Rotosound launch 60th Anniversary Campaign.

Historic British string brand Rotosound celebrates 60 Years with a reminder that their strings have helped change the face of guitar music. Their new advertising campaign features a who's who of guitar greatness, which one is your favourite from the list?

Rotosound has been creating, designing and making strings for sixty years. By helping music icons like Jimi Hendrix, John Entwistle and Geddy Lee to create their amazing sounds, Rotosound strings have become synonymous with the British Tone. Renowned throughout the world, Rotosound is the home of legendary products such as Swing Bass 66 and Roto strings and is justifiably proud to be part of rock history.

Founded in 1958 by James How as a small, UK based, family-owned and operated company, Rotosound core values are little changed today. More sophisticated machines, designed and built by the late founder's son, Jason How, still produce high-quality instrument strings using only the best materials and a great team of people who really love what they do. Each string is physically and visually inspected at every stage of the manufacturing process to get maximum consistency, ensuring each one is unrivalled in tone, tuning stability and durability.

James was and Jason is a musician and engineer with vision and passion whose leadership helped Rotosound becoming one of the foremost string manufacturers in the world. Rotosound products combine musical knowledge, heritage and state of the art production methods to produce strings that bring music to life. Jason, following in his father’s footsteps, works relentlessly to invent new machines, reinvent strings and rediscover products like the Vintage Fuzz Pedal. Rotosound, whilst staying faithful to the originals, improves on them by the use of contemporary up to date technology and components such as new foil packaging, which ensures strings reach customers as fresh as the day they leave the factory.

Behind the scenes at rOTOSOUND.

Now sold in more than eighty countries across the globe, Rotosound strings are not only used by some of the greatest guitarists and bassists but continue to attract the best of the current and up and coming musicians. For over fifty years now their strings have changed the sound of rock and have been used on some of the most amazing albums recorded by some of the best artists in the business including Duff McKagan (Guns n’ Roses/Velvet Revolver), Billy Sheehan (Mr Big), Noel Redding (Jimi Hendrix), Guthrie Govan, Steve Harris (Iron Maiden) and Roger Waters (Pink Floyd). Rotosound is also the choice of strings for many of the world’s most contemporary successful bands such as The 1975, Rival Sons and Florence & The Machine.

Let's hear it for the next sixty years.

Thanks, Rotosound!