For Immediate Release

Rebecca Eaddy
Marketing Communications Manager
Roland Corporation U.S.
(323) 890-3718
Rebecca.Eaddy@RolandUS.com

Roland Contemporary Keyboards Launches New KR Lineup

Los Angeles, California, May 31, 2005—Roland Contemporary Keyboards is proud to announce the release of three new KR Intelligent Digital Pianos to the marketplace. The company rolled out the new KR line to its dealers at Roland Headquarters, in Los Angeles, California during a three-day session on May 17-May 19, 2005. The launch included training seminars, break-out sessions, Club Roland KR Piano updates, merchandising efforts and a round-table discussion with international guests including engineers from Roland Japan, Roland Europe and Rodgers. Ranging from the top-of-the-line KR-107, to the middle-range KR-105, to the entry-level KR-103, the new KR lineup has something for everyone.

"The new KR roll-out was terrific," says Roland CK dealer Alysha Sides, of RM Sides Family Music Center in Williamsport, PA. "Roland certainly outdid themselves once again, from the great new sounds and American styles, to the USB memory key and CD-2 recorder, there is something for every single one of our customers in this line. I am particularly excited about the new KR Club Roland course. It is just what we have been looking for to help us drive more customers into our stores and get them involved in the joy of making music."

Roland Contemporary Keyboard General Manager Lynda Smith kicked off the launch in the Roland Media Center and inspired the crowd with an informative multi-media show before handing the stage over to Roland National Sales Manager, Pete Kesterson.

Kesterson relates, "This year we put an ear to the ground and listened to the needs, wants and desires of our dealers. At their suggestion, we have incorporated more hands-on time, woven-in creative merchandising concepts, as well as provided them with new and unique marketing ideas during this launch. We want our dealers to know that we not only support them, but appreciate and encourage their input."

Kesterson then introduced key CK demonstrators Chris Halon, Ric Iannone, and Rick DePiro who roused the crowd with a rock-in roll inspired show including songs from Queen, Elton John and country favorite, Shania Twain.

CK National Product and Marketing Manager Chris Halon got the dealers tapping their feet and yelling for more, with his demonstration of the flagship KR-107. Incorporating the best of Roland's features, the KR-107 includes an authentic and detailed piano sound that simulates every nuance of a true grand. Halon stunned the crowd with hundreds of onboard sounds including orchestral instruments, guitars, basses, drum kits, and ultra-realistic organs that utilize Roland's acclaimed tonewheel-modeling technology.

Halon also previewed the new Twin Piano Mode which allows two players to perform simultaneously on the same keyboard. This option makes it easy for two piano students to practice together, (thanks to two middle-C areas) or for the teacher to play the same notes, along with the student, while the new Piano Designer function allows users to adjust key touch, lid-height and resonance for improved performance.

The KR-107's vivid and colorful touchscreen offers friendly, visual navigation. Halon demonstrated how most operations can be carried out easily by simply touching the screen. For displaying musical scores or lessons on a big screen for group viewing, the KR-107 comes with external VGA and video outputs for connecting to a separate computer monitor or TV.

Ric Iannone and Rick DePiro then took the floor and rolled out the new and improved features on the KR-105 and KR-103 digital pianos.

The mid-range KR-105 brings many of Roland's finest features to a more affordable price range. If offers top quality piano sounds, a touchscreen interface, DigiScore, New Styles, Visual Music Assistant, USB MIDI, an Expression Pedal jack, and more. The KR-105 is perfect for educators, students, and piano hobbyists alike. The attractive entry-level KR-103 provides a cost-effective way for new piano students and hobbyists to experience the magic of Roland's acclaimed KR-Series. The KR-103 has three parts that can be played via the keyboard (Upper, Layer, and Lower). The upper part can be used to play piano, melodies, or for drumming, while the lower and layer parts allow you to quickly add a second sound to your solo playing.

During the launch Roland General Manager Lynda Smith announced that the popular teach-to-sell program, Club Roland is now available for the KR piano line. The new turn-key program, which includes an interactive CD-ROM complete with PowerPoint presentations, how-tos and lesson materials, is designed to make directing Club Roland classes, simple, fun, and professional, for increased effectiveness.

Smith relates, "From the get-go, the Club Roland program was designed with fun and accessibility in mind. Our new and improved product is about increased efficiency and simplicity. Ultimately, Club Roland is about selling Roland pianos and organs. Our goal was to deliver an extremely professional product that would allow Directors to enhance their lessons, organize their materials, and save them valuable time. This new Club Roland CD-ROM and ancillary materials deliver that promise."

As a testament to Roland's commitment to it's retail efforts, the company also hosted a round-table discussion with key Roland engineers and a select group of dealers. It was the first discussion group of its kind.

"We will continue to encourage this kind of dialogue during future product launches," Smith. "We believe discussions of this kind, and an open line of communication will not only make our sales force more successful, but also provide us with invaluable information to help Roland Corporation US be even more effective in the future."

Roland is a world leader in the design, manufacture, and distribution of electronic musical instruments, professional audio equipment, multimedia products, and music accessories. For more information, contact Roland Corporation U.S., 5100 S. Eastern Ave., P.O. Box 910921, Los Angeles, CA 90091-0921, (323) 890-3700 (x3718 for media use only), www.RolandUS.com.

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