Press conferences were a dime a dozen at last month’s NAMM conference, but one in particular injected a bit more heartfelt emotion than the rest. In the Paul Reed Smith Guitars’ booth, it was obvious that the 28-year old company didn’t just have faithful consumers - it had dedicated disciples.

The impressive panel of guitarists that showed up to support PRS’ 12 new models included everyone from Godsmack’s Tony Rombola to the recently endorsed Mike Mushok of Staind, but there was one individual who stole the show. The legendary Carlos Santana delivered an eloquent and passionate commentary, which indicated just how much of a spiritual experience playing PRS guitars has been for him.