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| Julie Andrews - Goya Guitar |
When I think of “Goya’ guitars the wonderful motion picture, “The Sound Of Music” comes to mind. Julie Andrew, as a young Maria Von Trapp, is on a mountain top playing a Goya guitar. (model F-19).
However, this is a continuity error since the trademark for Goya Guitars did not exist until 1952. In fact the guitar in the movie is a 1965 model.
While on a visit to Sweden 1895, Levin recognized that demand for instruments was high and that manufacturing of instruments in Sweden could be profitable. Levin opened Herman Carlsson's Instrumentfabrik at Norra Larmgatan in Gothenburg Sweden.
The Levin factory gained a reputation as one of the best in Europe, receiving accolades and awards. By the 1920’s the plant had manufactured over 50,000 instruments. The line increased with the addition of archtop guitars, and banjos.
In 1950 Levin launched a line of inexpensive guitars intended for novice players and schools. These inexpensive guitars were what caught the attention of Mr. Hershman. He saw an opportunity.
I recall friends that started playing folk and Gospel music on guitar using a Goya instrument.
Unfortunately the following year the deal collapsed. Goya Music was acquired by Avnet Incorporated, the same company that owned Guild Guitar. The Goya brand name was then sold to Kustom Electric. It was not long before Kustom filed for bankruptcy.
During Levin/Goya’s heyday a line of unusual electric guitars were offered under the Goya brand. These guitars were made by an Italian company named ZeroSette, which was a subsidiary of an accordion company. Remember, Hershman Music was a broker/distributor that handled many brands. These included Eko, and Hagstrom.
The ZeroSette made the Goya Rangemaster guitar which came in several styles. These included a solidbody model and several hollow body electrics. There distinguishing feature was the twin split coil pickups and the many buttons that allowed a wide ‘range’ of pickup combinations.
The Goya company featured a number of innovations that most people are not aware of. Goya was the first classic guitar line to put the trademark name on the headstock.
Levin-Era Goya models feature interior paper label with the Goya trademark in a cursive style, and designated "Made by A.B. Herman Carlson Levin - Gothenburg, Sweden." Model and serial number appear on the label, as well as on the neck block.
combinations.
Later in the movie Captain Von Trapp plays the same instrument. They are lovely and memorable scenes.
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| Sound of Music Guitar |
However, this is a continuity error since the trademark for Goya Guitars did not exist until 1952. In fact the guitar in the movie is a 1965 model.
Goya Guitars Inc. was a product imported from the Levin Manufacturing of Sweden by the Hershman Musical Instrument Company. (Pronounced 'Lah-veen')
The company owner, Jerome Hershman used the brand name Goya after being inspired by the Spanish artist Francisco Goya, who was well known for depicting guitars in his paintings.
Herman Carlson Levin went to carpentry school training as a furniture maker. In 1887, Levin moved to America, working briefly as a carpenter before getting a job in 1888 at a guitar factory. Three years later, Levin and two partners started small-scale production of instruments in New York City.
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| Levin Factory 1903 |
Levin and his small staff he started manufacturing guitars and mandolins. By the end of 1901, 473 instruments had been made, and by 1903, with a staff of five, Levin's 1000th instrument was made.
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| Levin Factory |
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| 1950 Levin Tarragona |
The guitar was gaining popularity during this era. The use of nylon strings also gave the guitar a different tone than guitars that used steel strings, making it popular among folk musicians. In later years a line of steel-stringed flat-tops were launched, furnished with adjustable truss rods and bolted necks.
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| Melanie With Her Goya Guitar |
I recall friends that started playing folk and Gospel music on guitar using a Goya instrument.
By 1967 Levin and Goya Music (formerly Hershman Music) reached a deal and contracted to import instruments.
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| Goya Ad 1968 |
Unfortunately the following year the deal collapsed. Goya Music was acquired by Avnet Incorporated, the same company that owned Guild Guitar. The Goya brand name was then sold to Kustom Electric. It was not long before Kustom filed for bankruptcy.
After a series of Goya changing hands, the rights were eventually acquired in 1976 by the C.F. Martin Company. Three years earlier C.F. Martin had purchased the Levin Guitar Company and moved their European headquarters to the facility in Gothenburg, Sweden. At this time some Goya instruments were made in Japan before Martin discontinued the brand.
In 1973 Martin began producing a line of guitars under the Sigma brand name from their Swedish facility. Most of these instruments were made in Japan and shipped back. However there was a run of run of some two-hundred Martin D-18 acoustic guitars, which were labelled "LD-18 - Made In Gothenburg, Sweden". Some LD 28 Martins stamped "Made In Gothenburg" have surfaced.
In 1981, the last guitar was built in the Gothenburg facility and parts of the inventory and the brand were bought by Svensk Musik AB, which started producing Levin classical guitars in a factory owned by former guitar neck supplier Hans Persson.
Hans's son Lennart is still producing guitars for "Svenska Levin AB" in his father's workshop outside Mariestad, Sweden. Svenska Levin offers steel string flat tops and a line of archtop jazz guitars based on old Levin models, but they are made in Korea.
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| '65 Rangemaster |
During Levin/Goya’s heyday a line of unusual electric guitars were offered under the Goya brand. These guitars were made by an Italian company named ZeroSette, which was a subsidiary of an accordion company. Remember, Hershman Music was a broker/distributor that handled many brands. These included Eko, and Hagstrom.
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| '68 Goya Rangemasters |
While the trademark is currently discontinued, the rights to the name are still held by the Martin Guitar company.
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| Goya Innovations |
The company was the first to create the ball end classic guitar string.
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| Vintage Goya Label |
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This one is long, but interesting
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