We don’t care… Amp Expert
Circa 2020, the prospects for JCA Circuits were unknown due to Pandemic Screw in addition to evolving 21st Century Market characteristics. Custom guitar amplifiers have always been an extremely difficult business model by any measure, even during the best of times. The nature of musical performance has also shifted from bars, venues, and studios into the Online platforms more and more. Sadly, the influential “rock stars” who traditionally inspired legions of us are now aging out and have become less relevant. I decided to go for it, regardless.
Additionally, manufacturing truly high end electronics has always been cost prohibitive. In order to approach the final 10% towards perfection involves exponentially more resources, costs, and advanced construction techniques to achieve the highest levels of quality and performance.
In addition to JCA Circuits, I also found myself working a part time day job in addition to the one I currently held because the current owner expressed his desire to sell the company very shortly after acquiring it from the original owner. He realized that he was in over his head. I wound up moonlighting for a competitor (with the approval of both owners) knowing that my current position would eventually be phased out. I worked at each simultaneously for about a year until I jumped ship to the latter. This garnered a couple more years work for me, but the latter also wound up losing several contracts due to severe mismanagement. Both owners resemble the definition of the “Lunchmares” I’m referring to here: https://jcacircuits.net/?p=8453
So, from 2020 to late 2023, I relentlessly pursued every possible way to promote JCA Circuits. I ultimately found myself involved on social media, which I detest for obvious reasons. I’ve seen so many of my friends disappear into a blue haze of conflict and derision leading to the destruction of their personas.
Over the period of several months on Facebook, Instagram, X, plus the JCA website, I attempted to give a brand new Vibe + 5F1 stereo rig to a deserving musician. I was hoping for an artist to use them on a recording since they are literally the best thing I have ever encountered for studio use. There was near zero interest in this. I managed to contact several dozen of my contacts, friends, and acquaintances briefly describing the details. I had a few folks offer to spread the word. Shout out to them.
However, there were several others (including clients) who stated that I was being out of line for expecting a press kit + agreement (in writing) to use the amplifier(s) on at least one professional recording + an NDA with respect to my Intellectual Property rights. They (correctly) surmised that almost no musicians would ever agree to such (reasonable) things. This all remains completely shocking to me.
As your’e judging others, walk a mile in their shoes. Then you’ll be a mile further away. You can keep the shoes. Anonymous
Enter: The Nashville Skyline
So, during all this I came up with a plan to phone several of Nashville’s countless used guitar stores to inquire whether or not they would have any interest in placing one of my brand new amps on consignment at one of their shops. I really believed that might be the thing to break open the dam.
I managed to get through to Gatekeeper Sales #1 at perhaps one of the World’s most prominent used guitar stores. They are known to cork sniff & resell a large proportion of Bonnamassa’s castoff gear. I thought that this would be great exposure. I was mildly surprised when they feigned mild interest. They mentioned that I should call back in several weeks due to unknown factors so I agreed to call back and thanked them for their time.
I proceeded to phone several less prominent used guitar stores in Nashville and Chicago following this reception. I really wasn’t sure what to expect. Throughout the early 2000’s/2010’s most people were mostly universally receptive with me personally as well as with the work. There were a few who weren’t but most were definitely AOK. Why would Nashville be any different than anywhere else?
Side note from Atlanta: Consignment sounds like it should be pretty straightforward, right? (sarcasm). A prior experience with a reviewer who (rest his soul) many years back had snuck the GR 1.6 I sent him onto a prominent Atlanta music store sales floor for sale/on consignment without my knowledge; after he asked me how much I’d sell it to him for since he “loved it so much”. What was his “special price”? I happened to be in an unrelated chat room (SIGForum) at the time where one of the members recognized my name and stated that he had just played my GR1.6 amp in Atlanta and loved it. HAHA. Well, that one also gets it’s own post later on. The tangled webs…
Back to Nashville:
Getting nowhere, I patiently waited the required several weeks and phoned said Gear Emporium again. I managed to speak with Gatekeeper Sales #2 this time. They appeared less interested than the first one did several weeks ago. I patiently explained who I was and offered a small background on the work. They explained that they do consignments with “boutique builders” but that the person I needed to speak with isn’t in today and to call back another time.
I was dismayed. But again, I agreed to stay in touch. I am quite willing to walk over dead bodies to pursue my dreams.
I called back again a week later. This time, I spoke with somebody in the office. I reintroduced myself and gave a brief background and asked if I could speak with the owner. They flat out declined and said that the owner doesn’t want to speak with me. They suggested that I get with Sales. I decided to give them a break for a while and waited several months before attempting another phone call.
I finally called back one last time. I wanted to give them every opportunity to benefit from the transaction. I had never managed to get to the point of discussing any fiscal details, but I was prepared to consider a very generous percentage on their behalf if things went in the right direction. So far they hadn’t but I needed something to happen because this experience appeared to becoming Universal no matter which direction it pointed. I asked to speak with Gatekeeper Sales #2 again who still doesn’t remember me. This time, he mentions how they “love” working with boutique amp guys for consignments and proceeds to wax poetic about their self-described in-house amp “Expert”. Finally, he passes me off to the “right person”.
What’s the definition of ‘Expert”? Former ‘drip’ under pressure. Unknown
I was truly blessed and privileged to be granted exclusive access to their in-house amplifier “expert”. I briefly restated the details for his immaculate consideration. I also mentioned that I am willing to drive to Nashville in person at their convenience and hand deliver the amps for a brief demo, and if they weren’t impressed I’d leave.
After a brief pause, he said something to the effect:
We don’t care what any of the magazines or reviews say about your amps, Jason. We only care about what they sell for on Reverb! Amp Expert
Duly noted.
Jason C. Arthur
