Jared James Nichols is only in his twenties, but he is already an accomplished musician. His love for the blues is infectious, and now he's one of Gibson Guitars' most popular new artists. 

• Once troubled brand is revitalized with new guitars, new showroom and a new face
• Jared James Nichols is a young blues player who is proud to be part of Gibson lineage
• He is debuting his own signature model Gibson Les Paul Epiphone

“It’s probably the most famous electric guitar ever created,” said Nichols gesturing at one of the immaculate Les Paul Custom Gibsons hanging on the wall. 

Nichols was at the Gibson studio on Sunset Boulevard to show off his own signature Les Paul Epiphone. 

“Mine is very simple,” said Nichols. “It only has one pickup, a volume, a tone. But the beauty of it is…it's up to the player to create all the tones with such a simple instrument.”

Known for his pick-less playing technique, Nichols said he's honored to be a part of the Gibson lineage, which includes such legendary guitarists as Les Paul, Slash, and B.B. King. 

“It's like a dream come true,” Nichols said. “The guitars, the quality, everything now. It's just so good.”

Financial troubles in 2018 caused the Gibson Corporation to restructure and appoint James Curleigh, formerly of Levi Strauss, as president and CEO. 

“Last year [we] had a little obstacle course and we're through it now we're pivoting from obstacle course to opportunity course with new guitars, and with a renewed energy and spirit for what made Gibson famous in the first place," said Curleigh.

"Jared, you're gonna see him, you're gonna hear from him. You guys can say, 'Hey, I was there when…I first heard him.' He represents a spirit of musicians, past, present and future.”

“He's also a great ambassador of blues and rock," added Cesar Gueikian, Gibson’s Chief Merchant Officer.

"When I see younger generations of kids getting really excited about picking up the guitar and you ask them who's your favorite player, I guarantee you 90 percent of them are going to named Jared.”

“My long-term goal,” said Nichols, “is to just give people the same influence and give them the music that I grew up loving.”

Nichols' respect for blues tradition and his quest for personal innovation make him and Gibson a match made in heaven.

As Nichols himself said, “It's all about the blues, man.”