Wow - I talk so much 😂😂😂 but you’re a great listener so thanks for letting me rabbit on!! And thanks for sharing the same passion for guitars as I do. Stay well & I’ll see you soon I’m sure. Cheers, Lee 🤘🤘🤘
You do, and we know that, but this was the first time I think it was the right amount of talking. Usually I felt it was on the too much side. I'm very impressed with your approach to the business, and it was great to hear this. We need more business owners with this mindset. Honestly, I've always felt odd, that they call you the Captain. I understand who Is the boss, but still sounds cocky to me if you are not running a pirate ship. But now i really appreciated the vision of the Andertons shop, and I'll feel a lot less bothered by the name.
@andertons Lee, I bought my first electric guitar from Anderson’s aged 13 in the early 80s. Even back then I remember the guys in the shop always being happy to stop and chat to a kid who was keen and wanted to learn more. I’m still playing and still totally in love with the guitar. You’re continuing a fine tradition and, for what it is worth, you have had a fair few more purchases from me over the years so the strategy works 😊
I have to say. I think the customer service at Andertons (the store, I can’t comment on online sales) is excellent. A few years about we took my 15 year old to buy him a guitar for his birthday. He knew nothing about what hewanted and we were looking at an East Coast of some sort, but the guy took Tom aside and talked about the music he liked, looked at his build, and suggested some (starter alternatives) but with the proviso he should buy one that he wanted to pick up. He left with a Squier Bullet Mustang which was an excellent choice. The service was so good indeed, and I learned so much about guitars that it rekindled my own ambitions to learn to play from when I failed to stick to a crappy acoustic 45 years ago. In the middle of lockdown I picked up that Mustang and had so much fun I went back to Andertons and bought a tele contemporary. Then a Epiphone Coronet and just recently and FGN Iliad. They created not one but two customers for life. So Lee’s philosophy definitely works.
Bullet mustang in white was my lock down project and it's in heavy rotation now (after zebra humbuckers and a black pearl pick guard) that I'm out with band mates. Picked up the ss mustang in green and it was near flawless neck wise. The singles are great. Look into them!
TBH I don’t think he puts on a character in the Anderton’s videos. What I like about their channel and the That Pedal Show lads is that you get the presenters as their genuine selfs (something I can confirm having met Mick and Dan from TPS). Sometimes they are tired and grumpy, sometimes animated and enthusiastic. They are being their authentic selves. The one thing that separates Anderton’s and TPS is that Anderton’s is a shop, so it’s a given that there is a promotion aspect. But I think this video shows that Lee has a genuine desire to bring quality budget beginners guitars out to the world.
If by "out of character" you mean he's not dressed up as "Night Hawk the hooded beast" or "Richie Sambooka" then yes but otherwise for the past 12 years I've always seen him as a genuine dude who loves what he does, makes fun videos and more importantly loves Guitars. He's one of the good ones, no doubt about it.
I genuinely think the thing thats special about Andertons is how it literally grew out of a very old school local music store, the ones where guitarists used to hang around all day before youtube, and where all the local musicians used to go to get a job, and Lee literally grew up in his dads shop. From everything I heard and saw it really seems they managed to grow into an international mailorder powerhouse without losing that specific kind of relationship and care. (Without having been there but I heard the same about the feeling when you actually go to Thomann in bavaria).
@@ithemba For how big thomann is they still manage to keep the personality of a local family run shop. Been there once and spent almost an hour with the guy talking about everything. Even swayed me towards a less expensive guitar that played and suited me perfectly
@@Naytexo yeah thats about what I've heard, too. A bandmate of mine actually plans to go and travel there (basically across germany from the Ruhrgebiet) to check out and playtest Basses since he plans on spending big but is genuinely not into youtube and second hand knowledge and just wants time and as many interesting instruments as possible to check out. It'd be a two day trip basically. When you got to that level of basically being an traveling destination and adventure park for musicians when they plan their next bigger acquisition (compared to the less expansive ones that you order online without thinking too tuch) you've done hell of a lot right.
I’ve watched thousands of Andertons videos and this one needs to be distributed to the entire industry. I wish I had a way to promote it myself. Thanks for doing this. I don’t know how you got the information out of Lee but now instead of watching your videos when it shows up on my suggestion list, I’ll be searching them out. Appreciate all the hard work. (Signed Your new biggest fan.)
My first experience at Andertons was superb. I went in to buy a Tone City drive pedal which cost about £35 but to demo it the sales assistant took me into a room full of custom shop guitars, handed me a Broadcaster and plugged me into a Milkman amp without batting an eyelid. Needless to say the pedal sounded great and I bought it there and then! I actually had to return the pedal a few months later as it developed a fault but again the experience was faultless - the sales assistant took me at my word and just swapped out the pedal without any fuss. Superb customer service every time I have been there. Lee’s idea of spending $5 extra in the factory to give budding guitarists a better shot at sticking with it is fantastic - I’ll definitely check the range when I can next get to the store 👍🏼
As a genuine customer of Andertons for 28 years, I just have to say that every word Lee says is true. Professionally, as an organisational expert, I have always wondered how Lee and his family have maintained consistently excellent service for 28 years. This is amazing! With a lot of effort you could do it for a few years…but 28? That is true commitment. I have bought my PRS core and used Suhr from Andertons, but also many other cheaper guitars over the last years. I have to say that the Eastcoasr range is as described and I will at some point buy an L1 to mod, as the chassis is so good. The SoloKings are high quality, and amazing value for money. Well done Lee and team. A customer for life as you have earned it.
This was a very open and honest conversation between two individuals who have been heavily involved with music, education and informing consumers to make the best decisions for themselves. This was a really enjoyable watch. Thank you!
I nearly gave up on guitar as my mum and dad bought me a really cheap, nasty acoustic thing. The strings were so far away from the fretboard that a container ship could easily pass under it. I didn't know any better and thought that's how it was until I played my mate's Yamaha acoustic with a super low action. What a revelation it was. I saved up as much as I could and when I started work at 16 I saved a bit more and finally bought my first proper guitar. It was a 6 string Yamaha and I never looked back. I actually found out I could play! That was 43 years ago. Moral of the story, don't buy a piece of junk that doesn't play or feel right for your kid, it will only put them off! Today's entry level offerings are so much better. Great video as always.
I started using Andertons when I was in the army based in Winchester years ago. I live in Kent now and still always use Andertons, even had a chat with Lee about the mid boost kit for a Strat. He’s exactly as you see him here! The staff are all great as well, nothing too much trouble. Worth the drive for me.
I've seen the East Coast brand of guitars and ukuleles in PMT in Leeds but, have had just had the big reveal from Lee Anderton. Kudos to him for his philosophical way to get people playing! Wonderful. How many young people might he inspire?
In this day and age, to have someone whose philosophy is more than just “the bottom line” is really refreshing. Keep up the good work Lee. Even tho I’m in preston, I still shop from Anderson’s and will continue to do so 😊
I have already made a few purchases through Andertons, and after hearing Lee speak so openly, I am sure I will be buying more from him. Thanks, Lee, for caring.
Great interview, Andy. I was very impressed with Lee's attitude of long-term relationships with their customers and not just selling something for the sake of a one-off sale. Congrats, Lee.
Shoot. I live in the US, and Andertons has ALWAYS answered my questions as if I lived next door and was a regular customer. I contemplate ordering something and have it shipped overseas just to return the favor. That is good service. I enjoy this channel because the narrator just talks without a script, without rambling or boasting or trying to impress - he is just another guitar kid talking guitars among friends - and that sort of genuine chatter is very hard to find nowadays. TT
I currently live in Guildford (Englands dullest town by a mile) so am lucky enough to shop in Andertons (was in there last week picking up a Katana Go like ‘000’s of other players). I’m nearly 60, and still get as excited in Andertons as when I was 12 buying my first guitar and DS1 at Rock City in Newcastle. Andertons is a buzz, if you’re drooling over PRS or just buying a set of Rotosound you get the same attention. Those East Coast are fantastic starter guitars…what a great feeling to be able to see a kid open that CAR Strat for the first time. If those had been around when I was a kid I would be typing this from my mansion in L.A. rather than my Ikea sofa in Stoughton. Great interview Andy…
Dullest lmaooo its not even close My town has 3 food places for takeaway, basically no shops and a decent sized population Ive been to guildford tons, seems like paradise for activities compared to here
That EastCoast JG looks amazing! I would have had that next to me in bed as a teenager! Lovely! Had me in tears talking about wishing the kid to stick with it for 6 months. You can't fake that passion folks!
I applaud you both for this video. While I absolutely understand the commercial decisions that can result in cost cutting, the mindset behind these guitars is awesome. I am a 57yo who has just purchased their first guitar, sorry Lee you don't ship what I bought to Australia, where your and the Anderton's videos have certainly led to this happening. I truly apprecite the knowledge you convey and look forward to the next 6-18 months.
Great to hear someone thinking this way! Retailers have forgotten that you often need to sell product #1 at low margin in order to ever sell product #2 + at a profitable margin. Consumers have long memories, despite what marketers would have you believe. Feeling screwed over and taken advantage of lasts forever.
Lee is everything we should applaud, what a great guy, and seeing as I'm soon looking to get a guitar for my son, I'll certainly be looking at his range of beginners range for him. Bravo!
I've only phone ordered or online ordered from Andertons and his staff are truly great, never rushing me and giving great advice each time. To be fair, PMT and GAK are also great but the advice from Andertons' staff is next level.
I really love the honesty and commitment of Lee and his company to get decent equipment out to the young folks that want to get into playing guitar. This also shows the company's dedication to music in general...this is GREAT stuff and I wish the rest of the retailers could see this and learn.
Andy, this was a real treat. This little collector’s item two parter has been nothing less than a heartwarming experience. Cheers to the Captain, Danish Pete and everybody at Anderton’s. If I’m ever in the UK, I’d love to go there and buy a guitar and pray it survives the plane trip back.
It was so great hearing Lee talk about getting decent guitars in new players' hands, and the business model behind it, which is so rare to hear. I usually never recommend guitar packs but I would those. Lee's spot on with getting new players to keep playing and get the repeat business. Loved hearing what Lee had to say about the new player experience he wants to give them! Fender started "Fender Play" because lessons were an issue for people, price-wise and availability, and a major hurdle to keeping players. They did a study that showed the average guitar player spends $10,000 over a lifetime If they get new players learning on their course, and discounts on gear, they're investing in brand loyalty. So Lee's nailed it, getting traffic through his doors and website with basically the same experience. It's so great that he wants to get guitars into the hands of kids. It really does change lives! Kinda funny, and cool, hearing you two talk money in USD. lol We love watching the two channels at our house!
They're not really decent guitars. They're guitars that are reasonably playable compared with cheaper, guitar shaped objects that appear outside traditional guitar retail- i.e like on Amazon or Argos etc.. I think Richard from Richard guitars largely went nuts because he created the premise that he could reject enough of these mass produced guitars, and then get a guitar tech to set the remaining ones up (all for free?!?) in a way that made them into decent guitars. But they'll never be that and you don't make any money selling them for all that effort you put into selling one. You'll start to become really, really busy trying to keep on top of all the orders. You're better selling one or two boutique guitars a week with that level of attention rather than trying to fool yourself and the world that a £120 guitar is decent. Good pickups retail for more than this guitar costs. It's intended to be 2 things (a) Close enough in price that a few parents get it from Andertons rather than Amazon and (b) Good enough that in 6 months time you'll progress in terms of your playing ability that your parents will buy a better guitar. The other side here is, we see a lot of handpicked guitars on youtube where someone is playing something that is mass produced and they'll nearly always get a good one. When you actually ask about people's experiences with not just the cheapest guitars, but even stuff like Ibanez premium etc, there's a ton of QC issues - sometimes just with fit and finish - which doesn't affect playability but it takes the shine off it a bit when loads of people get a guitar and the tone knob is loose and there are sanding marks etc etc...as well there are often issues with frets etc etc. That's why people pay £2k+ for a guitar. Because they know the lower tiers of guitars is, at best, a lottery, at worse a delusion that you're getting a les paul for £120 - it looks nice and shiny with a maple top etc, and a lot of parents would be asking junior "Well why would you spend more - this guitar looks just as good as the others" - if junior is clued up enough to know that the cheap guitar isn't a scam per se but it isn't honestly sold. Take, e.g the ichi10 guitar or Tim Henson signatures and you end up with 2 high profile players demoing them (and they obviously get a good version that's made in japan) and then every youtube channel waxes lyrical because they want more free stuff from Ibanez...and these guitars are £800+,, so they should be more than good, right? But the reality is most of them are not. Pretty much all of them have flaws and arrive in a way that means the player has to either reject a few times, fix issues themselves or take it to someone who can fix it. There is, of course, a point at which the amount of money you're paying you're not really getting anything - this is because there are as many fools with lots of money as there are without any - which is where stuff like PRS private stock comes in or the other really expensive custom shop.
@@michael1 exactly right - everyone wants brand loyalty. ive bought a couple squiers in my time, some have been awful and needed a lot more set up than they should of, others were perfect and played as great as a real fender right out of the box. all a potluck - lee has clearly had some success with the east coast brand getting more loyal customers etc. and the slightly higher tier brand he discussed in the video is just going to continue people down the andertons path. truth is there will always be QC issues with guitars, and that's how It Will always be with all these guitars made in china, Indonesia etc. some will be great, some fine, and other will just be shit. there's a reason why Fender kept Squier from being labeled Fender. They know its a gamble with those guitars so they want to distance the shit from those less so.
I firmly believe, and I know Lee is in the business of SELLING guitars, he is utterly honest with everything he says in this interview. Lee seems like a legitimately good person. I live on the Western Coast of the US, and don't live in the higher tax bracket (if you get me), and wish I could buy from Anderton's... But, I'll support by viewing their RUclips content and such... Great interview 💜
2 months ago i decided i wanted to learn to play guitar, did some research with the east coast vids and deciding what was the best bang for my buck. I got a HM1 black with the 35 watt amp starter pack for around £250. I can tell u as a starter this was the best choice i couldve made for me. Everything u could need for great quality considering the price for new, rather than risking a used squire or such without even accounting for amps and guitar stands etc. i love the guitar i purchased and is s great spring board to jump off. The ideal of having people then wanting people to stick with buying more from andertons is so true and already thinking of nee gear from the site to get like boss katana
bought two guitars from Andertons, even if I'm from germany with musicstore in cologne being 20 minuters away and Thomann 2 delivery days away. beside the additional cost for customs... yeah that's a pitty ... I like Andertons! great support! great videos! btw. thanks Andy, for removing the clip on tuner when you were done ;)
Having been a Andertons Customer and spent literally thousands of pounds over the years, I've always been happy with the service and always gone back because of that. That said when Lee says all amps should have reverb and that should be law...Victory Sheriff, Copper, the jack and kraken don''have reverb, slightly contradictory..but then I do own a sheriff 25 and love it...what do I know...? What I will say is that Lee always comes across well and I do applaud his ethos on getting young guitarists playing. Nice one and keep it up, thanks for all the videos, tips tricks and service.
It's obvious from Andertons videos that Lee loves guitars, but that really comes through here in a way that I'm not sure I've seen before. If I lived across the pond I'm sure that Andertons would be my go-to seller just based on that.
Interesting - I'd seen Eastcoast in PMT - this explains why. Having seen and tried a few £99 kit guitars, this is a really great move for anyone who needs a starter guitar. And kudos to Andertons for their approach in general.
This was actually pretty inspiring! I know my first guitar (1981) was unplayable at any skill level - I can only imagine what it would have been like to start with a decent guitar.
Great video, and hats off to Andertons for making these part of their range. Yes, they're a retailer, so they're in the business of persuading people to part with their hard-earned cash, but it's good that they're prepared to sacrifice a bit of margin if it helps them in the long run, ie people sticking with them and buying more expensive kit a few years down the line. I've bought a few things from them and the service has always been excellent.
No one in the world could have played my first guitar. No one. If i hadn't been lucky enough to try a good guitar at the right time, I would have given up guitar and missed a pretty phenomenal life. Being a musician for a living can be incredibly hard, but it can be so rewarding. Friends of mine who are from all walks of life and play just for the fun of it have enriched their lives without having to deal with the nastier business side. ( never sign anything without a music business lawyer ) Playing an instrument is never a bad choice. Kudos to Lee and anyone like him for putting principle before greed.
As someone who has started many hundreds of children on what i hope to be a long and hopefully enriching journey into music (on the violin) i applaud Lee for his commendable attitude to giving beginners the best possible start to their own journey. Im a big fan of Andertons and as a very average guitarist too, ive bought quite a bit of gear, guitars from them over the years. But he is also correct about the attitude and enthusiasm of the staff in the store. I play and perform on electric fiddle regularly and i went to the store to try and then buy a Katana 2x12 100 watt (which is the best fiddle amp I've ever played, due to its acoustic modelling setting). The staff were very interested as i was properly cranking it in the demo room and quite a few of them came in to listen as they said they'd not had a fiddle player play like that in the store. They were proper enthusiasts who just came to talk and asked me a lot of questions about how I felt about it. Really gave an excellent impression about the whole ethos of the shop, and if their aim is to create customers for life, then they certainly did that for me. Great to see you in there Andy, and hopefully video's like this help those children young and old into a better quality instrument compared to the £99 starter packs you talked about. Great content as usual! 🙂
As a businessman and empresario for your channel, you're a Rock Star! PS: After having Sandercoe on your channel a few years back your playing improved 200%. Consider some cross promotion/s for your beginning customers. Cheers!!! 👍👍👍👍
I bought an East Coast for my grandson and was stunned at the quality for the £149 price. The setup out of the box was perfect, too - unlike my Gretsch and Squier guitars!
@@HarryBall-fw7pv i probably have more american built guitars than you. So come off your high horse. I have only 2 chinese guitars of 20. I’ve also had some eastcoasts. - exceptional value. You have a very simple view on the world, the people there are not paid well, but none of us are these days relative to the cost of living. It doesn’t mean the factory is using child labour. The captain wouldn’t buy from them if he did - nobody goes to this extent to make affordable quality guitars at negligible profit targeted at children, by using child labour with modern slavery transparency policies. It’d take a very strange individual.
This is really about making a difference. I first started in the 80s on a Hondo II LP copy that was terrible…. Sharp frets, terrible tuners, dodgy pickup selector. But I played it for about 5 years everyday (a real battle!) Lee is right keep them playing and before you know it they will be back wanting a core PRS and a quad cortex…. But more importantly inspiring people to keep developing musically and playing more is a truly great thing to do.
Similar story with a Hondo strat copy which was solely responsible for me finding a weekend job at 13 so that I could buy a better guitar! A model 3 Charvel which got dusted off last week as my Ibanez was being re fretted. That Hondo could easily have killed my love for guitar. But the Charvel completely ignited it - once the music shop owner let me take it off the shelf after paying for half of it first!
I accidentally managed to upsell to a slightly higher spec east coast last time I was there. A family were looking to buy for their son. It was busy and I happened to be noodling around and they asked me the difference between a single coil and humbucker equipt guitar. So I played both (with a bit of gain) for them and the kid immediately opted for the humbucker equipt ST Guitar
Fantastic interview!! Thank you Lee for trying to help so many when others will spend less in greed. I live in the U.S. and enjoy yours and Andy's videos. Thank you both!!
Oh Lee, he gets a success, well deserved by his profound, sincere and professional approach and philosophy, and Andy is the nicest of all. Congratulations to you both. Cheers.
I always wondered about the origins of the Eastcoast name because I remember going into my local PMT store over 20 years ago and seeing Eastcoast branded instruments---not just guitars. There was an electric double bass for instance. So thank you Lee for clarifying.
Lee has always been an inspiration to me, and I've been super jealous of him as long as I can remember for this very reason. I want to be in that position not to make piles and piles of money (although a good bonus haha), but because I have a passion for sharing my love of music and the joy of making it. I would get so much happiness being able to make sure someone gets a good first guitar and them coming back and continuing their journey as a musician/guitar player, and being able to say "hey, you could save a little bit of money but please don't, because it will be bad". You obviously can't do it for everyone infinitely, but hell I'd probably cover the difference out of my own pocket if a parent was coming to me and saying that price difference was going to force them to buy the crap option for their kid instead. Lee just always seems like a good dude who really wants people to enjoy music and playing the way he does.
Hey there guys.. I SO want to get an L1, and I still may. It's the shipping to the US. It would be REALLY cool if you could have a partner in the US who could work with you and the East Coast brand. Thanks for the video. Cheers Rick
Great video Andy! I always visit Andertons on the rare occasion I visit the UK. Aside from the range of products etc, the staff are awesome! Super helpful if you want help and advice and super out of the way if you just want to wander around and stare at stuff, just dreaming! :- )
What a great interview, you can see how genuine Lee is about the products and what they want to achieve. I have recently bought the T1 thin line in sunburst and it is a great guitar.
I've spent most of my life in art technical, and what Lee said about enabling the journey of people is SO real. Its incredible to see people take the skills you show them to fill a gap in their process, and how huge a difference it can make to their development, even something theyve been stuck with for years.
Wow! The best honest video I’ve seen since I don’t know when. Much respect to Andertons. The masters of marketing. In a good way now. Clearly switched on and customer focussed. Brilliant collaborative video. Respect to Lee Anderson. ❤
I teach guitar in a school, and a parent was looking for her child’s first guitar. I came across these East Coast guitars, and for the price for spec I was blown away…. Roasted Maple Neck!!?. Anyway, she bought the “T-Style” one and I got to play the guitar after Xmas. It is so comfortable to play, and it sounds decent!. I’m really impressed.
I appreciate Lee's stance on the cheapest of the cheap guitars. I started playing at 14 on a FirstAct guitar that was so awful that it actively fought me and made playing way too hard. I eventually stopped messing with it and it wasn't until a few years later that I got an Ibanez acoustic (~$125 in 2004 or 05) that I finally stuck with the instrument. 20 years later, I still remember that FirstAct's sharp frets and pingy, dull sound...
I could kiss you @andertons - this is how retail is done in the C21. Customer experience. Want cheaper? You might find it elsewhere. Want better? You might find that too. But want a great experience from the moment you walk through the door to the moment you leave, not matter what you bought, how much you spent? Look no further. Making music is a delicate, complex, intimate experience (and that’s when you’re doing it alone) - helping people into that and making them want to come back to enhance their experiences of doing so is a vital part of that and make great business sense. Brilliant interview.
Lee, great to know you and Anderton's launched a decent entry level guitar and amp to encourage the budding guitar player to stick with the instrument rather than get discouraged with a piece of junk. Invest in the youngsters and they will continue playing and become loyal Anderton's customers in the future. Bravo!
Great interview, both of you, I think, are genuine people and what Lee said, just make sense... Spend a little more, and you get much better results. So, thank you Geek for this, and Lee as well for opening up. One thing I think is funny though, being born in 1964, that my first guitar was the result of doing a paper round during the summer holidays.. and it was an acoustic!! I don't remember any one starting on an electric guitar!! How times have changed 😊
I will be taking both my boys to Andertons to check out the East Coasts. Thanks Lee, this is a special attitude to guitars that no one else does quite like you. And big thanks to Andy ❤
I loved it! These are the type of businesses that we should support! I love how Lee was brutally honest about his own product and I know my next guitar will be an East Coast!
Hi Lee, Just to endorse what you've said, your sales guys are really helpful and your customer support is epic! It doesn't hurt that you are also a principled guy & enormously charismatic.
That discussion on the L1 made very curious about a 'JR1'. As a bassist I also saw that there are some Eastcoast basses, but the one called MB30 isn't a short scale! I'd defo consider a Mustang Bass lookalike from Eastcoast
this is a GREAT vid! so much commonsense spoken by both of you. i've just realised that over the last few years i've become one of those andertons regulars - i don't go to the shop - i watch YT, and then order gear. andertons mail order service is faultless. also the budget gear is fantastic (Tone City in particular), and i'm just about to order a soloking axe because WOW! inspiring people is what we do in the culture sector whether it be the charitable end (me) or the business end (you). it feels so good when you light someone's imagination up - andertons are doing a bloody good job of that, as are you...
Much respect to Lee…if all managers/business owners had his ethics…then the workplace would be a very happy place. The passion comes through, and his genuine honesty is refreshing. Glad to hear the East Coast range tries to correct issues that continue to blight budget instruments…bad hardware, sharp frets bad QC etc.
He's a great chap and it's an awesome shop... miss my visits there. This philosophy of few extra quid on budget stuff is absolutely right and the opposite of ever diminishing returns.
I know it's lame but throughout the Pandemic I realised that over the years I've spent so much time listening to Lee speak, just as I have with Andy, Dan, Mick, and all the other great guitar channels. They've all made a meaningful difference to my life. Guitar is my love and main hobby, it gives me great joy and helps me cope with life's stresses. To hear the person I buy most of my gear from demonstrate what an authentic good dude he is, it's just brilliant. There are a lot of dicks in the world, especially in business. So awesome that people like Lee and the gang are setting young guitarists out on their journey with empathy and excitement. Super lame I know but I'm grateful for the RUclips guitar community.
What a pleasure watching Lee Anderton discuss his joy in helping young people enjoy affordable guitars. I may be visiting London in 2025. I sure hope Andertons is close to London so I can visit the store and Lee Anderton. Hope so.
That’s a really enjoyable video. Having tried now some of the lower mid level guitars this year, I’m really enjoying my Gio. Compared to say my first Sx brand strat style early 2002 - which was a bit of a nightmare - not the worst but even after a setup that was nearly the sales price - you know your first guitar you get those unreal levels of attachment and will just keep trying to fix it… This is really the right mindset. I went through pure hell with that Sx 😂 had these been around back then I’d have had another decade of experience. No joke.
After 35 gap years I decided to learn keys from scratch, learn guitar properly, and get a DAW to produce a (amateur) performance piece I'm writing; my first experience with Andertons a few months ago was better than good when they supplied a KK S88 keyboard (lowest price available) and even the delivery team were faultless. Recently, I needed a Maschine drum pad, and then a KK audio interface (best price again - 2hr delivery windows) so I was already sold on staying with Andertons, but now even more so, now I know of Lee and his ethos - I would look no further for an entry level guitar, and if their other gear was ever a few quid more than elsewhere, that would not sway me (forgot to mention the loyalty bonus discount I was given; a nice surprise at the checkout!). Great interview.
Great interview and really refreshing to hear Lee’s passion for guitars and their approach to doing business. Thirty years ago, I had back to back negative experiences with two very snobbish employees at Charlie’s Guitars in Dallas. They’re a local shop that has been around for decades. Both times, I took my business elsewhere and since then, I’ve easily bought and sold $15,000 to $20,00 worth of guitars, amps and related gear. Never even considered going there for any of that, nor would I go there now. Music and guitars are supposed to be fun. And I feel passionate about any opportunity I get to encourage someone to start playing or help them with pointers; even doing free setups, mods and basic repairs for friends, because I love guitars and the fact they are also players. I wish Anderton’s had a store in Dallas, Texas. They would definitely get my business. PS. Been a fan of their YT channel for a couple years now, too. 🤓🎸
Absolutely loved this interview with Lee. Andy you should do reviews on the East Coast guitars. I would be very interested in seeing your opinion on them.🎸🤘🏻 PS. Absolutely love the Yellow one🎸🤧
I'd be very interested to hear how these compare with the house brand of a certain German retailer. I don't have any East coast stuff but I've a few HBs and I can totally see what Lee is saying about spending a little more. My £150 HB is more than twice as good as my £100 ones. It's good Eastcoast aren't even trying to hit that lower price point, especially as id imagine the economies of scale work in HBs favour.
Great upload, Lee comes over well, muso as well as a business man and appreciates that a decent product at a good price begins the journey. How do east coast guitars compare with Harley Benton models at the same price point?
Need to add, getting through that first learning stage is so important, Lee mentions Andy guitar and lessons etc. I think that any 10 to 14 year old needs some real input, I learnt guitar late in life and it was a long time before a moment of inspiration from wolf marshall took me from zero to 1 in 30 minutes which was amazing. Newbies need that direction to make their experience a start of a fabulous journey.
Excellent presentation....Interesting that Solo King might be chosen to represent the step up point for East Coast, similar to Fret King to the Vintage brand?....
I've got lots of time for Andertons and have always had great dealings with them, but the one Eastcoast guitar I tried was a car crash. I even turned down their offer to put it through the workshop for me because it was clearly a lost cause from the start and was never going to play right. I always felt Eastcoat were basically what used to be sold as Stagg (from the body and headstock shapes) and that didn't convince me otherwise. They were very cool about the return though. Just reminded me not to buy without trying, so next time I'll make a pilgrimage down to Guildford :)
Fantastic video, love Andertons, I purchased one of the original Sire acoustics from Andertons. My guitar pariferals, awesome amp also from Andertons. Great experience and my Sire is even better now lol
"WOW" what an ambassador for the next generation of up and coming Guitar 😺 Kat's.I wished you been around in the seventies with your Guitar Philosophy and help to bring learning guitar to everyone. Thanks very much Lee. Great. Very Best wishes. John.
22:54 music stores seems to be one industry where the staff really care about the products they’re selling. Whenever I’ve called any store, be it Andertons, PMT, Guitar Guitar or wherever, the staff have always been so helpful and they don’t mind talking to you about stuff that they probably get bored of talking about
The entry level - second guitar sales are what keeps this market alive, considering that brands like Gibson are suffocating the retailer with margins as low as 10%. Andertons will profit around 20% from EastCoast, still not great but quite healthy if they move enough instruments. Bravo Lee, a very ambitious investment, I really hope it’ll be fruitful 🎉
This was a great video/interview. I appreciate how honest Lee was about costs, profits, and margins. I would definitely be a customer if it were more practical to get a guitar from them sent stateside.
Extremely well said by Lee and so true of everything else: one's self-interest is best served by providing something useful to others, not by cheating them once out of a few pennies.
Wow - I talk so much 😂😂😂 but you’re a great listener so thanks for letting me rabbit on!! And thanks for sharing the same passion for guitars as I do. Stay well & I’ll see you soon I’m sure. Cheers, Lee 🤘🤘🤘
You? Talk? Nothing new there Capt LOL 🙂
You do, and we know that, but this was the first time I think it was the right amount of talking. Usually I felt it was on the too much side. I'm very impressed with your approach to the business, and it was great to hear this. We need more business owners with this mindset.
Honestly, I've always felt odd, that they call you the Captain. I understand who Is the boss, but still sounds cocky to me if you are not running a pirate ship.
But now i really appreciated the vision of the Andertons shop, and I'll feel a lot less bothered by the name.
@andertons Lee, I bought my first electric guitar from Anderson’s aged 13 in the early 80s. Even back then I remember the guys in the shop always being happy to stop and chat to a kid who was keen and wanted to learn more. I’m still playing and still totally in love with the guitar. You’re continuing a fine tradition and, for what it is worth, you have had a fair few more purchases from me over the years so the strategy works 😊
Please send Andy a Soloking.
Your a kind person Lee and its very appreciated in the guitar world
I have to say. I think the customer service at Andertons (the store, I can’t comment on online sales) is excellent. A few years about we took my 15 year old to buy him a guitar for his birthday. He knew nothing about what hewanted and we were looking at an East Coast of some sort, but the guy took Tom aside and talked about the music he liked, looked at his build, and suggested some (starter alternatives) but with the proviso he should buy one that he wanted to pick up. He left with a Squier Bullet Mustang which was an excellent choice.
The service was so good indeed, and I learned so much about guitars that it rekindled my own ambitions to learn to play from when I failed to stick to a crappy acoustic 45 years ago. In the middle of lockdown I picked up that Mustang and had so much fun I went back to Andertons and bought a tele contemporary. Then a Epiphone Coronet and just recently and FGN Iliad.
They created not one but two customers for life. So Lee’s philosophy definitely works.
This is fantastic to read!
Bullet mustang in white was my lock down project and it's in heavy rotation now (after zebra humbuckers and a black pearl pick guard) that I'm out with band mates. Picked up the ss mustang in green and it was near flawless neck wise. The singles are great. Look into them!
It was nice to see Lee "out of character". Came across as really genuine with what he was saying.
"Out of character"?????
You could hear the passion and emotion. Lee has a great sense of humour but it was great to hear the care and responsibility.
TBH I don’t think he puts on a character in the Anderton’s videos. What I like about their channel and the That Pedal Show lads is that you get the presenters as their genuine selfs (something I can confirm having met Mick and Dan from TPS). Sometimes they are tired and grumpy, sometimes animated and enthusiastic. They are being their authentic selves.
The one thing that separates Anderton’s and TPS is that Anderton’s is a shop, so it’s a given that there is a promotion aspect. But I think this video shows that Lee has a genuine desire to bring quality budget beginners guitars out to the world.
Lee's character is a slick salesman, and he doesn't come out of it here.
If by "out of character" you mean he's not dressed up as "Night Hawk the hooded beast" or "Richie Sambooka" then yes but otherwise for the past 12 years I've always seen him as a genuine dude who loves what he does, makes fun videos and more importantly loves Guitars. He's one of the good ones, no doubt about it.
What a great philosophy for a retailer
definitely
I genuinely think the thing thats special about Andertons is how it literally grew out of a very old school local music store, the ones where guitarists used to hang around all day before youtube, and where all the local musicians used to go to get a job, and Lee literally grew up in his dads shop. From everything I heard and saw it really seems they managed to grow into an international mailorder powerhouse without losing that specific kind of relationship and care. (Without having been there but I heard the same about the feeling when you actually go to Thomann in bavaria).
@@ithemba For how big thomann is they still manage to keep the personality of a local family run shop. Been there once and spent almost an hour with the guy talking about everything. Even swayed me towards a less expensive guitar that played and suited me perfectly
@@Naytexo yeah thats about what I've heard, too. A bandmate of mine actually plans to go and travel there (basically across germany from the Ruhrgebiet) to check out and playtest Basses since he plans on spending big but is genuinely not into youtube and second hand knowledge and just wants time and as many interesting instruments as possible to check out. It'd be a two day trip basically. When you got to that level of basically being an traveling destination and adventure park for musicians when they plan their next bigger acquisition (compared to the less expansive ones that you order online without thinking too tuch) you've done hell of a lot right.
Its kind of like what business call a loss leader, I think its great, get everyone playing.
I’ve watched thousands of Andertons videos and this one needs to be distributed to the entire industry. I wish I had a way to promote it myself.
Thanks for doing this. I don’t know how you got the information out of Lee but now instead of watching your videos when it shows up on my suggestion list, I’ll be searching them out. Appreciate all the hard work. (Signed Your new biggest fan.)
My first experience at Andertons was superb. I went in to buy a Tone City drive pedal which cost about £35 but to demo it the sales assistant took me into a room full of custom shop guitars, handed me a Broadcaster and plugged me into a Milkman amp without batting an eyelid. Needless to say the pedal sounded great and I bought it there and then! I actually had to return the pedal a few months later as it developed a fault but again the experience was faultless - the sales assistant took me at my word and just swapped out the pedal without any fuss. Superb customer service every time I have been there. Lee’s idea of spending $5 extra in the factory to give budding guitarists a better shot at sticking with it is fantastic - I’ll definitely check the range when I can next get to the store 👍🏼
As a genuine customer of Andertons for 28 years, I just have to say that every word Lee says is true. Professionally, as an organisational expert, I have always wondered how Lee and his family have maintained consistently excellent service for 28 years. This is amazing! With a lot of effort you could do it for a few years…but 28? That is true commitment. I have bought my PRS core and used Suhr from Andertons, but also many other cheaper guitars over the last years. I have to say that the Eastcoasr range is as described and I will at some point buy an L1 to mod, as the chassis is so good. The SoloKings are high quality, and amazing value for money. Well done Lee and team. A customer for life as you have earned it.
This was a very open and honest conversation between two individuals who have been heavily involved with music, education and informing consumers to make the best decisions for themselves. This was a really enjoyable watch. Thank you!
Hi Tim. Thanks for your kind words. Was a pleasure talking to a like minded person like Lee
I nearly gave up on guitar as my mum and dad bought me a really cheap, nasty acoustic thing. The strings were so far away from the fretboard that a container ship could easily pass under it. I didn't know any better and thought that's how it was until I played my mate's Yamaha acoustic with a super low action. What a revelation it was. I saved up as much as I could and when I started work at 16 I saved a bit more and finally bought my first proper guitar. It was a 6 string Yamaha and I never looked back. I actually found out I could play! That was 43 years ago. Moral of the story, don't buy a piece of junk that doesn't play or feel right for your kid, it will only put them off! Today's entry level offerings are so much better.
Great video as always.
I had the same experience and almost quit. I never bought anything from that store again; not even one single pick.
Good advice
I started using Andertons when I was in the army based in Winchester years ago. I live in Kent now and still always use Andertons, even had a chat with Lee about the mid boost kit for a Strat. He’s exactly as you see him here! The staff are all great as well, nothing too much trouble. Worth the drive for me.
I've seen the East Coast brand of guitars and ukuleles in PMT in Leeds but, have had just had the big reveal from Lee Anderton. Kudos to him for his philosophical way to get people playing! Wonderful. How many young people might he inspire?
In this day and age, to have someone whose philosophy is more than just “the bottom line” is really refreshing. Keep up the good work Lee. Even tho I’m in preston, I still shop from Anderson’s and will continue to do so 😊
I have already made a few purchases through Andertons, and after hearing Lee speak so openly, I am sure I will be buying more from him. Thanks, Lee, for caring.
Lee and Andy are both really likable, really helpful guys. Thanks to both for all the enjoyable content.
A thoroughly enjoyable interview, Lee's enthusiasm for every thing guitar is obvious and that's how Andertons have built up such customer loyalty.
Great interview, Andy.
I was very impressed with Lee's attitude of long-term relationships with their customers and not just selling something for the sake of a one-off sale.
Congrats, Lee.
Shoot. I live in the US, and Andertons has ALWAYS answered my questions as if I lived next door and was a regular customer. I contemplate ordering something and have it shipped overseas just to return the favor. That is good service.
I enjoy this channel because the narrator just talks without a script, without rambling or boasting or trying to impress - he is just another guitar kid talking guitars among friends - and that sort of genuine chatter is very hard to find nowadays.
TT
I currently live in Guildford (Englands dullest town by a mile) so am lucky enough to shop in Andertons (was in there last week picking up a Katana Go like ‘000’s of other players). I’m nearly 60, and still get as excited in Andertons as when I was 12 buying my first guitar and DS1 at Rock City in Newcastle. Andertons is a buzz, if you’re drooling over PRS or just buying a set of Rotosound you get the same attention.
Those East Coast are fantastic starter guitars…what a great feeling to be able to see a kid open that CAR Strat for the first time. If those had been around when I was a kid I would be typing this from my mansion in L.A. rather than my Ikea sofa in Stoughton. Great interview Andy…
@@robinbrown7890 dullest? Someone has never been to Luton
Dullest lmaooo its not even close
My town has 3 food places for takeaway, basically no shops and a decent sized population
Ive been to guildford tons, seems like paradise for activities compared to here
Love it when two of my favorite channels collide! Thank you!
A really interesting video - thanks! I've played a couple of East Coast in GuitarGuitar and I was stunned by their playability.
That EastCoast JG looks amazing! I would have had that next to me in bed as a teenager! Lovely!
Had me in tears talking about wishing the kid to stick with it for 6 months. You can't fake that passion folks!
I applaud you both for this video. While I absolutely understand the commercial decisions that can result in cost cutting, the mindset behind these guitars is awesome. I am a 57yo who has just purchased their first guitar, sorry Lee you don't ship what I bought to Australia, where your and the Anderton's videos have certainly led to this happening. I truly apprecite the knowledge you convey and look forward to the next 6-18 months.
Great to hear someone thinking this way! Retailers have forgotten that you often need to sell product #1 at low margin in order to ever sell product #2 + at a profitable margin. Consumers have long memories, despite what marketers would have you believe. Feeling screwed over and taken advantage of lasts forever.
Lee is everything we should applaud, what a great guy, and seeing as I'm soon looking to get a guitar for my son, I'll certainly be looking at his range of beginners range for him. Bravo!
I've only phone ordered or online ordered from Andertons and his staff are truly great, never rushing me and giving great advice each time.
To be fair, PMT and GAK are also great but the advice from Andertons' staff is next level.
I really love the honesty and commitment of Lee and his company to get decent equipment out to the young folks that want to get into playing guitar. This also shows the company's dedication to music in general...this is GREAT stuff and I wish the rest of the retailers could see this and learn.
As a product manager for +20 years, all I can say is: what Lee said is spot on.
And that is why when I visit England I will be visiting Lee's store and making a purchase. Bucket list. Excellent video
Andy, this was a real treat. This little collector’s item two parter has been nothing less than a heartwarming experience. Cheers to the Captain, Danish Pete and everybody at Anderton’s. If I’m ever in the UK, I’d love to go there and buy a guitar and pray it survives the plane trip back.
It was so great hearing Lee talk about getting decent guitars in new players' hands, and the business model behind it, which is so rare to hear. I usually never recommend guitar packs but I would those.
Lee's spot on with getting new players to keep playing and get the repeat business. Loved hearing what Lee had to say about the new player experience he wants to give them!
Fender started "Fender Play" because lessons were an issue for people, price-wise and availability, and a major hurdle to keeping players. They did a study that showed the average guitar player spends $10,000 over a lifetime If they get new players learning on their course, and discounts on gear, they're investing in brand loyalty. So Lee's nailed it, getting traffic through his doors and website with basically the same experience. It's so great that he wants to get guitars into the hands of kids. It really does change lives!
Kinda funny, and cool, hearing you two talk money in USD. lol
We love watching the two channels at our house!
They're not really decent guitars. They're guitars that are reasonably playable compared with cheaper, guitar shaped objects that appear outside traditional guitar retail- i.e like on Amazon or Argos etc.. I think Richard from Richard guitars largely went nuts because he created the premise that he could reject enough of these mass produced guitars, and then get a guitar tech to set the remaining ones up (all for free?!?) in a way that made them into decent guitars. But they'll never be that and you don't make any money selling them for all that effort you put into selling one. You'll start to become really, really busy trying to keep on top of all the orders. You're better selling one or two boutique guitars a week with that level of attention rather than trying to fool yourself and the world that a £120 guitar is decent. Good pickups retail for more than this guitar costs. It's intended to be 2 things (a) Close enough in price that a few parents get it from Andertons rather than Amazon and (b) Good enough that in 6 months time you'll progress in terms of your playing ability that your parents will buy a better guitar.
The other side here is, we see a lot of handpicked guitars on youtube where someone is playing something that is mass produced and they'll nearly always get a good one. When you actually ask about people's experiences with not just the cheapest guitars, but even stuff like Ibanez premium etc, there's a ton of QC issues - sometimes just with fit and finish - which doesn't affect playability but it takes the shine off it a bit when loads of people get a guitar and the tone knob is loose and there are sanding marks etc etc...as well there are often issues with frets etc etc.
That's why people pay £2k+ for a guitar. Because they know the lower tiers of guitars is, at best, a lottery, at worse a delusion that you're getting a les paul for £120 - it looks nice and shiny with a maple top etc, and a lot of parents would be asking junior "Well why would you spend more - this guitar looks just as good as the others" - if junior is clued up enough to know that the cheap guitar isn't a scam per se but it isn't honestly sold. Take, e.g the ichi10 guitar or Tim Henson signatures and you end up with 2 high profile players demoing them (and they obviously get a good version that's made in japan) and then every youtube channel waxes lyrical because they want more free stuff from Ibanez...and these guitars are £800+,, so they should be more than good, right? But the reality is most of them are not. Pretty much all of them have flaws and arrive in a way that means the player has to either reject a few times, fix issues themselves or take it to someone who can fix it.
There is, of course, a point at which the amount of money you're paying you're not really getting anything - this is because there are as many fools with lots of money as there are without any - which is where stuff like PRS private stock comes in or the other really expensive custom shop.
@@michael1 exactly right - everyone wants brand loyalty. ive bought a couple squiers in my time, some have been awful and needed a lot more set up than they should of, others were perfect and played as great as a real fender right out of the box. all a potluck - lee has clearly had some success with the east coast brand getting more loyal customers etc. and the slightly higher tier brand he discussed in the video is just going to continue people down the andertons path. truth is there will always be QC issues with guitars, and that's how It Will always be with all these guitars made in china, Indonesia etc. some will be great, some fine, and other will just be shit. there's a reason why Fender kept Squier from being labeled Fender. They know its a gamble with those guitars so they want to distance the shit from those less so.
I firmly believe, and I know Lee is in the business of SELLING guitars, he is utterly honest with everything he says in this interview. Lee seems like a legitimately good person. I live on the Western Coast of the US, and don't live in the higher tax bracket (if you get me), and wish I could buy from Anderton's... But, I'll support by viewing their RUclips content and such... Great interview 💜
2 months ago i decided i wanted to learn to play guitar, did some research with the east coast vids and deciding what was the best bang for my buck. I got a HM1 black with the 35 watt amp starter pack for around £250. I can tell u as a starter this was the best choice i couldve made for me. Everything u could need for great quality considering the price for new, rather than risking a used squire or such without even accounting for amps and guitar stands etc. i love the guitar i purchased and is s great spring board to jump off. The ideal of having people then wanting people to stick with buying more from andertons is so true and already thinking of nee gear from the site to get like boss katana
bought two guitars from Andertons, even if I'm from germany with musicstore in cologne being 20 minuters away and Thomann 2 delivery days away.
beside the additional cost for customs... yeah that's a pitty ... I like Andertons! great support! great videos!
btw. thanks Andy, for removing the clip on tuner when you were done ;)
Having been a Andertons Customer and spent literally thousands of pounds over the years, I've always been happy with the service and always gone back because of that. That said when Lee says all amps should have reverb and that should be law...Victory Sheriff, Copper, the jack and kraken don''have reverb, slightly contradictory..but then I do own a sheriff 25 and love it...what do I know...? What I will say is that Lee always comes across well and I do applaud his ethos on getting young guitarists playing. Nice one and keep it up, thanks for all the videos, tips tricks and service.
It's obvious from Andertons videos that Lee loves guitars, but that really comes through here in a way that I'm not sure I've seen before. If I lived across the pond I'm sure that Andertons would be my go-to seller just based on that.
Interesting - I'd seen Eastcoast in PMT - this explains why. Having seen and tried a few £99 kit guitars, this is a really great move for anyone who needs a starter guitar. And kudos to Andertons for their approach in general.
This was actually pretty inspiring! I know my first guitar (1981) was unplayable at any skill level - I can only imagine what it would have been like to start with a decent guitar.
What a great watch and Lee is defo the best guy in the music industry!
Great video, and hats off to Andertons for making these part of their range. Yes, they're a retailer, so they're in the business of persuading people to part with their hard-earned cash, but it's good that they're prepared to sacrifice a bit of margin if it helps them in the long run, ie people sticking with them and buying more expensive kit a few years down the line.
I've bought a few things from them and the service has always been excellent.
No one in the world could have played my first guitar. No one. If i hadn't been lucky enough to try a good guitar at the right time, I would have given up guitar and missed a pretty phenomenal life. Being a musician for a living can be incredibly hard, but it can be so rewarding. Friends of mine who are from all walks of life and play just for the fun of it have enriched their lives without having to deal with the nastier business side. ( never sign anything without a music business lawyer ) Playing an instrument is never a bad choice. Kudos to Lee and anyone like him for putting principle before greed.
I love Lee's point of view. He's a businessman with a conscience. If I lived in the UK I would shop there.
Gave glowing reviews of Victory amps without disclosing he had a stake in the company when given the opportunity to.
As someone who has started many hundreds of children on what i hope to be a long and hopefully enriching journey into music (on the violin) i applaud Lee for his commendable attitude to giving beginners the best possible start to their own journey. Im a big fan of Andertons and as a very average guitarist too, ive bought quite a bit of gear, guitars from them over the years. But he is also correct about the attitude and enthusiasm of the staff in the store. I play and perform on electric fiddle regularly and i went to the store to try and then buy a Katana 2x12 100 watt (which is the best fiddle amp I've ever played, due to its acoustic modelling setting). The staff were very interested as i was properly cranking it in the demo room and quite a few of them came in to listen as they said they'd not had a fiddle player play like that in the store. They were proper enthusiasts who just came to talk and asked me a lot of questions about how I felt about it. Really gave an excellent impression about the whole ethos of the shop, and if their aim is to create customers for life, then they certainly did that for me. Great to see you in there Andy, and hopefully video's like this help those children young and old into a better quality instrument compared to the £99 starter packs you talked about. Great content as usual! 🙂
I love the Captain. Thanks for the great interview!
I've just bought an Eastcoast T style Thinline. It's exemptional.
As a businessman and empresario for your channel, you're a Rock Star!
PS: After having Sandercoe on your channel a few years back your playing improved 200%. Consider some cross promotion/s for your beginning customers. Cheers!!! 👍👍👍👍
I visited Andertons for the first time today. It’s such a great environment for trying guitars out without feeling judged!
Totally need more Andertons and Guitar Geek colabs. Both amazing channels
I bought an East Coast for my grandson and was stunned at the quality for the £149 price. The setup out of the box was perfect, too - unlike my Gretsch and Squier guitars!
Just think the people that built it are probably the same age. If your ok with that. Maybe it's time your grandkids get to work.
@@HarryBall-fw7pv it’s not a child labour factory just because its far east
@biferose158 keep telling yourself that. What ever make you sleep good bud
@@HarryBall-fw7pv I'm fine with that, he's 18, and works in his holidays.
@@HarryBall-fw7pv i probably have more american built guitars than you. So come off your high horse. I have only 2 chinese guitars of 20. I’ve also had some eastcoasts. - exceptional value.
You have a very simple view on the world, the people there are not paid well, but none of us are these days relative to the cost of living. It doesn’t mean the factory is using child labour. The captain wouldn’t buy from them if he did - nobody goes to this extent to make affordable quality guitars at negligible profit targeted at children, by using child labour with modern slavery transparency policies. It’d take a very strange individual.
I wish you both all the best for the future. Great interview, good guitars!
This guy gets it...best of success...your role in music can't be overstated...
This is really about making a difference. I first started in the 80s on a Hondo II LP copy that was terrible…. Sharp frets, terrible tuners, dodgy pickup selector. But I played it for about 5 years everyday (a real battle!) Lee is right keep them playing and before you know it they will be back wanting a core PRS and a quad cortex…. But more importantly inspiring people to keep developing musically and playing more is a truly great thing to do.
Similar story with a Hondo strat copy which was solely responsible for me finding a weekend job at 13 so that I could buy a better guitar! A model 3 Charvel which got dusted off last week as my Ibanez was being re fretted. That Hondo could easily have killed my love for guitar. But the Charvel completely ignited it - once the music shop owner let me take it off the shelf after paying for half of it first!
I accidentally managed to upsell to a slightly higher spec east coast last time I was there. A family were looking to buy for their son. It was busy and I happened to be noodling around and they asked me the difference between a single coil and humbucker equipt guitar. So I played both (with a bit of gain) for them and the kid immediately opted for the humbucker equipt ST Guitar
Nice work!
Fantastic interview!! Thank you Lee for trying to help so many when others will spend less in greed. I live in the U.S. and enjoy yours and Andy's videos. Thank you both!!
Oh Lee, he gets a success, well deserved by his profound, sincere and professional approach and philosophy, and Andy is the nicest of all. Congratulations to you both. Cheers.
Brilliant interview and love the open and honest dialogue.
I always wondered about the origins of the Eastcoast name because I remember going into my local PMT store over 20 years ago and seeing Eastcoast branded instruments---not just guitars. There was an electric double bass for instance. So thank you Lee for clarifying.
and now I’m waiting on east coast drums!
Lee has always been an inspiration to me, and I've been super jealous of him as long as I can remember for this very reason. I want to be in that position not to make piles and piles of money (although a good bonus haha), but because I have a passion for sharing my love of music and the joy of making it. I would get so much happiness being able to make sure someone gets a good first guitar and them coming back and continuing their journey as a musician/guitar player, and being able to say "hey, you could save a little bit of money but please don't, because it will be bad". You obviously can't do it for everyone infinitely, but hell I'd probably cover the difference out of my own pocket if a parent was coming to me and saying that price difference was going to force them to buy the crap option for their kid instead. Lee just always seems like a good dude who really wants people to enjoy music and playing the way he does.
Love the way Lee uses his hands whilst talking. Andertons is one great guitar store.
Hey there guys.. I SO want to get an L1, and I still may. It's the shipping to the US. It would be REALLY cool if you could have a partner in the US who could work with you and the East Coast brand.
Thanks for the video.
Cheers
Rick
Great video Andy! I always visit Andertons on the rare occasion I visit the UK. Aside from the range of products etc, the staff are awesome! Super helpful if you want help and advice and super out of the way if you just want to wander around and stare at stuff, just dreaming! :- )
Really interesting conversation, really cool looking guitars too! Love the philosophy behind Lee’s thinking
What a great interview, you can see how genuine Lee is about the products and what they want to achieve. I have recently bought the T1 thin line in sunburst and it is a great guitar.
Great episode Chris and thanks for the honesty as always. Nice campervan as well! Good to hear you're doing well.
14:20 Just want to say, Justin Guitar is awesome. Haven't been there literally for years, but he taught me Cortez the Killer; he's a ledg. xxx
I've spent most of my life in art technical, and what Lee said about enabling the journey of people is SO real.
Its incredible to see people take the skills you show them to fill a gap in their process, and how huge a difference it can make to their development, even something theyve been stuck with for years.
Wow! The best honest video I’ve seen since I don’t know when. Much respect to Andertons. The masters of marketing. In a good way now. Clearly switched on and customer focussed. Brilliant collaborative video. Respect to Lee Anderson. ❤
I teach guitar in a school, and a parent was looking for her child’s first guitar. I came across these East Coast guitars, and for the price for spec I was blown away…. Roasted Maple Neck!!?. Anyway, she bought the “T-Style” one and I got to play the guitar after Xmas.
It is so comfortable to play, and it sounds decent!. I’m really impressed.
I appreciate Lee's stance on the cheapest of the cheap guitars. I started playing at 14 on a FirstAct guitar that was so awful that it actively fought me and made playing way too hard. I eventually stopped messing with it and it wasn't until a few years later that I got an Ibanez acoustic (~$125 in 2004 or 05) that I finally stuck with the instrument. 20 years later, I still remember that FirstAct's sharp frets and pingy, dull sound...
I could kiss you @andertons - this is how retail is done in the C21. Customer experience. Want cheaper? You might find it elsewhere. Want better? You might find that too. But want a great experience from the moment you walk through the door to the moment you leave, not matter what you bought, how much you spent? Look no further. Making music is a delicate, complex, intimate experience (and that’s when you’re doing it alone) - helping people into that and making them want to come back to enhance their experiences of doing so is a vital part of that and make great business sense. Brilliant interview.
Lee is a great dude. Found Andertons channel years ago. One of the reasons why I started playing again years ago.
Love Lee's outlook on the business. He definitely mentioned a couple of things I hadn't considered before.
Lee, great to know you and Anderton's launched a decent entry level guitar and amp to encourage the budding guitar player to stick with the instrument rather than get discouraged with a piece of junk. Invest in the youngsters and they will continue playing and become loyal Anderton's customers in the future. Bravo!
Great interview, both of you, I think, are genuine people and what Lee said, just make sense... Spend a little more, and you get much better results. So, thank you Geek for this, and Lee as well for opening up.
One thing I think is funny though, being born in 1964, that my first guitar was the result of doing a paper round during the summer holidays.. and it was an acoustic!! I don't remember any one starting on an electric guitar!! How times have changed 😊
I will be taking both my boys to Andertons to check out the East Coasts. Thanks Lee, this is a special attitude to guitars that no one else does quite like you. And big thanks to Andy ❤
I loved it! These are the type of businesses that we should support! I love how Lee was brutally honest about his own product and I know my next guitar will be an East Coast!
Lee sounds so passionate. Must be trustworthy 😊
no way! Ive been there loads. love andertons great shop great people. rock on!🤘
Hi Lee, Just to endorse what you've said, your sales guys are really helpful and your customer support is epic! It doesn't hurt that you are also a principled guy & enormously charismatic.
That discussion on the L1 made very curious about a 'JR1'. As a bassist I also saw that there are some Eastcoast basses, but the one called MB30 isn't a short scale! I'd defo consider a Mustang Bass lookalike from Eastcoast
this is a GREAT vid! so much commonsense spoken by both of you. i've just realised that over the last few years i've become one of those andertons regulars - i don't go to the shop - i watch YT, and then order gear. andertons mail order service is faultless. also the budget gear is fantastic (Tone City in particular), and i'm just about to order a soloking axe because WOW! inspiring people is what we do in the culture sector whether it be the charitable end (me) or the business end (you). it feels so good when you light someone's imagination up - andertons are doing a bloody good job of that, as are you...
Much respect to Lee…if all managers/business owners had his ethics…then the workplace would be a very happy place. The passion comes through, and his genuine honesty is refreshing. Glad to hear the East Coast range tries to correct issues that continue to blight budget instruments…bad hardware, sharp frets bad QC etc.
I truly loved this episode guys, please keep up the good work.
He's a great chap and it's an awesome shop... miss my visits there. This philosophy of few extra quid on budget stuff is absolutely right and the opposite of ever diminishing returns.
I know it's lame but throughout the Pandemic I realised that over the years I've spent so much time listening to Lee speak, just as I have with Andy, Dan, Mick, and all the other great guitar channels. They've all made a meaningful difference to my life. Guitar is my love and main hobby, it gives me great joy and helps me cope with life's stresses. To hear the person I buy most of my gear from demonstrate what an authentic good dude he is, it's just brilliant. There are a lot of dicks in the world, especially in business. So awesome that people like Lee and the gang are setting young guitarists out on their journey with empathy and excitement. Super lame I know but I'm grateful for the RUclips guitar community.
This is lovely to read and so accurate.
Lee you are 💯 on point with your philosophy. Bravo to you.
What a pleasure watching Lee Anderton discuss his joy in helping young people enjoy affordable guitars.
I may be visiting London in 2025. I sure hope Andertons is close to London so I can visit the store and Lee Anderton.
Hope so.
That’s a really enjoyable video. Having tried now some of the lower mid level guitars this year, I’m really enjoying my Gio. Compared to say my first Sx brand strat style early 2002 - which was a bit of a nightmare - not the worst but even after a setup that was nearly the sales price - you know your first guitar you get those unreal levels of attachment and will just keep trying to fix it… This is really the right mindset. I went through pure hell with that Sx 😂 had these been around back then I’d have had another decade of experience. No joke.
After 35 gap years I decided to learn keys from scratch, learn guitar properly, and get a DAW to produce a (amateur) performance piece I'm writing; my first experience with Andertons a few months ago was better than good when they supplied a KK S88 keyboard (lowest price available) and even the delivery team were faultless.
Recently, I needed a Maschine drum pad, and then a KK audio interface (best price again - 2hr delivery windows) so I was already sold on staying with Andertons, but now even more so, now I know of Lee and his ethos - I would look no further for an entry level guitar, and if their other gear was ever a few quid more than elsewhere, that would not sway me (forgot to mention the loyalty bonus discount I was given; a nice surprise at the checkout!). Great interview.
Great interview and really refreshing to hear Lee’s passion for guitars and their approach to doing business.
Thirty years ago, I had back to back negative experiences with two very snobbish employees at Charlie’s Guitars in Dallas. They’re a local shop that has been around for decades. Both times, I took my business elsewhere and since then, I’ve easily bought and sold $15,000 to $20,00 worth of guitars, amps and related gear. Never even considered going there for any of that, nor would I go there now.
Music and guitars are supposed to be fun. And I feel passionate about any opportunity I get to encourage someone to start playing or help them with pointers; even doing free setups, mods and basic repairs for friends, because I love guitars and the fact they are also players.
I wish Anderton’s had a store in Dallas, Texas. They would definitely get my business.
PS. Been a fan of their YT channel for a couple years now, too. 🤓🎸
Absolutely loved this interview with Lee. Andy you should do reviews on the East Coast guitars. I would be very interested in seeing your opinion on them.🎸🤘🏻 PS. Absolutely love the Yellow one🎸🤧
I'd be very interested to hear how these compare with the house brand of a certain German retailer. I don't have any East coast stuff but I've a few HBs and I can totally see what Lee is saying about spending a little more. My £150 HB is more than twice as good as my £100 ones. It's good Eastcoast aren't even trying to hit that lower price point, especially as id imagine the economies of scale work in HBs favour.
Great upload, Lee comes over well, muso as well as a business man and appreciates that a decent product at a good price begins the journey. How do east coast guitars compare with Harley Benton models at the same price point?
Need to add, getting through that first learning stage is so important, Lee mentions Andy guitar and lessons etc. I think that any 10 to 14 year old needs some real input, I learnt guitar late in life and it was a long time before a moment of inspiration from wolf marshall took me from zero to 1 in 30 minutes which was amazing. Newbies need that direction to make their experience a start of a fabulous journey.
Excellent presentation....Interesting that Solo King might be chosen to represent the step up point for East Coast, similar to Fret King to the Vintage brand?....
I've got lots of time for Andertons and have always had great dealings with them, but the one Eastcoast guitar I tried was a car crash. I even turned down their offer to put it through the workshop for me because it was clearly a lost cause from the start and was never going to play right. I always felt Eastcoat were basically what used to be sold as Stagg (from the body and headstock shapes) and that didn't convince me otherwise. They were very cool about the return though. Just reminded me not to buy without trying, so next time I'll make a pilgrimage down to Guildford :)
Fantastic video, love Andertons, I purchased one of the original Sire acoustics from Andertons. My guitar pariferals, awesome amp also from Andertons. Great experience and my Sire is even better now lol
"WOW" what an ambassador for the next generation of up and coming Guitar 😺 Kat's.I wished you been around in the seventies with your Guitar Philosophy and help to bring learning guitar to everyone. Thanks very much Lee. Great. Very Best wishes. John.
22:54 music stores seems to be one industry where the staff really care about the products they’re selling. Whenever I’ve called any store, be it Andertons, PMT, Guitar Guitar or wherever, the staff have always been so helpful and they don’t mind talking to you about stuff that they probably get bored of talking about
Thank you to Mr Anderton for making Soloking guitars available. Stunning bit of kit really.
The entry level - second guitar sales are what keeps this market alive, considering that brands like Gibson are suffocating the retailer with margins as low as 10%.
Andertons will profit around 20% from EastCoast, still not great but quite healthy if they move enough instruments.
Bravo Lee, a very ambitious investment, I really hope it’ll be fruitful 🎉
This was a great video/interview. I appreciate how honest Lee was about costs, profits, and margins. I would definitely be a customer if it were more practical to get a guitar from them sent stateside.
Extremely well said by Lee and so true of everything else: one's self-interest is best served by providing something useful to others, not by cheating them once out of a few pennies.