Fall 2024 Publication Season
It has been a difficult year for the global piano industry. The compounded effects of COVID-19, the war in Ukraine, and changing economic policies in China have resulted in the perfect storm for piano manufacturers. Sales are at an all-time low, dealers have closed their doors, and the future of many manufacturers remains uncertain.
It is undeniable that the overall trend in piano sales has been slowly declining for the last twenty years. For those who remember the former glory days when seemingly “everyone” owned a piano, 2024 proves that the piano industry is dying. Many argue that people don’t appreciate the piano anymore; that the digital age has killed the love of acoustic instruments, that the discipline to practice isn’t found in the younger generations, and that pianos will be obsolete in a matter of years. Combating technology with its addictive qualities is a difficult game for those who wish to sell an instrument that requires long, often unrewarding hours of diligent study and focus.
However, there is much more data to consider when evaluating the industry's health than just sales trends. The nuance lies in our interpretation of success. If the goal is to have a piano in every home, then yes, you might reasonably assume that the piano industry is dying. But if the goal is to provide individuals with a tool that they can use to express their musicality, then our industry is still thriving. Sure, the traditional methods of teaching piano are in decline. But for every student who may not thrive under classical instruction, there are teachers who are producing creative and inventive ways to engage young children in ways that traditional methods have failed to. Apps that offer educational games are proving to be increasingly successful at combining the addictive qualities of technology with productive piano practice. Yes, popular music today sounds very different than it did forty years ago, but the piano has proven itself to be a cross-over instrument present in many genres, forms, and styles. As music changes, the piano changes with it. History has no shortage of bold musicians who took piano music from classical form to rock, to jazz, to country, to movie scores, to indie, and beyond. Our publication this month features an article by David Snyder, a professional pianist who specializes in the fusion of traditional piano skills with a modern approach to performance and composition. Artists like David serve as a wonderful reminder that even though the business end of the industry looks bleak, the next generation of pianists will always find a way to carry the piano into a new age.
It is my belief that the piano industry is not dying, but the industry’s slowness to adapt has put us in a dangerous position. While teachers and artists have moved in step with the times, the business and retail end of this industry have remained largely unchanged for decades. We need a change, and we needed it yesterday. This is one of the reasons I’m excited about the Piano Industry Professionals & Producers Affiliated (PIPPA) event in January 2025. As an event for the whole industry, it facilitates the conversations that are necessary for us to move forward. PIPPA is about problem-solving. If the piano industry is changing, then how can the members who make up the industry change with it? What must we do to meet the needs of teachers, students, professionals, retailers, and technicians? How do we position ourselves such that we evolve and grow along with the musicians that we are here to support?
If you’re in the industry and feel stagnant, overwhelmed, or ill-equipped, or if you feel you have something of value to share, I hope you’ll attend. It’s only during an event with everyone under one roof that we can find the parts of the industry that need to be shed and the parts of the industry that need to be revitalized. PIPPA isn’t just a trade show, it’s an opportunity to start something new in an industry anchored in tradition. In the meantime, read David Snyder's A Reason to Keep Playing and enjoy a success story of how the piano has been and always will be a vital catalyst for musical expression.
-Hannah