INTERMUSIC COMPANY PROFILE
known for its position in the piano market – has for the last 40 years also established itself as a worthy creator of both acoustic and electric guitars. In order to up its status in this sector one
Gordon’s softly spoken brother H
Intermusic has been expanding further into the MI world for many years now thanks to clever brand selection. Adam Savage predicts that the acquisition of Greg Bennett guitars could be one of its best coups yet…
aving the knowledge and experience that comes with being a huge global MI manufacturer, Samick – best
Intermusic has recently expanded its Greg Bennett line-up by taking stock of a whole new range of electric models
step further, the firm hooked up with a man possessing 30 years of experience as an expert guitar designer, Greg Bennett. It was not just hiss handy work that made him the ideal candidate for the job – his many years as a marketing professional meant Samick was bringing on board a man who didn’t just have the design know-how, but also knew how best to get it out there – and noticed – into an almost saturated market. One of the primary objectives of this series
was to create a range of guitars that are easily distinguishable from the rest with unique designs, but at the same time offer familiarities with popular models from the guitar world. Although Intermusic expanded its
distribution service from solely pianos to other sectors of MI as far back as 1992, it was until only fairly recently that it decided to bring Greg Bennett guitars to the UK. “We took the brand on about
five years ago. We chose it because of the high quality and partly because of my love of the guitar,” explains Intermusic’s chairman Richard Webb. “So far it’s been very
good, they’ve sold steadily and I think one of the reasons is because they’re not too far out. They’re fairly standard designs, which means they’re not part of a trend and therefore won’t go out of fashion.” You don’t have to rigorously inspect the Greg Bennett acoustics to see the quality on offer – just a quick glance reveals that they are worth more than just a cursory look – and one model in particular that deserves a mention is the Blackbird. The inclusion of a neat abalone
trim on top of the black body and binding is just one of the features that make this guitar stand out and pearl blocks along the neck certainly give it a valuable feel. In order to increase its suitability for the stage, the Blackbird was given a solid spruce top for added power and tone, along
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with maple back and sides for extra balance and definition. There are many unusual structural qualities
to the whole acoustic line, but highlights include a soft corner bridge, which lowers the likelihood of the finish cracking and scalloped braces, which involves shaving and thinning out the thickness of the brace. This increases flexibility and allows the top to move more freely and effectively. “We are very impressed with the acoustics and ukeleles, but we have recently expanded our Greg Bennett line- up by taking stock of a whole new range of electrics,” Webb adds. “We will also be offering them online with our 20 per cent discount – an offer that has been going really well for us. We can afford
to do this because our overhead is so low.”
From the extensive range of electrics, the Malibu is a series of note, which offers
similarities to the bolt-on neck guitars of old, but are, of course, modernised for the 21st century. The lightweight double-cutaway, sculpted body enhances practicality as well as appearance and the angled back headstock increases the string bearing pressure at the neck, resulting in better attack and sustain. These guitars also come with a 20-Watt
amp, gig bag, electronic tuner, strap, chord chart and an extra set of strings, making the
36 miPRO MARCH 2011
The Greg Bennetts complement our other
brands well. Richard Webb
Malibu collection a great option for those seeking a complete package. Not many complete sets like this can boast Duncan Designed pickups and Grover tuners, either. Keeping with the current craze surrounding these particular instruments, Intermusic was also keen to flag up the success of the Greg Bennett ukeleles, a great option for those wanting to spend a bit more than the cheaper ukes currently flooding many stores up and down the land. The concert size UK 50, for example, features a Nato top, back and sides, ebonised fingerboard and geared tuners, whereas with the baritone UK 70 B option, you get rosewood back and sides, mahogany neck and added details like white binding with abalone trim. What also pleases Intermusic about the
Greg Bennett – aside from the design quality and sheer variety of models – is the way it fits in perfectly with what the supplier already offers. “The Greg Bennetts are much closer to the top end and complement our other brands – such as Shine – very well,” commented Webb. As Intermusic continues to branch out
further from the piano market and promote the service it can offer in other markets, it is quality brands like Greg Bennett that will surely see it achieve these ambitions. Add generous discounts to that and you’ve got an attractive proposition that is well worth checking out. INTERMUSIC: 01202 696963
miPRO MARCH 2011 37
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