Latin Percussion
Latin Percussion is a privately held US manufacturer and global distributor of Latin percussion instruments — congas, bongos, timbales, cajones, cowbells, and accessories — selling directly online and through an authorized dealer network to professional musicians, students, and Latin music specialists worldwide.
- Company typePrivate
- Founded1964
- HeadquartersGarfield, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Latin Percussion does
Latin Percussion (LP), founded in 1964 by Martin Cohen in New Jersey, designs, manufactures, and distributes a comprehensive portfolio of Latin percussion instruments including congas, bongos, timbales, cajones, cowbells, the Vibra-Slap, tambourines, djembes, guiros, and related accessories. The company holds multiple patents (Vibra-Slap, Cyclops tambourine, Vise-Clamp mount, Comfort Curve II rims) and uses a proprietary Jenigor material in accessory percussion such as Jam Blocks, with cowbell production retained in a New Jersey factory. LP's technology and product engineering emphasize durable construction across shell materials (New Zealand Pine, Cherry wood, fiberglass, steel), ergonomic patented mounting systems, and signature artist co-design (Tony Succar, Pedrito Martinez, Martin Cohen Limited, John 'Dandy' Rodriguez).
The business operates a hybrid go-to-market combining direct-to-consumer e-commerce on lpmusic.com (Shop Pay financing, U.S. MAP policy) with an authorized dealer network anchored by Guitar Center, the LP Gold Circle Network of independent retailers, and global distributors reaching 25+ countries. Revenue derives entirely from unit-priced hardware sales across entry-level (Aspire Series, $7.50-$50), mid-range ($30-$400), and professional/signature artist tiers (up to $1,199.99), plus branded lifestyle/apparel. Customer segments span professional percussionists, Latin music specialists, drum kit augmenters, student/beginner players, and music educators; the 506+ artist endorser roster functions as both a design input and a community-led marketing channel complemented by the LP Rhythmology educational video series. The company is privately held with 51-100 employees, has no disclosed external funding, and has not announced any M&A activity.
Latin Percussion firmographics
Firmographics- Name
- Latin Percussion
- Website
- https://lpmusic.com
- Company type
- Private
- Founded year
- 1964
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Latin Percussion is a privately held US manufacturer and global distributor of Latin percussion instruments — congas, bongos, timbales, cajones, cowbells, and accessories — selling directly online and through an authorized dealer network to professional musicians, students, and Latin music specialists worldwide.
- Ownership category
- akta.pro rank
Latin Percussion industry classification
Industry- Product category
- Musical Instruments
- NAICS
- Musical Instrument Manufacturing (339992), Musical Instrument and Supplies Retailers (459140)
- SIC
- Musical Instruments (3931)
- akta.pro primary industry
- Musical Instruments (Acoustic & Electric) (MPAIAJAA)
- akta.pro secondary industry
- Audio Accessories & Consumables (Cables, Stands, Cases, Strings, Picks, Heads) (MPAIAJAF)
Keywords
Where Latin Percussion is headquartered
LocationHeadquarters
- HQ city
- Garfield
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Latin Percussion business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Percussion Instruments Sales: One-time sale of percussion instruments including congas, bongos, timbales, cajones, snare drums, and specialty Latin percussion. Revenue generated through direct e-commerce and dealer network.
- Percussion Accessories Sales: One-time sale of accessories including replacement heads, hardware parts, percussion mounts, cases, sticks, and general percussion accessories. Complementary revenue stream from existing instrument customer base.
- Lifestyle and Apparel: Sale of branded LP merchandise including t-shirts, hoodies, caps, towels, and promotional items. Products include LP60 commemorative apparel celebrating 60th anniversary.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level accessories and percussion |
| Unit Pricing | Pay-as-you-go | Mid-range instruments and accessories |
| Unit Pricing | Pay-as-you-go | Professional-grade drums and congas |
| Unit Pricing | Pay-as-you-go | Signature Artist Collections |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Latin Percussion product offering
Product offeringCore offering
Latin Percussion designs, manufactures, and distributes a comprehensive portfolio of Latin percussion instruments and accessories, including congas, bongos, timbales, cajones, cowbells, djembes, guiros, tambourines, jam blocks, Vibra-Slaps, claves, maracas, and specialty snare drums. Products span entry-level Aspire Series instruments through premium signature artist collections (Tony Succar, Pedrito Martinez, Martin Cohen Limited, Alex Van Halen, Dandy Rodriguez), with cowbells manufactured at the company's New Jersey factory and proprietary Jenigor material used in select instruments.
Product overview
Latin Percussion (LP) offers a comprehensive portfolio of percussion instruments and accessories. The core product lineup includes congas, bongos, timbales, cajons, snare drums, cowbells, Vibra-Slap instruments, guiros, tambourines, and djembes across multiple sub-brands including the Tony Succar Signature Collection (New Zealand Pine instruments with Rainbow finish), Martin Cohen Limited Collection (fiberglass shells with Champagne Sparkle finish), Pedrito Martinez Signature Series (Dark Mocha Steel instruments), and the Aspire Series for student players. LP also provides LP Rhythmology as a free educational video service. The company operates through authorized dealers and its direct-to-consumer online store.
Differentiator
Problem solved
Functional benefit
Brands
- Martin Cohen Limited Collection: Limited edition instruments honoring LP founder Martin Cohen, featuring classic 70s-style features including fiberglass shells, Champagne Sparkle finish, vintage badges, and traditional rawhide heads.
- Tony Succar Signature Collection
- LP Legends Series
- LP60
- LP Rhythmology
Products and services
- Congas Tall, narrow single-headed hand drums used by Latin percussionists across salsa, Latin jazz, and other genres; available in Quinto, Conga, and Tumba sizes with multiple shell materials and finishes.
- Bongos Two-headed paired hand drums (smaller macho and larger hembra) used across Latin, jazz, and popular music styles, available in multiple shell materials and hardware finishes.
- Timbales Paired metal-shell drums mounted on stands for Latin percussion playing, featuring steel shells with various finishes and tuning systems.
- Cajones Box-shaped percussion instruments played with hands, featuring Birch or Poplar soundboards with internal snares, used in acoustic, flamenco, and Latin performances.
- Snare Drums (Salsa Snare & Micro Snare) Specialty snare drums designed for Latin music contexts, including 10-inch Salsa Snare and 6- and 8-inch Micro Snare models with chrome-plated steel shells.
- Cowbells Mountable percussion bells including the Alex Van Halen Signature Cowbell, hand-manufactured at LP's New Jersey factory with chrome finishes and Jenigor Ridge Rider bar.
- Vibra-Slap Iconic percussion sound-effect instrument patented by LP, featuring proprietary Jenigor construction with a new Strike Zone for enhanced playability.
- Guiro Scraped Latin percussion instrument including the Super Guiro made from durable plastic with precision-molded grooves and ergonomic finger holes.
- Tambourines Handheld percussion including the Cyclops Tambourine with patented ergonomic shape for player comfort and a jingle pinning system that keeps jingles in place.
- Djembe Rope-tuned African-style hand drum with Siam Oak shell and natural goat skin head, featuring LP's Ever-Tune rope tuning system.
- Jam Blocks Mountable percussion blocks made from proprietary Jenigor material replicating wood block sounds with exceptional durability and patented Vise-Clamp mounting.
- Tony Succar Signature Collection Signature percussion collection inspired by two-time Latin Grammy winner Tony Succar, featuring New Zealand Pine stave shells with Rainbow finish and Black Nickel hardware across congas, bongos, timbales, cajons, and snare drums.
- Martin Cohen Limited Collection Limited edition instruments honoring LP founder Martin Cohen, featuring Champagne Sparkle finish, fiberglass shells, traditional rawhide heads, and vintage-style badges in classic 1970s styling.
- Pedrito Martinez Signature Series Signature percussion series designed with Cuban percussionist Pedrito Martinez, featuring Dark Mocha Steel timbales and accompanying congas, bongos, and cajon.
- Aspire Series Entry-level percussion instruments designed for aspiring and student players, built with traditional materials and offered across cajons, timbales, and conga sets at accessible price points.
- LP Rhythmology Free educational video series featuring Latin percussion tutorials presented by world-renowned musicians, including instruction on congas, timbales, bongos, and cajon.
Quantifiable outcome
- 60+ years in business with continued market presence
- +2 more outcomes
Companies that use Latin Percussion
Customer profileNamed customers6 records
Segments5 records
Ideal customer profiles4 records
Latin Percussion technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature10 records
Latin Percussion partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights6 records
Latin Percussion competitors and assessment
Company assessmentBroad incumbents
- Roland: Roland is a broad music products incumbent; its electronic percussion (SPD-series, hand percussion pads) represents an alternative path for percussionists and a substitute category in some contexts. Overlaps with LP in drum kit augmentation and studio applications.
- Zildjian: Zildjian is a broad cymbal and percussion incumbent with accessories and percussion lines adjacent to LP's product portfolio. Its global distribution and artist programs overlap with LP at the professional endorser and dealer level.
- Drum Workshop (DW): DW is a broad drum hardware and percussion incumbent; its ownership of Gon Bops directly competes with LP in Latin percussion. DW's hardware catalog also overlaps with LP's mounting systems and stands.
- Pearl Drums: Pearl is a broad drum and percussion incumbent whose percussion division overlaps with LP's auxiliary percussion, stands, and hardware. Pearl's larger scale and broader category presence make it a competitor in shared retail channels and in the drum kit augmentation segment.
- Yamaha Drums: Yamaha is a broad musical instruments incumbent whose percussion line competes with LP at retail and in school band programs. Yamaha's larger distribution footprint and resources make it a competitor in shared educational and entry-level segments.
Direct peers
- Toca Percussion: Toca Percussion is a direct competitor in hand percussion and Latin instruments, offering congas, bongos, djembes, and shakers. Both brands target similar music education and Latin music specialty segments with overlapping price points and retail distribution.
- Gon Bops: Gon Bops is a Latin percussion brand (now part of Drum Workshop) offering congas, bongos, timbales, and accessories that directly compete with LP. Acquisition by DW gave it greater distribution leverage against LP in the same category.
- Remo: Remo is a leading drumhead and percussion manufacturer, including in hand percussion and world percussion categories that overlap with LP's portfolio. Both compete for the same retail shelf space at Guitar Center and music retailers.
- Meinl Percussion: Meinl Percussion is a direct competitor to Latin Percussion, manufacturing and distributing a comparable range of Latin and world percussion instruments including congas, bongos, timbales, and cajons. Both companies serve the same professional and student segments through similar artist endorsement and dealer-distribution models.
Emerging players
- Tycoon Percussion: Tycoon Percussion is an emerging player in hand and Latin percussion, offering congas, bongos, and world percussion at competitive price points. It competes with LP's entry-level and mid-range products in the student and hobbyist segments.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Latin Percussion social profiles
Digital presenceLatin Percussion financial estimates
Financial estimateRevenue estimate
Valuation estimate
Latin Percussion leadership team
Management profileNumber of profiles
Latin Percussion funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Latin Percussion M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Latin Percussion
What does Latin Percussion do?
Latin Percussion designs, manufactures, and distributes a comprehensive portfolio of Latin percussion instruments and accessories, including congas, bongos, timbales, cajones, cowbells, djembes, guiros, tambourines, jam blocks, Vibra-Slaps, claves, maracas, and specialty snare drums. Products span entry-level Aspire Series instruments through premium signature artist collections (Tony Succar, Pedrito Martinez, Martin Cohen Limited, Alex Van Halen, Dandy Rodriguez), with cowbells manufactured at the company's New Jersey factory and proprietary Jenigor material used in select instruments.
Is Latin Percussion a public or private company?
Latin Percussion is a private company. It is classified as unknown and is currently operating.
When was Latin Percussion founded?
Latin Percussion was founded in 1964. It employs 51 to 100 people.
Where is Latin Percussion based?
Latin Percussion is headquartered in Garfield, United States, in the North America region.
How does Latin Percussion make money?
Three revenue lines are on record. Percussion Instruments Sales are the primary driver. The others are percussion Accessories Sales and lifestyle and Apparel.
Who are Latin Percussion's main competitors?
Broad incumbents on record are Roland, Zildjian, Drum Workshop (DW), Pearl Drums and Yamaha Drums. Direct peers are Toca Percussion, Gon Bops, Remo and Meinl Percussion. Tycoon Percussion is listed as an emerging player.
Does Latin Percussion have an API?
No public API is recorded for Latin Percussion.
What industry is Latin Percussion in?
Latin Percussion's product category is Musical Instruments. Its primary akta.pro industry code is MPAIAJAA, Musical Instruments (Acoustic & Electric), with a secondary code of MPAIAJAF, Audio Accessories & Consumables (Cables, Stands, Cases, Strings, Picks, Heads). Its NAICS code is 339992 and its SIC code is 3931.