Lee Anderton interview

Teetonetal

Sassafras said:

digitalscream said:

Jack_ said:

Y'know someone made that app or whatever a while ago that removed all mentions of the Kardashians from your web browser; can we get one made that removes all the Andertons lot?

Feels like I can't go anywhere in the guitar realm without them and their associates being a topic of conversation.

Which, really, is the point.

What a lot of folk seem to respond to is his genuine enthusiasm for the stuff he sells. We've all spent far too much time in music shops where the staff and the owner plainly couldn't give a shit about you being there or not.

I wouldn't want it any other way.
I don't want some smarmy sales type hovering around pushing a load of overpriced tat my way.

I don't think that's what @digitalscream is talking about in the slightest. When you go shopping I think you should be asked once if you want help, then left alone if you don't - however staff need to be approachable if you have questions. Too many stores the sales guys are just sitting on their phone (or playing gear) and they just couldn't care less. 

Shop staff are their to serve and help, not pretend you don't exist.

Sure no one likes the over zealous approach either, but there is a nice middle ground.

not_the_dj

Having a public face and image like that is a great marketing strategy, the customer gets to feel like they're buying from "him", and that really sets them apart from the relatively faceless GAK, GuitarGuitar etc.

stratman3142

Good interview clip.

Andertons is less that 30 minutes from where I live. I've spent a small fortune in there over the years and always had great service. The staff pay the right amount of attention and, once I'm set up, they'll leave me to get on with things in the test rooms, probably partly because I like to crank up the volume.

english_bob

not_the_dj said:

the relatively faceless GAK

I wish. As a Guitar Nerds listener I'm more familiar with Joe Branton than I would have been otherwise, but I'm not sure he's considered whether his whole "controversialist vegan twat-'stache wearing hipster drunk whose friends think he's a bellend" persona really works as the face of a brand that needs to sell stuff to more than just vegan hipster drunks to survive.

Seriously, watching him wheel out some even more hipster twelve year old called Hugo or Bryce to actually play the guitar in their videos because he can't do it himself (bassist) makes you beg for Chappers.

Musicman20

english_bob said:

not_the_dj said:

the relatively faceless GAK

I wish. As a Guitar Nerds listener I'm more familiar with Joe Branton than I would have been otherwise, but I'm not sure he's considered whether his whole "controversialist vegan twat-'stache wearing hipster drunk whose friends think he's a bellend" persona really works as the face of a brand that needs to sell stuff to more than just vegan hipster drunks to survive.

Seriously, watching him wheel out some even more hipster twelve year old called Hugo or Bryce to actually play the guitar in their videos because he can't do it himself (bassist) makes you beg for Chappers.

His bass work...just nope. Sorry.

mudslide73

Very interesting - thanks for posting. It was interesting to see him in "industry mode" talking about the nuts and bolts of the business.

english_bob

Musicman20 said:

english_bob said:

not_the_dj said:

the relatively faceless GAK

I wish. As a Guitar Nerds listener I'm more familiar with Joe Branton than I would have been otherwise, but I'm not sure he's considered whether his whole "controversialist vegan twat-'stache wearing hipster drunk whose friends think he's a bellend" persona really works as the face of a brand that needs to sell stuff to more than just vegan hipster drunks to survive.

Seriously, watching him wheel out some even more hipster twelve year old called Hugo or Bryce to actually play the guitar in their videos because he can't do it himself (bassist) makes you beg for Chappers.

His bass work...just nope. Sorry.

The point I meant to get around to making before I got sidetracked by my Joe Branton rant was that part of Lee's charm as a presenter is that he seems like a normal bloke- for all his "industry insider" background, he comes across like you'd expect the  average members of a forum like this to be- fairly well informed about gear, passionate about playing guitar but not necessarily great at it (and under no illusions about it), plays in a band, but not necessarily very often. Basically, I think Lee Anderton does a very good job of coming across like "one of us" to the sort of people who want what he's selling.

Offset that with professional guitarists like Danish Pete and "style specialists" like Rabea and you have a really interesting combination.

Mick Taylor does a similar "audience substitute" job on That Pedal Show, although he's a better player and a more serious gigger.

Musicman20

english_bob said:

Musicman20 said:

english_bob said:

not_the_dj said:

the relatively faceless GAK

I wish. As a Guitar Nerds listener I'm more familiar with Joe Branton than I would have been otherwise, but I'm not sure he's considered whether his whole "controversialist vegan twat-'stache wearing hipster drunk whose friends think he's a bellend" persona really works as the face of a brand that needs to sell stuff to more than just vegan hipster drunks to survive.

Seriously, watching him wheel out some even more hipster twelve year old called Hugo or Bryce to actually play the guitar in their videos because he can't do it himself (bassist) makes you beg for Chappers.

His bass work...just nope. Sorry.

The point I meant to get around to making before I got sidetracked by my Joe Branton rant was that part of Lee's charm as a presenter is that he seems like a normal bloke- for all his "industry insider" background, he comes across like you'd expect the  average members of a forum like this to be- fairly well informed about gear, passionate about playing guitar but not necessarily great at it (and under no illusions about it), plays in a band, but not necessarily very often. Basically, I think Lee Anderton does a very good job of coming across like "one of us" to the sort of people who want what he's selling.

Offset that with professional guitarists like Danish Pete and "style specialists" like Rabea and you have a really interesting combination.

Mick Taylor does a similar "audience substitute" job on That Pedal Show, although he's a better player and a more serious gigger.

Yeah I can see your view.

I'd rather it just be Pete, Lee and guesting Mick from TPS if I am honest. The other players are ALL better than me (and I should hope they are if it is their job!) but their style does nothing for me. There is no 'feel' in shredding....but then again Frusciante is one of my favourite guitarists and he is more about melody than how many notes.

Teetonetal

Musicman20 said:

english_bob said:

Musicman20 said:

english_bob said:

not_the_dj said:

the relatively faceless GAK

I wish. As a Guitar Nerds listener I'm more familiar with Joe Branton than I would have been otherwise, but I'm not sure he's considered whether his whole "controversialist vegan twat-'stache wearing hipster drunk whose friends think he's a bellend" persona really works as the face of a brand that needs to sell stuff to more than just vegan hipster drunks to survive.

Seriously, watching him wheel out some even more hipster twelve year old called Hugo or Bryce to actually play the guitar in their videos because he can't do it himself (bassist) makes you beg for Chappers.

His bass work...just nope. Sorry.

The point I meant to get around to making before I got sidetracked by my Joe Branton rant was that part of Lee's charm as a presenter is that he seems like a normal bloke- for all his "industry insider" background, he comes across like you'd expect the  average members of a forum like this to be- fairly well informed about gear, passionate about playing guitar but not necessarily great at it (and under no illusions about it), plays in a band, but not necessarily very often. Basically, I think Lee Anderton does a very good job of coming across like "one of us" to the sort of people who want what he's selling.

Offset that with professional guitarists like Danish Pete and "style specialists" like Rabea and you have a really interesting combination.

Mick Taylor does a similar "audience substitute" job on That Pedal Show, although he's a better player and a more serious gigger.

Yeah I can see your view.

I'd rather it just be Pete, Lee and guesting Mick from TPS if I am honest. The other players are ALL better than me (and I should hope they are if it is their job!) but their style does nothing for me. There is no 'feel' in shredding....but then again Frusciante is one of my favourite guitarists and he is more about melody than how many notes.

Rebea I would think is a big draw for the metal market. I suspect Andertons get through a chunk of Jackson, Ibanez and Schecter models and Rebea is very good at demoing for and engaging with that end of the market. Limit the content to Pete, Lee and Mick and you are in Blues / Dad rock heaven, with it's limited appeal across a broad range.

I think Lee has done a really good job of finding something for almost everyone. The videos are well produced and taken seriously, he's invested a lot in a nice space, cameras and gear and he's sought out presenters who are engaging and can play.

It's pretty hard to see what more he could do. He's offered something different to the Andy/reverb/pgs and TPS stuff, and not gone particularly sales based. These videos just promote the brand and add gravitas to it.

TommyVercetti

The website is slick too - that's a big plus point. I've bought plenty of stuff from andertons, very little on line from anywhere else unless somewhere else is significantly cheaper (which is rare).

Chapman is annoying but i watch a lot of their other stuff (especially with Pete Honore and Mick Taylor) and, being honest, that content does make me want to shop with them.

stickyfiddle

Andertons are really *really* good with international shipping. Huge thumbs up from me. 

LuttiS

not_the_dj said:

Having a public face and image like that is a great marketing strategy, the customer gets to feel like they're buying from "him", and that really sets them apart from the relatively faceless GAK, GuitarGuitar etc.

Not just that, but he is "a celebrity" 

You always see in the videos him & Rob at the store, I imagine a big draw of going to the store is a chance of meeting them. 

crunchman

The one big purchase I've made from them I've gone into the shop to try it out.

The are good in that they aren't purely a guitar shop.  I like Guitar Village, but you can't buy keyboard or PA stuff there.  From memory we've ordered stuff for my church from Andertons.  For us, it's close enough that if something goes wrong under warranty, you can bung it in the back of a car and take it back.  You don't have to faff around with couriers, and finding a box to put it in.

andyoz

Lee has made buying gear look like Fun.

So many online music things are so bloody serious. I get the impression if I walked into their store they would have that fine line between the fun factor and brutal business sales agenda down to a fine art.

So much time and effort must go into those videos and Lee still does them himself.  Must work mega long hours.

I learnt alot from their videos a few years back when switching from acoustic to electric.

stratman3142

A while back when I visited the store there were a bunch of (what looked like) Japanese tourists outside taking photos 

Musicman20

Teetonetal said:

Musicman20 said:

english_bob said:

Musicman20 said:

english_bob said:

not_the_dj said:

the relatively faceless GAK

I wish. As a Guitar Nerds listener I'm more familiar with Joe Branton than I would have been otherwise, but I'm not sure he's considered whether his whole "controversialist vegan twat-'stache wearing hipster drunk whose friends think he's a bellend" persona really works as the face of a brand that needs to sell stuff to more than just vegan hipster drunks to survive.

Seriously, watching him wheel out some even more hipster twelve year old called Hugo or Bryce to actually play the guitar in their videos because he can't do it himself (bassist) makes you beg for Chappers.

His bass work...just nope. Sorry.

The point I meant to get around to making before I got sidetracked by my Joe Branton rant was that part of Lee's charm as a presenter is that he seems like a normal bloke- for all his "industry insider" background, he comes across like you'd expect the  average members of a forum like this to be- fairly well informed about gear, passionate about playing guitar but not necessarily great at it (and under no illusions about it), plays in a band, but not necessarily very often. Basically, I think Lee Anderton does a very good job of coming across like "one of us" to the sort of people who want what he's selling.

Offset that with professional guitarists like Danish Pete and "style specialists" like Rabea and you have a really interesting combination.

Mick Taylor does a similar "audience substitute" job on That Pedal Show, although he's a better player and a more serious gigger.

Yeah I can see your view.

I'd rather it just be Pete, Lee and guesting Mick from TPS if I am honest. The other players are ALL better than me (and I should hope they are if it is their job!) but their style does nothing for me. There is no 'feel' in shredding....but then again Frusciante is one of my favourite guitarists and he is more about melody than how many notes.

Rebea I would think is a big draw for the metal market. I suspect Andertons get through a chunk of Jackson, Ibanez and Schecter models and Rebea is very good at demoing for and engaging with that end of the market. Limit the content to Pete, Lee and Mick and you are in Blues / Dad rock heaven, with it's limited appeal across a broad range.

I think Lee has done a really good job of finding something for almost everyone. The videos are well produced and taken seriously, he's invested a lot in a nice space, cameras and gear and he's sought out presenters who are engaging and can play.

It's pretty hard to see what more he could do. He's offered something different to the Andy/reverb/pgs and TPS stuff, and not gone particularly sales based. These videos just promote the brand and add gravitas to it.

I don't even listen or play blues....dunno why they appeal to me.

Most my guitar heros are bassists or anti-guitar heros like Cobain or Coxon. They tend to be songwriters and treat the guitar more like a sonic palette.

munckee

andyoz said:

Lee has made buying gear look like Fun.

So many online music things are so bloody serious. I get the impression if I walked into their store they would have that fine line between the fun factor and brutal business sales agenda down to a fine art.

So much time and effort must go into those videos and Lee still does them himself.  Must work mega long hours.

I learnt alot from their videos a few years back when switching from acoustic to electric.

I've found them to be very relaxed and knowledgeable in there, I've bought a few guitar bits in there and bought a keyboard for my daughter before Christmas always impressed by them.  I've seen Lee a couple of times in there even working behind the till at lunchtime once.  Never seen any of the other "faces" in there. 

Teetonetal

stratman3142 said:

A while back when I visited the store there were a bunch of (what looked like) Japanese tourists outside taking photos 

I once watched a Japanese man take a photo of a bin a Interlaken West train station. 

StuartMac290

Teetonetal said:

stratman3142 said:

A while back when I visited the store there were a bunch of (what looked like) Japanese tourists outside taking photos 

I once watched a Japanese man take a photo of a bin a Interlaken West train station. 

To be fair, they don't have them in Tokyo   

EricTheWeary

Teetonetal said:

stratman3142 said:

A while back when I visited the store there were a bunch of (what looked like) Japanese tourists outside taking photos 

I once watched a Japanese man take a photo of a bin a Interlaken West train station. 

When we had the riots in Birmingham city centre there was a lot of taking photos of broken windows by tourists the next day.