In the mid-1950s Roland S Ball (Ernie) opened what was the first electric guitar store in the world. Ernie Ball is now a leading innovator of guitar strings. The company was the first to offer rock strings with the introduction of Slinkys, and further revolutionised the market by offering guitarists Custom- Gauge® single strings. Ernie Ball also produces Music Man® guitars and basses and volume pedals. Their family of legendary artists include Eric Clapton and Jimmy Page.