Amro Music
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Amro Music Stores, Inc. is a fourth generation family-owned music store located in Memphis, TN. Founded in 1921, Amro Music offers band instruments, orchestral instruments, pianos, print music, and all associated instrument repair services.
The company was originally founded as a piano lesson studio and gradually shifted towards instrument sales and services. Today, Amro is among the Top 100 Music Retailers in the US.[1]
Famous customers include Elvis, BB King, and John Mayer.[2] Amro has also played a role in the development and ongoing operations of Play It Again Memphis, a non-profit organization that takes unused, donated band instruments and prepares them to be loaned to individuals that can not afford to purchase or rent instruments.[citation needed]
History
Cincinnati already had several music studios in the 1920s - and Louisville, KY, wasn't quite what the founder had in mind. But during a "temporary" layover in Memphis en route to Los Angeles, Mil Averwater strolled north from the train station along South Main Street. He and his friend immediately knew that they had found their new home. It was in October 1921 that Amro Studios opened on the second floor at 166 South Main, then cobblestoned and traveled by streetcars and early model Fords. The name Amro came from a combination of initials and musical terms.[3]
In the early days, the company focused strictly on piano lessons, taught by Mr. Averwater and another gentleman, who had both studied piano in Cincinnati. At that time, the lesson business was slow, but the pair were tireless promoters and would often play piano with the windows open to attract the attention of people passing by. When people walked in to see what where the music was coming from, they were invited to take lessons.[2]
As enrollment increased, several teachers were added to help instruct on other instruments, such as guitar, banjo, and saxophone.
During the 1920s, jazz became the most popular music style. It was idolized by the younger generation but held in contempt by "musical purists." Averwater, who studied classical music for seven years, quickly took a liking to jazz. In 1923, he wrote "The Amro System of Popular Jazz." The book was copyrighted, published, and was the method book chosen by many pianists to learn jazz technique.
Radio came to Memphis in January, 1923, with the opening of WMC. Those with crystal sets could hear the programs that were broadcast at that time only on Saturdays from 2 until 4. Mr. Averwater played the piano and arranged talent for the live broadcasts. Newspaper stories recalled his performances of then-favorites like "If You Don't Believe I Love You, Look What a Fool I've Been", "Aggravatin' Papa," and "Hoptown Chinatown Hop." [5]
Amro Studios weathered the Great Depression, but not without adversity. Since there was little money for music lessons, Averwater resorted to bartering; it was not uncommon for him to trade lessons for chickens or milk.
Thousands received their first music instruction at Amro, many of whom went on to make contributions to the city's growing reputation as a wellspring of music and musicians.
Amro eventually expanded to the sale of instruments, first as an accommodation to students. Little did Averwater know that this would become the mainstay of the company in years to come.
As school bands' popularity grew, Amro introduced an instrument trial rental plan. Averwater and others from the firm traveled the then-gravel roads of Mississippi, Arkansas, Tennessee, Kentucky, and Missouri visiting schools and taking care of their musical needs.
In 1960, a branch store was opened on the corner of Poplar and Highland in what was later known as Dillard Square. A few years later, another branch store was opened in Whitehaven. By 1968, Amro was a full-line music store carrying pianos, organs, guitars, drums, school band instruments, keyboards, and print music.
In 1981, the main location was moved from downtown to its present location on 2918 Poplar Avenue.[3] Today,[when?] Amro Music is the Mid-South's largest music company. It has been placed in the Top 200 Music Retailers in the Country,[1] employs over 65 individuals (a large number with music and music education backgrounds).
References
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Wikimedia Commons has media related to Amro Music Store (Memphis, Tennessee). |
- ↑ 1.0 1.1 The Music Trades. http://www.musictrades.com/top200.html
- ↑ 2.0 2.1 School Music Dealer, Fall 2009, "Amro Music Dealer Profile". Windplayer Publications
- ↑ 3.0 3.1 Various. (2002). "A History of Amro", Amro Manual, Memphis TN.
- ↑ History of Amro Music, http://amromusic.com/history-of-amro
- ↑ Commercial Appeal Articles from the 1920s and 1930s. Memphis, TN
