Jeep unveils custom guitar featuring Wallace Detroit, Detroit Dreamers – Macomb Daily


Detroit Dreamers was formed more as a recording project than an act of performance.

But the duo made a rare appearance at the Detroit 2 Jeep Assembly Plant on Friday, September 17 for the premiere of “Dreamers,” a new song they wrote and recorded to kick off a new partnership between the group, the brand and Wallace Detroit Guitars for a new custom Jeep instrument.

“For us, it was really full circle,” said Martin Kierszenbaum, a Grammy Award-winner who manages and collaborates with artists such as Sting and Shaggy, runs the Cherrytree Music Company in Los Angeles and has also worked as producer and writer with Madonna, Lady Gaga, Robyn and others. He and his dreamy colleague Tony Lake met as freshmen at the University of Michigan in the fall of 1984 in Ann Arbor and have continued to work together over the years.

Their association resulted in the five-song EP “Detroit Dreamers,” which was released in May 2020. “Dreamers” will be released through Jeep’s Amazon store and other digital music retailers.

Jeep and Wallace Detroit Guitars are launching a custom guitar made from old wood from historic buildings in Detroit. photo by Jesse David Green

The Wallace Detroit Deluxe Jeep guitar, meanwhile, is available for pre-order, priced at $ 2,900 at

“Growing up in Michigan, the auto industry was all around us and had an impact on everything,” says Kierszenbaum, from Lansing. “I had met people from Jeep, in particular Olivier (François, marketing director of Stellantis). They’ve done a lot of good things integrating music, and our (EP) has caught on to it.

“He called and said, ‘I have an idea for you. We’re throwing a Jeep guitar, ”then he said the magic words,“ We’re doing it with Wallace. I said, ‘Whoa …’ and we were in it.

Jeep and Wallace Detroit Guitars are launching a custom guitar made from antique wood salvaged from the old Detroit Packard auto factory.

Kierszenbaum says he was already a fan of Wallace, which makes guitars from recycled old wood from historic buildings in Detroit. In the case of Jeep brand guitars, the wood comes from the old Packard factory near East Grand Boulevard in Detroit. “It’s such a good idea, and really a quality instrument,” says Kierszenbaum. “You know, playing that piece of wood that comes from Detroit sounds weird but it’s kinda moving. It’s part of (the city’s) history, which means it’s part of our history. Tony and I credit Michigan for the reason we can stay here in LA

“So everything about that fits us on a T. It felt organic to us, and the song came out pretty naturally.”

Francois de Stelantis said in a statement that “music, architecture and the automotive industry are revered in the city of Detroit. The initiative with Wallace Detroit Guitars and Detroit Dreamers… gives fans the opportunity to own a unique and authentic work of art that both recognizes their passion for the Jeep brand and celebrates the city’s musical history and its automotive roots.

The guitar features Jeep’s Army Star branding on the front, with an engraved Jeep logo and topographic map of Detroit on the back and a recycled car seat belt for a strap, along with other custom features. The headstock on each will be engraved with “313-Jeep” and the instrument’s serial number.

Jeep brand and Wallace Detroit Guitars are launching a custom guitar made from antique wood sourced from historic buildings in Detroit. Photo by Jesse David Green

“Detroit is full of people who know how to do things,” says the company’s Mark Wallace. “People love Jeep’s story and the brand has always been known for customization and details. It was fun to bring some of those historical elements into this guitar.

The Detroit Dreamers also shot a video for “Dreamers” while in town, and although the two remain busy with their day-to-day jobs (Lake, a sound engineer, is from east Detroit), they are convinced that there will be more to hear from the groups.

“I think so,” says Kierszenbaum. “It’s really easy to write great stuff for Dreamers. It is not too complicated. Like Tony says, it just comes out. It’s just a bit of who we are and how we feel. We have a lot of fun, and there is real freedom about it. We just get together and start laughing and a riff or lyrical hook will come out.

“So, yeah, I think that will probably lead to us making more music. “

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