Breakfast of Champions, Jon Haber, Alto Music (NAMM Show 2011)

NAMM President and CEO Joe Lamond speaks with Jon Haber, owner of Alto Music and star of an American Express national ad campaign. Haber describes his experience of being filmed for the TV spots, which feature Alto Music and were shot on location at Alto’s main store in Middletown, N.Y. The TV spots trace his 24-year career in music retail and feature customers and musicians of all ages.

Talking straight to the camera, Jon says, “My business is getting music into people’s hands. I use the Plum Card for as much inventory as I can. With the pre-pay discounts, we have been able to quadruple our floor space.” He and Alto Music were also featured in national print ads in major magazines.