How Fender is Winning New Generations of Consumers by Acting Like a 70-Year-Old Startup



Jones joins us on the opening day of #SMWLA to explore Fender’s digital journey and ongoing pursuit to create a connected ecosystem of players.


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If the evolution of social media has taught us one thing, it’s that its power is hard to dismiss and its true source of power is influence.

In recent years, the very nature of this influence has not only widened, but its scope has forced us to reckon with a very important responsibility. Our stories can change how people think and act, and our obligation is to use this influence for the greater good.

On June 12th during SMW Los Angeles, Evan Jones, CMO of Fender Musical Instruments Corporation, will delve into this theme exploring the brand’s foray into the digital space and the growing number of social media strategies employed to support the storied music company’s growth.


Jones will document the brand’s digital journey and ongoing pursuit to create a connected ecosystem of players.

“The investment in digital has forced us to embrace the iterative nature of digital product development, where consumer feedback is instantaneous, constant, and available, with go-to-market timelines that are much more compressed than the traditional business,” Jones stated in a recent Q&A with Forrester.

In a separate interview with, Jones described the company as a 70-year-old startup. “We’ve got all this credibility and authenticity that’s undeniable, and we want to stay loyal to that nostalgia but also expand in new ways. So the storytelling that we’re trying to drive right now is really designed to inspire the next generation of players and artists,” he said.

As of late, the focus of such efforts has included featuring more female artists in campaigns and storytelling and building the subscriber base for Fender Play. The result? Reduced barriers to category entry and a larger global user base of engaged players that are contributing to Fender’s core mission to exceed the expectations of music enthusiasts worldwide.

There’s still time to join us at the Broad Stage in Santa Monica June 12-13. Browse the full agenda and secure your pass by Friday, June 7th to take advantage of the current discount before it expires.

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