Castelfidardo is a town in the province of Ancona, in the Marche region of central-eastern Italy. During the early 1960’s this area was a hot bed for small but talented guitar builders, but also had links back to USA. From this area in Italy builders like Zerosette were branded with names like JG, Goya, Contessa, Atlas and Sano. Sano? Weren’t they an AMP builder in USA? That’s the connection!
I’ve always had a bit of a taste for plastic on my guitars. Oh, don’t get me wrong. I love flamed and quilted maple, rich ribbon mahogany, Brazilian rosewood, abalone pearl. But there’s something so wonderfully cheesy about the use of plastic on a guitar. I guess that’s one of the reason why I like this otherwise relatively humble Italian-made Gemelli 195/4/V from around 1965.
It’s always dangerous to deal in stereotypes. Nevertheless, there’s often a grain of truth lurking behind them. Take guitars (what else?) from the ‘60s. Often it only takes a glance to sus where a guitar came from. Look at a Japanese electric guitar and you won’t mistake it for anything else. Or move to Europe. You’d almost never confuse a German guitar—full of engineering bells and whistles—for an Italian one (loaded with style), or vice versa. Take this c. 1965 Juliett Delux guitar.
Avanti guitars were probably made by the Polverini Brothers of Castelfidardo for European Crafts of Los Angeles beginning in late 1964. For this one, they chose a really cool rootbeer-barrel colored faux-rosewood plastic covering. Most early Italian guitars had either pushbutton or rocker controls adapted from accordions, but this is unusual with a fourway rotary select that let you choose each pickup individually or all at once. All in all a sensible arrangement. Whether the pickups are really humbuckers or single-coil is unknown, but they have that bright ’60s sound, and, anyhow, you really want an Avanti because it looks like rootbeer candy.
Accordions. If you play guitar, you probably don’t think much about them. But from several perspectives they played an important role in giving the guitar a boost to prominence that it now enjoys. A role that is nicely evidenced by this very swell c. 1967 Galanti Grand Prix electric guitar.
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