Case Study: Raffe Studio, Inc.: Innovation in an Evolving Industry
Date
2-20-2025
Faculty Mentor
Jianping Coco Huang, Business
Files
Submission Type
Conference Proceeding
Location
9:15-9:25 am | Houston Cole Library, 11th Floor
Description
Synopsis: Since 2001, the music business Raffe Studio, Inc. (formerly Raffe Reeds) has served global musical communities as a multifaceted educational bassoon nonprofit organization. The initial business strategy was to cultivate musical communities through whimsical and thoughtful educational resources and performances while highlighting social responsibility. As the organization continues to expand, Raffe Studio has recognized a need to reposition to remain sustainable. By shifting the organization from a non profit organization to a corporation, the business can offer the bassoon community a greater variety of services and create a stronger market presence. As the brand chases a wider audience, the case follows the challenges of social media engagement, well intentioned deals, and the excitement of the evolving music market.
Themes: Brand reposition, media “influencer” marketing, customer relationships, social responsibility, competitive advantage, branding alliances, product strategy, and global marketing
SERVING A NICHE MARKET
Who is the Raffe Studio Consumer? Why is the Customer Base Small?
Raffe Studio serves a niche facet of the music industry, the bassoon market. The size and scale of the bassoon market is narrow due to the financial barriers to entry. The first and foremost barrier to entry is the cost of the instrument. A good quality beginner bassoon starts at $10,000. Professional bassoons can exceed $60,000. Additionally, throughout a bassoonist’s career the bassoonist will need to buy reeds and/or reed making supplies. The daunting number of thumb keys, 9 for the left hand and four or five for the right hand, force many bassoonists to splurge on educational resources like private lessons, masterclass tutorials, or additional books. Expenses to facilitate the challenges unique to bassoon, exacerbate the financial challenge for many.
THE HISTORY OF RAFFE STUDIO
How did the business get started?
Like most professional musicians, Eryn’s career required her to “wear many hats.” Raffe Studio was founded in 2001 to encompass the multiple music income streams. In the beginning, Raffe Studio was as a Schedule C business that provided professional music performances, hand-made bassoon reeds, private music lessons and reed making tutorials. In 2014 to increase product sales and global outreach, Eryn joined the YouTube creator program, launched her YouTube channel and increased her marketing presence on social media.
Becoming an Influencer
Bassoonists, music educators, and woodwind class method courses tuned in for weekly videos, blogs, quizzes, and updates. Education about the elusive bassoon became accessible without the expensive price tag.
Keywords
student research, business
Rights
This content is the property of Jacksonville State University and is intended for non-commercial use. Video and images may be copied for personal use, research, teaching or any "fair use" as defined by copyright law. Users are asked to acknowledge Jacksonville State University. For more information, please contact digitalcommons@jsu.edu.
Disciplines
Advertising and Promotion Management
Recommended Citation
Oft, Eryn, "Case Study: Raffe Studio, Inc.: Innovation in an Evolving Industry" (2025). JSU Student Symposium 2025. 59.
https://digitalcommons.jsu.edu/ce_jsustudentsymp_2025/59
