Axe Music Inc.
owners Brian and Darrell Holowaychuk have at least a couple of
things in common with Jack Black’s rockin’ character in the 2003
hit movie School of Rock. First, a leap of faith approach to
enterprising ideas and second, the School of Rock itself.
The
difference between the Holowaychuks and Jack Black is that the
Holowaychuks- and indeed their School of Rock- are real.
This year the brothers marked 25 years of success by scoring an
Edmonton Chamber of Commerce Small Business Owner of the Year
Award in the under 50 employees category. They also hosted the
School of Rock and helped a bunch of kids to shine.
But
let’s start at the beginning. First there was a 900 sq. ft.
garage with a dirt floor near Speedway Park- that’s where framer
and drummer Brian Holowaychuk began building speaker cabinets.
But selling them was tougher than expected, marketing direct to
musicians in local bars and taverns. Humble beginnings for a
company that has completed numerous installations in landmark
Alberta buildings such as Rexall Place where Axe successfully
installed the state of the art Video score board, sound system,
Bowl LED ribbon display and the pre game light show.
As
the business grew, the brothers expanded the garage, then
eventually leased new space in their current location at 11931
Wayne Gretzky Drive. Axe Music eventually took over the entire
building, purchased it, and added a second storey. They expanded
again, opening a store in Calgary in 1990, now managed by Brian
Cymbaluk, a former Edmonton Chamber of Commerce Membership
Manager.
The
Holowaychuks have surrounded themselves with a team of excellent
staff who have been a major factor in the company’s growth. To
recognize their efforts, Brian & Darrell have implemented an
employee partnership program for senior managers two years ago.
“It’s a bit of a succession plan,” says Darrell, who is the
company’s Vice President.
There are two divisions of Axe Music, the music retail division
and “Axe Integrated Solutions” that focuses on installed system
design, sales & installation, which Darrell points to as a real
growth area. Brian, who moved to Vancouver Island, is company
President and remains in charge of retail side of the operation.
The
Holowaychuks may have taken a slightly unorthodox approach to
business- dirt floor and all- but they’ve also had some fun
along the way.
Axe
Music hosts an annual high school Battle of the Bands, aptly
named “AXEtremefest” says Darrell. They transport top of the
line sound and lighting equipment and expertise to participating
high schools and provide equipment for the “playoffs,” which is
held at Reds in West Edmonton Mall. It’s an opportunity for up-
and-coming stars to rock with professional sound and a full
light show and get a taste of what is possible.
Then there’s the real “School of Rock.” Axe celebrated 25 years
in business last spring by hosting this particular program in
partnership with St. Alphonse Junior High School. The school
principal, a police officer, and a handful of AXE Music teachers
organized a concert for students and invited them to participate
in the School of Rock.
“Participation was stupid big,” says Darrell laughing.
Approximately one third, 50 of 150 students, participated. This
is where reality meets fiction. Axe provided instruction,
instruments and the opportunity for kids to strut their stuff at
a concert staged for family and friends. The kids loved it! If
Axe Music can find some ongoing funding the School of Rock could
become an ongoing venture.
To reiterate an expression
from the company’s website at
www.axemusic.com “AXEcellent.”
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