Family history. Legendary brand. Lineage. These are all terms I think of when I hear the name Ludwig. That’s why William Ludwig’s new company WFLIII Drums has the perfect slogan: The Sound of Generations. It may be one of the truest tagline’s I’ve ever seen.
William’s grandfather, William Ludwig Sr. started Ludwig & Ludwig along with his brother Theobold in 1909. From that time, the company and family name has had quite the journey. The company changed hands a few times, including back into the Ludwig family charge in 1955. After it was sold the first time, Ludwig Sr. started a new drum company. Unable to use the name Ludwig, he branded the new venture as WFL Drum Company. I hope you can see where this is going to end up.
Fast forward to today, Bill Ludwig III has launched a brand new drum company and like his Grandfather did decades ago – he’s used his initials as the company’s moniker. If there wasn’t enough similarities happening here, there’s another very important characteristic. When I asked Bill to explain the formation of this new company, he told me an interesting and inspiring story. Ludwig tells Sound Vapors, “Five years ago my daughters and I made a move and we’re hanging pictures in the new house. I’d lost my job and thinking what am I going to do now.. I’m raising two young girls.. Then I saw this picture of my Grandfather, in the kitchen, of him testing drums in the factory. I looked at the year on the picture and I figured out that he was 59 (years old) in that picture. I was 59, five years ago. For some reason I took it off the wall and in the back, in my Father’s handwriting it says, Sr. Starting over. And I thought, If he can do it, I can do it. So same scenario. I couldn’t use my name and I couldn’t call it Ludwig Drum Company, so I called it WFLIII Drums.”
It’s inspiring on so many levels. You can hear the passion in Bill’s voice as he talks, not only about his Father and Grandfather but WFLIII Drums as well. You can tell he loves the thought of working directly with artists and the rush of getting a drummer all set up and ready to go.
Ludwig Drums have been a staple in music for many years. A lot of people point to a moment in time when The Beatles played to millions of people on television and there was a Ludwig drum set in front of Ringo Starr. But the line of legendary drummers only gets bigger from there. World renowned percussionists like John Bonham, Peter Criss, Alex Van Halen, Nick Mason, Carmine Appice, Ginger Baker, Roger Taylor, Joe Morello, Buddy Rich and the list keeps going and going. Many of those endorsed drummers were signed and serviced by Bill personally and he continues those personalized relationships today as he continues the long tradition of artist outreach with his current company. In fact, WFLIII Drums are actively working with drummers of all ages, as they look to establish their brand ambassador program going forward.
As the word continues to get out about Bill’s new company and the family recipe of Maple Shells – just like ones that were used on the, now hard to find vintage drums from the 60’s, drummers will find themselves wanting to try these kits out. I can tell you that it is my intention to play one of these drum sets in the near future and I will be sure to report back to you on the feel and sound of these drums. And I can tell you this: Hearing about the backstory, formation and process of these drums makes me super excited to play them and even more so about the future of this new company. Which seems very bright, indeed. Believe it.
Our interview was filled with many stories of family history and epic times in the life of Bill Ludwig. It’s definitely one of my favorite conversations to date. You can hear my entire conversation with Bill by clicking on the link to your favorite place to listen to podcasts. Please don’t forget to subscribe!
-Tommy Marz
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