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Mostly, who cares? Can you play?
What are you wearing?
Then, slang for various things of no relevance to the OP question.
Eventually, code for some indefinable quality that all the guitars you already own do not have but the one the salesperson is offering, somehow, does.
Come to think of it, in the context of selling electric guitars, mojo is still connected with irrational beliefs and superstition.
Stormshadow wins.
I still want to know what kind of underpants Merlin is wearing!
Mrs B gets me some quite often as a treat.
My underpants are black.
However, my least favourite use is by bullshitters to tell you that the attributes below actually add value to the POS they are peddling:
*Knackered frets
*Badly-battered finish
*Non-functional circuitry
*Warped neck
*Non-original aspects
*Hideous amateur relic job
*Generally butchered
(combine or delete as applicable)
HarrySeven - Intangible Asset Appraiser & Wrecker of Civilisation. Searching for weird guitars - so you don't have to.
Forum feedback thread. | G&B interview #1 & #2 | https://www.instagram.com/_harry_seven_/
I don’t actually know what it is though - a bit like gun ownership - you probably need to be American to fully understand it....
(Which is more than can be said for Teresa May and her BoJo.)
"Take these three items, some WD-40, a vise grip, and a roll of duct tape. Any man worth his salt can fix almost any problem with this stuff alone." - Walt Kowalski
"Only two things are infinite - the universe, and human stupidity. And I'm not sure about the universe." - Albert Einstein
Its relatively harmless.
For me it’s a whole state of mind when stuff just works and the creativity juices are flowing.
It’s a personal thing, not a definable attribute of any instrument. Gear is part of it when the gear is inspirational
Instagram
Abstract feelings are always difficult/impossible to put into words so I guess Mojo is as good as any.
It is akin to the "Emperor's new clothes".
There are certain objects, guitars, tools, bikes, cars etc that I instantly bond with. This bond cannot be rationally summarised, but somehow makes it more valuable to me. If I were to use the term, then this is what it would be used for.
As for being told by someone else that it has mojo, well that's not how it works.
Personally, while I’m deeply suspicious of anybody claiming to be selling it I’m actually somewhat of a believer. Some things just make me feel better, more relaxed, more comfortable, more positive, and sometimes more inspired about my playing for no obvious reason, and, while I can’t speak for anyone else) when that happens I practice more and (possibly as a result of the extra practice) I sound better, and I play better.
Mojo’s as good a word for it as any other...
[1] e.g. previous ownership, and history.