Ola Englund discusses the growth of signature guitar brands
The inception of signature guitar companies has seen a significant evolution with the involvement of renowned musicians in the industry. Twenty-five years ago, it was common to find signature products from top artists like Slash, Joe Perry, Gary Moore, Eric Clapton, Yngwie Malmsteen, and Jeff Beck branded on guitars like Gibson Les Pauls and Fender Strats. Meanwhile, the likes of Ibanez and ESP saw collaborations with Steve Vai, Joe Satriani, and more.
This trend has extended beyond guitars to include amps, pedals, pickups, and even strings, allowing fans to replicate their favorite sounds. Not only virtuosos but also artists in genres like R&B, such as Bruno Mars, Steve Lacy, and Raphael Saadiq, have marked their presence with signature guitars from Fender. The landscape for artist models has broadened significantly over the years, embracing musicians from various genres.
One notable development in the past decade has been the emergence of signature brands, initiated by Zakk Wylde with the establishment of Wylde Audio in partnership with Schecter after years of collaborations with Gibson and Marshall. Similarly, Tosin Abasi broke off from Ibanez to form Abasi Concepts, while Ola Englund created Solar Guitars after a stint with Washburn. Nuno Bettencourt also departed from Washburn to introduce Nuno Guitars. Englund expressed that his motivation to start Solar Guitars stemmed from witnessing outdated business models that did not align with today’s fast-paced, social media-driven environment. He believed in establishing a direct connection with players and delivering guitars without the traditional hindrances.
The shift towards owning signature guitar companies represents a desire for change and innovation among established musicians. By venturing into entrepreneurship, these artists are able to redefine the norms of the industry and create products that resonate with the current digital age. The move away from conventional endorsement deals towards personal brands underscores a need for more direct communication and engagement with the audience, bypassing traditional distribution methods.
In conclusion, the rise of signature guitar companies spearheaded by musicians like Ola Englund signifies a departure from the conventional models of the past. By taking control of their own brands, artists can now directly engage with their fans and deliver products that reflect their vision and values in a rapidly evolving music landscape dictated by social media and digital trends.