It's seen in every
facet of the entertainment industry. The DJ and music industry is not
excluded from it. The proverbial sell the sizzle not the steak. If
anyone at the NAMM show took that more seriously than the marketing
team at Gemini Sound Products, we all would be in trouble. Last year
it was the "Elevator Kitty Cage", a round stage that moved
up into the air and back down, complete with a gogo dancer in hotpants.
impossible theme here)
mission if you should choose to take it:
the fairly conservative NAMM officials to agree to let you place a
hot tub full of beautiful girls in your booth.
Enter the Gemini
marketing team. Hot tub? No, what we have here is an aquatic center
and that is what the NAMM 2000 show application read for the Gemini
booth, "aquatic center". Many
of the girls brought in for the "aquatic center" were also
the babes of the new Gemini 2000 calendar. When they were not sitting
around the hot tub, they were signing calendars which just added to
the frenzy of people. At one time, the autograph line snaked around
the back of the 50 foot long booth with people waiting to get
signatures. Ken Knotts, the official photographer for the new
calendar, explained how he goes through many girls to get just the
right ones that have the "look" Gemini wants. While all
this is taking place on stage, we have a magician doing tricks that
introduces a huge silver robot that is joined by dancing girls.
Let's put it all
together. We have a jungle/beach motif booth with six bikini clad
girls, an eight man hot tub and bubbles (as in from a machine), a
magician named Simon, dancing girls, a guy in all silver called
Mr. Silver the Humanoid? It may sound like and look like a big
circus to most, but with NAMM sales topping a million dollars, this
circus' ring master, Alan Cabasso, president of Gemini Sound
Products, is enjoying being in the spotlight.
mid-west sales manager explains, "NAMM is a place to entertain
and have a good time, it is a place Gemini likes to spice things up
and sell the sizzle." In traveling the floors, there wasn't
anyone that had not heard about or seen the Gemini booth.
How can you top
off a day at the circus? How about a rock concert, complete with
strange looking attendees dressed in some very outrageous outfits. If
you could make it past the smoke and the ear deafening sound, (See
note below) you might have been able to do a small amount of
networking in the hallway. They could have done without the opening
acts, but hey this is Hollywood... it's all or nothing. Things got a
little bit more civil when rock legend Paul Rodgers from the classic
group Bad Company took stage. You could actually understand what
songs he was preforming and it was quite impressive. Ringing out
classics like Feel like making love and Can't get enough,
It made the evening worthwhile.
How does the NAMM
dog and pony show translate into sales? Gemini currently
manufacturers 65% of all DJ equipment in the World... think about it.
Q: Why is it some bands have to have it so frickin loud and DJs
don't? A: Because DJs play the original music and bands don't want
you to hear how bad they are at reproducing the original music!