Validation Through Recognition: Pioneering New Paths in String Instruments

If there's one thing that provided tremendous validation at the recent NAMM 2025 Show, it was receiving the Entrepreneur of the Year award at the SheRocksAwards. It showed that my company had successfully identified a viable subsector in bowed string instruments.  While Rozanna's Violins does share the marketplace with electric violins, by offering our customized electric acoustic violins, we are also producing bowed string instruments that fill an educational need as we embrace a musical future as diverse as the people that are part of it. .

Embracing Change Through Innovation

Last year, Rozanna's Violins faced numerous growing pains that forced us to expand and also to fully embrace our pioneering mission. What exactly was that mission? In answering this question for myself, I discovered an interesting coincidence: it was the year 2010 when Lindsey Stirling first began capturing widespread attention as a quarter-finalist on America's Got Talent—just one year after Rozanna's Violins was founded in 2009. Perhaps we were both envisioning a musical future where performers could embrace a multimedia, multidimensional approach to performance. One thing does seem for certain, we were both opening up musical possibilities in an otherwise, predominantly conservative musical world. 

This realization came with a bittersweet realization that pioneering would inevitably challenge traditional bowed string instrument performance practices and face resistance from more traditional teachers and players. Yet I have remained committed to my core belief in the positive impact of arts education on children, making it our mission to champion string instruments and music programs with a stronger chance of attracting youth to the world of string playing.

Raphael Batista wails on his custom Dragon Spirit Violin

Creating Signature Personas for Modern Musicians

Over time our company has turned its attention to professional string players along with those players wanting to embrace multiple musical styels. Turning our attention to gigging string players, we asked ourselves: how can we help these string players create signature personas on a violin with exceptional quality? Our focus became instruments that resonate with the myriad contemporary players representing diverse musical styles. Most of these artists seek ways to be memorable—to create a persona that extends their musical identity. And that's precisely where we come in!

Attracting Modern String Players Into the Fold

For retailers looking to capitalize on this evolving market, here are some ideas  that can help capture this growing audience:

1. Create Dedicated Contemporary String Sections: Designate physical or virtual space specifically for modern string instruments, separating them from traditional offerings to highlight their unique appeal and draw in different customer segments.
2. Develop Staff Expertise in Crossover Music: Train sales associates in contemporary string techniques and repertoire so they can effectively demonstrate these instruments to curious customers who may not fit the classical musician profile.
3. Host Workshops with Crossover Artists: Organize in-store events featuring local musicians who blend classical technique with contemporary styles, providing demonstrations that showcase the versatility of modern string instruments.
4. Bundle Products for Content Creation: Offer packages that include instruments, basic recording equipment, and introductory lessons on creating social media content—appealing to young musicians inspired by artists like Lindsey Stirling.
5. Cross-Promote with Local Music Programs: Partner with schools implementing modern string curricula to become their preferred supplier, offering special pricing and maintenance services.
6. Create Visual Merchandising That Tells a Story: Design displays that connect instruments to popular media where strings have featured prominently, such as our instruments designed for "Frozen," "Game of Thrones," and other contemporary productions.

The guitar world will always serve as a guide for the bowed string instrument market, in many ways—string players need to be perceived as just as "cool" as guitarists while emphasizing quality and integrity as musicians. Fortunately, there are plenty of talented string players and educators whose method books have helped pioneer new types of string programs—modern approaches that foster diverse musical styles and keep string instruments relevant in contemporary culture.

As we continue to navigate this evolving landscape, the validation from industry recognition confirms what we've known all along: there's a vibrant future for string instruments that honor tradition while embracing innovation.