DOD founder Johnson launches XP Audio Inc.: Forge bass amps and Motion Sound speakers, first products to debut at NAMM.

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AS AN ASPIRING ROCK 'N' ROLL guitarist in the '70s, John Johnson spent hours listening to the opening chord of the Beatle's Hard Day's Night, wondering how they got that memorable vibrato effect. In 1974 the quest for the "perfect" guitar tone led him to max out the $300 limit on his credit card and launch DOD Electronics. Starting with a line of effects pedals, DOD quickly prospered by making it possible for guitarists to reproduce studio effects on stage. Later the company pioneered affordable digital signal processing gear through its DigiTech line. Johnson sold his company to Harman International in 1991, and stayed on at the helm until he retired in 1999. After nine years on the sidelines, though, he is plunging back into the m.i. industry at this year's NAMM show with the launch of XP Audio Inc. Technology, marketing methods, and distribution policies have changed since DOD first opened for business in 1974, but according to Johnson, one thing has remained constant: "Musicians still respond to quality products that help them sound better." Adhering to this simple formula, he is confident that XP Audio Inc. will become a major player in the industry.

Over time, Johnson has ambitious plans for XP Audio Inc. to address a broad range of product segments, including guitar amplification, effects, monitors and mixers, and concert p.a. systems. However, the company will debut at the NAMM show with the introduction of the Forge bass amplifier line and the Motion Sound array of keyboard amplification systems. Conceived by Rick Bos, who held product development and marketing posts at Digitech, Peavey Electronics, Mackie Designs, and Gibson, the new Forge bass amps are the industry's first active-circuitry, tri-amped bass amplifiers. According to Johnson, this unique design "offers greater tonal control and more even frequency response throughout, especially for players using drop-tuned and five- and six-string basses." Forge bass amps are also distinguished by hybrid electronics, which combine a proprietary-design tube pre-amp with active-circuit equalization of the power amplifiers. Johnson added, "Rick Bos is the best product guy I've ever encountered in the industry, and with these amps, he's addressed the shortcomings of every other product on the market."

In a digital age, the Motion Sound product line is something of a throwback, relying on the tried and true rotating speaker to create unique vibrato effects. As someone who spent the better part of his career using digital technology to capture every type of tonal nuance, Johnson conceded, "There still is no real substitute for a rotating speaker. It creates a tone quality that you still can't capture digitally." Rotating speakers may be "retro," but Motion Sound adds cutting-edge features to its electronic section. Johnson noted, "We're one of the few keyboard amp makers that offers a stereo product, which is a meaningful feature, given that all the keyboards are now stereo."

In addition to unique product designs, XP Audio Inc. is also distinguished by an unusual approach to doing business. At a time when many of the industry's key suppliers are scrambling to outsource production in Asia, Johnson and Bos are in the process of setting up a manufacturing plant in Salt Lake City. Johnson explains this unconventional approach: "The difference between a great music product and something that's just OK usually comes down to a bunch of small details. When you export your production to China, you lose those details and the product becomes soulless. We also think that the quality of most of the stuff coming from Asia just isn't that good. It's all disposable stuff."

With U.S.-based production, Forge bass amps and Motion Sound speakers won't be price leaders. But Johnson sees this as more of a benefit than a liability. Rampant price deflation over the past decade has forced retailers to move more boxes just to maintain their sales volume. With his new product line, he is convinced dealers will be gratified with higher-ticket sales. "At a low enough price, you can sell anything," he said. "But musicians who buy on price are usually dissatisfied with their purchase a few months later. We're confident that our products offer the kind of value, durability, and performance that will justify a somewhat higher price." And on the subject of pricing, he is also committed to an even-handed pricing policy that enables independent retailers to compete effectively with chain stores.

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From the sidelines, Johnson saw the industry evolving into two types of companies: boutique manufacturers offering high-end products in limited quantities and large, financially driven companies producing in mass volumes. With XP Audio Inc., he hopes to stake out a middle ground. "We have the manufacturing, marketing, and management experience to grow beyond the boutique scale," he explained. "But we never want to get so big that it's all about cranking out huge volumes and meeting financial expectations. I've run companies at both ends of the scale and think we can achieve a happy balance."

Apparently, Johnson's vision for a U.S.-based manufacturer offering unique, high-value products has appeal. He reports being swamped with resumes since he began setting up the new company nine months ago. "We've got our financing in place, and in the next few months we'll be able to provide more details on our product line, and our management team," he said. "I think the industry will be surprised and amazed when they see the type of talent we've been able to attract."