Gibson Brands will serve as an official sponsor for the Q Awards 2017 in association with Absolute Radio, set for Oct. 18 at Camden’s Roundhouse in London.

This year's awards will once again put a spotlight on the iconic Q Gibson Les Paul Award, which was presented to U2's The Edge in 2016. Other previous Q Gibson Les Paul Award recipients include Black Sabbath’s Tony Iommi, Johnny Marr, John Martyn, Fleetwood Mac’s Peter Green, Billy Gibbons of ZZ Top and Richard Thompson of Airport Convention.

Tony Iommi by Carsten Windhorst

"Les Paul was an innovator who inspired creativity throughout his life," Gibson Brands said in an official statement. "As a pioneer of the development of the solid body electric guitar, multi-track recording, over-dubbing and numerous other recording techniques, he left an unmistakable mark on the music industry and for future generations."

With the prestigious Q Gibson Les Paul Award, The Q Awards honor guitar playing and innovation through the association with the iconic Les Paul guitar.

Started in 1990, the Q Awards offers one of the most unique and exclusive events in music, honoring the year's finest music, spotlighting up-and-coming acts and honoring the icons of rock and pop. Q, which launched in 1986, is the legendary monthly magazine that celebrates everything that's great in rock 'n' roll. 

Les Paul was an inventor, virtuoso guitarist, performer and technical visionary. In the 1960s, Paul formed an agreement with the Gibson guitar company, and the famous Les Paul guitar went into production becoming one of the best known guitars of all time. Paul sadly passed away in 2009 at the age of 94. 

Photo: Carsten Windhorst