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Music-products maker Peavey Electronics has challenged the stars of TLC's hit reality show"American Chopper" to a custom-shop duel to celebrate the launch of its new online guitar custom shop, PeaveyCustomShop.com.
The "Battle of the Builders" that pits Hartley Peavey and his designersagainst Team Teutul -- Paul Sr., Paulie and Mikey Teutul and the OrangeCounty Choppers crew -- will unfold during two episodes of "AmericanChopper," April 12 and 19. The shows will chronicle the design processbehind the Peavey Custom Shop OCC guitar and a Peavey-themed chopper that incorporates a working amplifier that really cranks. "We knew there would be surprises when Paulie and Mikey came to Peavey,and as you'll see on the show, there were plenty," said Hartley Peavey,founder and CEO of Peavey Electronics, one of the world's largestmusical-instrument and sound-equipment manufacturers. "Rock & roll andmotorcycle culture have always drawn from the same primal power, so youcould say that we had a lot of common ground to draw from. I think theattitude and expertise we brought to the table came through on thiscustom guitar and chopper." In fact, the idea for the custom-shop matchup began the way so manyrock & roll dreams do: in a garage crammed full of Peavey amplifiers.Only in this case, it wasn't a typical garage. "We started a band with afew guys in the shop basement to blow off steam and have fun," said OCCexecutive vice president Steve Moreau. "We already used a lot of Peaveygear, so as the band concept grew, we approached Peavey about a full sponsorship." Soon after, OCC The Band released its debut CD and both companiesrealized the similarities between Hartley Peavey and Paul Teutul Sr, andhow putting together such strong personalities would be fun -- if not yield some killer designs." Paul and I are both very driven individuals with clear visions of what we want, so there are a lot of parallels between Peavey and OCC," said Peavey. "Peavey has become what it is by always pushing the boundaries of convention and daring to be different. I've always maintained that you can't be better unless you're different. I can't think of another guy who mirrors that more than Paul Sr. "Added Paul Teutul Sr., "With all of the amplifiers, guitars and soundsystems they make, it's impossible to not know Peavey. After workingwith Hartley and his team, I can see why musicians have stuck withPeavey for 42 years. I'm proud to have the Orange County Choppers nameon a custom Peavey guitar. I can't wait to walk into a guitar shop andsee that hanging on the wall. "When Peavey revolutionized guitar making in the 1970s with its T-60*,the first guitar made using CNC computer-controlled machinery, hebridged the gap between the vintage and modern eras in guitar making.The new online Peavey Custom Shop, www.peaveycustomshop.com, continuesthat tradition of innovation. Customers can not only choose the featureson their Peavey guitar, but also dial in virtually any color and watchtheir instrument change in real time. Through a proprietary process,customers can dial up more than 16 million color options. In response tothe surge in online shopping, Peavey allows customers to submit theirorders directly to the Custom Shop. Tune into The Learning Channel on April 12 and 19 at 9 p.m. ET to watch the drama unfold and see the new Peavey Custom Shop OCC guitar and OCCPeavey-themed chopper. Founded in 1965, Peavey® is one of the world's largest manufacturers ofmusical instruments and professional sound equipment. Peavey holds morethan 130 patents and produces more than 2,000 products, which aredistributed throughout the United States and to 136 other countries.Peavey and its MediaMatrix®, Architectural Acoustics®, PVDJ®, CrestAudio® and Trace Elliot® brands and affiliates can be found on concertstages and in more than 4,000 airports, stadiums, theme parks and othervenues around the world. To find out more, visit www.peavey.com.
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