In the fall of 2016, I played at Carnegie Hall with my band and the legendary Ethiopian singer Mahmoud Ahmed. Nervously waiting for the soundcheck backstage, I noticed a Steinway grand piano in an adjacent room.
I looked at it longingly. If only I could just touch those keys …
I asked an usher nearby whether it would be possible, and, miraculously, he granted permission. I sat on the stool and surveyed the six-foot expanse of the key lid in sublime anticipation. My fingers touched the keys, and within seconds of playing “Somewhere Over the Rainbow,” the Steinway cast its spell. I was enveloped in magic.
The inanimate black giant came alive and produced a heavenly sound amplified by the acoustics of the room. I felt the molecular structure of my body being subtly altered by the resonance and vibrations of the instrument.
The magic of a Steinway is universally acknowledged. Artists across different musical styles have chosen Steinway as their instrument for life. American pianist and composer Keith Jarrett said, “Only a Steinway has the kind of consistency that allows me to mold my work through it.” Michel Petrucciani, the French jazz pianist, had an almost telepathic relationship with the Steinway. The moment Petrucciani entered a showroom, he could identify the one that spoke to him. The famous Italian pianist Arturo Benedetti Michelangeli would play only if his personal Steinway was shipped to recital venues.
What is the source of Steinway’s magic, and what can we learn from it?
How a Steinway Is Built: The Source of Product Excellence
Heinrich Engelhard Steinweg arrived in New York from Germany in the mid-1850s and started building pianos in a modest workshop in Lower Manhattan. In the great American tradition of cultural assimilation, Steinweg changed his name to Steinway and built a brand that set the global standard for exceptional craftsmanship.
In today’s age of mass production, more than 80% of the manufacturing process is still completed by hand. Expert craftsmen meticulously and patiently create and assemble thousands of parts following a yearlong process (a grand piano has more than 12,000 components). This attention to detail ensures Steinway pianos meet the expectations of professional musicians who demand instruments capable of the highest performance standards. At the turn of the last century, a series of patented innovations created preference for Steinway and established Steinway as the preeminent, category-defining brand.
Once completed, each Steinway piano has its own distinctive sound — you can hear and feel the difference. Art and science coalesce harmoniously to create unique, resonant experiences. “A Steinway is a Steinway, and there is nothing like it in the world,” the great concert pianist Arthur Rubinstein said when asked about Steinway pianos.
As with all powerful brands built on craftsmanship — Rolex, Ferrari, and Tiffany included — Steinway’s reputation is built on uncompromising quality, innovation, and a great story.
The Making of the Steinway Legend
Steinway’s story possesses an almost mythic quality, and not by accident. Early on, the company realized it had to master both the art of piano-making and marketing to compete against the numerous high-end piano makers in the U.S. and Europe.
An endless series of endorsements from the world’s most renowned pianists was instrumental in building Steinway’s reputation for quality. From Rachmaninoff, Horowitz, and Keith Jarrett to Lang Lang, Diana Krall, and Billy Joel, the endorsements of famous musicians across genres continue to maintain Steinway’s aura of otherworldly excellence.
To the long list of illustrious endorsements, the company added its famous “piano bank.” Thousands of well-maintained pianos are available in almost every major city worldwide, ensuring artists have concert-level instruments wherever they perform.
Steinway’s premium image aligns with its price point. Pianos range from $100,000 to more than $300,000 for some of the recent Spirio models, depending on size, features, and finish. This positioning reinforces the brand’s exclusivity and mystique.
Navigating Change: The Digital Revolution and Changing Habits
Steinway’s staying power is truly remarkable. The company has remained relevant and successful for 160 years, navigating the digital revolution, declining interest in piano playing among younger generations, and rising competition from global brands like Yamaha.
Through it all, Steinway remained true to its core idea of excellence, resisting the temptation to extend its brand into digital pianos, as many other manufacturers did.
Even more remarkable is how Steinway integrated digital technology to enhance its core product. The Steinway Spirio piano connects to an iPad containing a library of 4,000 recordings from hundreds of famous artists. Customers can select a performance, and the piano plays it, closely mirroring the artist’s style and interpretation. Performers can also record themselves, listen, and make improvements. Spirio seamlessly integrates craftsmanship, technology, and artistry to create a musical experience indistinguishable from a live performance.
The Spirio has brought new life to Steinway, opening up a market of wealthy music lovers who may not play but appreciate the prestige and mystique of owning a Steinway, further bolstering the brand’s appeal without compromising its heritage.
And the Legend Continues
As the ongoing Jaguar rebranding controversy reminds us, a brand promise without a relevant, superior product is like a symphony without a melody — an empty gesture.
Steinway continues to set the bar on the concert stage, remaining the universal standard of excellence. It has achieved what few others can: blending tradition and innovation to breathe new life into its brand — honoring its legacy without being confined by it. In an ever-changing world, Steinway’s unwavering commitment to excellence is a testament to the power of craftsmanship, the art of storytelling, and the importance of adapting without compromising core values.
As long as there is music, there will be Steinway — playing the timeless tune of artistry and innovation.