The convention couldn’t sound less rock-and-roll — the ... · The convention couldn’t sound...

Theconventioncouldn’tsoundlessrock-and-roll—theNationalTheconventioncouldn’tsoundlessrock-and-roll—theNational

AssociationofMusicMerchantsShow.ButwhenthedoorsopenattheAssociationofMusicMerchantsShow.Butwhenthedoorsopenatthe

AnaheimConventionCenter,peoplestreamintoscourrowsofFenders,AnaheimConventionCenter,peoplestreamintoscourrowsofFenders,

LesPaulsandtheoddball,custom-builtcreationssuchasthe5-foot-4-inchLesPaulsandtheoddball,custom-builtcreationssuchasthe5-foot-4-inch

mermaidguitarcraftedof15kindsofwood.mermaidguitarcraftedof15kindsofwood.

Standinginthecenterofthebiggest,six-stringcandystoreintheUnitedStandinginthecenterofthebiggest,six-stringcandystoreintheUnited

States,youcanalmostbelievealliswellwithintheguitarworld.States,youcanalmostbelievealliswellwithintheguitarworld.

Exceptif,likeGeorgeGruhn,youknowbetter.The71-year-oldNashvilleExceptif,likeGeorgeGruhn,youknowbetter.The71-year-oldNashville

dealerhassoldguitarstoEricClapton,NeilYoung,PaulMcCartneyanddealerhassoldguitarstoEricClapton,NeilYoung,PaulMcCartneyand

TaylorSwift.WalkingthroughNAMMwithGruhnislikeshadowingBillTaylorSwift.WalkingthroughNAMMwithGruhnislikeshadowingBill

BelichickattheNFLScoutingCombine.ThereisgreatlovefortheproductBelichickattheNFLScoutingCombine.Thereisgreatlovefortheproduct

andgreatskepticism.Whatothersmightseeasaboom—theseeminglyandgreatskepticism.Whatothersmightseeasaboom—theseemingly

endlesslineofmanufacturersshowcasinginstruments—Gruhnseesastwoendlesslineofmanufacturersshowcasinginstruments—Gruhnseesastwo

trainsonacollisioncourse.trainsonacollisioncourse.

“Therearemoremakersnowthaneverbeforeinthehistoryofthe“Therearemoremakersnowthaneverbeforeinthehistoryofthe

instrument,butthemarketisnotgrowing,”Gruhnsaysinavoicethatinstrument,butthemarketisnotgrowing,”Gruhnsaysinavoicethat

fluttersbetweenagroanandagrumble.“I’mnotalldoomsday,butthis—fluttersbetweenagroanandagrumble.“I’mnotalldoomsday,butthis—

thisisnotsustainable.”thisisnotsustainable.”

Thenumbersbackhimup.Inthepastdecade,electricguitarsaleshaveThenumbersbackhimup.Inthepastdecade,electricguitarsaleshave

plummeted,fromabout1.5millionsoldannuallytojustover1million.Theplummeted,fromabout1.5millionsoldannuallytojustover1million.The

twobiggestcompanies,GibsonandFender,areindebt,andathird,PRStwobiggestcompanies,GibsonandFender,areindebt,andathird,PRS

Guitars,hadtocutstaffandexpandproductionofcheaperguitars.InApril,Guitars,hadtocutstaffandexpandproductionofcheaperguitars.InApril,

Moody’sdowngradedGuitarCenter,thelargestchainretailer,asitfacesMoody’sdowngradedGuitarCenter,thelargestchainretailer,asitfaces

$1.6billionindebt.AndatSweetwater.com,theonlineretailer,abrand-$1.6billionindebt.AndatSweetwater.com,theonlineretailer,abrand-

new,interest-freeFendercanbehadforaslittleas$8amonth.new,interest-freeFendercanbehadforaslittleas$8amonth.

WhatworriesGruhnisnotsimplythatprofitsaredown.ThathappensinWhatworriesGruhnisnotsimplythatprofitsaredown.Thathappensin

business.He’sconcernedbythe“why”behindthesalesdecline.Whenhebusiness.He’sconcernedbythe“why”behindthesalesdecline.Whenhe

openedhisstore46yearsago,everyonewantedtobeaguitargod,inspiredopenedhisstore46yearsago,everyonewantedtobeaguitargod,inspired

bythemenwhoroamedtheconcertstage,includingClapton,JeffBeck,bythemenwhoroamedtheconcertstage,includingClapton,JeffBeck,

JimiHendrix,CarlosSantanaandJimmyPage.NowthoseboomersareJimiHendrix,CarlosSantanaandJimmyPage.Nowthoseboomersare

retiring,downsizingandadjustingtofixedincomes.They’relookingtoretiring,downsizingandadjustingtofixedincomes.They’relookingto

shed,notaddto,theircollections,andtheyoungergenerationisn’tshed,notaddto,theircollections,andtheyoungergenerationisn’t

steppingintoreplacethem.steppingintoreplacethem.

Gruhnknowswhy.Gruhnknowswhy.

“Whatweneedisguitarheroes,”hesays.“Whatweneedisguitarheroes,”hesays.

[[GeoffEdgers’sSpotifyplaylistofguitarheroesyoubetterknowGeoffEdgers’sSpotifyplaylistofguitarheroesyoubetterknow]]

HeisaskedaboutClapton,whohimselfrecentlydownsizedhiscollection.HeisaskedaboutClapton,whohimselfrecentlydownsizedhiscollection.

Gruhnsold29ofhisguitars.Gruhnsold29ofhisguitars.

“EricClaptonis“EricClaptonismymyage,”hesays.age,”hesays.

HowaboutCreed’sMarkTremonti,JoeBonamassa,JohnMayer?HeHowaboutCreed’sMarkTremonti,JoeBonamassa,JohnMayer?He

shakeshishead.shakeshishead.

“JohnMayer?”heasks.“Youdon’tseeabunchofkidsemulatingJohn“JohnMayer?”heasks.“Youdon’tseeabunchofkidsemulatingJohn

MayerandlisteningtohimandwantingtopickupaguitarbecauseofMayerandlisteningtohimandwantingtopickupaguitarbecauseof

him.”him.”

Guitarheroes.Theyarrivedwiththefirstwaveofrock-and-roll.ChuckGuitarheroes.Theyarrivedwiththefirstwaveofrock-and-roll.Chuck

Berryduckwalkingacrossthebigscreen.ScottyMoore’sreverb-soakedBerryduckwalkingacrossthebigscreen.ScottyMoore’sreverb-soaked

GibsononElvis’sSunrecords.LinkWray,withhisbikercool,blastingGibsononElvis’sSunrecords.LinkWray,withhisbikercool,blasting

through“Rumble”in1958.through“Rumble”in1958.

Thatinstrumentalwasn’tatechnicalfeat.Itrequiredjustfourchords.ButThatinstrumentalwasn’tatechnicalfeat.Itrequiredjustfourchords.But

fourchordswereenoughforJimmyPage.fourchordswereenoughforJimmyPage.

“Thatwassomethingthathadsomuchprofoundattitudetoit,”Pagetold“Thatwassomethingthathadsomuchprofoundattitudetoit,”Pagetold

JackWhiteandtheEdgeinthe2009documentary“ItMightGetLoud.”JackWhiteandtheEdgeinthe2009documentary“ItMightGetLoud.”

The’60sbroughtawaveofwhiteblues—Clapton,JeffBeck,KeithThe’60sbroughtawaveofwhiteblues—Clapton,JeffBeck,Keith

Richards—aswellasthetheatricsoftheguitar-smashingPeteTownshendRichards—aswellasthetheatricsoftheguitar-smashingPeteTownshend

andthesonicrevolutionaryHendrix.andthesonicrevolutionaryHendrix.

McCartneyMcCartneysawHendrixplayattheBagO’NailsclubinLondonin1967.HesawHendrixplayattheBagO’NailsclubinLondonin1967.He

thinksbackonthosedaysfondlyand,inhissetstoday,picksupaleft-thinksbackonthosedaysfondlyand,inhissetstoday,picksupaleft-

handedLesPaultojamthroughHendrix’s“FoxyLady.”handedLesPaultojamthroughHendrix’s“FoxyLady.”

“Theelectricguitarwasnewandfascinatinglyexcitinginaperiodbefore“Theelectricguitarwasnewandfascinatinglyexcitinginaperiodbefore

Jimiandimmediatelyafter,”theformerBeatlesayswistfullyinarecentJimiandimmediatelyafter,”theformerBeatlesayswistfullyinarecent

interview.“SoyougotloadsofgreatplayersemulatingguyslikeB.B.Kinginterview.“SoyougotloadsofgreatplayersemulatingguyslikeB.B.King

andBuddyGuy,andyouhadafewgenerationsthere.”andBuddyGuy,andyouhadafewgenerationsthere.”

Hepauses.Hepauses.

“Now,it’smoreelectronicmusicandkidslistendifferently,”McCartney“Now,it’smoreelectronicmusicandkidslistendifferently,”McCartney

says.“Theydon’thaveguitarheroeslikeyouandIdid.”says.“Theydon’thaveguitarheroeslikeyouandIdid.”

[[MeetthecriticwhopannedSgt.PepperMeetthecriticwhopannedSgt.Pepper]]

NirvanawashugewhentheBlackKeys’DanAuerbach,38,wasgrowingup.NirvanawashugewhentheBlackKeys’DanAuerbach,38,wasgrowingup.

“Andeverybodywantedaguitar,”hesays.“Thisisnotsurprising.Ithasto“Andeverybodywantedaguitar,”hesays.“Thisisnotsurprising.Ithasto

dowithwhat’sintheTop20.”dowithwhat’sintheTop20.”

LivingColour’sVernonReidagreesbutalsospeakstoalargershift.HeLivingColour’sVernonReidagreesbutalsospeakstoalargershift.He

remembersbeinginspiredwhenheheardSantanaontheradio.“TherewasremembersbeinginspiredwhenheheardSantanaontheradio.“Therewas

acultureofguitarplaying,andmusicwascentral,”addsReid,58.“Arecordacultureofguitarplaying,andmusicwascentral,”addsReid,58.“Arecord

wouldcomeoutandyouwouldhearaboutthatrecord,andyouwouldwouldcomeoutandyouwouldhearaboutthatrecord,andyouwould

makethejourney.Therewasacertaininvestmentintimeandresources.”makethejourney.Therewasacertaininvestmentintimeandresources.”

LitaFord,also58,rememberscurlinguponthecouchonenightin1977toLitaFord,also58,rememberscurlinguponthecouchonenightin1977to

watchCheapTrickon“DonKirshner’sRockConcert.”Shewas19andherwatchCheapTrickon“DonKirshner’sRockConcert.”Shewas19andher

band,theRunaways,hadplayedgigswiththem.band,theRunaways,hadplayedgigswiththem.

“Itwasjustadifferentworld,”Fordsays.“Therewas‘DonKirshner’sRock“Itwasjustadifferentworld,”Fordsays.“Therewas‘DonKirshner’sRock

Concert,’EdSullivan,DickClark,andtheywouldhaveonebandonandConcert,’EdSullivan,DickClark,andtheywouldhaveonebandonand

youwouldwaitallweektoseewhothatbandwasgoingtobe.Andyouyouwouldwaitallweektoseewhothatbandwasgoingtobe.Andyou

couldtalkaboutitallweeklongwithyourfriends—‘Saturdaynight,Deepcouldtalkaboutitallweeklongwithyourfriends—‘Saturdaynight,Deep

Purple’sgoingtobeon,whataretheygoingtoplay?’—andthenPurple’sgoingtobeon,whataretheygoingtoplay?’—andthen

everybody’saroundtheTVlikeyou’rewatchingafootballgame.”everybody’saroundtheTVlikeyou’rewatchingafootballgame.”

Bythe’80s,whenFordwentsoloandcrackedtheTop40,shebecameoneBythe’80s,whenFordwentsoloandcrackedtheTop40,shebecameone

ofthefewfemaleguitarheroesonaplaylistpackedwithmen,includingofthefewfemaleguitarheroesonaplaylistpackedwithmen,including

StevieRayVaughan,JoeSatrianiandEddieVanHalen.StevieRayVaughan,JoeSatrianiandEddieVanHalen.

Guitarculturewaspervasive,whetherinmoviehouses(“KarateKid”RalphGuitarculturewaspervasive,whetherinmoviehouses(“KarateKid”Ralph

MacchiooutduelingSteveVaiinthe1986movie“Crossroads”;MichaelJ.MacchiooutduelingSteveVaiinthe1986movie“Crossroads”;MichaelJ.

Foxplayingablisteringsoloin“BacktotheFuture”andco-starringwithFoxplayingablisteringsoloin“BacktotheFuture”andco-starringwith

JoanJettin1987’srock-banddrama“LightofDay”)oronMTVandtheJoanJettin1987’srock-banddrama“LightofDay”)oronMTVandthe

older,concertfilmsfeaturingtheWhoandLedZeppelinonseeminglyolder,concertfilmsfeaturingtheWhoandLedZeppelinonseemingly

endlessrepeats.endlessrepeats.

Buttherewerealreadyhintsofthechangetocome,oftheevolutionsinButtherewerealreadyhintsofthechangetocome,oftheevolutionsin

musictechnologythatwouldeventuallycompetewiththeguitar.In1979,musictechnologythatwouldeventuallycompetewiththeguitar.In1979,

Tascam’sPortastudio144arrivedonthemarket,allowinganybodywithaTascam’sPortastudio144arrivedonthemarket,allowinganybodywitha

microphoneandapatchcordtorecordwithmultipletracks.(microphoneandapatchcordtorecordwithmultipletracks.(BruceBruce

SpringsteenusedaPortastudioSpringsteenusedaPortastudiofor1982’s“Nebraska.”)In1981,Oberheimfor1982’s“Nebraska.”)In1981,Oberheim

introducedtheDMXdrummachine,revolutionizinghip-hop.introducedtheDMXdrummachine,revolutionizinghip-hop.

SoinsteadofHendrixorSantana,LinkinPark’sBradDelsondrewhisSoinsteadofHendrixorSantana,LinkinPark’sBradDelsondrewhis

inspirationfromRun-DMC’s“RaisingHell,”thecrossoversmashreleasedinspirationfromRun-DMC’s“RaisingHell,”thecrossoversmashreleased

in1986.Delson,whosebandrecentlylandedatopthechartswithanalbumin1986.Delson,whosebandrecentlylandedatopthechartswithanalbum

notablylightonguitar,doesn’tlookattheleapfromaxmentoDJsasabadnotablylightonguitar,doesn’tlookattheleapfromaxmentoDJsasabad

thing.thing.

“Musicismusic,”hesays.“Theseguysareallmusicalheroes,whatevercool“Musicismusic,”hesays.“Theseguysareallmusicalheroes,whatevercool

instrumenttheyplay.Andtoday,they’regravitatingtowardprogramminginstrumenttheyplay.Andtoday,they’regravitatingtowardprogramming

beatsonanAbleton.Idon’tthinkthat’sanylesscreativeasplayingbass.beatsonanAbleton.Idon’tthinkthat’sanylesscreativeasplayingbass.

I’mopentotheevolutionasitunfolds.Musicalgeniusismusicalgenius.ItI’mopentotheevolutionasitunfolds.Musicalgeniusismusicalgenius.It

justtakesdifferentforms.”justtakesdifferentforms.”

TellthattoGuitarCenter,now$1.6billionindebtandsofearfulofTellthattoGuitarCenter,now$1.6billionindebtandsofearfulof

publicitythataspokeswomanwouldonlymakeanexecutiveavailableforpublicitythataspokeswomanwouldonlymakeanexecutiveavailablefor

aninterviewononecondition:“Hecannotdiscussfinancialsorpoliticsaninterviewononecondition:“Hecannotdiscussfinancialsorpolitics

underanycircumstances.”(Nothanks.)underanycircumstances.”(Nothanks.)

RichardAsh,thechiefexecutiveofSamAsh,thelargestchainoffamily-RichardAsh,thechiefexecutiveofSamAsh,thelargestchainoffamily-

ownedmusicstoresinthecountry,isn’tafraidtostatetheobvious.ownedmusicstoresinthecountry,isn’tafraidtostatetheobvious.

“Ourcustomersaregettingolder,andthey’regoingtobegonesoon,”he“Ourcustomersaregettingolder,andthey’regoingtobegonesoon,”he

says.says.

Overthepastthreeyears,Gibson’sannualrevenuehasfallenfromOverthepastthreeyears,Gibson’sannualrevenuehasfallenfrom

$2.1billionto$1.7billion,accordingtodatagatheredbyMusicTrades$2.1billionto$1.7billion,accordingtodatagatheredbyMusicTrades

magazine.Thecompany’s2014purchaseofPhilips’saudiodivisionformagazine.Thecompany’s2014purchaseofPhilips’saudiodivisionfor

$135millionledtodebt—howmuch,thecompanywon’tsay—anda$135millionledtodebt—howmuch,thecompanywon’tsay—anda

Moody’sdowngradinglastyear.Fender,whichhadtoabandonapublicMoody’sdowngradinglastyear.Fender,whichhadtoabandonapublic

offeringin2012,hasfallenfrom$675millioninrevenueto$545million.Itofferingin2012,hasfallenfrom$675millioninrevenueto$545million.It

hascutitsdebtinrecentyears,butitremainsat$100million.hascutitsdebtinrecentyears,butitremainsat$100million.

[[Howmuchdidthisguitarstorycostme?$2,376.99.Howmuchdidthisguitarstorycostme?$2,376.99.]]

Andstartingin2010,theindustrywitnessedamilestonethatwouldhaveAndstartingin2010,theindustrywitnessedamilestonethatwouldhave

beenunthinkableduringthehair-metalera:Acousticmodelsbegantobeenunthinkableduringthehair-metalera:Acousticmodelsbeganto

outsellelectric.outsellelectric.

Still,theleadersofGibson,FenderandPRSsaytheyhavenotgivenup.Still,theleadersofGibson,FenderandPRSsaytheyhavenotgivenup.

“Thedeathoftheguitar,toparaphraseMarkTwain,isgreatly“Thedeathoftheguitar,toparaphraseMarkTwain,isgreatly

exaggerated,”saysFender’schiefexecutive,AndyMooney.exaggerated,”saysFender’schiefexecutive,AndyMooney.

Hesaysthatthecompanyhasastrategydesignedtoreachmillennials.TheHesaysthatthecompanyhasastrategydesignedtoreachmillennials.The

key,Mooneysays,istogetmorebeginnerstostickwithaninstrumenttheykey,Mooneysays,istogetmorebeginnerstostickwithaninstrumentthey

oftenabandonwithinayear.Tothatend,inJulythecompanywilllaunchaoftenabandonwithinayear.Tothatend,inJulythecompanywilllauncha

subscription-basedserviceitsayswillchangethewaynewguitaristslearnsubscription-basedserviceitsayswillchangethewaynewguitaristslearn

toplaythroughaseriesofonlinetools.toplaythroughaseriesofonlinetools.

PaulReedSmith,theMaryland-basedguitardesigner,saystheindustryisPaulReedSmith,theMaryland-basedguitardesigner,saystheindustryis

justnowrecoveringfromtherecessionthatstruckin2009.Hepointstojustnowrecoveringfromtherecessionthatstruckin2009.Hepointsto

PRS’ssustainedrevenue—thecompanysaysthey’rebetween$42millionPRS’ssustainedrevenue—thecompanysaysthey’rebetween$42million

and$45millionayear—andanincreaseddemandforguitars.and$45millionayear—andanincreaseddemandforguitars.

“Thisisaverycomplicatedmixofeconomyversusmarket,demandversus“Thisisaverycomplicatedmixofeconomyversusmarket,demandversus

whatproductsaretheyputtingout,versusaretheirproductsasgoodaswhatproductsaretheyputtingout,versusaretheirproductsasgoodas

theyusedtobe,versuswhat’sgoingonwiththeInternet,versushowaretheyusedtobe,versuswhat’sgoingonwiththeInternet,versushoware

thebig-boxstoresdealingwithwhat’sgoingon,”Smithsays.“ButI’lltellthebig-boxstoresdealingwithwhat’sgoingon,”Smithsays.“ButI’lltell

youthis:Youputamagicguitarinacaseandshipittoadealer,itwillsell.”youthis:Youputamagicguitarinacaseandshipittoadealer,itwillsell.”

Thenthere’sHenryJuszkiewicz,thebiggestandmostcontroversialoftheThenthere’sHenryJuszkiewicz,thebiggestandmostcontroversialofthe

musicinstrumentmoguls.WhenheandapartnerboughtGibsonin1986,musicinstrumentmoguls.WhenheandapartnerboughtGibsonin1986,

forjust$5million,theonetimegiantwasdying.forjust$5million,theonetimegiantwasdying.

[[Behindthescenes:howwegotpaidtosetaguitaronfireBehindthescenes:howwegotpaidtosetaguitaronfire]]

“Itwasafailedcompanythathadaniconicname,butitreallywasonits“Itwasafailedcompanythathadaniconicname,butitreallywasonits

lastlegs,”Ashsays.“[Juszkiewicz]completelyrevivedtheGibsonline.”lastlegs,”Ashsays.“[Juszkiewicz]completelyrevivedtheGibsonline.”

Juszkiewicz,64,isknownforbeingtemperamental,ultracompetitiveandJuszkiewicz,64,isknownforbeingtemperamental,ultracompetitiveand

difficulttoworkfor.difficulttoworkfor.AformerGibsonstafferrecallsacompanyretreatinAformerGibsonstafferrecallsacompanyretreatin

LasVegaspunctuatedbyatriptoashootingrange,whereexecutivesshotLasVegaspunctuatedbyatriptoashootingrange,whereexecutivesshot

upaFenderStratocaster.Inrecentyears,JuszkiewiczhasmadetwomajorupaFenderStratocaster.Inrecentyears,Juszkiewiczhasmadetwomajor

pushes,bothseeminglyaimedatexpandingacompanywhenaproductpushes,bothseeminglyaimedatexpandingacompanywhenaproduct

itself—theguitar—hasshownalimitedabilitytogrowitsmarket.itself—theguitar—hasshownalimitedabilitytogrowitsmarket.

In2014,heacquiredPhilips’saudiodivisiontoaddheadphones,speakersIn2014,heacquiredPhilips’saudiodivisiontoaddheadphones,speakers

anddigitalrecorderstoGibson’sbrand.Theidea,Juszkiewiczsays,istoanddigitalrecorderstoGibson’sbrand.Theidea,Juszkiewiczsays,isto

recastGibsonfromaguitarcompanytoaconsumerelectronicscompany.recastGibsonfromaguitarcompanytoaconsumerelectronicscompany.

There’salsothelineofself-tuning“robot”guitarsthatGibsonspentmoreThere’salsothelineofself-tuning“robot”guitarsthatGibsonspentmore

thanadecadeandmillionsofdollarsdeveloping.In2015,Juszkiewiczthanadecadeandmillionsofdollarsdeveloping.In2015,Juszkiewicz

madethefeaturestandardonmostnewguitars.Salesdroppedsomadethefeaturestandardonmostnewguitars.Salesdroppedso

dramatically,asplayersandcollectorsquestionedtheaddedcostandvalue,dramatically,asplayersandcollectorsquestionedtheaddedcostandvalue,

thatGibsontolddealerstoslashprices.ThecompanythenabandonedthatGibsontolddealerstoslashprices.Thecompanythenabandoned

makingself-tunersastandardfeature.Youcanstillbuythem—theycallmakingself-tunersastandardfeature.Youcanstillbuythem—theycall

them“GForce”—butthey’renowsimplyanadd-onoption.them“GForce”—butthey’renowsimplyanadd-onoption.

Journey’sNealSchonsayshebattledwithJuszkiewiczwhenheservedasaJourney’sNealSchonsayshebattledwithJuszkiewiczwhenheservedasa

consultanttoGibson.consultanttoGibson.

“IwastryingtohelpHenryandshoohimawayfromareasthathewas“IwastryingtohelpHenryandshoohimawayfromareasthathewas

spendingawholelotofmoneyin,”Schonsays.“Allthiselectronical,robotspendingawholelotofmoneyin,”Schonsays.“Allthiselectronical,robot

crap.Itoldhim,pointblank,‘Whatyou’redoing,Rolandandothercrap.Itoldhim,pointblank,‘Whatyou’redoing,Rolandandother

companiesarelight-yearsinfrontofyou,you’vegotthiswholebuildingcompaniesarelight-yearsinfrontofyou,you’vegotthiswholebuilding

you’vedesignatedtobeworkingonthissynthguitar.I’veplayedit.Andityou’vedesignatedtobeworkingonthissynthguitar.I’veplayedit.Andit

justdoesn’twork.’Andherefusedtobelievethat.”justdoesn’twork.’Andherefusedtobelievethat.”

Juszkiewiczsaysthatoneday,theself-tuningguitarswillberecognizedasaJuszkiewiczsaysthatoneday,theself-tuningguitarswillberecognizedasa

greatinnovation,comparingthemwiththeadventofthetelevisionremotegreatinnovation,comparingthemwiththeadventofthetelevisionremote

control.HealsobelievesinthePhilipspurchase.Eventually,hesays,thecontrol.HealsobelievesinthePhilipspurchase.Eventually,hesays,the

acquisitionwillberecognizedastherightdecision.acquisitionwillberecognizedastherightdecision.

“Everythingwedoisaboutmusic,”Juszkiewiczsays.“Itdoesn’tmatter“Everythingwedoisaboutmusic,”Juszkiewiczsays.“Itdoesn’tmatter

whetherit’sthemakingofmusicwithinstrumentsorthelisteningofmusicwhetherit’sthemakingofmusicwithinstrumentsorthelisteningofmusic

withaplayer.Tome,we’reamusiccompany.That’swhatIwanttobe.Andwithaplayer.Tome,we’reamusiccompany.That’swhatIwanttobe.And

Iwanttobenumberone.And,youknow,nobodyelseseemstobeapplyingIwanttobenumberone.And,youknow,nobodyelseseemstobeapplying

forthejobrightnow.”forthejobrightnow.”

Ifthereisasingularquestionintheguitarindustry,it’snodifferentfromIfthereisasingularquestionintheguitarindustry,it’snodifferentfrom

whatdrivesApple.Howdoyougettheproductintoateenager’shands?whatdrivesApple.Howdoyougettheproductintoateenager’shands?

Andonceit’sthere,howdoyougetthemtofallinlovewithit?Andonceit’sthere,howdoyougetthemtofallinlovewithit?

Fender’stryingthroughlessonsandaslewofonlinetools(FenderTune,Fender’stryingthroughlessonsandaslewofonlinetools(FenderTune,

FenderTone,FenderRiffstation).TheMusicExperience,aFlorida-basedFenderTone,FenderRiffstation).TheMusicExperience,aFlorida-based

company,hasrecruitedPRS,Fender,Gibsonandothercompaniestosetupcompany,hasrecruitedPRS,Fender,Gibsonandothercompaniestosetup

tentsatfestivalsforpeopletotryoutguitars.ThereisalsoSchoolofRock,tentsatfestivalsforpeopletotryoutguitars.ThereisalsoSchoolofRock,

whichhasalmost200branchesacrossthecountry.whichhasalmost200branchesacrossthecountry.

OnaFridaynightinWatertown,Mass.,practiceisjustgettingstarted.OnaFridaynightinWatertown,Mass.,practiceisjustgettingstarted.

JoePessiarunstheboardandcoachestheband.He’s47,aguitaristwhoJoePessiarunstheboardandcoachestheband.He’s47,aguitaristwho

onceplayedinabandwithExtreme’sNunoBettencourtandhasworkedatonceplayedinabandwithExtreme’sNunoBettencourtandhasworkedat

SchoolofRocksince2008.SchoolofRocksince2008.

Watchingpractice,it’seasytounderstandwhy.Watchingpractice,it’seasytounderstandwhy.

WithPessiapresiding,theschool’sshowcasegroupblaststhroughthreeWithPessiapresiding,theschool’sshowcasegroupblaststhroughthree

songsreleaseddecadesbeforeanyofthemwereborn.songsreleaseddecadesbeforeanyofthemwereborn.

TheCars’“ByeByeLove”blendsquirky,new-wavekeyboardsandbarreTheCars’“ByeByeLove”blendsquirky,new-wavekeyboardsandbarre

chords.Journey’s“StoneinLove”isclassic’80sarenarockpunctuatedbychords.Journey’s“StoneinLove”isclassic’80sarenarockpunctuatedby

Schon’smelodicguitarline.MattMartin,a17-year-oldguitaristwearingSchon’smelodicguitarline.MattMartin,a17-year-oldguitaristwearing

whitesneakers,jeansandaHouseofBluesT-shirt,takestheleadonthis.whitesneakers,jeansandaHouseofBluesT-shirt,takestheleadonthis.

Theband’sotherStratocasterisplayedbyMenaLemos,a15-year-oldTheband’sotherStratocasterisplayedbyMenaLemos,a15-year-old

sophomore.ShetakesonRush’s“TheSpiritofRadio.”sophomore.ShetakesonRush’s“TheSpiritofRadio.”

Astheyplay,theteenagersdance,laughandworktogetthesongsright.Astheyplay,theteenagersdance,laughandworktogetthesongsright.

Theirparentsarealsohappy.ArezouLemos,Mena’smother,seesaTheirparentsarealsohappy.ArezouLemos,Mena’smother,seesa

daughterwhoisconfidentandhastwosetsoffriends—thekidsatSchooldaughterwhoisconfidentandhastwosetsoffriends—thekidsatSchool

ofRockandherpeersatNewtonSouthHighSchool.ofRockandherpeersatNewtonSouthHighSchool.

“Therearealotofnot-easytimesthattheygothroughasteenagers,”she“Therearealotofnot-easytimesthattheygothroughasteenagers,”she

says,“andhavingmusicinherlife,it’sbeenasavior.”says,“andhavingmusicinherlife,it’sbeenasavior.”

JulieMartinsayshersonMattwasaquietboywhoplayedinLittleLeagueJulieMartinsayshersonMattwasaquietboywhoplayedinLittleLeague

butneverconnectedwithsports.Sheandherhusbandboughthimhisfirstbutneverconnectedwithsports.Sheandherhusbandboughthimhisfirst

guitarwhenhewas6.guitarwhenhewas6.

“Itwasimmediate,”shesays.“Hecouldplayrightaway.Itgavehim“Itwasimmediate,”shesays.“Hecouldplayrightaway.Itgavehim

confidence,intheimmediate,andIthinklongtermithelpshimineveryconfidence,intheimmediate,andIthinklongtermithelpshiminevery

aspectofhislife.”aspectofhislife.”

Sheremembersherownchildhoodinworking-classBoston.Sheremembersherownchildhoodinworking-classBoston.

“Iknowexactlywhathecouldbeoutdoing,”Martinsays.“Thatentersmy“Iknowexactlywhathecouldbeoutdoing,”Martinsays.“Thatentersmy

mind.WearesoluckytohavefoundSchoolofRock.He’sthereThursday,mind.WearesoluckytohavefoundSchoolofRock.He’sthereThursday,

FridayandSaturdayeveryweek,allyear.”FridayandSaturdayeveryweek,allyear.”

Rush’sprog-metalisnotforbeginners,withitstimeshiftsandreggaetwist.Rush’sprog-metalisnotforbeginners,withitstimeshiftsandreggaetwist.

“They’veneverplayedthisbefore,”Pessiasays,turningtowhisperinawe.“They’veneverplayedthisbefore,”Pessiasays,turningtowhisperinawe.

“Thefirsttime.”“Thefirsttime.”

Sowhoarethesekids?Thefuture?Anaberration?Sowhoarethesekids?Thefuture?Anaberration?

It’shardtoknow.ButMattMartindidn’tneedtothinklongaboutwhyheIt’shardtoknow.ButMattMartindidn’tneedtothinklongaboutwhyhe

wantedtoplayaStratasakid.wantedtoplayaStratasakid.

“EricClapton,”hesays.“He’smynumberone.”“EricClapton,”hesays.“He’smynumberone.”

ToPhillipMcKnight,a42-year-oldguitaristandformermusicstoreownerToPhillipMcKnight,a42-year-oldguitaristandformermusicstoreowner

inArizona,thespreadofSchoolofRockisn’tsurprising.inArizona,thespreadofSchoolofRockisn’tsurprising.

HecarvedoutspaceforguitarlessonsshortlyafteropeninghismusicstoreHecarvedoutspaceforguitarlessonsshortlyafteropeninghismusicstore

inastripmallin2005.Thesidelinebegantogrow,andeventually,heinastripmallin2005.Thesidelinebegantogrow,andeventually,he

foundedtheMcKnightMusicAcademy.Asitgrew,fromtworoomstofoundedtheMcKnightMusicAcademy.Asitgrew,fromtworoomsto

eight,from25studentsto250,McKnightnoticedacuriousdevelopment.eight,from25studentsto250,McKnightnoticedacuriousdevelopment.

Around2012,thegendermixofhisstudentbaseshifteddramatically.TheAround2012,thegendermixofhisstudentbaseshifteddramatically.The

eightto12girlstakinglessonsjumpedto27to59to119,eventuallyeightto12girlstakinglessonsjumpedto27to59to119,eventually

outnumberingtheboys.Why?Heaskedthem.outnumberingtheboys.Why?Heaskedthem.

TaylorSwift.TaylorSwift.

Nobodywouldconfusethepopstar’schopswithBonnieRaitt’s.ButsheNobodywouldconfusethepopstar’schopswithBonnieRaitt’s.Butshe

doesplayaguitar.doesplayaguitar.

AndyMooney,theFenderCEO,callsSwift“themostinfluentialguitaristofAndyMooney,theFenderCEO,callsSwift“themostinfluentialguitaristof

recentyears.”recentyears.”

“Idon’tthinkthatyounggirlslookedatTaylorandsaid,‘I’mreally“Idon’tthinkthatyounggirlslookedatTaylorandsaid,‘I’mreally

impressedbythewaysheplaysGmajorarpeggios.’impressedbythewaysheplaysGmajorarpeggios.’  ”Mooneysays.“They”Mooneysays.“They

likedhowshelooked,andtheywantedtoemulateher.”likedhowshelooked,andtheywantedtoemulateher.”

WhenMcKnightlaunchedavideoseriesonYouTube,hedidanepisodeWhenMcKnightlaunchedavideoseriesonYouTube,hedidanepisode

called“IsTaylorSwiftthenextEddieVanHalen?”Hewasn’ttalkingaboutcalled“IsTaylorSwiftthenextEddieVanHalen?”Hewasn’ttalkingabout

technique.Hewastalkingaboutinspiringyoungerplayers.Thevideotechnique.Hewastalkingaboutinspiringyoungerplayers.Thevideo

series,intheend,grewfasterthanguitarsalesorlessons.Earlierthisyear,series,intheend,grewfasterthanguitarsalesorlessons.Earlierthisyear,

McKnightshutdownhisstore.McKnightshutdownhisstore.

Thevideos?He’llkeepdoingthem.They’remakingmoney.Thevideos?He’llkeepdoingthem.They’remakingmoney.

DiscussionPolicy

Thirtyyearsago,theraptriofromQueensandveteranrockersfromBostonThirtyyearsago,theraptriofromQueensandveteranrockersfromBoston

cametogethertomakehistory.cametogethertomakehistory.

It’slongbeenthedominantstyleofAmericanpop,butthisyear,theIt’slongbeenthedominantstyleofAmericanpop,butthisyear,the

music’ssweepfeelsastonishing.music’ssweepfeelsastonishing.

Fiftyyearslater,thewriterwhosavagedtheBeatles’masterpiecere-listensFiftyyearslater,thewriterwhosavagedtheBeatles’masterpiecere-listens

—withastereothatworks.—withastereothatworks.

ReadTheseComments:

3:24AMUTC

Like Reply Share

6/28/201711:01PMUTC

Like Reply Share

6/28/20177:28PMUTC

Like Reply Share

6/28/20175:52PMUTC

Like Reply Share

6/28/20174:38PMUTC

Like Reply Share

6/28/20171:23PMUTC

Like Reply Share

6/28/20179:53AMUTC

Like Reply Share

6/28/20178:19AMUTC

Like Reply Share

6/28/20174:25AMUTC

Like Reply Share

6/28/20173:30AMUTC[Edited]

Like Reply Share

STAFF 6/28/20173:58AMUTC

Like Reply

6/27/20178:08PMUTC

Like Reply Share

6/27/20177:09PMUTC

Like Reply Share

6/27/20176:35PMUTC

Like Reply Share

6/27/20175:53PMUTC

Like Reply Share

6/27/20174:29PMUTC

Pauseliveupdates

More

Like Reply Share