Music Instrument News is pleased to partner with industry veteran Alan Greensall of Synergy Statistics, sharing insight and accurate data with the Music Industry.
Track the ups and downs of the industry at a glance through collected and analysed data designed to support buyers, builders, makers, and decision-makers. By understanding the numbers in context, the industry can gain real insight rather than rely on data that may understate or overstate actual conditions. Done properly, this provides a clearer picture of where the industry as a whole—and the sectors within it—are over-performing, underperforming, or shifting.
Introduction to the data
What does this mean? What does it tell you?
This first graph is the opening sequence of monthly updates that are being prepared to keep the Music Industry fully aware of the trends and changes happening in the MI category.
It has always felt incongruous that our industry is not adept at keeping up to date, even on a yearly basis. This would be unheard of in so many other industries. Perhaps we were happy with heresay, or believed the numbers from suppliers, even though they were often skewed in their favour.
Many distribution companies and suppliers even use Music Trade data as the definitive source. However this was never accurate for the UK at least. Lots of inaccuracies are embedded in the UK HMRC data, that will only get corrected when someone with industry experience and the available time to analyse the data, and correct the obvious mistakes. Too many times, items such as toys or small gifts are misclassified under the wrong commodity code, creating totally skewed results.
I’m now undertaking something unprecedented in our UK industry. We now have access to the UK data monthly.
This will allow us to see the trends faster than ever before, and adjust business plans accordingly without having to guess what’s really happening.
What does this first graph expose?
It shows in an easy graphical representation of all Commodity Code beginning with 92, exposing year to date numbers and value of all products imported into the UK at cost ( prior to freight, duty or any UK margin)
Over the months I will compare this YTD data with the previous year, and thus be able to judge trends of growth or shrinkage.
The first graph indicates that the value of MI imports has grown by 6%, but the volume has decreased by 9%.
So costs are trending upwards, but we may have less product to sell. Changes will be inevitable if this continues.
The coming months will help complete the trend analysis.
Over the next few weeks we will be more granular and expose some of the important categories that make up this first set of data.
I hope you find it interesting and informative.
Alan Greensall
Alan Greensall continues to be a prominent figure in the UK music industry, known for his long career in distribution, brand development, and market analysis.
He began his career in the music sector in the late 1970s, working as an Area Manager for Rose Morris (Marshall/Ovation/Takamine/Korg/MXR/Ludwig/Vox/Jupiter).
In the fall of 1984, he was poached by Roland UK, after achieving multiple top sales awards for RM.
He proved himself yet again in Roland, and was quickly promoted to UK Boss Sales Manager in 1987, and a few years later was appointed Roland UK Sales Manager. He also subsequently took over the role of UK MI Buyer. With Directorship roles on the cards, he was offered and decided to join Sound Technology, as the Managing Director, taking a team from the Roland Management team.
In the Sound Technology period, Alan played a key role in sustaining and developing several international brands in the British market, including Alesis, Taylor Guitars, Samson, EMAGIC, and G&L Guitars. The embryonic Line6 was a major breakthrough product that was nurtured directly by Alan. He later assisted in the setting up of the Line6 European operation.
This experience fuelled his passion for brand development in the UK.
In 2000, he founded Synergy Distribution, his own company, focused on distributing musical instruments and related products in the UK and Ireland.
Synergy was one of the first companies to develop a European strategy that enabled disadvantaged brands to expand into the UK.
Brands in that period included Engl, Gem/Lem, Lowden/Avalon, Red Sound, PJB, and Sandberg.
After a major medical incident, Alan reluctantly gave up distribution and shifted his primary focus to industry data and statistics. Alan had been uniquely successful whilst being the Chairman for Statistics & Trends, during his time as a Director of the MIA.
Alan now runs Synergy Statistics, providing detailed market insights, trends, and annual reports on the UK musical instruments (MI) industry—including all categories such as guitars, pianos, imports, and broader sector performance analysis.
His data is frequently cited in industry publications like Music Instrument News, and he shares analyses on platforms such as LinkedIn and Facebook.
He maintains an active online presence:
Alan has also contributed to industry oral histories, such as his interview with NAMM (National Association of Music Merchants), documenting his career and contributions to brand growth in the UK.
In summary, he is a veteran entrepreneur, former distributor, and current leading provider of statistical analysis for the British music gear market.