Ernie Ball Launches New Site, 'String Theory'

Ernie Ball has rolled out a new artist Web series titled "Ernie Ball String Theory" as the cornerstone of its revamped website.

"Ernie Ball String Theory" features a selection of the company's most innovative and influential brand ambassadors as they talk about the sonic origins of their tone and playing styles. Episodes currently on the site include Paul Gilbert (Racer X, Mr. Big), Josh Carter (Phantogram), Steve Stevens (Billy Idol), Bobb Bruno (Best Coast) and Joe Don Rooney (Rascal Flatts), among others. Created and produced by Ernie Ball, the series is filmed in the home studios where artists can pick up their guitars and demonstrate skills and tricks they’ve learned on their lifelong exploration of the guitar.

The new Ernie Ball website features a full online menu of product information on all of its products.

The updated site also features "Our Family of Artists," an extensive photo gallery of guitar players who play Ernie Ball strings; "Play Warped," a rebranding of the Ernie Ball Battle of the Bands platform which gives bands a chance to win a slot to perform at the Warped Tour mainstage; the Ernie Ball blog, which provides updates on current Ernie Ball artist news as well as string buying guides; and links to episodes of "Ernie Ball: The Pursuit of Tone," the singular documentary series created and produced in-house which airs on AT&T Audience Network.

"We've been a family-owned company for three generations, and we're committed to being an American company," said Brian Ball, president of Ernie Ball. "Since 1962, when we first started creating tools for musicians, it's always been about artist relationships. Our new website lets us raise the bar even higher with superior product and an ongoing stream of award-winning creative content for and by musicians — all of it produced in-house."