When
Kid Rock takes the stage this weekend at The Palace of Auburn
Hills, he'll be cradling a Reverend guitar. Kid
Rock, like many veteran guitarists, is a fan of the independent
brand guitar, known for high design and consistent sound.
But while Reverend guitars strike a chord with serious players
across the nation, few outside the music industry know they
are crafted in Warren, in a small shop owned by Madison
Heights resident
Joe Naylor, 41, and his wife, Kristen, 37.
That's where Billy Ritchie stopped recently to pick up the
guitar his brother Bob Ritchie (a.k.a. Kid Rock) will strum
during his Auburn Hills gig. Kid Rock has a red Reverend
Commando model slung over his shoulder on the cover of his
CD "The History of Rock."
"He's into it pretty heavy," Naylor said. "People
like the look, the sound. It has a retro appeal to it, but
it's also high performance. It's got a fun look, but it's
a serious instrument."
Naylor, an Ann Arbor native, became interested in guitars
while studying design at Western Michigan University and
repairing musical instruments on the side.
Realizing that building instruments was "the perfect
combination of art and science," Naylor went off to
study guitar building at the Roberto-Venn School of Luthiary
in Phoenix, Ariz., and graduated in 1987.
After that, Naylor relocated to the Detroit area and opened
a retail store specializing in vintage guitars. He started
making Naylor Amplifiers, and eventually opened Reverend
Musical Instruments in 1996.
The company employs six people and cranks out about 1,200
electric guitars and basses each year, and just as many
amps. Until this month, Reverends were distributed through
110 dealers across the country. But as of today products
will only be sold factory direct through the company's Web
site or over the phone.
Naylor said the move will save customers money, and ensure
prompt, personalized service.
Each instrument is hand-built to order, with production
manager Kraig Sagan, 33, of Hazel Park, providing quality
control every step of the way.
The semi-hollow bodies are molded from scratch, and colorful
laminates are glued to the faces, leaving the side plastic
white walls exposed to create Reverend's signature look.
The eight guitar and bass models come in various colors,
from Moroccan Gold to Lake Superior Blue, with some featuring
optical-illusion inducing Bug Eye black chrome, or lava
swirl aluminum. Still others are sandblasted with tropical
Hawaiian scenes or hot rod flames.
Chrome pick guards, pick-ups and armrests add a vintage,
car-inspired feel.
With prices starting at $649, Reverend guitars and basses
are built with seasoned players in mind. "This isn't
a guitar that a 16-year-old would pick up and start playing.
These are people who have been playing a long time, had
a Fender or a Gibson, and want something different,"
Kristen Naylor said.
On the long list of "believers" who endorse the
Reverend brand is Rick Vito, who has played with Bonnie
Raitt, Fleetwood Mac, Bob Seger and Jackson Browne. Simon
LeBon of Duran Duran plays a Reverend, as does Jesse Valenzuela
of the Gin Blossoms, Nick Lashley with Alanis Morissette
and Audley Freed of The Black Crowes.
Many famous Reverend fans send for the Naylors when they
come to town to play shows, but the couple, who have three
children ranging from 6 to 11 years old, minimize their
rock 'n' roll lifestyle.
While the majority of Reverend's product is shipped across
the country and overseas, Detroit still represents a major
market for the instruments.
Dave Gilbert, former president of the Detroit Blues Society,
stopped by recently to pick up a brochure and get some advice.
"I like to stay current on what Reverend's doing,"
Gilbert said. "I use their equipment exclusively. It's
dependable and I think accessible to the average working
musician. You also get the most bang for the buck -- the
most quality for what you're spending."
For Sagan, the real satisfaction comes in crafting something
that people enjoy, and playing an instrument he built with
his own hands. He is bassist for Ten Words for Snow, whose
next gig is March 21 at Woodward Avenue Brewers in Ferndale.
"It's incredible. I feel good because I'm representing
our product, plus it's my own hard work paying off,"
Sagan said.
For
more information, check Reverend's Web site at www.reverenddirect.com
or call (586) 775-1025.
©The
Macomb Daily 2002
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