Eric Clapton Faced Guitar Store Discrimination — B.B. King’s Intervention Was LEGENDARY
shop owner told Eric Clapton, “These are too advanced for you.” But BB King was listening. It was a crisp Saturday afternoon in November 1979, and Denmark Street in London was bustling with its usual mix of musicians, collectors, and music enthusiasts drawn to what many considered the guitar capital of Europe.
The narrow street known affectionately as Tinpan Alley housed some of the most prestigious vintage guitar dealers and music shops in the world. Each one a treasure trove of rare instruments that had the power to inspire both legendary musicians and aspiring players alike. Among the most exclusive establishments on Denmark Street was Peton and Sons Vintage Guitars.
A shop owner told Eric Clapton, “These are too advanced for you.” But BB King was listening. It was a crisp Saturday afternoon in November 1979, and Denmark Street in London was bustling with its usual mix of musicians, collectors, and music enthusiasts drawn to what many considered the guitar capital of Europe. The narrow street known affectionately as Tinpan Alley housed some of the most prestigious vintage guitar dealers and music shops in the world.
Each one a treasure trove of rare instruments that had the power to inspire both legendary musicians and aspiring players alike. Among the most exclusive establishments on Denmark Street was Peton and Suns Vintage Guitars, a shop that had built its reputation over four decades by acquiring and selling some of the finest vintage instruments available anywhere.
The shop’s owner, Regginald Peton III, had inherited the business from his grandfather and took considerable pride in his ability to match serious collectors with truly exceptional instruments. However, Peton’s expertise came with a pronounced sense of elitism that often manifested in his treatment of customers whom he deemed unworthy of his finest guitars.
Peton had developed a system for evaluating potential customers that relied heavily on appearance, manner of dress, and immediate recognition of musical credentials. In his view, truly valuable vintage instruments should only be handled by musicians who could appreciate their historical significance and musical value.
And he had no patience for casual browsers or weekend players who might not understand what they were examining. What Peton didn’t realize on this particular Saturday afternoon was that his discriminatory approach to customer service was about to bring him face-to-f face with two of the most respected musicians in the world in circumstances that would create one of Denmark Street’s most talked about incidents of musical justice.
Eric Clapton had decided to spend part of his weekend browsing the vintage guitar shops along Denmark Street, something he did periodically when he wanted to discover instruments that might inspire new musical directions. At 34, Eric had achieved legendary status through his work with Cream, Derek, and the Dominoes and his successful solo career, but he remained passionate about discovering new instruments that could expand his musical pallet and provide fresh creative inspiration.
On this Saturday, Eric was dressed casually in jeans, a plain sweater, and a worn leather jacket that gave no immediate indication of his identity or musical achievements. His hair was somewhat longer than it had been during his cream days, and he wore sunglasses that further obscured his recognizable features.
To the casual observer, he might have appeared to be just another musician browsing for guitars on Denmark Street. Eric entered Peton and Sons around 3:00. Immediately drawn to the impressive collection of vintage guitars that lined the shop’s walls. The selection was truly extraordinary, featuring instruments from the 1950s and 1960s that represented the golden age of electric guitar manufacturing.
Gibson, Les Paul’s, Fender Stratacasters, and other legendary instruments hung in carefully climate controlled display cases that emphasized both their beauty and their value. As Eric examined the various guitars, his attention was captured by a particularly stunning 1959 Gibson LesPaul Standard that occupied a place of honor in the shop’s main display case.
The guitar’s sunburst finish had aged to perfection, and its overall condition suggested that it had been meticulously maintained since its original manufacturer. Eric knew that guitars of this vintage and quality were extremely rare and could command prices that reflected their historical and musical significance. Eric approached the display case and began studying the Les Paul more carefully, examining its finish, hardware, and construction details with the practiced eye of someone who understood both the technical and aesthetic qualities that
made certain vintage guitars truly special. His obvious knowledge and genuine appreciation for the instrument’s craftsmanship should have been apparent to any experienced guitar dealer. However, when Reginald Peton noticed Eric’s interest in the 1959 Les Paul, his reaction was not of professional courtesy or eager helpfulness.
Instead, Petton’s assessment of Eric’s casual appearance and apparent youth led him to conclude that this customer was unlikely to be a serious buyer for such an expensive and significant instrument. Peton approached Eric with the kind of condescending manner that he typically reserved for customers whom he considered to be wasting his time with unrealistic aspirations.
Excuse me, sir,” Petton said, his voice carrying the tone of someone who was preparing to redirect a customer toward more appropriate merchandise. “I noticed you examining our 1959 Les Paul standard. That’s quite an exceptional instrument, but I should mention that it’s priced accordingly for serious collectors and professional musicians.
” Eric looked up from the guitar, somewhat surprised by Peton’s tone, but willing to engage in what he assumed would be a normal conversation about the instrument’s history and specifications. “It’s beautiful,” Eric replied. “I’d love to hear more about its provenence, and perhaps have the opportunity to play it, if that’s possible.
” Peton’s expression suggested that he found Eric’s request somewhat presumptuous. Well, Peton said, “That particular instrument is valued at over £15,000, and we typically don’t allow casual handling except by established clients or documented professionals. Perhaps I could show you some instruments from our more accessible collection that might be better suited to your needs.
” The suggestion was delivered with the kind of diplomatic language that barely concealed Peton’s assumption that Eric couldn’t afford or properly appreciate the vintage Les Paul. Eric felt the sting of the implication, but maintained his composure, recognizing that he had encountered similar attitudes before when shopping without fanfare or obvious displays of his musical credentials.
I understand the value of vintage instruments. I’m genuinely interested in this guitar specifically because of its historical significance and playability. Peton, however, seemed determined to redirect Eric toward what he considered more appropriate options. I’m sure you are, Peton replied with barely concealed condescension.
But experience has taught me that instruments of this caliber are really best appreciated by musicians who have reached a certain level of professional accomplishment. We have an excellent selection of more accessible guitars that would provide wonderful opportunities for development and learning. Peton gestured toward a section of the shop that displayed newer and less expensive instruments, making his message clear.
Eric should lower his expectations and consider guitars that Petton, however, seemed determined to redirect Eric toward what he considered more appropriate options. I’m sure you are, Peton replied with barely concealed condescension, but experience has taught me that instruments of this caliber are really best appreciated by musicians who have reached a certain level of professional accomplishment.
We have an excellent selection of more accessible guitars that would provide wonderful opportunities for development and learning. Peon gestured toward a section of the shop that displayed newer and less expensive instruments, making his message clear. Eric should lower his expectations and consider guitars that Peton deemed more suitable for someone of his apparent status.
What neither Eric nor Peton realized was that this entire exchange was being observed by another customer who had entered the shop shortly after Eric and was quietly browsing the vintage blues guitars in a nearby section. The observer was BB King, the legendary blues guitarist whose influence on electric guitar playing was immeasurable and whose reputation for both musical excellence and personal dignity was unquestioned throughout the music world.
BB King had come to Denmark Street during a brief London visit, hoping to find vintage guitars that might complement his existing collection and perhaps discover instruments with the kind of history and character that could inspire new musical directions. Like Eric, BBE was dressed casually and was browsing without fanfare or obvious identification of his legendary status.
BBE had been listening to the conversation between Eric and Peton with growing concern and mounting anger. As someone who had experienced discrimination throughout his career, BBE was acutely sensitive to the kind of dismissive treatment that Peton was directing toward Eric, and he recognized the shop owner’s behavior as the worst kind of musical elitism and social prejudice.
More significantly, BBE had recognized Eric almost immediately upon his entry into the shop, despite Eric’s casual appearance and sunglasses. BB’s deep knowledge of contemporary guitar music and his professional relationships within the industry meant that he was well aware of Eric’s accomplishments and his status as one of the most respected guitarists of their generation.
When BBE heard Peton suggest that Eric should consider more accessible guitars better suited to his apparent level of development, BBE decided that intervention was not only appropriate but necessary. The combination of Peton’s discriminatory behavior and his obvious failure to recognize Eric’s true identity created a situation that demanded correction.
BB King set down the vintage guitar he had been examining and walked deliberately toward where Eric and Peton were standing. His approach was calm but purposeful, and his expression suggested that he had something important to communicate. “Excuse me,” BB said, his distinctive voice immediately commanding attention from both Eric and Peton.
I couldn’t help but overhear your conversation, and I think there might be some misunderstanding here.” Peton looked up, noting BB’s presence, but not immediately recognizing who was addressing him. Eric, meanwhile, recognized BBE immediately, and was both surprised and pleased to see the legendary musician in the shop.
This gentleman you’re suggesting should look at student guitars, BB continued, gesturing toward Eric. Happens to be Eric Clapton, one of the finest guitarists alive today and someone who probably has more experience with vintage Les Paul’s than most people in this business. The impact of BB’s words on Peton was immediate and devastating.
the shop owner’s faith. Peton looked up, noting BB’s presence, but not immediately recognizing who was addressing him. Eric, meanwhile, recognized BBE immediately and was both surprised and pleased to see the legendary musician in the shop. This gentleman you’re suggesting should look at student guitars, BB continued, gesturing toward Eric.
happens to be Eric Clapton, one of the finest guitarists alive today and someone who probably has more experience with vintage less Paul’s than most people in this business. The impact of BB’s words on Peton was immediate and devastating. The shop owner’s face went through a series of expressions that reflected his growing horror as he realized the magnitude of his error.
He had just condescendingly directed Eric Clapton, one of the most famous and respected guitarists in the world, toward student instruments, while dismissing his ability to appreciate or afford a vintage guitar. “Mr. Clapton,” Petton stammered, his voice now carrying a completely different tone as he attempted to recover from his catastrophic misjudgment.
“I had no idea. I sincerely apologize for any misunderstanding. Of course, please feel free to examine any instrument in the shop. Eric, characteristically gracious despite the awkward situation, nodded acknowledgement of Peton’s apology while extending his hand toward BB King. BBE, Eric said warmly, what a pleasure to see you here.
Thank you for the introduction, though I think Mr. Peton and I were just getting acquainted. BBE shook Eric’s hand but maintained his focus on the broader issue that had prompted his intervention. Eric BB said, “I’ve been watching this interaction, and I think it’s important that people in this business understand that musical talent and accomplishment don’t always come with obvious labels or expensive clothing.
Judging customers by their appearance rather than their genuine interest in knowledge does a disservice to music and to the instruments themselves. BB then turned to address Peton directly. Mr. Peton, I assume you recognize my name as well. I’m BB King and I’ve been playing blues guitar professionally for over 30 years. What I just witnessed was exactly the kind of discrimination that has no place in music stores or anywhere else in the music business.
Peton was now thoroughly mortified, recognizing that he had managed to offend not just one but two of the most respected guitarists alive, and had done so in front of each other in his own establishment. “Mr. King, Mr. Clapton,” Peton said, his voice reflecting genuine distress. I owe you both profound apologies. My approach to customer service was completely inappropriate, and I understand that I’ve demonstrated exactly the kind of prejuditial thinking that has no place in music.
Eric and BB exchanged glances, recognizing an opportunity to transform an unpleasant incident into a learning moment that might have lasting positive impact. Mr. Peton Eric said, “We appreciate your apology and we hope this experience might lead to some reflection about how musicians of all backgrounds and appearances deserve respectful treatment when they show genuine interest in instruments.
” BBE nodded his agreement and added, “Music brings people together across Eric and BBE exchanged glances, recognizing an opportunity to transform an unpleasant incident into a learning moment that might have lasting positive impact.” Mr. Peton Eric said, “We appreciate your apology and we hope this experience might lead to some reflection about how musicians of all backgrounds and appearances deserve respectful treatment when they show genuine interest in instruments.
” BBE nodded his agreement and added, “Music brings people together across all kinds of boundaries. When someone enters your shop with genuine appreciation for guitars, that’s what should matter, not what they’re wearing or whether you immediately recognize their credentials. The remainder of Eric and BB’s visit to Peton and Sons became a remarkable educational experience for everyone involved.
Peton, thoroughly chasened by his error, became almost obiquously helpful, providing detailed information about the shop’s inventory and sharing stories about the history of various instruments. Eric did indeed examine and ultimately purchase the 1959 Les Paul that had initially attracted his attention, while BBE found a vintage guitar that met his specific needs.
More importantly, both men took the opportunity to engage in conversations with Peton about the importance of treating all customers with respect and dignity. The story of Eric Clapton’s encounter with discriminatory treatment at Petton and Sons and BB King’s decisive intervention on his behalf quickly became one of Denmark Street’s most frequently told anecdotes.
The incident served as a powerful reminder that musical excellence could not be judged by superficial appearances and that the music community’s greatest strength lay in its ability to recognize and defend talent regardless of how it presented itself. For Peton, the experience became a transformative moment that led to fundamental changes in his approach to customer service.
He began training his staff to focus on customers genuine interest and knowledge rather than their appearance or obvious credentials. And his shop became known for treating all musicians with the respect that their passion for music deserved. The friendship between Eric and BB King, already based on mutual musical respect, was deepened by this shared experience of confronting discrimination and standing up for principles of equality and dignity within the music community.
Sometimes the most important interventions happen when someone with the authority to speak truth decides that silence in the face of injustice is not an option. Years later, Eric and BB’s confrontation with Reginald Peton became a Denmark Street legend, sparking important conversations throughout London’s music retail community about treating all musicians with dignity and respect, regardless of their appearance or immediate recognizability.
The 1959 Gibson Les Paul that Eric purchased that memorable day became one of his most treasured instruments. valued not just for its exceptional sound and craftsmanship, but for the significant circumstances surrounding its acquisition, Eric often referenced the incident in later interviews as a powerful example of how assumptions about people’s capabilities could be both harmful and embarrassingly wrong.
BB King continued using his considerable influence throughout the music industry to advocate for fair treatment of all musicians, frequently telling the Peton story as illustration of how established artists had responsibility to protect those facing discrimination. Peton and Suns underwent significant organizational changes, implementing comprehensive staff training programs and establishing clear policies emphasizing respect for all customers regardless of background.
The shop’s transformation became an inspiring model for music businesses everywhere. The incident strengthened Eric and BB’s friendship considerably, leading to several meaningful musical collaborations built on shared values of excellence and social justice. Sometimes the most important and truly meaningful interventions happen when someone with real authority and strong moral conviction decides that maintaining complete silence in the face of clear and obvious injustice is simply not an acceptable option under any circumstances whatsoever in human Life.