THE INDUSTRY HAS SPOKEN – and Elixir Strings has come away with its fourth MIPA Award. Following a high-profile campaign at Musikmesse 2010, in which Elixir Strings unveiled new baritone strings, seven-string sets, and a patch cable, the string innovator was proud to accept the MIPA (Musikmesse International Press Association) Award for ‘Best Overall Guitar String’. During a ceremony on 26 March attended by over 300 industry representatives, the company was honoured for its Elixir Strings with Nanoweb Coating and Plated Plain Steel Strings, underlining the music media’s continued endorsement of Elixir String products, despite an influx of coated strings to the sector.
Held for the 11th time in Frankfurt, the 2010 MIPA Awards included over 40 product categories, with winners voted by 111 international magazine editors. Recognising the best instruments and audio equipment, and taking the pulse of the industry, the MIPAs are widely referred to as the ‘Grammys of the musical instrument industry’.
“What’s particularly nice about this award,” said Elixir Strings Business Leader Craig Theorin, “is that we are facing a crowded field of coated string competitors – and still the global media votes Elixir Strings as #1.”
Pictured from left to right:
Umbo - bass endorsing artist, Mick Calvert - PR The Big Fish, Chris Lioi - Global
Sales Leader, Eve Cobo - EU Sales Associate, Georg Decker - EU Sales Consultant,
Craig Theorin - Business Leader.
