I got in a bit of trouble last week with some people - purely because I encouraged a mass troll of a troll. A lot of people thought it was the wrong thing to do, but in my defence, the guy who was trolling us said something so silly I just couldn’t help it. My bad, I should have known better. This guy was dropping one liners on demo videos saying things like “*insert demo artist name here* will endorse anything that is put in front of him”. Once I’d got over the incredulity of such a ridiculous statement, and having discussed it with Brian and Alex (to be fair, we often have discussions about statements online that are plainly ridiculous and wonder what people are thinking when they say them), I came to the conclusion that there are people out there that don’t appear to have a clue what the difference is between the two. So, I thought I’d lay it out in front of you – I will stick with the pedals as it’s all slightly weird, but this will apply to all aspects of the MI industry…

Demo Artists
These are the guys that receive some kind of payment to produce a demonstration of a product. Often paid for (in one way or another) by the company that makes the pedal themselves (or by their distributor) and it’s a fantastic way of getting the pedal out there quickly into the ears and eyes (and then hopefully the hands) of the customer. Now, there are a lot of people out there that want to do this so the competition is fierce. When you look at the demo’s that are turned out by people such as Ola EnglundBrett Kingman or Tom Quayle, not only are you seeing the product, but you are seeing expert levels (with pro-level gear) of photography, videography, audio recording, composition and decades of crafting their playing talent. These are not some chancer with an iPhone 4S and a nice guitar who knows a few riffs, these are people that do this as part of their wider job, therefore they receive payment (and this element is not standardised, some people cost a LOT of money compared to others).

In order for them to maintain our business, as the manufacturer looking to get the product into the customer’s hands, it is well worth their effort to make the pedal look and sound as good as possible. Let’s face it, if a demo artist comes onboard with us and their first attempt is utter crap, they won’t get anything else from us, ever again. So, they HAVE to make it sound good for our sake, but most importantly, for their own.

This is where it becomes an art form. I’ve seen countless videos of Brett Kingman where he has straight up said that “it’s a great pedal, if you like that kind of thing” which can be translated to be saying “It’s not for me”… but, he does everything he does to make it sound the best he can in the video. What does that mean? Well – on a personal level, it makes me trust him, I don’t want to sound like him but I know if I listen to his demos, he makes it pretty clear what it can and can’t do, and I know what it will sound like in most situations. Brett has been doing this for a LONG time, he was the first demo artist I dealt with when I started with Brian in 2010 and he’d been going for a good few years then. It’s safe to say that for me, Brett remains the benchmark in terms of professionalism, honesty and dignity in this business. You know what you are going to get, not only from the demo but also from the unit if you buy it.

I think this is where people get confused, as this is where opinions come into play, and as a manufacturer, it’s a bloody nightmare and has legitimately caused me sleepless nights in the past. A great example of people who review pedals who walk this very fine line are Henning Pauly and Dan and Mick on That Pedal Show. Although, to be fair on the both of them, they aren’t really reviewers, they just do what they do but in this industry, they are the closest I can get.

They are both extremely experienced in their appreciation of music and the weapons that are waged war on to make it, but they have both built their channels based on “I’m not going to bullshit you”. So much so, there are times when I’ve watched them both with our pedals and my heart has sunk out the bottom of my shoes, out the front door, into the gutter and then washed out to sea. BUT… they are both ridiculously popular, so we listen to them, and we learn from them. I, and we, have learned very valuable lessons from their videos that have been invaluable to us as a company in the past. Why? Because they approach it differently, Dan and Mick are the excitable tone chasers that know what they like and everything in their show is done to their liking – so, if they like your pedal, you’re going to sell a shitload, if they don’t… Well, some you win and some you don’t. Henning is a no-nonsense kind of guy that says it like it is, you can’t hide ANYTHING when you send a product to Henning, if he thinks something is stupid, he will say so, and is probably right to do so. Probably. Do they demo? Do they review? It’s hard to gauge, but I think they both kinda review, but not in the way you would expect.

Magazine Reviews
I’m not going to get too far into this one as it can get political, but you know, have you noticed how quite often the companies with the biggest adverts in a magazine quite often have the most products reviewed in that issue? ANYWAY... moving swiftly on...

And, in conclusion…
What are the differences? Well, a demo artist is paid to make a pedal look and sound bloody brilliant – it’s an advert. S/He is paid to advertise the product, by playing it, and for it to be launched either to their own following or you use it to communicate to your own. So, it’s all about reach and getting it into newsfeeds and incite that condition known as G.A.S.. A reviewer is someone that will be more open and honest and give you their opinion on it. Which should you rely on and trust more? The answer, obviously, is both and neither at the same time. What you should do though is not take either of them as gospel and watch and read as much as you can about any given piece of gear and then base your decision purely on how it makes you sound, when you play it, with your own gear.

Gear demos are a fantastic way to kill time. Whether you’re researching a piece of gear you’re interested in, or just checking out examples of how others used it, or just lusting over gear that’s just out of reach, demos are the gateway to the sounds the pedals make when someone can’t physically try them in person. As of late with the continued growth of the effects industry, there has also been more demo artists popping up, each lending their special touch to coax some great tones out, and hopefully give the end users a great, realistic example of how they can expect the gear to sound. For every fantastic demo artist, there’s also the inverse. For every stellar produced, well-executed video there is a poorly done mess. We try not to judge, but there are a certain set of unspoken rules of things to do (or not do) that most every successful reviewer has in common. I’m going to go through them here for anyone who may be considering starting to demo gear and feel free to add more in the comments section of the post that referred you here.
#1: Make sure the guitar is in tune - This seems like a fundamental thing that should be blatantly obvious, but it’s a bit crazy how many demos there are that the guitar is out of tune. In some situations, it’s not quite as noticeable to untrained ears to a certain extent…but in the other instances you question how the demoer can think “Yep, that sounds great. Nailed it!” It offsets the entire vibe and purpose of the video because it’s impossible not to be distracted by it. Taking a couple of minutes to be sure that the instrument is in tune can go a long way for future demos and even the reputation of the channel and the player. With headstock and pedal tuners being cheaper, more accurate and more accessible than ever, it’s worth the investment!
#2: NO BARE FEET – I completely get it, it’s comfortable to walk around and lounge about with bare feet, airing out the dogs and what not. However, on a demo (primarily referring to pedal demos), PLEASE take the opportunity to express your personality via some cool socks with crazy designs, or showcasing your favorite pair of worn-in kicks. Nothing can off put a demo like cutting to the pedal and seeing giant, hairy toes descending onto the footswitch like alien ships from the movie Independence Day. Feet don’t bother a lot of people, but they also bother just as many too. Many demoers just set the pedal on a desk and activate using their fingers, and that gives a great alternative where you can still be barefooted and comfortable without alienating some viewers.
#3: Choose the right gear for the application – With demos attempting to capture relatively real-life tones, it’s important to choose the right rig to adequately showcase the gear how it was designed to be used. For instance, though it may work to use a Schecter Hellraiser 7-string to demo a Vox-style amp-in-a-box into a Line 6 amp, it might not be the optimum setup to showcase what the pedal was designed to do. On the flip side, it’s not going to help if it’s out of touch too. “Here’s my [Insert brand here] $5k guitar, I’m going to be going stereo into this $10k amp in the left, and this $7,500 amp on the right. Let’s see how this $200 pedal is going to sound.” Having relatively easily accessible amps or something similar allows the player to know a little more clearly what to expect rather than the base tone being either incredibly immaculate or incredibly unwanted.
#4: Play to the pedal – Piggybacking off #3, along with knowing what gear to use it’s also important to play to the gear. If a delay/reverb pedal has been aimed at the ambient market, using a metal zone to sweep pick through it won’t give the best representation for what it’s designed for. The same goes for dirt; some genre’s just sound more pleasing using certain effects than others. Using a Klone to play Pantera riffs or a metal distortion to play 12-bar blues isn’t going to convey the product nearly as well as researching to see what each pedal is designed to go for. It’s okay (and often encouraged) to showcase the versatility of a pedal but within a context of something the average player would find usable. 
#5: No whammy bar antics when demoing wet effects – This is a personal one for me, and it’s one that I felt needed to be on its own  number. When demoing a pedal such as a delay, reverb, chorus, vibrato, tremolo, phaser, flanger, etc. PLEASE do not mess with the whammy bar the whole time. For me personally this is almost deceptive because it’s applying an effect that some may or may not want with their wet effects, and some may not be able to do it at all if they have a hardtail. It’s okay to do it at the end of a passage or during the outro of the video, but consistently using the bar makes it hard to focus on the true nature of the effect.
#6: Reduce dead space, and talking – This won’t apply to everyone because talking can be a vital tool for many YouTube personalities. I'm referring more-so about keeping the focus and not rambling. When doing a demo, it’s good to convey the basic functionality, but intersperse it with playing as well. Rambling and “Um’s” make the audience bored and antsy, sometimes leading them to click away without ever getting to the playing. This also swings back around to #1 with tuning regarding reducing the dead space that people won’t care about in a video. Tuning, switching amps, switching guitars, these things are fundamentals that need to be taken care of off-camera. We all do them every day that we play, and it’s fluff that isn’t needed to get the point across of a product. 
#7: Make sure it looks and sounds good – This sums up all of the things mentioned above into a single defining rule of thumb. Make it look and sound great. Using an adequate camera and recording software is essential in conveying the overall “branding” of the channel. Dress appropriately, ensure the mics aren’t clipping or overly compressing, record in an HD format so players can see what is going on in the video. Many YouTubers use multiple camera angles to showcase the playing as well as where the pedal is set. Combining stellar visuals with no dead space, and high-quality audio will result in a professional-looking and sound demo that will keep people and companies coming back for more. Worth noting, the background and setting of a video is just as important as the main focus point.
So, what do you think of the list? Are there any more you’d add that stick out immediately in your mind? Is there anything that stands out that you like the most about a particular demo artist? For a great frame of reference on what TO DO, check out the YouTube channels for Brett Kingman, Jay Leonard Jay, Henning Pauly, Pete Thorn, Jim Lil, Tom Quayle, Mike Hermans, Robert Baker, Andy Martin, Dave Weiner, Dan and Mick from That Pedal Show…the list goes on and on. The key is finding the right niche for the demo style that sets apart from the rest, aside from just natural playing skill. It’s the culmination and “whole package” that makes those fan favorites who they are.