From Nashville’s golden era to Gen Z’s genre-benders, Sho-Bud bridges past and future in a comeback led by the family who started it all.
NASHVILLE, Tenn., April 23, 2025 /PRNewswire/ – Sho-Bud, the brand behind the sound of classic American music, is back where it belongs: in the hands of the Jackson family. After nearly 70 years of shaping music history, the legendary pedal steel brand is being reborn with new instruments, new innovations, and a new generation of tone chasers behind it.
Founded in 1955 by steel guitar pioneers Shot Jackson and Buddy Emmons, Sho-Bud became synonymous with the “Nashville Sound”, a staple on the Grand Ole Opry stage and in studios from Bakersfield to Brooklyn. Its signature tone helped define the careers of artists like Lloyd Green, Jerry Byrd, Ralph Mooney, and Pete Drake, and influenced the sound of entire genres.
Siblings, Will and Dawn Jackson, grandson and granddaughter of Shot Jackson, have reacquired the Sho-Bud name after decades of building under the Jackson Steel Guitar Company with their father, David, and uncle, Harry. They are relaunching the brand with fresh energy, modern craftsmanship, and a loyal community of artists, collectors, and fans.
A Comeback Rooted in Legacy
“We never stopped building,” says Dawn Jackson, co-CEO of Sho-Bud. “We’ve carried this sound and soul with us for decades. Now, we’re bringing Sho-Bud back home—and forward.”
The Jackson family is now combining decades of guitar-building experience with forward-thinking product design and artist partnerships. The new Sho-Bud line includes both classic and contemporary pedal steel designs along with advanced innovations like:
- Patented tunable vibratos
- Patented Drop-D and multi-string benders
- Patented Dual-core strings
- Revived Sho-Bud amps and volume pedals
The family’s mission is clear: evolve the artform, expand the market, and honor the tone that built a legacy.
Artists Who Never Left
Sho-Bud never disappeared; it just went underground. Now, with support from iconic and emerging artists alike, it’s stepping back into the spotlight.
Slash, Robert Randolph, Jeff “Skunk” Baxter, Andrea Whitt, Marcus King, Rocco DeLuca, Tim Sergent (Dierks Bentley), and Ed Williams (The Revivalists) are just a few of the musicians currently playing Sho-Buds. Younger players like Bode Barker, Jake Gathright, Brady Gandy and Pedal Steel Noah, a 17-year-old with 80k+ followers, represent a new generation finding creative freedom in the Sho-Bud sound.
“There’s a whole scene out there—hipsters, metalheads, slide nerds—who see Sho-Bud as more than gear,” says Dawn. “It’s identity. It’s heritage. It’s rebellion. Some literally have it tattooed next to Waylon and Willie.”
To support this expanding base, the company includes Sho-Bud Music®, a label and publishing company focused on steel, dobro, and slide-forward artists. The brand is also rolling out its Sho-Bucks™ program to incentivize artists to promote, perform, and co-create with the company.
More Than a Guitar. A Movement.
“Sho-Bud was born in a chicken coop. Built in garages. Played on the world’s biggest stages,” says Will Jackson, co-CEO. “We’re not just recreating the past. We’re evolving the tools, supporting the players, and bending new sounds into existence.”
The company’s relaunch includes the revival of the original Sho-Bud Showcase, a beloved radio series that aired on WSM in the 1970s. Sho-Bud has digitized over 150 reels from the original broadcasts and will re-release them as part of a new podcast series, combined with modern interviews and music features.
About Sho-Bud
Sho-Bud Guitars was founded in 1955 by Shot Jackson and Buddy Emmons. Its innovative approach to pedal steel design made it the most recognized name in the field for decades. Today, under the Jackson family’s leadership, Sho-Bud continues to craft legendary instruments, support next-gen artists, and bring the “crying sound” of steel to new stages and new fans.
Follow Sho-Bud: www.sho-bud.com, @shobudofficial
SOURCE Sho-Bud
