āI do think that PTP circuits should stay that way, and circuits made for PCB sound great and donāt need to be handwired to sound good,ā says R2R Electric's Cris Vincent, who is especially adept at creating vintage-flavored fuzz machines.
Do vintage parts make better pedals? Not always.
Treble boosters have been used by legends like Brian May, Tony Iommi, Rory Gallagher, Marc Bolan, Stevie Ray Vaughanāyou name it. They have empirically proven their place in the evolution of rock ānā roll, and even paved the way for entirely new music genres. Naturally, as a pedal builder, I had to make my own. In fact, I was building treble boosters even before Sehat Effectors was born. Technically speaking, the circuit is simpleājust a single transistor and a few components.
Treble booster pedal, Vintage fuzz pedals, R2R Electric effects, Guitar pedal building, Brian May treble booster, Dallas Rangemaster clone, Vintage guitar tones, Recycled pedal components, Boutique guitar pedals, Handmade effects pedals, Analog guitar effects, Point-to-point wiring, DIY guitar pedals, Vintage amplifier tone
But hereās the catch: The results didnāt meet my expectations. At least, not with the setup I had at the time: an old Japanese Iwama Strat copy and a small solid-state practice amp. The sound was terribleājust downright awful! I kept asking myself, āDid I do something wrong? Or was I missing some secret sauce?ā My experiments with the treble booster ended up as a long-abandoned project, collecting dust in my workshop.
Years later, I stumbled across R2R Electric on Instagram, and man, I was blown away by this guy. Heās laser-focused on crafting treble boosters using all kinds of old, recycled parts, and they sound amazing! I couldnāt help but be influenced by what he showcased in each post. It was like a masterclass on how he builds treble boosters and how vintage fuzz pedals work their magic.
This curiosity led me to reach out to Cris Vincent of R2R Electric to ask him about his perspective on treble boosters and vintage fuzz.
Can you share the origin story of R2R Electric?
R2R Electric began officially five years ago. I had been saving old parts from reel-to-reel recorders, old radios, and other vintage audio equipment. I had no experience in building pedals, so I didnāt know what to do with all the parts.
One day, I met Tucker [Krishock] of Lamp Electric and asked him to build a Dallas Rangemaster from the parts I had collected. The first time we plugged in, it blew our minds! So, we began āReel To Reel Effects.ā I began practicing copying the pedal Tucker had made me, and selling them on Reverb under the brand āR2R.ā Sadly, Tucker ended up passing away, and so I decided to carry on by combining our two names into R2R Electric.
āIf you feel better playing a hand-built pedal versus a mass produced one, thereās something to that. Even if itās only in your head.ā
What fascinates you about treble boosters and vintage Fuzzes?
I became obsessed with vintage effects during my time working in recording. I would always be hunting for new tones or to replicate tones from classic records. I had picked up a Roland BeeBaa, which has a fuzz and a treble booster, and I decided to see what the booster sounded like. I loved it! There is something to the simplicity of these old circuits that I feel give a more natural feel and tone. A vintage boost or fuzz needs to be as equal in your rig as the guitar or amplifierāthey have that much impact on the overall performance of a rig.
Do you believe vintage effects should ideally be paired with vintage amplifiers?
I think they can sound great through both vintage and modern amps. The drawback with some vintage amps is that they werenāt meant to be hammered by a huge fuzz signal. Iāve had to refine several vintage speakers that couldnāt handle fuzz. Most modern amps are designed with pedals as a fact of life and can handle most of the tones you throw at them. So, from a reliability standpoint, modern amps handle old fuzz pedals a bit better. But for those classic tones, the pairing of a vintage amp and vintage pedal is the only way to get there.
What inspired you to use recycled components?
That was all I had. I have no formal electrical experience, so I didnāt realize that old parts could go bad or be noisy. It took a lot of working with them to realize how unreliable they can be. I also feel like they have a sound that modern components can produce too. Using old parts to build old circuits just makes sense to me.
Do you think there's a tonal difference between PCB construction and point-to-point designs?
I donāt think one sounds better than the other, really. I think it comes down to the original design of the circuit and the limitations of that particular construction type. I do think that PTP circuits should stay that way, and circuits made for PCB sound great and donāt need to be handwired to sound good. The old PTP circuits tend to sound better, but thatās just my opinion. I think it all comes down to everyoneās own personal taste. If you feel better playing a hand-built pedal versus a mass-produced one, thereās something to that. Even if itās only in your head.
Based on this brief interview, Iāve come to realize just how deeply spiritual and immersive the experience of finding the sound in your head can be. Itās a stark contrast to my own initial disappointment with the treble booster I builtāit was something I felt was a failure and quickly discarded. Cris, on the other hand, exemplifies someone who devoted himself with unwavering focus, constantly seeking until he reached that moment of enlightenmentāthe āeurekaā momentāthat validated what he had believed in all along.
In a way, what Iāve doneālike replacing electric guitar strings with nylon stringsāwas not technically wrong, but clearly not the right fit. The same principle applies to treble boosters, fuzz pedals, and perhaps many other effects pedals. They each have unique tendencies and characteristics that may be waiting for their own āeurekaā moment to truly shine.
Onstage, Tommy Emmanuel executes a move that is not from the playbook of his hero, Chet Atkins.
Recorded live at the Sydney Opera House, the Australian guitaristās new album reminds listeners that his fingerpicking is in a stratum all its own. His approach to arranging only amplifies that distinctionāand his devotion to Chet Atkins.
Australian fingerpicking virtuoso Tommy Emmanuel is turning 70 this year. Heās been performing since he was 6, and for every solo show heās played, heās never used a setlist.
āMy biggest decision every day on tour is, āWhat do I want to start with? How do I want to come out of the gate?āā Emmanuel explains to me over a video call. āA good opener has to have everything. It has to be full of surprise, it has to have lots of good ideas, lots of light and shade, and then, hit it again,ā he says, illustrating each phrase with his hands and ending with a punch.āYou lift off straightaway with the first song, you get airborne, you start reaching, and then itās time to level out and take people on a journey.ā
In May 2023, Emmanuel played two shows at the Sydney Opera House, the best performances from which have been combined on his new release, Live at the Sydney Opera House. The venueās Concert Hall, which has a capacity of 2,679, is a familiar room for Emmanuel, but I think at this point in his career he wouldnāt bring a setlist if he was playing Wembley Stadium. On the recording, Emmanuelās mind-blowingly dexterous chops, distinctive attack and flair, and knack for culturally resonant compositions are on full display. His opening song for the shows? An original, āCountrywide,ā with a segue into Chet Atkinsā āEl Vaquero.ā
āWhen I was going to high school in the ā60s, I heard āEl Vaqueroā on Chet Atkinsā record, [1964ās My Favorite Guitars],ā Emmanuel shares. āAnd when I wrote āCountrywideā in around ā76 or ā77, I suddenly realized, āAh! Itās a bit like āEl Vaquero!āā So I then worked out āEl Vaqueroā as a solo piece, because it wasnāt recorded like that [by Atkins originally].
āThe co-writer of āEl Vaqueroā is Wayne Moss, whoās a famous Nashville session guy who played āda da daā [sings the guitar riff from Roy Orbisonās āPretty Womanā]. And he played on a lot of Chetās records as a rhythm guy. So once when I played āEl Vaqueroā live, Wayne Moss came up to me and said, āYou know, you did my part and Chetās at the same time. Thatās not fair!āā Emmanuel says, laughing.
Atkins is the reason Emmanuel got into performing. His mother had been teaching him rhythm guitar for a couple years when he heard Atkins on the radio and, at 6, was able to immediately mimic his fingerpicking technique. His father recognized Emmanuelās prodigious talent and got him on the road that year, which kicked off his professional career. He says, āBy the time I was 6, I was already sleep-deprived, working too hard, and being forced to be educated. Because all I was interested in was playing music.ā
Emmanuel talks about Atkins as if the way he viewed him as a boy hasnāt changed. The title Atkins bestowed upon him, C.G.P. (Certified Guitar Player), appears on Emmanuelās album covers, in his record label (C.G.P. Sounds), and is inlaid at the 12th fret on his Maton Custom Shop TE Personal signature acoustic. (Atkins named only five guitarists C.G.P.s. The others are John Knowles, Steve Wariner, Jerry Reed, and Atkins himself.) For Emmanuel, even today most roads lead to Atkins.
When I ask Emmanuel about his approach to arranging for solo acoustic guitar, he says, āIt was really hit home for me by my hero, Chet Atkins, when I read an interview with him a long time ago and he said, āMake your arrangement interesting.ā And I thought, āWow!ā Because I was so keen to be true to the composer and play the song as everyone knows it. But then again, Iām recreating it like everyone else has, and I might as well get in line with the rest of them and jump off the cliff into nowhere. So it struck me: āHow can I make my arrangements interesting?ā Well, make them full of surprises.ā
When Emmanuel was invited to contribute to 2015ās Burt Bacharach: This Guitarās in Love with You, featuring acoustic-guitar tributes to Bacharachās classic compositions by various artists, Emmanuel expresses that nobody wanted to take ā(They Long to Be) Close to You,ā due to its āsyrupyā nature. But for Emmanuel, this presented an entertaining challenge.
He explains, āI thought, āOkay, how can I reboot āClose to You?ā So even the most jaded listener will say, āHoly fuckāI didnāt expect that! Wow, I really like that; that is a good melody!ā So I found a good key to play the song in, which allowed me to get some open notes that sustain while I move the chords. Then what I did is, in every phrase, I made the chord unresolve, then resolve.
Tommy Emmanuel's Gear
āIām writing music for the film thatās in my head,ā Emmanuel says. āSo, I donāt think, āIām just the guitar,ā ever.ā
Photo by Simone Cecchetti
Guitars
- Three Maton Custom Shop TE Personals, each with an AP5 PRO pickup system
Amps
- Udo Roesner Da Capo 75
Effects
- AER Pocket Tools preamp
Strings & Picks
- Martin TE Signature Phosphor Bronze (.012ā.054)
- Martin SP strings
- Ernie Ball Paradigm strings
- DāAndrea Pro Plec 1.5 mm
- Dunlop medium thumbpicks
āAnd then to really put the nail in the coffin, at the end, āClose to youā [sings melody]. I finished on a major 9 chord which had that note in it, but it wasnāt the key the song was in, which is a typical Stevie Wonder trick. All the tricks I know, the wonderful ideas that Iāve stolen, are from Michael Jackson, Stevie Wonder, Lionel Richie, James Taylor, Carole King, Neil Diamond. All of the people who wrote really incredibly great pop songs and R&B musicāI stole every idea I could, and I tried to make my little two-and-a -half minutes as interesting and entertaining as possible. Because entertainment equals: Surprise me.ā
I share with Emmanuel that the performances on Live at the Sydney Opera House, which include his popular āBeatles Medley,ā reminded me of another possible arrangement trick. In Harpo Marxās autobiography, Harpo Speaks, I preface, Marx writes of a lesson he learned as a performerāto āanswer the audienceās questions.ā (Emmanuel says heās a big fan of the book and read it in the early ā70s.) That happened for me while listening to the medley, when, after sampling melodies from āSheās a Womanā and āPlease Please Me,ā Emmanuel suddenly lands on āWhile My Guitar Gently Weeps.ā
I say, āIām waiting for something that hits more recognizably to me, and when āWhile My Guitarā comes in, thatās like answering my question.ā
āItās also Paul and John, Paul and John, George,ā Emmanuel replies. āYou think, āThatās great, thatās great pop music,ā then, āWow! Look at the depth of this.āāOften Emmanuelās flights on his acoustic guitar are seemingly superhumanāas well as supremely entertaining.
Photo by Ekaterina Gorbacheva
A trick I like to employ as a writer, I say to Emmanuel, is that when Iām describing something, Iāll provide the reader with just enough context so that they can complete the thought on their own.
āYou can do that musically as well,ā says Emmanuel. He explains how, in his arrangement of āWhat a Wonderful World,ā heāll play only the vocal melody. āWhen people are asking me at a workshop, āHow come you donāt put chords behind that part?ā I say, āIām drawing the melody and youāre putting in all the background in your head. I donāt need to tell you what the chords are. You already know what the chords are.āā
āWayne Moss came up to me and said, āYou know, you did my part and Chetās at the same time. Thatās not fair!āā
Another track featured on Live at the Sydney Opera House is a cover of Paul Simonās āAmerican Tuneā (which Emmanuel then jumps into an adaptation of the Australian bush ballad, āWaltzing Matildaā). Itās been a while since I really spent time with There GoesRhyminā Simon (on which āAmerican Tuneā was first released), and yet it sounded so familiar to me. A little digging revealed that its melody is based on the 17th-century Christian hymn, āO Sacred Head, Now Wounded,ā which was arranged and repurposed by Bach in a few of the composerās works. The cross-chronological and genre-lackadaisical intersections that come up in popular music sometimes is fascinating.
āI think the principle right there,ā Emmanuel muses, āis people like Bach and Beethoven and Mozart found the right language to touch the heart of a human being through their ears and through their senses ... that really did something to them deep in their soul. They found a way with the right chords and the right notes, somehow. It could be as primitive as that.
Tommy Emmanuel has been on the road as a performing guitarist for 64 years. Eat your heart out, Bob Dylan.
Photo by Jan Anderson
āItās like when youāre a young composer and someone tells you, āHave a listen to Elton Johnās āCandle in the Wind,āā he continues. āāListen to how those notes work with those chords.ā And every time you hear it, you go, āWhy does it touch me like that? Why do I feel this way when I hear those chordsāthose notes against those chords?ā I say, itās just human nature. Then you wanna go, āHow can I do that!āā he concludes with a grin.
āYou draw from such a variety of genres in your arrangements,ā I posit. āDo you try to lean into the side of converting those songs to solo acoustic guitar, or the side of bridging the genreās culture to that of your audience?ā
āI stole every idea I could, and I tried to make my little two-and-a-half minutes as interesting and entertaining as possible. Because entertainment equals: Surprise me.ā
āIf I was a method actor,ā Emmanuel explains, āwhat Iām doing isāIām writing music for the film thatās in my head. So, I donāt think, āIām just the guitar,ā ever. I always think it has to have that kind of orchestral, not grandeur, but ā¦ palette to it. Because of the influence of Stevie Wonder, Billy Joel, and Elton John, especiallyāthe piano guysāI try to use piano ideas, like putting the third in the low bass a lot, because guitar players donāt necessarily do that. And I try to always do something that makes what I do different.
āI want to be different and recognizable,ā he continues. āI remember when people talked about how some playersāyou just hear one note and you go, āOh, thatās Chet Atkins.ā And it hit me like a train, the reason why a guy like Hank Marvin, the lead guitar player from the Shadows.... I can tell you: He had a tone that I hear in other players now. Everyone copied himāthey just donāt know itāincluding Mark Knopfler, Eric Clapton, Jimmy Page, all those people. I got him up to play with me a few times when he moved to Australia, and even playing acoustic, he still had that sound. I donāt know how he did it, but it was him. He invented himself.ā
YouTube It
Emmanuel performs his arrangement of āWhat a Wonderful World,ā illustrating how omitting a harmonic backdrop can have a more powerful effect, especially when playing such a well-known melody.
Thereās so much more that goes into building a pedalābut you do need to get your workstation in order first.
Think that price tag on that pedal is a bit high? Thereās a lot more that goes into it than just whatās in the box.
The inspiration for this topic comes from a recent video published by JHS Pedals. The video consists of Josh Scott giving an honest breakdown and rebuttal to a video posted to YouTube by John Nathan Cordy. In Cordyās clip, he disassembles a JHS pedal while asking if the general consumer is getting āripped offā because the cost of the parts isnāt very exorbitant. (Cordy later issued an apology.) Iāve often lived by the motto, āYouāre not paying for the parts; youāre paying for how theyāre put together.ā So, what goes into making a pedal, and are they overpriced? Thereās a lot to cover, so letās dig in.
It can be easy for a consumer to get bogged down by the cost of the end product in relation to the value of raw materials. This is made even more evident given that we have access to the value of the raw materials. A quick web search for a Fuzz Face schematic, followed by some research on where to purchase those components, along with their value, might leave you scratching your head as to why a boutique manufacturer might be selling a Fuzz Face-style pedal for $199 and up. Iād immediately point out that your head isnāt the only thing that weāve scratched in this exampleāweāve only scratched the surface of the cost.
Letās say Iām a contractor, and you want me to put up a fence on your property, and I buy $100 worth of wood and nails and put it up in 10 hours. Is that job worth $100? No. I donāt think anyone reading this would think that. People understand costs when they go past the tangible. Weāre talking about labor. The very thing that employees are reimbursed for. Thatās still not the aspect that I think the common consumer struggles to grasp. I think that they have a disconnect when it comes to the ancillary. In this example, it would be the cost of the tools, the insurance and fuel for the work truck, and the advertising cost for the page where you found the contractor in the first place. Letās bring this back to pedals and unpack this a little bit more.
Iām going to attempt to outline bringing a pedal to life, from the inception of the idea to the selling of the final productāall while trying to expose the costs that I think people forget or simply donāt know about. I feel like a magician right now. āIām going to attempt to make 15 buses appear on this skyscraper. All while hanging upside down and blindfolded.ā Anyway, letās give it a try.
āYouāre not paying for the parts; youāre paying for how theyāre put together.ā
We know that the cost of the parts for a fuzz pedal is on the low side. Residing here in America (and for me in New England), we know that labor costs are on the higher side. But letās keep digging up and exposing those forgotten or unknown running costs. After the idea of making the product, it starts with having the space to design and work on it. That would be rent, business insurance, liability insurance if there are employees, and common utilities bills. You need a bench to work at with adequate lighting, storage for the parts, and the parts themselves. These parts are only in our possession after hours of research on which parts we want to use. This includes specs like tolerance, material construction, component size, lead pitch, voltage ratings, and so on. But letās not jump the gun. We need to order a variety of parts so that we can assemble the circuit on a breadboard, test it, make changes and additions, and record the results onto a schematic. That is, of course, after we purchase and learn how to work on a breadboard, and connect it to an instrument and amplifier. Then we need to learn how to read and write in the language that is electronics schematics. This is something that 95 percent of pedalbuilders learn on their own. So thereās no formal education cost here, but itās hours and hours of learning.
Letās say weāve made it this far and we know what we want to use in the fuzz circuit. Next, we order the parts (most likely from several suppliers and pay separate shipping costs for all). Once they arrive, we stock them in their appropriate locations. Now weāve arrived at a big step: turning what we have on the breadboard and schematic into a circuit board that mates with an enclosure. Oh, dear!
Join me for part two as I break down the next steps in this journey from idea to final productāand final price.
Balance: producer, hip-hop artist, movie sound designer, modular synth player, and member of Jogja Hip Hop Foundation.
While the pedal builders at Sehat Effectors are in the game for their love of the 6-string, theyāve since begun exploring what effects pedals mean to other kinds of instrumentalists.
This time, Iād like to share my perspective as a pedal builder on how our effects pedalsāoriginally crafted with guitarists in mindāare experiencing an exciting evolution in use. Our customer base spans around the globe, and as it turns out, many of them arenāt guitarists. Instead, our pedals are finding their way into the hands of non-guitarist musicians like DJs, synth players, movie sound directors, and even drummers. Yes, a drummer once used one of my fuzz pedals in a drum miking setupāquite an extreme yet bold experiment! This made me wonder: How did such a phenomenon come about?
Most of the pedals I build are fuzz effects and other experimental types, all primarily tested within guitar setups. But then I visited a friendās studio; he goes by āBalanceā onstage. Heās a well-known musician and producer here in Indonesia, and a member of the hip-hop group JHF (Jogja Hip Hop Foundation). Now, hereās the kickerāBalance doesnāt play guitar! Yet, heās one of my customers, having asked for a fuzz and modulation pedal for his modular synthesizer rig. Initially, I was skeptical when he mentioned his plans. Neither my team nor I are familiar with synthesizers, let alone Eurorack or modular formats. I know guitars and, at best, bass guitar. My colleague has dabbled with effects experimentation, but only within the guitar framework.
So, my visit to his studio was a chance to study and research how guitar effects pedals could be adapted to a fundamentally different instrument ecosystem. The following is an interview I did with Balance to get a deeper understanding of his perspective.
As a modular synthesizer user, arenāt all kinds of sounds already achievable with a synth? Why mix one with guitar effects?
Balance: Some unique sounds, like those from Hologram Effectsā Microcosm or the eccentric pedals from Sehat Effectors, are hard to replicate with just a synth. Also, for sound design, I find it more intuitive to tweak knobs in real-time than rely on a computerādirect knob control feels more human for me.
Are there challenges in integrating guitar pedals with a modular synthesizer setup? After all, their ecosystems are quite different.
Balance: There are indeed significant differences, like jack types, power supplies, and physical format. Modular synthesizers are designed to sit on a table or stand, while guitar pedals are meant for the floor and foot control. However, they share a common thread in the goal of manipulating signals, eventually amplified through a mixing board and amplifier. The workaround is using converters/adapters to bridge the connection.āIf youāre a saxophonist who buys a guitar pedal, itās yours to use however you like.ā
Are you the only modular synth user combining them with guitar pedals?
Balance: Actually, I got the idea after seeing other musicians experiment this way. Effects like fuzz or distortion are iconic to guitar but absent in synthesizer sound options. I believe signal manipulation with fuzz or distortion is a universal idea that appeals to musicians creating music, regardless of their instrument.
This brief chat gave me new insight and sparked my curiosity about different frameworks in music-making. While Iām not yet tempted to dive into modular synths myself, I now have a clearer picture of how fuzz and distortion transcend guitar. Imagine a saxophonist at a live show using a pedalboard with a DigiTech Whammy and Boss Metal Zoneāabsurd, maybe, but why not? If youāre a saxophonist who buys a guitar pedal, itās yours to use however you like. Because, in the end, all musicians create music based on their inner concernsāwhether itās about romance, friendship, political situations, war, or anger. Eventually, they will explore how best to express those concerns from many angles, and of course, āsoundā and ātoneā are fundamental aspects of the music itself. Good thing my partner and I named our company Sehat Effectors and not Sehat Guitar Works. Haha!
The effect of ecommerce on CopperSound's shipping room.
Our columnist ponders the business-to-consumer model, and how the design of online stores might be more crucial to the stompbox industry than weād like to admit.
Letās open things up with a TV/movie trope. The character on screen has a speech that theyāve been preparing for once theyāre 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 nowāIām at least doing the first part of that. Iām 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 columnāāState of the Stomp.ā Perhaps Iām being a bit too on-the-nose, but I started to ask myself, āWhat is the state of the stompbox world?ā As in, this niche section inside of this niche industry that we find ourselves traversing. But, I can only speak for myself and what Iāve experienced firsthand and heard secondhand. That being said, letās 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, Iāve 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 ināan ever-growing, bustling digital presence that brings with it the B2C (business-to-consumer) model.
This isnāt 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? Thatās a simple yet complex question that would rob me of sleep if I let it. I would also frame the question in the inverse: āWhy have dealer orders and reorders slowed down?ā Market oversaturation? Economy? I would find it difficult to imagine that economic changes havenāt been trolling consumer purchasing. Us manufacturers know that it has directly impacted raw materials. As a niche corner of the MI world, thatās scary. Especially when youāre a manufacturer of nonessentials. When essentials go up in cost, it doesnāt feel great, but more easily gets shrugged off. When nonessentials go up, purchases of them get scaled back or hauled off completely.
āWhy has it flipped in favor of direct sales? Thatās a simple yet complex question that would rob me of sleep if I let it.ā
In conversations Iāve had with industry colleagues, thereās almost a universal trendāsales are slow. This brings us back to the āwhy?ā 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 donāt already exist, and the pricing is very attractive.
In May, āShort Circuitā launched. A recurring segment on the ever-popular JHS Show on YouTube, āShort Circuitā features founder Josh Heath Scott explaining effects-circuit basics while breadboarding themāusing 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 āthe JHS effect.ā
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, Iād like to thank you all for the standing ovation in response to my inspiring, off-the-cuff speech.