Kaum ein Name ist so untrennbar mit der Geschichte der Rockmusik verbunden wie Marshall. Ob Hendrix, Townshend oder Slash – Generationen von Musikerinnen haben den legendären Marshall-Sound geprägt und weitergetragen. Heute sorgt Steph Carter, Head of Culture Marketing bei Marshall, dafür, dass das Erbe von Firmengründer Jim Marshall weiterlebt und zugleich neue Wege beschritten werden. Im Gespräch mit uns dem Frontstage Magazine spricht Carter über seine persönliche Verbindung zur Marke, die Bedeutung der Zusammenarbeit mit Künstlerinnen und warum Marshall heute mehr ist als nur ein Verstärker-Hersteller – nämlich ein kulturelles Statement mit Blick in die Zukunft.
Frontstage Magazine: Steph, Jim Marshall is celebrated worldwide as “The Father of Loud.” What does that title mean to you personally – especially in your role at Marshall and in preserving his legacy?
Steph Carter: Jim’s legacy is second to none. You can’t look at Rock and Roll, Metal, or any alternative music genre without seeing the impact that Marshall has had. The title Father of Loud transcends musical genres and firmly put Jim Marshall in Icon territory. We are lucky to have this incredible opportunity in our hands to continue Jim’s legacy and set up the company for the next 60 years.This is not something that anyone in the current business takes for granted. I sit in a very privileged position at Marshall to lead the Culture Marketing department and drive the future of Marshall’s work with artists; the relevance and the importance of this role is not lost on me!
Frontstage Magazine: Do you remember when you first came across the story of the very first Marshall amp – the JTM45? What was the atmosphere surrounding this historic milestone like, from today’s perspective?
Steph Carter: I was in the factory having a factory tour! I wasn’t working for Marshall at the time, I was running a music degree qualification and we came up to see the facilities and try some amps out. Marshall’s history is as iconic as the amps! A drum teacher and music shop owner, teaching musicians and listening to the needs to the community. This led to a conversation and a need to find a solution for amps to be louder – the rest of history! 63 years later and the company is going from strength to strength. It’s hard to quantify the significance of the the JTM 45 today. The sheer number of musicians it’s influenced, the number of songs that have been written using it, the number of records it’s been on… the list goes on!
Frontstage Magazine: Marshall had a close relationship with musicians like Pete Townshend and Ritchie Blackmore from the very beginning. How does this direct connection with artists continue to influence the development of Marshall products today?
Steph Carter: Artists are the life blood of the company. We spent time over the last year building a music strategy for the company that really helps us to anchor ourselves as a music brand that really cares about musicians and our core audience. We’ve reignited artist validation programs, we’ve re-written our endorsement strategy, we’re focusing on bringing endorsers and friends of the brand to any external events for them to tell their story with the company. There is so much more value in an endorser/friend of the brand talking positively about the brand than people from our internal teams! This is the authenticity that helps us to continue to connect with the worlds best players and find common ground with the next generation of icons!
Frontstage Magazine: The Marshall sound has become truly iconic – from Hendrix to Slash to Metallica. Is there a particular moment in Marshall’s history that stands out to you personally?
Steph Carter: I think you can quite easily find monumental moments in every decade! ’66 when Jim met Jimi. The ’75 where and the wall of Marshall. ’84 and Spinal Tap taking it to 11. ’92 and Marshall breaking ground with the 30th anniversary 6100 amp. I could go on, but Honestly, for me, the release of the JMP2204/2203 in the mid to late 70’s is the moment in history that stands out. Subjectively the best Marshall amp. The amp that became the go to for punk rock music in the late 70’s, through out the 80’s and still with punk rock musicians today.
Frontstage Magazine: Marshall has significantly evolved in recent years – from classic amps to lifestyle products like headphones and speakers. How do you view this transformation?
Steph Carter: Over the last 10 years we’ve seen a huge evolution in the company. Marshall has been able to transcend the traditional MI brand and diversify into a broader audience with in the introduction of the lifestyle products. Amps are an emotional purchase, you need to be a musician to get the full benefit! Whereas the lifestyle and the consumer electronics products allow music lovers to really feel part of the brand. So many people have an affiliation to the brand, or a core memory of the first time they experienced (or their parents) experienced Marshall! It’s only been the last 10 years or so that everyone has been able to truly feel part of the brand!
Frontstage Magazine: Today, Marshall actively supports new talent – through its own label and various community projects. How important is it for you to keep Jim Marshall’s legacy alive for future generations?
Steph Carter: Marshall started as a brand listening to the needs of grassroots musicians and helping them to find solutions! We wouldn’t be Marshall without keeping that legacy alive today and listening to current needs of artists! Now we’re listening to the needs and the requests from all tiers of the artist community, from grassroots regional artists to global Icons. We’re also actively reaching out and listening to the communities the underpin music! Those thoroughly rooted in music, the venues, the rehearsal and recording studios and the people who give a damn. Jims legacy lives in the Marshall teams around the globe who are actively out, listening to the artists of tomorrow and finding solutions to their problems!
Fotocredit: Marshall Father of Loud JCM-SLASH Jim Marshall Signed
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