If you’re like me, you open your inbox each morning to at least 5-10 cold emails from marketers, agencies, or software salesmen. You start reading and there they are -- confusing buzzwords, cheesy platitudes lamenting how they "haven’t heard back from you", and 5 confusing acronyms for every 1 verb. Normally in polite society, we use acronyms for convenience or aesthetic. Who wants to tell someone you have to quickly run to the “Automated Teller Machine”? No, you’d use ATM. Or, how much MORE time would be wasted if we actually told people we were headed to the “Department of Motor Vehicles” rather than the DMV? Acronyms are so common in our lexicon that there are several that people think are actually words (see: SCUBA, LASER, and PIN). But, all convenience (and sometimes a little pride) is lost when we don’t understand their meaning. It can lead to time wasted looking them up, or a tendency to ignore the information all together, sometime to the point of losing opportunities, or even money. So, I, your faithful guide, am here to help. Below is a list of acronyms that you may encounter most in the online advertising world:
CPC: Cost Per Click
An advertising metric used to identify the cost to the buyer of a single user click.
CPM: Cost Per Thousand (M)
An advertising metric used to identify the cost to the buyer of one thousand ad impressions. ‘M’ is the roman numeral for 1,000
CTR: Click-Through Rate
Usually delivered as a percentage, the ratio of the number of users who click on a specific link to the number of total ad impressions.
URL: Uniform Resource Locator
Often referred to as a website address, an address to a resource on the Internet. A ‘link’.
GIF: Graphical Interchange Format
A lossless format for image files that supports both animated and static images
HTML: Hypertext Markup Language
The most common language of code on the web, used to create web pages and display advertising.
JPEG: Joint Photographic Experts Group
The most common file type for static images, provides the best tradeoff of quality and file size.
UTM: Urchin Tracking Method
A string of characters pasted on the end of a URL to help identify the source of an incoming link in Google Analytics.
ROI: Return on Investment
The benefits returned from an investment to the investor.
CRM: Customer Relationship Management
Most often used in reference to software databases and services where client and relationship details (i.e. address, phone, notes, etc) are stored.
CTA: Call to Action
A phrase or word used to instruct or persuade an audience to take action, i.e. to click, buy, or read more.
SaaS: Software as a Service
A software business model where software is licensed on a subscription basis as opposed to purchased outright.
SEO: Search Engine Optimization
The process of optimizing a website’s content to appear higher in search engine results.
SEM: Search Engine Marketing
A branch of marketing that improves the visibility and traffic of websites by increasing their visibility in search engine results.
KPI: Key Performance Indicator
A measurable value chosen by an advertiser or company that best demonstrates their desired success or outcome.
RTB:Real-Time Bidding
A method of purchasing unsold inventory by CPM via programmatic auction.
ROS:Run-of-Site
Refers to the distribution method of advertising to the totality of a website and not specific pages.
If you’re struggling to make sense of the ever-changing lingo of the online marketing world, give me a call or sign up for a FREE 30 minute consultation below. Together, we can help identify your KPI, get ideas for your SEO, help you decide on the best SaaS for your goals, or STS (shoot the sh*t). Regardless, I’m here to help!
Mick Thomson is known for being one of the driving forces of Slipknot, one of the biggest metal bands in the world. Unafraid of new technology and forging new paths, Mick has been exploring innovative and groundbreaking gear throughout his entire career. Enter Fishman Fluence, with its ability to deliver the highest form of multiple voicings within the same pickup. Not only is Fluence technology able to deliver the greatest version of Mick's signature tones, but his new pickup set encapsulates everything that he’s been searching for throughout his career. The wide array of tones available from this set spans the entire range of aggressive lead and rhythm tones to the purest rock tones, plus the addition of exceptional single coil capability.
The first voice in the bridge pickup is Mick’s signature tight, active bridge humbucker tone, while Voice 2 delivers a refined hot and punchy passive humbucker sound. A glassy, crystal-clear single coil tone is the third voice giving the bridge pickup three distinct but musically complimentary voices.
The neck pickup features a Voice 1 that’s thick and fluid, and a Voice 2 that offers sweet “vintage plus” passive humbucker tone with added low mid punch. Like the bridge humbucker, the neck pickup incorporates a third voice that puts out vintage, but quiet, single-coil neck tone.
To achieve the voicings that Mick needed, Fishman employed a new custom hybrid magnet design.
"My pickups were tuned in a studio and then tested on the road and then tuned a little bit more. The end result being both musical and face-melting,” states Mick Thomson.
“Extra attention was given to the low mids to keep it big but tight. Voiced to cut through a mix but never be shrill. Just could not be happier with how they turned out."
The pickups are available as a 6-string set and come in a matte black nickel finish, personally chosen by Mick. Street price in the U.S. is $289.95 for the set.
For more information, please visit fishman.com.
Fishman Fluence Mick Thomson Signature Series Pickup Set - Black
This Guild X-350B is a near-exact replica of the Epiphone Zephyr Emperor Regent.
This gorgeous 1958 Guild X-350B came through our doors at Fanny’s House of Music and told us a sweeping tale of sour times and sweet times, taking us all the way from Turkey to New York. This is the story of how Guild picked up Epiphone’s lemons and made some lemonade.
In 1873, a 12-year-old Greek boy named Anastasios Stathopoulo, who had just moved with his family to İzmir, Turkey, began acquiring woodworking skills by watching his father, a lumber merchant, at work. Anastasios, however, was much more interested in the local folk music scene than in carrying on the family business, and in 1890, he started his own musical instrument manufacturing business. Then, three years later, he and his wife Marianthe welcomed their first child, Epaminondas (“Epi,” for short), into their young family.
Ethnic tensions in Turkey forced the Stathopoulo family to move to the United States in the early 1900s. Anastasios set up shop in Manhattan and became very successful, and little Epi worked alongside his father until Anastasios died of cancer in 1915. It was then Epi’s time to take over.
Marianthe died in the early ’20s. As mandolins were becoming less popular, Epi made the savvy decision to shift the company’s focus to banjos. Eventually, he changed the name of the company from the House of Stathopoulo to Epiphone, combining his nickname with the Greek word for sound: “phone.” Epiphone’s move to banjos proved prescient, and they rocketed ahead of their primary competitor, Gibson.
Following Epiphone’s move from NYC to Philadelphia in 1953, several employees began working for the Guild Guitar Company.
Gibson beat Epiphone to the burgeoning guitar market, which touched off an arms race of sorts between the two companies. In 1931, Epiphone tried to pull ahead by introducing their Masterbilt line, featuring guitars that were 3/8" wider than their Gibson counterparts. Gibson followed that up with guitars that were nearly 3 1/2" wider than the Masterbilts, and Epiphone followed that up with a guitar called the Emperor, that was a 1/2" wider still! Competition between the two companies raged on, and Epiphone’s growth would likely have continued unabated if not for the production restrictions of World War II, and the death of Epaminondas in 1943.
Epi’s brothers took control of the company and tried to revamp its offerings with more electric instruments. They gave the Emperor a pickup, and it became the Zephyr Emperor (with the word “Regent” added to the model if it had a cutaway), featuring a cool push-button pickup selector. Unfortunately, this top-of-the-line instrument would be the last hurrah of the storied company, as Epiphone’s finances were shaky, and Epi’s younger brothers proved to not be as gifted in promotion and organization as he had been.
One distinguishing feature on this model and its Epiphone counterpart is its unique push-button pickup selector.
Epiphone’s deteriorating relationship with unions led to a four-month strike and the company moved production to Philadelphia in 1953. But many of the craftsmen chose not to leave New York, and some had already begun working for the nascent Guild Guitar Company, bringing their ideas and designs with them. Eventually, in 1957, Epiphone was sold to Gibson.
Our 1958 Guild X-350B is a near-exact copy of the Epiphone Zephyr Emperor Regent with its three pickups, two knobs, and unique push-button pickup selector that reminds this author of the Chrysler push-button automatic transmissions from the mid ’50s. This is the rare blonde-finished version (hence the “B” in the model name), and behind the 60 years of buckle rash is some beautifully figured maple on the back and sides.
Speaking of buckle rash, sometimes you can just tell that a vintage guitar was very well-loved. This Guild is one of those. The edges of the neck are perfectly rounded, the way only years of playing can achieve, like a piece of glass that’s been rolling around in the ocean for a while and all the corners have rubbed off. Much of the finish on the back of the neck is worn away, and playing this guitar is a delightfully soft experience, sort of like a hug from an old friend.
“Epiphone’s move to banjos proved prescient, and they rocketed ahead of their primary competitor, Gibson.”
Especially because of the “buckle rash” on the guitar’s back, a sign of heavy use, our columnist deems it very well-loved by its prior owner(s).
Life handed lemons to many of the folks in this story. The Stathopoulo family had to leave their home in Turkey and start a new life in the United States. The employees at Epiphone had to decide whether to move to Philadelphia with their employer or try to find new work in New York. Their collective choices led to this beautiful guitar time-traveling 66 years to our shop, where pretty soon someone will find it as refreshing as a cold glass of lemonade in the summer, and take it home to enjoy for the next 66 years.
Sources: Epiphone.com, “The Epiphone Zephyr Emperor Regent as told by Walter Carter” by Carter Vintage Guitars on YouTube, Gruhn’s Guide to Vintage Guitars by Walter Carter and George Gruhn.
As one of the lead guitarists of Slayer, the outspoken, opinionated King has also bred snakes off and on since the late ’80s.
Covid helped shape the foundation of King’s musical future, because the pandemic inadvertently created a luxury he’d rarely experienced before: time. Rather than feeling inconvenienced by the delays, he homed in on elements of his craft in ways he’d never done before, and the resulting album and his solo debut, From Hell I Rise, became his hammer.
“The pandemic really shaped the sound and the performance on this record,” says King. “It gave us some flat tires at first, because Paul [Bostaph, drums] and I both caught Covid, and it took a while for us to get back in the saddle.”
Bostaph had already digested so much of the material by the time they dove back into recording that it became a real game changer compared to how they’d worked together previously in Slayer. “It was the first [project working together where] he heard all the lyrics before he recorded, and he heard all the leads except one or two. It’s the most prepared he ever was, and being so familiar with it made it that much easier for me to play what I wanted to play.”
Kerry King - Idle Hands (Official Audio)
King is a cofounding member of Slayer and arguably one of the most instantly recognizable and well-respected thrash metal guitarists of his generation. Over nearly 40 years, he has pioneered some of the most brutal and revolutionary guitar riffs ever created in the genre. His singular use of the tremolo—pulling up more than pressing down—and the multiple tunings that pepper the band’s catalog, from D# to C# to B, are just two of the attributes that set King apart from his contemporaries. He also wrote or cowrote some of Slayer’s most incendiary songs, including “Mandatory Suicide,” “Repentless,” “Hell Awaits,” “Disciple,” and “Raining Blood.”
With Slayer—who have announced reunion dates for September 2024, five years after the group’s official terminus—King lays claim to six RIAA gold certifications, one multi-platinum plaque, and five Grammy nominations with two wins in the category of Best Metal Performance for the songs “Eyes of the Insane” and “Final Six,” both off of the Christ Illusion album.
“[My solos are] usually an afterthought, and the last thing to get done. This time everything was thought out [beforehand] and not just thrown in there.”
Known for his allegiance to the Las Vegas Raiders NFL football team, his love of snakes, and his taste for Jägermeister, King is outspoken, opinionated, and authentic. The self-proclaimed “metal kid” famously takes himself a little too seriously for some. But the real testament to his seriousness lies within his attention to detail, and the songcraft on From Hell I Rise, as well as the time he and Bostaph spent refining the material during the pandemic, is demonstrative of his commendable work ethic.
Kerry King's Gear
As King’s debut solo release, From Hell I Rise was born and shaped during the pandemic, which came on the tails of Slayer’s last show in 2019.
Guitars
- Dean USA Kerry King V Limited Edition
- Dean Kerry King V Black Satin
- Dean USA Kerry King Overlord Battalion Grey
- EMG KFK Set
- Kahler Tremolos
Amps
- Marshall JCM800 2203KK
- Marshall MF400B Mode Four
Effects
- Dunlop DCR-2SR Cry Baby Rack Wah
- Dunlop Wylde Audio Cry Baby Wah
- MXR Flanger M117R
- MXR Kerry King Ten Band EQ KFK1
- MXR Wylde Audio Overdrive
Strings & Picks
- Dunlop String Lab Series Kerry King Guitar Strings (.010–.052)
- Dunlop Triangle .73 mm
Every note seems intentional, every beat meticulously composed, yet all of it played with a spontaneity that belies its years-long incubation period. Having almost all of his solos worked out by the time he went into the studio was a refreshing approach. “They’re usually an afterthought,” he admits, “on the back burner, and the last thing to get done. This time everything was thought out [beforehand] and not just thrown in there.”
From Hell I Rise is a decisive musical statement from a man on a mission, out to prove himself after the then-apparent demise of one of thrash metal’s “Big Four,” and was eventually spurred on by a furious two-week recording session at Henson Recording Studios in Los Angeles. Featuring a band that also includes bassist Kyle Sanders (Hellyeah), guitarist Phil Demmel (Machine Head), and vocalist Mark Osegueda (Death Angel), the record rages with intensity—real musicians playing real metal in real time. In an era when technology can often smooth the edges off the human element on recordings, From Hell I Rise features fire-breathing performances from musicians who clearly honed their craft long before the crutch of technology was made available. And even though it has an intangible, nostalgic vibe to it, make no mistake, it is not some relic from the bygone past, but rather a bristling, modern-sounding tour de force.
“If you’ve ever liked any Slayer throughout any part of our history, then there’s something on this record that you’ll get into.”
From the opening salvo of “Diablo,” an instrumental call to arms that harkens back to early ’80s Iron Maiden, to the first single, “Idle Hands,” a fast, aggressive track that highlights King’s deft, articulate approach to rhythm guitar, to the detuned manic riffing in the title track, From Hell I Rise runs the gamut from classic punk to thrash to straight-up old-school heavy metal. Familiar topics, including religion and war, abound. Herculean speeds are achieved. King says the album is heavy, punky, doomy, and spooky. “If you’ve ever liked any Slayer throughout any part of our history, then there’s something on this record that you’ll get into.”
Part of the X factor on From Hell I Rise comes courtesy of producer Josh Wilbur (Korn, Lamb of God, Avenged Sevenfold, Bad Religion). King says Wilbur grasped his lead guitar sound better than anyone he’s worked with in the past. “It’s a hard thing to duplicate if you’re not standing in front of it in a live environment,” he attests. “Whatever Josh did in his mixing and mastering, it’s the closest to my live sound I’ve ever heard. I know it’s a weird adjective, but it’s really fat and ominous. I’m super happy with it.”
For From Hell I Rise, King took a new approach by planning out his solos in advance of the album’s recording.
Reigning Phoenix Music cofounder Gerardo Martinez was responsible for suggesting Wilbur to King. “We had a meeting down in Southern California,” he recalls. “I wanted to make sure I could respect the guy because if I don’t respect the guy, I’m not going to play it 10 times if he asks me to. I want somebody that will tell me to do that if I need to, and I’ll listen to him.” He says Wilbur is a wizard in the studio who brought intensity and energy to the recording sessions.
King doesn’t tinker much with his rhythm tone in the studio from song to song. He’s more of a set-it-and-forget-it kind of guy. “We just go for the main rhythm because there’s not a whole lot of things that need my sound to change,” he explains. “If it’s a spooky song or something that needs a different vibe, I’ll mess around with it. But I’m going for the home run. I’m going to set my tone and roll with it.”
“Whatever Josh [Wilbur] did in his mixing and mastering, it’s the closest to my live sound I’ve ever heard. I know it’s a weird adjective, but it’s really fat and ominous.”
King is a bona fide “super old-school” guitarist and runs through a very meat-and-potatoes signal chain for his rhythm tone. He goes from his Marshall JCM800 2203KK signature amp to Marshall MF400B Mode Four speaker cabinets with “a guitar right in front of it.” That’s it. No frills to the core. His self-assessed “primitive” approach also applied to the demos he sent to Bostaph in the early stages of writing the new album—he has no home studio to speak of. “I’m playing out of an amp that’s about as big as my boot and recording it on my phone,” he admits. “It’s deceptive how decent that sounds.”
King performing with Slayer at Nassau Coliseum in Uniondale, New York on February 14, 1991.
Photo by Ebet Roberts
Live, King runs three of his signature amps and staggers the speaker cabinets—head one will go to cabinets one and four, head two goes to cabinets two and five, and head three goes to cabinets three and six. In this setup, the heads are not powering the cabs directly below them in a column. “I really love it because I’ve got a wash of all three heads at once,” he explains.
Due to his writing style, there’s also not a whole lot of space for effects in his guitar sound. “There’s not room for things like delay, because it’s very precise,” he says. His rhythm playing is a cornerstone of his brand, and much like James Hetfield with Metallica and Scott Ian with Anthrax, he plies his trade by executing flawless, intricate rhythms at breakneck speeds. The secret he says, is all in the wrist. “A lot of people don’t know that they don’t need to play from the elbow,” he explains. “If you want any kind of speed and you want to be articulate, you’ve got to play from the wrist. You’ve got to have as minimal movement as you can.” The elbow, he explains, is too far from the pick to be the appropriate hinge for speed. “If your action is coming from your wrist, you’ve got a lot more control over the speed and the articulation. That’s how it’s got to be if you want to play this kind of music.”
“I wanted to make sure I could respect the guy because if I don’t respect the guy, I’m not going to play it 10 times if he asks me to.”
King has historically paired himself with equally capable guitarists: first Jeff Hanneman, then Gary Holt, and now Demmel. He says that he’s never had to adjust his playing style to any of them, but does note what differentiates Holt and Demmel from Hanneman, and how that affects his live performances. “I had to learn to not listen to Gary and Phil because they’re a lot more melodic than Jeff was,” he assesses. “And I don’t mean that in a detrimental way. It’s just that Jeff had his style. Gary is super melodic, and I think Phil’s even a bit more melodic.” Shifting his focus from listening to what the other guitarist is doing so he can pay attention only to what he’s playing has become King’s superpower when playing live.
With Slayer, King has six RIAA gold certifications, one multi-platinum plaque, and five Grammy nominations.
Photo by Jordi Vidal
The addition of Sanders on bass has, however, pricked up King’s ears and facilitated an adjustment on his part, albeit in the demoing and recording phase of music making. “Early on, I sent Kyle four songs with no bass just because I didn’t want to influence him, even though I’m totally capable of playing bass on a record or on demos,” he attests. “I’m like, ‘If I’m going to let this guy play bass, let’s let him come up with something.’ Maybe it’s something I wouldn’t think of because I’m a guitar player. I’m not a bass player.” Within two days, Sanders sent back the same four tracks with bass. King was blown away. “I’ve never had anybody that into playing bass—it was very refreshing for me. So every time I sent him demos, I sent him bass-free ones.”
“I just play stuff until I find something that has a strong chorus, intro, or verse rhythm. Then I try to find some friends that make it a better song, and go from there.”
King moved to New York after Slayer called it quits in 2019. Now, when he goes back to Southern California to rehearse, he gets a rental car with SiriusXM radio, and has since gone through “a real big Ritchie Blackmore renaissance,” he shares. “Man, Deep Purple was so good. Blackmore was a madman. And that band was a supergroup. I mean, [keyboardist] Jon Lord, [drummer] Ian Paice; regardless which singer you’re talking about, there’s so much talent in that band. It took me a minute to go back and realize it and now I’m like, ‘How did I not like this more [when I was younger]?’” King, perhaps influenced by this “supergroup” concept, certainly assembled an A-list cast of musicians for From Hell I Rise.
Despite the musical pedigree Bostaph, Demmel, Osegueda, and Sanders bring to his first solo album, one can’t help but wonder if King’s criteria for bandmates has as much to do with camaraderie as it does skillset. “I put a lot of songs together in ’20 and ’21,” he attests. “I just play stuff until I find something that has a strong chorus, intro, or verse rhythm. Then I try to find some friends that make it a better song, and go from there.”
YouTube It
Ignited by Kerry King’s co-lead playing, Slayer decimates the audience in Sofia, Bulgaria back in April of 2020.