Opinion: Physical music shops have an instrumental role to play for rising musicians

A Major Music Supplies

In this guest posting, Roger Foxcroft of A Major Music Supplies in Staffordshire talks about the important role that physical music shops have to play for rising musicians.

Roger Foxcroft

It’s no secret that the world is moving increasingly online, and music is no exception to that. From streaming services replacing vinyl and CDs to buying sheet music and instruments online, I’ve witnessed the shift first-hand.

At the same time, music education in schools is in decline. A lack of funding and an ever-increasing focus on STEM subjects over the arts is letting our young musicians down.

What we cannot do is let music shops disappear from our high streets. The next generation of musicians depends on them.

UK schools are playing a bum note

It’s widely recognised that musical education is beneficial for cognitive ability. Learning an instrument comes with an extensive rap sheet of benefits, including improved memory, engaging various brain areas simultaneously, and even improved social connection and healthier mental wellbeing.

Yet, according to Ofsted, the trajectory of music education in recent years has been one in which schools have reduced key stage three (11-14 years) provision, and trainee primary teachers have been offered shrinking amounts of music training. The uptake of music education in key stage five, the final two years of secondary school education where many pupils begin to plan their future careers, has fallen over the last ten years.

At our music shop, 40% of our business used to be with schools – that number has fallen significantly. In fact, a 2025 report by independent think tank Demos identified a £161.4m shortfall in the government’s budget for music education.

In Stoke-on-Trent, where A Major is based and where my children live, we struggled to find many schools which even offer a music GCSE. Feedback from schools in the area shows they’re having to cut entire subjects, including music, due to costs.

So, what does this mean for young musicians? Limited access to instruments and equipment, fewer classes and learning opportunities, and loss of specialised teachers.

Why do we need music shops?

Physical music shops are in no way a replacement for well-funded music education in schools. What they do offer young musicians is the opportunity to talk to experts, since most music shops are owned by musicians themselves.

They can give tailored advice, demos of instruments, and troubleshoot problems on the spot.

Musicians can gain hands-on experience with equipment that they may never have seen before. They can touch, play, and hear instruments. They can feel the weight of a guitar, test the keys of a piano, or hear how a saxophone sounds in real life.

Balancing the scales

For all these reasons, it’s vital that music stores maintain a physical presence on UK high streets. That said, having a solid digital presence isn’t just helpful, it’s a game changer for shop owners trying to fill the gaps and keep their business moving forward.

For example, road works outside the A Major store in 2024 caused a noticeable dip in sales. Without an online presence, events that limit in-person sales can be detrimental to the business.

There are clear benefits of an online touch point for customers. We stock over 10,000 SKUs, and offering these online too means the customer base immediately expands from people in your local area to musicians all over the country. That increase in sales supports the physical business financially.

Another benefit is that customers can more easily compare prices. It’s often presumed that online giants like Amazon sell products cheaper, so people don’t even bother making the trip to the shop. In our case, it’s most often not true. So, by listing our products online, customers can clearly compare our stock and prices with other sellers.

Aligning online and physical presence

Currently, our shop strikes about an 80/20 profit ratio, with 80% being in-person sales. It’s our goal to bring this to 50/50, so we can continue to offer a vital in-person service to customers, supporting young musicians and those seeking expert advice. Meanwhile, we can build an online income stream which maintains financial stability during quieter in-store periods.

Last year, we brought on DMAC Media, a digital marketing agency, to help with the shop’s website. We wanted customers to receive the same level of professionalism and expertise that A Major provides in our physical store and reach a wider audience than we’re able to in person.

In one year, our online sales increased by 17% and the value of each order increased by 12%. Sessions rocketed by 109%, meaning there’s more people browsing our products and aware of the business when they’re ready to make a purchase. When profit margins are minimal, this makes a huge impact on our ability to keep the physical store running.

Physical music shops are vital for the industry and for helping fill the gap left by the decline in music education in schools.

But they must move with the times and recognise the role played by having an online presence.

These are not competing business models; they are complementary approaches to achieving the ultimate goal - better access to musical education and instruments.

Roger Foxcroft