‘That Unique Sound’

Nylon-stringed acoustic guitars take center stage.

The nylon-string, “classical” guitar – it’s no longer just for acolytes of Andrés Segovia and Paco de Lucía. The venerable instrument is not only essential to traditional flamenco and classical playing, it’s also the choice of many in other formats due to its distinctive tone. Jazzer Charlie Byrd embraced the nylon-string, as did (and does!) Willie Nelson, not to mention newer acts such as Jason Mraz and Diana Krall, among many others.

Whether this nylon-string renaissance will wind up being a blip on the pop culture radar, or something more lasting is yet to be seen, but MMR recently asked a few big-name suppliers in this arena to chime in on the state of the market and other trends…

Interest in nylon-string guitars has gone beyond just classical and flamenco players. Have you also noticed that and, if so, to what do you attribute the shift?

Chris Meikle: Yes, our sales of classical guitars have risen over the past three years. I would attribute this to a few things. Ourselves and other brands have placed more focus and offered more models of classical, especially models that aren’t such a departure from a steel string, which may influence an acoustic player to pick up a classical.

Dennis Webster: Over the past five years, Yamaha has seen a new nylon-string customer emerge. Generally, this newer customer is an intermediate-to-professional acoustic and electric player who is looking to increase their guitar arsenal with an instrument that will give them a unique sound. To find this sound, they are turning to non-traditional, cutaway, nylon-string guitars with electronics at prices ranging from $499 to $899. For this price, the customer demands a quality instrument that fits their image and playing style, and delivers a great tone.

Jonathan Lee: The shift can be attributed to the popularity of more modern acts like Rodrigo y Gabriella who started using nylon- stringed guitars and flamenco techniques to cover modern metal songs while folding their own flamenco flavored originals into their sets. Their energetic live performances, from jumping and head-banging, crowd participation, along with their active light show are much more typical of a rock show than the more formal classical settings. Then there’s the popular YouTube video, currently at 1.6 million views, of Metallica’s bassist Robert Trujillo showing historically influential guitar players James Hetfield and Kirk Hammett his flamenco themed prowess on a six-string classical, resulting in the two of them jamming along on their electrics. Many more popular YouTube videos showing kids from around the world playing popular modern songs at more advanced levels have all seeped into the public conscious the past few years.

In addition to greater media coverage in general, the recent increase in popularity of the ‘finger-style’ technique has caused many beginner players to explore playing nylon-strings. All of these factors have all contributed to the increase in popularity of nylon-stringed guitars.

Andy Dacoulis: This is true. The nylon-string guitar has recently been enjoying resurgence in popularity. It’s tough to pinpoint one exact reason but it could very well be due to its popularity in pop music today. You can hear it featured in the music of artists as diverse as Diana Krall, Jason Mraz, and the Zac Brown Band. It’s a type of guitar that appeals to a wide variety of guitar players.

Have you been noticing any other significant trends in the nylon- string acoustic market? Any particular body styles or materials resonating with buyers?

JL: The effort to make classical guitars louder has resulted in more modern techniques and materials like the ‘double top,’ lattice bracing and carbon/balsa laminated soundboards – all of which have increased guitar volume, but sacrificed tone. Like anything, I expect the trend will revert to more traditional materials and building styles.

From a body shape and size perspective, the traditional concert shape as popularized by Torres continues to dominate to this day. Perhaps the most significant change in body shape is the acceptability of thin-line classicals that are optimized for stage play, however, the soundboard side continues to appear quite traditional. For entry and mid-level priced instruments, construction techniques and materials also continue to be quite traditional. Yet, things get interesting is in the upper-level, luthier-built instruments. The use of Nomex as a center core laminated to thin layers of soundboard material, such as cedar and spruce, results in incredibly light, stiff and responsive tops. The use of materials within this lamination can also be varied as well to take advantage of the sonic properties of the various tone woods. Unfortunately, this process is incredibly difficult to do well, and as such, is only seen on very pricey instruments.

Another trend in acoustic guitar making that has been compelling us guitar builders is torrefaction; essential vacuum drying woods at high heat to remove suspended cellular water and crystallization of cellulose, hemicellulose and other internal resins. Through this process, we are experiencing tops that perform as if they’ve been dried for ages; they’re lighter, more responsive and more stable. I wonder if the classical builders have begun using torrefied tops. I can only imagine that a torrefied Engelmann or European spruce would benefit; Cedar, perhaps not so much.

AD: One thing that we have noticed is that a lot of nylon-string guitars are being purchased by steel- string acoustic and electric guitar players. As the typical classical guitar neck-width is little larger than these players are accustomed to, our nylon-string necks are a little slimmer to make the transition from acoustic to nylon a little easier. Also, we offer electronics on every model of our nylon guitars. Many players want the option of plugging in their guitars for live use. Taking the idea of amplifying the nylon-string guitar even further, we created our Multiac line of nylon-string guitars. These are small- bodied acoustic/electric guitars that resemble electric guitars but are strung with nylon-strings. They play easily like an electric guitar and have powerful electronics that enable the guitar to be amplified at loud volumes without any problems with feedback.

DW: Now more than ever, the nylon-string acoustic market is branching into traditional (classical) and contemporary.

For the traditional nylon-string market, education continues to be the strongest sector. We are experiencing growth in the education market with the expansion of classroom lessons led by GAMA and the National Guitar Workshop, as well as other programs such as Lead Guitar and Crown of the Continent. In these programs, 1/2, 3/4, and 7/8 size instruments are key to getting the beginner started on a properly sized instrument. They provide the winning combination of comfort and playability that motivates students to practice and learn. In addition, mariachi programs have been on the rise in schools over the past decade, exposing more and more students to guitar.

The contemporary nylon-string market consists of experienced players trending away from classical specifications to instruments with a thinner body, as well as a narrower neck with a tapered neck profile and 14 frets to the body. In terms of materials, a rosewood or mahogany body with a solid spruce or cedar top is still the most popular choice.

CM: I think the hybrid style nylon-string guitar has helped the nylon-string be adopted by more steel string players. These guitars have nylon-strings, but are more like a steel string in that they have a radiused fingerboard, 14th fret neck joint, and narrower nut width.

For your brand, specifically, what nylon-string model is selling best?

AD: Our best-selling nylon-string guitar is the La Patrie Concert guitar. It has a solid wood construction and a 24” radius neck profile. It sounds great acoustically and is comfortable to play.

CM: Our AC65HCE, Artist series, solid cedar top hybrid is the best selling Alvarez nylon-string guitar.”

JL: The C5CE, which features a spruce top, Graphtech nubone nut/saddle, Daddario EJ46 hard tension strings, preamp with volume control, and built-in tuner leads the pack for Washburn due to its high value proposition.

This is followed by the C80S, which has been a mainstay for our brand for more than two decades. The C80S features Solid Cedar top, Rosewood back/sides, Graphtech nubone nut/saddle, Gold machine heads, Daddario EJ46 hard tension strings, and has remained unchanged since it was first release in the 1980s.

Other notable models are the C40S and C5, and our newest thinline electric acoustic cutaway model the model EACT42S. In addition to a comfortable to hold thin-line body and narrow neck profile, the EACT42S has a small upper bout sound hole that rejects feedback incredibly well, making it the perfect choice for any live performance in louder volume environments.

DW: We are fortunate that Yamaha is a trusted name in education. Our C40 guitar is known as the classroom guitar, and continues to be the top selling model in schools. Demand is growing for the fractional- size nylon-string instruments, such as the CGS102AII (1/2 size) and the CGS103AII (3/4 size).

In the contemporary market, the NTX700 and NTX1200R are the most popular models. These are both thin-line bodies with a narrower neck and 14 frets to the body. In addition to the NTX Series, the Yamaha nylon-string Silent Guitar (SLG200N) is also very popular.

Are there any particular marketing strategies that you’ve seen being effective for those dealers who do especially well in terms of selling nylon-string guitars?

JL: America is heavily weighted towards the steel string and electric guitar sides. As such, none of the “big box” style retailers specialize in classical guitars. Dealers who do well in classical guitars are primarily independent dealers.

When I think of healthy independent dealers they all seem to have robust teaching programs with students constantly coming in and out throughout the day. These dealers also tend to serve as community centers, often hosting performances and providing opportunities for the students to perform and show off the skills they’ve acquired through the hard work of learning to play the instrument. What’s nice is that, at least for the moment, there seem to be quite a few independent dealers following this formula and, anecdotally, they seem to be quite healthy.

DW: For the traditional nylon-string instruments, a focus on education and lesson programs yields great results in the under-$500 market. It is very important to have knowledgeable staff and teachers on hand who can provide the right guidance to the student and any others involved in the purchasing process. When done correctly, this guidance cultivates a guitar player who will purchase multiple instruments over the course of their lifetime.

As for the contemporary nylon-string instruments, the key is not to market them as a traditional nylon-string guitar, but rather to position them as a fourth or fifth guitar for the more advanced player to round out his collection. Add an educated sales staff that can explain and demonstrate how these models are solutions to your customers’ needs, and you will see your nylon- string guitar business take off.

CM: Not specific marketing strategies, but upon request we have supplied more nylon-string guitars to some of our dealers. We also have spent more time in our R&D to improve our classical range. I think others have done that, too, so better designed, better sounding instruments are on the market these days, which is certainly something to shout about.”

AD: Many dealers are forward-thinking and do quite a bit of their advertising online through product demos. Additionally, the dealer that stocks many guitars at a varied price point will have the best chance at making a sale. Some pro players will easily spend more than $2,000 on a quality guitar. Alternatively, a beginner wants a great entry-level guitar that can be purchased for under $500. Most successful dealers will carry guitars at both ends of the spectrum.

What are your expectations for the nylon acoustic guitar market in the coming months?

CM: We think the nylon-string guitar will continue to become more popular. Many guitarists look for something different and new to try, especially if they already have one or two steel strings, and the nylon- string guitar seems to be meeting that curiosity and demand more and more.”

DW: In the coming months, I believe current growth trends will continue for both markets. As the school season starts in August and September, there will be a spike in education-related business from school districts and private lessons. During the holidays, the fractional sizes and entry-level (under $299) traditional nylon-string instruments will also see a significant spike in sales. These will be mostly impulse purchases, so retail locations will need to make sure their stock levels are appropriate.

The contemporary nylon-string market is steadier, with knowledgeable buyers making purchases for themselves after extensive research. As there is a spike in sales during the holidays, this business will remain steady as long as retail locations have the inventory and an educated sales staff.

AD: We expect the nylon guitar’s popularity to continue to grow. These guitars produce a beautiful sound that resonates with many people in a variety of styles – not simply classical music. Our company has spent the summer making major redesigns to our nylon-string guitar line and that confirms our commitment to cultivating that market.

JL: I expect it will continue grow in popularity as more and more modern songwriters and modern rock bands use it to color their music. Much in the same way that ukes and traditional Americana instruments have been incorporated into the modern rock “tool bag.” Only time can tell if this is a trend or if it will plateau and remain a steady part of our current cultural offering.