Sunday, September 23, 2018Canada's Leading Online Business Magazine

Yamaha unveils "once-in-a-generation" line: The CF series of concert grand pianos

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Innovation in quality, tone and musicality frequently dance upon the history pages of Yamaha Corporation. The company’s tradition of manufacturing musical instruments of the highest quality dates back to 1887, and has composed a heritage of producing majestic musical instruments ever since.

With this heritage in mind, it takes an instrument of the highest quality to generate excitement in the way the highly anticipated Yamaha CFX piano has. Described by Yamaha’s President as a “once-in-a-generation event”, the global unveiling of Yamaha’s new CF series of concert grand pianos, showcased with the CFX piano model  has received rave reviews from audiences and artists alike worldwide.

In keeping with Yamaha’s high standards, the new range of instruments have undergone “many thousands of hours” of private testing with the most discerning of concert pianists, piano professors and technicians whose work renders the precision and clarity from their instrument vital.

Canadian debut

The piano series will make its Canadian debut in November in Toronto’s Kerner Hall in the TELUS Centre of Performing Arts. Renowned pianist Olga Kern will debut the piano in front of Canada’s most established musicians, music industry veterans, teachers and patrons of the arts, and give them an exclusive opportunity to meet many of the people involved with the development and design of the new CF range.

 “This new concert grand piano CFX has been 19 years in the making and is one of the most exciting launches we have had in years,” says Jim Welter, National Sales/Marketing Manager at Yamaha Music Canada, and a fine ambassador for the majesty of the CFX.  “This is the next generation for the Yamaha pianos and will get us onto concert hall stages worldwide.”

According to Paul Calvin, Vice President and General Manager of Yamaha America’s Keyboard Division, “The CF Series is designed to prevail on any concert stage. We expect a positive response from a defined, but passionate target market, including serious and advanced concert pianists, composers, recording studios, television studios, performing arts organizations and educational institutions.”

Yamaha is keen to stress that the new CF series is not simply a development of existing models. Rather, they are totally new instruments that build on Yamaha’s ambitions to exceed the expectations of players and audiences and set a new global standard for grand pianos. In these instruments Yamaha have  re-examined and re-evaluated the complex process of piano-making and all the components involved therein, resulting in a multitude of notable improvements and advances that all combine to underpin the ‘Beauty and Power’ concept.

Bösendorfer

In what is already an eventful time for Yamaha music, the company recently acquired the famed Bösendorfer piano business which has long been the pride of Vienna, Austria. Renowned for the exquisite craftsmanship, Yamaha has vowed to leave the 182-year-old piano maker’s operations unchanged in Vienna.

“Bösendorfer has been the manufacturer of pianos for almost two centuries in Vienna and are the top end of exclusivity in piano manufacture; the epitome of craftsmanship and exclusive handmade instruments,” says Welter.

The Bösendorfer acquisition has been viewed as a great benefit for the company, regarded as a national treasure, but which has struggled to balance the scale of economy with only a limited number of pianos produced annually and was in need of preservation.

These exquisite Viennese pianos will be marketed through Yamaha’s global distribution channels which are expected to open many exciting commercial opportunities for both brands. The CF Series and Bösendorfer pianos are superb, high-level instruments with tonal qualities that are quite different and distinct from each other. Offering this choice to consumers can create new business opportunities for piano dealers, and provide an unrivalled piano solution for artists, academic institutions, teachers and the general public, according to Welter.

Yamaha Canada

A wholly-owned subsidiary of Yamaha Corporation, Yamaha Canada takes responsibility for the sales and marketing of Yamaha musical instruments domestically, importing products from factories around the world.

Canada’s music infrastructure formed by academies, performing arts centres, churches, chamber halls, radio and television, is diverse and vibrant thanks in part to the dedication of Yamaha Canada to see these institutions provided with the best instruments available.

Through Yamaha Canada’s contribution to emerging and seasoned musicians, the company’s reputation for quality has grown throughout the 40 years the company has been in Canada. According to Welter, Yamaha’s success is based on consistency, reliability and overall tone of the instruments. “Musicians choose Yamaha because they know they will get a quality instrument now matter what they play. Our instruments are durable, and maintain their value 10, 20 years after the original purchase,” says Welter. ”In Canada we have a strong institutional program; wholesale technical support is very important to us.”

If, as Leo Tolstoy penned, music is the shorthand of emotion, then the instruments produced by Yamaha Canada are helping to write the collective conscious of our country through sponsoring national music festivals, exams, and providing the highest quality instruments on which to play music.

Yamaha Canada has substantial inroads in Canada’s musical institutions, providing instruments for students as young as five years old for their practising and recitals on Yamaha. By introducing Yamaha products to beginner-level musicians, brand loyalty is established early. As such, Yamaha Canada is the official sponsor the Canadian Music Competition, working in tandem with the national organization for the mutual goal of supporting and encouraging young Canadian performers.

And as the official piano for the prestigious Roy Thompson Hall and the revered Massey Hall, Yamaha Canada is now part of the fabric of the country’s musical heritage. Yamaha is also the preferred choice for the Royal Conservatory of Music (RCM) and is in the second five-year agreement with the RCM.
“We’ve enjoyed a great relationship with them,” says Welter. “Our relationship with the RCM includes supporting the RCM examinations across the country and supporting the new TELUS Performing Arts Centre. They have taken it a step further and became one of the premiere music institutions in North America—the level of performance students coming out of the institution is world class.” Combining that natural talent with the science and artistry of Yamaha instruments will continue to produce some of the finest musicians in the world.

www.yamaha.ca

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