The recently released Music Trades 2025 Census offers important insights into the state of the music products industry, and while its findings are primarily business-focused, they carry significant implications for music educators. As consumer behavior shifts toward prioritizing experiences over hard goods, the music products market—along with the way students and families think about music-related purchases—is evolving.
Music educators play a unique role in influencing student and family decisions related to musical instruments, experiences, and learning opportunities. Below, we examine the census findings along with actionable strategies for educators to help bridge the gap between music education and the changing dynamics of music products consumption.
A Changing Landscape in Music Products
Resetting Demand Levels
The music products industry faced another challenging year in 2024 as the estimated retail value of shipments to retailers fell 2.1%, from $8.45 billion in 2023 to $8.27 billion in 2024. This marked the third consecutive year of declining shipments following the COVID-19 boom in 2020-21, during which demand for musical instruments and equipment soared.
However, despite this decline, overall demand remains 2.3% above 2019 (pre-COVID) levels, suggesting that interest in music has not disappeared but rather stabilized. While the industry adjusts to this “new normal,” educators stand at the forefront of sustaining and growing interest in musical participation, which ultimately ties to instrument purchases.
A Brighter Supply Chain Picture
One encouraging sign for educators is the resolution of supply chain challenges that plagued the industry over the last few years. With inventory levels now stabilized and fulfillment times normalized, access to instruments and teaching materials has improved. Educators can leverage this availability to guide students and families toward well-timed purchases, ensuring that appropriate tools support their learning journeys without delays or shortages interrupting access.
Music Spending Shifts to “Experiences”
A significant takeaway from the 2025 Census is the shift in consumer spending priorities. Instead of prioritizing discretionary purchases of hard goods—including musical instruments—families and individuals are redirecting their budgets toward **experiences** such as travel, dining, and live entertainment.
Consider these 2024 trends:
- Domestic Air Travel Spending: Up 5.7%.
- International Travel Spending: Up 13%.
- Restaurant Spending: Up 5.4% (per the National Restaurant Association).
- Ticket Revenues: Up 5.4% (Pollstar data, reaching record levels).
This preference for experiential investments has had ripple effects throughout the music products industry, contributing to decreased demand for physical goods such as pianos, guitars, and accessories.
A Creative Opportunity for Educators
While this shift toward experiences may feel like a challenge for the music products industry, it also creates unique opportunities for music educators. Music education itself is a deeply experiential pursuit, combining the emotional, collaborative, and personal satisfaction that consumers increasingly prioritize. Educators can play a role in reframing instrument purchases as enablers of highly rewarding musical experiences, helping families and students understand their value in this context.
The Role of Instrument Purchases in Music Education
The Challenge
The data shows that large, traditional instruments like the piano continue to struggle in this shifting landscape, seeing a 13.2% drop in shipment values in 2024. On the other hand, modern and technological tools like DJ equipment saw a 10.8% increase, driven by a demographic interested in music production, editing, and collaboration.
This demonstrates a clear challenge for educators: while fostering broad engagement in music, how do you sustain enthusiasm for traditional instrument purchases when newer avenues may feel more exciting or aligned with current trends?
How Educators Can Inspire Instrument Purchases
Music educators hold a pivotal position in shaping students’ and families’ perceptions of instruments. By tying the purchase of instruments to larger goals and meaningful experiences, educators can reignite interest and sustain demand. Here’s how:
- Frame Instruments as an Investment in Experiences
Educators can help families reframe instruments as tools that create lifelong experiences, rather than merely a “hard good.” For example, purchasing an instrument opens opportunities for participation in performances, competitions, collaborations, and musical communities far beyond traditional classroom settings.
– Example Narrative: “This clarinet isn’t just an instrument—it’s your ticket to performing on big stages, joining ensembles, and creating moments that will stay with you forever.”
- Encourage Ownership as Part of Student Identity
– A personal connection to one’s instrument can be a powerful motivator for purchase. When students develop a sense of identity as a musician—and feel pride in their tool—they are more likely to view owning their own instrument as essential to their growth.
– Educators can nurture this connection by celebrating milestones such as an “instrument graduation” (e.g., recommending a personal, professional-grade instrument after a student has demonstrated commitment).
- Facilitate Hands-On Demos
Many students (and their families) hesitate to commit to purchasing an instrument without first experiencing it. Organizing events like instrument try-out days or manufacturer-hosted demos allows students to explore the sounds, feel, and character of different instruments.
By making these events experiential—aligning with today’s consumer priorities—you can help remove purchasing hesitations.
- Showcase Real-World Opportunities for Musicians
Tie instrument ownership to tangible success stories. Highlight student performers who progressed with the help of their own equipment or showcase how owning a personal instrument has advanced their skills.
Inviting alumni or other musicians to discuss how their instruments contributed to fulfilling professional or personal experiences can further inspire these connections.
- Leverage the Shift in Trendy Tools like DJ Equipment
While traditional instrument sales face challenges, modern tools such as DJ equipment and production software are increasingly popular, especially among younger, technology-driven students. Instead of viewing this as competition, educators can integrate training on such tools, introducing students to hybrid music learning that incorporates both traditional and modern equipment. This not only expands students’ interests but can spark cross-purchases (e.g., pairing traditional instruments with MIDI controllers or production software for creativity).
Final Thoughts for Educators
The findings in the Music Trades 2025 Census reinforce the changing dynamics of music industry consumption. While overall demand for physical goods may have leveled off in favor of experiences, music education naturally aligns with the experiential priorities of today’s consumers.
Educators have the power to shape how students and families perceive the value of instrument ownership. By tying these purchases to memorable experiences, personal growth, and real-world relevance, you can help reinvigorate interest in both traditional and modern musical tools.
Music remains an essential, enriching pursuit—and with strategic guidance from educators, it can continue to thrive even in this shifting landscape.
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