“As an industry we must continue to work to convey to potential players that it is easy and fun to play,” responded Hoeft. “I am seeing more and more programs spring up around the country usually via creative independent dealers that are really hitting the mark. As an industry we must make this a coordinated effort bearing in mind that a rising tide raises all boats.”
“[We need to continue] to find ways to make learning to play desirable and fun,” added Toporek. “Guitars seem to be more accessible than ever, and there needs to be outlets to support these new players. The Internet serves as a good tool, but might not be ideal for everyone. Continuing to develop and promote Schools of Rock, Summer Band/Jam Camps, and afterschool programs seem to be good ways to get the younger generations into and excited about playing.”
Naylor saw this topic this way: “Honestly, I don’t think guitar manufacturers can do much that will have a huge impact,” he said. “That sounds negative, but we really don’t have the clout to significantly alter pop culture. I think the best we can do is navigate the existing landscape by being aware of trends and buyer behavior, and using that information to our advantage.”
It’s No Game
Video games like “Guitar Hero” and “Rock Band” can only be a blessing for this industry, right? Some think so, some don’t. Let’s see what our panelists had to say. “I think it’s a good thing,” said Urie. “A kid can sit down and hold a guitar. The object of the games isn’t to blow up something next to you or steal a car. The object is to play a song. How well you push the buttons tells you how well you play the game. I think it will take kids to the next level.”
 “’Guitar Hero’ is a God send,” said Vittek. “The guitar industry has basically sold 2 million electric guitars a year for the past 10 years. Over 14 million copies have sold in the ‘Guitar Hero’ series since its inception. My thinking is, If we could sell 2 million pieces a year without the indirect support of ‘Guitar Hero,’ and we now have 14 million newly-inspired prospects, why are some people in this industry still sitting around looking for something to do? We need to get those newly inspired prospects and turn them into customers.”
“We’ve seen a renewed interest in guitars as well as being able to connect guitars to computers,” said Tarkiainen. But is he concerned kids might master video games but find the real instruments are too hard and give up playing? “There’s a huge opportunity for us as an industry if we can help bridge that gap,” said Tarkiainen. “Guitar Hero’ does a great job of inspiring you. The question is, ‘Can people go from five plastic buttons to the admittedly difficult learning curve of a guitar?’ We do provide tutorials on our guitar boards and our Web site in general. We feature different short video clips, licks, and lessons. We are willing to make the time investment it takes to help them bridge the gap from pretending to play to actually playing. We don’t want millions of discouraged guitarists.”
“I think the video game industry has been responsible for generating an enormous wave of young, guitar/rock star conscious consumers,” said Tu. “I think as a whole, this huge trend is very good for the MI industry. In fact, many artists and manufacturers alike are already involved in many co-op marketing programs. Another interesting thing about games like ‘Guitar Hero’ is that it also educates the kids on the who’s who of classic rock fame and new artists alike. It’s a strange phenomenon but music and artists from the ‘70s and ‘80s have enjoyed a resurgence of fame. All the while, these budding new guitarists take that appreciation and want to create their own new music. I think the video game industry has truly generated an enormous guitar awareness and entertainment culture that is great for rock music, artists, gear, and business. Haha, who would’ve thought there would be something bigger than MTV!”
“Things like ‘Guitar Hero’ are amazing for the industry because they open the doors for kids to experience guitar brands and music in a way never done before,” responded Dankberg.
“I believe that music-based videogames are great for the industry for several reasons, the most obvious being the much broader appeal and the impressions that get created outside of the ‘inner circle’ of MI,” answered Norvell. “It’s a branding campaign bigger than what the industry could do on its own—and one that truly makes making music fun and cool. Fender has already experienced some great early opportunities driven by our own relationship with the hugely successful ‘Rock Band’ game. Perhaps most importantly though, in today’s instant gratification culture, it gives a quick ‘win’ to the user, and starts the player off with a positive experience; playing along with a familiar song, the virtual crowd cheering; rather than starting off with sore fingers and frustration. The initial positive experience and the fun associated with it can serve as a bridge and help them stick it out through the initial struggles.”
The video game boom has even filtered to other areas of the industry. Hal Leonard has seen excellent sales in its Guitar Hero Guitar Recorded Versions songbook. “A tab songbook for Guitar Hero 3 is currently in the works,” said Lori Hagopian, Hal Leonard’s publicity manager. Our Rock Band songbook has also been generating lots of buzz and great sales. We will be producing many more Rock Band titles—tab songbooks and play-alongs for various instruments—forrelease this spring.”
“The impact of ‘Guitar Hero,’ ‘Rock Band’ and the other music simulation games that are on the horizon will be mostly what we make of it as an industry,” concluded Hoeft. “The fact is that these games are getting people talking about playing guitar and thinking more about being actively involved in the music.As an industry, we will need to leverage this potential attitude change and convince people not to just listen to music to make music and be a part of the music. This really is a unique moment in time and we must seize it. If we do, music simulation games will be very good for our industry and our future.”
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