“People began to see it as a companion”: Positive Grid reveals its bestselling product – and why it’s been so successful
Founded just 15 years ago in 2011, Positive Grid has become a leading name in the guitar world, its innovative, digital-first gear making its way into the hands of thousands of guitarists all over the world.
The company’s product lineup includes its AI-powered BIAS X amp software – which places an AI assistant by your side to turn the tone ideas in your head into reality – the recent AI-loaded Reactor amp, and most significantly, the Spark, a hugely popular practice amp that’s far and away the brand’s best seller.
READ MORE: I used an animal, a fruit and a poem to make guitar tones using Positive Grid’s REACTOR… but which one sounded the best?
The original Spark amp – launched during the Covid pandemic, which Positive Grid’s Senior Vice President of Marketing Laura Whitmore attributes to its success – featured 40W of power, two 4” speakers, programmable hardware presets, and an accompanying smartphone app to access even more tones, with vast numbers of amp models and effects to choose from too. It also offered Smart Jam and Auto Chords features for intuitive practice sessions.
Positive Grid since launched the Spark 2 in 2024, bringing AI features, a built-in looper, and an upgraded 50W of power, but what exactly was it that made the original Spark such a commercial success?
“The original Spark launched during Covid, when people were looking for creative outlets and ways to stay connected,” says Whitmore, in a new interview with Guitar World.
“People began to see that amp as a companion, a way to start playing, keep improving and stay active when the rest of the music scene shut down.
“Aside from the tone, the built-in smart features and the ToneCloud community made people feel less isolated; they shared videos, traded tones and bounced ideas off each other.
“Each new Spark product found an audience while staying true to that core idea. Spark MINI hits a sweet spot. Steve Vai loves it so much he collaborated with us on a signature edition. Spark GO made the whole Spark experience even more portable and accessible.”
Head over to Positive Grid to view the company’s full product lineup.
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Source: www.guitar-bass.net
