This article attempts to uncover the complex relationship between musical expression, artist discourse and personae, by focusing on the way virtuoso guitarist Steve Vai presents himself and his music in the media. I analyse video and print interviews that span the three decades of Vai's career to trace patterns and contradictions in his views on his music and artistry. This is not to assume intentionality, but rather to ask what sort of gap there is between how Vai sees himself and presents himself as a musician, and whether he sees music as self-expressive, or as involving a constructed persona.