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.

Also, the depth of Samick's involvement and support in terms of ongoing product development, marketing, and merchandising suggests that retailers needn't feel they're navigating uncharted waters alone--or with a single paddle. Derringer observes. "It's significant that Samick didn't just tack a few products onto its guitar line; it created separate brands, each with a well-conceived line of products targeting a different group of customers. SIMS is part of a concept and a movement that will be increasingly significant to the music products industry. Retailers should also know that SIMS is a company that's around to stay, and it will continue to develop the JamMate line. For example, at this year's summer NAMM we'll be adding new body designs to the USB guitar line. Samick is very committed to this enterprise; the company invested a lot of resources into product development, and its commitment to JamMate's marketing is substantial. We want SIMS America to be musicians' USB solution."

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For more information, visit NAMM booth 3082, www.simsaudio.com, or email info@simsamerica.com.