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The industry needs new music makers – here’s one organization making a difference
The industry needs new music makers – here’s one organization making a difference
It’s a common topic – where are the new musicians? We complain about the video games and apps that distract young people. Or we listen to the critics who comment that the guitar business is dying – it’s not! The lifeblood of any industry is the ability to attract new participants. What is the music industry doing to address this?
Carmen Mark DiGiacomo, known far and wide as “Squiggy,” is making a difference. This marketing innovator is a catalyst for change in the music products business, enhancing the lives of thousands of young musicians through The Music Experience. What started seven years ago has blossomed into a full-blown event marketing company, one that brings vendors and their gear directly to the people attending massive music festivals. Squiggy calls it “activating” the customer, whereby manufacturers are able to directly connect with end-users and engage in experiential marketing. The result is not just the instant gratification of sales at the events; more importantly, it’s the creation of new musicians.
This year The Music Experience will reach over 600,000 potential musicians, already having made huge impact in 2018 at Welcome to Rockville (75,000+ attended), Carolina Rebellion (105,000+) and Rock on the Range (140,000+). More festivals are in store, and it’s estimated that 40% of attendees pass through The Music Experience tent during these events. Shredding Contests, Artist Signings and hands-on gear accessibility create a true exercise in engagement marketing.
When asked why he decided to create The Music Experience, Squiggy quipped, “I love the instrument industry and have dedicated my life to preaching the gospels of Leo Fender, Les Paul, Paul Reed Smith and the other architects of the gear world. The Music Experience inspires people to pick up an instrument in the most undisruptive way, while staying 100% authentic to our vision.” Concerning the future, he added, “We have great brand partners that believe in our vision, and more tools to engage, inspire and stay connected to musicians than ever. This is a way to talk with our customers in person and then stay connected to them digitally until we meet again.”
For the musical instrument manufacturer, the writing is on the wall. Step out of your comfort zone and make the effort to turn on new customers or be relegated to flat or declining sales. In the genres of Rock and Metal, The Music Experience is a catalyst for positive change, and I recommend that you reach out to Squiggy and join the crusade.
In addition to his role at The Music Experience, Squiggy recently took on a new position as Loudwire’s Gear Editor. His video interviews garner huge attention, and he’s a household name among top artists. True to his roots, Squiggy is a gear fanatic who relates well with established artists as well as newcomers. He should be applauded for his efforts to positively impact the lives of young people. You can see more of Squiggy on The Music Experience Facebook Page.
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