"
I never thought I’d attend another NAMM as an exhibitor, to be honest.
After years of showing up—some of which with a full-fledged 10x10 booth, complete with vintage guitars and amps to complement our discovery and recreation of the now-famous Schaffer-SoloDallas sound—I figured those days were behind us. Then, COVID happened. The rise of online interactions made meeting customers, business partners, and even purchasing gear easier and cheaper than ever. I really thought NAMM was done for.
I was wrong—and I’m happy I was.
NAMM 2025 was, without a doubt, a success. A friend mentioned that attendance was up 16% this year, and the energy on the show floor, especially on Level 1 (where we shared a booth with Delicious Audio, thanks to a fellow Italian), was electric. It almost felt like the NAMM of old—crowded, buzzing, and full of excitement.
It probably wasn’t quite at its former grandeur, but we were impressed.
Many brands, including us, made a modest return—Gibson and Fender among them. We kept it simple: a small desk, headphones, a great Bad Cat amplifier, and a killer guitar, generously loaned to us by our great friend Billy Rowe of Rock ‘N Roll Relics.
At first, I hesitated. My good friends James Allen and Donny Garrett—who have been co-owners of SoloDallas LLC for a few years now, helping me navigate and grow this vision—insisted we needed to be there. That I needed to be there.
So, I stepped out of my comfortable Florida bubble and returned to California.
And I’m so glad I did.
Seeing old friends and meeting new ones made the trip worthwhile. One of the most special moments was seeing our beloved Doug Aldrich back in action after his battle with throat cancer. This was his first public appearance, playing in front of a crowd again. I loved seeing it—he’s an incredible player and an even better person. Doug also loved our brand-new Orbiter Fuzz pedal, and I have no doubt he’ll put it to good use alongside his massive arsenal (which already includes several of our Schaffer products, including the now-discontinued TSR pedal and at least one Tower).
We also had the pleasure of connecting with builders big and small, with a particular highlight on Marshall. They were recently acquired (51% majority stake) by a financial group, and it was fascinating to see them re-embrace their legendary tone with the reissues of two of their greatest amps: the JCM800 “Modded” and the 1959 Super Lead “Modded.”
These amps were my favorites as a kid. They still are.
Marshall even invited us to test one of them with our Schaffer Tower, and I have to say—the results were shockingly good. Getting reissues to capture the magic of the originals is never easy, but they nailed it.
Even with our humble setup at NAMM, being there reminded me of something important: showing up matters.
Until next time—
Love,
Fil “SoloDallas”
"