Living in the United States and while accompanying his wife while doing a master's degree, he began to study a master's degree in Marketing at the University of New York. At the time of the thesis, he thought of a business related to one of his great passions (music) and created Loog Guitars. Far from leaving it in a folder, he managed to finance it through crowfunding, and transformed his thesis in his company with the support of just over US $ 65,000, from people around the world who believed those guitars were worthwhile. We talked with his CEO and founder, Rafael Atijas.
What role did music play in your childhood and why did you think you could contribute from that place to the world with your work?
Music began to play an important role in my life when I entered high school: there I began to learn, to play in bands, to compose and buy hundreds of records that marked me forever. The truth is that for years I thought that music would go one way and work on the other; It was only with Loog that I was able to combine the two things and with the aggregate as well as something for children, and something that does well on many levels. Like any commercial activity, it is often stressful and difficult, so I really appreciate having a job that gives me satisfaction beyond the commercial.
What other levels enriches a child who plays an instrument?
When a child plays an instrument, he is not only acquiring the skill and craft of playing that instrument, he is also developing other cognitive and non-cognitive skills such as math, language, muscle coordination, focus, creativity, etc.
Loogs are now produced in China and sold online for the world. What was the most amazing thing that happened to you, linked to Loog Guitars?
The truth is that with Loog amazing things happen to us all the time. If I have to choose one, I am left with the story of Charly García - my maximum idol - with the Loogs: first she saw Emiliano's son from the band No Te Va Gustar in a recital in which Charly was invited. We were told that he liked it and later that year we sent him one and then I got some amazing photos of him recording in the studio with his Loog. And a few months ago Paul McCartney played in Argentina and had an encounter with Charly and took his Loog as a gift. When I found out about all that I couldn't believe it.
What is the difference between a Loog and a common guitar for children?
Basically, it is a guitar that makes it easy and fun to learn how to play music. Having only three strings and a narrow arm, it is super easy to form chords and play songs, even for young children. In addition, they come with an App that has video lessons, tuner and a songbook to learn with songs from The Beatles, The Rolling Stones, Taylor Swift, Bruno Mars and other artists. Another difference is that the Loog comes unarmed: when a child builds his own guitar, he generates a deeper connection with it. It is an experience that helps them connect with the instrument and understand how it works. And it is also an experience that brings parents and children together, who can put together their Loog together and share their love for music.
You are very present in your role as a father, what musical moments do you share with your family?
We have a record player (vinyl) and several instruments at home, so luckily the music is very present. Like my children, they play with music for their age and do other things too, so it is not that I have them all day listening to Charly and the Rolling Stones.
Loog Guitars, highlighted with “Best in show award” at the Summer NAMM 2016
Loog Guitar received the prize of “Best in Show” or “Best product of the event” during the last edition of the Summer NAMM held in Nashville, United States.
With this recognition Loog Guitars becomes part of the list of distinguished as "Best in Show", which include renowned brands such as Yamaha, Fender and Epiphone.
"We are very happy and honest," said Rafael Atijas. "This recognizes years of work of the entire Loog team, and rewards our mission to inspire more children to learn to play music."
Loog Academy: the indispensable app
The app, called Loog Academy, has become an integral part of its beginner three-string guitar kits, designed for children to learn to play songs from day one. The app includes a tuner, video lessons, chord guide and even songs from The Beatles, The Rolling Stones, Taylor Swift, Bruno Mars and more.
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