Mating music & computers to tap a huge new market: Samick's new SIMS division debuts with a broad range of USB-equipped products that address the generation of potential musicians who grew up playing Guitar Hero.

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Arguably the hottest presents under 2007's Christmas tree were Guitar Hero III and Rock Band. And beyond argument, many of the activities of American youth and many of their parents' discretionary dollars are centered around the computer. How is the music products industry responding? Samick Music Group has launched a new U.S. subsidiary of its SIMS (Samick Innovative Music Systems) Corp., to serve the fast-emerging market where computers and musicians meet. Headed up by industry veteran Glenn Derringer, SIMS America, LLC is making its formal debut at the 2008 winter NAMM show with the JamMate line of USB-interfaced products.

SIMS Corp., the brainchild of Samick Chairman Kim's son, Min Soo, has operated in international markets since 2006. However, despite a couple of "trial balloon" appearances at NAMM conventions, SIMS was never formally launched in the U.S. prior to this year's NAMM show. SIMS America is handling two brands: Infrasonic and JamMate. Infrasonic digital recording devices target seasoned "techies"--recording musicians, engineers, and producers--with an emphasis on home studio recording. Its line includes a multi-purpose computer interface with MIDI; PCI audio interfaces; mobile audio interfaces; a 47-note MIDI controller keyboard; plus home studio software and peripherals such as a luxury headphone amplifier with touch-screen controls and bi-amplified reference monitors.

The JamMate line is aimed more at beginner and amateur musicians with products that can be used for home recording (on both Windows and Mac platforms) but that also offer convenient real-time music performance features.

The JamMate UG-1 electric guitar has a USB output that can be connected to a computer for plug-and-play recording, podcasting, and jamming. With this setup, the computer becomes the "amp," which can be modified through included software programs. However, the UG-l's standard high-impedance 1/4" output allows it alternatively to be optionally through a conventional amp, and its built-in headphone facilitates "silent" practicing. Included IK Multimedia Amplitube software provides a selection of amp models and cool effects.

The JamMate Rock Frog offers the same USB and 1/4" connectivity as the UG-1--but without the guitar--for guitarists who want to use their own. It too has a built-in headphone amp that allows the guitarist to play without the computer, and it comes with Native Instruments guitar combo amp simulator software.

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The JamMate Primus a25 25-key MIDI keyboard controller/USB audio interface is equipped with a mic preamp, an instrument preamp, a headphone preamp, line in/out jacks, and MIDI controllers. It comes with Native Instruments demo software sounds including Pro53 and FM8 synths, B4II organ, and Battery 3 drums.

The JamMate UFO (USB Fantom Onair) microphone combines the features of a high-quality phantom-powered microphone with a USB audio interface. Because it has a built-in headphone amp, it can be used without an external mixer.

Just added is the line's only non-USB product, the jETA pocket guitar amp, which is loaded with a built-in tuner and high-quality digital effects.

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Derringer retired from Hanser Holdings International, the parent company of B.C. Rich Guitars, at the end of 2005. He was officially "retired" through 2006, and he'd intended to slow down over the coming years. However, he began accepting consulting work from industry friends, and at the 2007 winter NAMM show his old friend Baik Lee, chairman of Samick's U.S. entity SMC, asked him to help launch SIMS in the U.S.

"It was very exciting to me for a number of reasons," says Derringer. "Back at B.C. Rich I was focused on advancing products like the Floyd Rose tremolo and the SpeedLoader bridge because I wanted to make the guitar easier to set up, tune, and play. In general I wanted to improve the user-interface, particularly for the amateur player. SIMS products may outwardly seem complex because they're computer-related, but I was intrigued by the idea of a simple USB interface that eliminates the need for a breakout box or other connecting and converting devices. JamMate products provide an easier way for even experienced musicians to get into digital recording and computer-centric music making. The simplicity and user-friendliness of the JamMate designs and features minimize the intimidation factor. We're targeting the emerging group of amateur musicians who want to get into recording."

SIMS America shares SMC Group's 200,000-square-foot warehouse in Gallatin, Tennessee, but it will have its own customer service manager, sales coordinator, and administrative staff. It also has access to Samick's industrial design team in Seoul, which is composed of musically oriented engineers and market analysis experts. "Unlike many suppliers that get high-tech products products 'off the shelf' from China," says Derringer, "SIMS designs everything from concept to final product. You can see that in the distinctiveness of the designs." He points to the Rock Frog's unique, un-boxlike "design panache" and the classy transparent finishes offered on JamMate's JM300 model guitar.

SIMS products also stand out in performance. A special algorithm results in ultra-low latency, the delayed transfer of digital data. SIMS objectively tested the latency of the Rock Frog, one of the line's least expensive products, and found that it had the lowest latency of any USB products currently on the market.

Infrasonic is already well-known in Europe and some markets in the Pacific Rim. According to Derringer, Samick delayed the introduction of the Infrasonic and JamMate in the U.S. for both tactical and strategic reasons. "Chairman Kim had just purchased Samick," he explains. "Also, the U.S. headquarters was just moved from City of Industry, California, to Gallatin, where the company built a new facility; much attention was being devoted to promoting the Greg Bennett guitar line; and the [much-challenged] piano market was drawing resources to support Samick's piano lines. They also wanted to have the right group of people to move the line forward in what would be its most important market." Equally important, rather than introducing just a USB guitar, Samick wanted to present a comprehensive product lineup that would enable musicians--individually or with their friends--to get involved in playing and recording. By offering all of these products the company taps into the social aspect of music making that helps keep people, particularly kids, involved. SIMS' initial JamMate offering of five products covers everything an individual musician or even a band could need to start making music, recording, and podcasting.

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This product category is compelling, in part, simply because it represents "the next new thing" to many retailers and their customers in an industry that many believe is starved for novelty. Derringer predicts that the future of the guitar industry will be developing in two directions: "Most people who are already players tend to be traditionalists," he says. "That's why we had trouble promoting the SpeedLoader; players wanted to keep machine heads on their guitars. But new players, kids just getting involved in music, are already comfortable with computers and familiar with recording through things like [Apple computer recording software] GarageBand. Kids are playing with their computers, their Wii games, their Xboxes--their Guitar Hero, and now their Rock Band. Why shouldn't they have as much fun not by pretending to play, but by actually making music? To retailers, these 'non-musicians' are going to constitute a whole new--and potentially very large--market for music products."

Derringer suggests that music retailers would be wise to get ahead of mass merchants in presenting this emerging technology to consumers, many of whom have never played a musical instrument before and therefore represent a rare opportunity to "grow the pie." "Consumers can find most of the top brands' guitar packs in several mass merchants--Wal-Mart, Target, Best Buy, etc.," he says. "Music retailers can compete [with mass merchants on starter pack sales], but they don't make any money. USB musical gear represents a new opportunity for music dealers to engage people, to get them in their stores."

Once those customers are in the stores, SIMS is doing its part to make JamMate products as accessible and user-friendly as possible. The company is currently developing a point-of-purchase display that will "really engage people" yet take up very little floor space. Within a 2x2 footprint the SIMS fixture accommodates a JamMate guitar hanging on the side; a desk-like surface for the computer; another desk for the Primus a25 MIDI keyboard controller; a UFO Fantom USB microphone mounted on a goose-neck; and a Rock Frog so the customer can try out the technology with the guitar of his or her choosing. This display unit will be available to dealers by the end of 2008's first quarter.

Derringer acknowledges that JamMate doesn't corner the USB music products market. However, he believes that the brand represents a special appeal to retailers. "SIMS products won't be the lowest-cost products on the market," he says, "because we don't make 'cheap' products--we make quality products. However, we do want to offer the best-quality products at a reasonable price point. The JamMate guitar, for example, is a lovely instrument; it's a very, very nice double-cutaway guitar with a humbucker and two single coils and transparent finish on a very nice double- or triple-A top. It compares very favorably with competing products."