For four and a half decades, ESP Guitars has been a cornerstone of the rock and metal music scene. As ESP celebrated its 45th anniversary in 2020, many artists who were early adopters of ESP guitars shared their stories. Among them is Bruce Kulick (Kiss, Grand Funk Railroad), whose relationship with ESP began in the nascent stages of the company’s US presence. His personal journey with ESP provides a fascinating insight into the brand’s evolution and enduring appeal, especially for guitarists seeking instruments with a blend of vintage feel and modern performance.
Kulick’s introduction to ESP happened during his early days as the new guitarist for KISS, living in the vibrant musical landscape of New York City. ESP, a Japanese company making its first foray into the US market, set up shop in downtown Manhattan. Through musician friends from Queens who had joined the company, Kulick’s curiosity was piqued. Electric Sound Products, instantly recognizable by its bold ESP logo, soon became a brand he was eager to explore.
At the time, Kulick was playing custom shop Charvels during the Animalize era. While acknowledging their quality and custom features ideal for his role in KISS, he found the neck profiles less suited to his preference. These Charvels, designed more for shredding, sometimes featured flatter radii and wider necks than he was accustomed to. His encounter with ESP changed his perspective. He was presented with an ESP model, the “M-1,” clearly aimed at the metal genre, featuring a striking flip-flop blue finish. Crucially, the neck felt immediately familiar, reminiscent of a vintage Fender Stratocaster. This revelation – a high-performance, hot-rodded Fender-style guitar equipped with a Floyd Rose tremolo – was a turning point. The accessibility of ESP in NYC, compared to the California-based Charvel, further solidified his burgeoning connection with the brand.
Bruce Kulick with his Flip-Flop Blue ESP M-1 guitar during the Asylum tour era, showcasing the guitar's single humbucker and Floyd Rose tremolo system.
Even as his relationship with Jackson/Charvel continued for a few more years, Kulick’s bond with ESP deepened. He graced the cover of ESP’s first US price list at NAMM, a black and white photo capturing him performing with the Flip-Flop Blue M-1 during the Asylum tour. This initial M-1, originally equipped with a single pickup, was later modified. Influenced by Joe Pichkur, a Long Island repair shop owner and EMG pickup enthusiast, Kulick initially installed an EMG. However, his preference soon shifted towards passive pickups, leading him to replace the EMG with a Seymour Duncan Custom. Combined with a volume and tone knob, a black Floyd Rose, and a rosewood fingerboard, this guitar became a central part of his KISS Asylum tour stage setup.
The blue M-1 became a highlight of his guitar solo each night, a moment for unadulterated rock showmanship. Covering the stage with riffs, engaging with the crowd, and culminating in hammer-on runs and dramatic guitar banging on his monitor grid, Kulick’s solo was a classic KISS spectacle, mentored by Gene Simmons himself. The M-1 would then be offered “to the Gods,” raised high amidst amplifier feedback, a signature moment of his performance.
Kulick’s appreciation extended beyond specific models to ESP’s neck craftsmanship. He considered ESP’s replacement Strat-style necks to be unparalleled, available in various headstock designs, from banana hockey stick to modified and traditional Fender styles. He later discovered ESP’s role as a parts supplier for Kramer Guitars, including necks and bodies. His iconic yellow ESP banana guitar and the white Revenge M-1 were examples of this. Selecting bodies and necks directly from ESP’s NYC inventory, Kulick experienced firsthand the exceptional quality, tone, and playability of ESP components. This early M-1 love affair remains strong to this day.
Close-up of the headstock of Bruce Kulick's ESP guitar, highlighting the ESP logo and tuning pegs, showcasing the attention to detail in ESP's craftsmanship.
His second ESP, the “Multi-Swirl” M-1, became even more iconic, particularly associated with the KISS Asylum tour and the “Who Wants to be Lonely” video. This guitar’s uniqueness stemmed from its custom paint finish and mixed-hardware appointments. Kulick credits Paul Stanley with the multi-swirl concept, which ESP then developed and extended to other models and artists. The process involved a base color coat overlaid with swirls of other colors, ensuring each guitar was unique yet recognizably part of the multi-swirl family. Adding to its distinctiveness, the hardware – typically chrome, black, or gold – was a mixed set, creating a visually striking instrument. An ebony neck, a single Duncan Custom pickup, and the eye-catching finish made the Multi-Swirl M-1 a true “look at me” guitar.
Bruce Kulick with his Multi-Swirl ESP M-1 guitar, a visually striking instrument with a unique finish and mixed hardware, as featured in the "Who Wants to be Lonely" video.
Moving beyond the Asylum era, Kulick explored ESP’s production line models, particularly the Horizon and Mirage. The Horizon, with its neck-thru design and alder sides, became a staple in his arsenal. A sunburst Horizon was heavily featured on the Crazy Nights tours, alongside a red Horizon and a black one adorned with radioactive symbols. Kulick experimented with wood combinations but consistently favored the Horizon’s core construction. The fast ebony neck, exceptional craftsmanship, and dual pickup configuration made the Horizon a standout. Early Horizons and M-1s featured top-mounted Floyd Rose tremolos, a design Kulick still prefers over later recessed versions, reflecting his affinity for the earlier models.
Bruce Kulick playing his sunburst ESP Horizon guitar, a neck-thru design model that became a workhorse during the Crazy Nights tours, showcasing the double humbucker configuration.
Seeking to push ESP’s custom shop capabilities, Kulick challenged them to create an Explorer-style guitar that surpassed Gibson’s offerings. The resulting aged white Explorer with gold hardware and a black Explorer with a mirror pickguard and chrome parts became mainstays during his 1992-95 KISS years. The black Explorer even graced the cover and back of KISS Alive III, solidifying their iconic status. These futuristic designs marked a significant phase in his ESP journey.
Bruce Kulick with his aged white ESP Explorer guitar, a custom shop creation with gold hardware, exemplifying ESP's ability to exceed classic designs.
Throughout his KISS years, Kulick utilized various other ESP models, including the Vintage Plus line, a versatile Super Strat design. Prior to leaving KISS, he collaborated on a Bruce Kulick Signature model, a neck-thru design blending SG and BC Rich Eagle aesthetics. Limited to around 100 neck-thru and bolt-on versions, these black guitars with MOP pickguards, nickel hardware, and dual humbuckers are now rare and sought-after. While not explicitly an Esp Sg Style Guitar White, this signature model hinted at the design direction ESP would further explore.
The introduction of the Viper line marked ESP’s foray into SG style guitars. These models, slightly thicker with an offset body, offered a modern take on the classic SG. ESP’s expansion to factories in Korea and beyond led to the ESP/LTD line, providing quality instruments at more accessible price points. Kulick has been a vocal supporter of LTD, praising models like the Les Paul-style EC-1000 and Eclipse series made in Japan, and the E-II line, also crafted in Japan. While white is a readily available finish for many SG style guitars, including ESP’s Viper series in white, Kulick doesn’t specifically mention owning a white esp sg style guitar in this account, but the Viper series itself embodies the SG style within the ESP family.
Bruce Kulick with an ESP Viper guitar, representing ESP's take on the SG style, highlighting the offset body and double-cutaway design.
ESP’s consistent top-tier quality and ongoing support have earned Kulick’s deep gratitude. A 2008 black M-II model became his main KISS Kruise guitar, prized for its fast action and powerful tone, reminiscent of the Horizon models he favored earlier. The re-release of M-1 “1987” models has further excited him, highlighting the resurgence of the early guitar styles he championed during his KISS years. This renewed connection underscores the enduring appeal of these classic designs.
Bruce Kulick holding a modern ESP M-II guitar, showcasing the evolution of the M series and its continued relevance in his performances.
Bruce Kulick’s 45-year relationship with ESP Guitars is a testament to the brand’s commitment to quality, innovation, and artist collaboration. From the early M-1 models to the evolution of the Horizon and the introduction of the Viper SG style guitars (available in finishes like white), ESP has consistently delivered instruments that meet the demands of professional musicians like Kulick. His journey reflects not only his personal preferences but also the broader trends in rock guitar design and the enduring legacy of ESP in shaping the sound of rock and metal music.
– Bruce Kulick, March 2020
All photos courtesy of Bruce Kulick
