The story of Goya Guitars is a fascinating journey through musical instrument history, marked by international collaborations, evolving designs, and a lasting impact on musicians. From their Swedish origins to their presence in the hands of iconic artists, Goya guitars hold a unique place in the world of music. This article delves into the rich history of the Goya brand, tracing its development and exploring the factors that contributed to its recognition.
Initially emerging in the mid-1950s, the “Goya” brand name was first adopted by the Hershman Musical Instrument Company of New York City. Their vision was to import high-quality acoustic guitars, and they found their ideal partner in Levin Guitars of Sweden. Levin, a company with a strong reputation for crafting exceptional instruments, became the primary manufacturer of Goya guitars during this early period. These Swedish-made Goyas quickly gained recognition, particularly their classical models, for their quality craftsmanship and distinctive sound.
It’s important to note that the timeline of Goya guitars spans from approximately 1954 to 1996, undergoing several transitions in ownership and manufacturing. The “Goya” name itself was inspired by Francisco José de Goya, the renowned 18th-century Spanish painter. Interestingly, Goya’s artwork often depicted Spanish guitar players, adding a layer of cultural resonance to the brand name. Distribution of Goya guitars initially rested with Hershman, then transitioned to Kustom Electronics Inc. in 1970, and subsequently to Dude Inc. in late 1972. Throughout the period from 1954 to 1973, the majority of Goya acoustic guitars were meticulously handcrafted in Sweden by Levin. A possible exception to this Swedish manufacturing might be the G-50 models, which some catalogs suggest were produced in the USA.
The Goya brand experienced further evolution when it was acquired by Martin Guitars in 1974, the same year Martin absorbed Levin Guitars. This marked a shift in manufacturing locations, with subsequent Goya guitars being produced in Japan, Korea, and Taiwan. Notably, Martin-era Goyas were not made in Sweden, distinguishing them from the earlier Levin-made instruments. The brand continued under Martin’s ownership until 1996, leaving behind a diverse range of instruments produced across different continents.
By 1963, Hershman’s company had evolved into the Goya Musical Instrument Corporation, with a primary focus on marketing Goya acoustic guitars. Prior to 1966, Goya was acquired by Avnet, Inc., a company that also purchased Guild Guitars around the same time. Evidence suggests that some Goya guitars produced in the 1970s may have originated in Japan, reflecting the growing influence of Japanese instrument manufacturing during that era.
The Goya brand name was later purchased by C.F. Martin in the late 1970s. Starting around 1978 and continuing throughout the 1980s, Martin imported Japanese-made Goya instruments, including acoustic guitars, solidbody electric guitars, basses, banjos, and mandolins. Later, the brand shifted to high-quality Korean-made instruments, encompassing acoustic and acoustic/electric guitars, banjos, and mandolins. Despite its widespread recognition and diverse product line, the “Goya” brand name was ultimately discontinued in 1996.
The initial production of Goya instruments in Sweden was deeply rooted in the legacy of the Levin Company, a guitar manufacturer established in the early 1900s. Hershman Musical Instruments Company served as the distributor for these early Swedish-made Goyas in the United States. Later, in the early 1970s, manufacturing expanded to Korea and distribution shifted to the Martin Guitar Company. It’s important to recognize that similar guitar models were sold in Europe under the Levin brand name, highlighting the parallel marketing strategies in different geographical regions. Levin’s reputation was built on crafting high-quality instruments across various categories, including flattop, classical, and archtop guitars, as well as mandolins. The rebranding of Levin instruments as Goya for the U.S. market significantly increased their reach and availability.
Anders Wasén, from Gothenburg, Sweden—the very city where Levin/Goya guitars were produced—offers an intriguing historical connection. He notes that H.C. Levin, the founder of Levin Guitars, had previously trained at the Martin Guitar Company in the United States. This connection underscores a potential influence of American guitar-making techniques on the Swedish Levin company, further enriching the Goya story.
In the late 1950s, the Goya brand expanded its offerings to include solidbody electric guitars and basses manufactured by Hagstrom, another Swedish company renowned for its instruments. These Hagstrom-made instruments were rebranded as Goya for the U.S. market, diversifying the Goya product line beyond acoustic guitars. By 1963, this diversification was reflected in the company name change to Goya Musical Instrument Corporation.
Goya’s ownership changed hands again in 1966 when it was acquired by Avnet. Avnet continued importing instruments, including models like the Rangemaster in 1967. By the late 1960s, the manufacturing of Goya electric solidbody guitars and basses shifted to Italy, with the EKO company as the likely manufacturer. Avnet subsequently sold the Goya trademark to Kustom Electronics, marking another transition in the brand’s history. It’s believed that later Goya instruments in the 1970s were produced in Japan, signifying a global manufacturing footprint.
The C.F. Martin company’s acquisition of Levin and the Goya trademark in the 1970s consolidated the brand under a major American guitar manufacturer. Martin purchased the Goya trademark from Dude, Inc. in 1976 and proceeded to import a range of stringed instruments, including guitars, mandolins, and banjos, from the 1970s through 1996. While the Goya brand is no longer active, the rights to the name remain with the Martin Guitar company, highlighting the enduring value and historical significance of the Goya name.
Goya guitars are notable not only for their diverse origins but also for introducing innovations to the guitar market. Goya holds the distinction of being the first classical guitar line to feature the brand name prominently on the headstock, a design choice that became a standard practice in the industry. Furthermore, Goya pioneered the development of the ball-end classical guitar string, simplifying string changes and enhancing player convenience.
Levin-era Goya models, produced in Sweden, can be identified by their interior paper labels. These labels feature the Goya trademark in a cursive font and clearly state “Made by A.B. Herman Carlson Levin – Gothenburg Sweden.” Model and serial numbers are typically found on both the label and the neck block of these instruments, providing valuable information for dating and identifying vintage Levin-made Goyas.
Albin Hagstrom’s company, another key player in the Goya story, produced guitars in Sweden from 1957 through the early 1980s. Early distribution partnerships included Hershman Musical Instrument Company in the US (under the Goya logo) and Selmer, U.K. (under the Futurama logo). Hagstrom gained significant momentum during the beat boom of the early 1960s, producing functional and affordable models like the Kent. Hagstrom’s export strategy involved badging guitars to align with the marketing brands of their customers. This resulted in Hagstrom-manufactured guitars appearing under the Goya brand in the US and as Futurama models in the UK.
Based on available catalogs, the earliest verifiable Goya guitars date back to 1958. A 1958 Goya Guitar catalog serves as a primary source for this dating. Additionally, Goya guitars with labels indicating “Made by A.B. Herman Carlson Levin, Gothenburg, Sweden” often have serial numbers that correspond to a 1958 date when cross-referenced with the “Locksley Serial Number List.” However, it’s crucial to note that the “Locksley Serial Number List” is specifically applicable only to Goya guitars bearing this particular Levin-made label. It is not a reliable dating tool for Goya guitars manufactured in other locations or eras.
During the late 1960s and early 1970s, Goya guitars were imported from Sweden by Kustom Electronics. A “Kustom Goya Ad” dated 1971 provides evidence of this distribution partnership. It’s been reported that Kustom Electronics did not implement serial numbers on the Goya guitars they distributed. Subsequently, the Goya distributorship was acquired by Keith Dodd of Dude Inc. in the early 1970s. Reportedly, Dude Inc. did introduce serial numbers to the Goya guitars they distributed. Both Kustom Electronics and Dude Inc. were based in Chanute, Kansas, highlighting a geographical connection in the brand’s distribution history. Around 1977, the Goya franchise transitioned to the Martin Guitar Co., marking the beginning of Martin’s era of Goya instrument imports, primarily from Asia, as evidenced by a 1977 Goya Martin Guitar catalog.
The Goya brand served as a label applied to guitars imported into the US by Hershman. Starting in 1959, some of these guitars were manufactured by Hagstrom in Sweden, featuring distinctive design elements such as vibrant plastic finishes and complex control layouts. The late 1950s witnessed the global spread of electric guitar influence. Hagstrom, initially an accordion manufacturer in Sweden, ventured into electric guitar production, launching two- and four-pickup solidbody models in 1958. These visually striking guitars incorporated features like pushbuttons, chromed panels, and abundant use of sparkle and pearloid plastic, reflecting Hagstrom’s accordion-making heritage. These “excessive” designs found a market even in the US, where Hagstrom guitars were marketed under the Goya brand name.
The Goya Rangemaster electric guitar gained notoriety for being played by Jimi Hendrix. Hendrix owned a psychedelic (paisley design) Goya Rangemaster, famously documented in the book “Jimi Hendrix Electric Gypsy” by Shapiro & Glebeek. A photograph in the book, taken around March 1968 in the USA, depicts Hendrix playing this Italian-manufactured guitar, described as “the first psychedelic guitar available on the market.” Additionally, the guitarist for “Country Joe and the Fish” was also observed playing a Goya Rangemaster in a performance featured in “The History of Rock ‘n’ Roll” television series on PBS.
Stevie Nicks of Fleetwood Mac has a personal connection to Goya guitars. She composed her first song, “I’ve Loved and I’ve Lost,” on a Goya guitar, a gift from her parents on her sixteenth birthday. In an MTV interview, when asked about her songwriting beginnings, Stevie Nicks recounted, “Since my 16th birthday, the day I got my Goya guitar. I wrote a song that day.” Melanie, another celebrated artist, also extensively used Goya guitars throughout her career. Interestingly, Julia Andrews can be seen playing what is believed to be a Goya G-13 classical guitar in the iconic 1967 film “The Sound of Music.” Mason Williams, renowned for the instrumental piece “Classical Gas,” also has a Goya connection. His second guitar was a Goya, acquired in 1958, further linking the brand to notable musicians across diverse genres.
The Goya Rangemaster electric guitars were produced during the period of 1965 to 1969. The “Goya” brand name, as was common with distribution companies, appeared on guitars from various sources. The Rangemaster model, for example, is believed to have originated from Italy, reflecting the 1960s trend of elaborate control layouts and likely manufactured by the EKO factory. However, the vibrato bar used on the Rangemaster is thought to have been sourced from Hagstrom of Sweden, highlighting a multi-national component sourcing for this model. It’s worth noting that conflicting information exists regarding the Rangemaster’s origins. A production manager from EKO reportedly denied EKO’s involvement with Goya in the 1960s. Another source suggests the “Polverini Brothers” in Italy as the manufacturers of the Rangemaster guitars. Furthermore, Italian guitar maker Galanti has been proposed as the manufacturer of the Goya “Panther” models, as the Goya Panther and Galanti guitars exhibit striking similarities in design.
Japanese manufacturers played a role in Goya’s later history. In the early 1960s, Japanese companies like Fujigen Gakki began mass-producing electric guitars, including instruments branded as Goya, Kent, and other importer brands. Greco instruments were imported to the U.S. through Goya Guitars/Avnet. Avnet’s acquisition of both Goya and Guild in 1966 further solidified its position in the guitar market.
It’s crucial to distinguish between “Greco” brand guitars associated with Hershman Musical Instrument Company (Goya Guitars Inc.) during the 1960s and the later Japanese-made GRECO guitars from the 1970s and 1980s. The Hershman “Grecos” were manufactured in various European countries and are documented in Greco catalogs from that era. The “Greco” name itself is likely inspired by the 16th-century painter El Greco. The logo style used for Hershman Grecos is consistent with the Hershman Goya logo, differing from the logos of Japanese-made GRECO guitars. The Goya logo itself underwent a change sometime in the 1980s during Martin’s ownership, with some of these Martin-era Goya guitars being produced in Korea.
SOURCES:
“The Official Vintage Guitar Price Guide” by Alan Greenwood
“Blue Book of Electric Guitars” by Steven Cherne
“Classic Guitars of the 50’s” edited by Tony Bacon
“Classic Guitars of the 60’s” edited by Tony Bacon
“Jimi Hendrix Electric Gypsy” by Shapiro & Glebeek
“Stevie Nicks” by Ethlie Ann Vare and Ed Och
“MTV Interview with Stevie Nicks (Fall of 1983)
“The Locksley Web Site”
