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Which he does online and in the store. >> we don't fill in the gaps and have an artist and resident that is available to teach here or via skype or facetime. >> want to try that? >> hosting events where students show off their skills. ultimately, michael hopes infusing new energy into this old instrument, it experiences a renaissance. >> i don't think the accordion is going anywhere. it is an old craft, but it will always have a place. we want to continue to make the accordion great again. in today's world, power exists in many different areas than it used to because of social media. it used...

Brand, often, their website comes up first and ours second. >> beyond the commerce, michael knows the core of his business growth comes from nurturing a vibrant community of active players. >> we're getting people to learn how to play, that can get to a point where they're comfortable, enjong it, and our thought is that, you know, if they keep making progress, they're going to keep buying accordions and accessories. >> that means providing lessons, which he does both online and in the store. >> you want to fill in the gaps and have an artist in residence now that is available to teach here or ...

Brand of accordion, often their website comes up first and ours is second. it's really a win/win for us. >> beyond the commerce, michael knows that the core of his business growth comes from nurturing a vibrant community of active players. >> just trying to get people to learn how to play that they can get to a point where they're comfortable, that they're enjoying it, and our thought is that, you know, if they keep making progress, they're going to keep buying accordians and accessories. >> that means providing lessons, which he does both online and in the store. ♪ >> you want to fill in th...