Antonio Ferranti and Renée Cunning Promoted to VP Positions at Alfred Music

Antonio Ferranti and Renée Cunning Promoted to VP Positions at Alfred Music

LOS ANGELES, CA  -  Thursday, April 18, 2013
Antonio Ferranti & Renee Cunning Alfred Music, in an effort to better serve its retailers, educators, and consumers, is proud to announce the promotion of Antonio Ferranti to Vice President, Sales and Renée Cunning to Vice President, Sales and Marketing Operations. 

Antonio Ferranti will lead Alfred Music's sales strategy and growth, focusing on strengthening relationships with existing accounts, expanding the company's reach into new markets and sales channels, and broadening Alfred Music's global reach with its international offices in Asia, Australia, Germany, Singapore, and the United Kingdom.

Starting at Alfred Music as a Regional Sales Representative 10 years ago, Ferranti has demonstrated success and earned a highly-respected reputation in music publishing by connecting the dots inside and outside the music products industry through establishing partnerships with mass market and e-commerce retailers, signing globally-recognized brands to exclusive distribution, and joint-venture partnerships, as well as developing standard-setting products such as Alfred Music's highly-successful and bestselling music instrument packs. He attributes this to his lifelong experience as a music student, performer, and educator; coupled with his professional life in every facet of the music products industry, including independent and mass market retail, wholesale, publishing, and manufacturing.

The extensive and diverse professional experience that Ferranti has built in the music products industry began at Onondaga Music Service, a leading independent full-line print music retailer in upstate New York. Having developed a solid background in music retail, working with consumers, educators, and school districts, he moved on to VIP Music Distributors, a music products wholesaler representing hundreds of publishers and manufacturers to independent retailers nationwide. After gaining valuable experience in music products wholesale, Ferranti was hired as Director of Marketing for The FJH Music Company, expanding the music publisher's reach with educators and retailers worldwide. He was then hired for multi-store sales management with the Borders Group, where he quickly earned Borders' prestigious Best-In-Class managerial award for his stores achieving the best comparable sales results nationally in several key metrics, before accepting a position at Alfred Music, where he has since earned several annual employee awards for breakthrough performance and innovation.

Ferranti's defining moment in music was at the age of five, when his older sister was badly injured in a car accident and prescribed piano lessons as therapy. He enthusiastically took matters into his own hands and became a music teacher for his sister, using Alfred's Basic Adult Piano Course. "At that moment, I realized that music healed lives and impacted families and, ever since, I have dedicated myself to bringing the music-making experience to the masses," he said.

Ferranti earned a Bachelor of Music Degree from the Crane School of Music at the State University of New York at Potsdam, with concentrations in Piano Pedagogy, Literature, and Performance, an undergraduate business degree with concentrations in marketing and international business from Elmira College, in Elmira, New York, and is currently finishing an MBA from California State University, in Los Angeles. He shares his knowledge and experience with retailers, manufacturers, and leaders in the music products industry, participating in industry panels and having recently presented his popular session, 'From Brick and Mortar to Click and Mortar: The Essentials of Retail 2.0' which focuses on helping independent music retailers expand their reach and market-share online and in-store at the Retail Print Music Dealers Association Convention, and the Music Industry Insights Group Conference."Those of us who work in the music products industry are very fortunate. The products we sell make a difference. I believe that every time we sell a music book, we positively impact a life in ways we cannot imagine, from helping someone heal to teaching them to find their voice," said Ferranti. "Music belongs in everyone's hands. That is our mission at Alfred Music, and has been for more than 90 years. I couldn't be more proud and humbled by this exciting new opportunity and challenge."



Renée Cunning will oversee operations of Alfred Music's Sales and Marketing Departments, to help Alfred Music better serve its thousands of active retailers and hundreds of thousands of educators and consumers. In addition to leading Alfred Music's North America Sales and Marketing Operations and Events, she will aid in expanding Alfred Music's global reach by partnering with Alfred Music's international offices in B2B and B2C event strategies.

Cunning has been a piano player since age seven and earned a Bachelor of Arts in Music Business, a Minor in Marketing, and a Certificate of Piano Pedagogy from Indiana State University. She got her start at Alfred Music in 2003, through an internship for Alfred Music's piano division. Soon after, she advanced in the company as a coordinator for piano workshops, where she worked closely with the same authors and editors whose books she had used throughout her music studies. "Working in events prepared me for this new role in the company, providing me with the unique opportunity to work closely with every department in the company at the ground level," she said. "We are constantly finding better ways to showcase our brand, serve our retailers, and improve our operations worldwide."

In her previous role as Director of Marketing, Events, she helped Alfred Music become the industry standard in providing clinic, convention, and special event support for many of the most respected, innovative, and sought-after music clinicians. Cunning has won multiple awards and recognitions at Alfred Music and in the industry for her work in Operations and Events. She was recently selected to participate on the NAMM Generation Next Panel.

Among her proudest achievements at Alfred Music and in the music industry is the establishment of strong and lasting relationships. "Alfred Music is a family company and our authors, dealers, clinicians, and industry partners are part of our extended family. We all play a very important role in each others' success and I deeply care about these relationships, as they are very special to me on both a professional and personal level," said Cunning.

In her new role, Cunning's focus will be to support the sales and marketing department through improved operations. "I want to streamline Sales and Marketing Operations to fully maximize Alfred Music staff so that they are able to focus on the creativity and innovation that has made Alfred Music such a great company," she said.