Long one of the most formidable names in print music publishing, in recent years Hal Leonard has been claiming an ever-growing stake in the realm of MI distribution. Starting in earnest roughly 15 years ago, this branch of the company has advanced to now represent a significant portion of the overall business model, with brands such as Apogee, Beyerdynamic, Avid, Gator Cases, Line 6, Pioneer DJ and many (many!) others under the Hal Leonard MI distribution umbrella.
MMR recently touched base with Hal Leonard VP of MI Products, Brad Smith, who filled us in on the expansion of HL’s distribution business, the recent partnership with SJC Drums, and also an unexpected announcement regarding Smith’s own celebrated professional career.
Hal Leonard is, of course, known primarily as the biggest name in print music publishing, but a while back the company began distributing other lines and brands of musical instruments and gear. What was behind those very first steps into MI distribution for the company?
We started in 2009 distributing composition software, offering both Finale and Sibelius. When Sibelius was purchased by Avid, that brought us into selling Pro Tools and M-Audio hardware. That set us off on the gear side of distribution. Hal Leonard’s distribution and fulfillment center is an award-winning, state-of-the-art facility, so we knew that if the package had a barcode on it, we could efficiently deliver it. Then we polled our sales team and we had a great pool of current sales people who were familiar with the hardware side of MI, so we organically developed a new division. Initially they cross-sold print and gear. Although we still sell all product to all accounts, we eventually created a dedicated MI sales force.
As I recall it, right around a decade ago, it seemed like Hal Leonard really began to ramp up this side of the business. Every month it seemed like, “Now they’re distributing IK Multimedia… and now Tycoon … and now Morley,” and so on. What do you think was behind how quickly Hal Leonard emerged as a major player in the distribution game for MI? From the outside looking in, it really did feel like it all went from zero to 200 mph, with every conceivable brand suddenly entering into distribution deals with Hal Leonard. What does the company offer that’s so appealing to brands and suppliers looking for a distribution partner?
Since we are part of the Hal Leonard machine, we had a great platform to message and support music retailers. We immediately had the brand name products and the legacy of a service-oriented company. We are so grateful for our dealers to accept our expansion, but ultimately they embraced it because we offer value. We call it the “distribution advantage.” Dealers can buy many products from one source – one call, one invoice, one shipment. We have no minimums. We offer freight programs and have award-winning service. HL can also reach a large network of smaller indie accounts that is harder for a supplier to do. We have built-in regular marketing to this group, so we give instant access to that vast network. Also because of Hal Leonard’s broad offering as a publisher, we have reaches outside of the NAMM dealer market with after-school programs, mass market, fan websites, houses of worship, and other atypical customers who still buy a lot of gear.
Internally, how does the company go about juggling the traditional print publishing business vs. the distribution side of the company? Is it a hard “division of church and state” type situation where the two aspects of the overall business are kept quite separate, or are there ways in which both sides of the company sort of “work together,” or exist as supporting players for one another?
Because we reach so many different types of resellers, that is always the challenge and the opportunity. We try our best to have the right rep call on the right buyer. The majority of accounts fit in either the print camp or the gear camp, but we do have a large “middle ground” where they buy both. In those situations, we take a collaborative approach where the main rep brings in a product specialist to either advise the rep on the right product, or talks directly to the buyer. Accounts can sniff out folks who are just selling line items in a catalog. Music stores want to know they are buying from a knowledgeable rep. We continue to have training in our office to be sure we all know to how to start and then know where to go to get more info. Accounts appreciate that effort to get it right.
Recently, the big news was that SJC Drums had joined the fold and is now distributed by Hal Leonard, but it’s been a busy year on the distribution side of the business aside from that, with recent additions of Kali Audio, Beyerdynamic, Royer, and others. How did these recent partnerships come into being? Presumably the merger with Muse has played a role?
Muse is super supportive and excited to see how we can leverage their reach to end users and promote the lines we distribute. On the recent additions, we are constantly adding new lines, with the plan that they complement our existing lines and our dealers want them. Often our dealers advise us to bring in a line that they feel is under-served. All the recent additions were results of that direction, except SJC. Until the beginning of 2024 we had distributed the Gretsch import drum line. When that was moved, we discussed what our options were to fit our catalog the best. We knew SJC from working with School of Rock and realized they sold directly as well as with only two resellers. The timing was right for them. With their amazing endorsers and die-hard loyal fanbase, after 25 years they deserve a wider audience. They wanted to reach more resellers but did not have the sales team. Step in HL! Instant experienced drum sales team and hungry dealer network. With SJC we have exclusive finishes as well as a USA made series. Our industry thrives on new gear, as well as reaching the new players. SJC appeals to that market and we are in a great position to reach every level of player.
Any other surprising distribution developments or new lines that are noteworthy?
DJ and lighting! Post-pandemic the level of interest to DJ and using lighting to support any creative space has blossomed. We distribute Pioneer DJ and Chauvet DJ in those categories, as well as the other related products like powered speakers, cables, headphones, stands, and instruction. Good way to cross-sell many products. Since 2023, our Start to DJ classroom lesson program has been adopted by over 50 schools and school districts. Stores who sell to schools should know about that as well as any store with lesson programs. Consider adding DJ to your lessons. Students learn song structure and other music disciplines by DJing and they have more places to perform than the beginning traditional instrumentalist. DJ is the new gateway to creating more musicians.
Obviously, Hal Leonard already has a very robust and wide-reaching dealer network, but how would an interested MI retailer who may not already be in business with the company go about setting those wheels in motion?
Until a customer can download a physical music product, distribution from manufacturer to reseller will always serve a purpose. By us distributing brand name gear, through a process that is trusted and known, HL MI is a reliable partner to work with. Contact us at sales@halleonard.com or call 800-544-0626. Hal Leonard is in our 78th year serving the market. We are excited about the future.
Expectations for this arm of the larger Hal Leonard business model in the coming months?
The expectations are to manage this growth and find more ways to leverage our opportunities with Muse. With Muse, platforms like Ultimate Guitar, Audacity, MuseScore, and MuseClass (to name a few) it opens up the need for distribution to grow and expand into other product categories. The Hal Leonard Family is in place, and we’ll continue to build a bigger engine. Playing, rehearsing, performing, and recording music will always be in demand.
Any other recent or upcoming distribution announcements you’d like to make sure MMR readers are aware of?
Thanks for this final question. With Over 40 years working in the music products industry, I am retiring at the end of this year. We have a killer team. Many who have been with me since the MI Distribution division started. They will continue the plan with some extra support from Muse. Muse/HL sees distribution as a gateway to connect. I have been honored to be a part of the story. Thank you.
