MSR Anniversary: Fender

Fender’s Diamond Anniversary

By Brian Berk

There is no question about it — Clarence Leonidas “Leo” Fender’s creation of the Fender Electric Instrument Co. changed the trajectory of modern music forever. Now known as Fender Musical Instruments Corp., the company celebrates its 75th anniversary this year. In this 75-year period, Fender has become a household name, and several of its products have also reached this level of fame, including its Stratocaster and Telecaster, commonly known as the Strat and Tele, respectively.

“Fender is 75 years young because we are constantly reinventing and pushing forward,” Justin Norvell, executive vice president, Fender Products, told the Music & Sound Retailer. “Whether it was the Esquire, Telecaster, P-Bass and Stratocaster, Leo did not stop with just the Telecaster. That is the charter we are still running with. We have a lot of new product introductions and models we are still coming out with. We always

look to continuously improve and stay relevant. Even though we are 75 years old, we are not a nostalgiabased company that is always looking over its shoulder at the past.”

Fender has remained a trusted partner for artists around the globe to connect with music fans, and as a result, the company has influenced how the art of music has evolved over the decades. Fender instruments have been a part of iconic moments in music history, from Jimi Hendrix’s rendition of “The Star Spangled Banner” at Woodstock (played on a Stratocaster) to Nirvana’s “Smells Like Teen Spirit” music video (with Kurt Cobain playing a left-handed Mustang) and H.E.R.’s unforgettable performance at the 2019 Grammys (which featured a custom-made clear acrylic Stratocaster).

From the invention of the electric bass guitar in 1951 to producing the world’s first commercially mass-

produced solid-bodied Spanishstyle guitar, Fender has been at the forefront of musical instrument innovation, stated the company. “Going back to 1946, Leo had a different trajectory and entry into the business. While guitars were made in a much more craftsman, luthier style akin to violin making, [Leo] approached it as a service and repair person. A famous saying he had was, ‘If I have $100, I will spend $99 making it work and $1 making it pretty.’ Ironically, he made some of the most beautiful designs that are enduring,” said Norvell. “What he did was anything but normal at the time. Artyears ago? How can we reinterpret some of our designs in a fresh new way? That goes back to the original spirit, but also keeps everything fresh and innovative,” Norvell relayed.

In coordination with its diamond anniversary, Fender released its 75th Anniversary Commemorative Series, handmade in Corona, Calif., which celebrates Leo Fender’s bold, revolutionary designs with special versions of the Stratocaster, Telecaster, Precision Bass and Jazz Bass guitars. Additional Diamond 75th Anniversary guitars include the Stratocaster, Telecaster, Jazz Bass and Precision Bass models and are available as an Ensenada, Mexico-made version with a maple fingerboard. Specs include a “Modern C” profile, medium jumbo frets and a satin finish for supreme comfort and playability.

“We have a lot of product launches

ists like Jeff Beck speak of seeing their first Fender Stratocaster in a window of a store and thinking it was from outer space. It has evolved over time that if you ask people to draw an electric guitar from memory, often, they will draw a Stratocaster or Telecaster. What was revolutionary at the time has become indicative of the mainstream.

“In the music industry, we might say ‘iconic’ too much,” Norvell continued. “But an icon is a symbol where the object or design is bigger than what it is. Fender is more than just a guitar. In the 1950s, there was a new generation looking for a new sound and a new look, so there was a zeitgeist moment of rock and roll, and the Fender guitar was the right tool at the right time. … But it has gone from being timely to timeless. We are moving forward with today’s artists, thinking about what’s the next new genre, what do new musicians need, and what’s going to enhance their creativity. We make tools so that people can make their art. That is what we are completely obsessed with.”

Keys to success for Fender during its first 75 years involved a lot of hard work, but also a lot of passion. “We often look at what has technology afforded us now that we could not have done 10

a diamond anniversary finish — almost a diamond-dust, silvery, beautiful, pearlescent finish with some vintage pickups with a silver and black aesthetic. We are making [both of those 75th anniversary designs] in a Stratocaster, Telecaster, P-Bass and a J-Bass. There is something for everyone.”

Proving Fender is not just a guitar brand, its anniversary celebration includes plenty more non-guitar releases. Among these, Fender is working alongimages of Fender artists.

But wait, there’s more: PAMP, a bullion brand operating a state-ofthe-art precious metals refinery, has partnered with Fender to launch several products, including legal-tender collectible coins and the Fender Sterling Silver Playable Guitar Pick. These collectibles encourage music fans to break musical boundaries and show their Fender pride. The collection of coins will be released throughout 2021, and their designs will depict iconic guitars. doing, and how we are rooted in today and tomorrow.”

Norvell added that, although Fender’s 75th anniversary is truly special, the company fully expects at least another 75 years of success. He paused for a second to recognize how momentous 75 years of success is, however. “Seventy-five years is a such an achievement for a company, a brand, an idea, a design,” Norvell stated. “We are honored to be celebrating it with the industry.”

How will Fender remain successful for the next 75 years? “It is about honoring the spirit of the legacy, but not being chained to

this year, including a Chrissie Hynde Telecaster and a Jason Isbell Telecaster,” noted Norvell. “[Regarding] the 75th anniversary, we have two series. There is a U.S.-made series that has an anniversary burst on it, gold hardware, custom shop pickups, a unique case and an inlaid ingot in the back of the headstock. It is destined to be a collectible model and is absolutely gorgeous. It even has ash wood, which is becoming rarer and rarer these days. Another model made in Fender’s Ensenada factory has side publisher Motorbooks to release a 75th anniversary book by Dave Hunter called “Fender 75 Years,” which will be available May 18. The book is the officially licensed anniversary celebration of the company and its instruments. Illustrated throughout with rare images from company archives, the book treats readers to rare behind-the-scenes views of the Fender shop floor throughout the years, as well as studio imagery of guitars, rare advertisements and brochures from past eras, and performance Also available will be limitededition, Swiss-made versions that are individually serialized, and in some instances, engraved with color.

“The Sterling Silver guitar pick is awesome. We also have the collectible coins, clothing apparel and accessories like commemorative pick tins and straps — all kinds of things to mark the occasion,” remarked Norvell. “We want to celebrate the anniversary, but we also want to have other products that show where we are going, what we are the legacy in a way that is restrictive or holds you in the past,” concluded Norvell. “The way people make music changes. The way it is recorded changes. The way it is distributed changes. Even how people collaborate changes. The goal is always not only relevance, but furnishing tools and products that make music-making easier. It is all about enabling artists to do whatever they need to do. We make our guitars so people [can] make their art, their music. That will be the same 50 years from now or 100 years from now. That is an easy philosophy to align to, and that’s our guiding principle.”