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First Act Inc.
Type Private
Founded 1995
Headquarters United States Boston, Massachusetts, U.S.
Key people Bernard Chiu (Chairman, CEO)
Mark Izen (President, COO)
Ronald Izen (Vice chairman)
Industry Musical instruments
Employees 150 (2007)
Website http://firstact.com
[1][2]

First Act is a musical instrument manufacturer. They are also heavily involved in creating products which support the role of music in enhancing children's development.

First Act's line of products includes guitars, bass guitars, guitar and bass accessories, drum sets, percussion instruments, amplifiers as well as student-line clarinets, saxophones, and trumpets.

The company also makes limited edition guitars, which are handcrafted by luthiers in Boston. Currently, there are three guitars in the First Act Limited Edition Guitar Series: the "Lola", the "Sheena", and the "Delia".

In terms of percussion, First Act's drum sets come in a variety of styles, ranging from simple, beginner sets, to eight piece medial sets.

Volkswagen initiated a campaign in 2006 in which the company gave away special edition First Act guitars along with a special series car. The stereos in these Volkswagens could be used as an amplifier for the guitar. An accompanying ad campaign featured guitarists Slash, John Mayer, and Nigel Tufnel of Spinal Tap playing First Act guitars through the sound systems of Volkswagen automobiles.[3]

In 2008, First Act partnered with Maroon 5's lead vocalist and guitarist, Adam Levine, to create 222 by First Act.[4] The line comprises 22 music products, with the signature product being the custom electric guitar designed by Adam Levine, engraved with his lucky number: 222.[5] The whole line is sold through an exclusive partnership with Target.[6]

Contents

Criticism

The company has received much criticism from music educators who claim that First Act band instruments, targeted at beginning students, are of low quality, are irreparable, and that replacement parts are difficult to acquire. In 2003, First Act instruments filed a lawsuit against music retailer Brook Mays, who published a list of instrument brand names, including First Act, they perceived to be low quality, calling them "Instrument Shaped Objects." The lawsuit was settled with First Act receiving $16.7 million.[7]

Popularity

The special edition guitars: 'Lola', 'Sheena', and 'Delia', have been known to be played by artists such as: Brad Whitford from Aerosmith, Rusty Anderson from Paul McCartney, Matt Pike from High on Fire, Brent Hinds and Bill Kelliher from Mastodon, Nick Zinner from Yeah Yeah Yeahs, Al Berry from Avril Lavigne, Nick McCarthy from Franz Ferdinand, Lee Malia from Bring Me The Horizon, Dave Knudson from Minus the Bear, Anders Björler of At The Gates, and Serj Tankian of System of a Down . First Act has even added a Paul Westerberg Signature Guitar to its line of electric guitars, with the full endorsement of the singer/songwriter and former Replacements frontman.

References

  1. ^ Hoover's Company Records (2008-08-12), First Act Inc. (FY 2007), Hoover's Inc.  
  2. ^ "Management Team". First Act. http://www.firstact.com/AboutFirstAct/ManagementTeam.aspx. Retrieved 2008-08-15.  
  3. ^ http://www.motortrend.com/features/112_0703_first_act_vw_garagemaster_guitar/index.html
  4. ^ http://www.firstact.com/AboutFirstAct/Press/10_2008_222_by_FirstAct.aspx
  5. ^ http://www.top40-charts.com/news.php?nid=43289
  6. ^ http://www.target.com/gp/search/602-8421271-7347009?ie=UTF8&index=target&field-browse=1038576&ref=sr_bx_1_1&field-keywords=first%20act%20222
  7. ^ PR Newswire Article on Lawsuit

External links

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