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…
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 Englund, Brett 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.
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.