Matt enjoyed a fascinating conversation with Tony White, MD at Bonners Music, encompassing the relationship between live performance and MI retail, his own passion for music, standout products, and the importance of the customer experience.
Peter Bonner first opened the doors in 1976, so the foundations had been in place for some time before you and Myke joined in the early 90s. Did you and Myke meet through music? What attracted you to joining the company?
I first joined the company at the age of 14 – I was sent by my school for two weeks of work experience. I absolutely loved the vibe and atmosphere that Bonners had at the time – it was full of early digital synths like the Roland D50, Korg M1, Ensoniq VFX, etc, and it was almost like a dream that I was given two weeks off school to be surrounded by this type of gear.
I was offered a Saturday job by Peter Bonner soon after the work experience placement ended. Myke joined the company around the same time to oversee the introduction of a new guitar & amp department. We’ve worked together for over 30 years, experienced highs, lows and challenging times together, and become very close friends, as well as business partners ever since.
You have led Bonners through a time of massive technical innovation, both in running the business and in the instruments you sell. Pick three products or changes which stand out in the time since you and Myke bought the business in 2000.
We have indeed seen some significant changes – and they just keep coming! Back in 2006, we followed some other retailers into developing a music superstore. We purchased a huge former Courts Furniture Store on the South Coast and branded it Bonners Music Superstore. We sold everything from violins to Les Pauls & Roland V-Synths, and this worked well until the internet really started to become a safe and stable trading platform. We also won “MIA Independent Music Retailer” around the same time, which is something that felt like quite a big deal at that time.
With regards to products – my goodness, there have been some amazing things launched in years gone by, but generally, nowadays, product roadmaps are more evolutionary rather than revolutionary. There are too many great landmark products to list here, but instruments like the Roland RD1000, Korg Kronos, Hammond XK5, Kawai Novus, Yamaha AvantGrand, Nord Stage are all influential. You can tell when a product is good because it has a lifespan of many years, and the manufacturers don’t change the name – they just re-badge it as a mark 2!
You’re still very active as a formidable keys player, and you use your skills and knowledge in some great YouTube demonstration videos. How important would you say these things are to Bonners?
Thank you for saying so! I think it is very important for me to give my live keyboard & piano playing high priority because it keeps me connected with the same environment and facing the same challenges as our customers. Musicians trust people who can genuinely empathise with their needs, and there’s no better way to understand this than by actually getting out there and being part of their world. It ensures that Bonners sells the right products to the right people and also minimises returns……
What do you see as the biggest challenge and the biggest opportunity for our industry in the weeks, months and years ahead?
In the short term, interest rates and the cost of living will affect the purchasing power of many musicians, so all retailers need to be very careful about the products and brands in which they invest.
I believe there is still massive opportunity in bricks & mortar retail, but not in the traditional way that has been part of the musical instrument industry for so many years. There is nothing worse than leaving customers disappointed when they have made an effort to visit a real store that only offers a lack-lustre experience – whether it is through poor customer service, a limited choice of products, or tired-looking premises.
Events over the past five years have set our industry on a path to achieving higher levels of professionalism and standards, which will meet customers’ expectations and encourage them back out to enjoy shopping just like they always did.
What got you hooked on music in the first place, and did listening or playing get you first?
I was exposed to listening to music from a very young age because my father owned a mail-order business selling 8-Track tape cartridges and then cassette tapes. I used to pick the stock for customer orders from the shelves whilst he ‘tested’ some of the cartridges on old 8-track machines that he refurbished.
He mostly advertised in Exchange & Mart, and all business was done by cheque or postal order…!
Did you work through graded exams or follow a different trajectory? Is there a particular teacher or inspiration that most influenced you?
I started playing the piano at the age of four and studied for classical exams until I was eleven. After that, I decided to “go it alone” because I wanted to explore a wider variety of musical styles. My first piano teacher, Audrey Wickens, who had a large music school in Eastbourne, was an inspiration in my formative years – I still use some of her techniques in my playing on stage now. I have since taken the odd lesson here and there with specialist teachers for theory and jazz piano – all of whom have inspired me in one way or another.
Like many other players, Elton John’s piano style probably influenced me the most in my early years, as well as Michael MacDonald, Jon Cleary, David Foster, Stevie Wonder and more recently, a guy called Ramsey Lewis – look him up!
Finally, as hard as it probably is to choose, what is your favourite song of all time, and your favourite album?
My favourite album of all time is by Peter Cincotti – called East Of Angel Town. He’s an amazing pianist with incredible technique, and the album was produced by David Foster, so you know it’s going to be good! Rather predictably, my favourite song of all time is still Elton John’s “Your Song”.
