Believe me, no one is more glad than we are that the Ethereal has finally been released! We first previewed it at NAMM 2016 - yes, 18 months ago - and we were telling people that it would be a few months. Well, that was the plan. Unfortunately, stuff happens which means that other stuff doesn't happen and things get delayed, so I'd like to thank you all for your patience, I hope it will be worth the wait for you!
I first played the Ethereal at NAMM '16, and to be honest, it was a 'meh' moment for me - but I'm not an ambient type player, I like notes more than I like the space between them (and yes, that means I'm a shredder, either dirty with rock or clean with country) so it didn't hit met at all... fast forward to NAMM '17 and I played the next version of it (also, I was in post spinal surgery hell in '16, so not sure I would have liked anything to be honest) and I liked it much more, the reverb was lush and the delay patterns were really interesting. So, my hopes came up a little... As we approached release day one landed at home and I got to spend some real quality time with it, time to truly appreciated it for what it is.
So, what is it? In a nutshell it's a dual delay and reverb pedal. The reverb is a big deep plate style, it's truly gorgeous. The dual delay has a consistent 1/4 note repeat and on top you can lay triplets, dotted 8ths and a self oscillating ambient thing that makes it sound really lush, I must admit, the first day I played it at home the 20 minute limit I put on myself to explore it turned into 3 hours, which ended up in a Pink Floyd heaven type jam with Mrs Wilding on Piano and two kids that ended up yelling at us to please be quiet as it's now bedtime :D
Here's what I love about it, there is something extremely special about the reverb, it's so lush without being overbearing, it sits within the dry tone so well (even at higher levels) and just makes you feel like you are within it, I've never quite heard a reverb like it. Well, I have, but really expensive Lexicon's back in the day, but since then, nothing. They all seem to leave me cold. The you add the delays on top of it, this is where the fun really starts. I went into some classical heaven (I knew there was a reason I learned Cavatina back in the 90's), some interesting Satriani melodic tapping type thing, chords... Edge, Gilmour... yeah, it's fun. Really fun. I had a great time making the suggested settings with Alex, I could get everything from Floyd's Run Like Hell, to a big Spring style reverb with various reflections, U2's Bad and every ambient thing you can possibly imagine. I found myself playing chords and just enjoying how they fell together with all the repeats floating around behind them, makes you sound so musical.
Also, of course, it's so easy to use you won't believe. A massive ambient pedal that doesn't look like the flight bridge of the space shuttle. Ideal.
Yesterday I had a guitar lesson with Brent Mason. I need to say that again, out loud, because it doesn't feel real. I had a private, one on one, guitar lesson from Brent Mason.
As you may have guessed, o regular reader of thine blog, there is a story attached to this (don't all my posts?), so I will abridge it as much as possible... I've been playing the guitar for as long as I can remember, literally. My brother (who is 3 years older than me) had a cheap nylon string and I always messed around on it, watching him and our friend Rob work stuff out, and then once they left the room instantly copy what they did. I've always learned by stealing others licks! When I hit my teens, I got my first guitar, this was the mid 80's so it was all Iron Maiden for a couple of years and then Satriani happened, then Vai.. and that was that. I was a shredder. I shredded morning, noon and night, a true bedroom rockstar complete with Brian May style hair and an Ibanez Jem. After years of working that stuff out and playing in pub bands I got bored. Completely, so, I effectively gave up. My social life still revolved around the music scene so I was always at jam nights and it was at one of those nights my life was forever changed.
I have complete lucid recall of what happened. It was a Monday night, early(ish) 1998. In pubs I usually shun company and peel off to be on my own, it's harder to offend people that way, and all of a sudden I noticed this beautiful guitar tone coming from the P.A. It was before the jam started, the background music was on, and I just listened. As it came to an end I realised I was captivated and looked around for the guy who put the music on. And then another piece started, stopped me in my tracks again. I listened for a while, it was beautiful - the phrasing... the tone... the musicality. I was in love. I went and found the guy who put it on, Rick (who I am now in a band with) and I asked him who it was - he said the unforgettable line of "A session player from Nashville, Brent Mason, he's on everything - this is his solo album. The next track will blow you away!". Just as he said that, the next track came on and I was blown away. Anyone who knows the album Hot Wired will know that those three tracks were "Caymon Moon", "Mellow Midnight" and "Blowin' Smoke". If by some insane reason you are not familiar with this album, I (you'll see why I say that later) stream it on brentmason.com, here. This moment restored my passion for guitar, for exploring the guitar and guitar music in general. Don't get me wrong, I still love the shredders and to shred, but a part of me will always be in gratitude to Brent, and of course Rick, for opening my eyes to another style of playing. The thing you have to remember is that country music just isn't popular over here, so the radio never played the songs he was on, I just never heard him, or of him, before.
Now we fast forward, I went off to University that year, played the album to death, worked out as much as I could, and tried to play like him. I finished Uni, got married, had kids, and sold most of my gear to buy nappies and shoes. Such is the life of modern parenting. In 2008 Facebook started the whole "like page" thing (as it was called then) and I wanted to do one for Brent, as there wasn't one. So, I contacted him through MySpace (lolololz, yeah, it's that long ago) asking for him permission for basically something I was going to do anyway, but I'm English, so I try to be polite when I can - he answered within about an hour, saying he was cool with it and to contact his wife, Julie, for content. So, nervously I contacted them both, got loads of pictures from them and away we went. As I started to sort through the materials to put on the page, avidly googling him, I kept coming across this pedal called the Hot Wired by some bloke called Brian Wampler. So, me being me, I messaged him asking for details etc... he answered back and well... you can see how that went. Safe to say Brian and I got on, and we have a long running joke about who is his biggest Brent stalker... Anyway, after a while Julie asked that if I could use the content I had collected for the page to put in a new website for Brent, just needed something static, nothing mega, just a communication portal, so I did it. There was I, a no one from Devon, making a website for one of the greatest session players, and musicians in general, alive today. This lead Brian to ask if I wanted to do the Wampler site... and that's where that started. So, I got my job at Wampler via Brent Mason.
Over the years I've got to know Brent and Julie quite well, we are long distance friends, we keep in touch - I maintain the website still and try to sell as many Hot Wired's as possible, around my 40th birthday and to say thank you for all I have done, Brent gave one of his new PRS Brent Mason signature guitars saying "Do with it as you want, you can keep it or sell it, it's yours". This was a really nice touch, they knew we have no money to spare so he was giving me the option of making a fast few quid... obviously, I didn't, it's my pride and joy and I cannot imagine gigging without it.
All this brings us to 2017. Julie has said to me that Brent was considering giving private Skype lessons and could I give advice, so I offered my thoughts on quality of sound, how to get it, and what I would expect if I was paying for it... and then a few weeks later I find myself sitting in front of my screen, waiting patiently when the magic call arrived on my Skype!
Obviously, over the years, I've stopped seeing Brent from the fanboy perspective (mostly) and just 'Brent', but I must admit, seeing him on my screen with the '68 and hearing him talking to me kinda blew me away. We initially caught up briefly (we've met before, at NAMM etc - that prompted the now infamous "Let's look like we are about to start a fight picture" and have spoken on Skype quite a few times), asked about family (he quickly said hi to my wife and kids who were floating around), and he asked about the PRS, and then what I wanted to learn from him. I imagine that many people in that situation will say "Show me how to play 'I don't even know your name'." (or as Brent brilliantly calls it 'the waitress song') but I didn't want that, I can play most of it but the thing that has always floored me about Brent is his note choice and his phrasing. So, I asked him about where all that comes from, which can't be an easy thing to answer, because he just does it. It is his style and I'm asking him to explain a thought process. Not easy, but I'm delighted in the fact he instantly understood exactly what I wanted to know and really opened up about everything. Now, I know some harmony so I can say about the Mixo mode, the dominant 7th and how the chords roll into each other, but what I didn't know was the way he constructed his playing around that and so many other things. He explained fully what he saw in terms of the neck when constructing his lines, how he uses open strings to make them sound interesting, the influences that are behind his playing (I have homework!) and how it falls into place around the rhythmic patterns that exist in his head when playing, what he uses to balance it all, the lead notes, the blue notes, the outside notes, the chromatics, everything that makes him, 'him'. We went over the hour mark, it was closer to 1:20, because once we got going it was hard to stop - the man was beyond generous with his knowledge and imparted it perfectly. I'm not going to tell you what he said, you'll have to have your own lesson with him for that, but I've come away with a completely different thought process about constructing my own voice in guitar, that's twice he's done that to me now. All I say is this, when being Brent Mason, you don't think like any other guitar player I can think off, you think differently, and that through process is available to you. He will tell you what he does and how he does it, now, if you are a Brent fan, isn't that the greatest thing that can happen to you musically?
If you want to have your musical world turned upside down and your imagination fired, or just want him to show you how to play Hot Wired, than you simply HAVE to do this. He tells you exactly what you need to hear, not necessarily what you expect, but what you need. I get the feeling my playing is going to change radically over the next few weeks, as I have a completely different approach to country guitar playing now... My head has been melted. Imagine what it would have been like if you asked him about his approach to Western Swing or Jazz (which, let's face it, is what he's best at)... I expect my head would be melted completely away...
Over the last few weeks or so, I’ve been wiring up my (current) dream pedal board. Those of you who are connected to me on social media are probably bored of it already, as I may have taken some pictures and talked about it a bit, but you know, it’s 2017 and that’s what we do!
Now, when I say my dream board – I mean that “with the materials I have in front of me, what is practical to play in the pubs and clubs around here, and what I can be arsed to program”. Obviously, there are things I would change in a heartbeat should I have unlimited funds (GigRig G2 and associated power modules spring to mind) but let’s not have a “desert island dream board” thing, just a “what is best and most practical for me” piece! We all know the Mobius can't touch a CE-1, but you just can't program it and control it via midi!
At the heart of it all is the One Control OC10 ‘crocodile tail loop’. It’s a pretty basic true bypass looper, with 70 presents, midi control and all that. I obtained it about 18 months ago as part of a wider deal and I’ve been sat on it ever since, waiting for the rest to fall into place. The analogue section of my board is extremely obvious, Wampler all the way – I have to tell you now, I am under no obligation at all to use Wampler gear personally, but you know, it’s bloody great so I use it. It’s as simple as that! So, my analogue section is as follows.
Ego Compressor (full size one, don’t have the Mini one – it disappeared into ‘That Pedal Shed’ when I went up with the Bravado some months ago and I’ll never see it again, which is a shame, as I need the space on my board – I could get a wah in there…), Tumnus and Dual Fusion (I order the DF C2 – C1, so the ‘screamer’ hits the front end of C1). The Dual Fusion is separated (whoever had THAT idea is a bloody genius *cough*) so each side can be controlled via the OC10 independently. A Strymon Mobius straddles the Drive section, the pre-gain section sits between the Ego and the Tumnus and the post-gain section directly after, a TimeLine, which then goes into an ‘always on’ TC Electronic Mini HOF and then a Wampler dB+ for clean boost is after. I also have a TC Electronic Polytune 2 mini in the tuner send of the OC10… Right, so that’s that.
So, in a nutshell –
- PRS Brent Mason signature;
- Line6 G30 (wireless);
- TC Electronic Polytune 2 noir;
- OC-10 (loop order... )
- Ego Compressor;
- Pre-gain Mobius (so great for Vibe and Phaser);
- Tumnus – on the edge of dirt, so it adds width and a little high end;
- C2 Dual Fusion – ‘Throaty’ (used primarily as a solo boost);
- C1 Dual Fusion – ‘Fat’ (main overdrive sound);
- Post-gain Mobius (Chorus, flangers, trem, etc);
- dB+ (clean boost for solos etc);
- TC Mini HOF;
- Carl Martin ProPower2;
- Fender BDri (running it as a head);
- Custom built (by my friend Rick who plays bass in the band!) 2x12”, loaded with WGS Reaper HP and ET-90. I run the cab vertically with the Reaper at the top, as it sound more natural than the ET-90 but that adds some lovely colour so combined – out the front - it sounds amazing.
The thing about this rig is that it does not represent the best effects you can get to do for each individual position (although I defy you to find anything better in terms of overdrive and compression), but in so far as the best for the space used in the context I’m using it for, definitely. I chose the Strymon stuff as I prefer the through tone to the comparable stuff on the market today, and they have the most options available within. I know a UniVibe, a CE-1, Electric Mistress and a Phase90 will be better, but the Mobius does it all well enough to get away with live, and it still sounds awesome. Same with the TimeLine, the Faux Tape Echo is infinitely better for delay… but patches. I need that control. MiniHOF, sounds perfect for the space it uses (and I don’t do different reverbs so…). So, for me, this is the best rig that fits on my medium sized Temple Board that I can control via midi and a looper.
So, that’s that. Why blog it then? Here is why, I need to tell you about the cables I’m running on this rig and how they have blown me away…
First of all, a little history (you thought you’d got away with it, didn’t you – but you know me, there is always a back story). I stopped playing when I got married and had kids, I’d not gigged for about 5 years before that so I sold all my gear apart from my acoustic and 2 high quality 30’ cables I’d had since 1993. When I got back in to playing, right before I started with Brian, I started to accumulate gear again but never, ever, once considered quality patch cables of being important. Pretty soon I had a decent guitar, a decent amp and some incredible effects… All wired up with ‘£4.99 for 10’ moulded plastic patch cables. This changed on my 40th birthday, a dear friend that I’ve known forever who distributes Evidence Audio cables sent me a few of the SIS plugs and a length of the Monorail cable. I reluctantly tried them and was instantly blow away by the quality of the tone coming from my amp. Yeah, that was an ‘oh shit’ moment as these things aren’t cheap! I started to buy them when I could… I now have my entire board wired up with them – which is about 25 cables of various lengths, using around 24’ of cable!
Here is the thing, this is why I love them – not only do they sound great (and they really do) they are SO easy to make you just wouldn’t believe it. I have experienced many versions of the solderless cable in past, they either are a bitch to make, only 50% of them work first time out, or the plugs are stupidly large or a strange shape – never quite understood that – but these are discrete (they stand out less than 15mm from the socket), OK, so they aren’t a pancake but as far as right angled cables goes, that’s easily in the discrete ballpark! The great thing about the SIS plug is that once you strip the cable back (I do it with a pair of kitchen scissors, no need for all the fancy tools and stuff) you place it in the plug and then turn. If the cable is in the correct state (you have to leave the right amount of core showing and wrap the shielding stuff round properly etc) once you have screwed it in the plug will not come off. So you know it’s connected. You then put the cap of the plug on and boom, you’re away. It currently takes me about 2 minutes (again, with the scissors) to make a cable and with this board I’ve had a 100% “first time” success rate. I’ve not had one that’s not worked… There isn’t a knack to it, you don’t have to have special tools, once you know how much cable to leave bare, you are away. That, if you think about it, for a solderless system is quite incredible.
Now, there are other cables in play here as well… I took a punt, as I’m now an Evidence Audio fan, and order some Forte Cables. Now, these aren’t cheap – they really aren’t cheap. I read all the stuff about them, apparently you need to break them in, they sound best going in a certain direction… I’m always quite dubious when I read stuff like this, but you know, once I plugged it in, the signal was clearer. The sound fuller. They are extremely bendy and flexible (handy as the guys that help us pack away the gear at the end of the night can be a little brutal with gear), extremely strong and as always built like a tank. I played them for 4 gigs and then did a little experiment. I turned it around and it sounded not as clear, not as full… can a cable be directional? I don’t know, but it didn’t sound as good as when I was using it the right way round! There was life missing, top end absent (not missing, just not as ‘there’) and an overriding sense of loss of life and a little power. I thought it might be my accountant trying to justify it the purchase in my head until one of the guys in the band confirmed it as well. The old cables I had all these years, that were quite expensive at the time and guaranteed for life still work, they just don't sound very good anymore!
So, what started as me wanting to show off my new board, ended up as an advert for Evidence Audio cables (don’t worry, I have no financial stake in them, I’ve payed for most it, and am under no obligation to promote them - so this isn’t a sales pitch). I see so many people getting frustrated with their patch cables, people who can’t solder, people who get large failure rates. My advice to you, get the Evidence Audio SIS/Monorail system, you can’t go wrong. Well, you can, but I’ve only seen it once!
Here is a little video of Dan Steinhardt construction the MonoRail/SIS system cables... (cable making start at 17:50)
Seriously, Evidence Audio cables... there is no better system!
Here we go, another blog piece from me that has far too much waffle in about guitar players I like, please bear with me, it gets tone related toward the end! So, I had a rare treat last week – it’s not often an artist with the pedigree and reputation comes close to where I live, but this year appears to be bucking that trend… It started with Joey Landreth in February and in April I get Adrian Legg. Perfect.
As always, I’m going to bore you with the history (there is always a history, isn’t there?). I was blissfully unaware of Adrian the first time I saw him live, I was 19 (this was February 1993) and if it wasn’t Vai or Satch I didn’t give a crap. Acoustic players were pointless, they just strummed and I was right and if I was wrong I didn’t want to be right. So, I rocked up to see Satch on the Extremist Tour with my Brother and my mate Graeme full of excitement and ready to be transported away to fly in a blue dream (etc).
We got there a little early, took our seats and found out that there some bloke called Adrian Legg in support… Lights went down and this (what appeared to be a) little middle aged guy came out the curtain and sat in a chair on the stage with an Ovation and said “Hello”. My brain groaned and I sat there already bored of this man… And then he started playing. Within seconds I was converted, this guys was incredible. My socks were blown clean off… I’d never seen or heard anything like it. I was wrong about the acoustic guitar!
Fast forward to 2008 or so, Facebook was taking off and up in my feed came “Adrian Legg”, I looked, it was him, so I sent him a request and he accepted. This was before I started with Wampler so I had no reason to talk to him, didn’t want to be a fanboy so I just left him there, he would comment on my status now and then, I would on his (we are somewhat politically aligned and view a lot of things the same way), and it went on like that for ages… then I started with Wampler and we started to talk about tone. During these conversations I sent him a couple of my own pedals for him to try and he loved the Black ’65, he gigged it for years… then came the Faux Tape Echo and finally the Tumnus… With touring in the way he does everything is about size and weight so out reaching out to the mini market really appealed to him.
After all these years I’d never had the chance to see him perform again, he attended the only NAMM show I’ve not been too since 2012, a couple of dates in the UK didn’t line up but out of the blue he was booked in a town about 25 miles from me, in a glorious old church hall, so I snapped up a couple of tickets instantly.
I finally saw Adrian perform again last Saturday April 22nd 2017. Just over 24 years after the first and last time I saw him. I arrived just as he was about to start, sat with an old friend of mine who is a fan also, and we thoroughly enjoyed every second. I had asked Adrian to do my favourite song (if he could) a few weeks before and about 4 songs in, Mrs Jack’s Last Stand was played, I’d be lying if I said there wasn’t tears.
During the break I wondered forward and I finally met the man I’d been a fan of all these years, the man who had changed my view on acoustic players, the man I could now call a friend thanks to the beauties of social networking. I got a friendly hug from Adrian Legg. Win!
Adrian’s tone and playing was exquisite all the way through, his guitar is not really an electric and not really an acoustic, with a magnetic pickup and piezos, mixed together at times. The Tumnus brings out the harmonics of both pickups beautifully, the lower mid hump (that we think is about 800-1k) just makes everything sound alive and ‘there’, right in front of you. When he kicked it in, the guitar appeared to jump out at you tonally, it was quite the experience to hear it played that way, not pushing another drive pedal, not pushing an amp, just making the guitar jump up and out. Once again, that little gold pedal surprised me. Kinda thinking we should market it as the worlds first 3D guitar pedal!
Received an email from Lee this morning that was a great thing to wake up to!
It's great that something so good can come of something so silly!
Wampler Pedals would like to thank: Lee, Avi, Chappers, Bea, Dan, Mick, Danish Pete, Mr Paul freakin' Gilbert and everyone who bought the pedal!
Follow up video:
Tone sculpting has become a bit of an art, and many players pay so much attention to all facets of their board and guitar. Every link in the chain adds up to the overall tone you’re going to have coming from your amp, and small adjustments in your chain can make a big difference e in the long run.
Picks – There are thousands upon thousands of options for picks, ranging from extremely cheap budget picks all the way to expensive boutique picks that are worth almost as much as some pedals are. If you’re ever looking for a quick adjustment in your tone for something different, try a different pick shape or material. Different material will have a different tonal result on your pick attack, the harmonics and even feel of your playing. Metallic picks (using coins, etc) will have a brighter, chimey-er tone, where using some wood picks will yield a much darker tone. There are a plethora of options in terms of the material used to create them, so do your research and find which material yields the tone you’re looking for. Different thicknesses will make a large difference as well. It’s a fairly inexpensive way to for you to approach your tone differently. Also, if you don’t normally use your fingers, try it! Your fingers and fingernails have their own unique tone, and can resonate differently than a pick can. Switching up your right hand technique can really help you break out of the box tonally and technically.
Cables and Buffers – These are a foundation part of your tone, so great cables can make a huge difference. Again, there are a plethora of options out there for soldered and solderless cables, along with varying ends and methods of creating those cables, along with shielding options and types of outer casings for enhanced durability. The key to finding a great cable is finding a set that creates minimal signal degradation. The cheapo $5 patch cables can suck some tone and cut your high end, which after going through several of those cables will yield a more muffled, dull bypassed tone. Buffers also play a huge part in keeping your tone pristine. Buffers alter the impedence of your guitar signal, which helps it travel through your board easier. Just remember that some pedals (fuzzes and wah’s) aren’t fans of buffers, so place them before it. The best judge of whether you need a buffer or not is to take a short guitar cable (10’) and plug directly into your amp and play. Now plug into your board and see if the tone sounds muffled or like a blanket is lying over your amp. This would be due to signal loss from not having a buffer or needing better cables.
Speakers and Speaker Cabs - Of all of your tonal puzzle pieces, these are literally the devices that project your sound into the world, so choosing the right speaker for the application can play a huge role in turning great tone into STELLAR tone. There are more options than I can possibly put into a single blog, but there are hundreds of speakers from various companies that can accentuate the amp it’s paired with, and subsequently the pedals and guitar that are running into it.
The key to finding the perfect voicing for the sound you have in your head is realizing what you’re intentions are for the amp you’re using. If you want clean headroom, your speaker choices can differ greatly from an amp that you’re intending to use as your dirt tones. Choices can be affected by what configurations you have as well, so a single 1x12” cab will sound different from a 2x12” and a 4x12” (or 4x10”, or countless other options). Having a cab that holds more than one speaker is beneficial because it allows you to mix speakers to fit the perfect application. One speaker may be designed for more aggressive lows and highs with less emphasis on mids, where you could pair that with a more mid-focused speaker to fill out your sound tonally.
When choosing your speaker, you need to pay attention to the outputs on your amps and what ohms they can put out, as well as the speaker and make sure they match up. If you’re not sure exactly how to do this, the easiest method is to email the company and let them know what amp you’re using and they can recommend the right product and ohm rating for you. Your amp can sound completely different based on whether you’re running at 4ohm, 8ohm and 16ohm and doing the research between the various options and what works best for your amp will yield some really fun and great sounding results.
Along with proper speaker choices, deciding on the right cab (as mentioned above) will play a part in your overall tone. Horizontal cables vs. vertical cabs can make a big difference on the tone you and the audience are hearing, along with which way the cab is facing and whether it’s tilted, off the floor, or even facing a different direction. The last thing the front row of a gig wants is to have your speakers blaring directly in their faces. Tilting the cab back (on combos) or getting the cab off of the floor will help diffuse some of the sound and disperse it into the air instead of directly at the audience’s faces.
Mix it up a bit – Do you normally run your delay into the FX loop? Try placing it before your dirt pedals for a completely different set of tones. There are typical “guides” and thought processes that come to mind when laying out a pedalboard, but when it comes down to it there are no rules, and what’s right is whatever sounds best to you. Experiment with signal chain order, especially stacking different pedals into each other to see what sonic tones you can coax out of something that would seem so unorthodox.
My absolute favourite part of this job is the creative process and the sometime silly things that come of it. Over the years I've had the pleasure of working with Brian, Travis, Max, Jeff, Alex... so many people and with each one we've had moments of utter brilliance (even if I do say so myself) that have created some great products and moments.
One of the best parts of it all, for me, has been the concept of the silly pedal graphics. I did my first for Christmas in 2011 and we've been doing them regularly ever since, I have an extremely short attention span and when I have photoshop in front of me things tend to happen to relieve my boredom - I think we might have been the first to do an April Fool pedal graphic way back then, and then we upped the game in 2014 when we did the video for the HAIRstortion (that came from a drunken conversation between Brian and I over dinner at NAMM, we were crying with laughter in a very nice restaurant and receiving some extremely interesting looks from the staff and other customers, but you know.... meh).
Come the start of March I had realised we'd not even considered an April Fool thing, and had all but conceded to the other companies that have also started to do it, as we were going to miss out this year. Shame, but we've been really busy and the inspiration hadn't hit yet...
All this started on March 9th, a Thursday at about 17:50 or so, Lee Anderton posted a video on his page and I commented on his tone, which was lovely. He shot straight back with a typical Lee comment (I first met Lee in January 2012 at NAMM, over the years we've done dinner, we've done banter, they've become one of the biggest selling dealers we have, he's cut me some great deals on some gear... so, you know, this wasn't random, I've known him as an industry guy for years), and within 20 minutes the idea was born!
You can take a look at the conversation here (look for my "nice tone mate" comment and then read the thread that came from it), kudos to Lee for the initial idea, and then it went to email and we had the entire thing planned out in 30 minutes from my first comment to me making this in photoshop and sending it to Lee as a concept for April Fool...
When thinking about things like this, especially if you intend to make a couple for a video, you tend to use a casing etc that is already in production, that way there will be units already around and it's much easier for the guys in manufacturing to complete. As this was basic, I used the casing of the dB+. Font was a free one from one of the free font sites, happy days, and it was done. I sent it to Lee, he absolutely loved it... As you can imagine, in order to get this filmed and ready for April first, we had absolutely no time to mess around. Lee needed them ASAP so it was all systems go.
I emailed Brian, Avi and Steve (Avi is the boss of manufacturing and distribution so EVERYTHING goes through him eventually... Steve is the director of marketing for the company that Avi heads - Steve is in overall charge of transferring my pedal graphics on to the unit and their general appearance etc) with the outline, the graphic, the assets for the graphic and most importantly the timeline... I knew I didn't have to convince BW that this was a good idea as he gets 'it' and he did, the trouble I saw was convincing Avi that this would be something worth doing from a marketing perspective. Avi got it straight away, he saw what this was, who it was, and why we were doing it and just said "No need to keep me in the email chain, just do what you need" which was tremendous! Steve printed a couple of cases up, we put the dB+ circuit in and they overnighted it all the way from California to Andertons over here in sunny ol' England.
Lee had already said he was trying to get others involved, I asked Brian to shot the breadboard section (I love things like this, because I get to script and direct the worlds best analogue pedal designer at a breadboard and he just trusts me and does it and he always does it perfectly) and we sent it over, Lee told me about a week before the reveal they'd got Paul Gilbert in on it, Chappers, Bea and Danish Pete, and of course Dan and Mick from That Pedal Show... I was SO excited to see it as not only are all of those guys ace, but each are individually funny in their own right, I knew that Andertons were putting full production values into it, so this was going to be amazing... I hoped! Lee and I were spending a lot of time trying to convince the guys that we should make a run of these to sell for charity, and it didn't look like we have the capacity to do a small individual run like this, but once Antony (the sales sale rep for Europe) got involved it happened! More about that later!
March 31st... TC Electronics and JHS Pedals released their April Fool videos a day early, the cheeky monkeys! I thought Tore's was genius, the Vacuum Compact Kill Switch Pedal, hats off lads, excellent work - they do keep us on our toes ...
Here is the video!
As you can see, it turned out fantastic. Each person in the video played it perfectly, tremendous display of dead pan humour and the production is incredible. :)
The following day, Andertons released this...
18 hours after the launch of the first video and it's already been viewed over 47,000 times. The follow up over 6,000... Andertons put 25 pedals up for sale at 10am and within a matter of minutes they had all gone, so that's £1500 to the Teenage Cancer Trust for what was effectively a silly idea and some banter... Wonderful.
So, 2018... I'm already thinking about it. :)