When Gérald Fortier passed away suddenly on May 21, 2016, brothers Martin and David lost more than a father — they lost a role model, a friend, and a colleague. Despite the deep sadness, they chose to carry on their father’s life’s work at Gerald Musique.
“We miss him every single day. There isn’t a day that goes by without thinking about him. We could have walked away, but we continue for him. We know that’s what he would have wanted,” says David, the youngest of the two brothers.
Long before his passing, Gérald had already begun preparing the next generation. Determined to pass on the business he founded in 1966, he transferred part of the company’s shares to his sons and entrusted them with most of the administrative responsibilities. In truth, Gérald could have enjoyed a well-deserved retirement — but his love for music and for people never allowed him to step away.
“We were already managing most of the operations, but he was always here. He couldn’t take two days off. At 90 years old, he would still have been behind the counter. He was a true music enthusiast,” adds Martin.
Following his passing, the Fortier family received an overwhelming wave of support from the community. Gérald Fortier is widely remembered as a builder of Victoriaville and a defining presence in the downtown core.
Before becoming a respected music retailer, Gérald was a musician with the band Les Diamants Noirs. The spark that led to the creation of Gerald Musique came from a simple purchase — a cable he found overpriced at another local music store. Convinced he could offer musicians something better, he began contacting suppliers and selling instruments and sound equipment. He started modestly, first operating from his brother-in-law’s Singer store, then from a small location on Saint-Dominique Street.
In the mid-1970s, seeking greater visibility and space, he moved the store to its current address at 88 Notre-Dame Street East.
At the time, Gerald Musique sold musical instruments as well as consumer electronics. As both divisions grew and space became limited, a decision had to be made. In the early 1980s, after careful consideration — and one memorable lesson — Gérald chose to focus exclusively on musical instruments and audio equipment.
“He had found a great deal on VHS recorders and bought twenty units. The following week, they were cheaper at Sears. That’s when he realized how quickly that market moved — too quickly for us to stay competitive,” recalls David.
Over the years, Gerald Musique has undergone three major expansions. Today, the store is recognized across Eastern Canada for its competitive pricing and high-end instruments.
“We’ve never been afraid to go big and offer premium guitars worth several thousand dollars. Recently, we carried one of only two limited-edition Stevie Ray Vaughan guitars available in Canada,” says Martin.
While no further physical expansions are planned in the short or medium term, the brothers are committed to strengthening the company’s online presence. With more musicians shopping online — even for instruments — expanding digitally allows Gerald Musique to reach customers beyond Quebec and continue growing the legacy built in 1966.