SPECIAL: SUMMER NAMM ISSUE
June 16, 2008
VOLUME 25 NO.6

THE MAGAZINE FOR MUSICAL INSTRUMENT AND SOUND PRODUCT MERCHANDISERS

 
 

   
 

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PHOTO GALLERIES
Music & Sound Awards
INSIDE NAMM 2011


Table of Contents
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FEATURE
Class is in Session
We feature many of the new, hot companies that exhibited at NAMM in January.

Gibson
Indictments Likely

Gibson Guitar is expected to face charges due to alleged illegal wood imports.

NRF Talks Jobs,
Jobs and More Jobs

The key to retailers' success for 2011 is, you guessed it, jobs. But a lot more was discussed at the 100th NRF Annual Convention.

It’s a Record!
We give you a huge review of last month’s NAMM show. Were retailers and manufacturers optimistic for the rest of this year?
MSR Exclusive Interview
Zildjian and Vic Firth have teamed up to form a percussion powerhouse. We met with Craigie Zildjian and Vic Firth at NAMM to give you all of the details about the merger.
Music Group's Master Plan
We get an exclusive look at the future of The Music Group, parent of Behringer, Bugera and more. We get an exclusive look at product launches, as well!

Knock it Off With the Knockoffs!
Counterfeit products are killing the MI industry. But one company is fighting back big time. We’ll tell you how badly knockoffs could affect the industry if left unchecked.

Music & Sound Award Nominees
We release the full list of nominees for Music & Sound Awards. See if your favorite product, person or company is nominated.

Taylor-Made For Europe
Taylor Guitars will sell all of its products directly to dealers in Europe beginning on Jan. 1. Find out why the big change was made and where Taylor’s European headquarters will be. We interview Brian Swerdfeger about it first.

We Cover it All!
For the second time, we honor instruments that get zero or little press...

A ‘Super’ Party on Kent Island
Experience PRS loaded up on celebrities, new products and much more. Get the full scoop...

‘Father of RMM’ Passes
Karl Bruhn, a tireless music industry devotee, mentored many and made awareness of health and wellness together a lifelong initiative.
Don’t ‘Skip’ this Story!
Skip’s Music Celebrates 30th Anniversary of its Special Event

I Just Wanna Bang
on the Drums All Day

Your One-Stop Shop For The Holidays!
Heathcare Provision Could
Be a Nightmare

America the Beautiful

Not Doubting Thomas
Mendello Retires, Thomas Named Fender CEO

Music City Myster
y

-The Latest, Industry, Dealers, People and Product Buzz and Showcases.

COLUMNS
NAMM in Photos
A lot happened at NAMM in January to say the least. We capture plenty of it within our three-page NAMM photo collage.
The Music & Sound
Independent Retailer

We cover the sad passing of two prominent retailers and another named the "Citizen of the Year."
Music & Sound Award
Dealer Winners

Our list of dealer winners for the 25th Music & Sound Awards.
Music & Sound Award Manufacturer Winners
Our list of manufacturer winners. And, this time, we got them to provide comments on the victories.
Five Minutes With
Learn tons about Yamaha with Takuya (Tak) Nakata, president of the company's USA division.
MI Spy
Spy took a long flight from the cold of New York to the less cold, but quite windy, San Francisco.
Appraisal Scene Investigation
Rebecca Apodaca takes another look at the legendary guitar builder R.C. Allen.
Sales Guru
Unfortunately, Gene Fresco couldn't attend NAMM for health reasons. But he does have great information about a topic he hasn't covered before. He will help you get into your own head and make you believe. Believe what? Gene will tell you.
Business & Marketing
Carl Mandelbaum will present tips on how to develop your Web site.
Veddatorial
Dan Vedda did attend NAMM. He has a lot of thoughts to share about the show.


FORMIDABLE FEMALES

Sharon Hennessey: Loves our industry, you will find out. She'll also tell you why she ultimately decided to join The Music People! And yes, she will definitely fill you in on her goals as a new NAMM board member.
Carla Alger: Being in the music industry is definitely the most exciting opportunity Carla Alger, chief financial officer at Two Old Hippies, has ever had. Find out why.
Dawn Werk
:Dawn Werk, Alpha Books’ director of marketing, heads a group that is responsible for 450 non-fiction books. Now that’s a lot! Music is a small, but very important, part of that catalog.
Sonia Vallis: Sonia Vallis might be an only child, but she grew up with a sibling that has now become like another child to her.-
Catherine Polk

Cyndi Fritz
Janet Deering
Kathy How
Sarah Heil
Sue Avant

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CURTAIN CALL
Steve Stevens
[June 2008 - Page 2]

The Music & Sound Retailer: How did you first get involved with playing music?
Steve Stevens: I grew up in Far Rockaway in New York and every summer, it was kind of like a beach area, so every summer everyone would be out on the beach, playing acoustic guitars and stuff. There was a pretty well-known musician named Phil Ochs who came from Far Rockaway. He was a protest singer in the ‘60s. So I think in my neighborhood it was kind of like a tradition passed down. I had an older brother. All of his friends played guitar so I kind of gravitated toward it. And then my dad bought a really cheap guitar when I was 7 ½. I think he intended to play it himself but that didn’t last long. [Laughs] It was really cheap. It came with a little book. I think the whole package, with the book and everything cost my dad $20 or something.

M&SR: How did it progress to the point where you were discovering instruments of your own?
Stevens: This was around the time when things like James Taylor and Joni Mitchell were happening, so my brother was bringing me to concerts. I pretty quickly picked up a lot of stuff, mostly from his friends. I mean, my mom tried to get me a proper music teacher but he was an older guy wanting to teach me, I don’t know, old people’s music. You know? [Laughs] I wanted to learn Rolling Stones and Jimi Hendrix and all of that stuff. So I think my brother’s friends were more instrumental in helping me than actual music teachers.

M&SR: Have you tried any other instruments besides the guitar?
Stevens: Not really. I was accepted into the High School for Performing Arts, the Fame school. Although I got in on guitar, guitar isn’t a phonic instrument so they told me I had to pick up another instrument. I tried viola and I was probably the worst viola player you’ll ever hear. So that’s kind of why I lost interest in that school as well, because at that point I’d been playing guitar for quite a while and to start over on another instrument seemed pointless to me.

M&SR: Once you started really getting into guitar, were there certain retail stores you liked to go to for gear?
Stevens: My high school that I went to was on 46th Street and all the music stores in Manhattan are on 48th Street. Once I discovered that, I pretty much would hang out in all the music stores. You know, I’d take my lunch break at school and never go back for my afternoon class. I’d just hang out. I became friends with all the owners of the stores and stuff. That was the first time I’d seen Marshall stacks and all this stuff. I remember there was one legendary music store called Manny’s and they had all these photographs, 8x10, signed. I kept thinking if I stayed long enough then a rock star would come through the door, which never happened. [Laughs]

M&SR: Was there anything you discovered at those stores that’s played a part in the music you make today?
Stevens: Definitely guitar pedals, yeah. That was when you realize, “wow,” you could really alter the sound of your guitar. There are all these little boxes and they all seem so magical. They all had great names and stuff. It was pretty cool. So I started to get into guitar effects pretty early on.

M&SR: What kinds of effects do you like to use?
Stevens: Well now I’ve kind of aligned myself with a lot of individual guys…who make boutique pedals, which are handmade and custom designed. A lot of the effects I used on my record were things I helped co-design and come up with ideas for. It’s actually a really good time right now for guitar players because a lot of people are really into vintage effects and stuff. Rather than having to spend thousands of dollars on eBay, there are people who are building new versions of them, which is pretty happening.

M&SR: Where does the inspiration come from when you create custom effects?
Stevens: Believe it or not, a lot of it recently has come more from electronic vintage keyboards and stuff. I endorse Moog, and I’ve loved Moog ever since the first concert I went to. It was Emerson, Lake and Palmer and I just saw Keith Emerson with these mammoth synthesizers, so I was really into Moog synths. So I use a lot of Moog effects for guitar and usually they’ll come from wanting to replicate the sound of a keyboard or something, rather than trying to recreate something that’s already been done on a guitar.

M&SR: How do you find the process of replicating all the sounds from your recordings when you’re out on the road?
Stevens: It’s pretty easy. I mean, the guy who does all my gear for me; his name is Dave Friedman and he’s got a company called Rack Systems. He’s really got it down to a science, so before a tour I’ll kind of figure out, with pen and paper, what I’m going to need and he’ll whip it up. It’s kind of interesting. Now with computers and stuff, I can offload different programs and stuff. If say I’m doing a Billy Idol show and our set changes, I can kind of keep sets in my computer. It’s a lot easier than it was back in the ‘80s.

M&SR: Do you have a particular program you like to use?
Stevens: My record was done with Apple Logic. I use Pro Tools, as everybody probably does nowadays, but typically when I sit down to write a piece of music, it’s usually with an acoustic guitar and Apple Logic.

M&SR: Speaking of guitars, what brands do you like to use? Do you have a large collection?
Stevens: Not that I’m a guitar collector but I have, over the years, acquired a lot of guitars. So I probably have 75 guitars or so. But on Memory Crash I used an acoustic made by a company called Collings. It’s a beautiful guitar. It was actually a gift from a Japanese artist I was working with. And then all of the nylon-string guitar stuff is a Ramirez that I’ve had for quite a number of years. Those are the only two acoustic guitars on the record.


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