I Fell for the Hype—and I liked it!

Josh Scott has once again shown us how to turn a product launch into an event—and honestly, I’m here for it. His latest creation in the IKEA-inspired Nota series, the NotaDumble, proves that hype doesn’t have to be hollow—it can be fun, community-driven, and genuinely exciting.

The Art of the Launch

In a previous post, I talked about Josh Scott’s creative approach to marketing JHS Pedals. Even though he probably wouldn’t call himself a marketer—he’s a pedal builder and a creative at heart—his launches put most traditional marketing campaigns to shame. They’re not just product drops; they’re experiences. And in an industry where most launches feel like copy-paste press releases, that’s incredibly refreshing.

A Little Backstory: What’s a Dumble?

For the uninitiated, Alexander Dumble was a legendary amp builder in the ’80s and ’90s. His amps were completely custom—he chose who he’d build for, and each one was unique. Players like Stevie Ray Vaughan and Robben Ford used them, and they’ve become holy-grail gear. Today, a Dumble amp can sell for over $300,000—yes, seriously.

Enter Josh Scott. He took that mystique and funneled it into something the rest of us could actually afford: a DIY pedal kit that gives you that coveted Dumble-inspired sound for just $119. No soldering, no hassle—just snap it together like a Lego set. Genius.

The Build-Up: Hype Done Right

Here’s how the launch unfolded:

Rumors started swirling that a new Nota pedal was on the way.
The Friday before launch, Josh dropped a teaser video—hints, no full reveal.
He announced that 5,000 kits would go on sale, but only during a live stream.
After those sold out, there would be a second run of 1,000 a month later.

The strategy? Simple but brilliant: create exclusivity, encourage community participation, and make people feel like they’re part of something special.

So, like many others, I set a reminder for the live stream. When it went live, I was all in. Josh and the JHS team walked through the pedal’s features, demoed sounds, and showcased how it combined two “unobtanium” circuits: one inspired by a rare Dumble drive pedal (owned by John Mayer!) and another based on a classic Dumble amp tone. Two legendary sounds in one box? Say less.

And even though I wasn’t looking for a new pedal, the price, the presentation, and the sense of community totally sold me. As I watched the live chat explode with “Just bought mine!” and “Ordered!” messages, I caved.

Take. My. Money.

The Aftermath: Instant Community

Within hours, guitar influencers were uploading demos, build guides, and mod ideas. The buzz didn’t stop at the live stream—it snowballed. And when my pedal arrived a few days later, I was blown away by the attention to detail. Even the packaging felt special.

What We Can Learn from JHS

Josh’s pedal launch is a case study in how to do it right. Here are the key takeaways:

Create a product that’s truly unique—and fun.
Leverage exclusivity with limited quantities.
Get your audience involved in the process.
Make people feel like co-creators (building the pedal themselves).
Build community by launching during a live event.
Set a price that feels like a no-brainer.
Keep the energy going with influencer engagement and content.

This was more than a pedal drop—it was an experience. And yeah, I fell for the hype. But in this case? I’m glad I did.

Fell for the Hype—and I liked it!