The Gizmo, also called the Gizmotron, is an effects device for the electric guitar and bass guitar. It was invented in 1969 and patented by the English rock musicians Kevin Godley and Lol Creme in 1975, whilst they were members of the British rock group 10cc. Taped or permanently attached to the body of an instrument, the Gizmotron uses small, motor driven plastic/rubber wheels to make the strings vibrate, yielding resonant, synthesizer-like sounds from each string. The device was famously used by Jimmy Page on parts of the Led Zeppelin album In Through the Out Door. Musitronics, the company originally licensed to manufacture the commercial version of the Gizmotron, released the product to the public in 1979. Quality was inconsistent. According to Musitronics engineer Mike Beigel, "The product, though desired by many musicians at the time, simply could not be reliably manufactured and further – even at best – only worked on some notes of the instrument, guitar or bass." In a bid to solve problems with the Gizmotron, Musitronics hired Bob Moog to design an electronic device to "mask the inadequacies of the still unperfected product”. Moog gave his opinion that he did not know how to “make it sound good enough” and advised that the project should be abandoned. Plagued with design and manufacturing problems, the Musitronics Gizmotron did not live up to expectations and was a commercial failure. Production of the Musitronics Gizmotron ended in 1981 when the manufacturer filed for bankruptcy. In March 2014, it was reported in Vintage Guitar Magazine that Aaron Kipness was working on plans to launch a new and improved Gizmotron 2.0. The Gizmotron 2.0 debuted at the summer NAMM show in 2015 and was released to the public in 2016. Origins 10cc The Gizmo was first used on 10cc's instrumental "Gizmo My Way", a song arranged as a type of laid back beach music, where it appears as a slide guitar effect and sustained background effect. "Gizmo My Way" was the B-side to "The Wall Street Shuffle", and appeared on 10cc's second album, Sheet Music (1974), which included more uses of The Gizmo, most notably on the track "Old Wild Men". Its presence is heard throughout most of the track as a unique shimmering background guitar effect. The Gizmo was also used on the Sheet Music track "Baron Samedi". The Gizmo continued to be used on 10cc's subsequent albums The Original