On November 14, 2025, I’ll be giving a presentation at the Royal College of Music in London. It’s in conjunction with a unique guitar they have on display: Kurt Cobain’s 1959 Martin D-18E, the one he played on MTV Unplugged. To honor the occasion, we’ve built a modern reproduction of that particular guitar for my friend Craig Thatcher to play at the event—because I don’t think they’ll let him play the original. (Yes, that one … the guitar that sold for $6 million at auction in 2020.) MTV Unplugged: What a good idea that was! And talk about good timing. The 1980s were not a good time to be in the acoustic guitar business. My dad joined the family business in 1955, the year I was born. The mid-’50s were the era of the folk revival. Acoustic music was taking hold in coffeehouses and on college campuses. Thanks to bands like the Kingston Trio, folk music was becoming pop music.By the early ’60s, demand for Martin guitars outstripped the capacity of our old factory on 10 West North Street in Nazareth, Pennsylvania. My dad convinced my grandfather that we needed a new factory to keep up with the boom. So in 1964 we opened the new plant at 510 Sycamore Street. What else happened in 1964? The British Invasion.Yes, Bob Dylan went electric, but the acoustic guitar remained a mainstay on many folk-rock songs. Crosby, Stills, Nash & Young and others drove demand skyward. We couldn’t keep up. These were good times. Politics, the Vietnam War, and the fight for civil rights … it all gave the younger generation reasons to speak out and speak up, and the acoustic guitar became an integral part of that messaging.By the late 1970s, music was changing. Disco was taking over. The Eagles were the last significant folk-rock supergroup. By the 1980s, it was tough going for acoustic guitars. Several of our smaller competitors closed their shops. Pointy electric guitars were flying off the shelves, thanks to hair metal. The Yamaha DX7 and other digital keyboards were everywhere.“By the end of the 1990s, our production had increased fivefold compared to the start of the decade.”Our business struggled. My dad retired and moved to Florida. I had just graduated from college and joined the family business full-time, at a difficult moment. My grandfather passed away in 1986, and at 31, I became CEO. I was scared. My dad had encumbered the company with a crushing level of debt. We were on the verge of bankruptcy. I wasn’t sure exactly what to do, but I was determined to not allow my multi-generational family business to disappear. We cut back expenses and focused on what we did best: flat-top acoustic guitars. One of my dad’s better decisions was to acquire a string company. String sales helped us survive those lean years.One day, my friend and colleague Dick Boak walked into my office. “I got a call from MTV,” he said. “MTV? The rock video station?” I inquired. “Yes,” he replied. “Why did they call us?” I asked. “They have this idea,” Dick said. “They want to get rockers into the studio and have them play their famous songs on acoustic guitars.” Hmmm. Not a bad idea.“Why did they call us?” “They weren’t sure if the rockers they were going to ask even had acoustic guitars,” he said. “And they’re going to film some shows in New York. Could they borrow some guitars from us if needed?” I looked at Dick and smiled. He took that as a “yes.”MTV Unplugged launched in 1989. It started slowly. Initially, few people noticed. But it built momentum. In 1992, Eric Clapton recorded his Unplugged segment at Bray Studios in London, playing his 000-42 Martin. The subsequent album became a phenomenon, garnering multiple Grammys, selling millions of copies, and becoming the best-selling live album of all time.In 1993, Nirvana performed one of Kurt Cobain’s last televised sets. After his death, MTV Unplugged in New York was released. It sold over 5 million copies and won a Grammy for Best Alternative Music Performance. As the momentum grew, our phones started to ring. And ring. Players were rediscovering how cool it is to hold a wooden box against their body and feel it vibrate as they played their favorite songs. The acoustic guitar was back. Thank you, MTV Unplugged. (Fun fact: Many of the guitars played on MTV Unplugged were actually plugged in!)What started as a simple TV concept helped usher in a full-fledged acoustic revival. For Martin, it arrived just when we needed it most. By the end of the 1990s, our production had increased fivefold compared to the start of the decade. Sometimes, all it takes is a well-timed idea and a few beautifully-built guitars.
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