SHEERAN BY LOWDEN SHOWCASED AT GLOBALLY-ATTENDED SOUTH BY SOUTHWEST IN AUSTIN, TEXAS
Northern Ireland-based guitar manufacturer Lowden Guitars was recently selected to take its newest collection Sheeran by Lowden to Texas’ South by Southwest Conference and Festival (SXSW), only a matter of weeks after its surprise launch at the annual National Association of Music Merchants (NAMM) Show in Anaheim, California, the world’s largest trade-only event for the music industry.
Developed in collaboration between world-renowned luthier George Lowden and globally-acclaimed singer-songwriter Ed Sheeran to encourage aspiring musicians and help those with an interest in guitars gain access to high-quality instruments at a more accessible price, the collection was showcased at SXSW for the first time in public since its initial launch.
Beginning in 1987, South by Southwest is an annual conglomerate of film, interactive media, music festivals and conferences that has continued to grow in scope and size every year since its launch. Behind film, music is the second largest area of interest to the thousands of visitors who attend the event each year, making SXSW an ideal platform to showcase the Northern Irish Sheeran by Lowden brand to the public for the first time.
In addition to the new Sheeran by Lowden range, the full Lowden brand offering was represented at the SXSW festival as three Lowden acoustics, the GL-10 Walnut and Ziricote electric guitars, and the all-new Lowden string range featured in performances at the British Music Embassy and across SXSW by outstanding artists such as London-based Brit folk band Ferris & Sylvester and at iconic venues such as the legendary SXSW Output Belfast Boat Party by Belfast City Council.
Visitors to South by Southwest were among the first in the world to get the opportunity to view and interact with the Sheeran by Lowden range of guitars which features eight individual models across two body sizes familiar from the Lowden range, known as the S and the smaller Wee Lowden. The guitars have been designed by George Lowden for the player, with a careful choice of sustainably-sourced wood species including naturally-fallen trees and reclaimed spruce, for uncompromising tone and playability.
Since its launch at NAMM in Anaheim, California, the Sheeran by Lowden range of guitars has received an unprecedented number of orders from music merchants around the world. Reflecting on their close friendship and partnership, George Lowden said, “We have been honoured over the past years that Ed has chosen to play Lowden guitars both on-stage and in the studio. We are delighted to have established a close ongoing relationship which has borne fruit recently through the birth of Sheeran by Lowden.”
Commenting on why Lowden decided to take Sheeran by Lowden to SXSW for public debut, David Ausdahl, Managing Director, Lowden Guitars added, “We have been astounded by the global interest we have received so far for our Sheeran by Lowden collection. We couldn’t be happier with the enthusiastic and welcoming response we have received for Sheeran by Lowden and we were extremely excited to showcase the guitars to the public for the first time at SXSW. The Sheeran by Lowden collection was developed by Ed and George to ensure that more musicians of all ages and diverse backgrounds are able to access exquisite, high-quality instruments at a reasonable price and following our music industry launch at NAMM, the diverse community of creatives and collaborators at SXSW was the perfect place for us to introduce this range to wider audiences for the first time.”
The Sheeran by Lowden collection is available to order through select music merchants. To find a dealer near you visit www.sheeranguitars.com. To learn more about Ferris & Sylvester visit www.ferrisandsylvester.com.