Creating Multiple Impressions Isn’t Hard – But It Does Require a Commitment
“If you’re attacking your market from multiple positions and your competition isn’t, you have the advant
Dominating the Western Massachusetts music market, Falcetti Music has been around for 50 years. Owner Anselmo “Sam” Falcetti began his business in 1957 while still attending college. He borrowed $50 from his mother to open the first Falcetti Music Studio in Westfield, Massachusetts. With only 10 students and a potbelly stove to heat his store, Sam Falcetti grew his business from those humble beginnings.
The World Wide Web had yet to go mainstream and there was No eBay, no YouTube, no Amazon, no iPod. Apple was in the computer business, Google was not even a dream. Musical tones were generated from electric boxes with cords and plugs. Desktop music making was more concept than reality. Mashing was for potatoes. Hip-hop was called rap. A Bush was in the White House (41) and the battle over inclusion of the arts as a core subject was in full force.
