Gregory Capra 1/25/07 Music, Marketing & Merchandising Formerly known as Nippon Gakki Co., Ltd., the Yamaha Corporation of America (YCA) is the largest fully owned subsidiary of the Yamaha Corporation originally founded by Japanese visionary, Torakusu Yamaha on October 12, 1897. Comprised of the Yamaha Motor Company, Fine Tuning Technologies Co., Ltd., Livingtec Corporation, and Metanix Corporation, Yamaha produces and sells everything from professional, home, and commercial audio/video products and systems to motorcycles and jet-skis. Furthermore, the YCA subsidiary was additionally designed to distribute a wide variety of products to an overseas market. Yamaha’s main U.S. headquarters are located in Buena Park, California (YCA), Michigan, and Georgia. Based in Buena Park, CA, the Yamaha Electronics Corporation (YEC) manufactures commercial audio products and services to be distributed to both U.S. and European markets. A fair amount of products that are distributed to the U.S. market are assembled domestically at the Yamaha Musical Products facility in Michigan and the Music Manufacturing building in Georgia. Their musical instruments consist of acoustic pianos (disklaviers, midi pianos, clavinova digital pianos, digital pianos & keyboards), drums (acoustic kits, snares, hardware, electronic drums), Guitars (electric, acoustic, bass, amplifiers & effects), live sound (PA systems, mixers, speakers, digital effects processors), strings (violin, viola, cello, bass), brass & woodwinds (piccolos, flutes, clarinets, saxophones, trumpets, horns, trombones). Furthermore, both of these domestic assembly warehouses are subsidiaries of YCA. As of 2006, the Yamaha Commercial Audio Systems (YCAS) was established. In 1955, Yamaha decided to delve into the auto-motors market. Formally titled the Yamaha Motor Corporation, Ltd., and U.S. subsidiary, Yamaha Motor Corporation, they have designed everything from snowmobiles, golf carts, outboard engines, and water vehicles it is known to be the 2nd largest motorcycle manufacturer in the world. After looking around on www.yamaha.com, I came across a particular 6-string electric guitar. The Yamaha AES720 I found really interesting considering it won a Guitar World Platinum award for quality & design. This guitar is designed for hard rock, equipped with a mahogany body & set neck, rosewood fingerboard, and custom DiMarzio humbuckers. What honestly caught my eye was the two-tone metallic finishes and jet-black hardware. I’ve never had the opportunity to play this guitar, but I definitely wouldn’t mind trying one out, somewhere down the line.
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