A question we get asked a lot is “how does someone become a signature artist and get their own pedal?”. Well, as with everything else, there is no rule book, but if there was one it would contain so many variables it would be impossible to give an explanation of the sure-fire route.
Right now we have a signature pedal at proto stage, one in ‘headscratching’ phase, and another in the negotiation phase, so it’s safe to say that this is subject that’s in my head a lot at the moment. So, for my own benefit in the process of consolidating all the information, I can give you a run-down of what is needed.
Let’s start at the business end of things. Why does a company bring out a signature unit? The obvious answer to that is the mysterious phenomenon known as “exposure”. If you look at our first two, Brent Mason and Brad Paisley (who now has 2, the regular and the deluxe), it’s easy to see why we did it. We were a very young company when Brent and Brian worked on the original Hot Wired, and when it was released it instantly gave us a good reputation and a great platform to market the brand from, and go on to have the brand come to the attention of a lot of people, myself included. I cannot begin to tell you what this pedal did for us as a company… Brent is one of the most respected musicians in the world, so to have his name on a pedal and have him use that pedal on countless recordings was massive to us. A couple of years later, we launched the Paisley Drive (the first release I was involved in) and that exploded the brand to a much bigger audience around the world and it’s safe to say that the high-end pedal world was now completely aware of Wampler and what we could do… 3 years after that, we did the signature pedal - the Dual Fusion - that made everyone say “What?” and has gone on to become one of the best-selling Wamplers of all time.
Tom Quayle was a relative unknown at the time, big amongst a certain genre of players (who followed him fanatically), but to the rest of the world, unknown. What we wanted from Tom was to not only bring the pedal into his genre (which was exploding), but also be part of a pedal that he was already using (although in separate units) that we felt could be massive to the market – provided we could match up our vision for it with his (which luckily for all involved was extremely simple, it was great fun working out how we wanted it and thinking up the features at the time what were revolutionary). He had found his tone with the Euphoria and Paisley stacked, and we knew that a dual pedal with these two elements (althought modified to suit him and the single pedal format) would be enormous. Also, having got to know him, we knew that he would market the living daylights out of that pedal at countless trade shows, videos, social media outlets, and just about everywhere else… Tom is one of the most hardworking guitar players I know that is often appearing at seminars, shows… just about everywhere around the world. We also knew that providing he stay true to himself (which to anyone who knows Tom knows that is what he always does) at some point in the future the rest of the industry was going to catch up with us and his name and picture would all over the place.
What does all of the above mean when looking at it closely it? Well, to a signature artist you have to fall into 1 of 3 categories:
- Is their idea for a pedal so unique and original that you have to sign them up then and there to being this piece of genius to market? (extremely unlikely, I would say impossible – “Hey man, I’ve got a great idea for a new pedal, no one has ever done this before”… the reality is – they may not have done it, but I can almost guarantee you that one of us would have thought about it at some point and gone on to discard the concept.)
- Is the artist in question so famous, and relevant, that just having their name on your pedal will explode your brand around the world? (unlikely, but when they come along, happy days – I mean, no one in their right mind would turn down a superstar like Brent or Brad.)
- Is the concept of the artist/pedal combination something that people will relate to - and will the artist network/promote you so much that the amount of traction gained from your combined marketing efforts going to make something truly special? (the most likely)
Now, it’s fairly obvious that as of today, we’ve had two #2’s and a #3 in our list. A lot of people mistakenly think that in order to get a deal you need to be #1 (everyone thinks they have THE next big idea which is usually, well… not so big), a lot of the people who think they are #2 are usually a few years past that point of their career (or are in no way big enough to even think about it) so think it will be a steady income stream for them for doing nothing, yet no one thinks about the concept of #3.
In order to be a signature artist, you have to have something special. Yes, you need to have the talent and ears to make it even to discussion stage, but what about the rest of it? To do it, and do it successfully, you have to work HARD to get there and even harder to keep it going… The main thing to remember that as a business we like to sell a lot of pedals and it is an aggressive marketplace out there with countless elements working against you. We’ve found that the people who even make it past the initial nanosecond of consideration are not in the least bit concerned with the monetary aspect (the commission) and are only interested in realising their vision for their sound by working together, combining ours and their marketing platforms, and most importantly… the vision for the future of both ours and their brand. In a nutshell - you have to jump in with both feet and take a ride with us, and sit right up front!
As you can imagine, I’ve seen a lot of people make a pass at us for signature units, Winter NAMM is a classic one where a lot of players are walking around in dark glasses trying their hardest to be noticed whilst looking like they are trying not to be noticed - and this year, most of the time, all I wanted to say to them is this: “You see that guy over there… the quiet one with the new signature Ibanez, yeah… him. He’s called Tom. Be like him.”
Over the weekend, everyone’s favourite member of the Wampler Pedals Tone Group on Facebook asked this simple question.
“What is good tone?”
When I opened up the list of answers, I was almost in dread as I was expecting an argument of epic proportions about individual personal opinions but was delightfully surprised at the answers (although I shouldn’t have been, we have a great bunch of people in there). I thought I would collate a couple of the theories here (with some direct quotes - so, don’t shoot the messenger), cross-reference them with what is in my head, just to open the discussion further.
Before we go into it - here’s my favourite comment of the thread “I’ve heard it’s in the fingers. Maybe that’s why people put their fingers in their ears when going to loud gigs? Always chasing that tone”.
The overall opinion of the thread was that it’s a subject issue – “The tone you like” (one of the more succinct quotes), but I got to thinking, this really does matter on who/where/when. Is it when it is either appropriate for the band, the song, the player or the audience?
One of the wonderful things about being a little older than I’d like to admit (but still not old enough to look old, I hope), is that you get to revisit the favourite tones of your past and dissect them with more experienced ears. Case in point, Mrs Wilding found a great gig on the digital TV box thing – Gary Moore: One Night in Dublin and his guitar sound was immense, really thick and full, everything you could want to hear from Gary Moore when he is in rock mode… I spent the next however long regaling to Mrs W about the Thin Lizzy album, Live and Dangerous, saying that the tones on that recording were much more classy than Gary’s etc etc. So, eventually, I downloaded the album to my phone and we listened to it in the car this week. She just looked at me and said “Yeah, it sounds good, but I prefer Gary…” and doesn’t really want to listen to it anymore. This made me think a little. Am I listening to it still with the ears of the person I was 30 years ago, or can I listen to it afresh? I’ve listened to it over and over since and I’ve come to the conclusion that even after all these years, for the moment in time (recorded in 1978) it still represents incredible guitar tone. I have no idea what Gorham or Robertson had in between their fingers and us, it sounds like Les Paul’s and Marshall’s, but I don’t actually want to know… I just want to listen to it and think “Yep, 1978… that’s great tone”. Does it stand up to the tones from 2008 when Gary was ripping through modern amps with pedals helping out? I think it does because it’s a moment in time and maybe not one that everyone can appreciate.
Another one I always come back to is Iron Maiden’s Live after Death… compare that to later Iron Maiden albums where the guitar sounds aren’t so raw, now… is that because when I got Live After Death it was unlike anything I’ve ever heard before and still brings those memories back, or is it because they had a better live tone in the 80’s? Anyone have any opinions on that, or am I alone with this? Is my memory playing tricks on me, because even today, I think it sounds just incredible.
One of the comments that made me stop to think was this… “Whatever fits the song and makes the song better. Jimmy Page had horrible tone that worked in fantastic songs.”. This has always been an issue with me with Zep, I adore the songs and the playing, but some of the guitar tones have been kinda ‘meh’, almost like some of them were badly recorded demo’s. However, if the guitar tones had been different would it have had an adverse effect on the music itself? Sometimes, the tone works for the song perfectly even if it’s not a tone that excites your ears personally. Listen to the tone in Kashmir objectively, is it great when it’s on its own? But as part of the song… is it just perfect?
The simple truth about guitar tone was perfectly wrapped up in this quote – “As far as what the rest of us like, it's subjective. But, if you find a sound that inspires you to play and you play better as a result, that is good tone.” – when I feel my tone is on point and my guitar is reacting the way I want it to, then I know I play better, there is something magical in there that just excites the brain and you play better for it. Once again, Mrs W comes into the conversation as she says after some gigs “You sounded great tonight, I could hear it in your playing”… However, do the drunken rabble that is dancing around in front of us aware that my rig is different from the guy who played in the band before me, with his USA strat, vintage TS-9 and a Deluxe? (not that I am knocking that rig, not at all, it’s just not me). I think of some them do, but most don’t, they just like what they hear and react to it.
There is a lot of talk about great tone, every day, in every format, on every forum you care to visit. The main question for me is this – is the great tone for you personally or the people who have to listen to you, and if it IS for them, how far will you go to give them what they want? Great tone is a moment in time… Like the Lizzy album, the Maiden album, EVH on the first two albums, Nuno on Pornograffitti, everything SRV did, BB King at the Regal, Every note ever played by Andy Timmons, Cliffs of Rock City by Paisley, Gilmour on The Wall… but, if you take those tones and put them somewhere else, will they still work? I’m going to go out on a limb here and say this - Great tone is just something that makes the song what it is, it doesn’t matter if anyone else likes it or not, it’s just about the end product, and if the end product works, then surely it’s just good tone.
Well hey hey! Normally, I don't write many of these blogs, normally because i'm too busy doing the youtube's and the breadboarding (aka circuit design). Plus, Jason and Alex are way more interesting than I am.
In January a combination of things happened to me, and us as a company. One of those being that our company became recognized by probably the worlds best business guru, Gary Vaynerchuk. I know, I know, you don't care about business, you care about tone, right? Of course, we all do! Regardless, I wanted to take a minute and write a piece that we can reference back to every time we get business questions (and to be honest, we get A LOT of questions about how we do our marketing). As you read the following paragraphs, please understand that I'm coming at this from a place of love, and a place of wanting to help you if you are starting a business, trying to run your guitar/amp/pedal/whatever business, or just feeling like things overall are feeling impossible... like it's impossible to get ahead, and improve whatever it is that you're going through right now. I also want to point out first and foremost: The business isn't just me, it's Jason, Alex, Jake, Cathy, Jeff, Jerry, Amanda (of course), Travis, Max, and just about everyone that's ever worked for us.
That being said, I bring you: "Why good things never come easy."
Don't let anyone ever tell you "it can't be done", or that something is impossible. In 2005 or so, I started writing a few books to help guitar players learn how to modify their guitar pedals. It was intended to be a book that would simplify electronics and bring it to a bigger audience than just Engineering nerds (no offense nerds :p ). A little later I started building pedals and eventually quit my work as a remodeling subcontractor to focus full time on all things guitar tone related. So many people tried to discourage me, even some that were close to me.... but I kept going.
Around 2010 or so I learned of a guy named Gary Vaynerchuk, and bought a book called "Crush it!". His book excited me so much that I drove all of my employees, friends, and family nuts with his ideas and business principles, and insisted that we follow his lead. I think I've bought that book (and his newer ones) about 50 times and sent it to various people over the past years in hopes it would help them actually.
Fast forward to 2016... I found out that one of our customers knew Gary himself after I posted something about loving GaryVee's videos, who invited me up to their office, which lead to a chance to meet Gary (AND be in one of his videos)...
...which lead to Gary asking if I'd like to be part of his next book. That book is available today, and to all of my entrepreneurial friends: You've got to check it out - it's fantastic! Here it is... Oh, and make sure you check out page 48
However, that's not why I'm writing this. I'm saddened, humbled, and overall more than anything... grateful.
I'm saddened that people still don't believe in themselves. That they talk theirselves out of trying, out of taking a risk, the negative self talk defeats them before they even TRY to start anything. Even talking to people at other companies at NAMM, I'm astonished. When they ask how we do what we do, I have no problems telling them. The most common response: "Wow, that seems like a lot of work!"
Are you kidding me?! Seriously? If you own a business and you aren't going to give it 1000% you're going to get beat. Your competition, at some point in time, will take your lunch money and shove you down in the dirt (metaphorically of course). This applies to musicians, and writers, and creatives of all types. It applies to high school seniors who are wondering what to do with their life. It applies to those in college who feel stuck, or are doing what "Mom and Dad said I should do" yet have no passion for that area in which they (or more correctly their parents) have chosen.
Success is simple: BUST YOUR ASS AND BE PATIENT. That's all it takes. Work harder than everyone else, like your life depends on it. Do everything possible to improve your situation. Are you having money problems? Do something about it. Throw out the TV, and sleep less. Learn new skills. Are you upset because your coworker makes more money than you? Do something about it. Change. Change. Change! You can't have change in your life without changing yourself. But remember - life is a marathon, not a sprint. Don't expect some magical way to "Get rich/find love/become successful with these 3 easy steps!"
I'm completely humbled and grateful for our customers and friends who believe in us. We exist purely to make your world a little better. Granted, we aren't curing diseases here, but it's incredibly satisfying to meet those who have just a little bit more joy in their life because they are coming home after a long day's work and playing on that new piece of guitar gear that makes them happy. Or, they write a song and send it out to the world and that song affects other people. Grateful isn't a strong enough word. Just please understand that all of the youtube videos I do, all of the podcasts, all of the facebook, instagram, twitter, and snapchat posts that my team and I put out - they are for you. They are for your enjoyment, entertainment, and/or education. You'll notice we don't "sell, sell, sell" on 99% of our posts. We don't look at our business that way. We believe we are in the people business, not the guitar pedal business. I go to bed thinking how can I make your life better with what I have to work with and I wake up with the same thought. For now that looks like guitar pedals, but who knows - maybe it's amps, or guitars, or VR instruments, or something entirely different in the future.
To all those that have helped us get here, and to those who work for me, have worked for me in the past, and/or put up with me, I'm indebted to you.
Day 1, Wednesday – “…there’s two L’s in Hell…”
It started like any normal day, not enough sleep and getting up to get the kids off to school… Once they had gone there is that horrible moment when I catch Mrs Wilding’s eye and she looks sad. She doesn’t like me going away - we are one of those weird couples that spend 24/7 together and thrive on it so it’s very hard on her as let’s face it, I’m off to California with my peers and she’s at home - but she accepts that it’s a vital part of the job so she puts a brave face on. Once I’d got my shit together and packed up, I got in the car ready for the drive to Heathrow. Now, the journey up is usually indicative of my week and unfortunately, this year was the drive from hell. It was absolutely pouring down, in the most English way, all the way there. I don’t mind driving in the rain, but when you have visibility of about 50’ and people are going past you at what looks like about 100 and they don’t even have their lights on it’s just plain scary. The English, what are we like?
Arriving at Heathrow I quickly found my travel buddies, Tom Quayle (who was about to have the biggest show of his life due to his Ibanez signature model being officially released), Jay Henson, Jake Willson and David Beebee, and we started settling in for the long journey to LaLaLand. We got on early due to Jake being picked out as needing extra attention by the customs guys (so we blagged on through the line with him) and found our seats. The flight was barely 1/10th full so we spread out and for once, got as comfy as possible. The best thing about the flight is that this is the chance I get to truly catch up with Tom (who everyone who is connected to me on Social Media knows I love like a brother) and as usual he unwittingly gave me about 10 guitar lessons during the flight! Bonus. The conversation with everyone was as random as usual - it went from theology to philosophy, music to movies, life to death and a lot about how our kids are trying to send us to an early grave. The highlight for me was when we were talking about how people misspell, or mispronounce, our names that led to a conversation about what our Darts names would be, Jake “There’s two L’s in Hell” Willson and Tom “Legatenstein” Quayle. Believe me, 9 hours into the flight when half of the group had been drinking somewhat it was much funnier than it sounds written here.
The absolute worst thing about the NAMM journey is US Customs. We’ve usually been up for 24 hours at that point and you are made to feel like a terrorist coming through… So, we puckered up and prepared for the inevitable. For once, we sailed through with barely any waiting and I found myself on the shuttle heading to the Wamplers and NAMM. Arriving at the hotel at around 9pm, I was almost dead on my feet – I got a text from Brian saying he had just left the convention center (he’d had to rewire one of the boards) so I had time to unpack… when I got the message they were back. I walked to their room and Amanda was half passed out already (not a good sign) and the first thing we said to each other was “You look as tired as I feel”. You would have thought that we’d all just hang for a bit and get some sleep, but no, that would be far too logical. I poured myself into bed at 2:25 having drunk a little too much.
Day 2, Thursday – “…my wife really fancies you…”
BOOM, 4 hours sleep. Thanks Jetlag, you are a cruel mistress. I Facetimed my family then staggered down to breakfast. We got to the show and I had a nightmare getting my badge so was about 30 minutes late getting to the booth. I was greeted with the booth being packed and poor Greg facing it on his own… This is the busiest Thursday I can remember at NAMM. It seemed like we were packed ALL day. The first couple of days tend to be all about the meetings and I was lucky that I didn’t miss any (a wise man doesn’t book the early slots). It’s usually the day that we all fly off in order to see industry friends around the immediate area as well and them dropping in to see us – it was a delight to see the likes of Seymour Duncan and Phil X – who I actually got a photo with this time based on the statement “Hey Phil, let’s have a photo together as my wife really fancies you”. Thursday is a bit of a blur to be honest, we had a LOT of people come by and they all loved the new pedals.
After the show we went out to someplace somewhere to eat. I don’t actually remember where. But, I think it was a Pizza. Probably was. We went back to the hotel via Target to get some supplies, accidently bought a ton of beer, and went back with the intention of being in bed by 11 so we would be prepared for the day ahead. Amanda did this… Brian and I on the other hand… 2:05 I went to bed after we talked about the new releases, next releases, our kids, our lives, absolutely everything. And we had the first discussion about my favourite time of the year… April 1st
Day 3, Friday - “…Nah mate, you’re talking bollocks.”
4.5 hours sleep. **sigh**. Up, Facetime, breakfast, show. Got there on time so had a moment to properly catch up with the guys on the booth. It still kinda freaks me out a little to see Groover Jackson and Bruce Egnator just walking around, and then there’s Dave Friedman, and Joe Morgan… most importantly Jerry Best, Steve Elowe, Paul Wilson and Avi Elkiss – the guys who make Wampler work from the manufacturing and distribution perspective, in other words, the guys that do the real hard work! Friday was also insanely busy, even more so than Thursday. It’s great, but it’s a nightmare. However, getting to meet Andy Martin was a highlight, he’s as cool in the flesh as he is on video!
Lord Thomas of the Quayle rocked up to the booth about 11:20, he was due to play on the booth at 12 but he had no patience so instead of 30 minutes everyone got almost an hour of unadulterated Quayle. That was the strangest part of the trip for me, it was the first time we got a little PA on the booth so Tom could use backing tracks… When I met TQ at Heathrow airport for my first NAMM in 2012 (effectively my first NAMM buddy) I instantly liked him and what a journey it’s been since then. We are now what you might call family friends, we talk regularly about the real world, he’s been a musical mentor to me… we did the Dual Fusion in 2013, I’ve seen him progress into this world class virtuoso and I don’t mind admitting that I got a fraction emotional when he was surrounded by a large group of people just marvelling at what he does best. Improvising. Yep, this was mainly improvised.
Yep, I know it’s portrait instead of landscape but this was for FB – people tend to hold their phones upright ;)
After the show (which included me sliding down the railings outside that Amanda assured me looked cool, but the massive bruise I’ve been left with meant it was anything but) we went out to meet up with some of the members of our Facebook Tone Group which was just ace. We all sat around drinking beer and eating food, just hanging out – for us this is what it is all about. The people, we do this as we are all the same, just people looking for great tone, so to directly connect with the people we help along the way is incredible. I ate too much, drank a little and just had the best time. Thank you guys for coming out, it was awesome. So… back to the hotel for an early night. As usual Amanda went to bed and Brian and I went to the firepit by the pool for a quick drink… we were joined this evening by a few other residents, one who quickly and with the deduction skills of Sherlock Holmes realised I was “European, probably British” and basically took over the conversation for an hour. The conversation actually started with him telling me that Princess Diana was murdered by MI5, to which I replied “Nah mate, you’re talking bollocks” and the conversation went on from there. He was mainly interested in talking about politics… which considering we appeared to be polar opposites on that subject it went quite well, he was much more drunk than I was so I’m not ashamed to admit I kinda walked him around in circles for a bit and then forced him to contradict himself repeatedly without him realizing it. I was actually being my online internet troll persona in real life! And no, he’s never been to a shithole country before... Once he had left the inevitable happened… we went to bed around 2:30 after Brian fell asleep mid conversation after a few beers were drunk!
Day 4, Saturday – “…two middle-aged guys loaded with camera equipment trying their hardest to get into a high school dance…”
The mad day. I arrived really early so actually got to try the new pedals properly. Although I was slightly hungover, I really enjoyed the day as so many people came by just to chat and hangout. We had Andy Wood on Synergy, another performance from Tom and it was all just incredible. I just don’t know where the day went. So many people! I had a load of meetings with dealers, saw some incredible playing and hung with friends – in particular PapaGates himself, Brian Haner, who is one of my favourite NAMM buddies and one of the few people who can talk as much rubbish as I can with the sole intent of saying everything and nothing at the same time... Perfect.
As the show was ending and it quietened down, I ran over to see the “competition” and had a great play through a load of Keeley pedals (Super Phat Mod is HUUUGE), hung and chatted with Robert, sat on Stefan Fast, trolled Josh Scott, checked out Chase Bliss and popped up to see CatalinBread which was kinda weird. It felt empty, obvious since Nic’s death it’s not the same as he would always be there, but no Howard… Scott… I dunno what’s happening, but I didn’t hang around long enough to properly find out. I just couldn’t.
After the show we popped into Downtown Disney to see our friend’s band play, and Brian and I trundled off to the annual pedal builders party… Rather stupidly we didn’t check the address and rocked up to the place it’s always held. We were denied entry by a well-dressed woman stating it was a private party. We told her we had been invited… when she dropped the bombshell that this was a high school dance did we realise how bad it looked… I mean, two middle aged guys loaded with camera equipment trying their hardest to get into a high school dance… we made our excuses and left VERY quickly. Once we arrived at the correct location it was wonderful, this is the only time we all get together so the conversations are tremendous. I shared a lot of abuse with Stefan Fast, trolled the crap out of Josh, laughed with Robert and shot some video with Andy Martin. We had a very interesting conversation outside that concerned how one of us had been totally disrespected by a heavyweight of the regular effects industry. I won’t go into details, but there is a video up, and it’s been heavily edited. Us ‘boutique’ guys kinda stick together and there are a lot of us now that have lost a lot of respect for that one guy. I’ll leave you to work out how that was! The venue was open to the public and there was Karaoke happening as well – a lovely lady called Bunny who must have been about 60 sang some incredible older lounge Jazz stuff in a really low register so everyone who sang after her was just treated to a load of drunken pedal builders chanting “BUNNY! BUNNY! BUNNY!” over and over. I honestly have no idea who started that **ahem**.
We got back, intended to go to bed early… beers, firepit, 2:10….
Day 5, Sunday “…Where’s Heidi?”
Got up super early as it’s the day I go home and I’m always really excited. The booth is always quieter on a Sunday so we all did loads of playing and everyone just floats around to see everyone else. April 1 was discussed a lot, hugs were had, goodbyes were said and at 5pm I walked outside, got smashed in the face by the heat and jumped on the shuttle to the airport. I arrived at the airport before TQ did, and he woke me up when he arrived (I know, how classy am I – I was snoozing as I was sat forward in my seat) and as with the rest of the journey, we just flew through customs and made our way to the plane via the Sushi bar. A couple of years ago we were served by a hilarious woman called Heidi and we wanted to be entertained by her again, but our calls of “Where’s Heidi” were greeted with “She got fired because she… well… kinda…” and we stopped him there, we didn’t want to taint her memory!
The plane was half empty again so we spread out and slept for 6 glorious hours. Once again, Passport control was easy and before I knew it I was doing 100 miles an hour past Stonehenge, home and into the arms of my family and one stupidly excited dog.
NAMM is great, but it’s bloody hard work and extremely tiring. It’s the only time I get to spend one on one time with Brian and we make more plans in those 5 days than we do in the next 360. I see the most inspiring players and come back a better player. Unfortunately for me and my family I was completely dehydrated when I got back and the next 2 days were a complete write off. I blame Brian. It’s always his fault.
Winter NAMM is right around the corner, and with the weeks leading up to it come the crazy of preparations to setup the booth, layout the board and get any marketing materials (shirts, stickers, etc) together. One of the biggest things that NAMM is known for is the plethora of new gear that is showcased by most every company. Some designs are reworkings and updated versions of existing products, brand new designs, or something completely out of the ordinary designed to make a huge impact on the patrons and tone chasers who keep up with NAMM news down to the wire.
Herein lies the issue with presenting at NAMM: what’s the best practice in regard to showcasing new products? In years past our brand-new pedals were given first looks on our social media platforms, either from visitors to the booth snapping a photo, us uploading a sneak peak, or your favorite YouTube or gear channel doing a quick video where someone showcases what we’ve got new. This year is a bit different for us though, because our ideals have shifted a bit with what we’re aiming for. NAMM is a stellar event, but it’s also a tidal wave of new information that overtakes all gear outlets for the days leading up to it, during it, and for weeks to come after it. We’ve got several new designs that we’re extremely proud to have ready, but the question comes in as to whether they’ll get lost in the shuffle of new stuff? Each product Brian and our team has worked on has many hours invested, tone-wise along with aesthetics, marketing plans, and the usual release details that often go unnoticed by most people when we release something new. Are we doing a disservice to ourselves showing our whole hand starting out?
So, our question comes down to this: Despite the designs being done for upwards of 5 new pedals, what do we show at NAMM? Do you go full-blast and hit everyone with all of the information at once, or take a select few and really hammer them home before introducing more? We’ve seen some companies showcasing their NAMM releases already, with the same idea applying of getting ahead of that tidal wave of information and making sure their product is visible and not lost in the mix. We follow a fairly punctual release schedule, so if a design isn’t mentioned at NAMM then it’s a pretty sure bet it will be following suit in a timely manner. This gives us time to prepare, get demos together and the pedals ready to ship to dealers without the tease…or is teasing part of the fun of it?
What do you think? Would you rather know in advance what’s coming up to prepare your wallet and board, or is it like knowing what you’re getting for Christmas, where the magic of the surprise isn’t there? In the end we want happy customers, so we’re curious to know what you personally think and would like to see?
Following on from bDub’s video about the 12 things he’s learned making videos for YouTube (see below), I thought I’d piggyback that and make 12 things I’ve learned being the main social media guy for Wampler in the last 7 years. For those of you who don’t know, I’m the guy that has been the constant with the social media for Wampler since early 2011. Other people have worked with me during that time, most notably Alex who’s been with us for almost 3 years now, but, most of it has been me and my warped sense of humour.
- People have opinions and they think they are facts. People are passionate about music, and they are passionate about their opinions associated with them. Especially when it comes to favourite guitar players. They may love the blues, or shredders, or whatever, but there are a LOT of people who misunderstand the concept of opinions. They have the final word and are prepared to destroy all those who dare to disagree! Let’s face it, we’ve all got into arguments on social media over pointless crap with strangers, but recently it appears to have hit new highs. My ban hammer finger seems to get twitchy much quicker these days.
- Memes are made to be stolen. One of the things that has caused me the most headaches is irate people shouting (well, typing in caps) “YOU STOLE THIS FROM MY BLOG WOT I MADES IN 2013” or something. The unfortunate thing about meme’s and graphics is that once they are on the internet, they spread like wildfire and it only takes one person to download it and put it somewhere else and all traces of the originator are lost forever. Subsequently, there have been times when things I’ve made have come full circle and come back to us, which makes me chuckle, and there have been cases when well-known outlets have been downloading stuff from us directly to reshare… It’s a difficult one, and one I try not to get grumpy about, but… you know… sometimes when a repeat offender does it over and over it becomes obvious and I let myself down and make a snide comment on their thread. I should know better really.
- Everyone thinks that you are the face of the company and you better not show any trace of personality. This is one that happens to me often. I quite often get a *insert expletive here* who thinks he can come on to my own social media presences and tell me off for putting them down when they act like an arse to either me or my actual real-life friends. I’ve been called many names, most recently a Nazi. As you can imagine, that wasn’t particularly nice but I’m a big boy now and sticks and stones and all that...
- Everyone thinks that because you work for a company like Wampler it’s all jamming with Brent Mason, making fancy meme’s and drinking fine wine with Seymour Duncan at NAMM and nothing else. Nah… it’s mainly planning strategy for marketing, B2B selling, watching market trends, trying to predict market trends, justifying decisions made about the current market, the future market and maintaining relationships. Basically, it’s about moving little grey boxes around the world. Sometimes you get the fun stuff, but it’s really really rare.
- Everyone is a world leading expert. On everything. No matter what evidence you place in front of them about running a business, they still don’t see why they should buy a pedal for $200 when they can buy a soldering iron and parts from “Hanks fishing tackle and Radio Spares for $35 and making it their damn self and it being just as damned good”.
- People think that who you are online is who you are in real life. What people have to remember is that working from home and doing online stuff can be kinda boring. When I get bored I partake in the age-old English past time of taking the piss. Although I do it in my real life, I pretty certain I’m not the stereotypical grumpy Englishman people think I am, or appear to be – here’s the thing, I often have to play bad cop to Alex’s good cop when dealing with trolls and people who don’t know when to stop talking. I dunno, maybe I am grumpy… but my wife tells me I’m not, and I’m not man enough to disagree with her on anything.
- People will tell the world with righteous indignation about bad things with a company on social media before even venturing into speaking with the company about the issue. Or, they will expect you to be online to sort their problem out 24/7 and have the answer for you in seconds. How many times have you seen “I’ve not received a response from them when I mailed them”… most of the time it will be 2 am on a Sunday, they’ve emailed you through the website and 10 minutes later they’ve gone out in public slamming you for the problem and your unprofessional way of not getting back to them. It’s massively frustrating, but you know, I’ve got to poop at some point!
- People will look for a correlation of events and try to draw conclusions from them, and they’ll do it all the time. “Yeah, well, Brian said he likes Uni-Vibes and next doors cat looks like Brian’s, he said the word vibe and wet in the same paragraph in a video in 2016 so I KNOW that a WampVibe is coming this year!”. Or something like that. You’ll know when stuff is coming because we’ll tell you. I mean, it’s not in my nature to tease people at all or anything like that **ahem**
- You get free stuff, all the time. I expect some of you have seen the pictures I post online of ‘my’ gear. The main thing is, it ain’t my gear. It belongs to the company (and others). I actually own 2 electric guitars, about 5 or 6 pedals (none of them are overdrives or distortions) and no amp. So, when I do gigs and take amazing gear, people think I’ve got amazing gear coming out of my arse. I don’t. I’m just lucky that this particular job means I have to have it here, for marketing. So, you know, it ain’t all bad…
- You spend all day chatting on social media. This is the one that confuses me the most. I am prolific on social media when I’m working, within the realms of my job – watching and analysing. But, once I take the work hat off, I disappear completely for a period of time. I am a family man and I protect the relationship with my wife and kids fiercely, so when I walk away from the computer, you won’t catch me on Facebook. I work from home and it’s 7 days a week, virtually 365 days a year, making multiple posts over multiple platforms for multiple brands. I keep in touch with a lot of our artists and dealers on FB and most of my relationship building is done there, so when I walk away, I walk away. It’s that, or I’ll end up being divorced.
- Fundamentally, most people (and companies) do not understand the concept of social media marketing. Which, in terms of other companies is great!! Hahahaha – KIDDING! But, I spend a lot of time watching and learning on social media, seeing what others are doing, analysing what we are doing and then making decisions on how to proceed based on what I see. I do have to say though, it’s a big rush when I see some of the biggest companies in the world blatantly taking our style and doing their version of it. It’d be better if I got 10% of the fee though! I speak to a lot of people who are allegedly marketing experts and most of them don’t get it. Don’t get demographics, don’t get what it means to try to get into people’s heads in the best possible way. A few do, and when I find them, I talk to them a LOT!
- A lot of people want to take your job. I understand that, completely. I have a cool job and people can think they can do better. Especially on the graphical side. We’ve, well – I’ve, really honed the look of the range in recent years graphically. We made a conscious decision on our look and I’ve continued to produce the graphics according to that plan. I’ve lost count of the number of times I’ve read “Your pedals look shit mate” or something. It’s usually a graphic designer from the other side of the world who’s looking to get the work for themselves. Unfortunately, unless they want to do all the other stuff I do as well, it probably won’t happen. Because you see, we don’t all have one job at Wampler, we have about 4!
Thank you for listening to me ramble and for your support of this blog, this is my first one of 2018 and I hope to be filling your eyes and minds with more irrelevant crap in the future! Despite what I have written above, I genuinely adore my job and interacting with people as much as I do. It's one of life's simple joys to be able to connect with so many people, from so many cultures, from so many countries, each and every day...
... and, there is a lot more to this, but I'm not going to give all my secrets away!