A luxury brand turns up for music lovers.

Lincoln makes noise at the Grammys with Gary Clark Jr.—and a custom-crafted guitar amp.

If you invite yourself to a party, you’d better make a grand entrance. And when that party is the Grammys—one of the last remaining tentpole, live events that still attracts the eyes of millions of young, affluent consumers—you need to crank the volume even higher.

For Lincoln, a luxury brand with a historic pedigree but a small foothold amongst young drivers, that means approaching the Grammys audience in a more authentic and memberable way than conventional TV spots. To showcase the quality and luxury of Lincoln, we crafted a one-of-a-kind guitar amp made from the premium components of the Lincoln Continental.

Painstakingly assembled by master builder Benjamin Fargen, the amplifier uses authentic Lincoln parts, down to the iconic Continental grill used for the amp’s faceplate. And we partnered with Revel audio to outfit it with the very same speakers used in the Lincoln Continental.