Tone: it’s the Holy Grail for musicians, and it’s the cornerstone of Sho-Bud, the iconic pedal steel guitar company founded in 1955 by Harold “Shot” Jackson and Buddy Emmons. When Emmons moved on, Jackson continued with sons Harry and David, handcrafting instruments integral to the sound of country music.
In the early 1980s, Sho-Bud was acquired by Fred Gretsch. In 2005, after twenty years away from the business, Harry and David Jackson, joined by David’s daughter, Dawn Jackson, resumed building instruments. As Jackson Steel Guitar Company, they introduced new pedal steel, lap steel, resonator, and slide guitars.
In December 2024, the third generation of Jacksons, siblings and co-CEOs Dawn and Will Jackson, reacquired the company name and family legacy. “We knew that the name carried a lot of weight,” says Dawn Jackson. “It’s our heritage, and we wanted to bring it back while Dad and Harry were still building.”
“I want to acknowledge Fred Gretsch, his wife Dinah, his family, and his team,” says Will Jackson. “A lot of people approached him to acquire the Sho-Bud name over the years, and he didn’t do it. He saved it for us. We very much appreciate what he did in terms of preserving the name, keeping it intact, and not selling it to someone else. We’ll be eternally grateful to him for that.”
Sho-Bud relaunched this year with new and classic gear, plus several projects across platforms and generations. The reach stretches from traditionalists devoted to the classic instruments they saw on the Opry stage, to young musicians incorporating steel in everything from country to metal.
Central to all of this, of course, are the instruments, which include the high-level, traditional, maple cabinet Pro V; bender-equipped, stand-up SlideKing LS lap steel; and best-selling Maverick II.
“It’s not the Maverick of old,” says Will Jackson of the Maverick II. “The original Maverick was designed to be a low-cost, entry-level, beginner guitar. With the Maverick II, our objective was to build one of the sweetest-sounding guitars. We developed a front and rear extruded aluminum panel that has a hard rock maple soundboard that sits between them. On top of that, the one-piece aluminum neck now binds the key head and tail plate together.
“When you sandwich all that together, this particular guitar, as Dawn describes it, cuts through all the other noise. It’s distinctive, it’s clear, it rings and resonates. It has that Nashville sound because we still utilize the exact same pickup design that Shot developed back in the ’50s. When you marry that to this modern design cabinet, it is incredible. The Maverick II definitely stands out in terms of its tonal qualities. It’s pretty much unmatched. It’s quite an advancement in terms of pedal steel guitar technology.”
Sho-Bud plans a reissue of the signature Lloyd Green model, the LDG, which the Jacksons describe as “a continuation of the original classic design,” and a limited-edition LDG, cut with modern components and updated mechanisms, each one signed by Lloyd Green, David Jackson, and Harry Jackson. Other reissues will follow, including Jimmy Day’s Blue Darlin’.
Sho-Bud co-CEOs and siblings Will Jackson and Dawn Jackson.
Sho-Bud co-CEOs and siblings Will Jackson and Dawn Jackson.
“Relaunch,” in Sho-Bud vernacular, is all about name recognition, product reputation, and upholding a decades-old legacy. “We built steels for the past twenty-five years under the name Jackson Steel Guitars,” says Dawn Jackson. “So the relaunch, for us, circles around the Sho-Bud name.
“What’s happened in the months since we secured the name again, the outpouring of support from the guitar industry in general has been overwhelming,” she says. “That lends itself to the weight this brand carried around the world, and how throughout the years of its ‘dormancy,’ it maintained a true following, and not only from older generations. Younger people love the brand too. When we mention Sho-Bud, every door is open. So that’s really the relaunch. We maintained building these amazing instruments during our Jackson Steel era, but the [Sho-Bud] brand itself has the leverage and momentum behind it.”
“A lot of people have asked, ‘Is this just a rebranding of Jackson Steel Guitars?’ Definitely not,” says Will Jackson. “We’ve been sitting on a few patents that we’ve obtained over the last couple of years. They’ve got about fifteen years or so left on them while we fine-tune these components.”
Those components include a tunable vibrato, on-the-fly D Drop, The EDGE® multi-bending system, and Core-Over™ strings, all of which they’ve introduced to Sho-Bud artists with positive response.
“When a traditional, fretted-instrument guitarist is, say, holding a chord, when they use an old-school vibrato — let’s say a Bigsby, for example — when they hit that thing, all those strings are falling out of tune,” says Will Jackson. “Our tunable vibrato doesn’t destroy the chord. When they’re holding a chord and they go down, all those strings fall in tune now.
“We’ve got a Drop D tuner that allows an artist, again on a fretted instrument, to simply roll their E down to a D while they’re playing. They don’t have to take their fretting hand off and adjust anything on the key head. They don’t have to stop and tinker around with their picking hand to adjust anything. They’re able to use the palm, the heel, of their hand, roll it right down to a D, and roll it right back up to an E. So it’s very novel, very easy to use.
“With our Core-Over strings, we take the winding off up to where it passes the bridge and on the pickup side of the nut, so it’s just the core of the string going across those two touch points. It creates incredible amounts of sustain. The sound profile of the string is much rounder, bigger, fuller. It’s amazing.”
(L to R) Kyle Ince, Bob Sheehan, Slash, Ted Stern, Andrea Whitt, Skunk Baxter, Dawn Jackson, Pavel, Hexx Henderson, Mark Tucker, Rocco DeLuca, and Will Jackson pose for a group photo at the Sho-Bud Showcase Live at the Desert 5 Spot in Los Angeles.
(L to R) Kyle Ince, Bob Sheehan, Slash, Ted Stern, Andrea Whitt, Skunk Baxter, Dawn Jackson, Pavel, Hexx Henderson, Mark Tucker, Rocco DeLuca, and Will Jackson pose for a group photo at the Sho-Bud Showcase Live at the Desert 5 Spot in Los Angeles.
On April 24, in Hollywood, the company celebrated the return of Sho-Bud Showcase Live, national concerts spotlighting steel-centric artists in all genres. The series kickoff, Sho-Bud’s first live event in over forty years, included, among its many participants, Jeff “Skunk” Baxter, Robert Randolph, Andrea Whitt, Rocco DeLuca, Hexx Henderson, Hatfield Rain, Shooter Jennings, and Slash.
Sho-Bud Music is a record label and publishing company originally established by Dawn Jackson to release an album by her band, the aforementioned Hatfield Rain. “Around that time, I started working with Dad and Harry on Jackson Steel and never did anything with the [album] mixes,” she says. “It’s getting ready to come out after all this time, so I’m super-excited.” Along with that recording, Sho-Bud Music is promoting other Sho-Bud artists.
Coming soon is Shot Jackson’s Sho-Bud Showcase radio program, which will now become a podcast featuring music, interviews, and over 150 digitized reels from the original 1970s and early 1980s WSM broadcasts. “We have all the reels and we’re going to start releasing them,” says Dawn Jackson. “The podcast will also include interviews with today’s Sho-Bud artists and, of course, our dad and Harry.”
Harold “Shot” Jackson built Sho-Bud on a foundation of superior instruments, customer service, customer satisfaction, and customer loyalty. Those values remain at the core of Dawn and Will Jackson’s goals, whether putting instruments in the hands of internationally renowned musicians or newcomers learning their way around pedal steel.
Sho-Bud CEO Dawn Jackson poses with Slash and a Sho-Bud Steel Guitar.
Sho-Bud CEO Dawn Jackson poses with Slash and a Sho-Bud Steel Guitar.
“These instruments are not like traditional fretted instruments,” says Will Jackson. “Fretted instruments don’t have moving parts per se. But these do. Because they have those linkages and mechanical pulling mechanisms, as they’re used, they wear. Anytime you make a change to these instruments, you have to be careful, because in the interest of trying to maximize performance or life on one end, you can impact tone on the other end, and that is something we can’t sacrifice.
“Sho-Bud has always been known for that Nashville sound, the tone that we got. The story I recall as a kid was Shot sitting there on a pickup-winding machine, which was made out of an old sewing machine motor. He had apple bushels next to his workbench. He would wind a pickup, plug it in, and if it gave him the tone he was after, performed the way he wanted it to, it went in the keeper bushel. If it didn’t, it went into the discard bushel.
“That is how our family has built these things. There are no Rhodes Scholars over here or MIT graduates in engineering. These guys developed these instruments through pure trial and error and using their ears to develop that tone. Again, we can’t sacrifice mechanical advantages over tone. Some guitar companies do, but we cannot do that. For us, it is about tone, tone, tone. We live and die by that.”
“We’ve always maintained the tradition and look of our guitars — the beautiful cabinets, our certain inlays, the finishes,” says Dawn Jackson, “but aesthetics are second. Tone has always been number one for us.”
“These instruments require maintenance,” says Will Jackson. “If there is a nut, a screw, a bolt, it will get turned by someone. When these things leave the shop, they’re set perfectly. People will start adjusting things, and that’s what they’re for. You need to fine-tune things ergonomically to make it fit. But, because these things can be very sensitive, sometimes they overdo it, or they have trouble chasing the tuning back to where they wanted it.
“We are here to support them in terms of Zoom calls, where they can show us exactly what they’re doing, what the instrument is doing, or what it’s not doing that they would like it to do. We can help walk them through that, using a blend of modern technology to help them fine-tune some of these traditional instruments. We’re always looking for ways to make it easier for them to keep these guitars maintained.”
As a family-owned and operated company, versus a multi-department corporation, the Jacksons are front and center when phones ring, texts chime, and emails arrive – no call centers, AI assistants, or being transferred through a half-dozen departments and hold times. They field calls, walk customers through setups, stay active via social media, keep up with forums, provide instructional videos, and cherish human-to-human relationships.
Slash plays a Sho-Bud Steel Guitar.
Slash plays a Sho-Bud Steel Guitar.
“Will and I have been a team since we were kids playing football in the backyard,” says Dawn Jackson. “We really believe in team efforts, and that’s why we’re so big on using the words ‘Team Sho-Bud.’ The dynamics between us, our father, and our uncle – we’re all creators and passionate about the things we do.
“We have the same objective in mind, which is to maintain our family heritage,” she says. “I am so proud that Sho-Bud is still a family business, and that people love and respect that. We work together, play off of each other, and it just works and works well.”
“I’m proud of my family – our dad, our uncle – for the sacrifices they made over the years to build these instruments, and to deliver the tone and the sounds that everyone enjoys,” says Will Jackson. “I’m very proud of the work they put into this, and of Dawn for rolling up her sleeves and helping them. I’m proud of the way Sho-Bud has evolved. It’s fun to be a part of the rebirth of Sho-Bud. These instruments, these new components, are going to be total game changers. I’m very proud to represent these products and wear the old brand. It’s exciting times.”
All Photos: Ashley Marie Myers, courtesy of Sho-Bud. Lead and alternate images: Slash plays a Sho-Bud pedal steel guitar.
