"This limited model features an artist-grade figured-maple top, figured-maple neck with ebony fretboard and truss rod cover, and 53/10 pickups with engraved covers. There will be 100 of these made."
This month's roundup features 15 essential releases, including EarthQuaker Devices’ all-analog tube preamp, Red Panda’s new pitch delay, and a studio-grade line isolator from Lehle. Whether you need vintage grit or modern precision, we’ve got the highlights.
Chicago Music Exchange
Fender Player II Lavender Haze Collection
Chicago Music Exchange and Andertons introduce their latest exclusive: Lavender Haze—a Player II collection that looks like a lost custom color from Fender’s golden era and sounds bigger, warmer, and more powerful than ever. Each instrument is loaded with exclusive “Full Dip” pickups, upgraded wiring mods, and thoughtful vintage-inspired details.
Nobels’ new mini pedals all feature tap tempo, mono or stereo (TRS), and true- or buffered-bypass switching. Each model offers 3 modes: MOD-mini has tremolo, phase, and u-vibe; CHO-mini has chorus 1, chorus 2, and flanger; DEL-mini tape, analog, and digital. Lots of features, great value!
Building on the legacy of the StroboStomp HD, the view-only StroboVUE delivers Peterson’s renowned strobe accuracy in an always-on pedalboard format. Its angled, high-visibility display and fully top-mounted jacks keep setups clean. Featuring pure buffered output, continuous tuning feedback, and no mute switch, StroboVUE is built for players who demand precision.
Dial in the past with the tilt EQ to create vintage bucket brigade tones, or dial it the opposite way to achieve classic ’80s sounds. The Aqueous features a preamp for gain makeup to limit the input and brings the circuit to life.
This all-analog tube preamp, designed with Dr. Z Amplification, features a real EF86 pentode tube to deliver authentic warmth and touch-sensitive response. This end-of-chain solution includes a three-band EQ, independent boost, analog cabinet simulation, and XLR/headphone outputs—perfect for direct recording or pedalboard-based rigs.
Do you want complete control of your overdrive? Kernom Ridge preserves your pure analog tone while unlocking the power of digital control. Its patented Analog Morphing Core sweeps smoothly from edge-of-breakup to saturated lead and every drive tone in between. Save presets, use MIDI or expression, and command your tone.
This stereo line isolator brings you closer to the main system. Passively, it converts your stereo audio signal not only to balanced XLR but lifts the ground so there’s no chance of noise or hum. Perfect for pedalboards or modeler, live or studio—all fitted into a handy size.
This focused digital delay features integrated pitch and frequency shifting designed for immediate, hands-on control. Shift repeats once or endlessly in the feedback loop, from clean delays to subtly twisted textures and out-there sounds.
The Dirt Dog Overdrive—developed with Joey Landreth—delivers expressive, amp-like breakup with outstanding touch sensitivity. Simple gain, level, bite, and tone controls make it easy to shape everything from warm grit to rich, sustaining drive.
This bold cross-border collab takes Summer School Electronics’ DS-1-inspired buzzsaw distortion and smashes into Supercool Pedals’ watery Small Clone chorus to create unmistakable grunge tones. With a chain-order switch in tow and art soaked in ’90s lore, it’s a blistering love letter to an iconic sound.
This boutique, Klon-style overdrive pedal is now fully built and ready to play. Get rich, transparent drive, smooth sustain, and dynamic response without building the kit yourself. Perfect for adding warm grit or pushing your amp into singing lead tones.
The StewMac Two Kings, based on the Analog Man King of Tone, packs two legendary overdrive circuits into one fully built pedal, no soldering required. From transparent boost to rich mid-gain crunch, stack the drives for endless tonal options. Perfect for shaping your rhythm tone or adding singing sustain to solos.
This fully assembled, board-ready analog phaser pedal was inspired by the legendary Mu-Tron Phasor II. Featuring lush, sweeping modulation, rich vintage tone, and three intuitive controls for rate, depth, and feedback, it effortlessly delivers anything from subtle movement to deep, psychedelic swirls—no assembly required.
A boutique-style pedal inspired by the Analog Man Sun Face, fully built and board-ready. The Sun Fuzz delivers rich, touch-sensitive fuzz tones with warmth, clarity, and adjustability. Featuring silicon-based circuitry with internal bias and clean blend controls for tonal finesse, it handles thick chords and saturated leads equally well.
When Japanese engineer Susumu Tamura designed the Maxon OD808 overdrive, he could hardly have known that it and its export twin, the Ibanez TS808 Tube Screamer, would become perhaps the most influential and, probably, imitated pedals in stomp box history. In fact, upon its introduction in 1979, the Tube Screamer, whose smooth sound is characterized by a bass roll off, midrange bump, and slight high-end attenuation, was not an instant success. But as the pedal was adopted by players as disparate as Stevie Ray Vaughan and Kirk Hammett, it gradually became a ubiquitous presence on pedalboards of all persuasions.
Tumura, a guitarist himself, spent several of the intervening decades working on wireless designs. In recent years, however, he began modifying Tube Screamers for Japanese guitar stores. But now in his seventies, he found the pace—almost 1,000 pedals annually—exhausting. Why not, he thought, just make a pedal that incorporated all his refinements? Enter the TWA SC-01 Source Code, which is exactly that. Handmade in the U.S., the SC-01 features improvements on the TS design, including 18V operation via an internal regulator, a +6 dB boost, anop amp that claims toinject “complex harmonics and an amp-like feel,” and, most importantly, a “Bite” control that can mix in asymmetrical, tube-like clipping to the symmetrical clipping-based sound of the original.
Source in Session
Using a Stratocaster and Fender Princeton Reverb as my test platform—a made-for-Tube Screamer rig if there ever was one—I first determined whether the Source Code could speak traditional Tube Screamer by A/B-ing it with a recent Ibanez TS-9 reissue. It does, producing tones indistinguishable from the traditional circuit when the bite control is at zero. That said, if your take on Tube Screamers has always been, “if it could only just…,” you’ll find that the bite knob opens up a whole new world. Goosing it adds the extra measure of sizzle, zing, and teeth that more common iterations of the design always lacked. And adjusting the balance of the drive and bite controls dials in an enhanced and expanded range of overdrive tones that truly transcend the original TS.
The Verdict
Whether you deploy Susumu Tamura’s latest refinement of the TS circuit to hit the input of an amp that’s already breaking up or as your primary source of overdrive, you won’t be disappointed. It offers all the essence of the original, but it’s the extra oomph and range that impresses.
The tweedDeluxe circuit sets the gold standard in tone for many of us. And for good reason. It’s simple and responsive, with a warm, compressed, midrange-forward voice that’s perfect for jazz and country lines at low to moderate volumes—and a distinctive, saturated gnarliness in the upper reaches of its output that’s hard to beat for rock. If that’s the sound you hear in your head, many would say a vintage model is still the one to have.
If anyone could top that with a true “tweed killer,” I’d put my money on George Alessandro. That’s not just because his clientele reads like a Mount Rushmore of guitar tone—David Gilmour, Derek Trucks, and Warren Haynes are just a few who’ve cited Alessandro in current gear lists in PG. It’s the combination of his deep firsthand knowledge of the history of guitar amp circuits and his tireless quest to source the finest components that not only land him those rock-star devotees, but easily place his name among mythical amp wizards like Alexander Dumble and Ken Fisher, and make him the guy for the job.
I’ve had the good fortune to play one of Alessandro’s 5E3 copies, and it was so familiar, it felt like what I imagine one of those amps must have sounded like fresh out of the factory in the late ’50s. With his new combo, The Dane, he’s used that circuit as a jumping off point—with a nod toward Dumble as well—and optimized it for a modern pedal-using player. Not only does the 14-watt The Dane deliver the same sonic hallmarks as the 5E3, it offers more headroom and an even wider range of touch-sensitive response.
Do the Evolution
Despite all the tweed Deluxe talk, the Dane is no clone. Instead, it’s inspired by the 5E3 circuit and a Dumble Tweedle Dee—that legendary amp builder’s own tweed Deluxe mod—that landed on Alessandro’s bench for service. From there, Alessandro evolved the design, creating a unique preamp circuit, which uses a pair of ECC83MG/12AX7s. On the user end, the most recognizable change might be the inclusion of a 3-band EQ. Alessandro paired his preamp with a ’50s-style output section that employs a pair of 6V6s. Together, and in conjunction with Alessandro’s signature Eminence GA-SC59, they evoke a vintage vibe, achieving the tube compression and harmonic complexity tweed Deluxe players know well, but with more clean volume.
As a tweed Deluxe player who also loves pedals, I’ve often found myself a little bit conflicted. There’s a weird imaginary line I feel like I cross every time I plug a fuzz—or even worse, a digital pedal—into my 1949 5A3. But if I want to use my prized amp on as many gigs as I do, it’s a necessity. With The Dane, not only is there no conflict, it actually feels more welcoming to pedals. That’s not just about headroom, though that certainly helps—the 3-band EQ really goes the distance when it comes to shaping your sound.
Much like the dynamic interplay between the tone and volume controls on a vintage Deluxe, each of The Dane’s EQ controls seems to shape the whole of the sound. I found this to be especially helpful with dialing in dirt tones. Over the course of a few sessions with The Dane, I plugged in a wide range of gritty pedals, including a Klon KTR, Analog Man King of Tone, EHX Ripped Speaker (there’s some comedy here in using a fuzz that’s supposed to sound a little broken), and an Analog Man Sun Fuzz. In each, I found that I was able to shape their tones with the EQ more than I would ever expect from other amps. And that goes for using those to push The Dane into overdrive as well, which, as ruthlessly delightful as it is to do on a tweed Deluxe, is not especially sculpt-able. With the KTR adding some gain and heading into cranked volume territory, the mid control alone added a heft to my Creston JM-style that felt resolutely heavy and thick—much more so than I would expect from JM-style pickups. And at more polite volumes, I could use the pedal alone to get my overdrive, while still preserving the character and voice of the amp.
Full Control at Your Fingertips
While reviewing The Dane, there’s a quote that kept coming back to me from when I interviewed Alessandro a few years ago: “If I can make it a limitless journey, then I did my job right.” With The Dane, he’s managed to take the tweed Deluxe sound and remove the limits.
I think there are a lot of ways Alessandro gets there, and one of those is through his next-level component sourcing. With the fervor of a hi-fi aficionado, Alessandro has most of his components custom built, with quality control that goes well beyond the consumer-grade level.
The result is that The Dane, like every Alessandro amp I’ve played, responds like a performance sports car: It runs silently, has an ultra wide dynamic range, a broad frequency range, and is fast and articulate, all of which keeps control in the player’s hands. That might be daunting if you’re used to an amp that heavily colors your phrasing by limiting the window of control (though pedals can help with that). But if you want to keep that window wide open, The Dane will get you there.
What, exactly, does that mean? The response, dynamics, and EQ keep the controls in your hands. Playing intensity and attack have more noticeable results. Sustain is there when you need it. In short, The Dane is a thrill to play.
The Verdict
As a devoted tweed Deluxe user, I’m genuinely taken by The Dane. Alessandro has preserved the character of the original while opening it up with more dynamic range, control, and possibility. But it goes beyond that, because The Dane isn’t just a 5E3-style amp—it’s a solution. Whether you’re playing clean articulate lines (I didn’t have an archtop handy, but I can assure you this amp would be the perfect transparent companion for jazz hits) or cranking with abandon, The Dane has the harmonic range and firepower for the gig. Its 14 watts are not only bold and powerful, this combo maintains its composure through its entire output, making it fully usable at all levels. At $3,000, The Dane, handmade by one of the ultimate legends of amp building, is an unrivaled feat.
Running two effects of the same kind concurrently can yield amazing results. Stacked fuzzes or RATs? I’m in heaven. Other effects work less reliably well in pairs. Two reverbs, for instance, can sound killer but can turn an otherwise carefully crafted signal to smog. Twin phasers, in my experience, can be counted among the effects that are delicious together. It takes just two simple one-knob phasers to get very weird. Build two phasers into one, though, and add a few extra tone shaping controls, and the weird gets weirder fast.
Keeley’s new U.S.-made, digital Oaxa twin phaser can feel nearly as simple and straight ahead as two Small Stones running side by side, and honors the elegance and ease of that solution in many ways. There’s just three knobs—for rate, feedback, and depth. A small 3-position toggle switches between 10-stage phase, 4-stage phase, and a Uni-Vibe-style mode. Two footswitches select between the individual phaser or a combination of the two. If you want to keep things simple, you can dive in no further than that and have a great time. But Oaxa bears many secrets for deeper diggers.
Working the Waves
The phase effect is fun to use intuitively. And adding it in and out can be low stakes. Feeling that a riff sounds lifeless? Add a phaser and twist the rate. Maybe it’ll be exactly what a song needs. Maybe it will sit like rotten mayonnaise. But it won’t have taken much effort to try, and you’ll probably have fun along the way. The Oaxa is deeply satisfying in this manner.
The brilliant, big rate knob can be adjusted with precision using just a toe (provided you have the right shoes). And while the depth and feedback controls might be an affront to Phase 90 and Small Stone users, Oaxa’s controls open up useful phase possibilities without leaving you feeling doomed to get lost in the weeds. The depth control, for instance, has so much range it can render the phaser all but subliminal—making it a killer always-on sweetener that can be nudged in and out of prominence via the depth knob. Those just-barely-there depth settings can also be subtly re-shaped by the similarly rangey feedback control, which acts like a filter, adding wah-like focus at mild depth. At more intense depths, the feedback adds appreciably more vowelly “wow” tonalities that give Oaxa more than a hint of a Mu-Tron’s beautiful vintage essence. This variation—and interactivity—among depth and feedback colors alone makes Oaxa a great production, arrangement, and guitar layering tool, particularly in spacious arrangements.
Bear in mind that all the phase phenomena I’ve described here were observed in the 4-stage phaser voice—my most natural and familiar phase space. But the 3-way toggle can also be configured for 10-stage voicing or as a Uni-Vibe-style phase effect. The 10-stage voice is a little more binary than the 4-stage, and can obscure some overtone nuance in the wash. At extreme depth settings it can even sound almost tremolo-like. For a lot of players, the more focused modulation waves in the 10-stage voice will be a perfect fit for rhythmic delays or staccato passages begging for a little extra wobble and a more interesting tail. The Uni-Vibe style setting, meanwhile, is a pretty authentic version of the effect and delivers a recognizable take on the drippy “whoop”-like phase created by a Uni-Vibe’s optical circuit. Like the real deal, it sounds fantastic with fuzz.
Multiplied by Two ... and More
When both phasers are on, Oaxa’s jewel lamp flashes blue and red, and the visual suggestion of a party is apt. There are deep and crazy sounds here that can take you deep into the wee hours. But not all combinations are magic. Certain pairings of modulation rate and harmonic peaks can obscure details that might make a single phase voice pleasing. But the option to run the two phasers in parallel or series enables more or less detailed versions of a compound phaser voice, respectively. And just-right phase-rate relationships combined with contrasting voices, depth, and feedback can yield fantastic results. Fast-throbbing U-Vibe style modulations combined with slow, deep 4-stage phases are extra dimensional—as are just about any two high-contrast rates. Nailing these combinations and hearing them via stereo—the other great force multiplier on Oaxa—can pull you deeper still into the pedal’s capacities.
The Verdict
Do you remember what I said at the top about the Oaxa being simple? It’s true. It’s just that Oaxa’s elegant design also has a lot in store for troublemakers willing to dig a bit. And if the stereo and dual-phase settings aren’t trouble enough, you can use the footswitches and knobs to introduce compression or extra filtering, or reconfigure the toggle to include 2- and 6-stage phaser voices. I’d venture that using the most basic functions will make the $199 price well worth it over time. But you’ll likely celebrate the day you stumble across one of Oaxa’s more complex finds. I suspect such days will be many in number, too.
Vintage Verified founders Jon Roncolato (left) and Zach Ziemer
We don’t often talk about Renaissance high art and ’50s rock ’n’ roll guitars in the same breath, unless we’re forming a new rockabilly-prog band called Hot-Rod Maximus. (You’re welcome.) But in the modern world of art and guitar collecting, items reputed to be the work of either Leonardo Da Vinci or Leo Fender are subject to much the same scrutiny from experts in the field, are known for fetching vast prices from discriminating buyers, and, given the millions of dollars potentially involved in even a single sale, are likewise expected to stand up to the most rigorous high-tech scientific analysis, as well. Right?
Well, almost. While the worlds of high art, medicine, astronomy, police forensics, and environmentalism have all taken that last cue to heart by making data-driven determinations with the latest tools of chemical analysis, the vintage guitar market—and its many rightfully respected authorities—has generally proven resistant to sharing the process of authentication with the likes of spectrometers, microscopes, and 3D imaging, tools that have long proven their worth in identifying the material composition of everything from planets to polyps to paint thinners. Black lights on the backs of headstocks have typically been about the latest “tech" in the room.
Until now. In a story that feels ripped from The Da Vinci Code or Cold Case Files, two remarkably down-to-earth—if undeniably intrepid—guitar-shop guys from Nashville, Jon Roncolato and Zach Ziemer, have quietly upended the vintage-guitar market in a matter of months. Fueled by rotating batches of fresh-ground coffee, an abundance of nerve, and a stomach for study, they’ve tapped some of the most advanced and expensive analytical machines available to capture, catalog, and compare hundreds of thousands of data points from countless vintage and modern instruments—their lacquers, pigments, pots, pegs, pickups, and parts—building the largest dataset for guitar-component and finish comparison in existence.
In the process, they’ve issued a gentle nudge to dealers, appraisers, and collectors—and yes, they’ve even shifted the status of some long-held vintage “treasures.” Although they no longer appraise or sell instruments themselves, they’ve still managed to ruffle a few feathers and attract more than a few legal threats. At the same time, they’ve leveraged their diligence and strong reputations to assemble a trusted advisory team made up of some of the most respected minds in guitars, art, and hard science: icons like repair guru Joe Glaser, cultural-heritage scientist Dr. Tom Tague (who authenticated Da Vinci’s “lost masterpiece” Salvator Mundi), Music City session legend Tom Bukovac, pickup mastermind Ron Ellis, and analytical chemist Dr. Gene Hall, among others.
Vintage Duco reference/research materials
Jon and Zach are guarded about the technology, as you might expect. They don’t post selfies, they don’t have a podcast, and they won’t be starting one. As Ziemer puts it, they’d much rather “keep our heads down and keep hammering away” with laser-based spectrometers, plumb the deepest secrets of Fullerton red Strats, and compare the chemical makeup of Duco paints (ironically, both Pollock and Fender’s mutual go-to.) In their scrupulously clean Nashville HQ—which will expand to offices in L.A. and N.Y.C. in 2026—they seem pretty resigned to their current controversial status, and remain motivated primarily by going after, y'know, the truth.
Okay, that and a good cup of coffee.
What was the genesis of this idea to apply these types of cultural heritage sciences to vintage guitars? Is the problem with inaccuracies, refinishes, and forgeries really that widespread?
Jon Roncolato: We met while I was the GM at Carter Vintage Guitars in Nashville. We initially hired Zach as part of the inspection team. It’s difficult to find people who have logged enough time examining vintage instruments to truly know what they’re looking at, but Zach had spent a couple years at Glaser Instruments—the go-to shop for repairs on high-dollar pieces.
When Zach became Head of Authentication, we began seeing questionable instruments come through with six-figure price tags that other experts had already signed off on. When you have a six-figure instrument and multiple experts all saying different things, you’ve got a problem. That’s when we realized there had to be a better way to do this—something grounded in science, not speculation.
Zach Ziemer: Everybody misses now and again. Most dealers are trying their absolute hardest with their experience, eye, and gut to tell an original from a fake or a refin. There’s simply some things you just can’t know unless you look at them with the kinds of tools that we’re bringing to the table. And it shouldn’t be that controversial: after all, literally every other collectible industry has a third party unassociated service like ours. The most obvious one is PSA with collectible sports cards. PSA is a little different than it used to be, but everybody still sees a sports card and a PSA box and if it says, “PSA 9,” for instance, you know you’re probably in good shape.
“In the art world, scientific validation has long been standard practice—pigment analysis, canvas fiber studies, dimensional scans. Sometimes it changes the story. That’s not an attack on tradition. It’s the pursuit of truth.” —George Gruhn, Gruhn Guitars
Jon Roncolato: In the art world, if you don’t have both iron-clad provenance and scientific analysis, it’s not possible to certify a piece as unequivocally “by the hand” of a given artist. Art dealers are very specific about their language, and there’s a whole hierarchy of degrees of certainty that directly correlate to the price of the piece. In the world of dealing guitars, though, even if you’re not 100% sure, you have to absolutely stake all your credibility on a guitar, even if there’s some doubt. You're not going to sell a $250,000 custom color Fender if you come out and say, “Well, I think it's a custom color. It looks good to me.” So that's just been the structure of the industry. Being in the underbelly of the whole thing, as we were, we realized what a big problem this was.
There must have been a ridiculous learning curve. You guys are guitar dudes, not scientists. Takes a bit of brass to bite off something like that, no?
Jon Roncolato: We have a framed quote in the kitchen from Wilbur Wright: "There are two ways of learning to ride a fractious horse: one is to get on him and learn by actual practice how each motion and trick may be best met. The other is to sit on a fence and watch the beast awhile, and then retire to the house." We chose the former.
That said, we spent the first year and a half offering no services at all—just studying the science. That included week-long training seminars where everyone but us had a doctorate attached to their name, and consulting with the top experts in the cultural heritage field.
We also didn’t get here alone. We caught a major break by connecting with Dr. Tom Tague and Dr. Gene Hall, two of the world’s leading experts in analytical chemistry. They took us under their wing and gave us a crash course in PhD-level material analysis.
Zach Ziemer: I can't even express how difficult it was to make heads or tails of any of this at first. Jon and I were not chemists, and a lot of what we do now is largely analytical chemistry. So the learning curve on that was incredibly steep. We always joked that we were smart enough to have the idea, but dumb enough to think we could do it. And while this process exists in other industries, the finished instrument industry is totally unique. The instruments are so modular, and you have finishes, plastics, hardware, pickups, and so you have to have an answer for all that information.
Jon Roncolato: That’s right. The process is designed to have an answer for anything and everything on the instrument. The headstock decals, the finish, the hardware, the fret wire, the fingerboard inlays—we have a data-driven answer for everything. That was really critical, because we didn't want to give incomplete information. Another absolutely critical principle for us was that anything we put in one of these reports has to be defensible in court. If we get subpoenaed to go to court, which inevitably we will, we need to know that Zach or I can show up and we can defend this and prove this. Our other guiding principle is that we remain completely independent, and not touch the buying and selling of the instruments.
“Vintage Verified is doing what we couldn’t do 20 years ago. They’re bringing in real tools—from forensics, from art conversation, from aerospace—and applying them to guitars. And it’s not about replacing experience. It’s about supporting it.” —Joe Glaser, Glaser Guitars
The workshop
Fair enough. So, what’s the most difficult or highly sensitive area of your analysis?
Jon Roncolato: Finish is easily the most complicated part of what we do, an absolute maze of information, and it’s also where you see the biggest value swings. Traditionally, if a guitar’s been refinished, the rule of thumb is that it cuts the value in half. Nowadays, it probably cuts the value by 40%. But if you start talking about custom colors, like a Fender Sonic Blue Strat, or the Fullerton red we have in our lab right now, this Strat here is probably a $250,000 Strat, assuming the finish is original. If the finish is, in fact, not legitimate, then potentially you’re looking at a $20,000 Strat.
And to determine this, you don’t just need that guitar’s own fingerprint, if you will, but you need to be able to conduct comparative analysis against a bulwark of trustworthy data. Where does that come from?
Jon Roncolato: We’ve been very fortunate to have guys like Joe Glaser and George Gruhn in our corner, who put their own cred on the line to help us scan and analyze literally thousands of vintage guitars, plus Dr. Gene Hall, whose work decoding Jackson Pollock paintings means he has the largest collection and database of period-correct Duco, Ditzler, R-M, Sherwin Williams, etc. paints on the planet, the same paints Fender used in their golden era. That’s just the tip of the iceberg. We now have millions of data points across several different machines, a good $500,000 worth of spectrometers alone. We spent eight hours a day, all day, every day, collecting data as much as we possibly could.
So is it very much a one-to-one comparison? “This finish’s chemical composition is true to the year this guitar purports to be, so we’re good”? Or is it more complex than that?
Zach Ziemer: A little of both. Sure, the data that I just grabbed matches the aggregate of the given model/era pretty well, so therefore we can say with a high degree of certainty that it’s a period-correct material. But what really blew the doors open for us was when we got past that level, and started to have a fundamental understanding of these lacquer formulations, how various formulations over time were degrading, and how the different components in a lacquer formulation—plasticizers, pigments, etc.—all interact and evolve. How did those components morph over time?
If the government set regulations, what was the regulation attached to? If you look at a spectrum of a given lacquer, you’ll have hundreds of chemical compounds. A ton of information in there. What we had to do was figure out which chemical compounds were going to be chief identifiers of who was using what, and when. Building out this timeline for the major manufacturers was the bulk of our work, just as much as developing an understanding of the complexity of the materials. In other words, the data is only valuable if you understand the materials that are producing the data.
You’ve encountered some backlash, and even dealers who later became supporters initially had their lawyers on the phone. What’s your message to dealers, appraisers, collectors, working players, and the business as a whole?
Jon Roncolato: We knew there would be a significant amount of skepticism and backlash early on, just as there always is around a new service or technology. It’s like the wagon wheel salesman in the age of the automobile. Zach and I think they’ll come around eventually. One positive aspect of our service is that it allows buyers who would otherwise not feel comfortable spending large amounts of money on a piece to now buy with confidence. For years, many people at the top of the market wouldn’t buy custom color Fenders, wouldn’t buy Flying Vs. Because they were largely under the impression that many of them are refins or counterfeit pieces. So, already we’ve seen that many of these people who previously were not buying custom colors, bursts, or whatever, are now joining that market again because they have the trust that these are authentic.
Zach Ziemer: Our mission is to make sure that the data and the information we provide is absolutely correct. That’s our lane. We're not the guitar police. We are not policing transactions, and we do not appraise or assign any type of valuation, monetary or otherwise, to any instrument, ever. We’re hoping that we can help dealers begin to understand that this is designed to be an asset. It’s designed to help you protect yourself. And look, as soon as we print out a report, and I hand it to you, you can throw it in the garbage if you want. But it’s an option for you. Ultimately, it’s something that we believe helps give people the confidence to buy and sell high-value instruments, and know exactly what they’re getting.
