What is GIBSON (and EPIPHONE) doing? Let's talk! 

I think your analysis is spot on. After spending some time at Sweetwater's showroom, I played most all of the guitars you spoke about, and yet I became one of those middle-aged guys to buy a new Gibson LP Studio models. I do like it a whole lot, though!

Gibson have become an elitist corporate parody of themselves. I too used to aspire to own a Gibson LP when I was younger. Their prices are now just astronomical and personally I don't believe you will ever get value for money buying a Gibson these days. Now that I am in a lucky position to purchase higher end instruments, I find myself steering clear of big brands. I am in a very fortunate position to have been able to spec and buy 2 custom instruments from Gordon Smith. Phenomenal value for money and quality that Gibson could only dream of in my opinion. I think you are right about Gibson perhaps they are shooting themselves in the foot, or maybe there are enough people out there who care so much about the name on the headstock that they will continue to make guitars that are out of reach for most working musicians.

U r really good at this, I enjoy your videos

Intelligent points, and well made. I agree with what you're saying - and the contrast with how Fender markets things is apparent. The Gibson Garage concept is targeting a tiny (but lucrative) demographic, but how long can they keep re-issuing things? Eventually, the 'rich middle aged guy' market will vanish.

Gibson stated themselves that they are a lifestyle brand not a guitar brand. No reason to buy new Gibsons though. There are still some reasonable offers on the used market.

You got a really good point of view with your ideas about the Gibson and Epiphone as a brand and their activities as of today, as I mentioned before I have about 7-8 Gibson Les Pauls that I bought brand new over the years starting in 2012 when I bought a Gibson Les Paul Standard and the last one I bought was in 2020 when I bought a Gibson Les Paul Studio High Performance, all of my Gibsons that I bought brand new was not perfect out of the box, I had to level the frets on a couple of them, as I am a guitar tech with my own workshop that's not a problem for me, but most people can not do that by them self and will have to spend a couple of hundred of dollars for fret leveling. As of right now I see just as you mentioned the prices go up quite a bit, even Epiphones are getting quite high prices, I do believe just like you that its better value and/or bigger bang for the buck to buy a Gibson, but they are to pricy. I know you know quite a lot about guitars and Gibson and Epiphone in particular, let me ask you, is it now that it's a great time to start to look for used Gibson´s ? Here in Sweden it's possible to find a 2009-2009 Gibson Les Paul Studio for around 7-800 Euros, including a hardcase. I find that price quite attractive because it is a Gibson and most of the times not comparable to an Epiphone, not even the more expensive ones. What do you think ? Thanks for the video... you are awesome :D

I’ve got so old ones but I haven’t the sg jr or deluxe(2x P90’s)-anything to the lightning bridge vs. the tuneamatic bridge….besides intonation?

Had these same thoughts

I've struggled for years with Gibson guitars, I've had a few. It's become a huge business going round in circles with reissues of late 50's and limited guitars for collectors with to much money. Personally i find 80's to early-mid 2000's to be the best period for Gibson. Have tried so many modern les pauls and i've almost decided to go for either a Greco Super real or an Orville by Gibson.

I agree with pretty much everything you're saying here. The Epiphone quality simply isn't representative of the price point. Gibson have definitely focused on the "boomer" (I hate that term) demographic, leaving Fender free and clear to catch young talent.

Agree with everything you said. They've got a fantastic history with some of the most iconic and best-sounding guitars ever, so I understand why they want to celebrate that, but they're not a company with something for every guitar player. Whereas I'd argue that Fender is. It's a shame that guitars are getting so much more expensive in general. I bought a top-of-the-line Tele in 2006 for £1000, the equivalent today is almost twice the price! Similarly I bought an 'American Vintage reissue' Jazzmaster in 2012 - really good quality but still a standard production model - and yet it feels and sounds exactly the same as any Custom Shop model I've tried.

Completely agree on Laurel, it does feel super cheap. I have an older Epiphone les Paul Jr. It feels so much better than the new ones.

Gibson has always been a luxury brand. When I was 20 I couldn’t afford a Gibson. I do agree on the Epiphone comments. I assumed when Maestro was brought back with the pedal line I assumed Maestro would return to become the more budget friendly version. My issue with the Fender comments is their QC lately is completely trash. I have 2 MIN Fenders that are about the same quality as an Indonesian Squier.

only epiphone. search the story about 2 brands greetings frm greece

Well your question is easily answered ....... "Money, money, money!" simples really.

Nice topic video! I agree with most, not with all. It’s clear that the 1K to 2K pricepoint is taken over by Epiphone. Models like the Tribute and Studio are discontinued. Same might happen to Juniors and Specials although there will still be alternatives in both brands. I disagree that Epiphone is a cheap Gibson only. They are their own thing. I own the 59 LP standard and the 61 LP SG standard and they are really good value and have substantial wood, hardware and electronics upgrades. But yeah those were under 1K and what the new models offer i can’t say from experience. Signature models were always a commercial thing and overpriced imo. I am curious on what the statement about young people not liking Gibsons is based on. I feel the whole guitar community is very nostalgically orientated (look at the hate towards PRS and other modern brands). The iconic models will always be connected to the different styles of music and the heroes who played them. And then it’s good that we can choose different pricepoints regardless the name on the headstock. The more expensive the guitar, the smaller the added value and the quality jump that is offered anyway, certainly over 1,5K to 2K.

Well said. I would like to add that the quality of these actual Gibson guitars is not comparable with the ones from the 70s, 80s, 90s, and 2000s. I own several of the old ones and would not buy any of the current Gibsons even if they were cheaper.

The Gibson hype just keeps on coming, so what type of PAFs are in this way expensive presentation box version, as it is known that the original P/ups varied to some degree depending on who was wiring them and the materials available at the time.

This started when a Fashion guru took over at Gibson......

It's not just Gibson, both Fender and PRS have the same product offerings.

I guess Gibson is just following the money. Looks to me like "Gibson" is now, as you say, a luxury brand, and they are going after the player market with Epiphone. Probably because it is just getting too expensive to build any quality products in the US, and they don't market guitars built overseas under the Gibson brand. The good thing is that Epiphones are getting better and better, with a wider range of price points. Sort of like Honda and Acura.

Gibson makes excellent guitars and its name is synonymous with rock but i fear they’re turning themselves into as you said, a luxury brand. That being said i have epiphones and they’re great guitars. Of course they’re not comparable to Gibson obviously but that is to be expected. Fender on the other hand has a good marketing team. They cater to legendary artists as well as up and coming musicians to excite the younger crowd.

Until an individual works out for themselves that the country of origin, name on the headstock and the species of wood used do not define the quality or playability of a guitar, then they will continue to be overcharged for inferior products by companies that continue to rest or their laurels of yesteryear. It's a personal revelation, but one that will set you free and empower you to own and play instruments that you define yourself by, not that some soulless marketeer working for a brand that doesn't give two hoots about you chooses to define you by.

The Gibson SG Jr is not available anymore.

Chyyyyyna

A point you missed, is Kramer guitars. This is a Gibson brand, they have made some amazing, and cheap guitars, that bang for your buck? IS SPOT ON! Yes, Gibson is becoming the luxury brand, and well... Epiphone has been around longer then Gibson actually. So it doesn't surprise me, they're trying to grow it for their investors. But both Gibson and Epiphone have never really been about new designs. If you look at the Dave Mustaine signature, the actual pointy V shape? Says Kramer on the headstock, not Gibson. The Gibson version of the Dave Mustaine, is more the "classic" V shape. You want a Les Paul with modern appointments? Kramer has the Assualt model, so you don't have to pay $5k+ for an Axcess, or what Epiphone charges for their Alex Lifeson signature model. And the starter guitar? You can get a Kramer Baretta Special for a whole whopping $230! Need more pickup options? They came out with the Striker series for $350. Another brand that was missed? Steinberger! And well, granted, they haven't done much promotion on them, but they still exist, and are around for those headless guitarists, that liked the 80's vibe. I'm still considering one, as they are quite affordable these days. There's a lot of solid points you spoke about in this video, but the picture at "Gibson Brands Inc." is quite a lot larger then just Gibson, and Epiphone, and has been that way for well over 20 years.

Are Gibsons expensive? Well yes but then they always have been. They're not a brand that everyone will be able to afford, they're not supposed to be. For all the limited editions and signature models that come out, they're only doing them because they know they'll sell. They wouldn't do them otherwise. It's not as if they've stopped making Les Pauls or SGs, they're just making lots of other things that tend to get more publicity.

Amazing 💪💪

People really need to give up the negative stigma towards Epiphone. They are really good affordable guitars. People will gladly buy a Mexican or Japanese Fender, but won't buy an Epiphone just because of the logo

I'm 60 and have about 30 guitars none of which are Fender, Gibson or Epiphone, imports are just so much better now with high end features!

Counter points, you're not taking into account many young artists endorsed by Gibson like Grace Bowers or Jim James for example and as far as affordable entry level Gibson's there's the newly released Modern light and revamped Studio under 2k, these are professional level instruments competitive with other modern brands. There's no question Gibson panders to the wealthy and 'heritage' types but there's room for working class and modern players too.

I suspect that the guitar market is flooded with good cheap and midrange instruments so for Gibson and Epiphone the only way is up. Make things more expensive and people will think that they must be better because they are more expensive. You hit the nail on the head with your points. Boomer branding.

Thank GXD somebody is addressing this absurdity.... Gibson has moved from being a serious musician's brand to being a luxury brand (as noted). -It STINKS!!!

Great video 📸 Ewa! It's true though, the Guitars are amazing but these over-overpriced items are not good. Keep up the good work 🎩🌹🎶✌️

Gibson und Epiphone sind sehr gute gitarren Hersteller.ich spiele eine epiphone SG und eine Gibson Flying V. Bin voll zufrieden und gebe die klamofen nicht mehr her.

There are luxury items made in china but guitars have never been one of them…I think I’m with most people…very confused about Epiphones pricing on these new guitars…it just doesn’t make sense the price they are asking 🧐

Epiphone FB 1 is $1300.00 ^ FB 5 $1700.00 not $ 13000.00 & $17000.00.

Too many signature reissues and murphy labs. It's gonna haunt them eventually. Cesar is going fanboy.

Gibsons are to be bought used. It can even be profitable. My Flying V cost a grand and is worth 5 now. Buying new is just not in my budget at all.

You can spend this money buy a Gibson copy from an independent luthiers who put better components and are historically correct!!

I couldn’t agree more, Gibson is targeting the 2%. And it’s ridiculous. What Epiphone is turning into. From time to time there’s been some pretty decent guitars for a reasonable price from them, like the inspired by Gibson line. The Firebird in particular was pretty impressive and at a more than fair price….but the new Adam Jones is $1500. Just stupid.

My guess is, there is not more than $100 worth of wood and parts in any of those guitars. As P.T.Barnum said long ago, "A sucker is born every minute." Watch what the new Asian brands do to Gibson and Fender!! 🥹 😅 😂 🤣 🥲 😀

I think Gibson should optimize the production and make only two lines. A Vintage Series and a Modern Series. They waste to much money for cheap stuff. The Vintage Models can have a better price by a better production process. No one needs stuff like the the Classic and Traditional Series because they are not what a Gibson Guitar should be. They are Gibson branded but for me they are no Gibson guitars. Cancel it and make Reissue models more available. 😊 Also they should build Epiphones like the old japanese Fujigen made Orville and Epiphone guitars. There is so much useless Gibson stuff.

WHOA! Newsflash - old people aren’t going to live forever but apparently young people are!! When did I miss that breakthrough? OK, here’s the thing; old people have the money and old people invented rock & roll so old people can afford to spend that money on guitars from their youth. But they need to do it before they die, whereas young people have no money but they’re not going to die so they can buy other stuff that reminds them of their childhood - like LEGO. Glad that’s sorted out ❤

Gibson is selling idol worship.

I don’t understand these videos. News flash Gibsons are expensive they’ve always been. If you don’t like them nobody is forcing you to buy one.

Im sorry to say this, but gibson and epiphone deserves bankruptcy. Gibson already turn their back to the musicians that gave them the dominant position they have today. The prices you have to pay to buy a gibson doesnt match what they give and the quality control is lousy. And now an epiphone is priced the same than some gibsons where in the past. There are many chinese guitars made with more premium specs than epiphones that cost much less (locking tuners, stainless steel frets, roasted maple, exotic o selected woods, etc). And the epis are nice guitars, but they dont cost what they charge, not even close. They have become greedy and they have forgotten where they came from, so the customers should forget them, at least until they remember who took them to the place they have. Once again, sorry to say this, i love gibson and i like very much epiphone, but they gone to far

Gibson wasn't on the brink of bankruptcy because of the guitar division. The guitars always made money. And the sales of these limited production guitars aren't even a drop in the bucket. They release collector's items for sure. That's to help place them as a premium brand. It makes their Gibson USA standard releases more desirable. And every time Gibson has come out with something new and improved their customers have rejected it. Gibson customers want 14° head stocks, hot hide glue, nitro lacquer, long neck tenons, PAF recreation pickups. They have rejected anything that deviates from that formula. And are willing to pay a premium to keep the "Golden Age formula" going. Epiphone still makes "cheap" guitars. You can get $200 SGs from Epiphone. There are only limited ways of increasing your bottom line. You can sell more. But you can't always increase your client base. You can reduce costs. Typically that's accomplished by cutting payroll as that's about the easiest expense to control. With worldwide inflation you aren't cutting it any other way. Lastly you can increase the ASP (average selling price). You can increase pricing, but you need to stay withing the market. Or you can come out with more expensive models. You can only make so much money selling $499 SG standards. I would have to guess that margins are pretty slim on a product like that. Just shipping cost increases the last 3 or 4 years would likely eat up all the margin from a guitar at that price point. Keep in mind that Gibson isn't here to fulfill our dreams and guitar fantasies. They are a business, a publicly traded business. They have a legal responsibility to their shareholders to make as much of a return for them as possible. That is their goal. THAT is why they are in business.

Leopard spots is not black !

i wont pay over 300 for a chinese guitar.

The whole wanting to be a luxury lifestyle brand thing is so stupid. Dunlop & Yamaha may do this, but they're probably the only ones that are any good, and that's likely because they actually have people who are good at it that are making the stuff. Gibson deciding they only want to have rich idiots that don't play guitar as customers is just dumb. It's like if Ikea just decided one day it wanted to launch it's own luxury airline & fashion brand for previous mentioned rich idiots, and then more or less ditched any interest in making furniture. Meanwhile what people really want is the actual furniture. It should be obvious there's a limited number of rich idiots in the world. That's not sustainable, and it just cringe. It's also worse to do a bunch of things really badly than to do one thing really well. It's fine to just make guitars & do it really well, and they're gonna have to realise that sooner than later, because it's all that people want from them. This is just what happens when you have people who don't care about guitars, running what's supposed to be a guitar company.

😮rich middle aged men !! Buying expensive things, how dare they !