Rivera Amplification
| Company type | Private |
|---|---|
| Industry | Musical instrument amplification |
| Founded | 1985 in Southern California, United States |
| Founder | Paul Rivera |
| Headquarters | Los Angeles , United States |
| Products | Guitar amplifiers |
| Website | rivera |
Rivera Amplification is a U.S.-based producer of guitar amplifiers, established by Paul Rivera in 1985 in Southern California. Rivera played a significant role in advancing the boutique amplifier industry alongside contemporaries such as Mike Soldano and Reinhold Bogner.
History
Paul Rivera started customizing amplifiers during the late 1960s in New York City, applying his expertise in electronics and experience from working in a recording studio. By 1975, he relocated to North Hollywood, where his amplifier modifications gained traction among session musicians in Los Angeles and eventually among professional guitarists in New York City and Nashville, including a notable modification for Chet Atkins.
In 1980, Rivera was hired by Fender to incorporate his custom modifications into new amplifier models like the Super Champ and Concert, which combined Fender’s traditional clean sound with contemporary high-gain features. These models were produced shortly before Fender was sold by CBS. Unwilling to remain under corporate restrictions, Rivera departed in 1985 to create his own brand, focusing on the hot-rodded multi-channel amplifier segment that was then largely controlled by Mesa/Boogie.
Rivera’s workshop specialized in modifying Marshall amplifiers for prominent guitarists such as Eddie Van Halen, Eric Johnson, and Steve Lukather. Among his distinctive modifications were "fat" switches designed to boost low-end frequencies and EQ changes between gain stages to produce smoother treble and tighter bass response.
Amplifiers designed by Rivera frequently include dual-voice channels that provide both American and British tonal options. Notable models consist of the EL34-powered R Series, Fandango, and Chubster, as well as the 6L6-powered Quiana and Venus lines. Additional offerings feature the Sedona 55, suitable for electric and acoustic-electric guitars, and the MIDI-enabled KR7 head created for Slipknot guitarist Mick Thomson.