We recently connected with Nick and have shared our conversation below.

Hi Nick, thanks for joining us today. So, let’s start with trends – what are some of the largest or more impactful trends you are seeing in the industry?

The biggest trend in the guitar amplifier market is the perceived shift away from real amplifiers to smaller, digital devices that emulate or “model” the amplifiers. It’s a more convenient, cheaper and lightweight way to play guitar. While it’s definitely a concern for amp builders, I’ve personally been surprised at the number of customers – particularly younger ones – that have bought a tube amp from SonicTone, declaring that they “want the real deal” and that the digital modeler stuff “doesn’t come close.”

Here’s an interesting case study to support this. A customer that had been using a digital modeler came to SonicTone looking for a real tube amp. He wasn’t happy with the sound of the modeler he had been using. He ended up being very happy with the sound, tone and features of one particular SonicTone amp and purchased it. He said that when he uses the modeler, it takes forever to tweak and it never sounds that great. With just a couple of quick turns of the knobs on the amp, he was amazed at how great the it sounded right out of the gate.

I believe like everything in the music industry, it’s all cyclical. What’s old is new again and things like that. We’ve already gone through a few cycles in my lifetime where tube amps fell out of favor, but they always made a comeback. And personally, I feel that they are on the upswing again.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’ve been working with electronics most of my life, typically either with computers or music gear. I had a good friend that helped me get on the path to building tube amplifiers and I was doing it on a very small, personal scale for a while. When the pandemic hit in 2020, most of my musical outlets dried up. The bands I was in at the time weren’t getting any gigs and I wasn’t really playing out anymore. So, I decided to pour myself into building amps. I came up with the idea of starting SonicTone to see if I could put a few tube amp models out there and if anyone would be interested in buying one. I really didn’t expect it to go anywhere or for me to sell anything. I thought nothing would change and I would just be here, building amps for myself – which was totally fine with me.

However, word started to spread and soon I started to get more and more calls from people wanting to come try out the amps. I really never tried to “sell” anyone on an amp. I figure, if the amp doesn’t speak to them and they don’t love it, then I they probably shouldn’t buy it. I don’t want anyone buying an amp that they don’t connect with. To date, that hasn’t been the case. Just about everyone that tried an amp has left with one and has been very happy with it. And I’m very grateful of each customer, their support and the positive feedback that SonicTone has received so far.

Another product line that SonicTone provides is speaker cabinets, which go hand-in-hand with amps. Those have been selling fairly well, in addition to the amplifiers. And I do have plans to eventually launch a guitar pedal line as well, but I’m currently figuring out the best production methods for those.

I’m very transparent with my customers about the whole production process. SonicTone is a very small shop. I handle all aspects of every build – the woodworking, wrapping the tolex, designing the metal chassis, designing, building and testing the amp circuits themselves – everything. And I let people know that not only are the amps completely designed and manufactured right here in the U.S. in New Orleans, LA, but all of the major core components are made here in the U.S. as well. This includes the transformers, which are integral to the sound and stability of an amplifier. They are made in Grand Haven, MI. The metal chassis are made in an industrial metalworks shop in Slidell, LA. And, the faceplates and logo plates are made right here in New Orleans at a local shop.

It was a lot of work to get it started and I didn’t really know where it would go, but it’s been a great journey so far. I’m looking forward to seeing what’s next with SonicTone.

Can you share a story from your journey that illustrates your resilience?

Well just recently, SonicTone signed its first artist endorsements. And one artist needed two amps and at least one cabinet to go on tour with in beginning of May. The endorsement deal was finalized at the end of April. It gave me about 2 weeks to build and test the products he needed. In the end, I worked around the clock to deliver the two amps and not one, but two cabinets so he could take them up to the first gig of the tour. That gig was an amazing success and called me right after and said the amps and cabinets were a “10 out of 10” – that they were “amazing.” I’m not afraid to burn the midnight oil to get it done. And, it was very rewarding to hear about the success of those efforts.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I try and treat every client with the best service and attention to detail that I can. It doesn’t matter if the client is a well-known artist or a local player just getting started – everyone receives the same treatment.

Contact Info:

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