Fender is not involved, but Mike Eldred used to be big time at Fender. I believe they are licensing the Sunn brand.

From the new Sunn site.
The team includes executives from Mission Engineering, Bose, Fender, Charvel, Yamaha, Intel and HP

The CEO is the founder of Mission Engineering, and they make solid accessories. Line 6 has done co branded products with them and they've been really cool.

The 1000 watt cab. I mean, some guitarists like high wattage, non-distorting speakers. I believe Zakk Wylde had a cab with four EVM12L speakers, so that'd be a 1,200 watt cab. I tend to like higher wattage speakers, but more like two 50 watt speakers in a 40 watt 2x12 combo, or a 200 watt 4x12 for a 50 watt head.

Line 6 learned a lesson. It's very difficult for a budget brand to do a 180 and make a premium product for a premium price. Helix was an uphill battle, but I think we kind of turned it around and guitar gear nerds understand that Line 6 makes both nice stuff, and "price point" gear. However, if a premium brand makes a budget product, people eat it up. If a company that made $50 pedals comes out wit ha $250 pedal, it's almost universally panned in the first round of reviews based on price alone. If a company that makes $1,000 devices comes out with the same $250 pedal, it will be heralded as a triumph in gear for the people.

I think new Sunn is trying to set themselves up as a premium brand right now. My guess is that they are expecting to lose money for three to five years by releasing expensive, made in the USA products based on legacy designs. Then, in 2027 they'll come out with the "Beta Buddy" 200 watt class D mini amp for $500 and the "Doom Mouse Fuzz" for $150, made in whatever east Asian country has the lowest tariffs, and the community will explode with how amazing these budget products are, and how it's a miracle they can give us such a good deal.

benadrian wrote: Mon Nov 11, 2024 5:07 pm Then, in 2027 they'll come out with the "Beta Buddy" 200 watt class D mini amp for $500

The Beta heads they have for pre-order right now are already class D. That's a mostly empty box.

Dr Tony Balls wrote: Tue Nov 12, 2024 8:51 am

benadrian wrote: Mon Nov 11, 2024 5:07 pm Then, in 2027 they'll come out with the "Beta Buddy" 200 watt class D mini amp for $500

The Beta heads they have for pre-order right now are already class D. That's a mostly empty box.

I'd be mad if I bought a Class D amp and it was huge. The onmy reason for them at all is you can stash them under houseplants to be found on Easter

Dr Tony Balls wrote: Tue Nov 12, 2024 8:51 am

benadrian wrote: Mon Nov 11, 2024 5:07 pm Then, in 2027 they'll come out with the "Beta Buddy" 200 watt class D mini amp for $500

The Beta heads they have for pre-order right now are already class D. That's a mostly empty box.

Yeah. But you know that if something is big and feels solid it will make an average guitar choad think that it's a better product than the same guts in a tiny, lightweight box.

benadrian wrote:

Dr Tony Balls wrote: Tue Nov 12, 2024 8:51 am

benadrian wrote: Mon Nov 11, 2024 5:07 pm Then, in 2027 they'll come out with the "Beta Buddy" 200 watt class D mini amp for $500

The Beta heads they have for pre-order right now are already class D. That's a mostly empty box.

Yeah. But you know that if something is big and feels solid it will make an average guitar choad think that it's a better product than the same guts in a tiny, lightweight box.

Indeed, we have average guitar choads among us who have recently confessed such feelings.
I myself have experienced these feelings from time to time.

I want to see a gut shot of one of these new Betas. They claim it weighs 26 lbs, which is about the same as the original. I'd assume that there's no linear power transformer anymore (SMPS), so where is that weight coming from? Did they bolt a dummy chunk of steel in there?

Nate Dort wrote: Tue Nov 12, 2024 10:11 am I want to see a gut shot of one of these new Betas. They claim it weighs 26 lbs, which is about the same as the original. I'd assume that there's no linear power transformer anymore (SMPS), so where is that weight coming from? Did they bolt a dummy chunk of steel in there?

I'd be curious too, though I never saw any weight listing. They could compensate with a more dense cabinet wood.

Choad here. And I'm a class D apologist

benadrian wrote: Mon Nov 11, 2024 5:07 pm Fender is not involved, but Mike Eldred used to be big time at Fender. I believe they are licensing the Sunn brand.

From the new Sunn site.
The team includes executives from Mission Engineering, Bose, Fender, Charvel, Yamaha, Intel and HP

The CEO is the founder of Mission Engineering, and they make solid accessories. Line 6 has done co branded products with them and they've been really cool.

The 1000 watt cab. I mean, some guitarists like high wattage, non-distorting speakers. I believe Zakk Wylde had a cab with four EVM12L speakers, so that'd be a 1,200 watt cab. I tend to like higher wattage speakers, but more like two 50 watt speakers in a 40 watt 2x12 combo, or a 200 watt 4x12 for a 50 watt head.

Line 6 learned a lesson. It's very difficult for a budget brand to do a 180 and make a premium product for a premium price. Helix was an uphill battle, but I think we kind of turned it around and guitar gear nerds understand that Line 6 makes both nice stuff, and "price point" gear. However, if a premium brand makes a budget product, people eat it up. If a company that made $50 pedals comes out wit ha $250 pedal, it's almost universally panned in the first round of reviews based on price alone. If a company that makes $1,000 devices comes out with the same $250 pedal, it will be heralded as a triumph in gear for the people.

it's even hard for a budget brand to make a separate premium brand - it's doable but hard, I'm looking at Genesis autos as one - the value proposition really has to be there + nice aesthetic. They're doing Sunn right on the looks at least.

benadrian wrote: Mon Nov 11, 2024 5:07 pm I think new Sunn is trying to set themselves up as a premium brand right now. My guess is that they are expecting to lose money for three to five years by releasing expensive, made in the USA products based on legacy designs. Then, in 2027 they'll come out with the "Beta Buddy" 200 watt class D mini amp for $500 and the "Doom Mouse Fuzz" for $150, made in whatever east Asian country has the lowest tariffs, and the community will explode with how amazing these budget products are, and how it's a miracle they can give us such a good deal.

I think you're spot on with that - or since these dudes have likely already made their money, they just keep it where it's at as a vanity brand, but aren't that successful and that's okay with them (and me).

Land Devices' Moonbow:

Nice mild gain, interesting uses in how to stack and controls sounds in the video. But maybe it's just another fucking pedal. Anyway: