So You Want to Buy an Instrument

Local music retailers share top products, lesson and rental details, and which instruments are best for beginners

By Anna Faller | Aug. 3, 2024

Rock band Wild Cherry once demanded that we “lay down the boogie and play that funky music.” To do that though, there’s some prep involved. We need instruments, a lesson or two, and maybe even some sound equipment.

Good news: We know where to start. Northern Express sat down with representatives from three local music shops—Marshall Music Company, Musik Haus, and Traverse City Guitar Company—to talk noteworthy industry trends, flagship instruments, inventory, and beyond.

Marshall Music Company

Who they are: Founded in 1948 in downtown Lansing, Marshall Music Company was born so that owners Mary and Willis Marshall could share their love of music with others.

Since then, the business has expanded to include six other Michigan storefronts, including one in Traverse City, which opened its doors in 1997. Now in its third generation of leadership, this music mecca is the 17th-largest instrument retailer nationwide, and its initial aim of supporting community through music is still at the forefront.

“I always try to remember what it was like to be on the other side of the counter,” Traverse City assistant manager Chris Sterr notes. “We always try to make every experience as positive as we can.”

What they do: A primary component of Marshall Music’s offerings is its School Service program, wherein a total of 20 “road representatives” visit a staggering 700 schools each week—of which, the Traverse City branch serves 70—to distribute and repair instruments, provide accessories, and offer program maintenance.

The store offers virtual and in-person lessons through their Music School, as well as comprehensive repair for band, orchestra, and professional instruments. The Traverse City shop also serves as a full-service music retailer, offering an extensive array of brass, woodwind, string, and percussion equipment—much of which is available on a rent-to-own basis—sound gadgets, and dozens of accessories.

Who they serve: Per Traverse City branch manager Deb Clark, the store sees musicians of all ages and levels from children attending their first lessons to adults rediscovering a long-lost hobby. Of these, students make up a notable percentage, as do customers on the hunt for their next “combo product” (think: guitars, amps, drum kits, and the like).

“Besides Lansing, we’re the only store in the company offering [that type of equipment], so our store, in particular, has a large market for it,” she explains.

Other frequent fliers include tourists, especially in the summer, as well as music therapy patients and touring bands preparing for performances.

Their hot item(s): On the band side of instrument sales, Clark highlights trumpets and saxophones—especially Yamahas—as evergreen picks, though that demand often fluctuates. The shop’s line of Eastman guitars is an obvious standout, as is a Boss Katana MkII amplifier, which Sterr likes for its quality and accessible price.

As for the serious instrument buyer? Though Marshall Music’s inventory offers products for all levels, its headliners include several top-of-the-line instruments, like a hollow-body violin sunburst electric guitar from Ibanez or a five-piece Yamaha maple drum set ordered especially for The Alluvion (retail price: upwards of $4,000).

Their easiest instrument(s) to learn: For a total novice, the ukulele is a great place to begin.

For starters, says Clark, ukes fit little hands, making them the perfect choice for children just starting their music education journey. As a bonus, there’s no air involved, which removes variables like lung capacity or embouchure.

A ukulele also serves as the perfect transitional instrument for budding guitar players, because the chords are the same, just tuned a fourth higher. “You already know the basic shape patterns, so it makes learning guitar easy as you’re building,” adds Sterr.

Music industry trends: Sterr and Clark note there has been an uptick in demand for keyboards and interface recording—that’s a device whose sound transcription software can turn anyone’s house into a studio. They say there has also been a dip in print sheet music, much of which has now gone digital.

Sterr adds that the store has also seen a resurgence in live band formation (many of whom couldn’t play mid-pandemic), as well as individual hobby gigging. Other industry trends include a focus on user-friendly electronics, as well as move towards cordless accessories.

“A lot of people are prioritizing music again, and it’s amazing,” adds Clark.

Find Marshall Music Company at 1197 W. South Airport Rd. in Traverse City. (231) 922-9503; marshallmusic.com 

Musik Haus

Who they are: When Gary Kersting walked into Musik House in Gaylord in 2018, he and his wife Teresa were hardly expecting to walk out as the new owners.

But, that’s exactly what happened. “I had always thought it would be fun to do a music store. It was an impulse buy!” Kersting says with a laugh.

Originally opened in 1995 by John and Mary Jane Kirby, Musik Haus has long been an institution for all things music in northern Michigan, and the shop shows no signs of slowing down. In fact, the Kerstings opened a second location in Petoskey in 2020.

What they do: Both Musik Haus locations serve as full-service instrument retailers, offering a wide selection of combo products, as well as band, orchestra, and percussion instruments (there’s even a few outliers to choose from, like accordion accesories and harmonicas).

The shop also provides what Kersting calls “backline” rental, which provides large scale equipment and instruments—amplifiers, drums, basses, etc.—and set-up for multi-piece groups and performers.

Other services include instrument rentals, both short-term and a rent-to-own program, as well as repairs and maintenance and private lessons for a variety of wind and string instruments. The shop is even in the process of becoming a custom Fender dealer!

Who they serve: The majority of the year, says Kersting, Musik Haus’s average customer is someone who’s playing for “amusement or amazement.” The shop also sees a significant number of local performers seeking repairs or upgrades; though in the summer, he estimates that tourists account for more than two-thirds of total business.

Kersting emphasizes that the type of traffic at each store is different. The Gaylord location, for example, is what Kersting calls a “destination”—that is, most people are heading in for a purpose (a lesson for instance, or a specific product). The Petoskey store, on the other hand, is centrally located in the town’s historic Gaslight District, and consequently brings in everyone from touring professionals to window-shoppers.

“Here in northern Michigan, one of our biggest industries is recreation, so we get people coming in at all levels,” he adds.

Their hot item(s): Musik Haus’s most popular guitar make, both electric and acoustic, is Taylor, bar none. “This happens to be Taylor’s 50th year in business, and we have a Taylor 814, their flagship model, with a [limited edition] set of features. That’s probably our most popular-selling guitar,” Kersting says.

Other standout products include a Yamaha DGX 670 keyboard, complete with stand and pedal unit, as well as a Roland digital grand piano, which is essentially an electric baby grand.

For true connoisseurs, Musik Haus also offers built-to-order Taylor guitars, which players can choose and assemble from scratch and cost anywhere from $4,000 to $10,000.

Their easiest instrument(s) to learn: The way Kersting sees it, any instrument can be easy for a beginner to learn, if they truly want to learn it.

That said, if he had to select an instrument for a novice, he’d go for the piano. This is because the keys are linear, he explains, which makes chords easier to recognize and build upon.

Piano proficiency also provides an easy transition to music theory, which Kersting says is critical to developing other music skills down the line. “I think a foundation in music theory is really important for beginning students,” he adds.

Music industry trends: Musik Haus has recently discovered a new instrument niche: the steel drums. “The local high school in Petoskey has a steel drum band, so we found a manufacturer. They’re addictive!” Kersting says.

The shop’s overall sales are also still on the upswing since the pandemic, he notes; though there has been a discernible shift in how consumers approach potential purchases. A sale that might have taken 15 minutes three or four years ago, for instance, might now take a week or more as customers weigh their available options.

“Personally, I think it’s good,” he adds. “They’re doing more research and really deciding what they want to spend their time with.”

Find Musik Haus at 2300 S. Otsego Ave. in Gaylord, and at 412 E. Mitchell St. in Petoskey. (989) 731-2842 (Gaylord); (231) 347-2826 (Petoskey); musikhaus45.com

Traverse City Guitar Company

Who they are: The brainchild of Gene “Geno” and Patty Hansen, Traverse City Guitar Company opened its doors downtown in 2014 as a space for veteran craftsman Gene to build and sell the instruments he was already making.

“I’d been looking for a Thinline guitar, but those can be very pricey,” he says. “So, I started developing my own [guitar] lines! It was a natural evolution.”

Fast forward 10 years, and the shop has since become a local center of all things strings, with a commitment to offering killer products and the highest-quality customer service. (Playing with inventory is highly encouraged!) And they just completed the move to their new location on Cass Street.

What they do: As the largest guitar repair center north of Grand Rapids, TC Guitar Co. offers everything from a tune-up to complete restoration of strings and amplifiers. (Plus, they’re Fender Gold and Taylor Silver authorized.)

The shop is also a full-scale retailer, offering electric and acoustic guitars and basses; mandolins, banjos, and ukuleles; a selection of pedals, amps, and effects; as well as percussion accessories. Other services include custom builds (available for instruments and “shop series” amplifiers), as well as consignments, lessons for strings and percussion, and professional instrument care.

Who they serve: Though TC Guitar Co. sees a wide range of patrons, from those who’ve never picked up an instrument to semi-pro and professional players, Hansen says that the majority of customers fall in the “amateur musician” category—that is, they’re gigging around with friends or playing at home for their own enjoyment.

Age is irrelevant here, though, he stresses, as the shop serves everyone from teenagers to adults in their 60s and beyond. “It’s more a person that’s been playing for a number of years and is actively practicing,” he notes.

Their hot item(s): As for the shop’s most popular-sellers, Hansen highlights well-made and reputable brands like Taylor and Cort Guitars, the latter of which is the largest instrument manufacturer in the world, as crowd-pleasers (though the shop also offers a selection of other iconic brands, like Schechter and Washburn).
The real headliners, though, include 800- and 900-Series Taylor guitars, which sit comfortably in the $6,000 range, as well as Hansen’s scratch-built strings, which buyers can customize piece-by-piece, from the body right down to the color and finish.

Their easiest instrument(s) to learn: As for the most user-friendly instrument? “Ukulele!” says Hansen, hands down.

Much like the team at Marshall Music, Traverse City Guitar Co. highlights the uke for its comparably low learning curve—which requires just a handful of chords to achieve proficiency—and small size, making it ideal for kids. “You can put a [ukulele] in the hands of a two-year-old to strum or play. You can’t do that with another instrument,” Hansen says.

In comparison to full-sized strings, the ukulele is also far less expensive, clocking in at just a quarter of the average price. “It’s an easy one to get started with without a huge financial [investment],” he adds.

Music industry trends: Per Hansen, the fickle nature of the music industry makes it nearly impossible to predict the next trend. Instead, TC Guitar Co. focuses on cultivating an inventory that suits the needs and tastes of an ever-evolving array of consumers.

That being said, he has noticed a recent industry shift back toward live performance for singer-songwriter acts and multi-piece combos that’s heightened buyers’ demand for more complex items, like rhythm instruments and new electronics.

“Everyone is different,” he adds. “It’s insanity to try to predict the next [big trend], so we aim to stock a variety of products.”

Find Traverse City Guitar Company at 3333 Cass Rd., Suite A in Traverse City. (231) 943-1211; tcguitarcompany.com