Introduced at the recent “Armadillo All Access” event in December of 2021 (see the January 2022 issue of MMR), Luna’s line of kalimbas is already a runaway hit for MI dealers. We recently touched base with Adam Gomes, brand director & artist relations, to learn a little bit more about the hand-percussion instruments, Luna’s retailer partnerships, and plans for the future.
For those who may be unfamiliar, can you briefly summarize what a kalimba is and how it’s played?
The earliest Kalimba-style instruments evolved from the mbira family, a family of percussive instruments originating thousands of years ago in Zimbabwe. With deep roots leading back to African culture and musical traditions, the Kalimba has played a variety of roles throughout history including wedding celebrations, summoning spirits, and a reason to grow out your thumb’s fingernails. I say it as a joke, but this practice was common.
Today, the Kalimba is not only used to accompany vocals and other instrumentals on stage but also as a form of relaxation and a method to escape the stresses of everyday life. This little instrument is best described as a hand piano, since you hold it like a Nintendo controller and play it by plucking your thumbs on the keys or metal tines to get a fluid percussive sound that sounds tranquil and delightful. The idea is to alternate your thumbs to create a rhythmic tone to the beat or song of your choice. Kalimba’s are so versatile that they are easy to learn instruments for musicians as well as non-musicians.
What was the catalyst behind Luna’s decision to add kalimbas to the product lineup?
The key factor to consider before adding a completely new instrument to the Luna line is how does this addition make it easier for people to continue doing what they love. For example, cajons make traveling gigs easier for drummers, so they can book radio gigs, perform in quaint settings, etc. So, we introduced our own line of cajons, under Luna Percussion.
We have been monitoring the Kalimba trend for a couple of years now, taking the time to analyze how the consumer relates to the instrument and seeing how comfortably people adapt to them across social media. Results have been compelling! However, monitoring the likeability and functionality of a new instrument over the course of a few normal years is different than monitoring the trend during a pandemic, where you can really hone-in on what consumers are looking for. Throughout the pandemic, we all saw a dramatic increase in fretted and percussive sales, due to the fact many people were picking an instrument for the first time to keep themselves busy during lockdowns or simply take their minds off the challenges of life by learning something new. They were looking for simplicity, practicality, and inexpensive. We concluded the Kalimba not only embodied all three of those characteristics but had more mental health benefits making it a perfect fit for the Luna line. Suddenly, this was not just a practical instrument to play your favorite TV show’s theme song or learn “Happy Birthday,” the Kalimba offers mental wellness benefits that can be used to help clear your mind at any time.
Fast-forward to today, with its easy-to-use format and admirable practically, the stars aligned for the Kalimba to join the Luna line.
What about Luna’s kalimba models distinguish them from others on the market?
Luna is best known as a lifestyle brand with a unique identity, strong brand story, and easily relatable for all skill levels by having something to offer everyone. There is something special about each instrument series and we wanted to make sure that the Kalimbas embodied the same tradition. To make the most out of the designs, the materials we select need to boast the overall tone and quality. Our Kalimba models are constructed with some of the most favorable and notable tone woods used on many high-quality instruments today.
In addition to the unique designs and strong tone woods, each Kalimba is equipped with the essentials to get you started on your journey. Anytime you introduce a completely new instrument to the line, we want to make sure our consumer has the basics to get them started regardless of skill level. Each Kalimba model comes equipped with the tools to make sure your instrument stays in tune, cleaned and protected. In short, the three key focal points that make us leaders in the kalimba world are tone, unique identity, and practicality.
Currently, what model kalimbas are offered by Luna and are there plans to expand the line?
For 2022, we are proud to introduce three new Luna Kalimba models that are extensions of some of our most notable series’. While this instrument is easy to learn and use, the Honu is considered our top-of-line option, with the Bamboo being the mid-tier and the Mo’o Lizard is our entry-level.
Honu Koa 17 Key Kalimba – Featuring a laser-etched turtle design around the sound hole, Honu means turtle in Hawaiian. The body is constructed with solid koa wood, a favorable wood selection native to the island, offering a warm and vibrant tone. Tuned to the key of C, the Honu Koa has 17 steel keys and has two stripes of flame maple side binding as an extra added aesthetic. Includes a polish cloth, banded hard case, soft carry bag, tuning hammer, and a basic instruction booklet.
Bamboo 17 Key Kalimba – This model is a continuation of the sustainable bamboo series of instruments we currently offer in the line. Bamboo has a stunning natural beauty, with smooth natural ripples all along the body of the Kalimba. Tuned to the key of B, the Bamboo Kalimba has 17 steel keys, and features a laser-etched bamboo branch design around the sound hole. Includes a polish cloth, branded hard case, soft carry bag, tuning hammer, and a basic instruction booklet.
Mo’o Lizard 17 Key Kalimba – For an entry-level model, the Mo’o Lizard has a lot of charm to offer. Built from an all Okoume wood body (similar in tone to mahogany), we use the top of the body as an open canvas for artistic expression, which features a laser-etched lizard on monstera leaf design. Mo’o means lizard in Hawaiian, keeping with the island vibe. Tuned to the key of C, the Mo’o Lizard Kalimba has 17 steel keys, and includes a polish cloth, branded carry gig-bag, soft carry bag, tuning hammer, and a basic instruction booklet.
That is just an overview of the three new kalimba models. For more information, I encourage everyone to visit our website at www.lunaguitars.com, and check out the demonstration videos.
While it takes effort and time to truly master, like any instrument, a kalimba is one of those instruments that a complete beginner can play around with and make musical sounds and have a good time. This fact, coupled with a relatively low price point make Luna’s kalimbas ideal as either a “low risk” purchase, a first instrument, or an impulse buy. How would you recommend dealers display and market these instruments to best capitalize on those qualities and maximize sales?
Curiosity will be the main factor driving potential customers – they will want to be able to touch, feel and listen to the product in action. Each store is set up differently and space will vary, but I can offer a suggestion. From mental health benefits and stress relievers to one’s thirst for wanting to learn something new and easy, Kalimbas serve a variety of purposes – and not just for musicians.
We know Kalimbas are a low-risk purchase and potential impulse buy for a myriad of reasons, so they should be top of mind, front and center, when a customer heads toward the cash register. Each model arrives packed in a creative-colored box with product images on the outside, that is welcoming to the eye. You can easily stack a few boxes up and keep one of each model out on top or on a side table to test. Or if your store has room, set up a Zen area. I know it sounds unconventional, but it could be the space where people feel the most comfortable to just jam out.
On the digital side, we provide our dealers with digital assets to assist in sell-through. There is at least one demonstration video available on Luna’s YouTube page for each model, which can easily be embedded on a dealer website or used for social media. That allows a customer shopping online to be able to listen to the instrument, which as we all know is a huge deciding factor in purchasing. We also have a creative folder containing high-res imagery that we are constantly adding too, throughout the year.
Finally, follow Luna Guitars on Instagram for all the latest and greatest Kalimba updates and posts.
You just touched upon this topic: what has been Luna’s experience in, or understanding of, Kalimbas and their potential role in “music therapy”-type endeavors?
The world we live in requires a lot of people and can be draining, making Luna Kalimbas a product of its time. We have a special opportunity to offer an instrument that can give people a break and an escape to relax from it all and instead channel that energy toward learning something new on the fly. As a brand, Luna currently partners with many charities, offering donations, and instruments as a coping method. Fundamentally, Kalimbas give us another tool in our toolbox to offer in the form of music therapy to the current charities we work with, and beyond. In the near future, you can expect to see more collaboration with Luna Kalimbas and the mental health industry. This is an area we are actively growing and looking to expand.
Plans and expectations for Luna’s new kalimba line in the coming months?
We just began this journey with the Luna Kalimbas and there are many ways we want to incorporate them in today’s invigorating musical society within the next coming months and years. Other than that, the sky is the limit when the Luna Tribe is happy. You’ll have to stay tuned!
What’s the easiest way for interested dealers to go about partnering with Luna to stock these new kalimba models?
Since the official launch at our AAA event, we have been overwhelmed by the excitement and strong interest in Luna Kalimbas, both inside and outside our dealer network. We cherish the relationships we have with our dealers and equip them with the materials to help sell-through. With that being said, we have ordered accordingly with plenty of inventory to supply stores. Contact your Luna sales representative or email Sales@lunaguitars.com and we will be happy to get you on board!
