Exclusive | Iconic NYC guitar teacher known for his no-frills flyers lands Times Square billboard after 30 years

New York’s elusive guitar legend can no longer hide in the shadows. After 30 years of discreetly postering the city with flyers advertising his guitar lessons, Dan Smith’s grassroots campaign has earned him the most elaborate poster yet: a Times Square billboard.Since 1992, New Yorkers have seen his face and slogan plastered on telephone poles and storefronts across Manhattan and asked, who is Dan Smith? Is he a legitimate guitar teacher? To New Yorkers, he’s somewhat of a modern Bigfoot or Sasquatch.“I have always hoped to catch him in the act,” one Gothamite wrote on Reddit.Known across the city as the “poster guy,” Smith’s “plain and boring” fliers with just his photo, contact information, and the bold phrase “Dan Smith Will Teach You Guitar” plastered around the city in various neighborhoods have made him a local legend.Much to Smith’s disappointment, no one called at first.But after two years of consistently following this simple strategy, he built a steady business that allowed him to leave his restaurant job behind.He didn’t start to feel like a recognizable figure until 2000, when he first put his photo on his flyers, which coincided with the rise of the internet. “I really appreciate using printed flyers; it’s this analog, hands-on experience that is deeper than digital forms of advertising,” Smith told The Post, adding that talking to store owners behind the counter and building relationships with them before hanging his flyer has been crucial for his marketing. His minimalist approach accidentally built a legendary brand.

The phrase “Dan Smith Will Teach You Guitar” became a pop culture staple, referenced and parodied on The Daily Show, BoJack Horseman and in John Mayer songs. Smith recalled taking an old BuzzFeed quiz titled “Are You a Real New Yorker?”— and was shocked to see the question “Who is Dan Smith?” “I don’t feel different from everybody else, yet my flyer created a dynamic where it’s ...