089 – Michael Robinson: Vice President of Marketing for KHS America, Insight into the Retail and Production Side of the Music Industry, KHS’s Relationship with the Music Educator Community

Michael Robinson is the Vice President of Marketing for KHS America. He leads the Branding, Marketing Communications, Product Management, Marketing Communications, and Creative teams at KHS America. Michael makes significant contributions to the success of KHS America in the areas of leadership and team development, and in the establishment of customer-centric marketing principles that continue to differentiate the KHS family of brands within the market. These brands include: Jupiter Wind Instruments, Mapex Drums, Sonor Drums, NFUZD Audio, Hohner Harmonicas, Hohner Accordions, Hohner Airboard, Hohner Melodicas and Recorders, Sonor Orff Instruments, H. Jimenez, Lanikai and Kohala Ukuleles, A+ Guitars and Bluegrass Instruments, Hohner Kids and Greentones (both musical toy brands), Hercules and Nomad Stands, Majestic Concert Percussion, XO Brass, and Altus and Azumi Flutes. In this podcast, Michael talks about: The roll that KHS America plays from the manufacturer to the customer? Marketing to different personality trates – “Brand Essence” The difference in Mapex and Sonor from a marketing stand point The origin and philosophy of KHS Michael’s musical and drumming background Michael’s introduction to the music industry Rising through the ranks at D’Addario from the production line to R & D to marketing. Advice for those who are interested in the music industry Responsibilities as Vice President of Marketing for KHS America This episode is sponsored by Mapex Drums