photo manipulation & text by nacrowe
much like the ICONS and THE COLLECTION series covered before, RIFF LORDS is another string of YOUTUBE videos promoted by GIBSON GUITARS under the GIBSON TV moniker that seeks to reestablish the brands bonafides with the guitar-playing public via celebrity musician endorsements after the disastrous "play authentic" campaign of 2019.
the hook regarding RIFF LORDS is that these famous guitarists are allotted an extended-period to not only go over their most notable riffs, but the PHILOSOPHY, THEORY and TECHNIQUE behind their composition. noteworthy participants include that of BUZZ OSBOURNE (MELVINS), NICK HEXUM (311), JADE PUGET (AFI), LER LALONDE (PRIMUS) and CLAUDIO SANCHEZ (COHEED & CAMBRIA). this sort of territory has been mined for years by the likes publications like GUITAR WORLD and PREMIER GUITAR (not to mention online vendors like REVERB and SWEETWATER) for years, but the extended time and lack of an annoying an unnecessary interloctur makes this series of videos more immediate and engaging.
i play guitar so this hits me right in the sweet spot of seeing some of my favorite artists talk at length about their playing. now if they could only get DAVE NAVARRO or JOHNNY MARR... here's hoping.