Lee Responded kzfaq.info/get/bejne/ldKCg8V2rcCddHk.html

I did not know guitar-based investigative journalism was a thing, but I'm here for it.

Funnily enough I always thought that Victory was an in-house brand from Andertons, I think I got that idea because of body language and tone when they talked about it, it was like "well, this feels more like an add than usual"

It's pretty wild seeing Lee, an owner of the company, sit by quietly as Mick talks about his potential bias.

These videos are excellent btw, you have a real knack for this kind of stuff, great work.

I can always trust KDH to give me drama on amps I can't dream to afford

Man... damn. You know its gonna be a rough day when KDH is sitting in your office with a question he probably already has the answer to. LMAO

I’ve always thought of Victory being synonymous with Anderton’s, this video just confirms it. Either way, they’re killer amps and I do like Lee (his public persona at least).

Great video. I really like the Andertons channel and their content and I'm surprised that this was not disclosed straight up, as I do recall some of the videos with disclaimers related to other brands. Based on this, I would expect them to at least put out a short video owning up for transparency's sake.

Outstanding quality of work. Documented investigation, no personal bias, no drama, no unnecessary shade thrown at Andertons. That's a 10/10 from me.

I gotta say KDH, When I first started watching your videos a while back I was like "man this guy hates everything". (I am laughing while I write this). But as time has marched on, I realized that you are the hero we need. I love your content keep up the great work.

Pretty much thought everyone knew that Andertons had an interest. Also thought it was pretty much accepted that their channel was about selling stuff. So why the surprise.

I don't see that much drama here. If I was an investor at a company but had no formal role, I think I'd refer to the people who work at the company as 'the guys at [blah]'. If I owned Apple stock, I wouldn't consider myself part of the company. Being a director, on the other hand, means active involvement and a sense of 'us'. Lee might have been a little too quiet in videos I guess, but given he was honest when asked, I don't feel like he's trying to deceive. Maybe I'm biased, I've never met the fella but I've enjoyed his videos for ages. Kudos to you though KDH, I think this kind of revelation can only have positive effects for transparency.

When I saw the signature amplifiers I assumed Lee Anderton was involved with Victory.

The high comedy of this is that KZfaq served up an Amderton's advertisement in the middle of watching yiur video.

Nice investigative and reporting. You are creating a form of journalism of the music business which will spread sunshine over the dark places of the industry. Great work. I look forward to more.

Well done. The Martin Kidd interview at the 4:22 mark actually tells a whole bunch when the real story is known. Martin cleverly pivots when he seems to realize that he might accidentally reveal the well-kept ownership secret.

KDH is not here to make friends, props mate, excellent work.

Great video. What’s weird is that Lee could have gone the exact opposite direction with his disclosures and garnered a lot of interest and respect. “I have access to some of the best ears and fingers in the UK, I’m an expert in guitar products, my team and I have played virtually every guitar amp ever made, yada yada” and made this a selling point, rather than a secret.

Really well done and kept my interest the whole segment! Keep up the great work!

Excellent video once again my dude! congrats. Someone's gotta do it.

I think it's probably pretty safe to say that Andertons is involved in any brand that has a Rabea/Danish Pete/Chappers et al signature model.

One thing I really like about you KDH, is even when you have dirt on somebody, you don't belittle them for it. You are always straightforward with the facts, and forward about the ethics on why you are doing it, without outright attacking anybody's character. It really allows me to trust your work more as it doesn't seem like a way to mindlessly stroke your ego about being right, but because you actually care about getting to the bottom of these issues.

Business man invests in another business shocker 😨. 🙄🙄

Great video! You really do your homework and don't just go for drama. You are becoming Guitarzilla (which is meant as a compliment, in case you are not a fan of him 😁). Keep at it. I will watch Lee's response in a bit, but I imagine he appreciates what you do as well even if you call him out like this.

Hey KDH. The following brands are legally affiliated with either Lee or Andertons. Ive also included the gross profit margins on products when sold via Andertons. Tone City Pedals - 70-80% Landlord FX Pedals - 70-80% Chapman Guitars - 35-45% Burns Guitars - 30-40% Tourtech - 50-90% Stagg - 50-80% Faith Guitars - 30-45% Eastcoast Guitars - 45-55% Victory Amps - 35-50% There are probably more, but this is what can be remembered. Source- Ex Andertons employee.

Watching KDH become the go-to name in down-to-earth guitar reporting has been a real treat! Keep it up mate!

Doesn’t change my opinion of Lee. Love the guys over at Anderton’s, and that includes Lee.

I've always thought Lee or Rob had their hand in Victory amps in some way after watching a lot of their videos. I was curious about them when I last needed a new amp but went with something else.

I actually had already thought Victory was an Anderton’s house brand but I can’t recall why. The whole UK gear manufacturing and retail industry is a very small circle

KDH, you have a very bright future. Smart, young, and driven. We are watching you grow up right in front of us and you're doing great. Never lose sight of your goals. Remain humble and never compromise your own integrity.

All of this would matter if they were selling sub-par merchandise. If the product is good at a good price, there is no problem.

Your like the Pet Detective for Guitars, Amps and Skull Doggery - Good Job - love the details you dug up !

So many time your video keep me on the edge of my seat watching!! Your an accomplished story teller! Usually I start watching them just wanting to space out for bit and end up with dry eyes because I forget to blink.

As someone who, years ago, quit my job as a daily newspaper writer over a matter concerning integrity, honesty, and what I was and was not allowed to write about something, I appreciate your investigative integrity and tenacity in attempting to get to the bottom of things and then not being afraid to say it regardless of what people will and will not conclude. I've really nothing against Andertons as a business, however, unlike a lot of people, I've never been much of a fan of their videos; they've always come across as a bit cliquey to me, so it was interesting to find, as a result of your investigative efforts here, that there is apparently something more substantial in terms of ownership and interests to that cliquey feeling than just my personal perception. And with regards to ASA standards breaches, as well as having been a news writer in the past, I also worked in advertising for a number of years. So I can tell them from a position of some personal experience that they really do need to get on that and correct things not merely as a matter of integrity, but also to avoid some potential fines and other punitive measures, because the ASA does actually have some teeth when it comes to things like that.

Since Victory amps started to frequently appear in Anderton's videos I just naturally assumed that it was a house brand. Nevertheless I wouldn't have guessed the actual complexety behind it all and KDH once again delivers in clearing things up!

US viewer here that Really enjoys your videos. Thorough and evenhanded. Not in a million years would I have predicted I'd find the intrigue of the UK music gear scene so compelling! Well done, KDH

I'd watch a Lee Anderton masterclass on marketing.

I hope someday Lee can own all the companies. Maybe after Lee owns all the companies Dave Grohl can do all the music and the two can control the entire global music scene.

Lee has said at some point in those videos that he was involved with Victory amps. Nothing surprising here.

Congratulations on your Sherlock-Holmes-Mode investigative capabilities. I watched the whole thing although i'll probably never buy from Andertons because of taxes but i like their videos. I think it's smart to own as many brands as possible at least in part because that's what grocery discounters do and it seems to be very profitable. You could say he learned from the best.

This has absolutely become my favorite guitar channel. It's so refreshing to hear calm and articulate news about the industry. It's like a high-gain channel for grownups. No prattle at 100 mph, editing out the pauses and saying "bruh" every 20 seconds. Sweet Jebus, please keep doing what you're doing \m/

Wow, I’m impressed! Thank you for not giving up on this and doing all the legwork. This has been on more minds than just yours. I do hope Lee follows up with this and admits, at least the smallest of wrongdoing and purposely hiding this. I really hope he does. Thanks again and thanks for not making it any shorter. When it comes to something like this, we want at all.

Great video. Your hard work is appreciated.

First time I've watched this channel. Kudos for the time and hard work put into making this video. At the end of the day though I'm left shrugging my shoulders as saying "so what?" As I mentioned, first video I've watched on the channel but I'll watch more to get a feel for what it's all about.

Fantastic work, man! Thanks for shedding some light on this. Lack of transparency where transparency is due is always an issue and needs called out.

The Landlord one really surprised me. As far as I know, they never acknowledged being a part of that, while also liking them very vocally. That sounds very dubious to me unfortunately.

These investigation videos are the reason why I love the channel. You are never satisfied with half the job. You always go fully into every facet! Thanks again for an excellent - and needed - search for the truth!

I've watched a lot of Anderton's videos for guitar/gear reviews, so naturally it peaked my curiosity when I came across this video. And while it doesnt appear that there's an earth shattering conspiracy regarding Anderton's that we all should be concerned about, and it doesn't bother me in the least if someone's partnership with a company is 100% transparent, what I will say is that your thoroughness in which you laid everything out (no doubt as a result of a lot of research) was appreciated, and the articulation in which you spoke was commendable. Other than that, to each their own as to what intrigues you and the topics you decide to talk about, but as for anyone at Anderton's, including the gentleman you specifically referred to, I feel they do an overwhelming amount of good for all of us thru their videos that would easily offset any issues such as the ones you mention in this video. They appear to be genuinely good guys from everything I've seen.

Never thought it to be a secret with all the videos of them helping with development and promotions, I assumed they had financial involvement.

I have definitely seen Lee in an Andertons video from a few years back mention that he had an involvement in Victory, I remember it as he just mentioned it in passing and my ears pricked up thinking ''well you've never mentioned that before''. Not really a problem but something to bear in mind when they are pushing Victory products.

I always had some kind of suspicion about it! That was a great investigative job man!!🤘

I did hear a few years ago while working for PMT that Victory was partially owned by Anderton’s/Chapman and that was why we couldn’t stock them. But honestly I get it because now they’re a great brand where as before they were very close to collapse on a number of occasions. I also just assumed it was mentioned by them that this was the case but I guess I just filled the gaps based on what I knew from work

Very fair comments and information from KDH here. Chapper's probably watched this and thought 'Whew, thats a relief, I got off lightly... glad he didn't go after me this time around'. 😬

This video was again a complete treat! I love these videos and appreciate the work put into it. I have nothing against Lee, seems like a good guy and I think he's a good businessman that at least tries to do mostly the right thing. At least compared to MANY others.

Good job man! Impressive research

Can't wait to hear Lee Anderton play a pentatonic scale over this vid...

I love it when KDH drops one of these videos. He's exposed a lot of stuff about the guitar world and anyone with a hint of curiosity could watch these and walk away more informed.

I just want to express my appreciation for your efforts. Great journalism, very well researched and elegantly presented.

I work for a sheet metal company round the corner from straight edge and we laser cut the badges for the victory amps

i'm pretty sure we already knew Andertons owned Victory? Like i was already sure of it for some reason? They must have mentioned it when the amps were first coming out, also at the start they basically only made amps for Rob Chapman, so i guess i had this narrative in my mind that Martin Kidd started making amps for Rob and then Lee bought the company to develop the brand, or something like that, anyway they are undeniably great amps at pretty great prices, so in the end, who cares?

This is great work. Really really well done and the whole guitar community benefits from this stuff.

I've not always agreed with everything you've done on this channel. But, this is genuinely important information that the public should know. I always thought that Andertons fondness for Victory and how often their amps are featured on the channel was simply out of a genuine fondness for the product and wanting to support a fellow British company. It seems that actually, there was an undisclosed commercial interest behind it. People seem to forget that Andertons are an equipment selling business FIRST, not a KZfaq channel. Great job bringing this to light!

You and Benn Jordan are the closest we have to KZfaq investigative music journalists, and even thought I know you'll rebuke that title, it's a very meaningful one. Truth on this website is very hard to come by now.

GREAT VIDEO Shady dealings, of course knowing what a huge audience he has keeping this secret was strait forward a business decision! It's obvious but it doesn't surprise me in the least. I do watch their channel and it's very entertaining but this absolutely does / will have an effect when using the videos to decide between different brands of anything guitar from now on!

Wow, amazing research and video as always man. These conflicts of interest are highly problematic. Superb effort in bringing this to light 🤘

Brilliant video, good work. Lee was just once FB earlier announcing an amp giveaway with a big thanks to the guys at Victory.

You're a brilliant journalist . This is fantastic ....thx

I love how this channel became some sort of content cop for other artists in the industry, good video! 🎉

It's called a "lie of omission". It's clearly purposeful to prevent perceived bias. Thanks P.I KDH! 😁

Hmm....who would bring out a Rob Chapman tribute amp??? Should have been able to answer that one quite some years ago 😀

Looking forward to buying from your shop when it’s up and running.

1) for the sake of integrity and transparency he should've disclosed ownership b) also it's the law. If he is set to make more money out of certain products demonstrated on Andertons TV, we need to know.

I guess I always just assumed Victory was an Andertons thing based on how often their amps appeared in Andertons videos and how the aesthetics looked in line with Andertons aesthetics.

Just as an FYI. GAP isn’t Andertons. It’s a distribution company owned and run by the owners of Guitarguitar, Andertons and PMT (GAP is an acronym of their companies) so that they could have more buying power on certain products. They realised they could make more margin on cheaper products instead of going through companies like Stagg. Companies like Eastcoast and TourTech exist only for this purpose. You’ll notice only these three companies sell these brands. Great investigating though.

Wow, v interesting.. brilliant work and v articulately delivered piece.

Thank you KDH for the research and editing you've put into this. Impressive and important for people to know about.

Fellow Irishman and KZfaqr here. Been watching your videos for a while now and have to say, dude…For me, this has been the most enjoyable one yet. Superb research, professional standpoint and presentation (not mean spirited in any way, shape or form), and killer points made throughout the duration. Keep doing what you’re doing! ❤🤘

I think it's kind of weird that Lee didn't just say he owns a major/minor stake in Victory for disclosure. He's usually pretty good about disclosing that. I actually had assumed Victory was related to Andertons in some way for years until the Tone Talk episode... which isn't great in light of this video. I mean, Rabea, Rob, and Pete all ended up with signature amps and I think those were all of the big guitar hosts.

So freaking epic, I just love what you're doing, KDH, the best guitar channel on earth (imo).

Impressive investigation. I love what you’re doing

Some time ago I‘ve tried to look up the exact same thing, but stopped at the official trade mark database - I couldn’t draw the link from there. Congratulations, well done!

Lee is a slippery one. It makes watching any new gear review mighty tough to look at without doubting eyes. Andertons should really pass the reviews of Lee owned or partially owned items to someone else. Transparency is a valued trait these days

Excellent work sir. Thorough, articulate and respectful.

Thank you for making this video.

Hi KDH, first of all kudos for such an indepth video! It was like watching a thriller :D I really appreciate how you dig deep and also keep it factual instead of getting all emotional about it, very balanced coverage! Second, breaking advertisement rules is not really something I personally care about, I'm well aware Lee is a salesperson, making videos to sell the items the videos are about.

Looking forward to a KDH Victory signature amp 🇮🇪

Great documentary, always believed Rob and Lee were involved in Victory. Always think you should be up front and let your audience or potential customers know you are involved in an item you are reviewing.

Brilliant. Thanks for this video.

great vide once again , so glad someone out there doing some due diligence on behalf of guitarists

thanks for some great investigative journalism! the guitar world is full of really entertaining influencers that are rarely critical of the products and companies that they cover. the work you've done in this video, and several others you've produced, is immensely refreshing.

I just love these videos.

Very great stuff, the level of research and the rhythm of the video are stellar. Of course no one would have any issue with that if it was all done in full transparency (as it should regarding influence issues and false advertisement), but even the slightest pretend is hurtful to the customer and to the brand.

I do enjoy your investigative work.

this is some great investigative journalism

Excellent work sir. Thank you

First off, great video. I will say that I have been watching Andertons for 10+ years, since the beginning when it was all on Rob’s channel and it was one of the only entertaining guitar content on YT. However, I am not saying you are wrong but I watch a lot of Andertons videos and I do vaguely recall them mentioning that Landlord was a Andertons/Lee brand. Maybe a quick mention in a random pedal shootout that wouldn’t have been on your main radar but yeah, when you brought of the landlord pedals, I was just like yeah in the back of my mind that it was their take/brand on affordable tone city style pedals (which I have also wondered about their involvement in that brand). Anyway yes, I have thought it was odd that Rob, Bea, Pete all have sig amps, but I have always thought well it’s a British company (but so is Marshall, but let’s agree they don’t need to have a Pete amp themselves) but never thought Andertons had real envolvement because I have always trusted them and respect their opinions, partly because they are so open about their involvement(s) and even going to lengths of not including Chapman’ sin certain shootouts for bias’s. Anyway, I think you have great points and this video has sadly taken a small notch out of my Andertons trust. It truly is a sad day, but not any sadness directed at you.

I'm still too new to guitar to even think about an amp bigger than my practice amp or an amp sim, let alone learn about them, but let me tell you i was 100% invested in this bit of sleuthing. Good work.

Truly excellent investigative journalism, there - and, equally, delivered with the utmost of professionalism 👏. I agree with you 100% in your own 'take' on the situation with LA and his undisclosed 'invested interests'. A couple of years ago, I purchased a Victory 40w Deluxe combo from Anderton's - I was sold on it largely from videos I'd seen via Anderton's YT channel and, upon reflection, those produced by their (Anderton's) close 'partners', eg RC, RM and TPS. There's no doubting it's a nice amp - though judging by the amount of time it's left 'off', it's probably fallen below my original expectations of it (that's 'the product', rather than 'the brand'). But it's not bad at all, and nicely put together. As you pointed out in this video, Anderton's is a retailer, so one always views their video material fully aware that's it's essentially a marketing exercise. And, it has to be said, there IS a more perceived vein of honesty running through their product tests compared to many other online/YT influencers' channels - which I therefore like and feel reassured by. I've even been impressed at LA's "full disclosure here" remarks whenever he's personally showcasing a product he (or Anderton's - the lines have perhaps been blurred looking back!) has involvement in, such as Chapman Guitars etc. But now that your investigations have lifted the lid on an apparent level of secrecy surrounding the Victory and Landlord - and who knows what other? - brands that they've peddled without declaring an interest in, I feel slightly let down, if not 'duped' even. Would I have bought a Victory amp if LA's (and therefore Anderton's') tie-in had been disclosed? Can't say for sure... but I DO know that it was the incessant glorification of the brand from the aforementioned parties' reviews that planted the desire in me to 'want one' and then 'buy one'. That, perhaps, is why Victory has done so well, so quickly as a brand? Whether or not the ASA should be brought in, I'm not sure - I can't see that anything can be gained. Kudos to Lee Anderton - his responses to your questions were NOT filled with lies and deceit (he'd make a crap politician!). Though I think that they were cleverly written and, I agree with you, that there were a few half-truths in there (oh... perhaps he WOULD make a good politician then?)!!! I hope Lee/Anderton's is more transparent in the future because (a) as a regular Anderton's customer (and one who intends to remain so), the whole experience with them is really positive and (b) in this social-media, woke day and age, people who get 'labelled' as being disingenuous (regardless of whether it's rightfully or wrongfully) are all too easily cancelled in the blink of an eye... and it would be a tragedy for us musicians to witness a crumbling of the Anderton's empire. A visit to their Guitar Gallery is a truly fabulous trip... though I hear we'll soon have a Gibson Garage in London to ogle over as well!

Very interesting. Subbed after 4 min as I like the style.