The Piano Guys: When Passions Collide
What do you get when you mix up a marketing genius that does video, a studio engineer that writes music, a pianist that had a successful solo career, and a cellist that does pretty much everything? The Piano Guys: a miraculous them meeting of “guys” with the same intrinsic purpose – to make a positive impact in the lives of people all over the world through music videos.
It all started in a piano store in a little Southern Utah town called Saint George. Paul Anderson, the store’s owner, was looking for a new, unconventional way to market pianos. The name of the piano store? The Piano Guys. Paul embarked upon a self-guided study of social marketing and started a YouTube channel and a Facebook page. He had seen videos “go viral” and was fascinated by this exponential phenomenon.
He set out to engage potential customers with music videos that they're entertaining and that showcased the pianos he had in his store – envisioning “viral videos” doing his marketing for him. Paul was an ambitious, talented risk taker and felt inspired that if he could find the right people to work with he could create the number one music video channel in the world.
In walked Jon Schmidt. Literally. Jon had built a career in solo piano performance and had a concert in the St. George area. He asked Paul if he could practice on one of the store’s pianos in preparation for his gig that night. Paul explained his idea to Jon and asked if he would be willing to be in a video promoting both the store and Jon’s music. It was a win-win. Jon brought so much to the table. He had experienced the “music business” first hand. He had a gift for combining multiple genres of music in such an entertaining way that he had captivated and captured a broad, substantial fan base.