The Channel: An Interview with Raul Elizondo, President and Owner of Soundabout Music
By Sierra Dunton
Please tell us a little about Soundabout Music. Where are you based? When was the business started?
Soundabout Music, Inc., was established on April 1, 1998, and is located at 15326 Oxnard Street, Van Nuys, CA 91411. Raul Elizondo is the president and primary owner of the business. This music store caters primarily to the Hispanic market in the United States and Latin America. Soundabout Music, Inc.'s website is bilingual with all of the latest products in the musical instruments market, and of course, that includes the Universal Audio products. Elizondo Music, Inc., a second location and a division on Soundabout Music, Inc., is located in Guadalajara, Mexico. This subsidiary location is the sole distributor of Taylor guitars, Rode Microphones, Kurzweil and Moog synthesizers, and other lines in to all of Mexico. So this location is more diversified and sells both retail and wholesale into Mexico.
“I want to reach the Spanish-speaking musicians and offer clinics, newsletters, sales staff, promotions and much more in the Spanish language.”
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Soundabout Music, and Owner Raul Elizondo
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What brought you, personally, into this industry? What role does music play in your life?
I entered the music business back in January 1984, about 22 years ago. I had formed a band, which traveled throughout Mexico playing at numerous events. This band was successful and was signed by a well-known record company. But as we all know, when you are signed it doesn't mean you make money. So I needed a job to stabilize my income while I was on the road. I read a classified ad for a job at a major music store in the West L.A. area and took the opportunity. After working for this store for numerous years, I took a leave of absence and toured with my band. In doing this, I realized that constant traveling was not what I wanted to do the rest of my life. I decided to come back to a more stable environment. I then spent the next ten years as a salesman of musical instruments in West L.A. So all together I spent about 15 years as a salesman before taking my next step forward in life. In 1998, I realized that I had to move on and follow my dream, so I decided to start my own business. I joined forces with my partner, Gustavo Farias, and established Soundabout Music, Inc.
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Raul Elizondo with Multi-Grammy winner Mexican singer Pepe Aguilar, who is currently using a UA 6176 channel strip
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Soundabout Music, Inc., carries a wide range of musical instruments such as keyboards, percussion, guitars, band instruments, accessories, and so on. We are factory authorized to sell products ranging from Apple computers, Pro Tools systems, Universal Audio, Roland, Korg and JBL to Gabbanelli accordions and tubas for the bandas which have become very popular in Mexico. We are very familiar with all styles of music, ranging from American teenage rock/punk bands to Mexican norteños, bandas, mariachis, Spanish rock, pop and much more. Knowing all these styles helps us to make the proper recommendations to our customers as to what will meet their needs. Most of our clients are very specific in their sound needs and require a great deal of expertise to individualize their particular type of music.
What makes Soundabout Music unique among music shops today?
Soundabout Music, Inc., mainly caters to the Hispanic market. A great majority of our clients do not speak English; they feel comfortable dealing with other Hispanics such as ourselves. Our website is bilingual and offers e-commerce and a shopping cart. It's great for someone to feel comfortable purchasing on a secure website in the USA in the Spanish language. I do not know of any other website in the United States that can offer this to their clients. Some of our high-profile clients feel very comfortable shopping at Soundabout Music, Inc. because we are not a "walk-in"-customer-based store. We are a smaller store, more like a boutique music store, which makes a lot of our high-end customers feel secure in their privacy. These customers never get harassed by their fans and can actually sit down and try a guitar or keyboard without being disturbed. Most of our sales come from word of mouth, and with my 23 years of experience in the music industry this has given me the opportunity to establish relations with major record companies, radio stations, recording studios, music producers and artist like Mana, Ray Charles, La Ley, Juan Gabriel, Neil Diamond, Marco Antonio Solis, Will Smith, Lupillo Rivera, Joan Sebastian, Aleks Syntek, Pepe Aguilar and many more.
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Left: Fher Olvera, lead singer for Mana, proudly wearing a Soundabout shirt. Right, Raul with Mark Antoine, international guitarist.
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How long have you guys been working with Universal Audio?
Soundabout Music, Inc., is actually a newer dealer of Universal Audio. We started doing business about a year ago. We are very excited with their product line and plan to make it a success with the store.
Why is Universal Audio important to your business?
Universal Audio is important to Soundabout because we are selling a high-quality product with a very good reputation. Over the last year, all of our clients who purchased Universal Audio products were very satisfied. This is very important because customer satisfaction is one of the qualities that we use to market Soundabout Music, Inc.
What types of people are buying UA gear?
Soundabout Music has sold UA products to touring artists, recording studios, and music producers like engineer/producer Rafa Sardina, a nine-time Grammy Award winner, who has acquired many UA products such as the LA-2 and 1176. He raves about them.
Do you have any future plans or goals for Soundabout Music?
Yes, I want to establish Soundabout Music, Inc. as a top-notch, premier bilingual music store in North America. I want to reach the Spanish-speaking musicians and offer clinics, newsletters, sales staff, promotions and much more in the Spanish language. I want our web page to be as informative and fun to shop as any other web page that deals with both Spanish and English. I think the Hispanic market has been ignored for many years, so I want to provide a service to them in which they will know that they are on at the top of my priority list in customer satisfaction. I also want to expand our wholesale distribution network in Mexico, with more stores affiliated with us and by obtaining more quality product lines.
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Guillermo Berrino, Raul Elizondo and Andy Vargas, lead singer for Carlos Santana
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I just want to thank Universal Audio for all their support, and for this opportunity to express myself and to introduce my company to all the Universal Audio customers that visit your website. Thanks a million and keep up the great gear you produce.