This week, we're joined by Mike Nelson, Martin Guitars' VP of Global Marketing. Mike has a coveted job: He gets to tell the story of one of the world's most loved guitar brands. We talk about the challenges Mike faces in his role, the yearslong planning process for new Martin models, where he sees growth in the industry, the Martin Custom Shop, NAMM, and more. It's a unique take on the business of guitar. Martin: https://www.martinguitar.com Martin's Custom Shop: https://www.martinguitar.com/about-martin-custom-shop.html?srsltid=AfmBOor0gH2rquaP_2ZQOYJxOALmzB6uprJCvpqFqfrSVMrSDGHo5qEz 2025 LA Fire Relief: Musicares Fire Relief: https://donor.musicares.org/page/lafirerelief LA Mutual Fire Aid Resources: https://www.fireaid.info/?fbclid=PAZXh0bgNhZW0CMTEAAaZX8rVNnTmxCs5y7FxfKVC7MPMztRiLJp_fWMzLcKsihzK82aF1mC8-DRI_aem_GS0GIyZN5hSAMVs8OdVRbw LA Wildfires Help List: https://docs.google.com/spreadsheets/d/10Q387T4udLBFSEj5MJs16E8OwZNZHU9RemS39ZhSyt8/htmlview

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Our next Fretboard Summit takes place August 21-23, 2025 at Chicago's Old Town School of Folk Music. Register today: https://www.oldtownschool.org/concerts/2025/08-21-2025-fretboard-summit-2025/

This week's show is sponsored by: Stringjoy Strings: https://stringjoy.com (Use the code FRETBOARD to save 10% off your first order) Mike & Mike's Guitar Bar: https://mmguitarbar.com

Peghead Nation: https://www.pegheadnation.com (Get your first month free or $20 off any annual subscription with the promo code FRETBOARD at checkout).

Collings: Check out their new Hill Country series of guitars: https://collingsguitars.com/hill-country-series/