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Seems like you have a decent amount of unique visitors - you just need to "convert" them.
1st off I would get rid of the big "in your face" popup when first entering the site. I would bet it's doing more harm than good.
2nd I would add some content (ie articles) about relevant topics in that niche. Maybe even some reviews related to guitar gear and accessories...
Then I would tactfully weave affiliate links into those articles. Links to guitar videos, guitar accessories, songbooks, etc. from Musicians Friend, Sam Ash, or Zzounds.
Just my thoughts...
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