The feature-length documentary charting the rise of Norman’s Rare Guitars, the world’s most famous vintage guitar store, is now streaming for free on YouTube.
Made by 101exit.com and executive-produced by Kiefer Sutherland, the film debuted on Netflix last year but has now been uploaded to the store’s YouTube channel in all its glory.
With the help of an all-star cast including Joe Bonamassa, Vince Gill, Lenny Kravitz, and Mike Campbell, it details the 50-year career of Norman Harris. Harris not only built the store’s near-mythic reputation by hand, but also kickstarted the vintage guitar craze.
“You’re going to go to Norm’s, he’ll have these incredible guitars, and maybe you’ll see Tom Petty,” actor and musician Jeff Daniels says in the film’s opening gambit. “It’s like Shangri-La, it’s this oasis for guitar players.”
The film also explores the vintage market boom, which ushered in price rises that didn’t please everyone.
“Nobody knew back then that you could take a $300 guitar and people would play $50,000-60,000 for it 40 years later,” Gill nods.
Campbell felt the brunt of it. “The first time I went into Norm’s store, I got into an argument with him,” Tom Petty’s former foil says. “My first vintage guitar was a 1964 Stratocaster for $200; I had to borrow the money because I couldn’t afford it.
“So I went in one day because I wanted a backup, and he had one similar,” he continues. “I said, ‘How about that one?’ And he said, ‘That’s $20,000.’ I wanted to slug him! That’s immoral. But Norm had the vision that the market was going to explode. I didn’t; I was stuck in the dark ages.”
Indeed, when he started, Harris said most stores wouldn’t touch vintage instruments. He’s had the last laugh. From a truly one-of-a-kind TV star Strat to John Fogerty’s 1969 Rickenbacker 325, Harris has sold some highly prestigious guitars over the years.
There have been hints that Joe Bonamassa could be the heir to Harris’ throne when he retires, but for now, he’s holding firm to the reins.
Head to the Norman’s Rare Guitars YouTube channel to watch the film in full.
