Above: an Electra ad from 1979 which seems to be suggesting that by using their sound-effects controls incorporated into the guitar itself (rather than in foot-effect-pedals), you will develop a unique style and attain success. Okey… Anyone using one of these today? Thoughts?
Electra was a brand-name for Japanese-made guitars imported by the St Louis Music Co. in the 1970s. There were also Electra-branded amps: I had a pretty rad solid-state piggyback with a 15″ driver and footswitchable phaser/reverb/overdrive (i think…) in the early 90s… pretty good sound for a solid-state amp… Anyhow, I can’t find any info on the amps online but maybe someone can send us a catalog? As far as the guitars: there is pretty good documentation on the web: start with this page. These dudes also posted the full 1977 catalog, which is one of the best I have ever seen. To wit:
Goddamn hippie cowboy space invader! Nice. Anyhow… here are some more interesting Electra ads from the mid seventies which I think no one else has bothered to upload yet… enjoy…
The Electra ‘Tree of Life’ guitars, part of a larger ‘carved-top-design’ trend in the 70’s… see here for another example.