A Maestro Performs

The maestro behind Music & More, Inc. is Richard V. Purcell, who founded the music company in 1994 -- motivated by a desire to support the work and advancement of his own student musicians. He was a teacher at the time. And he still is.

In teaching music, it soon became clear that students and their parents needed more than a one-time group parent meeting the second week of September … or the basic band program handout for instrument selection," Richard says.

"See, selecting the right instrument is a critical first step that's easily missed, especially for beginners and intermediate players. As a teacher, this was a difficult obstacle to overcome -- it's very hard to get meaningful information to young musicians and their family supporters beyond the classroom. Neither has the knowledge base that's needed to always make wise decisions.

"And of course, band directors and orchestra educators have dozens of students -- their limited time and the knowledge limitations of students are prohibitive to the holistic process. You can think of it as fitting the instrument to the student and likewise, fitting the instrument to the student and the student's need. Sales personnel don't always have the proper knowledge or best experience in customizing the best fit. They may not be fully aware of all the nuances of educational goals either."

Improv and the Teachable Moment

Richard pauses the interview to help some unexpected, late-afternoon customers. He's in no hurry though. He walks a young brass player through the care and feeding of a trumpet. The slide "sticks," the youth says, and his mother asks Richard if it's broken. She wonders about the cost...

"... Oh, but we didn't get it from you," she adds quickly.

"That doesn't matter," Richard replies. "We have a repair service, and it's authorized ... but I don't think this instrument is damaged."
 
He eyes the slide closely. In seconds, he disassembles the trumpet, fingers the valves and examines the mechanics with practiced scrutiny. He asks the young player about the method and frequency of the trumpet's cleaning. The player shrugs, mumbles a reply. He seems embarrassed.

"Let's do a quick tune-up," Richard suggests. He smiles, introduces himself as Mr. Purcell and asks the youth his name. "Look here, Jason and I'll show you. It's not hard once you know how to do it. I think you've already learned most of this cleaning stuff and it's easy to forget over the summer, that's all.... This trumpet's going to sound a lot better, too! You'll see…."

Jason takes a seat across the desk, on dual duty as the maestro's workbench.

"… So this is your second year in music, right? A rising freshman, yeah? And Mom says you're going to Laney … you'll like it -- it's a good school and they have a fantastic band program. I know you'll like the band director ...."

The player has suddenly forgotten his embrassment and warmed to the lesson. He asks lots of questions. His eyes are intent on the technique and he nods often while Richard guides his hands through the mechanics of routine maintenance. It's as common to the instructor's fingers as it's not to the student's. But in just minutes, Jason's got the basics down flat. He grins.

Then the young man -- and his mother -- listen to a quick lesson on the difference between valve oil and slide grease. Mom takes notes, and Jason gets 'homework.' Richard ends the refresher with a final note on spit, mouthpiece bacteria and best-practice hygiene. Cleanliness is a practical measure for musicians as well as instruments.

Naturally, Mom reiterates the reminder to her son. And she's all smiles. "Now I know why my neighbor recommended you," she adds, and she shakes Richard's hand.

The family leaves with a $6 trumpet lyre, which Richard shows them how to modify. "It actually works better than the more expensive one, and it will save you about tend dollars.…"

Mom's very happy, and she says so. She has two kids in band -- and a tight budget!

Meanwhile, the young player is checking the action of his trumpet. His fingers move quickly and more familiar on the clean, oiled valves.

"Feels a lot better, right Jason? Don't forget -- just a little oil. And just wait 'til you hear it! Oh … yeah, and be sure to engrave your name on the base of the lyre, because this is the kind of thing you've got to have for marching band performances … and it's easy for another student to get yours by mistake. Right?"

Real Value is an Even Exchange

On this day, a slow one in August that's just a few weeks away from the back-to-school bustle, Music & More has yet to really oil the wheels of commerce. Instead of amassing company profit from the higher-priced accessory, a new trumpet or the repair bill the family expected -- easy sales surely, and bills Mom would have paid -- Richard has exchanged the 'distress' sale for the no-stress lesson of trumpet oil and experience gained.

It's obviously an even exchange.

From a business perspective, Music & More has just netted less than $6 -- or more like $3 if the company's profit margin mirrors that of the competition. But just like the trumpet that didn't originate as a company sale, that part doesn't seem to matter in the least to the real company persona. What does matter to 'Mr. Purcell,' -- and it matters so much that Richard makes mention of it -- is that a trumpet is properly cleaned and oiled, ready to play and will be played --

"Tonight!" he laughs, "or right now ... in the car on the way home ... that's sweet music to the family's ears."

That 'sweet music' is the apparent measure of customer satisfaction at Music & More, and it seems to be worth more than the profitable minutia that's been added to the bottom line. It's evident since Mr. Purcell is absolutely thrilled. As he files away the sales slip, he's still smiling.

"It means a lot to me when a young player is confident and learns the knowledge he or she needs for thoughtful action toward study and the musical discipline.

"Just think...now Jason's a little better prepared for the more advanced musical work ahead of him. He knows it. And Mom is right there with him to see that he is."

The Maestro's Music ... Mastery and Metaphor

We return to the interview, of Mr. Purcell's motivation that seeded Music & More. Somehow, the question merits no explanation in light of the founder's joy in Jason's experience. But Richard isn't only patient with students and their parents; he's tolerant of business interviews, too. This one has shifted from the formula buisness profile to a feel-good feature. Nevertheless, the maestro's motive and manner reflect the good stuff that makes a bona fide business brand.

"Well, Jason's a classic example of the formidable experience needed to fill an educational gap. Obviously, teachers can't help families shop and outfit instrumentation in the most intelligent and meaningful ways … they just don't have the time it really takes to guide young students one-on-one through selection, maintenance and adjustments that every instrument requires."

Students require the same level of care, Richard adds.

"It's very easy for new students -- and especially young ones -- to forget what they don't do every day. So sure, we rent and sell instruments. We repair and service them. Yet we approach the instrument as a tool of the study, and the tool's companion is the knowledge students need to execute the tool for superior performance."

It's a niche, personal service that's able to couple product with process. And based on Richard's explanation, the company's work indeed meets educational need.

"See, without early guidance and a more customized process, many students will fail. They'll fail to learn, advance and master their music program -- not because they lack talent or desire ... not because they don't have good parents or an excellent instrument or instruction. Many fail despite good study habits and even motivation and self-discipline.

"Instead, they get discouraged and quit because they're lacking the player's awareness of what's needed to ensure they have the right instrument for the job. One that's ready for practice, and just as ready for homework and the weekend as the classroom and the marching band. All students need the right instrument -- one that's 'fine-tuned' to their body and hands and an instrument that's well maintained -- not just once, but through each phase of the student's or performer's educational progression and skill advancement."

Richard pauses today's 'lesson' to answer the phone. It's nearing seven ... he and his wife talk about dinner plans. He works calmly while they chat: stores away the trumpet cleaning gear, files invoices and contracts, sorts mail and arranges the mail and calendar on the desk. This maestro seems to have also mastered the business details, too. It's obvious since the studio is much more organized than the typical musician's haven or high school bandroom.

The studio is bright and cheerful; the late day's light slides in through the skylights of a vaulted ceiling. Despite dog days' wicked heat, it's cool and comfortable -- made cooler in the jazz that sounds from overhead speakers.
 

Master Class - Image, Reflection and Introspection

Richard ends the call with a cheery goodbye and hums to the melody for a moment. He drums his fingers on the desk, taps his foot in rhythm.

After a long pause he shifts from the desktop to neaten up the studio. His comments segue, too, from the meaning of business to the meaning of music. The study is his life's work -- one that's a lifelong process, he says thoughtfully. He's a teacher and always a student ... one that's learning just like any dedicated student.

Richard straightens a cushion on a long cream-colored sofa, adjusts horns that align one wall. The shiny brass look like soldiers waiting for parade. They're usually stored, Richard remarks, but the season calls for inventory checks and maintenance.

"School starts in just two weeks!"

This music teacher sounds as excited as a rising senior ... though it might be the thought of tonight's dinner date with his wife that sparks enthusiastic smile. He glances at his watch, then sweeps his gaze across the room before closing shop for the day. The studio looks ready for the next student of music, whether it's a youth or family in need of advice, a friend or performer or just a customer wanting to browse. Or Richard in solo, in pursuit of lifework and joy.

Richard adjusts the thermostat. He dims the lights and collects his calendar from the desk.

He helped build the studio, he mentions, locking the door. And the mention suggests one more lesson -- a final note of introspection.

"Instruments ... the building tools of the musician. Like any tool, the worker's care, maintenance and understanding bring the worker and the work to a place where metaphorically, create harmony. That's my philosophy and the music I hear and want to play. Whether it's teaching, learning or performing...."

Is that a mission statement? A business objective? Or the company's philosophy? After all, it's a business story....

For the first time today, the maestro interrupts the questions. It's been a long interview for Mr. Purcell and the real after all is ...

... this teacher has a date.

"Oh, I don't know that Music & More has some kind of official placard or that we define all those things in ways that are specific to business or journalism," Richard replies. "It's basically simple. Music is what we do, education is what we believe in and the harmony of the two is what we're all about."

Bravo! ... Encore....

Driving away, the studio near Cape Fear's Middle Sound is darkening now, illuminated in long shadows that grow in the brilliance of the coastal sunset. It's reflected in the glass of the skylights, a reflection that falls smaller in the rearview mirror until it fades.

The image however, remains. It's an image created yesterday in the music teacher's vision, and the reality the maestro mirrors in the work of today.

In reflection, perhaps the man of Richard Purcell will never master his music, but the maestro's lessons in metaphor will linger long after the real master is gone. Bravo. Students learn from good teachers. Business-as-usual should study their lessons, too.

There's a real brand making music along the Cape Fear Middler Sound and it sounds a lot sweeter than the jingle trumpeted by BigStore.

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