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UpFront Guitars Goes To NAMM 2017

January 28th, 2017

OK, so we just got back from NAMM, and as always it’s a fun if not tiring and slightly deafening time. This is not a blow-by-blow rundown of the show, but a few quick observations on what we did and saw.

G&L – G&L did not display at the show, but the factory is 20 minutes away and so we dropped in for a tour. We spent quite a bit of time there, and got a very detailed tour from Ben the Shop Foreman (I won’t throw out a lot of names because I did not ask them that ahead of time. But you can read their build sheets). There is a lot that goes into a guitar, but the process takes place in four major sections: Wood shop, paint, polish and assembly. It’s pretty compact facility and G&L builds in a day what Fender probably builds in 15 minutes. It’s a group of people who build guitars and love doing it. And they are doing it better than ever.

The NAMM Show – With over 1100 exhibitors for just “fretted instruments” it begs the question, “how on earth does one make up their mind on anything?” The shear number of guitar manufacturers makes you wonder how anyone survives. Especially the small builders who are often making very expensive guitars in low numbers. Some of their work is exquisite and some just weird. But how they carve out their market niche and clientele seems challenging to say the least.

The amplifier market seems to be a tale of two cities: The big and fairly big guys like Marshall, Fender, Orange and Vox, and the boutique-ish small builders scattered throughout the show. With margins very thin on amplifiers, many of the small builders seem rather disinterested in dealers, and focus more on direct sales or getting picked up by Sweetwater. Supro is currently occupying the space between average and boutique, and the guitar world needs more of that. For us, the search continues for amp line that is inspiring and reasonably affordable. Sigh.

Keeley Electronics – Except for our beloved Solodallas, we have deliberately avoided pedals. The whole market seems insanely over-saturated, and like a lot of things at NAMM, how on earth does one choose? But pedal effects are a fact of life, and I have a pedal board, so who am I to judge? So we chose Keeley electronics. Why? They have a comprehensive line that covers just about everything, they sound good, are well built, and they shy away from gimmicks and silly stuff, like calling a volume knob “urgency” and nonsense like that. Pro-level pedals for regular folks that won’t cost you $400.

Heritage Guitars – We’ve been looking at Heritage for about three years, but never quite made the jump. We’ve played a couple and they are awesome, but long delivery times, minimal marketing, and the secondary market made us skittish. But they’ve got new ownership, a renewed emphasis on artist relations and marketing, and better operations management that should bring down lead times and bolster consistency. So we are going to take the plunge, and while it will take 3-4 months to get our first batch, we are really looking forward to it.

Norman Guitars, Art and Lutherie – Acoustics have never been a big part of our business, but they are a big part of the market. We’ve dabbled in some higher end acoustics, but I’m convinced that if you can’t have Taylor or Martin, you’ll be forever swimming upstream. Their names are synonymous with the genre, like Kleenex. But everyone needs a solid, affordable acoustic, and we decided to go with two of Godin’s other historic¬† brands, Norman and Art and Lutherie. Both have been given a little bit of a reboot, and the new A&L guitars in particular have some very cool “Americana” finishes that are hip, and fit in well with singer-songwriter coolness. Take one to Brooklyn, and you’ll be an instant hit.

Best Booth Venue for Music – Taylor. The Taylor room always has interesting people, a nice stage and great sound. And usually a surprise or two.

Biggest Marketing Splash – D’Angelico. Where did these guys come from? Somebody has put some serious bucks into what I thought was a little jazz box company. Even Ukes for heaven’s sake. And Bob Weir was the invitation-only headliner on Friday night. It will be interesting to see where this goes.

Pianos, Band and Orchestra – This is not a guitar show, and the amount of space occupied by Piano, B&O and Sheet Music makes one think twice about what makes the industry tick.

Metal Heads – They keep the guitar industry alive and are the guitar’s most faithful supporters, even more than Blues. The autograph line for Steve Morse at the Ernie Ball booth always wraps around at least once.

Line 6 – Was not even in the convention hall, but in a ballroom at an adjacent hotel. I don’t follow the logic on that. Would you take a long walk through a crowd and security to look at a Line 6? Me neither.

Post Show Music in the Hotels – Take a nap, do whatever, but make a point of hanging out a the host hotels after the show closes for the night. The music is frequently good — at least performed well — and you never know who you will run into.