There are certain product categories where the phrase “step-up” means a little more than it does elsewhere.
A beginning guitarist can pick up a more expensive guitar and immediately appreciate a nicer finish, better hardware, or simply the name on the headstock. With acoustic drums, the differences that come with moving beyond an entry-level kit can be just as apparent, but they’re also wonderfully physical. Better shells, better bearing edges, better hardware, more thoughtful configurations — and, most importantly, a sound and feel that tell a developing drummer that he or she has moved into different territory.
That makes the step-up acoustic drum market an interesting one for retailers. These aren’t typically impulse purchases, nor are they necessarily instruments destined for seasoned professionals. The customer is often someone in between: a student who has stuck with it, a young player joining a serious band, an adult returning to drumming, or a musician who has simply reached the point where the starter kit no longer cuts it.
In other words, this is a sale that often comes with a story.
It also remains an area where a knowledgeable dealer can make a real difference. Specifications are readily available online, as are countless demos, reviews, shootouts, and opinions — some considerably more informed than others. But drums are tactile instruments. Sitting behind a kit, feeling the response of the shells and hardware, hearing how it sounds in the room, and comparing one setup with another can reveal things that a spec sheet or YouTube video simply can’t.
That’s particularly important when the customer may not yet know exactly what he or she is looking for. Does spending more mean better shells? Better hardware? Greater durability? A more versatile sound? How much of the budget should go toward the drums themselves versus cymbals and hardware? And at what point does an upgrade become substantial enough to justify replacing what’s already at home?
Those are questions that create an opportunity for retailers to do what good MI dealers have always done: listen first and sell second.
In this issue, we take a closer look at the step-up acoustic drum category and hear from suppliers about what players are looking for, where the market is headed, and how manufacturers are approaching that important territory between the beginner kit and the high-end professional instrument. At a time when every discretionary purchase is being scrutinized a little more carefully, giving customers a clear reason to make that leap matters.
Of course, this issue also marks the beginning of another annual MMR tradition: the Dealers’ Choice Awards.
This month, we officially announce the nominees for the 2026 DCAs, recognizing the instruments, products, and companies that have made an impression on the MI marketplace over the past year. As always, the awards are intended to reflect the perspective of the people who are actually on the front lines of this industry — the dealers who see what customers ask for, what moves off the floor, what comes back, what doesn’t, and which brands consistently deliver.
There’s no shortage of awards in the world, and it’s easy for any of them to become just another logo on an advertisement. What has always made the Dealers’ Choice Awards meaningful is right there in the name. These aren’t selections made in a conference room at MMR. The winners are determined by the retailers who work with these products and brands every day.
And while new products understandably attract plenty of attention, “best” doesn’t always mean newest, flashiest, or most technologically ambitious. Sometimes it’s the product that quietly sells week after week. Sometimes it’s the supplier that answers the phone when a dealer has a problem. Sometimes it’s an instrument that hits exactly the right combination of quality and price. And sometimes it’s a product that reminds everyone why they got excited about making music in the first place.
That’s the connection between our two major themes this month.
A drummer deciding it’s finally time to move beyond that first kit is making an investment — not only in a better instrument, but in continuing to play. The dealer who helps make that decision is drawing on experience with products, manufacturers, customers, and countless previous sales. That same accumulated experience is what we ask retailers to bring to the Dealers’ Choice Awards.
So take a look at this year’s nominees. Think about what has worked in your store, what has impressed your customers, and which suppliers have earned your business during the past year. Then cast your ballot.
We’re looking forward to seeing what you choose.
