'Why Drummers Prefer LinnDrum to Other Drum Machines.' Running this ad was a courageous move by Linn. In the face of criticism for 'putting drummers out of work,' they took the high road and offered the LinnDrum directly to drummers, pointing out that it could be played 'live' through drum pads, and since producers wanted it at sessions, who better to bring it and play it than a drummer? This tactful forthrightness won that market for Linn. https://www.ericwrobbel.com/art/linnwhydrummers.htm

Going On the offensive inoffensively

It was feared by some musicians that my client’s drum machines were putting drummers out of work. New technologies often get that reaction. To address that fear, we took the high road and offered the LinnDrum directly to drummers themselves, as in this ad that appeared in “Modern Drummer” magazine. In it, we pointed out that the LinnDrum could be played “live,” through drum pads in a live-performance setting. We further pointed out that since producers wanted the LinnDrum on their sessions, the fully-equipped drummer ought to have one and that the drummer was naturally the best person to use and program a LinnDrum. This ad tactfully and forthrightly dealt with issues that concerned drummers and they responded, rewarding our efforts by making the LinnDrum their drum machine of choice–something to be embraced rather than feared.


What: Concept, copy assistance, design, art, corporate logo

For: "Why Drummers Prefer LinnDrum to Other Drum Machines" full-page color magazine ad

Client: Linn Electronics/p>

When: 1984



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