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James Ford guitarist with Ibanez Pia guitar in green for Rotosound music strings. Ultramag UM10 guitar player

James Ford: Our Generation

The latest ‘Our Generation’ film features melodic rock guitarist James Ford. We catch up with him in a recording studio just south of England's capital.

I’ve tried many string brands over the years and for the first time [I’d say] these are the strings for me 

Rock guitar virtuoso James Ford may just be the sleeper shredder that Britain has been waiting for. Hailing from South London, James blends the feel and tone of classic rock guitar legends such as Pete Townshend and Paul Kossoff with the techniques of melodic rock guitarists like Blues Saraceno.

James was an early adopter of Rotosound Ultramag guitar strings and uses them when playing with such acts as The Roni Lee Group, Mila Falls, Mel Gaynor (Simple Minds), The Aim, The Vibeadeliks and Kingpin. 2022 sees the release of his debut EP of instrumental rock music, which features world-class musicians Doug Wimbish (bass) and Brian Tichy (drums).

Rotosound met up with James to discuss his love of guitar and the legends who have inspired him. We also discuss what James loves about the Ultramag range of guitar strings, including their long-life and powerful tone.

Filmed at The Hive Rooms, Surrey.

James uses Ultramag UM10 and UM11 electric guitar strings

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