Chatting with Martin Guitar’s Fred Greene, Vice President Manufacturing and GM Custom Shop – HuffPost 1.25.12
Mike Ragogna: Can you go into your new John Mayer Signature Guitar? What is it about this guitar that separates it from all others?
Fred Greene: There were many “firsts” involved in the construction of the John Mayer 00-45SC Limited Edition. We used Cocobolo wood, which we have not done before for the 00-body size. We also utilized various pre-war construction techniques including using hide glue, another first to be implemented with a signature model in this body size. Another unique feature for this model is extending the fingerboard, which carried the rosette motif into 45-style blue Paua trim. John had suggested we continue the rosette pearl over the fingerboard, which was quite a challenge. The 00 model is a favorite amongst musicians such as Bob Dylan, Joan Baez, and Merle Haggard. John’s concept with his new guitar model was to highlight the “cowboy” era, when the stagecoach was king and parlor guitar performances were the norm. John was interested in channeling a more simpler style of playing, with romantic, bell-like tones, which is what the 00-body style embodies.
MR: Are you a fan of John’s music, and if so, what is your favorite song by him?
FG: Of course! “No Such Thing” from John’s debut release Room For Squares will always be a classic. It was so fresh…a new talent taking the music scene by storm. And it goes without saying, seeing a real musician playing guitar instead of performing to a track always works for me.
MR: Which model guitar do you play?
FG: I mostly play a Martin D-18 Authentic and Martin 00-28VS. They are classics.
MR: What are some of your other models, not necessarily from the signature series, that you’re especially proud of?
FG: The Custom Shop CS21-11 was a limited edition model for 2011. We did things to that model that were never done before like selecting wood based upon its weight and we also used a lot of historical construction techniques that resulted in a blend of modern aesthetic and traditional Martin construction. It became a cult hit for high-end collectors.
MR: What’s coming down the pike for Martin that you can share?
FG: We will be introducing some new and exotic woods this year. Also we are working with several renowned music artists on Custom Signature models. Top Secret stuff. This message will self-destruct in 5, 4, 3, 2…
MG: What is the process in securing a Signature Artist model?
FG: There are a lot of factors involved. We may decide to honor an important artist that has historically played Martin guitars, like the recent The Mamas and The Papas Signature Artist model. Then we also like to feature music artists that have significance influence in today’s music scene, as we did with the John Mayer 00-45SC Limited Edition model.
MG: Tell us more about the Martin Guitar Custom Shop
FG: Being a musician is a creative process to begin with. Changing something that exists feels less corporate. Buying a guitar straight off the shelf may not appeal to every artist/musician. The relationship between artists and instrument can be very personal. We recognize there is a large percentage of musicians who feel and need a more personal connection. Seth Avett of The Avett Brothers uses our Custom Shop guitars. He simply prefers that individual and personal connection you get from working with our Custom Shop team on a guitar that embodies pure creativity. The Custom Shop allows us to work on an intimate level with the musician to create something that is one of a kind, just like the song or music he/she wrote/created. That experience is priceless.
Chatting with Chris Martin, Chairman & CEO of Martin Guitar
MR: Hi Chris, how is Martin Guitar doing these days?
CM: We are doing fine. Last year we generated over $100 million in sales. Our guitar, strings and gear divisions all grew by 15%. 40% of our sales are exported out of the US. There seems to be a continuing interest in the acoustic guitar and our brand and reputation give us a distinct competitive advantage in the marketplace.
MR: Chris, what is your day like at Martin?
CM: Today, I had a bank board meeting. I’m on the board of a local bank. Both my grandfather and his father were also on the bank’s board. Tomorrow will be back at work meeting with senior managers to review our results at the NAMM show last week. We are just wrapping up our strategic plan for 2012 so I need to review the goals and budgets. One of my favorite jobs is to give a museum or factory tour. Often, I am recognized when I walk through the lobby and I am always honored when a visitor asks if they may have their picture taken with me!
MR: The NAMM show just happened. Were you excited about the show?
CM: Our results at the NAMM show were outstanding. It takes quite a while to construct a Martin Guitar and we work hard to help our dealers plan their orders for the rest of the year. Based on our preliminary results, we are going to be very busy this year.
MR: What’s coming down the pike for Martin that you can share?
CM: One of our biggest challenges is going to be ensuring an ongoing supply of the traditional woods we use. Given the increased regulatory oversight, we are having to plan purchases further out. I am a firm believer in verifying the legality of the exotic timbers we use, but it does add extra paperwork and cost to comply with all the new regulations. We actually have another show in Frankfurt in March and then one in Nashville this summer. Stay tuned for news about those shows closer to then.