has announced the launch of a new virtual guitar show: Live. Set to take place from October 2-4, Live will provide a platform for brands and products to connect the makers, players and fans in one virtual space.

The event will consist of masterclasses, keynotes, expert discussions and product showcases all presented in the virtual Live Hub. Entry is free, but registrants can also choose advanced updates and exlusive access when registering at Founding partners include Taylor Guitars, PRS Guitars, Ernie Ball, Music Man, and MONO. Live will also offer a lineup of artists, gear brands and thought leaders via three virtual spaces housed on the Live Hub:

  • The Main Stage will have artist performances, masterclasses and video podcasts.
  • The Lounge will host industry discussions, gear reviews and interviews.
  • The Showcase will have a product focus and will be the venue for leading guitar brands to launch products and host Q&As in a bespoke virtual showroom.

“Guitar lovers and players of all stripes are invited to join us as we come together for an epic virtual gathering of music lovers and artists, gear brands and gear heads,” Chris Vinnicombe, Chief Editor of Guitar said. “You can expect a truly world-class experience thanks to launching partners Taylor Guitars, PRS Guitars, Ernie Ball and MONO, and the help of best-in-class animators, designers and photographers.”

“With a season of trade and consumer events wiped from the calendar, the guitar industry has to adapt and innovate to launch new products, communicate with audiences and drive sales in 2020,” Holly Bishop, Head of Strategy & Partnerships, said. “We’re also seeing a change in online behavior. Audiences are searching for a more meaningful interaction with their favorite instrument makers, artists and online profiles, and they’re doing so in greater numbers than ever before. We are creating a premium experience, fully backed by the BandLab Technologies group, which will allow brands and artists to connect with their audiences like never before. You won’t want to miss out!”

To learn more about’s virtual event, click here.

For more news from the Music & Sound Retailer, click here.

No more articles