
Meet the Custom Kraft Beat Blaster, Agitator, Bone Buzzer, and Groover!
The other day I was thinking about how shopping has changed over the years. I was raised during a time when there were still corner general stores hawking penny candy, and when Sears catalogs were still mailed to families offering myriad products from fireplace inserts to swimming pools. Catalog shopping offered different outlets for different urges, but for guitarists catalogs really raised the game when it came to sensationalism and visual dynamite.
One of the best examples of catalog hype comes from the Custom Kraft brand. The name was used by the St. Louis Music Supply company, which would slap the Custom Kraft name on all sorts of electric guitars that were made primarily by Valco and Guyatone. I found a 1969 catalog in a large box of paper from a shuttered music store, which included all sorts of fragile artifacts like manuals, other catalogs, and advertisements. And in that catalog I came across a photo of the Custom Kraft Beat Blaster. Yes, with a name reminiscent of ’80s boom boxes, the Beat Blaster was the guitar to own. Tricked out with a large pickguard, shapely headstock badge, and a pair of humbucker-looking pickups, the Beat Blaster was certainly ready to rattle some heads back in the day.
The following is the Beat Blaster copy from the catalog: All that a professional guitar player could ask for. Two extended magnetic field pickups with individual pole adjustments. New super slim neck with adjustable rod. Rosewood fingerboard. Special black nylon flat tape wound electric strings for whisper quiet, nimble fingering.
I’d be short-changing you if I didn’t mention the other Custom Kraft solidbody guitars, like the 22"-scale Groover and the full-scale Agitator, both of which sported a single pickup. The names of these Custom Kraft guitars sound as if they could have been used by a high school counselor when speaking to a parent. “Do you feel your child is a chilled-out groover, or is Junior more of an agitator? Now if you choose beat blaster, then we have to recommend further intervention.”
If you were interested in hollowbody guitars complete with lightning bolt f-holes, then you’d be looking at the Super Zapp and the Sound Saturator (12-string), or the Bone Buzzer for the bassist in your family. And yes, even their amps had suggestive names, like the Fireball Special, the Vulca-Throb, the Dyna-Blast, and the Quake Maker, for a truly earth-moving experience.
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Although these guitars were all touted as being “Made in the USA,” Valco was in their death throes at the time and was importing bodies, necks, and tremolo systems from the Matsumoku factory in Japan. The electronics were still all Valco-made, but the wiring was a real rat’s nest of tone-sucking caps and resistors. (Valco called their pre-set tone switches “tone-shading.”)
On first listen, the entire Custom Kraft line-up can really leave one unimpressed. But, as with most ill-planned guitars, a little rewiring or a little tweaking can bring out the true nature of the Valco pickups. When they’re straight, they’re great! They have a really nice sound and I’ve always been a big fan of these units. It should be said that Valco pickups only look like humbuckers from the outside. Underneath the cover they are single-coils, with the magnets laying side-by-side with the coil rather than underneath.
I always get a little tickle when I come across the word “craft” spelled with a “K.” Like Kustom amps, Old Kraftsman guitars, and these Custom Kraft guitars … it’s as if the “K” meant business!
It seems that if you were in the business of selling guitars back in the day, then you really needed a good catalog designer and some far-out guitars with extreme names. Do guitar companies even make catalogs anymore? I don’t know, but I do miss paper!
See and hear this 1969 Custom Kraft Beat Blaster demoed by Mike Dugan.
A phaser with vintage vibes and modern control from Stewmac—win the Phasor II Kit in the I Love Pedals giveaway! Enter today and return daily for more chances!
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StewMac Lightcycle Phasor II Pedal Kit, With White Enclosure Shop StewMac Lightcycle Phasor II Pedal Kit at StewMac. Our take on the revered Mu-Tron Phasor II—the most versatile phaser ever made! StewMAX FREE Shipping!The National New Yorker lived at the forefront of the emerging electric guitar industry, and in Memphis Minnie’s hands, it came alive.
This National electric is just the tip of the iceberg of electric guitar history.
On a summer day in 1897, a girl named Lizzie Douglas was born on a farm in the middle of nowhere in Mississippi, the first of 13 siblings. When she was seven, her family moved closer to Memphis, Tennessee, and little Lizzie took up the banjo. Banjo led to guitar, guitar led to gigs, and gigs led to dreams. She was a prodigious talent, and “Kid” Douglas ran away from home to play for tips on Beale Street when she was just a teenager. She began touring around the South, adopted the moniker Memphis Minnie, and eventually joined the circus for a few years.
(Are you not totally intrigued by the story of this incredible woman? Why did she run away from home? Why did she fall in love with the guitar? We haven’t even touched on how remarkable her songwriting is. This is a singular pioneer of guitar history, and we beseech you to read Woman with Guitar: Memphis Minnie’s Blues by Beth and Paul Garon.)
Following the end of World War I, Hawaiian music enjoyed a rapid rise in popularity. On their travels around the U.S., musicians like Sol Ho’opi’i became fans of Louis Armstrong and the New Orleans Rhythm Kings, leading to a great cross-pollination of Hawaiian music with jazz and blues. This potent combination proved popular and drew ever-larger audiences, which created a significant problem: How on earth would an audience of thousands hear the sound from a wimpy little acoustic guitar?
This art deco pickguard offers just a bit of pizzazz to an otherwise demure instrument.
In the late 1920s, George Beauchamp, John and Rudy Dopyera, Adolph Rickenbacker, and John Dopyera’s nephew Paul Barth endeavored to answer that question with a mechanically amplified guitar. Working together under Beauchamp and John Dopyera’s National String Instrument Corporation, they designed the first resonator guitar, which, like a Victrola, used a cone-shaped resonator built into the guitar to amplify the sound. It was definitely louder, but not quite loud enough—especially for the Hawaiian slide musicians. With the guitars laid on their laps, much of the sound projected straight up at the ceiling instead of toward the audience.
Barth and Beauchamp tackled this problem in the 1930s by designing a magnetic pickup, and Rickenbacker installed it in the first commercially successful electric instrument: a lap-steel guitar known affectionately as the “Frying Pan” due to its distinctive shape. Suddenly, any stringed instrument could be as loud as your amplifier allowed, setting off a flurry of innovation. Electric guitars were born!
“At the time it was positively futuristic, with its lack of f-holes and way-cool art deco design on the pickup.”
By this time, Memphis Minnie was a bona fide star. She recorded for Columbia, Vocalion, and Decca Records. Her song “Bumble Bee,” featuring her driving guitar technique, became hugely popular and earned her a new nickname: the Queen of Country Blues. She was officially royalty, and her subjects needed to hear her game-changing playing. This is where she crossed paths with our old pals over at National.
National and other companies began adding pickups to so-called Spanish guitars, which they naturally called “Electric Spanish.” (This term was famously abbreviated ES by the Gibson Guitar Corporation and used as a prefix on a wide variety of models.) In 1935, National made its first Electric Spanish guitar, renamed the New Yorker three years later. By today’s standards, it’s modestly appointed. At the time it was positively futuristic, with its lack of f-holes and way-cool art deco design on the pickup.
There’s buckle rash and the finish on the back of the neck is rubbed clean off in spots, but that just goes to show how well-loved this guitar has been.
Memphis Minnie had finally found an axe fit for a Queen. She was among the first blues guitarists to go electric, and the New Yorker fueled her already-upward trajectory. She recorded over 200 songs in her 25-year career, cementing her and the National New Yorker’s place in musical history.
Our National New Yorker was made in 1939 and shows perfect play wear as far as we’re concerned. Sure, there’s buckle rash and the finish on the back of the neck is rubbed clean off in spots, but structurally, this guitar is in great shape. It’s easy to imagine this guitar was lovingly wiped down each time it was put back in the case.
There’s magic in this guitar, y’all. Every time we pick it up, we can feel Memphis Minnie’s spirit enter the room. This guitar sounds fearless. It’s a survivor. This is a guitar that could inspire you to run away and join the circus, transcend genre and gender, and leave your own mark on music history. As a guitar store, watching guitars pass from musician to musician gives us a beautiful physical reminder of how history moves through generations. We can’t wait to see who joins this guitar’s remarkable legacy.
SOURCES: blackpast.org, nps.gov, worldmusic.net, historylink.org, Memphis Music Hall of Fame, “Memphis Minnie’s ‘Scientific Sound’: Afro-Sonic Modernity and the Jukebox Era of the Blues” from American Quarterly, “The History of the Development of Electric Stringed Musical Instruments” by Stephen Errede, Department of Physics, University of Illinois at Urbana-Champaign, IL.
In our third installment with Santa Cruz Guitar Company founder Richard Hoover, the master luthier shows PG's John Bohlinger how his team of builders assemble and construct guitars like a chef preparing food pairings. Hoover explains that the finer details like binding, headstock size and shape, internal bracing, and adhesives are critical players in shaping an instrument's sound. Finally, Richard explains how SCGC uses every inch of wood for making acoustic guitars or outside ventures like surfboards and art.
We know Horsegirl as a band of musicians, but their friendships will always come before the music. From left to right: Nora Cheng, drummer Gigi Reece, and Penelope Lowenstein.
The Chicago-via-New York trio of best friends reinterpret the best bits of college-rock and ’90s indie on their new record, Phonetics On and On.
Horsegirl guitarists Nora Cheng and Penelope Lowenstein are back in their hometown of Chicago during winter break from New York University, where they share an apartment with drummer Gigi Reece. They’re both in the middle of writing papers. Cheng is working on one about Buckminster Fuller for a city planning class, and Lowenstein is untangling Austrian writer Ingeborg Bachmann’s short story, “Three Paths to the Lake.”
“It was kind of life-changing, honestly. It changed how I thought about womanhood,” Lowenstein says over the call, laughing a bit at the gravitas of the statement.
But the moment of levity illuminates the fact that big things are happening in their lives. When they released their debut album, 2022’s Versions of Modern Performance, the three members of Horsegirl were still teenagers in high school. Their new, sophomore record, Phonetics On and On, arrives right in the middle of numerous first experiences—their first time living away from home, first loves, first years of their 20s, in university. Horsegirl is going through changes. Lowenstein notes how, through moving to a new city, their friendship has grown, too, into something more familial. They rely on each other more.
“If the friendship was ever taking a toll because of the band, the friendship would come before the band, without any doubt.”–Penelope Lowenstein
“Everyone's cooking together, you take each other to the doctor,” Lowenstein says. “You rely on each other for weird things. I think transitioning from being teenage friends to suddenly working together, touring together, writing together in this really intimate creative relationship, going through sort of an unusual experience together at a young age, and then also starting school together—I just feel like it brings this insane intimacy that we work really hard to maintain. And if the friendship was ever taking a toll because of the band, the friendship would come before the band without any doubt.”
Horsegirl recorded their sophomore LP, Phonetics On and On, at Wilco’s The Loft studio in their hometown, Chicago.
These changes also include subtle and not-so-subtle shifts in their sophisticated and artful guitar-pop. Versions of Modern Performance created a notion of the band as ’90s college-rock torchbearers, with reverb-and-distortion-drenched numbers that recalled Yo La Tengo and the Breeders. Phonetics On and On doesn’t extinguish the flame, but it’s markedly more contemporary, sacrificing none of the catchiness but opting for more space, hypnotic guitar lines, and meditative, repeated phrases. Cheng and Lowenstein credit Welsh art-pop wiz Cate Le Bon’s presence as producer in the studio as essential to the sonic direction.
“On the record, I think we were really interested in Young Marble Giants—super minimal, the percussiveness of the guitar, and how you can do so much with so little.”–Nora Cheng
“We had never really let a fourth person into our writing process,” Cheng says. “I feel like Cate really changed the way we think about how you can compose a song, and built off ideas we were already thinking about, and just created this very comfortable space for experimentation and pushed us. There are so many weird instruments and things that aren't even instruments at [Wilco’s Chicago studio] The Loft. I feel like, definitely on our first record, we were super hesitant to go into territory that wasn't just distorted guitar, bass, and drums.”
Nora Cheng's Gear
Nora Cheng says that letting a fourth person—Welsh artist Cate Le Bon—into the trio’s songwriting changed how they thought about composition.
Photo by Braden Long
Effects
- EarthQuaker Devices Plumes
- Ibanez Tube Screamer
- TC Electronic Polytune
Picks
- Dunlop Tortex .73 mm
Phonetics On and On introduces warm synths (“Julie”), raw-sounding violin (“In Twos”), and gamelan tiles—common in traditional Indonesian music—to Horsegirl’s repertoire, and expands on their already deep quiver of guitar sounds as Cheng and Lowenstein branch into frenetic squonks, warped jangles, and jagged, bare-bones riffs. The result is a collection of songs simultaneously densely textured and spacious.
“I listen to these songs and I feel like it captures the raw, creative energy of being in the studio and being like, ‘Fuck! We just exploded the song. What is about to happen?’” Lowenstein says. “That feeling is something we didn’t have on the first record because we knew exactly what we wanted to capture and it was the songs we had written in my parents’ basement.”
Cheng was first introduced to classical guitar as a kid by her dad, who tried to teach her, and then she was subsequently drawn back to rock by bands like Cage The Elephant and Arcade Fire. Lowenstein started playing at age 6, which covers most of her life memories and comprises a large part of her identity. “It made me feel really powerful as a young girl to know that I was a very proficient guitarist,” she says. The shreddy playing of Television, Pink Floyd’s spacey guitar solos, and Yo La Tengo’s Ira Kaplan were all integral to her as Horsegirl began.
Penelope Lowenstein's Gear
Penelope Lowenstein likes looking back at the versions of herself that made older records.
Photo by Braden Long
Effects
- EarthQuaker Westwood
- EarthQuaker Bellows
- TC Electronic PolyTune
Picks
- Dunlop Tortex 1.0 mm
Recently, the two of them have found themselves influenced by guitarists both related and unrelated to the type of tunes they’re trading in on their new album. Lowenstein got into Brazilian guitar during the pandemic and has recently been “in a Jim O’Rourke, John Fahey zone.”
“There’s something about listening to that music where you realize, about the guitar, that you can just compose an entire orchestra on one instrument,” Lowenstein says. “And hearing what the bass in those guitar parts is doing—as in, the E string—is kind of mind blowing.”
“On the record, I think we were really interested in Young Marble Giants—super minimal, the percussiveness of the guitar, and how you can do so much with so little,” Cheng adds. “And also Lizzy Mercier [Descloux], mostly on the Rosa Yemen records. That guitar playing I feel was very inspiring for the anti-solo,[a technique] which appears on [Phonetics On and On].”This flurry of focused discovery gives the impression that Cheng and Lowenstein’s sensibilities are shifting day-to-day, buoyed by the incredible expansion of creative possibilities that setting one’s life to revolve around music can afford. And, of course, the energy and exponential growth of youth. Horsegirl has already clocked major stylistic shifts in their brief lifespan, and it’s exciting to have such a clear glimpse of evolution in artists who are, likely and hopefully, just beginning a long journey together.
“There’s something about listening to that music where you realize, about the guitar, that you can just compose an entire orchestra on one instrument.”–Penelope Lowenstein
“In your 20s, life moves so fast,” Lowenstein says. “So much changes from the time of recording something to releasing something that even that process is so strange. You recognize yourself, and you also kind of sympathize with yourself. It's a really rewarding way of life, I think, for musicians, and it's cool that we have our teenage years captured like that, too—on and on until we're old women.”
YouTube It
Last summer, Horsegirl gathered at a Chicago studio space to record a sun-soaked set of new and old tunes.