Yamaha 2009 Annual Report Download - page 14

Refining Our Expertise
Artist Relations at Yamaha
With an unwavering commitment to musicians, an extraordinary
fleet of instruments and access to the world’s most advanced
technology, Yamaha enjoys a rewarding cycle of collaboration with
the world’s most influential musical artists. Technology, instru-
ments and artist relations are inseparable at Yamaha. Artists
choose Yamaha because of quality, innovative products and ser-
vice, and in turn their support and input elevates the level of
Yamaha products and services worldwide.
Yamaha began to develop collaborative relationships in 1969,
when pianist Sviatoslav Richter, one of the most respected musi-
cians of the 20th century, began playing Yamaha pianos. Since
then, in addition to pianos, Yamaha has expanded its global artist
relations networks to include artist services centers for guitars,
drums, synthesizers, and brass and woodwind instruments.
Winning Artists’ Trust and Boosting Product
Development Capabilities
Knowing that a Yamaha instrument meets the musical needs of a
world famous artist can make that same model appealing to
average musicians, and many want to emulate their musical hero.
The fact that so many renowned artists rely on their Yamaha
instruments shows the trust they have for Yamaha. Usage by
these artists is an essential element in raising the brand image of
high-quality musical instruments.
Music may be eternal, but the sounds and performance needs
of artists can change according to the trends of the day. Also,
each high level artist has their own special musical voice and a
unique message they want to convey to the audience. Yamaha
cultivates close relationships with artists through its global artist
services network, using their feedback and input to improve the
expressive capabilities of its musical instruments, so they can
deliver the tones and timbres that the musicians seek. Yamaha
maintains some strategically located woodwind and brass instru-
ment ateliers both for research and development, as well as to
provide for the special needs of top musicians.
The concert piano technicians at Yamaha’s Piano Artist
Services, who are renowned for their skill and understanding of
what a great pianist wants from their instrument, work closely with
pianists, making it possible for audiences around the world to
enjoy the best possible performance at every concert. As with
wind instruments, the expertise learned while working with great
artists is then incorporated into Yamaha’s piano designs.
Superior musical instruments are born out of partnership between musicians and instrument designers.
Yamaha’s artist relations activities are centered on developing close relationships between Yamaha’s engi-
neers (many of whom are musicians themselves), and some of the world’s leading musical professionals.
The end-result speaks for itself, and many around the world thank Yamaha for raising the standards of
musical instruments.
Sviatoslav Richter at a Yamaha piano
Photo by Toru Konda
Appears by courtesy of the Sviatoslav Richter estate
12 Yamaha Corporation