Geneva Instruments has launched its new range of affordable Academy Series instruments.

4BR was informed that the range for brass and woodwind is aimed at young players at the start of what they hope will be a lifetime musical journey playing on the company's products.

To achieve this ambition they state their their new approach will also support music retailers, enhancing specialist skills and working towards a sustainable musical future under an ethos of 'Affordable should not mean disposable'.

Geneva believes that its range will challenge price-only instrument buying with a retail-led approach to sales, rental, repair, part-exchange and lifelong musical progression.

Different proposition

They stated: "We offer a different proposition: affordable, properly designed brass instruments supported by the people and specialist skills that keep musicians playing for years after their first purchase.

Academy completes Geneva's progression pathway from beginner through Heritage to Cardinal Professional. But the initiative is more than a new entry-level range. It invites UK music retailers — including businesses that have never previously stocked brass and woodwind to participate in a longer-term relationship built around instrument care, rental, upgrades and opportunities to earn commission."

Sustain work

According to Geneva this will help sustain the work of skilled repairers, technicians and workshops on which the wider brass and woodwind community relies, keeping instruments in circulation for longer and creating opportunities for the next generation to learn specialist trades.

Geneva revealed that a retailer does not need to carry Heritage or Cardinal stock to take part in sales at those levels.

Meanwhile, customers progressing from Academy level will be able to explore an eligible part-exchange route so that they can move onto a Heritage or Cardinal purchase, with commission opportunities for the participating retailer.

We offer a different proposition: affordable, properly designed brass instruments supported by the people and specialist skills that keep musicians playing for years after their first purchaseGeneva Instruments

Outstanding instruments

The spokesperson added: "Participating retailers will also be able to promote Geneva's UK Academy rental offer through Renticy and earn referral commission, while developing opportunities for servicing and other local support — although the outstanding instruments in the range.

Academy has been benchmarked against the affordable beginner market, but Geneva believes the real measure of value is not the lowest online ticket price. It is whether an instrument responds reliably, rewards progress, can be maintained economically and remains useful to another player."

Further information

The brass range covers trumpet, cornet, flugel horn, tenor horn, trombone, baritone, euphonium and tuba.

Full instrument and further details can be found at: www.genevainstruments.com