Marketing Metal: Easton Entrepreneur Turns High-School Business Into Online Rock Empire

April 3, 2007

Dustin Schoof of The Express-Times reports: When heavy-metal beckons, IMosh.com founder David Gesnar is quick to answer the call.

The quiet, reserved 38-year-old Easton resident and Warren Hills Regional High School graduate doesn't sound like your typical metal-head over the phone. But that's all part of his Web site's mystique.

"We're kind of top secret," Gesnar coyly explains.

There are no photos of Gesnar or staff members on the site -- just an endless sea of metal merchandise to behold.

"We try to keep everything flowing nicely and have as few words as possible so it doesn't clog up (visitors') minds."

And if you're one of those customers searching for a cigarette lighter adorned with a Metallica ninja star or in need of a pair of studded leather wristbands, then there is a good chance Gesnar has what you're looking for.

"Most of our merchandise and accessories are geared more to the lifestyle than the actual band, it seems," Gesnar says.

"With spiked leather, it did slow down for quite a few years but over the past year or so it's been increasing (in sales). It's kind of weird that it's coming back without any big metal bands wearing it."

But spiked leather isn't the only fashion statement to make a comeback. Classic rock and heavy-metal bands' likenesses are being sported by a new generation of music fans.

Not to mention the added exposure of successful reunion tours by many of metal's biggest acts, including POISON, MÖTLEY CRÜE, JUDAS PRIEST and BLACK SABBATH.

Read the entire article at The Express-Times.

Find more on

Prev More News Next

Comments Disclaimer And Information

BLABBERMOUTH.NET uses the Facebook Comments plugin to let people comment on content on the site using their Facebook account. The comments reside on Facebook servers and are not stored on BLABBERMOUTH.NET. To comment on a BLABBERMOUTH.NET story or review, you must be logged in to an active personal account on Facebook. Once you're logged in, you will be able to comment. User comments or postings do not reflect the viewpoint of BLABBERMOUTH.NET and BLABBERMOUTH.NET does not endorse, or guarantee the accuracy of, any user comment. To report spam or any abusive, obscene, defamatory, racist, homophobic or threatening comments, or anything that may violate any applicable laws, use the "Report to Facebook" and "Mark as spam" links that appear next to the comments themselves. To do so, click the downward arrow on the top-right corner of the Facebook comment (the arrow is invisible until you roll over it) and select the appropriate action. You can also send an e-mail to blabbermouthinbox(@)gmail.com with pertinent details. BLABBERMOUTH.NET reserves the right to "hide" comments that may be considered offensive, illegal or inappropriate and to "ban" users that violate the site's Terms Of Service. Hidden comments will still appear to the user and to the user's Facebook friends. If a new comment is published from a "banned" user or contains a blacklisted word, this comment will automatically have limited visibility (the "banned" user's comments will only be visible to the user and the user's Facebook friends).