photo manipulation by nacrowe
for the past couple months the legendary, and recently troubled, guitar manufacturer GIBSON has been publishing a series of long-form interviews on its YOUTUBE page. in keeping with recent efforts by other leading manufacturers of musical products like ERNIE BALL and FENDER, GIBSON has used legacy artists to reconnect with their core, and often overlooked, HARD ROCK / METAL audience.
it is probably a smart move of having JERRY CANTRELL, KIRK HAMMETT and TONY IOMMI out front speaking about their careers then having GIBSON themselves selling themselves, especially given the company's recent heavy-handed and notoriously misguided PLAY AUTHENTIC debacle. i also find it interesting that they chose these four players as three of them are well-known endorsees of other manufacturers, CANTRELL with G&L and HAMMETT with ESP, and DAVE MUSTAINE with just about everyone (JACKSON, ESP, DEAN and now GIBSON). IOMMI of course is synonymous with the GIBSON SG model. apparently last year CANTRELL became a brand ambassador, whatever that is, but then again live and in the studio he has been known to use LES PAULS. HAMMETT likewise is famous for his use of LES PAULS as well as FLYING V's, especially in METALLICA's early years.
whomever jumped on this trend at GIBSON of created thoughtful interviews and mini-documentaries on legendary players deserves kudos because these are great. they have only released a handful but they are well worth investigating.