How did the Ibanez AZ series become so popular in recent times?

[BeyondAntares]

Over the past 3 years, I've seen more guitarists playing the Ibanez AZ series, such as Tim Henson, Martin Miller, Tom Quayle, Jack Gardiner, Lari Basilio and now Chon (previously playing RG's).

How did the AZ rise in popularity? The trend in the past was more about streamlining the RG, with the RGD and RGA but it appears it's the opposite with the AZ. It has a thicker neck, a more simpler bridge and a more refined strat. How did it happen and what is it about the AZ that makes it more appealing?

 

[ArtDecade]

No idea. Strange thing though - check on GC or Sam Ash and you will find a lot of AZ guitars in stock, but no Prestige RGs, RGDs, or S series. The guitars I want are nowhere to be found and the one that Ibanez is marketing the crap out of is in stock. I don't know if it that is because it is all Ibanez is making or if they are in stock because no one actually wants the thing.

 

[Nag]

I think the RG has always been associated with fast shred, the RGD has been associated with big chug (djent, deathcore etc), the RGA don't really know but it looks aggressive, and... there's a new generation of players who come up, play intricate stuff that's isn't exactly the same as old school wankfest shred, so, since the guitar's looks kind of define a visual identity (you CAN jazz on a Jackson RR, but, will you?), it's good for your sales to give this new generation of players something that can be "their" instrument. It has a trem, just not a shred wanker floating floyd-style one, it has pickups that can do cleans better, and is overall more "in sync" with this jazz-fusion-y crowd.

 

[Thesius]

Because it's the world's second metal strat

 

[kamello]

because heavy marketing and metal is for nerds.

Now seriously, Ibanez tinkered before with "Stratish" designs before but they never caught on (RG2560, SV5470, SA series in the lower-end market among a few others) but as @Nag said, the looks also play a huge role, the AZ is the polar opposite of things like the Axion Label with it's figured veneers and puke rainbowburst. There is demand for both styles so Ibanez just make sure to cater to both of 'em

 

[ArtDecade]

overall more "in sync" with this jazz-fusion-y crowd.

... what a nightmare ... What the world needs now is love - and less fusion.

 

[KentBrockman]

- Plenty of marketing - having Polyphia play them probably had a huge effect. I first saw them in the video for Goose
- The flagship RG line looks like a metal and shred guitar, but that hasn’t been popular since the late 2000s and early 2010s
- The new body style (for Ibanez, that is) helps a lot. It’s not just a derivative of one of their flagship lines like the RGD, SV, SA, etc; it is its own thing.

 

[Pingu]

Over the past 3 years, I've seen more guitarists playing the Ibanez AZ series, such as Tim Henson, Martin Miller, Tom Quayle, Jack Gardiner, Lari Basilio and now Chon (previously playing RG's).

How did the AZ rise in popularity? The trend in the past was more about streamlining the RG, with the RGD and RGA but it appears it's the opposite with the AZ. It has a thicker neck, a more simpler bridge and a more refined strat. How did it happen and what is it about the AZ that makes it more appealing?

I credit Ibanez for pushing their AZ series and bringing on several signature artists. Hitting the market hard and fast, it's refreshing to see something take off the way AZs did.

 

[Matt08642]

I have a theory that the RG series is reserved for the old guard/most popular endorsees at the moment, and Ibanez wants to diversify (reasonable since the RG has been around forever and everyone knows about it). My theory is that when new people get signed to Ibanez right now, Ibanez will 1) Go after jazzy/proggy people and 2) Only offer those people AZs, since that's the "new" thing.

Doing this further solidifies the RG as the shred guitar, and the AZ as the fake Suhr equivalent that all the new talent is flocking too, since companies like Suhr and Anderson absolutely won't do what Ibanez will do for endorsees (based on what I've read/watched from endorsees discussing how their deals work).

 

[ian540s]

Pretty much all these responses are valid, but yeah I wanted to point out the Suhr thing too.
A lot of the people playing AZ's came from playing Suhr, TA, ect, and they obviously don't have the big budget endorsees that Ibanez can support.
So when Ibanez offers a paid endorsement (most likely) and also says they're gonna build a replica of what you've been playing (also most of them are custom shop AZ's anyway) then I think anyone would take that.
It's cool when people stick to playing the boutique brands because they dig the Luthier's skills, but making it as a guitar player requires having some sort of product to sell.

I don't even understand what some endorsee's of TA, Aristides, Strandberg, ect get.. like I've seen guys saying they're selling all this gear to get a new TA but their listed on their website?...
That's not a jab, I get those guitars are $5k+ and these players are incredible rippers and get discounts, but an instagram post every 6 months doesn't seem worth an endorsement on top of having to pay for the guitar. I get you can't really just choose to get a guitar endorsement, but these great player's probably could find something.

 

[Neon_Knight_]

Although some people like both RGs and AZs, they are clearly targeted at different crowds. With the AZ, Ibanez is almost certainly getting a lot of business from people who would otherwise have gone for Fender (AZ being better quality and higher spec for similar money) or a more premium brand like Suhr / Tom Anderson (AZ being more affordable, but still decent).

AZ is really not for me, but if it helps Ibanez to thrive then that reduces the risk of them going out of business during my lifetime (not that I think there's much danger of that). I will stick to RG/RGA/RGD/S/Xiphos though.

 

[MetalDestroyer]

It’s a poor man’s Suhr, but for the price of a new prestige AZ you may as well just get a Suhr

 

[Yul Brynner]

because heavy marketing and metal is for nerds.

Now seriously, Ibanez tinkered before with "Stratish" designs before but they never caught on (RG2560, SV5470, SA series in the lower-end market among a few others) but as @Nag said, the looks also play a huge role, the AZ is the polar opposite of things like the Axion Label with it's figured veneers and puke rainbowburst. There is demand for both styles so Ibanez just make sure to cater to both of 'em

They didn't have a huge social media onslaught for their earlier attempts. They sank a lot of money into generating massive internet hype before the release of the AZ.

 

[gunch]

Because they wanted to capture the hearts and minds of the instagram/social media crowd (Zoomers) and they all like and want to play neo soul and fusion/light rock-based shred put over trap beats. Charvel had a similar pivot with their DK 2-point series.

 

[ArtDecade]

It’s a poor man’s Suhr, but for the price of a new prestige AZ you may as well just get a Suhr

Suhr are grandpa guitars. Reb should go back to his Ibanez RBM.

 

[gunch]

I mean watch this

Who's that right away

 

[budda]

Edit: I Suhr was beaten to the punch here. Must be everyone else’s Modern connection speeds…

 

[ArtDecade]

A more accessible Suhr.

... and equally as boring.

 

[budda]

... and equaling as boring.

Unlike my sweet sweet edit.

 

[MetalDestroyer]

Suhr are grandpa guitars. Reb should go back to his Ibanez RBM.

This is the studded assless chaps of guitars