Chord Up!

Chord up!

Chord up!

Elvis Presley

Keith Richards

Bob Dylan

Joni Mitchell

Fender

Gretsch

Gibson

Cover Photo by Harry Goodwin

From top to bottom: Jimi Hendrix, 1968, Free Domain; Bob Dylan, 1962, Free Domain; Joni Mitchell, 1973, Free Domain

Guitar in the 60s

Rock and roll was first introduced in the American mainstream by a young Elvis Presley in 1956 and grew popular during the decade, then the 60s saw the creation of the first mass-produced electric guitar, the Gibson Les Paul, and the grow in popularity of the electric bass (p. 34). The 60s were an era of invention that fundamentally transformed how music is made and heard.

As important as the guitars themselves were to the sixties, some of the most famous guitarists came from this era as well: Eric Clapton, Jimi Hendrix and of course Paul McCartney from The Beatles.

The sixties were an era full of inspiration, innovation and controversy thanks to several major developments in music and media alike. Rock n’ roll revolutionized pop culture while giving birth to several new sub-genres like grunge and punk rock. The Beatles are widely regarded as one of the greatest pop groups ever thanks to their iconic songs, groundbreaking music videos and refusal to conform to pop standards at times. The 60s are an integral part of history due to how much it shaped both pop culture and music in general through countless artists we still now know and love.

Eric Clapton live at Swing Auditorium by Ultomatt

let the GUITAR

do the talking

Bob Dylan in New York, 1962, Public Domain

Joni Mitchell posing for Vogue Magazine, 1968, Jack Robinson

CHANGING MUSIC CHANG

The Beatles in Stoccolma, 1963

ING RLD

The Beatles

The Fab Four Epoque

The Beatles were many things simultaneously: they were the most famous celebrities of their day, the best songwriters of their age and, ultimately, the most beloved band of all time. The band influenced generations, and the group still continues to have a profound impact. The Beatles not only changed the way music was being made, they forever changed music.

For those who’ve lived under a rock til now, The Beatles were an English rock band, formed in Liverpool in 1960, that comprised John Lennon, Paul McCartney, George Harrison and Ringo Starr. By the mid 1960s, they reached worldwide fame and set themselves to

be regarded as the most influential band of history. One of the reasons for that come from The Beatles music and songwriting skills, which led to the creation of all time classics.

Paul McCartney’s guitar skills in particular led to the writing of songs like Blackbird (1968), that featured a hypnotic picking pattern style that makes it now a mustlearn song for anyone who aims to be a fingerstyle guitarist. Another guitar moment worth of

noting can be found in The Beatles last album Abbey Road (1969): the track The End featured a blitz of dynamic and characterful solos, all performed live in the studio, as the three reacted to each other spontaneously. “I took great care to craft a different, distinctive sound for each Beatle, so it would be apparent to the listener that it was three individuals playing and not just one person taking an extended solo,” Geoff Emerick recalled in Here, There and Everywhere.

Left: 1962 Gretsch Chet Atkins

Right: 1964 Gibson J-160E

The Beatles had great care on which instruments they brought to studio and space, for example in 1962 George and John ordered a virtually identical pair of guitars, two Gibson J-160E, to fill a gap in their instrumental setup:they were essentially traditional round-soundhole acoustics but with a pickup and controls built in.

George was also a big Chet Atkins fan and that led him to buy a new Gretsch Chet Atkins Country Gentleman model in London

in 1963. It was a ’62 model in Walnut finish and had a double-cut thinline hollow body with fake f-holes, and a Bigsby vibrato. Harrison then used it a few weeks later to record She Loves You and it soon became his favorite guitar to play with, til it was destroyed in late ’65 in an incident.

From left to right: Dan Gross, Free Domain, Sixtiesgirl96, Free Domain

MCCARTNEYPAUL

Paul McCartney in New York, 1965, John Downing

You can tell your guitar things that you can’t tell people.

And it will answer you with things people can’t tell you

Elvis Presley Guitar as the hottest accessory

When thinking of the 60s, one thinks of the Beatles, Mod and Rock-n-roll. However, the era also introduced a new genre of music: rockabilly. It was an offshoot of country music that fused the twangy sound of the banjo with a rebellious edge. One guitar virtuoso who rose to fame from rockabilly was Elvis Presley. Elvis gained notoriety for his smoldering guitar performances and sultry, husky vocals. In fact, his winning combination of rugged good looks and musical talent helped him become a cultural icon.

When performing, Elvis drew in larger crowds than any other act and one of the reasons was his guitar; it complemented his husky vocals and sultry looks. During his peak years, he played Gibson models to great effect. The Gibson F-5 is the model that made Elvis famous. He used this guitar to perform such hits as ‘Heartbreak Hotel,’ ‘I Got A Thing About You Baby’ and ‘Don’t Be Cruel.’ By choosing to play a guitar instead of a piano or saxophone, Elvis captivated audiences even more than he had hoped.

Elvis Presley’s Jailhouse Rock performance in the movie with the same name, 1957

Rolling Stones’ golden touch

Keith Richards

Richards outside manager A. L. Oldham house, 1964, Free Domain

When thinking about Keith Richards in the 60s, mind often goes to his overconsumption of drugs (in 1973 New Musical Express even considered him the most likely star to die that year) or his falling asleep on stage. But Keith Richards was, above all, a guitar legend and somewhat of the musical soul of the Rolling Stones. The Rolling Stones are revered as one of the greatest bands of all time and they wouldn’t be who they are without Richards and iconic member Mick Jagger, along with historical bandmates such as Ronnie Wood or Charlie Watts.

It’s impossible to talk about The Rolling Stones in the 60s without mentioning the contrapposition (highlighted for promotional reasons) with The Beatles, surely more reassuring and sweet, where the Stones depicted themselves as bolder with defiant songs like Sympathy for the Devil. A sort of “rivalry” between the two groups is often considered obvious, while they actually had great respect for each other. Just as Lennon and McCartney were the songwriting force of The Beatles and their guitar skills were an important part of their sound, the same can be said about Keith Richards for The Rolling Stones.

Richards’ guitar playing was characterized by its raw, ragged energy and a style that was heavily influenced by blues and rockabilly.

SATISFACTION

He was known for his distinctive “open G” tuning, which allowed him to play complex riffs and solos with ease. Richards’ guitar work was integral to many of the Rolling Stones’ biggest hits of the 60s, including “Jumpin’ Jack Flash” or “Satisfaction”. In addition to his technical skills on the guitar, Richards was also known for his energetic stage presence, where he showed reckless behavior or drug use, inevitably cementing his place in music history.

Despite this, Richards has always remained humble, in interviews he has credited much of his success to the influence of his musical heroes, including Chuck Berry and Muddy Waters, and has always stressed the importance of staying true to one’s roots. Keith Richards’ importance as a guitarist in the 60s cannot be denied. His contributions to the Rolling Stones and to the broader world of rock and roll have had a lasting impact and will continue to be remembered for generations to come.

Rolling Stones in the first 1960s, John Hoppy Hopkins

Keith Richards performing, 1967, Free Domain

Bob Dylan

The man who made poetry out of folk music

Bob Dylan, 1966, Local World

Bob Dylan is perhaps one of the most iconic and influential figures in the history of popular music, as a performer but mostly as a songwriter. Dylan was a singer-songwriter who rose to prominence in the early 60s (his first album The Freewheelin’ already featured the all-time classic Blowin’ in the Wind) and quickly became a key figure in the folk music scene. His

early songs, which often featured socially and politically conscious lyrics, resonated with young people who were disillusioned with the status quo and hungry for change.

Dylan’s impact on the musical world was felt across a wide range of genres, and his influence could be heard in the work of

many of his contemporaries. He was known for his unique songwriting style, which combined poetic, literary lyrics with simple, catchy melodies, and his songs often addressed complex and controversial topics such as civil rights, the Vietnam War, and social injustice.

In the mid-60s, Dylan began to expand his musical horizons, and he embraced rock and roll as a way of reaching a wider audience. His electrified sound and controversial lyrics sparked outrage among some of his fans, but they also helped to introduce him to a new generation of listeners.

Bob Dylan is known for his distinctive fingerpicking style on the guitar, which he developed during his early days as a folk musician in the 1960s. His guitar playing was heavily influenced by the blues and folk traditions, and he often used complex fingerpicking patterns to create a rich, textured sound.

One of the key elements of Dylan’s fingerpicking style is his use of alternate bass lines, which involve playing the bass strings of the guitar with the thumb while picking the melody with the fingers. This technique allows Dylan to create a full, harmonically rich

sound that well suits his complex and literate lyrics. Despite that, Dylan often gave more importance to the lyrics than to the music. For that reason, he sometimes used folk classics melodies to accompany the singing.

In conclusion, Bob Dylan was a vital and influential figure in the music of the 60s, and his impact continues to be felt to this day. His distinctive songwriting style and his commitment to social and political activism have made him an enduring symbol of the counterculture movement of the era and a hero to generations of music fans.

On the left: Dylan smiles to british press in London, 1965, Harry Thompson

On the right: Dylan poses with his Gibson, 1961, Michael Ochs

Bob Dylan in New York, 1962, Free Domain

All I’ve got is a three and the

GUITAR CHORDS TRUTH

Joni Mitchell The First Lady of Folk

Joni Mitchell is widely considered one of the most important and influential musicians of the 1960s, and her innovative guitar playing was a big part of her sound. She was known for her distinctive style, which incorporated elements of folk, jazz, and pop music, and she was one of the first singer-songwriters to use unconventional guitar tunings in her songs. Mitchell’s innovative approach to the guitar and her ability to write complex, introspective lyrics made her one of the most respected and admired musicians of her generation, and she con-

tinues to be a major influence on musicians today.

One of the hallmarks of Mitchell’s guitar playing is her use of alternate tunings. She frequently used open tunings, in which the strings are tuned to a chord rather than the standard tuning. This allowed her to play complex chord progressions with just a few fingerpicking patterns, and gave her music a distinctive, ethereal quality. Mitchell also used a pick at times, particularly when playing more upbeat, rock-influenced songs.

Joni Mitchell live in concert, 1968, Boris Spremo

Mitchell’s fingerpicking style was also characterized by her use of syncopation and off-beat accents. She often used a hybrid picking technique, in which she alternated between using her fingers and a pick to create intricate patterns and rhythms. Overall, Joni Mitchell’s guitar playing was an essential part of her sound, and her innovative approach to the instrument has had a lasting influence on musicians and music fans alike.

Mitchell’s lyrics often explored themes of feminism, social justice, and personal growth, and she was known for her honest and introspective songwriting. Her music appealed to both men

and women, and she was a major influence on many of the feminist singer-songwriters who emerged in the 1970s.

In addition to her music, Mitchell was also known for her distinctive style and fashion sense. She was one of the first musicians to embrace the bohemian aesthetic that would become associated with the folk music scene, and her long, straight hair and flowing dresses became iconic images of the era.

Overall, Joni Mitchell was a major influence on the genre and a role model for many aspiring female musicians, and her impact is still felt today.

Joni Mitchell posing for Vogue Magazine, 1968, Jack Robinson

Guitar Brands

The names that never get old

Leo Fender and a collaborator, late 50s, Public Domain

Leo Fender was an American inventor and businessman who founded the Fender Electric Instrument Manufacturing Company in Fullerton, California, in the 1940s. The company, which is now known simply as Fender, is one of the leading manufacturers of electric guitars, basses, and other musical instruments and equipment.

Fender is best known for its electric guitars, which have been played by some of the most influential musicians in history, including Jimi Hendrix, Eric Clapton, and Jeff Beck. The company’s most famous models include the Telecaster, the Stratocaster, and the Precision Bass. These instruments are known for their innovative design, high quality, and versatility, and they have become some of the most iconic and widely used instruments in the history of music.

Leo Fender in the late 1960s, Free Domain

Fender

Leo and his revolutions

In addition to its guitars, Fender also manufactures a wide range of other musical instruments and equipment, including amplifiers, pedals, and accessories. The company has a long history of innovation and is constantly releasing new products and updates to its existing lines. Today, Fender is a global company with a reputation for producing some of the best musical instruments and equipment in the world.

The Fender Precision Bass, introduced in 1951, was the first mass-produced electric bass guitar and is considered a milestone in the history of the instrument. It was designed by Leo Fender, the founder of the Fender Electric Instrument Manufacturing Company, and has since become one of the most iconic and widely used basses in the world.

LET THERE BE B A

Leo Fender working on a bass, late 50s, Free Domain

- Leo Fender

TELE CASTER

The “P-Bass,” how it was abbreviated, was designed to be a more practical alternative to the upright bass, which was the standard bass instrument at the time. It was the first bass to feature a solid body, which allowed it to be played at higher volumes without feedback, and the first to use frets, which made it easier to play in tune. The P-Bass also had a single pickup, which allowed more precise tone control and

made it easier to hear in a band setting.

The Fender Precision Bass has undergone several updates and redesigns over the years, but the basic design remains largely unchanged. For that reason, even now Fender sells reissues of the 50s Precision Bass.

Another important Leo Fender’s invention that dates back to the early 1950s is the Fender Tele-

caster, a solid-body electric guitar that is now one of the most played guitars in the world. It was the first successful solid-body electric guitar and is one of the most iconic instruments in the history of music.

It featured a simple yet innovative design that has stood the test of time and remains popular to this day. It was the first guitar of its kind to feature a solid body, which allowed it to be played at higher volumes without feedback, and the first to use bolt-on construction, which made it easier to produce and maintain. The Telecaster’s simplicity and versatility made it appealing to a wide range of players, from country musicians to rockers, and it has been used on countless recordings and live performances over the years.

PRECISION

Left: Fender Jazzmaster Hero, 1959 model Right: Fender American Original Precision bass, reproduction of 1951 model

Chef Atkins playing his Gretsch Country Gentleman, 1965, The Boyd Collection

Gretsch

The Country Gentleman

Gretsch is a guitar brand that has been around since the late 1800s. In the 1960s, the company was known for its high-quality electric and acoustic guitars, which were played by a wide range of musicians. One of the most popular Gretsch models during this time was the Country Gentleman, which was played by famous guitarists such as Chet Atkins and George Harrison.

The Gretsch Country Gentleman was an electric guitar that was first introduced in the 1950s. It was named after Atkins, who was known as the “Country Gentleman” of guitar playing due to his

sophisticated and refined style. The guitar was designed to be a more upscale and sophisticated version of the Gretsch 6120, with a shorter scale length and a more slender body.

In addition to Atkins and Harrison, the Country Gentleman was also played by other famous guitarists of the time, including Duane Eddy and Eddie Cochran.

Today, the Gretsch Country Gentleman is still a highly sought-after guitar, and it remains a popular choice among musicians looking for a vintage-style electric guitar with a distinctive sound and appearance.

Gibson

Les Paul and other wonders

Gibson is a guitar brand that has a long and storied history dat ing back to 1902. In the 1960s, the company was known for its high-quality electric guitars, par ticularly the Les Paul model.

The Les Paul, named after its de signer, jazz musician Les Paul, was first introduced in 1952. However, it was in the 1960s that the guitar truly gained wide spread popularity. The Les Paul was played by some of the big gest names in rock music at the time, including Eric Clapton, Jeff Beck, and Jimmy Page.

One of the key features of the Les Paul is its solid body construction, which gives it a unique, sustain-rich sound. It also has a mahogany

body and neck, and a rosewood fingerboard, all of which contribute to its warm, round tone.

In addition to the standard Les Paul model, Gibson also offered a number of variations in the 1960s, including the Les Paul Custom and the Les Paul Deluxe. The Custom was a more expensive, higher-end version of the standard Les Paul, while the Deluxe featured mini-humbucking pickups and a thinner, lighter body.

Despite its popularity in the 1960s, the Les Paul went through a bit of a lull in the 1970s and 1980s, as it was overshadowed by other guitar models like the Fender Stratocaster. However, it has made a resurgence in recent years, with many modern guitarists seeking out vintage Les Pauls from the 1960s for their unique sound and craftsmanship.

The Gibson J-200 is a dreadnought-style acoustic guitar that was first introduced in 1937. It is known for its large size, jumbo body shape, and powerful sound. The J-200 quickly became a favorite among musicians, and it has been played by a wide variety of guitarists over the years.

One of the most famous musicians to play the Gibson J-200 was Elvis Presley. Presley was known for his

love of the J-200, and he used it extensively during his live performances and recordings. The guitar can be seen in many photographs and videos of Presley, and it played a significant role in helping to define his iconic sound.

In addition to Presley, the J-200 has also been played by many other famous guitarists over the years, including Bob Dylan, Pete Townshend, and John Lennon. Its warm, full sound and distinctive appearance have made it a popular choice for both recording and live performances.

Despite its popularity, the Gibson J-200 has undergone a number of changes and updates over the years. Today, it is still produced by the company and remains a highly respected and sought-after guitar among musicians.

Overall, the Gibson Les Paul was an iconic and influential guitar in the 1960s, and it continues to be a popular choice for musicians today.

GIBSON J-200

Elvis Presley playing his Gibson J-200, 1962, The Hollywood Archive

Credits

Faculty of Design and Art Free University of Bolzano - Bozen Course: WUP 22/23 1st semester foundation course Bachelor in Design and Art - Major Design

Project Module: Editorial Design

Publication designed by: Diletta Maria Dell’Utri

Supervision: Prof. Antonino Benincasa Amedeo Bonini Rocco Modugno

Format: 170 x 240 mm

Fonts: Futura Std - Book Futura Std - Bold Kenyan Coffee - Bold Paper: Inside: Lenza Top 100 g/m2 Cover: Revive 100 Natural 250 g/m2

Binding: Saddle stitch binding

Text Source: SmodinAI ChatGPT

Photography: Boris Spremo; Brian Moody; Dan Gross; Fender Guitars; George Stroud; Gibson Guitars; Harry Goodwin; Harry Thompson; Henri Diltz; Jack Robinson; Jill Gibson; John Downing; John Happy Hopkins; Local World; Michael Ochs; Robert Whitaker; Sixtiesgirl96; Snap Galleries; The Boyd Collection; Ultomatt

From left to right: Elvis Presley, late 50s, Free Domain; Bob Dylan, mid 60s, MGM, The Beatles, early 60s, Free Domain; Keith Richards, 1968 Brian Moody; Joni Mitchell, 1968, Jack Robinson for Vogue

On back cover: Jimi Mitchell, 1965, Doug Griffin; Jimi Hendrix, 1968, Free Domain; Elvis Presley, early 60s, Free Domain

WUP 2022/23

Prof. Antonino Benincasa Assistants: Rocco Modugno Amedeo Bonini

Many thanks to Fabio Diretto and all my course friends for the precious advice.

Printed and bound in January 2023 in Bolzano