Lazy J Blue J
Multi -Platform Campaign
This campaign was such an exciting one to work on and create content for. Jesse does not build many amps. Jesse also doesn’t design and build a new amp very often at all either. It has been many years since the J5 launched.
Th Blue J is not only a new Lazy J amp, it is also a slight departure from Jesse’s traditional J20, J10, J5 design.
The Plan
This campaign started back in mid 2025 with a chance to visit Jesse, see his small workshop and get an insight into his work and philosophy with an interview. Myself and some Coda colleagues got to hear a prototype of the Blue J and create a set of social media posts teasing and previewing the new amp.
The edit here was pretty involved and interesting. We filmed this interview back to front. the second half was recorded first. The amp demo clips where filmed last.
This allowed for the conversation about amp philosophy to unfold but the format allowed for me to place each section of the conversation in a order that worked better for a YouTube video.
The initial response was great. We put out two Instagram based posts as well as the YouTube video. These videos gained well over 11,000 views and got guitar players, Lazy J owners and fans talking about the new amp.
The good thing about small amp builders like Jesse is they don’t appear in content like this very much, which gives us the opportunity to create something unique and drive interest in the product before it has even launched.
The Launch
It took Jesse a little while to perfect the Blue J but in July 2026 Coda Music took delivery of the first batch of the new amp.
We started with a classic photo post on Instagram and Facebook to let customers know that Coda had the new amp.
I then got to work on an edutainment video to explain and show the audience how the amp works and what sort of sounds it can make.
Scripting a video like this can be tricky. The potential audience isn’t guaranteed to understand technical language or know the history of amp design but you will alienate the audience that does have that knowledge if you dumb it down too far. The nice part of it being a longer form video is that you can just play the thing and let the amp speak for itself.
The Results
This campaign reached over 30,000 views and engaged more people than the average Coda Music social post. Work with Jesse was a treat and we all experienced the benefits of a collaboration like this.
Behind The Scenes
