Sunir Patel and Paul Flynn of TrueTone Music: A Guitar Shop Run By Musicians, For Musicians

Santa Monica is famous for many things, but three popular landmarks top the city’s list of must-see spectacles: the pier, the beach, and TrueTone Music. Run by musicians, for musicians, TrueTone is an independently owned and operated guitar shop that attracts local and touring musicians alike. Over three decades in business, TrueTone has established itself as a destination spot for the greater Los Angeles area—and the rest of the world as well. The following comes from Crewest Studio, a company DMN is proud to be partnering with.

Welcome to The Conduit, a podcast featuring candid conversations with professional musicians who give listeners the unvarnished truth about being an artist in the music business today. In today’s episode, host and LA-based DJ, producer, and musician Dan Ubick (aka Constantine “Connie” Price) sits down with TrueTone co-owners Sunir Patel and Paul Flynn to discuss the success story behind their legendary guitar shop. “[TrueTone Music] really is the people,” says Paul. “We can put whatever gear [we want] up on the walls. You can’t just get a room and put gear in it, and people will come in and buy it. It does not work that way.” 

“The vast majority of the [staff] has been there for 10-plus years,” Sunir adds. “That’s a really big thing. The most important part of the vibe and the culture of the store are all the guys working there.”

In today’s conversation, Paul and Sunir discuss TrueTone’s origin story, the timeless quality of guitar-based music, and the major differences between their indie shop and the big-box retailers. Tuning in, you’ll also gain insight into the inner workings of TrueTone, including their commitment to creating a welcoming community that treats regular customers like celebrities and celebrities like regular people. (That said, TrueTone has seen its fair share of musical luminaries, including Prince, Andy Summers, Reverend Billy Gibbons, Tenacious D, Tom Petty, and Steely Dan, among others.

As you’ll discover in today’s episode, both Paul and Sunir harbor a deep love for music and the people who craft it, regardless of their celebrity status. They believe it’s the people, not the gear, who make TrueTone Music the special place it is. “If we keep making customers happy, we can keep doing this,” says Paul on their plans for the future. “It’s as simple as that. We like what we do, we like the customers, we like the gear. It’s generally a very nice work environment!”