Going Forward
We have additional bands we’re going to roll out. We receive inquiries from other artists wanting to participate, so we want to continue the excitement. Bands will finish their tour then other bands will go.
Music Meets Brands
As the new music industry unfolds, brands are taking stances labels or other entities used to take. Whether it be Converse in Rubber Tracks; Hurley, which has its own studios and works with bands; or Red Bull, we find ourselves brothers in arms and praise anyone promoting music. Anyone can record an album, but the new challenge is getting heard, getting a platform where you can be above the noise and reach a wide base. The challenge has redefined itself and we’re motivated by that.
Showtime
We have experience with putting on shows. I did a concert in New York that was an Anniversary to the Jazzmaster. We had Sonic Youth, J Mascis, Tom Verlaine and Nels Cline from Wilco. [The Accelerator Tour] could become not just tour support, but also Fender-owned and -sponsored events. I like the idea of staying small to start but becoming supremely curated to something that’s known for a fantastic level of quality. Building something that’s authentic and high quality is our first goal.
Embracing the Past, Reaching for the Future
In modern age, Fender’s kind of ubiquitous. We’ve been around for over 60 years, but we’re still handmade in the U.S. We’re embracing the digital platform, but we’re still pulling out machinery from the ‘60s and making things exactly as they were in the old days. It’s a Renaissance company—we’re looking forward, as well as holding dearly to our legacy.
Shifting Tides
We’re always working on technological advances, not just to improve guitars but find new sounds. Music has changed. When Jimi Hendrix turned up his amps and got feedback, that changed how people wrote music. When Eddie Van Halen started finger tapping, music changed. We look to not just improve what we do but discover new methods of expression.
Classy Replicas
We do signature models. We replicate every scratch and ding. Many times, we build a replica for an artist so they can leave their prized guitar at home and take one on the road. It’s almost like CSI, doing forensics on someone’s guitar. Every guitar is unique. They’re all one-of-a-kind, because each piece of wood is different, they’re sanded differently and in time they sound different. Each piece is unique and they’re each a work of art in themselves.
Sonic Paintbrushes
Although we have classic designs, we make sure to have forward-leaning products. We have Stratocasters that have USB ports so you can record directly to iOS devices and amplifiers you can reconfigure on your iPhone. We’re always looking forward, in Leo Fender’s original spirit. We’re all about artists and musicians. These are sonic paintbrushes, and we are the producers of these tools people use to create art. It’s like building Michelangelo’s chisel. It’s something we don’t take for granted.
Years with Company: 19
Web: fender.com
E-mail: jnorvell@fender.com
Clients: Night Terrors of 1927, Priory, Matthew Curry, Marmozets, Deap Vally, Waters.
By Andy Kaufmann
