SUMMER 2013 EASY REEDING ’S MAGAZINE FOR THE ENTHUSIAST HOHNER’S ICONIC HARMONICA THE ULTIMATE ACCESSORY ITEM

ARTIST SPOTLIGHT

IN THE STUDIO WITH CHARLIE MCCOY

HOHNER TIMES 2005 - PRESENT

Hohner Blues-n-Bones T-Shirt and Prints available at hohnershop.com. See back for details. HOHNER News CONTENTS NEWS HOHNER News 2 Artist Spotlight 3 Hohner Inc. Names Drew Lewis Product Manager Howard Levy Hohner an- worldwide as well as the respect of key Tech Notes 4 nounces the April retailers across the country. He will now Foreign Object Damage 1st promotion of bring his energy, experience, and expertise Drew Lewis to the to the all-important harmonica segment of Our CD Pick 4 critical position our business” commented Scott Emmer- Allegretto/Espinoza of Harmonica man, Director of Marketing & Sales. “We Product Manager. expect many more great things from Drew. In The Studio 4 Drew originally It’s been my pleasure to watch him develop with Charlie McCoy joined Hohner in and prosper over these last years with Hohner’s Iconic Harmonica 5-10 May of 2007 as Hohner,” he added. Drew Lewis The Ultimate Accessory Item an inside tele- An avid bass player, Drew attended the sales associate and was quickly promoted to University of North Texas Jazz program in Hohner on Tour 6 the Fretted Product Manager position where 2002 and is comfortable with many music he built Hohner’s acoustic guitar business HOHNER Times 10 -11 genres. With the announcement of his new 2005 to Present along with the Lanikai and Kohala ukulele position, Drew has recently jumped into and brands. embraced harmonica culture. He is work- “Drew’s strong contributions over the past ing with his German counterparts on new 5 years in making Lanikai the number one product development as well as new ideas ukulele brand in the world attracted the for product packaging and the next revision admiration of the Hohner organization of Hohner’s harmonica P.O.P’s.

Picks Hohner Marine Band this is the classic harp for the blues, country, folk, and rock. Because it’s set up to play a single key, you can’t really hit a wrong note on the harmonica’s 10 holes and 20 reeds. Visit Getting started is as easy as breathing in and out.” Popular Mechanics is an American Popular Mechanics magazine has selected magazine, which was first published Hohner’s 1896 Marine Band harmonica for January, 11, 1902 by H.H. Windsor, and their “Gears and Gadgets Gift Guide for has been owned since 1958 by the Hearst Christmas 2012. They described the Marine Stay Connected! Corporation. Band harp in the following manner; “Played by Sonny Terry, Little Walter, and Bob Dylan, facebook.com/HohnerMusic

pinterest.com/HohnerMusic Hohner Donates To “Make Music Foundation” Events

Hohner, Inc. is proud to support the Make 1982. Ever since, the festival has become youtube.com/HohnerUSA Music Foundation’s efforts to bring music an international phenomenon, celebrated to the masses by conducting harmonica on the same day in more than 460 cities in events in six major US Cities on June 21st. 110 countries. Amateur and professional twitter.com/PlayHohner The Make Music Foundation is running its musicians are encouraged to perform in events in conjunction with the Fête de la the streets and in many free concerts mak- gplus.to/PlayHohner Musique; also know as World Music Day. ing all genres of music accessible to the World Music Day first took place in Paris in continued on page 12 2 | EASY REEDING Howard Levy Harmonica School has afforded students of all levels the unique opportunity to receive personalized instruction directly from an undisputed master.

Howard was already an accomplished musician when he took up the harmonica in his late teens. He describes being drawn to the instrument for a number of reasons, specifically citing the harp’s portability and unique timber.

“When I was in high school, I was in a band and the drummer taught himself how to play the harmonica; he sounded really good. He played all these records for me – Paul Butterfield, James Cotton - and he learned how to imitate them. Playing the piano, you always had to go to the instrument and you couldn’t bend notes. I fell in love with the sound and whole idea of carrying an instrument in your pocket. It was a combination of all of those things.

When I started playing the harmonica, my main motivation was to be able to play blues. As soon as I bent my first note, I felt like the instrument had changed me. I was able to express all of these things through the instrument that I had never been able to express before. People fall in love with instruments for these reasons, so it was just an emotional thing in the beginning.”

Levy often looks beyond the instrument itself for artistic inspiration. “I learn from everything; applying ideas from other instruments to the harmonica is a really big thing for me. One side of it is spiritual- ity, and being inspired by great musicians who had a spiritual component to their Howard Levy playing…people like Bach or John Col- trane; those are probably my two favorite rammy Award winning multi- posed his “Concerto for Diatonic Har- musicians. Coltrane had a very spiritual Ginstrumentalist, composer, and monica & Orchestra”, the first concerto for component to his playing, as did Bach. I producer Howard Levy has reshaped the the ten-hole harmonica. Levy continues to also play for Jewish services and I’ve com- vocabulary of the diatonic harmonica. tour and perform internationally and is a posed music for Jewish worship services. A founding member of and frequent guest on National Public Radio’s I’ve just put out a cd with Trio Globo and the Flecktones, Levy has also performed “A Prairie Home Companion.” a Jewish Cantor named Alberto Mizrahi or recorded with an astoundingly broad (“Matzah to Menorah”), which consists of range of artists, including Donald Fagen, In addition to maintaining active record- absolutely unique treatments of music for Rabih Abou-Khalil, and , ing and performance schedules, Howard the holidays of Passover and Hanukkah. among many others. In 2000, Levy com- is also a gifted educator. Since 2009, the I don’t think anyone’s ever played any of continued on page 12 3 Tech Notes multi-harmonica briefcases to a single harp In The Studio pouch. Cases are a barrier for foreign ob- with Jelly Roll Johnson jects and the new soft pouch cases will of- ten fit comfortably in your pocket. You can By Paul Lusk also loop the pouch onto your belt, thus keeping it handy for impromptu playing with Charlie McCoy very day Hohner technicians perform sessions. When you are finished with your Ea variety of services, from warranty re- instrument, lightly tap out any condensa- pairs to complete refurbishment, to return- tion that may have accumulated during ing harmonicas to playing form. One com- playing so the moisture doesn’t dry and mon issue we encounter is Foreign Object interfere with reed function. If you find Damage or F.O.D. Borrowed from the avia- yourself with a stuck reed due to F.O.D. and tion industry, F.O.D. refers to an object get- can see the culprit, use tweezers to gently ting lodged in the small gap between the remove the offending item. Be careful to reed and the slot in the reed plate. Often avoid making contact with the reed itself. this is dried moisture residue from previous If you must touch the reed to remove the playing. It can also be from putting the har- item, use something non-metallic to open monica in a pant or shirt pocket where it the space like a wooden or plastic tooth can ingest pocket lint, small hairs or sand. pick. As always, you can send your harmon- Bigger F.O.D. can get wedged between the icas to be serviced by Hohner’s world-class cover plate and reed plate. Our Technicians technicians when necessary. Thanks for have found paper, coins and even guitar Playing Hohner!! picks lodged inside harmonicas rendering Cases are available from the Hohner them unplayable. So what does the player Service Department. Simply call us do? toll free at 800-446-6010, send an email y the time Charlie McCoy was in- Keep your harmonicas in a case. There are to [email protected], or visit the vited to participate in sessions for many cases available from Hohner, from B accessories section of www.hohnershop.com. “The Boxer”, Simon and Garfunkel’s landmark 1968 recording, the harmonica giant had also come to be associated with an impressive array of other instruments, including guitar, trumpet, keyboards, and Our CD Pick bass, among others. “They asked me if I Allegretto/Espinoza”, a collaboration of the connection with the blues that cow- had a bass harmonica that I could bring “between musicians Gary Allegretto and boy music has. He brought some songs to to the session”, he recalls. Ian Espinoza, is an acoustic tour-de-force. me that blew me away and I had a bunch Though best known for his mastery of the Consisting of primarily original cowboy mu- of songs that I’d written, so the project is diatonic harp, McCoy was able to accom- sic, the CD showcases Allegretto’s soaring primarily original material.” modate the request, despite the unique harmonica, Espinoza’s Fans of Allegretto’s elec- technical demands of the bass harmoni- masterful guitar work, tric blues albums will ca. Charlie’s contribution to ’s and a handful of special warm to “Allegretto/ timeless classic became one of the most guests. Both musicians Espinoza” immediately; widely known examples of an instrument share lead vocal, com- his trademark vocal rarely heard in pop music. position, and production delivery, clever lyrical “Paul Simon really is a genius - he knew duties. approach, and tasteful exactly what he wanted me to play. Play- “Ian and I have been harmonica soloing re- ing the bass harmonica is totally different; playing together for main intact. Allegretto’s it takes a lot of air and sometimes the probably twenty years; rollicking “First Rodeo” parts require a lot of jumping around to he’s been in my blues kicks things off and sets get to the notes. My part was really just bands and recorded on my CDs”, says Alle- the tone for the rest of the cd. “Kit Car- one note!” gretto. “We were always talking about do- son Blues” features Espinoza’s virtuosic Equipment used: Hohner 265/58 Double ing an acoustic project together and were fingerpicking on a 1929 National resona- Bass harmonica both fascinated by cowboy music because tor guitar previously owned by iconic Delta www.charliemccoy.com/ continued on page 12 4 | EASY REEDING Hohner’s Iconic

TheHARMONICA Ultimate Accessory Item Currently celebrating its 156th anniversary, Hohner Inc. remains the world’s leading manufacturer of harmonicas.

low-tube, hobo harp, French harp, Indiana mat- upon Matthias Hohner the importance of international trade. ing call, reckless tram, harpoon, tin sandwich, Recognizing his early instruments’ shortcomings, in 1871 Matthias blues harp, Mississippi saxophone. By any of sent a trusted employee to work for a competitor to “discover” its its names, musicians might well call the mouth vaunted production methods. The employee returned six months organ, harp, and harmonica the ultimate ac- later with the critical information, and by the end of the decade cessory item. And in the world of harmonicas, Hohner’s production methods and instrument quality rivaled the Bthe name that has reigned supreme for more than a century is best in the world. Hohner. Founded in 1857, Matth. Hohner AG is currently celebrat- Beginning in 1880, Matthias began equipping, configuring, and ing its 156th year. managing his factory for industrial mass production. In 1882 he Conveniently compact and portable for consumers, and its low commissioned a steam engine to power the reed-punching ma- cost makes it an attractive impulse purchase. Its gentle learning chine, and subsequent years brought similar advances that consis- curve is attractive to musicians and non-musicians alike, and it tently produced instruments of state-of-the-industry quality. With has remained relevant in numerous genres even as generations improvements in products and production efficiency, Hohner vault- passed and popular musical styles changed. ed to the market’s lead position. In 1887 Hohner manufactured its In its 156 year history Hohner occasionally ventured into other millionth harmonica, and in 1907 it acquired Hotz and Pohl, two of product categories, most notably accordions in 1903 and least its largest competitors. notably (and quickly abandoned) computers in the 1960s, but Hohner continued to expand internationally. From 1885 Mat- also electronic keyboards including the legendary Clavinet (1952); thias relied heavily on exports to America, whose attraction with recorders; guitars, basses, and banjos; grand pianos; and amplifi- the harmonica—which then sold for ers. However, free reed instruments— accordions, melodicas, and ten cents—seemed limitless. In especially harmonicas—have remained the company’s bread and the early 1890s a hike butter and a major source of its pride. in import duties Hohner has dominated the harmonica world for so long, it would coincided with a be easy to assume that it invented the instrument. In fact, the recession in the Mundharmonika or “mouth organ” was probably invented in Vi- U.S., impelling enna around 1825, eight years before company founder Matthias the company Hohner was born. A native of Trossingen, a small town near the to seek out new Black Forest in southwest Germany, Matthias was the son of a markets. By the humble weaver who briefly made his living handcrafting watches turn of the 19th and selling them door-to-door. According to Hohner family lore, century it had dis- when Matthias began making harmonicas, the first six were re- tributed nation-tai- jected as tonally inferior to established brands. However, his wife, lored advertisements Anna, suggested, “Just send them to cousin Hänsle in Canada. and products through- They won’t be so finicky over there.” Indeed, sales to North Ameri- out Europe, England ca soared, serving as a lesson that instantly and forever impressed and its colonies, as well as 5 HOHNER ON TOUR FESTIVALS & CONCERTS SUMMER UNITED STATES 2013 MICKEY RAPHAEL Steve Earle 7/12/13 Boulder, CO Boulder Theater with WILLIE NELSON 7/13/13 Telluride, CO Telluride Town Park 7/20/13 Somerset, KY Master Musicians Festival 7/14/13 Jackson, WY Snow King Ball Park 8/7/13 San Diego, CA Humphreys 7/17/13 Bozeman, MT Emerson Crawford Theater 8/9/13 Los Angeles, CA Hollywood Bowl 8/10/13 Los Angeles, CA Hollywood Bowl 7/18/13 Missoula, MT Wilma Theater 8/11/13 San Francisco, CA Outside Lands Festival 7/20/13 Vancouver, BC Vancouver Folk Music Festival 8/13/13 Las Vegas, NV The Smith Center for the Performing Arts Center 7/21/13 Kelowna, BC Kelowna Community Center 8/14/13 Tucson, AZ AVA Amphitheatre 7/23/13 Whitecape, SK Dakota Dunes Casino 8/16/13 Wendover, NV Peppermill Concert Hall 7/25/13 Carlyle, SK Bear Claw Casino 8/17/13 Laughlin, NV Edgewater Hotel & Casino 8/18/13 Pozo, CA Pozo Saloon 7/26/13 Bengough, SK Gateway Festival 8/20/1 Santa Cruz, CA Santa Cruz Civic Auditorium 7/27/13 Calgary Folk Fest Calgary, Canada 8/21/13 Sacramento, CA Sacramento Community Center Theater 7/28/13 Edmonton, AB Interstellar Rodeo 8/23/13 Redmond, WA Marymoor Amphitheatre 7/31/13 Winnipeg, MB McPhillips Station Casino 8/24/13 Goldendale, WA Maryhill Winery 8/25/13 Boise, ID Idaho Botanical Gardens 8/1/13 Apple Valley, MN Weesner Family Amphitheater 9/18/13 Port Chester, NY Capitol Theatre 8/2/13 Fish Creek, WI Door Community Auditorium 9/19/13 Port Chester, NY Capitol Theatre 8/3/13 Madison, WI Barrymore 9/21/13 Saratoga Springs, NY FARM AID: Saratoga Performing Arts Center 8/5/13 Milwaukee, WI Pabst Theater 9/27/13 Nashville, TN Southern Ground Festival 8/6/13 Bloomington, IN Buskirk-Chumley Theater 9/28/13 Nashville, TN Southern Ground Festival 8/8/13 Kitchener, ON Kitchener Blues Festival 8/10/13 Fredricton, NB Fredricton Playhouse G LOVE AND SPECIAL SAUCE 8/12/13 Moncton, NB Casino New Brunswick 8/13/13 Halifax, NS Casino Nova Scotia 07/20/13 Atlanta, GA Aaron’s Amphitheatre @ Lakewood 8/14/13 Membertou, NS Membertou Trade and Convention 07/21/13 West Palm Beach, FL Cruzan Amphitheatre 07/23/13 Tampa, FL Mid FL Credit Union Amphitheatre 8/16/13 St. John’s, NL Holy Heart Theatre 07/24/13 Pensacola, FL Pensacola Bay Center 8/17/13 St. John’s, NL Holy Heart Theatre 07/27/13 The Woodlands, TX Cynthia Woods Mitchell Pavilion 07/29/13 Morrison, CO Red Rocks Amphitheatre 8/30/13 Portsmouth, NH Prescott Park 07/30/13 Salt Lake City, UT Usana Amphitheatre 8/31/13 Charlestown, RI Rhythm & Roots Festival 08/01/13 San Francisco, CA America’s Cup Pavilion 9/1/13 Jay, VT Jay Peak Resort 08/02/13 Irvine, CA Verizon Wireless Amphitheater 08/03/13 Chula Vista, CA Sleep Train Amphitheatre 9/19/13 Tulsa, OK Brady Theater 08/04/13 Las Vegas, NV The Joint @ Hard Rock Hotel / Casino 9/20/13 Columbia, MO Roots ‘N Blues ‘N BBQ Festival 09/02/13 Indianapolis, IN Broad Ripple Park and Family Center

6 | EASY REEDING America, which was and has always re- store displays were matched in imagi- mained its largest and most important nation only by the instruments’ packag- market (In the last years of the 19th ing. century, 90% of Hohner’s harmonica Designed to associate the harmonica production was exported to the U.S.). with consumers’ hobbies and interests, It was around that time that Matthias box, ad, and occasionally cover plate Hohner was credited with proclaiming, motifs referenced fashion, music, danc- “My marketplace is the world,” and by ing, sports, aviation, cartoon characters, the rapid growth of the company’s sales etc., as well as the destination country’s and reach, he could hardly have been identity or patriotism. Also featured accused of boasting. were major cultural trends and impor- In 1896 Hohner introduced its most tant world events ranging from mon- successful model of all time, The Ma- arch coronations to “Glasnost,” com- rine Band. Its name refers to the U.S. memorated with a box depicting the Marine Corp. Band, whose conductor, images of Ronald Reagan and Mikail John Philip Sousa, played harmonica Gorbachev. One especially memorable and endorsed Hohner instruments. promotion cited astronaut Wally Sch- Aimed primarily at the U.S. market, the irra’s smuggling a Hohner Little Lady Marine Band model has remained one miniature harmonica aboard the Gem- of the company’s best sellers for over ini VI spacecraft and playing “Jingle 100 years. Bells” to the world from space! By the time he retired in 1900, Mat- In an attempt to buttress sales during thias Hohner was a multi-millionaire. WWI, Hohner opened a second factory His company, which by then employed in Switzerland to manufacture instru- more than 1,000 workers, was not The 1896 patent for the top selling ments for French and British markets. only a treasure to Trossingen, but also Marine Band harmonica. However, a German competitor pro- a source of German national pride. duced an inflammatory flyer that forced Hohner promoted its trademark and Hohner to discontinue the “Alliance “Made in Germany” designation vig- the company produced catalogs, advertise- Harp” and several other models. orously. Even early on it produced or ments, leaflets, posters, point of purchase In the decades between the two world contracted production of lower-priced, displays, and even post cards in different lan- wars, Hohner was wildly success- lesser instruments, but it reserved the guages and specifically designed to appeal to ful in creating interest in harmonicas, Hohner brand name exclusively for har- particular nationalities. especially among young males. The monicas of the highest caliber. Perhaps This awareness of, and sensitivity to, different company instigated, developed, and because the harmonica market’s early markets’ preferences is one of many examples prospered tremendously from the har- leaders had set the bar very high, Mat- of Hohner’s adept marketing and advertising. monica orchestra movement. Begun in thias Hohner became driven to achieve As far back as the early 1900s the company 1921 in Philadelphia, the movement new standards of quality along with was renowned for the high-quality color il- involved perhaps 100,000 participants, his superior manufacturing processes. lustrations in its catalogs, and throughout the multistate tours, and, for one of the His quest soon became—and remains 20th century it produced consumer magazines bands, a 1929 performance for Presi- more than a century later—a defining promoting interest in the harmonica. From dent Herbert Hoover (numerous presi- part of the company’s culture. 1928 until 1936 it published a monthly for its dents including Hoover, Calvin Coolidge Matthias groomed his five sons— Ja- dealers, and in the ’50s it produced HOHNER and Abraham Lincoln also played har- cob, Matthias, Andreas, Hans, and Post, a magazine intended for school children. monica.). Hohner documented the scale Will—to take over the business. Even Rather than a shotgun approach, whereby of the movement in a 1931 tract titled before his death in 1903 they extended a single message impresses a general audi- “The Harmonica as an Important Factor his vision of a company with a truly ence, Hohner invested considerable attention in modern Education.” global reach. To adequately service the and resources to develop a multitude of niche In 1925, Hohner and other Trossingen rapidly expanding business, Hohner es- marketing messages that targeted and con- manufacturers were churning out 25 tablished distribution centers in New nected with groups of consumers and popu- million harmonicas a year. (Hohner York (1901); Toronto; London, England; lar culture. The diversity and culturally specific assimilated its two Trossingen com- Warsaw (then Russia, now Poland); and messages evidence the company’s genius for petitors, Weiss and Koch, in 1928 and Vienna. Reflecting and further ingratiat- listening, observing, and adapting to a multi- 1929, respectively.) Hohner focused on ing its decidedly multinational clientele, national, multifaceted market. Harmonica ads, export sales in part due to rampant in- brochures, posters, calendars, billboards, and 7 the same kind of riches showered upon the guitar and drum industry. However, on the box of The Beatles model harmonica, the signatures of Paul McCartney and George Harrison were juxtaposed under their like- nesses, and no one spotted the error until thousands of the $2.98 instruments had been shipped to music stores. The boxes were reprinted, Beatles store posters were produced, and in anticipation of the Liv- erpool lads’ landmark 1964 tour, Hohner promised its dealers, “Those loyal Beatles fans go wild over anything that bears the Beatles’ name— and they’ll stampede to a store selling the Beatles Harmonica Pack when they see Beatle John Lennon in per- son play the harmonica.” Unfortunately for Hohner, Lennon elected not to play the No substitute for skilled handwork—special small plates and files are still harmonica on that tour, and sales of the used to make precision adjustments of the reeds. Beatles Harmonica Pack were anything but “fab.” As groups like the Harmonicats slipped out flation of the Deutschmark through much of many Germans to the American South of vogue and the guitar’s dominance took of the decade. With prices starting at 50 introduced the harmonica to the cradle hold, harmonica sales began to slide. The cents, Hohner’s mouth organ continued to of traditional blues. This movement was sales decline of free-reed instruments in the sell even during the Great Depression, and popularized by such legendary players as ’70s was initially masked by success in oth- by 1938 Hohner employed almost 5,000 Clarence “Gatemouth” Brown and Little er Hohner product lines such as melodicas, workers. Walter of the Muddy Waters band. Being in- recorders, and clavinets. However, a The United States’ entry of WWII curtailed expensive and easy to play, the harmonica computer component assembling venture, the harmonica orchestra movement, but by maintained its “blue collar/common man” begun in the ’60s and abandoned in 1976, then it had inspired a generation of young appeal. Hollywood reinforced this notion on lost millions and cost the company 1,100 people to play the instrument. One of them, movie screens and soundtracks, where the jobs. By 1986 Hohner’s workforce dropped Larry Adler (1914-2001), would become harmonica became an obligatory reference below 1,000 for the first time in a century. history’s most important harmonica celeb- to life in the Old West, the Civil War, both In 1983 parent company Matth. Hohner AG rity. Acclaimed for his chromatic harmonica World Wars, prison, and the South, old and relocated Hohner’s U.S. headquarters from playing on movie soundtracks and the con- new. Hicksville, New York, to Richmond, Virgin- cert stage with classical works including The brilliant Toots Thielemans brought har- ia. In 2000 it was moved again to a new Gershwin’s Rhapsody in Blue, Adler “legiti- monica to jazz, and the instrument is rep- 63,000 square-foot office and warehouse mized” as a musical instrument what had resented throughout the history of rock and facility in nearby Glen Allen, Virginia. once been considered merely a novelty or a pop in hits by everyone from Bob Dylan and From 1993 to 1997 Hohner’s German toy. In 1939 he became the first harmonica the Beatles to Blues Traveler, and from Ste- manufacturing operation relocated most player to solo with a symphony orchestra, vie Wonder and the Stones to Billie Joel and of its production to a new, smaller fac- performing Vivaldi’s Violin Concerto in A the Boss. Throughout the 20th Century star tory in Trossingen. In 1997 the majority Major in New York. The Larry Adler Chro- players’ impact on Hohner harmonica sales interest in Matth. Hohner AG was sold to monica has been in Hohner’s product was significant through both indirect asso- HS Investment Group Ltd. While the com- range since 1939. Before and since Adler ciation and through the company’s almost pany maintains its much-consolidated op- and novelty groups exemplified by the Har- infallibly shrewd marketing. Ironically, the eration in Trossingen to develop and design monicats (and many imitators in Europe), notable exception coincided with one of its harmonica’s and other instruments, it the mouth organ’s profile and popularity the music products industry’s most pivotal now benefits from resources and global were boosted by an eclectic group of pop developments. manufacturing capabilities. All profession- music artists. Though the instrument’s roots John Lennon used a Hohner harmonica al instruments are still made in Germany. are in Austria and Germany, it became fully prominently in “Love Me Do” (1962) and Lower-priced Chinese instruments fulfill a assimilated into the United States’ culture, “Please, Please Me” (1963). With Beatle- spontaneous purchase gift market niche. even taking on its own American “perso- mania just around the corner, any connec- Hohner’s century-long dominance of the na.” Researchers agree that the migration tion with the Fab Four could have produced 8 | EASY REEDING harmonica market is arguably without par- allel in the music products industry. The fact that Hohner has become a publicly traded corporation with globally sourced products doesn’t materially digress from its founder’s original formula for success: make products of impeccable quality; tailor advertising and niche marketing messages to groups of consumers, music genres, and cultural events in individual markets; and export the product to the entire world. The beginning of Hohner’s second 150 years looks more promising than its first. The company’s colorful history and gift for creatively promoting the Hohner brand con- tinue to make it relevant to today’s musi- cians and culture. “There is no question that Hohner has always targeted market niches, musical genres, popular cultural developments and themes, and players’ needs,” comments A 1920’s billboard hung over Second Avenue and 104th Street in New York. Hohner U.S. President Clayman Edwards. “The goal was for the Hohner brand to be ture and marketplace. We’ll achieve this by Hohner to retain its lead position in the har- woven into the fabric of the music of the adhering to the company’s global strategy monica market. One is an understanding of time. Continuing this approach—and con- and striving to understand and serve cus- our customers’ needs, desires, and cultural tinuing to develop and market products that tomers in each of our local markets. Despite developments. Along with that is an ability fit customers’ needs and desires—will help major changes in the company’s structure, to make certain that our products relate to us stay relevant within today’s popular cul- there are several constants that will allow those customers and become part of their That’s A Harmonica? In addition to innumerable variations in case designs, over the years • The Penta (c. 1955) was tuned to the pentatonic scale Hohner produced harmonicas with innovations that ranged from • The Educator (1955-1978) eliminated octave jumps to facilitate “flaw- merely novel to functionally significant. less rendering of melodies”) • The Chordomonica (1965-1987), introduced by Chamber Huang, • The Hohnerphone (1902-1931) had a sheet-metal “horn”with a whose button-activated slide produces chordal accompaniment to the lid that could create vibrato effects. melody. • The Harmonette (1909-1925) featured a wooden, harpshaped • The Chromonica IV De Luxe (mid-’50s) featured two slide buttons that resonator box. selected two harps tuned an octave apart. (The prototypes played, but • Around 1910 Hohner offered a model with two bells, played with this model was never mass-produced.) tiny spring-loaded clappers, used to produce accompanying notes. • The XB-40 (2003) is the world’s first and only chromatic harp that • The Bravo! Duplex (c. 1910) featured two hinge attached harps facilitates note-bending. tuned to major and minor keys • The Trumpet call (c. 1910) had five vertically projectinghorns. • The Encore (1913) featured a wooden horn similar in shape to a clarinet bell. • 6-Fach Kreuzwender Virtuos (1920) featured a paddle-wheel configuration of six harmonicas in different keys • The Little Lady miniature harmonica (1924) • Chromonica slide-button chromatic mouth organ (1925) • The Jazz Band (1925-1930) featured two curved, back-to back harmonicas • Bass and accompaniment harmonicas were introduced in the 1930s. The Echobell, introduced in 2006, harks back to bell-equipped models sold a century earlier.

9 customers were now free to browse, to read about and choose a harp that best suited their taste and style. Hohner has now moved on to “rev 2” of our packag- ing featuring new at- tractive cardboard boxes that feature embossed images of the harmoni- cas on the cover and new displays that come in smaller footprints. In trying to widen inter- 2009 Harmonica est new players, Hohner Floor Display created several multi- Hohner’s current flagship model, the Marine Band Crossover, was introduced harmonica packs including hard and soft in 2009. cases such as the Piedmont Blues, the BluesBand 7-harp pack, the Blues Rocker 4-harp pack, and the Blue Ice and Hoo- lives. We also have a longstanding dedica- doo Blues 3-harp packs. Regarding special tion to manufacturing quality and consis- Hohner from projects, in 2008 Hohner embarked on its tency. These factors are complemented by first Signature Series in many years with the the continued use of Hohner instruments Steven Tyler Signature harmonica. “For by professional artists worldwide as well as 2005 to the this signature model we utilized the heavy 150 years of dedication to product develop- duty reed plate from the Meisterklasse, our ment.” HohnerPresent from 2005 to the Present top of the line diatonic harp, combined it Whatever you choose to call it, the Hohner with a Blues Harp comb and special black harmonica is well positioned for a vibrant During this period, Hohner Inc. re-focused cover plates with Steven’s logo on it” com- future. its energies on marketing and improving mented Scott Emmerman, Director of Mar- Editor’s note: This article borrows extensively the visibility of the harmonica in music keting and Sales. “At first, Steven’s main from Hohner: The Living Legend, by Haik stores. Historically, music retailers kept har- Wenzel and Martin Häffner. (Häffner has monicas in drawers or glass counters. Like managed the German Harmonica and Ac- fine watches, you’d have to ask a store clerk cordion Museum in Trossingen, Germany, for help if you actually wanted to look at since it was founded in the late ’80s.) Glori- one and most store personnel couldn’t an- ously illustrated and written in both German swer even the simplest questions about the and excellent English, this book is rich in his- instrument. tory, cultural reflections, and entertaining In response to this observations and anecdotes. To order a copy, situation, in 2009 visit www.harmonika-museum.de. Hohner introduced new blister pack- aging and new point-of-purchase displays that al- lowed custom- ers to self-select harmonicas. Both freestanding and wall-mountable goal for this project was to just outsell Marine Band blister displays were of- Joe Perry’s new Hot Sauce that was being packaging, circa 2009. fered to music retailers and their launched at the same time. I believe that 10 | EASY REEDING we achieved that and more.” A less ex- carved box at a price of $5,000 each. This pensive model of this harmonica called the hand-signed product was covered in articles Steven Tyler Artist that retailed for $29 was in publications as diverse as Playboy Maga- also launched shortly afterward and it did zine, the Robb Report, the Washington Post very well amongst Aerosmith fans world- and Russia’s edition of GQ Magazine, all of wide. which really spread the Hohner brand name around the world. The most recent product in the series intro- GET TREATED LIKE A PRO. duced in January 2012 is the John Lennon When a professional player requests Signature harmonica. Most Beatle fans a new batch of harmonicas, we add a remember John’s harmonica playing on the final step before shipping -- ourWorld first wave of Beatles hits and his harp play- Class technicians personally inspect ing introduced the sound of the harmonica each harmonica and fine tune them to to a whole new group of fans. Hohner cre- match the Artist‘s style. ated this beautiful product in tribute to John and it is truly a unique product in Hohner’s Hohner Artists get the harmonica history. Firstly, unlike any other product of their choice personalized by an expert technician. NOW YOU CAN TOO.

The second product in the series released Simply send us your newly purchased in fall of 2009 was the Bob Dylan Sig- harmonica or choose from one of our nature harmonica. The Bob Dylan Signa- available models, then specify the style ture model retails for $129 and featured that matches your own musical vision. a gold plated reed plate that produced a Visit brighter than normal sound. Combining www.HohnerShop.com/artist-setups this reed plate with the Marine Band-style wood comb and coverplates warmed the

that Hohner has ever produced in the past 160 or so years, it sports a rainbow Hohner logo. It is the only Hohner harmonica to ever be available with white cover plates and it’s combination of a clear acrylic comb and special reed plates produces a striking tonal quality so, besides looking really cool, it feels great in your hand and sounds great too. Most recently Hohner has introduced three new ground-breaking prod- sound up as well. In addition, Bob agreed ucts, the Crossover fea- The FlexRack to personally sign sets of harps that he had turing a water resistant, played on stage and 25 hand-signed sets of cross-laminated bamboo seven Marine Band harmonicas were cre- comb, the Thunderbird ated. These were packaged in beautifully featuring the same comb carved gift boxes, complete with a classic with an extended low and photo and certificates of authenticity. We super-low range and the offered these for sale to collectors at a price FlexRack, the worlds first ergonomically of $25,000 each. We also offered a num- adjustable harmonica rack. ber of single signed harmonicas in a smaller

11 “Of course, I read a lot, so there are to say that it does work! I am incredibly certain books that give me concepts about proud of this school. I have hundreds of physics and science that make me think students from all over the world, and it’s differently when I’m playing. Even reading the first time I’ve ever taught every level. some science fiction books can inspire me. I get such a kick out of seeing people Sometimes if I’m out on a beautiful day, improve from one week to another.” I’ll just be inspired to write a melody. And, Continued from page 3 of course, love –that’s a big one!” “There’s something innately moving and them. It’s something that’s musical, but emotionally compelling about the sound also cultural, spiritual, and religious. An experienced educator, Levy was none- of this instrument. The diatonic harmonica theless a bit skeptical when approached has this organic sound quality…it’s kind “There’s something innately moving and about teaching online. “I wasn’t sure origi- of miraculous; it sounds so alive. That’s emotionally compelling about the sound nally, because of the invisible nature of the what’s driven me, really – the sound of the of this instrument. The diatonic harmonica harmonica. You can’t show people finger instrument and the effect it’s had on me has this organic sound quality…it’s kind positions like on a guitar, piano, or violin; I and the people listening.” of miraculous.” wasn’t sure it could work. I am here today

Our CD Pick Continued from page 4 bluesman Bukka White, as does Espinoza’s corded. It’s just cool; I love the sound of it.” that one”. “Hard Times.” “I try to use the harmonica to serve the “The first time we got together, Ian was “Hard Times” also presented Allegretto song. On the vocally oriented material, the playing Blind Blake and Mississippi John with the opportunity to record with a bass harmonica is there to accent the storytell- Hurt on the guitar, which blew me away. He harmonica for the first time. “I had one and ing. On the instrumental ‘Cowboy Waltz’, I draws on the blues and I draw on the blues. was kind of intimidated by it,” says Alle- play in first position; the song comes from Because of the crossover between blues gretto. “I tried it, just playing a very basic the 1800s, and first position playing cap- and cowboy music, there’s really not a lot bass line with the harp. It’s all blow notes tures the Civil War-era sound. On ‘Cripple of difference”. and nothing like playing a regular diatonic Creek’, another traditional song that I play, “Allegretto/Espinoza” is available at harp. We liked it so much that I also played I cut loose a little bit instrumentally. I play http://www.cdbaby.com/cd/allegrettoespinoza it on a song called “Cowboy Waltz”, a tra- washboard on it, two harmonicas, a tin cup, and www.garyallegretto.com. ditional song that Woody Guthrie also re- and a Jew’s harp. We had a lot of fun with

Make Music Foundation - continued from page 2 public. Two of the caveats to being sanc- US city organizers who are coordinating music. Hohner supports music-making tioned by the official Fête de la Musique group harmonica lessons for aspiring musi- activities whenever and wherever we can organization in Paris are that all concerts cians. “It is truly amazing how this event and we’re proud to be able to participate.” must be free to the public, and all perform- has grown since its beginnings,” com- These events will be held in New York, ers donate their time for free. mented Drew Lewis, Harmonica Product Chicago, Los Angeles, Denver, Madison Hohner donated harmonicas to each of the Manager. “This mass celebration brings and Portland ME on June 21st 2013. communities closer together through

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