News
Yamaha builds on artist support programme
Rob Hughes Apr 25 2008, 10:54am
International artists play at local dealers and colleges
Yamaha guitar boss Julian Ward and head of artist relations, Mark Kirkland have put together a Yamaha band comprising internationally known artists.
Previously, the company has been effective in promoting products and music through top session players who, although talented, remain largely unknown to the musician in the high street.
“We are developing a scheme where we can offer high impact and valuable local support to our dealer network through international artists,” Mark Kirkland commented. “We have excellent creative and product-based relationships with our artists and have now found a way to extend this relationship to our dealers. We are already planning more shows up and down the UK this year.”
The first of these events took place recently when bassist Marco Mendoza (Thin Lizzy, Whitesnake, Ted Nugent, Delores O’ Riodan) teamed up with drummer Tommy Aldridge (Thin Lizzy and Whitesnake) and upcoming Danish Guitarist Soren Andersen to play some local dealers and educational establishments including PMT in Birmingham, the Borderline and the Guitar Institute.
There were full houses at all gigs, with PMT on March 18 reporting enthusiastic fans queuing round the block. Julian Ward commented: “We’ve been trying to put together players with world class touring credentials to play this kind of event for such a long time. We have two ambitions within Yamaha guitars; obviously we have to showcase the quality and musical capability of our products, but we also want to use our artist partners to inspire more people to pick up an instrument. The bigger artists can help us encourage music lovers to become music makers. This tour proved highly successful on both counts.”
The tour follows the band’s successful guest spots at the recent Frankfurt MusikMesse, including the acclaimed Groove All Stars night where the plan was hatched. All three artists – who Yamaha tells us are normally associated with major stadium gigs – were sold on the local support idea. Marco Mendoza explained: “We really enjoyed these smaller gigs; getting face to face with accomplished players and, more importantly, the new people who love guitars but who’ve yet to take up playing. It was really inspiring for us to have played a part in bringing people to music making.”
Peter Whittard, managing director of the Guitar Institute commented: “It was a real blast to have Tommy, Marco and Soren turn up and do a gig for our students. Over our many years we have had literally hundreds of amazing guests. Its a vital part of Institute life, but we have never before had a clinic end with everyone on their feet. The band members were great players, communicators and most importantly fantastic musicians. Thanks to Yamaha for supporting the Institute!”
Yamaha.com
