Short Stop Interview with Peter Wolf on Fuchs Audio Technology and Branding

By: Rick Landers

Rick Nielsen's Fuchs Amps

We received word that Brandwolf, an Annapolis, Maryland, based firm owned by international marketing consultant, Peter Wolf, had entered into a partnership with the boutique amp company, Fuchs Audio Technology. We’ve known Peter for several years and he’s written a few articles for us, so we decided to ask him a few questions about his new marketing agreement and about his goals related to building the Fuchs brand.

Fuchs Audio Technology has been around for over a decade, building high-end amps and special effects gear that have been used in the studio and on-stage by some major artists like, Rick Nielsen (Cheap Trick); Nick Catanese (Black Label Society, SpeedX); Al DiMeola; Jimmy Herring (Widespread Panic) and Mark Karan (Rat Dog). Reviews about Fuch’s amps and other products have all been raves, including one that suggested that they could hold their ground alongside some of the best amps in the industry, including the legendary, rare and now very expensive vintage Dumble amps.

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Rick Landers: How did Brandwolf and Fuchs Audio Technology find one another in order to form the partnership you’ve entered?

Peter Wolf: I met Andy Fuchs several years ago while working with PRS Guitars. We used his amps for booth demos at NAMM and were talking to him about building amps for PRS at that point. After I had left PRS, Andy contacted me a few months later and asked if I would be interested in helping Fuchs.

Rick: Given your extensive international experience in the marketing arena, what kinds of issues or challenges do you address in helping build a brand that’s been around for over a decade?

Peter: It’s a process, which includes learning about the status quo, pricing, dealer relations, artist relations, individual products and general plans as to where the business is going or supposed to go. Pretty much all ends of the business are addressed and talked about before a plan can be developed.

Annette and Andy Fuchs wanted to make their great products available to more players, especially in export markets. It is always challenging for (U.S.) home grown brands to approach export markets because in the beginning most companies are focusing on the US market only.

Rick: Fuchs has said that Brandwolf will take their company to the next level…what does that mean in practical or real world terms?

Peter: Hopefully it means more presence in the market place … and of course more sales! (Laughs)

Rick: What can you tell us about Fuchs as far as the kinds of guitar amplifiers they offer and, as a boutique amp company, are you targeting experienced guitarists with plenty of disposable income or do you broaden your marketing to multiple segments using multiple strategies?

Peter: I see my role in helping with advice and providing solutions to existing issues internally and externally but most of all connecting the brand with potential distributors, dealers and media on a more global scale. Fuchs already has great artist relations, but I can certainly help on that end as well, especially abroad.

Rick: Building a high-end amplifier brand in a recession has to have a few challenges, so are there any key ingredients to overcoming the current hesitancy for some people to make discretionary buys?

Peter: There are always going to be people who appreciate high quality, performance and that ‘extra tone’ you get out of great hand built amps. It’s about making sure these people are aware of the brand and have a chance to try their products. You need to be in the right dealerships and work with the right people overseas and you need a certain media presence to make that happen.

Rick: Your company, Brandwolf, is a relative newcomer to the music marketing arena, what’s your music and business experience that gives you a competitive edge over other companies marketing to musicians?

Peter: That’s really a question for other people as it is difficult to praise oneself, I guess. (Laughs) However, I like to think I know this industry a little after having been a musician, retailer, distributor, importer and exporter and having worked for and with major brands on different continents.

I’ve pretty much performed every single job there is to perform, especially on the sales and marketing end and I have a solid education. I know great products when I see and hear them and I know how to connect creative talent with business savvy, dedicated people and companies in retail, distribution and media. I try to keep my promises. I also like to help build something and bring it to a better place for everyone involved. When I take something on it becomes my baby, too.

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