Record label

Gibson launches label ahead of Slash album

“It is an honor to be the first release of the new Gibson Records, Slash, longtime Gibson brand ambassador, said in a statement. “It’s definitely a zenith in our partnership and after working so closely with Gibson for so long I know this will be a label that will truly support their artists in a creative way. Not just me, but all the artists they choose with. to work. It’s perfect. “

Caesar Gueikian, who is brand president at Gibson Brands, describes the brand as “the next major step in [the] the evolution of collaborative artist partnerships “that the company has fostered in recent years – a push that has included launching signature guitar collections for Slash and other artists, including Adam Jones, Jerry Cantrell, Dave Mustaine and Tony Iommi.

“We want Gibson Records to be known [as] a label that will carry this culture that we have at Gibson of working with our artists, of putting our artists first and of being of service to them, ”said Gueikian, who joined the company as commercial director in October 2018.

Gibson ultimately decided to partner with BMG – “already a group that is very close to us,” says Gueikian – after initially considering developing in-house labeling and distribution capabilities. “They have great global reach and distribution, we have the reach and distribution of what we do,” Gueikian continues. “And I think the sum of the parts between what BMG brings to the partnership and what Gibson brings is going to be more important than the parts individually. ”

As Gueikian characterizes it, the launch of Slash’s next album as the label’s first release was a no-brainer given his more than 30-year relationship with the brand and his long association with his model Les Paul, which the guitarist plays. since the mid-1980s.

Jeff Varner, co-founder of Revelation Management Group and longtime director of Slash, says Billboard that Gueikian approached him after hearing that Varner was looking for a label to release Slash’s next album. After weighing several other options, Slash and Varner chose to sign with Gibson for a multitude of reasons, including artist-friendly terms of agreement (Slash will retain ownership of his masters); Slash’s history with the brand; and what Varner calls a “renewed vigor and renewed sense of passion” in the company following the appointment of Gueikian and the President and CEO JC Curleigh almost three years ago. Gibson’s global retail network will also provide additional promotional opportunities that would not be available on any other brand, Varner said. “There is just a lot of things we can tap out there,” he adds.

Beyond Slash, Gibson Records plans to release music from a multitude of artists, established and new, in part tapping into what Gueikian calls his network of 3,000 “Gibson artists” around the world. In that vein, he views the company’s Gibson Generation Group (G3) – a two-year mentorship program for young players that is part of the brand’s efforts to inspire a new generation of guitarists – as a “platform.” seeding form “for future signatures. .

“It’s very encouraging to see a lot of young musicians approaching music in a very progressive way using the guitar as their main instrument,” says Gueikian of the recent surge in interest in guitars. He adds, “Gibson Records isn’t just about what we’re going to do over the next couple of years. We see it from a very, very long-term perspective.


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