They put the heavy in heavy metal, the rhythm in R&B, and the funk in… well, funk. 4-string basses hold down the low end and help establish the beats for nearly all styles of contemporary popular music, while simultaneously playing a crucial melodic role, driving harmonic and contrapuntal creativity.
We recently sat down with reps from four major brands of these distinctly powerful instruments to learn what trends are driving this market segment, how successful MI dealers are marketing basses, and what specific models are ringing up sales in 2024.
For your brand, what is/are the top-selling 4-string electric bass model(s) at the moment?
Keita Sakamoto: Currently that would be the SR300EDXCZM and SR300EDXBZM.
Blue Wilding: ESP’s LTD B Series basses are always among our top sellers. They’re affordable, they offer the feature set that players from many styles need, they look cool, and they are available in 4-, 5-, and 6-string versions with the B-204SM, B-205SM, and B-206SM.
John Stippell: Our best-selling model right now is the NS Pulse II, particularly in the Ultra-Violet finish. The NS Pulse II series is competitively priced, featuring a Quilted Maple top, lightweight Swamp Ash body, Roasted Maple bolt-on neck with a Macassar Ebony fingerboard, and active EMG pickups. It delivers the signature Spector sound and experience at an accessible price point.
Yoh Watanabe: Our best-selling 4-string bass model is the TRBX174.
Do you feel bass players are more drawn to “tradition” and legacy when considering a purchase, or are technological and production innovations as (or more) important?
BW: It’s a balance of those two philosophies. Smart manufacturers have selections that appeal to both crowds. In ESP’s offerings, that’s why we offer basses like the LTD Surveyor ’87, which has a traditional look with some souped-up features, and basses like the LTD Deluxe M-1004 with very modern tech including stainless steel frets, Fishman Fluence pickups, a 35” scale for extended range performance, and more.
YW: I think it’s less about tradition versus innovation that drives choices and more about what type of music the player is interested in. That drives their decision. Bass players are not monolithic and they are playing both traditional-style basses as well as modern designs. However, they are mostly starting with traditional-style basses.
JS: Spector offers a blend of tradition and innovation. While our brand has nearly 50 years of history, our unique body design, neck-thru construction, and active electronics set us apart from “traditional” bass specifications. Bassists value proven design and quality construction. As for innovation, they prioritize technology that solves problems or creates new sound possibilities. If it enhances their playing, bassists are open-minded and eager to try new things.
KS: Striking a balance between tradition and innovation is key. Certainly, players have their go to instruments and many bassists today favor multi-scale construction, active electronics, and other modern build features. However, those same players may still reach for a more traditional bass when the situation calls for it. Conversely, many bassists still feel at home on those classic instruments, but are still willing to branch out and use a modern bass when needed. I think more than anything bassists are about using the right tool for the job. We also just happen to live in a time when there are a wealth of different options available to players.
How important is it to your brand to have endorsing artists or, even if not officially linked with your company, the affiliation with well-known musical icons? Do such affiliations truly drive sales in a meaningful way?
YW: We believe supporting artists is very important. Yamaha has long and fruitful partnerships with artists, especially bass artists. We produce artist signature models with legendary bassists Billy Sheehan, Nathan East and John Patitucci and we have a deep roster of artists that play BB and TRBX models. The right artist with the right model has shown to be an effective way to drive awareness.
JS: Artist affiliation is crucial for us. Many bassists discover Spector through iconic players like Doug Wimbish, Rex Brown, Guy Pratt, and Sting, who have used Spector basses in key moments of their careers. We often reference these artists and their music when potential customers inquire about our instruments. In cases where we have a Signature Model, like with Doug Wimbish, we see a direct impact on sales.
KS: Our artists’ influence significantly shapes our instrument development. Their preferences and feedback guide our decisions on design and features. Moreover, they serve as brand ambassadors, inspiring customers to consider our basses. So yes, it definitely plays a significant role in driving sales.
BW: Artist endorsements are always important to ESP. The effect of visibility that comes from seeing people onstage with our basses can’t be underestimated. We’re coming off the summer/fall touring season, and 2024 in particular was a great year to see bass players at these huge festivals around the world turning to ESP. This is also an area where brands can showcase their products in a wide variety of music genres. ESP has some of the biggest names in bass from the world of metal like Tom Araya of Slayer, John Campbell from Lamb of God, and Mike Leon of Soulfly. That said, we also have many players from others genres like Shiah Core of Damien Marley’s band and many others.
Any tips or “tricks” you can suggest to MI retailers when it comes to displaying or promoting bass guitars. Electric guitars tend to get the spotlight, with basses often taking a back seat – how do effective dealers give their basses a chance to stand out for customers?
BW: The same retail techniques that help drive guitar sales apply to bass, like having instruments and amps available for to people to get their hands on. It’s something that can’t be replicated on your e-commerce site. Listing the unique features that differentiate these models on their product tags, above or even instead of the more common features within a price range, like scale length, body wood or pickup brand, is a good way to make one stand out over another to wandering eyes. Also, if you have the opportunity to host a bass clinic for a brand, it can draw a ton of people who wouldn’t ordinarily be stopping by your store.
KS: Keeping a few high-end or popular bass models prominently displayed near the store’s entrance or high-traffic areas can help attract customers to the instrument. Additionally, not all basses need to be grouped together. If the store has a designated used section, including some basses there, mixed in with the guitars, could be a great way to generate interest.
JS: My best advice is to choose the brands you want to sell and invest in their full catalog. Often, bass departments feel like an afterthought compared to fully merchandised guitar sections. For example, Spector offers instruments across all price ranges, from entry-level to Custom Shop models. Our best retailers support the entire brand, creating a destination where bassists can experience the full range. Even if Custom Shop basses don’t sell daily, they drive interest and sales in our more attainable models like the Euro Series and NS Pulse.
YW: Invest the time to train staff to understand the nuances of basses. To the untrained ear, basses may sound all the same, but they are tonally different and serve music differently. Obviously, passive and active pickups are very distinct, but really understanding the differences in tone of a P or J configuration as well as how different a short-scale bass sounds and feels to play and being able to articulate the range of options is key to giving customers a great retail experience.
Any recent or upcoming bass model introductions that, while they may not yet be the best-seller for your brand at the moment, you feel are poised to make a significant impact?
KS: The BTB605MLM is a bass we introduced at the beginning of the year and features what we call ‘light multi-scale’ construction. It starts with a 34” scale G-string and changes to 35” scale B string. The concept behind this model is to serve as a multi-scale option for players who generally prefer traditional, parallel fret basses. It’s still relatively new and bassists are still finding out about it, but we’re optimistic about its potential.
YW: Yamaha has a superb lineup of basses for every level of player. We have solid entry-level models, like the previously mentioned TRBX174 as well as the BB234. We also have professional-level basses like the BB734A and TRBX604 – both with an active/passive circuit and a number of other great features. Beyond those, we have the premium Japan-made BBP34 and the Billy Sheehan ATT LTD3. Given how well received these models are, we don’t have plans to materially change their designs, but we tend to refresh them from time to time.
JS: We’re excited about our new Euro CST Series, which launched in July 2024. As the new flagship model in the Euro line, it features elements inspired by our USA Custom Shop, including new color options, unique wood combinations, and a custom preamp designed with Darkglass. The early response has been overwhelmingly positive.
BW: 100 percent yes… but until we announce those new basses that we’re planning for a 2025 rollout, we can’t go into the details. Currently, our LTD Phoenix Series basses are generating a lot of excitement with their neck-thru-body construction and superb components.
Expectations for the bass market in the coming months?
JS: I expect the market to remain steady. We’ve seen a slowdown in lower-priced beginner models due to excess inventory, but demand for high-end Custom Shop and professional models has remained strong and should continue throughout the year.
BW: Bass is essential for every style of music… in some, even more so than guitar, frankly. Bass is crucial to pop music in nearly every style, and it never goes away. When musicians tour, audiences don’t just want to see someone playing bass lines on a keyboard, or DJs “dropping the bass.” They love seeing real musicians creating art in real time right in front of them, and that’s why bass can be an exciting part of your store’s offerings.
KS: During the pandemic, we saw a surge in demand for beginner guitars, making it one of the busiest times in the industry. While that has now subsided, more professional-minded players are still investing in high-quality instruments to meet their needs. Despite certain economic conditions, the high-end guitar market has been steadily growing. I anticipate that more bass players will seek out premium-quality instruments this holiday season.
YW: The bass segment has been regressing in sales coming off the pandemic spike and I expect it to level out and, within a year or so, start to behave more normally. I believe that bassists who started within the last couple of years will start to expand their collections and everyone needs to be prepared to support and nurture this new group of players.
