In the margins, on the fringe, away from the mainstream and lurking in the shadows of popular culture. Those phrases describe the people I respect and admire most. You could say that I’ve unconsciously—or consciously—modeled my career after those people. I’ve never wanted to be a household name, and I don’t care if everyone knows my work. The important thing to me is to do good work and build cool shit. Grandstanding is against my nature, and in the past when my job required me to be the face and voice for an organization, I did the job reluctantly. I saw it as just putting food on my table and giving me the tools do, well, cool shit.
When I started my first guitar blog I had to do it against the wishes of the parent company’s vice president, who didn’t even know what a blog was. He went home, asked his kids, and then told me it was a bad idea. I did it anyway and paid for it myself. Fuck he! My intent wasn’t to elevate myself, but rather to share the stories of how my crew and I made—cool shit. Those pages told of the daily life in our shop and turned the spotlight on the key people who worked there. It was the first time any of them got the credit they deserved, but were denied by policy. I’ll admit that I did get a sense of vindication when a few years later, Premier Guitar magazine called it “essential reading” for those in the industry. At that point the marketing pukes put a link on our main website and I almost immediately started to lose interest. I had 11,000 people coming to look, and yet I wanted to derail it. When I left, they struggled to emulate what I had started, and it didn’t end well.
So, is this some sort of failure complex? Possibly. The Woody Allen line from Annie Hall comes to mind: “I would never want to belong to a club that would have me as a member.” More likely, I just don’t like crowds. I prefer to meet people one on one and make a real connection. And that’s what the blog felt like. I could talk about what I wanted and share with a few weirdos who got it. As soon as it was a “big deal” it was serving the wrong purpose. I prefer to interact with the kind of souls that look to the details and make the connections offered up by references rather than have it all laid out for them in easy to understand WOW soundbites.
In my present shop I have only myself to praise or blame. I post when I wish and don’t worry about trying to please everyone. My monthly column/blog Esoterica Electrica is the result of just being myself, and the good people at PG have given me a lot of freedom to explore subjects from my own perspective. I get to ask the questions that most people aren’t asking, because that’s where the cool shit is. In the era of the long tail, I don’t need to kiss the ass of the same old, and I’m assured that there is sufficient traffic for me to continue. And now, as this incarnation of my Workshop Blog has served millions, I still consider it comfortably small potatoes.
My guitar building continues unhindered by the constraints of the corporate hand that often strangles itself. Occasionally I collaborate with my compatriots from the now-shuttered old shop, but mostly I work alone. I have a manageable work schedule that allows me to write, photograph, travel and meet interesting people who inhabit the fringes like me. Oh yeah, I also get to make cool shit.