www.musicconnection.com

INDUSTRY PROFILE
By Brett Bush
‘Up And Comers’ Projects Help New Artists
Well known for its impressive professional equipment—especially
its line of keyboards—Casio also has a longstanding reputation of
making affordable keyboards for players who are just starting out.
That early spirit and desire to cater to rising musicians has not diminished
and, in fact, has ramped up in intensity recently with three artist-based
initiatives: Up and Comers, GRAMMY Camp–Basic Training and The
Songwriters.
According to Stephen Schmidt, Vice President of Casio Electronics,
“Casio has focused over the past 32 years on developing new artists.
However, in the past two years we have made it a bigger initiative for upand-coming
artists, and for students.”
Those efforts include an alignment with the GRAMMYs, and performing
right organization ASCAP. General Manager of Marketing, Michael Martin,
has contributed a point-of-view that adds to Schmidt’s business smarts.
Specifically, Martin offers the musician’s point of view.
Martin has also contributed his knowledge of social networking to the
company. “We want to reach out to up-and-comers via social media, in
addition to traditional media,” says Schmidt. “Social media and online videos
allow for great exposure for Casio and for the artists.”
In addition, the company is quite active on Facebook and YouTube. “We
are making the effort to be a well-rounded company,” Schmidt informs.
“We are a business, in the sense that a business needs to make money.
However, we are also a business that cares a great deal about music. In
this digital age, we still believe in instruments.” Of course, the Casio line
Ali Guit Fallen Riviera Karmina
includes digital-based equipment, but Schmidt feels there is a significant
difference between creating music on a computer and creating it on an
actual instrument.
He and Martin are also firm believers in new marketing techniques. According
to Martin, “Social networking has really expanded our consumer
base. It provides great exposure for us and for the bands that we feature
through our various programs.” Martin adds that Casio’s involvement
with ASCAP and the GRAMMYs has also provided valuable exposure.
Specifically, Casio’s appearances at ASCAP events held at SXSW promote
the use of traditional instruments. “At those events, we are able to reach
out to potential customers, people who don’t go to the NAMM (National
Association of Music Merchants) show.”
For Casio’s Up and Comers project, Schmidt, Martin and others evaluate
artists via Facebook and YouTube submissions. “Of course, we focus
on piano or keyboard players,” Schmidt qualifies. The winners are provided
equipment and promotional assistance via social media. Recent recipients
include Fallen Riviera (featured in Music Connection’s Top 25 New Music
Critiques of 2011), Ali Isabella and Karmina. “We hope that Fallen Riviera
and the other winners remember us when they get as big as (longtime
endorsers of Casio keyboard products) the Chemical Brothers!”
Casio has also hooked up with Matt Sorum, promoting and funding the
former Guns N’ Roses drummer’s efforts with in-school music programs,
as well as providing instruments. “Matt Sorum reached out to us regarding
the need for instruments in public schools,” Schmidt informs. “It is a little
selfish to say, but we do recognize that if kids have fewer opportunities to
become interested in learning music skills, and being able to play in school,
that diminishes our consumer base.”
It isn’t a one-sided deal. According to Schmidt, “We’re working closely
with Matt. We discuss what he wants to do, and there are many different
programs that we each support.
“I am not a musician,” adds Schmidt. “I am a businessman. But I respect
the fact that we sell manual instruments in a digital world. Pro Tools and
other programs have diminished the use of actual instruments. So we want
to encourage the use of instruments in any way we can.”
The Casio company’s relationship with Sorum and the GRAMMY organization
has gone a long way to enabling that goal. In May 2012, Casio participated
in the annual “GRAMMY Camp–Basic Training” in New York City
and awarded four high school students with Privia keyboards.
Casio has also been involved in The Songwriters project in association
with the GRAMMYs and BMG management by providing a financial contribution
to this nationwide search for new songwriters.
Overall, says Schmidt, the company prides itself on being flexible in
its support of artists. “We are a well-rounded company that is passionate
about music.”
For information regarding Casio’s up-and-coming artists, please visit
http://casiomusicgear.com/artists
44 January 2013 www.musicconnection.com