More Than Just A YouTube Success

Nick Messitte a contributor to Forbes, took a closer look at the guys behind Pensado’s Place and caught up with their expanding platform. Dave Pensado and Herb Trawick are also two of the authors behind The Pensadao Papers: The Rise of Visionary Online Television Sensation, Pensado’s Place. Read an excerpt of the article below!


00120020.jpgSince the last time we covered Herb and Dave, their platform has become much more than a lens; in orchestrating partnerships with brands, distribution platforms, and publishing companies, they’ve become a full fledged media company, procuring not only the wherewithal to penetrate a growing marketplace (we’ll touch on that later) but also the physical space to accomplish, as Herb put it to me, “pretty much anything a media company can do—of any size.”

Indeed, the Pensado Media Center, built in conjunction with Westlake Pro, offers the duo an in-house means of shooting high-definition productions, of securing bandwidth for streaming/broadcasting content across various platforms, as well as the ability to hold seminars and master classes, all while housing an art gallery and a library to boot—a place “where people in audio can come up, learn, read, put their feet up and so forth,” as Herb told me.

Now, this is just what’s happening in the Los Angeles area. Elsewhere, with the help of recognizable pro-audio brands like Audio-Technica, Avid, and iZotope, the duo have been able to pull off some eye-opening stunts, such as donating duffle-bags stuffed with quality studio gear to audience members in packed conventions (something I saw them do last year at Washington, DC’s Howard Theater).

And, with the help of Hal Leonard—alongside the production company Groove3—they’ve launched their own curricula: Pensado’s Strive, an umbrella of audio-related information which aims to be “a world-class library of educational materials,” offered both “in a subscription-based model” online, and in “traditional print and digital-print, which is something unique in the space of online audio/visual sites.” This is how it was explained to me by Hal Leonard’s Group Publisher, John Cerullo.

Here we pause for a moment, for if you’ve ever played an instrument in a school-based setting, the name Hal Leonard probably strikes a chord: their “Essential Elements” series is de rigueur in most music-education spheres, as is their “Guitar Method.”

It’s worth noting, however, that Hal Leonard isn’t just a publisher of one series of recognizable method books. They are also a dominant marketing/distribution hub supplying content throughout the entire music-education industry, one that is able to act as a one-stop shop for multiple institutions; they are in the enviable position of single-sourcing ostensibly competing brands to multiple outlets across multiple platforms (for instance, they handle Forbes’ own Bobby Owsinski’s seminal textbooks on engineering).


Click HERE to finish reading!

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About HLPAPG

Hal Leonard Performing Arts Publishing Group, the trade book division of Hal Leonard Corporations, publishes books on the performing arts under the imprints Hal Leonard Books, Backbeat Books, Amadeus Press, and Applause Theatre and Cinema Books.

Posted on June 3, 2016, in Music Industry, Uncategorized and tagged , , , , , , . Bookmark the permalink. Leave a comment.

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