This is a story about Newlam

 

This article is the result of a lengthy chat with Newlam founder Evie. Some editing for clarity may be present, and all personal information has been entirely concealed.

Chapter 1

Evie, Newlam Brand Owner, a graduate with a degree in applied psychology, a therapist with a keen eye for unconventional approaches, harbored a hunch. In her classes, she learned about the power of music to unlock emotions, build self-expression, and create a safe space for healing, especially for individuals with communication difficulties or mental health challenges.

For years, she'd witnessed the power of music in her patients' lives. Uplifting tunes could spark joy, melancholic ballads mirrored sadness, and the rhythm of a song could energize or soothe. But what if music wasn't just a passive experience? What if actively creating music held therapeutic potential?

Here's Evie and her Kalimba story.

One snowy Christmas in 2012, Evie received a unique gift – a handmade Kalimba from Africa. This instrument, with its metal tines and origin wooden body, was unlike anything she'd encountered before. As she plucked the tines, a wave of ethereal, calming melody washed over her.

This music felt different – more imaginative, more relaxing, and deeply emotionally soothing. An idea sparked in Evie's mind. Could this unique instrument find a place in her music therapy practice?

Intrigued, Evie delved deeper. She researched the Kalimba's history, its cultural significance in Africa, and its growing popularity around the world. The more she learned, the more convinced she became of its potential therapeutic benefits. The Kalimba's simple design made it easy to learn, even for those with limited musical experience. Its gentle, calming tones seemed perfect for creating a peaceful environment conducive to relaxation and self-exploration.

Evie decided to conduct a small clinical trial. She gathered a group of patients struggling with anxiety and depression. Over several weeks, she incorporated Kalimba playing into their therapy sessions. The results were promising. Patients shared with her that they felt a sense of calm and focus while playing the instrument. The soothing melodies seemed to ease their anxieties and create a space for them to explore their emotions more openly.

The therapy sessions began to take on a new melody. Evie familiarized the group with the Kalimba's simple layout, its metal tines each producing a distinct note. The initial awkward fumbling with the instrument gradually gave way to tentative plucking, hesitant attempts to form recognizable sounds. The air, once thick with tension, began to lighten as the first notes filled the room. Some patients found solace in the repetitive, meditative act of playing. The rhythmic strumming became a grounding force, a way to anchor themselves in the present moment and quiet the cacophony of anxious thoughts.

As the weeks progressed, the music evolved. Tentative plucks transformed into simple melodies. The shared experience of creating music fostered a sense of camaraderie amongst the group. They began to find comfort in the shared vulnerability of expressing themselves through a new medium. For some, the Kalimba became a bridge, a way to connect with emotions they previously struggled to articulate. The melodies they created, though simple, resonated with the depths of their being. A melancholic sequence of notes might express unspoken sadness, while a brighter, more upbeat tune mirrored a newfound sense of hope.

Evie, acting as a guide rather than a conductor, witnessed the transformative power of music firsthand. A patient named Sanko, who had always shied away from expressing his emotions, found his voice through the Kalimba. The hesitant, melancholic notes he played during the first session gradually morphed into a more hopeful melody. During a therapy session, tears welled up in Sanko's eyes as he hesitantly confessed, "This... this is how I feel sometimes. But the music, it makes me feel like things might get better." In that moment, the power of the Kalimba transcended mere notes. It became a beacon of hope, a testament to the healing potential of self-expression.

The impact wasn't limited to emotional release. The act of playing the Kalimba required focus and concentration. Patients who struggled with racing thoughts found solace in the structured activity. The repetitive motions and the need to follow a simple sequence of notes provided a much-needed anchor in a sea of mental turbulence. For some, the Kalimba became a tool for mindfulness, a way to train their attention and quiet the constant mental chatter.

As the group progressed, they began to experiment with creating music together. Simple melodies intertwined, creating a unique soundscape that reflected their shared journey. The act of collaborative music creation fostered a sense of connection and belonging. Patients who often felt isolated in their struggles found solace in the shared experience. The music became a testament to their collective strength, a reminder that they weren't alone in their battles.

Evie's experiment, while small-scale, yielded promising results. The Kalimba, an unassuming instrument with a gentle voice, emerged as a powerful tool for promoting mental well-being. It provided a platform for emotional expression, a path to mindfulness, and a space for fostering connection. The success of this pilot program paved the way for further research into the therapeutic applications of music creation.

This journey into the world of music and mental wellness is far from over. As Evie and others continue to explore the potential of the Kalimba and other instruments, a new melody of hope emerges. The possibility of harnessing the power of music to alleviate anxiety, depression, and other mental health challenges paints a brighter picture for those struggling in silence. The Kalimba's song, a testament to the human spirit's resilience, serves as a reminder that healing can come from the most unexpected places, and that sometimes, the most profound expressions come not from words, but from the music within.

Chapter 2

Buoyed by the positive outcomes of her experiment, Evie's vision transcended the confines of her therapy room. The Kalimba's potential extended far beyond treating clinical conditions – it offered a pathway to well-being for anyone seeking solace, relaxation, or creative expression.

Evie yearned to share this unique instrument with a wider audience. However, she wasn't interested in simply making the Kalimba readily available. Her goal was to create a new model Kalimba. This meant striking a delicate balance – affordability for widespread accessibility and high quality for an enjoyable experience.

With unwavering determination, Evie embarked on a global quest. She charted a course that took her to Kalimba workshops across continents – East Asia, Southeast Asia, and South America. Each location presented a unique opportunity to delve into the world of Kalimba craftsmanship. Evie meticulously examined instruments, assessing their construction methods, materials, and most importantly, the sound they produced.

Some workshops showcased exquisite instruments, handcrafted works of art that whispered tales of tradition. While undeniably beautiful, their complexity made them less suitable for beginners. Others offered simpler models, yet these often lacked the specific tonal quality Evie sought – that ethereal, soothing resonance that had captivated her on that snowy Christmas.

The search proved challenging, a testament to the vast diversity of Kalimba styles and techniques. Yet, Evie remained steadfast in her vision. She held countless conversations with artisans and Kalimba enthusiasts, gleaning valuable insights into the instrument's potential and the intricacies of mass production.

One particular interaction stands out. A workshop in East Asia, nestled amidst lush greenery, resonated deeply with Evie. The artisan, a man whose weathered hands spoke volumes of his dedication to his craft, presented her with a handmade Kalimba crafted from mahogany. The moment Evie plucked the first tine, a wave of recognition washed over her. This was the sound she had been searching for – warm, inviting, and imbued with a sense of peace.

As fate would have it, this handmade sample became the cornerstone of the Newlam Kalimba. Evie knew she had found the perfect starting point – an instrument that embodied affordability, quality, and the therapeutic potential she envisioned. The mahogany construction offered a beautiful balance between warmth and durability, while the design ensured a simple learning curve for players of all skill levels.

This pivotal moment in East Asia marked a turning point in Evie's journey. It wasn't just about finding the right Kalimba; it was about finding the right partner, a collaborator who shared her vision and possessed the expertise to bring the Newlam Kalimba to life. The story continues, detailing the challenges and triumphs of transforming a single handmade instrument into a globally recognized brand synonymous with relaxation, self-discovery, and the transformative power of music.

Chapter 3

Evie's quest for the ideal Kalimba had finally yielded a treasure – five months of tireless exploration across continents culminated in this moment of recognition. The warm, inviting, and relaxing sound resonated with her vision, promising a gateway to relaxation and self-discovery.

But a new challenge emerged, one rooted in empathy for her future customers. As a therapist, Evie understood the frustration of "decision fatigue" – the mental strain caused by an overwhelming number of choices. She envisioned countless people overwhelmed by a sea of options for materials, colors, and piano key configurations.

So, a bold decision took root within her. Evie chose to forgo the traditional path of offering a wide product line. Instead, she would focus on a single, carefully curated Kalimba. This wasn't a limitation but a deliberate design choice. By eliminating the need for customers to choose material, color, or key configuration, Evie aimed to simplify the buying process and ensure every Newlam Kalimba embodied the core values she held dear – affordability, quality, and therapeutic potential.

This decision wasn't without its risks. The single-product strategy placed a tremendous weight on getting everything right – the size, the number of keys, the materials. If any element fell short, her entire vision could crumble.

Evie meticulously weighed the options, the weight of her decision heavy on her shoulders. Each key configuration presented a unique set of advantages and drawbacks. Offering too few keys might limit the range of playable songs, hindering exploration and enjoyment for experienced players. Conversely, an abundance of keys might overwhelm beginners, creating a steeper learning curve.

She needed a "sweet spot" – a number of keys that offered a gentle learning curve for beginners while providing enough range to play a vast repertoire of beautiful and meaningful songs.

Days turned into weeks as Evie meticulously analyzed data, consulted experts, and experimented with different key configurations. The ideal number remained elusive, a delicate dance between simplicity and possibility.

A breakthrough arrived during a chance encounter with a young girl at a local music store. Evie, drawn by the gentle melody emanating from the Kalimba section, observed the girl intently plucking the tines. The girl's initial frustration at the 21-key Kalimba was evident, her brow furrowed in concentration.

Evie approached her, offering gentle guidance. The girl, initially shy, warmed up and readily accepted the offer. Evie demonstrated a simple three-note melody on a 17-key Kalimba, a familiar children's song. The girl, captivated by the sound, quickly grasped the sequence, a smile spreading across her face.

That's the answer!

She considered the concept of musical scales – the building blocks of melodies and chords. A 17-key Kalimba, tuned in a diatonic scale, offered a sweet spot. It provided a sufficient range to play major and minor chords, the foundation of countless beautiful songs. This configuration allowed beginners to learn basic chord progressions, fostering a sense of musical accomplishment without overwhelming them with an abundance of options.

Furthermore, research revealed that many popular and calming songs, particularly those commonly used in music therapy, could be played beautifully on a 17-key Kalimba. From gentle lullabies to uplifting folk tunes, the instrument offered a gateway to a vast repertoire, catering to diverse musical preferences and creating a platform for relaxation and self-expression.

The decision wasn't without its limitations. Experienced players might find the 17 keys slightly restrictive compared to a 21-key Kalimba. However, Evie believed the advantages for beginners, the core audience for the Newlam Kalimba, outweighed these limitations.

The 17-key Kalimba wasn't just an arbitrary choice; it was a deliberate selection based on Evie's vision for the instrument.

Final Chapter

With the crucial decision of 17 keys made, Evie's focus shifted to crafting the physical embodiment of the Newlam Kalimba. She meticulously documented its dimensions, the spacing of the tines, and the subtle curves that offered a comfortable playing experience. Drawing on this information, Evie began sketching her own design. The Newlam Kalimba needed to be elegant in its simplicity, a reflection of its core purpose – facilitating relaxation and self-discovery.

The color scheme was another deliberate choice. Evie eschewed vibrant hues, opting for a calming, neutral palette. She envisioned a light, natural wood finish that would blend seamlessly into any home environment, inviting users to pick it up and explore its soothing sounds.

With the design finalized, Evie embarked on the critical task of finding the right manufacturing partner. Finally, she found a manufacturer that resonated with her vision. They possessed a deep understanding of Kalimba construction, a dedication to using sustainable materials, and a culture of ethical production.

One month later, a box containing the first batch of finished Newlam Kalimbas arrived at Evie's doorstep. Excitement mingled with nervous anticipation as she unpacked the instruments. The smooth mahogany gleamed in the sunlight, the metal tines perfectly aligned. Picking one up, Evie strummed a simple melody. The sound that emerged was everything she had hoped for – warm, inviting, and imbued with a sense of serenity.

The next step was gathering feedback. Evie knew the success of the Newlam Kalimba wouldn't be measured solely by her own perception. She randomly picked a diverse group of individuals to receive the first Kalimba. This group included video producers with online platforms, niche music producers, civil engineers seeking relaxation after a long day, and high school teachers looking for a creative outlet.

Evie's belief in the power of word-of-mouth marketing resonated in her approach. She opted for a low-key launch, eschewing flashy social media campaigns and expensive search engine ads. Instead, she focused on building genuine connections with people who might find value in the Newlam Kalimba.

The initial feedback was overwhelmingly positive. Video producers began creating calming music videos featuring the Newlam Kalimba's ethereal sounds. Music producers explored its unique tonal qualities, incorporating them into their compositions. Civil engineers found solace in its gentle melodies after a stressful day at work. High school teachers were surprised by how quickly their students grasped the basics and began creating their own simple tunes.

Evie's philosophy wasn't about maximizing short-term profits; it was about building a brand with a soul. She believed that by focusing on quality, affordability, and genuine connections with users, the Newlam Kalimba would find its place in the world. This approach fostered loyalty and a sense of community among early adopters. Newlam Kalimba owners weren't just customers; they were advocates, sharing their experiences and inspiring others to explore the instrument's potential.

However, Evie wasn't naive. She understood that her unconventional marketing strategy wouldn't resonate with everyone. Friends and colleagues offered well-meaning advice, urging her to leverage the power of social media influencers and targeted advertising campaigns. They argued that a more aggressive marketing approach would propel the Newlam Kalimba to mainstream success.

But Evie remained steadfast. She knew that flashy campaigns wouldn't guarantee long-term success. She yearned to create a brand that resonated with people on a deeper level, one that aligned with her core values of quality, affordability, and the therapeutic potential of music. The users, from seasoned musicians to curious beginners, discovered a supportive space to learn, share, and grow. Their stories, testimonials, and creative compositions became the brand's most powerful marketing tool.

The success of the Newlam Kalimba wasn't a meteoric rise fueled by aggressive marketing tactics. It was a slow and steady climb, built on a foundation of quality, affordability, and a genuine desire to help people find solace and self-expression through music. Evie's unwavering belief in the Kalimba's potential, coupled with her unconventional approach to marketing, carved a unique niche in the musical instrument landscape.

The journey, however, wasn't without its challenges. As the Newlam Kalimba's popularity grew, so did the competition. Other manufacturers began offering similar instruments, some at lower price points. Evie faced the temptation to compromise on quality or increase production to compete on price.

But she remained resolute. Her vision wasn't simply about selling Kalimbas; it was about creating a brand that embodied a specific philosophy. Evie believed that sacrificing quality would ultimately erode the trust she had built with her customers. Instead, she focused on continuously improving the Newlam Kalimba experience.

Selected paragraphs from the transcript of the conversation with Evie:

"I already have a good job and make a decent living, so making Newlam Kalimba a huge brand or going all-out with expansion wasn't ever the plan. My story's as simple and clean as the birth of the Newlam Kalimba itself. I just want to get the word out there about how the Kalimba's sound can chill you out, help you unwind, and create your own space to relax. Plus, it may help you deal with all those negative feelings that bug you."

"I know pricing can be a concern, and competition is fierce. Don't sweat it. Think of it this way – a Newlam Kalimba might cost about the same as a decent dinner tip. Whether it's the diner enjoying a night out, the server getting a little extra cash, or the customer finding relaxation or happiness with their Newlam Kalimba, everyone feeling good."