Inside Yamaha Music London: ‘A music destination like no other’

Headliner recently caught up with Yamaha Music London general manager Stephen Davies to discuss the store’s evolution into one of the most all-encompassing music retail spots in the country, its new competition to become the store’s official ambassador, and why there’s so much more inside than meets the eye…

Located right in the heart of Soho, Yamaha Music London is nestled at the very centre of the UK’s creative industries. As such, it caters for virtually every musical need at every conceivable level. From entry-level all the way up to professional and highly accomplished musicians, the expansive store stocks everything from pianos, keyboards and guitars, through to classical instruments, pro audio gear and home audio equipment and accessories.

However, given the scale and diversity of product on offer inside, there can occasionally be something of a misconception as to exactly what Yamaha Music London stocks and the markets it provides for.

To find out more about and the array of services it provides, we spoke to Yamaha Music London veteran Stephen Davies about the store’s modus operandi, the full extent of its offering, and why it might just be the store you didn’t know you needed…

Tell us a bit about who you are and your role at Yamaha Music London.

I'm Stephen Davies, general manager of Yamaha Music London, where I have worked for the past 11 years. My role involves ensuring customers have the best experience they’ll ever have in a music shop and leave wanting to come back for more.

For those who may not have visited the store before, how would you describe Yamaha Music London and what it has to offer?

Yamaha Music London is the flagship Yamaha music store, and it is unique. It’s the only Yamaha music store outside of Japan. What we provide is an exciting destination for musicians and aspiring musicians right in the heart of Soho, with a vast selection of Yamaha musical instruments, music gear and accessories.

Our Piano Hall features a collection of entry-level pianos alongside the grandest of Grand pianos, as well as the very latest Avant Grand and TransAcoustic pianos. Customers are encouraged to try before they buy and when you drop by you might be surprised by a virtuoso performance (with Jools Holland, Jamie Cullum among the many internationally famous musicians who play Yamaha instruments).

In Spring this year, we launched our new premium home audio room with high-tech Yamaha tables and next-generation gear. Here we provide everything from home audio speaker systems, wireless audio solutions, headphones, and all sorts of accessories.

The Lifestyle Experience on the ground floor features modern keyboards, the world’s most popular digital piano and a wide range of brass and woodwind instruments. There are dedicated product areas for Yamaha violins, cellos and our Silent String range.

There is also the ProSounds Zone for professional and accomplished musicians. This has a professional musical zone featuring a music stage, live-working PA system and lighting, plus instruments for stage, studio and stadiums. This includes the largest display of Yamaha guitars in Europe.

The store also has a line-up of free live music events, workshops and masterclasses in-store all year round.

Do you find there is a misconception amongst some consumers as to what exactly Yamaha Music London is? If so, why do you think that is?

Performers and artists may possibly think a brand store might not be for them, but that isn't the case with Yamaha Music London. We have an enormous range of high-end, performance-ready equipment specially made and crafted for musicians, performers, producers and composers. In fact, Yamaha Music London stocks musical instruments and equipment as much for pros as for beginners.

What can be done to change such misconceptions?

Musicians should drop by the store and discover all that Yamaha Music London has to offer besides the incredible range of Yamaha instruments and gear. There is always free, friendly advice from the Yamaha experts (many of which are pro musicians), the chance to try before you buy, taster sessions throughout the year, the guitar workshop and servicing and repairs. Everything a musician needs.

How does Yamaha Music London differ from other MI and pro audio retailers?

The major difference would be that Yamaha Music London showcases the complete range of Yamaha instruments and equipment, like no other music store in the UK.

You’re about to launch a new competition to find a new Yamaha Music London ambassador. What are you looking for in an ambassador and what will be the primary purpose of their role?

Yamaha Music London is in a unique position to support new, emerging talent, and we can offer a platform to deliver the new Ambassador(s) music to a vast new audience. We’ll be announcing details of how to enter this competition imminently, so watch this space.

Do you have any in-store activities or events to support those just starting out in music?

We run free music taster sessions, workshops and masterclasses. Plus, we support Music For All's national Learn to Play initiative, which takes place every year. The initiatives on offer are always evolving, as a result of trends and the popularity of certain instruments. We are perfectly placed to help musicians wherever they are on their musical journey.

Have you seen any notable trends/customer habits at Yamaha Music London of late?

These are constantly evolving. For example, there was a growth in instruments that could be played at home and with the family during the pandemic. And now that live music and gigging has opened up again, there is renewed interest in stage gear. Particular artists can also influence the popularity of an instrument.