Sales pitch

Reeds do it. Metres do it. Even educated beaters do it. Let’s do it. Let’s fall apart.

With apologies to Cole Porter, the “it” in question is obsolescence, the failure of a product requiring customers to need the next version.

For most industries, planned obsolescence is necessary to sustain business. A product can become obsolete through continual improvement, as in your iPhone. After a time, technology overtakes technology, rendering an older product useless. Changing fashion is about style, but it’s also about creating new desirable products through perceived obsolescence, otherwise, loin-clothes would still be in vogue.

Musical instruments by and large are an exception. A quality musical instrument can last a lifetime, or even several lifetimes, provided that the instrument can cope with the evolution of pitch and, in the case of pianos, incredible tension that can eventually break down a pressure bar, rendering the instrument untenably untunable.

In terms of tension, a pipe band snare drum with upwards of a thousand pounds of pressure puts a piano’s maximum 200 pounds to shame. There is an incredible amount of torque required to bring a pipe band snare to pitch, and an ever-more-demanding drum pitch to complement an ever-sharper chanter sound is a great business recipe.

I have often wondered whether ever-rising pitch across almost all genres of music isn’t about planned obsolescence. From what I have read, the pitch of symphony orchestras has steadily increased, just like pipe bands. No one knows exactly why, but a possible theory is that it puts more pressure, figuratively and literally, on instruments, necessitating replacement parts or outright replacement.

I defer to experts on the mechanicals and engineering of a snare drum, but I believe that shells can buckle, hardware can bend, snare mechanisms fail, eventually rendering the instrument unstable. Pipe chanters generally have a much longer shelf-life, but they too are subject to the pressures of pitch, reed-seats knackered, holes gouged beyond repair, and so forth. At $850-$1,400 each, the pipe band snare drum and its various heads and snares that need regular replacing are the biggest annual collective equipment expense for a band.

I’m sure that a percussion instrument maker could create a snare drum that lasts as long as a Land Rover, but, trouble is, it would probably weigh too much to carry or be too expensive to purchase in the short-term, even though it might pay off in the long-term. Percussion instrument makers tempt bands further by bringing out the latest and greatest drums that promise to be more responsive and resilient, with glorious new sparkly shiny finishes to bling your back end. Just like your iPhone, what started five years ago as a state-of-the-art miracle device becomes a despicable piece of dated garbage.

In 2009, Terry Cleland created snare drums with carbon fibre shells that were lightweight and hardly or never deteriorated under pressure. They came in at a relatively expensive price, and haven’t caught on. He gave a complete set to the Grade 1 Ballycoan band, only to see the band buckle and break up before it ever took the drums into a contest.

Drum makers are smart to give away their instruments to the top bands, just like Taylor Made and Titleist get the best golfers to use their newest gear. The lead-drummers of the lower-grade bands beg and plead for their band to buy them the gear that is sure to up their game when, in fact, it probably won’t make too much difference to reconcile an outlay of $15,000, including matching tenors, bass and heads.

It’s a terrific business model – one that I won’t fault. If it weren’t for pipe chanters and their eventual obsolescence, I wonder how many bagpipe makers would stay afloat. Pipe band snare drum makers consistently strive to create more tension to satisfy tonal taste, and the pitch going higher and higher virtually guarantees sales. Woe betide drum and bagpipe makers if the prize-winning Grade 1 sound suddenly dropped 15 cycles. We’d all be pulling out our old 10-lug Super Royal Scots and Robertson chanters.

Pushing up the pitch is business-smart, lucrative obsolescence.