The Biggest “local music store” in the world: 60 Years with Alto Music.
What makes Alto Music work?
Apart from traditional acoustic pianos, Alto Music carries every traditional and modern musical instrument, along with its entire related ecosystems, but success is built on much more. Over the years, most major “general” retailers, including brick-and-mortar stalwarts Sears and Best Buy, as well as online sellers like Amazon, though well-stocked, have experienced limited success in full-line Musical instrument sales. Among all sales environments, “MI” (Musical Instrument) retail is the most unique and challenging. Because customers are often buying passion, creativity, and even identity—rather than just “simple product”—it changes almost every aspect of the business.
Like general retail, to remain relevant in today’s musical instrument marketplace, it is essential to be well-stocked with the right gear, offer competitive pricing, and provide accessible customer service and support. Becoming a trusted provider in MI retail music requires more than just the basics. Moreover, becoming the largest independent musical retailer in the USA, with a 60-year (and counting) legacy, does not happen by happenstance. It requires a staff of knowledgeable musicians to effectively connect, communicate in a shared language, and anticipate the short- and long-term needs of fellow musicians. Ensuring a customer selects the right instrument (and essential accessories) that best fits the intended goals, skill level, musical and personal style requires specialized expertise far beyond what a point-of-sale clerk or Google search can provide. Players who begin on the right path often transform playing music into a deeply satisfying personal journey or professional skill that lasts a lifetime.
For those reasons, beyond any industry awards and accolades, the greatest measure of an MI Retail institution is the quality of staff and leadership, on which it is built. Without question, the Alto Music story is one of the right people.
Sid Weitzner showing off some of his gear
Alto Music History/Timeline 1966-1981
Unlike most of today’s larger “big box” Musical Instrument retailers, Alto Music is not a part of a larger corporate structure or publicly traded entity. Alto Music has proudly served musicians since the first small “mom and pop” location in Rockland County, New York, opened its doors in 1966. Built on the kind of trust and musician-to-musician service you’d expect from a shop whose owner loves coming into work every day. In that respect, things haven’t changed much in 60 years. Despite having grown into the largest independent Musical instrument marketplace in the USA, Alto Music maintains its “mom and pop” personalized care and relationship building. In fact, like so many others, it was one of those personal relationships that became the foundation of Alto Music as we know it today.
53 years ago, Alto Music’s founder, Sid Weitzner and his son Harvey, began building such a relationship with a budding musician named Jon Haber. Jon bought his first fulled-sized guitar at Alto, a Yamaha FG-160 (a guitar Haber still has) marking the beginning of the (then) 8-year-old’s lifelong musical journey-and association with Alto Music. As his skills improved, Jon returned to repeat the experience, purchasing a new Fender "Silverface" Vibro Champ, a Fender Stratocaster, music books (“Beatles Complete,” right, Jon?), and more, including weekly lessons. After one fateful visit, a familiar voice asked, “Hey, kid… looking for work?” For the 16-year-old, the words must have sounded like music. Of course, Jon didn’t know it, but it was the beginning of his own lifelong journey.
That was back in 1981, and Alto Music had already stood for 15 successful years. If that sounds like ancient history, that’s because it really is. It is an era where the closest thing to online shopping was catalog sales. It even predates the emergence of “Big-Box” MI retail superstores. At the time, Guitar Center had only a handful of smaller stores in Southern California (and one in Chicago). Sam Ash was a chain of 4 local NYC metro area shops, and Sweetwater retail sales were still years away. Buying a musical instrument meant a trip to a manufacturer's showroom, a small department of a record store chain, or a pawn shop. If you were lucky, you may have had local mom and pop music stores that offered lessons, a small selection of instruments, and accessories.
Considering that more than half of those independent music instrument shops don’t last long enough to celebrate a 5th anniversary, very few remain today—making Alto Music’s 60th anniversary milestone a rare achievement. Looking back, Jon Haber attributes Alto Music’s early survival to its people, particularly his personable early mentor, Sid Weitzner and his son Harvey. Jon recalls the store's welcoming and often comical atmosphere, a place he will never forget.
jon haber (yes, seriously) performing with his band "Looker" in 1982
1981-2000: Building a reputation and surviving the odds.
Jon’s Haber’s introduction to MI retail was more or less “a position in the mailroom.” At first, he swept floors, cleaned glass, organized warehouse space, and unpacked stock before discovering his talent for connecting gear and musicians. Jon continued to work at Alto while finishing high school and through college, earning a degree in history from SUNY Purchase.
Like so many of us, Jon had his sights set on working with his band and maybe landing a record deal, with his dreams hedged by a history degree to fall back on. A career in retail sales or running a business was never part of the plan, though things didn’t work out exactly as planned. Ironically, Jon never took any business classes. Street smarts gained while working at Alto, instinct, his love for music and music production served as the backbone of his success—as well as an oasis for musicians who share the same drive, curiosity, and passion. All the while, Jon was also on a journey of discovery with music, his bands, and learning and experimenting with gear.
The early 80s were an especially exciting time for this, and Jon took full advantage. Following in the footsteps of emerging next-generation players like VanHalen, Haber modernized his traditional ’78 Strat with a Humbucking pickup and a cutting-edge Kahler locking tremolo system. Another recent bit of tech that caught Jon’s attention was the first wave of portable and affordable Multitrack recorders and synthesizers, which would soon revolutionize the entire music industry.
Like the arrival of the solid-body electric guitar in the 50s, recording studio advancements and the album era in the 60s, and the first portable synths of the 70s—tech and changing musical culture/trends go hand in hand. With nearly a decade of firsthand experience with this phenomenon, Jon’s instincts were well honed. In 1989, Jon decided to open his own store and partnered with Harvey to open a location in Middletown, NY.
During the 1990s, the music retail industry experienced significant growth and transformation. The record industry expanded annually, reaching its pinnacle in 1999, undoubtedly fueling interest in musical instruments. More importantly, a rising number of musical instrument manufacturers introduced more choices, innovation, and affordability. This surge was a massive boon for music retail, but not for every music retailer. Most small/independent shops didn’t have the capital to offer such a vast selection in this new, faster-paced, fickle market. For an independent shop like Alto, this success (even survival) meant having the knowledge and instincts to anticipate new trends and create a culture built on top-tier service with fewer resources. This is where the experience, intuition, and a genuine love for the business paid off. Under Haber’s leadership, Alto Music not only survived but prospered and expanded throughout the 90s, building nationwide renown going into the new millennium.
A view of what some of what Alto offers today
2000-present: Alto Music in the digital age
Online sales started creeping into MI retail in the early 2000s, lighting the fuse for the most significant change in the way people shop—for everything, including musical instruments. Based on a reasonable assumption that most musicians would prefer to interact directly with a new instrument before making a choice, many MI retailers initially avoided online sales. In most instances, this thinking proved to be a fatal error. This phenomenon is particularly evident in the shrinking number of smaller brick-and-mortar music shops that have closed for good.
Today, Alto Music offers a “best of both worlds” experience, operating a 51,000-square-foot superstore in Middletown, NY, just 40 miles from where it all started 60 years ago in Monsey. In addition to the sensory delights musicians experience when surrounded by so many desirable instruments, Alto’s flagship store serves as a distro hub, mod shop, and call center staffed with specialists, supporting Alto’s massive E-commerce presence.
In addition to starting online sales earlier, Jon Haber trusted his instincts and fully embraced the new sales medium headfirst. Without any previous experience in the field, he founded Rad Global Distribution (“How hard can it be?” joked Haber), which successfully imported and distributed unavailable recording gear from Europe and Asia. Between 2011 and 2023 Jon purchased several small pro audio companies that have become top brands in the industry, and designed products that are relied upon around the world.
Smart and timely decisions have been crucial to Alto Music's success as it celebrates its 60th anniversary as one of the top music instrument retailers in the US. Haber emphasizes how important it is not to underestimate the importance of a team full of quality people. Alto Music employs a staff of over 60 closely-knit staff members, who are also a cornerstone of Alto Music’s story. Affectionately known around the shop as “Altoids” like the Grand Poohbah himself, many have been working at Alto “straight outta high school”—and are still excited and happy to come to work every day.
