Doing Business in a New Key - Part II Recreational Music Making for Changing Demographic Demands

Christine Stevens, MSW, MT-BC –

Purpose Key strategies for music retailers and manufacturers to create successful programs; sales; marketing and promotion within the field of recreational music making. How the changing demographics and needs in the human population create new business potential for music sales NOW. Clear action steps to set up in-store and virtual programs. Conversations with RMM pioneers and successful retailers.

The Future of the Music Business Recreational music making is “the biggest growth potential the industry has ever had. It will far outdistance rock ‘n’ roll. We’re not only looking for musicians. The market is everybody that’s alive.” I predict 75 million people will get involved in playing a musical instrument in the USA alone. Remo Belli, INC Magazine, March 2011,

Recreational Music Making “encompasses enjoyable, accessible, and fulfilling group music-based activities that united people of all ages regardless of their challenges, backgrounds, ethnicity, ability or prior experience.” – Karl Bruhn, Father of Music Making and Wellness

Recreational Music Making Research 1990 – Playing organ increases melatonin in seniors Group drumming strengthens Immune System. (Journal of Alternative Therapies). improves mood and morale in employees. (Advances in Mind-Body Medicine) Group keyboard playing reduces stress on genomic level. (Medical Science Monitor) 2010 – Group drumming reduces anger in incarcerated youth and middle school Latino students in LA Unified School District (UCLA)

Demographics, Statistics and Music Making According to 2009 Gallup Poll statistics, 90% of US adult population does not play an instrument; yet 85% WISH they did. Successful programs remove the barriers to entry. Demographics are changing – The aging population. How to reach new customers from babies to baby-boomers. Group activities will be key to competing in the digital marketplace.

Collaboration IS the NEW KEY Retailer Program Facilitator/Teacher Community Organization Manufacturer Products Media

RMM Programs NAMM Programs: Weekend Warriors, SchoolJam USA, New Horizons, Fortune Battle of Bands, After-school Music Programs. Manufacturers programs; Clavinova connection, HealthRHYTHMS, Beat the Odds, Club Roland Community Based events; Drum Circles, Ukulele circles In-store events; group lessons, group jams, open mic, jams, circles, workshops, artist events, master classes, bring a friend to class day.

Set up an RMM program now! Good timing for National Music Store Weekend A. In Store B. Community-based

How to Create In-store RMM event 1. Find a facilitator, drum circle leader (NOT a teacher) 2. Create a circle of chairs in store. 3. Promotion – signs, blasts, Facebook, cross- promotion, play DVD in store. 4. Sign in – Raffle, offer Promotions 5.Document event - Photo, video 6.End on a high note – make a plan for next event 7.Follow up – thank you

Guest Speaker Greg Billings, Owner, Steinway Piano Gallery, Naples, Florida In 1997 Greg founded the Southwest Florida Steinway Piano Society. Billings was on the NAMM Board of Directors in He is a columnist for Music Inc Magazine; “customer whisperer”. He was the winner of the 2009 ASBPE award. (American Society of Business Publication Editors)

Guest Speaker Arthur Hull – Trainer, Village Music Circles, 21 countries; Australia, Malaysia, Singapore, China, Hong Kong, Taiwan, Korea, Japan, Spain, England, Germany, Scotland, Italy, Norway, Finland, Sweden, Iceland, North Ireland, Dubai, Ukraine, & USA facilitators trained world-wide!

Guest Speakers Dave Phillips, Owner, Dave Phillips Music and Sound, Phillipsburg, NJ Maureen 'Moe' Jerant Endorsed Remo HealthRHYTHMS™ Owner, LvDrumCircle Bethlehem, PA

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