Picture a rock 'n' roll icon like Jimmy Page, or Jimi Hendrix, and they've probably got an electric guitar in their hands.
But, as classic rock - and classic rockers - continue to age, is the guitar industry struggling to attract younger customers?
In six years, electric guitar company Gibson has gone from filing for bankruptcy to opening its first flagship store outside the US.
We hear from Led Zeppelin's Jimmy Page, Grammy nominated singer James Bay, and one of the world's foremost female luthiers to find out whether the guitar's association with rock 'n' roll has become bad for business.
(Image: Jimmy Page of Led Zeppelin performing on stage at Earl's Court, London, May 1975. Jimmy Page is playing a Gibson EDS-1275 double necked guitar. Credit: Getty Images)
Presented and produced by Will Chalk
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