We talk shop with Vittek PR principal Josh Vittek
What's a misconception builders have about getting their products in the hands of artists?
One of the biggest challenges I face is when a company comes to me and says, “Hey, we need to grow our business. What do we do? Advertise? Can you start talking to rockstars about my product because if we can get them playing our product tomorrow, we’re gonna sell a ton of gear?”
And so the first obstacle is to bring new ideas to the table. Instead of disrupting the story, I want my clients to become the story. Artists and influencers still have weight, but it's not the way it used to be.
I can go back as far as the late 80’s and early 90’s when I was first in the industry and most often, you gave an artist a product in exchange for a photo. In some cases, the artist would then sell that product the very next day and you could use that photo for the next five years, aligning yourself with such artist without any further consideration for the artist or the consumer. But social media has changed that. Social media has made all of us more transparent. Plus, being a working musician is now a business. There must be a value for both the artist and the brand in a relationship.
A lot of people think that if they can just get that one big rock star to play their product, that product will fly off the shelves. But just like every other overnight success, those relationships take time to develop.
How can you develop a strong PR strategy for your brand?
I don't care what (a client’s) budget is. If they come to me and say, "Look, I got five hundred bucks. This is all I got," then I'll figure out what we can do for five hundred bucks to help them get the bang for their dollar.
The most important thing to spend your money on would be public relations: your press releases, product reviews, and social media campaigns. That's your best bang for your buck. Again, if someone comes to me with five hundred bucks, we're gonna be targeting those audiences first. That's what we're gonna grow.
If you are builder of guitars or amplifiers or cables, there's no better time than right now to be making your stuff and trying to sell it. I mean, you can reach those three hundred people in the world that will just love your product. You can reach them directly on social media wherever they are. I don't care if they're in Antarctica. I don't care if they're in Colombia. You can find those people who love your product and not only sell to them, but grow your business when they share it with their network as well.
At the end of the day, if I don't make my client happy, he or she's gonna tell other people. Everybody I work with has been referred by a previous client.
So especially in my game, it's the relationships. I mean, you gotta hustle out there. You can't miss any opportunity.
That’s why I chose to call myself a PR firm as opposed to an ad agency or marketing firm – at the end of the day, I realize that everything I've done is based on my relationships.
What's the key to keep moving forward in a changing industry?
Well let's first acknowledge that our industry can be very dated in a lot of things that we do, not only in advertising, but in marketing, in public relations, in manufacturing, to technology and anything and everything else... but it's also what makes this industry absolutely wonderful.
We are still by majority, a mom and pop kind of industry. Compared to the rest of the world, we are a cottage industry. We're still mom and pop shops and we're here because of a passion. For those who aspire to make a ton of money, this is not the place for you.
Just focus on your business and the people around you, that's how you're gonna move forward. Now we're all human, don't get me wrong, we're gonna worry about something. But you gotta figure out a way to derail that and just keep focusing on what you do. Odds are, if you think something is cool, there's a couple hundred people out there in the world who will think it's cool too.
Josh Vittek is the founder of Vittek PR, an independent firm providing companies with publicity, advertising, PR, marketing, sales, branding and celebrity relation services.
Alex Lifeson’s signature 30-watt, 6L6-powered combo offers tones from clean to scorching, that offer much more than just Rush sounds.
A powerful grab-and-go tube combo with gutsy lead and rhythm tones from an admirably simple control complement. Nice construction quality.
Independent lead and rhythm gain controls would be a plus.
$1,999
Lerxst Chi Combo
mojotone.com
In addition to being one of the world’s most-accomplished rock guitarists, Alex Lifeson is, it seems, a dab hand at product conceptualization, too. The latest evidence is the CHI Combo, a new addition to the Lerxst amp series, which is Lifeson’s collaboration with Mojotone of Burgaw, North Carolina.
The CHI was designed as an easily portable amp that Lifeson can reach for when a last-minute show pops up. It’s ostensibly “Marshall-y” in attitude, though it’s also very much a modern-voiced circuit with footswitchable clean and lead channels. It generates 30 watts via two 6L6EH output tubes and three 12AX7s in the preamp and phase-inverter stages. It’s a straight-ahead amp, wonderfully free of excess features to throw you off course. And while it's perfect for the diehard Rush fan (manual-suggested settings for several Lifeson signature tones, including “Limelight,” “Fly by Night,” and “Working Man,” confirm as much), there’s plenty here to satisfy guitarists outside the Canadian prog-rock obsessives club.
Greek to Me
The CHI exudes a businesslike demeanor, but it’s also stylish enough to stand apart from the scores of lookalike classic clones out there, dressed up as it is in race-grey levant vinyl, red-garnet piping, and black-matrix grille cloth. The logo panel sports a striking red font inspired by the text on the iconic Moving Pictures album cover, and the control panel carries an etched Starman graphic that lights up red when you flip the power switch (there’s no standby on this model). The 24" x 20" x 9", 49-pound amp, with its Baltic birch cabinet, feels solid and substantial, too. Mojotone’s reputation for quality cabinets extends back further than its amplifier business, and the company has supplied many top boutique amp builders. It’s easy to imagine why.
“Access to the fluid, singing tones that define much of Lifeson’s playing with Rush is easy.”
Controls include input gain, lead master, output master, treble, middle, bass, and presence, and there’s a pull switch for a “rhythm clip” function on the input gain, which adds a little dirt to erstwhile clean tones. Around back, you’ll find a jack for the single-button footswitch, a send and return for the effects loop, two 8-ohm speaker outs, and a single 16-ohm out. Inside, the CHI’s circuit is wired across a primary printed circuit board. Three smaller boards host output-tube connections, effects send/return and speaker outs, and the LED array that lights up the Starman. Workmanship is tidy throughout, with neat wire runs and tube sockets that are bolted to the chassis for support in addition to their connections to the respective PCBs.
The CHI’s 30-watt rating comes courtesy of cathode-biased 6L6s. The configuration slightly reins the power from these tubes, which can produce around 45 watts in a fixed-bias configuration, but they can often sound a little juicier and more harmonically complex when cathode biased. The setup also means you can replace the output tubes without having to reset their bias. (We will say, though, be careful when removing or reaching behind the amp’s upper-back panel: A sharp edge on the roughly cut protective screen left this reviewer with a slice on my index finger.)
A Ride in the Red Barchetta
Tested with a Gibson ES-355 and a Fender 1956 Stratocaster Reissue, the Lerxst CHI swiftly revealed itself as a versatile performer—able to do far more than the expected Lifeson-alike tricks that would appear to be its raison d’etre. Going straight to the gained-up lead channel with input gain set at 2 o’clock or more—a route that’s hard to resist on an amp like this—accesses a boatload of muscular grind, sustain, and sizzle. Attaining the fluid, singing tones that define much of Lifeson’s playing with Rush is easy. Dial down the input gain to noon or below, though, and you can tap into plenty of earthy, rootsy rock ‘n’ roll tones. A little tweak here and there delivers everything from gritty classic rock to dirty blues to gnarly garage-rock tones.
Rhythm channel tones will stay relatively clean at pretty hot settings, so you can play loud without sounding muddy. This capability will be a boon for texturalists who need headroom for detailed time-based and modulation effects. But the rhythm channel also works great with overdrive pedals (a TS10 Tube Screamer and Wampler Tumnus Deluxe both sounded excellent). Pulling out the input gain knob for rhythm clip is also an effective tool for adding dirt to the rhythm foundation. The overall level drops slightly, too, but since it’s not a footswitchable function you’re more likely to use this very practical mode with its own gain settings.
With that in mind, it’s worth noting that the CHI’s gain staging, and the knobs that control it, take some getting used to. Since input gain controls the drive level for both channels, you’re tied to finding a compromise between them, then balancing the lead output via the lead master control, and the overall volume of both channels at the output master. Including just one more knob to allow for both rhythm gain and lead gain controls would be more intuitive. As it is, the setup certainly works once you get the hang of it, and both channels can sound great, but it sometimes requires a little deviation from your ideal tone on one channel or another.
The Verdict
The Lerxst CHI combo is a convenient, versatile amp with more than enough punching power to keep up with a heavy drummer, and still sounds great when reined in to basement practice levels. While saturated rock sizzle is very much its forte, the medium-grind overdrive tones are appealing, and both cleans and clipped settings on the rhythm channel are useful and satisfying. Independent rhythm and lead gain controls would have been a plus, but the CHI combo has much to offer just as it is, whether you’re a Rush fan or not
Alex Lifeson Lerxst Chi Amp Demo by Zach Wish — Run the range of Rush riffage! | First Look
Watch Kerry King's new band in action in the fiery music video for 'Residue,' directed by Jim Louvau and Tony Aguilera.
With his solo debut album, From Hell I Rise, set for a May 17 release (Reigning Phoenix Music), today Kerry King unveils "Residue," the project's brand new single, and first music video. Co-directed by Jim Louvau and his partner Tony Aguilera, who have made videos for Jerry Cantrell, Sebastian Bach, Exodus, and Killer Be Killed, the video was shot at their downtown Phoenix studio in early April, and features King's new band - Mark Osegueda/vocals, Phil Demmel/guitar, Kyle Sanders/bass, and drummer Paul Bostaph.
According to Louvau, his concept for the video was simple: "A fiery, bitchin', heavy f*ucking metal performance introducing the world to Kerry King's new project and band members. A no bullsh*t, no prisoners showcase of the band members, performing while engulfed in flames and surrounded by burning pentagrams."
"I come from a big fire pedigree," said King, "and my music works with fire. I've always written horror-type music, so it made sense to incorporate fire into the first video, where you get to see the entire band, which I think is just awesome. I think fire goes hand-in-hand with the devil, and I'm no stranger to talking about the devil."
Kerry King - Residue (Official Music Video)
Said Louvau, "I knew this would be the first time that the world was going to see the band performing together, so I wanted to create a fast-moving visual assault. Pyrotechnics and Kerry King clearly go hand in hand and seem to fit like a glove, so Tony and I wanted to create something that felt familiar but also something new and exciting. I also knew I could get away with certain visuals like a burning pentagram."
For more information, please visit kerrykingofficial.com.
Precision machined from solid brass, these saddles offer enhanced density and tonal qualities, delivering a sharper attack, extended sustain, and a warmer tone compared to stock thin pressed-steel or zinc block-style saddles.
Moreover, the roller mechanisms significantly minimize friction and binding, allowing the strings to effortlessly glide over the saddle surface. Not only does this advancement ensure a more precise string return during bends, but it also effectively minimizes the occurrence of string breakage on tremolo-equipped instruments.
The String Surfer kits come with brass roller saddles, height adjustment set screws, intonation screws, and intonation springs. Available now at AxLabsHardware.com and other online outlets!
Street price: $96 - $103
For more information, please visit axlabshardware.com.