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Music Tectonics

Apr 30, 2020

If you’re interested in the world of music equipment retail, you have heard of Sweetwater. More likely than not, you are a customer that has contributed to its over 700 million dollars in sales. But how did the company become one of the biggest catalog and online retailers for music? Founder Chuck Surack sits down with Music Tectonics host Dmitri Vietze to explain his humble origins touring around the country as a musician in a beat-up VW and how he ended up building a retail business. He also explains his guiding principles both for business and for life. Amongst them: Doing the right thing by prioritizing taking care of customers instead of simply chasing their money. Surack also reveals the inner workings of Sweetwater, from its 13-week “Sweetwater University” training program for sales engineers to lunch concerts and above-par cafeteria food. With 40 years of experience in the music industry to draw upon, he weighs in on new developments and areas of innovation as well as the “all in” approach that all entrepreneurs need when setting out to make their dreams a reality.

The Music Tectonics podcast goes beneath the surface of the music industry to explore how technology is changing the way business gets done. Visit to learn more, and find us on Twitter, Facebook, and Instagram. Let us know what you think!