The Art of Excitement: How Josh Scott Built JHS Pedals through Authenticity and Community
Jul 30, 2024
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Josh Scott, the creator and president of JHS Pedals, shares his rich journey through the world of guitar technology and community-building. He discusses how authenticity in marketing and storytelling fuels his success despite online criticism. Josh dives into the importance of collaboration over competition, balancing creativity with business demands, and the evolution of branding through platforms like YouTube. His insights on navigating team dynamics and fostering genuine relationships highlight the emotional power behind every JHS pedal.
Josh Scott emphasizes the importance of authenticity in creativity, urging young artists to discover their unique voice to connect with audiences.
JHS Pedals thrives on community engagement and collaboration, fostering a positive-sum approach that supports growth and creativity among musicians.
The revival of Ross Pedals demonstrates how storytelling can preserve musical history, enriching the narrative around artisanal craftsmanship in music gear.
Despite facing criticism, Scott prioritizes detaching self-worth from external opinions, focusing instead on serving his supportive community.
Deep dives
The Importance of Authenticity in Creativity
Young creatives often face the temptation to mimic respected figures in their field, whether through art, music, or writing. It is vital for them to discover their authentic voice, as true originality fosters genuine connections with audiences. When creators stay true to themselves, they stand out in a saturated market dominated by formulaic content and algorithms. This authenticity can evoke loyalty and appreciation from followers who resonate with the uniqueness of an artist's perspective.
Building a Meaningful Community
JHS Pedals, founded by Josh Scott, has established a strong community around music and guitar pedals, emphasizing collaboration over competition. Scott actively promotes various brands within the industry, even those considered competitors, as he believes in a positive-sum approach where every player benefits. This mindset shifts the focus from individual success to collective growth, fostering a supportive environment where creativity can thrive. Collaborations and events hosted by JHS have bolstered the company's reputation and cultivated deeper connections with musicians.
Reviving the Legacy of Ross Pedals
The revival of Ross Pedals showcases the power of storytelling in preserving musical history and celebrating the past. Scott's deep respect for history led him to connect with the brand’s lineage, ultimately launching a joint venture to resurrect it. This project included creating a documentary that outlines the brand's origins and significance, enriching the narrative around artisanal craftsmanship in music gear. By intertwining legacy with contemporary innovation, JHS has found ways to honor the past while remaining relevant in today’s market.
Excitement as a Driving Force
Excitement plays a crucial role in Scott's creative process, guiding his decisions and ensuring sustained passion for his work. He has learned that when he follows his genuine interests, he remains energized and engaged, reducing the risk of burnout. This excitement not only influences his work but also attracts others who are inspired by his enthusiasm. Scott's ability to recognize when he is feeling motivated empowers him to stay true to his vision and navigate through challenges.
Adapting to the Changing Landscape of Marketing
Scott observed a significant shift in marketing landscapes, prompting JHS to move away from traditional print advertising and industry trade shows. Emphasizing digital marketing, particularly through platforms like YouTube and Instagram, became a strategy to reach broader audiences. Scott's decision to focus on sharing knowledge and engaging content allowed the brand to connect with fans authentically. By nurturing a community-driven approach, JHS has fostered genuine relationships while adapting to evolving consumer behaviors.
Lessons from Criticism and Community Building
Over the years, Scott has faced criticism and negativity from dissenters, which presented challenges to his peace-of-mind and brand integrity. However, he learned to detach his self-worth from external opinions, realizing that not all feedback reflects reality. By focusing on serving his community and celebrating the positive responses, Scott fosters an environment of collaboration and encouragement. This journey has reinforced his belief in the importance of nurturing supportive relationships within the creative community.
Seeking Balance and Growth
In recent years, Scott has embraced a philosophy of balance, seeking to reduce stress and foster personal well-being both in his professional and personal life. By prioritizing quality time with family and allowing himself to explore creative sandbox projects, he hopes to find fulfillment outside the constraints of consistent output. This new approach emphasizes personal growth and enjoyment in his work, illustrating that success is not solely measured by productivity. With a focus on internal fulfillment, Scott embodies the idea that true success comes from a harmonized existence.
Joshua Scott is the creator and president of JHS Pedals. His YouTube series, The JHS Show, has garnered millions of views from audiences spanning the globe. Josh is passionate about the history and stories surrounding guitar technology and teaches in collaboration with museums, companies, and universities. Often considered the historical authority on guitar's sonic evolution from the sixties to the present day, Josh contributes his knowledge to historical archive preservations, auction appraisals, documentaries, and more.
This week, Barrett talks with Josh about his journey from experimenting on YouTube to building a thriving community around guitar pedals and music. Josh shares his deep passion for music history, and how JHS Pedals has grown through authenticity, technology, and community engagement, despite facing rejection and online criticism along the way. They also discuss the importance of authenticity in marketing, the power of history, and the challenge of balancing creativity with business demands.
In this episode:
[00:00] - Intro
[07:08] - Josh's journey with Ross Pedals
[14:30] - Why excitement is a crucial part of the creative process
[26:32] - Balancing excitement and execution
[39:32] - The role of the team in decision-making
[42:35] - Challenges in communication and collaboration
[50:08] - The importance of story in creativity
[01:05:10] - What makes a brand
[01:16:19] - Staying authentic amidst rejection
[01:21:04] - The shift to YouTube
[01:30:50] - How Josh keeps his show interesting
[01:33:38] - Embracing criticism and personal growth
