AssH named 2025 Gibson Marquee Artist, joins global push for music discovery

Gibson has officially named Japanese guitarist and solo artist AssH as its 2025 Marquee Artist, aligning with its ongoing commitment to champion emerging talent worldwide. Known for shaping the sound of generations, Gibson expands its artist-first initiatives through the Marquee Artist program—designed to spotlight innovative musicians and amplify their careers through access to global resources, cultural campaigns, and collaborations.

The Tokyo-born artist, who began his musical journey at 17, joins an elite group supported by the brand’s expansive network and iconic guitar legacy. This partnership offers AssH opportunities to co-create campaigns, participate in Gibson Gives projects, influence product development, and appear in high-profile events across the brand’s platforms.

From Shibuya to the world stage

AssH’s journey started in a small prefab apartment above a Shibuya complex, where the walls were thin but the passion for guitar ran deep. He immersed himself in playing, eventually building a career that spans solo tours, global festivals like Coachella and Primavera Sound, and collaborations with major acts including YOASOBI, EXILE, and AI.

In addition to his prolific session work and teaching through online masterclasses, AssH recently launched the rock group Kyso with Nicholas Edwards. Their debut digital EP MULTITUDES marked another step in his genre-blending approach to modern guitar music.

Now, as a Gibson Marquee Artist, AssH reflects on his roots: “I use my Gibson for production, songwriting, and live performances. I hope I can inspire others who want to express themselves through music.”

Inspiring a new generation of guitarists

Beth Heidt, Chief Marketing Officer at Gibson, emphasized the brand’s vision: “AssH’s innovative artistry and dedication to pushing musical boundaries perfectly embody Gibson’s mission to amplify diverse voices. His perspective from Japan’s vibrant music scene will energize fans worldwide.”

The Gibson Marquee Artist program is part of a broader artist development strategy that includes the Gibson Generation Group (G3), the Gibson Gives Scholarship, and Gibson Records. Together, these efforts aim to celebrate music’s power to transcend borders, genres, and generations.

Listen to AssH’s latest single “Like A Star” and discover more of his music through the Gibson platform.