by David Levine
The generation of drummers born in the 1950s and 60s had the good fortune of growing up during one of the most significant periods of rhythmic development in the history of music. New social, cultural and musical trends went global just as the “Boomers” (could there be a better name for the post-war generation of drummers?) came of age.
The influence of Jazz, R&B, Rock, Latin and World rhythms along with the increased importance of drums and percussion in the 1970s, 80s and 90s put drummers at the forefront of modern music and has kept them there ever since.
The simultaneous development and success of drum magazines was more than a result of this expansion of drumming. I believe drum magazines were catalysts that facilitated the growth of the drum industry. The new forms of drum-specific media that began to appear in the 1970s not only followed the growth of drumming, they fueled it.
Magazines like Modern Drummer and Drum! in the U.S., Rhythm and Drummer in the UK and other publications in countries from Germany, the Netherlands and France to Brazil, Japan and Australia brought the drumming world together and fed drummers’ passions with every issue, every interview, every article and every ad.
How times have changed. Drummers who were in their 20s and 30s back then are now in their 60s and 70s. While many of those players are still active, they are no longer driving the development of drumming just as they are no longer the base of the drum market.
Millennial and Gen Z players (sometimes called Zillennials) who are now in their 20s and 30s are taking over those roles. And, since the death of print that began in the late-1990s, this new generation of drummers primarily get their news from social media, email and other online sources.
Unfortunately, digital media has not proven to be as effective as print was in influencing current players or inspiring new ones. Industry statistics for the past 20+ years show that the decline of drum sales mirrored the decline of print media. While there’s no doubt that other factors have also played a part in this downward trend, the connection between falling drum sales and the rise of digital drum media is more than a coincidence.
It’s not just the absence of print that can be linked to market contraction over the past 20 years. The industry’s reliance on electronic media has, in my opinion, exacerbated the downward cycle. In today’s fractured, every-man-for-himself, online media environment, the prevailing strategy is to push messaging and marketing exclusively your own social media followers. The problem is that followers, by definition, only see what they follow. Drummers in social media silos don’t get a complete picture of current and emerging trends and rarely see the community holistically.
So, since print is not coming to save the drum business, our challenge is countering the inefficiency of social media, strengthening the industry and rebuilding the market. Here are a few suggested solutions:
1. Allocate 3-5% of your company’s gross income towards marketing and market development and split the budget between your social pages and other media, trade shows, consumer shows and educational activities.
2. Collaborate with other companies—even those that night be considered competitors— where the opportunity for mutual benefit and the common good exists. A rising tide lifts all boats.
3. Facilitate and support independent drum media.
Taking these 3 steps might just change the direction of our industry. They certainly couldn’t hurt. If there was ever a time where we should all be working together to unify and grow the drumming community, this is it.
United we stand. And, as it has in the past, a strong, independent drum media can help.
US Retail Drum Sales Chart (1992-2024)
The chart shows US Retail Drum Sales from 1992 to 2024 in both actual dollars and adjusted for inflation (sources: Music Trades Magazine: Music Industry Census, 1992-2017 and NAMM: Global Report, 2018-2025). By either metric the highest sales volume for the drum market was period from 1999 to 2005. The years that social media apps Facebook, YouTube, Twitter and Instagram began are also indicated.
Although publication of Modern Drummer Magazine began in 1977, there are no sales statistics available prior to 1992. Anecdotal information indicates that the drum market had been expanding steadily since the early 1960s due to the growth of the general population and popular music as well as the founding of the Percussive Arts Society in 1961.
International sales figures are also not available although the US is considered to be approximately 50% of the world market for musical instruments.
David Levine:
“As a drummer and drum industry consultant, I have been involved in drumming for more than 60 years. During my career I have seen the development of the world’s greatest drummers and had the incredibly good fortune to work with many of the people and products that forever changed the art— from the introduction of the plastic head, electronic drums and double bass drum pedal to the growth of educational drum videos, world percussion and the female drumming community. It’s been an amazing journey.” @drumshopdave
