NEOTECH BRAND PROFILE


afterthought and the importance, compared to the instrument itself, is insignificant – just as long as you stock some. Ask most musicians, though, and they will tell you having a decent strap that doesn’t cut off their circulatory system adds significantly to their playing enjoyment and although straps adorned with band logos and flashy designs are more the norm, dealers are beginning to realise that stocking advanced accessories is becoming a no-brainer. One such brand that offers a real


alternative to musicians is the US cpm[any, Neotech, a division of Optech and a manufacturer of straps and other accessories for the photographic industry. Branching into musical accessories in the late 1980s, this strap maker made its name in the saxophone arena, before branching into bass instruments, guitars and various other sectors where the accessories are required. Neotech gets its name from the material it uses – neoprene, a substance more commonly utilised for industrial products such as hoses and gaskets. When applied to straps though, it has resulted in the most comfortable, snug- fitting products on the market. “Neoprene is our main material, but we


also use memory foam in some of our products,” said Neotech’s Terry Jackson. “We provide convenience for our users and focus


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Strap yourself in T


he first thing that comes to mind when the subject of instrument straps comes up might be that they are a bit of an


on function rather than fashion. Our straps distribute the load more evenly and if the user is more active, they can work as a shock absorber, allowing them to be worn for longer.” Other than simply using a more comfortable


material, Neotech has also put a lot of thought into the way the strap sits on the users shoulder. ‘Non Slip Grip’ prevents the strap from shifting around and ‘control-stretch’ ensures even weight distribution and shock absorption.


Neotech started with saxes, but now offers a wide range of straps for other instruments


A NICHE OF ONE’S OWN As mainstream brands shy away from making more experimental accessories such as these, Neotech has a perfect niche to exploit, which it does with aplomb, with no fewer than 30 different countries supplying the brand. “At NAMM we will be adding to existing


lines, filling niches for users’ convenience and meeting a wide variety of people,” said Jackson. “We’re getting stronger globally and we’re known for being customer oriented, and they appreciate that. More people are starting to realise the difference between different straps.” Considering how Neotech made its name in the sax strap sector, it’s no surprise that this is still the main area of expertise for the company, although orchestral customers are another major client base for the brand. These categories continue to be prioritised, but a shift into guitars and banjos is on the cards. Suppliers will, of course, have nothing but positive words to say about their brands, but when they have personal experience actually


Hoisting one’s instrument of choice around on stage can be a tiring ordeal, but strap maker Neotech claims to have ended complaints of comfort. Adam Savage slips into a shoulder holster and checks out what makes these special…


selling the product, the comments take on added significance. This is the case with Barnes & Mullins’ marketing manager Alex Mew. “I have personally sold Neotech straps for


many years. As a retailer, I always found that the appeal of the neoprene material offered a great weight-saving advantage over woven straps and that was the only thing that was needed to convince a student or parent about the straps’ superiority,” he said. “In recent times, other innovations have improved competitors’ straps, but we find a majority of players opt for the weight-reducing Neotech Softsax. “We have noticed a more recent uptake of


Neotech guitar and bass straps, too, as many players realise there is an actual solution to the fatigue caused by gigging night after night with heavy, solid-body instruments. In less common areas, Neotech has also turned its expertise to solutions for instruments such as the accordion. Again, with such weight-saving properties, neoprene has proved supremely popular.” For those who use the more unwieldy of


instruments, Neotech’s straps seem to offer a solution to a real problem, as any chronically aching saxophonist will tell you. Many musicians simply head straight to the entry level when purchasing straps and other accessories, but after sampling the ‘function over fashion’ approach of Neotech’s straps, they might just be tempted to indulge in something that can genuinely enhance their playing experience. BARNES & MULLINS: 01691 652449


miPRO JANUARY 2011 27


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