Tony White

Tony White developed a love for music at a very early age after his father brought home a piano when Tony was just three years old. The following year his father added an Elton John tape and piano method book, inspiring Tony to begin lessons before he had even started school. That passion for learning music remained with him throughout his life, as he continues taking lessons even today. Founded in 1976, Bonners Music quickly became one of the United Kingdom’s respected music retailers. At age 15, Tony joined the company through a school work-experience program and officially became part of the staff in 1989. Starting with weekend work in the full-line music store, he gradually built a lifelong career that eventually led to his role as CEO. Under Tony’s leadership, Bonners focused on keyboards, guitars, and drums while embracing a forward-thinking online strategy. In 2015, after posting a simple video demonstration of himself playing piano on the Bonners website, Tony quickly realized customers appreciated seeing and hearing instruments demonstrated by a musician rather than through traditional advertising alone. The response was so positive that he began creating more in-depth online demonstrations, essentially bringing the showroom experience directly into customers’ homes. The videos helped viewers feel comfortable and familiar with both Tony and the company before ever visiting a store. Over time, Tony became widely recognized throughout the industry for these presentations, even being stopped by attendees at the NAMM Show who knew him from his videos. He credits these demonstrations as becoming “the lifeblood” of the business and remains proud of the loyal customer community Bonners has built through trusted service, quality products, and a genuine passion for music making.