Yamaha Music Europe GmbH, the European headquarters of the prestigious Japanese manufacturer of musical instruments and audio devices, tasked Connexia, the Doxa Group’s data-driven creativity agency and one of the top multichannel communication players, with the creative concept, management and production of the Tools For Tomorrow’s Musician special event, the first European press conference and dealer meeting for guitars and basses from Yamaha and Line 6 that was recently held in Milan.
The purpose of the event was to showcase the new line of Yamaha “BB” electric bass guitars, the new Line 6 Helix LT guitar processor, and other new releases from the Guitar Division to an audience of over 250 trade journalists, musical instrument dealers, and music influencers from all over Europe.
Yamaha Music Europe GmbH and Connexia teamed up to create Tools For Tomorrow’s Musician, a fully immersive one-day event that explored the Yamaha and Line 6 world. With performances by international artists, such as Billy Sheehan, Peter Hook, and Soren Andersen to name but a few, the special event unveiled the future of technical and musical innovation with an ambitious goal in mind: to drive the next generation of guitarists and bassists to create something amazing.
The event’s first stop was the famous Yamaha base in Gerno di Lesmo (MB): this is the home of Yamaha Motor Racing where the Movistar Yamaha MotoGP Team, Valentino Rossi and Maverick Viñales are based. Motors and music have always produced a powerful synergy between the two Yamaha worlds so it was the perfect place to introduce the new Yamaha “BB” bass guitars with live performances by artists of the calibre of Chris Minh Doky, Claus Fisher and Miki Santamaria. This was followed by a show by Steve “Stevic” Mackay, the guitarist of the Australian metal band Twelve Foot Ninja.
And after this musical overture another three massive surprises awaited the press, top dealers and influencers invited to the event: 25 demo stands where they could get their hands on and play the new Yamaha “BB” basses, the exclusive Twelve Foot Ninja showcase set in Europe’s largest soundproofed jam room which is the showpiece of the new Italian headquarters of Yamaha Music Europe in Gerno di Lesmo (MB), and a showcase by Chris Minh Doky Trio in the incredible Red Bull Studio Mobile, a real recording studio on wheels tricked out by Red Bull with Yamaha products especially for the event.
The grand finale was a Tools For Tomorrow’s Musician evening organised in the concert hall of one of the temples on Milan’s music scene, Alcatraz. The gala dinner was held on the main dancefloor and next up was a live show by two international bassist icons: Peter Hook (formerly the bassist in Joy Division and now with The Light) opened the show and was followed by Soren Andersen and Billy Sheehan (“Mr. Big”).
“Tools For Tomorrow’s Musician is further proof of the incredible flair of Connexia’s Event Team for devising unique concepts and matching the client’s communication goals perfectly with what the guests, artists and special guests need,” said Paolo D’Ammassa, the CEO of Connexia. “The Tools For Tomorrow’s Musician special event was the result of outstanding work by the team, which once again showed it has the immense professionalism, organisational expertise, and attention to detail needed to produce the logistics and organisation for an unforgettable experience that reflects the values for which Yamaha Music has always been famous. Our new partnership with Yamaha Music Europe GmbH has again shown what an excellent relationship based on trust we have with the Yamaha brand in the worlds of audio/music and motors.”