Letters from Chris Gero  -  SUMMER 2008

chris gero headshotIN THIS, THE 16TH ISSUE OF YAMAHA ALL ACCESS, you will find some changes, some of which are obvious and some much more subtle. First the obvious: We decided to change the format to a larger and cleaner look, one that focuses more on the visual aspect of our artists as well as the written word. More space has been provided to tell each artist’s story and fewer artists will be featured per issue, exacting a fresh and highly stylized layout that reflects more on a streamlined amount of key artists, beautifully captured by some of the world’s best photographers.

The second and much less obvious change has been with the publication itself. Although a select handful of people here at Yamaha Corporate Artist Affairs have been producing Yamaha All Access for more than 8 years, the magazine had been until recently owned and funded from our friends in the Pro Audio and Combo Division at Yamaha. This change came about when Corporate Artist Affairs became a subsidiary division of Yamaha during this last year. What this means to you, our reader, is most likely trivial, but what it means to us, at YCAA, Inc., is that Yamaha All Access is finally home.

Yamaha Corporate Artist Affairs, Inc, is the division of Yamaha that is responsible for much of the high profile artist relations, artist branding and strategic endorsements at Yamaha. Here at YCAA, we manage the relationships with many of the artists who have graced the cover of this magazine including Elton John, James Blunt, Alicia Keys and many more. Although Yamaha has several artist relations departments that are specific to certain groups of instruments, YCAA focuses mostly on pianos (contemporary and jazz), synthesizer and digital musical products, Pro Audio and recording products and Steinberg products. In addition, YCAA is responsible for all the television and film placement as well as the Yamaha related concerts that are produced here in house, and much more.

Yamaha All Access has always been a service we provided, in essence, to a client. We are now producing Yamaha All Access for ourselves. This means the magazine will continue to grow and develop in the years to come. You will also shortly see an emailed version as well as an expanded podcast version. Both are currently under production here at YCAA.

These are big changes to us and I hope that you will enjoy the result of much hard work from the folks behind the scenes that bring Yamaha All Access to life. If you are interested in more information about Yamaha Corporate Artist Affairs, please visit www.ycaa.com. On the behalf of the staff of YCAA and myself, we hope you enjoy the new changes and thank you for continuing to support Yamaha All Access.


Kindest Regards,
Chris Gero

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