Musicians
By Manus Hopkins
Supplier Spotlight
ACOUSTIK ATTAK
“ want useful tools that will enhance their tone and that is exactly what Attak Piks do ,” proclaims Michael DePietro , chairman and CEO of U . S .-based company Acoustik Attak . While he says the company ’ s specialized picks are not meant to completely replace regular picks , he has heard from a good number of players who say they exclusively use Attak Piks .
It all began in October 2019 , when Co-Founder Mark Labbe wanted a pick that would give his bass an edgier tone , and just couldn ’ t seem to find one that did the trick . In a moment of frustration , he decided there was only one thing to do — design one himself . He ordered a 3D printer and got to drafting designs right away , and the next day when the printer arrived , he created the first Attak Pik prototype . It wasn ’ t perfect right away , but Labbe knew what he was after and continued to refine the patent-pending design . The following March , he showed the pick design to DePietro , and the two worked together to fine-tune it . Before getting the business up and running , they recruited a research team consisting of several musicians and a Grammy Award-winning sound engineer to test the product , and officially launched the Attak and Ambush picks in August 2020 .
What make the Attak and Ambush picks unique are the series of mathematically-engineered ridges and bumps on their surfaces . The Attak Piks are able to create a pattern of multiple strikes with a single pluck of the string , and are recommended for lead guitarists on Acoustik Attak ’ s website . The site also describes the Ambush model as “ Attak on steroids ,” meaning it brings out a fuller sound while enhancing upper mid-range harmonics and thickening lower mid-range harmonics .
Both Acoustik Attak founders have been surrounded by music and creativity their entire lives . DePietro ’ s mother gave up a professional singing career to raise three children , but he says she always encouraged him to delve into music and the arts . As he got older and focused his intellectual curiosity on building businesses and trading financial products , he retained a passion for music , poetry , and painting ; finding ways to bring his artistic and business interests together is an important part of his agenda .
“ I believe Acoustik Attak is my way of creating something where I can utilize not only my business experience , but also my creative devices pulled from my upbringing to deliver superior products ,” he says .
DePietro describes himself as a “ serial entrepreneur ,” as he has been involved in more than 15 start-up engagements throughout his career , serving as both an operator and an investor , while Labbe has been a technology professional for over 20 years , serving in a number of executive roles . Labbe is a lifelong musician as well , and though he has played many different instruments , his main focuses lately have been bass , Warr guitar , and the NS / Stick . Labbe has been interested in inventing since his childhood , and after starting out creating model airplane mashups , he transitioned to bicycle and motorcycle devices , and finally to musical accessories .
The two met through a karate organization DePietro started when he hired Labbe as the CTO . They bonded over their shared love of
technology and the arts , and became fast friends . When they started Acoustik Attak , it was for the purpose of launching the Attak Piks , but they were already looking to the future and scoping out a business plan .
“ As newcomers to the space , we initially planned to launch six to eight designs . We quickly realized after much research and many headaches that we should only launch with two and reap the rewards that come from patience ,”
Michael DePietro says DePietro . “ We now know how mostly everything works and have fine-tuned our operational processes .”
DePietro says the most challenging part of running this business is still choosing which picks to release . This is because the designs must pass an arduous testing process , and the final decisions “ aren ’ t always easy to make .” However , DePietro also considers this the most satisfying part of the business , because he
Mark Labbe and Labbe are “ continuously learning and finding surprising results .” The company has 25 more pick designs with planned launches in the foreseeable future , as well as patentable designs for several other music accessories , including drumsticks and capos .
Acoustik Attak is also currently working on expanding its network of dealers and distributors . They have recently opened their online store to Canada , Europe , and Australia , and have a number of other deals underway in the U . S .
“ We are really interested in expanding in Canada ,” says DePietro . “ We ’ ve shipped a few dozen Attak Paks there and the customer feedback has been spectacular .”
Acoustik Attak is already making a splash with its two innovative new pick designs , but with many more to come , and new products in the works , the ball is just beginning to roll .
Manus Hopkins is an Editorial Assistant at Canadian Music Trade .
CANADIAN MUSIC TRADE 17