The market dictates
The TyFry company’s introduction of new tenor mallets claiming to be patently aerodynamic, balanced and a “new dawn” for the instrument – and available in a spectrum of bright colours – sparked lively dialog, debate and not a little consternation.
Piping and drumming still struggles with marketing and product development. We are borne of custom and tradition, and not a little Scottish austerity when it comes to drawing attention to one’s self, or outwardly selling hard. Even before new-world-style assertive marketing and promotion entered the fray, pipers and drummers lived a life of irony: one shan’t be seen to be showing off, but one must wear an ostentatiously colourful Victorian Highland get-up while (not) doing it.
Self-promotion is still a fine line to walk as a competing piper, drummer or pipe band. Pipers seen to be lobbying their ability are still tacitly knocked down a notch or two in the estimation of their peers. The tradition is to let playing ability do the talking. If the product is good, the tradition goes, then the judges will buy it.
We struggle with our own globalization. Makers of piping and drumming products compete in an ever-more-crowded market. “Innovation” when it comes to our instruments, music and apparel comes in microscopic steps. Foist too much change too quickly on too many and many will take the knee-jerk traditional reaction and reject it, cutting it down a peg or four.
Piping and drumming is used to dictating the market. This is what you will buy. This is all that is available. This is the way we do it. Don’t ask questions. Just do it like we always do it.
But the market now dictates piping and drumming. Makers of instruments, garb and tunes now take risks. They push things. They need to rise above the crowd, whether with bright colours or wind-tunnel-tested efficiency or tiny little Allen keys to adjust a carbon-fibre bridle. Changes that were once glacial, now happen in a single season. We are warming to globalization.
Day-Glo pink tenor mallets? Great! Aqua snare sticks? Wonderful! Red ghillie brogue laces, powder horns and a rack of medals on the chest? Good enough for John MacColl and John D. Burgess; good enough for me.
I would think that chanters can be made in a plastic of any colour, and that kids might be more prone to practice with a bright blue chanter than that black thing that everyone else has. I love the look that Boghall & Bathgate created with their orange drums and tenor mallets. I would have no trouble with a band playing chanters of any colour, or even a rainbow array. Bring it on. If the market likes them, they will sell. Things that were once simply not available, even unimaginable, are now marketed. We have choices.
No auld baldy bastard dictates to us.
The tradition that is perhaps hardest to break in piping and drumming is the one that says we must do things in a certain way. The customary notion that a very, very few dictate the music, the look and the instruments is increasingly a thing of the past.
The market is us, and we will tell it what to do.