Advertising
The following items are digital scans from our archive of original documents
Daion
NAMM (1978)
Way back in June of 1978, Daion Co., LTD. attended the NAMM (National Association of Music Merchants) show in Chicago. Their booth number was 4190
Daion Co., LTD. was representing Yamaki, Daion, Hamox, Belcat, Joodee, Chaki, Matand, and Mitsuru Tamura. Their headquarters was listed as 5-358 Motomachi, Nanika-ku, Osaka, Japan 556; and phone 06-633-6121.
In attendance was Taichi Teradaira, Hirotsuga Teradaira, Hiromi Kitagami, Masaji Kaifu, and Atsuhiro Takai.
Also interestingly is that MCI, Inc. Also attended (booth 1038) representing Guitorgan, Bass Mate II, ABC I.
MCI would lated become exclusive distributor for Daion in the United States. In attendance was Bob Murrell, Carl Russell, and Ken Frazier.
Mugen (1979)
This full page color ad ran on page 38 of the November 1979 issue of International Musician and Recording World Magazine.
Rosetti (EMI) Ltd is listed as the distributor (they also represented the Mesia / Rosetti Zoom M60-T amplifier in an ad on page 193 of that same issue, as well as “Might Mite” guitars in an ad on page 141 of the December 1980 issue).
Also interesting to note is that the brand is called “Mugen” rather than Daion (or Yamaki). The guitar in the center looks to be a ‘78 Heritage, flanked by a Mark V six and twelve string, a twelve string ‘78 Heritage, and possibly a Mark I twelve string.
Asleep at the Wheel (1979)
From page 143 of the October 1979 Issue of Guitar Player magazine. This is a full page ad titled “Daion Guitars & “Asleep at the Wheel” - both winners!.” The ad features Chris O’Connell playing what looks like a Heritage ‘78 and Ray Benson. At the bottom is a list of authorized Daion dealers the contact information for US distributor MCI.
Ray Benson (1980)
A slightly different version than the one listed below (i.e. different dealers are listed), this ad ran in the March 1980 issue of International Musician and Recording World on page 20.
This version of “Asleep at the Wheel” also ran in Frets magazine in February 1980 on page 21, and in March 1980 on page 40.
Ray Benson (1980)
This ad ran multiple times in Guitar Player magazine: June 1980 on page 25, September 1980 on page 10, and October 1980 on page 76. This is ad is approximately two thirds of a page wide. The ad is titled “Ray Benson and Asleep at the Wheel play the best… Daion Guitars” The ad features Ray Benson playing what looks like a Heritage ‘78. At the bottom is a list of authorized Daion dealers the contact information for US distributor MCI.
This version also ran in Frets magazine in June 1980 on page 17 and in July 1980 on page 31.
Ray Benson (1980)
Another variation of the ad above featuring different Daion dealers across the United States. This version ran in Frets magazine in April 1980 on page 77, and then again in May 1980 on page 15.
Ray Benson (1980)
Yet another variation of the ad above featuring different Daion dealers across the United States. This version ran in Frets magazine in August 1980 on page 13, September 1980 on page36, and October 1980 on page 15.
Ray Benson - Free Pick Offer (1980)
This variation of the Ray Benson / Asleep at the Wheel ad has the Daion “Y” logo added, the list of dealers on the left, and at the bottom right an offer to get three free picks by sending in a form. Wish we had those picks today!
This ad ran in Frets magazine in November 1980 on page 33.
Love at first Cmaj7 - Ken Frazier
What is interesting is that I acquired this ad out of Japan even though Ken Frazier was the Sales Manager for MCI, the United States distributor for Daion. Ken “Kenny” Frazier, if I have my facts correct, was a fairly well known guitar player and was inducted in the Texas Swing Music Hall of Fame in 2011.
Love at first Cmaj7 (1980-81)
This ad ran multiple times in Guitar Player magazine: December 1980 on page 125 and June 1981 on page 95. This is beautiful full-page color ad. The ad is titled “Daion Handcrafted Guitars - Love at first Cmaj7” It features a woman playing what looks like a Legacy L-999. At the bottom is a list of authorized Daion dealers the contact information for US distributor MCI.
Love at first Cmaj7 (1980-81)
This is a second variation of the ad above, listing different Daion dealers across the United States. This version ran in Frets magazine in December 1980 on page 11, January 1981 on page 53, March 1981 on page 11, and finally in April 1981 on page 15.
Love at first Cmaj7 (1981)
This full-page ad ran in the September 1981 issue of Guitar Player magazine on page 35. A black and white variation of the color version, it does not have any authorized Daion dealers listed but does have the contact information for US distributor MCI.
Love at first Cmaj7 (1981)
Yet another version of the “Love at first Cmaj7” ad. This full-page color ad ran in the November 1981 issue of Guitar Player magazine on page 135. It has a thank you message to the Daion dealers at the bottom as well as the contact information for US distributor MCI.
This ad also ran three times in Frets magazine, in November 1981 on page 67 (inside back cover), December 1981 on page 23, and January 1982 on page 17.
Threesome. (1982)
This ad ran in Guitar Player magazine in September 1982 on page 54. This color ad is approximately two thirds of a page. The ad is titled “Threesome. Daion Handcrafted Guitars” The ad features a tan Powermark XX electric guitar, a tan ‘81 Caribou acoustic electric guitar, and based on the sound hole purfling, pickguard and fretboard markers I believe a Mark II or III acoustic. At the bottom is the contact information for US distributor MCI.
This ad also ran in Frets magazine in the September 1982 on page 16.
Threesome - NAMM Booth (1982)
A variation of the ad above with a call out to “See us at NAMM Winter Market Booth 1046”
This ad ran in Frets magazine in February 1982 on page 57.
THE YEAR SEIES - The’80 (1982)
This full page ad ran in the April/June edition of Sonics magazine out of Australia in 1982. The full page black and white ad is on page 36 and highlights THE YEAR SERIES The ‘80 and ‘80/12.
The description at the bottom reads, “A solid spruce top guitar with fancy and rate OVANCOL facing. Gold plated Rotomatic machine heads, oval sound hole and brass fittings, are only a few of the outstanding features that make the ‘80 a delight to own and a joy to play.”
Central Musical Instruments is listed as the distributor.
Craftsmanship is our design - LEGACY SERIES (1982)
This full page ad ran in the Sonics 1982 Yearbook (Australian publication) on page 22. It features the LEGACY SERIES: Legacy - 9, Legacy-99, and Legacy-999. The ad highlights the volute on the back of the L-999 headstock as well as the brass nut and bridge.
The Distributor at the very bottom is CENTRAL MUSICAL INSTRUMENTS, 5708 Chapel Street, South Yarra, Victoria 3141 and a phone of 241-7446.
THE YEAR SERIES - Gazelle / Caribou (1982)
This ad ran in the Oct/Dec edition of Sonics magazine out of Australia in 1982. This ad also ran in the Sonics 1982 Yearbook on page 23. This full page color ad features the Gazelle / 12, Gazelle, Caribou in Wine Red (WR) and Tan, as well as the Caribou/12 in Brown (BR).
The ‘81 Year Series is described as “An electro-acoustic guitar with built in transducer, solid spruce top (Gazelle) solid cedar top (Carinou) and brass fittings. These are only a few of the outstanding features of the Year Series.”
Central Musical Instruments is listed as the distributor at the bottom.
Daion Handcrafted Guitars - POWER XX and HEADHUNTER 555 (1982)
This full page ad ran in the Oct/Dec edition of Sonics magazine out of Australia in 1982. The ad is on page 86 and features the POWER XX and the HEADHUNTER 555.
Below the ad is a listing of Australian retailers. The Distributor at the very bottom is CENTRAL MUSICAL INSTRUMENTS, 5708 Chapel Street, South Yarra, Victoria 3141 and a phone of 241-7446.
The ‘82 (1982)
Full page color ad for The ‘82 (Year Series) jumbo acoustic. Ad lists the features of the guitar and the contact for MCI, the US distributor.
This also ran as a two thirds page ad in Frets magazine in November 1982 on page 55, and January 1983 on page 57.
The Ultimate Experience Of The Third Kind! - HEADHUNTER 555 (1983)
This full page ad ran in the 1983 Sonics Yearbook out of Australia. The ad is on page 32 and features a Honey Sunburst HEADHUNTER 555. The ad highlights the center block of Spruce-Maple-Spruce 3-ply construction.
The Distributor at the very bottom is CENTRAL MUSICAL INSTRUMENTS, 5708 Chapel Street, South Yarra, Victoria 3141 and a phone of 241-7446.
John Dallimore - POWER Mark XX and Jean Stafford - ‘81 Gazelle (1983)
This full page ad ran in the Sonics 1983 Yearbook (Australian publication) in 1983 on page 102. The ad shows the endorsement of two then prominent Australian musicians - rock guitarist John Dallimore and country singer Jean Stafford
Below the ad is a listing of Australian retailers. The Distributor at the very bottom is CENTRAL MUSICAL INSTRUMENTS, 5708 Chapel Street, South Yarra, Victoria 3141 and a phone of 241-7446.
Solid Rock / Jazz / C&W (1983)
This ad ran in International Musician and Recording World Magazine (IM&RW) in July 1983. It also was on the back cover of the January 31, 1983 edition of Circus magazine. It features a trio of instruments: a white SV-3 “Barbarian” electric guitar, a tan Power XX-B2-FL (fretless) electric bass, and a brown Power X electric guitar. The full page color add lists features of the instruments at the bottom along with the contact information for the US distributor MCI of Waco, TX.
Threesome. NAMM Booth (1983)
This ad ran on page 34 of the July edition of Guitar Player magazine back in 1983. This version of the “Threesome” ad calls out that Daion will be at the NAMM show - Booth #4153. At the bottom of the ad is the contact information for US distributor MCI and information on how to order a color catalog.
This version of “Threesome” also ran in Frets magazine in the July 1983 on page 21.
Future Shape (1983)
This two-panel full page color ad features the Headhunter HH-555, a semi-acoustic electric guitar. The ad highlights some of the unique features of the design and hardware. Both panels have the contact information at the bottom for MCI, the US distributor.
Future Shape (1983)
This is the single panel version of the ad above. This ad ran in the July 1983 edition of Guitar Player magazine on page 88 and in the September issue on page 42. This version of the ad does have slightly different content, saying “See us at the NAMM show - Booth #4153”
Authorized Dealer Stickers
These stickers were give out during the Daion Maniacs event in Copenhagen Denmark in 2019. The middle sticker was signed by Hirotsugu Teradaira (the man who created Daion’s wonderful designs in the 1970s and 1980s). The sticker measures ~10” X 4”
Dealer Poster
Full color 17” x 22 1/4” dealer poster. It was not until I had seen this picture at this scale that I noticed the glistening frets in the sunshine.
JooDee
JooDee - Return To Original
JooDee Electric Guitar ad from the 1970s. Features what I believe is an JooDee Artist Fender Jazz style bass model JJB-60YS and a JooDee Les Paul Custom style guitar model JLP-55CS. Notice that Daion Co., LTD. was the distributor in the bottom left corner. Not confirmed, but this may have run in Music Life magazine (Japan) in 1975.
JooDee - Veneer Cutting (1976)
Ad from Music Life Magazine (Oct 1976). The title at the top left translates to “Veneer Cutting,” and pictures Mr. Joo Dee (who knew there was a character with such a name?) pointing to model JST-60N.
The rest of the copy on the left side starts with the exclamation “Oh!! Things are different with this guy!!” and goes on to list the features of the JST-60N (natural).
JooDee - Rock n Roll
A full color ad from from the 1970s. The tagline in red in the middle of the ad translates as “Do you have JooDee’s Hot Sounds?” The subhead goes on to say “The fiery sounds are your message, and that’s why a realistic stage is created. Go ahead and make your mates say, "‘Look! he’s a JooDee!’”
The ad highlights the JST-60N Strat in a natural finish and a JLP-55CS Les Paul in Cherry Sunburst.
The content at the bottom lists dealers where you can find JooDee for sale. Below that the starburst says JooDee is hiring and to submit your resume and photo to the address below.
Daion is listed as the distributor at the very bottom.
JooDee - Stickers
Available in red or blue, these stickers lay on a 3.25” x 7” backer. Once removed they are approximately 6.5” X 2 7/8.” Perfectly sized to slap on the outside of your guitar case.
Yamaki
Yamaki - Waltz-Do (1977)
This ad appeared in the December 1977 edition of Music Life Magazine (published in Japan) on page 162.
It appears to be a collaboration between Yamaki and Waltz-Do. The guitars feature a “aluminum sash” in the back of the neck that “maintains a beautiful and splendid look and balance.” There are two models listed - a “Special Model” at ¥30,000 and “Custom Model” at ¥50,000.
The bottom lists multiple stores that one would assume carried the guitars in period.
We have spotted a “Custom” in the wild, and there is a black metal plate that surrounds the truss rod nut (inside the sound hole) that reads “This guitar has been given the guarantee for its quality by us.”
Yamaki - FM Wireless Transmitter and Sound Locator (1978)
It’s an “Electric Revolution,” “A guitar sound from the radio!!”
This ad appeared in the August 1978 edition of Music Life Magazine (published in Japan) on page 277.
The ad shows two components to the system - a FM Transmitter for ¥6,700 and a FM Sound Locator for ¥17,000. Combined you have a wireless system for your guitar. Either play through a radio (tuned to 77~80MHz) or a guitar amp using the Sound Locator.
At the bottom of the ad Daion is listed as the distributor.
Yamaki - The Best Technology Is Here! (1979)
This full page ad was in a Japanese book titled “Guitar Catalog ‘79.” It highlights features such as their Epochal Rod System (it allows you to adjust the truss rod without removing the guitar neck via a hex key through a hole in the neck plate). It goes on to talk about the wiring, electronics, and pickups used in their Stratocastor and Les Paul models. At the bottom it mentions the paint color finishes that are available.
Yamaki - The Best Technology Is Here! (1979)
A slightly different version of the ad above, this full page black and white ad was featured on page 43 in a book entitled “1978 -’79 Electronic and Electric Musical Instruments” published by Music Trade. The ad highlights Yamaki unique features such as their Epochal Rod System, wiring, electronics, and pickups used in their Stratocastor and Les Paul models.
Models featured are the YST-800TS, YLP-800CS, YJB-600N, and YPB-600YS.
Of course “Daion” is the listed selling agent.
Yamaki - Folk Guitars (1980)
A full page black and white ad from the August 1980 edition of RockinF magazine out of Japan (page 209). Tagline reads: “Tone clarity & dependability make YAMAKI the best Original groups in the family.” Featured in the ad is THE ‘78 Heritage, THE ‘79/T (Transducer), Mark IV and V, YW-50M and twelve string model YW-40M/12.
The bottom left has pricing for THE YEAR Series, MUGEN Series, and MAX Series.
The bottom right has Daion Co., LTD. listed as they were the distributor for the Yamaki brand.
Yamaki - Folk Guitars (1982)
Color version of the ad above from the February 1982 edition of RockinF magazine out of Japan. Tagline reads: “Tone clarity & dependability make YAMAKI the best Original groups in the family.” Featured in the ad is THE ‘78 Heritage, THE ‘79/T (Transducer), Mark IV and V, YW-50M and twelve string model YW-40M/12.
The bottom left has pricing for THE YEAR Series, MUGEN Series, and MAX Series.
The bottom right has Daion Co., LTD. listed as they were the distributor for the Yamaki brand.
Washburn
The Heart of Washburn (1980)
This full page color ad was in the September 1980 edition of the Japanese magazine RockinF. As you see there is quote from Nancy Wilson starting that she used a Washburn Eagle on her recordings of “Straight On” and “Even It Up.” She’s pictured with a white Eagle (Wing Series). There are quotes from Heart guitarist Howard Lesse, who states he uses a Washburn A-20 (Stage Series), and roadie Gary Perkins states Nancy has four Washburns.
The bottom right has Daion Co., LTD. listed as the distributor for Washburn in Japan (note, Washburns of this era were manufactured by Yamaki).
Washburn - Sounds From America!! (1980)
This full page color ad was in the January 1980 edition of the Japanese magazine RockinF on page 67. The tagline says “Steve Kara with Washburn” and shows him playing a white Washburn Eagle.
The bottom panel features what appears to be a FalconSB-20B (Antique Brown Sunburst), Eagle SB-30R (Rosewood), and a neck-through bass (Vulture II?) SB-50CS (Cherry Sunburst) that has interesting brass hardware.
The bottom right has Daion Co., LTD. listed as the distributor for Washburn in Japan (Washburns of this era were manufactured by Yamaki).
Washburn - Sounds From America!! (1980)
Similar to the advertisement above. A black and white ad from page 135 of the March 1980 edition of the Japanese magazine RockinF.
The instruments do differ from the color ad above. In this ad we have Falcon a SB-20R/N (Rosewood), Eagle SB-30C (Ivory), and a Vulture II? SB-40 2TS (Tobacco Sunburst)
The bottom right has Daion Co., LTD. listed as the distributor for Washburn in Japan (Washburns of this era were manufactured by Yamaki).
Peavey
Peavey - There Is A Difference, And Everybody Knows It.
This ad is from the February 1982 edition of Music Life on page 242. It also ran in the January 1982 edition of Guitar Player (Japan).
The ad features the Bandit, Special, and Renown amplifiers. The ad talks about the “Saturation” setting on these amps.
The bottom lists Daion Co., LTD. as the distributor for Peavey in Japan.
Peavey - You Fill The Sound Space!!
This ad is from the March 1982 edition of Guitar Player (Japan)
The ad features the Roadmaster amplifier and 412FC cabinets.
The bottom lists Daion Co., LTD. as the distributor for Peavey in Japan.
Peavey - How can you be indifferent to Peavey?
This ad is from the May 1982 edition of Music Life magazine (a Japanese publication) and also ran in the January 1982 edition of Guitar Magazine (Japanese edition).
The ad features the the Backstage ¥65,000, Decade ¥45,000, and TKO amplifier ¥95,000 as well as the T-60 guitar ¥180,000 and T-40 bass ¥180,000.
At the bottom Daion Co., LTD. is listed as the distributor for Peavey in Japan.
Peavey - Wake Up!! Here is Peavey!!
This ad is from the June 1982 edition of Guitar Player (Japan) on page 123.
The ad features the Session 500, Backstage, Bandit, Special and 212 VTX Classic.
The bottom lists Daion Co., LTD. as the distributor for Peavey in Japan.
Peavey - The John Cougar Band
This ad from page 87 of the May 1983 of Guitar Player (Japan) features the John Cougar Band. The subhead translates, “There’s always something essential to climbing the hit charts.”
The bottom lists Daion Co., LTD. as the distributor for Peavey in Japan.
Peavey - There Needs To Be Some Excitement
This ad from page 88 of the September 1983 issue of Guitar Player (Japan) and features a large assortment of Peavey amplifiers. The subhead translates, “There needs to be some excitement. I was surprised by the small amps and shocked by the big ones. If you have a weak heart, please be careful. It’s always an exciting encounter.”
The bottom lists Daion Co., LTD. as the distributor for Peavey in Japan.
Peavey - Reno & Austin
This ad from page 114 of the December 1983 issue of Guitar Player (Japan) and features the Reno and Austin amps. The subhead translates, “You might be upset. The world’s first Reno Austin electric acoustic guitar amplifiers.”
The bottom lists Daion Co., LTD. as the distributor for Peavey in Japan.
Mighty Mite Mfg. & Dist.
Mighty Mite - The Little Company With A Big Heart
This two page centerfold spread came out of a 1977 edition of Vintage Music Magazine.
Daion Co. Ltd. is listed as a distributor at the bottom center of the ad with an address of 5-358 Motomachi, Naniwa-Ku, Osaka 556, Japan and telephone 06/633-6121
This makes sense, as Yamaki (also distributed by Daion) was using Mighty Mite pickups in their high end models such as the YST-800, YJB-800, YPB-700, and YLP-800.
Also listed as a distributor is Rosetti & Co. Ltd in London England, who was the distributor for Daion in the U.K.
Mighty Mite Pickups - Why don’t you get the POWER of DESTRUCTION?
This is the backside of a two page sales slick. The front features a JooDee Performer JST 800YS with Mighty Mite No. 1100 x 3 pickups. The back (this ad) lists Daion as the sole agent at the bottom, and lists various “Screaming” pickups.
Shinano
Shinano - Luxury Gut Guitars
This is one of the oldest ads showing Daion as a distributor and is from ~1967. The text roughly translates “…friends gather together and clap there hands. The chorus begins and the rhythm is lively”
Image Attribution - Daion Facebook Group