Letters from Chris Gero  -  SUMMER 2009

chris gero headshotWITH THE 18TH EDITION OF ALL ACCESS UPON US, I’m reminded of how special the relationships are that lie on the pages before me. Since the inception of Yamaha Corporate Artist Affairs, we’ve stressed that the most important asset at Yamaha is our artists.

Elton John, Paul McCartney, Alicia Keys and all of our other 2,000 Yamaha artists bring our two-dimensional products to life. Our instruments become superstars when in the hands of these musical geniuses. When Natalie Cole or Gavin DeGraw goes on tour, our logo is put on display for millions of onlookers throughout the world to see. When Stevie Wonder or Norah Jones performs during an awards show or a late night talk show, millions witness that their chosen instrument is a Yamaha.

Yamaha instruments have always been known for their quality and craftsmanship; thanks to our artists, they are world-renowned and sometimes become famous in and of their own right. The alliance that is created between Yamaha and our artists is unparalled by any other music manufacturer. YCAA, Inc. works tirelessly supporting the needs and requests of artists who earn a living using Yamaha products. But above it all, the reason our artists are so important to us, is because, in the simplest of terms, they are our friends.

After spending more than 15 years spearheading Yamaha’s branding as it relates to our most valuable asset, it’s hard not to become friends with these talented people. Just as we put our instruments in their hands, they put their image in ours, and it is through that synergistic relationship that we create more than just a convenient means to an end, but we build a bridge of trust, a partnership, and, ultimately, a friendship that will last a lifetime.

I feel so honored to be in the position to call James Newton Howard, Sarah McLachlan, Brooke White, Carl Fischer, Chick Corea and Mark Rivera, among countless others, my friends. I am priviledged to have come to know their families, loved ones, children, and in turn, they mine. The collaborative relationship we share is one we at YCAA will never take lightly. Sarah gives our instruments a voice. Elton puts our brand on a pedestal and shows it off to the world, night after night. So in a sense, that’s what we hope to give back with All Access. A pedestal, a beautiful assortment of photographs that capture a moment in time, a voice that is truly their own, and a spotlight on what we all believe in: music.

Kindest Regards,
Chris Gero

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