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Mark Agnesi interview - With a Play Authentic elephant in the room

Mark Agnesi interview - With a Play Authentic elephant in the room  ·  Source: YouTube/Andertons

Lee Anderton aka The Captain has uploaded a YouTube video featuring an interview and jam session with Gibson’s Director of Brand Experience Mark Agnesi. They talk about plenty of interesting stuff. But they also avoid perhaps the most fascinating topic of all…

Play Authentic?

The interview is friendly and the two even have a little jam session. But nowhere during the 40 plus minutes of guitar noodling and chat is there a single mention of the Play Authentic video. Lee went as far as releasing an official statement along with the uploaded video:

“It was great to have Mark Agnesi over for a video at Andertons. I realise that you may watch this video & wonder why I didn’t ask him about the “Authentic” incident on camera! Please understand that it is Gibson’s desire to just move on & not keep going over old ground. They know they got the tone of that video wrong, and have already apologised & tried to set the record straight in previous posts. So, on with the video…. Let’s find out about Mark!” – Lee Anderton

Gibson Play Authentic video featuring Mark Agnesi

Gibson Play Authentic video featuring Mark Agnesi


There is also no mention of the Dean Guitars legal case over the Flying V body shape, or the threatening posture Gibson’s Director of Brand Experience took in the Play Authentic video towards smaller guitar builders. But Mr Agnesi does hint that the company has some major plans for its Epiphone subsidiary that fans should be quite excited about. Hopefully, this ties in this recent Instagram post from Gibson’s Cesar Gueikian. Mark Agnesi comments in the video:

Get ready for what’s coming with Epiphone. My excitement right now, I get up every morning thinking about Epiphone guitars. And I want everybody out there to be thinking about Epiphone guitars … It’s such an iconic brand. Where Gibson is iconic and aspirational, Epiphone is iconic and accessible, and we just need to work, and we are, putting the focus again on the right mix of products at all price points. At all price points.

I personally don’t find the video completely convincing. Would it have been smarter to use this video to express regret for the Play Authentic video – or perhaps even apologise? I’m no PR expert, but maybe the better move here would have been to appear to be making amends. I do, however, like that Epiphone may be getting a significant makeover at Winter NAMM 2020, so that’s positive.

What’s your reaction? Is Gibson sweeping a faux pas under the rug or is it time for us all to move on? Let us know what you think in the comments below.

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by Jef