Extensive volumes of percussion sounds available at a player’s fingertips, the ability to practice or track at low volumes, the power to bring virtual instruments to life and take them onstage – these and other factors have been driving interest in electronic drum sets for years. With rapidly advancing technology, design, and construction, these virtual kits are resonating with more and more end-users, and savvy MI retailers are riding this enduring surge in popularity to greater and greater profits.
MMR recently spoke with reps from five major brands in this segment to learn about what models are selling in 2023, what trends are impacting the market, and how dealers most impactfully connect with customers in this realm.
What’s the best-selling electronic drum set for your brand?
Mike Petrak: Our best-selling e-kit is our new ddrum Eflex kit. We released it in early 2022 and it has been a huge hit for us. It is more of an entry level kit; however, it will accommodate new players as well as advance players looking to practice in small areas. In addition to the Eflex kit, we have had the hybrid kit in our line for years. It’s an electronic/ acoustic kit. Our partners at Sweetwater considered it one of the top e-kits for 2022. Please find more information on these kits at our website www.ddrum.com and our YouTube page.
Jake Wu: The DED-200 was one of our best-selling electronic drum sets last year. With this set, we target the educational player and beginning player markets. This year, we’ve released an upgraded version – the DED-200 Pro and Special model specifically for our dealer partners that features more voices, drum kits, and songs, as well as new materials for the kick drum.
Pat Kennedy: The TD-17 series has been the top-selling Roland V-Drums series since its launch back in 2018. They’ve set a new standard in the e-drum market and are absolute powerhouse drum kits, great for drummers of all levels, ages, and abilities. We are also excited about the recent refresh to the TD-17 series, consisting of significant hardware upgrades and software updates to the previous-generation TD-17 drum kits.
Matt Rudin: It’s almost an even split, with our DTX402 Series just barely passing our DTX6 Series kits. The DTX402K would be the best-selling model, quickly followed by the DTX6K-X.
Bob Sabellico: We have enjoyed sales success with three diverse e/products that represent the Pearl brand: the Mimic Pro Sound Module, EM1 malletSTATION, and The e/Merge.
In the long evolution of electronic drums, there have been milestone moments and advancements that have pushed the instruments forward in playability, sound, and player acceptance. What recent technological and production developments do you think have continued that progression? Do you see other such advancements on the horizon?
JW: When speaking about playability, we believe it’s so important for a customer who uses a Donner instrument. Providing playable musical instruments to young and beginner musicians has been the biggest mission for Donner.
Recently, we worked on a new “smart” drum set that will provide a “smart tutoring” solution for educational customers overcoming barriers like distance and time. It also offers new experiences for learning and teaching drums. The smart e-drum will offer complete freedom when it comes to tone editing for players looking for more possibilities. The technology will offer more playability and connect instruments to people more closely.
PK: For Roland V-Drums, one of the biggest advancements has come in the form of our digital pad technology. These pads offer the industry’s fastest triggering and ultra-sensitive response to capture all the nuances of a drummer’s performance. The most recent has been the advent of the VH-14D digital hi-hats, which debuted in 2021 as part of the TD-50X series and completed the digital array alongside the already successful PD-140DS digital snare and CY-18DR digital ride pads. Due to the overwhelming success of these products, we have been able to incorporate this array of digital pads into other series kits in our line-up. As of today, these game-changing digital pads are now standard components of all TD-50X series kits (VAD706, TD-50KV2, & TD-50K2), as well as all recently-refreshed TD-27 drum kits (VAD507, VAD504, & TD-27KV2). Twenty-five years of V-Drums innovation have led us to this point, and we look forward to what the next 25 years will bring.
BS: We have two groundbreaking products that fit the description of milestone advancements. The Mimic Pro powered by Slate has introduced 24-bit high-quality drums sounds that give you the exact simulation of a studio recording session. This unit has offered multiple sound and OS updates that have set the standard for high-end sound modules. The e/Merge powered by Korg introduces a new twist with the addition of Wave Trigger technology that originated on the Korg Wavedrum. Wave Technology layers a trigger with an audio signal to create smooth layers with imperceivable latency.
MR: Obviously, technological advancements have led to continued improvements in latency, sound quality, memory/storage and EQ/effects, and we will continue to see improvements in these areas. We will also continue to see improvements in sampling. The quality of sound samples available, the variety, and the ease of acquisition of samples have significantly impacted electronic drums over the years. This trend will continue to progress as online e-drum communities grow and electronic drummers are presented with more options to create and share new and unique sounds.
However, I feel some of the most significant advancements with electronic drums will involve apps and integrations. An electronic drum set’s compatibility and integration with other devices drive much value for end-users. As advances in communication tech, such as 5G and light fidelity, allow data to transfer at higher speeds, devices will continue to become more interconnected, and manufacturers will have more opportunities to improve how they integrate with apps, DAWs, and other devices. As computers become more intelligent, there will be some real leaps in how we interface with our electronic instruments.
MP: I think the biggest advancements over the past few years has been the approach of making electronic drums look and feel like an acoustic drum set as much as possible. We are seeing brands doing this as of late, including ddrum with our Hybrid Series drums. I feel there is this push to really blur the line between acoustic and electronic drumming. I believe the drumming community is, and will be, more accepting of this concept in the years to come.
In terms of end-user interest, how popular are electronic drum sets in 2023 compared to previous years?
MR: The electronic drum market continues to grow, driven by end-user interest. This includes electronic drum kits hybrid kits, and technologies that bridge the gap between acoustic and electronic worlds, such as mics and recording devices. No doubt this trend will continue through 2023.
BS: Pearl is committed to supporting our Electronic Percussion products, and interest from our end users is consistent in 2023. E-kits are showing up on live music stages that range from wedding bands to major concert acts and that popularity has only increased.
PK: The interest and popularity of electronic drums are growing each year, and this trend is expected to continue in 2023.
MP: I can’t speak for other brands, but between our Eflex, hybrid drums, and our new NIO percussion pad, I’d say the popularity in electronic drums is as good as it’s ever been, if not better. At one point it seemed as though drummers either had an acoustic or electronic kit. Nowadays it seems most players have both. An acoustic kit for rehearsal, studio, or live situations, and then an electronic kit for quiet playing at home or even to learn new songs and techniques.
JW: I believe there has been, and will continue to be, a significant growth when it comes to interest in electronic drums among entry-level musicians, bedroom musicians, and music-loving parents who would like to buy a musical gift for their children.
Donner will bring the highest model, the DED-400P, to market at the upcoming NAMM Show. This model is targeted at professionals. We will also launch the lower-end DED-200 Pro DED-80 model for kids, which will also target the educational and gifting markets, hoping to make it easier for people who love music to create music. So, overall we’re optimistic about the electronic drum set market because of our clear understanding of our potential customers’ need.
For dealers searching for ways to best market and promote electronic drums to customers, do you have any suggestions?
BS: As we all know, nothing beats playing the kit in a store. Unfortunately, the dealers have limited inventory and some products slip under the radar. Online video is the primary method to get generate exposure for these products. Dealers should consider creating their own content. As manufacturers we produce marketing materials using our artists to promote new products, but some great videos are produced by dealers that are entertaining and informative and reach the target audience.
JW: Some of our online dealers have had great success and seen great sales conversion by focusing on having a heavy presence on social media, especially YouTube. Additionally, when we talk about the best way to market our products, we remind dealers that it’s important to identify your target audience. In my opinion, successful dealers and salespersons have the ability to create a desire and need in customers when a customer comes into the store and they can interact face-to-face.
MP: I think in today’s market, content is king. Yes, usually the brand supplies product demos and other video content. However, if you are a dealer trying to persuade your customers to buy electronic drums or any products for that matter, doing raw videos of you demoing the products or even doing an unboxing video would really help gain traction with customers. Whether it’s a quick reel or doing a little more in-depth video on YouTube. Any one of these angles will help promote electronic drums and ultimately make the sale.
MR: Firstly, Knowledge is critical. As customers are faced with not only an overabundance of choices (products and where to buy), but also available product information – some good, some bad – it will be harder for dealers to distinguish themselves and their products. Having a well-trained staff and resources available for customers will greatly impact a dealer’s ability to market electronic drums. This product knowledge can be shared via social media, clinics, and events (virtual/in-person), in stores and online. Knowing the customer and their needs will be equally important as having thorough product knowledge. A dealer’s ability to connect with customers far surpasses the manufacturers. So, building relationships with customers, discovering what they are looking for and connecting them with the right product is critical for improving e-drum sales.
Create experiences. Delivering an engaging experience with an electronic drum set can have a large impact on a customer’s decision to purchase. Based on your audience, this could mean different tactics, from un-boxing videos on social channels to floor models for customers to touch and hear the product. Online video reviews or tutorials are also great because you can direct customers to your eCommerce page. All of this gives customers a positive way to engage with a product, bringing awareness and decision-making on purchasing an electronic drum set.
PK: Dealers have always been the best at finding new ways to reach customers and promote new products. So many tools are available nowadays, particularly in the social media realm. Create fun, engaging content for your customers to get excited about. Use the products to make the content and to show the endless possibilities that electronic drums have to offer. This is a great way to reach customers directly and to also make your store a destination for drummers. Become the place that they want to engage with, both virtually and physically.
With raw material availability, freight rates, material costs, and other factors continuing to affect aspects of MI, to what degree are electronic drums feeling the pinch in early 2023?
PK: Thankfully, many of these aspects are beginning to correct themselves. Of course, challenges remain, and we are doing our best to develop creative solutions to ensure that products are readily available to the drumming community. If all goes well, then 2023 should show steady improvement and increased availability for electronic drums.
MP: The pinch is backing off a little. Freight costs and material costs have gone down slightly – not to what they once were, but at least there is a little breathing room. However, with costs on everything going up in the past year or two in general, overall sales may go down a little bit with people saving their money for other things other than drums. Only time will tell how 2023 pans out.
MR: The unexpected obstacles from unavailable materials certainly have put everyone on their toes the past few years. While we see a decrease in these occurrences, we still understand how quickly availability can shift and how dramatically this can impact the ability to manufacture and deliver drums. We found ourselves more alert and prepared to make quick changes if necessary.
Going into 2023, if freight rates continue to climb, it will impact entry-level electronic drums, or products geared to a more price-sensitive customer. As manufacturers we will need to seek out alternative ways to keep price points for entry level drums in check.
BS: While freight issues have normalized, raw material availability and costs remain a concern. These complexities will continue to cause slowdowns and release dates will have to be impacted.
Any new, recent, or upcoming electronic drum set releases or related news you’d like to share with MMR readers?
MP: We are still stabilizing our supply chain from the pandemic. With that said, no new products this year in the electronics realm. Not to mention we did release the EFLEX kit and NIO percussion pad in 2022. We do expect to have some new items in time for 2024. Stay tuned!
BS: There is always something new on the horizon, but nothing we can discuss at the moment.
MR: Nothing I can talk about yet… However, I’m very excited about our pipeline of new products and what Yamaha has on the horizon.
PK: Roland recently introduced the TD-02 entry-level V-Drums series to a whole new group of potential drummers and customers during the Consumer Electronics Show (CES) in Las Vegas. The TD-02 series is made up of two kits, the TD-02K and TD-02KV. Both are powered by the newly designed TD-02 module, which is packed with features so that you can start your drumming journey the right way. The team at Roland is also looking forward to the upcoming DWe launch from Drum Workshop and the blending of acoustic and electronic drum worlds into one seamless package that benefits all drummers.
