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

THE MAGAZINE FOR MUSICAL INSTRUMENT AND SOUND PRODUCT MERCHANDISERS

 

   
 

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FEATURES
-Our 25-year magazine retrospective begins on p. 20 and runs all of the way to (with some stories in between). Wow, a lot has happened in that time.
-Whoa Canada! Attendees were upbeat during MIAC, which took place in Toronto in October. Is the Canadian MI retailer different than the U.S. one?
-Percussion Pointers. We serve up some tips about how you can help band directors select the right percussion products for their schools.
-The Survey Says...Reader surveys always reveal a lot of information. This year is no different. Find out what you said about several topics, including how your holiday sales are expected to stack up this year.
-Rode to Success Rode Microphones made a big splash, literally, with the launch of Opal from its Event Electronics division. Find out much more about the Las Vegas bash and the studio monitor that packs 750 watts of punch.
-Under Lock and Key
In our third annual Independent Retailer Roundtable,
we gather more participants, who provide even more information. Which manufacturers are you happy with? Find out. Did Summer NAMM work out? Find out. What bothers you the most? Find out.

-DJ For Hire These manufacturer employees still find the time to perform DJ/lighting gigs.
-An Early Summer Night’s Dream!NAMM returned with a vengeance in Nashville. Learn what people were saying and why there could be a rebirth of independent retailers in the future.

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

COLUMNS
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The Music & Sound Independent RetailerWe honor Lou Kraus Music in Nebraska, celebrating 25 years of service and California's Zone Music, celebrating its 25th anniversary.
-Bags/Cases Update Marty Harrison of Access Bags and Cases, Agatha Gerutto of Road Ready Cases, and Jonny Edwards of Coffin Case give you tips on selling bags and cases in these brutal economic times.
-Special Guest EditorialMusic & Sound Retailer assistant editor Michelle Loeb reflects on her past five years with the magazine.
-Spy Travel & Leisure recently said Charleston, S.C., has the nicest people and best antique shops in the country. But, does it have the nicest store owners and best music instrument stores? Let’s find out.
-Five Minutes Hohner’s Scott Emmerman talks about the huge Bob Dylan harmonica launch and a whole lot more.
-Sales Guru.Gene Fresco explains why you MUST set goals as a salesperson.
-Veddatorial.Dan Vedda opened his store right around when the Music & Sound Retailer began. He takes a look back at how he became an MI dealer and reflects on his 12 years writing this column.
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MSR Anniversary —Lee Oskar.We take a look at 25 years of Lee Oskar by asking the man himself. We talk about how the company got started, what he thinks of the market now, and his times with the ultra popular band War.

FORMIDABLE FEMALES

-Vikki Hayward, Gator Cases marketing manager, was a huge fan of the company years before she joined it. Learn about her future goals, why she enjoys her job, and much more.
-Roxana Ramirez, Being in the music industry, you’re probably very aware of the soundtrack of your life. If Roxana Ramirez were to have a theme song, it would probably be “We Are Family.”
-Susan Lipp, is always busy. She helped break ground on the company’s huge future facility in Madison, Wisc., last month. She does NAMM Congressional “fly-ins” too

CURTAIN CALL
-Steve Stevens, Rock and Roll may be known for its wild behavior, but the genre has at least one law abider in Steve Stevens.
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Frank Black of the Pixies credits Haley's Comet for starting him on his career path?
-KT Tunstall dismounted from her horse and climbed out of her cherry tree to talk with us.
-Peter Frampton comes alive to tell us what guitars, effects, and amps he loves.
- John Flansburgh, They Might Be Giants’ John Flansburgh is a big fan of several independent dealers as well as a host of manufacturers.
-Matt Rubano the bass player for the red-hot band Taking Back Sunday. Even better, he likes to shop for MI gear.
-Paul English ,Willie Nelson has had four wives in 40 years, but only one drummer in that same time frame.
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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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