Amp Types: Full Stack

Images for this post taken from http://www.samedaymusic.com/

A full stack amplifier is a Marshall design and a signature.
This is the stack amp (or half stack), stacked onto an additional speaker cabinet. Each cabinet houses four 12″ speakers.
The full stack grew out of Pete Townshends request for a single speaker cabinet with eight 12″ speakers. Although this was built, Townshend’s roadies soon complained about the difficulty of transporting such a large unit. Jim Marshall’s solution was to cut it in half!
No other amp screams Rock n Roll more than a Marshall full stack!

Here are some images of the Full Stack.

 

 

Amp Types: Stack Amp

Images for this post taken from http://www.samedaymusic.com/

A stack amp is the term used to refer the use of an amplifier head and a speaker cabinet (with the head stacked on top of the cab).
Sometimes this unit is referred to as the ‘Half Stack’ to distinguish it from the ‘Full Stack’

Here are some images of the stack amp (or half stack).

Amp Types: Combo

Images for this post taken from http://www.samedaymusic.com/

A combo is the term used to describe a unit that contains both the amplfier head and the speaker cabinet together.

Here are some images of combos

 

Amp Types: Speaker Cabinet (aka Cab)

Images for this post taken from http://www.samedaymusic.com/

A speaker cabinet is a (usually wooden) cabinet that houses speakers inside it.
Depending on the type, there may be a single speaker, two speakers, four speakers or even eight speakers inside it.
The enclosure of the cabinet also effects the tone. A cabinet with an open back (with no panel on the back of the cabinet) gives a more airier and warmer tone – a Fender style (also referred to as American). While a cabinet with a closed back (with a panel fitted on the back, thus making a box) gives a tighter and punchier tone – a Marshall style (also referred to as British).

A speaker cabinet is often referred to as a ‘cab’ for short. Here are images of some speaker cabinets.

Amp Types: Amplifier (aka The Head)

Images for this post taken from http://www.samedaymusic.com/

Although we use the word amplifier (or amp) as an all encompassing word for the units which produce the sound of a guitar, it actually refers to the unit which amplifies the signal.
An amplifier consists of a preamp and a poweramp. A preamp to recieve a low level signal like a guitar signal, and the poweramp to power the preamp signal so it can drive speakers.

When the amplifier is on its own, it is usually referred to as ‘The Head’. Here are images of some amp heads.

A ‘Les Paul And Marshall’ Kind Of Guy

Above: ‘John Mayall Bluesbreakers with Eric Clapton’ (1966)

Since the release of the JTM-45, Marshall were fast becoming a favourite of the new crop of British Rock musicians. However, Marshall’s next product would define a legendary combination in the guitar world – a Gibson Les Paul into a Marshall.

In 1964 a 19 year old Eric Clapton was a frequent visitor at Jim Marshall’s Uxbridge Road store. The soon to be guitar hero loved the JTM-45, but as a young working musician felt it was too cumbersome. The result of this dilemma, was Marshall first combo amp (a unit housing the amplifier and speaker cabinet together). As the story goes, Clapton asked for a JTM-45 in a portable unit that would fit into the trunk of a car.

Marshall’s brand would sky rocket due to this situation. The young Clapton found fame when he joined John Mayall and the Bluesbreakers and recorded the 1966 album ‘John Mayall Bluesbreakers with Eric Clapton’. This album not only marked Clapton’s status as one of the best guitar players around, but it was famed for the guitar sound he achieved.
The source of the sound? A Les Paul plugged into the Marshall combo running a full volume.
It’s worth mentioning that a Les Paul had been around for a while already, and it’s pairing with a Marshall did more for it’s credibility as a Rock instrument more than anything else. (It could even be argued that Gibson’s current image of being a premier Rock brand has been because of Marshall.

Just like that, the Les Paul / Marshall combination was established and has been the choice of tools for many famed guitarists since then.
As for Marshall’s combo amplifier, it was nicknamed ‘Bluesbreaker’.
Although Clapton would move on to play Marshall stack amps in his Cream days (due to the size of the audiences, and the fact that Clapton wasn’t a poor young working musician anymore), ‘Bluesbreaker’ will always be a milestone in history.

Below: Marshall ‘Bluesbreaker’

For those interested in Jim Marshall and the company he created, I highly recommend you buy:
Maloof, R. (2004) “Jim Marshall: The Father Of Loud”, San Francisco: Backbeat Books.

Brand Perception

This survey was carried out to understand what people outside of the territory think of Marshall.

 

Number of Responses 50

When: 14th April – 20th April

Where: Bath City Centre

Question 1: Do you know this brand? (picture of logo shown)

Question 2: Who are they?

Question 3: What Country are they from?

Question 4: What decade do you think they were founded in?

Possible Design Ideas

Possible Design Routes – Milestone events

1. Leather Belts
For those who want the Marshall brand at a low cost and low commitment.
A belt is a practical tool that is strong, but also has a history of being a decorative item (showmanship), the more extravagant, the more powerful the wearer. Also the belt is also a common weapon so it has a menacing side to it.
Marshall Metal: big thick leather, studs, rivets, metal rings.
Marshall British: 60s 70s British Rock scene. A bit psychedelic. Rhinestones, crystals, different types of stones.
Marshall Classic: Plan leather belts with some essence from the previous two ranges. More sophisticated, for people who have professional commitments.

2. Tattoo Parlour
The tattoo tends to say you’re a bit edgy. They are usually found on people who life fast and seek adventure. However tattoos are also becoming more acceptable.
A Marshall tattoo parlour, tattoos from a brand that embodies that lifestyle.
Why Marshall? The marshall script logo is quite a popular tattoo.
Famous rockstars can perhaps design tattoos.

3. Marshall Bar/Club
A bar/club that features the best rock music, but also a lean towards British music. Above the stage are also sound proof rooms available to hire. These rooms have one way mirrors so you can see the crowd but they can’t see you. In the rooms are band equipment. You can go in play, and smash up equipment, pretending you’re a rock star, in front of a live crowd.
- Cross promotion with Jack Daniels?

4. One Night Stand Service
Adventure and fun with no strings attached. It will basically be a dating service.

5. Adventure holidays
The essence of rock n roll is adventure, strength, speed, adrenaline.
Marshall could offer holiday packages for thrill seekers. This would cater to those who aren’t interested in rock music, but are interested in its essence.
Different packages around the world.
Skiing, Snowboarding, Surfing, White water rafting, Hiking through rainforests, Bungee jumping, Parachuting, Hang gliding, Driving tanks, Flying planes, Racing!

Consumer Survey

This is a survey collected to understand the territory and audience of Marshall.

Number Of Responses: 263
When: 1st April – 15th April 2008

Question 1: What is your age?

Question 2: What  type of player are you?

Question 3: What brand of amplifier do you own?

Question 4: What type of amplifier do you own?

Question 5: What qualities do you look for in an amplifier?

Tag Line: Louder Than Life

‘Marshall: Louder Than Life’

Marshall’s days as the definitive brand for power is in its past. The past will never be forgotten and will continue to influence, however in terms of raw power today, there are other brands who specialise in it. Marshall may not be the most powerful anymore, but the term loud applies to other characteristics.

A sense of adventure and adrenaline – The feeling of being on stage.
Showmanship is a key part of Marshall, and with that comes confidence.
The fact is, Marshall is an aspirational brand. It allows the average person a chance to use the same equipment as their hero even if they don’t have the same guitar playing skills
With all this in mind, Marshall allows the average person to be larger than life. It’s over the top and it transcends the limitations of ordinary life.

Marshall is Louder Than Life!

(Note: The only problem with this tag line is that it misses an important attribute of Marshall. Quality. Since day one quality has been very important (a fact reinforced by Jim Marshall who has refused to give away Marshall products for free under endorsement deals). However, perhaps I can forgo this attribute as quality can only be received through the actual delivery of the Marshall product/service.)