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{XXXXXXXXXXX} Aaron Miller 56 I MUSIC INC. I JULY 2011
2.0 Aaron Miller of ProGuitarShop on creating the world’s most popular MI videos and seven years of growth {PROGUITARSHOP} Retail Words and photos by Jeff Cagle On April 21, ProGuitarShop’s staff uploaded a video to YouTube demonstrating Dunlop’s JBF3 Joe Bonamassa Signature Fuzz Face pedal. Within one week, the 4-minute segment had been viewed more than 18,500 times. By the end of May, that number jumped to 85,000. Not that it was an anomaly. Since signing up for a YouTube account in late 2007, ProGuitarShop has uploaded more than 1,000 videos that have been viewed more than 45 million times. Its YouTube channel alone has gotten 2.6 million hits and 50,000 subscribers. And the kicker: Aaron Miller, founder and owner of the Portland, Ore.-based dealership, said ProGuitarShop averages 60,000–70,000 YouTube views per day — and half that many for videos posted on his company’s website, proguitarshop.com. JULY 2011 I MUSIC INC. I 57
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