October 22, 2018:


The well-known string company is making music videos featuring great musicians you may not have heard of:


D'Addario videos


Sarah Thawer, is a self-taught drummer from Toronto, who’s not a household name (yet). A little more than a year ago, she received a call that led to her starring in a music video for an unlikely producer: D’Addario, the century-old, Long Island, family-owned maker of guitar strings and other musical accessories.

Thawer is part of a growing class of quirky virtuosos with big online followings who are helping instrument companies reach new customers. While D’Addario’s sponsored roster also includes starry names like Red Hot Chili Peppers’ Josh Klinghoffer and Cage the Elephant’s Brad Shultz, the company is seeing more traction with smaller, social media-savvy musicians and has consequently been inundated with emails from managers, publicists and labels hoping to put their acts in its videos.

“There’s a lot of value in seeing the in-between, the stuff that’s not perfect, the stuff that’s just conversational,” says Yvette Young, who plays math rock — known for its unconventional time signatures — in D’Addario’s Guitar Power series and has 130,000 Instagram followers.

Could D’Addario be looking for local Long Island musicians for their next series of videos? It’s entirely possible!

Here’s a link to the comprehensive article on this story, written by Grant Rindner, that appeared recently on billboard.com: www.billboard.com/articles/business/8480512/daddario-how-to-music-videos-social-media-stars

Here’s a video that D’Addario produced, that’s part of their Guitar Power Series:



Have a story or idea for Under the Radar, or want to get your band noticed for free?  Please contact me at the email below.