28 Jul 2019

July 2019 – The Story of Modern Music in 1,500+ Facts – Part V

by Tony Drew | posted in: History, Introduction, Observations | 0

Introduction

Okeydokey guitar and music fans out there. If you are reading this 5^th part of the series of articles, I hope you know the routine by now, so I won’t bore you with any further preamble and we can get on with the latest episode.

If you would like to (re)visit the first four parts (covering 300 years) of the story to‑date, you can do so here (each link opens a new browser tab):

Before we delve in to the Fifties, I was asked a very good question following the last article, which was…

Question(s): “A young Elvis Presley sang ‘Old Shep’ in a talent contest… he came 2nd. I would dearly like to know who beat the future ‘King’ of rock and roll. Do you happen to know if it was a fellow pop star?”

Answer: Many reports say that the young Elvis came 2^nd. However, in a later interview, Presley said that he came 5^th. The photograph of the prize giving presentation suggests that Presley may be correct in his recollection as three others are holding prizes while the young Presley, standing on the far right of the photo below wearing glasses, is standing empty-handed. The winners, as far as anyone knows, did not go on to become famous.

This also raises the point of illustrating the facts. I actually have some interesting images for each and every fact listed in these articles. While a picture can convey many words, to add that many photos, each publication would become humongous to wade through. I know people like to see pictures, rather than read volumes of sometimes repetitive narrative. On this occasion, it is probably better not to illustrate each fact. Apologies to all the picture loving people out there.

Once again, so much happened in the course of the 1950s that the decade demands a discrete article to itself. Let’s go…

The Story of Modern Music Part V 1950-1959

For many people, the birth of rock ‘n’ roll heralded a whole new era of popular music. So, as we get to the 1950s, this article will cover what was going on in the world that enabled such a musical revolution to take place and the fundamental cultural changes that went along with it. The world would never be the same again. It is worth remembering that, at the time, not everyone was excited about change and many conservative traditionalists fiercely rejected and resisted such a rebellious and irreversible transformation.

Historical Context 1950-1959

For most developed economies, the 1950s was a period of slow recovery from the severe consequences of WWII. However, the world was not without conflict and warfare in many other regions including in Asia, Africa and South America. The Cold War continued to fester, fuelled by intense competition between the democratic United States and communism Soviet Russia. The bitter rivalry included reciprocal nuclear weapons testing, military escalation and the start of the ‘space race’. The McCarthy ‘witch hunts’ of communist subversive and treasonous American citizens fuelled bitter political conspiracy and widespread public paranoia. The threat of mutually assured destruction maintained a fragile stalemate between west and east. By the end of the decade, as employment and income levels began to improve, individual freedoms and opportunities would lead to a paradigm shift in civilised countries including radical social, political, technological and cultural change that would set the dynamic scene for following decades.

Year	Global Events
1950	The Korean War started between the communist North supported by Russia and China, and the capitalist South supported by America – the war lasted until 1953 when the Korean Demilitarized Zone was implemented to separate North and South.
1951	The precursor to the European Union, the European Coal and Steel Community (ECSC), was formed when six countries signed the Treaty of Paris.
1952	British monarch, King George VI died and Elizabeth II became Queen of the United Kingdom. Republican politician and army general Dwight D. Eisenhower was elected 34^th President of the U.S.A.
1953	New Zealand mountaineer Sir Edmund Hillary and Nepalese Sherpa Tenzing Norgay became the first people to reach the summit of the world’s highest mountain, Mount Everest. One of the first films to depict youthful rebellion and which would become a reflection on American social tensions, ‘The Wild One’ was released, directed by Laslo Benedek and starring Marlon Brando. The scientific paper describing the double-helix structure of DNA was authored by Britain Francis Crick and American James Watson.
1954	The term rock ‘n’ roll was coined by DJ Alan Freed and the associated teen culture became hugely popular, particularly in America and Britain. British athlete Roger Bannister becomes the first man to run the four minute mile.
1955	Renowned German physicist Albert Einstein died in Princeton, New Jersey, America in 1955 at the age of 76. The Warsaw Pact defence treaty between Russia and seven neighbouring Eastern Bloc states was signed during the ‘Cold War’ standoff. The classic film drama of teen alienation, ‘Rebel Without A Cause’ was released, directed by Nicholas Ray and starring James Dean. The phenomenally successful MacDonald’s fast food chain was established in America by Ray Kroc. The Vietnam War between the Communist North and the Capitalist South started, which lasted until 1975.
1956	The Suez Crisis erupted following Egyptian nationalisation of the Suez Canal, creating conflict in the Middle East.
1957	Russia launched the Sputnik 1, the first artificial Earth satellite into space, effectively triggering the space race. The European Economic Community (EEC) was established when six countries signed the Treaty of Rome.
1958	The American National Aeronautics and Space Administration (NASA) was set up in Washington D.C.
1959	Marxist leader Fidel Castro established the long‑standing communist dictatorship in Cuba after overthrowing the Batista regime. The British Motor Corporation launched the revolutionary and hugely successful small family car, the Mini, designed by Sir Alec Issigonis. The original model stayed in production until 2000. Alaska and Hawaii formally become an integral part of the United States of America.

Musical Genre Development 1950-1959

The 1950s was a decade of innovation that saw the massive explosion of musical creativity across many genres, fusing influences and generating many new musical styles. Arguably, it was during the 1950s that modern music ‘grew up’ and any suggestions that the popular music crazes of the time were ephemeral ‘fads’ were finally dispelled. Country music remained popular with artists such as Johnny Cash and Hank Williams at the forefront of a revival.

Possibly not a genre in itself but easy listening music became popular in the 1950s and lasted until the 1970s. A form of middle‑of‑the‑road (MOR) music, it found popularity on radio and then extended into various styles of background music, elevator music or ‘muzak’. Easy listening music was often instrumental or vocal interpretations of past popular music standards, rather than anything new in its own right. Some major artists tapped into the appeal, including Burt Bacharach, Henry Mancini, Herp Alpert, The Carpenters and Richard Clayderman.

In the post‑war years, modernistic music, broadly also encompassing experimental and avant‑garde music was being explored by many composers wishing to push boundaries either within existing traditions or by introducing original elements outside prevailing styles. The aim of many composers was to break rules, reject established conventions and challenge audiences in a creative, if frequently alienating, way. Practitioners included Arnold Schoenberg and John Cage.

During the 1950s rhythm and blues music, often shortened to R&B, became popular, being a more upbeat form of blues music. R&B emanated from mainly African‑American music that was widespread during the late 1940s. Record companies promoted R&B toward predominantly urban African American audiences. R&B’s popularity was based on a fusing many influences such as jazz, blues, country and gospel to create strongly rhythmic, beat‑based songs. R&B would, in turn, influence the emergence of rock ‘n’ roll and soul of the late 1950s and 1960s. In response to other influences, R&B changed to include other styles such as doo‑wop. Famous R&B artists of the time included Ray Charles, The Drifters, Sam Cooke, The Platters and the Coasters.

By the mid‑1950s, the cultural clash of blues, jazz and country combined to create a new phenomenon in the United States, rock ‘n’ roll, a phrase popularised by radio disc jockey Alan Freed in 1954. Bill Haley (And His Comets) is often credited as the catalyst although many other artists were instrumental in creating the new youth musical revolution, including Elvis Presley, Jerry Lee Lewis, Fats Domino, Carl Perkins, Chuck Berry and Little Richard. Rockabilly was a very close relation to rock ‘n’ roll at the time popularised by artists such as Buddy Holly and Gene Vincent. Classic rock ‘n’ roll is essentially based on a backbeat dance rhythm performed on electric guitar, bass, and drums, replacing the piano and saxophone as lead instruments. The cultural importance of rock ‘n’ roll cannot be underestimated and its impact went far beyond just a musical genre, influencing lifestyle, film & TV, art, fashion, attitudes, and language. Although its roots can be traced back to the 1930s, it was in the 1950s that rock ‘n’ roll began to pervade modern society, coming as it did at a time of immense post‑war technological, economic, social and political change. On the back of radio coverage, the 45rpm single record would provide a massive boost to sales of rock ‘n’ roll songs to America’s urban counterculture youth. Rock ‘n’ roll began to decline by the early 1960s as other forms of popular music began to dilute its impact.

Musical Facts 1950-1959

During the Fifties, many more household names that we take for granted today came into the world. Modern music began the transition from the traditional forms to more contemporary genres. As younger artists born in the 1930s and 1940s began to create the ‘new’ music, the shift in the balance of ‘facts’ from births, through achievements, to deaths are just beginning to become apparent.

Day	Month	Year	Music Fact
5	January	1950	American guitarist, producer, photographer and co‑founder of punk/new wave/pop band Blondie, Chris Stein was born in Brooklyn, New York.
12	February	1950	English guitarist, former member of progressive rock band Genesis and now a successful solo artist, Steve Hackett was born in London.
13	February	1950	English solo singer, songwriter and ex-member of progressive rock band Genesis, Peter Gabriel was born in Chobham, Surrey.
19	February	1950	English singer, songwriter, guitarist and founder of rock group Wishbone Ash, Andy Powell was born in London.
20	February	1950	American bassist, guitarist, songwriter and co‑founder of jazz rock band Steely Dan, Walter Becker (1950-2017, 67) was born in New York City.
24	February	1950	American singer, songwriter, guitarist and perennial rocker George Thorogood was born in Wilmington, Delaware.
22	April	1950	English born American singer, songwriter and guitarist, Peter Frampton was born 1950 in Bromley, Kent.
13	May	1950	Legendary American soul singer, songwriter, keyboard player and producer, Stevie Wonder was born in Saginaw, Michigan.
13	May	1950	English guitarist, singer, songwriter and member of Anglo‑American rock group Fleetwood Mac from 1968 to 1972, Danny Kirwan (1950-2018, 68) was born in London.
3	June	1950	Pioneering American singer, songwriter, bass guitarist and actor, Suzi Quatro was born in Detroit, Michigan.
18	July	1950	English business entrepreneur and founder of the Virgin empire including Virgin Records and Virgin record stores, Richard Branson was born in London
2	August	1950	English guitarist and singer, best known for his work with rock band Wishbone Ash, Ted Turner was born in Sheldon, Birmingham.
30	August	1950	English guitarist with, amongst others, Whitesnake and Snafu, Micky Moody was born in Middlesbrough, North Yorkshire.
10	September	1950	American guitarist, singer, songwriter and member of rock band Aerosmith, Joe Perry was born in Lawrence, Massachusetts.
14	September	1950	Great English guitarist and co-founder off blues/rock band Free, Paul Kossoff (1950-1976, 25) was born in London.
2	October	1950	English guitarist, bass guitarist and founding member of progressive rock bands Genesis and Mike + The Mechanics, Mike Rutherford was born in Portsmouth, Hampshire.
5	October	1950	Great English guitarist and one-time member of rock band Motörhead, ‘Fast’ Eddie Clarke (1950-2018, 67) was born in London.
20	October	1950	Legendary American singer, songwriter, guitarist, producer and bandleader of The Heartbreakers, Tom Petty (1950-2017, 66) was born in Gainesville, Florida.
22	November	1950	American guitarist, actor and member of Bruce Springsteen’s E. Street Band, Steven Van Zandt was born in Winthrop, Massachusetts.
22	November	1950	American bass guitarist and co-founder of post-punk alternative rock bands Talking Heads and Tom Tom Club, Tina Weymouth was born in Coronado, California.
9	December	1950	Award-winning British singer, songwriter and guitarist, Joan Armatrading was born in Basseterre, Saint Kitts in the Caribbean.
31	January	1951	English guitarist, producer and former member of art rock bands Roxy Music, 801 and Quiet Sun, Phil Manzanera was born in London.
1	February	1951	Great American blues guitarist and skilled slide guitarist, Sonny Landreth was born in Canton, Mississippi.
4	March	1951	Highly accomplished English pop, rock and blues guitarist, singer and songwriter, Chris Rea was born in Middlesbrough.
6	March	1951	Terrific American blues/rock guitarist, singer and songwriter, Walter Trout was born in Ocean City, New Jersey.
17	March	1951	American guitarist, best known as co-lead guitarist with rock bands Thin Lizzy and more recently, Black Star Riders, Scott Gorham was born in Glendale California.
20	March	1951	American blues/rock guitarist, singer, bandmate and older brother of the late Stevie Ray, Jimmie Vaughan was born in Dallas, Texas.
27	April	1951	American guitarist, songwriter, co-founder and former member of hard rock group, KISS, nicknamed ‘Spaceman’, Ace Frehley was born in The Bronx, New York City.
7	May	1951	Formidable Puerto Rican/American rock guitarist, who frequently played with David Bowie and James Brown, Carlos Alomar was born in Ponce.
7	May	1951	Prolific English guitarist and former member of heavy rock band Whitesnake, Bernie Marsden was born in Buckingham, Buckinghamshire.
21	June	1951	American rock guitarist, often seen as sideman to ‘The Boss’, as well as a solo artist, Nils Lofgren was born in Chicago, Illinois.
30	June	1951	Amazing American jazz fusion bass guitarist, composer and founding member of Return to Forever, Stanley Clarke was born in Philadelphia, Pennsylvania.
2	August	1951	English guitarist and member of psychedelic progressive rock band Gong and founder of electronic dance band System 7, Steve Hillage was born in London.
19	August	1951	Retired English bass guitarist for the rock/pop band Queen, John Deacon was born in Leicester.
21	August	1951	English bass guitarist, solo artist, one time member of hard rock band Deep Purple and currently with super group Black Country Communion, Glenn Hughes was born in Cannock, Staffordshire.
7	September	1951	American singer, songwriter, guitarist and founder of post‑punk rock/pop group The Pretenders, Chrissie Hynde was born in Akron, Ohio.
18	September	1951	American punk rock pioneer, bass guitarist and member of the Ramones, Dee Dee Ramone (1951-2002, 50) was born in Fort Lee, Virginia.
2	October	1951	English singer, songwriter, bass guitarist, actor, ex‑member of rock band The Police and successful solo artist, Gordon Sumner CBE, a.k.a. Sting, was born in Wallsend, Northumberland.
3	October	1951	Award-winning American blues guitarist, singer and songwriter Keb’ Mo’ was born in Los Angeles, California.
26	October	1951	Flamboyant American bass guitarist and singer with funk/soul artists James Brown and Funkadelic/Parliament, the illustrious Bootsy Collins was born in Cincinnati, Ohio.
1	December	1951	Influential virtuoso American jazz bass guitarist who worked with Weather Report, Pat Metheny and Joni Mitchell, as well as a solo artist, the incomparable Jaco Pastorius (1951-1987, 35) was born in Norristown, Pennsylvania.
4	December	1951	American guitarist and founding member of Southern rock band Lynyrd Skynyrd, Gary Rossington was born in Jacksonville, Florida.
16	December	1951	Influential American jazz, blues and rock guitarist Robben Ford was born in Woodlake, California.
26	December	1951	Talented American jazz/rock guitarist who has collaborated with many great musicians over the course of his career, John Scofield was born in Dayton, Ohio.
11	January	1952	American contemporary jazz session and solo guitarist, Lee Ritenour was born in Los Angeles, California.
20	January	1952	American guitarist, singer, songwriter, artist and long‑term member of iconic rock band KISS, nicknamed ‘The Starchild’, Paul Stanley was born in New York City.
7	March	1952	The influential and popular weekly music magazine, The New Musical Express (NME), was launched in the UK.
7	March	1952	American guitarist (as well as bassist and drummer), singer, songwriter and member of funk band The Isley Brothers, Ernie Isley was born in Cincinnati, Ohio.
17	March	1952	Irish guitarist and member of heavy rock bands Gillan and Ozzy Osbourne, Bernie Tormé (1952-2019, 66) was born in Dublin.
2	April	1952	American bass guitarist with southern rock band Lynyrd Skynyrd, Leon Wilkeson (1952-2001, 49) was born in Newport, Rhode Island.
4	April	1952	Legendary Northern Irish blues and rock guitarist extraordinaire, Gary Moore (1952-2011, 58) was born in Belfast.
14	May	1952	Scottish/American singer, songwriter, guitarist founder of alternative rock band Talking Heads and solo artist, David Byrne, was born in Dumbarton, Scotland.
15	July	1952	American guitarist, singer, songwriter and member of proto punk rock band New York Dolls, Johnny Thunders (John Genzale, 1952-1991, 38) was born in Queens, New York.
19	July	1952	American guitarist and member of southern rock band Lynyrd Skynyrd, Allen Collins (1952-1990, 37) was born in Jacksonville, Florida.
21	August	1952	Hugely influential English guitarist, singer, songwriter, actor and co-founder of punk rock bands The Clash and The Mescaleros, the great Joe Strummer (1952-2002, 50) was born in Ankara, Turkey.
19	September	1952	Legendary American guitarist, songwriter, producer and co‑founder of funk/disco/dance band Chic, Nile Rodgers was born in New York.
1	October	1952	Great American rock guitarist and sideman extraordinaire, Earl Slick was born in Brooklyn, New York.
8	November	1952	The UK’s first ever popular music singles chart was introduced by The New Musical Express (NME) magazine. At Number 1 was Al Martino with ‘Here In My Heart’.
14	November	1952	Versatile and prolific American guitarist and songwriter, Johnny A (a.k.a. John Antonopoulos) was born in Malden, Massachusetts.
1	January	1953	American country singer, songwriter and guitarist, Hank Williams died of drug and alcohol-related heart failure in Oak Hill, West Virginia at the age of 29.
6	January	1953	Scottish-born guitarist and co-founder of Australian rock band AC/DC, Malcolm Young (1953-2017, 64) was born in Glasgow.
10	January	1953	American jazz guitarist who has played with Blood, Sweat & Tears, Billy Cobham and Miles Davis, as well a successful solo artist, Mike Stern was born in Boston, Massachusetts.
20	February	1953	American guitarist and co-founder of psychobilly rock band, The Cramps, Poison Ivy (Kristy Wallace) was born in San Bernardino, California.
19	March	1953	American bass player who has played with many great musicians and has a successful solo career, Billy Sheehan was born in Buffalo, New York.
28	April	1953	American bassist, guitarist, and vocalist of alternative rock band Sonic Youth, Kim Gordon was born in Rochester, New York.
5	May	1953	Highly respected English folk singer, songwriter and guitarist, Martin Simpson was born in Scunthorpe, Lincolnshire.
15	May	1953	English multi-instrumentalist, composer and talented guitarist, the man behind ‘Tubular Bells’ in 1973, Mike Oldfield was born in Reading, Berkshire.
16	May	1953	Mercurial Belgian-born French gypsy jazz guitarist and composer, Django Reinhardt died from a brain haemorrhage in Fontainebleau, France at the age of 43.
29	July	1953	Influential Canadian singer, songwriter and bass guitarist with rock band Rush, Geddy Lee was born in North York, Ontario.
1	August	1953	Award-winning American blues guitarist, singer and band leader, Robert Cray was born in Columbus, Georgia.
27	August	1953	Hugely influential Canadian guitarist and co-founder of rock group Rush, Alex Lifeson was born in Toronto, Ontario.
27	September	1953	Great Jamaican reggae riddim ‘n’ dub bass guitarist and producer, Robbie Shakespeare, best known as half of Sly & Robbie was born in Kingston.
18	December	1953	American guitarist and singer, well known for his work with The Cars up to 1988, Elliott Easton was born in Brooklyn, New York.
27	February	1954	American guitarist and member of rock groups Santana, Journey and Bad English, Neal Schon was born in Tinker Air Force Base, Oklahoma.
16	March	1954	American singer, songwriter, guitarist and core member of the rock band Heart, Nancy Wilson was born in San Francisco, California.
12	April	1954	Canadian guitarist and singer who has collaborated with many artists over the years and is bandleader of the Pat Travers Band, Pat Travers was born in Toronto, Ontario.
10	May	1954	American rock ‘n’ roll pioneers, Bill Haley And His Comets originally released ‘(We’re Gonna) Rock Around The Clock’. The world wasn’t ready yet and it didn’t hit the charts until 1955.
12	July	1954	19‑year old American singer, Elvis Presley left his job and signed his first recording contract with producer Sam Phillips at Sun Records in Memphis, Tennessee.
19	July	1954	American record label, Sun Records released the debut single by aspiring American rock ‘n’ roll singer, Elvis Presley, ‘That’s All Right’.
22	July	1954	Virtuoso American jazz fusion/Latin rock guitarist Al Di Meola was born in Jersey City, New Jersey.
28	July	1954	Multi-talented American guitarist and member of hard rock band Deep Purple since 1994, Steve Morse was born in Hamilton, Ohio.
12	August	1954	Influential American virtuoso progressive jazz fusion guitarist, Pat Metheny was born in Lee’s Summit, Missouri.
17	August	1954	Award-winning American virtuoso instrumental rock guitarist Eric Johnson was born in Austin, Texas.
25	August	1954	English punk, pop and alternative rock singer, songwriter, guitarist and producer, Declan MacManus (a.k.a. Elvis Costello) was born in London.
3	October	1954	Legendary American blues/rock guitarist, singer, songwriter and producer, Stevie Ray Vaughan (1954‑1990, 35) was born in Dallas, Texas.
1	December	1954	Australian-born British guitarist, singer and songwriter with punk rock band The Slits, Viv Albertine was born in Sydney.
18	December	1954	German guitarist, known for his work with Scorpions and the innovator behind the Sky Guitar, Uli Jon Roth was born in Düsseldorf.
7	January	1955	The classic hit song, ‘Rock Around The Clock’ was re‑released by Bill Haley & His Comets, entering the UK singles chart. Rock ‘n’ roll had truly arrived.
10	January	1955	German guitarist, best known as a member of rock bands Scorpions and UFO, as well as a successful solo career with his own band, Michael Schenker was born in Sarstedt.
24	January	1955	English pianist, singer, songwriter, bandleader, TV presenter and former member of Squeeze, Jools Holland was born in London.
26	January	1955	Dutch/American guitarist, singer, songwriter and producer Eddie Van Halen was born in Amsterdam, Netherlands.
5	March	1955	American singer Elvis Presley made his American television debut on the KWKH TV show ‘Louisiana Hayride’ broadcast from Shreveport, Louisiana.
31	March	1955	Australian guitarist and co-founder of hard rock band AC/DC, Angus Young was born in Glasgow, Scotland, UK.
13	April	1955	American bass guitarist with funk masters Brothers Johnson, Louis Johnson (1955-2015, 60) was born in Los Angeles, California.
31	May	1955	Australian virtuoso session musician and solo guitarist, Tommy Emmanuel was born in Muswellbrook, New South Wales.
26	June	1955	English guitarist and co-founder of punk rock band The Clash and Big Audio Dynamite, Mick Jones was born in London.
1	September	1955	English bass guitarist, singer and songwriter, best known for his work with punk rock band, The Jam from 1972 to 1982, Bruce Foxton was born in Woking, Surrey.
3	September	1955	English guitarist and ex-member of punk rock band Sex Pistols, Steve Jones was born in London.
12	November	1955	Hugely influential Canadian singer, songwriter and guitarist, former member of Buffalo Springfield, CSN&Y, as well as a phenomenal solo artist, the incomparable Neil Young was born in Toronto, Ontario.
15	December	1955	English bass guitarist best known as a member of punk rock icons The Clash and more recently collaborating with Damon Albarn in The Good, The Bad & The Queen, Paul Simonon was born in Croydon.
4	January	1956	English singer, songwriter, guitarist, producer and founding member of post-punk rock bands Joy Division and New Order, Bernard Sumner was born in Salford.
10	January	1956	The ‘King of Rock ‘n’ Roll’, Elvis Presley made his first recordings for RCA/Victor, including the classic hit single, ‘Heartbreak Hotel’.
27	January	1956	Legendary American singer, Elvis Presley released his classic breakout single for RCA, ‘Heartbreak Hotel’.
28	January	1956	American rock ‘n’ roll singer Elvis Presley made his first national television appearance in America on the CBS TV programme, the ‘Dorsey Brothers Stage Show’.
31	January	1956	English singer and member of punk rock bands Sex Pistols and Public Image Ltd, John Lydon (a.k.a. Johnny Rotten), was born in London.
3	February	1956	American guitarist, singer, songwriter, producer, artist and co-founder of alternative rock band Sonic Youth, Lee Ranaldo was born in Long Island, New York.
12	February	1956	Scottish guitarist and one-time member of rock bands Thin Lizzy and Motörhead, Brian Robertson was born in Clarkston.
13	February	1956	English bass guitarist, best known as member of post‑punk rock bands Joy Division and New Order, Peter Hook was born in Salford.
18	February	1956	Renowned American master luthier, innovator, entrepreneur, guitar maker extraordinaire and founder of PRS Guitars since 1985, Paul Reed Smith was born in Stevensville, Maryland.
12	March	1956	English bass guitarist and founder of heavy metal band Iron Maiden, Steve Harris was born in Leytonstone, Essex.
23	March	1956	American singer Elvis Presley released his eponymous debut album, ‘Elvis Presley’, a milestone that heralded the unstoppable explosion of the rock ‘n’ roll era.
4	June	1956	American guitarist, songwriter and producer, known for playing with David Bowie, Tin Machine and indie rock band The Cure, Reeves Gabrels was born in New York City.
26	June	1956	American singer, songwriter, rock (‘n’ roll) guitarist and actor, Chris Isaak was born in Stockton, California.
15	July	1956	Influential American virtuoso instrumental rock guitarist, Joe ‘Satch’ Satriani was born in Westbury, New York.
27	August	1956	English bass guitarist, songwriter and original member of punk rock band Sex Pistols, Glen Matlock was born in London.
29	September	1956	The rock ‘n’ roll era had clearly arrived when Bill Haley & His Comets had 5 songs in the UK Singles Chart Top 30 including the all-time classic hit, ‘Rock Around The Clock’.
4	November	1956	English guitarist and co-founding member of rock band The Pretenders, James Honeyman-Scott (1956-1982, 25) was born in Hereford, Herefordshire.
6	December	1956	Hugely talented American heavy rock guitarist who played with Ozzy Osbourne and Quiet Riot, Randy Rhoads (1956-1982, 25) was born in Santa Monica, California.
6	December	1956	American guitarist, songwriter and co-founder of rock band R.E.M., Peter Buck was born in Berkeley, California.
23	December	1956	English guitarist, songwriter and long-term member of heavy metal rock band Iron Maiden, Dave Murray was born in London.
16	January	1957	The legendary Liverpool live music venue, The Cavern Club opened its doors for business. The Beatles appeared there an impressive total of 292 times.
27	January	1957	English guitarist with heavy rock bands Gillan and latterly Iron Maiden, Janick Gers was born in Hartlepool.
27	February	1957	English guitarist, songwriter and member of heavy metal band Iron Maiden, Adrian Smith was born in London.
17	March	1957	American singer, Elvis Presley bought the famous 23‑room Graceland mansion at 3764 Elvis Presley Boulevard in Memphis, Tennessee for $102,500.
28	April	1957	English guitarist, composer, producer and member of Bristol‑based trip‑hop group Portishead, Adrian Utley was born in Northampton.
10	May	1957	English bass guitarist with the Sex Pistols, John Simon Ritchie, a.k.a. Sid Vicious (1957-1979, 21) was born in London.
27	May	1957	American rock ‘n’ roll band The Crickets, featuring the late Buddy Holly, released their debut hit single, ‘That’ll Be The Day’ in the US.
2	August	1957	American record producer Butch Vig was born. Vig has worked with many famous rock bands including Nirvana, Sonic Youth and The Smashing Pumpkins.
12	September	1957	Acclaimed German film composer and producer, Hans Zimmer was born in Frankfurt.
22	September	1957	Australian alternative/indie rock singer, songwriter, multi-instrumentalist and band leader of The Bad Seeds, Nick Cave was born in Warracknabeal, Victoria.
24	September	1957	American rock ‘n’ roll legend Elvis Presley released his massively popular hit single ‘Jailhouse Rock’ in the U.S.
10	October	1957	American country music legend Johnny Cash released his debut studio album on Sun Records, ‘Johnny Cash With His Hot and Blue Guitar!’
21	October	1957	American guitarist, singer, songwriter, producer, session musician and a founding member of rock band Toto, Steve Lukather was born in San Fernando Valley, California.
1	November	1957	Award-winning American country singer, songwriter, guitarist and actor, Lyle Lovett was born in Klein, Texas.
8	November	1957	English guitarist and artist best known as a member of the original line up of indie/alternative rock band The Cure, Porl (now Pearl) Thompson was born in Surrey.
8	December	1957	English guitarist and long-time member of heavy rock band Def Leppard – one half of ‘The Terror Twins’ – Phil Collen was born in London.
20	December	1957	American rock ‘n’ roll singer Elvis Presley was served with his U.S. Army draft notice while at his home at Graceland in Memphis, Tennessee.
20	December	1957	English guitarist, protest singer, songwriter, charity founder and political activist, Billy Bragg was born in Barking, Essex.
21	February	1958	The very first ‘modernist’ Flying V guitar, designed by the legendary Ted McCarty, was shipped from the Gibson factory in Kalamazoo, Michigan.
24	March	1958	American rock ‘n’ roll singer Elvis Presley was inducted into the U.S. Army in Memphis, Tennessee.
27	March	1958	CBS Records announced the invention of the stereophonic record, ensuring that they were backwards compatible with the mono record players of the time.
31	March	1958	American rock ‘n’ roll legend, Chuck Berry released his all‑time classic hit single, ‘Johnny B. Goode’. 2 min. 30 sec. of pure magic.
19	April	1958	London’s (in)famous music venue, The Marquee Club first opened its doors at 165 Oxford Street, its original site before moving to 90 Wardour Street in 1964.
25	May	1958	The ‘modfather’ of post-punk rock, member of The Jam, The Style Council and solo artist, Paul Weller was born in Woking, Surrey.
7	June	1958	Legendary singer, songwriter and guitarist, Prince Rogers Nelson (1958-2016, 57) was born in Minneapolis, Minnesota.
8	July	1958	The Recording Industry Association of America awarded the first official ‘Gold’ album to the soundtrack of the hit film, ‘Oklahoma’.
9	July	1958	After leaving Sam Phillips at Sun Records, country music legend Johnny Cash signed a lucrative contract with Columbia Records, a successful association that lasted for three decades.
25	July	1958	American guitarist, singer and songwriter with alternative rock band Sonic Youth, Thurston Moore was born in Coral Gables, Florida.
7	August	1958	English singer and on-off-on member of heavy metal band Iron Maiden, Bruce Dickinson was born in Worksop, Nottinghamshire.
14	August	1958	American blues singer, songwriter and guitarist, Big Bill Broonzy died from cancer in Chicago, Illinois at the age of 55 or 65, depending on who you believe.
16	August	1958	American singer, songwriter, actress and entrepreneur, Madonna Louise Ciccone, or as we know her, Madonna, was born in Bay City, Michigan.
29	August	1958	American singer, songwriter and member of the Jackson Five, as well as successful solo artist, nicknamed the ‘King of Pop’, Michael Jackson was born in Gary, Indiana.
19	September	1958	English/American rock guitarist, ex-member of The Runaways and successful solo artist, Lita Ford was born in London.
22	September	1958	American singer and US Army conscript Private Elvis Presley sailed on the USS Randall to Friedberg, Germany to serve in the 1^st Battalion, 32^nd Armor Regiment, 3^rd Armored Division.
22	September	1958	American rock singer, songwriter, guitarist, founding member of the Runaways and Joan Jett & The Blackhearts, Joan Jett was born in Wynnewood, Pennsylvania.
20	October	1958	English bass guitarist, singer and co-founder of jazz/funk/pop band Level 42, Mark King was born in Cowes on the Isle of Wight.
28	October	1958	Scottish guitarist, composer and co-founder of indie/alternative rock band The Jesus And Mary Chain, William Reid was born in East Kilbride.
7	November	1958	American rockabilly/rock ‘n’ roll icon, Eddie Cochran had his first hit with the classic song, ‘Summertime Blues’. It reached number 18 in the UK singles chart.
11	December	1958	American bass guitarist, songwriter, producer and co‑founder of heavy rock band Mötley Crüe, Nikki Sixx (real name Frank Feranna, Jr.) was born in San Jose, California.
17	December	1958	American bass guitarist, singer, composer and founding member of alternative rock band R.E.M., Mike Mills was born in Orange County, California.
1	January	1959	American country music legend Johnny Cash performed his first live concert for inmates at the infamous San Quentin State Prison in California.
17	January	1959	American guitarist, singer, songwriter, actress and co‑founder of pop/rock band The Bangles, Susanna Hoffs was born in Los Angeles, California.
3	February	1959	American singer Buddy Holly and 3 others (including stars Ritchie Valens and The Big Bopper) died tragically in a plane crash in Iowa. Holly was just 22 years old. ‘The Day the Music Died’.
7	February	1959	American blues guitarist, Eddie ‘Guitar Slim’ Jones died of pneumonia in New York City at the age of 32.
7	February	1959	The funeral of American rock & roll singer, songwriter and guitarist Buddy Holly took place in Lubbock, Texas.
10	April	1959	American rockabilly/swing guitarist, songwriter and bandleader of Stray Cats and the Brian Setzer Orchestra, Brian Setzer was born in Massapequa, New York.
21	April	1959	English, guitarist, singer, songwriter, co-founder and main inspiration behind indie rock icons The Cure, Robert Smith was born in Blackpool, Lancashire.
4	May	1959	The first Annual Grammy Awards was held in two venues simultaneously, in Beverly Hills, California and in New York City. Winners included Ella Fitzgerald, Count Basie and Henry Mancini.
5	May	1959	American guitarist and songwriter, best known as guitarist for Billy Idol since the early 1980s, Steve Stevens was born in Brooklyn, New York.
22	May	1959	Controversial English singer, songwriter and former front man of indie rock band The Smiths, Steven Morrissey, was born in Davyhulme, Lancashire.
1	June	1959	The BBC broadcast the first celebrity music panel TV show ‘Juke Box Jury’ in the UK. Guests judged new record releases as a ‘hit’ or ‘miss’. It was hosted by presenter David Jacobs and ran until December 1967.
14	June	1959	American jazz fusion bass guitarist, famed for his work with Miles Davis and Herbie Hancock, Marcus Miller was born in Brooklyn, New York.
11	July	1959	American guitarist, singer, songwriter, producer and long‑term member of rock band Bon Jovi, Richie Sambora was born in Perth Amboy, New Jersey.
17	July	1959	Legendary American jazz singer Billie Holiday died of pulmonary oedema and heart failure caused by cirrhosis of the liver in New York at the age of 44.
29	July	1959	English guitarist, best known for playing with hard rock band Whitesnake, John Sykes was born in Reading, Berkshire.
19	August	1959	American country blues and ragtime guitarist and singer, Blind Willie McTell died from a stroke in Milledgeville, Georgia, at the age of 61.
16	October	1959	English guitarist and member of new wave/pop band Spandau Ballet, Gary Kemp was born in London.

Tailpiece

So… by the end of the 1950s, KABOOM! – Rock ‘n’ Roll had well and truly arrived and there was no going back. The significant influence of rock ‘n’ roll had set in motion further evolutionary strands that would continue to expand horizons in all sorts of different directions during a period of unprecedented creativity. New musical genres demanded technological developments in recording, distribution and consumption of music.

Things are only going to get even more interesting as we go forward. I hope you will return and see what happened in the 1960s and beyond. No cliff‑hanger required, just a touch of gentle encouragement to return here next month. In the meantime, I have plenty more vintage guitars that need some tender loving care, followed by some serious playing workouts. Until next time…

CRAVE Guitars’ ‘Quote of the Month’: “Exercise your right to be you or regret the denial of yourself.”

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29 Sep 2018

September 2018 – A Potted History of the Guitar Part VII

by Tony Drew | posted in: History, Introduction, Observations | 0

Welcome back to the latest in a long series of articles chronicling the history of the world’s favourite musical instrument. Last time, we covered the advent of production solid body electric guitars during the guitar’s ‘golden era’ from c.1950-1965. That article also covered some relevant later events, but the essence was about a period of intense invention and creativity, hence why it deserved a separate article dedicated to it, even though much of the content would be familiar to many.

This month’s article mostly focuses on ‘what happened next’ between c.1965-1987, although it does also cover the subsequent period up to the current day, albeit in less depth than the earlier years. Depending on how the rest of the story is covered, this 7^th part is likely to be the penultimate episode.

If you’ve been following the various twists and turns along the way, you’ll know that I have tried very hard to strike a balance between light entertainment for the general reader and the level of detail that would appeal to the needs of the nerdiest of guitar geeks out there. As previously stated, this is not an academic thesis – I just don’t have the time or resources to reference every element along the way, so it probably will never make it into book form, which is a bit of a shame but ç’est la vie. However, once the 3,500 year history has been finished, I may try to bring it all together as a ‘box set’ feature on the web site, so it will be easier to find and come back to than monthly instalments. It also provides the opportunity to correct the content. I may also add a bit off the original longer version back in (!!) and to balance the various parts as a more coherent whole.

You may wish to recap on previous articles before starting here at Part VII. If so, the previous segments of ‘Potted History of the Guitar’ series, can be accessed here (each part opens in a new browser tab):

I hope that you’ve enjoyed the journey so far and will stick with it for just a little longer. For me, it has certainly involved a huge amount of hard work researching and learning along the way. There is an enormous amount of information that had to be excluded in order to make it digestible in an online format. As always, while I have been diligent, some errors and omissions will inevitably have crept in. Not only do I apologise if that is the case but also, I welcome feedback from readers in order to correct or clarify. I would also encourage readers who might wish to look at things either from a different perspective or with a different level of detail to explore the fascinating world of guitars for yourselves.

There are not many pictures this month, as the subject matter is largely narrative‑driven. Sorry about that, photo fans.

Post-Modern Reconfiguration, Rejuvenation and Consolidation

It has become generally accepted that the electric guitar’s so‑called ‘golden era’ started at the beginning of the 1950s with the introduction of Fender and Gibson’s solid body electric guitar models and ended in the mid‑1960s around the time that Leo Fender sold up in early 1965, followed by Gibson in 1969.

On the face of it, the years immediately after the mid‑1960s would appear to be of little historic interest, particularly as far as investors and ‘serious’ collectors are concerned. While the 1950s and early 1960s have been very well documented in countless learned tomes, the subsequent years have tended to be characterised by vociferous opinion and anecdote in a relative vacuum, rather than subject to objective scrutiny.

The Internet has, perhaps unsurprisingly, encouraged many already polarised opinions to become even more extreme. Assertive and often throwaway hyperbole of many self‑appointed ‘experts’ has possibly been consistently exaggerated to the point that they have gained some sort of historical validity. Widely read ‘unpopular opinion’ is often misinterpreted as indisputable definitive evidence. It isn’t gospel; there was more to it than what many would have you believe.

This version of the ‘facts’ is arguably simply that and, while every effort has been made to remain impartial, it should be read with a degree of realistic scepticism. This doesn’t mean that there wasn’t some ‘smoke without fire’, just that the flames may have been fuelled by circumstances and intensified by ill‑informed prejudgment.

The music industry wasn’t alone in coming in for acerbic over‑criticism; the American automotive industry was also subject to similar issues during 1960s and 1970s. The parallels extend beyond the superficial with the demise of many historic car brands and the inexorable rise of Japanese competition. As with guitars, some of these old models are now becoming highly sought after. The guitar industry during the latter part of the 20^th Century, it seems, was symptomatic of wider deep‑seated socio‑political problems in the world’s largest capitalist economy.

Actually, ‘what happened next’ is an equally fascinating tale and one that is worth spending a little while looking at. At the same time, it’s also worth standing back and looking at the bigger picture as events unfolded. While it’s all a matter of degree, what transpired was rife with intrigue and machination. The appeal of these transitional years is one of the reasons that CRAVE Guitars tends to focus on ‘forgotten underdog’ and quirky cool American electric guitars from between around 1960 and 1989, although not exclusively.

Was that all‑too‑brief 15‑year ‘golden era’ the end of the story? Will guitars built in the ‘dark ages’ between 1965 and 1987 remain ignored most as gross errors of judgement? Will there be another defining period of electric guitar evolution or will musicians spend their lives experiencing mediocrity by default while harking back to that unobtainable time viewed through rose‑tinted spectacles? Perhaps digital technology will deliver the next step‑change with some Darwinian mutation that future writers will look back upon and write about. OK, enough of the rant, on with the story…

The Catalysts

The trouble really started once both Fender and Gibson been acquired by faceless corporations used to running commercial businesses, rather than important customer‑led operations. Despite post‑war prosperity and growth, the period between the mid‑1960s and the mid‑1980s could possibly be described aptly as eventful and tempestuous. In hindsight, whichever way you look at it, the sale of the industry’s ‘big guns’ was a 20^th Century watershed for guitar building.

Firstly, let’s take a quick look at what actually happened immediately after the ‘golden era’ drew to a close circa 1965. The subsequent corporate merger & acquisition activity impacted directly on American musical instrument manufacturing up to the end of the 1980s. A few choice examples may help to illuminate the significant strife that befell the industry for a couple of decades (in rough chronological order)…

Rickenbacker – The only one of the major American brands that didn’t ‘sell out’ during the 1960s was Rickenbacker. They had, in some ways dodged that particular bullet, as Adolph Rickenbacker had already sold his company to music industry businessman Francis C. Hall in 1953. In retrospect, the move to transfer the undertaking and to keep it in safe hands seemed both pre‑emptive and positively prophetic. Arguably, the timing enabled Rickenbacker to capitalise on 1950s creative growth and become more resilient to what was to come. RIC (short for Rickenbacker International Corporation) has remained under the ownership of the Hall family since 1953 with John C. Hall as CEO at the time of writing.

Fender – After Rickenbacker, Fender was the first of the big names to capitulate to big business ambition. In 1965, Leo Fender sold his company to CBS (Columbia Broadcasting System) for just over $13m. The reason often given for the sale was Leo Fender’s health, although an injection of capital funding probably was also contributory. Other perspectives cite Leo Fender’s desire to pursue new ideas, which he possibly couldn’t do while running the company. CBS started making changes almost immediately and expanded capacity at Fullerton to increase supply. By agreement, Leo Fender was prohibited from setting up another music instrument company for 10 years, after which he went on to found Music Man (1974) and then G&L (1980). After 20 years under CBS control and on the brink of total collapse, division president William Schultz bought the company, forming Fender Musical Instruments Corporation (FMIC) in 1985. What followed was a period of intense restructuring, with guitar production temporarily moved to Japan for approximately two years before resuming full American manufacturing with the launch of the American Series guitars in 1987. U.S. manufacturing was moved from Fullerton to Corona, California and its headquarters were relocated to Scottsdale, Arizona. Fender was once again back on the path to success as an independent company and has remained so ever since.

Danelectro – Danelectro was originally formed by entrepreneur Nathan Daniel in 1947. Daniel built his business on the back of large scale, low cost department store and mail order demand for electric guitars, often branded as Silvertone and Airline. This enabled him to start building instruments under the Danelectro brand from 1954. By 1966, Daniel sold Danelectro to industry giant MCA (Music Corporation of America). MCA tried unsuccessfully to introduce the Coral brand and to restructure its distribution network. The outcome was that Danelectro ceased production altogether just 3 years later in 1969. The brand was resurrected by the Evets Corporation in the late 1990s and, after several faltering attempts to recapture market share, Danelectro remains in operation as a successful American company with overseas manufacturing based in China and Korea.

Gretsch – Gretsch was originally founded by Friedrich Gretsch in 1883. Two years after Fender and one year after Danelectro, Fred Gretsch sold the family business to the Baldwin Piano Company in early 1967. After many organisational troubles including relocation, factory fires, Chet Atkins withdrawing his endorsement, and misjudged model decisions, Baldwin finally ceased production of Gretsch instruments by 1981. Fred W. Gretsch acquired what little remained of the company in 1985, basically just the Gretsch name and rights ownership. After a number of abortive efforts, consistent output was eventually re‑established in Japan. Rockabilly guitarist Brian Setzer became a key endorsee for Gretsch in the 1990s and consumer interest in the brand was rekindled. Retaining family leadership, Gretsch has been under the patronage of Fender since 2002 and the famous brand is once again a significant player in the guitar industry.

Gibson – Gibson was really the last of the large American names to succumb to corporate ownership. Gibson’s parent company, Chicago Musical Instruments Ltd (CMI) followed the competition in 1969 when Gibson was taken over by a South American brewing company called ECL and then subsumed by Norlin Musical Instruments in 1974. Gibson survived cost‑cutting, relocation to Nashville and general mismanagement largely intact, although its hard‑earned reputation was severely tarnished. Gibson eventually returned to private ownership in 1986 through a consortium management buyout. Despite a major financial crisis and bankruptcy protection initiated in May 2018, there are signs of a positive future for the company.

These were just some of the big players who were able to weather the economic storms during the second half of the 1960s through the 1970s and into the 1980s. In addition to the big names, plenty of other well‑known American companies failed to survive, including:

Valco merged with Kay in 1967; a move that included familiar names such as Supro and Airline. However, the newly combined company went bust in 1968
National Dobro merged with Mosrite before the latter went bankrupt, also in 1968
Harmony lasted until 1975 before it ceased trading

Those that survived the volatility would continue to fight for survival at best. Overall, when viewed in hindsight, it proved a disastrous phase for American guitar making and collectively one that isn’t widely documented, other than in individual circumstances. The ‘golden era’ was, seemingly, definitely over.

As is often the case, the causes of American guitar manufacturing woes between the mid‑1960s and the mid‑1980s are quite complex, based on deep‑seated structural flaws. Looking at the circumstances strategically, there were probably, amongst many other contributory factors, five key issues…

Industry structure and stability – Inward investment and backing of large business should have provided a positive commercial injection to guitar companies who were either struggling with financial difficulties or were unable to grow quickly enough with existing management structures. What actually happened was that big businesses, as is their wont, were looking to cut costs and increase profit, seemingly unaware of the impact that they were having. The large companies tried to stimulate demand by experimenting and introducing new products without assessing whether what they were making was adequately meeting consumers’ needs. For small agile companies, risk taking was a vital part of the creative process, while the bigger firms focused on large scale, efficient production methods, conversely heightening the risks of failure. Remote and disconnected governing bodies tended to dictate business decisions based on balance sheets and shareholder return, rather than customer satisfaction. Arguably, though, the businesses were in dire need of ‘better’ rather than ‘different’ management both before and after takeover.
Industrial relations – Strict operational disciplines, controlled production processes and rigorously applied policies are a fundamental requirement of larger bureaucratic organisations. These management styles were generally not part of the music industry’s ‘way of doing things’ at the time. Companies needed to be managed effectively rather than efficiently and, unfortunately, the pendulum swang too far towards the latter. Business managers exhibited a flagrant disregard for the expertise and skills required to make consistent, high quality musical instruments. Production facilities were relocated, often giving long‑term highly experienced luthiers a ‘move or go’ ultimatum. In addition distribution and dealership networks were changed with little regard for what went before. Unhappy employees and belligerent trade unions led to heated industrial disputes (and worse), thereby causing significant leadership and management problems. Decades of accumulated knowledge, skills, expertise and, perhaps importantly, attitude were lost to the industry in a short space of time – something that would take years to rebuild. The outcome was that quality fell, exacerbating existing deficiencies elsewhere in the industry.
Industry culture – New corporate owners did not fully appreciate or take the time to understand why the guitar industry worked as it did, resulting in fundamental mistakes internally and externally. The latter disenfranchised those involved in the supply chain from distributors to dealers and, ultimately, impacting on paying customers. Crucially, working musicians’ requirements were not being met and, with that dissatisfaction, brand loyalty diminished as professional guitarists looked elsewhere for alternatives. In addition, musical tastes were rapidly changing and short‑lived fads required nimble organisations that knew how to adapt to changes quickly and appropriately. Smaller companies that were better‑tuned into what was going on could flex more easily. The larger corporations, however, were unable to spot change and respond, leading to mismatches and time lags between demand and supply. Many commentators suggest that it was because musicians weren’t running the show. However, guitarists don’t necessarily make good business people (or vice versa!), which might have contributed to the difficulties. Significantly, two of the most influential guitar innovators – Leo Fender and Ted McCarty – didn’t play the guitar at all. Nevertheless, they were effective leaders because they ensured that professional artists were closely involved with business decisions. Importantly, the time when musicians were listened to and relationships were actively cultivated had fallen by the wayside.
Supply problems – Availability of consistent materials, particularly the all‑important tone woods, created challenges for large‑scale American production. Variable density and therefore weight of some imported tone woods meant that it was difficult to manufacture to dependable standards. Depending on the combination of materials, the shortage of quality inputs affected builders to different degrees. Around the same time, sustainability and environmental factors were becoming an issue, leading to further supply issues. Manufacturers started looking to alternative materials including metal (e.g. Kramer, Travis Bean), plastics (e.g. Ampeg/Dan Armstrong) and composites (e.g. Gibson) that were intended to improve consistency and streamline manufacturing processes. Other moves included building guitars not from single pieces of difficult to acquire, expensive wood but from cheaper, smaller, more available cuts. Consumers saw such actions as negative and symptomatic of other perceived underlying problems. Unfortunately for the manufacturers, customers were not impressed by ‘good intentions’ and the changes were seen as cost‑cutting measures taken a step too far. Many consumers saw through superficial claims and resented the big companies for making what they felt were false marketing claims.
Far Eastern competition – Enterprising Japanese companies, revitalised by post‑WWII recovery and able to observe from outside, spotted that American labour and manufacturing costs were contributing to a combination of poor quality and high prices – an equation that would present opportunities to penetrate a previously U.S.‑dominated market. Companies such as Ibanez and Yamaha did two crucial things. The first was to use their structural advantages to make high quality instruments at lower cost, and to produce them in large enough numbers to compete with American products on their own ground. The second thing they did was to brazenly copy iconic American designs, presenting consumers with recognisable products built to (generally but not always) higher standards and sold more cheaply than the American ‘classics’. There is more on the Japanese competitive assault on American guitar makers below. They also used rapidly changing music trends to create openings for entirely new products, including their own designs, thereby beginning to build a strong and more ethical reputation of their own. When the inevitable backlash came (see below), the marketplace had already changed fundamentally.

Lawsuit Guitars and Trademark Protection

During the post‑1965 period, sales of major American brand guitars was in decline and the home industry was in disarray. This provides a broad background against which American companies had to contend. Generally speaking, the way in which the industry and marketplace was organised was not favourable for the likes of Fender, Gibson, Gretsch, Rickenbacker and many others.

The takeovers and general (mis-)management of American firms left the U.S. industry weakened and susceptible to aggressive business manoeuvres. American labour, tooling and material costs didn’t fall, so prices for finished instruments generally remained high for guitars that were increasingly poorly made. It is relatively easy to understand why the 20‑year period between approximately 1965 and 1985 was crucial to reshaping the global guitar making industry.

One particular Japanese guitar maker, Hoshino Gakki Gen, saw an ideal opportunity to enter the fragile American market. Cleverly, Hoshino recognised the potential animosity towards Japanese‑sounding products after WWII and adopted the Ibanez moniker. Incidentally, the Ibanez name was derived from Spanish guitar maker Salvador Ibáñez, who made classical guitars and sold them to Japan from the 1920s. When Ibáñez, failed during the Spanish Civil War (La Guerra 1936-1939), Hoshino acquired the rights to use the name, dropping the accents in the process. Hoshino’s next step was to take over an American company, Elger, which had already been importing Japanese guitars into the U.S. This move gave them ready access to the American territory, initially as Hoshino USA and then Ibanez USA. From 1970, Ibanez began systematically targeting and imitating popular American guitar models, particularly from Gibson, Fender, and Rickenbacker.

Initially, Fender and Gibson chose not to challenge these foreign copies unless they were identical to the originals, i.e. deliberate forgeries. Perhaps they didn’t see the early copies arriving in relatively small numbers as a significant threat and therefore not worth the lengthy and expensive battles through the American court system with no guarantee of success. Perhaps naively, they may have seen the copies as providing entry‑level experience that would lead consumers to trade up and purchase the ‘real thing’. Nobody really knows for sure. However, by taking their eye off the proverbial ball, the already struggling American brands were storing up a hornet’s nest of latent problems.

The relatively cheaply made Japanese copies often used bolt‑on necks, cheap materials and inferior hardware. Having said that, they were often reasonably well made for what they cost the consumer. The slavish copies appealed to many novice guitarists wishing to have guitars that, at least visually, looked like the more expensive American counterparts without the accompanying high price tags. Notably, and perhaps pertinently, Fender’s own low cost ‘student’ guitar lines (the Mustang ‘family’) and Gibson’s budget models (the Melody Maker) didn’t resemble their upmarket pro‑level instruments, further exacerbating the weaknesses in the eyes of customers.

The Japanese picture at the time is typically complex and confusing, particularly when trying to differentiate the production companies from the brands they made and the importers they used. Some of the companies such as Tokai, Greco, Yamaha and Suzuki followed Ibanez’s lead and jumped on the cloning bandwagon, making relatively faithful copies of American guitars.

The huge Kawai Teisco company was a mass producer that made guitars under many names, including Apollo, Domino, Kent, Randall, Sterling, Victoria and Winston. One brand, Antoria was actually a German company (Framus) that imported Japanese Guyatone (Suzuki) guitars that included replica Stratocaster copies. Others, such as British firm CSL (Charles Summerfield Limited) originally rebranded imported Ibanez guitars. Columbus was another brand that simply imported Japanese‑made guitars under its own name. Hondo was an American company that imported Japanese copies, giving them some home‑grown legitimacy. The Spanish‑sounding Fernandes, on the other hand, was a wholly owned Japanese company that also used the name Burny. Many companies made guitars for other companies, so the picture is further obscured. There were many, many Japanese manufacturers that were largely unknown outside the country but were indirectly contributory to the assault on America and Europe in the 1960s and 1970s, including Fujigen Gakki, the aforementioned Hoshino Gakki Gen (who also used the Tama brand), Matsumoku, Moridara and Tombo.

So… just what were all these Japanese companies actually targeting? In particular, Gibson’s Les Paul and SG models, as well as Fender’s Telecaster and Stratocaster came in for ubiquitous copying. Popular Martin, Guild and Gibson acoustics also came in for replication, as they were the world’s most recognisable acoustic instruments at the time. Acoustic copies including names like Takamine, Morris, Pro Martin and Ventura. Even the fonts used for headstock logos often mimicked the original American brand styles.

As volumes increased, the wave of imports understandably caused problems for the original manufacturers and it was only a matter of time before there was a defensive response. That reaction was based largely on Gibson’s famous Les Paul and particularly the outline shape of the headstock.

In June 1977, Gibson’s owners at the time, Norlin, filed a legal case against Ibanez/Hoshino for copying the Gibson ‘open book’ headstock outline. The case was settled out of court by February 1978, by which time Ibanez had already changed their headstock shape. However, since 1974, Ibanez had been astute enough to foresee the complication and had been developing and improving its own unique Artist guitar designs, thereby circumventing any further rights issues. From 1978, once the lawsuit was behind them, Ibanez focused purely on its own designs.

Despite appearances, there was, in fact, only one landmark lawsuit at the time and it only related to the design of the headstock on Gibson guitars. Presumably, other American manufacturers were watching and waiting for the outcome of the Gibson case. Not looking for potentially damaging confrontation in the courts, other Japanese companies sought to avoid the wrath of the American companies and changed their designs just enough so as not to fall foul of further litigation.

Ironically, some of the Japanese ‘lawsuit’ guitars have since become collectable in their own right. Although many copies that claim to be subject to the lawsuit aren’t, they are just guitars made during the ‘lawsuit era’ of the late 1970s. Generally speaking, Japanese guitar making – having made its mark for better or worse – went on to plough their own furrow in the multinational market, establishing a successful business model on which they could build.

The imitation game hasn’t gone away completely though. Many ‘knock off’ guitars in the 21^st Century are emanating from China, where there is little effective means of legal challenge. While some of the guitars originating from China replicate American designs and are produced in large volumes, some of the fakes are appearing in small quantities as very convincing forgeries of rare and valuable vintage instruments.

Also, somewhat ironically, the big American brands struck back by strategically shifting manufacture of lower cost instruments off‑shore. Fender made guitars in Japan from 1982, only later changing the name to Squier to differentiate them from the American originals. Similarly, Gibson started Far Eastern manufacture of Epiphone guitars in Japan in the early 1970s, then in Korea from 1983, before relocating production again in 2003 to a dedicated Epiphone factory in Qingdao, China.

In 1984, PRS guitars was established by luthier Paul Reed Smith and has since become one of America’s major guitar manufacturers. To cater for all price points, PRS also introduced Korean production facilities for its SE‑branded guitars in 2003. While on the subject of lawsuits, after PRS had released the PRS Singlecut in 2001, Gibson filed a trademark infringement claim against PRS for allegedly copying the Les Paul design. Gibson’s lawsuit failed at appeal and PRS resumed production of the Singlecut, albeit slightly altered, from September 2005.

Fender now actively defends its trademarks, which exist in perpetuity, unlike patents that have a limited duration. To illustrate the issues, Fender’s defence of its trademark headstock design reads as follows, “The headstock is the key source-identifying feature of the modern electric guitar. In particular, the shape of the headstock (which, in the types of guitars at issue here, is part of a single piece of wood that also includes the guitar neck) is nonfunctional and primarily serves to identify the brand and model of the guitar. Fender owns trademark rights and federal registrations for the shapes of its headstock designs. These marks are instantly recognizable to generations of musicians and music fans as indicators of the source of Fender’s products and of the immense history and goodwill associated with Fender.”

Furthermore, Fender lost a 2009 application to trademark its guitar designs retrospectively. Opponents stated that consumers had had decades of unopposed exposure to those shapes from a wide variety of other guitar makers. This particular ruling opened the door to many look‑alike guitars, bar the familiar and distinctive headstock shapes.

Rickenbacker, unlike many of its counterparts, trademarks its important designs and vigorously protects them through the courts, hence why there are generally fewer Rickenbacker copies on the market compared to Fender and Gibson clones.

The whole issue of who owns what and how owners’ rights can be protected in a global market rife with replicas is a hugely complex issue and the nuanced legal debates are not for this story, so it is time to close this particular case and move on.

The Fallout and Time for Objective Re-assessment?

The Gibson law suit was, however, a wakeup call for American guitar building, as it proved beyond doubt that they were vulnerable to competition. While it may seem a relatively small isolated incident, it was contributory to the way in which guitar making, distribution and sales had to change. It was time for a shake‑out. By getting back to the basics, the rebuilding of American production that took place from the mid‑1980s resulted in vastly improved fortunes, even though it would take years for several companies to return to prosperity. Gibson and Fender were back in private ownership, Rickenbacker had sustained its business and, although Danelectro and Gretsch would find success, it took some time to regenerate historic popularity.

Despite what naysayers, respected journalists and wealthy vintage guitar collectors will delight in telling anyone who will listen, not all guitars built between 1965 and 1987 (when Fender introduced the landmark American Standards) are bad. Yes, there are many examples of poor quality instruments produced during those ‘dark ages’ but, let’s be honest, that has always been the case. Just look at some of the cheap and nasty instruments from the 1950s and early 1960s produced during the ‘golden era’.

Being a bit provocative and controversial, it is the author’s considered belief that there were many very good instruments built in the 1970s but these tend to be overlooked and caught up in the sweeping generalisation that ALL instruments from that period are sub‑standard. Some unique and interesting models only appeared during the 1970s and 1980s as part of the drive for experimentation. Some of these experiments were often made for relatively brief periods before they disappeared again. As a result, many of these rare examples are highly likely to be of interest to collectors in the future. As vintage prices of 1950s and 1960s guitars are rapidly increasing beyond many enthusiasts’ ability to purchase them, 1970s and 1980s guitars are also creeping up in value and are likely to become the ‘next big thing’ in the vintage marketplace. When they do eventually become desirable, which they will, that critical labelling of ‘poor quality’ is likely to be conveniently forgotten as the wheat is separated from the chaff.

Generally speaking, with the introduction of automated and computer controlled construction technologies, instruments from c.1990 onwards are generally consistently well‑made. This means that poor quality instruments are fewer and further between. Value‑for‑money since the 1990s has never been better with some very good guitars available at relatively low prices compared to the past. Broadly categorising the ensuing years between, say, 1990 and 2000 as a period of rejuvenation, resurgence and consolidation in the face of significant and multifarious challenges including economic downturn. The dawn of the new millennium saw further change including diversification, growth and a degree of reconfiguration. The reality, perhaps obviously, isn’t simply a case of general classification though, so such broad descriptions may best be regarded as a bit of artistic licence on the author’s part.

It may seem strange but it was often the inherent manufacturing variations and inconsistencies that have led to the handmade ‘golden era’ guitars becoming so desirable in the first place. As the idiosyncratic traits of the past have been ironed out, consumers have had ready access to consistent, reliable and higher quality guitars at virtually all price points. However, the increase in standardisation means that many modern mass‑produced guitars are often described as ‘generic’, samey and bland. It is also that lack of variation that has led to the boom in boutique, custom and modded guitars in the 21^st Century.

Only time will really tell whether some of these maligned 1970s guitars will be re‑evaluated and achieve better recognition. Good examples will undoubtedly become increasingly sought after and collectable.

Recovery and Rejuvenation

Musical tastes continued to change and the 1980s and 1990s were no different. One trend was a move away from guitar music to highly produced electronic keyboard music. Japanese giant Roland (owner of BOSS effect pedals) tried to popularise the guitar synthesizers on the back of the electronica trend, as did consumer electronics company Casio who were more famous for calculators rather than guitars.

Another trend in musical taste was the explosion in popularity of glam, hard and ‘shred’ rock. Ironically, it was companies like Ibanez, once the scourge of copy guitars, which was ideally placed to cater for the trend with some cleverly designed genre‑appropriate instruments, such as their Destroyer, Iceman and Jem guitars.

Ibanez had cleverly repositioned themselves and continued to do so in order to sustain competitive advantage. In another canny move, Ibanez courted the new breed of virtuoso instrumental rock musicians, which proved successful. American guitarists such as Steve Vai and Joe Satriani were regularly seen using and advertising the Ibanez brand. Other Japanese companies followed suit, such as Yamaha and ESP/LTD. American brands such as Dean, Jackson and BC Rich also exploited the growing market for pointy rock alternatives to the old‑hat rock shapes such as Gibson’s Explorer and Flying V. Times had moved on and the traditional industry stalwarts were once again looking tired, on the back foot and at a strategic disadvantage.

By the time that some sort of equilibrium was restored from the late 1990s, the music and guitar landscape was very different from the end of the ‘golden era’. There was room for big music companies to grow, such as Peavey and Ernie Ball, the latter having bought out Leo Fender’s Music Man in 1984. The ‘big four’ brands were still there – Fender, Gibson, Rickenbacker and Gretsch, who continued to expand their ranges into high‑value custom shop as well as low‑priced models. In addition, once the barriers to entry were lowered, there were many small, opportunistic companies that sought to grow market share on their own terms, such as PRS. There was also a whole thriving boutique sub‑industry that focused heavily on producing custom instruments built to individual guitarists’ requirements; a healthy trend that continues to flourish well into the 21^st Century.

The 2000s saw a reversal of fortunes with synth‑based dance and pop music becoming clichéd and well‑worn. This change of fortune facilitated a major resurgence in guitar music across a whole range of musical genres but specifically the burgeoning indie/alternative music scene. Indie music also triggered a renewed interest in retro‑styled instruments often evoking quirky designs from the past. This revitalisation enabled many gone but not forgotten guitars to experience a new lease of life. In addition, metal, progressive/contemporary, alt‑country and blues/rock genres have also seen rejuvenation and/or revivals, together with relevant instruments to suit. Even the likes of Fender, Gibson, Gretsch, Danelectro and Rickenbacker have benefitted through reissues of previously defunct models. All in all, many guitar‑based musical styles continue to flourish and guitar sales benefit from the 21^st Century appetite for diversity.

Interestingly, in the 2000s and 2010s, with the renewed interest in both retro and vintage designs, many of the old American brand names that went out of business in the 1960s have since re‑emerged, including Supro, Valco, Airline, Harmony and Kay.

The global recession that started in 2008 has been the longest and deepest since the 1930s severely dampened demand for discretionary purchases such as musical instruments. However, the desire to own and play the world’s favourite instrument endures, despite regular proclamations of the ‘death of guitar music’.

Music Trades data shows that total guitar sales in America, either by number or value, have shown a general increasing trend per year since 2009:
Year    Number Value
2009    1.65m $924m
2010    1.74m $922m
2011    1.94m $921m
2012    2.34m $903m
2013    2.34m $821m
2014    2.50m $839m
2015    2.49m $935m
2016    2.47m $1,001m
2017    2.63m $1,070m

In comparison, the number of electric guitar sales in America has remained largely steady since the start of the recession. Where these figures will go in the future and whether sales will regain pre-crash levels anytime soon is a betting man’s game. The market is, judging by these indicators, likely to stay challenging for some time to come.

One very positive trend is that research by Fender in 2018 shows that 50% of new guitarists in the U.S. and the UK are females, suggesting that equality is finally making progress in the music industry.

Modern‑day guitarists have learned to become fickle and much more discerning. No longer could a few privileged brands expect musicians to be loyal or for their products to be accepted as the default ‘go‑to’ solution. While slower to adapt, the American ‘big four’ fought back and, although often constrained by their past, were forced to innovate and compete or die. Not all of those experiments have been successful but the point is that they are trying to adjust to the inevitability of the brave new world.

Looking at the bigger picture, the diverse structure of the guitar industry is healthy for both producers and consumers. While things will change again, the fragmented nature of the marketplace in the 2010s means that risks of major step change are reduced. For the long‑established brands, the asset value of the ‘classics’ is now cemented and, to some extent, can once again be relied upon in terms of quality and value. The reliance on industry standards also creates a problem for the likes of Fender, Gibson, Gretsch and Rickenbacker, as it inhibits what they can do in a way that consumers will accept, witness Gibson’s failed attempt to move into consumer and lifestyle electronics.

Ultimately, nothing is set in stone and there is very little that can be considered genuinely ‘new’. The only certainty is that change will be continuous and necessarily incremental. Digital music technology will continue to be both a threat to, and an opportunity for, manufacturers. The hybridisation of analogue instruments and digital technologies is still in its infancy and only time will tell, which companies will respond positively and which will fail to adapt and fall by the wayside (again).

That brings us pretty much up to the current day, at the time of writing (2018). As English punk rock pioneer Joe Strummer of The Clash once said, “The future is unwritten” and how true that is. We are nearing the end point of the guitar’s long story… except that the story will continue in perpetuity. All that is really left to do is to describe the current position (again at the time of writing) and to speculate, somewhat idly, about what that unwritten future may hold.

End of Part VII

Here we are at the end of yet another episode in the guitar’s extended tale. We are pretty much up‑to‑date and therefore almost at the end of the journey, with (I think) just one more article to go. I hope that you’ll join me, hopefully next month for the conclusion… as far as there can be one.

I am now beginning to deliberate about a companion series of articles for next year (2019). Before that happens, I need a rest from this massively resource intensive exercise. I can’t yet reveal what that new series is, as I am thinking about things I haven’t thought of yet (if you get my drift). I will have to consider how it might be done in a way that I haven’t seen elsewhere up to now – I need to bring something new to the subject matter, otherwise it is just regurgitating what others have already done. Watch this space… In the meantime, I have to start planning what I’m going to fixate upon for the remainder of this year.

Right now though, it’s time to stop writing about guitars and to start playing one of the darned things, so I’m off to plink my plank! Until next time…

CRAVE Guitars ‘Quote of the Month’: “Whatever was pre-modernism like?”

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31 Aug 2018

August 2018 – A Potted History of the Guitar Part VI

by Tony Drew | posted in: History, Introduction, Observations | 0

Hello again, guitar history fans and welcome to August 2018’s article in the series on the history of the guitar. There is no point in beating about the bush, it’s time to dive right back in where we left off last month with the birth, and now – to extend the analogy – the growth of the electric guitar from early years to adolescent hood.

If you wish to recap on previous articles before starting here, the ‘Potted History of the Guitar’ series, can be accessed here (each part opens in a new browser tab):

The Modern Solid Body Electric Guitar

This part of the guitar’s story covers the period of fundamental and rapid innovation as well as pragmatic entrepreneurialism that starts around the late 1940s and early 1950s, a period of intense creativity that would come to define the modern electric guitar. Once the essential foundations were laid by Rickenbacker, Gibson and a few others, the popularity of the guitar was about to explode.

Since the time of the guitar ‘big bang’, instruments would continue to be improved and refined; an incremental process that continues unabated up to the current day. However, nothing like the level of creativity that heralded the ‘dawn’ of the electric guitar era. It was the start of a so‑called ‘golden era’ that would last about 15 years.

While acoustic guitars continued to develop after the 1930s, they were just about as loud as they were going to get without some form of amplification. Electric archtop and early solid body electric guitars had started the ball rolling during the first half of the 1930s and guitarists were buying into the increasing trend for electric guitars of one sort or another.

While not alone in influencing guitar development, today’s ‘big two’ companies – Fender and Gibson – have between them, been responsible for, or at last instrumental (sic!) in, many of the major innovations and landmark electric guitars since the 1950s. Therefore, the focus here is predominantly, but not exclusively, on the contribution from these two major manufacturers. Much credit though is due to the vast number of other guitar builders – way too many to mention them all by name – that have played their part in developing the musical landscape over the decades, and which we enjoy today. Without their competition to keep the ‘big two’ on their toes, the quality and price equation might have gone too far in opposite directions. Thankfully, there is no monopoly in the guitar market – far from it in fact – and that fact, as it turns out, is a very good thing for musicians all over the world.

However, before the story moves on to Fender and then Gibson, we need to take a short diversion before getting back on track…

Bigsby Guitars

No history of the formation of the electric guitar would be complete without some mention of Paul Adelburt Bigsby (1899-1968). P.A. Bigsby was a motorcycle racer, inventor, designer and builder based in California. Bigsby has often been quoted as saying confidently, “I can build anything”.

Historically, Bigsby might be better known for his iconic Bigsby vibrato systems. Less well known is that Bigsby was also responsible for pioneering solid body electric guitars as well as for revolutionising pedal steel guitars.

Bigsby collaborated with lap steel guitarist Earl ‘Joaquin’ Murphey (1923-1999) of Spade Cooley’s orchestra in the 1940s. Murphey helped to persuade Bigsby to start making guitars in the first place, in around 1946/1947. Bigsby built Murphey several steel guitars by 1947, with two or three necks. Murphey’s successor in Cooley’s band, another steel guitarist called Speedy West (1924-2003), not wishing to be outdone, also commissioned Bigsby to build him a custom pedal steel guitar in 1948.

Around the same time, successful country and western artist and good friend, Merle Travis (1917-1983) asked Bigsby to fix a wayward vibrato on his Gibson L-10 guitar. Bigsby subsequently went on to build a complete solid body electric guitar for Travis, based on a sketch Travis had made. Travis’s Bigsby guitar attracted a lot of attention and other artists queued up for Bigsby to make further custom guitars, including for acclaimed session guitarist with the ‘Nashville A-Team’, Grady Martin (1921‑2001).

Bigsby’s guitar designs not only seem familiar, but also seem well ahead of their time for 1948, especially when compared to anything else on the market. The Bigsby Merle Travis guitar has a single cutaway body not dissimilar to Gibson’s Les Paul models and a neck/headstock outline that bears a notable resemblance to Fender’s Stratocaster. Bigsby’s design predated both the Les Paul (1952) and the Stratocaster (1954) by several years. Many have contended that Gibson and Fender plagiarised, rather than simply being influenced by, Bigsby’s original designs. Hindsight provides the opportunity to speculate but the truth is shrouded in idle debate and misinformation.

Partly because he wanted to make most of the parts himself, Bigsby only produced a very small number of finished custom‑built instruments up until 1956, where after he concentrated on the vibrato business. However, as his guitars never entered full production, his legacy consists of a few unique examples of his craftsmanship. Unfortunately, Bigsby kept no records of his creations. The company he founded undertook extensive research and can document 47 steel guitars and only 6 standard guitars, along with a few other custom instruments surviving to the current day. Others may yet come to light at some point to be authenticated.

Bigsby’s name is now synonymous with his ubiquitous vibrato tailpieces, which have adorned countless guitars since the 1950s. Bigsby sensibly filed a patent for his ‘tailpiece vibrato’ in November 1952, which was granted by the U.S. Patent Office in March 1953. The rest, as ‘they’ say, is history.

When his health started to fail, Bigsby sold his company to retired Gibson president Ted McCarty in 1966. Paul Bigsby died 2 years later in 1968 at the age of 68. Subsequently, Gretsch bought the Bigsby enterprise from McCarty in 1999. Bigsby Guitars is now making limited edition guitars under the patronage of Gretsch.

Many of those aware of Bigsby’s pioneering work feel that he should be given greater credit for his contribution to guitar history. One might only wonder at the course of modern guitar history had Bigsby capitalised on his creative designs. Bigsby may have been first in a lot of areas but it was other companies that catered for the market and it is the commercial success brought about by mass production which is where the story then continues.

Fender Solid Body Electric Guitars

Clarence Leonidas ‘Leo’ Fender (1909-1991) was an electrical engineer by trade. He started out in business as Fender Radio Service in 1938, repairing radios, phonographs and valve amplifiers. Recognising the growing demand for his skills from the music industry, Fender looked to use his growing expertise in that area. Along with business partner and former Rickenbacker employee Clayton ‘Doc’ Kauffman, Fender co‑founded the short‑lived K&F Manufacturing Corp in 1945. K&F’s intention was to manufacture musical instruments and amplifiers, including lap steel guitars that were particularly popular at the time.

By 1946, Fender had parted ways with Kauffman and established the Fender Electric Instrument Manufacturing Company, based in Fullerton, California. The company, known to most simply as Fender, has become one of the pre‑eminent and most widely recognised manufacturers of electric guitars, basses and amplifiers in the world. Historically, Fender is particularly important because of its ground breaking role in making electric instruments and amps accessible to mass markets eager for the new‑fangled technology in the 1950s.

Leo Fender’s vision had less to do with building small numbers of bespoke instruments and more to do with commercial large‑scale manufacture of instruments using tried and tested production methods. Fender wanted the electric guitar to be straightforward to manufacture as well as easy to service and maintain. Leo Fender asked George William Fullerton (1923-2009) to join the company in 1948. Fullerton’s appointment was important, as he would become a long‑term business associate not only at Fender but also in subsequent post‑Fender enterprises, including Music Man and G&L (an acronym standing for George & Leo).

Even though Fender had introduced amplifiers in 1947, Fender’s business began focusing on guitar designs and in c.1949 the company started making prototypes of what would eventually become the iconic Telecaster. The early prototypes used a body largely designed by George Fullerton. The first prototype exhibited a 3‑a‑side lap steel‑style headstock, while the second attempt looked more Fender‑like. Both prototype headstock designs bore a similarity to those seen on Bigsby’s guitars.

Fender offered the first mass-produced Spanish-style solid-body electric guitar to the public in 1950. The initial few guitars were single pickup models called the Esquire, although confusingly, a small number of Esquires were also ordered with two pickups.

The production dual pickup model was originally named the Broadcaster until Gretsch objected to the use of the name, as they had produced drums using the Broadkaster name since the 1920s. Fender complied and for a short period between February and August of 1951, the guitar appeared with no name on the headstock, leading to the popular nickname ‘Nocaster’ to describe its curious temporary anonymity.

Fender filed a patent for the Telecaster design in April 1951, which was awarded quite quickly by the U.S. Patent Office in August 1951. The familiar twin pickup single cutaway guitar, now formally named the Telecaster was made available to the public from mid‑1951 and has, remarkably, remained in continuous production ever since.

Although instantly recognisable nowadays, the Telecaster was unlike anything that had come before. The way they were put together was revolutionary; using a modular construction comprising a single cutaway slab body of solid ash wood and a removable maple neck secured by four screws on the back of the body. The simple and sturdy design proved not only resilient but also efficient and relatively cheap to manufacture using established assembly line techniques of the time.

While there have been many variants of the Telecaster over the years, including the Custom, Deluxe, Thinline and Elite, the original fundamental design elements have remained largely unchanged over many decades.

Not content with the success of the Telecaster, Fender and this team went on to design and market the enormously popular Stratocaster in 1954. Unlike the Telecaster, the Stratocaster employed a futuristic double cutaway ash body with deep rib and forearm contours for player comfort, 3 single coil pickups and a clever floating vibrato system. Fender retained the bolt‑on maple neck, albeit with a shapelier headstock than the Telecaster and eerily reminiscent of Bigsby’s earlier design. Fender filed a patent application for the Stratocaster’s ‘tremolo’ (a misnomer – it is actually a vibrato) design in August 1954, which was subsequently awarded in April 1956. The Stratocaster, like the Telecaster before it, became phenomenally successful with consumers and has been in continuous production since its launch.

Just as revolutionary for bass players, Fender also pioneered the commercially successful electric solid-body bass guitar. The Precision bass first appeared shortly after the Telecaster in 1952 and before the Stratocaster. Before the Precision, bass players had to contend with cumbersome acoustic, hollow body, fretless upright basses. The Precision was an ergonomic godsend, especially for travelling musicians. Like a guitar, the Precision featured a fretted neck making the instrument much more accessible to neophytes wanting to jump on the bandwagon of popular electric guitar music in the 1950s and 1960s. The 34”‑scale fretted neck gave practical credence to the new bass’s name – Precision. Fender filed a patent for the bass guitar in November 1952, which was awarded in March 1953.

Initially, the Precision took many design cues from the Telecaster before updates in 1954 and 1957 gave it the now‑familiar characteristics more akin to the Stratocaster. Not resting on their laurels, Fender followed up the hugely successful Precision with the twin‑pickup offset Jazz bass in 1960.

These four models – Telecaster, Stratocaster, Precision and Jazz – represented the enduring ‘core’ models around which Fender experimented with other designs. It is very unusual in industrial design history to ‘get it right’ first time and then for those products to remain relevant for over six decades (… so far, and counting). However, Fender seemed to have achieved just that. Fender, however, not content to stand still, kept innovating.

In the late 1950s and early 1960s, Fender also introduced two luxury contoured offset‑waist body models; the 25½”‑scale Jazzmaster in 1958 and the shorter 24”‑scale Jaguar in 1962. Both models used entirely new single coil pickups and both had separate, complex ‘rhythm’ and ‘lead’ circuits. The controls were not intuitive, which put off some players. The high‑price of the Jazzmaster and Jaguar may also have deterred customers and both models failed to attract the intended target audience – traditional jazz guitarists wedded to the competition’s archtop designs. However, both the Jazzmaster and Jaguar gained a significant boost from an unexpected source. Popular west coasts surf musicians including The Beach Boys and The Ventures adopted the new offsets and gave them some legitimacy. Ultimately though, poor sales led to Fender discontinuing the Jaguar in 1975 and the Jazzmaster in 1980. Wisely, Fender has subsequently successfully reissued both models for newer generations to discover.

One of the key success factors for Fender was the introduction of custom colour options in addition to the limited standard blonde and sunburst finishes. Custom colours were based on popular automobile paints made by DuPont during the American car craze of the 1950s. Customers could custom order new guitars from a range of exciting colour finishes for an additional 5% upcharge. Fender was also open to accepting standard colour guitars for factory refinishing in the custom colours. Popular names for the custom colours included Olympic White, Lake Placid Blue, Daphne Blue, Sonic Blue, Shoreline Gold, Burgundy Mist, Sherwood Green, Surf Green, Foam Green, Fiesta Red, Dakota Red, Candy Apple Red, and Shell Pink. Early models with genuine custom colours are relatively rare and have since become highly desirable with vintage guitar collectors; some guitars fetching a hefty premium on the vintage market compared to the standard colours. Many of those original custom colours phased out by 1969 to 1972 have now become very popular again as standard colours in the 21^st Century.

Strategically, Fender tried to cover all bases by also introducing a range of short-scale (initially 22½” and then 24”) ‘student’ models including the Musicmaster (1956), Duo‑Sonic (1964), Mustang (1964) and Bronco (1967). To differentiate the ‘student’ instruments from the pro‑level models, Fender designed hardware and finishes that was unique to these models. The Musicmaster and Bronco had single pickups, while the Duo‑Sonic and Mustang had two pickups. The Mustang and Bronco also featured bespoke vibrato systems while the Musicmaster and Duo‑Sonic had fixed bridges. While these budget models have found a strong following by those in the know, they have had chequered histories, all having been discontinued and reissued over the years. Seen as peripheral to the ‘core’ classics, the high volume low cost guitars undeservedly attract a lower profile and lower resale values on the vintage collector market despite being made at the same factory, by the same staff, using the same materials and tools.

In the minds of most guitarists, Fender was a solid‑body guitar maker. After the failure of the Jazzmaster and Jaguar to persuade traditionalists to change brand, Fender attempted to compete with Gibson’s popular ES range of semi‑acoustic guitars. Fender introduced the fully hollow‑body Coronado in 1966, designed by German luthier and Rickenbacker guitar designer Roger Rossmeisl. The Coronado retained Fender’s ‘bolt‑on’ maple necks with six‑a‑side headstocks, although the pickups used were unusually DeArmond single coil models. Unfortunately for Fender, the ill‑fated Coronado proved a commercial failure and was discontinued in 1972. After a short‑lived venture into archtop jazz guitars with the rare Montego and LTD models between 1968 and 1972, Fender tried again in1976 with the introduction of the upmarket semi‑hollow humbucker‑equipped Starcaster. Like the valiant attempts before it, the Starcaster met with the same consumer resistance and proved equally unsuccessful, resulting in it being summarily discontinued in 1982. Notably, both the Coronado and Starcaster models were reissued by Fender in 2013 and continue in production today.

There have been many other Fender solid body electric guitars over the years including the Bass V & VI, the Electric XII, Bullet and Lead amongst numerous others. In addition, there were many variations on a theme, for instance the Coronado came in Antigua, Wildwood, XII and bass versions. Similarly, the Musicmaster and Mustang also had short‑scale bass models. Other examples include parts‑bin oddities like the Swinger and Maverick. Many later experiments were undertaken by the Japanese arm of Fender without any risk to the company’s ‘Made in USA’ standing. Japanese‑only models include the Performer, Katana and the Gibson‑like set neck Flame. Many of these low volume under‑the‑radar guitar models are often described as ‘forgotten Fenders’.

As covered in Part IV of the story, Fender has also sustained a very successful line of guitar and bass amplifiers dating from the late 1940s right through to the current day, including landmark valve amps such as the Princeton, Champ, Bassman and the mighty Twin Reverb (among many others). Like Marshall and Vox from the UK, Fender amps have become synonymous with modern electric guitar music.

The successful honeymoon period for Fender was, however, not destined to last forever. In early 1965, Leo Fender sold his company to the Columbia Broadcasting System (CBS), reportedly for $13m. Despite investment and efforts to diversify the product lines, manufacturing quality varied considerably due to poor management and cost cutting, particularly during the 1970s. Industry reputation and credibility waned and Fender sales suffered significantly, especially in the face of aggressive competition from Japan. One of the strategies adopted by Japanese companies at the time was, despite the existence of U.S. patents, to flagrantly copy American guitar designs. Japanese companies produced large numbers of guitars built to high standards and sold at low prices. This shameless targeting of American products placed an already struggling Fender under considerable pressure. By 1981, Fender had brought in Dan Smith from Yamaha as Marketing Director to oversee selective guitar redesigns and, along with Fender luthier (and founder of the Fender Custom Shop) John Page, to breathe new life into Fender’s fortunes.

After making considerable improvements across the business, 20 years after being sold to CBS, a management buyout was initiated by CEO William Schultz (1926‑2006). In retrospect, Schultz is now widely regarded as ‘the man who saved Fender’. Fender Electric Instrument Manufacturing Company was acquired from CBS by its own employees in 1985 and the newly privatised company was renamed Fender Musical Instruments Corporation (FMIC). The sale did not, however, include the existing Fullerton factory, so Fender was forced to construct a new plant at Corona, California which started limited manufacturing in late 1985.

After two years of restructuring the business, the post‑CBS Fender American Standard Stratocaster was introduced in 1987. While superficially similar to previous models, the American Standard was a significant model that signified the company’s return to form and commercial prosperity. In the same year (1987), Fender set up their in‑house Custom Shop (nicknamed ‘The Dream Factory’), based at their Corona facility in California. The aim of the Custom Shop was to showcase just what Fender’s master luthiers were capable of building.

Fender’s headquarters are now based in Scottsdale, Arizona, with North American manufacturing facilities in Corona, California, and Ensenada in Mexico. Off-shore production of budget Squier guitars and basses is based in Korea and Japan. Fender has continued to innovate, introducing ‘custom shop’, ‘vintage reissue’ and ‘relic’ instruments and a range of electronics to a market hungry to recapture the ‘golden years’ of pre‑CBS Fender instruments and amps.

We have become so familiar with the Fender Telecaster, Stratocaster and Precision, that we sometimes forget just how revolutionary these designs actually were back in the 1950s and what they, perhaps unwittingly, came to represent. Looking a little more broadly helps to put things into context. Loud and brash electric guitars undoubtedly helped to define the musical uprising brought about by the advent of rock ‘n’ roll. At the same time, a western social and cultural transformation was taking place in the wake of post‑WWII austerity and despite prevailing conservative Cold War political paranoia. Affluent and often puritanical middle class values allied to consumers’ relentless drive to satisfy materialistic aspiration were fuelled by media, film and television. Opposing the status quo was a growing urban resentment, an angry youthful rebellion boosted by emerging anti‑conformist liberalism and radical demands for greater personal freedoms. Fundamental change was, arguably, inevitable. The turmoil created in the 1950s began to reshape the fabric of society in both the U.S. and the UK and this, in turn, propelled musical experimentation and creativity at a pace never seen before. Fender’s electric guitars not only enabled that particular wave to be ridden with verve, passion and a certain degree of teenage angst, but also came to symbolise many defining events for a frustrated generation, a subversive movement that would last well into the 1960s. When Marlon Brando was asked the question in the film ‘The Wild One’ (1953), “Hey Johnny, what are you rebelling against?” he retorted disinterestedly “whadda you got?” For a while at least, it was hip to be cool and cool to be hip.

If there are any guitars that qualify for the terms ‘iconic’, ‘classic’ and ‘industry standard’, these original Fender models have to be up there with the best and most enduring industrial design wonders of all time. In particular, the timeless design of the ‘Tele’ and the ‘Strat’ have persisted in the minds of guitarists over many decades, and will surely continue to do so for the foreseeable future.

Those ‘new’ guitars back in the 1950s are now hugely valuable vintage instruments and are part of our collective music heritage. Vintage Fender guitars, basses and amplifiers are much sought after by collectors, musicians, dealers and enthusiasts alike, with many key models originally made prior to the CBS takeover in 1965 now reaching high vintage guitar market values. Authentic vintage instruments associated with successful artists (and with documented provenance) attract an even higher price premium on the collectable market, for instance, Eric Clapton’s famous c.1956 ‘Blackie’, which was sold for $959,500 to Guitar Center at Christie’s in New York in 2005.

Gibson Solid Body Electric Guitars

The history of Gibson guitars is much longer than that of its main current‑day rival Fender and much of this has already been covered elsewhere. The crucial part that Gibson played in this stage of guitar evolution is picked up again here in the mid‑20^th Century.

During the 1940s, popular American jazz guitarist, performer and musical inventor Les Paul (1915-2009) – born Lester William Polsfuss – had become increasingly unhappy with the compromises experienced by electric acoustic archtop guitars. In an attempt to overcome the shortcomings, Les Paul had been actively experimenting with guitar design from around 1939. A famous early prototype electric guitar assembled by Les Paul out of hours at the Epiphone factory around 1940 was nicknamed ‘the log’, which was essentially a solid piece of 4”x4” pine timber running the length of the body, providing the base for the strings, bridge assembly and pickups. To make the design appear more guitar‑like, Les Paul attached a traditional guitar neck and two hollow guitar ‘wings’ from an Epiphone archtop on either side of the ‘plank’.

Les Paul had originally approached Gibson as early as 1941 but no interest was shown by the company. He tried again in 1945 or 1946 and his ideas were once again rejected. It wasn’t until 1950 that newly‑appointed Gibson president, Theodore ‘Ted’ McCarty (1909-2001) brought in Les Paul to act as a consultant in response to Fender’s newly launched solid body electric guitars. Like Leo Fender, McCarty could not play the guitar, so he worked very closely with those who could.

In 1951, Gibson began producing prototypes of a solid body electric guitar designed by McCarty in consultation with Les Paul. One of the many prototype designs (shown following restoration below) is relatively close to the final production in all but detail.

Gibson was already losing ground, and business, following the introduction of Fender solid body guitars that appealed to young musicians exploring new musical ideas. To many consumers, Gibson’s models were seen as staid and, compared to the modernistic Stratocaster, frankly old fashioned, tired and boring. For Gibson, it was important that any sold body electric guitar design would be all‑new while also remaining consistent with the values, quality and reputation of the company. It was also crucial that the new instrument would be quite different from Gibson’s competition, whether existing or emerging. Crucially, before the new guitar was launched, McCarty agreed a deal with Les Paul for it to carry Les Paul’s name on the headstock and for him to be an integral part of Gibson’s advertising campaign.

In July 1952, Gibson launched the now-iconic solid-bodied guitar, the Gibson Les Paul Model, finished in metallic gold, equipped with dual P90 pickups and a trapeze tailpiece similar to those found on the company’s archtop guitars. For a number of years, the Les Paul Model and its variants were the only solid body guitars made by Gibson. The range was extended from the basic ‘gold top’ to the upmarket black and gold Les Paul Custom in 1953 featuring a standard bridge, one P90 pickup and a unique Alnico V ‘staple’ pickup at the neck, a unique design intended to appeal to jazz guitarists.

To broaden appeal, Gibson introduced two affordable slab‑body single cutaway Les Paul models, the Junior with a single P90 pickup in 1954 and Special with dual‑P90 pickups in 1955. These rather utilitarian models retained the body outline but with few of the upmarket features of the carved‑top Les Pauls.

By 1957, the Les Paul’s P90 single coil pickups began to be replaced with Gibson’s PAF (Patent Applied For) humbucking pickup. The process started with the now‑iconic 3‑pickup Les Paul Custom ‘Black Beauty’.

1958 saw the Junior and Special updated to a new double cutaway body and the option of cherry or outrageous TV Yellow, a colour allegedly designed to show up well on black & white TV screens of the time.

Following poor sales of the original Les Paul ‘gold top’ model, the guitar was rejuvenated in 1958 by renaming it the Standard. The Standard’s specification was changed substantially – a cherry sunburst finish was applied to a maple‑capped mahogany body, the PAF pickups became the norm and a tune‑o‑matic bridge and ‘stop’ tailpiece were standardised. Some, but not all, of the tops exhibited an attractive matched 2‑piece ‘flame’ maple top. Around 1,700 of the now‑legendary ‘Burst’ Les Paul Standards were produced between 1958 and 1960 and all have become highly collectable on the vintage guitar market. The original sunburst Standards have become the aspiration of many guitar enthusiasts. These rare instruments are widely regarded as representing the epitome of Gibson guitar’s ‘golden age’.

The Les Paul models weren’t the only new instruments aiming to establish Gibson’s electric guitar credentials. The late 1950s saw a number of new guitar designs including the McCarty‑designed ES-335 semi‑acoustic, which first appeared in 1958. The ES‑335 was significant because of a solid centre block running through the body and on which the pickups and bridge were mounted, essentially much like Les Paul’s ‘log’ experiment. The semi‑hollow body construction was important in reducing acoustic feedback in high gain situations compared to fully‑hollow archtops. Gibson also released a lower cost hollow‑body ES model with dual P90s, called the ES-330 and two upmarket siblings, the ES‑345 and ES‑355.

The late 1950s was a period of intense innovation at Gibson. In addition to the Les Paul and the ES series, Gibson designed two ‘modernistic’ guitars intended to compete with Fender’s popular solid guitars, the Explorer and Flying V, both of which were introduced in 1958. A third ‘modernistic’ series model, the Moderne, was patented and prototypes might have been constructed but no actual verified examples have ever come to light, let alone reached the vintage collector market. The Moderne has become something of a myth and an original 1950s example is seen by many collectors as the ‘Holy Grail of guitar collecting’. Gibson (re‑)issued a Moderne in small numbers in the early 1980s and again occasionally since.

While the futuristic Flying V and Explorer models were well ahead their time, sales of these radical instruments was very poor. In 1958, Gibson sold only 81 Flying Vs and 19 Explorers. The following year (1959), only 17 Flying Vs and 3 Explorers were sold. It is hardly surprising then that both models were withdrawn by 1959-1960. A few further examples were constructed in the early 1960s from parts. As only small numbers of the original release Explorers and Flying Vs were made, they have become very highly sought after and valued. Gibson, however, would return to these original designs and has successfully reissued both the Flying V and Explorer many years later.

Like Fender, Gibson recognised that they had to cater for the lower end of the market in order to attract new and younger players to the fold. In order to make budget guitars accessible without affecting sales of their premium models, Gibson introduced a range of simple low cost ‘student’ guitars, called the Melody Maker, from 1959. The basic Melody Makers, featuring distinctive narrow headstocks, slab bodies and all‑new Fender‑like narrow single coil pickups, were produced in large numbers at Gibson’s Kalamazoo plant alongside the classics. The Melody Maker’s body shape went through four incarnations during its lifetime, with only 2 bearing a similarity to existing Gibson electrics. Although the Melody Makers proved very popular and sold in large numbers, they were nevertheless withdrawn by 1971. Gibson has re‑used the Melody Maker name on a number of occasions since the original models.

Despite the now‑legendary reputation of the Les Paul Standard, sales of the model remained relatively stagnant and, in 1961, Gibson were forced to take action. Effectively, production of the Les Paul ceased and a new design was introduced in 1961, even though it retained the ‘Les Paul’ moniker. The new model was another design shift with a thin double cutaway mahogany body with contoured upper bouts and pointed ‘devil’ horns. Allegedly, Les Paul didn’t favour the guitar’s design and no longer wanted to be associated with it. In addition, Les Paul separated from his wife Mary Ford and the divorce settlement may also have been a pecuniary factor in his decision to drop his name from the guitar. By 1963, after Les Paul’s name was removed, the model was re‑designated the Gibson SG (standing for ‘Solid Guitar’). The Gibson SG has remained in continuous production since 1961 and, ironically, it has become the company’s most commercially successful model in Gibson’s long history. Like the single cutaway Les Paul before it, the SG model came in a number of variants, the single‑P90 Junior, the dual‑P90 Special, dual‑humbucker Standard and 3‑humbucker Custom.

The single cutaway Gibson Les Paul may have gone but it was not forgotten. It reappeared in 1968, and then only after second hand guitars became popular at around the time of the British blues explosion, led by guitarists such as Eric Clapton and Peter Green, as well as other contemporary musicians of the time, including Jeff Beck, Jimmy Page and Paul Kossoff. The Les Paul has had numerous variants over the years including notable models such as the Les Paul Deluxe, Professional, Recording, Artisan and Studio models, and many guitarists have had signature models released to celebrate the artists’ association with the company. Since its reintroduction in the late 1960s, the Les Paul has remained in continuous production and, along with the Fender Stratocaster, it has become one of the most recognisable design icons of modern‑day guitar music.

Gibson continued to innovate into the early 1960s, introducing more convention‑busting designs. McCarty, hired famed car designer Ray Dietrich (1894‑1980) to cash in on the American automotive craze of the time. The new model was called the Firebird, which featured a more rounded‑off Explorer‑like outline, through‑body construction and rear‑facing banjo tuners. These first Firebirds, produced in 1963‑1964, were known informally as ‘reverse’ bodied because the upper treble bout was more pronounced than the bass bout. Again, due to poor sales and high manufacturing costs, Gibson simplified the fundamentals and ‘flipped’ the body to produce the ‘non‑reverse’ Firebird, made between 1965 and 1969, when it was withdrawn. As with many of other unsuccessful early Gibson solid body designs, the company has reissued the Firebird in both ‘reverse’ and ‘non‑reverse’ formats since. Other variants were made including the 12‑string Firebird XII and the Thunderbird bass.

McCarty stood down from Gibson in 1966 and became president of Bigsby Guitars. McCarty later collaborated with, influenced and mentored up‑and‑coming ambitious American luthier Paul Reed Smith of PRS Guitars. Smith honoured McCarty’s contribution to guitar building by dedicating him with a PRS McCarty model. McCarty died in 2001 at the age of 91.

As with competitors, Fender, Gretsch and Rickenbacker, the 1970s was a period of controversial experimentation while under ‘corporate’ ownership. Gibson produced many other solid body electric guitars than have been mentioned so far. Among the many ‘forgotten Gibsons’ of the period, there are some notable examples, including the Challenger, Corvus, Firebrand, Invader, L6-S, Marauder, RD series, S‑1, Sonex‑180 and the Victory.

While Gibson may have had considerable success with guitars, it has never quite found the same formula for basses, amps and acoustics as some of its competitors, including Fender. That doesn’t mean to say they haven’t made notable examples; they have, it’s just that they haven’t had the popular impact and longevity to warrant mainstream success alongside the recognised ‘classics’.

After McCarty’s departure, Gibson came under increasing commercial pressure. Things came to a head in 1969, when Gibson’s parent company, Chicago Musical Instruments Ltd (CMI) was taken over by a South American brewing company called ECL and then became a subsidiary of Norlin Musical Instruments in 1974. In the same year, Norlin shifted production of Gibson guitars from its long‑term home in Kalamazoo, Michigan to Nashville, Tennessee. In 1984, Gibson finally closed its old factory at Kalamazoo.

Following a similar pattern to Fender’s travails at the time, Gibson underwent a period of poor quality control and severe financial difficulties, often blamed on corporate interference by executives who knew little about, and cared little for, the company’s pedigree and its customer base. Ultimately, as happened with Fender, the company returned to private ownership in January 1986 to focus on its core business. The Gibson Guitar Corporation was close to liquidation when it was bought by three businessmen, Henry E. Juszkiewicz, David H. Berryman and Gary A. Zebrowski. Under the new management, the business was once again repositioned as a maker of high quality professional musical instruments.

While production of Gibson’s sold body guitars remained in Nashville, further production plants were also opened in Memphis, Tennessee (1984) for semi‑hollow models, as well as Bozeman, Montana (1989) for acoustic guitars. After having bought out its main American competitor Epiphone in 1957, Gibson strategically repositioned Epiphone as a budget brand and relocated production of Epiphone guitars to Japan in 1970 and then to Korea in 1983, mainly producing low‑cost versions of famous Gibson models.

In order to cater for the more exclusive end of the market, Gibson produced select instruments under an in‑house Custom Shop operation. Juszkiewicz built on the internal Custom Shop operations, the roots of which date back to around 1984 (3 years before Fender established its Custom Shop), and which became a separate facility based in Nashville from October 1993.

The Gibson Guitar Corporation, still a private company, has its headquarters based in Nashville, Tennessee and continues to develop and produce high quality instruments into the 21^st century. However, it hasn’t all been plain sailing for Gibson. In May 2018, after a period of unsuccessful diversification into peripheral consumer electronics products and rapidly rising debts, Gibson entered Chapter 11 bankruptcy protection in the U.S. The widely anticipated move was intended to give the company sufficient time to restructure the business, with Henry Juszkiewicz still as CEO. Gibson intends to focus on profitable core musical instrument products, while divesting itself of the remainder of its ill‑fated and loss‑making lifestyle ventures. It is likely that Gibson’s rationalisation programme will succeed and the company will avoid liquidation. Like the phoenix symbolised on its Firebird guitars, Gibson will surely rise again from the ashes and achieve long‑term financial security.

Many vintage Gibson solid body electric guitars are highly regarded by collectors, musicians and enthusiasts alike, with many key models reaching high or very prices on the vintage guitar market with the 1959 sunburst Gibson Les Paul Standard is held in particularly high esteem. It will be interesting to see if a resurgent Gibson will be able to recapture the pinnacles of past glory. Watch this space…

Other Major American Electric Guitar Brands

While it might seem from the previous two sections that Fender and Gibson were the only companies responsible for all the key milestones in the solid guitar’s evolution, this is in fact far from reality. There have been innumerable manufacturers from around the globe that have been highly influential in shaping the market.

Epiphone – Epiphone’s illustrious history dates back to 1873 when the Stathopoulo family emigrated from Greece, via Turkey, and arrived in New York in 1903. The family set up a business in America making banjos and mandolins. By the end of WWI, the company became ‘The House Of Stathopoulo’, then changed its name to the ‘Epiphone Banjo Company’ in 1928, the same year that they started producing acoustic guitars. The name Epiphone derived from a combination of owner Epaminondas Stathopoulo’s nickname, ‘Epi’, and the Greek word ‘phon-’ meaning ‘sound’ or ‘voice’. In addition to musical instruments, Epiphone started producing amplifiers in 1935. Epiphone was Gibson’s main competitor in the production of high‑quality instruments, particularly archtop guitars in the 1930s and 1940s, such as the De Luxe, Broadway and Triumph models. It was only after World War II that Epiphone began to struggle, eventually resulting in its acquisition by Gibson in 1957. Initially, the new generation of Epiphone guitars were still made in Gibson’s American facilities, even though many of their instruments were re‑branded Gibson models. During the 1960s, Epiphone’s Casino, which was effectively their version of the Gibson ES-330, became particularly famous because of an association with English pop/rock band The Beatles. In recent decades, the Epiphone brand has come to represent the affordable end of Gibson’s output, complementing the parent company’s product lines. In the early 1970s manufacturing was migrated to the Far East, first in Japan, then Korea and, since 2004, Epiphone guitars have been made in a dedicated factory in Qingdao, China. Other well‑known model Epiphone names from their past include Emperor, Riviera, Sheraton, Olympic, Wilshire and Crestwood.

Gretsch – Another famous manufacturer with a long history dating back to 1883 is Gretsch. The company was founded by Friedrich Gretsch (c.1856-1895). Gretsch arrived as a 17 year old German immigrant to the United States in 1872. By 1883, aged 27, Gretsch was manufacturing banjos, tambourines, and drums from a modest shop in Brooklyn, New York. It wasn’t until the big band era of the 1930s that guitars became part of Gretsch’s core business with models like the Synchromatic and Electromatic. Gretsch became hugely successful with the explosion of blues, country and rock ‘n’ roll music in the 1950s. The man behind many of Gretsch’s iconic designs including the flamboyant White Falcon was guitarist Jimmie Webster (1908‑1979), who worked as sales and demonstration representative for Gretsch. NB. Webster was known as the inventor of the ‘Touch System’ of playing in the 1950s, popularised by Van Halen as ‘two‑hand tapping’ in the late 1970s. The demand for Gretsch guitars during this period enabled Gretsch to compete head on with Gibson and Fender. Gretsch’s association with guitarist Chet Atkins propelled their now‑iconic 6120 from 1955 to massive popularity. Like many other companies in the 1960s, Gretsch struggled and was bought out by Baldwin Pianos in 1967. By 1981, after a period of significant decline Baldwin finally wound up production of Gretsch instruments. Fred W. Gretsch purchased the brand name in 1985 and several attempts were made to restart production, including manufacturing in the Far East. Gretsch has been under Fender patronage since 2002 with Fender having the controlling interest and the Gretsch family retaining ownership. A rejuvenated Gretsch company, with Fender’s support and endorsement from rockabilly guitarist Brian Setzer has, once again, become successful. Well‑known model Gretsch names from their history include the White Falcon, Country Gentleman, Tennessean, Viking, Anniversary, Jet and Corvette, often carrying obscure and confusing numerical model numbers.

Rickenbacker – Rickenbacker’s history is shorter than some of its competitors and has been widely covered in other parts of the guitar’s story. Rickenbacker only emerged in the early 1930s first as Ro‑Pat‑In then as Electro before formally adopting the Rickenbacker name. Rickenbacker was crucial in the early development of the electric guitar. However, it wasn’t until the late 1950s that Rickenbacker’s fortunes found a new lease of life and took a major upturn that would lead to the current day. In 1953, Adolph Rickenbacker sold his company to music industry businessman F.C. Hall (1909‑1999), founder and CEO of media company Radio-Tel. Under Hall’s ambitious leadership, the company introduced a number of innovative guitar models, which proved popular with many bands during the nascent rock ‘n’ roll era. In an inspired move, Halll hired illustrious guitar maker Roger Rossmeisl (1927-1979) in 1954. Rossmeisl was responsible for the design of Rickenbacker guitars including a number of iconic instruments released in the late 1950s, including the ‘Capri’ 300 series guitars from 1958 and the equally influential 4000 series basses from 1957. Both of these designs, along with a number of others, are still in production today. Rickenbacker’s artist association with, particularly, The Beatles and The Byrds in the 1960s, cemented the brand’s rightful place in guitar history.

Danelectro – While it may not be an obvious choice for coverage, it is worth mentioning Danelectro. The company was founded in 1947 by Lithuanian immigrant Nathan ‘Nat’ Daniel (1912-1994) and based in New Jersey. The company started out by making guitars, basses and baritones for other companies including Silvertone models for the Sears & Roebuck department stores and mail order, and Airline models for Montgomery Ward. The strategy enabled Danelectro to start making guitars using its own name by 1954. Daniel innovated by using unorthodox materials and construction techniques, at least hitherto unusual in the guitar building industry. The resulting instruments have a distinctive look and sound that also enabled the company to produce no-frills instruments at competitive prices for the mass market. In a clever move under the Silvertone brand, they produced guitars with a valve amp built into the guitar case, so customers could buy everything they needed in one convenient, portable package. The brand is important historically because it enabled many young aspiring musicians to buy instruments at low cost. The unique approach also attracted many professional players to use Danelectro instruments, including guitarists like Jimi Hendrix, Rory Gallagher, Jimmy Page and Beck. Like many other American companies, including Fender and Gibson, Danelectro struggled in the 1960s and was sold to industry giant MCA in 1966, only for the factory to be closed down in 1969. The brand was resurrected and started making guitars again in 2006.

PRS – Compared to some of the well established brands that have been around much longer, PRS Guitars is really the new‑kid‑on‑the‑block, founded by American luthier Paul Reed Smith in Annapolis, Maryland in 1984. In a relatively short period of time, PRS has gained an enviable reputation for high quality instruments and amps, cleverly finding a niche in the market that is different from their competitors. Taking design influences from Fender and Gibson amongst others and adding something new and fresh of their own, PRS managed to build substantial market share rapidly from seemingly nowhere. Having guitarist Carlos Santana on board from the start and bringing in ex‑Gibson president Ted McCarty as Smith’s mentor didn’t harm the company’s credibility either. PRS introduced stunning instruments, starting with the Standard and Custom, recognised for their immaculate craftsmanship. Many PRS instruments have distinctive features including exquisite highly figured tone woods, superbly engineered hardware and distinctive unique ‘bird’ fingerboard inlays. The company grew swiftly; relocating to a major new American factory in 1996 and from 2003 PRS established a range of more affordable SE (standing for ‘Student Edition’) models manufactured in Korea. PRS’s success demonstrates that the industry’s barriers to entry are not insurmountable and with the right strategy, it is still possible to enter the market and to grow market share despite well‑established competition, and without being straightjacketed by historical constraints.

Other Guitar Brands From Around the World

Guitar design, production and sales are not restricted to just a few large American companies. In America alone, there are many thousands of guitar manufacturers past and present. Many names will be familiar, such as Ernie Ball/Music Man, Peavey, Guild, Jackson, Dean, BC Rich, Ovation, Supro, National, Kay, Harmony, etc., through to innumerable custom and boutique luthiers. Some of these manufacture instruments in the U.S. while others are American companies that source part or all of their guitars from the Far East. A quick look around the globe highlights many other fertile guitar making territories…

Europe – Particularly following World War II when embargoes and tight trade restrictions limited exports of guitars from America, a combination of high demand for guitars and low supply provided an opportunity for some enterprising European companies to fill the gap. Many of these guitars followed the influence of American designs in the knowledge that young people in Europe aspired to emulate their American counterparts. Britain and continental Europe have produced many guitar brands over a long period of time including from illustrious companies such as Burns, Duesenberg, Eko, Framus, Hagstrom, Höfner, Hohner, Patrick James Eggle, Shergold, Gordon Smith, James Trussart, Vigier, Vox, Warwick, Watkins, Zemaitis, etc.

Far East – The Far East isn’t only responsible for producing low cost guitars for American and European guitar brands. During the 1970s, Japanese firms were producing affordable, high quality copies of American guitars, taking advantage of high labour prices and poor quality control in the U.S. However, there has also been a notable history of guitar manufacture in its own right, including some very quirky and idiosyncratic models. Many of the big names from Japan include, Aria, ESP/LTD, Ibanez, Italia, Teisco Tokai, Yamaha, etc.

Eastern Bloc – While not widely recognised as a guitar‑making region, largely because of its nationalistic political regime and economic protectionism, the Eastern Bloc countries have produced a diverse range of instruments over an extended period of time. There is a vast array of models bearing many unfamiliar names such as, Aelita, Formanta, Jolana, Migma, Tokina, etc.

As you might expect, the fascination with the world’s favourite instrument is genuinely global and they have been made in every corner of the world, including Australia, Canada, South America and, to a lesser extent, the middle east (where the guitar’s story began after all!) and Africa.

Other Factors

Although this section focuses on electric guitar production, it is worth remembering that acoustic guitar manufacturing is also thriving in the 21^st Century with famous specialist brands such as Martin (based in Pennsylvania since 1833) and Taylor (based in California since 1974) at the forefront of innovation and technological development. Of the major American electric guitar makers, it is only really Gibson that also has a reputable range of professional acoustic instruments. Elsewhere, Yamaha has a strong range of Far Eastern acoustic guitars. There are numerous other manufacturers to be found producing fine acoustic guitars at all price points in the market.

The 21^st Century landscape of guitar production is one of global diversity and differentiation. Modern guitars may have been hugely influenced, if not defined, by a small number of American companies but it is by no means a monopolistic industry; quite the opposite in reality. The long‑term viability of guitar making is inextricably linked to the music industry and what happens will rely heavily on musical trends and influences.

There have been many challenges to the dominance of the electric guitar, notably during the 1980s and 1990s with proliferation of synthesizers and in the 2000s as home production of electronic music became affordable and accessible. However, the popularity of the guitar seems (relatively) assured, despite many cynical commentators regularly proclaiming ‘the death of guitar music’. Digital technology is bringing a new challenge to guitar makers, so it will be up to countless luthiers around the world to rise to the challenge, seek new opportunities, adapt the guitar and make it truly a universal instrument and secure its future success for generations to come.

End of Part VI

Over these last six instalments, I have covered the guitar’s history from its vestigial beginnings in the ‘Cradle of Civilisation’ to the birth and proliferation of the electric guitar. There is just a little of the long and winding path left to travel and I hope you’ll join me for the remainder of the story. The next article has yet to be written, due to personal circumstances. While I hope to publish it next month, it is by no means certain. Fingers crossed. Until next time…

CRAVE Guitars ‘Quote of the Month’: “Contrary to popular opinion, great minds most definitely do not think alike. Similarly, great musicians do not play or sound alike.”

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