Gibson has announced that Mark Agnesi, general manager of Norman’s Rare Guitars and host of its popular YouTube channel, is joining the company as its new Director of Brand Experience.

Agnesi, who is most notable for Norman’s popular Guitar Of The Day YouTube series, will leave the beloved Californian guitar dealer to join up with Gibson in Nashville at the end of March.

According to Gibson, Agnesi’s role at the company will involve conceiving and implementing creative new ways to communicate and interact with Gibson fans and guitarists in general.

“I am excited to bring Mark onboard at such a pivotal stage for Gibson,” said Gibson CMO Cesar Gueikian in Gibson’s official announcement of the hire. “He is the perfect fit to help us turn our vision into a reality and I can’t wait to see what Mark will bring to our team, our brands and our business”.

“Joining the most iconic guitar company in the world is the opportunity of a lifetime for me,” Agnesi added. “I have been playing, finding and selling Gibson guitars all my life, and now I get to join Gibson for real.”

The move is the latest in a series of major hires by Gibson’s new owners, most notably new CEO JC Curleigh, who was brought in from Levi’s. The new regime has already made its presence felt, with the company’s new heritage-focused guitars drawing rave reviews at NAMM 2019.

Curleigh himself clearly sees Agnesi as a key part of Gibson’s long-term plans, adding, “As we set the stage for the future, we need leaders who balance our iconic legacy with a creative lens on the future… and Mark is that guy.”