NAZARETH, Pa. — As the creatives at Martin Guitar prepared recently to attend one of the largest and business-significant music instrument trade shows in the world this week, this much was clear:
While they celebrate their well-deserved laurels, they are wise not to rest upon them.
A handful of Martin’s senior leaders will attend the National Association of Music Merchants in Anaheim, California, that will be held Tuesday through Saturday.
The world’s largest music technology trade show brings together more than 3,500 music brands, 150 performing acts and 75,000 attendees.
“You want to see it get out there and hope everybody is as excited as you are about the guitars."Fred Greene, vice president of product development, Martin Guitar
Guitar manufacturers' most notable brands will showcase their new instruments.
But none will be as recognizable as Martin, which will showcase new guitars with an array of variations of woods, body sizes and appointments, or inlays.
As Martin's representatives cross the country, they also cross their fingers, hoping the new models are well received.
“It’s exciting because you see how much effort everybody here has put into these products,” said Fred Greene, Martin vice president of product development.
“You want to see it get out there and hope everybody is as excited as you are about the guitars.
“But it’s also stressful because you feel a responsibility to not screw it up. But I’ll say this: Our batting average is way above the average of everybody else.”
An acoustic double-neck
NAMM is as exclusive a trade show as it is exciting.
It restricts entrance to owners, suppliers, distributors, journalists, employees, endorsed artists and guests of NAMM member companies.
Vendors display products, letting dealers and distributors see what's new, negotiate deals and plan their purchasing for the next six to 12 months.
The event attracts famous musicians, many of whom are endorsed by exhibitors and come to promote their own signature models and equipment.
At NAMM, Martin will be showing refinements to its trusted Standard Series with three new models that will enhance the guitars' look, tone and playability. Two all-new Retro Plus guitars will also debut.
Among the highlights for Martin at the NAMM will be the unveiling of an acoustic double-neck guitar.
The idea for the double-neck was hatched by a performer who plays a Martin — multiple Grammy Award-winner John Mayer.
“Us doing the double neck is a direct result of a phone call I got from John Mayer,” Green said.
“He was going on a solo tour in 2023 and was looking for a double-neck guitar to play, but couldn’t find one.
“We had made a prototype back in 2011 and he saw it on Youtube. He called me and asked if we still had that and if he could have it.
"He borrowed it and for the next year and half he toured the world playing that guitar.”
Green said he shared that story with Martin Guitar Chief Executive Officer Thomas Ripsam, who responded, “We have to build that guitar.”
'He was that excited about it'
Martin's senior leaders agree that a foundational reason for the company’s success, particularly when launching new guitars, is its connection with consumers.
“It’s about listening to the consumers,” Vice President of Marketing Mike Nelson said. “It’s about formal communication with past buyers, looking into social media and forums, taking their temperature.
“Every year, we introduce a large number of new models. One of the reasons is, the consumer always comes first."Joey Osisek, Martin's director of product management
“Then we take all that information back here and ultimately make the decision of what they want and what we can do.”
Joey Osisek, Martin's director of product management, added:
“Every year, we introduce a large number of new models. One of the reasons is, the consumer always comes first. We want to offer them as much choice as possible.
“I think that of any other brand in the market, we offer more choices in the acoustic guitar segment than anybody else.”
When Martin decides to launch a new guitar model, it creates just a few to show potential customers. If the new model gets rave reviews, it goes into production.
“A high-level executive at one of our major customers wanted to take a picture with the [double-neck] guitar so he could have it,” Martin Vice President of Sales Mitchell Nollman said.
“That’s how enthused he was. He’s a professional musician and has touched hundreds of guitars. He was that excited about it.”
'The guitar everybody wants'
Ripsam sat almost side-saddle in his chair listening to his staff run the Martin brand up the flagpole.
Then he grabbed the halyard and pulled on that rope.
“We’ve done a lot of research that if you have a Martin lover, why does that person love Martin?” he said. “Martin lovers love Martin because they developed an emotional connection to what we do.
“Whether it’s the guitars we build or the artists we work with, if you look at our artist roster, historically there’s probably not a wider and deeper roster in the acoustic space.”
“It’s staggering, the amazing legacy we have going here.”Martin Director of Channel Strategy Hilary Brown
The current roster, in part: Eric Clapton, Bob Dylan, Taylor Swift, Thomas Rhett, Sting, Eddie Vedder, Neil Young, Willie Nelson, Colbie Callait.
Influenced by the likes of the late Hank Williams, John Lennon, Curt Cobain, Johnny Cash, David Crosby, Chris Cornell and Elvis.
So, as the Martin folks pack their bags for NAMM, they are mindful to include an appreciation of the legacy that has lasted 192 years.
“It’s staggering, the amazing legacy we have going here,” Martin Director of Channel Strategy Hilary Brown said.
“I’m a musician myself. I’m not a guitar player, but I've been around a lot of string players. I just know our guitars are first in class. They’re the guitar everybody wants to have.”
