If you're a bass player than this is a company for you. A company that knows what it means to be a bass player, not because it's made up of bass players but because they have devoted their time and research into finding out just what makes a bass player a bass player. Not only understanding the role of the bass within the band, but understanding the role of the individual themselves on a much deeper level. They value the ability to find that groove, that pocket, not just rhythmically but also mentally, physically, and even spiritually. Ultimately the goal will be to adapt and enhance the bassist's playing experience by becoming more than gear, but an extension of themselves. This will round out and carry them through their performance by being as dependable as traditional gear, and innovative and adaptable to break tradition when it needs to get out of the way of self expression.
The brand should embody three key attributes. Classic: Building upon decades of bass playing and quality design, respecting the standards that are inherently of the bass realm. Balance: Not only does there need to be an embodiment of a sense balance in their design, but a balance between the universal bass and the non-universal player. This might manifest itself through being utilitarian enough in design and aesthetic to be flexible and fluid when necessary. Aura: Aura refers to the presence that is manifested through their different bass playing styles and attributes. This may break convention when needed and follow personal style over tradition.
