WINTER 2007
PAGE 8 Your Association’s New Consumer Campaign Featuring Musical Artist Gavin DeGraw
SHOW GUIDE Your Guide to NAMM Show Concerts, Events, Celebrity Appearances and More! Keep Music Education Strong: Let Your Voice Be Heard!
Looking for ways to support music programs in your community?
Order your new, FREE SupportMusic Community Action Kit and get started today! The multimedia kit helps you organize community efforts with: -presentation materials -a petition to keep music in schools -brochures -public service announcements -tips to form a local coalition -many items in English and Spanish To affiliate with the SupportMusic Coalition, e-mail [email protected].
To find out more and order yourFREE kit, visit the NAMM Idea Center in Booth #5501 or e-mail [email protected]. For more advocacy tools and information, log on to www.SupportMusic.com. TABLE OF CONTENTS
8 Wanna Play? NAMM LAUNCHES NEW CONSUMER CAMPAIGN The association’s new consumer campaign is all about spreading the word about the benefits of making music and driving more customers into NAMM Member retail stores. Retailers can even opt-in on regional promotions, asking local consumers, “Wanna play?”
4 From the President 18 Retail NAMM President/CEO Joe Lamond Independent Retailer Johnny introduces PLAYback’s new look, as Thompson Shares His Thoughts on well an the industry’s new Wanna Ways Other Small Dealers Can Play? consumer campaign. “Survive and Thrive” • Independent Retailers Have a New Voice • 6 NAMM Events 5 Ways to Stay Alive in 2007 • The NAMM Show—It’s Your Show • Opt-in on NAMM Retail Promotions Making the Most of Your Show Days • Timeless Traditions & Modern 22 International Innovation • The NAMM Idea Center NAMM University Makes Its Mark at • NAMM University Breakfast Music China • The World’s Largest Sessions • Meet Me in Austin! Drum Circle Forms in India • International Membership Has Its 10 Music in the News Benefits • NAMM’s New International Music Products in the Media • Members NAMM Sponsors HBO’s The Music in Me Premiere • Oh, Say Did You See? 25 Reps in the Field The Association’s Patriotic Rose 5 Steps Toward a Stronger Parade Float • NAMM Joins with Relationship with Your Retailers Americans for the Arts to Promote Music Making 26 New 8 Domestic Members 12 Washington Watch NAMM Welcomes Its Newest 16 Education Back to Capitol Hill • Members from the United States NAMM Opens the Lines of Communication to Politicians • 28 Music Notes NAMM Takes the Fight for Music NAMM Exhibits at AARP “Life@50+” Education Back to Capitol Hill Expo • NAMM Announces New Board of Directors Nominees • AMC Survey 13 Music Research • RMM Online • New Boys & Girls Music Research in the Spotlight • Club Program Prepares for National School Administrators Think School Debut • NAMM Exhibiting at After- 20 Music Programs Foster Success School Music Conference 14 Commercial 32 Resources Industry Innovator: Brian Judd of This section provides a full listing of 24 Wedgie Products • 5 Ways to Build a NAMM resources that can benefit Bond with Your Dealers • The your business. Industry Bookshelf: The Long Tail by Chris Anderson • Industry Technology Standards in Development 34 Viewpoint What worked for your business in 2006? Three NAMM Members share what helped their companies to move 28 forward over the past year. THE BEAT
A Note from the President Wanna Play?
Welcome to the recently redesigned you to harvest these new players. This is PLAYback magazine. Our new look reflects your chance to help them pick out an a new strategy in streamlining our instrument, sign them up for lessons and communications to you, NAMM’s Members. keep them engaged in active music making Knowing how busy your lives are, we will so they will visit your store for years to now produce the publication quarterly, come. By adopting a program like this, our supplementing it with quick, individualized industry can take control of its future and e-newsletters that focus on stories specific continue to grow. to your category of Membership: Retail, Commercial, Rep or International. We hope For more on the specifics of theWanna you like the new PLAYback magazine and Play? campaign and how your company can PLAYback Digital newsletter and, as always, get involved, please turn to page 8. In we welcome your input and suggestions. addition, retailers can learn about other opt-in programs for reaching their local In addition to enhancing communications to customers on page 21. We’ve had a our Members, NAMM is also embarking on great response to these initiatives from an exciting new outreach campaign aimed participating retailers, and I encourage you at the buying public—your potential to join with other proactive dealers in taking customers. Since many of you told us you advantage of these outreach opportunities. wanted a high-profile media campaign that would not only help create more active By reaching out to music makers, but drive them into your Sincerely, the national and music store, the new Wanna Play? initiative is the direct result of your good ideas. local media through a variety With input from our Independent Retail Joe Lamond of public relations Committee and Members across the NAMM President and CEO country, and with the guidance of a vehicles, we hope prominent public relations firm, NAMM to inspire people to created the groundbreaking Wanna Play? make music and campaign with the intention of bringing enable you to music making to the forefront of the American consciousness. By reaching out harvest these new to the national and local media through a players. variety of public relations vehicles, we hope to inspire people to make music and enable Wanna Play?
Editorial Director Deborah Brada We do 50 to 60 percent of our business Communications Specialist “in the fourth quarter. We need a summer show Lara Severson so we can make our purchasing decisions. Writer Kymberly Drake Clyde Richardson, Axes Music, Frankfort, ILL.” Art Director Stuart Robertson Graphic Designer Megan Nelson Production Coordinator Jonathan Moyer
NAMM Executive Committee Dennis Houlihan, Chairman; Chip Averwater, Vice Chairman; Tom Schmitt, Treasurer; Kevin Cranley, Secretary; Joe Lamond, President/CEO
NAMM Board of Directors Tom Austin, Russell Beacock, Brian Chung, Rick Drumm, Robert Eastman, Gary Hanser, Wu-Hung Hsieh, Harvey Levy, Susan Lipp, Daniel Marshall, Bryan McCann, Ellen McDonald, William Mendello, Dale Miller, Jerome Murphy III, Bill Reim, Richard Rejino, Jim Rupp, Dean Samuel, Denny Senseney, David Teeple, Mathias von Heydekampf, Craigie Zildjian and NAYMM President Alysha Sides Greevy
NAMM Staff Directors Dominique Agnew, Associate Director, Trade Shows; Cathy Beckett, Director of Administration; Judy Dodds, Director of Membership Services; Betty Heywood, Director of International Affairs; Kevin Johnstone, Director of Trade Shows; Dan Kessler, Director of Technology; Mary Luehrsen, Director of Public Affairs and Government Relations; Larry Manley, Chief Financial Officer; Patricia Martin, Chief Operating Officer; Melanie Ripley, Associate Director, Member Contact Center; Scott Robertson, Director of Marketing & Communications; Ken Wilson, Director of Professional Development
Governmental Affairs Goldberg & Associates; Nelson, Mullins, Riley & Scarborough LLP Washington, D.C.
NAMM PLAYback is published quarterly by NAMM, JULY 27–29, 2007 the International Music Products Association® Inquiries should be sent to: AUSTIN, TEXAS Editor, NAMM PLAYback, 5790 Armada Drive, Carlsbad, CA 92008 Phone: 760-438-8007, ext. 125 Fax: 760-438-7327 AUSTIN CONVENTION CENTER e-mail: [email protected] EVENTS
The 2007 NAMM Show—It’s Your Show! MAKING THE MOST OF YOUR SHOW DAYS
See the Band, Be the Band! Pre-Show Performances TIMELESS TRADITIONS & The annual performance of the Fernand L. Each morning at 9 a.m., you can catch MODERN INNOVATION Petiot All-Industry Marching Band will pre-show performances in the convention The Museum of Making Music Focuses on mark the official show opening, as this center lobby, and return again at 5 p.m. Industry Evolution group of your peers parades through the for more music before you take off. Stop A glimpse of recent gallery displays sets lobby and around the exhibit halls. If you by the outdoor stage where bands will be the scene for the Museum of Making want to join in the fun, visit the NAMM playing throughout the day. And don’t Music’s show exhibit, demonstrating its Idea Center (Booth #5501) at 8 a.m. on forget the drum circle outside the philosophy of “tradition as the foundation Thursday, January 18. Bring your convention center on Friday at 5:45 p.m. of innovation.” Stop by Booth #5501 in mouthpiece, and we’ll provide the rest. Come pick up a drum and join in the fun Hall B to learn more about this Rehearsal starts at 8:30 a.m. of this annual NAMM Show event! institution’s role in preserving our industry’s history while welcoming modern A Musical Tribute adaptations—and get a sneak peek of the to Industry Leaders 2007 gallery exhibition schedule. As we do at every NAMM Show, we’ll be paying tribute to the industry members THE NAMM IDEA CENTER we’ve lost during the past year with a Quick Tips for Better Business video montage of photographs and Throughout the show, NAMM University interviews accompanied by a live bagpipe offers a variety of free, focused sessions performance of the Los Angeles Scots Pipe every 30 minutes in the Idea Center Band. Please join us Thursday, January (Booth #5501 in Hall B). All are loaded 18, at 5 p.m. in the convention center with great information in a condensed lobby, where we’ll gather to remember format to maximize your time on the show these industry leaders and friends. floor. Check the Supplement for NAMM U session schedules and descriptions. Taking Care of Business The NAMM R&B Club, located below the Take Note of the Valuable Information escalator in the lobby of Hall E, provides a Be sure to pick up your FREE copy of the quiet space off the show floor for you to “Idea Book,” available at the Idea Center focus on the business at hand. This large, when you complete a Member profile multi-lingual business center is open to update. A new addition for 2007, this those with red or blue badges only, and is booklet contains key take away points from equipped with meeting tables, e-mail each session access, a free copier (with a 25-copy limit), language translators, and a variety Enter to Win an iPod nano of complimentary beverages. A Drop by the Idea Center or any of the receptionist will be available if Members NAMM U Breakfast sessions and enter our need to leave messages. iPod nano giveaway! The winner will be notified immediately after the show ends.
6 PLAYback NAMM University’s powerful, informative Breakfast Sessions give you the opportunity Meet to “fuel up” while listening to industry leaders tackle the hot topics—a great way to get Face-to-Face going before you hit the show floor. Join us each day for a complimentary hot breakfast served at 8 a.m., followed by an 8:30 a.m. panel discussion at the Hilton Anaheim with Future Hotel’s Pacific Ballrooms A, B and C. Leaders!
Career and Internship Event Friday, January 19 10:30–11:30 a.m. Hilton Anaheim Hotel, California Ballroom C
Seeking good employees? Find those with great potential here! If you’re looking for an employee or intern, join us to meet qualified, soon-to-be graduates of music business programs.
The 2006 NAMM Show Breakfast of Champions featured Hartley Peavey, Terry Lewis, Governor Mike Huckabee, Sir Ken Robinson and Mick Fleetwood. Meet Me in Austin!
Thursday Saturday 2007 Summer NAMM Breakfast of Champions— “Pretty Good for a Girl...” Returns to the Live Music My Favorite Mistake Did you know that women make 80 Capital of the World In this session, NAMM President and CEO percent of buying decisions in the United Joe Lamond leads the discussion about States? CPA Alan Friedman moderates this The music-filled city of Austin, Texas, will lessons learned, and tactics and strategies panel of high-profile female retailers, again host the industry’s mid-year for dealing with marketplace challenges suppliers and musical artists who have gathering, July 27–29, 2007. The “Live and opportunities with Henry Steinway, transformed market trends into actionable Music Capital of the World” sets the Steinway & Sons; Paul Reed Smith, PRS strategies and tangible results. perfect scene for 2007 Summer NAMM, Guitars; Bob Taylor, Taylor Guitars; and where you can get your business set for Bill Everitt, Brook Mays Music. Sunday holiday sales. Meet your industry peers at Best in Show— the show and take advantage of NEW Friday This Year’s Hottest Products exhibitor-to-dealer product and sales The Big Issues: Profitability Join Music Inc. Publisher Frank Alkyer training opportunities, build relationships, This session addresses the components and his “motley” panel of retail buyers, pick up tips from enhanced NAMM that support and strengthen the bottom media and gear heads for their top picks, University sessions and enjoy non-stop line, and practical actions that can make as they scour the aisles and dig into the musical entertainment. For more a difference to your profitability. Hosted by merchandise to find the best products, information, log on to summernamm.com. buying and sharing group AIMM (Alliance ideas and trends from the 2007 NAMM of Independent Music Merchants) and Show. moderated by Bill Hinely, Hinely Training and Development.
WINTER 2007 7 NAMM Asks Consumers:
National campaign launched to drive customers to NAMM Member stores.
Wanna Play? That’s the question NAMM is posing to In coordination with the program launch, NAMM’s Web site consumers nationwide to encourage people of all ages to go was revamped to streamline navigation and to incorporate to their local music store, purchase an instrument and a new Wanna Play? site area. Here, consumers have access experience the many health, social and educational benefits to a Dealer Locator tool that helps prospective musicians find of making music. their closest NAMM Member retailer to help get them started.
The Wanna Play? campaign kicked off November 15, with NAMM President and CEO Joe Lamond and Making Music Magazine’s Editor-in-Chief Antoinette Follet speaking to more than a dozen radio and television morning news shows nationwide about how playing music can enhance people’s lives.
“There is a growing body of evidence that shows there are many educational benefits for children who play music, and adults and seniors find many health benefits as well,” Lamond told a reporter from channel KVUE in Austin, Texas. “A recent Gallup Poll shows there are two kinds of people: those who play music and those who don’t but wish they could. This message is for those who don’t play to just go ahead and pick up an instrument.”
NAMM also issued to the mainstream media nationwide a press release outlining the many health and wellness benefits of playing instruments. The story was then picked up online and in numerous markets.
According to NAMM Director of Marketing and Communications, Scott Robertson, the launch of the campaign was timed to coordinate with the holiday season.
“The retail market knows from experience that Thanksgiving weekend and Christmastime are prime purchasing times for consumers, so we wanted to send a strong message that instruments can make great gifts as well,” Robertson says.
8 WANNA PLAY? NAMM’s Satellite Tour Celebs Speak Out Reaches 10 Million About Music Making
NAMM picked the perfect time to inform the public The new Wanna Play? campaign puts celebrities in the about the benefits of making music for people spotlight to talk about how music making changed their lives. of all ages and invite them to give it a try. Anyone who plays an instrument can In the wee hours of tell you what fun it can be, but when November 15, NAMM that person is in the public eye, President and CEO Joe people really listen. Lamond and Making Music Magazine Editor-in- That’s why one facet of the new Chief Antoinette Follet campaign will feature the personal arrived at a television testimonials of celebrity music studio in San Diego makers, some known for their
prepared to embark on musical talent, others famous for Music has been my airline ticket to a new world of possibilities.
To play music, I don’t need any money in my pocket, their firstWanna Play? very different reasons. A number or a good pair of sneakers, or anyone else around. I never even planned on having an audience, it just worked out that way
. media tour. For the of noted musicians will join As long as I’m hearing and playing great music, I really don’t need anything else at all. next few hours, they NAMM in supporting the
talked live via satellite with consumer outreach efforts, and Gavin DeGraw To find out more about the proven benefits of making music, visit
television journalists from around the nation, the search is on to find more namm.org promoting the benefits of making music. celebrities, including musicians, sports figures, politicians and actors who enjoy music as a pastime. Reporters at TV stations in 12 U.S. cities, including Denver, Sacramento and Austin, as well as local and national radio “We want people to know that even their favorite actors and stations, interviewed the pair. Information about the Wanna sports heroes like to play [music] just for fun,” says Lamond. Play? campaign was also picked up online and run by “Like you and I, they may not be pros at it, but can still find it a Yahoo! News, About.com and a variety of other Web sites. great pastime and a source of self-expression. Just about The launch is estimated to have reached close to 10 million everyone agrees that all children should be exposed to people. music education in the public schools, and by getting celebrities on board to help us further our mission, it will During the interviews, Lamond and Follet had the opportunity bring our message even further into the spotlight.” to tell the public about the many educational, health and social benefits associated with making music, promote music Rock star Gavin DeGraw volunteered to be an ambassador as a lifestyle for people of all levels of experience and discuss for the national effort, and was filmed by NAMM speaking music product trends. about his personal experiences and passion for making music. NAMM will continue to roll out the Wanna Play? campaign over the coming year, including the release of celebrity “Music has been an airline ticket to a new world of public service announcements, a special retailer’s guide possibilities,” says DeGraw. “As long as I’m hearing and produced by Making Music Magazine and the playing great music, I really don’t need anything else at all.” announcement of the Corporate Wanna Play? Awards, Look for more from DeGraw and other celebrities about why acknowledging the best use of music making in non-music- they Wanna Play, as NAMM continues to roll out its new related advertising. consumer campaign.
Wanna Get Involved?
Retailers and Commercial Members alike will have the opportunity take part in the Wanna Play? campaign.
In addition to being included in the Dealer Locator database, NAMM Retail Members can opt-in on several Wanna Play?- related events and promotions (see page 21). NAMM is also making the Wanna Play? Web banner ads available to all NAMM Member companies that want to show their affiliation with the campaign. If you would like a file of theeb W banner, please contact [email protected].
Does a celebrity spokesperson represent your products? Do famous people frequent your store? Is there a well-known person who got started in music by taking lessons with you? We need your help! NAMM is seeking musicians, sports figures, politicians and actors to appear in a variety of education and marketing initiatives to help foster music making and music education, and drive consumers to local NAMM Member retail stores.
If you work with celebrities who have a musical tale to tell, please e-mail [email protected].
WINTER 2007 9 MUSIC IN THE NEWS
Music Products in the Media Savvy companies find that adding a little music making to their marketing mix might just amplify their product brands
manufacturer Volkswagen turned up its sales volume by joining with NAMM Member company First Act on a “free guitar with purchase” promotion. News coverage of music making has also picked up, with recent stories about the New Horizons Music program featured on NBC Nightly News, an article about which instruments are most popular in Time Magazine for Kids, and a USA Today profile of NAMM Retailer Mark Goff, explaining how he achieved These days music making seems to be “NAMM has long recognized companies and business success by narrowing down his everywhere you look. You can’t turn on the organizations that use music making in their inventory to specialize in band and TV or open a magazine without seeing ads advertising efforts, but now we’re seeing it orchestra instruments. prominently featuring musical instruments. more than ever before,” says NAMM Showing people making music provides an Director of Marketing and Communications Says Robertson, “Featuring music products instant sense of “cool,” a fun display of self- Scott Robertson. “I believe this trend and music making is a powerful way to set expression or even traditional family values. reflects the public’s growing interest in a tone in a company’s advertising efforts or Whether advertisements show children music making and their belief in the value to target specific demographics, and I playing band instruments, teens practicing that it brings to their lives.” expect that this trend will only increase as with their garage band or svelte models NAMM’s Wanna Play? campaign continues using flutes as fashion accessories, this Companies that feature music making in to gain momentum in 2007.” marketing strategy seems to be growing in their advertising campaigns include Ford, popularity as a way to reach target Rolex, CitiBank, Target, The Gap, T-Mobile, audiences. Sketchers and even H & R Block. Auto
Oh, Say Did You See the Rose Parade?
With a majestic and patriotic float, NAMM, The float, themed “Natural Harmonies, Oh MENC and the Oak Ridge Boys paraded Say Can You Sing,” commemorated the through millions of living rooms on New National Anthem Project, an MENC initiative Year’s Day, spreading the word about the that re-teaches Americans the words and benefits of making music. significance of the National Anthem, and champions the importance of school music For the fourth year in a row, NAMM education programs. Along for the ride were music products industry a grand stage to sponsored a float in the Tournament of country music legends The Oak Ridge Boys, present our message about the proven Roses parade, this time joining with MENC: who performed live, as well as a 100- benefits of making music to people of all The National Association for Music Educa- member choir. ages,” says NAMM President and CEO Joe tion to celebrate the music products Lamond. “It’s important to spread the word industry’s commitment to music education. “Our 2007 Rose Parade float gave the that learning to play music is fundamental.”
10 PLAYback NAMM Hosts Premiere of NAMM Joins with HBO’s The Music In Me Americans for the Arts to The association joins with HBO Family in unveiling a Promote Music Making very special television event spotlighting young musicians from a variety of musical and cultural traditions
embraced by children across America. The children profiled range in age from 7 to 11. NAMM President/CEO Joe Lamond and Americans for the Arts President Robert Lynch pictured with a sample of the national ad campaign. “The Music in Me clearly captures the joy of music making and As the nation’s leading nonprofit organization for advancing the arts in the demonstrates its ability United States, Americans for the Arts is to help kids reach their the perfect partner for touting the benefits full potential. After of music education.
watching this program, NAMM and Americans for the Arts are what parent wouldn’t preparing to embark on a three-year want their child to national advertising campaign utilizing play music?” television, print, radio and Web site mediums, which will communicate the inherent value and benefits of active participation in music and the arts. NAMM was joined by Music for All in sponsoring the program. Both organizations The launch will underscore the importance are part of the SupportMusic.com Coalition, of arts education in school, home and a national leadership network of more than community life, and emphasize its critical Music enriches us all, and the seeds for 120 businesses and nonprofit organizations importance in children’s education. appreciating it are planted in childhood. On working to assure that all children have October 6, NAMM sponsored the premiere access to music education in the United The joint initiative is a campaign called presentation of The Music in Me: Children’s States. “Art. Ask for More,” developed with the Ad Recitals from Classical to Latin, Jazz to Council, which assists nonprofits and Zydeco at Carnegie Hall in New York City. “The Music in Me clearly captures the joy of service organizations in presenting public The invitation-only screening was followed music making and demonstrates its ability awareness advertising campaigns. by live performances by the children to help kids reach their full potential,” says featured in the documentary. NAMM President and CEO Joe Lamond. “This partnership is very important to NAMM “After watching this program, what parent and its Members,” says NAMM President Debuting the following evening, the half- wouldn’t want their child to play music?” and CEO Joe Lamond. “By working with hour program was the first segment of a HBO will debut the remaining specials in Americans for the Arts and the Ad Council, three-part series celebrating children’s this series, The Leopards Take Manhattan: we believe we can expand access to arts innate and powerful energy to make music. The Little Band That Roared and The Music education in this country and keep our The show combines performance footage In Me: The Family Special, later industry strong.” and home-video clips displaying the stirring this year. and surprising scope of musical styles WINTER 2007 11 WASHINGTON WATCH
NAMM Opens the Lines of Communication to Politicians namm and SupportMusic.com web tools help Members take action on issues Affecting Their Businesses
NAMM Members have a new opportunity to express their views directly to federal- and state-elected officials about legislation Similarly, the SupportMusic.com Action “We need many voices to create access to affecting their businesses. Alert area allows NAMM Members and the music education for all children,” says Joe general public to communicate directly Lamond, NAMM’s president and CEO. “This On namm.org, new Action Alerts— with officials about the importance of music interactive Web portal was designed to specifically relating to estate tax, small education. Site visitors can use the Action empower NAMM Members and the public business health plans and e-commerce Alerts to e-mail California Governor Arnold to directly communicate their views on tax—provide simple steps for customizing a Schwarzenegger about his recent approval specific topics to politicians and advocacy message and sending it to decision-makers. of funding to support music and arts groups.” Log on to namm.org/government-relations education. They can also contact Congress to be heard by lawmakers and learn more members on topics such as the importance To affiliate with the SupportMusic about NAMM’s political efforts for Member of language in legislation assuring that Coalition, e-mail [email protected] or businesses. music is part of a quality education. visit supportmusic.com.
NAMM Takes the Fight for Music Education Back to Capitol Hill The Second Annual Fly-In to be held in march
leaders and others from the music products March 7. NAMM will also host two policy- industry to present current music education leader events at the Anacostia Museum in issues to lawmakers. With the anticipated urban Washington, which is featuring an re-authorization of the federal No Child exhibition celebrating the 100-year history At the association’s first Fly-In for Music Left Behind legislation slated for 2007, it is of music education in the D.C. public Education, NAMM representatives joined important for industry leaders to continue to schools. Yamaha and NAMM will co-host forces with GRAMMY® Award-winner advocate for music education and ensure an advocacy event at “the Gig”—Yamaha’s and music icon Dionne Warwick and R&B that the language of federal education new music education and Recreational performer Peabo Bryson to address the legislation assures that every child has Music Making venue—located in the benefits of active music making and the access to a quality education that includes National Music Center in Washington, D.C. vital role it plays in a quality education for all music. children. To learn how you can get more In addition to meetings on the Hill, NAMM involved and strengthen your community’s The March fly-in will bring together NAMM will host a reception in the Capitol for music education efforts, log on to members of Congress and staff on www.supportmusic.com.
12 PLAYback MUSIC RESEARCH
School Administrators Think School Music Programs Foster Success NAMM AND MENC RELEASE STUDY EXAMINING SCHOOL 96% 89% PRINCIPALS’ BELIEFS ABOUT MUSIC EDUCATION AND WHETHER THEY CONTRIBUTE TO SCHOLASTIC SUCCESS
According to a new Harris Interactive element in student success, typically poll released to the media in November, less than 10 percent of a high school’s high school principals strongly believe instructional budget is allocated to its music music education promotes the academic program. On average, more than 20 percent they need to institute or maintain music success of their students. In fact, 96 of a school’s music budget is funded from education in their schools. percent of public school administrators outside the school through fundraising interviewed believe that participating efforts, which is one of the reasons why “We now know that the vast majority of in music education encourages and only 50 percent of public high schools school principals interviewed believe music motivates students to stay in school include music as a core academic subject, education has a powerful and lasting impact longer, and 89 percent agree that music and only 66 percent of these high schools upon their students,” says NAMM President education contributes to higher require participation in a music or other and CEO Joe Lamond. “We must continue graduation rates. arts course for graduation. NAMM is taking to work with these administrators, as well as steps to improve access to music education legislators, to ensure that music education While the majority of school principals by partnering with groups such as MENC is an essential element of every child’s agree that music education is an important to provide administrators with the evidence education.”
Music Research in the Spotlight Do children who receive musical training have better memory skills? That’s exactly what emerging scientific research suggests.
A study published in the Researchers at McMaster University in September 2006 issue of Canada noted, “It is very interesting that the scientific journalBrain the children taking music lessons improved more over the year on general memory skills indicates that young that are correlated with nonmusical abilities, children who received a such as literacy, verbal memory, visuospatial year of musical training processing, mathematics and IQ, than did showed brain changes and the children not taking lessons.” superior memory when Source: Takako Fujioka, Bernhard Ross, compared with children Ryusuke Kakigi, Christo Pantev and Laurel who did not receive the J. Trainor. Brain, a Journal of Neurology. instruction. Oxford University Press, September 2006.
WINTER 2007 13 COMMERCIAL
Industry Innovator: Creating a Successful Business, One Pick at a Time With an Idea for a Guitar Pick, Technology Expert Brian Judd Upgrades His Creativity as He “Wedges” His Way Into the Market
Brian Judd • Wedgie Products • Campbell, Calif.
Apple Computers started Four years ago, Brian in a garage. Starbucks had been working on high-end network started with one simple systems for the storefront. Many of today’s computer industry greatest consumer product when he had the idea companies had humble to create practical and ergonomic guitar beginnings. Brian Judd, accessories. “Although former “computer geek” I was doing pretty well in computers, my head and into other people’s hands,” and self-proclaimed passion was in design and in music,” he he said. says. “I enjoy playing guitar, and a little “mad scientist,” hopes his drums. I got into guitar in high school when Brian soon had his first product and, with California-based company, I strung my dad’s old beat-up souvenir the help of his wife, Jill, christened his Wedgie Products, will be guitar from Tijuana and learned to play.” company Wedgie Products in an effort to the next Fender Guitars of promote it to music product distributors. Fueled by the need for a pick holder for “To me, ‘Wedgie’ means innovation—it’s the music products industry. his acoustic guitar and a more comfortable cool and funny and shows the fun attitude guitar pick, he started making prototypes. we have. We don’t want to be a stuffy He taught himself computer-aided design company,” he explains. (CAD), CNC machining and purchased a molding machine on eBay so that he could Although Brian originally planned to learn how to produce product molds. “I license the product inventions to other wanted to get the product ideas I manufacturers, once he made the products, had out of my he says he realized that he didn’t want to just give it away. “I first started working with the distributors Midco and St. Louis. They carried the pick holder in their catalogs.”
14 PLAYback
Brian went to the NAMM Show in 2003 Marketing the products with Glad garbage bags full of his picks. “I is still a grassroots effort spent the whole show at the Midco booth for this mom-and-pop promoting the product, asking people, outfit, but musicians ‘Have you ever had a Wedgie? Get a like Steely Dan, Toby Wedgie!’ It was tons of fun and traffic was Keith, Marc Anthony, Pat Green and crazy, but I knew I Seal use Wedgie had to have a line products, which It’s total creative of products to be Every year I helps the company freedom. My successful.” create a buzz. development time can come out with be weeks, where for other people Brian spent that first new products,” “It’s mostly it can take months. It gives us an edge in year after the show word of mouth,” the marketplace.” With all the research expanding the Wedgie Brian says. “It’s all Brian says. “We and development done in-house, Wedgie line to include bass distribute in 30 partners with manufacturing facilities in the and mic stand pick based on simple countries. NAMM United States to produce the products. holders, anti-vibe drum is a big part of our shocks and three innovations, things business. We are “Music is taking a front seat in marketing new lines of picks, that people might very crowded at our across all segments because guitars are including rubber picks booth, often with so popular with the general consumer,” for the acoustic and not have thought three-people-deep Brian says. “We are in a relatively small classical guitar that in the aisles as we industry in terms of market size, but it’s one sound like fingers, of, but are simple, do our product of the most influential industries there is. not picks, playing the ergonomic and demos. It’s a great We haven’t really tapped its full potential.” strings. place to introduce Wedgie’s potential, it seems, could be elegant. new products.” limitless. “All were innovations, and I showed them at At last year’s show, the Anaheim show that next year,” he says. Brian unveiled a cable manager called the WHO’S USING “I designed my picks using Play-Doh. I Esclip. “We’re now in a licensing deal with WEDGIE? rolled out pick shapes and held them in my a $30 billion company that will market it for hand to see what it wanted to do with the general use in other industries,” he says. Toby Keith George Strait pick when my hand moved. I used CAD to Brian now also does product development SEAL Steely Dan transform that design to a 3-D model.” The for other music products companies. Marc Anthony Warped Tour end result was subtle ergonomic contours “There’s plenty of business for everybody. Rafael Moreira / Pink Groovie Goulles that fit comfortably and naturally into the We focus on building good relationships. Pink BackStreet Boys musician’s fingertips. That’s what I like about this industry,” he OverIt Marc Chestnut says. 5506 Now, nearly four years later, Wedgie offers Billy Livesay 11 product lines. “Every year I come out What’s the next step for Wedgie? “I am this Pat Green with new products,” Brian says. “It’s all mad scientist,” Brian claims. “I can think of based on simple innovations, things that a new product, jump on my computer, go to people might not have thought of, but are the shop, cut a mold and have it in a day. ergonomic and elegant.”
WINTER 2007 15 COMMERCIAL
5 Ways to Build a Bond with Your Dealers
by Danny Rocks, The Company Rocks
If a retailer is successful, their suppliers will benefit from this success. The retailer will have exceeded expectations and enhanced the value of the product line. Likewise, retailers greatly benefit from the support that top suppliers are able to provide at all stages in the sales process. Here are five tips for building and sustaining successful relationships between retailers and suppliers:
Invest. Successful suppliers invest in their sales staff. They 1hire people who have a strong desire to serve the customer. They continuously train their staff to be knowledgeable about Both suppliers and all aspects of the business, not just product knowledge. A Professional Development. retailers need to commit to continuous training. Learn how to sell dedicated sales staff knows how to get things done efficiently for 4 on more than price; how to effectively merchandise your store; both the supplier and their retailers. Two essential elements are how to implement an in-store lesson program; how to improve knowing whom to call and having the confidence that the job and update your marketing (especially Internet-based marketing). will get done. NAMM University offers courses on each of these subjects, taught by industry experts. Suppliers can greatly increase their sales by Coordination. Far too many sales opportunities are encouraging their retail partners to attend these sessions and 2 lost due to poor coordination between suppliers and retailers. implement this training in their stores. Products that do not arrive on time or are in short supply for an advertised sale result in lost revenue for both parties. Open Suppliers can greatly increase profitability the lines of communication. Suppliers need to inform their Financing. by working with their retail partners to improve their financial retail partners when there will be a delay; retailers need to allow 5 performance. Consider the sales cycles of your retailers when sufficient time to properly prepare for major sales events. Take establishing payment terms. Concentrate on inventory turns—not advantage of your supplier’s advertising allowance (if available) just master orders. If necessary, train your retailers to become and ask for their help in staging your events. better financial managers. Let them know about the various financial options available. Once again, NAMM University offers Honest Expectations. Suppliers need to take a more some wonderful courses on this subject of which both retailers and 3 strategic approach to the retail landscape. All markets are not suppliers should take advantage. created equally; you cannot just dump product into a market and expect it to sell. Markets must be developed. When supply Danny Rocks, founder of The Company Rocks, started as a exceeds demand, prices drop, margins are compromised and professional musician at age 12 in his native Philadelphia; suppliers and retailers grow angry at each other. In a successful played piano for and conducted major productions on Broadway; relationship, both parties work in coordination for their mutual and served in executive positions in the printed music industry benefit. Suppliers should not “stuff” the channel. Retailers for 29 years. In July 2006, he formed The Company Rocks. should not take on competing lines. They need to support strategic lines: deploy a “good, better, best” policy or stock entry-level, step-up, professional lines.
16 PLAYback The Industry Bookshelf
INDUSTRY TECHNOLOGY The STANDARDS IN Long DEVELOPMENT Ad-Hoc Committee of Experts to Release First Version of Business-to-Business Tail Standards at 2007 NAMM Show By Chris Anderson To support commerce between Commercial In The Long Tail, Wired magazine editor Chris and Retail Members, NAMM formed a Anderson examines some fundamental shifts in committee of technology experts to draft retailing and distribution that are changing the business-to-business (B2B) standards for way entire industries conduct business. Digital the music products industry. This Ad-Hoc distribution has allowed an almost-infinite choice for consumers, who are exploring the Technology Committee of the NAMM Board of niches and spending their money on a wide variety of products (and less of their money on Directors has been working since early 2006 the mega-hits that used to generate mega-sales figures). to develop consistent, efficient methods for conducting electronic transactions, and now This has dramatically affected a number of industries, including the business of marketing plans to release version 1.1 of the standards and selling recorded music. Today, computer maker Apple is the largest seller of recorded in January. music (1 billion songs sold as of February 2006), while longtime brick-and-mortar chain Tower Records filed for bankruptcy in August 2006. The committee, which is composed of technical experts not represented on NAMM’s This book paints a very interesting picture of the future of digital retailing. Will these Board, includes Paul Ward, Roland US; Robin changes affect the music products industry—and how can we take advantage of the Walenta, West Music; MaryAnne DelMundo, situation? The Long Tail is a must-read for anyone wanting to understand future trends in Guitar Center; Steve LaMonde, Kaman; Greg retailing and marketing. Bryniak, D’Addario; Amy Pearson, Sweetwater; William McGloine, Korg; and Pat Murphy, Ken Wilson Tri-Tech. Director of Professional Development NAMM If you’re interested in B2B technology issues, join the committee during the NAMM B2B Interest Group meeting, scheduled for noon, Friday, January 19, in the Hilton Anaheim Hotel’s Huntington Ballrooms A, B and C. The standards will be presented at this lunch meeting, which is open to all Members. Please RSVP on NAMM’s B2B micro-site at http://b2b.namm.org.
If you are unable to make the meeting, but would like to learn more, log on to the B2B What are you reading? Please e-mail [email protected] with books site, where the committee’s progress and that helped you better understand business, the industry or consumers. results will be published.
WINTER 2007 17 RETAIL
Survive and Thrive Guide for Indies by Johnny Thompson
Home Depot’s slogan is “You can do it, we can help.” Staples, “That was easy.” Radio Shack, “Yeah, we got that.” And now the slogan for Independent Music and Service Centers: “We work for you!”
This is the Music for Everyone (MFE) cost-of-living increases. The public mood will information, visit the California Alliance for message that our group’s members convey be of industry concern, as post 9/11 U.S. and Arts Education site at http://artsed411.org). to each of our customers: “We are your world events will lead to further cautiousness independent music and service center(s); in discretionary spending. Indie music center owners and managers We work for you!” Of course, as indies, will benefit by establishing personal we have to care the old-fashioned way Music will continue to enjoy relationships with teachers. After doing this, and prove it every day. If your store is unprecedented popularity in America increase your inventory of non-discretionary not yet a complete-service indie, think As 77 million baby boomers enter their active and semi-discretionary products seriously about making some changes and post-employment years during the next recommended or mandatory for students adapting so you can survive and thrive in decade, many Recreational Music Makers and school programs, especially popular today’s climate—and the music products (RMM) will visit local independent music accessories, small goods and parts, as well marketplace of the future. centers. Boomers want their needs served as instructional books with your store labels with knowledge, experience, integrity—and (this is free advertising). Below is a short self-help guide that warranty. NAMM is also working on expanding highlights some of the critical issues for the its popularity through their new Wanna Play? Avoid owing money to vendors, times ahead. Are any of these challenges on campaign. especially for back stock, low-profit your front burner yet? and slow-selling inventory School arts programs have always suffered Maintaining positive cash flow is top priority. The “green oil” economy and enviro- the most from state budget cutbacks, but Wishful thinking of pay-later inventory friendly technology will create millions the importance of music and other arts is on purchasing is seductive, but it’s a slippery of jobs and profits as this trend the rise. For example, thanks to leadership slope that leads to negative cash flow accelerates in the future. Currently, for and tireless legislative work from NAMM, (which makes you “live on the edge” before low-to-mid income families, discretionary more money for arts programs is heading the fall). Of course there are short-term, expenditures will continue to be affected by for California public schools (for more common-sense exceptions, but for survival
18 PLAYback and success, practice the discipline of make some positive changes that can point in-house stocking of products. Up-and- reality buying and keeping expenses in toward the path of greater success? NAMM coming suppliers are far more likely to be line. Each space-consuming product must has programs already in place, plus new, flexible and have MAP policies that actually produce a satisfactory profit with adequate exciting and innovative help for indies. encourage in-house stocking. Search turns, or it’s not worth stocking. As Alan Start by subscribing to all trade magazines out good quality, attractive, lesser-known Friedman says, never “fall in love” with and reading (at least) the educational and generic or proprietary brands that you can your inventory concept, brand or product. “issue” articles plus the Letters to the Editor. double or better your investment with each Remember, each product and its space (You’re already reading PLAYback, right?) sale. costs you precious investment capital, Education (for yourself and your employees) rent, utilities and salaries, so every in-stock applied with elbow grease will be critical in Start your own group, or join one product must pay its own way. Equally the future—and NAMM U provides it free at Close regional buying and support groups important, discounting prematurely or more the shows. are fun and help indies survive and thrive. than absolutely necessary is a bad habit— To learn more, check out the NAMM and a hidden profit-killer. State sales tax University session, “Don’t Go It Alone,” with Eventually, state or federal governments Peter Sides, Friday at 1 p.m. in the NAMM Offer no-excuses complete service will (hopefully) find a way to tax all Internet Idea Center. Lessons, sales, repairs and rentals are not sales, but how many indies will be left “complete service.” to see it? Contact your congressional In closing, the supportive people at our representatives. MFE and NAMM are “new” NAMM are listening and actively Indie music centers benefit working together on a research project responding to the issues of indies. They concerning California schools sales/use tax. “get it,” and help is on the way. For by offering specialty and Look for Action Alerts on namm.org. example, our new Indie Subcommittee, niche services, with friendly composed of 18 leaders throughout the knowledge, experience and MAP policies United States, is making recommendations integrity for the community’s Manufacturers all thought low retail prices for the future course and service to 3,000+ musical needs. Indies are not with skimpy MAP (minimum advertised indie Members. price) margins would help sell more of just retailers or stores; we Now, are you ready to help yourself? are multi-faceted “centers” their products. But over time, the opposite has actually occurred. With just a few of music and services, which Johnny Thompson (Music) has been exceptions, stock and demo only what is in business since 1959. people want and need. clearly profitable. One recent example is Buffet Crampon. Although falling short Message from Melanie Ripley, Yes, schools, teachers and students, with its student-line profit margins, this Associate Director of the musicians and bands, boomers, churches, company has become the first major band NAMM Member Contact Center seniors, etc. are our “ready market.” But company to unilaterally and independently Part of NAMM’s mission is to be careful not to spread your business improve MAP margins significantly for bring together manufacturers and too thin or overextend your reach. “Build intermediate and pro instruments. Buffet retailers with products, information, ideas, relationships,” as Dan Vedda says. Earn is taking an additional step with the opinions and education to promote and trust by following through with promises. “Minimum Sales Price” (MSP) unilateral increase trade. We welcome any input Pay attention to details, work your strengths price policy on some products. This surprise regarding the above article or any other and build your weaknesses. is a bold and savvy business decision that matter concerning your Membership. will help lead to happier and better dealers Please call us at 800-767-6266 or Education, education, education by increasing inventories and sales. Most e-mail us at [email protected]. We also Do you know all you need to know—really? major-brand manufacturers in all categories invite concerned and active retailers to Are you “too busy” to invest in yourself currently have varying degrees of self- use our new NAMM message board at and your employees? Or are you ready to destructive MAP margins that discourage http://indie.namm.org.
WINTER 2007 19 RETAIL
Independant Thompson of Johnny Thompson Music; Retailers Mark Depotakis of Progressive Music; Pat Oliver of Treble Clef Music; Rosemary Rodd Have a of Leo’s Pro Audio; Don Ulrich of Yenney’s New Voice Music; Larry Garris of Corner Music; Bob Battersby of Cornerstone Music; Don Online Forum Middleton of Don’s Music Land, Ltd.; and and Industry Committee Chairman Chip Averwater of Amro Music. Subcommittee
Promote the NAMM’s Independent Retailer Online Exchange of Forum is now open for business at Ideas http://indie.namm.org. The site, which aims to facilitate open discussion about issues and challenges specific to independent The full house at the 2006 summer show’s by independent retailers and submit a retailers, has already drawn a growing group “Independent Retailer Town Hall Meeting” report to the full Board next April on how of Members who are sharing ideas and said it all: Retailers want to be heard. A this critically important part of the music opinions. long line of NAMM Members formed to ask products industry can be better served. questions and share their thoughts—and “During this time of intense industry change NAMM wanted to keep this conversation The subcommittee consists of Aaron Soriero to the traditional retail model, we believe it going. This led to NAMM’s creation of two of Music Matters; Beth Houlihan of Kidder is more important than ever to have open, outlets for continued dialog and strategizing: Music; Chris White of White House of honest communication between retailers, a new online forum and an independent Music; Craig Gigax of Meridian Music; Dan suppliers, distributors and reps on the retailer subcommittee. Vedda of Skyline Music; Gayle Beacock of tough industry issues,” says Joe Lamond, Beacock Music; Jim Rupp of Columbus NAMM’s president and CEO. “This forum is This new subcommittee of the Board Pro Percussion; Joel Menchey of Menchey designed to be our 365-day-a-year virtual of Directors will study the issues faced Music; Todd Trent of Ontario Music; Johnny town hall.”
5 Ways to Stay Alive in 2007 by Pete Gamber, Alta Loma Music
Teach Music Lessons Make Everyone Welcome Repair Instruments at Your Store 1Develop a music lesson program that 2 3This is another area you in which you can includes performance events (e.g., Who cares if they bought a guitar at the become the “specialist.” Even fix and adjust Summer Rock Band, NAMM’s “bulls-eye” store? Don’t hassle them about those “controversial” instruments; more of Weekend Warriors, Student Recitals, it; welcome them into yours—and then con- your repair revenue will be coming from etc.). Become the music lesson vert them (it’s surprising how many stores these in the future. Help these customers— specialist in your market. The “big don’t). When we get a guitar that wasn’t and make them yours. guys” can’t compete with you on this. purchased from us and it needs tuning, we And you’ll create more musicians— do it for free BUT we ring the customer up and hopefully customers. Studio rent as a “no charge adjustment,” which gets can pay your overhead. them on our POS. Got the idea? Now we know who they are.
20 PLAYback • Opt-in on promotional opportunities Opt-in on NAMM Wanna Play? at the regionals this summer Retail Promotions • Promote your store at local theater NAMM is participating in SEVERAL major musical showings of the DCI Semi-Finals events in 2007—and we want NAMM retailers to come (select cities only)
along for the ride! Summer Music Camps
• Have your store’s summer camp NAMM retailers will have several chances The VWT opt-ins available: included in NAMM’s direct marketing in 2007 to opt-in on Wanna Play? marketing e-mail campaign promoting music • Inclusion of Collateral Material in promotions for several musical events to camps for teens. Goodie Bags help them reach customers in their local
areas. These include... • Promotional Ticket Giveaways and John Lennon Songwriting VWT Posters and Materials for Contest Battle of the High The 2007 Vans Warped Tour Members School Bands • Receiving VIP Passes and a Tour of Retailers who opt-in for this promotion Want to connect with teens and young the Local VWT Festival adults in your area? Why not join forces with can increase their store traffic and sales, • The Regional Retailer 10 Percent NAMM in reaching this burgeoning market and generate buzz in their communities Discount Program at the nation’s longest-running concert by offering the bus for site visits and event festival: the Vans Warped Tour (VWT). marketing. Check namm.org/JLSC or your Drums Corps International (DCI) PLAYback Digital e-newsletter for updates The association’s sponsorship of the 50- on tour markets. NAMM’s sponsorship of the DCI city tour provides NAMM Members with championships provides your store with To learn more about these and other free marketing opportunities to promote the chance to opt-in on several marketing retailer opt-in opportunities, call Shane their stores at the local tour stop so they opportunities: Roeschlein or Jennifer Paisley at can tap into the spending power of tens of 800-767-6266.
thousands of teens and their parents. The • Tie-in your store to the local tour dates and locations will be released in movie theater showings of past for DCI events April. Check namm.org/warped tour for more information. • Get involved at your local DCI competitions by Pete Gamber, Alta Loma Music
Get Out of Your Store Use Your Phone 4Sitting and waiting for customers when 5Do follow-up calls on every sale, from a All of these tactics can be things are slow is suicidal. Do you have pick to a grand piano. Use that phone line implemented without spending skills that could help your local band (or cell service) you’re paying for. Check in money. Yes, time is money, but director? Go out and help his worst clarinet with customers, asking, “How is the guitar?” didn’t you have a lot more time players (drummers, etc.); this costs you “How is the repair?” This simple act will than money with no one in your nothing, but it breeds goodwill. Become yield more of everything: sales, lessons, store in 2006? Let’s change the student musician’s friend in your area. repairs—and repeat customers. Don’t sell that in 2007! (Note: People like to deal with merchants product, sell your store! they know. This will boost your sales through increased visibility.)
WINTER 2007 21 INTERNATIONAL
The fifth Music China exposition in Shanghai, NAMM University Makes its Mark at China, October 18–21, Music China—Important Industry Topics proved to be a great Covered, Sessions Well-Attended success, drawing 33,000+ attendees Presenter Zhao Yitian, of Central Music development, and very pleased indeed that from 90 countries and in Beijing, says, “NAMM University gave leading Chinese retailers and distributors helping the show to Chinese dealers an introduction to a shared their knowledge with other, smaller fulfill its role as the new business culture: not to sell only by companies, to grow the market together. center for musical and competing on price, not to accept fakes, NAMM is very happy with the turnout at the not to rely on teachers to make a quick sessions and the quality of the talks, as well cultural exchange in sale. The modern Chinese MI business only as the commitment by industry leaders to the Asian market. has 20 years of history of development—so be part of this process.” we need to share best business practices This year’s Music China featured a new to speed up modernizing element: the introduction of NAMM the sector. China is already University training sessions. This was the base of manufacturing perhaps the first business-education forum for most of the world’s of its kind in the MI industry in China. These instruments; she must follow NAMM U training sessions addressed a in her professional talent in broad range of topics and were delivered in retailing. If we don’t develop, two formats: “big issue” panel discussions the whole sector will lose out, and focused “how to” sessions. including the manufacturing sector.” The big issue panel discussions were designed to provide an opportunity for Overall, attendance was industry leaders to discuss key issues, counted at more than 500 including the state of the Chinese market for for the sessions and, from music products as well as the controversial the enthusiastic reception issue of intellectual property rights. This by the audiences, it seemed was addressed through the perspective that attendees welcomed this of representatives of the Chinese and opportunity to learn about international community. the industry and improve their marketing and business The goal of the “how to” sessions was skills. sharing best practices between the members of the music products community “NAMM has been running educational Music China, which financed the NAMM and providing practical suggestions for sessions at our own shows in January and U sessions, is organized by the China both Chinese retailers and international July in the United States for many years,” Music Instrument Association (CMIA), attendees to help them be more effective in says Betty Heywood, NAMM’s director Messe Frankfurt (HK) Ltd. and INTEX running their businesses. Topics included of International Affairs. “The education Shanghai, with support from NAMM as an sales, staff training/retention, the Chinese sessions are, for some of the attendees, one International Cooperation Partner. manufacturing/distribution system, repair/ of the main reasons to come to the show. service department setup, lesson programs We are very pleased that attendees at Music and competition with major chains. China took the opportunity for professional
22 PLAYback THE WORLD’S LARGEST International Membership DRUM CIRCLE FORMS Has Its Benefits IN INDIA Is your company taking full advantage of the Record-Breaking, Rhythm- variety of services NAMM offers for the benefit of its Making Event Brings International Members? Together Nearly 8,000 People NAMM Trade Shows
Shillong, the NAMM’s trade shows are two of the industry’s largest annual gatherings, allowing for face- state capital of to-face business with other music products professionals from around the world. NAMM Meghalaya in Members receive free show badges, priority trade show information and exhibitors receive a India’s remote complimentary list of registered buyers, which can be a powerful tool in your pre- and post- northeast, is show campaigns. The association also assists Members traveling from around the world by often described issuing letters of invitation to support their process of obtaining a visa. as a vibrant place. In Music USA Featuring the NAMM Global Report August, the Music USA, an annual statistical review of the music products industry in the United city had a real shining moment when it hosted States and across the globe, helps you benchmark your company’s progress. Reports the world’s largest drum circle with 7,951 from countries around the world are complemented with charts illustrating each country’s drummers—earning a place in the Guinness economic and demographic data, along with sources and destinations of imports and Book of World Records. exports. The publication also includes a summary of U.S. market data. In 2006, additional insights from the U.S. Gallup Poll and the Australian and U.K. Nexus surveys provide This was truly a Recreational Music Making event information about people’s attitudes on music making. with participants of every age, from every strata of society and from every corner of the country. The NAMM Global Online Membership Directory drummers—mainly tribespeople, schoolchildren and members of the police force—played a 20- This publication keeps our Members connected—it’s a list of NAMM’s “Who’s Who” of the minute tune called “Positive Vibrations” composed music products industry, including all NAMM Member distributors, manufacturers, retail by local musician Rudy Wallang. music stores and manufacturers’ representatives worldwide. The directory is accessible to Members via NAMM’s Web site: namm.org. Michael Sean Whitty of Guinness World Records was on site from the U.K. to present Global Market Development representatives from the Meghalaya Tourism NAMM helps to support market development programs, statistics, professional Development Forum with the official certificate. development and advocacy efforts overseas (e.g., China, Canada, the U.K. and Australia, among others). Recent partnerships with international organizations have promoted the The previous Guinness record for the “largest benefits of making music to a global audience—helping your business grow in the process. drum ensemble” was set in February 2005 by Po Leung Kuk, a charity organization in Hong Kong Timely Industry Information that helps orphaned children; the group had With PLAYback magazine and the PLAYback Digital e-newsletter for International Members, assembled 7,727 drummers. NAMM works hard to keep you updated on the music products industry with news that’s relevant to your business. To learn more about creating Recreational Music Making programs in your area, log on to Make the most of these Member benefits. For more information about any rmm.namm.org (site to launch January 19, 2007). NAMM programs or services, call 760.438.8001 or log on to namm.org.
WINTER 20062007 23 NEW INTERNATIONAL MEMBERS
NAMM Welcomes New International Members
Acoustic Woods, Ltd. Changzhou Tomorrow Hangzhou Starwave Neva-Sound Port Albemi, Canada Technology Sound Co., Ltd. St. Petersbourg, Russian Shenzhen Joyo Development Co., Ltd. Hangzhou, China Federation Technology Co., Ltd. Active Music Distribution Changzhou, China Shenzhen, China London, United Kingdom Hankuk Music Co., Ltd. Nicesound Electronics Changzhou Xingyin Yang-Ju Si, South Korea Group Co., Ltd. Shenzhen Kings Adams Musical Instruments Electron Co., Ltd. Ningbo, China Industry Co., Ltd. Thom, Netherlands Changzhou, China Haupttonart Industrial Shenzhen, China Co., Ltd. NightSun Pro Al Compas, Musica Y Papeles CHC Music Company Hong Kong Lighting Co., Ltd. Sparrow Guitar Corp. Guayaquil, Ecuador Hong Kong Guangzhou, China Vancouver, Canada HCH Musical Instrument Almateq SRL Comercial Morel S.A. de C.V. Manufacture Co., Ltd. Nonlinear Educating, Inc. SPHK Corp. Modena, Italy Naucalpan, Mexico Tianjin, China Vancouver, Canada Seoul, South Korea
AOK Tooling Limited Concert, S.A. Hebei China North Musical Percussa SPL Electronics GmbH Hong Kong Valencia, Spain Instruments Co., Ltd. Kessel-Lo, Belgium Niederkruchten, Germany Wu Yi, China Atlantic Violin Supplies Crossroad Guitars Perfect Group Co., Ltd. Sunhill United Co., Ltd. Moncton, Canada Victoria Point, Australia Hylex Electronics Co., Ltd. Hangzhou, China Tianjin, China Taichung City, Taiwan Atlas Instrument Design4sound Vertriebs GmbH Petroshop Russia Taiwan Alpha Dalian Co., Ltd. Vienna, Austria Innovative Music S.L. Moscow, Russian Federation Electronics Co., Ltd. Dalian, Liaoning, China Barcelona, Spain Tao-Yuan City, Taiwan Diyi Audio Equipments, Ltd. Picado Cardoso Antonio Audio Ease BV Guangzhou, China IVL Audio, Inc. Y Cia S Civil Taixing Fengling Musical Utrecht, Netherlands Victoria, Canada Barcelona, Spain Instruments Co., Ltd. Dumpell Corp., S.A. Taixing, China Beijing 797 Audio Co., Ltd. Buenos Aires, Argentina Jingyang Digital Audio Pro Arte Fine Acoustics GmbH Beijing, China Factory of Enping Kirchheim, Germany Ted Brewer Violins Ebsel Pro Audio Limited Enping, China Lincoln, United Kingdom Beijing Opus Musical Leadgate, United Kingdom Promusic Audio Limitada Instruments Co., Ltd. JRG Musica, S.L. Providincia Santiago, Chile Tianjin FLEET Beijing, China Erich Koch GmbH Madrid, Spain Musical Instruments Bochum, Germany Prozomax Electronics, Inc. Accessories Factory Beijing Talent Kirmizigül Müzik Aletieri Taoyuan Hsien, Taiwan Tianjin, China Trading Co., Ltd. ESI Audiotechnik GmbH Pazarlama Ticaret Beijing, China Leonberg, Germany Limited Sirketi Pulsar Light of Cambridge, Ltd. Tianjin Fusheng Electronic Istanbul, Turkey Cambridge, United Kingdom Musical Instrument Co., Ltd. Bernd Moosmann GmbH Fibenare Guitars Co. Tianjin, China Waiblingen, Germany Kecskemet, Hungary Kjaerhus Audio Qingdao Gangyi Imp. Vibyj, Denmark & Exp. Co., Ltd. T.O.M.S. Sound & Bestech Co. Fine Corporation Qingdao, China Music (Pty), Ltd. Kyunggi, South Korea Incheon, South Korea Kölbl Accessories GmbH Braamfontein, South Africa Burgthann, Germany Qingdao Sungil Big Dipper Stage Lighting Flaxwood Oy Instrument Co., Ltd. Total Music Science and Heinavaara, Finland Longkou Jinming Musical Qingdao, China Paris, France Technology Co., Ltd. Instrument Co., Ltd. Shenzhen, China Gabsung Industry Longkou, China Retro-Sonic, Inc. Ulladulla Aboriginal Art Store Company Limited Stittsville, Canada Sydney, Astralia Bly Musical Ningbo, China Lothar Semmlinger Instruments Co., Ltd. Streichinstrumente GmbH Risa Musical Instrument GmbH Unite Star (Hong Kong) Beijing, China Gitar Centrum Baiersdorf, Germany Gross-Umstadt, Germany Industry Growing Group, Ltd. Budapest, Hungary Guangzhou, China Boke Audio Co., Ltd. Marue Co., Ltd. RKM Music Canada, Inc. Guangzhou, China Goncer Audio Nagoya, Japan Sherwood Park, Canada Wicked Instruments, Inc. Equipment Co., Ltd. Greenfield Park, Canada Boutique Tone Enping, Guangdong, China Master Music SRL Rockano Productions Limited Montreal, Canada Rodano, Italy Rickmansworth, United Yamaki Limitada Guangzhou Aiweidy Lighting Kingdom Bogota, Colombia BXB Electronics Co., Ltd. Acoustics Equipment Factory Melody Lane Piano Sales Kaohsiung, Taiwan Guangzhou, China and Repairs, Ltd. Schreiber & Keilwerth Yichang Jinbao Musical Calgary, Canada Musikinstrumente GmbH Instruments Manufacturing C. Bechstein Guangzhou Kinvee Nauheim, Germany Co., Ltd. Pianofortefabrik AG Performance Equipment Musicon Valley e.V. Yichang, China Berlin, Germany Co., Ltd. Markneukirchen, Germany Scruples, Ltd. Guangzhou, China Marupe, Rigas Raj., Latvia Cables de Comunicacion, S.A. My Rare Guitars San Jose, Costa Rica Guangzhou Malanbao Brampton, Canada Shanghai Marshal Electronic Lighting Piano Co., Ltd. Changle Huayun Musical Equipment Factory Nanjing Milton Shanghai, China Instruments Co., Ltd. Guangzhou, China Piano Co., Ltd. Changle, China Nanjing, China
24 PLAYback REPS IN THE FIELD
5 Steps Toward a Stronger Relationship with Your Retailers BY JOHN HOOD, TROUTFARM TECHNICAL SALES
Is it always payroll time whenever you 3 Go out on a joint call show up at your retailer’s store? Do they Be the “factory guy.” Outside reps are always seem to be “on a conference call”? skilled at walking in cold. Get your reseller These are signals that you may need to beyond his four walls and out into the strengthen your relationships with your community. Take the top salesperson and resellers. While you must keep them get them in front of some local influencers. aware of the new gizmos and promotions The “factory guy” effect can lend credibility. coming from your factories, it is the You can break the ice and smooth over information that cannot be found on the awkward moments. Remember, the Internet that makes reps more important Internet is not going to show up with the rep now than ever. Below are five ways that at the football boosters meeting. Give your can help you build a solid connection local dealers the advantage they with your retailers. have earned.
1 Reps are the weathermen 4 Be a true advocate OF the industry An adversarial atmosphere frequently exists Give the dealer an accurate forecast. between reseller and supplier. Reps are Retailers’ time is significantly compressed more acutely aware of this than anyone. these days. Shrinking margins and higher Let your manufacturers know of the real unit sales have taken away all the time for challenges facing your retailers. Work with professional reconnaissance. Most resellers them on real solutions in real time. Your only know what is going on in their store. retailers’ displays and sales functions are Take a minute to share trends (even if they a crucial part of the manufacturers’ Most resellers only know are not good ones). Don’t assume that the marketing mix. Regardless of temporary what is going on in their dealer knows about it. Keep in mind, frustrations, your dealer’s long-term health though, that you are probably no smarter is necessary to your manufacturers. store. Take a minute to share than your dealer; you’ve just seen more Be a conduit. trends. Don’t assume that the stuff. dealer knows about it. 5 Don’t steal their star 2 Don’t talk about the As a rep, you are a guest in the retail store, WORK—do it so don’t steal the silverware! It takes years turnover. Help your stores show their crew If you have a merchandising plan for your to find and train a good salesperson (the that there is a rich career path in our dealer, go ahead and build the display. best retail stores excel at this). Avoid the industry—both inside and outside their Many reps complain about their space on desire to lure away their top employee (e.g., store—without creating distrust. the floor, but few do anything about it. Most do not tempt that person by showing off retail salespeople in MI have zero your expensive car, jewelry, etc.). There are These five suggestions can help you merchandising experience prior to their millions of people in this country; there is a develop a stronger connection—and current job. With the store’s permission, of qualified person for your firm elsewhere. If better business—with your retailers in the course, do the work (this is obviously a big it is truly rep love-at-first-sight, talk to your New Year. help to your reseller). Also, it shows the retailer. Find out what their plans are for sales staff that selling requires actual that employee. Handle it “right”: Make a John Hood is principal of TroutFarm WORK and that a positive work ethic can long-term plan that works for everyone. Technical Sales, an electronics rep firm promote career advancement. Most retailers know they will have some based in Sacramento, Calif.
WINTER 2007 25 NEW MEMBERS
NAMM Welcomes New U.S.-Based Members
5 Star Karaoke CAB Audio DNR Guitars Good Times Music Kasha Amplifiers Norco, Calif. Denton, Texas Redwood City, Calif. Houghton, Mich. Simi Valley, Calif.
A to G Music Cannone Enterprises, Inc. Dodd’s Drum Shop Gorilla Guitars Keith Harter Music Osseo, Minn. Aurora, Colo. Red Lion, Pa. Columbus, Ga. San Antonio, Texas
Aaron’s Outlet Cherijons Music Dog House Music, Inc. Green Sound Studios, LLC Kelly Concepts, LLC San Antonio, Texas Harlingen, Texas Lafayette, Colo. Metairie, La. Lincoln, Neb.
Ahlstrom Instruments Chris Kilgore Stringworks Dosher Music School Guitar Lovers, LLC King Music Co. Austin, Texas Fairbanks, Alaska Arlington, Texas Cincinnati, Ohio Brownwood, Texas
Alamo City Strings Classical Strings, Inc. Drumz Guitar Tex Kiwaya USA San Antonio, Texas Walnut, Calif. Austin, Texas San Antonio, Texas Renton, Wash.
All Music Methods Clear Lake Audio, LLC Emery & Webb, Inc. Guitar Workz, LLC Krazy Kat Music Oakton, Va. Houston, Texas Fishkill, N.Y. Henderson, Nev. San Antonio, Texas
AMBROSONICS, LLC Cleveland Music Center Empirical Labs, Inc. Guitarcape L.J. Hutchen Corp. Windsor, Conn. Cleveland, Ga. Lake Hiawatha, N.J. Pacifica, Calif. Plainview, N.Y.
AMV Music Cool Mandolin Company Fandrich Piano Co., Inc. Hailun Distribution, LLC Lambert’s Music Center, Inc. Dallas, Texas New Hope, Pa. Centralia, Wash. Lilburn, Ga. Anderson, Ind.
Aquarian Music School Coopersburg Associates, Inc. Firey Brothers Music Center Haydn Trumpets Level-Ten Industries, LLC Houston, Texas Coopersburg, Pa. Tulsa, Okla. Portland, Ore. Boulder, Colo.
Aram Studios Craig’s Violins Fitness Audio Hayward Music Center Lighthouse Sound, Inc. Chula Vista, Calif. Austin, Texas Distributors, LLC Hayward, Calif. Salem, Ohio Santa Cruz, Calif. Austone Electronics Crescendo Sales, LLC Heil Sound, Ltd. Lightronics, Inc. Austin, Texas Sedalia, Mo. Fossil Creek Strings Fairview Heights, Ill. Virginia Beach, Va. Fort Worth, Texas Backstage Sound & Lighting Crescent Industries, Inc. Henriksen Inc. Limited Resistance Bryan, Texas Santa Fe Springs, Calif. Frett’d Treasures, Inc. Evergreen, Colo. Rohnert Park, Calif. Austin, Texas Banjo Merrit’s Crossroads Guitar Shop Henry Heller, LLC Lisle Violin Shop Denton, Texas Falls Church, Va. Full Discount Wholesale Palm Harbor, Fla. Pasadena, Texas Middleton, Wis. Bartro Enterprises, LLC Crossroads Music Co. Hillje Music Center Lone Star Percussion Manassas, Va. Jasper, Texas G. Edward Lutherie, Inc. San Antonio, Texas Dallas, Texas Minneapolis, Minn. Bass Specialties, LLC Cymbalism Music Hiptrix, Inc. Long Beach Music Co. Bensalem, Pa. Houston, Texas Galvan Music Co. Algonquin, Ill. La Mirada, Calif. Corpus Christi, Texas Bauer Enterprises, LLC D2Audio Corp. Horton’s Music Loudmouth, Inc. Batesville, Ind. Austin, Texas Garritan Libraries Hardy, Ark. New York, N.Y. Orcas, Wash. BDO Records Dallas Pro Sound Inventure Lyric Marketing, LLC Orlando, Fla. Yukon, Okla. Gear By Owner, Inc. Colorado Springs, Colo. Everett, Wash. Davie, Fla. Best Media, LLC Dan of All Trades J.B. Blevins Violin Shop Machttone Corp. Baldwin Park, Calif. Berkeley, Calif. Genesis Technologies, Inc. Riverside, Calif. Vashon Island, Wash. Austin, Texas Boom Boom Percussion Derryberry Audio, Inc. Jack M. Rasmussen Music Magnekey, Inc. Atlanta, Ga. Aurora, Colo. Global Sourcing, Inc. Arlington, Texas Austin, Texas New York, N.Y. Brittash Associates, Inc. Design State Jacob’s Music Main Street Music, LLC Plantation, Fla. San Francisco, Calif. Go Go Guitars Highland, N.Y. Summerville, S.C. Long Beach, Calif. Brockman Music Co. Diane Markin, Inc. Jake’s Music, Inc. Mammoth Guitars Halsey, Ore. El Segundo, Calif. Golden Hill Brick, N.J. Fontana, Calif. San Diego, Calif. Buddy Rich Drum Digital Revolution Jasper Music Co. & Marcinkiewicz Co., Inc. Company, LLC Aurora, Colo. Gómez Amplification Recording Studio Canby, Ore. Marshfield, Mass. Rancho Santa Margarita, Jasper, Texas Calif.
26 PLAYback Marimba One, Inc. NoteLogic RS Berkeley, Inc. Sunflower Mfg., LLC Van Hoose Vintage Arcata, Calif. Red Oak, Texas Scotch Plains, N.J. Baldwin City, Kan. Instruments, Inc. Carrollton, Texas McFarland Music Co., Inc. Ohana Music Rupert Neve Designs, Inc. Take Five, Inc. Fort Smith, Ark. Long Beach, Calif. Wimberley, Texas Austin, Texas Vegas Music Quincy, Ill. Merle’s Music Optimal Sound, LLC Schenk Tapastring Guitar Care Rolla, Mo. Austin, Texas Construction Co., LLC Trinidad, Colo. Vicki Lynn’s Music Silverdale, Wash. Cleburne, Texas Meyer Services Option Technologies, Inc. Telford & Sons Violins Round Rock, Texas Maryland Heights, Mo. Seemingly Obvious, LLC Boise, Idaho Victory Enterprise Japan, Inc. Fairfax, Va. Lenoir, N.C. Michael G’s Music Optocore, Inc. Texas Discount Music Artesia, N.M. Totowa, N.J. Shamblin Industries San Antonio, Texas Village Music at Cerritos, Calif. Lynwood Center Microcomponents, LLC Pegasus Guitars, Inc. The Art of Music Bainbridge, Wash. West Jordan, Utah Kurtistown, Hawaii Sign Warehouse, Inc. Nebraska City, Neb. Glassboro, N.J. Vinetto Musical MJ Guitar Engineering Pepperell Music Center The Company Rocks Instruments, LLC Belgrade, Mont. Pepperell, Mass. Simon Lange Los Angeles, Calif. St. Louis, Mo. Solana Beach, Calif. MJM Entertainment PLASA Media, Inc. The Drum Exchange Vintage Replica Colorado Springs, Colo. New York, N.Y. Sky Guitars Seattle, Wash. McKinney, Texas Denton, Texas MoJo Music Play Hard, Inc. The Great Wall Violins, Inc. Vintageorgans.com Westerly, R.I. Magnolia, Texas Smith Music Company El Monte, Calif. Houston, Texas San Antonio, Texas Mono Poppie (Musical Instruments) The Mariachi Connection We Be Jammin’ Music, LLC San Rafael, Calif. Tucson, Ariz. Sound Check Music San Antonio, Texas Wisconsin Rapids, Wis. Grass Valley, Calif. Moore Sound and Praxis Musical The Music Box Wilcom Leasing, LLC Lighting, Inc. Instruments, Inc. Sounds By Oliver Wrentham, Mass. Rutherfordton, N.C. Bossier City, La. Orange, Calif. Tyler, Texas The Music Suite Windows Into Virtuosity Mouton Accordions & Music Premium Sound, Inc. Specialty Sound Company Ponca City, Okla. Bellaire, Texas Crowley, La. Pasadena, Calif. Columbia, La. The Rock Stop, LLC Wirges Percussion Moyers Sound Solutions Primal Fx, LLC Speir Music Co. Fort Collins, Colo. Systems, LLC Lubbock, Texas City of Industry, Calif. Mesquite, Texas Little Rock, Ark. Timeline Music MTB Global Pro Acoustics, LLP Star City Recording Company Wakefield, Mass. Woodwind Corner Seattle, Wash. Harker Heights, Texas Bethlehem, Pa. and Lomax Classic Tim’s Band Instrument Springfield, Mo. Music Carousel PTMKeys, LLC Starr’s Guitars Service Jacksonville, Fla. Village of Wellington, Fla. Cedaredge, Colo. Sacramento, Calif. X2 Digital Wireless, Inc. Sacramento, Calif. Music City QA Worldwide, Inc. Steel Island TM Television Eagle Pass, Texas Clearwater, Fla. Austin, Texas Dallas, Texas Zion Guitar Technology Raleigh, N.C. Music Icon RCM Studio, Inc. Stets Machine Tracey Music New York, N.Y. Rockville Centre, N.Y. West Seneca, N.Y. Wichita Falls, Texas Zivix, LLC Minneapolis, Minn. Music World Rhythm Earth, LLC SteveeRik’s Music Trem King, LLC Copperas Cove, Texas Oakhurst, Calif. & Sound, LLC Forth Worth, Texas Zuni Custom Guitars Garden City, Kan. & Amplifiers Musical Instrument Service Rhythm Traders TSC Pro Audio, LLC Alto Pass, Ill. San Antonio, Texas Portland, Ore. Steven Durr Designs, LLC Ontario, Calif. Nashville, Tenn. ZZ Guitar Works Musician’s Hut, Inc. Rhythmonics, LLC United Strings Int’l., LLC Divide, Colo. Lauderhill, Fla. Vista, Calif. Stillwater Music Supply Lancaster, Pa. Stillwater, Okla. Nedd Guitars Rock N Blues Music UNO Guitars, Inc. Conroe, Texas Victoria, Texas Stix N Tones Tempe, Ariz. Holly Springs, Miss. Nightlife Music RPG Diffusor Systems, Inc. V2Go Technology Corp. Bismarck, N.D. Upper Marlboro, Md. Studio 42 Music South El Monte, Calif. Brunswick, Ohio
WINTER 2007 27 MUSIC NOTES
NAMM Sponsors Industry Exhibit at AARP “Life@50+” Expo AARP members learn about the health benefits of Recreational Music Making as NAMM continues reaching out to people over 50
“Exposing attendees at the AARP conference to Recreational Music Making opens up a whole new market for retailers—adults aged 50 and over.”
NAMM brought the joys of Recreational individuals projected during the next few AARP members learned about several Music Making (RMM) to one of the fastest decades, and few meaningful, enjoyable benefits of RMM, including the following: it growing market segments of music and engaging stress-reducing options, the promotes fun; unites body, mind and spirit; makers—people over the age of 50—at potential exists for the 50+ population to tap provides intellectual stimulation; reduces the fifth annual AARP National Event & into the music market in their search for stress; and improves interpersonal Expo: “Life@50+,” held October 26–28 in health and wellness solutions. communication. Anaheim, Calif. “It is NAMM’s mission to expand the music Wrapping up the To introduce more than 25,000 + AARP products industry on behalf of its Members,” event, the conference attendees to the many health says NAMM President and CEO Joe Carlsbad, Calif.- and social benefits of RMM, NAMM and Lamond. “Exposing attendees at the AARP based New Member companies hosted multiple hands- conference to Recreational Music Making Horizons Band performed as attendees left on music demonstrations and provided opens up a whole new market for retailers— the show. New Horizons Music programs information about how people can begin adults aged 50 and over. This segment of throughout the United States provide entry playing music. The association also hosted the population is ready to invest in musical points to music making for adults, including three daily drum circles. instruments, and is looking forward to the those with no musical experience and those social and health benefits that music who were active in school music programs Although RMM enhances the quality of life making can bring them.” but have been inactive for a long time. for people of all ages, NAMM-funded Learn more about RMM at the NAMM U studies have found that involvement in NAMM also sponsored two main stage session: “Recreational Music Making Web music helps people over 50 reap rewards presentations at the AARP event featuring Site Launch,” presented by Karl Bruhn and such as reduced burnout, improved mood Scott Houston, aka “The Piano Guy,” and Barry Bittman, M.D., on Friday, January 19 states and decreased employee turnover; it John Fitzgerald and David Van Dorn of at 10:30 a.m. in the Hilton Anaheim Pacific even reverses the impact of stress at the Remo. The presenters discussed how to Ballrooms A, B and C. DNA level. access music lessons and explained in detail how music can improve participants’ For more information about Recreational With a staggering population growth of older overall health. Music Making, visit rmm.namm.org (site to launch January 19, 2007).
28 PLAYback NAMM Announces New Board of Directors Nominees New Slate Represents Commercial, Retail and Independent Rep Firm Segments
The Annual Meeting of Members at the Joel Menchey 2007 NAMM Show will not only vote in Menchey Music Service, Inc. Hanover, Pa. John Paulson eight new Board Members, it also features Joel Menchey is the MakeMusic, Inc. inclusion of the first manufacturers president/owner of Eden Prairie, Minn. representative firm nominee in NAMM’s Menchey Music Service, John Paulson is the history. All voting Members recieved Inc., a four-store, full- president of MakeMusic, a proxy ballot in the mail to elect the service music retail Inc., a music software 2007 NAMM Board of Directors, and are outlet. He is a member manufacturer. He is a encouraged to complete and return it of RPMDA (Past President), MIIG, AMC and member of AMC, NASMD and promptly to ensure their voice is heard in AIMM, and a board member of NASMD. SupportMusic.com. this election. The Annual Meeting of Members, is scheduled for Saturday, January 20, 2007, at 11:30 a.m. in the Qian Ni George Quinlan, Jr. Pacific Ballroom of the Hilton Anaheim Eastman Strings, Inc. Quinlan & Fabish Music Co. Hotel. Clarksburg, Md. Burr Ridge, Ill. Qian Ni is the president/ George Quinlan, Jr. is The nominees are… owner of Eastman the president of Quinlan Strings, Inc., a & Fabish Music Co., a Rosi K. Johnson manufacturer of acoustic four-store retailer of Mississippi Music, Inc. brass instruments, Hattiesburg, Miss. fretted instruments, brass instruments, printed music, stringed instruments, Rosi K. Johnson is the electric guitars, stringed instruments and woodwinds and accessories. He is a president of Mississippi woodwinds. He is a member of The Violin member of NASMD, AMC and RPMDA. Music, Inc., a four-store, Society of America. full-line retailer. She is a member of NASMD, Alan Rosen AMC, AIMM and the Mississippi Music Bananas at Large Barbara B. Paulsen Educators Association. San Rafael, Calif. Spoiled By Technology, Inc. Naperville, Ill. Alan Rosen is the Barbara B. Paulsen general manager of Brock Kaericher is the president/CFO of Bananas at Large. He is Remo, Inc. also the main audio Valencia, Calif. Spoiled By Technology, Inc., a rep firm designer and consultant Brock Kaericher is the specializing in for the installation division and heads the president of Remo, Inc., professional audio visual artist relations division of Bananas. Rosen is a manufacturer of products and accessories. She is a member a member of Synergetic Audio Concepts percussion products and of the National Systems Contractors (Syn-Aud-Con). accessories. He is a Association, Custom Electronic Design & member of NASMD, AMC, the American Installation Association, International Music Therapy Association and the Communications Industries Association International Association of Jazz Educators. and IPRO.
WINTER 2007 29 MUSIC NOTES
How Does Music Education in Your Community Rank?
survey, which can be completed the past few years, some school’s music by visiting AMC on the Web programs have even been saved from cuts at amc-music.org, is open to because their communities were on the anyone—parents, teachers, “100 Best” list. school administrators, community members—who wishes to enter Joining in this project are The Mr. Holland’s Submit your program to the “Best 100” Survey information about their school Opus Foundation, The Metropolitan Opera on amc-music.org. now through January 23. district. The “Best 100” survey uses a series Guild, The Music for All Foundation, Music of questions designed by music education Teachers National Association, National As numerous research studies continue experts to measure each community’s Guild of Community Schools of the Arts, to find the positive correlation between commitment to music through spending, National School Boards Association, active participation in school-based music staffing, variety of programs, instructor Perseus Development Corporation, Yamaha programs and academic achievement, certification, availability of private instruction Corporation of America and VH1 Save The NAMM, the American Music Conference and other criteria. Music Foundation. (AMC) and national partners recognize and celebrate communities that are working By comparing data from cities nationwide, It’s Easy to Participate! hard for music education. NAMM and AMC will identify the top music- education-friendly towns in the United Just log on to www.amc-music.org to The eighth annual “Best 100 Communities States. Communities that rank high in the provide information about your community. for Music Education” survey is currently survey will enjoy national media recognition Then, visit the AMC site again in early accepting online submissions, and will and serve as an example to people across March to see whether your town placed in remain open through January 23. The the country for ideas that work. Over the 2007 “Best 100.”
Reaching Recreational Music Makers Online
NAMM’s presence reaches doctor ordered. from drum circles and stress-reduction out to older adults with an music clinics to organized senior classes. expanded Recreational Music Aimed at consumers, the new RMM section By changing the focus from expertise to Making (RMM) section highlighting features larger, easier-to-read displays pure enjoyment, this grassroots musical the many health-related benefits of playing that cover breaking news on RMM-related movement provides music product retailers just for the fun of it. issues, highlight the health benefits, and manufacturers alike with countless new spotlight scientific studies on music making possibilities for marketing their products As NAMM expands its outreach efforts to and wellness and provide a Dealer Locator and growing their clientele. the public, one of its key markets will be so visitors can contact their local NAMM older adults and seniors. This burgeoning retailers and RMM facilitators. You can check it out at rmm.namm.org market segment is eagerly seeking out (site to launch January 19, 2007). Be sure recreational pastimes that help promote Visitors to the Web site will also learn that to recommend it to your customers looking good health, reduce stress and provide new Recreational Music Making programs and for a fun, social way to relieve stress and social opportunities. RMM is just what the promotions come in a variety of forms, promote wellness.
30 PLAYback New NAMM BGCA After-School Music Program Prepares for National Debut
With the successful completion of 12 music events provides teens with pilot programs in Southern California, practical skills and tips for running great NAMM is ready to launch the new music events such as band battles, MusicMakers program with the Boys and fundraisers and community concerts. Girls Clubs of America (BGCA) at 4,400 “While NAMM’s commitment to clubs nationwide. strengthening school music programs The MusicMakers curriculum is made up of is unwavering, we also realize that innovative game-based drop-in activities for many kids who aren’t served by those 6- to 12-year-olds and a more accelerated programs would like to experience the teen-focused rock band program created in proven benefits of making music in their collaboration with Hal Leonard. lives,” says NAMM President/CEO Joe Lamond. “So we are going to where the conference in collaboration with BGCA The curriculum for younger children kids already go after school, and bringing headquarters in Atlanta in early 2007. teaches basic music making through the music to them.” BGCA will distribute the program guide movement, songs, rhymes and simple to its 4,400 locations, while NAMM will instrumental instruction in group settings. In an effort to jump-start this innovative distribute the guide to all interested NAMM Beginning musical concepts are taught by program nationally, NAMM has awarded Member retail locations across the country. utilizing common playground equipment grants in the form of instrument starter The program’s Recreational Music Making such as rubber balls and jump ropes in a kits and training stipends to specially approach will introduce basic music-making musical fashion, as well as basic drum and selected BGCA clubs in Washington, D.C.; to 4.5 million children who participate in guitar techniques on acoustic instruments. Indianapolis Ind.; Madison, Wis.; Palm BGCA after-school programs each year. Desert, Calif.; Chicago Ill.; Altus, Okla.; and The program for teens focuses on positive Los Angeles, Calif. To find out how you can become involved group music experiences while providing with your local BGCA club, contact basic music theory and practical application The MusicMakers program national launch [email protected] today. techniques. The online guide to producing will be formally announced at a press
NAMM Exhibiting at After-School Music Conference
To increase the number of school age Music Conference, March 21–23, in Phoenix, Ariz. musicians, NAMM is reaching out to the after-school professionals who can help As an exhibitor at the conference, the association will have access us make it happen. to more than 1,400 after-school professionals and decision- makers. In addition to exhibiting, NAMM will offer six As any working parent knows, finding a educational workshops, including sessions on worthwhile after-school activity for your music and movement, benefits of music children isn’t always easy. That’s why making, drum circles and world music. NAMM is reaching out to the people who Look for the highlights in a future edition create these programs at the After-School of PLAYback. NAMM RESOURCES
The Model for Industry Growth Industry Events 2007
JANUARY 10–13 2007 International Association of Jazz Education Annual Conference New York City, N.Y. 18–21 The NAMM Show Anaheim, Calif. 22–24 Music Distributors Association 2007 Convention Las Vegas, Nev. March 9–18 South by Southwest Music and Media Conference Austin, Texas
NAMM reinvests its trade show revenue back into the 13–17 NSCA Expo Orlando, Florida music products industry to increase active participation in music making and grow the market for musical instruments 21–24 2007 NASDM Convention and products. In 2006, the association reinvested more Tuscon, Ariz. than $10 million in market-building initiatives. 23–27 NTNA 2007 Collaborative Conference Toronto, Canada
RELATED ASSOCIATIONS National Association of Young Music Merchants (NAYMM) NAMM Online Membership Directory namm.org/naymm Searchable online database of more than 9,000 NAMM Member companies available on namm.org. Member login required. The National Association of Young Music Merchants is open to NAMM Members, ages 21–35, to help them network with others in the industry and prepare them for future leadership of the PLAYback and PLAYback Digital music products industry. Free subscription to NAMM’s quarterly Member-exclusive industry magazine and a bi-monthly e-newsletter customized to member segment. Call NAMM’s Contact Center at 800-767-6266. NAMM PUBLICATIONS/RESOURCES Research Industry Performance Report The NAMM Foundation Research Division conducts NAMM-funded Free to retail Member survey participants. This comprehensive research projects to study the links between music making and health report details the results of the Cost of Doing Business Survey and wellness. nammfoundation.org and tracks key performance variables. Purchase your copy at the NAMM Store at the trade shows or through NAMM’s Contact Center at 800-767-6266. NAMM Works on Your Behalf
Music USA: Featuring the NAMM Growing the Market Global Report By creating programs, forming strategic partnerships and educating the public about the benefits of making music through its newWanna Annual statistical review of the music products industry. Free Play? consumer campaign, NAMM works to create greater enthusiasm copy to NAMM Members; additional copies can be purchased and participation in music making as a recreational pastime. Retailer through NAMM’s Contact Center by calling 800-767-6266.
32 PLAYback opt-ins on NAMM-sponsored events enable retailers to connect with Museum of Making Music new customers in their areas. namm.org/marketdevelopment Celebrates the past and current achievements of 100 years of the music products industry. More than 450 instruments are on Offering Free Business Training display, as well as hundreds of sound and video clips. In our ever-changing world, education is essential to keep up museumofmakingmusic.org with new information and trends. NAMM University provides free industry-specific sessions at the trade shows that address today’s NAMM Resource Center challenges and opportunities, and help you sharpen your skills, Free access to historic music products industry photographs, increase your company’s profitability and grow your business. product catalogs, company profiles and videotaped oral histories namm.org/education that capture and preserve the thoughts of some of the music products industry’s greatest contributors. Representing Your Interests in Washington namm.org/resourcecenter One of the most visible ways NAMM stands for its Members every day is by providing ongoing representation in Washington, D.C., on William R. Gard Memorial Scholarship hot issues that impact the music products industry. NAMM’s efforts $2,000 annual tuition to eligible NAMM Member business on Capitol Hill have resulted millions of dollars in appropriations to owners or employees of NAMM Member companies. fund programs and initiatives that increase active participation in namm.org/gardscholarship music making. namm.org/govtrelations
WEB SITES NAMM-ENDORSED PROViDERS American Music Conference NAMM University Check Services Ground Shipping amc-music.org namm.org/education 800-516-6242 800-599-2902 CompletePay through FedEx Ground First National Merchant 800-636-2377 Museum of Making Music National Association of Solutions DHL Ground museumofmakingmusic.org Young Music Merchants (NAYMM) Closed-End Keyboard Health Care Insurance NAMM Foundation namm.org/naymm Consumer Finance Mercer Health and Benefits Research Division 800-244-7354 1-877-532-3516 (Formerly IFMR) Recreational Music GE Retail Sales Finance nammfoundation.org Making Merchant Credit rmm.namm.org Express Mail Card Processing NAMM 800-636-2377 800-516-6242 namm.org SupportMusic DHL Express First National Merchant 800-599-2902 supportmusic.com Solutions The NAMM Show FedEx Express Private Label Consumer thenammshow.com The Music Edge Freight Services Credit Card themusicedge.com 800-599-2902 800-244-7354 NAMM Summer Session UPS Freight GE Retail Sales Finance nammsummersession.com Yellow Transportation School and Gift and Loyalty Church Lease/Purchase OTHER RESOURCES Services Plans 800-516-6242 888-457-7070 Legislative Representation World Gift and Loyalty BGE Financial Card throughFirst National Legislative representation in Washington, D.C., specializes in rental, Merchant Solutions Workers’ Compensation purchase and lease contract review and other legal assistance. Insurance Free phone consultation. 202-628-2929 or [email protected] 800-825-3760 Meadowbrook Insurance
NAMM’s mission is to unify, lead and strengthen the global music products industry and to increase active participation in music making.
WINTER 2007 33 VIEWPOINT
What Worked for Your Business in 2006? NAMM MEMBERS SPEAK OUT
“What’s worked most for us is focusing on our teaching program. By doing a good job teaching students and keeping them advancing with their music, parents don’t mind upgrading to better quality instruments—guitars, banjos, saxophones, whatever it is. They keep upgrading as long as we do a good job teaching. We also spend time with everyone who comes through our door, showing them product, demoing the product, explaining why one guitar would be better for them over another. That’s increased our sales as well. We always take the time to greet our customers and talk with them as they walk through the door, instead of having them just wandering around the store and wander out without anyone talking to them. We like talking to our customers, for sure.”
Victor Lillo • Lillo’s Music • Edmonton, Alberta, Canada
“What worked for us at Krank in 2006 was really a combination of employee dedication and ‘out of the box’ thinking. We’ve always felt since day one that we make a great product and have aggressively marketed ourselves with the goal of making Krank as sellable a product as it is good. In 2006, we took more strides in making our name known through creative advertising and partnerships that extended beyond just the guitar community. We successfully partnered with the creators of the Cartoon Network’s adult swim show Metalocalypse, now their highest-rated show, which features animated versions of our amps and cabinets, as well as with Red Octane and Sony to feature our amps in the new ‘Guitar Hero II’ Playstation2 video game. Couple the creative thinking with a staff of employees who are really dedicated to making a great product and good things can happen!”
Kris Cremain • Vice President • Krank Amplification • Tempe, AriZ.
“Looking back over the past year, we were compelled to take a long, hard look at our line card and make a few necessary adjustments. This was a risky strategy—resigning lines—the initial but anticipated result being lost revenues. Albeit, taking these decisive actions to adjust our line card has, in the long run, been advantageous for our firm and has allowed us to bring greater value to our represented manufacturing partners. We are able to focus on our core business—expanded/ enhanced training sessions and increased product demonstrations—and we are able to remain ‘top of mind’ with those dealers and contractors within our network.”
Barb Paulsen • President/CFO • Spoiled By Technology • Naperville, Ill.
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NAMM University Breakfast Sessions
They’re topical. They’re thought-provoking. And, best of all, they can help make a difference to your bottom line!
We’re talking about the NAMM U Breakfast Sessions, four provocative panel discussions that will provide you with answers and ideas—and won’t tiptoe around the big topics.
THURSDAY Breakfast of Champions—My Favorite Mistake FRIDAY The BIG Issues: Profitability SATURDAY “Pretty Good for a Girl...” SUNDAY Best in Show: This Year’s Hottest Products
Hilton Anaheim Hotel, Pacific Ballrooms A, B & C FREE Breakfast (first come, first served)—8 a.m.–8:30 a.m. Panel Discussions—8:30 a.m.–9:30 a.m.
5790 Armada Drive • Carlsbad, CA 92008