Play It Loud: An Epic History of the Style, Sound, and Revolution of the Electric Guitar

by Alan di Perna, Carlos Santana (Foreword), Brad Tolinski

By the longtime editor-in-chief of Guitar World and a veteran rock journalist, an unprecedented history of the electric guitar, its explosive impact on music and culture, and the people who brought it to life.Spanning a century and encompassing some of guitar's greatest builders and players, from Les Paul to Keith Richards to Eddie Van Halen, Brad Tolinski and Alan di Perna bring the evolution of the guitar to roaring life. This is a story of inventors and iconoclasts, of scam artists, prodigies and mythologizers, as varied and original as the music they spawned. Play It Loud uses twelve landmark instruments, each of them a milestone in the progress of the electric guitar, to illustrate the chaos, conflict and passion it has inspired. It introduces Leo Fender, a man who couldn't play a note, but whose innovation helped transform the classical guitar into the explosive sound machine it is today. Some of the most significant social movements of the 20th century are indebted to the it was an essential part of Beatlemania and Woodstock; a mirror to the rise of the teenager as a social force; a linchpin of the punk movement's sound and ethos. And today the guitar has come full circle, with contemporary titans such as Jack White of The White Stripes and Dan Auerbach of The Black Keys bringing some of those earliest electric guitar forms back to the limelight.     For generations, the electric guitar has been an international symbol of freedom, danger and hedonism. Play It Loud is the story of how a band of innovators transformed a simple notion into a singular cultural force.

Genres: Music, Nonfiction, History, Audiobook, Biography, Art, Cultural

400 pages, Kindle Edition

First published October 25, 2016

Reviews

[Julie · Rating 4 out of 5]

Play it Loud: An Epic History of the Style, Sound, and Revolution of the Electric Guitar by Alan di Perna, Carlos Santana (Foreword), Brad Tolinski is a 2016 Doubleday publication.

This is an in depth and interesting look back at the history of the electric guitar, beginning with the structure of the solid bodied guitar and the first awkward attempts to make the guitar louder. From there, we explore the history of Les Paul and Lou Fender’s inventions, which led us to Chuck Berry and the psychology and implications of the electric guitar.



The sexy shape of the guitar, its erotic and rebellious, iconic symbolism, and the many ways the electric guitar changed the shape of music and its many metamorphoses, over the years is explored comprehensively, as well the all business angle- where there were incredible advances and some epic fails and unfortunately, some very poor business deals.



As always, when a book such as this one is written, people will disagree with the author’s opinion of game changers, who made the most key inventions, were the trend setters, and who qualified for guitar god status. I’m no exception, often questioning some of the author’s choices, and can think of many other innovative guitarists, in various forms of music, who didn’t even get an honorable mention in this book.

The first portion of the book is quite interesting and it’s obvious the authors did some homework. While I am not a guitar player myself, I have several relatives who are musically gifted, and I’ve heard them talk endlessly about the various brands of guitars and amplifiers. However, unless one is interested in history, this section might be a bit dry.

Once the authors moved into the burgeoning days of rock and roll, the history is more familiar, but the information is very different from what one might find in the usual rock history book. While I was very knowledgeable about Woodstock and Jimi Hendrix, Eric Clapton, and the guitar hero heyday of the sixties and seventies, and some of the eighties, this book included a plethora of information I had never heard of before. The reason for this, I think, is because everything is centered solely around the electric guitar, not rock history, overall.

Of course, some trivia is included, and for some, a nice trip down memory lane. However, this book is all about history and it was one of the most entertaining history lessons a music lover can engage in. Looking at certain events focused exclusively on the electric guitar, many live performances come to life in a new and refreshing way.

I am reluctant to mention my disagreements with the author because I don't want to offend any hardcore fans, or begin a debate.

Nevertheless-

I loved Van Halen- I did, although my opinion of them now, is not the same as it was in the seventies and eighties. While I understand why the author spoke at length about Eddie, acknowledging his guitar inventions and ingenuity, I most definitely picked up on sycophant like hero worship here.

I think Eddie’s segment went on entirely too long. Only Jimi Hendrix equaled Eddie, as he too, got plenty of airtime- with a lot of feedback-😉 in this book.



In fact, the book seemed to be geared towards the Eighties guitar hero fans, many of whom still respected their elders, both from blues and from country music players. For me though, I’d rather talk more about Stevie Ray Vaughn than Steve Vai, but that’s just me.



I also bristled at the testosterone heaviness in the book. Almost as an afterthought, a small token list of female guitarists, were tacked on, in the last chapter, with only one contributor, explaining the changes she physically made to her guitar- an example which pointedly referred to the necessary physical requirements certain guitars demand from the player. Sly, subliminal sexism? Hmm.


So… what about Peggy Jones, Nancy Wilson or Bonnie Raitt, or if you really must go by fast and loud- Lita Ford or Joan Jett?

However, I did appreciate the respect given to country guitarists, especially in a book about a musical instrument synonymous with rock music. I am also pleased to see Frank Zappa and Mike Bloomfield is given a fair amount of credit in this book, as well.

But this is not a book list, or top hundred countdown of best electric guitar players. The business end of creating the electric guitar, is perhaps the most interesting parts of the book. The disputes, and competition, over who invented what, and how the onset of corporate rock and the originators selling out, significantly reduced the quality of the guitar, causing many to resort to using vintage guitars instead, is fascinating, especially you aren’t familiar with the guitar world on that level. This period is referred to by many in the industry as pre- CBS- referencing the sale of Fender to CBS.

It is sad to see the electric guitar’s power fade as the music industry continues to change. I’m told one doesn’t even need to know how to read music or learn to play an instrument these days as many guitar sounds can be replicated in a plethora of other ways, using various technologies.
The authors lament this is the last chapters, as the musical atmosphere now is a far cry from what it was in the electric guitar’s prime- at least as far as fame and fortune is concerned.

Yet, as much as I loved the mythos of the rock world, the larger than life personas, and the great memories- I still say the music from the 60s,70s, and some of the 80s, was the best music ever- I’m a fan of the smaller, more intimate setup we have today. It seems like the old timers, the same ones who whined about corporate rock, are now whining about the lack of household name rock stars.

(Check out Abigail Zachko on YouTube)

In my humble opinion, it’s more personal, more real, in a small venue setting and maybe more sincere, while maybe not always as polished. But at least the corporate giants don’t have control over the content and artistry in the same way, which hopefully retains the band’s creative license to some degree.

The garage band, where members do not necessarily depend on music as their sole source of income, is a back to basics trend I can get on board with. YouTube can give you a vast number of examples of successful electric guitarists, although that success rarely includes all those fabulous sports cars, ostentatious mansions, fame, or the overblown power from days past-and that’s okay by me. But, still, many are doing a lot better financially than you might be led to believe. Besides, household names do not necessarily mean better talent. As you will recall, lots of radio stations back in the day, were paid to promote one band, but not the other, no matter how talented they were. It was all about marketability.

But I’m rambling again…

Overall, you don’t have to be an expert guitarist or even own a guitar to enjoy this book. Anyone who loves music, enjoys history, education, or pop culture, or even nostalgia, will find this journey to be a fascinating one. It is also sure to spark debate and long discussions from guitar enthusiasts. I for one, was reminded of all the blues greats, old and new and that’s the genre I prefer these days. Although, I don’t recall a mention of him in this book- Robert Cray is the house!



4 stars

[Spencer Rich · Rating 3 out of 5]

This was a pretty entertaining read, for the most part. But come on--who gives a damn about Steve Vai and Joe Satriani and their crappy pointy 80's shredder guitars in 2018? Like whole freaking chapters. I will give the author credit for the amount of time spent on Branca and Sonic Youth. Of course, no mention of AMM. But what really bugged me was zero mention of 80's jangle revival. Like, people were buying Ricks again because of Tom Petty, Pete Buck, Johnny Marr, Susanna Hoffs, etc. And the jangle thing was such a big deal in the South and the California paisley scene. You're really going to write a history of the electric guitar and instead spend your whole eighties chapters on shredders? I will say this--the early history is truly fantastic.

[Paul Wilner · Rating 5 out of 5]

This is a meticulously researched and engagingly well written history of the electric guitar by Alan diPerna and Brad Tolinski, two longtime music journalism professionals who really know their stuff. They take you back through the history of the instrument, which changed rock and roll and cultural history, with expert accounts of all-but-forgotten pioneers like George Beauchamp,the Texas transplant who moved to Hollywood and invented the first electric guitar. There are finely tuned portraits along the way of the genesis of household brands like the Fender, Les Paul (a great guitarist whose role as a pioneer in the field was embellished by Paul, an inveterate tale-spinner), the Rickenbacker and the Gibson.
And there are gripping tales of how legendary producer John Hammond, who worked with Count Basie and Billie Holiday before going on to discover Bob Dylan and Bruce Springsteen, convinced an initially dubious Benny Goodman to hire guitar virtuoso Charlie Christian, setting the scene for decades to come.
The blues infatuations of the '60s are dealt with here, from Chicago axman Michael Bloomfield to Eric Clapton and Jeff Beck on the other side of the pond, along with the rise of Jimi Hendrix and later, less notorious music legends like Eddie Van Halen.
This is an invaluable addition to any music lover's library. The authors forego hype and celebrity gossip in favor of an approach that builds to a crescendo, note by note.

[Peter Tillman · Rating 4 out of 5]

I don't usually much care for books about music ("If I'm hungry, I don't look at a steak"), but this one worked well, and if it weren't due back at the library tomorrow, I'd copy off some stuff onto a new playlist.

Oh well. Anyway, the book is nicely balanced between the makers, starting (+/-) with Leo Fender, and the musicians, starting with George Beauchamp, who I'd never heard of, but on to better-known guitar heroes: Al Di Meola! Link Wray! Jimi Hendrix!! I mean, when was the last time you listened to Link Wray? https://en.wikipedia.org/wiki/Link_Wray -- gosh, dead since 2005. "In 1958, Wray's first hit, "Rumble," was banned in New York and Boston for fear it would incite teenage gang violence." Heh. Tagged for cite!

I read it a bit at a time, which worked for me. And I should sign up for it again, and copy off some stuff to listen to. Eddie Van Halen was one, and I never knew he was Dutch....

One thing they missed was electric guitarists in Africa. Such as some pretty wild Electric Highlife stuff in Ghana in the 60s and 70s (Dr. K. Gyasi & His Noble Kings!), and contemporary groups like Tinariwen in Mali: https://en.wikipedia.org/wiki/Tinariwen . But, heck, they couldn't cover everybody.

Playlist to come.... Well, don't hold your breath, here at 3/28/19....

[Lynn · Rating 5 out of 5]

Although not a great literary masterpiece, I rated Play It Loud highly because it was informative, particularly on details of the early design and emergence of the electric guitar, starting with George Beauchamp, and it strikes a balance between the technical design and requirements of players and the musicians who played them. The last chapter, which focuses first on Jack White of the White Stripes, becomes mostly a laundry list of people and new developments, and points out a few important new trends. Most important of all is that there currently really isn't a trend because music has gone in so many directions. Furthermore, with the Internet and streaming and all the rest, it is no longer possible for more than a few big stars to actually make a living playing music. This is both a good thing and a bad thing, in my opinion, but I believe that the authors agree with my assessment of it. Because who ever said that artists of any genre are supposed to make money off what they do? If they do, then well and good, because that enables them the freedom of circumstances to continue doing what they do. But all art that is any good springs originally from other motivations.

[Thomas · Rating 4 out of 5]

This is the story of what is probably the defining musical instrument of the 20th century, at least in the Western world, that being the electric guitar, that quintessential blend of art and technology. Just listen to those riffs. It’s the sound of the modern world.

The story of the electric guitar is the story of a lot of fascinating people, passionate visionaries who created an industry that captured the imagination of generations of young people and shaped the arc of history. When I think of the 60s counterculture and the protests against the Vietnam War in the United States, those images are accompanied by the electric sounds of the Stratocaster or the Les Paul.

This story spans many genres of music and many guitar heroes from Charlie Christian to Eddie Van Halen.

I’m no guitar geek myself and much of the technical stuff was over my head but I grew up with the music and that made this worthwhile to me.

[Ron · Rating 5 out of 5]

There are plenty of books tracing the history of guitar development but what distinguishes this is the attention to technical achievement and how the 'how' of electronic amplification and guitar design contributed to the development of the music, style, and trends it created. Nice coverage of Fender vs Gibson, a rivalry second only to Ford vs Chevy. I was especially pleased to see attention paid to Mike Bloomfield, my first guitar hero, who is barely mentioned in most histories. I thought that Queen's Brian May deserved more than a single mention in passing considering that at age 17 he and his father built from scratch the guitar he uses to this day. Liked the discussion of the roots of the Beatles sound vs the Rolling Stones sound. Although most who pick up this volume will be familiar with the look of the instruments and equipment discussed, the book is severely under-illustrated. I'd love to have seen a gallery of the key instruments and amps covered, as would neophyte guitar players. Inexcusable considering the resources the authors have with the magazines they write for.

[Dan Shonka · Rating 5 out of 5]

First off, I won this book as a Goodreads Giveaway, and I feel lucky that I did. Tolinski and di Perna have written a fantastic, and detailed history of the electric guitar. The details are fairly in depth, but presented in a way that's understandable even if you're not a dedicated guitar hero. The only criticism I have of the book is the relatively few photos. Guitars are often more than musical instruments. They're art all by themselves. So, I would have enjoyed more color photos of the many seminal guitars the authors discuss. That said, this is a fun, and interesting book to read. Certainly one that any guitar player would appreciated, and most blues, jazz, country, rock, heavy metal, and punk music fans would find intriguing.

[Lisa Wright · Rating 4 out of 5]

Okay, so I didn't actually read this, but only because I couldn't pry it out of my husband hands and he read so many bits out loud that I felt like I read it. My husband has been a serious guitarist for more than 50 years so I think his opinion has more weight than mine in this instance and he LOVED it. It is a lively telling of the history of the electric guitar revealing quite a bit that hasn't been covered before. This is a real gift to guitarists (according to my husband.)

[Paul Bourke · Rating 4 out of 5]

Cool historical look at the electric guitar

Loved reading about so much of the history of the electric guitar. Some very cool stories about the development through the decades and how the players of the time used and shaped them. This book is not for everyone, but if you love guitar music or play guitar you'll almost certainly get something from the stories within these pages.

[Govind · Rating 5 out of 5]

'Play it loud' is an amalgam of music, history, technology and innovators . It gives a glimpse at genre defining music and the people behind some of the most creative and technical ideas that were an integral part of the evolution of the electric guitar. Highly recommended read for anyone remotely interested in the electric guitar or its history.

[Clare O'Beara · Rating 4 out of 5]

I am really not the best person to assess this book as I am not a guitar player. I'm gifting it to someone who is, so of course I read it first. But many of the names don't mean much or anything to me, and I tend not to see the electric guitar as having changed the world. If you want to know all about Charles Beauchamp inventing an electric and amplified guitar during 1920s and the various persons - just about all men - featured such as BB King, Jimi Hendrix or Chet Atkins, you will find the facts in this deeply researched book.

The author tells us he was editor in chief of Guitar World for 25 years. Certainly this is much more a history book than a musical book. Various persons are introduced, along with the times, such as WW2 slowing development of instruments as war equipment had to be prioritised. Most of the stories are about the USA and a few are about Britain, but Japanese instruments get a look-in. I saw an excellent display of guitars from the 'Frying Pan' to the latest models in Collins Barracks Museum, Dublin, over a decade ago, not discussed.

If you are not into the full history of the instrument I suggest flicking through the index, finding a name you recognise and reading about them. James Thurber is interestingly juxtaposed with Justin Timberlake. However, many references are just squeezing in the name with no content, like the two namechecks of U2. I thought many more photos could have been included.

Index P. 353 - 378. I found 30 names which I could be sure were female. This is an unbiased review.

[Serge Pierro · Rating 4 out of 5]

While I've read a great number of books on the subject of Electric Guitars, there are a handful that standout due to the level of research and or photographs contained within. In "Play it Loud" it is the detailed research that steals the show here as there is a great deal of information that I had not come across in other books dealing with this subject matter. The authors do a great job of presenting a historical look at the progression of the Electric Guitar from the early days, right up to the current times. As to be expected there is a large amount of material pertaining to Leo Fender, but perhaps more interesting is that there is a great deal of space devoted to his contemporaries and their contributions to the instrument. It was great to see names such as Beauchamp and Rickenbacker having a strong presence in the narrative, as they are often neglected or skimmed over in other works. Unfortunately there are very few photos in the book, but this is one that you'll be reading for the fascinating history of the instrument. There are plenty of other books available for the "eye candy" of vintage instruments. Serious guitarist will want to delve into this one and learn about the history of their instrument.

[Jon Wilson · Rating 5 out of 5]

Great read

This book shared a ton of information about guitar evolution. I really learned a lot, and the stories are legendary!

[BizCat · Rating 3 out of 5]

I was hoping it would be more about the music and less about the gear, but alas it's mainly about the gear.

[Stephen Kiernan · Rating 5 out of 5]

You know that trademark hot lick that opens the great early rock song "Johnny B Goode"? Chuck Berry played it on a Gibson ES-335.
If you are the sort of person who lives a fact like that, such as the ES-335 owner writing this review, Play It Loud is a book written just for you.
The guitar no longer dominates rock and roll as it once did. The solo has been codified, reduced and stripped of spontaneity -- jam bands gleefully excepted. Synth and machines do most of the work now. That makes a book like this an artifact as much as a celebration of more visceral and relevant music.
A thorough history that ranges from how the Dobro and National Steel Guitar companies were once one business to how Japanese Stratocaster knock-offs shaped punk, this volume pays tribute to great guitar builders like Leo Fender and Les Paul without neglecting the subtler axes (Rickenbocker for example) and odder inventions (Eddie Van Halen's Frankenstrat comes to mind). You will want to wail on air guitar half a dozen times while reading this pages.
Or, if this kind of information is not your cup of idea, my condolences.

[Ray Campbell · Rating 5 out of 5]

In this 2016 history of the electric guitar by Alan di Perna, the author traces the important technological and musical innovations that led to the rise of the electric guitar and guitar hero in all styles. The tale begins with the Hawaiian music craze of the late 19th and early 20th centuries. The first steps involved resonator guitars with aluminum bodies played with slides. With so many other innovations, the radio, vacuum tube, magnetic transducers and so forth, the builders who created the resonator guitars moved to amplified lap steel guitars. It is almost comical that within 50 years Chuck Berry would make the grandchildren of these instruments take center stage in a musical revolution.

I enjoyed the stories of the technicians and pioneers who invented electric pickups, experimented with body styles, and refined the amplification process. Many of these names were vaguely familiar or unknown to me. Di Perna also tells the stories of the early players and their roles in testing and asking for features and innovations. From the start, the electric guitar has been the result of musicians and guitar builders working together. From our first guitar hero, Charlie Christian, to today’s legends, the electric guitar sound has been crafted as much by players customizing and experimenting as it has been a result of luthiers designing.

Once we get to Les Paul, whose story di Perna clarifies, the emphasis turns to players more than the struggles of the early industry. di Perna does a wonderful job of telling the technical side of the stories of everyone from Hendrix to Van Halen. We also get the stories of the department store guitars made of fiberglass and plastic that are now favored by Jack White and St. Vincent. No electric guitar is left unturned in di Perna’s telling of our tale. Well written with a narrative flow that makes it easy to read. This is a must for any electric guitar player, fan or enthusiast.

[SY77 · Rating 4 out of 5]

A lot of really cool trivia from the history of electric guitar. For example, did you know that galvanization was named after Luigi Galvani who electrocuted corpses? Or that one of the first electric guitar pickups was somehow invented by a 10 year old John DeArmond?

Some of the guitar-based music genres are less represented that the others in the book, e.g. Nirvana is mentioned only as far as to describe Kurt's thrift shopping habits. But I suppose the book would've need to be much thicker to be able to include everything.

Anyway, it was a good read and I can recommend it.

[Niklas Braun · Rating 5 out of 5]

Absolutely great history of the electric guitar. It perfectly balances writing on guitar manufacturers and the guitars who shaped the development of the instrument, and goes over all of the mainstays that I (someone who hasn't played my whole life) could think of. I'd recommend it as a complete guide to the guitar, as well as somewhat of a history of the evolution of music made with the guitar over the years. Also a good page turner that was fun to read!

[Jeff · Rating 5 out of 5]

One of the most fun reads I’ve had in a very long time. On top of that it’s super well-researched and written. Definitely worth a read if you’re a guitarist or enjoy the work of other guitarists.

[Jesse Kelso · Rating 5 out of 5]

Wow! What an awesome book.

Fair warning I’m a big guitar fan. But if that’s what you’re looking for, this is your book. Trust and buy it.

[Ryan Howell · Rating 5 out of 5]

Terrific read for any guitar gear heads. Great history of the first electric guitar constructed through the rise and fall of Fender and Gibson. How the instrument impacted popular music.

[༺ Jason ༻ · Rating 4 out of 5]

A well researched and fun read of one of the most innovative musical instruments that changed the music landscape.

[Greg Kerr · Rating 5 out of 5]

Amazing and Wonderful Journey That Continues to be a Part of My Life.

I’m a few years older than the authors, but like them I was firmly planted in the garage band rock and roll world of the 60’s, have played with local bands from 65 to 70 before going into the military. I still have and play my hollow-body electric Martin GT-75 purchased in 1968. Unfortunately, like many, life got in the way until retirement and COVID reopened the door to the joys of playing the guitar.

The military, working overseas, and trying to get a degree made most of the 70’s ‘Rock’ scene somewhat fuzzy. This book helped me recapture those lost years.

I recently bought my first solid-body electric ... a MIM Strat ... and this book gave me some interesting insight into the pickup and amp tonality considerations that leading musicians had to work through over the years.

Overall, this was a fun and educational read. Though, I still do not remember Jeff Beck as having as much significant in the 60’s as Clapton and Page. Of course, my hero was, and still is, Mike Bloomfield.😉🎸

[BBTheReader · Rating 4 out of 5]

Very informative book on the history of the electric guitar. Definitely gave me a fresh perspective and taught me quite a bit. Though it did drag in a few spots, it's a book I would definitely recommend to any guitar lover or someone wishing to learn more about this subject.

[Sam Motes · Rating 5 out of 5]

This is the biography of the Electric Guitar axe up from its frying pan beginnings of the A25 through Les Paul's Log to the Gibson Les Paul, Fender Telecaster, Fender Stratocaster, PRS models, Richenbacher models brought to the states by the Fab Four and all the other iterations between. The jam sessions and technical dicussions on Les Paul's back porch of Paul, Bigsby and Fender was an insane thing to contemplate. It gives great mini-biographies of everyone from Muddy Waters, to Howling Wolf, to Dillion, Hendrix, Van Hallen, Vai and others. It includes the invasions of the German luthiers and the cheap Japanese models for the masses. It digs deep into the vintage market not just for the top sought after Les Paul and Fenders but also the thrift store fodder of Airline, Harmony, Eastwood and others.

[Tufty McTavish · Rating 3 out of 5]

Now I have a bit more appreciation for older guitars! I did like finding out the history of the instrument right from its very earliest beginnings, and I particularly liked the too short chapter more familiar to me (covering Van Halen and Steve Vai particularly).

The book does flit back and forth quite a bit, introducing somebody or something, then jumping back in time (and elsewhere) before reconvening a little further ahead. Overall it gave a lot of context to several decades and a whole bunch of folks I previously had little familiarity with. It even made me look up some of the music described, where it was well before my time and my exposure limited. Yay for modern streaming music services...

[David · Rating 5 out of 5]

This was a fantastic book and one of the best books I have read in a while. It is full of great facts about the origin of the electric guitar and the various manufacturers. I really learned a lot reading this book regarding the various placement of humbuckers vs. whammy bars, materials and other design features of the guitar that I was not aware. The book introduced me to some great new acts and broadened my horizons on some new music that I would have been aware if not for the book. I basically had my iPad with me googling guitar types, parts and obscure music acts as I was reading the book. It really makes you appreciate the electric guitar and inspires you to pick up your guitar and PLAY IT LOUD! Highly recommend for my guitar and music friends.

[Jeff Miller · Rating 4 out of 5]

An interesting enough history of the electric guitar paying attention to both the manufacturers and the players and the intersection of development of the electric guitar. Especially enjoyed the early history as it was an area I did not know about.

This book tries to cover a lot and the various genres that brought various innovations. So the concentration is not necessarily on playing styles, but how styles helped to shape development. There are certainly holes as you can't cover everything. Still a good general introduction to this history.

[Matthew Cohen · Rating 5 out of 5]

Was gifted this for my birthday in 2021. I don't know what reading this would be like for someone who isn't familiar with guitar gear and history. The book overflows with buzz words (P90, Charlie Christian pickups, dovetail joints, etc) and worship of guitar luminaries (Les Paul, Leo Fender, etc) but damn its a fun read. I only dock it a star because I found the last chapter or 2 about the fascination with retro-cheap guitar brands to be boring and unnecessary. Still I think this is an essential read.