"Rhythm 'N' Business": Musikmesse 2005

by Joerg Kliewe

On my way back from the 2005 Musikmesse in Frankfurt, Germany, the taxi driver turned and proclaimed, "Business was better than last year."

He was right.

Frankfurt's 26th annual Musikmesse musical instrument and trade show was a resounding success with nearly 93,000 visitors moving through the Frankfurt Fair & Exhibition Centre during the four day extravaganza.

With over 2,000 industry exhibitors from 53 countries, the event welcomed visitors from over 100 countries to the jointly sponsored Prolight + Sound and MusikMesse.

Detlef Braun, a member of the management Board of Messe Frankfurt GmbH confirmed that there was an increase in both visitors and sales that reflected the prominence and leading international significance of the event. It was also suggessted that the recent expansion of the European Union played an integral role in attracting a broader array of trade buyers and musicians, especially from new European member states.

A strong impression was made by the solid presence of U.S. instrument makers. The American manufacturers that gathered at Musikmesse reinforced the value of the show as a credible international gathering for distributors and other industry professionals who depend on the global market.

With the January 2005 NAMM Show in Anaheim, California, just over, many top manufacturers had little time to fully prepare for the massive Frankfurt event. Still, music instrument businesses piled high lots of new guitar, music software, and equipment in exhibition Halls 3 and 4, holding the rapt attention of those fortunate to make it to the show.

The exhibition halls were vast and the quantity of gear almost overwhelming. The best I could do was wade through as many of the highlights as I could at the event, visit the majors, and try to snag some time with their visiting representatives.

Near the entrance of one hall, Fender greeted visitors with a stunning pyramid display of some of the most incredible Custom Shop guitars in their corral. Among Fender's stringed treasures and bastion of amplifiers, was the new Eric Johnson Signature Stratocaster. Trade buyers were drooling.

With the recent acquisitions of Tacoma and Gretsch, Fender had some of these models on display in its territory. As expected, when the doors opened to the public, Fender's space was packed solid with shoulder to shoulder guests trying to catch a glimpse - or better yet, get a few licks on one of the guitars.

Gibson Guitars was literally overrun with guitar fans who amassed at the site signing up for an opportunity to win a Gibson Les Paul guitar. Gibson more than charmed the European crowd when they unveiled the new "Steve Howe ES-175" and "Jimmy Page Signature" models. Not only did the company draw a gaggle of visitors with their full line of beautiful electrics, punchy amps and legendary acoustics, but they sweetened the pot with invitations to meet some well known celebrities.

Kuddel, lead guitarist for the German group Die Toten Hosen, hung out with Greg Lake (Emerson, Lake & Palmer), signing autographs and was later joined by guitarist and Gibson Guitar Chairman and CEO, Henry Juszkiewicz.

Legendary equipment luminaries were also at the event. We were all happily surprised to meet amp guru Jim Marshall who spent hours on end signing Marshall posters. The Marshall amplifier stand itself was a refreshing reliable icon in a sea of amp simulator software and virtual amp device wannabes that were promoted by most amp exhibitors. Marshall's presentation simply and effectively lauded their "hand wired" amp series as a clear and definitive statement for "the real thing."

Spotting a possible new trend or renaissance in classic British guitar amplification, the "give me more volume" folks found both Hiwatt and Orange amplifiers new and innovative, yet traditionally defined by their vintage amp looks.

A surprising display was that old legendary British brand from a company that made its first guitar in 1964, Burns London. Burns rolled out its great line of classic axes, as well as its new "Shadows Custom Signature" model that will be available in July, 2005, and a very cool limited edition "Hank Marvin 40th Anniversary" guitar. Only 2004 of the Marvin models will be produced and each with a certificate signed by Hank.

European manufacturer Framus showed up with a fine display of guitars. Back in the '50s and '60s, when Fender and Gibson guitars were rarities on the Continent, Framus supplied Beat and Jazz musicians with very dependable instruments. In Germany today, the Framus name is recognized for modern guitars of high quality and hip design, with its herd of Custom Shop models highly regarded.

The Hofner Company, probably best known for its famous violin bass played by Paul McCartney, had a great display of finely crafted archtop jazz guitars and hollow-body electrics.

A name brand that has yet to make its mark in America, but is Germany's leading premium guitar brand for flat top acoustics is Lakewood. The man behind Lakewood's outstanding reputation is master luthier Martin Seeliger who builds a full line of flat-top acoustic guitars in his shop with a small team of expert luthiers. Seeliger brought with him a very cool Zodiac display of Lakewoods that was a collection of 12 guitars, each with individualized appointments reflecting the full complement of the astrological zodiac signs. An added treat was a wonderful performance by Lakewood endorsee, Christina Lux, who played some tunes from her recent CD on her Lakewood "Lux & Love" Signature custom model.

Adjacent to Lakewood Guitars, was the legendary guitar maker Martin Guitar. To the delight of Martin fans, Martin Guitar CEO, Chris Martin IV was there to meet and greet everyone, along with Dick Boak, Director of Martin Guitars Artist and Limited Series. Both Chris and Dick handed over the best of Martin's craftsmanship to folks, generously encouraging them to give them a strum - a class act!

"We encourage young players who come to this show to try our instruments and actually play them," said Chris Martin when asked about his opinion on the importance of the German show to him. "Especially the younger players who would hardly be allowed to play instruments of this value in a typical music store. I consider them potential buyers for us in the future."

Martin Guitar hauled all of their better known guitar models to Germany, as well as their latest signature models like the new Roger McGuinn HD-7, the Stephen Stills 000-45S, and a beautiful D-45 named in honor of legendary Martin luthier Mike Longworth.

PRS also chose to fly the boss over to Franfurt, not only to meet and greet, but to entertain. Paul was there to give a handshake to friends of PRS who stopped by the PRS display and later he cranked up his guitar to the delight of PRS fanatics.

The PRS presentation featured the whole PRS line-up of guitars, including some exquisite custom jobs.

PRS Guitars chose Frankfurt to celebrate their 20th year anniversay in the music business. Smith must have been delighted to also take back home with him a nice "gift" when PRS Guitars was honored with the M.I.P.A. 2005 (Musikmesse International Press Award) for the best electric guitar.

With more than one good reason to celebrate, PRS invited friends, distributors, and musicians to party at Frankfurt's rockin' King Kameahmeah Club on Friday night. Besides a very cool appearance of Paul Reed Smith's own band, Peter Wolf, Marketing Director at PRS guitars, pulled out the stops and performed with his group "Supernatural". Topping it off was PRS endorsee, Johnny Hiland, who was on hand to punch out some awe inspiring, timber rattling riffs.

It was a pleasure meeting both Robert "Bob" Taylor, President, and Kurt Listug, CEO, of Taylor Guitars who had arrived in Germany to promote their latest model, the Taylor "T5." The T5 combines features of both acoustic and electric guitars and shows great versatility for all music styles.

Bob noted that he was very proud of the T5 and considers it a big step in guitar development. In addition to the T5, the Taylor exhibit featured all the known series of Taylor guitars, some with beautiful woods, including some remarkable new Koa models.

The strength of Musikmesse Frankfurt 2005 was the resounding high quality of all instruments featured and on display by both major and minor builders. And despite a relatively weak global economy overall, the event's motto "Rhythm 'n' Business" suggests that, all things considered, the beat goes on, with music instrument sales already stronger this year than last.