American Way Marketing Acquires Herco Instrument Care Products

Elkhart, Indiana – September 2024 – American Way Marketing LLC (AWM), a leading manufacturer and distributor of band and orchestra instrument accessories, is proud to announce its acquisition of the Herco line of traditional instrument maintenance products from Dunlop Manufacturing. This acquisition marks an additional milestone in AWM’s commitment to delivering high-quality products for musicians, educators, and retailers.

Effective immediately, AWM will assume all operations and management of Herco instrument care products. Known for their durable and reliable maintenance accessories, Herco has long been a trusted name in the music industry. The transition will ensure a seamless continuation of Herco’s tradition of accessory excellence.

Herco’s product line includes a range of essential maintenance accessories designed to keep instruments in optimal playing condition. AWM will maintain Herco’s reputation for quality while integrating its products with the company’s existing brand offerings, such as Superslick, Faxx, Spacefiller and Luthier’s Choice.

While the Herco instrument care products will now be manufactured and distributed by AWM, the iconic Herco Picks line will remain a part of Dunlop’s product family.

For more information about Herco and other AWM brands, visit www.americanwaymktg.com/herco.

American Way Marketing, LLC (AWM), a music accessory wholesale distributor and producer based in Elkhart, Indiana, is pleased to announce the appointment of Tim Ricci, MBA to President & CEO and Susan Laffoon to Vice President.  Kathy Donahoe remains on the management team as CFO and Managing Partner.  Tim Ricci and Jakob V. Wolff also remain as Partners. 

Ricci has been in the music industry for almost 20 years, working in various roles at Music & Arts in Frederick, MD, most recently Director of Merchandising & Proprietary Merchandise before joining AWM in2018 as Vice President. Ricci also completed his MBA shortly before joining AWM.  He enjoys working with customers, vendors, product management and always has a hands-on approach working with his team.  “I look forward to following in Kathy’s footsteps providing excellent customer service and brand representation with our amazing team of people.  We pride ourselves to improve each day and always do our very best, and I plan on continuing that.” In his free time, Ricci enjoys playing golf terribly, studying martial arts with his children, and most of all having adventures with his wife Hannah and three kids.

Laffoon has over eight years of experience within the company in various roles, most recently holding the position of Customer Relations Manager where her responsibilities included managing all customer service aspects of the company and managing the company’s direct mail, email and social media presence.  She also managed the relationships with AWM’s extensive export customer base.  Laffoon is also an accomplished graphic artist, handling all of the packaging and digital assets for AWM’s Superslick, Faxx, Spacefiller and Luthier’s Choice brands, as well as all private label artwork for AWM’s dealer network.  She enjoys camping with her husband, savoring a great cup of coffee, and snuggling with her 4 cats in her leisure time. “Working alongside Kathy and Tim, I feel deeply grateful and privileged to contribute to the rich legacy of AWM as Vice President. Since becoming a part of the team in 2015, my career has been nurtured by continuous personal and professional development.  Looking ahead, I’m inspired by the empowering Captain Marvel motto, “Higher, Further, Faster!” – a mantra that encapsulates our commitment and dedication to excellence. Surrounded by our incredible team, I am excited to further our journey in this amazing industry.”

AWM has also recently completed an expansion to the building of over 7,000 square feet, making the total operation almost 23,000 square feet with 45 team members.  The expansion was to allow for further product additions with more dedicated shipping space as well as accommodate the expansive custom packaging/ kitting operation and Superslick / Spacefiller musical instrumental lubrication manufacturing. 

“As the AWM leadership baton is passed on, I have complete confidence that both Tim and Susan will continue to support AWM’s customer-centric focus.  We have a very talented team in place.…my heart sings of the beautiful future we have in front of us!” Kathy comments.

Faxx has partnered with BG France, cobranding their popular Flex Ligatures, complete with mouthpiece cap. The perfect combination of the legendary BG France high-quality materials and craftsmanship,

along with the quality and economical value of Faxx accessories.

Made from synthetic fabric, the ligatures are perfect for the advancing student, as a step-up in your rental fleet, or as a standard for school music programs which require a strap ligature, complete with a high-quality ABS cap.

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American Way Marketing LLC (AWM), a music accessory distributor and producer based in Elkhart, Indiana, is pleased to announce a transfer of ownership from longtime music industry leader John Musselman to Vice President Tim Ricci. Kathy Donohoe, President and Jakob v. Wolff, both member owners, will continue in their current roles. Ricci began his career in the music industry with Music and Arts, a band and orchestra retail company based in Frederick, Maryland. He started as a sales associate at one of M&A’s stores and worked his way up through various roles to Director of Merchandising. Ricci left M&A in December 2017 after accepting the Vice President role at AWM. “Along with Kathy and Jakob, I’m so grateful to be continuing on with John’s vision of what AWM could accomplish. It has been wonderful to learn the history of AWM and the music industry from John, since I started in January 2018. His passion for the industry and incredibly detailed analysis of product and pricing have been great influences for me. We have a wonderful team of people that work hard to provide top quality accessories and premium customer service, and we look forward to continuing that tradition.”

American Way Marketing LLC (AWM), an instrument accessory manufacturer and distributor based in Elkhart, Indiana, purchased Spacefiller Quality Lubricants in May 2021. While some traditional petroleum-derived lubricants are odorous and can accumulate on valves, rotors, and casings over time, Spacefiller synthetic products are odorless, nontoxic, and keep instruments free of gunk. Spacefiller products include Pad Life, Ultimate Piston and Rotor Valve Lubricant, and Ultimate Tuning Slide Lubricant. 

Spacefiller Quality Lubricants, originally created in 1987 and distributed in Decatur, Georgia by MAMCO, is a pioneer in the synthetic musical instrument lubricant category.  Tim Ricci, Vice President of American Way Marketing, travelled to Decatur in April to facilitate the purchase and remarked, “We are excited to continue the legacy that Jay Himmel and Charles King began over thirty years ago. Spacefiller is a perfect addition to the AWM family of brands including Superslick, Faxx, and Luthier’s Choice.  The synthetic musical instrument lubricant category is an important part of the continued growth strategy for AWM and having an additional high quality brand manufactured in Elkhart by our talented team works extremely well.

www.americanwaymktg.com/brand/spacefiller

The #Faxx Plunger Mute is back and giving you that classic #jazz sound ????????????

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American Way is Your Distribution Source for Musical Instrument Accessories! ????????????????
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