The limited run USA Masterbuilt Series is being built for D’Angelico by acclaimed boutique luthier Gene Baker, Chief Master Builder at Premier Builders Guild (PBG), and his build team at the PBG Workshop in Arroyo Grande, California. The first reissue in the series will be the 1942 Excel. Based on extensive research that began with MRI’s of the original, the 1942 Excel Reissue will be an authentic update enhanced by modern hardware and appointments. It will be available in Acoustic Burst and Electric Burst. Retail price is not yet established.
The D’Angelico brand emerged as a strong seller in 2012 with relatively little marketing support. Founded by lutherie legend John D’Angelico in 1932, D’Angelico archtops were embraced by leading artists of the day. They remained popular until the 1970’s, when many players began switching to solid body guitars. However, renewed artist interest in archtop tone and a major 2011 exhibition featuring John D’Angelico at New York’s Metropolitan Museum of Art (Guitar Heroes: Legendary Craftsmen from Italy to New York) fueled strong word of mouth that in turn fueled strong D’Angelico brand sales.
“We’ve operated under the radar until now, working very hard to develop a successful line of reissues that delivers D’Angelico magic for an accessible price,” said Brenden Cohen, D’Angelico Guitars CEO. “Having built that foundation, we believe that 2013 is the right time to begin to expand the brand.”
The new D’Angelico models will be supported by major NAMM Show presence, a state of the art website, robust social marketing and promotional efforts, and an extensive advertising campaign, all reflecting D’Angelico’s “Reborn” brand theme.
The D’Angelico reissues have drawn praise from a growing number of leading artists. “Older players already know about D’Angelico and want to hold one in their hands again, younger players want to know what all the fuss is about, but both groups give us great marks on quality and value for the money,” said Cohen, who will officially announce a series of D’Angelico artist relationships as NAMM 2013 approaches.