Frank Seta devoted his career to the music products industry, beginning with Baldwin Pianos before continuing with Gibson and ultimately fulfilling his dream of owning his own music store. Drawing upon his years of experience and deep understanding of the industry, he established Seta Music in Cincinnati, Ohio, where he specialized in grand, upright, digital, and player pianos, as well as classical and theater organs. Having worked for Baldwin in Cincinnati, Frank recognized the city’s rich musical heritage and believed it was the ideal place to build a successful retail business.