Roof Uses Music Store to Support the Arts

Music has been a loyal companion to Deveran Roof. He bought his first guitar at 12 years old, started working at a music store at 16 and has been managing music stores in the Augusta area for 10 years. Running his own store was all but inevitable.

“To me it just makes sense,” said Roof. “All my friends are through music. I hardly know anybody who doesn’t play.”

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Roof’s passion for musicianship and a community in which to share it is ultimately what led to his opening 440 Instruments in downtown Augusta in 2016. In October 2020, Roof opened a second location at the Walmart Supercenter in Evans.

Along with guitars, drum kits, keyboards, mixers and mics, customers can find a welcoming hub of Augusta’s music scene.

“Pretty much everybody that works with me, I’ve played in a band with at some point,” said Roof. “You just trust them. You see how they handle themselves in a band situation, it’s like family.”

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Among those working at the store are not just skilled musicians, but skilled music teachers. Both stores offer music lessons, mainly in stringed instruments. Roof, who teaches bass, studied music theory at Augusta State, now Augusta University.

According to Roof, the store also boasts some of the best repairers in the region, with one customer traveling from as far away as Athens, Ga. just to get an instrument fixed at the Evans location. A specialty that sets 440 Instruments apart is dealing with previously owned equipment, whether fixing old amps or buying, selling or restringing old guitars.

“Nobody else really does the used stuff like we do,” said Roof. “The new stuff’s kind of easy. You buy it from the manufacturer, you know it’ll be fine. But with used stuff, you’ve got to nitpick it.”

Another edge 440 has is its emphasis on being local and the connection it has, and has the potential to have, with artists in the area as a result. Building and maintaining relationships with people are as paramount to Roof as playing the music.

“It really is about the people.” said Roof. “We know these people. We’re playing in bands with our customers. We’ll see them at these shows. I’ve played in a band with somebody who I’ve sold a guitar to when he was 12 years old.”

A major factor in Roof’s decision to open a location in Evans was his discovery of the Columbia County Performing Arts Center, which opened in May. This prompted a desire to encourage any burgeoning arts scene in Columbia County by providing for it as well.

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“Art needs support, and if it doesn’t have the right support, it won’t flourish,” said Roof. “As the arts move to Columbia County, there has to be people willing to put themselves out there and really build it up. Evans is a great town, but it’s growing, and we have to steer it.”

Roof was a military brat until his family settled in Columbia County when he was younger. Since then, he found camaraderie and purpose in his passion for music that thrived in the community he called home. 440 Instruments is that local downtown and small-town music shop where anyone and everyone can pick up a guitar, a bass, some drums, learn how to play and perpetuate that artistic community.

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“Music is my best friend,” said Roof. “I owe it a debt. It provides me with everything I have. To me, it just makes the most sense.”

440 Instruments is located at 4455 Washington Rd. and at 1131 Broad St. The Augusta location is open from 11 a.m. to 7 p.m., and the Evans location from noon to 7 p.m. Monday through Saturday. For more information visit its Facebook page at https://www.facebook.com/440Instruments or call (706) 922-9706.

Skyler Q. Andrews is a staff reporter covering Columbia County with The Augusta Press. Reach him at skyler@theaugustapress.com.

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