Should we be imitating other industries?

I RAN ACROSS YOUR comments on music education, and I wanted to offer my opinion for what it is worth. I own a music instruction business that has been successful for over ten years. I started my business in response to a perceived void in the music instrument industry. The point being, they had the equation backwards: The focus was on merely selling instruments with little or nothing being done to educate the consumers on how to play the instruments they purchased. I always believed that if we educated our customers, they would develop brand loyalty with our business and purchase all their instruments and supplies from us. When I started my business, music stores tended to look at music lessons as impulse buys much like a pack of gum at the register. Now, ten years later, when the economy is a mess, some are beginning to realize the value of their music instruction programs.

However, there are still multiple problems in how music store owners view music education. To begin with, what I see at the NAMM shows and in the local market is a severe lack of values. The music products industry is quick to embrace any new fad that comes along in a desperate attempt to make a sale. "Guitar Hero" is a prime example. The thought is how can we identify with this fad and make ourselves look the same so we can make a few extra sales? This "whore-like" attitude makes me ill, and it is going to backfire.

My answer is simple: Look at the generation called "The Greatest Generation" and see what they did to earn that title. I, myself, am a baby boomer, but I have learned a lot from the values of days gone by. The current generation is the "McDonald's billion served now" generation who have not been taught the value of hard work. That is why Guitar Hero is so popular. "Why take lessons when I can play like the pros by just playing a video game." Perhaps I am a dying breed, but what I tell the young folks I deal with is that musicianship is an exclusive club that not everyone is willing to sacrifice to be a part of. I teach young folks to enjoy working hard and enjoy the benefits of your hard work. By valuing and esteeming music education and hard work, this generation has a chance to embrace greatness without being a cheap fraud. But the music products industry, unfortunately, sells out to any psychological fantasy to make a fast buck.

I was saddened to hear speakers at the NAMM education conferences talk about how to "sucker" their potential customers. And those with the huge teaching wings of their businesses with students in the thousands appear to miss the individual value and potential of each student--because "it's all about the bottom line." What they don't seem to understand is that the bottom line should be service to the customer for the customer's benefit. That approach will always yield success for everyone involved. Instead of selling your soul to make a fast buck, this industry needs to focus on and promote the values of hard work and the study of music. If that ever happens, then we will experience fierce customer loyalty and a good night's sleep. What I see on a regular basis utilizing this approach is that kids learn life skills by studying music that they are not being taught in school. Let's face it: The values of working hard, being self-disciplined and self-motivated will lead to success when applied to any area of life. And finally, I realize that there are some awesome music merchandisers out there who do not conform to the paradigm mentioned above. I sure wish there were more.

Thanks for a great magazine.

Ron Kaye

Ron Kaye's Music

4696 Kimberly Dr.

Pensacola, FL 32526

www.rkmusicinstruction.com