Gibson launches year-long campaign celebrating Nashville guitar production
Gibson announced Tuesday the launch of “Handcrafted in Nashville, TN,” a year-long marquee campaign highlighting the craftsmanship and history of its electric guitar production in Tennessee.
The campaign celebrates more than 50 years of manufacturing in Nashville, where the company has produced electric instruments since 1975. The initiative will feature four distinct chapters supported by exclusive video content and new product launches throughout 2026.
“We don’t do things the easiest way or the fastest way,” the company said in a statement. “We do things the right way—the Gibson way.”
According to the announcement, Gibson continues to use original tooling from its former Kalamazoo, Michigan, factory, including the laminate press used for ES series guitars. The manufacturing process combines these time-honored methods, such as traditional rope-binding and hand-sprayed finishes, with modern technology like 3D laser scanning to replicate vintage instruments.
The campaign also emphasizes the company’s commitment to environmental stewardship. Gibson stated it works closely with suppliers to responsibly source tonewoods, ensuring the long-term health of forests and ecosystems essential to instrument making.
The first video in the series premiered Tuesday on Gibson TV, with additional storytelling set to unfold across the company’s digital and social channels. Fans are being invited to share their own Gibson stories as part of the global spotlight.
Founded more than 130 years ago by Orville Gibson, the company remains one of the most recognizable names in music, with its instruments used by professional musicians and hobbyists worldwide.
Upcoming chapters
CHAPTER 1: “WOOD”
MAY-JUNE 2026
The journey of a Gibson guitar from the forest to the stage begins here. Chapter 1 turns the spotlight on the premium organic materials and the unique combinations of tonewoods that shape the character of iconic Gibson body shapes such as the Les Paul™, SG™, and ES-335, delivering the unmistakable signature tones that have provided the soundtrack to the past seven decades of popular music.
CHAPTER 2: “STEEL”
JULY-SEPTEMBER 2026
This chapter spotlights the hardware and electronics that bring a Gibson electric guitar’s voice to life, from the latest innovations at the Gibson Pickup Shop to time-honored tooling from Kalamazoo, from presses and jigs to fixtures and forms, equipment that shaped instruments that became iconic in the hands of artists, and carries a storied history of its own. Meet the builders who maintain and master these original tools and see how metal hardware and fretwork translate precision into playability, sustain, and tuning stability.
CHAPTER 3: “HEART”
OCTOBER-DECEMBER 2026
Chapter 3 runs from October through December and celebrates the people of Gibson, whose passion, skill, and care define every instrument. This chapter spotlights hand processes at the Gibson and Gibson Custom craftories in Nashville and showcases the people who bring your Gibson guitar to life. Their dedication, patience, and ear and eye for detail turn wood and steel into musical instruments with a unique voice and soul, forging a connection that begins in the workshop and continues in the hands of the player.
CHAPTER 4: “SOUL”
JANUARY–MARCH 2027
This chapter follows Gibson guitars as they leave the Nashville craftories and enter the hands of the players and artists all over the world. From couches and front porches to garages, dive bars, and the world’s biggest stages, hours of practice and miles on the road take wood and steel and forge a voice and a legacy, inspiring a whole new generation of players.
