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Steinway & Sons Concert Grands - Why Does Steinway Dominate the Concert Market? - The Piano War

Why has Steinway & Sons Dominated the Concert Market?

Question: "It seems like I see Steinway pianos on stage all of the time. Why has Steinway & Sons dominated the concert market?"
Although Steinway & Sons Concert Grand Pianos currently rule almost all of today’s concert stages throughout the world, it wasn’t always this way. Even today, competitors fight hard to place their pianos on performance stages. With over 90% of concert pianists performing today on Steinway pianos, it is easy to forget that this company was once a small upstart fighting for their position within the massive North American piano market.

The Marketing | Steinway’s Prowess

Steinway & Sons has mastered the art of marketing. That is not to say they have not or do not continue to make quality products. Rather, they were the piano company who mastered both the art of piano building and the cut-throat world of advertising. During their early history, there were numerous high-end piano makers all competing for the ever growing piano market. Names such as Chickering, Knabe, Weber, Mason & Hamlin and Steinway were in an ever ongoing battle to become THE best in the industry. William Steinway, Henry E. Steinway’s son gets much of the credit for Steinway & Sons’ business and marketing prowess. Having high caliber pianists choose your piano over others was seen as being highly prestigious and influential. Thus, the Steinway Artists program was birthed coupled with the company’s bank of concert instruments. Read More

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