A Yamaha Artist is a designation bestowed by Yamaha, by invitation, to musical artists who are considered to be critically acclaimed in their instruments or genres. Acceptance as a Yamaha Artist is tantamount to a reciprocal endorsement by Yamaha.[1] Like other musical instrument manufacturers, Yamaha supports its artists in various ways.
History
Yamaha's music artist program is managed by Yamaha Corporate Artist Affairs in Franklin, Tennessee. Yamaha has an exclusive office in New York City dedicated to managing Yamaha Artists in the classical music field, particularly those who specialize in Yamaha Pianos and Yamaha Band and Orchestra instruments, including those in the brass and woodwind families. Other offices relating to Yamaha Guitars and Yamaha Drums are located in Buena Park, California. Yamaha Artist Services, Inc., founded in 1987 is renowned for being the esteemed office in New York catering to the needs of world-class Yamaha classical piano artists.
[Being a Yamaha Artist] "conveys a certain amount of immediate credibility to many. We strive to keep our roster elite, containing only active, gifted and articulate musicians."
Endorsements from product manufacturers, certainly in the case of musical instruments, requires a personal relationship between an artist and professional services representative. Paraphrasing Peter Erskine, endorsement relationships go beyond providing free equipment, clinic support, advertising, logistical assistance, and the like. The relationships are often very personal and depend on good communication.[3]
Yamaha offers Yamaha Artists Services in select cities that include Paris, Seoul, London, Tokyo, and Moscow.
Yamaha Artist Services Piano Salon in New York
Yamaha Piano Salon
Yamaha Artist Services, Inc. (YASI) in Midtown Manhattan is the home of the Yamaha Artist Services Piano Salon at 689 Fifth Avenue at East 54th Street, northeast corner. It features rehearsal space, recording space, performance space, a high-end brass and woodwind workshop, and a concert bank of Bösendorfer and Yamaha pianos. Cyrus Chestnut recorded an album there. Concerts and festivals rely on the support of the YASI. The space is also set up to broadcast live masterclasses and performances with audio and video, but through Disklavier technology, the actual live performance itself can be heard on a piano in a different space – in real time.[4]
Selected initiatives involving Yamaha Artists
Yamaha introduced the Yamaha Disklavier in 1987, a high-tech piano that has been widely used in teaching piano and music theory as well as composing and performances. Yamaha Corporation of America, Yamaha Canada Music Limited, and Yamaha Artists New York have sponsored national seminars for music educators and Yamaha Artists using the Disklavier.[5]
