MI Pro

The idea of NAMM as an international organisation has been with us for some time now. For a few years now we have seen NAMM initiatives being taken up by numerous trade associations around the world, including the UK, as well as various associations supplying NAMM with their ideas and data – not least the UK model of data accumulation used for the Signposts to Success.

Despite this, NAMM has remained a largely American-run organisation, with its executive board having just one non-US member, Qian Ni of Eastman Strings (who was preceded on the board by Wu Hsieh from KHS) as an expert in global manufacturing issues.

Voting a manufacturer from South East Asia to the board is clearly a shrewd, albeit necessary move and NAMM has to be applauded for bringing that perspective to its decision making committee so early on – doubtless the result of Betty Heywood being recruited as director of international affairs – but with an international presence amounting to 22 per cent of its overall membership, the ratio of one out of 24 on the executive board was falling short.

The announcement at the NAMM show in Anaheim in January that Robert Wilson, the founder, owner and chairman of Sound Technology in the UK, had been voted on to the board is a step to putting that discrepancy to rights – although it goes some way further than that. Not only is Wilson a non-US citizen, he has well over 30 years experience of working in the international market, both as an importer to the UK and as an executive within companies such as MXR, Alesis and Taylor Guitars. A fact that has been instrumental in Wilson’s appointment to the board.

“With NAMM's membership from outside the US growing rapidly, the board is increasingly recognising the advantage of having leadership that understands the global nature of the industry today,” commented NAMM’s president, Joe Lamond.

“We think Robert represents just the type of experienced leader that can advise the professional staff at NAMM on how to better serve its members during this time of rapid industry change.”

The wording is pretty neutral, but the meaning jostling for elbow room between the lines is pretty clear: Wilson is being brought on board to advise the NAMM executives what life is like in the greater MI world. Those that know Wilson will be well aware of his forthright ways – to the extent that some might even have been surprised by his appointment. NAMM is very much a good news operation as far as its larger community face is concerned, but, again, it goes a lot further still than that.

For the UK, and particularly the MIA, the appointment is something of a coup. “This continues a great working partnership with NAMM, which has been overt in its support of projects such as Weekend Warriors and the launching of our charity, Music for All,” said MIA CEO, Paul McManus (pictured above with NAMM’s Betty Heywood). “And it’s a two-way street. It’s part of both associations’ evolution.”

McManus went on to explain the advancement that the world’s MI trade associations have made in getting together, discussing and generally synchronising their activities globally around the hub that NAMM has become. This, in turn, is fully indicative that these associations are well aware that the global market, while still something of an abstract notion, is becoming more concrete with each passing year, with access to brand-indifferent manufacturers, a near global retail outlet via the net, and an increasingly savvy buying public accessing information and deals on that information highway.

Ironically, as purchasing profiles become ever more personalised, the range of purchasing options for the end user is also ever-widening – and all industries, not just MI, need to be considering strategies that cater to a broadened cultural exposure.

“All national associations meet on the morning before the Winter NAMM show where we discuss what we are doing and exchange ideas,” added McManus. “It is worth noting that in terms of the broader music business, MI is a long way ahead in terms of international connectivity.”

A global face, however, comes at a cost and the fear inherent in just about all of the multi-national companies and organisations that the right thing must be said at all times, that a downside simply doesn’t exist, and that communications are a strictly one-way street is a real one. NAMM and its international partners is still a long way from this unfortunate state of affairs, but the model has been gleaned from American and Japanese multi-national forerunners and it is an easy route to an unfeeling comfort zone.

It is a difficult line to walk. On the one hand, keeping unnecessary rumour and gripes out of the public awareness, but also confronting genuine issues head on and genuinely addressing and solving problems. The latter is what our trade associations are for, the former is what they suffer as a result.

This is where NAMM is taking a good step forward in appointing Wilson to its board. His experience is one thing – and very valuable, no doubt – but his ability to strip an issue down to its components in plain language is equally valuable. Betty Heywood summed it up well when she mentioned that Wilson “was brought in to bring UK and Eurocentric expertise, but I think that his direct personal style will be appreciated as well”.

This is not to say that he is some sort of loose cannon. He has been an integral part of the MIA for many years and has stamped his mark on many of the association’s initiatives and continues to support them. Recently he has been instrumental in the launch of the Music for All charity in the UK and is one of the charity’s trustees. He is also extremely complimentary of NAMM and the work it does – and more than that. As McManus put it: “Yes, Bob Wilson is part of NAMM, but I think you’ll find that NAMM is also very much a part of Bob Wilson.”

For his own part, Robert Wilson is very enthusiastic about his new position, but also typically realistic. “I feel this is a huge thing for the UK, but I am not sure how it will be taken by the association’s domestic membership,” he admits.

“There is no doubt that the world is becoming a single market, so the question is, who are you going to ally with? Your mates and your business partners, who could turn away at any moment, or a successful organisation that makes the business substantially and quantifiably bigger? NAMM is taking this very seriously and the UK being involved at board level there should be a big ‘wow’.”

He sees his position on the board as something of an experiment, however, that goes beyond his know-how and contacts around the world. “It’s difficult to comment too much as I’m the appointee and I have to establish what my remit means in practical terms,” he said. “They are looking at the world market, but have not been represented by the world. I know the market as well as anybody and I see trends and can relate this to a historical context. I think this can offer a new perspective for the board.

“I think they are being very smart. On the international scene, I’m a familiar face, but despite that I was surprised when NAMM approached me. I am certain there are some people saying ‘an interesting choice’, but whatever you say, the best thing for this industry is for everyone to be pulling in the same direction. It’s no use working on your own anymore. The global market creates opportunities and challenges, so all I can really say is I am going to do the best job I can, but I doubt I will change my sensitive character or my way of doing things.”

Which is a suitable taste of the frankness (and hunour) of which Wilson is capable, but never be mistaken that he is someone who simply shoots his mouth off when given the chance. My experience of him as a trade journalist is that he is shrewd enough to know what can go on the record and what not, but he is fair enough to talk about issues and not let the observer feel as though he is being given the mushroom treatment.

Wilson could well be a conduit for change. Yes, he is a resource of some 40 years of international trading experience in MI – but most of all, and NAMM is almost certainly aware of this, he can be a breath of fresh air in a room where the windows are kept shut and the air conditioning keeps recycling the same oxygen over and again. The question is whether there will be someone who doesn’t want the windows opened.

“I think it is possible that I am some sort of sacrificial lamb that can stir things up just a tiny bit, while getting rid of me, the changes will have been instigated at no-one’s expense but my position on the board. If this is the case, I don’t mind.” And this is the sort of objective opinion that someone without a directly vested interest can offer.

So, is NAMM ready for Bob Wilson? The question is redundant now – he has been invited to be a part of the organisation – and this article began by suggesting that NAMM is a cautious operation. It will have weighed up the pros and cons, you can be certain. A no nonsense approach backed up by relevant experience is something any operation could benefit from, but there is one last benefit for anyone who works with him.

It is interesting to note that throughout his so-called controversial career, Wilson has never been sued. This is down to two things. First, if the mistake is his, he owns up. Second, if the mistake is someone else’s, he knows that it is better and cheaper to talk it through rather than make a lawyer rich over the issue. These are two virtues anyone can learn and gain from.