Among musicians, D’Addario is a household name as it has been manufacturing instrument strings for over three centuries. Its factory in Long Island, USA, operates ‘around the clock’ to create 700 000 strings per day. Now the company has launched the world’s first-ever collection scheme for used strings called “PlayBack” to make sure all of them are properly recycled. More than 2.6 million guitars were purchased in the USA last year, representing over US$ 1 billion in sales revenues. Meanwhile, no less than 1.5 million pounds (approaching 700 tonnes) of instrument strings are dumped in American landfills on an annual basis. ‘That is as much as two and a half Statues of Liberty,’ D’Addario comments. And yet, municipal recycling systems in the USA do not accept instrument strings because of the metals and alloys from which they are made. The good news is that D’Addario’s collection scheme, which covers strings of all possible instruments, has amassed almost 70 000 strings from across the USA. This is still well short of the manufacturer’s objective of 300 000 by the end of this year. However, D’Addario has teamed up with recycled products pioneer TerraCycle and remains optimistic about hitting its target. Eco Points The Playback programme awards consumers with so-called Players Circle points for every quarter pound (113.4 grams) of strings handed in, a weight equivalent to six sets of acoustic guitar strings, seven sets of electric guitar strings or two sets of bass guitar strings. These points can be redeemed against purchases of new strings, plectrums or other music-related merchandise in the company’s online shop. Alternatively, customers have the option of donating their strings to raise money for the company’s charity, the D’Addario Foundation, which helps fund musical activities in underprivileged communities throughout the USA.

In marketing communication, there is what is called the “Advertising Rule of 7.” An old adage of standard marketing, this is in reference to effective frequency, or the number of times it is thought necessary for a consumer to see or hear a message before they take action.

D'Addario is proud to provide two string recycling boxes backstage at WXPN/Philadelphia's XPoNential Music Festival presented by Subaru this year- allowing all the artists to deposit their used strings on site.

D'Addario is proud to provide two string recycling boxes backstage at WXPN/Philadelphia's XPoNential Music Festival presented by Subaru this year- allowing all the artists to deposit their used strings on site. In D'Addario's quest to recycle 300,000 strings by the end of 2016 (having already reached 50,000), this will help get the word out to not only the artists playing, but guitarists nationwide.

D’Addario’s commitment to serving musicians is deeply embedded in their core values, but their impact on the Earth has always been top of mind. Recently, D’Addario has added to their sustainability record by partnering with my company TerraCycle to start the Instrument Strings Recycling Program. But D’Addario has long demonstrated its commitment to the planet, and here’s how.

Playback is the world's first instrument string recycling program, launched through a partnership between D'Addario and TerraCycle. By participating, musicians can help reduce waste in the environment while getting their guitars restrung at no cost.

Riverton Music is hosting a free recycle and restring event for local musicians. Sponsored by D’Addario, participants can bring old guitar strings in to recycle, as well as get their guitars restrung with D’Addario NYXL or Nickel Bronze Acoustic strings. The collected strings will be recycled through Playback, D’Addario’s national recycling program.

Riverton Music is hosting a free recycling and restring event for local musicians. Sponsored by D’Addario, participants can bring old guitar strings in to recycle, as well as get their guitars restrung with D’Addario NYXL or Nickel Bronze Acoustic strings. The collected strings will be recycled through Playback, D’Addario’s national recycling program

Riverton Music is hosting a free recycling and restring event for local musicians. Sponsored by D’Addario, participants can bring old guitar strings in to recycle, as well as get their guitars restrung with D’Addario NYXL or Nickel Bronze Acoustic strings. The collected strings will be recycled through Playback, D’Addario’s national recycling program.

Approximately 150 million pounds of strings end up in the landfill every year. However, with Playback, in partnership with TerraCycle, artists at this year’s XPoNential Music Festival presented by Subaru will now be able to recycle their used strings.