The guitar universe gathered momentum in a big way in 2022—which is easy to see in this year’s wildly diverse parade of Premier Gear Award winners.
Here's a look at 2022’s most notable new guitars, amps, effects, and accessories, reviewed by our editors and writers:
VALCO KGB Fuzz
While it looks like the work of a Cold War-era mad scientist, this do-it-all dirt dauber is so versatile that it’s easy to overlook its big footprint. It conjures up classic tones that could satisfy Muff, Tone Bender, and maybe even Fuzz Factory fans, but the KGB is also a super-characterful, straight-ahead distortion in its own right that sings with fuzz at minimum and offers six adjustable impedance settings, creating a tonal cornucopia.
$299 street, valcofx.com
BOGNER Ecstasy Mini
Historically, big rock tones have required big hardware. However, Joe Charupakorn was quite taken with this shoebox-size ripper that aims to deliver the vibe of its (much) larger counterpart. At 30 watts, the class-D solid-state amp offers way more gain than its 4-pound weight suggests is possible. In addition to the expected EQ controls, the Ecstasy Mini offers a quartet of toggles that emulate a Variac-style control, deliver even more gain, and shape the midrange—all for the price of a boutique pedal.
$329 street, bogneramplification.com
BOSS SY-200
Guitar synthesis gets the MINI Cooper treatment. There are 171 wildly tweakable sounds and 128 presets inside this rugged 5" x 4" box with an easy-on-the-eyes display and friendly layout. You want ’70s cheese or prog? Eighties Crimson? Classic Floyd? Radiohead? It’s all on tap and easily accessible with a little help from the online manual. Killer for newcomers or guit-synth veterans looking to slim down their board or rack.
$299 street, boss.info
DUNLOP Pivot Capo
Dunlop’s newest screw-tension capo didn’t solve every last problem associated with assisted fretting. It’s still not quite as convenient as a trigger capo for making changes fast. But string grip—particularly on low strings—is excellent and the variable tension solves a lot of intonation issues. If you switch between guitars with different fret sizes a lot, the Pivot could be a savior.
$29 street, jimdunlop.com
ELECTRO HARMONIX Ripped Speaker
The Ripped Speaker lives up to the promise of its name, delivering damaged tones that evoke early raw rockers. But thanks to wide-ranging fuzz, tone, and rip controls—the latter of which is a bias-starve knob—there’s a lot on tap. It’s easy to conjure everything from Fuzzrite-style distortion to gated fuzz sounds befitting a player like Adrian Belew to pure deconstructed noise sputter, making the Ripped Speaker a unique, versatile fuzz that won’t break the bank.
$110 street, ehx.com
REVEREND Flatroc Bigsby
The Flatroc Bigsby looks a lot like an homage to Gretsch on the surface. But the Retroblast humbuckers that drive the output from this versatile solidbody will probably sound and feel familiar to anyone that has the pleasure of playing a vintage-voiced, low-output PAF. Gibson-style tones are far from the only sounds on tap here, though: an awesomely practical bass contour control can re-cast the Flatroc to play the part of everything from Rickenbacker to Stratocaster to catalog 1960s Japanese instruments.
$1,119 street, reverendguitars.com
KEELEY Compressor Mini
Keeley’s experience with pedal compressors might be, forgive the pun, unparalleled. Okay, maybe he has a few rivals for the King of Comps title. But the Compressor Mini confirms that he can run the range from super flexible and feature rich to stupidly simple, as is the case here. The Compressor Mini’s simplicity belies how rich it can sound. A tone-recovery circuit preserves high-end and a parallel compression scheme sums clean signal at the output in a manner that preserves a lot of string detail. It’s also super quiet. And at $129, it’s a cool way for fans of simple compressors to elevate their output without breaking the bank.
$129 street, robertkeeley.com
Keeley Compressor Mini Demo | First Look
BLACKSTAR Dept. 10 Dual Drive
Packing an actual 12AX7 into a drive pedal not only adds the comfort of glowing glass to the experience but gives this two-headed stomp impressive versatility. The smartly designed setup allows the Dual Drive to comfortably fit at the beginning or the end of your board, due to the excellent cab sims and uncluttered layout. At $299 it’s right in the sweet spot for dual-function pedals that balance features and value.
$299, blackstaramps.com
Blackstar Dept. 10 Dual Drive Demo | First Look
UNIVERSAL AUDIO Volt 276
UA can count an enviable wealth of iconic, well-regarded high-end pieces of hardware and software among their stable. And while a legacy like that can make entry into less rarified and affordable markets tricky, UA delivered big time in the form of the Volt 276. The Volt doesn’t feature the same fancy 1176 compressor and UA-610 preamp models from UA’s Apollo and Luna operating environments. But the models here (as well as the included Marshall and Ampeg emulations) are effective tone sweeteners all the same. A clearly caring approach to the hardware design means it also looks great on a desktop, which is much more than a lot of affordable interfaces can claim.
$299 street, uaudio.com
TC ELECTRONIC SCF Gold
Talk about venerable. TC’s original Stereo Chorus Flanger appeared in 1976. And even in those nascent days of modulation stomp design, the SCF emerged in very realized form. In this newest incarnation, it remains an excellent alternative to other chorus/flanger combos. A clear top end makes it a lot less murky sounding than many other analog modulators. We suspect its relatively low price and jack-of-all-trades versatility will put a lot of fence-sitters over the top.
$149 street, tcelectronic.com
TC Electronic's 1st Pedal Reissued! SCF Gold Stereo Chorus Flanger Demo | First Look
BOSS IR-200
Perhaps the ultimate modeling/IR box for space-conscious players on a budget, the IR-200 has 128 presets, eight core amp models, 244 cab and mic IRs, three reverbs, and stereo, MIDI, effects-loop, USB, headphone, auxiliary-input, and footswitch/expression-pedal connectivity. And the interface is intuitive, with top-mounted controls for gain, level, bass, and treble. If high-end modelers seem intimidating or pricey, this device could be your huckleberry.
$399 street, boss.info
SCHECTER Sun Valley Super Shredder Exotic Hardtail
Fine-tuned shred machines made Schecter Guitars’ name in the 1980s. This outlier eschews more metal elements, like a double-locking trem and active pickups. However, those omissions make the guitar more versatile than many of its counterparts. That’s also largely thanks to the ability to split the pickups in several different variations.
$1,249 street, schecterguitars.com
MAESTRO Comet Chorus
For its splashy return to the effects fray, Maestro dressed up its new pedals in some of the coolest enclosures we’ve ever seen. But the pedals distinguish themselves in terms of sound and function, too. And the Comet Chorus emerged as especially distinguished. Its ability to approximate rotary speaker sounds and generate complex compound modulations—thanks in large part to the “orbit” mode that blends in tremolo—made it one of the most distinctive modulation units we played all year.
$149 street, maestroelectronics.com
Maestro's Five New Pedals | First Look
MAGNATONE Starlite
Little amps like the Fender Champ can be superstars in the studio. Magnatone’s Starlite owes much in terms of inspiration and design to the Fender Champ. But it also offers a best-of-all-worlds take on the Champ’s familiar tune by bridging tweed, black- and silver-panel variants. Much of this flex is achieved via a tone control that adds midrange, softens transients, and adds saturation. It’s a simple fix to the intrinsic limitations in super simple circuits, but it really stretches the Starlite’s functionality and appeal—which is copious on the style side, too.
$1,299 street, magnatoneusa.com
PRS SE Silver Sky
This $849 guitar plays like a million bucks! The Indonesia-made version of PRS’ John Mayer signature S-style is truly exceptional within the vintage tradition, with superb, wide-ranging tones, a fast-action neck, an improved cutaway over many other S-type designs, and a bridge-pickup-dedicated tone pot. Smooth medium-jumbo frets, a reliable vibrato arm, and an 8 1/2" fretboard radius are among the other virtues that make the SE Silver Sky a pro instrument at a bargain price.
$849 street, prsguitars.com
PRS SE Silver Sky John Mayer Signature Demo | First Look
FROST GIANT Architect of Reality
Heads up, Sabbath fans! The Architect of Reality essentially drops the preamp section of Laney’s ’80s Advance Overdrive Response heads at your feet. These amps had an extra gain stage and a slightly darker sound that Tony Iommi put to service. And this pedal possesses destructive amounts of volume, gain, and low-end that are capable of conjuring wall-of-amps doom. To achieve this, the JFET-driven Architect pumps 9V AC up to 36 volts. It’s probably best with high-wattage/high-headroom amps, and have a noise gate handy, but rejoice in occupying the mythical space between distortion and fuzz, where destruction and chaos feel like real propositions.
$250 street, fuzzworship.com
STRYMON Zelzah
Enough of us grew up with simple, 1-knob phasers that the Zelzah will probably scare a few old-school phase folk. True, Zelzah’s impressive under-the-hood capabilities could give a just-the-basics-please modulation user pause. But like most of Strymon’s pedals in this format, there is a basic elegance here that lets the uninitiated work fast and intuitively, too. In addition to rich 4- and 6-stage phaser colors, Zelzah also features switches for barber pole and envelope phase modes, a useful resonance switch, and a voice control that enables access to flange and chorus tones. A one-stop mod shop? Sounds like a fair assessment to me.
$349 street, strymon.net
First Look: Strymon Zelzah Multidimensional Phaser
CATALINBREAD Cloak
At heart, the Cloak is a straightforward, huge-sounding room reverb with a minimalist control set: room size, high-cut, mix, and shimmer knobs, and an internal slider for selecting between trails and true-bypass operation. But with its highly adaptable nature—the pedal paired beautifully with single-coils and humbuckers, overdrives, and several amps—and lovely fidelity, the range of possible sounds is wide. Shawn Hammond wrote, “With mix at max and higher room-size settings, high-cut tamed some of the more garish aspects of shimmer ’verb and turned my guitars into veritable film-scoring machines.”
$210 street, catalinbread.com
SOURCE AUDIO ZIO
As reviewer Dave Hunter noted, the ZIO is far from a one-trick-pony boost. Built in collaboration with Christopher Venter of SHOE pedals, this all-analog affair offers four different preamp voicings and three different tone settings. Simple enough, but the resulting tones—especially in the studio mode—are sweet, juicy, clear, and articulate. Our reviewer loved it so much he even imagined a board that would feature two ZIO units to take full advantage of the many sounds it can make.
$199 street, sourceaudio.net
MARTIN 000-18 Modern Deluxe
How do you refine a model that’s essentially perfect? Martin isn’t the first guitar company to grapple with that problem. But there’s something about the nakedness of an acoustic guitar that renders the issue quite challenging. Martin made the 000-18 Modern Deluxe extra special with some superficial improvements: pearl inlay logo, Indian rosewood binding, and Waverly butterbean tuners. There are practical improvements, too, like the asymmetric-profile neck. But the things that make the 000-18 Modern Deluxe extraordinary are the same things that make any great Martin a gem—tones of extraordinary depth and touch response that feels, at times, telepathic.
$3,599 street, martinguitar.com
FENDER Hammertone Delay
For all its success in the business of building iconic guitars, Fender’s effect history is relatively spotty. But their affordable, simple Hammertone pedals certainly have the potential to stick around. The Hammertone Delay’s combination of design economy and fun-to-use factor make it a tasty proposition for 99 bucks. But the pedal’s personality and breadth, which ranges from almost spring-like reverb overtones to cool Abbey Road ADT tricks and super-clear digital tones, make it a stuffed and super-practical delay for the price.
$99 street, fender.com
Fender Hammertone Pedals Demo | First Look
SOLAR GC1.6AFAB
The combination of familiar lines with modern tech made Ola Englund’s sleek rock machine a standout. Loaded with a pair of Fishman Fluence Modern pickups and an EverTune bridge, the GC1.6AFAB takes a meticulously crafted model and adds a ton of value. Each pickup has independent volume controls along with a push-pull to move between two different voices. The crisp and fast response of the pickups along with the value made this ultra-playable guitar a can’t-miss.
$1,349 street, solar-guitars.com
Solar Guitars GC1.6AFAB Demo | First Look
Ola Englund’s latest features upscale appointments and a slick playing experience for just $1,299. Video by Carlos Cotallo Solares (https://www.youtube.com/c...API TranZformer CMP
Once you really get into pedal compression, tough decisions can await. Classic and simple, but maybe noisy? More complex and studio-level control with more headaches on stage? API’s TranZformer CMP isn’t exactly simple. In fact, the control set evokes API’s legendary studio comps like the 2500 Stereo Compressor, which are powerful but not exactly LA-2A-level streamlined. But that experience with studio-grade gear pays big dividends in the TranZformer CMP, which runs quiet and affords a painterly approach to compression with its flexible array of knobs and switches.
$280 street, apiaudio.com
EVH 5150 Iconic Series 40W 1x12 Combo
A more affordable take on the 5150 amp design, this 2-channel closed-back combo was called “insanely versatile and capable of sounds from clean to ultra-high gain to the most extreme molten metal” by reviewer Joe Charupakorn. The channels each feature low- and high-gain modes, and channel 2 includes a noise gate. Other features include an XLR output with speaker emulation, a power amp mute switch, a preamp out, an effects loop, and a 40W/10W power level switch.
$899, evhgear.com
EVH 5150 Iconic Series Combo Demo | First Look
BILT The Amp
Delivering 12 to 15 watts of cathode-biased, class AB tone via a 5Y3 rectifier tube, a pair of 6V6s, and a pair of 12AX7s, the guitar builder’s first amplifier—a collaboration with Milkman—is a modern love letter to the venerated tweed Deluxe. But the Amp is no recreation or clone. Just check out its 5-way bass knob and large, handsome cabinet. The result is a loud, midrange-forward combo that sounds great at all volume levels, but thrives when cranked, where it delivers full-on tweed sag.
$2,999 base price, biltguitars.com
YAMAHA Revstar Standard RSS02T
Yamaha has been a force in 6-string electric circles since the 1960s. But their current flagship electric model, the Revstar, was introduced in 2015 and has since been overhauled with an impressive array of features including a chambered body and updated pickups. Our review model sported a pair of P-90s that were a natural fit for blues and classic rock. Big, punchy tones had lots of single-coil chime. Plus, the price is really hard to beat.
$799 street, yamaha.com
Yamaha Revstar Standard RSS02T Demo | First Look
JACKSON AUDIO The Optimist
The whole subset of Klon-inspired circuits is a rabbit hole many fall into. However, the particular variation included in Cory Wong’s signature pedal turned reviewer Jason Shadrick’s mind around. Each overdrive circuit feels rich and full, but it’s the active EQ that comes close to being the MVP. Jackson has always taken great care in making sure the sweep of the controls is useful and musical, and the Optimist might be their most finely tuned setup yet.
$349 street, Jackson. Audio
CHARVEL Guthrie Govan MJ San Dimas SD24 CM
This Japan-built version of the shredder’s signature instrument offers a high-level playing experience. The proprietary tremolo has a wide range of motion, both descending and ascending, thanks to a recessed body cavity underneath the unit, and it offers commendable tuning stability. Elsewhere, accoutrements like a heel-mounted truss rod adjustment wheel and knurled chrome knobs with glow-in-the-dark numbers deliver upscale details. With easy playability and hot, articulate pickups, the SD24 CM is a signature guitar fit for a player fluent in a breadth of styles.
$2,799 street, charvel.com
LINE 6 DL4 MkII
The ubiquitous green delay machine returns in a slimmer modern update. It’s still big, but even on the modern pedal landscape, the DL4’s spacious knob-controlled design feels refreshing, with plenty of room to tweak and stomp around. More importantly, it’s remarkably easy to jump in and find a breadth of unique delay sounds that range from classic to wildly experimental. All the original sounds are onboard, as are just as many new ones, plus a full range of reverbs and the classic looper function.
$299 street, line6.com
Line 6 DL4 MkII Delay Modeler Demo | First Look
CATALINBREAD Tribute
I often tell chums griping about their tone to try an EQ pedal. It’s not a very glamorous solution. But it’s often an effective one—especially when carving out just-right fuzz and drive tones. Catalinbread clearly grasps the value of powerful EQ in shaping overdrive output—so much so that they’ve made the Tribute Parametric Overdrive as much an EQ device as a drive machine. The Tribute enables you to boost or cut ranges from 1.4 kHz on the midrange side to 70 Hz on the bass end by 12 dB in either direction. These EQ changes can transform the mood of the already flexible Tribute drastically, from focused boosts to much more aggressive fare.
$179 street, catalinbread.com
TAYLOR 724ce
Koa has always been treasured by builders for a distinct tonality that sits between rosewood and mahogany. Thanks to a partnership with Pacific Rim Tonewoods, Taylor was able to use a “select grade” koa that helped the company price the model at $2,000 less than some of their other Hawaiian koa-based models. Nobody would mistake this for a budget guitar, however. The sound is every bit as nuanced and complex as guitars with a more flamboyant slice of wood.
$3,499 street, taylorguitars.com
WAY HUGE Red Llama MkIII Smalls
It’s all about simplicity with this 30th Anniversary update to an early boutique-era overdrive. The MkIII has a smaller footprint, but the 2-knob control set remains, featuring just volume and drive. Reviewer Dave Hunter praised the pedal’s “thick, juicy, and chewy” tone, which retains clarity at high gain levels. “When a lot of ODs have started to sound very same-ish, it’s remarkable that it remains so distinct, characterful, and loveable—even after 30 years.”
$149 street, jimdunlop.com
Way Huge Red Llama Overdrive MkIII Demo | First Look
WREN AND CUFF The Good One
The lengths Big Muff scholars will go to chasing definitive and “best” Muff tones is well documented in these pages. Wren And Cuff’s The Good One, though, is the result of an accidental discovery along the path to Big Muff enlightenment. The Good One is W&C founder Matt Holl’s attempt to replicate a vintage “triangle” Big Muff that came through his shop for repair. Like many Muffs, it revealed a curious mix of components. But the sum, as duplicated here, is a Big Muff of uncommon range and clarity that delivers sharp, clear transients just as readily as classic Big Muff heaviness.
$309 street, wrenandcuff.com
UNIVERSAL AUDIO UAFX Ruby ’63
Whether you beg, borrow, or steal, every electric guitarist that reads these pages should find a way to experience the sparkling, harmonically overflowing, and flat-out hot-and-rich colors of a vintage Vox AC30. But if you don’t have the cash, connections, or criminal urges, UAFX’s Ruby ’63 is a mighty fine way to explore those sounds in a pedal. Ruby ’63, of course, capitalizes on the modelling savvy and experience that make UA’s digital production environments a revelation. And the same microscopic attention to detail—and above all feel—is here. Will the Ruby ’63 transform a lousy amp into an AC30? Probably not. But the ease with which it imparts the aura and touch of a vintage Vox to a half-decent tube amp or recording interface can be thrilling—and enable you to speak in a distinctly Vox vernacular.
$399 street, uaudio.com
PIGTRONIX Star Eater
Pigtronix is justifiably guarded about what makes up the circuit in the Star Eater fuzz. It’s pretty unique sounding. But when we ventured the notion of a Big Muff and a Shin-ei Super Fuzz bearing offspring, Pigtronix mastermind David Koltai admitted we were onto something. Similarities with these two fuzzes tell only part of the story, though. A sweepable filter generates tones that might make a Big Muff or Super Fuzz blush. And if that doesn’t pique the interest of a jaded fuzz fanatic, I’m not sure what will.
$179 street, pigtronix.com
SOURCE AUDIO Atlas Compressor
This digital compressor offers six basic modes to conjure a wealth of tones, and each of its four knobs has both primary and alt functions. Even more sounds abound via MIDI functionality and Android/iOS connectivity to access Source Audio’s Neuro Editor. The Atlas’ tones should fool analog heads, and advanced digital capabilities might even lead to cool discoveries.
$229 street, sourceaudio.net
Source Audio Atlas Compressor Demo | First Look
MATTOVERSE Warble Swell Echo MkII
This digital delay has a warm voice that evokes classic BBD delays and old-school tape echo vibes. Its woozy modulation—accessed via a waveform knob, plus rate and depth controls—makes it easy to dial-in retro cassette-tape tones, while the swell footswitch and knob access the land of eternal feedback. For all these functions, the Warble Swell is still easy to navigate and feels simple.
$219 street, mattoverse.com
WALRUS Lore
The Lore isn’t the most complete reverse reverb in the world. It lacks some of the magical takes on the effect that Led Zeppelin and My Bloody Valentine made immortal. But the manner in which it combines time-manipulation effects as well as octave and various interval-based textures often yields much more unpredictable results. If you’re keen to scramble a boring song idea, Lore is a fast track to that goal.
$299 street, walrusaudio.com
EASTWOOD Dusty Spring
Stare at modern pedals long enough and you’ll develop an appreciation for pure simplicity. And it would be hard to find a stomp so brainlessly, plug-and-go satisfying as the Dusty Spring. Calling Dusty Spring a lo-fi effect, as its name suggests, would be too simple. It dishes very convincing spring reverb approximations that would easily fool experts—especially in a mix. Rather, the “dirty” seems equally apt in describing its basic, rich earthiness—a quality that isn’t always easy to find in affordable digital reverbs.
$149 street, eastwoodguitars.com
DEATH BY AUDIO Space Bender
Thank goodness for Death By Audio. Their irreverence isn’t just a middle finger to circuit sameness. It’s an attitude that results in amazing, truly unusual sounds. That goes for the Space Bender, which turns chorus on its ear—mixing and mangling modulation, delay, reverb, and filtering effects to ends that are both predictable and chaotic. Come for the chorus but stay for the deeper freakishness. The Space Bender will deliver—guaranteed.
$270 street, deathbyaudio.com
EARTHQUAKER Special Cranker
This ultra-touch-sensitive stomp is, indeed, special: a warm, medium-gain overdrive designed to sound like you’ve added another tube to your amp’s preamp section. With germanium and silicon modes, there’s tons of tone variety on tap, and the silicon side, especially, has a fat, full voice that is responsive to picking technique and preserves the integrity of complex chords. At less than $100, it’s a bargain, too.
$99 street, earthquakerdevices.com
EarthQuaker Devices Special Cranker Overdrive Demo | First Look
SILKTONE Fuzz
If you’re a germanium fuzz fan, this plain-Jane-named box is a gem. But there’s nothing plain about its operation. A large dial controls temperature bias, which is traditionally a problem with heat-sensitive germanium transistors. There’s a pickup simulator/debuffer so the Fuzz can dwell anywhere in your signal chain. And, adding to the fun, there’s also a 2-way toggle for “classic” or meatier, more harmonically saturated “raw” bias modes. Plus, the volume dial works dynamically with the fuzz and clean-up knobs to let you go from deliciously grainy fuzz to thick, Muff-esque doom tones to skanky, toothy, stabbing boost/overdrive.
$249 street, silktone.org
FENDER JV Modified Deluxe Telecaster
Fender’s Japan-built guitars of the 1980s and 1990s are among the company’s most underrated. Among the many gems Fender Japan produced at the time, the Jerry Donahue signature Tele stands out. The JV Modified Deluxe Telecaster isn’t a reproduction of the JD, but you have to think Fender builders had one eye on that design while putting together this one. The soft-V neck is there, and the Deluxe Telecaster appointments. And while the switching and pickups aren’t exactly the same, the series and out-of-phase switching options open up similar tone territories. The JV Modified is as playable a guitar as we’ve handled all year—no small distinction.
$1,349 street, fender.com
ORANGE Distortion
Ade Emsley, the Orange engineer who oversaw the resurrection of the new/old Orange effects, decided to overhaul the Orange Distortion entirely. Stating plainly that he didn’t think the original was very good, he started from scratch—building a new JFET-based amplifier circuit with preset bass and midrange settings and an adjustable treble pot on the pedal’s interior. That might sound limiting, but the Orange Distortion is both wide- and rich-sounding, bursting with amp-like crunch and, at times, beautifully articulate.
$249 street, orangeamps.com
Orange Distortion, Sustain & Phaser Pedal Demos | First Look
ORANGE Phaser
It takes intestinal fortitude to build a new 1-knob phaser these days. Most companies have slipped into the phase-manipulation arms race quite willingly. But the control now in vogue does nothing to diminish the tone transforming, psychedelicizing power of a 1-knob phaser. And thankfully, Orange had the cover of a vintage-re-issue project to justify building this ultra-elegant phase gem. Modulations balance beautifully between low and high frequencies, and, as a consequence, it feels open, clear, and dimensional.
$249 street, orangeamps.com
MXR Duke of Tone
Lest any of you out there worry, the partnership between MXR and Analog Man’s Mike Piera that yielded the Duke of Tone is no mere marketing exercise. The DOT is built to a very high standard of quality that we don’t often see in affordable mini pedals. Most importantly, it sounds fantastic and is worthy company for the Analog Man pedals with which it shares lineage. At least for this reviewer, the boost is the highlight. But all three modes—boost, distortion, and overdrive—exhibit a smooth, robust voice that can save an otherwise lackluster tone in a flash.
$149 street, jimdunlop.com
MXR Duke of Tone Demo | First Look
REVVTilt Overdrive
Session ace Shawn Tubbs’ signature overdrive is a mid-gain wonder. It’s very midrange-forward, but the response of the EQ controls on both sides offers tone options that range from Mike Campbell chime to Dumble-influenced lead sounds. A standout feature is the tilteq control, which allows for surgical sculpting of frequencies on the fly without any hassle.
$269 street, revvamplification.com
Plus! Read the full reviews on PG.com of December’s Premier Gear Award winners: the PRS Horsemeat Transparent Overdrive and Mary Cries Optical Compressor, the Boss Space Echo, the Dr. Z Z-28 Mk. II, and the Origin Effects Halcyon.
The Smashing Pumpkins frontman balances a busy creative life working as a wrestling producer, café/tea company owner, and a collaborator on his forward-thinking, far-reaching line of signature guitars. Decades into his career, Corgan continues to evolve his songcraft and guitar sound for the modern era on the band’s latest, Aghori Mhori Mei.
“Form follows function,” explains Billy Corgan when asked about the evolution of his songwriting. These three words seem to serve as his creative dictum. “Early Pumpkins was more about playing in clubs and effecting a response from the live audience, because that’s where we could get attention."
When the Smashing Pumpkins formed in 1988, they were ripping in rock clubs with psychedelic-inspired sets that drew on ’60s-rock influences like Blue Cheer, Jimi Hendrix, and Led Zeppelin. But by 1992, after the breakout success of the previous year’s swirling alt-rock masterpiece, Gish, “Suddenly, we’re on a major label,” recalls Corgan. “Pearl Jam sold a gazillion records. Nirvana sold a gazillion records. Alice in Chains is selling a gazillion records. And somebody puts a finger up to my temple and says, ‘You better figure out how to write pop songs or you’re going to go back to working at a record store.’
“So, how do I translate this kind of hazy psychedelic vision into something that sounds like pop-rock radio? I’d better figure this out, and fast.” On 1993’s Siamese Dream, Corgan had obviously gone far beyond simply figuring out how to fit his vision into a radio-ready format; he’d pushed alternative rock to new heights, masterfully crafting hooks fit for the band’s unique, massive guitar-driven sound.
More than three decades later, Corgan hasn’t stopped evolving his artistry to fit the times. On the firm foundation of his extremely well-developed, instantly recognizable musical voice, he’s made his career one of the most interesting in rock music, branching out into unpredictable trajectories. In 2017, he launched a new career as a professional wrestling producer when he purchased the National Wrestling Alliance, the source of the limited TV series Billy Corgan’s Adventures in Carnyland.The Smashing Pumpkins - "Edin"
And he’s applied that knack for spectacle—a de facto pre-req for anyone in the pro wrestling biz—to the band’s social media presence. In January 2024, when guitarist Jeff Schroeder split with the Smashing Pumpkins, they turned to the internet for an open call. Not only did the band eventually find new-hire Kiki Wong, but they effectively got every guitarist on the internet dreaming about joining the Pumpkins.
Corgan has also found a creative outlet as a guitar conceptualist. His four signature Reverends—the Billy Corgan Signature, Terz, Z-One, and Drop Z—were created in collaboration with Joe Naylor, the company’s visionary builder. Taken together, these models go well beyond standard signature artist instruments protocols. Not content to just design his own dream guitar, Corgan is equally concerned with contributing to the guitar community. The Billy Corgan Signature and Z-One models are forward-thinking electric guitars well-outfitted with hip, futuristic aesthetics and custom pickups; the Terz and Drop Z break new ground in guitar design. The Terz is a 21 1/2"-scale model meant to be tuned one and a half steps up—G to G—and the Drop Z model, at 26 1/2" scale, is intended for D standard or lower tunings. In the case of these alt-tuned guitars, the instruments are specifically voiced for their tunings, with custom pickups.
“In that quiet solitude of just you and the guitar, this communication can happen that sort of expresses something about yourself that is surprising.”
With all this action—plus signature Yamaha acoustics and his Highland Park, Illinois, café, Madame Zuzu’s, which he owns with his wife, Chloé Mendel—Corgan must be dialing into a deep, super-focused state when working on music, because he’s been prolific. In 2023, the Pumpkins released the epic ATUM: A Rock Opera in Three Acts, the third part of the trilogy that began with the Pumpkins’ smash-hit Mellon Collie and the Infinite Sadnessin 1995, followed by 2000’s Machina/The Machines of God. In 2024, the band released Aghori Mhori Mei. Pitched as a stripped-down guitar record, and exempt from the former’s grandiosity, the songs are often riff-centric guitar jams, full of dark, in-your-face tones. But that pitch might belie the album’s rich compositional complexity and intense emotional breadth. Corgan’s writing on Aghori exemplifies all the nuance and finesse of his broader work, as do the dynamic, thoughtful guitar arrangements and hard-hitting performances.
With so much going on, how does Corgan keep his artistic vision focused and in step with the times? How does he find time to tap into the creative essence that has made his music so special? What drives his process? The only way to find out is from Corgan himself.
The Smashing Pumpkins’ Aghori Mhori Mei was pitched as a more stripped-down guitar record, but don’t let that description, fitting as it may be in comparison with their recent work, belie its majesty.
The premise of Aghori was to be more of a stripped-down guitar record. How did you approach this album from a compositional perspective?
Corgan: The idea was to return to the early language of the band and see if it had a modern application. If you were making a movie, it would be akin to: We’re going to shoot this on VHS cameras and edit in an old analog bay and see if you can make something that a modern audience would actually enjoy and appreciate.
The way most rock records are made these days is “in the box,” which is Pro Tools or whatever people use. You can hear that the digital technology is very important to the way modern rock music, whether it’s metal or alternative, is made. It’s become the fifth band member—you know what I’m saying? They’re able to do things and effect changes and musically innovate in a way that you wouldn’t if you were just on a floor with the band playing in a circle, like we used to. So, for us, we could continue down this digital path, and I’m not that interested in gridding out my guitars.
When you go listen to a Pumpkins record, that’s live playing. That’s not all chopped up—99% of what you hear is literally from our hands and mouths—we’ll still fly in a chorus here and there. If you’re at a particular crossroads, do you continue to move forward and with technology as your ally? Or do you kind of go back and see if that old way still has something magical about it? That becomes the sort of the existential debate of the record, both internally and publicly, which is: Is there a there, there?
But to clarify, this isn’t an analog recording.
Corgan: We record to Pro Tools. It’s using the technology of Pro Tools to make your records that we don’t do. I’m not trying to make a point. I’m saying using the technologies that are present to write your music or using it to do things that you can’t humanly do—that we don’t do.
Listen to your standard metal record. Everything is gridded to fuck: All the amps are in the box, all the drums are in the box, there’s not a missed note, everything’s tuned to fuck. You know what I mean? That’s modern metal, and I like it. It’s not like I turn up my nose at the thing, but that’s a way of making music for many people in 2024. We decided to try and go back and make a record the old-fashioned way, not to make some sort of analog point.
“There’s a certain loneliness in the way I play because I didn’t have anybody else to play guitar with.”
You write mostly on acoustic and piano. Where do the guitar arrangements come in?
Corgan: The fundamental process, going back to the beginning, is to create the basic track; the vocal then becomes the next most important thing, and then the icing on the cake is the guitar work over the top of that, basically to support and supplement the vocal and create more melodic interaction.
I got a lot of that from Queen and Boston and some Beatles—the idea that the guitar takes on a lead voice of its own that’s distinctive and almost becomes another lead singer in the band.
That stuff doesn’t show up literally until the last day working on the song. It’ll come off wrong, but we don’t spend a ton of time on it. And I don’t know what that means other than it seems to be like everything is done, and then you go, “Okay, time for the guitar work.” You’ll spend three hours, six hours just going through and trying stuff. Then it sort of just appears, and you go, “Oh, that sounds cool,” and you move on. It benefits from being fresh or feeling kind of like an emotional reaction.
I remember being in a car circa 1975 or ’76 and “Killer Queen” by Queen was on the radio. You’re listening to a song, the song sounds cool, and there’s flange vocals, and I’m 10 years old, in the backseat. All of a sudden, that lead break comes in; it’s just fucking loud. It has that feeling of somebody stepping forward into a spotlight. It’s not a show-off thing. It’s the way it makes you feel. It’s like a lighter type of moment. We’ve always chased that feeling.
Billy Corgan's Gear
Corgan with his signature Yamaha LJ16BC in 2022.
Photo by Mike White
Guitars
- E standard: Billy Corgan Signature Reverend Z-One Black
- E backup: Billy Corgan Signature Reverend - Satin Purple Burst
- Eb standard: Billy Corgan Signature Reverend Z-One - Silver Freeze
- Eb backup: Billy Corgan Signature Reverend Z-One - Orchard Pink
- Eb standard: ’70s Gibson ES-335 walnut
- C# standard: Billy Corgan Signature Reverend Drop Z - Pearl White
- Prototype Gibson Firebird
- Billy Corgan Custom Signature Yamaha LJ16BC Black with Silver Star
- Billy Corgan Custom Signature Yamaha White with Black Star
Amps
- Ampete 444 Amplifier & Cabinet Switching System
- Korg DT-1 Rack Tuner
- Carstens Cathedral
- Orange Rockerverb MkIII
- Carstens Grace Billy Corgan Signature Head
- Laney Supergroup LA100SM
- Laney LA412 4x12 Black Country Custom
Pedals
- RJM Mastermind GT/22 MIDI Controller
- Lehle D.Loop
- Warm Audio Warmdrive
- MXR Phase 90
- Catalinbread Zero Point Tape Flanger
- Behringer Octave Divider
- Strymon Brigadier dBucket Delay
- EarthQuaker Devices Time Shadows II
- Custom Audio Electronics MC-403 power supply
Strings
- Ernie Ball Regular Slinky (.010–.046)
- Ernie Ball Power Slinky (.011–.048)
- Ernie Ball Not Even Slinky (.012–.052)
- Ernie Ball Earthwood Medium Light (.012–.054)
Guitar starts out for so many of us as this really personal thing that we spend all our time doing, and then as life gets more complicated, you just have less time. What is your relationship with the guitar like in 2024? Do you have a day-to-day relationship with guitar playing?
Corgan: I do not. I don’t really pick up the guitar much unless I’m working.
When you do pick up the guitar, is it with intent? Do the ideas come inspired by the guitar, inspired by something you play? Or are they up in your head, and then you’re grabbing a guitar to realize it?
Corgan: If I pick up a guitar, I’m looking to play something that surprises me. It’s whatever comes out. And sometimes you hit the wrong chord and go, “Oh, that’s interesting.” Or you find a new inversion or something that you never thought of before. You try to play a different scale run than you’ve played 10,000 times, always landing on the same note. It’s just looking for something just a little bit new. I find oftentimes, in that quiet solitude of just you and the guitar, this communication can happen that sort of expresses something about yourself that is surprising—an emotional feeling or a way of approach.
“You could say to me, ‘Hey, play me some Siamese-type thing that you would’ve done in ’92,’ and in five minutes, I could write you something that would sound like a song that would’ve been a Siamese song in ’92.”
The style of my guitar playing came out of taking care of my disabled brother when I was a teenager, so I was stuck inside a lot. To paint a simple visual, imagine being stuck inside on a summer’s day and watching people play outside through the window as you’re playing the guitar. That was my life for much of my teenage years, because I was in this position where I had to look after somebody who was not so much homebound, but it wasn’t like the type of child at his stage of development that you could take him in the backyard and let him run around. You kind of had to look after him. It often became easier to stick him in front of a television or let him take a nap while you’re practicing.
There’s a certain loneliness in the way I play because I didn’t have anybody else to play guitar with. I developed a style that had a kind of call-and-response aspect to it in the open strings and the drone playing, because it was a way to effect a larger conversation without somebody else in the room.
Then, when it was James [Iha] and I in the early days of the band, James would basically do different versions of what I was playing. That created an even bigger conversation that seemed to create almost like a third guitarist. You can hear that in the whistling harmonics in the background. That’s just two guitars playing, but you create a ghost effect. I’ve done a lot of guitar work in the studio where people would be visiting me, and they look at the speakers, “What’s that sound?” And I’m like, “That’s just two guitars.” They don’t believe me. I literally have to solo the two guitars and just show them. That’s the harmonic effect.
I still have that inner relationship with my playing, where I could just sit down and play and find something that sounds like a bit of a conversation.
The Reverend Billy Corgan Signature in the hands of the man himself alongside drummer Jimmy Chamberlin and guitarist James Iha.
Photo by Ken Settle
When you’re writing, picking up a guitar, looking for those things, like you said, are you still after the same feeling you had initially or has the feeling changed?
Corgan: I think it’s more trying to find something that seems to signify whatever’s happening at the moment. It’s a truthfulness. You could say to me, “Hey, play me some Siamese-type thing that you would’ve done in ’92,” and in five minutes, I could write you something that would sound like a song that would’ve been a Siamese song in ’92. I can dial in any era of the band or my writing at will, because they’re all based on methodologies and certain emotional templates. So, I’m trying to do that for today. What is the 2024 version of that that makes me feel something—anything at all?
There’s this other creative side to your work, which is your signature gear. You have four Reverend guitars, and they’re all very different from each other. You’ve created them with Joe Naylor. Can you tell me about that collaboration?
Corgan: Somehow, Joe is able to go back and listen to what I’m referencing, and then translate that into something that’s physically tangible and consistent.
I don’t think a gimmicky guitar serves anybody. My signature guitars need to be useful to anybody else doing their music, not just my kind of music. And I’m very proud of that. I think that’s what makes a great guitar—it has application to whoever picks it up. And a lot of credit to Reverend to be willing to take these chances that I’ve sort of set them off chasing.
The Reverend Billy Corgan Drop Z is specially voiced in feel and sound for D standard and lower tunings.
They’re all bold guitars, but especially the Terz and the Drop Z, which are built specifically for alternate tunings. What were you looking for when you came up with the idea of those instruments?
Corgan: The thing with the Terz, which is G to G as opposed to E to E—a step and a half higher—was in listening to guitarists like Jonny Greenwood of Radiohead and other guitar players of that generation, I noticed that the function of the guitar for many alternative guitar players was becoming more atmospheric and less elemental. I thought maybe they would like to have a higher tonal range to work in. Because, ultimately, in 2024 logic, you want to get the guitar away from the vocal. If you think of the classic Telecaster sound, well, if you’re playing in the key of G on a Telecaster, that sits exactly where the vocal is. It’s like the worst possible place for a guitar in the 21st century. But if you can increase the harmonic range of the guitar, it does sort of sit, elementally, a little higher.
I don’t think people have figured that out yet about that guitar. But I have a funny feeling that at some point somebody will, much like when Korn took the Steve Vai guitar and took it in a completely different direction and made a whole new genre of music with it. I think the Terz opens a player up to a different tonal range.
“I don’t think a gimmicky guitar serves anybody. My signature guitars need to be useful to anybody else doing their music, not just my kind of music.”
A lot of these modern alternative guitar players, they don’t play super complicated stuff. Whether they were inspired by Jonny from Radiohead or the guy from Coldplay, it’s more like a tweedle-y guitar, like twilight, vibey.... You look at their pedalboards; it’s a lot of reverbs and bucket delays and stuff like that. I get it.
On the Drop—on making Aghori, I found myself thinking a lot about Mick Mars’s guitar sound and where Mick’s guitar sat in Mötley Crüe. Early Mötley Crüe was basically a guitar tuned down a step. Something about the D range—you could do it on a normal guitar, but it gets a little sloppy with the tuning and certainly the intonation. So, I talked to Reverend about making a D-to-D guitar that doesn’t feel like a baritone guitar, that plays and feels very much like an E-to-E guitar, but gives you range. For a modern guitar player who wants to make music that ends up on the radio, the specificities of where that guitar needs to sit tonally and how it would be mixed is what I was thinking of.
So, these are instruments for the modern player who wants to make music that can reach people vis-à-vis what is the media these days—streaming or whatever. If you want to take an old guitar and tune it down to F and all that … I did all that crazy stuff, too. I wouldn’t discourage anybody from doing it. But these are specific instruments with a very specific purpose, primarily for recording.
On “Edin” [from Aghori Mhori Mei], well, that’s that guitar. I think in that song, it’s dropped, so the low string is a C. But you can hear how that guitar sits so forward in the track. That’s a credit to Joe making that guitar exactly what I wanted, and the pickups really doing their job with how it sits in the track.Corgan has an early memory of hearing Brian May’s lead break on “Killer Queen”: “It has that feeling of somebody stepping forward into a spotlight. It’s not a show-off thing. It’s the way it makes you feel. It’s like a lighter type of moment. We’ve always chased that feeling.”
I want to come back to how that affects your playing. You have these instruments that are now specifically voiced to your vision. When they get in your hands and you’re working on something, how do you exploit the sonics of those guitars? Maybe you wrote a song on acoustic, but now you have this instrument that you’ve helped ideate, and you can do stuff that your other guitars can’t. Where does that come in the creative process?
Corgan: I don’t think I have a romantic answer. For me, it’s more about recording accuracy or clarity. If you compare, let’s call it the “Mellon Collie ’95” guitar sound, where we were mostly a half-step down; it’s clear, but it’s very sludgy—a lot of midrange and not a lot of stuff above, say, 17k, because I was using those Lace Sensor pickups. Modern recording; everybody wants the guitar as far forward as you can get it.
These days, I’m mostly using these Carstens amps, which is a Chicago amp-maker, Brian Carstens. I used one amp that he made for me, the Grace, which he does sell, which is kind of a modern take on the Eddie Van Halen brown sound—a ton of gain, but clear. And then he has another amp called Empire, which is more for a metal player. I use that as well. And in some cases, I stack both amps on top of each other by reamping. He has another amp, called Cathedral, which is like a cross between a Fender Twin and a Hiwatt. Again, very clear.
“Modern recording; everybody wants the guitar as far forward as you can get it.”
The best way I can explain it, and this is my poor language-ing, but if I was to take a vintage Marshall plexi and a Les Paul, like a classic amazing guitar sound, and record the riff for “Edin,” and then I was to take my Reverend Drop Z run through a Carstens amp, and you listen to the two tracks, the modern stuff I’m using, the guitar is like six more feet forward in the track; the vintage stuff sounds kind of back there. You can hear it—a little gauzy, a little dark, and the modern stuff is right in your grill. It’s not harsh; it’s not overly midrange-y. It just sounds really good and present.
So that’s the key. Because I play so distinctively that I kind of sound like me whatever you put me through, my focus is more tonal and how it sits in the stereo field.
Are pedals just pragmatic means to achieve a tone? Or is there exploration involved there?
Corgan: Since Siamese Dream, where we famously used the op-amp Big Muff and EHX Micro Synth, and some MXR stuff, the main sound of the band is just crank through something. Going back to something my father told me many, many moons ago: guitar, chord, amp is the key. I worked in the studio with Tony Iommi. Those hands, a chord, an amp—and when he plays, God’s moving mountains. We get super granular when I’m in the studio; I might play a chord that’s no more than seven-feet long, anything so I can be as close to the amp as possible, so there’s the least amount of chord from the guitar to the amp.
It’s all about driving the amp and moving that air and moving those electrons in the tubes. That’s just the key for me. If there’s pedal work on any Pumpkins albums in the last 25 years, it’s for solos and little dinky things on the top. The main guitar sound is always pure power. We want as much pure power as possible.
YouTube It
The Smashing Pumpkins kick out “Sighommi” from Aghori Mhori Meilive on Kimmel with new-hire Kiki Wong joining Corgan and James Iha in the guitar section.
The multifaceted artist and guitarist shares how his creative journey has taken him from Creed to Alter Bridge to Frank Sinatra—and beyond.
There probably aren’t too many artists out there as busy as Mark Tremonti. Aside from his celebrated careers in alt-rock mainstays Creed and Alter Bridge, the guitarist, songwriter, and singer organizes guitar and songwriting clinics while on tour; has a line of signature PRS gear; and cut a 14-track charity record, Mark Tremonti Sings Sinatra. Did we mention he’s aiming to become a pinball kingpin, too?
Tremonti joins Cory Wong on this episode of Wong Notes to dig into his musical trajectory since the late ’90s, when he blasted to the top of the charts with Creed. The band drew comparisons to other grunge-era staples like Pearl Jam, which irritated Tremonti but pleased Stapp. Tremonti discusses the gulf between the band’s popularity and the critical backlash they received: “People can be cruel, but it’s part of the world. You gotta deal with it.”
Tremonti analyzes what makes a good riff and why everything in “the middle” is boring to him, and unveils his songwriting and demoing routines. (“I think melody is the most important part of everything,” he says.) But his biggest passion project these days is his step into classic crooner music. Inspired by his daughter to do a charity project to benefit the down syndrome community, Tremonti recorded a Frank Sinatra covers album, complete with more than a dozen musicians who played with Ol’ Blue Eyes himself.
Tune in to hear all about Tremonti’s artistic life, plus a peek at what happens during his pre-show guitar and songwriting clinics on Creed’s fall 2024 tour. Expecting him to demonstrate some ferocious warmups? Think again: “I play like grandma’s in the room,” says Tremonti.
Wong Notes is presented by DistroKid.
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Adding thoughtful features not seen on a Klon-style circuit before, the Voyager MKII gets five variations of overdrive texture selectable by rotary, and a foot-switchable parametric midfrequency EQ.
"The year 2011 was a big one with memorable events like Prince William and Kate’s wedding, “Party Rock Anthem” was everywhere, but maybe the most relevant to you since you’re reading this, was the birth of effect pedal creators, Walrus Audio. With only a couple of employees and a tiny shop, Walrus burst into the guitar effects world with their first pedal, the Voyager Overdrive, turning heads of guitarists like Joe Bonamassa, Ed O’Brien, and Nels Cline."
The five-way rotary switch includes the following modes:
1: Classic 1N34A Germanium Diodes (most compressed). This is the original Voyager sound.
2: Classic 1N34A Germanium Diodes with bass boost (trust us).
3: Symmetric Silicon Diodes (more open and dynamic).
4: Asymmetric Silicon Diodes (least compressed, open & driven).
5: Asymmetric Silicon Diodes with bass boost (least compressed, open & driven with a bass boost.)
External updates include top-mounted jacks, and true bypass, soft-touch relay switches. The Voyager MKII is available in two different versions:
1. Seafoam with black ink and the Voyager satellite illustrated by original Voyager artist, Nathan Price.
2. Matte black with cream ink and space helmet illustrated by Christi Du Toit. The die-cast enclosure’s exact size is 4.77” x 2.6” x 1.39” including knobs. Power requirements are 9VDC, center negative (100mA minimum).
Walrus Audio is offering The Voyager MKII for a retail price of $249.99 and is available now at walrusaudio.com.
Our columnist ponders the business-to-consumer model, and how the design of online stores might be more crucial to the stompbox industry than we’d like to admit.
Let’s open things up with a TV/movie trope. The character on screen has a speech that they’ve been preparing for once they’re called up onstage to address the audience. When they finally get up to the lectern to deliver it, they pause, give the attendees a look over, and rip up their script in a dramatic fashion before pursuing an off-the-cuff, heartfelt message that goes on to invigorate the crowd and inspire a roaring ovation. For right now—I’m at least doing the first part of that. I’m abandoning my planned topic. Consider this me ripping up my finely curated index cards.
Before sitting down at the computer, I was thinking about the title of this column—“State of the Stomp.” Perhaps I’m being a bit too on-the-nose, but I started to ask myself, “What is the state of the stompbox world?” As in, this niche section inside of this niche industry that we find ourselves traversing. But, I can only speak for myself and what I’ve experienced firsthand and heard secondhand. That being said, let’s chat about the current state of the stompbox world.
This year marks my 10-year anniversary in the boutique-effects world. In speaking to the state of affairs in those 10 years, I’ve witnessed trends, domestic growth, international growth, product collaborations, companies closing doors, others opening doors, dealer decline, e-commerce growth, and more. The last, e-commerce, is the current state that we find ourselves in—an ever-growing, bustling digital presence that brings with it the B2C (business-to-consumer) model.
This isn’t completely new terrain for us by any stretch. It is, however, something that was only a minor percentage of our business. I have often referred to our sales as being 80 percent dealer and 20 percent direct. I would say that was the case from 2014 to 2020, but over the last few years the dealer vs. direct numbers have pretty much flipped.
Why has it flipped in favor of direct sales? That’s a simple yet complex question that would rob me of sleep if I let it. I would also frame the question in the inverse: “Why have dealer orders and reorders slowed down?” Market oversaturation? Economy? I would find it difficult to imagine that economic changes haven’t been trolling consumer purchasing. Us manufacturers know that it has directly impacted raw materials. As a niche corner of the MI world, that’s scary. Especially when you’re a manufacturer of nonessentials. When essentials go up in cost, it doesn’t feel great, but more easily gets shrugged off. When nonessentials go up, purchases of them get scaled back or hauled off completely.
“Why has it flipped in favor of direct sales? That’s a simple yet complex question that would rob me of sleep if I let it.”
In conversations I’ve had with industry colleagues, there’s almost a universal trend—sales are slow. This brings us back to the “why?” A place that my company finds itself in right now is close to the opposite. We are swamped with direct orders and dealer orders. However, of all the direct and dealer orders that we have been flooded with since May, 90 percent or more are for our DIY offerings. A big reason for this is due to the fact that the DIY market is smaller than standard pedals, we offer tools that don’t already exist, and the pricing is very attractive.
In May, “Short Circuit” launched. A recurring segment on the ever-popular JHS Show on YouTube, “Short Circuit” features founder Josh Heath Scott explaining effects-circuit basics while breadboarding them—using our DIY products. This, along with giveaways and kit collaborations between CopperSound and JHS, has led to a huge sales influx in what the community has coined “the JHS effect.”
I also find it important to highlight that my affinity for the brick and mortar has not diminished. But I will say that their ability to offer an array of gear from various manufacturers feels like a double-edged sword. If a particular store carries 20 brands, they can more easily give appropriate attention to each brand and subsequent model they stock. This includes website pictures, videos, copy, and SEO for each product. Now, if that same store expands to 200 brands, the bandwidth for each product gets significantly decreased.
So, while that dealer has 200 brands to focus on, we, the manufacturer, only have ourselves, making it easier for us to tend to our website. In a world where 70-plus percent of consumers shop online, it really makes me wonder if this is the make-or-break factor when it comes to where and how people choose to do that shopping.
And now, I’d like to thank you all for the standing ovation in response to my inspiring, off-the-cuff speech.