LABOUR OF LOVETONE
In a classic ‘brain meets brawn’ story that began in 1994 in the small English town of Henley-on-Thames, Lovetone has gained near mythical status as a milestone on the road of effects pedal evolution. Merging art and technology to a degree of originality accomplished by few, Lovetone’s intrepid arrival during the ‘birth of boutique’ in the mid-90s was welcomed with open arms and nurtured by a music culture that was ripe for sonic experimentation.
Lovetone pedals are coveted now more than ever for their inimitable (and often unpredictable) sounds – their virtues being extolled by sincere word of mouth among a cult following of guitarists, producers and engineers. Similarly, in the late 90s as the Lovetone buzz steadily gathered momentum with each new unveiling, the company grew organically and injected life into a relatively staid marketplace dominated by cautious, utilitarian pedal designs.
Lovetone’s statement was both well timed and striking. Unique, independent and with boundless possibilities, it embodied the spirit of innovation and artistic freedom. Together, Dan Coggins and Vlad Naslas pushed their own creative boundaries with sparks of ingenuity that captured the imaginations of music makers worldwide. In turn, an inspired online community of pedal fanatics began to emerge, as people opened their
