Over the course of the 70s, the Japanese output improved dramatically, and in many ways these early 70s models are a low point for the brand. These new Epiphones were based on existing Matsumoku guitars, sharing body shapes, and hardware, but the Epiphone line was somewhat upgraded, with inlaid logos and a 2x2 peghead configuration. The Matsumoku factory had been producing guitars for export for some time, but the 1820 bass (alongside a number of guitar models and the 5120 electric acoustic bass) were the first Epiphone models to be made there. You could argue that it was the Stratocaster wielding Jimi Hendrix that was the biggest advertisement for Fender guitars after seeing, and hearing one in the hands of Jimi, a lot of guitarists, including Jeff Beck and Eric Clapton swapped to a strat!īy the end of the 1960s, a decision had been made to move Epiphone guitar production from the USA (at the Kalamazoo plant where Gibson guitars were made), to Matsumoto in Japan, creating a line of guitars and basses significantly less expensive than the USA-built models (actually less than half the price). Others came and went, but still very nice guitars: the Electric XII, Coronado and Starcaster for example.īut of course the biggest sellers would always be the lower priced models, the Mustang, Duo-Sonic, Musicmaster and Bronco Guitars like the Stratocaster, Telecaster and Precision and Jazz basses proved to be exceptionally popular and have stayed in production ever since. Over the next decade Fender created a number of solid-body guitars that defined genres. Fenders instruments proved to be more appropriate for the emerging musical scenes. But music was changing, guitarists wanted different sounds, and music was getting louder. This Champ is a super example of Fender's 'bread and butter' lap steel guitar from the first half of the 1950s. They didn't regard the solid-body Broadcaster launched in 1950 as a serious musical instrument, lacking the depth of tone of a Gibson electric-acoustic. Here's a Fender Champion Model Lap Steel Electric Guitar (1952), made in Fullerton, California, yellow pearloid finish, hardwood body, tweed case. Gibson did not take Fender too seriously at first Fender were just an amplifier company that made a few guitars.
1953 Fender advertisement for the Telecaster guitar, Precision bass, Twin and Bassman amplifiers.
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