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Article: Rivera builds the amplifiers that rock stars crave. (Rivera Research and Development)
- Article from:
- Los Angeles Business Journal
- Article date:
- January 12, 1998
- Author:
CopyrightCOPYRIGHT 1998 CBJ, L.P. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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It's not easy trading riffs with the giants of the highly competitive guitar amplifier business - Fender, Marshall and Peavey, among others.
But Paul Rivera has made a name for himself and generated more than $2 million in annual sales with the equipment he builds in a small, family-owned-and-run plant in Sylmar.
Rivera's amps can roar with the raunchy growl of heavy metal one minute and sing with the crystalline twang of country-western the next.
That versatility, coupled with reliability born of relentless quality control, have made the Rivera amp the choice of a small but growing cadre of pros and Saturday-night hackers.
Rivera's customers ...