PRODUCT - Music Inc. Magazine

TREND SEGMENTS
GUITAR AMPS
ange’s OPC, which is essentially line, and in the digital age, music a question about how George demonstrating these amplifiers,
a PC built into an amplifier cabi- is way more accessible with the Harrison got his tone. but they also allow him to take
net. The OPC features a 500-GB launches of sites like MySpace “Learn the product, but be able off his salesman’s hat.
hard drive, Intel 3.06 GHz Dual and YouTube, along with MP3 to read the customer,” Perron said. “Put about eight bars of some
Core processor, 4 GB of RAM, sharing,” said Charlie Cooper, Or- “When the customer comes in and well-known songs together really
wired ethernet and Wi-Fi, and ange OPC project leader. “Sharing asks, ‘Why do I want this amp?,’ quickly, and then put the guitar
twin JBL 6 1/2-inch speakers music is much easier to do. It’s show them it’s because it can give in their hands and say, ‘Take
housed in an Orange cabinet. much more important now that them the sound they want. Dial off,’” he explained. “When you
It also comes preloaded with
more than $1,000 of software,
including the Orange Edition of
everything you create is available it in right away or get close. After hit a button and it sounds like
TREND SEGMENTS
digitally. With studio rates get- they goof off for 5 or 10 minutes, one of your favorite artists, you’re
ting more and more GUITAR expensive, that’s AMPS
when you can jump in and instantly gravitated to practice
PreSonus Studio One.
more people are turning to home say they haven’t even opened up more and learn more songs. Once
The OPC has generated in- recording. It makes sense to have the hood of the car yet. you get someone passionate and
terest outside the MI industry an all-in-one unit that simplifies “When you take that route, excited about sharing music they
— guitarist Tiago Della Vega the entire process.”
by the time you’re done talking, have made themselves, they are
demonstrated the OPC’s power
the customer isn’t overwhelmed. going to grow as a musician.
and broke his own world record
for fastest guitar playing at
January’s Consumer Electronics
DoN’T oVERWHElM
If you overwhelm someone, they
With so many features, these shut down and get the deer-in-
amps can easily overwhelm the-headlights look. But if you get
“That’s what these amplifiers
bring. It’s not only a polished
sound, but it’s a learning tool.
Show in Las Vegas — but Orange customers. Perron recently visited them interested, the amp is going And that’s why we’re in this busi-
has dubbed the amp the “musi- a chain store and said he saw a to sell itself in a few minutes.” ness — to help these players get
cian’s personal computer.” salesman bombarding a customer Rosborough stressed that deal- to the next level.” MI
“More people are getting on- with information unrelated to ers need to be polished when
— Jeff Cagle
MAY 2011 I MUSIC INC. I 55