As an instrument, the guitar has a long and varied history spanning thousands of years.

But ask people to name a guitarist, and in my experience, the answers tend to gravitate to one era, and one genre.

Rock and roll.

I'm Will Chalk. I'm a music journalist and musician.

And in this episode of Business Daily, I'll be looking at whether the image of the guitar is

synonymous with long-haired rockers has become actually bad for business.

I don't think there's a lack of people playing guitar,

but I think how people play guitar

and kind of the guitar hero persona

isn't what it used to be.

Guitar music's never dead,

but we can keep doing that thing for a while if everybody wants to.

That's fine with me.

I'll keep turning up the guitar in my hands.

As well as a chat with Led Zeppelin's Jimmy Page.

The way that I'd been inspired and the guitarist had inspired me,

I hope that the work that I did could inspire others.

On this episode of Business Daily from the BBC World Service.

We're smack bang in the middle of central London at the launch of a brand new 4,000 square foot guitar shop, the Gibson Garage.

Well, for more than half a century, Fender and Gibson,

both American companies, have been the names in the electric

guitar world. This new store, with guitars hanging from every available wall and ceiling,

...