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The Sax Talk: Suppliers of Alto Saxophones Discuss the Market

Christian Wissmuller • August 2022Roundtable • July 31, 2022

Along with the tenor saxophone, the alto is arguably the most popular member of this family of woodwind instruments. Embraced by the likes of Harvey Pittel, Cannonball Adderley, Tim McCallister, Charlie Parker, David Sanborn, Ornette Coleman, and countless others, the alto sax is especially prominent in jazz and classical music – though also commonly heard in pop music and, of course, is a key component of marching, military, and pep bands.

With the return of active school music programs across much of the country and the world, we at MMR wanted to check in with some of the most significant suppliers of these instruments to get a sense of trends in this market segment. Interestingly, much like more possibly “obvious” choices of instrument to woodshed on at home during the lockdowns of the past couple years, it turns out that many we spoke with noticed that the alto saxophone (and sax, in general) also benefitted from a recent uptick in interest, as well.

Continue reading to learn more about this always vital – and decidedly rebounding – market segment of MI.

For your brand, what specific alto saxophone models are currently top-sellers? 

Jeremiah True: This would likely be a toss-up between our PMXA-67RDK and System-76ADK, both of which have a dark lacquer, abalone pearl keys, and are both professional grade instruments. However, the 67RDK is a rolled tone hole instrument, with a larger bore ratio, larger bow, and a larger bell than the traditional French design. The larger specs combined with the rolled tone holes make for a very free blowing instrument, with a “wide open” tonal palette. The System-76ADK features a traditional French design, with a more traditional resistance, response, and more clearly defined tonal palette. Both are great instruments, but appeal to different players for different reasons.

As far as intermediate altos go, our LeBravo 200A and PMSA-185 play amazingly well for their price point, and as a result have had a fairly dramatic uptick in sales this year. The LeBravo features a bronze brass body, yellow brass keys, a solid nickel-silver neck, pro-pads with metal resonators, and blued-steel springs – all virtually unheard of in an intermediate sax. However, the most surprising alto sax of all is our PMSA-185, and it’s popularity is increasing dramatically among dealers and educators because it is an exceptional option for a band rental program – metal resonators, a fantastic case and upgraded accessory pack combined with fantastic playability have made this saxophone really begin to sell.

Tevis Laukat: Whatever is in stock at the time! Really it changes from month to month.

Michael Summers: Our overall best-sellers are the 700 series models, which are ideal for the student rental market. With two available models, the dealer can choose all gold lacquer with adjustable palm keys, or gold lacquer with nickel plated keys. Our 1100 series intermediate models are great playing horns, and have many professional features despite being labeled an intermediate saxophone. We continue to be pleasantly surprised at the success we had by adding an all silver-plated model a couple of years ago.

Scott Campbell: Our most popular student saxophone is our premium student alto saxophone, the SAS301. Our most popular professional saxophone, which has grown wildly over the last four years, is the Selmer Axos alto saxophone. Additionally, the new Selmer Supreme has been massively successful in the marketplace with a seemingly unquenchable demand in the marketplace.

Brian Petterson: It’s almost impossible to single out a single model driving sales of Yamaha alto saxophones. The Custom models are the horns of choice for gigging saxophonists because of their flexibility of sound and ergonomics that fit your hands like a glove. The 62 model is the gold standard in the market for its lifetime value, quality of construction and sound characteristics – any player can succeed with a 62. Top sellers used by young musicians include the 480 model, which opens a world of skill growth for advancing students and the 26 model, which helps introduce tens of thousands of beginning alto saxophonists annually to instrumental music.

 

During pandemic-related lockdowns over the past couple of years, certain instruments and music-making gear experienced significant upticks in sales. Did you observe anything similar as it pertains to alto saxes?

SC: Absolutely, there has been a strong uptick in professional alto saxophones. Likely, being more closely related to the combo and electronic industry than most B&O instruments, the professional alto saxophone sales have been in high demand over the last couple years and going stronger than ever.

BP: The recent resurgence of activity in school music, combined with the consumer trend towards investments in recreational activities (like music-making), has brought back demand more quickly than the supply chain could keep up with. The main drivers behind demand continue to be the teachers that are working tirelessly to create engaging and inspiring music-making environments in a school music environment that remains very challenging. Yamaha is helping teachers meet these challenges by putting even more resources than usual into advocating for music programs and supporting teachers.

 

MS: We took a risk by keeping our factories operating at full capacity during the pandemic. We wanted to keep our factory workers employed and the supply chain moving, so we kept making instruments. This paid off in several ways – employees kept jobs, and instruments were available when dealers needed them.

 

TL: With school band closing down and private lessons being a challenge, we continued to see those who wanted new instruments to play and learn while at home. There were more adults picking up instruments again. The drive to play music and make music pushed forward through the cloud of the pandemic.

 

JT: I was not employed by SLM during the pandemic – however, as a professional player, I witnessed the “sax YouTuber” thing explode, and I taught a couple of adults who were “getting back into playing.” They were searching for a good, affordable, entry-level pro type instrument. As it happens, PMR offers the PMSA-285 Grand Dreams, which is indeed an entry-level pro horn.

What are some “best practices” you’ve observed successful MI retailers adopting when it comes to promoting, displaying, and selling alto saxophones? 

JT: I’ve seen the greatest retail success when a retailer can connect players/students/parents with a saxophone that has a great aesthetic (see point 1), quality build, and most importantly product support (e.g., “Can I get parts?”) and an affordable price point – all criteria which PMR meets very well.

MS: KHS hosted a dealer event at our home office in Mt. Juliet last year. With more than 50 dealers in attendance, they shared successes and obstacles. We heard many great success stories like offering curbside services, online lessons for individuals and groups, and home delivery for instrument trials. Many dealers took the opportunity to improve websites and train employees. Music store owners are very creative and persistent individuals, and it showed.

 

BP: The most impactful sales and promotional strategy we see Yamaha dealers using is the use of exciting sales events. Events that are well-executed start with months of planning, developing leads, networking with educators, and reaching out to the community. It also includes ensuring instruments like alto saxophones are set up in good adjustment before the customer trial. Then, once the event arrives, these dealers have several creative incentives to motivate customers to show up, such as confirmed appointments, extra inventory, financing or rebate offers, technicians available to make instrument adjustments, and even artist clinics. This exciting mix, which can also recreate in a virtual environment, creates a “don’t miss out!” mindset that drives sales.

 

SC: The best recommendation I can offer to MI retailers is planning far in advance on having inventory on hand. With the large uptick in not only professional but also intermediate and student alto saxophone sales, those retailers that are ordering heavy and doing their best to have inventory and selection on hand have strong confidence and success in their turns and sales. Some have done so at an almost excessive level and from what I have seen, it has only benefited them.

 

TL: When a potential buyer comes in the store, put it in their hands and have them play it. Once they see and hear the upgrade they will find a way to purchase the instrument. It is an emotional and personal purchase.

Have you been noticing any trends with respect to alto saxes? Are there any features, production techniques, price-points, etc. that are connecting particularly well with end-users? 

BP: An interesting trend that has been developing for a few years now at the artist level is toward more flexible instruments that give the player maximum control over every bit of their sound. Many modern players have an incredible ability to control and manipulate their intonation, timbre and tone, and are pushing the limits of saxophone design. Having various model options with additional neck options opens the opportunity for customization and personalization of the instrument. Also, an instrument’s construction and quality control are as important as its design. Every part of every instrument must be precisely manufactured and in adjustment – and stay that way!

 

TL: Music should be fun! Having choices in finish and design and sound are exciting to the end user. The customer loves the choices on our premium engraving and making it special and unique to them. You only live once!

 

SC: It is an absolutely wonderful time in history to be involved in saxophone development and manufacturing. Since Adolphe Sax’s conception in 1840 and patent in 1846 there have been massive improvements in design and manufacturing processes. There is also much that has remained similar to the original conception. All of these developments and improvements have laid a solid and strong foundation of acoustics, ergonomics, and manufacturing techniques. Combining this strong foundation with the rate of technological advancements never before seen, there are exciting breakthroughs in saxophone development never before possible. We are seeing some of these advancements in models recently launched with lots more to come and the market has shown that they are very hungry for these new updates, improvements, and, in some cases, historic reclamation.

 

JT: Yes! More and more consumers, from students to hobbyists to professionals, are seeking affordable  entry-level pro and upper level intermediate instruments, which is why the LeBravo Alto and Grand Dreams alto are gaining in popularity. They make a great horn for an advancing student, an adult hobbyist, or a pro who needs a “back up” horn who doesn’t want to spend 8K on another alto sax. In other words, quality instruments that won’t “break the bank” are effectively appealing to a big swath of various consumer demographics.

 

MS: I see many players opting for older model saxophones that were popular in the ‘40s and ‘50s. They ditch features found on newer horns, and instead seek out the sound of the older models. I really like the design of our intermediate saxophones because they are post-to-body construction, much like many of those older model saxophones. This results in a responsive and vibrant sound.

 

Do you have any recent or upcoming alto sax product introductions that you’d like to draw MMR readers’ attention to? 

MS: We’re working on adding a few more premium finishes to our intermediate models. I am really excited about this and look forward to introducing these sometime in 2023.

 

SC: We have launched 24 new or updated woodwind instruments over the last two years with wonderful success and have no plans of slowing down. Keep watch for exciting, new, and innovative saxophone models to be launched in the future.

 

JT: I would draw attention to the PMSA-185 (intermediate instrument with exceptional build and a professional playing response), the LeBravo 200A (yet another intermediate instrument possessing many professional features), and the PMSA-Grand Dreams, which is an  entry-level professional horn that is my personal favorite alto sax we make – so much fun to play.

TL: We are just finishing up a new artist alto we know the consumer is going to love!

BP: There is an option in the Yamaha saxophone line for every level of musician and at every price point, but we are always looking to adjust the line to fit modern trends and new opportunities. Ongoing research and development projects are in the works, and we look forward to adding to our offering soon. This is possible because of a dedicated, continuous effort to generate exciting new products for Yamaha dealers to sell that are in demand and will grow their sales.

 

Expectations for this market segment in the coming months? 

TL: We expect the market to take off as school band is fast approaching. With world situations as they are it is nice to have something exciting to look forward to. Band and music in general was my outlet and enriched my life as nothing else could.

BP: Expectations for the alto saxophone market for the next few months and beyond continue to be high. Even in a challenging logistics environment and with a market that remains in flux, we see a strong saxophone community persevering, growing and creating great music. The most important thing for us at Yamaha is to continue working with our dealers to provide valuable products and services that foster this creativity and growth.

 

MS: I expect to see continued growth, especially in student instruments as the pandemic loses its grip on our every-day life. I continue to hear that student enrollment is up in many areas, and the advancement of online resources should help students retain interest.

 

SC: It is expected to see continual growth in this segment of the market in the coming months.

 

JT: We expect the PMSA-185 to really “come into its own” in the school rental market, and expect our System-76ADK and PMXA-67RDK to continue to perform well in the “pro-sector.”

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