic measures. When Bob savarese,owner of Music trends in levittown, n.Y., knew the record/cdindustry was suffering a quick death, he had to make a rapidchange or suffer dire consequences. so more than 10 years ago,he focused on becoming a dJ retailer. the move paid off and thestore, located in a shopping center anchored by Bally’s total Fitnessand near an old country Buffet and a huge flea market, hasbecome one of the largest dJ dealers on long island. if you visitthe store, you’ll still see some cds hanging around, but it’s definitelybecome an afterthought. “if i stayed in the music business,we would have been out of business,” said savarese. “We saw ourcd business slipping. We had people supporting us by buying12-inch singles. But that market became smaller and smaller. Westarted selling more and more software and hard drive piecesto the dJs so we just kept moving more toward the equipment.eventually, the cds had to take a backseat. the delivery of musicis pretty much accepted as coming from the internet now.”Music trends occupies 6,000-square feet, with an equalamount of space on two floors. savarese moved to levittownin 1980. the store, however, was in a bigger shopping centersetting before its move five years ago. He moved for two mainreasons: shed the mall-type image of being a record store, and soMusic trends could be on Hempstead turnpike, a major longisland thoroughfare. all of savarese’s current employees are dJsor lighting enthusiasts. His biggest selling products are made byWhat we offer thatyou can’t get on theInternet is personalized,knowledgeablesalespeople. also, youcan try the equipmentand experiment with it.the customer can makesure it’s a piece theywant to own forever.denon, Pioneer, chauvet, americandJ, JBl, community Professionalloudspeakers, numark,Gci technologies, ortofon, andGator cases.off site, Music trends is alsoinvolved with installations. “it’sa growing market,” said savarese.“there’s a lot of potentialthere because almost any type ofbusiness can use a good soundsystem. We sell long-lasting,professional—almost commercial—typesof sounds systems.something that can be used dayin and day out.”tough timessavarese’s business is certainlydoing well, but like manyof you, he faces big industrychallenges. “the biggest factor isthe internet,” he said. “there’s atremendous amount of informationavailable to consumers. Youcan always find a better price forsomething on the internet. Butwhat’s being sold on the internetcan be misleading. We’ve beenaround a long time and have a lotof customers. We have customerswho have kids who buy dJ equipmentfrom us. that helps. someof our original customers stillsupport us today. What we offerthat you can’t get on the internetis personalized, knowledgeablesalespeople. also, you can trythe equipment and experimentwith it. the customer can makesure it’s a piece they want to ownforever.“it’s tough times with theinternet because people sitting intheir basements will sell things ata couple of dollars over cost withno overhead, no employees, andno health benefits,” he continued.“a brick-and-mortar store, likemyself, must contend with that.so times are tough but i think thedJ business has grown up. it’sbecome a respected, mature, professionalbusiness where peopleearn a living—and sometimesa very nice living—from. in thepast, the dJ business was probablyfrowned upon by some inMi. i think the majority of people22 22auGust 2007

getting married, having sweetsixteens, or Bar Mitzvahs wantto have a dJ, maybe even moreso than a live band. that makesit a healthy business for the dJ.and the equipment has becomemuch better as well.”Music trends is not rightnear bigger chain stores likeGuitar center and sam ash,but both have stores within afew miles. How does that affectsavarese? “i don’t sell guitars,i don’t sell keyboards, drums,strings, or picks,” he said.“Yes, they have more productsin more categories than wedo. But we’re focused on dJonly. our salespeople use all ofthese products. i focus on onecategory and make sure i’mvery good at it. it would be verydifficult to compete with chainson all categories. But they can’tstock a whole store worth of dJproducts and have someone asknowledgeable as we do. arethey a competitor? absolutely.do they carry some of thesame products as we do? Yes.But they don’t carry as manydJ products as we do.”savarese has also lookedinto the possibility of joining abuying group. “i’m not participatingat this moment, but it’ssomething i would certainlykeep my eyes open to. i havebelonged to buying groups inthe past. at one point, therewas an independent coalitionof music dealers. it worked forawhile in some areas.”advice for the Indies“take care of your customers,”said savarese. “i believeyou must do that on every sale.You want to see them again.You want them to feel welcomeevery time they walk into thestore. try to have new products.and if you can focus onsomething, try to be really goodin one area instead of beingmediocre in every area. don’ttry to sell everything. loyaltyis also a huge thing. We reallywant to have that from our customers.if you treat them well,they will think of you the nexttime they consider looking for anew product. customers in mystore know if they have a problemthey can come back to the storeand return the product.“We’re also very interactivewith the companies we buyfrom,” he added. “they supportus. if a customer has a problem,i can rectify it on my end or themanufacturer’s end. Have a goodrelationship with whomever youbuy your products from. theyshould be supporting you. themanufacturers should thinkyou’re doing them a favor, notthey’re doing you a favor. inaddition, we want to have a welllaid-out store, fresh, clean merchandise,and the latest products.and of course, you have tochange as the times change. i’mreally glad i got involved in thedJ business.” Music & sound RetaileR 23

Hames tames the CompetitionBy Brian Berkit’s always good to hear when anindependent retailer is doing well. inGaffney, s.c.-based Hames Music’s case,things are “peachy.” oK, the store actuallyis located on interstate 85 almostdirectly below a huge watertower in theshape of a peach, an area landmark, actually.But it is true the 28,000-sq.-ft. store,encompassing two floors, has beendoing well. in fact, a new store openingelsewhere in the state is expected tooccur shortly because the store feels itis “ready to take our show on the road.”the 32-year-old store, founded by theHames family, offers a full line of products,including guitars, a pro audio installationdivision, and of course, the focusof this month’s issue, dJ products. thestore is privately owned, but run by its35 employees. on hand for our interviewwere four of the employees who run thestore: Mark Bunch, operating officer;casie deruvo, controller; stan clopton,store manager; and dave Ferens, servicedepartment manager. deruvo is thedaughter of the founders and she’s beenaround the business for so long she getsteased she was born in the building.“Mark [Bunch] likes to tell people that,but it isn’t factual,” joked deruvo. “Butit is a fact my mom was working in thestore when she went into labor.”Hames, located in the western part ofsouth carolina, competes locally withthe big box stores, and has large chainstores within 50 miles in all directions. “We’reexcited about the future of music sales,” saidBunch. “We’ve had an excellent year thus far,with band and school sales, pro audio sales,and our service department leading the way.We believe the future is bright.”How about some advice for you? “understandyour financials,” said Bunch. “in the lastyear, our division directors and all employeeshave really taken a good look at every lineitem. it’s not a fun part of the business, but it’simportant everybody understands what you’respending, why you’re spending it, and whatyou can do with your money in the future.When everybody—especially our leadershipteam—understands that, we can make betterdecisions for the future of our company.”Hames is really focusing on the “highway”analogy we’ve written about in the past. inother words, how do you get customers off ofthe highway and into the store? Well, about70,000 cars drive past the store on i-85 everyday. “We have customers who will come fromas many as 100 miles away to be in our store,”Bunch said. “But in the last year, we’ve reallybeen focusing on getting those interstatepeople in. We always have customers fill outforms when they come in. We ask, ‘is thisyour first time here?’ ‘How did you find outabout us?’”of course it takes more to get people offof the highway though. “We did a completeremodeling of the store in the past year,” saidBunch. “We focused on what products customerswant to see and made it visually moreexciting. We have a large screen projectingconcerts above. We’ve also created a stagehere on our floor, located in an atrium.Bands can come in unannounced or announced.it can be anything from christianmusic to rock to country. every saturday,we have concerts all day long, and duringthe week, we have people dropping in oftento play.”training Daytraining is perhaps one of the mostimportant things you must do well to bea successful business. How does Hamestrain its employees? “We use our reps tohelp with training,” said clopton. “We havea sales meeting every Friday morning. Wehave individual sales training. We haveeight full-time salespeople who are on commissiononly.”a good instrument service departmentcertainly helps as well. in fact, the company’smotto is: “after the sale, it’s the servicethat counts.” the service department is ledby Ferens, a 31-year veteran. “our mainfocus is to make sure the customer knowseverything we sell is something we canservice,” he said. “We have a policy thatif people bring in products from big boxstores, we don’t service it.”as for the internet, Hames’ site is currentlyused more for informational purposes,but it is the next sales frontier. “internetsales will hopefully be big for us in 2008and we are really looking forward to it,”said Bunch.24 24auGust 2007

Music & Sound Retailer 25

26 AUGUST 2007

mi spyHouston,Do We Have a Problem?They call Houston, Texas,the “Bayou City,” but someother names I’d like to suggestinclude Texas Music City, MosquitoCapital, or Highway ConstructionNightmareville. If thevampire-like mosquitoes don’tdrive you insane, the never-endinghighway construction that’sbeen going since Ford’s ModelT was a top seller will boil yourblood and drive you to hijack atank and flatten every Hummerand Escalade in your path.As far as music in Texas goes,Austin gets all the credit as the“Live Music Capital,” but it isHouston that is the true breedingground of musicians andbands that are as varied as thecritters that call the marsh andforestland surrounding the cityhome.Artists and bands that werespawned in and around Houstoninclude ZZ Top, Beyoncé,Johnny and Edgar Winter, TheBig Bopper, George Jones, JanisJoplin and Tracy Byrd, CowboyTroy, Chamillionaire, Lightnin’Hopkins, and the former Mr.Julia Roberts—Lyle Lovett, justto name drop a few.I was taking a break fromstressful Spy work and stayed45 miles west of downtownHouston in a tiny little town thatmost in this area have neverheard of. My closest neighborwas over a mile away, just theway I like it. The last half-mile ofthat distance was a private roadthat winds through the forestand ends at a seven-foot-highgate accessible only by thosewith the proper password.Excuse me for a second, mycell phone is ringing. Caller IDsays it’s Chief. I have to answerthis one.“Where are you?” he said.“Far away from you,” I responded.“Tell me something I don’tknow?”“OK, well you don’t knowhow much I had to drink lastnight.”“Let me change that questionto tell me something Idon’t know that I actually careabout?”“Why didn’t you say so? I’mabout 45 minutes from Houston.”“Sounds good to me. Visitfour stores and look for a guitar.Don’t look for drums, proaudio, or anything else. Hearme?”“I got it Chief. Smell youlater.” ( I stole that from TheSimpsons).My goal was to hit a range ofstores in different parts of H-town. Music stores in Houstoncater to every musical taste andbudget much like the road-Music & Sound Retailer 27

M axshowed me what Iconsidered the dealof the day—a silversparkle five-piecePercussion Plus drumkit complete with cymbals,stands, a drumthrone, and a pair ofsticks for $349.99 plustax. The kit was alreadyset up, so I wasable to bang away on itfor a few minutes as Irelished the thought ofcalling the number onthe piece of paper inmy pocket.side Tex-Mex food trailers andfour-star restaurants downtown.There’s one called SouthpawGuitars that sells only guitarsfor left-handed players and onecalled Aberdeen Bagpipe Supplythat sells only...you guessedit—same with Allen BanjoCompany, Gerhart Accordions,and one simply named ThePiano Store.After shooting the breezewith a few Houston bands andtossing back a slew of mixeddrinks at the nearby biker bar, Irecorded in secret MI Spy codethe names and locations of thefour stores. My mission: To finda new guitar that wouldn’t breakthe bank.I drifted off to sleep with visionsof new, shiny guitars anddrums dancing in my head theway some men fantasize abouttheir favorite movie starlet orsupermodel. To be honest, mydreams had the supermodelsplaying the guitars and drums(Hey, they’re my dreams).Music stores (and supermodels)have always been a thingof wonder for me, even as a kid.There’s something really specialand primal about holdinga well-made electric guitar thatjust feels nice in my hands.The sun hadn’t even risen yetover my 210-acre compoundwhen my cell phone alarm sentme flying through the air, readyto thrash any intruder craftyenough and stupid enough totry to sneak up on me. Justover 30 minutes and two brieftraffic jams later, I was past thetown of Katy and approachingthe first store on my list. Theskyscrapers and snarled trafficof the nation’s fourth largestcity awaited me.Guitar Center7729 Westheimer RoadHouston, TX 77063The first stop (after filling upon a diner breakfast special)was the mega-chain GuitarCenter. Depending on what I’mlooking for and my mood, I’meither craving the vast selectionof places like Guitar Center orwishing to find some little holein-the-wallmom-and-pop shopthat favors history and vintagegear over hundreds of pristineinstruments.Ronnie, a young guy wholooked like a member of MyChemical Romance, welcomedme a few footsteps past thedoor with a great big Texas,“How ya’ll doin’ today?” greeting.A drop-dead gorgeousgirl had sidled up next to meas I opened the door. We bothsaid “hello” and scanned thestore quickly. I zeroed in onthe electric guitar section, andshe wrapped her arm aroundmy neck. Perhaps she wantedto look at the guitars withme, or she just wanted somecompany—either way, she wasso good looking, my hair couldhave been on fire like a MichaelJackson Pepsi video and Iwouldn’t have noticed.“Let me know if I can helpyou with anything this morning,”Ronnie said, half winkingat my companion of 15 secondswith a bit of extra emphasis onthe “you” that I was sure he’dmeant for her.“Oh, we’re just lookin’around,” I replied, leading mywell-endowed lady friend overto the amply-stocked guitararea.I felt like a kid in a really expensivecandy store. I wantedto touch and cradle every thingin sight (girl too), including theGibson and Fender CustomShop gems securely lockedaway in a glass case. If moneywere no object, I’d surely sufferfrom an affliction guitar loverscall G.A.S, or Guitar AcquisitionSyndrome. The main symptomsof this little publicizeddisease causes guitar lovers tobuy every instrument they canget their calloused fingertipson, whether they actually needthe guitar or not.I set my sights on findingsomething well made butaffordable in the $200 to $500price range, certain I couldtalk the store down a bit on theprice. Even though money isnever an object, I always talkpeople down on price, just toremind them who’s in charge.Several super-nice qualityEpiphones and higher-endGibson’s glistened on the wallracks like the automobilesoffered as prizes on The Priceis Right. The only thing missingwas the now retired BobBarker and an announcer in asparkly pastel jacket. My newattractive lady friend slipped anote with her phone numberinto my back pocket. I turnedto get her name, and she wasgone.Ronnie sat next to me as Istrummed some minor chordson a Black Beauty Epiphone,nodding as he thought of somethingto say.“Neil Young plays a Gibsonthat this one is based on,” hesaid, like I didn’t already knowhis clever factoid.“Yeah. Neil,” was my reply.“How much... what’s your rockbottomcash price?” I askedRonnie as his eyes rolled backto meet mine.“Call it $685?”I acted calm and casual, summoningup my best poker face.“Thanks. I’ll look aroundsome more.”I poked around the store afew minutes longer and then letout an “I’ll be back” as I openedthe door.Rockin’ Robin3619 S. Shepherd DriveHouston, TX 77098I strapped myself in andjotted down some notes aboutGuitar Center and that sweetEpiphone I played. I took awrong turn on a farm-to-marketroad and pulled in to a gas stationin one of those anonymousstrip malls that litter Houston’slandscape like a dirty concretespider web. I bought myselfone of those ice-cold organicenergy drinks and got directionsfrom a fat, old guy whoknew exactly where Rockin’Robin was located.As I neared the intersectionof Portsmouth and SouthShepherd, the outside ofRockin’ Robin stood out like ahard rock oasis—a large yellowsurfboard and a massive muralof Stevie Ray Vaughn greetedme as my eyes grew large withanticipation. I’d heard Rockin’Robin was THE place to scopeout some music gear, but thiswas my first visit. I encounterednothing but helpful, easygoingpeople, especially a burlyguy behind the counter wholooked more like a bouncerthan a music store employee.John showed me around andanswered all the questions Ihad about price and playabilityon guitars in my price range.He encouraged me to checkout the store while he set up a28 AUGUST 2007

few guitars for me to look at.Sprinkled in among new PRSand Fender guitars were someamazing vintage Gibson electricsand a few choice historicMartin acoustic guitars—allinstruments on my dreamguitar list.John rounded me up and hada 50-watt amp and a selection ofeffects boxes plugged in for meto try out the guitars. The lineup included Yamaha, Ibanez,Fender Squier, and Schecterguitars and a couple of importedcopies of Strats and LesPauls.John seemed let down thatI bought nothing and noddedwhen I said I would definitelybe back.Parker Music9941 North FreewayHouston, TX 77037My next stop would beParker Music in north Houston.Halfway up I-45 North, Ipulled over at a burger jointand loaded up on some juicyplate-sized cheeseburgers. Theheat had me ready to headhome and take a dip in thepool, but my mission was stillonly half-complete.Parker Music is one of thelarger Houston instrumentdealers handling all the majorbrands. I know what Chief said,but I wanted a change of pacefrom looking for guitars. So myfocus at Parker was on drums,but please don’t tell Chief!Max, the store’s resident DrumGuru, showed me a range ofbrands, finishes, and pricesthat made my head swim andmy wallet groan in agony.“Got anything complete,and dirt cheap—used or new,I don’t care,” explaining that itwas my first set in three yearsaway from drumming, and thatI didn’t need a $3,000 DW set.“Ahh, yes. Right this way,”Max said, drumsticks in hand.Max showed me what I consideredthe deal of the day—asilver sparkle five-piece PercussionPlus drum kit completewith cymbals, stands, a drumthrone, and a pair of sticks for$349.99 plus tax. The kit wasalready set up, so I was able tobang away on it for a few minutesas I relished the thoughtof calling the number on thepiece of paper in my pocket.Danny D’s Guitar Hacienda200 N. Hwy 3League City, TX 77573Danny D’s was quite a wayssouth headed out towardGalveston, and I had all afternoonto get there. I clicked mystereo’s search button incessantlyuntil I landed on a classicrock station I could live with.The outside of Danny D’slooked more like a New Mexicoday spa with its clay tile roofand faux-adobe exterior. TheLeague City location has onlybeen open for three years, butthe store’s roots go back to theearly 1980s when it was knownin Seabrook as Mr. T’s Pickin’Parlor. Danny D’s has quicklybecome one of the top Houstonmusic instrument destinations,and for good reason.The vintage hacienda lookand vibe continued throughoutthe store, with customSouthwestern-style cabinetryand hemp rope dividers. Moreimportant was the store’sknowledgeable salespeople andextensive selection. Not tryingto push my luck, I returnedto my search for guitars. Benwas my store guide and salesman—heknew exactly the typeof guitar I was looking for.“Like what Jimmy Pageplays, that single cutaway withhumbuckers, but not rockstar prices,” I told him, and heretrieved exactly the guitar I’ddreamed of. Ben handed mea black EC400 model by LTD;it was a beautifully crafted,great-sounding guitar, and atless than $600 total, it was justwhat I had in mind. I liked thisguitar far more than the IbanezI was eyeballing earlier that day.He even offered to throw in afree battery-operated tuner andinstrument cable.And the winnerfor the day is...Parker Music. The staff atParker Music gave me the courtesyof letting me roam aroundthe store, unimpeded and withoutany sales talk. Once I didneed a bit of assistance, it wasready for action and showed meexactly the drum kit I wanted inthe price range I asked for.I didn’t experience the dreadedpushy salespeople at DannyD’s, Guitar Center, or Rockin’Robin, but I did find a particularambience at each store thatParker Music didn’t have—andthat’s a good thing. Danny D’sfelt a little like a museum tome with its lighted displaysand sticker shock. Same withRockin’ Robin’s prices, but I didenjoy its surf-themed decor andvintage gear selection. GuitarCenter came across to me likethe Wal-Mart and Target ofHouston music stores. The selectionand prices were all verynice. I just didn’t care to besurrounded by teenaged dorksbragging about the hot alternaemo-pop-punklick they thinkthey learned the night beforewhile looking down at olderpatrons who didn’t agree theirAntiguaACCESSORIESSimply the best musicstands available!Contact your Antigua SalesRep or call Antigua TODAYfor your stand needs and detailson additional savings, whichmeans additional profit for you!favorite “it” band is the greatestthing since the iPod and GoodCharlotte.Parker doesn’t look as fancy onthe outside as some of the betterknown stores and it may not getas many big-name celebrities intheir store, but for the widestchoice of products in all priceranges, Parker Music is the wayto go for substance over style.My day’s mission was completed.I navigated my way backhome using a little-known networkof side streets, back roads,and short cuts I’ve perfected overthe years. Ninety minutes later, Iwas relaxing poolside with a dirtymartini and Angie—the beautifulGuitar Center companion—onher way.Practice toPerformance...Antigua Standsfor QUALITYLIFETIME WARRANTY!Non-slip Rubber Feet!Smooth Telescopingaction!Secure LockingMechanisms!Antigua5806 La ColoniaSan Antonio TX 78218210-661-6505antiguawinds.comMusic & Sound Retailer 29AMS35BAlso available:ABS604Single sax standABS603Dbl sax stand w/fluteand clarinet pegABS607Trumpet StandABS608Trombone standPractice to Performance...Antigua Stands For QUALITY!

FiVE miNUTEs WiTH...neIl altneu, vICe PresIDentoF sales & marKetInG,PIoneer eleCtronICs’Pro auDIo & vIDeo DIvIsIonBy Brian BerkPioneer electronics probablyneeds little if any introduction.of course, the company is wellknown for its home entertainment,car audio and video, andnavigation products. But in Mi,Pioneer means dJ products.neil altneu, Pioneer’s VP ofsales and marketing of its pro audioand video division, certainlydidn’t start his career in the dJfield, as you’ll soon find out. Buthe always loved the industry. Wecalled altneu for his thoughts onthe industry.The Music & Sound Retailer:Please tell us about yourbackground. How long haveyou been in the industry, atPioneer, etc?Neil Altneu: it’s quite interesting.Before i got into the industry,i was actually selling seikowatches. i actually introducedthe lorus watch to the unitedstates back in 1982. that wasseiko’s answer to timex. it wasa low-end, high-quality watch.But when you’re selling watches,you’re on the periphery of theelectronics and jewelry industries.and a little in the health andbeauty aids industry also becausethose watches are found in drugstores as well. i always likedelectronics and i answered thissmall ad in the New York Timesback in 1987. Pioneer was lookingto hire a sales manager. i gotthe job and in 1988 we finalizedeverything. We set up an officein Fort lee, n.J. i asked him,“Where are the accounts?” Hehanded me the Yellow Pages andsaid, “Here, have fun.” that’s howit got started. What was interestingwas the first people whoembraced laser karaoke weredJs. i hooked up with a companycalled star dJs, a major companyin new Jersey. the president ofthe company was John Murphy.John went under the stage nameof Johnny James. He had about30 dJs working for him. He had adJ school. He told us we were bigin the industry and could makedJ products. in 1994, we introducedour first dJ player, whichwas a cdJ 500G. the “G” meantPioneer’s DVJ1000it’s cdG capable. that means it’sa cd that has video graphics onit. the graphics are words. thedJ player was capable of decodinga cdG disc as well as playingregular cds. We kind of turnedthe market upside-down withit. about six months later, weintroduced the dJM500 mixer. itwas a four-channel mixer. We gotthe idea to put the mixer togetherwith a couple of players and sellit as a system. once we did that,the whole line lit up like a christmastree. it was phenomenal. Wecouldn’t keep them in stock. Wechanged the whole market bytelling dJs it’s oK to use cds andwe’ve got the equipment that willallow you to do your performancein front of an audience. the lineevolved into other players.M&SR: While guitars anddrum sets see gradual changesas time goes by, DJ productshave changed drastically.People who stopped DJingin the mid-‘90s for examplewouldn’t know how to usetoday’s DJ equipment.Altneu: that’s a good point.today’s equipment is betterand uses a lot more technologyin the equipment. one of thethings that is constantly changingin the industry is the typeof memory format being used.if you look at vinyl, it’s a formof memory. You went from ananalog type of memory to digital.all of the memory now, with theexception of vinyl, is digital. cdsare digital, dVds are digital,Flash memory is digital, harddrive bass is digital. But the onething you have to understand isthey’ve taken the art form—andit’s become an art form—the dJtoday is what a rock star was 20years ago. they’ve taken theirpresentation and made it an analogpresentation. in other words,they’re using analog techniquesto manipulate digital memory.after the cdJ700 came out,which is basically a miniatureversion of a cdJ500, we decidedto come out with a player thatdoes scratch, because that’s whatthey wanted. so we developed thecdJ1000. that was probably themost successful launch we had.the initial response was we weretaking the art form out, but thatwasn’t what we were doing. Wewere creating a larger palate forthe artist to work off of. that’sexactly what happened. the enduser started to figure out thingsthat weren’t in the manual. theywere doing things we didn’t even30 auGust 2007

think of. Another thing we’vedone is introduce video into themix. So DJs, or if you want to callthem VJs, have the opportunity tomanipulate video. Initially peoplewondered why anyone wouldwant to do that. But the combinationof audio and video makes themarket so much larger.M&SR: On the retail end,when a retailer talks to endusers about DJ products, theycan promote that DJs todaycan make a good living, or atleast some extra money in theindustry, when it’s more difficultin other areas of MI.Altneu: Absolutely, that’s agreat observation. WheneverI’m asked about this, this is howI respond. If you were to ask ayoung man 20 years ago whatthey wanted to be—say he was15—or in the demographic of 16to 24, nine of 10 would say theywanted to be a rock star. Withthe technology that has come tothe market today, and with theicons like Tiesto, [Paul] oakenfold,Roger Sanchez, and PaulVan Dyk, if you asked peoplein the same demographic whatthey want to be today, nine outof 10 would say they want to bea club DJ, or a DJ of some form.In the United States, the mobileDJs outnumber the club DJs, asopposed to Europe. But peoplesee these DJs use products likethe CDJ1000 or the DVJ. We’reseeing a migration toward thetabletop players. A lot of mobileDJs are using tabletop playersbecause they want the additionalfeatures on it. These DJs wantto go out and perform. They arenot hiding behind the curtain andspinning the music. The mobileguy is becoming a performer, justlike the club guy. He’s in front ofthe people. It’s an analog performance,as he’s scratching usingfader switches and he’s manipulatingthe music as if he’s actuallyrunning the show. That wasn’tthe way it was years ago.But to get back to your point,in order to be really proficient atplaying guitar, meaning getting infront of an audience and soundinggood, it takes years. Evenafter trying for years, a lot ofpeople don’t get it. But with DJequipment, if you practice, youcan get good enough within a fewmonths to actually go out thereand make money and get in frontof an audience. The time it takesto get proficient enough to get infront of a live audience is muchshorter for a DJ than it is with, forexample, a fretted instrument.M&SR: There was a timewhen people didn’t considerDJs artists at all. It seemsthat has certainly changed.Altneu: Absolutely. It has becomea Grammy category. Thesepeople are no longer just DJs.They are artists. They produceand have their own companies.It’s just amazing what they’redoing now.M&SR: What separates youfrom the other DJ companiesout there?Altneu: We have a worldwidebranding campaign where oneof the things we do is when weintroduce a product here, weintroduce that same productin Europe and Southeast Asia.We all get together two or threetimes a year and compare notes.But what really separates us isour brand image and where weposition ourselves in the marketplace.We like to say we’re the“Mercedes” or “lexus” of theindustry. We also like to say ourproducts are extremely reliableand we understand the reliabilityfactor. Dead air is probably theworst nightmare that can happento a performer. It happens witheverybody, but there’s a lot offaith the industry has placed inour equipment. That’s why yousee a lot of the major DJs put ourequipment in their riders. Youwon’t see us in the $199 pricerange, even though there’s a lotof action there regarding dual-CDplayers. In fact, I don’t think wesell anything for less than $300,and that’s a 12-year-old player, theCDJ100. The other products havemuch higher price points, like theDJM800 mixer is selling extremelywell, and it has a $1,549 MAP.So to answer the question, it’s theimage, the unique features of theproduct, and the reliability. That’swhat differentiates us from othercompanies.The more passionthey put into them,the more play you’llget out of them.DWchoosesRemo ® fortheir factorydrumheads.PearlchoosesRemo ® fortheir factorydrumheads.YamahachoosesRemo ® fortheir factorydrumheads.MUSIC & SoUND RETAIlER 31

irth of a productIf Motley Crüe were to write a song about him, it might becalled “Dr. Soundgood.” Doc Sigmier, the founder of the 5-year-oldSalida, Colo.-based Rocky Mountain Slides Company, has alwaysbeen close to ceramics: In fact, his dad is a ceramisist. So one day,he thought, What if I made guitar slides out of ceramics? Sigmierthought it might work. He had played using steel, brass, copper, andseveral other types of slides. “It took about three and one-half years,on and off, to work on my idea,” said Sigmier, who is located threehours away from Denver. “I’ve played in bands for many years andI liked many things about guitar slides. But I had these demandsabout what I wanted out of the slide, but there was nothing availablein the market to truly satisfy my tonal desires. So like most slideplayers, I made due with what I had. But I knew what tones I wanted.I just didn’t know how to go about getting it. I went to work on it andthe first one I made was the Blues Boy. It offered the tonal registryI was looking for, which was a combination of glass with the warmback tones of ceramic.”That seedling of an idea has grown in five years to a group ofslides, including the Bayou Blue Family, Hellhound Red Family,Mojo Green Family, and Voodoo Black Family. But of course, thingswere not easy at the beginning. “The first couple of years,” said Sigmier,“it was a part-time thing. I had several irons on the fire. I knewI wanted to work for myself. But once we set up the Web site (2004)and got so much positive feedback from players about how uniquethe slides were, [I knew I had something].”Among those who endorse Rocky Mountain Slides, or whatSigmier calls the “RMS Brotherhood,” are Phil Brown and TonyVega. In fact, Brown and Sigmier played during the “Phil Brown andFriends Slidefest” at the Saxon Pub in Austin, Texas, at last month’sSummer NAMM.A Scientific Thought ProcessWhen coming up with ideas for his slides, Sigmier considers densityvs. mass regarding achieving tone, sustain, and volume. “Mostslide manufacturers are chasing each other’s tails essentially,” saidSigmier. “They make a lot of the same things due to market demand.I can understand it in a way because some unique products can killyou if nobody knows what to make of them. But I’m much more intoinnovating different things. My approach is to have a lighter slidethat has all of the capabilities of heavier slides. To do that, I use adenser clay.”Sigmier recalls an idea he had just as he woke up in the morning.The Birth ofRockyMountainSlidesBy Brian Berk“It will be a custom shop product,” he said, “but I thought of ahalf-and-half slide. Essentially it’s an ‘in-the-raw’ slide and I diponly half of it into the glaze and then do the glaze firing. I didn’tknow if it would work, or what it would sound like. But thoseideas drive me. Curiosity drives me.“It turns out, it sounds great,” he added. “We’ll be offering thathalf-and-half slide soon. Right in that area between where it’sglazed and unglazed is a really interesting area to play stringswith. It’s definitely different. Inspiration comes from other people,my own brain, or just trying things out.”Nuts and BoltsSigmier has a small business—primarily consisting of himself—buthe is on a major growth trail. He now has contractworkers for product assemblies and packaging, and ultimately,he plans to have about six employees. As business increases,Sigmier expects to purchase more drying kilns and other relatedproducts. He is actively seeking dealers, and has D’Andrea distributinghis products. “We’re always looking for people lookingfor a unique handmade product made in the United States,” saidSigmier.32 AUGUST 2007

Sigmier makes slides inbatches of anywhere from 180to 250 at a time. The time ittakes to manufacture the slidevaries, because he has to waituntil the clay is at a “workable”stage. “It’s a process I call ‘voicing,’”said Sigmier. “It’s likevoicing a bell.”As for the name of the company,Sigmier never consideredany other possibilities. “Theclay is from here and everythingis situated here, so itmade a lot of sense.”For a smaller company tryingto make a splash on theindustry, marketing efforts canbe almost as important as theproduct itself. So how is Sigmiermarketing his slides? “I’vereceived the most responsefrom the professional playersthemselves,” he said. “Wordof-mouthfrom artists may bea longer road, but it’s a truerone.”?Sound Ambassador Family junior Page 1 6/27/2007 12:37:20 PMARE YOU LOOKING FOR MORECOMMENTARY ABOUT OUR INDUSTRY?WE’VE GOT IT!Dan Vedda, the Music & Sound Retailer’s popular columnist,has thoughts on many industry topics, as you know, butsome don’t get featured in his column.Now you have a place to check out those comments.Visit www.msretailer.comand check out our Veddatorial: Blog EditionCOMING IN THESEPTEMBERISSUE OFTHE MUSIC &SOUND RETAILER:K• SUMMER NAMM IN REVIEW• NAMM speaker GeneFresco gives you tonsof sales tips• MI Spy heads to Chicago• Curtain Call: John 5• We reach out all of theway to Hawaii for Birthof a ProductCMYCMMYCYCMYAND A TREMENDOUSAMOUNT MORE!DON’T MISS IT!MUSIC & SOUND RETAILER 33

34 AUGUST 2007

BUSINESS & MARKETINGInternet MarketingBy Jen LoweAs business owners, we oftenhave to reinvent ourselves. Ifwe don’t, we might get lost inthe shuffle or we might get leftbehind. These days, businessmodels and objectives seem tochange daily. The music business,in every aspect, is no different.And ultimately, we have no choicebut to subscribe. The good newsis that there are so many ways tosubscribe for free!The advent of sites such asMyspace, YouTube, and Kanevahave allowed the music retailer tomarket their businesses for free.These sites are easy to use, and ifutilized properly, can be effectivetools in the cyber world. Researchis showing that people are spendingmore time on their computersand online than they are watchingtelevision. The statistics areoverwhelming. Seventy percent ofYouTube users are American androughly 50 percent are under theage of 20. And the total amount oftime people collaboratively spentwatching YouTube since it startedis 9,305 years. Myspace is the largestonline social networking portalon the Web. It has 61 million plusregistered users with 21 millionunique visitors. Myspace reachesmore men than ESPN.com. Nowwe are talking!So given the numbers, whywouldn’t we use these powerfulresources to market our musicretail businesses? Why wouldn’teveryone be jumping on the Internetto sign up and get in on theaction? Truthfully, the only reasonI could think of for not joining is:you do not own a computer. Andif you don’t own a computer, I willbe the person to tell you, it’s timeto get one.I have an online business calledBoomBoom Percussion LLC.We sell new and used musicalproducts. Tied in with the storeis a Web-based television stationfor Freecalled BoomBoom Television. Theconcept behind the channel is toget involved with the community.We conduct interviews, documentartists playing, and perform productdemos in order to connect,get involved, and educate. Simplystated, we are not just selling ourproducts but rather selling thelifestyle.The advent of YouTube,Myspace, and Kaneva has allowedus to do all of this for free. And itis working! It takes a little timeto keep up with these mediums,but it is well worth it. Using thesetools, I am able to blog, sendbulletins about events and sales,and stay in constant touch withmy customers. My customers ultimatelyform the BoomBoom Community.I answer questions on allof these sites. I can see commentsthat people choose to leave, and Iremain in touch with them. I neverwanted to simply be a retailer. Iwanted to be a part of somethingbigger than that. I wanted to be apart of the community, as I believeat the end of the day, we all wantto be invited to the party.With these sites in place, andwith so many more being added tothe Web every day, we can all bebetter connected with our customers.The beauty is that it is free.You do need a few tools, however.You will need a computer, ahigh-speed Internet connection, adigital camera, and some editingsoftware. Although these itemsare not free, they are good investmentsin your business. Whendeciding which camera to purchase,you might want to considerone with video capability. Softwarewill depend on whether you areusing a Mac or a PC. If you are ona Mac, and you want to edit video,you have iMovie, which is a veryeasy program to navigate. If youown a PC, you will have choicessuch as Muvee, Avid, and WindowsMovie Maker 2.1, which canall be downloaded on the Web forfree. For editing photos quicklyand easily, I highly recommendEasyBatchPhoto. This programwill cost about $30, but it is wellworth it and a lifesaver when tryingto get all your photos to lookuniform. Once you have thesetools, you are ready to go. Don’tbe scared. Jump in and find yourcontent!Sign up for a Myspace, You-Tube, and Kaneva account. It issuper easy. All the sites will walkyou through the process. Thenpost your photos and videos onthose sites. Invite your friendsand customers via their e-mailaddresses. Now you will be able tokeep in touch with your community!Invite people to post their ownvideos and share their content.Invite comments and suggestions.Allow your customers to feel likethey are part of the family, thattheir opinions and needs are beingheard, and that you want to betheir customer service provider.I can tell you firsthand thesefree sites work. I am not saying itdoes not take some time investment,but it is one you will notregret. The Internet communitiesare powerful. They are viral. Wordspreads fast on the Internet, andnot just in your neck of the woodsanymore. Now we all have accessto the world! It is lovely to giveadvice to folks all over the countryand world. It is amazing to sharestories and create a communitythat is not limited to geography.I have watched www.boomboompercussion.comand www.boomboomtelevision.com growvery fast just over the last yearalone. I have come to understandhow much musicians, whetherthey be aspiring, professional,hobbyists, or anything in between,long to connect and share. Thesesites give us the ability to fill thatneed. Ultimately, I am simply thatmyself. Jen Lowe, percussionist,drummer, songwriter, guitarist,touring musician, and businessowner who wants to connect inevery aspect. I now have thatability and I am loving it everyday. I spend a lot of time with mycommunity. And in the end, I thinkthey give back equally to what Iput in. Rock on!Jen Lowe is the president ofBoomBoom Percussion. She gavea NAMM University speech onthe same topic during last month’sSummer NAMM.Music & Sound Retailer 35

36 AUGUST 2007

avi on recordThe Taming ofthe ShrewdBy RaviSomeone is trying to sell mesomething almost every time Iturn around, and I’m beginningto resent it! Billboards blocklandscapes, sports arenas bearFortune 500 company names,professional basketball pointsare squeezed in between sponsorpromotions, and gas stationpumps talk to me (I’ll bet theybreak off those little trigger lockson the nozzles just to keep us infront of the miniature televisionscreens). It’s rare I can even usea urinal without facing an ad!Now it’s happening in myown living room. TiVo, DVR,and other commercial-skippingenablers have left televisionnetworks scrambling to crosspromoteshows and bring inad revenue through alternativemethods. Last season, ABC’sDancing With the Stars and talkshow host Jimmy Kimmel tradedplugs and appeared on eachother’s shows, and Stars’ contestantBilly Ray Cyrus regularlypromoted Hannah Montana,which just happens to be onDisney—ABC’s parent company.As if we wouldn’t notice!Then there is product placementin television and films.Companies pay big bucks forthis prime cross-marketingopportunity. I watched the filmMusic & Lyrics recently andevery time Hugh Grant sat atthe piano, “Baldwin” was withinthe boundaries of my screen. Ofcourse, Grant picked up a fewGibson guitars as well. While thiswas painfully obvious to me, itwas also logical and unobtrusivegiven the scenario of the film.However, I feel like I’m beingmanipulated when productsappear to be forced into programming.Extreme Makeover: HomeEdition recently featured a sick12-year-old girl whose familycould not afford a suitable homeconsidering the emotional and financialdrain caused by the largehole in her heart—a “pre-existing”condition according to theinsurance company, and thereforenot covered. I didn’t actuallysee or hear her play guitar on theshow, but she had an acoustic onwhich Ty Pennington, the show’shost, played part of a song whileshe sang.Sure enough, the little girl’sroom in the new house wasstocked with Gibson guitars—the logo proudly displayed inmultiple places for the camera’seye to catch. There was even aGibson poster on the wall. It feltlike an infomercial for a moment,especially when Ty thanked Gibsonon air. Certainly not a “softsell,” but one has to hand it toHenry Juszkiewicz for being aggressiveand bold in promotinghis brand. On a more personalnote, it bugs me that most “momand pops” won’t benefit—themajor exception being GuitarCenter’s new mom and pop, BainCapital. I just hope the little girlactually plays and that it wasn’tpurely “placing” a product.So maybe I have become acynic when it comes to marketing,but I am surely not alone.Consumers are targeted all daylong with shrewd advertisingtactics, resulting in increasedoverall skepticism about marketingclaims and decreased trustin anyone trying to close a deal.Even on a local level, standardpractices start to feel manipulative.For example, “regular”versus “our” price is pretty mucha “cat out of the bag,” especiallysince the Internet exposes suchcharades. No one pays list priceand everyone knows it, so “our”price should just be the price…period. A sporting goods chainstore had some exercise equipmenton “sale.” I asked the salesmanhow long the sale wouldlast and he said that it was goingon indefinitely (the phrase “if itdoesn’t make sense, it isn’t true”came to mind). I pressed furtherand he confessed that it was actuallythe regular price but thatthey just marked it with a “sale”tag. I bought the same thingelsewhere for even less…and itwasn’t “on sale.” My wife and Irecently stayed at a nice hotelfor our anniversary and withsmiles and congratulations theyupgraded us to the “concierge”floor. However, no “concierge”amenities (evening cocktails,breakfast, newspaper, etc.)were available to us because webooked using a AAA rate. Thereis nothing like an empty gift tomake a customer happy!Perhaps my tone is startingto resemble that of AndyRooney (and by the way, I’m nota couch potato despite all theseTV references), but whateverhappened to simply doing honest,straight-forward business? Ilook forward to the day when Ican inherently trust the majorityof people in sales. Until then, Iwill rely on return and pricematchpolicies to secure almostany purchase I make. If at leastone of those isn’t offered, I’mprobably not buying. One wayfor retailers to reduce the cost ofprice matching is to refund thedifference in the form of usefulhigh-margin accessories. Theconsumer gets the same dollarvalue in goods, but the retaileronly loses his cost. If I paymore than I have to for a guitar,I would be equally happy with receivingthe difference in strings.“It’s up to you—advertisers andsalespeople—toreverse the consumerpredisposition bytreating themwith respect.”Ultimately, I blame consumermentality for most of the dailydifficulties that “service”-orientedretailers face. However,consumers didn’t cause theirmentality; a lack of sales integritydid. Therefore, it’s up toyou—advertisers and salespeople—toreverse the consumerpredisposition by treating themwith respect. Only then willconsumers pay you back at yourregister…again and again.Ravi (www.HeyRavi.com) toursthe country performing originalmusic, conducting productclinics, and lecturing on themusic industry. With professionalendorsements and business savvy,the former guitarist of three-timeGrammy-nominee Hanson has releasedtwo albums independently.His autobiography is published bySimon & Schuster.Music & Sound Retailer 37

FIND OUT WHYEVERYONE IS WATCHINGThe Latest Industry News and Exclusive Content Delivered Every Two Weeks to Every Music & Sound Retailer Reader!Music & Sound Retailer subscribers and all MI professionals canreceive Vnewsletter FREE of charge.Email your request to Vnewsletter@testa.com or subscribe tothe Music & Sound Retailer magazine online at: www.msretailer.comand start getting The Retailer’s Vnewsletter today!http://msretailer.com/vnewsletter38 AUGUST 2007

veddatorialBy Dan VeddaI don’t need to tell anyone thatwe’re an industry beset withchallenges. Even if your businessis doing well, it’s because you’remeeting those challenges. Theystill affect you and the way you approachbusiness in this industryand in the American economy.The old adage of “if you’rehanded a lemon, make lemonade”certainly applies here, butactually, that would seem easycompared to our current state. Itreminds me of the old Our Gangcomedy where the kids made lemonadeby putting the lemon on astring and dipping it in each glass.Not only have we been handed alemon, but we seem to have onlyone each, and we’re supposed tomake that work.Dismaying as things have beenfor so many in MI, I have to say Ifeel a trickle of encouragement,an IV if you will, dripping into myretail bloodstream. I feel better,although like an IV, I’m tetheredto it and still in the hospital. It willtake some time and a lot of rehabbefore I’m out of the woods andfunctioning in society again—andfor all I know, I may still limp.Whether your “illness” comesfrom the Internet, catalogs, bigbox competition, supplier problems,local school budget cuts,or like so many of us, all of theabove, I hope you’re hooked intosome encouragement as well. Atthe risk of being cited for Pollyannaviolations, I will tell you thatmy encouragement comes frompeople—customers, employees,industry people, and (really!)even credit managers.I’ll tell you why. Not onlyhave I been lucky—and frankly,diligent—enough to score somegreat customers, I’m seeing moreof them, because more people areinterested in playing music thanever before. The problem I hadto solve here is that they are notcoming from traditional industryTricklesof Encouragementdemographics—the schoolagekids and 20-somethings.They’re everything but, in fact,and they’re the ones keepingthe lights on around here. It’s aparadigm shift, and the people Italk to in MI who cry the loudesteither don’t see it or don’tbelieve it.I’ve also been blessed—andyes, diligent—enough to scoresome great employees as well,people who believe in what we’redoing, care more about thecustomers than any piece of gear,and treat even our smallest successwith pride. Are they perfect?No more than anyone—the differenceis that they keep pullingin that direction, rather thanbeing complacent.I’ve been encouraged by myrelationships with telereps andindustry management people I’vetalked to as well. No, they’re noteven remotely happy about theway things are. In many cases,they’re worried, because dealersin trouble affect them as well.Just ask any of them who dealtwith Brook-Mays: they’re not jokingabout it, I’ll tell you.It’s also a new breed of rep.Gone are the “Dude, we are goingto get so wasted at NAMM!”buddies, and their replacements,at least the ones I choose to dealwith, feel like team members.Just as we’ve had to adapt, they’vebecome more customer serviceoriented, and they’re on the lookoutfor my needs. Are they all thatgood? No, but the ones who areget an ever-increasing amount ofmy business. Let me tell you, too,that simply talking to them onthe phone has gotten me bettermargins than any fax discount,online efficiency, or arm-twistingnegotiating tactic can provide.As I’ve always said, onlinesystems don’t know you—there,the freight allowance or extra 5percent only comes up when youmeet the unforgiving criteria ofthe software algorithm.Finally, yes, the credit stafffrom a number of suppliers hashelped me, and (sorry to burstyour bubble, fans) yes, I’ve neededit. Sure, I’ve encountered somestorm troopers, but for the mostpart (and bucking the prevailingopinion in some circles), creditdepartment employees are stillpeople. They have a hard job: ain’tnobody happy to hear from them.How would you like it if everyphone call you made was answeredby an irate, depressed, orperhaps psychotic individual whotreated you as a persecutor? It hasto be like working in a MASH unitfor some of these folks.I’m not just sucking up to them,either. One thing I’ve noticed isthat few of them are plugged intothe industry—they could just aseasily be doing the same job ata trucking firm or office supplycompany. They don’t tend to readtrade mags, so few if any will seethis. But the fact is, when I’veworked with them, they have beenable to help me more than I’veever thought possible. Even whenmanagement has been hard-core,they’ve gone to bat for me. Y’allknow that in the wake of industrybankruptcies, everyone hastightened up. I’ve talked to large,successful dealers that are beingasked for personal guarantees, givenrestricted credit lines, and evenrequired to reapply for credit—andthese are the guys that pay their billson time! Having a credit personon your side—because you’restraight with them and don’t blamethem for your woes—is invaluable,and most of them are willing tomeet you halfway.Do you see the pattern? As badas everything has been in MIthe last few years, the one thingthat has kept us going, providedaid and energy, and yes, kept mesane, is our relationships withpeople—customers, employees,and industry citizens. It’s whatpulled me into the music industryover 20 years ago, not gear lust.Sure, I like the stuff, but withoutthe unique people who go with it,there’s nothing to hold me. I thinkthe people are what make our industrygreat. And folks, that’s thepart that has survived the Apocalypse:despite attrition, mergers,and everything else, it still shinesthrough.Because of that, I remain encouraged.Dan Vedda is the owner ofSkyline Music in Westlake, Ohio.Music & Sound Retailer 39

TheRetailer's MallFor advertising rates and deadlines...Call the Classifieds Dept. @ 1-(800) 937-7678 x511BAND INSTRUMENT RENTALSWe arelookingfor afew gooddealers.Our dealer rental program isdesigned for the high achiever.◆ 25 years of experience◆ No franchise fees◆ No shipping costs◆ No inventory investment◆ Incentive commissionH A R M O N YM U S I C17725 NE 65th B235Redmond, WA 980521.800.356.2826Reach the EntireMI MarketEvery Month!For advertising rates and deadlines...Call the Classifieds Dept.@ 1.800.937.7678 x511Retailer'sMallMusic & Sound Retailer 41

(continued from page 21)that only works with the Internet,and a third sales force that workssolely with independent dealers.That’s because the business modelsof these three main areas of our existingbusiness are totally different.We have divided and conquered theexisting distribution channels andwill continue to do so if the distributionchannels alter.”—Greg Batusic, Line 6▼“There potentially could besome changes. What will probablyhappen is we will diversify better soour eggs are in more baskets. Asfar as sales focus goes, Kyser’s bigproduct is the six-string capo, whichis in upwards of 80 percent of themarket. Partial capos are going tobe the backbone of the next decade.There are five companies makingpartial capos now and we knowthere will be more coming sincecompanies have already announcedit. So for us, it’s about re-winning thepartial capo all over again.”—Randall Williams, KyserMusical Products▼“You have to go where yourcustomers are and where themarket is going. If anything, we maystart offering different models to themass retailers and independents.Certain products are well suited forthe mass retailer and others are not.We can offer perhaps more customizableproducts for independents.We have to do business across theboard—chains and independents—to keep our company growing.”—Larry Fishman, FishmanTransducers▼“E-commerce has becomea very important element of ourdistribution. When I say e-commerce,I mean providing physicalgoods to retailers on the Web. AtHal Leonard, we’ve made tremendousfinancial investments in thelast five years in building systemsto better accommodate e-commerceaccounts. E-commerce accountstypically want one or two items veryquickly, so it’s a different kind of‘picking’ cycle in a warehouse thana traditional larger order that wouldgo to a physical retail location. Wesee more and more dealers going inthat direction. Perhaps that’s evenmore important to those of us inthe music media side of the world(books and DVDs), because theyPaul Foschinolend themselves so well to e-commerce.A second issue is a hardcorefundamental of music retail: just-intimeinventory. No one talks aboutit anymore. But the reality is it haschanged dramatically and now isexpected. We’ve been changing ourinventory systems to move fasterand be able to ship smaller ordersmore frequently opposed to largerorders more efficiently.”—Larry Morton,Hal Leonard▼“We already have. In what hasbeen historically a fairly static musicretail and distribution channel, therehas been a significant amount ofchange in the past few years. Myguess is it will continue to changeand evolve, and it could go a numberof different ways. Obviously, anyadditional shifts on our part will bebased on the pace and path of thisevolution. Our business has beenbuilt on support from independentdealers, and that will continue tostay important to us.”—Steve Young,Elixir Strings▼“The only constant is change.It’s very difficult to say if there willbe major catastrophic changes. Isee things changing but I don’t seeany specific trends. We will have toadapt to those changes.”—Daryl McCain,Antigua Winds▼“Of course, we don’t have acrystal ball, but Hohner Incorporated’sfocus in the foreseeable focusis on developing our core brandsand moving away from what I callthe ‘jobber/distributor mentality.’The role of distributors is changingrapidly due to the Internet and otherfactors.”—Rick Gagliano, Hohner▼“More so than ever, I think anopportunity exists for the ‘click-andmortar’dealers and for manufacturersand distributors to serve thatTim Dorwartsector. We are really harnessing thatenvironment where consumers areshopping and learning a lot aboutthe products. Instead of turning itover, we are looking for solutions tofacilitate those sales, but at the sametime, we are including independentdealers. Later this year, we will beintroducing a program that allowsconsumers to purchase products onour Web site and the independentretailer closest to the customerhandles the sale.”—TJ Baden,Baden Guitars▼“We’ve already been undergoinga change in the last year anda-half…In these times, we have totake destiny into our hands. Onething we decided was instead ofcontinuing to put out developmentalmoney to come up with newproducts under the D’Andrea andSnarling Dogs banners, we partneredwith smaller niche brandssuch as Rebel Straps and Ice Pixand we distribute those brands, aswell as our products, to dealers. Inthe last six months, our stated goalhas been to become the largestsmall distributor.”—Fred DiTomasso,D’Andrea Inc.▼“Currently there is a consumershift to more and more onlinebuying. We have already startedworking closely with dealers whowant to make sure the Mel Bay lineis well represented and user friendlyon their Internet site. We highlyvalue the relationships our road repsand telemarketers have with theirretail accounts. We try to provideincredible information and service toour accounts and this requires us tohire very carefully for these positions.So the brick-and- mortar storesare still very important to us and willcontinue to be. It is our job to makesure our product works for them. Wehave so many niches in our line thatwe can craft a music department justright for any store.”—Bill Bay, Mel Bay▼“I’m seeing shifts now, andthe shifts are upward. I’ve seen a60 percent increase in our dealerproduct this year and a 20 percentincrease in our direct product. Ihave needed to look for additionalvendors. The dealers are feedingour increase. I think dealers aremaking moves that make moresense for them. I believe dealersare starting to find new niches.”—John Fabian,Carter Steel Guitars▼“A shift that everyone iseither enjoying or struggling with isrevenues being generated over theWeb as opposed to brick-and-mortarstores. Many brick-and-mortarplayers have found a way to get onthe Web themselves. I don’t seethat going away. We need to havethe right interaction level with boththe Internet and the brick-and-mortarstore so we provide the rightservice level to the customer. Thecustomer wants to shop in whateverway is convenient for them. Somewant to shop at 2 a.m. online. Some,like me, prefer to walk into a storeand touch the product. We don’t seea shift, but we want to make surewe have a balance in working withboth types of resellers.”—Tim Dorwart, Stanton▼“What I’m seeing is manysystem designers and contractorsthat are working locally to install audiovideo systems in churches andschools are going to music storesto acquire the products. Many [MI]stores are being asked to providemore and a broader assortment ofpro audio equipment.”—Paul Foschino, Sony▼“Well, there are only twoand a-half years left in the decade,so I don’t think we’ll see any reallyradical shifts, but what we will seeis the continuing expansion of theInternet as an information sourceabout products and a means to purchasethem. In terms of UniversalAudio, you’ll see continuing movementtoward the desktop in bothour analog and digital products. Wehave some very interesting ideasabout other ways we can bring oldworld analog quality to desktopaudio systems.”—Matt Ward,Universal Audio42 AUGUST 2007

dJ(continued from cover)Another selling point: Intoday’s fast-lane society, peoplewant to learn instruments quickly.While it takes several months,if not years, to learn some instruments,the learning curve is oftenfaster for DJs. “I think that assessmentis 100 percent dead on,”said Russell Brown, president ofOrtofon. “Even more so, as technologychanges, it becomes eveneasier. I have always tried to educatedealers about both points.Many dealers have complainedto me that 16-year-old kids withhats turned sideways walk intotheir stores, try out all of the DJequipment, and buy nothing. Butyou often have 35-year-old mobileDJs walking into stores, [who areinterested in purchasing products].“I’ve researched it,” he added.“There’s no official data, but Iguarantee you there are moreworking mobile DJs supportingtheir families than guitar playerssupporting their families.The amazing thing is, no oneaddresses these people. Nobodysells to them. I also would like tosee NAMM address this categorymore. In its reports, wireless,speakers, and power amps arelisted, but we don’t know howmany speakers were sold to mobileDJs. DJ mixers, turntables,and CD players are not the onlyDJ products.”“I absolutely agree with that[learning curve] assessment,”responded Jim Mazur, director ofproduct management at StantonDJ. “That’s the reason why a lotof people get into DJing. It’s avalue proposition. You can evenbe a DJ who doesn’t have greatmixing skills and still get a gig aweek out, as opposed to a guitaristwho is still trying to get an artform down. The barrier to entryin the DJ market is certainly a lotlower.”“I agree,” added Jim Tremayne,editor of DJ Times magazine.“The reason DJs—especiallymobile DJs—may be a bettercustomer than ‘the traditional musician’is because of the potentialof repeat business. Many, manymobile DJs have more than onelighting system, more than oneDJ rig. Many of them are also inthe market to expand. They needbig PAs for larger events andbasic PAs for smaller ones. Also,DJs of all stripes tend to be techheads,so many of them ‘haveto have’ the latest and greatesttechnology.“Also, when you’re talkingabout DJ gear, you’re not justtalking about CD players or turntables,”he added. “You’re talkinga wide range of products—speakers,amps, lights, accessories likecases, signal processing, MIDIcontrollers, DJ software, etc.And retailers shouldn’t forgetthe different niches of the DJmarket—club jock, mobile DJ,Drum upBusiness withbedroom/beginner, and upstartstudio owner. Whether they’replaying clubs or weddings, DJsare becoming more and moreadept at making music. So thatmeans, when you’re qualifying aDJ-customer, don’t forget to askif they’re producing and remixing.That means sales for studiosoftware, studio monitors, cables,studio hardware, etc.”However, Joe Fucini, spokespersonfor American DJ andAmerican Audio, had a differentperspective. “I think there aremany more similarities thandifferences between your DJ customerand musician customer,”said Fucini. “Both have dreams,and both aspire to express themselvesthrough music. In eithercase, the idea of ‘making it big’isn’t the main motivator. Sure, everyDJ and musician would like toreach the top of their respectiveworlds, but it’s the creative juicesthat keep them going; they’rehooked on the idea of entertain-Think your store hasthe local school musicbusiness covered? Whatabout the “other” school market—the students, teachers, and parentsoutside the band room? Tap into thismassive pool of potential customers bybecoming a Roots of Rhythm partnerand team up with schools and teachersin your community to help educate awhole new generation of drummers.The Percussion Marketing Council isnow actively seeking music dealers tojoin the Roots of Rhythm program. Thereis no cost or obligation to participate,just a voluntary system for forwardthinkingdealers to more effectively offertheir stores and expertise as a resourcefor classroom teachers—and a land ofdiscovery for students!A dealer activity guide, promotionalmaterials, and an online teacher /dealerdatabase registration now available atwww.rootsofrhythm.netGive your drum sales a bang!Register today at www.rootsofrhythm.netMUSIC & SOUND RETAILER 43

who recognize and respectthis collective dream are goingto connect better to their customers,whether those customersare DJs or musicians. A big partof this connection is to be ableto offer your customers productsthey can afford, and thatyou feel comfortable standingbehind; it doesn’t matter whetheryou’re talking about guitars,lighting, or DJ mixers. DJsand musicians are both lookingfor the same thing from adealer—knowledgeable advice,good products that can help themperform, and a positive shoppingexperience. The successformula is the same in bothinstances, only the products andthe required product knowledgeare different.”Mi SalesTrak’s Jim Hirschbergadded several additionalpoints. “DJ products offer growthwhen some of the traditional MIcategories are flat or down, butMI retailers are mixed in theirsupport of DJ products,” hesaid. “The major chains featureDJ gear, but only about half ofindependents do. We don’t suggestthat everyone merchandisethe same way, but for those MIretailers who do a good job withlive sound and recording gear, DJwould seem to be a natural segmentto consider.”MI SalesTrak also provided thesales chart above. According toMI SalesTrak, the DJ market waspaced by CD and DVD playersin May, with $2,848,504 in sales.That was about four times thesales figure raked in by the No.2 category, turntables, whichtook in $734,913. Those two werefollowed by cartridges and styli,hard drive players, DJ mixers,mixer/player combos, computerDJ, DJ effects processors, and DJpackaged systems.DJ of LoveAlthough there’s no hardevidence, we can also consideranother element anecdotally. Thenumber of bars/clubs offeringlive music acts has certainlyseemed to decline during the lastseveral years. And seeminglymore and more people are selectingDJs for the entertainment attheir weddings or corporate functions,another area your customerscan capitalize on by buyingDJ products. The reason behindboth changes is probably cost. Ifa club/bar owner can make goodmoney by hiring one DJ insteadof a band, they’re likely to do so.If a wedding couple can hire aDJ for less than a band and stillexpect a great experience forguests, they often go that route.Also, while wedding bands offera set playlist (some will considerlearning a couple’s favorite songor two), a DJ can play music fromall genres, including the latesthits. This is certainly not to saywedding bands are not important.Many couples consider themmore “romantic.” Some considerthem more “classy.” However,the shift has been toward morewedding DJs. “The mobile DJmarket has been big for quitesome time, and it shows no signsof slowing down,” said Fucini. “Ifyou’ve been to a wedding, graduationparty, or corporate outing inthe past decade, you’ve probablyseen a mobile DJ at work.In many cases, the popularity ofmobile DJs is a result of fashion,in others it’s a matter or economics;in either case it’s a fact of life.Good mobile DJs get steady gigsweek in and week out. From adealer’s perspective, this meansthey’re steady customers. A performerwith steady work is morelikely to be a steady customer.”“I think what you’re seeing atweddings is you will have adultsthere who want to hear onething, and kids who want to hearsomething completely different,”said Mazur. “The question is,‘How many of the people who attendthe wedding are going homehappy with the music?’ A good DJcan straddle many different artDJ Products - Dollar Sales by Type May 2007forms and genres. A DJ can takeyou from dinner music to dancemusic to whatever is topping thecharts. Also, to be a good mobileDJ, you must know how to entertaina crowd. A musician might bea great singer, but not specificallyknow how to play a crowd as well.“As far as live music venues go,it’s similar,” he continued. “If youhave a cover band playing at a livevenue, they have to cover a limitednumber of songs and can’t reallystray away from that.”Glitzy GadgetsOf course, the DJ market hingeson innovation. New, easier-to-useproducts are not hoped for, butexpected by end users. Fucinishared his thoughts about whatMusic Students(continued from cover)store, and the fact that it’s veryclose to our home was helpfultoo. Then, schedule. I attributethe fact that we ended up with afabulous teacher to the qualityof the store. My children’s otherlessons are piano at the teacher’shome, and viola and oboe atschool. I enjoy the convenienceof our guitar and piano lessonsbecause they are excellent qualityand within two miles of home.Parent: A reputable and wellestablishedplace, and word-ofmouthand recommendationsfrom friends. Also, a flexibleschedule to accommodate afterschoolor weekend lessons, andteachers who have worked withkids. We started at a store but therooms were cramped with lots ofwill drive the industry forward.“The two big trends are the moveto LED fixtures and the growinguse of intelligent DMX effects atthe affordable end of the market,”concluded Fucini. “At AmericanDJ, we’ve been very pleased withhow quickly customers haveaccepted our LED products. Thelist of products in which LEDhas replaced traditional halogenlamps will become longer andlonger. We’re also seeing moreDJs migrate from the traditionalstaple lighting effects to intelligentDMX effects. Advancesin technology have made theseeffects more user-friendly, andas is so often the case with newtechnologies, these productshave become more affordable.”distractions. That same teacherstarted coming to our house,which helps my son because he’scomfortable and has his thingsnearby—he can pull up music onthe computer or switch guitars.It helps me because I can beavailable to take my two otherchildren to their activities, and I’drather be home than driving backand forth to the music store.Teacher: Availability andschedule, especially for beginners.They also rely upon thesalesperson recommending anappropriate teacher—if you puta rock n’ roll “wannabe” with ajazz teacher, it will be the stereotypicalnightmare piano teacherscenario. Students with experiencewho want to branch out in44 AUGUST 2007

different directions look for teachersin specific styles. They overhearother teachers and like theirstyle, or have a friend learningfrom someone else. The biggestobstacle of most in-store lessons isnoise from other studios—parentsand students often complain aboutit.How does the cost of musiclessons compare to otheractivities?Student: Guitar lessons are $18per half-hour session. My yoga is$14 per one and a-half hour session.My children’s hockey lessonsare $13 per half-hour class. Mydaughter begged for guitar lessonsfor over a year but we held offbecause juggling four kids and ahusband who travels a lot keeps alot on our plate. I viewed her interestas “non-essential,” but neverthought that way about any sport.I’ve learned that guitar has becometheir art. This experience for themis as important as all the others.Parent: Lessons at home aremuch more expensive than anyother activities. My children’ssports generally range from$300 to $400 per season. Aidan’screw team costs about $1,200 perseason, however, crew is unusuallyexpensive. Colin plays tennis inwinter—$800 for four months. Guitarlessons are $100 per hourAmy Pagnani and sonwhich averages out to$2,100 per semesterper child.Teacher: I alsoteach at a martialarts school, and wecharge about thesame as the localmusic store chargesfor lessons.Michelle VasalloMichael MirtsopoulosHow much doyou rely on the teacher’s advicewhen purchasing products?Student: I appreciate that hedoesn’t “push” merchandise soldat the store. Just by having lessonsthere, we purchase thingsperiodically. We needed an ampfor my son, the acoustic guitarrestrung and cleaned up, a newcase, and service on an electricguitar. The store staff is veryfriendly and knowledgeable.Parent: He has given us lots ofadvice, but mostly about size andtype—electric or acoustic—insteadof particular brands. Heand Aidan built a guitar togetherwhich was a really great activity,and we went with his recommendationon which kit to use. Aidanwants the best quality and thestores want you to spend as muchas possible, so having an objectiveopinion is very valuable!Teacher: They come to me foreducation, and therefore trust isestablished by the nature of the relationship.Right now, I have a studentasking me about a lefty guitararound $1,000. Some are rentingand looking to buy; others wantto know if they should upgrade.Everyone asks about books andaccessories, and sometimes evenother instruments. I also arrangedfor my students to get a specialdiscount at the local store.How can stores make the lessonexperience better?Student: Offer more programslike “Master Class.” The storeoffers a one-week summer classthat looks like fun, but it seemsto be geared toward more seriousplayers. How about guest musiciansand more events or classesthat get more students together?Wouldn’t it be fun to have a teachers’concert where kids couldwatch their role models perform?That was the highlight of the MasterClass for my son. He was ableto play with his teacher on a stage.How cool is that?Parent: For me, the convenienceof lessons at home outweighsany perks from a store.However, I’d want consistencywith a teacher so that my soncould have a good relationshipwith him. Also, nice lesson rooms.Teacher: Better sound isolation—ifit can’t be done physically,do it with the schedule. Haveloud instruments together andquiet ones on other days. It’s notan easy problem to solve, but it’scrucial. Provide technology, suchas a computer, some recordinggear, and even just the basics suchas a great sounding amp—that’simportant for both the teacher andstudent. Don’t put the garbagethat no one buys in studios; putwhat helps excite students abouttheir lessons so they tell theirfriends about it!CURTAIN CALL(continued from page 46)Pritchard: I’m pretty simple.I only have one pedal, which is aBoss Blues Driver. I think we useErnie Ball strings. Quite simple,really. I don’t really know muchabout guitars. I just like to writesongs on them and play them.M&SR: Has being in a bandmade you want to try newinstruments?Pritchard: Yeah, I love trying.I’m rubbish, but I love trying[Laughs]. Even just on the levelthat I’m not a very good guitarplayer but Hugh [Harris] is reallygood. So I always ask himto show me how to play things. Iplay drums a little bit. It’s quitefun to smack the [heck] out ofsomething. For five minutes, justgo mental.M&SR: Do you shop atretail stores often?Pritchard: I buy guitars all thetime. I’m a bit of a guitar collector,so [I’m always in guitar stores] butI wish they’d send us more freeones. [Laughs] I really like vintagestuff, so I often go to a few onDenmark Street in London, whichis where all the guitar shops are.I just bought a really nice Dobro,actually. It’s a beautiful DobroResonator from 1934.There’s a company calledKato. They’re really, really cool.We kind of met them first whenwe were on tour. One of thepeople who works for them isa tour manager as well. So wegot to know him. They’re notreally retailers but they havegear—drums particularly—andthey have rehearsal rooms. Theyhave deals with Zildjian and TamaI think. So Paul gets a lot of hisstuff from there. But they’re alsoa really nice bunch of people.They’ll sort you out with anything.I’ll talk to them and they’llbe like, “We got some new stuffin; do you want to try it out?” Youknow? So that’s really cool.M&SR: What kinds of newthings have they told youabout, or are you looking for?Pritchard: An example is Maton,this relatively new companyfrom Australia. They make theseacoustic guitars and they’re notthe best acoustic guitars, but whatthey are is amazing through a PA.Their DIs are amazing. So theyturned me on to them. Actually,the guy is getting me a littledrum kit, funny enough, for myflat. Because I have jam nights allthe time with my friends.Colin LaneMusic & Sound Retailer 45

CURTAIN CALLLUKEColin LanePRITCHARDBy Michelle LoebThe Kooks are not your typical rock band,and their lead singer and guitarist LukePritchard was not our normal Curtain Callinterview. For starters, he chatted via cellphone from a Moroccan shisha bar (whereyou smoke flavored tobacco in shisha pipes).As the mellow sounds of Lionel Richie and AirSupply played in the background, he talkedabout the Kooks’ influences and early experiences,as well as his love for vintage instrumentsand some of his favorite retail stores.Even though they’re barely 20 years old,Pritchard and his bandmates have been makingwaves in the U.S., appearing on the mostrecent One Tree Hill soundtrack and performingat this year’s Coachella festival.M&SR: What artists inspired you?Pritchard: Loads. Going back years, theEverly Brothers and Buddy Holly and stufflike that. Real traditional, sort of sweet melodies.That kind of stuff. As I got older, I gotinto Dylan. But I think as a band we have somany different influences. All of us are different.Max [Rafferty, bassist] is into reggae andfunk, I’m into folk, Paul [Garred, drummer]likes new wave…so as a band, we have tons ofinfluences. I think it’s one of the things of ourgeneration. There’s just so much music to getyour hands on.M&SR: How did you get started playingguitar?Pritchard: I don’t know, I just alwaysthought girls like guys who play guitar[Laughs]. No, I’m joking. I think the guitar isprobably the easiest instrument to write on.For me, it is. You can literally take it anywhereand just pick it up and play it.I actually smashed my first guitar. I was arock and roll 8 year old [Laughs]. My mombought me [a guitar] and I got really annoyeda few months into learning. I got really pissedoff because I wanted to play “Yellow Submarine”and I couldn’t get my fingers right. SoI just smashed it. I remember my mom camehome and I was in tears. I remember it reallyvividly. She said, “OK, I’ll buy you one morebut I’m not buying you another one. So eitherlearn it properly or don’t at all.” It was a Cortor something. I can’t remember [what kind ofguitar it was].M&SR: At this point, have you cometo prefer certain brands and gearover others?Pritchard: I like Telecasters. I like Fenders.They make great guitars. I’ve got this reallystrange one I bought in a vintage guitar shopin Texas. In Austin, when we were doing Southby Southwest. A handmade guitar. The body iscompletely metal. It’s a Telecaster and I use itall the time when we play live. It’s really cool,completely rare. It’s one of a kind. There’s notanother one in the whole world like it, so it’sgot a really kind of weird sound.M&SR: Which guitar in your collectionis most valuable to you?Pritchard: Well I have a 1957 Gibson LesPaul. I hate Les Pauls, but it was my dad’s sothat, I suppose…I’d be most reluctant to sellthat one. Let’s put it that way.M&SR: What other gear do you use?(continued on page 45)46 AUGUST 2007

Music & Sound Retailer 47

Audio/MIDI FireWire Interface>Features>>Specifications>>>>>>>>>>>>>>48 AUGUST 2007