Boutique pedal market on the up
Demand for customised sound is pushing sales of fretted products and effects to a seven-year high and fueling a new wave of boutique pedal builders, NAMM has reported. Over the past ten years, the retail value of the effects pedal category is said to have increased more than 45 per cent, with a 13.7 per cent gain in 2014.
Show organisers have stated that pedal manufacturers will have a significantly greater presence at NAMM 2016, as boutique brands including Strymon, Walrus Audio, Chase Bliss Audio and Dwarfcraft Devices join established brands Boss, Dunlop Manufacturing, Inc., Fender Musical Instruments Corporation, EarthQuaker Devices, Electro-Harmonix, Pigtronix, Seymour Duncan, TC Electronic and Wampler Pedals to debut new effects gear at the NAMM Show.
The emergence of hundreds of pedal brands can be traced to new technology and easier global distribution, of both ideas and components. Robert Keeley, founder of Keeley Electronics, Inc., has seen his Edmond, OK business double since 2012. It is now producing more than 2,000 units per month. “Our products are almost completely hand-built and we cater to a group of people who are in the market for specialty-purpose pedals,” said Keeley. Big- name players including John Mayer, Jimmy Buffet and Dream Theater’s John Petrucci are among those who have called on Keeley for customized pedals, with some of those pedals crossing over into a limited-edition commercial run.
Joel Korte, founder of Minnesota-based Chase Bliss Audio has seen sales double in the last year and adds, “Musicians like to experiment with sound using pedals because the experience is very visceral and pedals are hands-on and offer the artist control right away.”
Affordability has also emerged as a major factor in the surge as artists add distortion, phasers and vibrato to their signature sound. Many of these emerging builders, including Akron, Ohio’s family-owned EarthQuaker Devices, have also focused on demonstrating their products for non-traditional pedal players, such as sax, synth and violin players. Julie Robbins of EarthQuaker Devices emphasizes that innovative, specialty-designed sound is a key factor in the company’s success. “We answer the call of experimental musicians who love to create sounds that inspire them to go in new directions, Some just want to recreate classic tones, while others use their pedals as a way to actually define their newest album, and we cater to both.”
Demand is also up for pedals that couple long-lasting new technology with “old school” parts to create coveted “vintage” analog sounds. co-founder of growing Southern California builder Strymon, says interest in vintage pedals has skyrocketed, including tape delays, vintage amp tremolos, pedals from the 70s, but he notes these originals can be unreliable on tour and prices make those purchases beyond the reach of most musicians. So this creates an opportunity for pedals that can capture those sought-after sounds and yet be conveniently and reliably used at gigs.
Strymon employs a one-on-one strategy with musicians, regularly holding open-studio parties and the conversations evidently are paying off.