Jun 28th 2020WHEN PROTESTS broke out after the senseless killing of George Floyd, an unarmed black man, by a white policeman, many Americans felt th
WHEN PROTESTS broke out after the senseless killing of George Floyd, an unarmed black man, by a white policeman, many Americans felt the need to speak out. Some did so in offensive ways, and so shot themselves in the wallet. “What is this like night 4 of looting with 100% impunity. The pussy Mayor and Governor don’t give a shit about small businesses, and it’s never been more clear,” wrote Michael Fuller, the founder of Fulltone, which makes effects pedals for guitars, on Facebook. After a wave of outraged responses, he issued a rejoinder: “Ahh I feel better, and flushed out some prissy boys who were raised to pee sitting down. Now I’ll delete.”
High-profile rockers announced they would never buy his pedals again. YouTubers issued videos on how to paint over his logo on their pedals. And Guitar Center, America’s biggest musical-instrument retail chain, dropped Fulltone pedals from its stores.
What next? After the furore, guitar aficionados discussed where to find black-owned pedal companies. No answers were forthcoming until Lance Giles of Oxford, Ohio meekly suggested his Dogman Devices on Reddit, a social-media forum. He offered a 25% discount and free shipping, hoping the offer would blow life into a business that had yet to take off, and went to bed. By morning, all of his stock had sold (having listed one too many, he had to ship his personal pedal)….