In an industry characterized by passion, the drum and percussion segment is perhaps most imbued with that quality. Simply put, drummers and percussionists are madly enthusiastic about playing their instruments, and about sharing that joy with others. This month, to mark our annual Drums & Percussion Issue, we’ve convened a group of respected executives from within the percussion category, asking them to sidestep marketing considerations and, instead, put on their analyst hat. What trends are dominating the drum and percussion space? Are artists the guiding force in determining what drummers want? How can brick-and-mortar retailers best sell percussion products? Our panel addresses all those issues in some depth.
Our participants are Luis Cardoso, Brand Manager, Gon Bops; John Palmer, Sales Strategist/Drums, Hoshino USA; and Kevin Packard, Combo Marketing Manager, Pearl Drums.
Looking at the drum and percussion categories in which your company is involved, discuss some of the macro-level, segment-wide trends that you’ve seen over the last year or two. What’s “hot” and what’s “not”? What factors are driving those trends right now?
Luis Cardoso: We are still seeing cajóns and cajón accessories leading the percussion category. That’s not surprising, given that they have such wide appeal that extends to musicians of all kinds, not just percussionists. We continue to be approached on a fairly regular basis by small builders that are looking to partner with us on unique ideas for cajóns and/or products developed for cajón players. Their ideas are inevitably aimed at what you would call non-typical percussionists, or they’re aimed at playing situations that are unique to cajóns. That indicates to us that this segment continues to grow.
Percussion “toys” are also in demand by dealers and their customers. That is, those small hand percussion instruments that make for easy sales, given the lower price point. What’s not hot are drum sales, specifically congas and timbales. However, as the economy in North America improves, we’re starting to see improvement in that market.
John Palmer: For Tama, we’ve experienced strong demand for our new Iron Cobra/Speed Cobra pedals, exotic-finish drum sets in higher-end lines such as Starclassic and STAR, and our snare drum lines. Drummers continue to want tools that help improve their performance, and that’s what is driving the success we are seeing with the Cobra pedals, which we launched in January. We instituted many new design concepts, and drummers seem to be responding to them.
Regarding drum sets, we’re finding there is consistently strong interest in drums that not only sound fantastic, but also have a unique and distinctive visual appeal. That helps to create the all-important “value-add.” Drummers are a passionate group. When they discover something that interests them, they don’t hesitate to pursue it.
Kevin Packard: As much as style and playing trends are shifting, it’s interesting to see just how relevant the tried-and-true elements that made yesterday’s classics are today. We’ve seen success with our new Music City Custom program, which delivers U.S.A.-customized kits in 14 business days. That tells us that players are willing to invest for the right personal touch, but not always willing to wait for it. We’re finding more and more that, even with all the choices e-commerce and social media have opened up, the consumer still wants classic dependability, key features and affordability. That has made our new Decade Maple a hit with early pros, and it’s made the student-level Roadshow at home with the beginner.
Many in the music products industry—particularly guitar manufacturers—lament popular music’s shift away from rock bands and, thus, the absence of iconic musicians like Slash and Jimi Hendrix from popular media. To what extent are popular music tastes affecting the drum and percussion market? Are famous artists still the “tastemakers” in the drum and percussion space?
Packard: They still are the tastemakers, but not in the way that they were in previous decades. There are just as many influencers out there, but, because of social media, they’re reaching beyond radio and the concert stage to hit viewers on a broader—and yet more personal—level. Drummers are not unlike DJs, sampling styles and cuts from favorite players and putting their own personal spin on them to make it fresh. Today, media-savvy players have a unique platform for gaining and broadcasting their playing voice.
We’ve found that, by increasing our video content with YouTube standouts like Casey Cooper, as well as drumming legends like Dennis Chambers, we’re reaching new players and educating established ones. That makes the gear all the more exciting, but it needs to ebb and flow with what players want. So, that is a constant focus.
Cardoso: We believe that, in the Latin/Afro-Cuban music space, famous artists are still very much the tastemakers. In this category, our customers are very well informed as to which instruments their favorite players use…which heads, the style of hardware on their drums, you name it. There is a deep knowledge of both artists and instruments that informs buying decisions in a way that’s unique to this space. What that means is that endorsers are important to percussion companies in a way we haven’t seen with more traditional rock instruments for many years. We see that as a good thing, and we see the company/endorser relationship as a key factor in everything from product development, to customer outreach, to marketing, to advertising.
Palmer: I think iconic drummers continue to have an influence, no question. Drummers need role models. The classic role model is a drummer who’s expanding musical horizons on a technical level and continuing the art of drumming. Drummers today are continuing to build upon foundations laid by pioneers before them, and they’re absolutely advancing the art of drumming. Obviously, the exposure of how people listen to music has completely changed; however, the art of musical expression through drumming still needs to be validated. Ultimately, that’s achieved through the overall musical contribution, not just the “drum-nastic” achievements of (without question, talented) drummers who express their chops as a solo artist on YouTube.
We need to remember there is a generation in their developmental years who are searching for the soundtrack of their lives, and who are discovering and cherishing that soundtrack. The entity of music continues to have deep emotional attachment and fulfillment, and that certainly translates to the drummers who are part of the scene.
Full-line musical instrument stores must stock a diverse array of products, encompassing many categories. Presumably, though, retailers don’t stock, display, merchandise, promote and sell all types and categories of products in the same way. What are the best, most effective ways to move drum and percussion products nowadays?
Palmer: Product value is key, as is channel diversity. As you mention, there are different consumer segments that shop in different retail formats. Those groups have different wants and needs. As the manufacturing brand, our number-one job is to create well-made, compelling products that represent strong value for the consumer. Given that, we then work to identify viable retail channels and partner with select retailers to make sure our products are available where consumers expect to find them. Both the brick-and-mortar and the online retail platform are viable, and there continues to be a need for each. The same is true for broad-based retailers versus specialized retailers.
Consumers need a place to test gear, get expert advice and receive excellent customer service. Large-scale brick-and-mortar stores continue to engage new customers and developing musicians effectively with a strong array of mainstream products. As those customers become more sophisticated, they turn to specialized retailers that offer more in-depth knowledge, higher-end product assortments and a highly personalized customer experience.
Packard: We see marquee dealers that maintain a healthy balance between rapid online visibility and unique in-store experiences continuing to grow and have success. The bottom line is this: Modern sensibilities might prevent players from the traditional “Drum Shop Hang,” but they still want to feel like they know “The Guy” behind the counter. The tactile experience is essential. But, when it’s not practical, drummers can come to have that same level of confidence in buying from a trusted, no-nonsense dealer with exceptional video content, quick and attentive online staff, and a healthy stock of gear from all levels.
We’ve recently opened the lines of communication directly to the consumer through our Web site’s Contact page and our Pearl Drummers’ Forum. That has allowed us to field questions from drummers and direct them to stocking dealers, yielding an increase in player confidence and brand loyalty on both the retail and consumer levels.
Cardoso: Our incredible group of dealers assures us that displaying instruments in context is a winning selling strategy. For example, do you want to sell a percussion instrument designed for cajón players? Well, display it with a cajón and any required stands and/or hardware. Make it easy for your customers to walk in and know, at a glance, how it works and how it sounds. Make it a promotion. If you can make your products the POS display, it’s floor space that your dealers can 100-percent monetize.