Here's how Fender is taking its 75-year-old brand onto TikTok and the digital future:
Behind success stories like that are countless other musicians, many of whom already have relationships with Fender, and many others whom it needs to reach, Jones said.
The company is already on most of the other big social-media platforms, including Instagram, Facebook, and a thriving YouTube presence. Facebook even has a user group dedicated to new players. And while the YouTube site has more than 1 million subscribers, Jones suggests it could “easily be four or five times the size of what it is today.”
Expect more investment in the Fender Play app, too, which Jones said has “hundreds of thousands” of active users. In particular, the company is focusing on the learning experience in the first few months of using the app to learn guitar, bass or ukulele. In the early days of the pandemic, the company offered free access to the app, and more than 1 million people signed up in a month’s time.
Part of what’s driven the shift to more social-media marketing and online presence is a shift in how the company sells its products. E-commerce has flipped from 30 percent of sales to something closer to 70 percent, Jones said. But it’s also being driven by the shifting demographics of who’s buying those Fender instruments.
noiseless pickups, “smooth rolled edges” on the neck for more comfortable playing, eye-catching new colors It’s those noiseless pickups that are an explicit recognition of the changing nature of the people who want to play guitar and bass, Jones said. They don’t want that old-school background hum of classic Fenders on their pristine digital recordings.
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