Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
VOL. LXIX NO. 21
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Published Every Saturday by Edward Lyman BUI, Inc., at 373 4th Ave., New York. Nov. 22, 1919
Meeting the South American Demands
D
URING the past few years, and especially during the war period, North American piano manufac-
turers have given increasing attention to South America as a field for the exploitation and sale of
pianos and players made in the United States. The war automatically shut off practically all Euro-
pean competition, and in the last two or three years North American pianos have gained a greater
footing and a wider popularity than ever before in Latin American countries. The advantage thus secured,
however, must be followed up by some practical, intensive effort on the part of the American piano manu-
facturer, unless foreign competition is again to make European musical instruments the leaders in the South
American field.
Chief among the things which must be remembered by the American piano manufacturer who would
find an outlet for his wares in South America is the fact that his clientele there is much different from his
following in the United States. Case designs which are in great favor in this country find little popularity
below the equator. The chaste, plain lines of the present day instrument do not appeal to the eye of the
Latin American music lover, who demands that his instrument shall be ornate in design, preferably equip-
ped with candelabra and all the other trimmings which Americans would perhaps slightingly describe as
"ginger-bread" work but which appeal greatly to the artistic sense of the average South American purchaser.
During the period of the war it is true that the export trade in South America accepted American in-
struments of prevailing design, but this acceptance was due to the fact that no other instruments were to be
had, and if a purchaser desired a piano, he had to take what was offered or else go without an instrument.
The end of the war and the re-entry of European manufacturers into the field enable the South American
to secure instruments which are designed especially with a view to pleasing his taste, and pianos and players
not so designed will be rapidly supplanted by instruments from European factories, which, though perhaps
far inferior to American-made products in tonal and other qualities, still appeal strongly to the eye, and hence
to the pocket-book, of the prospect.
Next in importance to a meticulous following of style and design which will satisfy the South American
trade, the American manufacturer must unlearn many methods of doing business which are prevalent in this
country, and adapt himself to the South American customs. Needless to say, the pep and hustle and snap
which we of the northern continent are prone to brag about are foreign to our southern brethren. They
transact much business, but their business transactions are flavored strongly with the amenities of social life and
usage, and American representatives seeking to introduce American instruments to the South American trade
must adapt their ways of doing business to the wa/s prevalent in Latin America, rather than seek to inject
Yankee ideas into countries which do not fully understand, and indeed do not care to adopt, such ideas.
The credit situation so far as export trade is concerned is an important subject to the American manufac-
turer, who must be prepared to offer his South American clients the same long term credits which European
manufacturers have offered in the past, and which they will offer again as soon as they begin to re-establish
the business connections which were temporarily severed by the war. South American banking methods
must be carefully studied, and adequate discount facilities must be provided by the American piano maker
if he desires to build up a lasting, profitable trade with any of the South American countries.
For many reasons, geographical and otherwise, North America should logically find an immensely fer-
tile and profitable field for export business in South America. This is true of the piano industry no less than
it is true of any number of other industries, but unless the piano manufacturers in the United States will
carefully study the needs, preferences and even the peculiarities of the natives of South America they will
meet with but small success in establishing American pianos in the musical instrument trade there.