View the full article

SINCE IT WAS FOUNDED IN 1979, The Music People has grown into one of the industry's top suppliers. Primarily known for its acclaimed On-Stage Stands line, in 2009 TMP relaunched the DrumFire brand with the company's signature combination of smart, high-value products and exemplary customer service. The line includes four affordably priced drumsets and a growing range of accessories. "As with all our brands," says The Music People Vice President of Sales & Marketing Sharon Hennessey, "our goal with DrumFire is to produce a better value for musicians, which in turn means higher volume for our retailers." TMP based DrumFire packaging and pricing on the proven On-Stage Stands model and developed the line's products with much input from its retailer customers. It's no surprise, then, that DrumFire gained broad industry acceptance nearly from the outset.

Along with standard "must-have" accessories, DrumFire offers distinctive products such as a thin, lightweight nonslip drum mat. Designed to solve the age-old problem of the bass drum and hi-hat creeping away from the drummer while he or she is playing, the DrumFire mat is lighter and more compactly portable than standard drum rugs–solving yet another common challenge. Hennessey notes that along with their manageable size and weight, the PVC-based mats, available in two sizes, are "extremely durable and resilient to tearing." DrumFire also offers a Deluxe Cymbal Trolley Bag with wheels and a convenient retractable handle similar to the ones found on carry-on luggage.

"Innovation is the name of the game," Hennessey explains, "and it's what we do. But innovation alone isn't everything; the products need to be affordable to have mass appeal. Designing a cymbal case that costs twice as much as the cymbals it's meant to protect doesn't make a whole lot of sense. Designing a case that features tweaks and improvements over old ideas, that pleasantly surprises consumers with its price, and leaves a gainful margin for our retailers– that's the thinking behind all our products. It's what positioned On-Stage Stands as a leader in the industry and it's what will make DrumFire successful as well."

High-value, fast-turning products are always key to retailer profitability, but never more than during a tough economy. Thanks largely to the wealth of information available on the internet, customers are more savvy and demanding than ever. According to Hennessey, DrumFire's attractively priced drumsets "don't compromise performance or tone," and the company's "roadworthy accessories make great add-ons to percussion sales.

DrumFire accessories' colorful, informative packaging exploits the same "silent salesman" principle as TMP's On-Stage Stands and other brands. Hennessey explains, "It's a proven formula that catches the consumer's eye and details how DrumFire products can make being a drummer, and all the setup that goes with it, a better experience. If there's anything we can do to help our dealers make the sale, we do it."

DrumFire also makes The Music People more of a single comprehensive source for virtually all music accessories, cutting retailer costs and saving time by filling all their percussion, live sound, studio, orchestra, instrument, and lighting accessory needs with one call and one purchase order. And a growing number of retailers are responding. "We gave all of our entry-level drum biz to The Music People in 2009," says Alto Music President Jon Haber, "and we're doing it again in 2010. That about says it all.... The drums sold great, required minimal maintenance, and hit an aggressive price point that allowed for nice margins. It's great stuff."

NEWS ARCHIVES