Corey Redonnett, artist support and development director for Nobleboro-based bowed instrument innovator NS Design, has just returned from the annual National Association of Music Merchants convention in Anaheim, Calif.
Redonnett, 40, of Newcastle, described the event as a “who’s who” of instrument manufacturers whose products run the gamut from traditional violins to technological marvels such as a self-tuning electric guitar. Redonnett,
Formerly of the avant-garde performance troupe, Blue Man Group in Boston, Redonnett represents the many bowed products of Ned Steinberger. As part of his job, Redonnett handles artist relations for NS Design products and evaluates artists for potential endorsements.
“My job is to really find the big guns that are marketable,” he said. “Once they’re signed, I’ll basically handle everything from getting them strings for tours and getting instruments. Any need that could arise, I help facilitate that.”
NS design was founded in 1990 with its primary focus on bowed instruments and the novel concept of setting them “free”.
Currently, world-renowned artists such as Laurie Anderson, Les Claypool of metal funk band Primus, Tony Levin, and Rob Wasserman play the innovative instruments.
Redonnett said NS Design is breaking the mold of traditional acoustic instruments and marketing their product to a wider base, including bluegrass musicians who may be looking for a slightly different sound.
The NS Design instruments are popular said Redonnett because of the “inventiveness” of Steinberger’s design, which adds an element of portability that is especially important to touring musicians. The rugged, compact size is also a selling point.
“It’s a minimalist approach and more ergonomically correct for the player,” he said. “It’s many different types of support systems that allows a bass or cello to be played on a tripod free standing stand. You can walk way from them.”
The majority of the company’s instruments are made in the Czech Republic but others, such as the violins, are made in China, which allows NS Design to sell them at “approachable” prices.
In a typical year, the company will move between 8000 and 10,000 instruments a year, said Redonnett.
At the Nobleboro headquarters, a staff of six handles the shipping, bookkeeping, and website maintenance. Worldwide, NS Design has roughly 18 employees including a sales team in Rhode Island and one international salesman.
After moving back to Lincoln County in 2006, Redonnet, the 1988 graduate of Lincoln Academy began working for the company in a product inspection capacity, a role that gave him unique insight into the “intricacies” of the specific design of Steinberger’s.
“It was very helpful. If I get a call from a someone in Germany on tour, I can help them if they have a problem with an instrument,” he said.
Redonnett said NS Design instruments are versatile and have found their way into seemingly unlikely bands, such as neo-classical heavy metal groups.
“In a way it makes sense if people come from a classically trained background,” he said.
Due to the gradual demise of small instrument companies over the past few years, Redonnett said NS Design doesn’t have the same level of competition they once had. He attributes their continuing success to innovation and the hands-on approach of Steinberger who is constantly “tinkering” to find different designs.
“It’s a testament to Ned’s hard work,” said Redonnett. “He’s proved you can accomplish a lot by honoring your imagination.”
