LOS ANGELES: Gearing up for a "growth time" in US sales, especially among female musicians, cymbal maker Sabian has hired San Diego-based Formula PR for a national PR effort.
The account, valued at just under six figures annually, will focus mainly on consumer media relations, a new area of outreach for the Canadian company.
"They are used to promoting everything within the drum manufacturing space," explained Formula CEO Michael Olguin. But now "they are very interested in the consumer marketplace. One of the growth areas is going to be female drummers, so the female media is going go be a big area for them."
Olguin added that Formula will also help to organize and promote "grassroots and brand building" activities, including events in local markets with Sabian-endorsed drummers such as Neil Peart from Rush and Chad Smith from the Red Hot Chili Peppers.