want , and do they sound amazing in those configurations ? So far , so good .
[ WM ] The Player Series instruments range from $ 649.99 to $ 774.99 , which is pretty darned affordable considering the color and feature set options . I also love the fact that they ’ re made in Mexico aka ‘ MIM ’. What are some of the benefits of manufacturing this line in Mexico ?
[ Max ] We have our own plant in Ensenada , and they do an amazing job making instruments . The Mexican Standard Series has been manufactured there for years and years , and like I said , we hadn ’ t upgraded this series for ten years , so this is the natural evolution of that line moving into the Player Series .
Ensenada is really close by . We go there all the time , and we engage and collaborate directly with the folks there . They ’ re all a major part of the team . Its Fender ’ s own factory , just like the one in Corona . So , between the two , we feel really strongly about the quality , craftsmanship , and expertise . The Player Series is a great testament to that .
[ WM ] For musicians looking to buy their first Fender , or maybe even their first guitar , what do you want people to know about the brand as well as these instruments ?
[ Max ] I ’ d say the most important thing is that we are setting a baseline for what it means to get into the Fender brand . Not Squier , Fender . What is that supposed to mean ? There ’ s a lot of history with Fender – over sixty plus years . There are a lot of cats in our industry who have been around a long time who know what Fender means .
We ’ re especially focused on all the new musicians coming into the market , the next generation of players and creatives who may have a different or uninfluenced view of what Fender means . They ’ re going to introduce themselves to the brand or be introduced to the brand in a whole new way . Maybe without knowing who Eric Clapton is , unlike someone who grew up listening to the Yard Birds and Cream , you know ? So , it is important that we make an instrument and communicate what the instrument means today , not just what it meant in the past .
There is that aspect of what we want to deliver , of what it means for an instrument to be a Fender . What it delivers to your music , your expression , your creativity as an up and coming or aspiring player who wants to finally get their first real Fender .
Then there ’ s the players who have been around for a long time and have been fans of the brand , had many instruments , to whom we want to say , “ Hey , we ’ re going to continue to push the envelope , were not just sitting on our laurels . We ’ re going to continue to improve , and there are still things we can do to continue to make these instruments even better .” This is a testament to that . All of the things that we ’ ve done are things that customers have asked for over the years . It was great to see all the people at the show pick up the guitar and go , “ Wow !” They were surprised this was a replacement for Standard because it felt like something at a much higher level than ever before .
That spoke to what we ’ re trying to do in both aspects of the market . We really want the outcome to say that you can be in your dorm room , be in your garage band , be on stage with this . Or , whether it ’ s your first one , second one , or the one you take on fly dates so you don ’ t have to worry about that custom shop guitar , you can rely on it , depend on it , and enjoy the experience .
Then hopefully if you ’ re one of those up and coming players , just as in our past history , you will become insistent on the brand because we care so much about you and your outcome that you will want to stay with the brand . Because we listen to you , take care of you , and make the instrument that helps you make the best music
- ultimately that ’ s what we ’ re trying to do .
[ WM ] Is there anything else that you ’ d like to add ?
[ Max ] I think it ’ s really important that we recognize something that Fender has taken initiative on . There ’ s this opportunity in the market right now . People understand that the guitar market is healthy and growing . It ’ s up year over year , and the guitar is having a resurgence both in the industry , and as a lead instrument or main ‘ driver ’ of music . We ’ re seeing a whole new Grunge movement happening . Like I said with some of the atmospheric stuff , we ’ re seeing guitar starting to replace keyboards in some areas . There ’ s a lot of versatility happening with the guitar in the market .
A whole new generation of players who are seeing the instrument a little differently than what we ’ ve traditionally seen over the past thirty plus years and I think that ’ s exciting . Its changing how we view the instrument , how we view guitar players , and how we view the creative process . That keeps it fresh for everybody and makes what we ’ re doing kind of new again . It feels like a new guitar renaissance is happening and that ’ s really exciting .
It will be interesting to watch that unfold and we will continue to support that and stay connected . I think one of the big advantages we have is how well artists feel they can communicate with us , to our artists relations department , and directly to the products team . We spend time dialoging with them and learning about what they ’ re doing and how they ’ re doing it , so that we ’ re right there with them taking this journey , providing what they need in order to be successful .
So that is what I would add . The market is healthy , the industry is changing , and I think all of it is positive and good . I think it ’ s going to be really exciting what these people do with these instruments in the future !
August 2018 WorshipMusician . com
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