I’ll Take One Of Those… And One Of Those… And One Of Those…
(By Jaimie D. Travis of LadySixString.com | Posted 2004-02-03)
An interview with Jim D’Addario, President of J. D’Addario & Company, Inc. - Standing before the Planet Waves display case is to me as staring wide-eyed into the display window of a candy store is to a five year old. Is it fair to say D'Addario is a house-hold name among those who play a stringed instrument? Could very well be. J. D'Addario & Company, Inc. is a world-leading manufacturer of musical instrument accessories whose history reveals generations of family tradition and cutting edge innovation.
JDT:
There are so many facets to J. D'Addario: Planet Waves, Evans, Vandoren, The Foundation. Did I leave any out? Can you tell us a little about them?
JD:
The most obvious and our cornerstone, legacy brand is obviously D'Addario strings. My family has been making musical instrument strings since the 1600s. My grandfather came to the US in 1905 and would import strings my great-grandfather was making in Italy in an effort to sell the strings in the US. My father later joined the business, and then myself and my brother John eventually hopped on board in the 60s and 70s. During this entire time, we were manufacturing strings for other companies as private label brands. It wasn't until 1974 that the first string was marketing under the D'Addario name.
The next addition to our company was when we would complement our successful fretted line with the acquisition of the Kaplan Musical String Company in 1981. Kaplan was a long-established manufacturer of classical instrument strings. Working with the original equipment used by Kaplan, we were able to take the machines and improve and build on their processes. We now manufacture a full line of strings for bowed instruments including violin, viola, cello, and bass.
In 1985 at the Frankfurt Musikmesse show, we struck up a relationship with Vandoren, a world-renown reed and mouthpiece manufacturer from France. Also a family owned and operated business, the Van Doren family had a similar working style, commitment to quality and service, and dedication that we did to the music industry and its products. A year later, we became the sole North American distributor for the famous Vandoren-Paris line of woodwind reeds and mouthpieces.
In 1995, we acquired the Evans drumhead company from Dodge City, KS. Chick Evans was the first person to use polyester film to form a drumhead, succeeding in creating a weatherproof head, and ultimately changing the drum world forever. Chick's legacy was led on by Bob Beals, another legend in the drumming community. We moved Evans to our state-of-the-art manufacturing facilities in Farmingdale, NY. We've raised the bar on drumhead quality and consistency and taken more than 40% of the market share in less than 10 years in business.
In 1998, we acquired the Planet Waves guitar strap line. While at the time it was just straps, we envisioned the line as more than just accessories for guitarists, but for musicians as a whole. Now more than 5 years later, Planet Waves has changed the face of musician's accessories. Planet Waves offers a full line of custom-designed Cables, Connectors and Power Chords; Musician's Gear including end pins, straps, and slides; Smart Tools including the Chordmaster chord computer and the Pro-Winder; and a full line of Instrument Care products.
The Foundation was established in 1981 to provide funding for concerts and other activities dealing with music; in particular classical guitar. The original mission of the Foundation was to fund a series of concerts in various venues across the United States, bringing to audiences established artists and providing a forum to introduce new talent to audiences. Since that time, the mission of the Foundation has been expanded to include funding of various educational activities dealing with performance, music education, festivals, symposiums, and research.
JDT:
I'm going to quote your website for a moment... "All can recount stories of warm nights spent sitting around the kitchen table, drinking coffee and watching The Honeymooners, helping to coil the strings and stuff them into marked envelopes." It was amazing to read how far J. D'Addario has evolved over the years. Would you still consider this a "family oriented" company? What role does family play in the company now?
JD:
D'Addario is still very much a family-oriented company. Myself included, we have 13 family members working at the company. Myself and my brother John were the 8th generation of D'Addarios making strings. Our children, the 9th generation, have now joined the business. My son Rob works in our IT department and my daughter worked in our art department for quite a few years. My nephew John is our Director of Sales. My nephew Michael works in our sales department managing our OEM and national accounts. My niece Laura works in production for Evans, and my other niece Suzanne is one of our merchandisers.
Along with the standard business growth tools, the family has employed a family business counselor to guide them through the growing pains and success of new management, new markets, and family succession.
JDT:
You have a remarkable website. I could spend hours there (and I did just before this interview). *smile* What do you feel is the major advantage(s) and disadvantage(s) the internet has on the music business?
JD:
For us, one of the greatest advantages is its use as an additional communication tool with our customers. It's another vehicle to educating our players on our products and general instrument knowledge. We have instructional videos, artist videos, product information - whatever the customer needs is there. Our chat boards are some of the most popular on the Internet for guitar and drum related information.
The major disadvantage is the amount of incorrect or misinformation floating around out there. We hope users see us and other credible names within the industry as true sources to information.
JDT:
What can we expect from D'Addario in the future?
JD:
J. D'Addario and Co. is in the process of developing a new mission and vision for the future. A company wide culture-development initiative entitled "Vision, Values, and Culture" is currently underway combining the input of D'Addario family member, management and staff to develop the future of J. D'Addario. This unique program is helping to direct, define and strategize the company's everyday efforts from product development and marketing/sales programs, to employee relations and preserving the family history and values within the company. This program has found its ownership in every employee at J. D'Addario from feedback and new committees to improve processes and procedures, to daily interactions between employee to employee, management and employee, and the D'Addario family members to their extended family of employees.
The strategic plans that have developed as a result of this program will lead us to a more cohesive and effective management style. Achieving our company vision "To be the "Player's Choice" in music accessories, through unparalleled customer service, while taking a leadership role in expanding the market for music products and services," will be the result.
JDT:
There is an extensive and impressive collection of endorsing artists listed at your website... Could I ask you to pick a few favorites?
JD:
I am a fan of the 70s acoustic guitar folk music. I love what the 80s and 90s brought and thank each and everyone of the artists that have helped us build the brand. Can I pick one or a few as my favorites? I wouldn't dare! ;)
JDT:
What words of encouragement do you have for today's guitarists/musicians?
JD:
First off, change your strings often. I say that as a businessman and as a player. People really take for granted the fact that their guitar without strings is just a drum. Strings give the feel and tone you are looking for. Let that die and your tone dies. Second, take the time to get professional instruction. While being self-taught has its own attributes, learning from a pro can really help you develop more of a clear understanding of reading music and the various styles that can help shape you as a player. Finally, study the past. There is a lot to learn from the greats and not-so greats of the past. Learn, listen and love. It will only make you a better player.
JDT:
Thank you very much for giving us a bit of your time.
To learn more about Jim D'Addario and J. D'Addario & Co Inc., including an online guide to dealers in your area, visit the J. D'Addario & Co Inc. website at www.daddario.com.
Reprinted with permission from Jaimie D. Travis, Founder of LadySixString: Your Online Guide to Female Guitarists… Yesterday’s… Today’s… Tomorrow’s. (www.LadySixString.com)
Copyright ©2003, LadySixString Music, All Rights Reserved.
