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.
, and other improvements specific to one or another of seven new models of the Telecaster, Nashville Telecaster, Stratocaster, Stratocaster HSS, Jazz Bass, Precision Bass and Jazz Bass V.“extra output,” as the company puts it, “We've seen the number of people coming into guitar growing pretty dramatically over the last five or six years,” Jones said. “And the aspiration has shifted some. It used to be lead front woman, front man on stage with a guitar, ripping solos. That's evolved. It's as much about an input device for the studio as it is a songwriting tool. Now you see artists across multiple genres really looking to leverage live instruments and everything we do for that authentic form of expression.
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