The Birth of Solar Guitars: Ola Englund’s Bold Leap into the Guitar Industry
In 2017, Ola Englund took a daring step away from his successful career with The Haunted too establish Solar Guitars, a venture that allowed him to channel his deep-seated passion for electric guitars.This new endeavor was not without its risks, but Englund had compelling reasons for his decision, adn it ultimately proved to be a fruitful one.
Frustration Sparks Innovation
Englund shared his motivations with Rick Beato, revealing that his journey into the guitar business was fueled by dissatisfaction with the customary guitar industry. “I had previously collaborated with several brands, including a signature guitar with Washburn, which was a dream come true, especially since Dimebag Darrell is one of my biggest inspirations,” he explained. “I also had a Randall signature amplifier, which I was thrilled about.”
Though, his excitement quickly turned to disappointment as he navigated the complexities of the business side.”The distribution model is outdated,relying heavily on dealers and salespeople,” he lamented. “As a YouTuber, where everything moves at lightning speed, it was incredibly frustrating to witness the lengthy production timelines-sometimes taking a year for a guitar to be made.”
Direct to Consumer: A Game-Changer
Englund’s followers expressed a strong desire to purchase his guitars,but they were often unavailable.”Salespeople were attempting to market my guitars to distributors who had no clue who I was,” he recalled.”They would ask, ‘Who is this YouTube guy?’”
Recognizing the demand, englund decided to eliminate the middleman.”We understood that people wanted to buy the guitars, but the traditional route was too slow. If they wanted to purchase one, it could take a year of selling to distributors, followed by another seven months of production,” he noted. “In a fast-paced world,that was simply unacceptable.” Thus, the concept behind solar Guitars was born: a direct-to-consumer model that allowed for quicker access to products.
A Calculated Risk
Initially,Englund viewed the launch as a gamble,offering 300 guitars for pre-order without any guarantee of success.”People want their guitars in hand within days,” he emphasized, highlighting the urgency of modern consumer expectations.
Solar Guitars operates without the constraints of traditional distribution channels. “We can release guitars whenever we choose,” he stated confidently. “Our approach is the opposite of the norm: we order first and sell last, ensuring that customers don’t have to endure long waits. This strategy has been a meaningful factor in our success.”
Innovative Releases and Collaborations
Recent offerings from Solar guitars have included groundbreaking designs, such as a guitar that oxidizes as it is played, alongside a series of relic’d models that tap into current trends. Additionally, Englund has collaborated with notable musicians, including a signature model for Kirk Windstein of Crowbar.
Englund’s commitment to innovation extends beyond product design; he has also engaged with guitar legends, receiving a tapping lesson from Wolfgang Van Halen, who shared his unique approaches to the technique.
