. >> bruce springstein's accordion player got a couple from us. >> michael has his sights set high. it's what liberty bellows is doing online getting international attention. they post videos of all their instruments on youtube. >> instead of one viral video, a lot of small ones and push content out. since then, 3,000 videos and millions of hits on our website and youtube. i think that was the hardest thing for people, when they buy a used instrument, there's a lot of things that can go wrong. seeing a video and what it sounds like is key to developing a trust with the customer that could be very far away, in a different country. >> the videos bring piece of mind to purchasers of used instruments and customers access to new accordions, ones they would never be able to access otherwise. beyond the commerce, he knows the core of business growth comes from nurturing of a vibrant community of active players. >> we are trying to get people to learn to play to get to a point they are comfortable, enjoying it. our thought is that, you know, if they keep making progress, they are going to k