Emeo Digital Saxophone

Gladhat oversaw the marketing launch of the Emeo, the world's first digital practice horn for saxophone players.

In its first year of operation, this bootstrap company went from zero, to sales of more than $500,000.

The question was how to position the instrument as a premium product, given it was unknown in the world of music.

We decided to price the Emeo at $1550, higher than other MIDI wind controllers. We pitched it as the perfect practice instrument - and backed up the promise with endorsement by top saxophonists.

The first batch of instruments sold out within hours of the presale opening. Since then, the instrument has gone on to become well known among saxophonists around the world, and is stocked by the largest dealers around the world.