Partnership Aims to Expand Distribution and Promote Accessible Music Education
On September 30, in Mexico City, Casio México officially announced its alliance with distributor group Hermes Music, seeking to bolster the company’s presence in Mexico. The announcement was made during an event that gathered executives, musicians, and academics, marking a new chapter in the Japanese brand’s expansion.
The collaboration not only involves distributing Casio products through Hermes Music’s 36 stores across Mexico but also aims to bring music closer to more families, schools, and communities.
A Forward-Looking Union
During the presentation event, Hirofumi Takeda, General Director of Casio México, emphasized that the alliance marks a milestone in the company’s history in Mexico:
“Casio believes in enriching daily life through music. With Hermes Music, our instruments will reach more homes and classrooms across Mexico. This union will generate greater opportunities for music lovers and educators, building together a brighter and more musical future.”
Raúl Carlos Uriegaz Martínez, Commercial Director of Hermes Music’s retail stores, highlighted the importance of this collaboration:
“Strengthening our operations and benefiting our customers, we are confident that together we can build a solid and lasting collaboration. In this context, count on the full support of Hermes Music Club stores for the successful commercialization of Casio in Mexico.”
Music Education at the Core of Casio’s Strategy
Beyond the commercial aspect, Casio has placed music education at the center of its strategy. Its program Casio Educación already brings together over 500 teachers in Mexico, aiming to professionalize teaching through training, didactic repertoires, and digital materials.
Lizzi Ceniceros, the program’s Academic Director and renowned orchestra conductor, shared her vision:
“I have always dreamed of music belonging to many people. Casio shares that mission: democratize access, support teachers, and provide tools to schools. We have already started a series of workshops with specialists, from jazz musicians to solfege teachers, to bring practical and high-quality content to teachers and students.”
Technology and Innovation for All Levels
Casio has been globally recognized for its ability to innovate and offer accessible yet high-quality instruments. Models like the CT-S series teclados and the Privia PX-S and CDP-S digital pianos stand out for their compact design, AiX Sound Source technology providing a more realistic sound, and connectivity with apps, Bluetooth, and MIDI.
Alfredo Cano, Consumer Products Director at Casio México, explained that the alliance with Hermes also addresses a need for specialized attention:
“Hermes is a chain that adds value. Their staff is trained to attend professional musicians and understand their needs. This allows us to strengthen our presence in the semi-professional and professional segments, while promoting children’s and young people’s learning.”
Established Leadership
With over 40 years of innovation history, Casio is now one of the leading global brands in pianos and digital keyboards. In Mexico, the company maintains a notable participation of 38% in keyboards and 17% in digital pianos, figures that reflect the market’s confidence in its technological and accessible offer.
Hermes Music, on the other hand, has 36 stores in Mexico and 4 in the United States. Founded in 1982 in Texas by musician and composer Alberto Kreimerman, the company has combined business growth with a strong social commitment through the Hermes Music Foundation, dedicated to cultural and humanitarian work in vulnerable communities.
A Bridge Between Japanese Innovation and Mexican Distribution
The agreement between Casio and Hermes Music not only represents a crucial step for both companies but also a bet on the future of music in Mexico.
The alliance will allow for expanded national coverage, reaching more schools and conservatorios, and reinforcing musician training at all levels.
“Our goal is simple: more smiles, more creativity, and more music for Mexican families. Together with Hermes, we will make it possible,” summarized Takeda.
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