{"id":16540,"date":"2015-12-28T22:00:38","date_gmt":"2015-12-29T03:00:38","guid":{"rendered":"https:\/\/www.wework.com\/creator\/?p=16540"},"modified":"2020-03-30T23:00:46","modified_gmt":"2020-03-31T03:00:46","slug":"made-in-brooklyn-handmade-headphones-are-a-family-legacy","status":"publish","type":"post","link":"https:\/\/www.wework.com\/ideas\/professional-development\/made-in-brooklyn-handmade-headphones-are-a-family-legacy","title":{"rendered":"In Brooklyn, Handmade Headphones are a family legacy"},"content":{"rendered":"\n

\u201cIf you think you\u2019re in the wrong place, you\u2019re there.\u201d<\/p>\n\n\n\n

Not the typical email you\u2019d expect to receive from a company\u2019s head of marketing, and yet the next day, standing in front of double doors covered in nonsensical graffiti, I don\u2019t think twice. This is undoubtedly Grado Labs<\/a>, where the Grado family, founded by master watchmaker Joseph Grado, has been lovingly crafting phonograph cartridges for turntables in Brooklyn since 1953 (and clearly relying on sound quality and word of mouth for advertising purposes, not showy signs and commercials).<\/p>\n\n\n\n

Though the Sunset Park-based factory is now strictly used for the making of headphones and phono cartridges, the townhouse doubled as the Grado family\u2019s home up until 1999. These days, the 24-year-old vice president of marketing, Jonathan Grado\u2014the third generation Grado and youngest employee by approximately 25 years\u2014takes audiophiles on a tour that is peppered with as many personal memories as musical ones.<\/p>\n\n\n\n

\"Made<\/a><\/figure>\n\n\n\n

Up creaky stairs and past a barking dog, there\u2019s the impressive yet cozy listening room with deep blue walls and maroon carpet. Sure, it contains large mahogany tower speakers built in the early \u201990s, framed articles written about the company in publications like Esquire<\/em> and The New York Times, <\/em>and stunning close-ups of several Grado headphones shot by Jonathan. But it also features additional prized possessions: his father\u2019s favorite rock, jazz, and blues records, including Eric Clapton\u2019s Unplugged<\/em>\u2014\u201cone of the three albums my dad uses when he\u2019s designing the sound\u201d\u2014and paintings of family members made by John\u2019s father.<\/p>\n\n\n\n

\u201cThis used to be my living room. I opened up my Nintendo 64 right there,\u201d he says, looking towards the wall where the framed press pieces are lined up. Jonathan also has fond memories of the second floor: the headphones floor. He points to a wall where his height was marked over the years.<\/p>\n\n\n\n

\u201cI didn\u2019t really understand that they were headphones,\u201d he says of when he would sit on a workbench and watch. \u201cI was just watching things get built in front of me, and handing pieces over, and smashing pieces together hoping that they\u2019d fit. I probably broke so many things.\u201d<\/p>\n\n\n\n

It must be so amazing to watch this house change so much, I say to Jonathan.<\/p>\n\n\n\n

\u201cIt\u2019s changed, and then it hasn\u2019t changed at the same time,\u201d he says. \u201cMy dad\u2019s happy-content being in this building, not like a lazy-content. This is the busiest we\u2019ve been since 1953.\u201d<\/p>\n\n\n\n

\"Made<\/a><\/figure>\n\n\n\n

Grado Labs has roughly 20 employees, and most work within the factory.<\/p>\n\n\n\n

\u201cMy dad really likes not having a lot of space between him and the product and the machines,\u201d Jonathan says. \u201cHe doesn\u2019t want to sit behind a desk and have like 300 people work on [products]. He\u2019s like, \u2018When you take over, you can outgrow the building if you want, but this is like our lucky rabbit\u2019s foot.\u2019\u201d<\/p>\n\n\n\n

He pauses, then says, \u201cI have no plans on leaving this building.\u201d Neither do the ancient sticky hands and glow-in-the-dark stars still connected to the ceiling of his childhood bedroom.<\/p>\n\n\n\n

***<\/p>\n\n\n\n

The 1980s marked an important decade in electronics history. Classic video games like Pac-Man, Tetris, and the Super Mario series were released, digital synthesizers became more affordable and accessible, and the CD was introduced. And with the CD came a slump in phonograph cartridge sales for the Grados.<\/p>\n\n\n\n

\u201cIn 1990, we probably hit the bottom,\u201d says Jonathan\u2019s father John, the company\u2019s president and CEO. Grado Labs went from making half a million phono cartridges a year at its peak in 1953 to only 12,000 in 1990.<\/p>\n\n\n\n

\"20150722<\/a><\/figure>\n\n\n\n

\u201cIn the late \u201980s, we knew we had to do something else if we were going to survive,\u201d he explains. \u201cWe decided to get into headphones. In 1990, we never suspected that in 2015, we would still be in the phono cartridge business. And it\u2019s come back. Not to the point where it was, but it\u2019s almost where headphones, and analog cartridges, and turntables are the hot items in the audio industry. People ask me, \u2018Why?\u2019 And one of the things I tell them is that I think young people who weren\u2019t here when it went away 35 years ago\u2014for them, it\u2019s new technology.\u201d<\/p>\n\n\n\n

\"Made<\/a><\/figure>\n\n\n\n

John talks about other headphone companies. Beats, Sennheiser, Skullcandy\u2014compared to Grado\u2019s classic, retro look, \u201cThey have what we consider more fashion-type headphones,\u201d he says.<\/p>\n\n\n\n

AKG, beyerdynamic, Sennheiser, too\u2014\u201cI consider those more of our competitors,\u201d he says. \u201cThey\u2019ve been around. Sennheiser probably has a million square feet of space. This<\/em> is us.\u201d<\/p>\n\n\n\n

John continues, \u201cNow I\u2019m not claiming we would be successful, but we could\u2019ve grown this tremendously. I don\u2019t have great desires. I like getting my hands dirty. I like coming to work. So we\u2019ve grown, and it\u2019s a natural growth, as people find out about us.\u201d<\/p>\n\n\n\n

\"20150722<\/a><\/figure>\n\n\n\n

Though he\u2019s not too impressed by the sound quality of Beats, John admits that the company launched at the right time, which only benefitted other headphone manufacturers, Grado Labs included.<\/p>\n\n\n\n

\u201cIn the \u201990s, the young kids really were all busy playing video games and not listening to music,\u201d he recalls. \u201cThe iPod, the iPhone, players like that, got the kids listening to music again, and then Beats kind of made it fashionable for them to wear headphones. We\u2019ve benefited from the Beats because it got them listening to headphones, and we might have rode the coattails. We get lots of calls from fathers: \u2018My kid wanted Beats. Got him a pair of SR60s<\/a>. He went to school and they made fun of him because of the way they looked. And then he let his friends who had Beats listen to ours, and they saw, or, they heard<\/em>, what it\u2019s all about. There\u2019s almost a mentality, where all of a sudden they see we have a 60 and an 80<\/a>\u2014$80 and $100, basically. They can\u2019t conceive that something for $80 could sound better than something for $300.\u201d<\/p>\n\n\n\n

It\u2019s now Grado Labs\u2019 62nd year in business. They have about 400 retailers in the U.S., and their products are available in 60 different countries.<\/p>\n\n\n\n

\u201cWe\u2019ve been around a long time,\u201d says John, \u201cand we have a nice story, and everybody seems to be getting into the headphone business. But they can\u2019t\u2014that legacy that we built, you can\u2019t do that in two or three years. Or even 10 years. There are people\u2014we come out with something, and they just trust that it\u2019s going to be quality, and really, if you think about it, on our part that\u2019s a lot of work. We have to live up to that. So we have to watch what we put out,\u201d he laughs, \u201cthat we don\u2019t put out a lemon.\u201d<\/p>\n\n\n\n

Grado Labs has yet to put out a lemon, though speaking of things that grow on trees, they did<\/em> recently put out a series of headphones grown from one. Marking the beginning of the Grado Heritage Series is the GH1<\/a>: a limited edition batch of headphones built from a maple tree slab.<\/p>\n\n\n\n

\"Made<\/a><\/figure>\n\n\n\n

The Grado family bought this tree from a Brooklyn-based company that gets rid of old trees that need to be removed\u2014perhaps they\u2019re about to fall, or they\u2019re in the way of something, for example. Rather than go to waste, these trees usually get made into furniture. But one special tree was used to make the gorgeous GH1s. And in true Grado fashion, the tree didn\u2019t just come from anywhere in Brooklyn\u2014it was born and raised in Sunset Park.<\/p>\n\n\n\n

Article images: Lauren Kallen<\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cIf you think you\u2019re in the wrong place, you\u2019re there.\u201d Not the typical email you\u2019d expect to receive from a company\u2019s head of marketing, and yet the next day, standing in front of double doors covered in nonsensical graffiti, I don\u2019t think twice. This is undoubtedly Grado Labs, where the Grado family, founded by master […]<\/p>\n","protected":false},"author":893,"featured_media":16542,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"template-single-archived.blade.php","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43902],"tags":[],"class_list":["post-16540","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professional-development"],"acf":[],"yoast_head":"\nIn Brooklyn, Handmade Headphones are a family legacy<\/title>\n<meta name=\"description\" content=\"Grado Labs has been lovingly crafting phonograph cartridges for turntables in Brooklyn since 1953.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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