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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.
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