When it comes to reaching the right musicians for your synth or pedal brand, understanding who your customers are — and where they’re coming from — is essential. One of the most influential factors in a musician’s mindset is their environment, and nowhere is that more evident than in the contrast between big city musicians and their non-urban counterparts.

Ambition Fueled by Density and Competition
Musicians in major cities are immersed in a hyper-competitive and creatively charged environment. They’re constantly surrounded by other artists, producers, engineers, and performers who push boundaries — and that energy creates a culture of relentless self-improvement. There’s always someone with better tone, sharper stage presence, or a more cutting-edge setup. This external pressure feeds internal ambition, driving big city musicians to invest more in their gear, push their sound further, and seek out tools that differentiate them.

In smaller towns, ambition may be equally present — but it often grows in a vacuum. With fewer gigs, fewer peers to compete or collaborate with, and limited exposure to new gear or genres, musicians may focus more on traditional setups or proven tools. Their drive is often directed inward, toward perfection or self-expression, rather than public innovation.

Education Through Exposure
Urban musicians benefit from constant, incidental education. They’re regularly exposed to new music scenes, experimental gear, and conversations around tone, technique, and tech. They go to shows, attend workshops, pop into synth stores, follow boutique builders on Instagram, and may even know the name of the person who hand-wired the pedal on their board.

This results in a more nuanced understanding of sound-shaping tools. A musician in LA or Berlin might walk into your booth already knowing what diodes you used — or, at the very least, be open and eager to learn. In smaller regions, access to this knowledge may come later, through online communities or word-of-mouth — still meaningful, but less immersive.

A Different Relationship with Gear
Big city musicians often treat gear as both tool and identity. It’s not just about what a pedal does — it’s how it looks on their board, what sound it implies, and what new doors it opens. They’re often more willing to spend on gear that makes a statement, because they’re constantly presenting their work — at gigs, in videos, at sessions. Their pedalboard or synth rack isn’t just functional; it’s a resume.

In contrast, musicians in less saturated areas tend to favor reliability, affordability, and multi-purpose utility. Their purchases are more considered, often after extensive research or long-term saving. They may own fewer pieces of gear, but use them deeply. This means they may be slower to adopt a boutique product — but once they do, they can become highly loyal evangelists.

What This Means for Builders

Big city expos are where you’ll meet musicians who are ready to buy, recommend, and create with your gear immediately. They’re curious, educated, and hungry for new tools.

By understanding these dynamics, you can tailor your product development, marketing, and outreach strategies to meet musicians where they are — both geographically and creatively. And you’ll better appreciate why showing up in person, especially in cities where music never sleeps, is one of the best moves a small builder can make.