BACKGROUND

I, (Steve) have played the guitar longer than I've been involved in the marketing business - a very long time.  I've always wondered what it would be like to mix business with pleasure: To work on a music brand. I was always aware of Caline - but if I'm honest, I avoided their excellent effects pedals because I'm a design snob. To my mind, effects pedals had to sound cool - but had to look cool too. So I sent an email to Shenzhen.

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WHAT WE DID

Over the past 3 years, we've thought up some cool names and designed / re-designed some cool pedals. We made social media fun and product demos relevant to the people who were really buying budget pedals from China. The only time we dropped the ball is when we did a few Memes using AI generated art. People literally hated us and lost their cool on social media.

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THE RESULTS

It turns out I'm not wrong and I'm not alone. Sales are up 30% since 2022. Guitar folks really do care about how the pedals look - and not just how they sound. A far lesser number would admit to it...

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