First, thank you for your valuable attention. This will make sense if I can hold on to your attention for a few more minutes.
In the words of Aerosmith:
I'm backI'm back in the saddle againI'm backI'm back in the saddle again
Man, nobody can screech our lyrics like the great Steven Tyler!
Gene Autry expressed the same sentiment in his song of the same title, written in 1939 and recorded numerous times by him and widely covered.
If you have to ask, it means doing something that you stopped doing for a period of time.
I stopped building instruments for a while. Here is why.
After the passing of my Partner and Soulmate Alycen in August of 2021, I took a long hiatus from seeking new instrument build commissions. During a period of several months after her death I caught up on a distressing backlog of instrument builds, all of them violoncellos da spalla and a custom leather case for a violoncello da spalla. I also pretty much ignored doing frequent updates to my blogs and other social media, and boy, am I paying for that now! I have been posting lots of articles the past few weeks. I have regained “first page” status on Google searches for anything remotely related to “Violoncello da Spalla.” We have a long way to go with getting the word out on my octave violins, travel violins and such. And the market for mandolins is so large, that it could take a really long time to get there.
I am eager and ready to start building new instruments for my discerning customers. I have a special affection for the violoncello da spalla and it is, thus, one of my favorite instruments to build. I am also looking forward to making some of my octave violins, 5-string violins and violas and my famous travel violins. I am also now making high-end octave mandolins and citterns in partnership with luthier Jesse Hale, called Rickert & Hale, Luthiers. Prototypes are presently in the hands of expert evaluators. I will be showing at least one octave mandolin prototype (maybe two) at the upcoming Hoppin’ John Old-Time & Bluegrass Fiddlers’ Convention (Pittsboro, NC; September 15-17, 2022).
I will also be showing a new Violoncello da Spalla build in progress and a new Tenor Viola (viola with special design features and setup that is tuned an octave lower than a violin, which is a 4th lower than a regular viola). This instrument is perfect for fiddlers, as all of the fingering is the same as a fiddle, but an octave lower. If you are interested in my opinion on the use of Violoncello da Spalla, and octave violin, in Old-Time string band music, see:
Violoncello da Spalla in Old-Time Music: A Match Made in Heaven!
Re-Booting
Re-Booting a bespoke lutherie business is surprisingly hard, and, I must say, rather frustrating. I would much rather be making instruments than spending untold hours marketing them! But that is part of the deal for anyone who chooses to earn a living as a luthier.
Attention Economy
In the Attention Economy in which we live, getting noticed is a prerequisite for any kind of business, including small boutique businesses like making custom-built musical instruments. And once you get enough attention to actually sell stuff, you have to continuously remind people via blogs, YouTube and other social media to remember you and the great instruments that you make.
Put simply, the idea behind Attention Economics is that there is way too much information to consume, but humans can only pay attention to a tiny fraction of what they are bombarded with. Online selling platforms such as Reverb.com and eBay take advantage of this human attention deficit by more aggressively bombarding site visitors about what you are tying to sell, for a hefty fee, of course. Too much information and human’s mental limitations results in “attention poverty” for most who seek attention (i.e., selling stuff). Those who have the time and funding to game the system, (SEO, social media algorithms, etc.) get the most attention wealth. If you are curious about attention economics and its psychological theoretical underpinnings, here are some particularly good links:
Paying Attention: The Attention Economy
The Attention Economy - Nielsen Norman Group
Sick Of The Attention Economy? It's Time To Rebel - Forbes
The attention economy: what it is, what it's doing to you - Timely
I truly look forward to gaining your continued attention, and hopefully the opportunity to make you the instrument of your dreams
Donald Rickert, Ph.D., IDSA
Hiawassee, Georgia, USA
1-706-896-0909
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