The history of the JEM has been discussed in various sites online. Each version has an interesting twist - some fact and surely some fiction. After some of research, thought and time, I've put together my spin on it. Where necessary the info has been verified for accuracy... enjoy.

Superstars for Sales

Perhaps it started when free-agent guitarist, Eric Clapton was paid 7-figures by Fender to put down his Gibson SG and play their guitars exclusively. A decade later various manufacturers were again searching for artists to use & advertise their product. Obviously the hopes are that consumers will purchase the guitars that are being played by their "idol". Steve Vai was a highly coveted property during the guitar craze in the early 80's. Not only for his extraordinary musicianship (w/ Berklee schooling, Zappa roots and extraordinary Flex-Able guitar cuts) as the competition heated up for his brand name "endorsement". It was a no-brainer... Steve made for a great endorsement. He had the Rock 'n Roll look, musical roots, showmanship & chops all rolled into a smart & stable package.