JulesGuitar Center is launching a new, in-house guitar brand designed collaboratively with musicians to create a "revolutionary" instrument. CEO Gabe Dalporto announced the project, aimed at breaking from traditional designs and producing instruments based on direct customer feedback. The retailer is soliciting input via TikTok, Instagram, and Reddit, with plans to publicly share prototypes as they develop.
Key Details of the New Initiative:
Customer-Driven Design: Guitar Center is soliciting feedback on customer frustrations and desires, seeking to "work with you in public" to design the guitars.
The "Revolutionary" Aim: CEO Gabe Dalporto stated that guitars haven't changed much in 50 years and intends to build a "revolutionary" instrument.
Platforms for Input: The company is utilizing a subreddit, r/GuitarLab, along with TikTok and Instagram to gather design input.
Focus on Development: Early discussions have focused on component choices, including pickups and vibrato systems.
Not a Previous Brand: The new brand is separate from their previous house brand, Mitchell.