In the 1960s, rock'n roll's popularity continues to grow. But one of the genre's most popular guitars, the Les Paul, is no longer being made. Now the guitar's namesake must convince an out-of-touch Gibson to put the favorite guitar of Eric Clapton and Keith Richards back into production. Meanwhile, Gibson's rival Fender has a new parent company: CBS. Thanks to their deep corporate pockets, Fender is manufacturing and selling more guitars than ever. To keep pace, Gibson also finds a new corporate owner. But in their race for market dominance, are both guitar companies sacrificing quality for quantity?  Support us by supporting our sponsors! See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In the '90s and 2000s, new ownership has revitalized both Fender and Gibson and rekindled their rivalry. Through acquisitions, artist endorsements and their rapidly expanding custom shops, both brands are in a heated battle to win the hearts and minds of guitar lovers worldwide.      Gibson CEO Henry Juszkiewicz doesn't want to just dominate the electric guitar market. He wants to reinvent it. And with guitar sales declining, he goes all-in on new technology that will either revitalize Gibson — or sink it. Support us by supporting our sponsors! See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.