Extreme, Hendrix & The Cool Factor

February 24, 2009comment

***Guest Post from

I was very excited when I was asked to be a . I appeared on the show last Friday and had a great time discussing not only my book, The Cool Factor, but also the current state of the music industry. I also noticed that Gary Cherone is one of my blogging brothers on this site as well. I have known Gary since the early 1990’s when I worked at Washburn Guitars in Chicago and his band Extreme’s incredible guitarist, Nuno Bettencourt, was our top endorser. I used to coordinate music store appearances with Nuno to promote his signature model N4 (I relate one of the more interesting appearances in my book) and so I traveled to many of the band’s shows and still think they were one of the best bands I have ever seen live. I caught the reformed Extreme at a recent Los Angeles performance and the not only is the band as good as ever, but in my opinion, Nuno stills ranks as one of the greatest rock guitarists.

Speaking of the greatest guitarists, Jimi Hendrix would certainly rank somewhere at the top, if not the pinnacle. That’s why it was heartening to hear that the Hendrix estate has won the lawsuit against the makers of Electric Hendrix Vodka to the tune of $3.2 million. Since I have been at Fender Musical Instruments Corp., I have had the pleasure of working with Janie Hendrix who heads up Experience Hendrix, and I know how dedicated she is in protecting Jimi’s legacy - from the re-mastering and re-releasing of his recordings, to his image and trademarks. Are some companies and their marketing personal so shameless that they would try to cash in by using the image and name of a celebrity on a product, even if was partly responsible for his death? In the case of Electric Hendrix Vodka, the answer is a resounding YES! The problem with marketing (my profession) is that all too often, marketing departments who lack creativity will go for the surest way to motivate consumers to buy their product - most often by using fear, sex, death or greed. So much music is pure, and our emotional connection so strong, that these other motivators pale in comparison.

Goodbye and good riddance to EH Vodka and let that be a lesson to anyone who try’s to mess with our music and our idols.

By the way, speaking of Experience Hendrix, they did a fanastic job working with original engineer, Eddie Kramer on the new Electric Ladyland CD & DVD collectors edition released by Universal Music.

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Muzak Files For Chapter 11

February 12, 2009comment

I just read that filed for Chapter 11 bankruptcy protection - a red letter day for the music industry! And lately, red letter days don’t come that often for the industry. Now don’t get me wrong, I do feel bad for any employees that may be laid off, or could lose their jobs if the company eventually goes under, but let’s face it, has outlived its usefulness (if it even had any in the first place). Best known for creating the bland sappy music forced upon us in elevators (hence the term “Elevator Music”) which albeit is annoying, but nonetheless appears quite harmless when taken at face value. However, while I was researching my book, I delved further into world and found much more sinister intentions at work. Just look at one of the company’s marketing pitches - “Our art is to capture the emotional power of music and put it to work for your business.”

How exactly do they do that? Research showed that department store customers exposed to shopped 18 percent longer and make 17 percent more purchases. Grocery stores slow down to reap an astounding 38 percent more purchases. And the opposite is just as eye opening - quicker beats in fast food restaurants increase the rate at which patrons chew their food. In other words, the faster you can make them eat, the faster you can turn the tables and make more money from new customers.

Marketing and advertising forces try to manipulate us every waking hour so why would we want something as precious as music becoming just another “stealth” method to get us to purchase more things we may not want or need? The real problem for is that the “emotional” connection to music we love is so much is far deeper than the executives at

could ever comprehend so there is no longer any justifiable reason for trying to subconsciously manipulate us with crappy cover versions. Note to the execs at k -the train left the station a long time ago and you will forever be stranded on the platform.

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“Off The Record”

February 4, 2009comment

My extremely talented younger brother Ed, has a book of his own that has just been released, “Off the Record - Inside the Playing of Today’s Top Drummers.” The book contains the best articles from the last decade of his monthly “Off the Record” column for Modern Drummer Magazine. In his own words, “Each article features my detailed transcriptions and analsis of the worlds finest modern rock, punk, metal, funk, progand classic rock drummers. The book also contains several new, never before publsihed articles.”

It’s published by Modren Drummer Publiscations and distributed by Ha Leonard and available at music or book stores or on-line at

, and .

I remember when we were kids, Ed would drum on virtually everything in out home so it’s no suprise that he turned out that he made a successful carreer as a world class drummer, with countless recordings and tours under his belt. I recommend the book to anyone who plays drums, wants to play drums, or simply loves music.

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'The Cool Factor' Interview

January 28, 2009comment

Del Breckenfeld, author of THE COOL FACTOR and Fender Excutive gives insight to FENDER and the art of branding Cool! This segment features the connection of the Beatles, Fender & Rockband.

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Sunday Morning Coming Down

January 25, 2009comment

I stayed up late Saturday night to catch the latest installment of

, Elvis Costello’s entertainingly brilliant new series on Sundance Channel which combines live performances from a myriad of artists from all music genres.

What makes this show so unique is that in addition to the music, mostly stripped down versions of the artists’ signature songs, Elvis also spends a great deal of time interviewing the artists on their creative process. Being a gifted songwriter himself, Costello keeps the conversations moving forward with his own insights and recollections and many times joins in the performances. This is one of my favorite shows in spite of he fact that I should hold a grudge for Mr. Costello.

You see, way back in the late 70’s, my band got to open for him and his band The Attractions in their first ever Chicago appearance in support of the groundbreaking “My Aim is True.” My band, Buster (later renamed Gambler when we recorded for EMI America/Capitol) was in the tradition of many Midwest Hard Rock band at the time - big vocals, big guitars and even bigger HAIR. The audience, mainly made up of punks who wanted to see Elvis, gave us the rudest welcome we had ever received, literally throwing bear bottles at us, not unlike the Blues Brothers reception at Bob’s Country Bunker, except without the protective chicken wire. We checked a few back at them and did finish the mercifully short set. Figuring it wasn’t really Costello’s fault, we did stick around to catch his show and even though we didn’t get the “New Wave/Punk” with a dash of Buddy Holly look, we were sufficiently blown away with his performance and particularly his songwriting. We all knew something was knew on the horizon ( I was lucky enough to be on the team at Fender last year that worked on the Elvis Costello Signature Jazzmaster based on the model from the cover of the same record).

Back to . This week’s show had many talented performers - John Melloncamp, Norah Jones and Roseanne Cash. But the performer I most wanted to see was . It was mesmerizing to watch him squeeze every drop of emotion out of those lonely tunes, without ever forcing the performance. I witnessed this once before when I had seen him this summer at a benefit for California Family Life Center at the lovely Temecula Valley Winery, Weins Family Cellars. Only accompanied by his guitar, performed two sets of his most famous songs, mixed in with some of his lesser known songs that he deemed some of his favorites. Part of the allure of listening to

is not just the wonderful storytelling in his songs - “Sunday Morning Coming Down”, “Me and Bobby McGhee”, “For the Good Times” and so on - but also the storytelling in between the songs. After the show, I had the pleasure to meet with him backstage and he was wondering what I thought of the show. I told him it was perfect. He chuckled and said something about getting old. His voice was weary from the road, and the stage lights accentuated the lines on his face, which only helped to magnify the raw beauty of the songs. I always felt sorry that I had never seen his fellow Highwayman Johnny Cash in concert (I was fortunate, though, to work on the musical gear for Walk the Line, guided by Johnny’s hand written notes on the script). That’s why I felt so lucky to have seen Kris this summer, and to relive that memorable evening once again through his performances on Spectacle.

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Best Year Ever

January 22, 2009comment

I had the privilege to appear as a featured author in the Jenna Druck Foundation’s “Make 2009 Your Best Year Ever” event at the San Diego Sports Arena. I signed over 80 copies of my book “The Cool Factor”

for VIP’s and met some truly wonderful people. As an added bonus, I got a ringside seat to watch some of the best selling authors and motivational speakers in the world - Dr. John Gray who has sold over 40 million books in the Mars Venus (”Men are from Mars, Women are From Venus”) collection, Wayne D. Dyer, PH.D (”10 Secrets for Success and Inner Peace”), John Assaraf (”The Answer”), Mark Victor Hanson (co-creator of the fabulously successful “Chicken Soup for the Soul” series) and Ken Blanchard (”The One Minute Manager”). The latter was so special because Ken’s is one of the books that I looked to for inspiration when I wrote my book.

This is heady stuff for a first time author like myself (in the music business, it’s kinda like being the opening act for U2), but it’s also encouraging to see how these great authors can take their message to touch a wider audience outside of just the worlds of marketing and business. It was through the generosity of Dr. Ken Druck that I was invited to attend.

Please go to

for a closer look at this remarkable man and his organization.

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NAMM And Crooked X

January 22, 2009comment

If you are not familiar with the , it is the annual trade show (not open to the public) where music instrument manufacturers showcase their latest gear to tens of thousands of dealers and distributors from around the world. If you have been to one, you know it’s a music gear head’s fantasy world of every conceivable instrument, filled to the brim with major artists supporting the products they use or endorse.

The company I work for, Fender Musical Instruments Corp., had one of the largest booths, housing the large array of brands in addition to Fender®, that are part of the FMIC family: Gretsch Guitars and Drums, Jackson, Charvel, Takamine, Hamer and the new Eddie Van Halen line under his EVH moniker, to name a few. Please go to for more details.

Artist appearances and performances are key components to the draw and we had no shortage on established and up-and-coming stars: Eddie Van Halen, Mick Mars, Eric Johnson, Marcus Miller, Ingwie Malmsteen, Tyler Bryant, Billy Bob Thornton and his band The Box Masters, Los Lobos, Greg Koch, Reggie Hamilton, Phil Collin, Buddy Holly’s original band, The Crickets, FMIC’s own Tony Franklin and the list goes on and on.

One band I was most proud of was . The band is made up of 14 and 15 year olds from Oklahoma. I wrote about our involvement with this band in my book, “The Cool Factor,” beginning with last year’s Sundance appearance in the Rock Band lounge (they were the first unsigned band at the time to appear on the game), to our partnership with their management and label for their first release on EMI this month. In my opinion, they are a marketer’s dream – a band made up of friends, typical teenagers who loved gaming, who then picked up instruments and worked hard enough to get a record deal and open for Kiss in front of 35,000 fans in Scandinavia. Their story is documented in a new MTV special entitled ‘Rock N Roll Dream’.

Leading up to their appearance for FMIC, the boys appeared on the Mark & Brian Radio Show in Los Angeles, performed at the legendary Viper Room, were featured in a FMIC sponsored presentation at the new Grammy Museum, culminating with an appearance on Jimmy Kimmel Live – a Rock N Roll Dream indeed!

For a look at their NAMM performance:  

To follow are the air dates for the MTV network special:

MTV: 1/27 – 12am

MTV2: 1/28 – 11pm

MTV2: 1/29 – 10am

MTV2: 1/31 – 12.30am
MTVU: 1/29 – 11pm

MTVU: 1/31 – 4pm

VH1 Classic: 1/27 – 11.30am

VH1 Classic: 1/28 – 2.30am
VH1 Classic: 1/29 – 1.30pm
VH1 Classic: 1/29 – 3.00am
And always “On Demand”

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Welcome

January 19, 20094 comments

I thought this would be a perfect time to launch my blog because I am coming off an extremely eventful week. It all began with the the music industry’s biggest product show of the year - , which featured the latest products from music instrument manufacturers from around the world, and which included performances and appearances from some of the biggest names in music - and concluded with “Your Best Year Ever” at the San Diego Sports Arena which featured presentations form some of the best selling authors in the world.

I have two occupations which intertwine and drive each other - I am the author of a new book, “The Cool Factor: Building Your Brand’s Image Through Partnership Marketing” and I am Director, Entertainment Marketing for Fender Musical Instruments Corp., the industry’s leading manufacturer of guitars amps and other music products. In addition to Fender, FMIC also owns and distributes several other names brands including Gretsch, Jackson, Takamine and EVH which is guitar great Eddie Van Halen’s complete line of guitars and amps. My responsibilities at FMIC are to promote awareness of all our brands to the general public through movies, TV, commercials, record label promotions and partnerships with major brands outside of our industry. My blog will cover anything and everything from my day to day experiences and beyond that relate to the concepts in my book.

I want to thank author for championing my first book and showing me the way to presenting an entertaining and informative blog, and to my brother in spirit, , who put it all together.

Can’t wait to get started!

Del Breckenfeld

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