photo manipulation & text by nacrowe
GIBSON GUITARS really did a faceplant up back in 2019 with their aborted "play authentic" campaign.
which was really a pity because i had been watching their DIRECTOR OF BRAND EXPERIENCE MARK AGNESI since he was GENERAL MANAGER at NORM'S RARE GUITARS and hosted their GUITAR OF THE DAY YOUTUBE videos in which he would deep dive into their backroom archive of vintage guitars and elaborate in exquisite detail about their production, history and playability. the dude knew his stuff and his appreciation and passion for guitars was palpable. i was practically rooting for the dude when moved on to GIBSON.
which is why i think its a great move that GIBSON has him doing these long-form videos where he similarly guides us through the collections of famous musicians from RICK NIELSEN (CHEAP TRICK) and DWEEZIL ZAPPA (ZAPPA PLAYS ZAPPA) to KIETH NELSON (BUCKCHERRY) and DAVE AMATO (REO SPEEDEWAGON). its basically the same thing he did at NORM'S, even with the same batch of characters. in other words: its a match made in guitar nerd heaven. once i learned of this series i have basically been mainlining them, irrespective of the artist being interviewed. bar none the coolest guitar shown was producer JOHN SHANKS' GIBSON ES-355 previously owned by JOHNNY MARR. 'nough said there.
obviously the vast majority of the products involved are GIBSON-related, but its also fun to see when they veer off into other manufacturers. this gives me hope that GIBSON is getting off their high horse and acknowledging the fact that they are part of a greater community. hopefully they take on their role as elder statesmen and give back to the guitar-playing community, because it looked bleak there for a while. real bleak.
this series at least smells like they have their act together and were humbled by their atrocious marketing mistakes over the last decade.