How Dan Tremonti Built FRET12 Into a Music Culture Machine
About this episode
Dan Tremonti discusses the evolution of FRET12 and its impact on music culture.
In this episode, Dan Tremonti shares the full story behind FRET12, from its early days creating The Sound and the Story to building a full-blown music culture brand rooted in community, storytelling, and craftsmanship. Along the way, he breaks down how working with artists evolved into building a loyal fanbase, launching original products, and eventually opening a one-of-a-kind retail space inside Chicago’s Salt Shed. We get into the realities of building a brand in the music world, why most “merch” is missing the point, and how Dan approaches everything from handmade clothing to artist collaborations and curated gear. There’s also a deep dive into the philosophy behind experiential retail—and why the future of music shops isn’t just selling gear, but creating places people actually want to be. Plus: the origin of the “String Thing,” supporting local builders, and why analog experiences might be more important than ever. This one goes way beyond pedals and pickups—it’s about building something real in a world that’s increasingly digital. Check them out at on their website https://www.fret12.com/ Support The Show And Connect! The Text Chat is back! Hit me up at (503) 751-8577 You…
More episodes of The Tone Mob Podcast
- Chumbawamba!!! (Something A Bit Different)
- What It Takes to Survive in the Guitar Industry w/ Danny Songhurst (The Rock Slide)
- Jordan Buckley Returns, Part 2: Healing, Heavy Music, and Letting Go
- Jordan Buckley (Better Lovers, Every Time I Die) Returns pt. 1
- Chris Benson of Benson Amps (Vintage Reissue)
- Colt Westbrook on Walrus Audio’s Hits, Misses, and the Gear That Still Inspires Him
Explore listener stats, chart rankings, contacts and more on the The Tone Mob Podcast podcast page.