Drums & Percussion: Avedis Zildjian Company in 2015

As one of the premier names in cymbal design and production, Zildjian has long enjoyed success with players across a variety of musical genres. In a market segment once defined by only a small handful of brands, but now serviced by a growing number of suppliers across the globe, the nearly-400 year old Norwell, Massachusetts-based company isn’t simply basking in past glories.

MMR recently connected with Zildjian’s COO, Mark C. Sapienza, to get the scoop on what the organization accomplished in the recently concluded calendar year, what new products will be unveiled in Anaheim, as and what’s on the horizon for 2015.

Overall, how was 2014 for Zildjian compared to the previous year?

Mark Sapienza: 2014 Was a very successful year for Zildjian in several areas.   We enjoyed a modest sales increase primarily driven by new product introductions including Kerope, Gen16 Buffed Bronze, and Planet Z cymbals, and our new product development pipeline is very robust.  We continued our commitment of strong distributor and dealer support through targeted clinics and a very successful series of Zildjian Day events.  We also continued to strengthen our roster of artists and endorsers to ensure that we are engaged with key musical trends and actively working with artists to keep our products relevant. Key signings last year include Joy Williams with Beyoncé, Valentino Arteaga with Of Mice and Men and Christian "CC" Coma with Black Veil Brides.

Can you discuss any significant new products that will be making their debut at the NAMM Show?

MS: Following up on the launch of three major cymbal lines in 2014, we are excited to debut several new ride cymbals to address continued drummer demand for darker, earthier cymbals.  We are also introducing several innovative effects cymbals to keep our EFX line fresh and reflective of musical trends like cymbal stacking.  We are always looking for new products that motivate drummers to visit dealers, try something new from Zildjian, and complement their setup without having to make a major investment. The effects cymbals are a great way to do that.

All of the products are in stock and ready for immediate shipment.

How do interested dealers go about becoming a Zildjian retailer?

MS: We have always maintained that the relationship we enjoy with our select group of dealers is precious and we give very thorough consideration to retailers seeking to be an authorized Zildjian dealer. We thoughtfully consider how we would be able to work together to grow the business as opposed to shifting it from other retailers.   The process would start with their reaching out to our customer service department and they will be contacted by one of our sales managers who will walk them through the application and evaluation process.

Any other recent developments over at Zildjian that you’d like to discuss?

MS: We continue to invest in the resources we need to be the leader in our categories.  This certainly includes enhanced equipment and tooling, but our key investments have been in people in our manufacturing and marketing organizations who work closely together to make sure what we craft in the factory is what the players desire.  As an example, we have added two key members of our product marketing team, both accomplished drummers.  They both work several days per month in the shop, side by side with the cymbal craftsmen.

What are your expectations for 2015 – both for Zildjian, as well as the MI market, overall?

MS: I am not banking on any beneficial tailwinds to sustain our growth this coming year.  As a company we will work even harder to earn every available opportunity in what has become a very crowded and largely undifferentiated market.  It's not a secret that our success lies in understanding the needs of players of all genres and skill levels to make the best cymbals in the world, while working tirelessly with our dealer partners to get them off the shelves and on their kits.  As for the market overall, it is difficult to be certain as I see the industry still challenged to find its footing.  I am encouraged by how many retailers have embraced the challenges and uncertainties of the market by focusing on the things within their control, strengthening their relationships with their customers and keeping their passion about what is truly a special business.