Entrepreneur and Percussion Retailer Creates Business Partnerships, Leverages Education at The NAMM Show

By Jessica A. Baris | August 12, 2024

Background

Gary Benson has a passion for connecting with his customers through music. After 12 years of drumming and some good breaks in L.A., Benson had a family and decided to take his work in a new direction. He started a website selling children’s instruments, and then opened online retail store Benson Music, offering percussion, audio and accessory products as well as his expertise in helping other drummers improve their music careers.

One of the standout Benson Music percussion products is the KickStrap, invented by Benson himself to keep the hi-hat and bass drum aligned and stop the bass drum from moving. His experience as an inventor plays a part when he’s considering different products to add to his portfolio.

Challenges

Benson says that one of the challenges of running his business is reaching his target audience effectively, especially when he doesn’t physically see his customers in a brick and mortar store every day.

“It’s a tough world out there being an online retailer,” says Benson. “You have to constantly be on top of trying to figure out how to get in front of the people you want to get in front of.”

The digital advertising landscape changes rapidly, so Benson spends time throughout the year learning and implementing new marketing and sales methods, leveraging different online platforms and negotiating digital ad campaigns.

Another challenge is finding products that fit his portfolio. Benson Music specializes in small, innovative percussion products and accessories, so finding new gear that can diversify Benson’s offerings is always top of mind.

Forming Valuable Partnerships

Because Benson mostly deals with the online world when running his business, he looks forward to attending The NAMM Show in January to meet with contacts face-to-face and explore the latest percussion products.

When Benson walks The NAMM Show floor, his main goal is to search for products he thinks will appeal to his customer base. In 2014, one such innovation caught his eye — the Slaperoo SlapStick, invented by percussionist Andy Graham. 

The SlapStick is an electric tuned percussion instrument described as somewhere between an electric base and a drum. A musician taps or glides their index finger along the metal band to produce percussive sounds and baselines. With its quarter-inch input, the SlapStick is compatible with amplifiers, recording software and effects.

Benson says it’s a “wonderful product” that “dovetails nicely with my focus on percussion and small, innovative products.”

The SlapStick won Best in Show, which caught Benson’s attention. But the connection that was made between Benson and Graham is really a story of two inventors being at the right place at the right time, and simply clicking.

“He was just a guy like me doing his thing and he invented this product that he thought was cool,” says Benson. “He was trying to figure out how to get the product out there. So I said, ‘Hey, look, I have this other product that I’m doing the same thing with and I have a website that sells other musical instruments. So why don’t we partner up? I think I could do your product some justice.’”

With Benson Music’s online platform, marketing and advertising efforts and loyal customer base, he brought success with SlapStick sales to customers. Benson says that the feedback for the product has been stellar, with positive reviews and no returns. 

“It has benefited me greatly because I’m now the sole distributor for Slaperoo Percussion,” says Benson. “The face-to-face meeting at The NAMM Show was the catalyst for that.”

In addition, Benson’s attendance at The NAMM Show also resulted in a relationship with KMC Music, leading to Benson Music sales of KMC Music recording equipment and sE Electronics microphones. Benson Music continues to generate sales with proprietary percussion products and his offerings are rounded out with pro audio products.

Growing Through Education and Direct Human Connection

Gary Benson has attended The NAMM Show for 20 years because it has brought his business successful partnerships in addition to being a once-a-year opportunity to explore newly released products, connect with representatives of familiar and emerging brands, and meet with his customers.

“Talking to the exhibitors face-to-face is a great thing,” says Benson. “Another big benefit of going to The NAMM Show is I reconnect with people I don’t see otherwise — drummers who use my product that shout me out all the time. Then I can put a face to the person. I think it’s important for a new generation to see the value in human contact and meeting people in the same industry.” 

Because he values the in-person experience, Benson brings his team to The NAMM Show so they can benefit from the education and networking opportunities. 

“One of the main reasons I like them to go is because it generates enthusiasm for the music industry. And then that enthusiasm translates to new ideas — maybe new product ideas, ideas on how to advertise and get in front of the customer, or how to run the business depending on what way the music industry is going.”

Benson and his team acquire many of those ideas by attending NAMM Show educational sessions. Using The NAMM Show+ app, the team finds and schedules sessions that are of personal interest.    

“The classes at The NAMM Show are stellar,” says Benson. “Last year, I attended a class on blogging and YouTube videos. I’m setting up a camera in my studio, and I’m going to do some unboxing of various products and do a YouTube blog. That was sparked by attending a NAMM class.”

Overall, Benson Music believes that human connection, education and generating enthusiasm for the music industry are major benefits of attending The NAMM Show.

“I come home recharged, ready to keep moving the business forward.”

Can we expect to see him at the next show?

“I will be attending the 2025 show, for sure. I’ll be excited to see what’s there.”

Learn and Discover Innovation at The 2025 NAMM Show

Held every year in January, The NAMM Show is the world’s largest gathering of the music products industry, a high-energy and inspiring event for industry professionals looking to discover the latest products and grow their careers through our hundreds of educational sessions. Demo products with many brands and talk with the experts face-to-face by joining us for The NAMM Show.

About the Author

Jessica A. Baris is a writer on the marketing team at NAMM and editor of Playback Blog. She covers member stories and works with industry experts to understand the topics of interest to NAMM members and create content that educates and informs. Baris leads a musical life as a dancer, growing singer and player of small, portable instruments, including castanets, clave and tongue drum.