Gibson’s Robi Johns: “Designing guitars is the most joyous part of my work.”

Robi Johns has played a role in Gibson’s acoustic operation since 1990, when he left teaching and running a music store to become the location’s in-house musician.
The Gibson acoustic division’s head dreamer studied with Christopher Parkening, toured, played, taught, and has collaborated with many artists on signature models in his three-decade career.
Bozeman is known as the Sweet Pea City, a reference to the prolific flower that put this colorful Montana burgh on the map in the early 1900s. But most of us know it as the home of the Gibson Acoustic Craftory, where the brand makes guitars ranging from historic models like the L-00, J-45, Hummingbird, Dove, and J-200 to signature guitars for Jerry Cantrell, Orianthi, and Keb’ Mo’ to the company’s budget-priced Generation Collection, which offers updates on Gibson’s slope-, broad-shouldered, and cutaway models, all with sound ports. Turns out the region’s stable, dry climate is good for building guitars as well as raising blossoms.
When Robi Johns arrived at Gibson’s Bozeman location in 1990, “it was a small cinder block building. It was relatively crowded, dusty, and noisy, but safe, and we had this little office area with one fax machine—the key communication tool back in the day. Now, I’m sitting in an office that’s quiet, clean, and well-lit. We have meeting areas and beautiful showroom and event areas. And the plant is spacious and quiet in most areas, and certainly very clean and very modern.”
How modern and spacious? Gibson unveiled an expansion at the facility in November, more than doubling its size from 21,000 to 48,000 square feet, updating and enlarging the machine shop, the Custom Shop, and overall guitar-building space. It’s a testament to both the durability of Gibson’s long-established models as well as the success of new instruments like the Generation Collection.
“We put the very lightest, thinnest neck on it possible—we couldn’t go any thinner, quite frankly. It’s thin as a Les Paul from the 1960s.”
Johns’ title is senior product development manager, Gibson acoustics, but he’s also one of the Craftory’s key guitar designers and an accomplished player. As a young man, he studied with classical-guitar virtuoso Christopher Parkening and became an adjunct professor in classical guitar at Montana State University, also in Bozeman. In addition to the aforementioned guitarists, he’s designed instruments for Sheryl Crow (a signature Southern Jumbo Supreme), Jackson Brown (a 10-year process that culminated in the Model 1 that bears Brown’s name), Slash, and Eric Church, among many others.
“If I had to summarize the qualities that each player desires,” he says of the artists he’s created instruments for, “number one is tone of the acoustic guitar, because that reflects the sound of the music that artist makes, and inspires them. They are looking for a response from the instrument—response and tone affects how you’re playing and causes a different emotional state. They are also searching for a certain look or design that reflects their persona and helps define how they look on stage. It’s a symbiotic relationship between the artist and model.”
A J-45 Deluxe Rosewood guitar gets its neck set with one of the company’s trademark dovetail neck-to-body joints.
Johns’ latest signature project is a collaboration for Americana/country darling Brandi Carlile, for release this year. “Brandi loves 1940s small-body LG-2s, so about three years ago she came to us and said, ‘Would you build me one of these ... like the one I use normally, but, you know, new?’ So, I had the honor of designing a historic-based LG-2 for her that she fell in love with. Recently, she asked us to do a model for her, so I was able to take the qualities of her LG-2 and put them into a guitar that would be suitable for consumers. In other words, we made it so it wasn’t so expensive to build, like her original, but I was able to include the sound and the feel of what she loved. I had to please the artist and people who love our guitars with the new Brandi Carlile LG-2 Custom.”
Johns was also involved in the creation of the Generation Collection, a new line of five acoustics—the G-Writer, the G-Bird, the G-45, G-200, and G-00—inspired by legacy designs but updated with sound ports and alternative neck woods, like utile (an African hardwood), and slim neck profiles, among other features. The idea was to create a fleet priced between $999 and $1,999 street—more easily affordable instruments targeted at less experienced players. For Johns, the project was both a strategic and a design challenge.
“The acoustic guitar is more introverted, and the electric guitar is more for an extroverted experience.”
“We thought about this for a couple years,” says Johns. “‘What do new guitarists, that aren’t necessarily Gibson fans, want?’ So, we gave them a guitar at a lower price point, relative to our other guitars, that is really easy to play. We put the very lightest, thinnest neck on it possible—we couldn’t go any thinner, quite frankly. It’s thin as a Les Paul from the 1960s. And we flattened out the fretboards so you can bend notes really easily. We also include all of the benefits of how we build guitars: a dovetail neck-to-body joint, a radius top or curved top with curved bracing, and a very light lacquer finish. We took the best of Gibson construction features and put them in this lower-price-point instrument.”
The Generation Collection are also the first Gibsons to feature a sound port, which the company calls a “Player Port,” following boutique builders and Taylor, Breedlove, and other well-respected acoustic guitar makers into this terrain.
“Response and tone affects how you’re playing and causes a different emotional state.”
Here’s an upper-deck view of the finishing area in Gibson’s Acoustic Craftory.
Besides its lovely climbing flowers and the Gibson Craftory, Bozeman is also known as a railroad town. A modest freight yard is nestled in its center, and there’s even an old beanery where railroad workers for the Northern Pacific grabbed a bite during that line’s heyday. Johns also comes from a place famous for the rails—Altoona, Pennsylvania. “It’s a very blue-collar coal mining and railroad town, so that kind of forced me into loving the expressive arts, in contrast. I became a lover of painting and music, so that led me into going to music school. I got a couple of degrees in guitar performance, and later became a recording artist, and I had interest in many diverse musical styles. I practiced, practiced, practiced the guitar, every day, to the Nth degree. So, I’ve spent all my life on a guitar.”
Johns was teaching and running a music store in Bozeman when he was invited to Gibson. “The president of this division called me up and said, ‘We need an artist here. We have everything but a real musician.’ So, I became the sales and marketing director for acoustic guitars in 1990 and have been here ever since. I had a lot to learn. Gibson was such a big brand, and initially, I was going all over the world promoting the guitars and helping with the marketing and sales of them. And then, I started working here with the best luthiers in the music industry, so that’s how it morphed into my work with designing guitars.”
An SJ-200 reaches the final stage of its building process—a meticulous setup.
Johns’ creative patch was interrupted, gravely, in 2012, when he suffered a hemorrhagic stroke. “I was told I was not going to live, I was not going to walk again, I was not going to use my arm again,” he recounts. “That is not what I decided was my fate. I had this strong wish to continue to use all that I’ve learned in my life’s experience—to contribute to what I love in music and arts and particularly the guitar. That kept me going and drove me to take on all these therapies. I still do therapy every day, because I want that quality of life back, and I’m enjoying doing what I’m doing with Gibson. It’s stopped me from being a player for a period of time, but it did not stop me from being a dreamer, or that I get to dream these guitars up with the artists and the great builders here.” Johns is working to reclaim his former playing prowess with the help of his current favorite guitars: a Gibson ES-175, which he praises for its acoustic-like tone—“I was a fan of Steve Howe in the ’70s”—and an acoustic Gibson Songwriter, along with a nylon-string instrument custom-built in Madrid.
If fate hadn’t lured Johns into the guitar life, he thinks that perhaps he might have chased his creative pursuits into film. “Sometimes I feel like a movie director,” he says. “I work with an artist and he or she creates a plot, and I get to direct the movie—analogous to designing the guitar, the most joyous part of my work. This is not just patronizing my own company, but I love Gibson. I get to work with the most absolutely brilliant people, highly skilled and inspiring, which nurtures me as a human being. I’m not playing guitar and being a performer anymore, but, metaphorically, I’m still reaching people all over the world—not with my music, but with the guitars that we build. And that fulfills me. That really is true.”
- First Look: Gibson G-Bird ›
- Gibson Launches the Jerry Cantrell Fire Devil and Atone Acoustic Guitars ›
- Gibson Unveils the Generation Collection of Acoustics ›
- Gibson G-Bird Review - Premier Guitar ›
Here’s a physical mashup for new sounds—something that never existed before now: a humbucking Charlie Christian pickup.
Have texture, color, context, and groove replaced shred chops and bluesy bends in the modern guitar era? Seems like it!
There was a time when the electric guitar reigned like a monarch. Plugged in, turned up, and cracking the sky with saturated authority, it swaggered through stadiums, screamed through garage doors, and printed sparkling textures onto tape reels in studios. Electric guitars weren’t just instruments, they were an accomplice in rebellion—a declaration of intent with six strings and a headstock like a crown.
But that was then, and this is now. Welcome to 2025, where the electric guitar is neither dead nor dominant, but hovering somewhere in the curious limbo between legacy and latency. So let’s roll up our sleeves and take a grease-stained look under the hood.
The Death of the Guitar Has Been Greatly Monetized
Every few years, some tone-deaf oracle proclaims that the electric guitar is dying—usually right before Fender reports record-breaking sales. The “guitar is dead” trope is as worn as a 1959 slab-board neck, and just as beloved in certain circles. But peek behind the curtain of online guitar forums, and you’ll see a landscape less apocalyptic but certainly more complicated.
New gear sales may have occasionally hit plateaus, thanks in part to a tidal wave of secondhand Strats and Les Pauls sloshing around the used market, but that doesn’t mean guitarists aren’t playing. In fact, a growing number of those people are young, diverse, and uninterested in recreating “Eruption” note-for-note. Statistics don’t lie and research indicates that nearly half of all current guitar players are under 30, and about a third are women. The old gatekeeping clichés are rusting away, and the next generation is walking right past them playing a genre you probably can’t name—but your kids will.“We’re witnessing a new breed of guitar sounds designed not just for soloing, but for integrating seamlessly into a sonic workflow that might involve synths, loopers, and yes, even AI.”
Tone Meets Tech
If the classic electric guitar was a muscle car, tomorrow’s iteration may be a hybrid with an amp-modeling package. We’re seeing a rise in alternative pickups, effects-driven designs, and sustainable materials replacing endangered hardwoods. Carbon fiber? It’s not blasphemy any longer. Recycled aluminum? Well, maybe. Guitar rigs are becoming the solar panels of the gear world: tech-savvy, divergent, eco-friendly, yet still capable of making your windows rattle.
But this isn't just about sustainability—it’s about adaptability. We’re witnessing a new breed of guitar sounds designed not just for soloing, but for integrating seamlessly into a sonic workflow that might involve synths, loopers, and yes, even AI. Simply put, it’s about the music, not the muscle.
Genre for a New Generation
If you’re looking for the next guitar god, don’t bother. The pedestal has been dismantled, and the throne now belongs to the collective. Today’s players are blurring genre lines like a toddler with a crayon. The guitar isn’t always the star of the show—it’s the secret ingredient, the smoked paprika in a mashup gumbo. It’s not about being the loudest voice anymore—it’s about texture, color, and context. We’ve had our fill of ego-driven wankery—give us nuance. Give us groove. Give us players who aren’t afraid to capo, loop, and go full tremolo spaghetti-Western to a chillhop beat backed by a horn section. Don’t forget the whammy pedal on the electrified resonator, all while serving the song.
The Coda
So where does that leave us? Somewhere between tradition and transformation—maybe with a hand-wired analog fuzz in one hand and a MIDI cable in the other. As much as I love a sweet blues-rock hand vibrato at the end of a classic pentatonic riff, I don’t mourn its reduced stature. The electric guitar hasn’t vanished; it’s just learned to blend new dialects. It’s still a tool for expression, rebellion, and joy. Guitar is still capable of conjuring emotions that don’t fit into neat categories. And if you ask me, it’s doing just fine.
This wonky Zim-Gar was one of many guitars sold by importer Gar-Zim Musical Instruments, operated by Larry Zimmerman and his wife.
The 1960s were strange days indeed for import guitars, like this cleaver-friendly Zim-Gar electric.
Recently I started sharing my work office with a true gem of a guy … one of the nicest fellas I’ve ever come across. If you’ve been following my column here, you might remember my other work mate Dylan, who is always telling me about new, fad-type things (like hot Honey guitars) and trying to convince me to use AI more. (What can I say, he’s a millennial.) But Steve, on the other hand, is about 10 years my senior and is a native New Yorker—Brooklyn actually, from the Canarsie neighborhood. Steve is a retired teacher and spent many years teaching in the Brownsville area of Brooklyn, and man, he has some amazing stories.
Mostly we talk about music and sports (he’s exiled here among us Philadelphia sports fans) and he’s just endlessly interesting to me. He has a huge appetite and can eat a whole pizza. When he talks, he sounds like one of the Ramones and he still has an apartment in Rockaway Beach. We both love Seinfeld and, like George Costanza, Steve knows where all the great bathrooms are across New York City. Since he’s been added to my circle (and is such a mensch), I decided I should work him into a column.
So here’s the connection: Back in the day there were many American importers, dealers, and wholesalers. A lot of them were based in New York, Chicago, and Los Angeles, but I only know of one guitar importer located in Brooklyn: Gar-Zim Musical Instruments. The company was run by Larry Zimmerman and his wife, and the couple had some success importing and selling Japanese guitars and drums. I used to see early Teisco imports with the Zim-Gar badge, which was the brand name of Gar-Zim. I’ve also seen Kawai guitars with the Zim-Gar label, but the Zimmerman’s seemed to sell cheaper and cheaper gear as the ’60s wore on, including the piece you see here.
“This build reminds me of the cutting boards I used to make in wood shop back in my high school days.”
The model name and factory origin of this guitar is a mystery to me, but this build reminds me of the cutting boards I used to make in wood shop back in my high school days. The guitar is just flat across the top and back, with absolutely no contouring or shaping. Its offset body is plywood with a thin veneer on the top and back. From a distance this guitar actually looks kind of nice, but up close you can see a rather crude and clunky instrument that offers little flexibility and playability. The non-adjustable bridge is off center, as is the tremolo. It was really hard to get this guitar playing well, but in the end it was worth it, because the pickups were the saving grace. Another example of gold-foils, these units sound strong and raw. The electronics consist of an on/off switch for each pickup and a volume and tone knob. The tuners are okay, and the headstock design is reminiscent of the Kay “dragon snout” shape of the mid to late ’60s, which is where I would place the birthdate of this one, probably circa 1966. Everything is just so goofy about this build—even the upper strap button is located on the back of the neck. It reminds me of that era when simple wood factories that were making furniture were tasked with building electric guitars, and they simply didn’t know what they were doing. So, you get oddities like this one.
Gar-Zim continued to sell guitars and other musical instruments through the 1970s and possibly into the ’80s. I once even saw a guitar with the label Lim-Gar, which is totally puzzling. I think there should’ve been a Stee-Gar designation for my new buddy Steve-o! Yes, good readers, with guitars and me, there are always just a few degrees of separation.
Dive into the ART Tube MP/C with PG contributor Tom Butwin. Experience how this classic tube-driven preamp and compressor can add warmth and clarity to your sound. From studio recordings to re-amping and live stage applications, this time-tested design packs a ton of features for an affordable price.
Art Tube Mp Project Series Tube Microphone/Instrument Preamp
Designed in Rochester NY and originally released in 1995, the Tube MP is celebrating its 30th anniversary in 2025.
The Tube MP/C is the most fully-featured member of the Tube MP family, designed for recording guitarists and bassists. It is a tube mic preamp and instrument DI with advanced features including an optical compressor/limiter and switchable line/instrument output levels for use as a re-amping device.
In line with the MOOER’s recent expansion on the MSC range, the company is excited to announce the new MSC50 Pro, an Alder-bodied electric guitar with gloss finish, available in the new Magic Crystal color.
Featuring a roasted maple neck with a satin finish, a rosewood fingerboard for playing comfort, 22 frets, and a standard C shape, the guitar has been designed with classic guitarists in mind. This is beautifully emphasized with its beautifully resonant tonewoods, all while still being balanced perfectly with style and comfort of use.
The MSC50 Pro features all of the industry-standard features you might expect from such an impressively affordable guitar, such as bolt-on construction, a bone nut, and a dual-action steel truss rod. However, other features make the electric guitar stand out among others at a similar price point, such as its MTN-3LC locking tuning pegs, beautiful Abalone dot inlay, and, of course, its previously mentioned tonewood selection.
In order to capture the MSC50 Pro's balanced tonal profile, MOOER's luthiers have built it with three perfectly balanced pickups: the MSC-II N single coil neck pickup, the similar MSC-II M single coil middle pickup, and, best of all, the MHB-II B bridge humbucker. When these carefully chosen pickups are combined with the guitar's MPW 2-point chrome bridge, guitarists can make the most out of its tonal versatility, all while maximizing tuning stability.
To ensure that the guitar is suitable for a wide range of genres, both softer and higher-gain examples, the MSC50 Pro has a convenient coil split switch built into it, giving users better resonance control. Of course, this is also combined with a classic tone dial, a standard 5-way tone switch, and a volume control dial.
Overall, the MSC50 Pro reminds users of MOOER guitars that the company has never forgotten about its roots in classic-style guitars. Yes, the company is continuing to develop innovative guitar technology in other areas, but this electric guitar also represents a grounded approach, keeping things classic, sleek, and tonally versatile–all at a reasonable price point.
Features:
- Alder Body with a Gloss Finish
- Available in the Magic Crystal color
- Standard C-shaped roasted maple neck with a Satin finish
- Bolt-on construction
- 22-fret rosewood fingerboard
- Abalon dot inlay
- MTN-3LC locking tuners
- Bone nut
- Dual-Action Steel Truss Rod
- 12" radius
- 09-46 strings
- 25.2" scale
- MSC-II N Single Coil neck pickup, an MSC-II M Single Poil middle pickup, and an MHB-II B Humbucker Bridge Pickup
- Chrome guitar strap pin
- Coil Split Switch
- 5-Way Tone Switch
- Volume and tone dials
- MPW 2-Point chrome bridge
The MSC50 Pro will be available from the official distributors and retailers worldwide on 13th May 2025 at an expected retail price of USD419/Euro399/GBP339.
MOOER Expands Its Popular MSC Guitar Line with the MSC30 Pro and MSC31 Pro
MOOER has never shied away from innovation when it comes to its guitars. However, with the recently announced release of the MSC30 Pro and MSC31, the company reminds us that, sometimes, true innovation lies in mastering and enhancing a proven classic. With this philosophy, MOOER introduces two new exciting additions to their beloved MSC series of electric guitars.
Both the MSC30 Pro and MSC31 Pro continue MOOER’s philosophy of creating affordable guitars, but without sacrificing quality or performance, thanks to the poplar bodies and flame maple tops. Some guitarists will be drawn to the bright tones of the MSC30 Pro’s maple fingerboard, whereas others will prefer the warmer resonance of the MSC31 Pro’s rosewood alternative.
Each guitar features sturdy bolt-on neck construction, dual-action steel truss rods, bone nuts, and MTN-1 chrome tuning pegs (with the BK upgrade being reserved for the MSC31 Pro), ensuring tuning stability and comfort at all times.At the heart of both models are MOOER’s versatile MSC pickups, comprising the MSC-1N single-coil neck pickup, the MSC-1M single-coil middle pickup, and the powerful MHB-1B dual-coil humbucker at the bridge. Further complemented by a versatile 5-way pickup selector and exclusive coil split switch, players can effortlessly switch between a wide palette of tones, such as pristine cleans ideal for jazz or blues, or high-gain tones for heavier genres.
Tremolo support is also provided through both the guitar's bridges, with the MSC30 Pro featuring an MTB-1 2 Point Tremolo bridge, and the MSC31 Pro boasting an exclusive black MTB-1 BK 2 Point Tremolo bridge. Both bridges guarantee guitarists the ability to use tremolo bars in their guitar performances, without compromising the integrity of tuning stability.
Both guitars come with a selection of vivid new colors, complementing the guitar’s hardware with undeniable visual appeal. The MSC30 Pro is available in the classic finishes of Sunset Red, Lake Blue, Lemon Green, and Rose Purple. Meanwhile, the MSC31 Pro boasts its own selection of glossy finishes: Grey Burst, Blue Burst, Green Burst, and Purple Burst.
Overall, the MSC30 Pro and MSC31 Pro solidify MOOER’s commitment to combining quality craftsmanship, affordability, and versatility, giving guitarists of all levels the chance to own instruments that genuinely inspire.
Features
MSC30 Pro:
- Classic S-style design
- Poplar body with flame maple top
- Maple fingerboard
- Maple neck with satin finish
- Bolt-on neck construction
- 22 nickel silver frets, Abalone dotted inlay
- Coil split switch and versatile 5-way pickup selector
- MSC-1N/M single-coil pickups and MHB-1B humbucker
- 25.5" scale
- MTN-1 Chrome tuning pegs
- Available in gloss-finished Sunset Red, Lake Blue, Lemon Green, and Rose Purple
- Volume and tone dial
- Chrome strap pin
MSC31 Pro:
- Classic S-style design
- Poplar body with flame maple top
- Rosewood fingerboard
- Maple neck with satin finish
- Bolt-on neck construction
- 22 nickel silver frets, White Shell dotted inlay
- Coil split switch and versatile 5-way pickup selector
- MSC-1N/M single-coil pickups and MHB-1B humbucker
- 25.5" scale
- MTN-1 BK tuning pegs
- Available in gloss-finished Grey Burst, Blue Burst, Green Burst, and Purple Burst
- Volume and tone dial
- Chrome strap pin
The MSC30 Pro and MSC31 Pro will both be available from the official distributors and retailers worldwide on 2nd April 2025.
MOOER Gives Bassists What They Want with the New MBJ410 and MBJ420 Electric Bass Guitar Models
For 15 years, MOOER has built a critically acclaimed name for itself thanks to its cutting-edge electric guitars, pedals, and accessories. While the company is no stranger to building electric bass guitars, this has not been its focus for some time, hence why so many bassists are excitedly anticipating the release of the MBJ410 and MBJ420 electric bass guitars.
Both the bass guitars sport glossy Poplar bodies, keeping the price point affordable but without limiting their tonal resonance and versatility, whereas the MBJ420 holds the additional bonus of being built with a Poplar Burl top. Complete with roasted maple C-shaped necks (also accented with a gloss finish) as well as Roasted Maple fingerboards and White Shell dot inlays, the necks are designed to offer as much comfort as possible–a high priority for bass guitarists.
A 34" fret scale further enhances practicality for bassists, as does the neck's 12" radius. Strings are available in .045, .065, .080, and .100 gauges, providing something for any type of bass style - whether slapping, plucking, or picking techniques are preferred.Thanks to the industry-standard components of a dual-action steel truss rod and bone nut, the tuning and resonant stability of both the MBJ410 and MBJ420 models are also of a high standard. However, this is accentuated further by the guitars' strong and reliable BTN-1 tuning pegs, essential for heavier-gauge bass strings.
The tonewoods and structural integrity of the MBJ-series electric bass guitars wouldn't be complete without the accompaniment of the guitar’s two single-coil JB-style pickups. Combined with the MOOER BSC-2 bridge, both bass guitars have been carefully designed to amplify bass resonances excellently, complemented even further by their simple but effective tone dials. Two volume controls are also built in, ensuring that bassists can customize their sonic output to have the perfect tonal blend.
In terms of standout features, the main difference between the two bass guitars is the MBJ420's added poplar burl top, but most notably, the color selections. For the MBJ410, the bass guitar is available in Gunmetal Gray, Metal Green, and Metal Blue, perfectly suiting the stages of higher-gain performances. In contrast, the aesthetics of the MBJ420 are more classic, purchasable in Red Burst, Blue Burst, and Tobacco Burst. Finally, both guitars are topped with a chrome strap pin, enabling stylish and energetic live performances.
Overall, bassists will no doubt be excited to see MOOER return to electric bass guitars with the MBJ410 and 420 models. Of course, electric guitars will remain the focus for the company, but the release of these two new products is a reminder of just how accommodating MOOER is for its wide audience of musicians.
Features
- Electric bass guitar built with gloss-finished Poplar body (MBJ420 also features a Poplar Burl Top)
- Roasted maple C-shaped neck with a gloss finish
- Roasted maple fingerboard
- White Shell dot inlay
- 12” neck radius
- MOOER BSC-2 bridge
- VBJ-1 and VBJ-2 Single Coil pickups
- MOOER BTN-1 tuning pegs
- Bolt-on construction
- Bone nut
- Dual-action steel truss rod
- Pre-installed strings available in .045, .065, .080, and .100 gauges
- 21 frets
- 34"fret scale
- Colors available in Gunmetal Gray, Metal Green, and Metal Blue (MBJ410), and Red Burst, Blue Burst, and Tobacco Burst (MBJ420)
- Chrome strap pin
- 2 x volume control dials
- 1 x Tone dial
The MBJ410 and MBJ420 will both be available from the official distributors and retailers worldwide on 29th April 2025 at an expected retail price of USD319/Euro299/GBP249(MBJ410), USD399/Euro379/GBP319(MBJ420).