In Tune With the Times: Instrument Tuner Sales

With the widely reported influx of new fretted instrument players in the past two years comes an increased need for, among other things, tuning devices. While the shape, format, size, and price-point variy from model to model, the fact remains: if someone’s going to be playing seriously – or even semi-seriously – he or she is going to have to find a product to help remain reliably in tune (or at least not so consistently out of tune as to annoy family members or housemates).

Clip-on tuners made a splash a decade or so ago and continue to ride a wave of popularity, driven by ease of use and relatively affordable prices. Many of the suppliers we spoke with for this feature add that, nowadays, rechargeable power sources are fast-becoming another feature sought out by end-users.

Read on to learn about the hottest sellers on the market today, larger trends within this segment, and how best to market and display tuners in your own store. (Spoiler alert: If you don’t already, keep these things right by the register and let customers try them out!)

For your brand, what types of tuner – pedal/stompbox, clip-on, handheld, rackmount, tabletop, “other” – are most popular? Specifically, which models are doing particularly well for you?

Brian Vance: Clip-on tuners continue to drive our business. You’d think at this point there wouldn’t be much left to do in this segment, but we continue to develop new models with features that enhance the player experience and/or address trends in the market. Our clip-on tuner sales continue to grow even though it’s a crowded, price-competitive market out there. Our original position was to be the stealth tuner that was out of sight, yet provided easy viewing from the back of the headstock. That was our NS Micro Tuner, which was developed in cooperation with Ned Steinberger. Since then we both successfully expanded that line to include versions specifically designed for violin, viola, and banjo, but we also adapted the design to fit inside acoustic guitar and ukulele soundholes. The Micro line is our original flagship and, given the tuner’s versatile and unique design, it continues to develop and grow.

Ian Pritchard: Clip-on and handheld tuners are most popular, especially for students and new players in need of something reliable. Clip-on tuners such as the KORG PC-2+ and KORG PC-2 are favorites for this, as well as handheld tuners such as the KORG TM-60 tuner/metronome and KORG GA-2. For gigging musicians the KORG Pitchblack series pedal tuners are very popular, especially the KORG Pitchblack Custom for the brightest screen and most accurate tuning.

Richard Bussey: With the convenience of always having a tuner on your guitar ready to go, clip-on tuners are where we’ve focused our product development. This year we have seen a lot of success with our new rechargeable line, the Flash Tuner.

Jeff Slingluff: All tuners are doing exceptionally well in 2021, even our higher-end stompbox tuners like the BOSS TU-3W Waza Craft Chromatic Tuner.

Marshall L. Johns: Back in 2004, Peterson introduced the original StroboStomp pedal strobe tuner. Peterson has been servicing industry professionals with tuning equipment since the ‘50s and our products were mostly found on tech benches until then. The StroboStomp series was the first product that propelled the Peterson brand across many pedal boards for years to come. Over the years, that model has had many feature updates and facelifts, but even with the massive success of the original StroboStomp, our current offering, the StroboStomp HD, has broken all of our sales forecasts and has claimed the throne as our best-selling pedal tuner ever. The large color display and trusted tuning accuracy has largely helped increase our global dealer network as demand continues to grow at the accessory counters as well as online.

In 2009, we introduced our first clip-on strobe tuner, the StroboClip. It is currently on its 2^nd generation version (StroboClip HD) and selling very steady for us. It is a real strobe tuner that can tune down to 16Hz. The bass community loves this product because they haven’t had much success with clip-on type tuners. We expect this product to get stronger for us in 2022 as it continues to penetrate many different market segments.

Sam Force: By far our best-seller right now is the Roadie 3 automatic tuner. It takes everything that was already popular in the Roadie 2 and improves it, across the board: more power, more preset storage, higher durability, and all at the same price point. Roadie 3 is our most stable, advanced, and easiest to use tuner to date. It boasts under 1 percent returns, overall, and 4.6 stars on Amazon after 496 reviews. This product was released in January of 2021 and is available through Hal Leonard.

What features are today’s players looking for in tuners? Are there any recently developed technologies that are connecting significantly with end-users? 

IP: The two primary needs are accuracy and convenience – some players favor one, but they are always considering both. We have developed a clip-on system in the KORG PC-2+ that is extremely accurate for the format (with both better pitch detection from the clip-on, and more precise readout from the display), giving the best of both worlds at an affordable price.

MJ: Peterson prides itself on “delivering excellence through innovation.” We are always looking to not just deliver new features, but develop and refine features that actually solve a problem into our products. We take our user feedback very seriously and use these suggestions to help drive new feature sets. Take our proprietary Sweetened Tunings, for example. They can only be found in our products. Sweetened Tunings are sets of optimized offsets designed with a particular instrument in mind to help combat the bland tone equal temperament tuning provides. At the time of this article, Peterson offers over 200 Sweetened Tunings for a variety of instruments. We work with independent builders and large manufacturers to derive offsets that sometimes equate to fractions of a semi-tone on an open string to assemble tuning presets that we hope in the end makes your instrument sound… sweeter!

Peterson has also adopted USB connectivity that interfaces our hardware with our free web utility, Peterson Connect. Peterson Connect allows users to create their own tuning presets and download them into the hardware for recall at a gig. Multi-instrumentalists can customize their tuners by curating their own tuning library for different instruments. Connect users can even socially exchange user-derived tunings via our user trading post.

SF: The biggest thing we hear from our customers is they want their tuner to get them playing as fast as possible. No one wants to wait while someone else tunes. This was the reason we worked so hard to double the speed of the motor on Roadie 3 and it also drove the switch to a simple, four-way navigation pad. You can access the tuning selection you want quickly and Roadie 3 can tune you up in under 30 seconds, so we hope this makes a few folks happy out there. It sure seems to so far and we will keep updating Roadie 3 with new features and firmware improvements as well, so if you wish Roadie 3 did something it doesn’t, just reach out and tell us about it.

JS: In recent years BOSS has employed features like a metronome in some clip-on tuners, and we’re seeing great market acceptance of our new full-color, rechargeable BOSS TU-05 Clip-On Tuner.

RB: We’re noticing the trend of players transitioning to rechargeable tuners. Customers want to eliminate the frustration of batteries dying if you accidentally leave the product on, plus the impact to the environment in eliminating battery waste is a sustainability aspect Fender and our customers are passionate about.

BV: From our experience and perspective I’d say the three basic must-have benefits are a clear and defined screen (how well the note is displayed in any environment), accuracy (we pride ourselves on holding tight tuning windows), and versatility (the ability to adjust positioning or to be variable for a multitude of instruments or headstock designs). Lately, we’ve been focused on those three features, but with the added value and benefit of being rechargeable. Our latest models, including our brand-new Nexxus 360, are both rechargeable and it’s conceivable that we’ll never make a battery-powered tuner again. Rechargeable technology has come a long way in that it’s affordable and long-lasting, plus it’s so pervasive these days in various household products and tools that consumers are getting more comfortable with rechargeable products. The positive impact on long-term cost savings (for the player) and on the environment make rechargeable a no-brainer and here to stay.

Do you have any suggestions or advice for MI dealers when it comes to marketing, displaying, or promoting tuners? 

RB: Tuners are an opportunity to become your biggest profit center – you just have to have inventory. My motto for clip-on tuners has always been, “Stack ‘em high and watch ‘em fly.” Have a fully stocked countertop display at the point of purchase at all times.

BV: First thing: get them on the counter! We have a variety of counter displays that work great for tuners and our Eclipse clip-on ships as a packer/display. Tuners can be impulse items and players often own more than one, so if the design and price point is attractive, you’ve got a pretty high chance of getting add-on sales at the counter. Secondly, having a sample in [employees’] pockets or at the counter to demo for consumers can go a long way. Assuming guitars on the display need to be tuned regularly or after use, it’s a great way to show off a tuner to a potential buyer. There is nothing like seeing a tuner in action to create awareness and excitement over something that’s normally inaccessible.

SF: Tuning is the cornerstone that all other music is built on. If a new player has a poorly tuned instrument, nothing they do will give them the feeling they are after when playing it. I want to have a Roadie 3 on the counter of any shop that moves guitars. Any time someone wants to play an instrument, just grab Roadie 3 and put that instrument into perfect tune for them. I guarantee you will sell more instruments that way – and probably some tuners, as well. The fact is, many people have never heard a guitar in within-a-cent perfect tune, and that experience is powerful. If they get that at your shop, you made a strong customer connection.

JS: Seeing is believing. Placement seems to be a key to tuner sales.         

MJ: In regards to displaying, let customers try them out! Tuners are often seen as utilitarian and not as interesting as a wah or fuzz effect. Thus, they are often not showcased. The truth is [that] solid tuning is the core of your sound. Poor tuning often becomes problematic when using delays and echo effects, as well – just ask a recording engineer. We offer a program for stocking dealers that provides store demos. We want people to try our products at the store because it is the easiest time to compare against other brands. We encourage a hands-on approach. Specifications don’t sell a product. User experience does, in our opinion.

IP: Most players don’t replace their tuner until they need to, so it’s a long-term decision when the time comes. Knowing all of the relevant information is helpful to narrow down the options. Of course accuracy and pitch detection range specs are important, as well as using case information to help decide between a clip-on tuner, pedal tuner, tuner/metronome, rackmount tuner, et cetera.

Are there any recently introduced or upcoming tuners from your brand that you’d like to bring to the attention of MMR readers?

MJ: During the virtual NAMM [Show] in 2021, we introduced the next generation of an already favorite tuner amongst luthiers and technicians, the StroboPlus HDC. We added a large color display, expanded the metronome feature set to allow more versatility for practice, and included a handy set timer that can be used to meter practice times or set times on stage. The multi-octave tone generator, built-in mic, and rechargeable battery made this a favorite in classrooms on the original model and they are also included in this one.

As many in manufacturing, we managed to get bitten by a parts supply shortage that delayed its release until September 2021. Trying to recover from a missed release date is something many in the MI field have been tasked with, but this product immediately gained traction due to the support of several of our key dealers. The StroboPLUS HDC will be the one to watch in 2022 for educators looking for better classroom solutions over the standard offerings.

IP: We have no recently released tuners and no upcoming products we are ready to announce. We have been focused on meeting the increased demand for tuners across the market, with many new players, band and orchestra season returning at schools, and live events safely back.

BV: Thank you! Yes, two come to mind. The first is our band new Nexxus 360 rechargeable clip-on tuner. It’s literally viewable from any angle or position. It has a really innovative circular display that can be rotated 360 degrees and pivoted left and right or back and forth for incredible versatility for just about any instrument. And, as mentioned, it’s rechargeable through a standard Micro B USB port and we include an adaptor cable. U.S. MAP price is $29.99. Secondly, our new Pedal Tuner+, which is an upgrade to our original Pedal Tuner. The Plus features is a really sleek design with super-bright, easy-to-read display and ultra-fast response. Also, the Plus now includes an defeatable buffer circuit, but also a handy countdown timer that a musician can use to time set lengths or practice sessions and watch the countdown conveniently from their pedal board. U.S. MAP price is $119.

RB: The Flash Tuner is a product we’re extremely proud of. The display is bright, readable, and fully adjustable at any point on the headstock – plus, you’re never going to have to go to Batteries Plus again!

SF: Even though it is not a tuner, Roadie Coach [An upcoming music education tool from Band Industries, Inc. that is also a high quality recorder and wireless interface – Ed.] is the most exciting project we could imagine and we could not be more excited to bring it into the world. We have excellent content partners in place to ensure all your favorite songs will be available to learn on our platform and there will be more songs added all the time. We expect Coach to be available for retail purchase around the end of Q3 2022.

JS: While the classic BOSS TU-3 Chromatic Tuner seems to be on nearly every pedal board you see, pro-level players are really enjoying having a WAZA version with true-bypass and the brighter display. And BOSS clip-on tuners offering the rechargeable battery and color display are really popular with serious players.

Expectations for this market segment in the coming months? 

SF: My expectations for the tuner market in the coming months have never been higher. More people are learning music than ever before and with New Year’s resolutions comes an even larger batch of potential customers. Roadie 3 is effective, well-loved, and growing in popularity all the time. The Edge from U2 just gave us an endorsement and told us he is using R3 daily, so with this kind of exposure happening organically, 2022 will be a big year for Roadie.

BV: With the overall recent market swell and the expansion of our of product assortment, we continue to expect strong double digit growth headed into next year. In expectation of increasing ongoing demand we have been working diligently to build up inventory of all of our tuner models, so dealers can count on us to supply them on-demand.

JS: It seems like most of the market will be driven by supply chain issues for our competitors.  Since much of our product is produced in our own warehouses, we expect production to keep up with customers appetite.

MJ: Sales of guitars were at an all-time high in 2020, according to many reports and articles. The numbers aren’t officially in for guitar sales at the time of this response, but our sales numbers in 2020 were record-breaking. Current year reports for us are topping 2020 sales – even with a few rough patches due to parts and supply chain issues. Sales of our mobile tuning apps are often reflective of new adopters of strobe tuning, due to the low cost. These numbers have also exceeded our forecasts. We hope as more future and current musicians continue playing guitar, bass, or any instrument, really, that we can be part of their journey in some capacity.

RB: Expect continued growth. In the last two years, over 16 Million new players started their guitar journey in the U.S. alone and, as a result, guitars sales soared over the last 24 months. As we know guitars sound better in tune.

IP: As large amounts of new players pick up instruments to learn, a focus on affordable, accurate, and easy-to-use tuners will help provide the best experience for these new players.