William F Ludwig III was born into the most famous family in drumming history. Not surprisingly, people always ask if he plays drums? The answer is yes! However, as a young boy of six, he was not forced into drumming as many would expect, but began playing and copying what he heard around the house... drumming.

There were always drummers visiting the Ludwig household, and one of Bill III's favorites was Joe Morello. He and William F. Ludwig II were best friends and, in fact, they each stood for the other when they married. Joe is a large man and young Billy would always ask Joe to sleep over and stay in the lower bunk of the bunk beds. Joe would squeeze in for a few minutes then opt to go back to his hotel for something a little more his size! However, he was always nice and would play on the drum set in the basement, which Bill III would watch with fascination.

The next day would be a day of practicing - and attempting what Joe did - with one bass drum. Finally, Bill's father told him that if he was interested in drumming, he would have to take lessons and learn all aspects of percussion. The beginning lessons were on a pad and rudiments. Bill III wanted to play a drum set, not a pad. However, it was pointed out that this is where you begin, and that is where Grandfather, William F Ludwig, Sr. began, as did his father, Bill II. So it was practice, practice, practice, until his Dad brought home a marching drum and sling. That was the coolest thing ever. He marched around the house and neighborhood playing rudiments and pretending to be in a parade.

Then the magic day came when he graduated to a drum set. Attending conventions from a young age gave Bill III the exposure to many great musicians, but also the quality products made, which he would help set up and tear down at the convention booth.  It gave him a first-hand feel of how and why the instruments were built the way they were. Also, in 4th grade he began accompanying his grandfather and father to the factory every Saturday for their special meetings and planning sessions. Young William was instructed to open a huge pile of mail, stamp it with the date and received stamp and stack it neatly on a desk. After his job was complete, he was allowed to play on the switch board, which at the time had many cords  switches and a head set that made him feel as if he were on a submarine!

Growing up in the business, literally, gave him the desire to become fully involved in the company and he began working in the various departments during summer break from school. This was also a time when he became interested in tympani and studied with the famous studio percussionist Bobby Christian. As an 8th grader,  he competed in the state solo competition and went on to win every year for the next five years in a row. He also played snare in the marching band and was part of his own rock band, playing Cream, Hendrix, and more. He was a total percussionist and loving every minute of it.     

After college, Bill III began working full-time at the company as advertising manager and three months into that job, his father ordered him to take over the endorser program as well. He felt as if he were tossed in the deep end and pointed this out to his father. He argued with his Bill II that this was too much too handle, to which his father said, "Don't worry, you'll learn!" It was not apparent, except to his father, but with all the percussion under his belt and a love for music, it WAS a perfect fit to have WFL III hanging out and talking drums with the top players in the world.

The endorser list quickly grew in numbers and quality of players. Every top player in all fields was playing Ludwig, and all were impressed with the top notch, hands-on service they received. Many times Ludwig would drive to the airport, fly to a gig, rent a car and drive the needed part to the endorser before a show, then fly home. There was notFed Ex  or overnight delivery, not to mention Internet, cell phones or texting. B3 had to track them down on the phone and every endorser had his home number; they were encouraged to call when they needed something, day or night... and they did!

To show the unity and dedication these relationships had with Ludwig, he decided in 1977 to invite all the endorsers to Chicago for a group photo shoot. Ludwig had gone over the endorser list and marveled that he had assembled a stable of stars, so he could not get the thought of a photo shoot at a horse stable out of his head. His father argued that it would be too expensive to fly everyone in, and Bill III noted that they would all pay their own airfare, while Ludwig would take care of the hotel room and dinner. It was agreed, and the first group poster came off with out too many hitches. In fact, everyone had such a good time, they asked Ludwig at the end of the evening when the next one would be!

Bill III ended up doing five such photo sessions and it showed these drummers were playing Ludwig because of the sound, quality and service. They played them because they loved them. It is something he is proud of to this day.