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60 Seconds: James Greenspan, Yorkville Sound

Get to know James Greenspan, marketing and communications manager at Yorkville Sound.

What is your new position, and what does it entail?

I am the new marketing and communications manager at Yorkville Sound. The role entails making sure strategic and effective product messaging gets out through our media channels and outreach to our ambassadors. On my first day, I was given a collage of all the Yorkville Sound partner and distributed brand logos. There are more than 25 of them. It’s a good visual of what we are working on and a reminder to keep pushing the needle forward.

How has your background prepared you for your new role?

I started in the marketing side of the music industry at record labels. That gave me a good foundation as to how to build an interconnected marketing campaign, along with the experience of working with artists, venues, studios and road managers—people who are passionate about gear and sound. I have a good idea of sound reinforcement needs and am able to create an engaging campaign to reach our core consumers.

What new marketing initiatives are we likely to see from the company?

When our users talk about our products, you get the sense that they feel they stumbled on this great under-the-radar “tip” or industry secret. We hear a lot of road stories about how a Yorkville product a sound tech rented saved a gig. This is a surefire way to win lifelong loyalty. After 50+ years, this has proved true time and time again. It also establishes a feeling of a “clubhouse” of people who are in the know about Yorkville’s products, history and culture. We are always celebrating something here, whether it be a new product development, a new design, an industry award, an event or something else. We will be getting more of that information out to the media and social networks to expand that clubhouse and keep our users and retailers proud of Yorkville.

Related: Yorkville Sound Ships Traynor TVM15, June 12, 2017

What are your short- and long-term goals?

The social media comments from our users speak volumes and played a hand in establishing our goals. On the Yorkville end, pro audio enthusiasts rave about performance, value, fidelity and durability. On the Traynor side, longtime users share their Traynor stories dating back to the ’60s and refer to their Traynor amp as their “workhorse.” These aren’t marketing slogans or ad campaigns. This is the wonderful reality about our brands and the people who use them.

Yorkville has always been focused on people, quality and service. I noticed in just my first few weeks here that at any given time, our product specialists would be hitting the road, going to stores and giving product demonstrations at local retailers in markets big and small. They are meeting our community personally and establishing face-to-face dialogue with end users.

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The long-term goal is to keep that dialogue going, develop this community and bring this positive messaging to the surface. We need to make sure people are hearing about us and talking about us.

What is the greatest challenge you face?

I am new to the pro audio/MI industry, so I am getting acclimated and introducing myself to media contacts, partners and our extended team. I am planning our next round of trade shows, and evaluating our website and social media opportunities. I am doing a lot of new things with a lot of moving parts and people involved. The team here is made up of people who are experts, and who want to see our end users succeed by getting the most out of our products. With a team like this, challenges can be taken on with confidence. 

Yorkville Sound •