ARTICLESWhat Makes My Pianos Different
Over the years, I've been asked this question a number of times and my answer came quite naturally from the beginning of my business in 1993. My pianos are different because, I answer the phone, I sign my name and serialize every disk I sell, I make the disks, I support my product. Now, you may think that doesn't mean anything but if my product wasn't the best thing out there I wouldn't want to answer the phone and have to deal with the pickiest people in the world who are demanding the best.
I didn't decide to start a piano sampling business… I'm a dedicated musician since age four and I just wanted something decent to play and nothing was available. So, I put my extensive sampling experience to work and after a month, I came up with a piano sample I liked. When I began using the piano in productions, everybody wanted to get their hands on it. So I finally decided to advertise in Keyboard Magazine to see if there was enough demand to make it worthwhile putting up with a business. I was told by some manufacturers that not everyone will like the same piano… "that's just the way it is," they said. When I first heard this, it had a chilling effect on my enthusiasm but something was wrong with that statement. It overlooked the fact that beauty is recognized by all artists and they all want it… the problem was that manufacturers weren't producing beauty.
My pianos are different because unlike most developers who create pianos to make money, I develop pianos for a highly selfish reason. I want to provide myself with the best instrument I can… one that makes me want to play it and create something… and one that provokes those unsolicited compliments from listeners. I want a piano that enables me to express every whim of my mood. I play every day …sometimes writing, arranging, performing or just for pure pleasure. The better an instrument is… the more things it brings out of me that I didn't know were there. So a beautiful instrument tells me more about myself and my pianos become a highly personal and intimate extension of my being that I share with others. So, in essence, you are licensing my personal stash of pianos. That's where my work is different.
Most developers don't want to talk to prospective customers or users and yet I look forward to it because I know what I got, is what every pianist wants. Developers sell their product to a marketing firm who deals with the public. Yet, it's impossible for me to have a great personal product with my name on it, and then allow someone else to represent it. They won't spend the time I will to make sure the user is getting the intended results. I'm trying to build a customer ‘relationship' not just a customer sale. My specialty is pianos, I don't sell anything else… and what substitute could there be for dealing with the person who designed the special instrument you are buying?
Roland A90 Controller
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