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Guitar Equipment Publications

Selling Fender Kit In The Mid 1970s

Fender Stratocaster and Quad Reverb as characterized by Detroit-musician caricature ‘Bumpwell Blues’; note Strat-as-phallus reference.

The mid 1970s is the most maligned period of Fender’s history.  Musicians and collectors alike complain of such indignities as three-bolt necks on Stratocasters and Jazz/Telecaster basses, ‘high powered’ tube amplifiers which managed their impressive-on-paper ratings through the use of frequency-sucking suppressor caps, and of course the dreaded 70s heavy-guitar syndrome.

OK so how did Fender manage to sell so many of these instruments which we now regard as sub-par?  Could it be possible that the goofiest ad campaign in guitar history might have had something to do with it?  No disrespect intended to the illustrators/art-directors/copywriters who crafted these curiosities; I am sure that they were just doing what they were told, and the work is certainly of a consistent quality.  But really?  This was a good idea?

On a more serious note though: what does is mean exactly when a manufacturer creates an entire (expensive) ad campaign that does not show the actual products or even reference any concrete product specifications or claims?  Is this good marketing?  Hubris?  How do we feel about the products?  Does it make us more or less curious?  Do we accept that these products are in fact ‘icons’ by virtue of the fact that we are shown only icons that represent the products rather than seeing the products themselves?

Fender PA100

Fender Quad Reverb

Fender Stratocaster

Fender Twin Reverb Amplifier (presumably; this ad does not even reference a particular product)

Along similar lines…  ROGERS drums was the drum-division of Fender-Parent CBS musical instruments at the time.  Here’s an example of the very similar ROGERS campaign of the same era.  They chose a different illustrator (smart) and it seems like they used a different copywriter as well; we also see the actual product in a small window at the bottom, so there was probably a different marketing person responsible for this campaign. The overall effect is similar though.  Also consider the implicit statement that only males play drums.  Not surprising given the era; hell Dean Markley was still running sexist ads last week AFAIK. 

 

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Found Photos part 1

Preservation Sound found photo #1: unknown rock band circa 1968.  In this stage setup:Fender Precision bass; Blonde Bandmaster head with Black Tolex 2.x15 cabinet; Shure SM56 above the drum kit;unknown Teisco/Guyatone-type electric guitar; Additional unknown Fender amps; Burns Bison guitar; striped stovepipe trousers and turtleneck sweater; scarf.

Today on PS dot com: a tribute to a tribute.  Have you seen The Hound Blog?  The Hound Blog is written by one James Marshall, owner of the Lakeside Lounge bar in Manhattan.   Marshall is also a music-writer and wow a real expert on early rocknroll.  His Lakeside Lounge bar looms large in my memory; when i first moved to NYC in 1998, I played in a country-rock band that often played at the Lakeside.  It was then (and probably still is) a very musician-friendly venue; small enough to fill with all your friends, decent amplifiers provided for your use, and a good atmosphere in general.   Several years later I remember meeting author/music-journalist Nick Tosches at the LL one night; I am a big fan of Tosches’ writing and he made a much bigger impression on me than many of the more famous faces I’ve crossed paths with over the years.  Thank you, JM, for running a great spot and running a great blog.

ANYways… a regular feature on the Hound Blog is their ‘Found Photo’ series (I think they are up to 66 at this point).  The series seems to focus on snapshots of individuals in the 50s/60s whose sartorial style and general attitude exude a certain rocknroll style that we are used to seeing in Hollywood representation of early rockers/mods/general bad-dudes but rarely do we see in ‘real-life’ images.  Today I offer the first two of what I hope to make a regular feature here as well: Preservation Sound found photos, selected based on… you guessed it… interesting old audio equipment.

Gibson SG; SUNN Spectre head and cabinet; Peavey practice amplifier perched on silverface Fender Deluxe (?); BOSS CE-2 Chorus pedal (on table next to ashtray).

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Custom Fabrication

Sound From A Glass Box

This design project began with the goal of crafting an entire amplifier that echoed the form of a vacuum tube itself.  See here for example of the intial execution.  Thanks to cabinet-maker N.N. for the beautiful walnut frames.

The 22277 is a two-channel audio amplifier for home music-listening.  Power output is approximately seven watts per channel.  Each channel uses 1/2 of a 6SL7 twin triode and one 6L6.  The rectifier used is a 6AX5.

Volume control is provided.  Inputs are via twin RCA jacks and speaker outputs are via 1/4″ jacks.  The relatively high gain of the 6SL7 tube allows the unit to be driven to full output from any line-level source (E.G., radio tuner, DVD player, iPod, etc).

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Altec

Helping you come to terms with the possibility of imminent demise

Download the 1965 and 1968 Altec ‘Airport Sound Systems’ brochures:

DOWNLOAD 1965:Altec_Jet_age_sound_systems_1965

DOWNLOAD 1968: Altec_airport_sound_systems_196X

What purpose can programmed sound serve in our environment?  Communication of information.  Entertainment.  Marking boundaries of different spaces.  All of this happens in the environment of an airport.  We need to know if there has been a gate-change for our flight.  We enjoy some sort of distraction or amusement while we wait.  We expect one sort of sound in the airport bar, and another at the gate.  OK.  So…  inform, entertain, delineate.  But how about… changing the mental state of an unsuspecting listener by lulling them into an acceptance of their relative insignificance in the universe in order to help assuage their fears of possible imminent death?

(web source)

Here’s how Brian Eno, composer of ‘Music for airports,’ widely considered to be the first ‘ambient music’ album, explains his project:

“… Whenever you go into an airport or an airplane, they always play this very happy music, which is sort of saying: ‘You’re not going to die, there’s not going to be an accident, don’t worry!’ And, I thought, that was really the wrong way around, I thought that it would be much better to have music that said: ‘Well, if you die, it doesn’t really matter.’ You know. So I wanted to create a different feeling, that you were sort of suspended in the Universe and your life or death wasn’t so important. …” (source)

Talk about turning the problem on-its-head.  I should say at this point that I am an unabashed huge fan of Brian Eno; IMO, there is no one person in the history of recorded sound that has been as able to imagine and exercise new potentials for audio.  Anyhow…  if you feel that his statements in the interview above seem somewhat grandiose/flakey/pie-in-the-(or falling from the)-sky-ish, I offer this personal anecdote.  I recently played the opening of  ‘music for airports’ for my students in my Soundtrack class (‘The Soundtrack’ is a course I’ve been teaching at the University which gives visual arts and communications students an understanding of the creative potentials of audio in their work).   We were discussing the programming of audio in public spaces – shops, restaurants, etc.  I played 5:00 of “Music for Airports” and asked what they music made them think of.  Several immediately responded, ‘death.’ OK, I replied…  how do you feel about this death?’  “Okay” was the reply.  Well done Eno.

It’s kind of hard to believe that there were so many airports in the US in the late 1960s that Altec published these 6pp and 8pp catalogs.   While there are no claims in these publications that these Altec systems might be used to effectively assuage customers’ fear of death, they do offer the following:

Lack of reliability (in an airport sound system) can cause not only inconvenience but actual danger and panic in some cases.  This is why Altec Lansing, pioneer in integrated sound systems, has stressed aerospace-level reliability in every… component.”

Altec stresses here that lack of reliability, such as it might result in the mis-cue of important verbal flight information, can potentially cause danger and panic.   Eno took this one step further by understanding that the music-programming of the environment can also have a dramatic effect on the mental state of the customers; and he systematically set out to design sound-pieces that maximize the potential of the sound-system to comfort those customers.

Products discussed include the Altec 650, 687, and 695 microphones; various compressors and power amps; and audio-signal distribution equipment. ‘Case studies’ which catalog various successful Altec airport sound-systems already in use are provided as well.

 

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Uncategorized

Time (part one)

Have you ever entered a long-abandoned space; a time capsule?

Not like a cave or a forest or a wood; those are natural places which exist independent of any time-keeping, in a vast seamless stretch.

I am referring instead to places touched and crafted by humanity, once; and then left, sealed up, like a pharaoh’s tomb.  How do you think Howard Carter felt when he first entered King Tut’s tomb? What do we feel when we enter these ancient spaces?

They are filled with unfamiliar objects, layers of dust (matter once organized and differentiated, now becoming undifferentiated), and what else?  Ghosts?  What is a ‘ghost’ if not the /voice/ of a departed individual that still /speaks/ to us through the discourse established by their abandoned objects/spaces?

Our bodies can move freely through the three dimensions of space, unless shackled by disease or coercive force; but most people intuitively feel that we cannot move freely through time.  This restriction on controlled movement through time is tolerated, at best, and suffered deeply at worst.  Most feel that we move forward through time, at a rate that does seem to vary with activity and age; but backward through time?  Can we access the past?  Do we ever feel that we are using the force of a prior moment?

The future holds possibilities, certainly; but the past does as well.  Just as we can chose our current actions from a certain set of possible actions, and therefore chose our futures to a degree, we can also chose our pasts.  We can chose which elements of the past we incorporate into our lives.  There is an essential difference, for instance, between filling your air/space/life with the music of Led Zeppelin and the Beatles vs filling your life with the music of Jim Ford and Pearls Before Swine.  While Led Zeppelin and the Beatles are certainly two of the finest musical groups to ever make a record, the great success that they experienced ensures that they will become part of the fabric of all subsequent musical culture.  They are already baked-in, as it were, to 99% of rock music that you might experience on any radio station or television show today.  This does not make them bad: but it does make them inevitable.  Experiencing the legacy of Zeppelin and the Beatles is not a choice; it is mandatory.  On the other hand, when we chose to heavily involve ourselves with forgotten, cast-off bits of history, we can actively re-shape our own contemporary reality.  Obscurity, as a preference, is not simply motivated by a supposed hierarchy of accessibility or a badge of time-spent-in-the-trenches; when we engage ourselves with the entombed, the brilliant-but-dead-end bits of history, aren’t we really crafting a unique present moment for ourselves?

 

The films of Quentin Tarantino are often described as post-modern because he mixes cultural signifiers of many different eras and subcultures in a non-heirachical way in order to arrive at a new and unique meaning.  Consider Samuel Jackson’s character in the clip above: The suit of a jazz musician from the 50s; jheri curl hairdo from the 80s; the highly charged speech patterns of the 60s civil rights movement; driving the 1970s sedan.  What year is it again?  Tarantino is making films for a wide audience, so none of these are particularly obscure references in and of themselves; he wants to entertain you, not send you to Google after the movie to look up what the hell was going on.  But the overall affect is still achieved through a kind of time-play.  This demonstrates that yes the past, as well as the future,  holds immense expressive possibilities.

When we’re working in the studio, and we record a vocalist with an ancient microphone, what exactly are we doing?  What effect are we creating?  It’s not likely that we’re trying to trick anyone into thinking that this pop song was recorded in 1932.  We’re generally not even trying to reference the historical period 1932 via the recording.  But we do have the potential to build a new space that exists along a different axis entirely.  Not a past-plus-present but a denial or refutation of single-vector linear time.  I don’t think this actually happens very often; we can use all sorts of audio equipment from the entire 100-year history of recording technology and still easily end up with ‘just a pop song,’ be it a genius one or a terrible one.  But there is real possibility in this.

If you are reading this website right now, you are probably involved in the recording of music in some way.  You probably own or admire antique or ‘vintage’ recording equipment, and use it in your work.  Why do you do it?  What is the benefit for you? What expressive power does it have?  Are you taking full advantage of those possibilities?

 

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Uncategorized

1980 (via Music Emporium)

Download 25pp of excerpts from the 1980 ‘Music Emporium’ mail-order catalog: synthesizers, keyboards; effects pedals; pro audio equipment:

DOWNLOAD SYNTHS:Music_Emp_Keys_1980

DOWNLOAD EFFECTS PEDALS: Music_Emp_FX_1980

DOWNLOAD PRO AUDIO: Music_Emp_audio_1980

Keyboard instruments covered, with photos, text, and (often) pricing, include: ARP Axxe, Odyssey, Quadra, Quartet, Omni II, and 2600 keyboards, Moog Micro Moog, Mini-Moog, Polymoog, and Multi-Moog, Korg MS-10 and MS-20; Oberheim OB-1, two-voice, OB-X, and four and eight-voice systems; Roland RS-09 and RS-505 string machines; Roland MP-600 electronic piano; mechanical keyboards from Hohner (pianet and clavinet) and Wurlitzer (200); Leslie 820, 860, 147, 760, and 815 rotating speaker systems.

Effects pedals include full lines from MXR (many…), Morley (VOL, SVO, PWO, WVO, PWB, PWF, PWA, PFA, and PRL), Mutron (III, Phasor II, Vol-Wah, Octave Divider, and Bi-Phase), and DOD (250, 280, 401, 640); plus interesting oddities like the Gizmotron, eBow, Altair PW-5, and the original Pignose amplifier.

Audio includes a wide range of mics from Shure, Sennheiser, Beyer, Sony, plus some predictable selections from the AKG and Electrovoice lines; Teac tape machines; Technics 1500 and RS-M85; the Tangent 3216 mixing console; time delay effects including Loft 440, Lexicon Prime Time model 93, MXR digital delay and flanger-doubler; Roland space echos, Tapco 4400 and Furman RV-1 reverbs; compressors including MXR mini, Ashly SC55 and SC-50. Biamp Quad Compressor, Ureil LA4, and DBX compressors 163, 160, 162, 165; plus a host of mainly graphic EQs including Biamp EQ210, EQ270A and EQ110R, MXR Dual 15 abd 31, Tapco C-201, Ashly SC-63 and SC-66, and Ureil 537 and 545 parametric filter set.

DOD effects pedals circa 1980

The Gizmotron, which is sort of the mechanical equivalent of an e-Bow; it was invented by Lol Creme and Kevin Godley of band 10CC; I have never come across one of these but wow would I love this for studio work.  Check out some amazing sound clips here.

The Korg MS-20.  This is our house monosynth at Gold Coast Recorders and lord do these things sound great.  Pitch to CV conversion built in!

Loft 440 Time Delay effects.  Loft was a Connecticut maker of Pro Audio kit in the 70s/80s.  Much previous Loft coverage on PS dot com; maybe start here…

I just got a new MacBook Pro and guess what.  My Protools LE 8 does not work on it.  Big surprise.  Everytime this happens (which means everytime a new Mac comes into my life…) I inch closer to replacing the PT LE system that I use for demos at home with one of these 70s four-track reel systems.  Of course, an Mbox and Laptop weigh about 100lbs less and take up 1/10th the desk space.   Is anyone out there making demos (or album masters) on a Teac/Tascam 1/4″ reel system? Drop us a line and let us know…

Technics RS-M85 cassette deck.  Beautiful looking machine.  Working example on eBay right now for $138…

The Urei LA4 was the compressor that I learned on at school.  The studio had a pair and they sounded great. Simple and effective… 

I don’t know how accurate it was to have ever called the Beyer M69 a popular microphone, but they do have a good sound.  We have a pair at GCR and they are a good alternative to the SM58 as a handheld dynamic.  To my ears they sound less boxy; seem to have less proximity effect. 

For previous Music Emporium coverage on PS dot com (incredible as it may sound….), visit here…

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French Jazz Magazines circa 1960

Some highlights from “JAZZ” and JAZZ HOT,” French-language jazz musician/enthusiast magazines circa 1960.  I can picture Michel thumbing thru these while waiting for Patricia to come back from her classes at Uni.

The RV guitar amplifier, as distributed by Conn.  Beautiful little amp; it has a sort of a Carr vibe to it.

Anyone have any information on these lil fellas?  Schematics?

Benny Goodman with an RCA 77 (and some sort of horn-type instrument?)

Billy Holiday about to make you weep via an EV 636.  I have had a few of these and they can sound pretty cool.  Good cheap vintage mic.

 Studio scene circa ’60

When tracking overdubs I generally get by with a Royer (into some tube preamp/DBX comp) and a u87 (into an API/Purple comp) out on the floor.   If it don’t sound good on one, it’ll sound good on the other (or both).   Same thing but with a 77 and a U47?  Yes please.

Seems like Stimmer was a guitar (and other) pickup maker.  But what is that guitar?

Transistorized portable turntable