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The interactive service helps newbies pick out the right electric guitar, acoustic guitar, bass or ukulele to suit their needs.
To begin, players answer a handful of simple questions that cover factors such as handedness, price range and genre. Through interactive audio examples, Find Your Fender aims to demystify terms – such as thickness, warmth and twang – which more advanced players often use to describe guitar tones.
According to the guitar giant, the tool was designed as “a shopping experience that empowers new players to make the right choice when embarking on their musical journey”.
“Fender is increasingly focused on bringing new players to our industry as new players have fuelled solid growth in guitar sales for over a decade and continue to represent the future of our industry,” said Fender CEO Andy Mooney in a statement.
“Given the accelerated growth in new players entering the market this year, with most researching their buying decisions on-line, we created the Find Your Fender experience to assist new players in personally selecting the ideal guitar, uke or bass for them to enjoy.”
The COVID-19 lockdowns that forced people around the world to stay indoors may have contributed to a spike in Fender’s sales. Back in September, the brand reported that it had been experiencing its “biggest year” in sales, largely driven by “e-commerce sales and beginner gear sales”, according to Fender.
Try the service out for yourself at findyour.fender.com
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