photo manupulation by nacrowe
before the creation of its current STRING THEORY series of YOUTUBE videos showcasing modern guitarists and guitar-based songwriters speak about their influences and love of all things amplified, ERNIE BALL had briefly created a longer-format series of videos called THE PURSUIT OF TONE that treaded the same territory except much more in depth.
my assumption is that they realized that these long-form videos could generate more traffic and viewership on YOUTUBE if chopped up into smaller chunks a la STRING THEORY. its also why these longer form videos are no longer on the main channel, instead reposted by numerous unauthorized third parties on YOUTUBE. oh well.
the four i could locate following the inspirations, techniques and gear behind MIKE NESS of SOCIAL DISTORTION, CHICAGO BLUES icon BUDDY GUY, BILL DUFFY of THE CULT, TOM DELONGE of BLINK 182 and producer BUTCH WALKER. quite the diverse roster of guitarists and you really get a feel for their approach and individual aesthetic regarding the instrument.
i understand why they didn't pursue it further but i'm glad these exist. enjoy!
photo manipulation by nacrowe
as corporate propaganda goes, ERNIE BALL MUSIC MAN's online STRING THEORY video series on YOUTUBE is pretty effective. they basically created extended interviews with such notable players as JOHNNY MARR, DAVE NAVARRO, JERRY CANTRELL, KIRK HAMMETT, DARON MALAKIAN, JADE PUGET, TOM DELONGE and J MASCIS among many others, all explaining how they came to play guitar and what being a musician / songwriter means to them. somewhere, of course, they mention the strings.
there has definitely been a move towards these types of online cross-promotional infomercials (well-produced as they are) by various companies in the retail guitar space, each showcasing how their product in concert with products by other notable manufactures support recording and touring musicians and allow them to pursue their art. and just in terms of marketing i think that is a smart move since it equates your product with the quality of other well-known brands, in this case guitar manufacturers like FENDER, GIBSON, IBANEZ, G&L and PAUL REED SMITH and amp companies like MARSHALL, MESA-BOOGIE, FRIEDMAN, FENDER, DIEZEL, ORANGE and BOGNER among others.
in terms of each artist, hearing them talk about their influences and how they came about playing guitar as they strum off iconic riffs through their live rigs is just such a sweet spot to hit for any fan of guitar playing. i can never hear enough of "THIS CHARMING MAN" or the solo from "THREE DAYS" in its entirety, no matter the context.
kinda feel guilty for showcasing blantant, unapologetic corporate propaganda, but oh well. enjoy!