Andertons Music Co and Music Tribe to enter Super Partner Relationship

We're delighted to announce our new Super Partner relationship with Music Tribe! To find out what that means, and how it benefits you, our customers, have a read of the press release below. 

Andertons x Music Tribe

Lee Anderton, Managing Partner of Andertons Music Co and Music Tribe’s CEO, Uli Behringer have announced the entering of a strategic relationship. The focus of this Super Partner relationship is to deliver an obsessive customer experience with unique collaborative opportunities to realise co-innovation of new products, co-marketing related to learning and education, as well as a unique supply chain integration to ensure all products are always in stock and readily available.

Lee Anderton commented: “I’m incredibly honoured that Uli & the team at Music Tribe has invited Andertons to become a Super Partner. Andertons prides itself on putting the customer first and has built a reputation for making entertaining, honest & impartial video content, reaching an audience of tens of millions of musicians in every corner of the globe.

We’re so excited that Music Tribe want to be a part of this, and I cannot wait to start this new era of our relationship. Over the last 10 years Andertons has invested millions of pounds in 1st class logistics, customer service & e-commerce, and the whole team are looking forward to being able to offer the entire Music Tribe range of amazing brands to our ever growing number of customers around the world.

The Music Tribe range of brands are market leaders. Behringer, TC Electronic, TC Helicon & Tannoy are already big-selling brands for Andertons, but this new Super Partnership will enable us to bring more focus to these brands, as well as give us the opportunity to offer some exciting new brands for us like Bugera, Midas, Turbo Sound and many more!

Andertons will be stocking more and investing more in supporting customers that are looking to buy or already own products from these brands. Uli Behringer is a visionary when it comes to product design, manufacturing & customer centric service & we share many core values when it comes to putting the customer first. I believe this Super Partnership will be great for Music Tribe, great for Andertons & most importantly, great for our customers.”

Music Tribe’s CEO Uli Behringer commented: “We are very proud to have Andertons join our Super Partner family. Both companies are extremely passionate to serve our Retail Customers. This strategic relationship will now open the door for a deep integration and collaboration – all for the benefit of the Customer we all love to serve".

How will Customers benefit from this?

• Product Availability - Music Tribe is one of the very few companies in the industry that manufactures nearly all its products in-house. This allows us to ship all our products from our China and Malaysia factories directly to the Andertons warehouse, saving huge time and cost resources. Our customers will enjoy much faster access to new products, all at reduced pricing.

• Innovative Solutions - Andertons' tremendous product and market knowledge will enable huge opportunities around co-innovation for new products. With Music Tribe’s 8 global Innovation Centres and 400+ world-class engineers, we will be able to turn around product ideas in record time. We’ll soon be rolling out a customer co-Innovation application that will allow our customers to directly participate in the definition and design of new solutions, products and features.
• Product Marketing - Both Andertons and Music Tribe will collaborate in the creation of digital learning and education content in order to help customers to maximise the usage of Music Tribe’s products. In the coming year we will be launching our Music Tribe Academy, an interactive learning management system, where our customers and partners can co-create courses and other content.
• Customer Service - With the setup of this new strategic relationship, Andertons will now directly be supporting and servicing all Music Tribe products through its own call centre and in-house service facility. Music Tribe will serve Andertons with global support services as well as spare parts supply directly from our factories, hence drastically improving the product turnaround time. Music Tribe’s retail products do enjoy an industry-leading 3-year warranty upon registration at Music Tribe’s Community.