Here at AMS, we LOVE Reverend Guitars — and we go way back. We went our separate ways for a while, but now Reverend Guitars are back on our shelves and they’re ready to rock! And to really celebrate the re-arrival of Reverend at AMS, we got the man himself, Ken Haas, Reverend CEO, to visit us in the studio and talk all about the guitar industry, what makes Reverend so special, and his many doppelgangers.
Ken even strapped on a guitar to show the “young whippersnappers” around the AMS studios how to play punk rock. It’s an interview as unique as the guitars themselves, and you don’t want to miss it!
Reverend Guitars: Not Beholden to Legacy
What makes Reverend Guitars so cool? They’re innovative, unique, and versatile! You can find Reverends on punk stages, blues stages, alt stages, and every stage in between. Heck, you can even find them on ska stages — like when Ken Haas plays with Jay Navarro and the Traitors. Really, what it comes down to is that Reverend is not beholden to legacy.
The “big brands,” like the “G-Word” and the “F-Word,” are stuck in a very awkward spot. They have this huge legacy, and if they build something new and unique, people will go to the comments section to yell and scream, “THEY DON’T MAKE THEM LIKE THEY USED TO!” But if they make an exact replica of their old historic stuff, the comments flow in saying, “THEY NEVER MAKE ANYTHING NEW!”
You can see how that would get frustrating…
But Ken Haas and Reverend don’t have that problem. Reverend Guitars started in 1997 (and who was talking about young whippersnappers…?). They don’t have this ridiculous legacy to uphold. They can make weird things and don’t have to listen to anyone say, “That’s not how you make that!”
Even better, Ken and his partners own the company outright. There’s no board, investors, or bankers to tell them what to do and micromanage the bottom line. As long as Ken looks at the books and they’re not red, he’s happy.
According to Ken, this is the ideal situation. They can grow, keep it fun, and work with whoever they want on whatever they want. And that’s how you build an awesome guitar.
Reverend Guitars Feel Vintage Because They’re Built That Way
Ken Haas told us that people always say Reverend guitars feel vintage, even though the company isn’t old enough to have “vintage” guitars. Well, it all has to do with the manufacturing process.
Reverend guitars are manufactured in South Korea by third-generation luthiers. And they like to do things the old-fashioned way. You won’t find any CNC machines or fancy computer software. All the building is done with band saws and belt sanders, just like it used to be.
Reverend also uses korina wood almost exclusively. It’s a fast-growing hardwood that’s as durable and environmentally friendly as it is tonally rich. When Joe Naylor, lead designer and founder of Reverend, was looking for the perfect tonewood, he originally leaned toward the traditional mahogany body for its low end. But of course, that made the guitar weigh a ton. So he chambered it. Well that lost some brightness, so he added a maple top. It was quite the process…
Then he discovered korina. It was lighter than mahogany so he didn’t need the chambering, and it had plenty of mids and brightness so he didn’t need the maple top. It solved the entire problem instantly, and Reverend has been making guitars out of korina for more than 20 years now without so much as a glance back.
So, why do Reverend Guitars feel vintage? Because they’re built vintage! You’re getting a real, human-hand-made instrument crafted from a fantastic tonewood wood that comes with its own character and feel, just like they did 65 years ago. It’s a new, vintage-made guitar.
So. Many. Reverend. Signature. Models.
Signature models are always a funny thing. A manufacturer works with an artist to make a ridiculous, top-of-the-line guitar that only a megastar can afford. Then they build a cheaper, dumbed-down version for all us… (poor) dummies. But that’s not how Reverend does it.
Reverend Billy Corgan Z-One Guitar Midnight Black
Special Price $1,699.00
According to Ken, Reverend’s basis for the artist program is to build the guitar the artist is going to tour with. Then make that exact same guitar for the fans. There aren’t any overrated rock stars playing a custom job and selling cheap knockoffs here! No dumbed-down versions, no collector’s editions, what you see on the stage is what you can buy at your favorite retailer — which is obviously American Musical Supply.
This strategy really paid of a few times. Ken told a story about one time The Cure’s guitars were left out in the rain… with the cases open! Luckily, Reeves Gabrels plays a Reverend, so he just sent a PA to the nearest guitar store, picked up his signature model, and he was ready for the show.
It might take longer to develop a signature guitar good enough for superstars to use on stage AND sell to the fans, but according to Ken, the payoff is totally worth it in the end.
One of Ken’s favorite Reverend signature models is the Mike Watt Signature “Wattpower” bass. Ken has been a huge Firehose fan for a long time, and one time he got the opportunity to hang out on the side of the stage with Watt after a Stooges show. Of course, he didn’t want to miss an opportunity, so he told Mike that he wanted to build him a bass.
At the time, Mike was playing a heavily modded bass with “holes and stuff,” so his initial reply was, “I have my own thing that’s dialed in.”
Ken made sure Mike knew he didn’t want him to just play any old Reverend; he wanted to make Mike’s bass. One that would fulfill all his deepest, low-end desires. So Mike agreed, and off they went.
It took over five years of prototypes to get it right. When Ken handed Mike the first prototype, Mike took it on stage, played a few shows, then came back to Reverend with some notes. Changes were made, and Ken sent him the next one. Mike played that for a few shows, and so it went for years.
Finally, five years after the initial prototype, Ken handed Mike the latest model. Mike didn’t even plug it in. He plucked a few strings sitting on a bar stool and instantly knew it was the one. The Wattpower bass launched at NAMM six months later.
Reverend Mike Watt Wattplower MKII Bass Guitar Rootbeer Sparkle
Special Price $1,699.00
Ken says the magic behind nailing so many artist signature guitars is Joe Naylor. Joe got his start with a guitar repair shop where he turned unplayable guitars into gig-ready instruments. He learned all the ins and outs of what the artists wanted out of their gear, so in 1997 when he finally decided to build the first Reverend, he knew exactly what people wanted.
Now, he knows all the lingo. Artists can say whatever crazy stuff they want their guitar to be able to do — most of which goes right over Ken’s head — and Joe understands it all and, more impressively, can translate it into the instrument.
So when you get an artist signature from Reverend, you can take it to the bank that it’s the exact guitar the artist 1) designed and 2) plays on stage. It’s the real deal!
The Many Faces of Ken Haas
You might have thought you’ve seen Ken Haas around. But as it turns out, he “just has one of those faces.” We couldn’t help but ask him about his many doppelgangers in the industry, including Greg Koch. I mean, it’s pretty hard to deny…
Ken Haas
Greg Koch (credit Facebook)
Ken said he wore Greg’s signature hat to NAMM one year, and the number of disappointed faces when fans realized he wasn’t actually Greg… He put the hat in the closet, and it never saw the light of day again.
Another time, Ken was doing a press tour with Nine Inch Nails’ Robin Finck. He was in charge of blocking rude fans who tried to cut the line and talk to Robin. One guy waited in the entire line, got up to the front, pointed at Robin, and said, “Who’s that guy.” Ken just shouted, “It’s Robin Finck!” To which the guy replied, “Oh, I thought everyone was waiting in line to talk to Mick Fleetwood.” Yeah, he thought Ken was Mick Fleetwood…
Mick Fleetwood of Fleetwood Mac appears on NBC News' "Today" show. Credit Peter Kramer/NBC/NBC NewsWire
Unfortunately for Ken, his crew heard the whole thing and still won’t let him live it down. But now Ken has a cool new alter-ego name: Flick Meetwood. It’s pretty catchy.
Check out Reverend Guitars Now at American Musical Supply
We at AMS are unbelievably excited to have Reverend back on the shelves. They’re incredible guitars that feel at home in literally any genre and with any band. Whether you’re a young 20-something punk band like Hot Mulligan, an alt legend like Nine Inch Nails, or even a musical mastermind like Billy Corgan, you just can’t beat a Reverend Guitar.
And Ken gave us a little scoop that they have “so much cool s**t coming in 2026. Just you wait.” There might be a new Kyle Shutt model coming down the pike for the upcoming The Sword tour… There might also be a Floyd Rose bridge coming to the Bob Balch signature… Oh the possibilities!
A huge thanks to Ken for stopping by and nerding out about guitars with us for a while. Definitely check out all the Reverend guitars right here at American Musical Supply and see what all the fuss is about. You won’t be disappointed.
Now, to play us out, here’s the AMS Jam Band feat. Ken Haas — all playing Reverend Guitars, of course. It’s so Punk Rock!
