The livestream event kicks off on Friday, 14 January at 7pm EST [15 January, 12am GMT].
The event will feature brand-new products from PRS, as well as guest performances and live discussions on “all things gear”. Artists Mark Tremonti, Zach Myers and Jimmy Herring will also make appearances.
Tyler Larson (of Music Is Win) will also be hosting a special Lick Lesson alongside the likes of Tomo Fujita, RJ Ronquillo, Dave Weiner and many others.
The virtual event continues the Maryland brand’s tradition of unveiling new gear in January and is another example of a major guitar company experimenting with online platforms to launch products amid the pandemic.
In an earlier announcement, PRS shared that it plans to show off “all-new models,” “updated” ones and revisit “a couple past favourites” at the event.
PRS Founder Paul Reed Smith extended his invitation to the brand’s community to “celebrate the start of a new year that we believe is full of excitement for PRS players”.
“Guitar playing has always been a source of joy, and we are thankful to have been part of that in 2020,” Smith said. “Let’s kick off 2021 together and have some fun on the 14th.”
For more guitar gear news, click here.