Friends of the Bear Q&A – Andrew Birkitt // Break the Machine

Getting to know other small and/or family run businesses up ‘ere in Yorkshire has been a real treat. It’s a vibrant and busy place int it?

Shortly after we got our socials going, one of those businesses played an important role in demonstrating how friendly and supportive that local community is. Andy, owner and director of Break the Machine, showed us nowt but a warm welcome to the industry and I’d say we’ve become good friends since, although having never met in person due to a certain pandemic.

Break the Machine has since stocked a small range of our standard and custom products and Andy, who has been somewhat of a mentor in many ways as we’ve trudged our way through the new challenges of retail, has been a total legend!

Q: Introduce us to Break the Machine, what you’re all about and where folk can find out more about you.

A: Break the Machine is a family run, totally independent online shop retailing the very best in unusual, exclusive and downright tremendous guitar fx pedals, accessories and some synths. You can find us on Instagram, Facebook and Tick Tock and of course on www.breakthemachine.co.uk

Q: When was Break the Machine established? Did you get on board with the rising popularity in effects pedals and modular synths or was it just good timing?

A: Our official D.O.B was Sept 2017, but the idea behind BTM started back in (around) 2016. There was no thing that we wanted to jump onboard with, but I guess there was a feeling of, ‘why does everyone stock the same thing?’ and then after looking into what’s what there were tons of builders with little or no dealers (in the UK) all of which were making these wonderful creations and we thought Blighty needed a bit of that action. The rest they say is history…

Q: You’re fiercely independent and represent quite a few smaller, independent businesses through stocking their products. Where did the concept of starting a business outside of ‘the machine’ come from and how has that contributed to your success/what are the benefits to you as a business owner?

A: Well, I come from a background of high street retail and latterly business to business retail where every decision was made on margin and whether or not you could sell something to someone or something that made the business the £££’s. I always struggled with attempting to flog something just because of a spiff or to achieve a target; plus, it’s always the smaller people that get trodden on isn’t it? So, I thought it would be nice to concentrate on the less mainstream brands, give them a hub and also provide musicians with products that are innovative, unusual and ultimately great tools for any artist. Plus, without that faith the builders and suppliers have shown us, Break the Machine would not exist.

Q: 2020 was a weird, yet in many ways successful year for a lot of pedal and modular makers. Supply chain issues caused problems with production but with consumers being stuck at home, the demand grew high. What was your tactic to get through that and how did the pandemic affect business as an online retailer? Were you required to re-focus on more local makers for instance and has any of that had any lasting positive impact on business?

A: There was no plan, at all. The pandemic was (is) scary, deadly and to be honest, Break the Machine took a back seat whilst we looked after our family, friends etc and concentrated on doing the right thing (whilst trying to figure out how everything was going to play out.) The business ‘model’ if there ever was one, didn’t and hasn’t changed and sales wise, Break the Machine prospered during 2020 & 2021. People were at home and wanted to be creative and pedal sales boomed. We are now investing back into the business and will start giving back over the coming years. You could say we are very thankful which would be very, very true.

Q: You seem to have direct relationships with many of the brands you stock and it feels as though this is fundamentally related to the Break the Machine manifesto. Is this connected in any way to how you go about selecting which products to stock? As one of those brands, I know we had lots of conversations and got to know each other chatting about shared interests before you decided to represent us, so I’m just curious to know how important this is to you and how it dictates how you do business.

A: It’s the old adage, isn’t it? you buy from people. Plus, the builders we deal with don’t have HR departments or compliance teams so you have to interact with the creators directly. You get to know them, how to represent them properly and word gets around and before you know it, trust has been built. That’s the thing; trust, very important. Trust and respect.

Q: How do you go about sourcing products? There are so many makers out there now in what is a hugely competitive industry, so I imagine it’s a task to stay on top of all their new releases etc. Are you usually looking out for something new or interesting to add to your catalogue or do you find that makers come to you looking for a dealership?

A: Well, that’s a company secret, isn’t it? I’ll slip you the answer when we meet for coffee in 2025.

What have you been playing with recently? I know you recently acquired a Moog synth, how you getting on with it?

A: The MOOG Grandmother, Elektron Model:Cycles and the Empress ZOIA, in that order, with a DFAM coming soon. Pedal wise: Black Mass 1312, Mattoverse Airtrash and The Litigator by Spun Loud. It’s a great time to be alive, gear wise.

The MOOG sound is a wonderful thing…that girth you get from the combination of their oscillators and filters; gives me goosebumps.

Q: What’s big on your playlist right now, any music recommendations?

A: Well, you asked:

‘You Will Never Work in Television Again’  (The Smile)
‘Second Nature’ (Bon Iver)
Anything by Lisa Bella Donna
‘Seventeen Going Under’ (Sam Fender) – love this lads’ lyrics- gives me the shivers.
‘Blues Run the Game’ Jackson C Frank
‘Slab City Records’ The Mutones
‘For A Spanish Guitar’ Gene Clark
And a smattering of Clifford T Ward.
Saw the Huddersfield Gospel Community Choir live late last year, which was a beautiful thing. Those voices and that piano…stunning.

Q: You personally own a few Loaded for Bear cables and stock a small range in the shop. Can you share what it means to you to have our products included in your catalogue?

A: It means the world. You know that ‘cos we’ve told you that you make wonderful things

Q: What’s 2022 going to see from Break the Machine? Have you got any news you can share or tips on what folk should look out for?

A:

BIG change for Break the Machine, stay tuned.

Ghost Writer by Recovery Effects.

Check out Silver Birch by Swamp Witch Pedals

Irvines Fuzz by Screwed Circuitz, all incoming.

Q: Is it chucking it down over there? We’re all frozzed here in the valley!

A: Mizzle followed by sun and then more mizzle. Repeat.

It’s been proper lovely to get to know Andy and Break the Machine more and I’m forever grateful for his honesty and the snippets of wisdom he’s shared with me over the last couple of years.

If you’re in the market for summat special, I encourage you to go get it from the awesome that is Break the Machine. You’ll not find a more helpful and wise fx pedal specialist.