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60 Seconds: Nithin Cherian Yamaha Corporation of America

Live sound marketing manager for the Pro Audio and Combo Division.

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

A: Live sound marketing manager for the Pro Audio and Combo Division. My team works with Yamaha Corporation of Japan to improve our market development, product positioning and marketing strategies to achieve our global goals. Then I coordinate the development and dissemination of branding, messaging and training materials that will be used for the domestic U.S. market.

Q: How has your background prepared you for your new role?

A: Over the last 18 years, I was fortunate enough to work in many different parts of the music business. My career started working as a security guard/ stagehand for a local club. I learned gear when working as a sales person at the House of Guitars (Rochester, NY), and then my role evolved into house engineer, backline tech, shipping manager and artist relations. This led to freelance work as an educator in the House of Worship market, acoustical consultant and performing musician. Just prior to Yamaha, I serviced retail through Commercial Markets for AudioPros, a boutique manufacturer’s representative firm representing brands like Midas, Electro-Voice, Bosch Public Address, Pelican Products, Aviom, Primacoustic, Mogami and MXL. My experience has helped me to truly appreciate the different roles that we play in the industry, and I hope to use my talents and perspective to further accelerate the growth of Yamaha’s Live Sound business.

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

A: My initial focus is to unify our domestic messaging across all media platforms: print, web, social, etc. Once we build the proper foundation, we will really start to have fun…. Trust me; you’ll know when it happens.

Q: What are your short- and long-term goals?

A: I want to develop a better understanding of Yamaha’s relationship with our dealers. The dealer-vendor relationship is crucial to the long-term success of any brand.

Q: What is the greatest challenge that you face?

A: The Live Sound landscape has changed more in the last three years than it has in the previous 15. Finding new ways to better predict the changing needs of the consumer and making our solutions available to people through the channels that they prefer, will be an important part of maintaining the strong customer value proposition to which our dealers and customers have been accustomed.