What does it take to steward a 131-year-old brand that musicians around the world consider functional art? In this conversation recorded live at NAMM 2026, Jeff Stempka of Gibson reveals how craftsmanship, artist connection, and a DNA of innovation keep the company's instruments at the center of music history.
For Sean Martin, walking the Gibson booth at NAMM 2026 is personal. As the host of Music Evolves, Sean brings a player's eye and a storyteller's ear to every conversation about instruments and the people who make them. Picking up a Gibson and feeling the weight, the finish, and the resonance is something he describes as holding a piece of art. Jeff Stempka, Brand Manager for Gibson USA and Gibson Custom, shares that same passion. A guitarist for over 30 years, Stempka calls his role on the Gibson marketing team a dream, and his enthusiasm is unmistakable as he walks Sean through the latest additions to the NAMM 2026 lineup.
What is Gibson bringing to NAMM 2026? Stempka highlights several key launches, starting with the Les Paul Studio Double Troubles. Building on a successful refresh of the Les Paul Studio franchise and last year's Les Paul Standard Fifties and Sixties Double Trouble, Gibson extends that approach to the Studio platform. These modern collection guitars feature coil splits, coil taps, and pure bypass switching, offering players versatile tone options in a lightweight instrument. Stempka is equally excited about the evolution of the ES-335 portfolio, now available in dedicated Fifties and Sixties models out of the Gibson USA craftory. The logic mirrors the Les Paul Standard lineup: the Fifties version delivers a classic rounded neck profile, while the Sixties offers a slim taper for players who prefer that feel.
How does Gibson stay connected to the artists who play its instruments? Stempka frames the relationship as one of service. The craftspeople who come to work every day in Nashville are thinking about the musicians who will pick up these instruments and pour their hearts into creating something new. Gibson is preparing to launch a new campaign, "Handcrafted in Nashville, Tennessee," that puts the spotlight on the passion behind every instrument that leaves the factory. For Stempka, the connection between maker and player is the heartbeat of the brand.
When co-host Marco Ciappelli steps in to explore Gibson from a branding perspective, the conversation shifts to what makes someone reach for a Gibson even when the price stretches the budget. Stempka points to 131 years of craftsmanship and a deep understanding that people expect something meaningful from the Gibson name. His goal, and the goal of everyone at the company, is to exceed those expectations every day. He sees his role as a small but important opportunity to shepherd and steward the brand so that Gibson is still thriving 131 years from now.
The conversation takes a historical turn as Stempka walks through a century of flat top acoustics and the foundational innovations of Orville Gibson and Lloyd Loar. While many fans think first of the Les Paul, Stempka points to the J-45 and the Lloyd Loar master model mandolin as equally iconic instruments that changed the trajectory of music. He recalls how artists like Eric Clapton took a Les Paul burst, plugged it into a stack, and turned it up, creating sounds that nobody at Gibson ever anticipated. That willingness to listen, learn, and evolve alongside the musicians is what Stempka calls the true meaning of innovation. At its core, Gibson helps players unlock something inside themselves, and that, he says, is beautiful.
This is a Brand Spotlight. A Brand Spotlight is a ~15 minute conversation designed to explore the guest, their company, and what makes their approach unique. Learn more: https://www.studioc60.com/creation#spotlight
GUEST
Jeff Stempka, Brand Manager, Gibson USA & Custom, Gibson
On LinkedIn: https://www.linkedin.com/in/jeff-stempka/
RESOURCES
Learn more about Gibson: https://www.gibson.com
Are you interested in telling your story?
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KEYWORDS
Jeff Stempka, Gibson, Sean Martin, brand story, brand marketing, marketing podcast, brand spotlight, NAMM 2026, Les Paul Studio, ES-335, guitar craftsmanship, handcrafted guitars, Nashville, music innovation, acoustic guitars, electric guitars, Lloyd Loar, J-45, functional art, artist connection, guitar branding
Gibson Guitars at NAMM 2026: Brand Values, Commitment to Quality, History and Innovation | A Brand Spotlight Conversation with Jeff Stempka, Brand Manager, Gibson USA & Custom of Gibson
[00:00:00]
Sean Martin: All right. Here we are. Jeff Stempka.
Jeff Stempka: How, Hey, Sean, thanks for Hi. Thanks for, thanks for coming by.
Sean Martin: Good to meet you. Appreciate
Jeff Stempka: you
Sean Martin: of my favorite brands. Sorry to all the other brands, but, uh, I'm a fan. I'm a fan of, uh, Gibson and I'm excited to chat with you and learn a little bit more about the brand and some of the. So the beautiful artwork, I, I consider it art.
Jeff Stempka: Yeah.
Sean Martin: Even when I'm holding mine, I'm like, gosh. Yeah.
Jeff Stempka: It's functional Art
Sean Martin: feels so good. Right? Feels so good.
Jeff Stempka: Yeah.
Sean Martin: Um, so maybe quickly your role at, at Gibson and then we'll start to talk about the history and, and some of the things that we're gonna look at
Jeff Stempka: here. Yeah. So I wear a couple different hats. Uh, I'm on the marketing team like Brandon Marketing, um, and it's just like a, you know, dream for me. I've been a guitar player for my whole life. Working for a company like Gibson is just incredible. So we we're very excited about, uh, everything we've brought to Nam, uh, this week. Uh, what we're looking at right now are the Les Paul Studio Double Troubles, so the Les Paul Studio Platform and the Les Paul studio session, uh, platforms. We
[00:01:00]
Jeff Stempka: came out with about, uh, about a year and a half ago, we kind refreshed the Les Paul Studio franchise. We also had about called about a year ago. We had the Les Paul standard, fifties and sixties double trouble. So what we've done is we've taken the Les Paul studio and we've really leaned into the success of the, uh, the previous Double trouble. So
Sean Martin: is that a signature piece of that?
Jeff Stempka: Oh, yeah. Yeah. But I mean, like, you know, very excited. It's like the nice thing about, oh, please, yeah. Uh, the nice thing about, you know, the studios, yeah, very light, uh, comes off of our, out of our modern collection, uh, you know, very versatile guitar with, uh, push pulls. So that's one thing that we, we, we do with our, our modern collection is that we'll have like coil splits, coil taps, pure bypass and those sorts of things. Um, this is a limited launch, but again, it's just something that we, we really are, uh, working on expanding our, our studio, uh, platform. Um, I do wanna show you all a couple of other things real quick as well. Alright. Uh, one thing that I'm very excited about, uh, I actually just purchased, uh, an ES-335 a couple of weeks ago that I'm very excited
[00:02:00]
Jeff Stempka: about. But I wanna tell you all about kind of the evolution that we have with the, the 335 portfolio out of Gibson, USA. So if we come on over this way,
Sean Martin: like.
Jeff Stempka: Uh, we've got now the ES-335 fifties and sixties. So we've been really, uh, exploring a refresh of our 335 portfolio out of the USA craftory. And really what we're working on doing, it's very similar to what we have with the Les Paul standard fifties and sixties, where we have, you know, the fifties, which is the kind of the best and most iconic specs of that era. And then with the sixties, we have the same, uh, the same. So we've taken that approach, that kind of logic. And brought it to the ES-335 portfolio. Um, and just something we're very, very excited about because, you know, for myself, I'm a fellow that just prefers more of a slim taper, uh, neck profile as an example. And now we have that in the, uh, 335 sixties. If for someone that wants a little bit more of like that rounded sea, you've got that in the, the fifties. So. Again, we're taking an approach to, uh, you know, our product development team is taking an approach
[00:03:00]
Jeff Stempka: that, you know, we're trying to understand, you know, what really turns players onto each of these different iconic models. And in our original collection, we're really leaning into that. Like we saw with the, uh, with the studios in our modern collection, we're sort of pushing the envelope, uh, maybe a little bit beyond what we've done historically. So, uh, just some very exciting stuff going on.
Sean Martin: I love it. So talk to me about the connection with the, the artists, the player.
Jeff Stempka: Yeah.
Sean Martin: Because I, I, I know what I feel, but I'm, you probably hear different things from all kinds of people.
Jeff Stempka: Yeah. So, I mean, I think at the, at the end of the day, we're really, uh, kind of like in service to the, the artist, to the player, I mean. Really, none of these guitars would exist without people that bring passion to, to work and to life every single day. Pick these instruments, these pieces of art, these tools up and create, uh, incredible, uh, pieces of music and art that people around the world connect with. And so for us. And we have this, uh, this new, uh, campaign coming out, handcrafted in Nashville, Tennessee. For us, it's all about the passion that our craftspeople bring, uh, to work every single day. I, myself, am
[00:04:00]
Jeff Stempka: a musician, been playing for over 30 years, and I can't tell you how much music has changed my life and for all the craftspeople to come to work every single day. We're, we're really thinking about these artists that take these instruments and pour their hearts and their souls into, to their art every single day.
Sean Martin: I love it.
Jeff Stempka: So,
Sean Martin: Marco, you wanna chat?
Marco Ciappelli: Yeah.
Sean Martin: Alright, Jeff,
Marco Ciappelli: so
Jeff Stempka: nice
Sean Martin: meeting you. I'm done. Marco's gonna keep going. Fantastic.
Marco Ciappelli: Right there. We're just gonna do a quick swap of microphone.
Sean Martin: Alright.
Marco Ciappelli: People probably already can hear me because I'm gonna get in. With what I love, which is branding.
Jeff Stempka: Yeah, absolutely.
Marco Ciappelli: And if there is an iconic brand, you know, amongst other, maybe in other, in other industries, some other, in the guitar industry too. Yeah. But Gibson, especially nowadays, is really a staple.
Jeff Stempka: Absolutely.
[00:05:00]
Marco Ciappelli: And I feel like people will buy a Gibson, even if it's a little too much for that. Right. I don't know. I'm tempted. Yeah. And I play, but I'm not really a musician. Yeah. But you know, the idea of holding a Gibson. Why do you think that is? I mean, you've been around for a long time, but there gotta be more than that.
Jeff Stempka: Yeah, I mean, I think it comes down to a couple of different things. I mean, a, uh, well, there's certain things when, when I, when I look, uh, to what Gibson has meant over the past, it's over 131 years. Uh, it's about craftsmanship, it's about caring, uh, about the instruments that we make, understanding that these are instruments that are pieces of art, but they're also functional art. The other piece of it. Is that, you know, we know, uh, you know. When it comes to a brand, like people have connections, they expect something from a brand like Gibson,
Marco Ciappelli: right?
Jeff Stempka: And, uh, part of my job and part of all of our job at Gibson is to really come to come to the table every single day and deliver not just what people expect, but really go beyond that. You know, we're in service not only to the artists, but to the people that are here at Nam that, that love, Gibson, love, all these other just iconic, incredible, uh, musical brands
[00:06:00]
Jeff Stempka: 131 years from now. Gibson's still gonna be around like I, you know, have one small sliver of an opportunity to, to help shepherd and steward this brand in a positive way. And I feel very fortunate and very lucky to do that. And for me, that's what a brand is. It's not just these incredible instruments. It's all the people that care so much about, uh, these instruments
Marco Ciappelli: and is the emotions Yeah, absolutely. That give to people when they hold one in their hand. And actually, Sean, why don't we move quickly to, to the acoustic one here, if we can get a little spot. Everybody's wanted to try it here, obviously, but, uh,
Jeff Stempka: pardon us, my friend.
Marco Ciappelli: Maybe we can squeeze in. Excuse. Excuse me. There you go. So the history,
Jeff Stempka: yeah.
Marco Ciappelli: That's part of the brand.
Jeff Stempka: Absolutely.
Marco Ciappelli: No, no questions about it. Yeah, absolutely. And the fact that pretty much also, Gibson is almost synonymous. Electric guitar for certain things. But yesterday at the media day,
Jeff Stempka: yeah,
Marco Ciappelli: he was presenting two very iconic, classic,
[00:07:00]
Jeff Stempka: yeah. A hundred years of flat tops. You know, we started, uh, you know, Orville Gibson, making acoustic instruments, making mandolins, making, you know, and like kind of innovated, uh, with, you know, constructing. Uh, you know, guitars, you have some people like Lloyd Loar that just revolutionized what a mandolin, uh, could do. And, and the craftsmanship that goes into making mandolins. And we've taken that DNA of of innovation. Uh, and really ingrained that into everything that we do. You're right. I mean, uh, I think that oftentimes people think of like the Les Paul as an iconic Gibson instrument, but I, I think of like, you know, the J-45, uh, you know, a Lloyd Loar master model, mandolin as these incredibly iconic instruments that artists picked up. And changed the history of music. Right. And it's so much, you know, I think the conversation is sometimes like, these are these instruments that were present and they're tools that enable these really incredible musicians to take the instruments and do something we never intended. You know, you have, you know, Eric Clapton taking a, a burst and putting it on a stack and turning it up to 11, you know, so to speak. And people,
[00:08:00]
Jeff Stempka: you know, the Beano album, people saying, that's crazy. What are you doing? And you know, the, the artist. And the engineers, they say, trust me, something special is about to happen.
Marco Ciappelli: Yeah.
Jeff Stempka: And that just blew the doors off of that recording studio and created a new direction for, you know, rock and roll.
Marco Ciappelli: Yeah.
Jeff Stempka: Um, so that's something that, that we are very proud of, to be part of that, that story.
Marco Ciappelli: Yeah. And then come back to you with that innovation and then you do the custom one.
Jeff Stempka: Yeah.
Marco Ciappelli: So you listen. Yeah. You're not just giving the tool. You listen, you, you evolve it with the artists.
Jeff Stempka: Well, that's part of what innovation is. I mean, you know, at Gibson we are really listening to the artists and the, when I say artists, I mean the musicians, you know, the people that are taking these instruments and creating something that we never even expected. And that's one of the wonderful things about, uh, you know, writing music and writing songs, is that someone can sit down with an instrument and create something that never existed 20, 30 seconds ago. Yep. And it's not so much that. Uh, we've done that. We've, we've helped them unlock something inside themselves to, you know, take this instrument and to express
[00:09:00]
Jeff Stempka: themselves. And I think that's beautiful.
Marco Ciappelli: I love it.
Jeff Stempka: Yeah.
Marco Ciappelli: Well, thank you so much. Thank
Jeff Stempka: you so
Marco Ciappelli: much, Marco, for your, actually it's shifting between Sean and me and
Jeff Stempka: No, no, this is perfect. I, I really appreciate. Sorry, I'm not super, uh oh. Yeah, go for it.
Sean Martin: You pick one up.
Jeff Stempka: Yeah, yeah, please.
Marco Ciappelli: No. Will
Sean Martin: you pick one up
Jeff Stempka: and Oh, totally play. Yeah, totally. Uh, I'm not sure if anything's in tune. Uh, we'll see if this is in tune. I like my J-45s. I mean, to me, to me, when I'm playing a guitar, I always go to like this, like, you know, e minor, E minor seven type, you know, chord. Okay.
Speaker 3: Nice. That's all folks.
Jeff Stempka: I love it.
[00:10:00]
Speaker 3: Thank you guys so much. Appreciate it all. Thank you very much again.
At NAMM 2026, Sean Martin and Marco Ciappelli interviewed Jeff Stempka from Gibson's marketing team about the brand's 131-year legacy of craftsmanship, innovation, and artist connection.
Stempka revealed the Les Paul Studio Double Trouble, expanding Gibson's modern collection with coil splits and pure bypass options. He also introduced the ES-335 Fifties and Sixties refresh—bringing the same era-specific approach from the Les Paul Standard to the semi-hollow platform, with slim taper and rounded C neck profiles.
The conversation shifted when Marco took over to explore Gibson's brand power. Stempka explained that Gibson's strength comes from craftsmanship, emotional connection, and being in service to artists. He emphasized their new campaign—"Handcrafted in Nashville, Tennessee"—celebrating the passion their craftspeople bring daily.
Stempka traced Gibson's DNA back to Orville Gibson and innovators like Lloyd Loar, noting that 2026 marks 100 years of flat top guitars. He described Gibson instruments as "functional art"—tools that help musicians unlock something inside themselves and create what didn't exist moments before. The interview closed with Stempka picking up a J-45 and playing, demonstrating the connection between craftsman, instrument, and artist.
Sean Martin:
"One of my favorite brands. Sorry to all the other brands, but I'm a fan."
"Even when I'm holding mine, I'm like, gosh—it feels so good."
Marco Ciappelli:
"People will buy a Gibson, even if it's a little too much. The idea of holding a Gibson—why do you think that is?"
"You're not just giving the tool. You listen. You evolve it with the artists."
Jeff Stempka:
"It's functional art."
"These are tools that enable incredible musicians to take the instruments and do something we never intended."
"Someone can sit down with an instrument and create something that never existed 20, 30 seconds ago."
"131 years from now, Gibson's still gonna be around."