October 15, 2010
VOLUME 27, NO.10


Formidable Females


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ConventionTV@NAMM 2011
Music & Sound Awards

Table of Contents
Digital Issue Download

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

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

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

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.
Dan Vedda did attend NAMM. He has a lot of thoughts to share about the show.


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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Cyndi Fritz
Advertising and Design Services
Manager, C.F. Martin & Co, Inc.
[October 2010 - Page 1]
Kathy How

She never had a dream of becoming the next Janis Joplin. Although she has eclectic musical interests, a career in music was not necessarily on her radar. Cyndi Fritz was not a musician, but she responded to a help wanted advertisement in 1991.
Dick Boak, now C. F. Martin & Co.’s director of artist and public relations, was instrumental in Fritz’s hire. He tells people that it’s the “best thing he’s done.” “That’s what he says,” joked Fritz. “He has a knack for making people feel really well. We worked together for several years after that, and continue to have a great working relationship.”
“I grew up in southeastern Pennsylvania,” said Fritz. “So I didn’t venture too far away when I joined C. F. Martin & Co. I always enjoyed being creative. I pursued my love of the visual arts. I studied commercial art and began my career working in the graphic arts industry, which included advertising, printing and corporate communications. I started at Martin as a graphic designer and was soon promoted to art director.”
Fritz has served as Martin’s advertising and design services manager since 2002. She establishes the conceptual and creative direction of print and digital projects and campaigns that are released to a worldwide market. She produced some award-winning pieces in the process.
Clearly, she was able to survive our industry for many years, despite the fact she had no music background. Was it a big challenge to adapt at first? “I was able to blend in because of my passion for art and graphic design,” Fritz said. “Being a creative person like I am, I can relate to musicians. I understand the desire they have to express themselves. Music is an art and I understand how passionate guitarists are about their instruments. Both musicians and artists use tools to express themselves.”
Some other aspects of the job when Fritz was hired were more challenging, however. “C. F. Martin is a rather large company,” she said. “So, there were a lot of things to learn, from people’s names to becoming familiar with all the models of guitars we had. What are all of the parts of a body of a guitar? What affects tone? What types of woods are used to make a guitar? I learned that process along the way. It was challenging, but also very interesting. I had the emotional side of the job down pat. The technical side was another story.”
When you work for a company for 19 years, it often means one of two things: You are either desperate for a paycheck, or you truly love your job. For Fritz, it’s definitely the latter. She truly enjoys working for Martin. I could sense a smile on her face, even when speaking to her on the phone, when she was about to explain why she enjoys working for the Nazareth, Pa., company. “It’s an amazing history,” she said. “I love the company’s history and how it’s retained family for more than 175 years.” She added, “Then, there are the products. The guitars are works of art. The quality and the passion people have here who work on the instruments is impressive. Not only are we a family company, but several members of many families also work here. We are proud to work here. Proud of the products we produce. Proud of the history and heritage here. That’s what keeps me working here. We have a very low turnover rate. People retire with 30 to 40 years of service. That’s unusual today.”
In addition to her work for the marketing department, Fritz is an integral part of the Martin Owner’s Club. She manages most business aspects and provides leadership to the committee. The Club provides exclusive benefits. “Membership is comprised of owners and players, collectors and enthusiasts from around the world,” said Fritz. Many attend an annual party at the company headquarters. The latest event took place on Aug. 6. More than 1,600 guests gathered for a day of entertainment, demonstrations and clinics, food and an address by Chris Martin. “It was a very successful event,” said Fritz.

Girl Power
C.F. Martin has plenty of female employees in its production department. However, in the marketing department, female employees are scarcer. “We’re in a male-dominated industry,” Fritz said. “About 80 percent of the musicians who play our guitars are male, but, personally, I don’t think much about it,” she added. “There could be some men who’d rather talk to a male. I don’t know how a female is viewed by the industry. That doesn’t bother me, though. Even if that is true, I wouldn’t have an issue with that.”
In the marketing and graphic design industries, females are employed at a higher rate than in the music industry. “Regarding marketing or graphic design clubs or social activities, there’s a larger mix of females,” said Fritz. “But few of my media contacts in the music industry are female.”
Fritz has 23- and 25-year-old sons. She has a wide variety of interests. She enjoys exercise and dance, skiing and recently obtained her motorcycle license. Fritz loves animals. “I have some unusual pets,” said Fritz. “I have two cockatoos. I have a Chinese water dragon, a pit bull and a cat.”



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