Joe Phelps started playing drums in the 7th grade. While in college, as a marketing major, he opened an off campus concert hall, played in bands, and ran a recording studio for the music retailer, Ben Jack, in Arkansas. In 1975, he moved to Los Angeles and formed a small ad agency, which has become an award winning firm. Yamaha was his first M.I. account, where he first worked will Bill Schultz. Bill later asked Joe to create ads for Fender/Rogers/Rhodes. Shortly thereafter, Baldwin pianos, Rico reeds, Remo drums, Gemeinhardt flutes, Roland Corp., and Panasonic became clients of the Phelps agency.
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