Yamaha Corporation of America Creates Institutional and Commercial Services Department

BUENA PARK, CA (June 25, 2004) — Yamaha Corporation of America announces the creation of a new department in its Music Marketing Group. The Institutional and Commercial Services Department (ICS), led by director Mike Bates, will provide a "One Yamaha" approach to Yamaha's school and commercial business and all related activities.

Working with Bates on the new marketing initiative will be new ICS marketing manager Carter Schuld, ICS manager of Worship Services Mike Overlin, ICS manager of Event Planning Tracy Hammer and administrative assistant Emily Lambrecht.

"We believe that our strength lies in a unified approach – the 'One Yamaha' concept that not only focuses our internal efforts, but also improves our outreach to important large-scale customers," says Terry Lewis, senior vice president, Music Marketing Group, Yamaha Corporation of America. "Working under Mike's experienced leadership, this new department will embody that ethic and begin a new era in the way we serve schools, houses of worship and other institutions."

Bates' new appointment, and those of the rest of his team, became effective June 1. As director of Institutional and Commercial Services, Bates is charged with developing new and expanding existing relationships in all markets, including colleges and universities, public school districts and worship institutions. His work will encompass all Yamaha musical instrument product groups from the Piano, PAC and Band & Orchestral divisions.

"Having worked on behalf of the Piano Division in the institutional marketplace over the last 10 years, I am very enthusiastic about the opportunity to support these relationships for all of the product groups of Yamaha Corporation of America," says Bates, who was previously that division's Academic Affairs director. "I will strive to foster strong working relationships that bind Yamaha, our retailers and the institutional groups we serve."

In his new position, Schuld, most recently manager of New Market Development, will focus on cultivating the senior market, and is currently working very heavily on developing the assisted living market using the Clavinova Connection program, with further product expansion anticipated. Schuld has held various positions in the Keyboard and Corporate Communications divisions and the Emerging Markets department since joining Yamaha in 1978.

Overlin, manager of Worship Resources, ICS, has a strong background in worship programs with Biola University and in church organizations in Southern California. This important market continues its rapid growth and represents great opportunities for Yamaha. Overlin has held various positions in the Yamaha Pro Audio & Combo (PAC) Division and in Multimedia R&D since 1994, and was also a product specialist for the Consumer Products Division. He will continue to be involved in mLAN market development through the end of this transitional year.

Hammer, manager of Event Planning, ICS, worked until recently as Market Relations manager, Piano Division. Hammer has been with Yamaha since 1982 and has held positions with the Education, Keyboard and Piano divisions. Her primary responsibility will be to schedule, coordinate and organize institutional and commercial shows at the corporate level, including those that involve more than one division within the Music Marketing Group.

Lambrecht, the new department's administrative assistant, served until recently as operations manager of the internationally acclaimed International Piano-e-Competition, where among her other duties she maintained the competition's website. She will report to Bates in support of all department managers. Lambrecht is a graduate of the University of Minnesota School of Business, and recently relocated to southern California

For more information, write Yamaha Corporation of America, P.O. Box 6600, Buena Park, CA 90622, telephone (714) 522-9011, or e-mail infostation@yamaha.com.