A New Canadian Reed Supplier

An enterprising bassoonist has stepped into a niche market as a Canadian source for bassoon reed making supplies.  COCB recently talked to Brittany McCorriston to learn more about her non-traditional career in the music industry, and what it was like starting her small business, Reed Supplies Canada.

Tell us about yourself and your new company…

Reed Supplies Canada (RSC) is an online store that sells double reed supplies to players across Canada. I started it in 2018 with just bassoon supplies, and it’s since grown to over 150 products, including cane, finished reeds, tools, and accessories for oboe, bassoon, and contrabassoon. It’s currently based out of Tiny, Ontario.

Wait…Tiny is a town???????

Yep, on Georgian Bay!  I grew up just outside of Toronto, played piano since I was 5 and started playing bassoon in grade 7.  But I have to confess, I initially found the bassoon boring and was switched to oboe, which I played through to grade 12. 

A youthful indiscretion…

[LOL] Yeah.  I went to a performing arts high school, and I think that the competitiveness amongst students and the rigidity of classical pedagogy in classes and private lessons really affected my love for playing. It didn’t allow me to explore the areas of music I was most interested in – mainly jazz and pop.  So, out of high school I had given up playing completely until a sports injury forced me to drop out of my first year of college. Music played a huge role in my recovery, and that’s when I started working at a local music store and playing in a community band. The band already had three oboists, so when the conductor asked if I played anything else, I offered to play bassoon.

Ahh, a return to the fold…

Coming back at it later in life, and having the autonomy to learn and play what I wanted, really motivated me to explore other areas of the music industry. For so long, all I had known was RCM examinations, competing in festivals, and playing in band and orchestra. Now, all of a sudden, I was meeting musicians from all areas of the music industry. I realized there were other career paths than playing or teaching, and that is what ultimately led me to audition for and attend Berklee College of Music in Boston, Massachusetts, on bassoon!

Definitely not the usual path, Brittany!

For sure! If you don’t count that year I played in grade 7, I didn’t start the bassoon until I was 19, and then got more serious when I started attending Berklee at 21. But that gap between high school and starting my undergrad and retraining in music offered a completely different perspective.  Kind of monumental in shaping who I am today. 

So, tell us more about Berklee – it’s not your average music school.

No, their curriculum is rooted in jazz and contemporary music. You have to have solid playing chops to get in, but typically, double reed players aren’t going there to become professional orchestra players. I took lessons and played in ensembles throughout, but the majority of my studies were in contemporary writing and audio production. So I was learning how to write and record music that appealed to mass markets. There was a lot of time spent learning various music software, working in studios, and learning how to professionally record and mix audio. 

How does Reed Supplies Canada come into play? What is it, and at what point did you decide to start the business?

So I actually started RSC during that gap between high school and Berklee, and it was really born out of frustration. I was supporting myself financially at the time, and the cost of finding quality hand-made reeds and getting tools for reed making was exacerbated by the exchange rate and shipping fees. I took the “how hard can it be mentality,” and one weekend, I started messing around with building a website on Wix. Within the span of a few weeks, I had it ready to go live. I then cold-emailed a couple of manufacturers with products I knew I liked, or my teacher had asked me to buy stuff from them. I told them about the idea, sent them a preview of the website, and was honestly shocked when they responded and said yes to selling to me. I placed my first order with Danzi and Rigotti and was off to the races. In the beginning, I really didn’t do any marketing. I didn’t have a ton of contacts in the industry because at the time, I was only playing in community bands and the occasional private lesson. I also knew that it would take time for Google and other search engines to recognize the website, so I let it sit. 

A bit anti-climactic don’t you think? 

Oo, absolutely. I invested less than $1000 into inventory and the website at the start. I knew that the inventory wasn’t going to decrease in value by sitting. I wanted to go back to school and prioritized practicing and audition prep. 

In the beginning, Reed Supplies was just one big experiment. I could learn at my own pace things I was interested in, website design, marketing, finances, sales, etc., without the pressure of due dates and assignments. And even if I never got orders, I at least got discounted supplies for my own use. For many years, I didn’t spend any time marketing. If someone happened to find us and place an order, great, but I wasn’t personally invested either. 

So what changed? 

Well, like with most people, COVID. In June of 2020, I had moved back to Ontario and put a pause on my Berklee studies because I didn’t want to pay tuition if I wasn’t able to attend in person. I decided to do a 1-year audio program at Fanshawe College, and they happened to have a dedicated office for students who want to start a small business that wasn’t attached to any program, so anybody could access the services. One of the things they offer is a 6-week business accelerator program. I was accepted into that program, and that gave me a huge boost in motivation to actually start doing something with the business. I started regular posts on our Instagram and Facebook pages, expanding the product offerings, and did a ton of research and self-reflection on the industry, I defined my vision and mission for the business and how I could get there. I received a lot of coaching on all aspects of business, and interacting with my other cohort members, I realized that the challenges I was facing were something that all businesses face. I wasn’t unique because I was operating in such a niche. 

I stopped making the excuse that only a double reed player could help or understand the business, and that industry connections and being a reputable player were the only way to get the business off the ground. Obviously, knowing people in the industry and having supporters from day one is helpful, but for me, having the outside perspective and mentoring from non-musicians made me get my head out of the clouds and commit to the business. It was no longer just an experiment. 

What makes your business different? 

Well, for starters, all of the inventory is located in Canada, Tiny, Ontario, to be exact. When you order from us, the order is shipped within 2 business days and arrives within 2-5 days, depending on where it’s going in Canada. You aren’t going to have a surprise duties bill when the package arrives, or have to worry about exchange rates. All of the cane that we offer (Lavoro, Glotin, Reiger, etc.), comes directly from the manufacturer. The cane that you’d be ordering from our competitors in the USA is no different than what we’re selling. 

What kind of impact do you hope to have?

During the business accelerator, I did some really deep self-reflection on the impact I could make on the industry. When I think back to the reason I started the business and all the frustration I experienced trying to navigate the double reed world, I used to put a lot of blame on my situation and use it as an excuse. 

“I can’t learn without having a teacher to guide me.” 
“I can only learn reed making through a traditional undergraduate music program.”
“I’ll never have the industry connections because I didn’t go to school in Canada.” 
“People will never take me seriously if I don’t play professionally.”

There was a lot of self-doubt, and for me, running this business has turned that around, and I want others to feel that too. Yes, selling supplies is at the core of my business, and there’s profit baked into it to help me pay the bills. But it’s much more than that. I offer a student discount to help players get started because I know how expensive it can be when first starting out. I connect with players across Canada who need help figuring out what tools they need and don’t have a teacher to go to. I sponsor double reed events around the country, and I continue to build out educational resources on the website. 

And at the same time, I recognize that I am only one person and I can’t be an expert in it all. 

What are you most proud of? 

Definitely the launch of our Reed Soaker/Tool Holder. It has a unique latching system that makes it easy to secure to a music stand, as well as magnets to hold tools. Its compact design also makes it easy to clip onto a bag or case. This product went through quite a bit of testing before launch, and I’m really proud of how it turned out. But I’m always trying to improve. Version 2.0, which will have a place to hold the lid and pegs to let reeds dry on that you want to keep out, should be out by the end of the year. Back when I was attending Fanshawe College, I actually entered a pitch competition with this product and won the “Best New Product” category. Which goes to show that it’s quite possible for non-musicians to connect with and understand aspects of our industry. 

What’s next for your business? 

I recently made a huge step in moving the business from a sole proprietorship to an incorporation, Reed Supplies Canada, Ltd. This will really open doors to expand the business, but also comes with a unique set of challenges (mostly navigating taxes). I’m excited to be bringing on additional help in the upcoming months, and long-term hope to provide mentoring to young musicians who want to start their own business. I’m also excited for product launches in the upcoming year. I have some new reed makers lined up, as well as carrying English horn products in the upcoming months, and the launch of the Reed Soaker 2.0. 

What advice do you have for musicians who are interested in starting their own business? 

Find a business mentor and do tons of research. Operating in a niche comes with its own set of challenges, and you really want to understand who your target audience is, what you bring to the table, and the size of the market you hope to capture. Have a plan to supplement your income until your business gets off the ground, and seek out as many opportunities as you can for business investment and professional development. There are tons of grants and programs (especially for young adults) that can connect you with a mentor (many will also offer start-up grants or capital).

Lastly, don’t let self-doubt paralyze you and inhibit your ability to make decisions. Learn from your mistakes (and successes) and go into any situation with confidence. If you believe in yourself and your idea, others will too.  

How can people get in touch with you? 

I’m always happy to chat with players looking for product advice, teacher recommendations, mentorship, etc. Email is best, reedsuppliescanada@gmail.com, or through the chat or contact form on the website www.reedsuppliescanada.ca.