FROM THE TOP MANUEL RODRIGUEZ III I MANUEL RODRIGUEZ GUITARRAS
INTERVIEWED BY MICHAEL GALLANT
HOW DO YOU START YOUR DAY? The first thing I do is pray. I’m a Christian guy, and I give the day to the Lord. Second, I’m an entrepreneurial guy, and my brain is constantly thinking about how I can design new instruments and how I can continue the tra- dition my grandfather started. We’re an industry where kids are spending more time on TikTok than playing mu- sical instruments. We have to be more human. We have to be creative and catch young people’s interest with musical instruments. HOW DO YOU CATCH THE INTEREST OF YOUNG PEOPLE? We make handmade flamenco guitars, and one type of instrument I design uses electric necks so kids who are familiar with electric guitar can play nylon-string guitars, too. We also try to be friendly to the earth. Our guitars are made from fallen trees, including woods collected by my grandfather and father, who made these guitars and this business before me. And we include seeds with every guitar so customers can plant them and grow new trees. It’s good for marketing, good for consumer rela- tions and good for keeping the planet green. WHAT’S NEW AND EXCITING FOR YOUR COMPANY RIGHT NOW? I have so many things going on! I’m fortunate to cre- ate guitars for the Gipsy Kings, and just designed a new one for them. I speak to the audiences at their concerts. They’re the only famous band in the world that has the ability to explain to thousands of people what flamenco is — it’s happiness and sadness, and it’s about your soul. I’m also working on a documentary about guitar mak- ers that will be filmed in Madrid. My dream is to have Antonio Banderas and Penelope Cruz in the movie, but we’re still exploring. And I just designed a beautiful new guitar inspired by coffee with milk. It’s made of cedar and spruce. CAN YOU TALK MORE ABOUT YOUR APPEARANCES AT GIPSY KINGS CONCERTS? I come out before a concert and try to inspire the crowd by helping them understand what flamenco guitar is all about. Young generations often don’t understand that it comes from your soul and heart, that each concert is a different experience and inspiration. I talk about my brand, the guitars and the music. When I leave, my last [comment] is that music is a universal language.
INTERESTING. HOW WOULD YOU DESCRIBE YOUR MANAGEMENT STYLE? I keep the company feeling family-oriented and commu- nity-oriented. I love it when people feel free to share their ideas with me, because those ideas are ones I wouldn’t have had myself. These guitar makers spend so many hours working on instruments that are pieces of artwork. I never want them to feel bored while they’re creating beautiful musical instruments. If they have joy in what they’re doing, you can feel that joy in the instruments they make. I also think it’s healthy for everyone to have a siesta during the day. I work intensively for 14 hours each day. I need that small break for my brain to refresh with a 45-minute rest, sometimes even with a good glass of Spanish wine. CAN YOU TELL THE STORY OF HOW YOUR COMPANY WAS FOUNDED BACK IN 1905? My grandfather had a fishing store during World War I. A big German sea vessel sank nearby with nearly a thousand soldiers inside, all of whom died. People who lived nearby were scared to eat fish after that. My grand - father had to change his business, so he started making guitars for my great-grandfather, who was a famous gyp- sy flamenco guitarist who played for the Czar of Russia. HOW DID THE COMPANY GROW AND BECOME INTERNATIONAL FROM THERE? My father came along and took over the business making guitars. He went to Madrid, which is the world’s capital for Spanish guitar. He was making guitars in his basement. One day, he met a teacher from UCLA who asked him to come to the States to make guitars, since there were no guitar makers like him in Los Angeles at that time. My father had just gotten married, and he said, “Why not?” He took a few tools and some wood to Los Angeles. He opened a workshop on La Cienega Boulevard near the LA Farmers Market. He met John Wayne and Steve McQueen, and lots of famous actors played guitars he made to eliminate their stress. My fa- ther was a very fortunate guy to make guitars for these celebrities and grow this amazing legacy. WOW, VERY INTERESTING ROOTS. SINCE IT’S A FAMILY COMPANY, DO YOU HAVE A SUCCESSOR IN MIND WHEN IT’S TIME FOR YOU TO STEP DOWN? I have three kids. My oldest is a naval engineer, my middle child is a therapist and my youngest wants to be
26 I MUSIC INC. I JULY 2026
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