The proposed company I have can be most easily labeled as an “experimental musical instrument” manufacturer. At this point, the company is to center around one conceptual instrument in its infant stages as opposed to offering a variety of instruments and models like that of other major companies. The instrument concept that I have to is make a tool geared specifically for experimental musicians who aim to push sonic boundaries, yet can remain accessible enough for popular musical appeal. The idea is to offer an instrument that plays conventionally much like a piano, yet is modeled much like a hybrid of a harpsichord, zither and the Finnish instrument, kantele; however, the instruments innovative and essential concept is to offer the ability to harness actual microphonic feedback, something that other instruments have only artificially or accidentally conceived. The aesthetic quality of the instrument will a traditional classic organic feel that should meet a more modern and forward thinking design.
Answering the most essential questions about this company will provide a better bridge as to what this company will be all about. In the innovative spirit of creative visionaries like Robert Moog, Leo Fender, John Coltrane, Bart Hopkin and Leon Theremin, I am hoping this company will exist for the purpose of pushing musical boundaries forward by offering a new medium of sound creation. I feel that a company as such by default will have an eager and hungry audience for something fresh, something previously never attempted, one that offers an alternative to the most conventional settings of guitars, violins, brass and other well-known instruments. Three goals that I hope to achieve summing up the company’s philosophy would be to push musical boundaries into uncharted territory, to provide a positive and innovative atmosphere of customer service, and to maintain a reputation for quality instruments that stay true to the spirit of progression.
The target demographic of such a company is the independent musician, particularly one who embraces complete creative freedom and experimentation. That being said, I am hoping the product’s design will also have a mass appeal enough to break through to more mainstream musicians, and have enough enjoyment for audiences of all ages, genders, nationalities and walks of life who enjoy creative outlets. Not all musical instruments will have the genuine classic appeal of say, the Fender Stratocaster, Wurlitzer Piano, Mini-Moog Synthesizer or Gibson Les Paul, but the potential to create a well recognizable, “underground” classic such as the Theremin is an exciting concept that has a large audience searching for a fresh alternative to everyday musical instruments. Listen to Marcus' own words to truly understand:
"The image of such of company is not to be a global monopolist or an omnipresent stature, but rather to remain well known as a company that caters to and shares its sense of discovery with its customers. Keeping such in mind, the company should have a relatively small staff, one that is motivated, thoroughly enjoys and shares the idea of musical innovation, and also enjoys sharing their pleasure with customers and fellow musicians. The staff should present enough to manufacture the product, assist customers with any questions, and should all have the common excitement and knowledge of the product. This small staff should probably have no more than 15 people maximum, with a manufacturing team and a small core of employees to monitor marketing agenda."
Any instrument manufacturer could be considered as “competition,” yet the idea of this company is not to outmuscle others by selling hordes of carbon copied, foreign manufactured, and ultimately cheap already done instruments, but to work from the inspiration from classic sonic innovators like the Moog company. Robert Moog is a large influence in particular on the way this company aspires to operate; even up to the day he died only a month prior to this writing, his workshop was constantly buzzing with operation while the company he sold a few years prior was selling the innovative and inspirational products he created from years past.
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