Gibson CMO Cesar Gueikian reveals the truth behind the Play Authentic video controversy: "It was probably my biggest mistake"

Gueikian with ZZ Top's Billy Gibbons (Image credit: Lester Cohen/Getty Images for Gibson Guitars)

Gibson experienced a massive resurgence in 2019 under the leadership of new CEO James 'JC' Curleigh and CMO Cesar Gueikian.

But there were also a few missteps for the storied electric guitar company along the way, most infamously the Play Authentic video uploaded to YouTube last June (and pulled down shortly after) in which Director of Brand Experience Mark Agnesi appeared to be delivering a thinly-veiled threat to other guitar manufacturers building Gibson-esque designs.

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Richard Bienstock

Rich is the co-author of the best-selling Nöthin' But a Good Time: The Uncensored History of the '80s Hard Rock Explosion. He is also a recording and performing musician, and a former editor of Guitar World magazine and executive editor of Guitar Aficionado magazine. He has authored several additional books, among them Kurt Cobain: Montage of Heck, the companion to the documentary of the same name.