Word: geonetta
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Dates: during 2000-2009
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...guys with day jobs, weekend gigs and outsize hopes. According to Marty Albertson, Guitar Center's co-chief executive, 43% of the chain's customers are aspiring professional musicians, whose purchases account for 40% of revenues--the largest chunk of any customer group. Among them are strivers like Andrew Geonetta, 27, a singer-songwriter who plays club gigs in Cincinnati, Ohio, a few nights a week and works for an interactive design firm during the day. "I'd love to make a living at making music," says Geonetta, who notes he spends about $2,000 a year on music gear...
...Geonetta is in what Albertson calls "the dream phase." According to Albertson, a former sound engineer who worked his way up to co-CEO from Guitar Center's sales floor, "becoming a musician is all about dreaming. The longer we can extend the dream phase, the better." In the past several years, the dream phase got a boost from advances in digital recording technology. Artists like Geonetta who don't have a record-label contract used to have to pay tens of thousands of dollars for studio time plus distribution costs. But now amateurs can produce CDs with their home...
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