The Jobfactory Music Store from Switzerland specializes in the sales and service of Electric and Acoustic Guitars, Bass`, Effect generators and Amplifiers. We had a little chat with CEO David Max about the “Best Guitar Shop in Town”.
Hi David, thank you for taking your time to talk to us. Could you please tell as a little bit about The Jobfactory Musicstore? Where are you located?
The JFM is located in Basel, Switzerland, in the Dreispitz section of town close to the borders of France and Germany. The musicstore has existed for almost 8 years. I have been a member of the team for almost 3. The store is owned by the Jobfactory AG, a company who’s core purpose is to help young people find careers paths through schooling, training and apprenticeships. We have 2 apprentices currently, both studying retail sales, as well as being aspiring musicians. The store is designed to cater towards all levels of guitar player, beginner to professional, and all tastes, from the basic to the boutique. Pawn shop to Custom Shop!
What initially led you to set up a music store, and when was that? We heard something about a girl, New York etc…could you elaborate on that?
I am originally from New York. My wife and I met there, due to circumstances revolving around Sept. 11. She was doing a Masters Degree program there. We became engaged some years later, and decided to start our family in her home town of Basel. I came without any clue as to how I could make a living. However, my experience in the music industry, as a player and a salesman, payed off and I was lucky enough to find myself with a beautiful little store to run.
In EU the current Gibson case “lacey act” has gotten a lot of attention, what is your perspective on shipping between US & EU? Have you had any problems regarding this case so far?
These are really two separate issues. As far as I can tell, the Lacey Act has been a very effective Environmental protection control originally designed to prevent American companies from trafficking in illegal materials. However, it seems that this law has been perverted by the US government for unknown reasons to go after Gibson, and the rumour is, other companies are next. I believe the Lacey Act itself to be a good law, however there needs to be some simple common sense amongst our government officials. And if they do not begin to go after other guitar companies, then it seems that, for some reason, someone with power has an ax to grind with Gibson.
The second question, about shipping between the US and Europe, is really a question of free markets, which I believe in, as long as they are properly controlled. Free Market Capitalism works, as long as people play by the rules. It’s the cheaters that ruin it for the rest, and cause huge economic meltdowns. But the markets are fixing the problem, and hopefully after many years to come of economic pain, better controls and support of the controls that bring the concept of currency in line with the concept of tangible value and not speculatitve value will be instituted world-wide. I think that if I can buy something cheaper in the States or in China than I can in Germany, for example, than I should be free to do so. Competition, when the rules are followed, brings out the best in people.
What do you consider the biggest challenge for dealers of music instruments today?
The biggest challenge is serving the customer well enough, and making the shopping experience satisfying enough, that he would rather pay more money for a product that he could be buying from a huge, totally impersonal corporation that can buy in bulk, at a lower price. Without the ‘Mom and Pop’ stores, the music industry, including the ‘big boxes’, will suffer greatly. The small shops remain the ‘life-blood’ of the music instrument buying public. When they go, so does the culture. Do you play music yourself? If so, what do you play, for how long have you been doing it? I have been a guitar player and singer-songwriter for over 20 years. I have recently finished my tenure as lead guitar for Psychic TV (www.myspace.com/ptv3) and released my first solo album (www.davidmaxxx.com) I am now working on the follow up with my new band, The Sons of the Void.
We have watched a video of your store and you have a great variety of instruments. How do you choose what instruments to carry?
It is a combination of the local demographic, that is what people in and around Basel are into and talking about, and what kind of bands are emerging amongst the youth, with a dose of the ‘traditional’ sensibilities of older guitarists mixed with the tastes of myself and the sales staff. No one sells anything better than the thing that they themselves are taken with.
Do you have any personal favorite vintage guitars in your shop? If so, why is said guitar your favorite?
I have a lovely Gibson ES 225T 1957. The neck and perfect fret wear make for an incredibly playable instrument that just kinda melts all over you as you play it.
Given that this is for a blog, what role has technology (the internet, your website, etc.) played in the success of your business?
Not as much as one might think, simply because we have been mostly focusing on the local music community here, in which word of mouth means a lot more than internet presence. That being said, we have begun selling more consistenly on-line, as well as building a presence in the traditional, ebay, facebook, linkdin kinda way, and of course, the brilliant idea that is vintageandrare.com.
Is there a general trend to the people who purchase from you, in terms of how skilled or experienced they are?
I definetly see more and more young people wanting to learn guitar. It is somehow a more accepted and attainable goal than it used to be. Its more a facet of the collective consciousness and less of fable or dream.
What advice would you give to somebody looking to purchase a vintage guitar?
Take your time. Do your research, know as much as you can before spending a lot of money, and be clear about why you are buying a vintage instrument over a new one. Vintage instruments can be a burden as well as a blessing.
Any famous last words?
Money can’t buy happiness, but it sure can make being sad a whole lot easier.
