Over four days of the trade show, over a hundred thousand visitors – ranging from buyers and manufacturers to pro musicians and hobbyists – descended upon the Shanghai New International Expo Center to check out the best of what the world’s renowned brands have to offer. Whether it’s saxophones, pianos, DJ turntables or, yes, s, the Chinese are hungry to plug in and rock out.
And it’s no surprise that so many brands from the West are flocking to Music China. The nation has eclipsed the US as the largest economy by PPP, and with a rapidly growing middle class, China is primed to be one of the world’s biggest buyers – in addition to producers – of musical instruments.
The numbers speak for themselves. Where Winter NAMM attracted 115, 000 registered guests, Music China 2019 boasted 170, 000 attendees. And where the NAMM show floor occupied almost 60, 000 sq m, Music China sprawled out across 145, 000 sq m. Attendees had to hop on shuttle buses to get from one wing of the venue to another.
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The epicentre of new gear launches. Most of the booths at the latter were set up by the local distributors rather than the brands themselves. So the primary objective of the exhibitors was to move existing products rather than to promote upcoming ones.
All that said, we came, we saw and we snapped away – these are our highlights from all four days in Shanghai.
Represented by Guangzhou FAST Musical Instrument, Fender and the Fender Custom Shop drew a throng of people. While the new Vintera range and the American Acoustasonic Telecaster led the line, it was clear from the Dream Factory s on display that relic’d Strats and Teles are huge in China.
Hsienmo Guitars (chinese Lowden Knockoffs)
The acoustic was a popular choice at the show, with one hall almost entirely devoted to the instrument. So, unsurprisingly, Taylor’s booth was packed with attendees auditioning everything from the Builder’s Edition models to the more traditional OMs.
The pair didn’t just share a space at the show – they announced a full partnership. As a Chinese brand known for its craftsmanship, Eastman linking up with a master luthier such as Dana Bourgeois seems to be a match made in heaven.
The Heritage Standard and Artisan Aged models were on full display at Music China 2019. As US-made s with pedigree, these instruments were one of the more popular electrics at the show – this despite the booth being far smaller than the other American manufacturers’.
Cort Dragon Electric Guitar
Teisco made an appearance alongside Heritage, presenting its three pedals – the Boost, Fuzz and Delay – to those with an ear for more experimental tones.
In a giant pink cube parked in the middle of a hall, the distributor for these brands – Cube – set up shop. The largest space was dedicated to these four brands, with Gretsch’s hollowbodies and Jackson’s metal axes hanging from floor to ceiling.
We found some of the most high-end gear in the show within the cube: Suhr, Friedman, Milkman and Strymon, among others, all of which are distributed by Cube.
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ALP also prides itself in using patented designs – such as the headless construction and bridges – and quality parts. Which is another burgeoning trend we noticed at the show: that Chinese brands are steering well away from the poorly made ‘copycat’ designs that they tend to be historically associated with.
Gervana is a boutique effects brand whose focus on all-original circuitry and handmade construction is yet more evidence of the abovementioned trend.
This brand was founded in the US in 2013 but is now headquartered in Guangzhou, China. Its line of s and ukuleles are broadly split into two categories: wood and carbon fibre.
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But it’s in the latter that LAVA’s ingenuity shines. The company actually fabricated its own carbon fibre composite material, dubbed “AirSonic”, that it claims to be weatherproof, 30 per cent lighter than regular carbon fibre, and suitable for the injection-moulding process used to create the instruments’ unibodies.
Gibson’s presence at Music China 2019 was significant in one major way: it’s the first time in a decade that a top executive – in this case CEO James ‘JC’ Curleigh – from the Nashville company journeyed to the trade show.
“We recognise that there is an opportunity to bring our renewed Gibson momentum to the Asian market to drive future growth, ” he explained in a statement. And the same could be said for all the brands at the show.
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1 “We’re a very loud band. The energy from that contributes to the way we play” How Dusk blend punk and Americana to create a three- barnburner
2 “We can scream and wail to show rage, and also create these beautiful harmonies that show solidarity and love”: HAWXX on the pure catharsis of metalDEVISER is one of the guitar brands under Guangzhou Huayi Musical Instruments Co., Ltd. It’s one of the best Chinese guitar manufacturers founded in 2012, we have been deeply involved in the guitar field for many years. We have popular brands such as Caravan Music, DEVISER, Oriental Cherry, etc. It is a professional guitar, ukulele, etc., Musical instrument accessories supplier.
As an OEM guitar manufacturer, we have advanced technology and equipment, mature production workers and a complete production system, professional management of products, rigorous production process, and multiple quality inspection procedures. We have ample guitar inventory, with approximately 50, 000 guitars in stock to ensure transportation efficiency. We give priority to providing high-quality products, immediate services and competitive prices to customers all over the world.
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Our core value is “exceeding customer expectations”. It always reminds us to sincerely serve our customers and provide them with products and services that exceed their expectations. This is the key to our customers’ trust and support. Welcome to choose DEVISER GUITAR.
All are famous basic acoustic guitars. The characteristic of Deiviser Guitar is that all products use linden wood, as well as different types of wood, such as Mahogany, Spruce, and Sapele. Our high-quality plywood guitars are suitable for beginners. This year we have developed many new models. All products offer OEM service.
Deviser Ukulele embodies superb manufacturing skills in all aspects of Ukulele manufacturing. We have a 21inch to 26inch Ukulele with matt finished and high glossy finished. Considering different application scenarios, Deviser provides a variety of ukuleles. Such as best soprano ukulele, concert ukulele, tenor ukulele.
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All are famous basic acoustic guitars. The characteristic of Deiviser Guitar is that all products use linden wood, as well as different types of wood, such as Mahogany, Spruce, and Sapele. Our high-quality plywood guitars are suitable for beginners. This year we have developed many new models.
In the past 10 years, we sale the best Chinese guitars, our brand has gained a certain degree of popularity in Asia. We have successfully expanded our sales activities to more than 100 countries in the world including Asia, Europe, North America and South America. Globally, currently, there are 14 exclusive agents in different countries and regions.
We have the latest guitar production machines, mature production workers and a complete production system. Before manufacturing，we strictly classify and select the raw materials of the guitars. The production process is rigorous, and multi-quality inspection procedures ensures the quality of each guitar. All high-end guitar such as the famous acoustic guitars are all from here.Ariose Music offers a bespoke line of stringed instruments, catering to a multitude of musical pursuits with an extensive selection of acoustic and electric guitars, Ukuleles, Banjos, and bass guitars, alongside a variety of guitar accessories. Their portfolio is designed to appeal to novices, intermediate musicians, and dedicated aficionados seeking quality instruments at an accessible price point, without compromising on playability, sound clarity, or visual elegance.
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For those interested in custom designs and specifications, Ariose Music excels in OEM (Original Equipment Manufacturer) and ODM (Original Design Manufacturer) services, allowing for personalized branding and tailored instrument features. Whether clients desire instruments crafted from solid woods like mahogany and spruce, or laminated varieties such as maple and basswood, Ariose Music can accommodate. Their offerings span a range of body shapes, from the traditional dreadnought to the modern electric guitar silhouette, and finishes that include natural wood grains, the classic sunburst, and a spectrum of solid hues.
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Everybody loves to have a guitarist in the room. Whether it’s an event or a friendly gathering, a guitar can change the mood instantaneously. Though the history of the guitar is
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