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.
The in-demand Nashville session player unveils what comes with him when he leaves the studio.
Recording artist, hit songwriter, and sought-after session player Jedd Hughes invited PG’s John Bohlinger to his soundcheck before his gig at Nashville’s 3rd and Lindsley. Hughes came in with a home-made T-style, a vintage hollowbody, and some custom acoustics. Check it out.
Brought to you by D’Addario: https://ddar.io/wykyk-rr
Homebrew Tele
Hughes built his Tele using a one-piece lightweight ash body with a Gene Parsons long-pull B-bender. Hughes shaped the maple neck to a soft V profile using StewMac tools. The pickups were both designed by Ron Ellis: There’s a 50B in the bridge and a Killa in the neck position to match the 50B. The harness is from a 1955 Fender lap steel. All of his electrics are strung with D'Addario .010-.046s.
This 1967 Guild ST-403 Studio hollowbody was chopped to make room for full-size humbuckers.
Hughes' Acoustics
This 2004 DeGruchy was built specifically for Hughes, made to replicate a golden-era Martin D-45. The acoustics are strung with D'Addario .012-.052 sets, which Hughes strikes with Fender medium picks. All acoustics have K&K Sound Pure Mini pickups running through them.
Hughes’ second-favorite acoustic is this slope shoulder DeGruchy.
For a nylon string, Hughes goes with his old gut string Del Vecchio.
Party For Two
Hughes uses two amps combined, in a non-stereo setup. Amp number one is his 1952 Gibson GA-20, which has been rehoused in a Tweed Deluxe cab with a Celestion G12-65.
Number two is his tried-and-true 1962 Vox AC30.
The Boardroom
Hughes runs a larger board for his electric and a smaller one for his acoustic guitars. The electric board includes a Prescription Electronics Experience, Clark Gainster, a prototype XTS Shadow Box, Greer Southland, Dunlop volume pedal (with tuner out), VFE Old School tremolo, Boss PS-5 Super Shifter, Guyatone PS-023, EHX Deluxe Memory Man, Echo Fix EF-P2 Spring Reverb, and finally a Shaw Audio Vacuum Tube Splitter Buffer, which splits two mono lines to the amps.
Hughes runs his acoustics into a Grace Design FELiX2 preamp. From there, it hits a Guyatone PS-023, a Universal Audio Golden Reverberator, and a Boss TU-2.
Shop Jedd Hughes' Rig
Vox AC30
Dunlop DVP3 Volume (X) Volume and Expression Pedal
Boss PS-6 Harmonist Pedal
Electro-Harmonix Deluxe Memory Man Analog Delay / Chorus / Vibrato Pedal
Grace Design FELiX 2 Instrument Preamp/Blender - Silver
Universal Audio Golden Reverberator
Boss TU-2
D'Addario NYXL1046 NYXL Nickel Wound Electric Guitar Strings - .010-.046 Regular
This pedal offers dual engines, extended IR capability, and a powerful tri-core CPU.
The original BigSky pedal was released in 2013, becoming an icon by redefining how guitariststhe world over thought about reverb, and the new BigSky MX expands on the original design inevery facet. With a super fast tri-core 800 MHz ARM processor, BigSky MX can run two reverbalgorithms at once and route or pan the audio in a number of different ways. The new advancedconvolution engine allows a huge ten seconds of stereo impulse response playback per instance, along with full IR editing and a suite of custom long captures of classic studio tools and oddballvintage gear. Many of the new reverb algorithms are brand-new from the ground up, and weretuned using a state-of-the-art gradient descent algorithm to remove any unwanted artifacts andringing. A crisp OLED display provides clear information about the currently loaded preset, whichmakes managing dual reverb patches a snap.
BigSky MX features stereo I/O and discrete ClassA JFET input preamps, EXP/TRS MIDI, DIN MIDI and USB-C for connection to Strymon’s Nixie 2software editor.“We’ve been working on this thing for the better part of four years”, said Gregg Stock, Strymon’sCEO and co-founder. “It’s been a labor of love, and we knew that the legions of original BigSkyfans were counting on us to get it right the first time. In the end it exceeded all of ourexpectations, and we’re really happy with how it turned out.” Stock continues, “The 12 enginesin BigSky MX produce the absolute best ambiences we’ve ever made, and the ability to run twoengines at once and the impulse stuff is a major step forward.”
Pete Celi, Strymon’s co-founder and DSP guru adds “playing around with BigSky MX duringdevelopment has been a blast. The new algorithms are bigger, wider and cleaner than anythingwe’ve been able to achieve in the past, and impulse response playback is a welcome addition.We’ve included our very own long captures of some classic studio devices and some oddballvintage units collected by one of our engineers too, so there is an entire world of creative reverbin there to explore”.
The BigSky MX was designed and is manufactured in Los Angeles in the USA, and is available now directly from Strymon and from dealers worldwide for $679 US.
Strymon BigSky MX: Next-gen Reverb & Celestial Space-shaping — A Worthy Heir?
More info at https://www.strymon.net.
Slayer’s Kerry King Reclaims the Throne with His Solo Debut
Photo by Annie Atlasman
When Slayer played their last show in November 2019, Kerry King already knew he had no intention of slowing down musically. What he didn’t know was that the pandemic would be the conduit to a second act. But, as German theatrical director, dramaturge, and playwright Bertolt Brecht once astutely observed, “Art is not a mirror held up to reality, but a hammer with which to shape it.”
Duane Eddy Has Died at 86
Photo by Joseph A. Rosen
The guitar legend passed away after a battle with cancer Tuesday at the Williamson Health hospital in Franklin, Tennessee, according to his wife, Deed Abbate.
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Want Pure Single-Coil Tone from Your Guitar with No Hum? Try a Variable Dummy Coil
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