2015 Fender Academy_Chapter 1_lowres
- 2. WELCOME TO FENDER ACADEMY At Fender, were fully committed to helping every musician find their unique voice, explore their passion and create their own musical legacyand we know our retailers are just as dedicated to the same cause. What started out as a personal endeavor by Leo Fender, to provide artists and other passionate players with innovative instruments of expression, has grown into a global movement and has driven Fender to become the worlds leading electric guitar and bass brand. Over more than 60 years we have compiled a great deal of knowledge. Now, we are giving you tools to put that knowledge to practical use. Fender Academy is our ongoing commitment to you, the sales associate, to give you a better understanding of our legacy. With this information, it is our hope that youll better qualify your consumers as you become a part of something greaterthe Fender family. CHAPTERS 1. FENDER FUNDAMENTALS Educate and inform your consumers about the worlds greatest electric guitar and bass brand. 2. MODELS Learn about Fender guitars and basses, the artists that play them, and the features that make each one unique. 3. PLATFORMS Explore our five instrument collections and learn how they apply to specific consumers and needs. 4. ASSORTMENT & MERCHANDISING Bring the Fender legacy to life at retail, from visual merchandising to sales strategies and consumer support. 息 2015 Fender Musical Instruments Corporation. FENDER速, STRATOCASTER速, STRAT速, TELECASTER速, TELE速, PRECISION BASS速, P BASS速, JAZZ BASS速, J BASS速 and the distinctive headstock designs commonly found on Fender guitars are registered trademarks of FMIC. All rights reserved. Product and product lifestyle images found within were photographed by Mark Keraly or Eric Fairchild unless otherwise noted. Other trademarks are the property of their respective owners. All prices, colors, features and specifications are subject to change without notice. FENDER FUNDAMENTALS CHAPTER 1 On the cover: SREN HANSEN NEW POLITICS Photo: Dave Jones (Empire West Live) BRAD SHULTZ & DANIEL TICHENOR CAGE THE ELEPHANT Photo: Eric Fairchild 息FMIC
- 3. FENDER FUNDAMENTALS Fender instruments are instilled with an unparalleled pride, heritage and authenticity and have been adopted by musicians around the world. We encourage you to use this guide to communicate the unique Fender leadership position. Photo: Eric Fairchild 息FMIC ANDY HULL MANCHESTER ORCHESTRA 5
- 4. AN AMERICAN ICON. A GLOBAL MOVEMENT. 1Fender is more than a name. Its the definition of electric guitar, a Southern California original with a worldwide influence extending beyond studio and stage. A Fender is more than an instrumentits a culture symbol, resonating across fashion, entertainment and more. 76
- 5. LEGENDARY. 2 BUDDY GUY Photo: Courtesy of GBG Management STEVE HARRIS IRON MAIDEN TOM PETTY JIMI HENDRIX ERIC CLAPTONPETE TOWNSHEND THE WHO KURT COBAIN NIRVANA Photo: John McMurtriePhoto: Charles Peterson Photo: Josh Giroux Photo: Kevin Mazur Photo: Courtesy of Eelpie Photo: Richard Peters /息Authentic Hendrix, LLC Fender instruments are authentically linked to the worlds greatest musicians, from Buddy Holly to Jimi Hendrix, Eric Clapton, Kurt Cobain and many more. With a legacy that spans historys most memorable albums and performances, their influence and reach has inspired and moved millions. 9
- 6. AVRIL LAVIGNE Photo: Dave Jones (Empire West Live) PLAYED BY PROS EVERYWHERE. Professional musicians stand by Fender for our instruments trusted quality and performance excellenceon tour, onstage and in studios worldwide. Versatile options for any genre Preferred brand of choice for studio and recording artists Roadworthy, proven and reliable 3 JIM FAIRCHILD MODEST MOUSE BRAD PAISLEY MATT SKIBA ALKALINE TRIO SIMON NEIL BIFFY CLYRO PHIL CUNNINGHAM NEW ORDER Photo: Colin Clark Photo: www.mattwilsonimages.com Photo: David Wolff Photo: www.MikeDanenberg.com Photo: Mark Keraly 息FMIC Photo: Ben Enos PETE LOEFFLER CHEVELLE 10
- 7. THAT FENDER SOUND.4You always know a Fender when you hear one, no matter where its played. From stadiums and large venues to intimate stages and street corners, every guitar has a unique personality and feel, but the tone is unmistakably Fender. MATT VASQUEZ DELTA SPIRIT Photo: Josh Giroux 13
- 8. UNIQUELY YOURS. Think of the difference between Jimi Hendrix playing, Ritchie Blackmores playing, Uli Jon Roths early-day Scorpions playing, my playing. You have completely different guitar players, yet the instrument never becomes more narrow. In fact, IT BECOMES MORE EXPRESSIVE. Billy Corgan on the Stratocaster速 5Fender guitars and basses are as distinct as the musicians who play them. Responsive and emotional, theyre ultimate tools to let every style and personality come through. We instill our instruments with limitless creative possibilityas part of our commitment to help each musician find their voice. JAMES JOHNSTON BIFFY CLYRO JEREMY BULLOCK WILD CUB Photo: David Wolff Patrick Photo: Andrea Behrends 15
- 9. ULTIMATE CUSTOMIZATION. 6No instruments are as easy to personalize, upgrade and maintain as Fender guitars and basses, and with a wide selection of parts and accessories, there are plenty of ways to make a personal statement. Large assortment of original Fender pickups, pickguards, control knobs and more Modular designs for simple adjustments Easily interchangeable parts 17
- 10. Fender instruments are built on a handcrafted legacy of quality, from finely sculpted bodies to hand-seated frets and more. More than 100 hand processes in every American Standard instrument Uniquely built one at a time in the Fender factory Crafted and shaped from premium woods and materials for incredible sound, durability and feel HANDMADE ORIGINALS. 7 1918
- 11. INNOVATIVE. 8From the debut of the Telecaster速 in 1951 to the integration of technology today, Fender has always been at the forefront of music evolution. With a 60-year legacy of helping artists and musicians push the boundaries of musical expression and sound, our passion to create never stops. 1. 2. 3. 4. 1. American Deluxe Strat速 Plus personality card 2. Deluxe Strat HSS Plus Top With iOS Connectivity 3. Fishman速 TriplePlay Stratocaster HSS D-pad controller 4. Custom Shop RSD High-Mass Bass Bridge 21
- 12. Photo: Ken Settle STEVIE RAY VAUGHAN TIMELESS VALUE. 9Fender guitars and basses are valued heirlooms and collectibles passed down for generations, prized in the vintage market, highly desired by musicians and still in great shape after decades of daily use. 22
- 13. GUARANTEED FOR LIFE. 10Fender electric guitars and basses are guaranteed to last for the long haul through decades of musical progression, performance and even the most punishing play. A commitment to quality Outstanding customer service Limited Lifetime Warranty* *Limited Lifetime Warranty applies to Fender electric guitars and basses in the U.S.A and Canada. For full warranty details, please visit fender.com/warranty. Photo: Eric Fairchild 息FMIC SREN HANSEN NEW POLITICS 25
- 14. As you welcome new consumers to the Fender family, keep these 10 key points in mind to enhance your retail experience. SUMMARY 1. AN AMERICAN ICON. A GLOBAL MOVEMENT. 2. LEGENDARY. 3. PLAYED BY PROS EVERYWHERE. 4. THAT FENDER SOUND. 5. UNIQUELY YOURS. 6. ULTIMATE CUSTOMIZATION. 7. HANDMADE ORIGINALS. 8. INNOVATIVE. 9. TIMELESS VALUE. 10. GUARANTEED FOR LIFE. 2726