Rebecca Eaddy knows the musical instrument industry like Shakira knows dance moves.
With more than 10 years’ experience in marketing, publicity, artist relations, licensing and more, Eaddy has been pivotal to developing impressive campaigns for companies like PRS Guitars, as well as her current employer, Roland Corp. U.S.
During her years with PRS, Eaddy helped produce the company’s section of the Smithsonian Channel program “Electrified: Guitar Revolution.” She was also responsible for managing licensing agreements between PRS and the wildly successful video game “Guitar Hero,” all while managing the company’s magazine, its Signature Club loyalty program and more.
Nowadays, Eaddy focuses on publicity, advertising and social media for Roland Corp. U.S., and she’s heavily involved with product placement, artist relations and offsite activations like the Academy of Country Music’s ACM Party for a Cause Festival.
You’ll learn much more about this marketing powerhouse in this interview.
Visit rolandus.com for more information on the company she proudly represents.
Women’s International Music Network: Where are you from originally?
Rebecca Eaddy: Maryland feels most like “home” to me, but I was born in South Carolina. My family moved to Maryland when I was two, and I lived there for more than 25 years. So, steamed blue crabs, the Chesapeake Bay, the wild ponies of Assateague Island, Thrasher’s french fries and Fisher’s caramel popcorn are part of my DNA. I live at the beach in southern California now, and I still have to remind myself that the ocean is west out here.
The WiMN: What attracted you to the world of marketing and communications?
Eaddy: Music drew me in initially. I was inspired by a talented group of artists, living in Annapolis MD, who were musicians, painters, poets and writers. During my senior year of college, I interned at WRNR, a cool indie radio station in Annapolis recommended to me by that group of artists. I loved being a part of the marketing mix that supported the local indie music scene. That led to my first job out of college at CBS Radio in Towson MD, then to management positions at two advertising agencies and, later, to PRS Guitars.
Marcom is a space where business and creativity intersect. Beyond music, I have a passion for storytelling, strategy, design, words and data crunching. So, it’s a perfect place for me.
The WiMN: Are you a musician? If so, what do you play?
Eaddy: I’ve always loved to sing, and I performed as a soprano in regional chorus groups in my teens. My range is narrow, but singing is something I sincerely enjoy.
The first musical instrument I ever learned to play was clarinet, and I got a little pink keyboard for Christmas a year or two later. The first instrument I purchased on my own was a used electric guitar from a cool store, called Atomic Music, in the Washington DC area. I actually bought a tiny amp, the guitar and a distortion pedal all for $100. I used to strum along with artsy movie soundtracks and Portishead tunes for fun to try to teach myself how to play. I’m embarrassed to say I got frustrated early on, because I didn’t immediately become a guitar prodigy. I was quick to pick up most other things in my life, but guitar was a challenge. I’ve promised myself I will write and perform one original song on guitar in my lifetime. Music is in my soul, for sure, and it will find its way out.
The WiMN: How did you get into the music industry?
Eaddy: It traces back to that amazing group of artists and musicians I met while in college. Through them, I was introduced to several people who worked at PRS Guitars, including Paul Reed Smith himself. I’ve always been extremely passionate about music, and that, along with my previous marketing experience and my being a part of that live music scene, helped get my foot in the door.
The WiMN: What did you do at PRS, and how long were you there?
Eaddy: I was a Manager on the PRS Guitars marketing team for nearly six years. I focused heavily on advertising and media relations, but I wore many hats, working on projects that brought visibility to the brand. I helped produce the PRS section of the Smithsonian Channel program “Electrified: Guitar Revolution.” They shot a portion of that program at the PRS factory. When “Guitar Hero” approached PRS, I handled the licensing arrangements and the build-out of the guitars featured in the game. I also helped launch, as well as managed, the official PRS magazine, Signature, and the PRS Signature Club loyalty program.
The WiMN: What are your primary responsibilities at Roland Corp. U.S.?
Eaddy: I focus on publicity, advertising and social media in support of new product launches and events, but I’m very involved with product placement and artist relations, and I’ve been spending more time offsite at company events. Roland generally launches 30 to 40 new products each year, and it participates in 20-plus events around the U.S. annually. So, we stay busy.
I recently attended the Bridges benefit hosted by the Children’s Music Foundation. Roland helps them raise money to reach at-risk kids with transformative music programs. A few weeks earlier, I was backstage with the Roland and BOSS team at the Academy of Country Music’s ACM Party for a Cause Festival, giving VIP musicians a chance to check out our new gear. It was awesome to see musicians letting loose on instruments they don’t typically play and going gaga over new gear like the BOSS SY-300 guitar synth.
There is never a dull moment at Roland, and I work with lots of talented people who love music as much as I do. That’s pretty amazing. The number of new product launches for us this year will be 200-plus when you factor in the premium BOSS and Roland accessories lines. We’re in major growth mode, and it’s an exciting time for the whole team.
The WiMN: Have you noticed any trends that are favorable for women in music since you began your career in MI?
Eaddy: It seems like there are more women product specialists and clinicians than when I first started in the industry. My guess is social channels like YouTube and Facebook have helped the ladies break through and make better inroads. It’s been subtle, but it’s been nice to see the shift. And what Laura B. Whitmore and The WiMN team are doing to keep the ladies connected and inspired is pretty incredible.
The WiMN: If you could give advice to your younger self, what would it be?
Eaddy: I would tell my younger self to take a few minutes each day to reflect on my progress, rather than getting upset about the things I wasn’t able to complete. And, that marketing is one of the most creative and most fun career paths a person can take. Keep that top of mind, even when the “To-Do” list wraps around the block and everything was due yesterday.
Founded in 2012, the Women’s International Music Network unites women who work within all facets of the music and audio industries. For additional information, visit thewimn.com.