
David Hidalgo and Cesar Rosas discuss the band's new album, Native Sons, their legacy of bringing Mexican folk music into mainstream rock, early days playing in the punk scene, and how the group's singular sound evolved along the way.
Few bands have had careers as charmed or as unlikely as Los Lobos, and even fewer have successfully laced together the number of disparate styles found in the band's music to make such a unique yet cohesive sound. Los Lobos' blend of traditional Mexican folk, soul, blues, and roots rock is a direct reflection of the diverse musical environment they were immersed in coming up in East Los Angeles in the late '70s and early '80s. The band's voice has always mirrored L.A.'s eclectic sonic tapestry in a beautiful and authentic way, and in an era where the internet can sometimes dramatically homogenize how we make art by removing geography and local interaction from the process, Los Lobos' uncanny story and locally shaped sound are a reminder of bygone days.
They are a living, breathing, culturally significant remnant of a fast-disappearing version of Los Angeles—and one with a legacy much bigger than just their brilliant work on the La Bamba soundtrack—elevated by a unique personality and rendered in fabulous songs. The diversity which shaped Los Lobos' music has always made L.A. fertile ground for guitar culture, and a deep passion for the instrument has always underpinned Los Lobos' work.
The group's pair of guitar and vocal anchors, David Hidalgo and Cesar Rosas, have earned no small number of famous friends and fans in the guitar space over the years—including heavies like Billy Gibbons and Eric Clapton—and when Hidalgo is brought up in guitar circles, the conversation inevitably turns to how underrated a player he is. Despite the stout, soulful chops and deceptively difficult rhythms that lurk within Los Lobos' songs, guitar heroism has never been this band's bag. Los Lobos' odyssey has been a decidedly blue-collar affair that always put the songs first, from performing traditional Mexican folk tunes for punk audiences while opening shows for bands like Black Flag, X, and the Blasters in the early '80s, to sharing the stage with roots-rock greats and jamming with their heroes. Most importantly, Hidalgo and Rosas have learned from it all, remaining dedicated students of the various musical traditions that have influenced their sound.
Los Lobos - “Native Son” (Official Music Video)
Check out the title track from the band's 17th album.
Now, Los Lobos is looking back. Their latest album, Native Sons, is an unsurprisingly varied collection of cover tunes, which traces the band's early education and love affair with Southern California's music culture. "We went through hundreds of songs when we were choosing the songs for the album, and we took it back to the basics," David Hidalgo explains. "Everyone chose songs that meant something to them, so a lot of these were our breakthrough tunes, you know?"
The resulting recording is not only a fantastic primer on California's best music as Los Lobos sees it, but a prime example of this band's ability to take on just about any tune and make it their own without sacrificing what made the song charming in the first place. Hidalgo and Rosas are all-too-happy to discuss the music that shaped them as players and songwriters while growing up in Southern California during the glory days of AM radio. Hidalgo sets the scene for us.
"Growing up in L.A., everything was everywhere," he says. "You'd drive through all these different neighborhoods and you'd hear different music. The AM radio back then was great—it was wide open. You had rock 'n' roll like Chuck Berry, the Beatles, the Stones, the Animals, the Yardbirds, but also you had Stax stuff, like Sam & Dave and Otis Redding, and Motown. Then you had the Mexican music that was everywhere, from the mariachis playing in restaurants to all these different styles. So, it all made sense to us. My older brother was a drummer and he'd play weddings, and his band had to play everything. They'd play 'Time Won't Let Me' by the Outsiders and then they'd play a cumbia, or they'd play some Chuck Berry before playing a bolero. That was the tradition we grew up in. L.A. had T-Bone Walker and its blues side, but surf guitar was also born in Southern California, and you had guys like Dick Dale, and the South Bay had bands like the Pyramids and the Belairs. So, it was always diverse. On top of that, Fender came out of Southern California and Semie Moseley started Mosrite in Bakersfield, so a lot of pioneering guitar makers were from the L.A. area and it was just part of the culture. The city was different back then, too. Neighborhoods that are Black or Latino now used to be ranches, and there was lots of country music. The Wagon Wheel was a place owned by Joe Maphis in Norwalk, and you had honky-tonks 10 miles away from blues clubs where Bobby Bland was playing."
"When they threw us in that pool with Black Flag and the Circle Jerks and all those flash bands, shit man, we had to swim out of there!" —Cesar Rosas
Considering that Rosas met Hidalgo in junior high school, the pair's early musical interests were always closely aligned. However, Rosas found himself particularly drawn to the soulful side of things, which informed the airtight and colorful rhythm guitar work he excels at.
"Before I became a guitar player, I always took to a lot of soul and R&B music," Rosas says of his days as a nascent music fan. "In the AM radio days, KGFJ was my favorite station, and they played all Black music. So, I grew up listening to Aretha Franklin and Sam & Dave and the Memphis stuff, Booker T. & the M.G.s. And that meant I grew up loving guitar!"
The majority of Native Sons was tracked at Nest Recorders, which brought most of the band back to East L.A. from their homes in the suburbs, adding an extra layer of emotional weight to the process. However, since the record was cut during the pandemic, Rosas' contributions were tracked from the safety and comfort of his home studio in his "stocking feet," as he says. Rosas brought in album opener "Love Special Delivery"—a killer '60s rocker by Thee Midniters, an East L.A.-bred group that was among the first Chicano rock bands to have a major radio hit—and a sweet Willie Bobo ballad called "Dichoso," which Rosas finished with layers of fantastic yet delicate guitar work.
David Hidalgo's Gear
David Hidalgo plays a Silvertone during recent rehearsals for Los Lobos' Native Sons tour.
Photo by Piero F Giunti
Guitars
- Fender Custom Shop Nocaster
- Parts Telecaster with MIJ Body/MIM Baja Player Tele neck/TV Jones Filter'Tron in the bridge and humbucker in the neck
- '70s Les Paul Special
- '80s MIJ Fender Standard Strat
- Gibson Chet Atkins nylon-string solidbody
- 2000s Gretsch '59 Country Gentleman single-cutaway reissue
Amps
- Vintage Fender Deluxe Reverb
- Fender Pro Junior
- Modified Bell & Howell Projector amp
Strings & Picks
- Ernie Ball Slinkys (.009, .010, or .011 sets, depending on guitar)
- Herco .75 mm silver
Hidalgo's selections boast some of the album's standout guitar moments. He sought to honor the spirit of originals as closely as possible with his performances. "I've always been a guitar lover, so 'Bluebird' by Buffalo Springfield was one of mine. Between Neil Young, Stephen Stills, and Richie Furay, it has great guitar playing, great arrangements, and great tones. That was a song I've wanted to play since I was 16 years old, but it was always too hard."
The band's cover of War's "The World Is a Ghetto" features some of the finest guitar playing and tones on the album. Hidalgo claims it was a deceptively difficult track to get together, even for a decorated player such as himself. "It's one of those songs we grew up with, but you don't realize how intricate it really is until you start trying to play it," Hidalgo says. "Howard Scott's guitar playing is elusive. There's hard rhythms and he's riffing on it at the same time, and you can tell that band recorded that song live and in the moment, so they're not really set parts and they change throughout the song. So, I tried to at least cop that vibe."
TIDBIT: Los Lobos' 17th studio album, Native Sons, was recorded during the pandemic at L.A.'s Nest Recorders studio, except for guitarist Cesar Rosas' parts, which he tracked from the safety of his home studio in his "stocking feet."
The closing jam on the War cover flexes one of the rare moments on the album where the group allowed themselves to cut loose from an original arrangement. "The ending of that song always sounded like it went to the relative major to me, so we went into this almost Hendrix or Sonny Sharrock-like solo," says Hidalgo. "The end of that one was our chance to break it open and do our own thing a bit."
While the gear and amenities available at Nest were put to good use by his bandmates, Rosas had no shortage of killer gear at his disposal at home. The southpaw guitarist has amassed quite the collection of rare, vintage left-handed guitars over the years, many of which never leave his home studio, so the circumstances presented a rare opportunity to put them to work.
Cesar Rosas' Gear
Cesar Rosas stands by with a southpaw Candelas nylon-string during recent rehearsals for Los Lobos' Native Sons tour.
Photo by Piero F Giunti
Guitars
- 1952 Gibson ES-295
- 1960 Fender Stratocaster
- 1966 Fender Telecaster
- 1960s Gretsch Country Gentleman
Amps
- 1950s Fender tweed Deluxe
Strings & Picks
- Ernie Ball Slinkys (.009–.042)
- Clayton Triangle 1.0 mm
"I have my special gear that I keep at home, my vintage guitars and vintage tweed Fender amplifiers that I only use at home for recording," Rosas says. "'Dichoso' has three or four guitars overdubbed on it. I used a 1952 Gibson ES-295 and a 1960 Strat that's very dear to me. I recorded 'Love Special Delivery' with a Gretsch Country Gentleman and a 1966 Fender Tele. And I used an old '50s tweed Deluxe for those songs."
Hidalgo and Rosas have always brought their own unique playing styles and gifts as guitarists to Los Lobos' music, but one thing that's unified the duo is a love of gear and the endless hunt for tone. When asked if there's still tonal experimentation in the process after this many records, Hidalgo is emphatic about how much he enjoys that side of things. "Oh yeah! That's the fun of it and that's what keeps you doing it! It's gotten a lot simpler. We used to take 30 guitars and a bunch of amps to the studio, but we got it down to a hollowbody, a Les Paul or an SG, a Strat, a Tele, and a couple of old amps, like a Deluxe Reverb. There are ways to get a lot of sounds out of minimal gear. For amps, I used Deluxe Reverbs for cleaner sounds and I'd combine it with a Fender Pro Junior a lot, which sounds like an old tweed amp to me."
For Rosas, he'll take the real deal over hybrids any day. The self-proclaimed purist says, "Sometimes somebody throws an oddball guitar at me and I play it for a little while—like I had a Strat with a humbucker in it—but I eventually go, 'What's the point? I'll just play a Les Paul.'"
"We were playing a college in Madison, Wisconsin, once and there were a lot of young punk kids and they were having fun slamming, so we broke into this Mexican ballad and they started doing the same thing in the pit, but in slow motion." —David Hidalgo
The story of how Los Lobos fell in with L.A.'s emerging punk scene when the band was still performing traditional Mexican folk songs is more than just an unexpected detour. It's a tale that underlines how truly open-minded the early punk scene was. And it's a story that proves there are things to learn from all types of music if you're paying attention. Hidalgo and Rosas both look back on those days fondly. "There was no posing with those guys, and if it was real, people in that scene were open to hear what you had to do or say," Hidalgo remembers. "The sense of community, too. In the '80s, all the bands in L.A. supported each other. The Blasters asked us to open a show for them at the Whiskey a Go Go, and that was the stepping-stone that got us going, really. There was friendship, camaraderie, and respect for each other that made the L.A. scene special. We just kind of sped everything up a little bit so you could slam to it! We were playing a college in Madison, Wisconsin, once, and there were a lot of young punk kids and they were having fun slamming, so we broke into this Mexican ballad and they started doing the same thing in the pit, but in slow motion. It was fun and most of us were on the same page: If it was real and authentic, it didn't matter what it was. Everything is connected for me and that's what I draw from."
For Rosas, the way the punks approached guitar was powerful. "Just the way those guys played—they were fuckin' on fire! A lot of them just plugged straight into the amp and that hit home for me, and it rubs off on you," Rosas says. "It's just sick stuff and we could relate to that. When they threw us in that pool with Black Flag and the Circle Jerks and all those flash bands, shit man, we had to swim out of there! But we were into it with everybody and it was really cool! We're very lucky and very proud of our time in the punk scene. Those were very special times for us."
Native Sons' nostalgic spirit presents an opportunity to reconsider the band's journey, including the impact of their artistic breakthrough, 1992's Kiko. "That album was a turning point and a good time for us," Hidalgo recalls. "We had come so far, and on the album before, The Neighborhood, which I think is a great album and we did some good work on … but we had issues with the record company which soured the end result. It ruined the feel of the album because it ruined the enjoyment that we had doing it.
In this vintage photo, Los Lobos guitarists Cesar Rosas and David Hidalgo both play Strats at a gig circa 1984.
Photo by Debra Trebitz/Frank White Photo Agency
"So, when we did Kiko we needed something to fire us up again, and that's when we started working with Mitchell Froom and Tchad Blake, and they were in the same boat and wanted to shake loose from what they had done before with something they were excited about," Hidalgo continues. "That album means so much because we really learned how to use the studio with those guys. Kiko was the first time we went in the studio, wrote most of the songs in the studio, and changed the instrumentation and arrangements as we went. It really helped us get to the next destination as a band."
With so many years, critically acclaimed records, and wild experiences in the rearview, there's a lot for Los Lobos to be proud of, but the thing that brings both Rosas and Hidalgo the most pride is bringing Mexican folk music to new audiences and the tradition they've honored with their contributions to the form.
"The Wagon Wheel was a place owned by Joe Maphis in Norwalk, and you had honky-tonks 10 miles away from blues clubs where Bobby Bland was playing." —David Hidalgo
"The Mexican folk music we play is really challenging, and I'm really proud of when I can make that stuff happen," Hidalgo says. "You can compare it to bluegrass: Those players are so far advanced and you have to know that whole library of songs, but you have to have the chops for them. It's the same way with Mexican folk music, where it's a tradition and you have to be respectful to it, but at the same time, there's room to add your own voice and take it further. Folk music was made to evolve, you know?"
Rosas feels the same way, adding: "The legacy of the Mexican folk music that we carry is important. All of those rhythms and tough songs that we play—I'd like to be remembered for what we've done with that stuff."
Los Lobos - Kiko and the Lavender Moon (video)
This classic music video for "Kiko and the Lavender Moon," from Los Lobos' Kiko album (1992), showcases the group's unique fusion of Mexican folk music, rock, jazz, and other disparate styles.
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PG contributor Tom Butwin dives into five clever, gig-ready tuner options—some you’ve seen, and at least one you haven’t. From strobe accuracy to metronome mashups and strap-mounted stealth, these tools might just make tuning fun again.
Korg Pitchstrap Guitar and Bass Strap Tuner - Black
KORG Pitchstrap is the world’s first strap-mounted tuner and features a state-of-the-art technology that allows the tuner to detect the pitch of the guitar or bass from the strap’s vibrations.
Peterson StroboStomp Mini Pedal Tuner
The StroboStomp Mini delivers the unmatched 0.1 cent tuning accuracy of all authentic Peterson Strobe Tuners in a mini pedal tuner format.
Peterson StroboClip HDC High-definition Rechargeable Clip-on Strobe Tuner
The StroboClip HDC features a high-definition, color backlight display, rechargeable battery and over 65 Sweetened Tunings. With tuning accuracy of 0.1 cents, the StroboClip HDC is the ultimate clip-on tuner.
Cherub Pix Tune (WST-915Li)
The latest Cherub Pix Tune (WST-915Li) offers 16 vibrant display modes, allowing users to customize their tuning experience to match their own styles. There are 5 meter styles, 3 animal cartoon styles, 2 sports styles, and 6 user customizable styles. You can conveniently upload your boot-up animation and tuning display pictures through the accompanying APPs. With its engaging visuals, tuning has never been this enjoyable!
Taylor Beacon Digital Clip-on Tuner - Black
The Taylor Beacon combines a tuner, metronome, timer, and flashlight in one compact device, offering five tuning modes, 12 time signatures, and up to 100 minutes of practice timer.
This story’s author played this Belltone B-Classic 3 and found its neck instantly appealing, the tremolo capable of taking abuse and staying in tune, and the Filter’Tron pickups possessed of hi-fi clarity. Also, the sky burst metallic finish is pure eye candy.
Custom designing an instrument and its appointments from a menu of options makes ordering a new axe easy. Four manufacturers share their process.
It’s never been easier for any player to get a guitar made to their liking, and without being an expert, or even an educated amateur in wood, wiring, and other aspects of lutherie. Sure, you can find a builder who will spec out a guitar for you from tree to neck radius to electronics, but for most of us, we’re looking for something easier, less costly, and, often, more familiar.
That’s where guitar-by-menu comes in. Think of it as Build–A-Bear for guitar players, but louder and with cooler options, like a coral pink sparkle finish or a trapeze tailpiece. A coterie of manufacturers offers such services, some with online pull-down menus that cover everything from pickups to, well, all that goes into a guitar. And the advantage here is that no particular expertise other than knowing what you love to play and why you love to play it is required. You dig a Tele or a Jazzmaster or an SG or a Firebird from a certain era, but want a specific bridge or pickup combination, a ’50s or late-’60s neck, a finish not available in production models? No problem. Or maybe you crave something a tad more distinctive, with a non-traditional body shape, no headstock, and a finish that draws from the color palette of Van Gogh’s The Starry Night. All you gotta do is ask … or, rather, pick, click, order, or email, perhaps with a phone call to confirm the details.
We spoke to a clutch of large and smaller guitar companies—Belltone, Kiesel, Fender, and Gibson—to see how they do it.
The Belltone Way
“I was always the guy who had to tweak the guitar no matter what it was,” says Belltone founder Steve Harriman. “I changed out the pickups, I changed the pickguards, tuners, whatever.”
Like former Gibson CEO James Curleigh, Belltone Guitars founder Stephen King Harriman was an apparel executive with Perry Ellis before starting the Florida-based company in 2016. But the gig he’s had since junior high school is guitarist.
“I was always the guy who had to tweak the guitar no matter what it was,” Harriman says. “I changed out the pickups, I changed the pickguards, tuners, whatever. I always had to make what I was playing, whether it was a Les Paul or a Tele, unique, so it would be personally mine.”
Initially, Belltone offered modded versions of Les Paul- and Telecaster-style guitars, but in 2019 he reframed his business, designing an ergonomically contoured pear-shaped body and distinctive 6-on-a-side headstock as a foundation, and establishing a group of craftspeople to bring his solidbody B-Classic One, B-Classic Two, and B-Classic Three variations to life.
Today, Belltone guitars are made for players looking for a similar mix of the fresh and the familiar, at $2,680 to $3,129, depending on appointments. And the range of appointments is impressive. Let’s start with the templates. The Classic One has a flat top with edge binding, an alder body, a rounded tapered neck pocket, the company’s signature Devil’s Tail bridge and angled switch-control plate, reverse-dome tall-boy knobs, and a 12" compound-radius neck (held on by four bolts), with 22 medium-jumbo frets. In contrast, the Classic Two has all of the above, except there are arm and body contours with no binding, and the Classic Three offers the same plus Belltone’s patented Back-Lip Tremolo System and top hat controls.
“I’m inspired by a lot of ’50s and ’60 car designs for the elements of my guitars.”—Belltone’s Steve Harriman
Then, there’s a rabbit hole of options. There are 36 finish choices, with 10 ’bursts—including gorgeous black cherry burst, sky burst metallic, and lemon burst shades—requiring an upcharge of $40. There are varied pickguards to choose from within Belltone’s distinctive “Deco” version, which comes in black, white, and brown tortoise. There are four neck combinations (standard C and ’59 roundback profiles, with maple or rosewood fretboards), four tuner options (locking tuners from Belltone, Sperzel, and Kluson, plus ratio tuners), and a set of any-gauge Stringjoys. And the selection of pickups is truly impressive—36 in all, from TV Jones, Benson, Rio Grande, Mojo, Lindy Fralin, Porter, McNelly, Righteous Sound, Gabojo, and the newly added Brickhouse Tone Works. And within those selections are standard and hum-cancelling P-90s, stacked humbuckers, PAF humbuckers, regular and noiseless single-coils, multiple Filter’Tron variations, and more. Further, via Belltone’s Tone-Sure program, if a customer feels they’ve made the wrong call on pickups after playing their guitar a while, Belltone will swap them out at no charge save for covering shipping and the additional cost of pricier units.
“I’m inspired by a lot of ’50s and ’60 car designs for the elements of my guitars,” Harriman attests. “If you look at my bridge, for example, it’s got kind of a tailfin look to it. For me, guitars need to not only play well and sound great, but look cool. Also, everything is designed by me and is machine-tooled. My bridge is machine-tooled aluminum with rounded contours, as your palm can get roughed up on the old-style stamped ashtray bridges. I take all the things that make players happy into consideration.” Including sturdy and handsome faux-alligator-skin cases.
A deliberative buyer could spend weeks contemplating all of Belltone’s options before pushing the “submit” button, and then, instead of being invoiced, they are contacted directly by Harriman to review it all again before his luthiers get to work.
Gibson’s Made to Measure
One of Gibson’s Made to Measure fantasies: an SG with three humbuckers in a crimson sparkle finish.
The 131-year-old Gibson company’s Made to Measure (MTM) program is a bit more conservative … but only if you’d call a hot-crimson-sparkle SG with three humbuckers, a burgundy Les Paul Standard with a full-fretboard vine inlay, a champagne-pink-sparkle Les Paul, or a 3-pickup Firebird with a P-90 in the middle conservative.
There are two ways to initiate an order for an MTM guitar. You can fill out the online questionnaire on the Gibson Custom Shop’s Made to Measure page or stop by the Nashville or London locations of the Gibson Garage in person. I visited the Nashville Garage for this story, where I spoke with Dustin Wainscott, director of the Made to Measure program, and Matt Boyer, the sales associate you’d likely encounter if you walked into the Music City shop. They brought a clutch of recent MTM examples. And a wall of the MTM room was covered in slabs of wood, available for the choosing, and various bridges, tuners, pickups, and other parts for inspection and selection. Of course, some of the on-location fun is speaking with MTM program leaders like Boyer and Wainscott, who love guitars as much as you do and are happy to swap stories.
Whether by email, which will likely be followed up by a call from Boyer, or in person, the conversation that starts a MTM order begins with questions about body style, neck preference, electronics configuration, and the finish type and treatment.
“On the cosmetic side, we can go as far as you want to, with any color or finish you want.”—Gibson’s Dustin Wainscott
At the Gibson Garage Nashville, Dustin Wainscott, director of the Made to Measure program, and Matt Boyer, the sales associate in charge of MTM at that location, brandish a pair of custom-ordered instruments.
Photo by Ted Drozdowski
Essentially, any Gibson body currently in production and most historic appointments from that model’s history—and some from other compatible Gibson models—can be used for an MTM order. After selecting the white wood, as slabs are called in lutherie, “figuring out the pickup layout, the neck profile, and the tailpiece you want is the next step,” says Wainscott. “Then you get into the electronics and the look of the guitar: pickup selection, coil-splitting, what color or finish hardware, a glossy or flat finish, any Murphy Lab aging.
“Non-proprietary parts can sometimes be a roadblock. Typically, we’d use our pickups, for example, so if somebody makes a request for a pickup outside of Gibson’s, I try to steer them toward something we have that’s similar. You’ve got to play in the Gibson sandbox.” Stepping outside of historic model-design parameters, which would require re-engineering, is also a no-fly. That means don’t ask for a Les Paul with a Firebird neck, or an Explorer with a 3-on-a-side headstock. That said, there is a lot of wiggle room within the company’s catalog, and “on the cosmetic side, we can go as far as you want to, with any color or finish you want,” adds Wainscott. Personalized headstocks are also a popular option.
A Made to Measure order’s price starts with a $500 charge on top of a model’s current tag, and can increase depending on the complexity of wiring, finish, inlays, etc. Wainscott notes that about 30 percent of the Custom Shop’s business is Made to Measure.
“We also do a lot of recreating of models you’ve seen in the past that aren’t available now,” adds Boyer. “So, we can’t make a Jimmy Page Les Paul with his name on it, per se, but if you want a Les Paul Custom with three pickups, a Bigsby, a 6-position switch, and all that, we can do it for you.”
Kiesel’s Family Style
Kiesel can get as rad as you wanna be, including characterful flourishes like this naturally figured wood with pools of radiant blue finish and an organically striking neck.
Kiesel Guitars has essentially always been a custom-order builder, even if its name and line of business has evolved. The L.C. Kiesel Company was founded in 1946 by Lowell Kiesel as a manufacturer of pickups he sold from the back pages of magazines. As it grew, he renamed it after two of his sons, Carson and Gavin, as the well-known brand Carvin, which became famous as a maker of quality guitars, amps, and instrument parts. In 2015, the company split, Lowell’s son Mark and his son Jeff established the guitar-building operation under the Kiesel name. Today, thanks to their high-caliber construction and endorsees like Allan Holdsworth, Devin Townsend, Craig Chaquico, Jason Becker, and Johnny Hiland, the company makes more than 4,000 custom-order guitars a year.
“We have four types of construction: bolt-on, set-neck, set-through, and neck-through,” explains VP Jeff Kiesel. The company also offers the unusual choice of nine different headstocks, which most manufacturers limit to one style as part of branding, and sans-headstock models, which Kiesel began making in 2012 with the debut of its Allan Holdsworth model. All Kiesel headstocks have an 8 1/2-degree tilt, to create a steeper string angle over the nut, which can potentially improve tone and sustain.
At work on a body in the Kiesel factory, which produces about 4,000 custom-order guitars annually.
“We’re appealing to everybody because we do so many different things.”—Jeff Kiesel
“We never build the headstock separate from the neck and then scarf joint them in—it’s all one piece,” Kiesel adds. Necks are also quarter-sawn, with a two-way truss rod, dual carbon-fiber reinforcement rods, stainless steel frets, and Lunimlay side dots.
After that, ordering a Kiesel is all about options. There are 56 models, including signatures, to choose from. Once you select a model on the company’s website, you’re taken to a page that includes a builder menu. Kiesel’s lowest-priced models, including the Delos, start at $1,649, while the top-priced, flagship K-Series model starts at $4,399.
The Aries, one of Kiesel’s most popular guitars, starts at a base of $1,699 with a bolt-on neck and has a menu that includes, under general options, right- or left-hand orientation; the choice of 6, 7, 8, or 9 strings; multiscale necks; and 25 1/2", 26 1/2", or 27" scale lengths. Under body options, you can select beveled or unbeveled edges, and eight different body and 16 different top woods. There are more than 80 finishes to choose from, and 14 variations on the Kiesel logo. The neck options are equally rich, with five fretboard radius selections plus choices for neck wood, three neck profiles, inlays, truss rod covers, and more. The electronic options boast four pickup configurations, five different Kiesel neck and bridge pickup models, and additional alternatives. It’s easy to get lost in the woods, but when you emerge, an image of your guitar with all its appointments, generated as you make your choices, is waiting for you.
“Our lead time is seven to 12 weeks,” Kiesel says, “and we offer a 10-day trial period unless somebody gets too wild on their options.” Anyone ordering a guitar is welcome to phone the company to talk over their order, and Kiesel highly recommends that first-time buyers call.
While Kiesel Guitars once had a reputation as a shredder-axe factory, Jeff Kiesel explains that’s changed over the past decade. “Our demographic is not set anymore,” he shares. “We’re appealing to everybody because we do so many different things. We can build a very classy jazz-style neck pickup on a semi-hollow guitar that you can play some amazing Frank Gambale licks on. And then we can turn around and build a guitar that will do some really technical modern metal, like Marc Okubo. We can build really wild or really classy, and that’s created so much growth within our company.”
Fender’s Mod Shop
Ted created this “dream Strat” with a silverburst finish, noiseless single-coils, and a 2-Point Deluxe Synchronized Tremolo Bridge using Fender’s Mod Shop online tool.
Like Gibson, Fender’s Mod Shop is about personalizing classic templates—in this case, the Strat, Tele, Jaguar, Jazzmaster, P and J basses, and Acoustasonic Telecasters and Jazzmasters. And while the program was birthed in 2014 as the American Design Experience, it evolved into the Mod Shop and has continued to improve, most recently with an update this April that made the online menu easier to use and added more options.
“We know that 80 percent of customers will be loyal to brands where they can personalize and customize,” says Shannon Stokes, Fender’s VP of eCommerce. “So the whole online user experience has been finessed. It’s much easier to navigate on both desktop and mobile. You move through it choosing the orientation of the guitar, the finish … everything through the pickguard, the hardware.”
Justin Norvell, Fender’s VP of product, observes, “This is a playground, and you’re able to just mess around and see what appeals to you. We allow people to save their configurations to PDFs, and they can share them and send them out,” akin to trading cards. “There’s an exponential number of people that might sit on their favorite design for a year before they actually place an order.” Some hardcore fans buy multiple variations of a favorite-style guitar over time, “because you can engrave the neck plate, collect multiple finishes, and other cool stuff. This is an area where selection runs wild for lefties, too,” he adds.
Fender’s Justin Norvell with his own dream machine: an American Professional Jazzmaster in mystic seafoam.
“This is an area where selection runs wild for lefties, too.”—Fender’s Justin Norvell
“What’s amazing to me,” says Shannon Stokes, Fender’s VP of eCommerce, “is the number of people ordering black, white, and sunburst. I would think the rarer colors would be the thing.”
The cost of a Mod Shop guitar is an upcharge of several hundred dollars, with certain customizations increasing the tab. I decided to jump in and outfit a Strat, with a base price of $2,085, to my taste. After selecting the right-hand player’s orientation, I chose an alder body with a silverburst finish from a palette of nearly 50 colors and wood offerings that also included chambered ash, mahogany, and roasted pine. For the neck, I went with solid rosewood with Fender’s deep-C profile. Eight maple variations were also available. That neck option automatically led me to a rosewood fretboard, and then I hunted through 16 pickup configurations before stopping at the Generation 4 Noiseless Stratocaster set. I opted for a 4-ply black pearl pickguard, and aged white plastic controls and pickup frames. Next, from three bridge choices I tapped a 2-Point Deluxe Synchronized Tremolo Bridge. Chrome Fender strap lock buttons would do the job, since I’ve had un-strap-locked guitars fall to the stage at gigs in years past. For strings, a set for .010s, and the only case option is deluxe molded plastic with a fuzzy interior. Total cost: $2,175, which is not bad for those modest-but-swell appointments. I also downloaded a PDF, so you can see what I designed. Unhappy with the purchase? It can be returned within 30 days for a refund or exchange, plus shipping.
There’s about a half-dozen builders in the Mod Shop, but workers from the normal production line can be called in when there is an uptick in commissions, Norvell explains.
“What’s amazing to me,” says Stokes, “is the number of people ordering black, white, and sunburst. I love the satin orange because it’s vibrant, different. I would think the rarer colors would be the thing.” But players often look for instruments that are evocative of classic guitars they’ve seen. And 6-string dreams do come in all shades.
Adding to the company’s line of premium guitar strapsand accessories, Fairfield Guitar Co. has introduced a new deluxe leather strapdesigned in collaboration with Angela Petrilli.
Based in Los Angeles, Petrilli is well-known to guitar enthusiasts around the world for her online videos. She is one of the video hosts at Norman’s Rare Guitars and has her own YouTube lesson series, the Riff Rundown. She also writes, records and performs with her original band, Angela Petrilli & The Players, and has worked with Gibson, Fender, Martin Guitars, Universal Audio, Guitar Center and Fishman Transducers.
Angela Petrilli's eye-grabbing signature strap is fully hand cut, four inches wide and lightly padded, so it evenly distributes the weight of the instrument on the shoulder and offers superb comfort during extended play. The front side features black "cracked" leather with turquoise triple stitching. The "cracked" treatment on the leather highlights the beautiful natural marks and grain pattern – and it only gets better with age and use.The strap’s back side is black suede for adhesion and added comfort, with the Fairfield Guitar Co. logo and Angela's name stamped in silver foil.
Features include:
- 100% made in the USA
- Hand cut 4” wide leather strap with light padding -- offering extra comfort for longgigs and rehearsals.
- Black suede back side avoids slipping, maintains guitar’s ideal playing position.
- Length is fully adjustable from 45” - 54” and the strap has two holes on thetailpiece for added versatility.
The Fairfield Guitar Co. Angela Petrilli signature strap is available for $150 online at fairfieldguitarco.com.
Tube Amp Doctor has reissued one of the company’s mostsought-after products: the TAD 6L6WGC-STR Blackplate™ small bottle power tube is back inproduction after a 5-year absence.
The TAD 6L6WGC-STR Blackplate™ is the tube that has made TAD so popular with boutiqueamp manufacturers and vintage tone enthusiasts since 2003. A direct replacement for 6L6 and5881 tubes, it’s a remake of the small bottle GE6L6GC and has the same warm lower midrangeand silky top end as the classic GE versions of the 1950s and 1960s. Like the historic RCA5881, this tube features exclusive Blackplate anodes and a side getter.
The TAD 6L6GC-STR Blackplate™ and the TAD 6L6WGC-STR Blackplate™ feature TAD’sexclusive black-plate designs, gold grid wire, double getter construction, no-noise filaments and1.2mm thick heavy duty glass. This tube is approximately 80mm high (without pins) and canreplace 5881 and 6L6WGB tubes.
The newly reissued tubes feature the original design and raw materials from old stock, availablein limited quantities as long as the old stock raw materials are available. They’re the perfectchoice for vintage tweed and black panel amps such as the 1960 Bassman, Twin, Showman orSuper Reverb. The complex midrange and sweet heights are a class of its own. The TAD6L6WGC-STR is recommended for classic tone with warm cleans and rich, sweet mids whenpushed – and it’s great for fat jazz or blues tones.
- Delivers classic sound of the 1950s and ‘60s - excellent tone, maximum lifespan
- Tube Type: 6L6/5881
- Socket: 8 Pin(Octal)
- Identical construction, even tighter tolerances with improved production quality
The TAD 6L6GC-STR Blackplate™ and the TAD 6L6WGC-STR Blackplate™ are each priced at$48 (does not include VAT) / €46.50 (includes VAT) and are available at tubeampdoctor.com.