Fender's Beginner Hubs is A Prime Resource for New Guitar Players
As the holidays swing into full force, an item may be quickly rising to the top of the wish list, a brand new guitar. Upon their findings in their “New Guitar Player Landscape Analysis,” Fender discovered 16 million Americans have started learning the guitar in the last two years. Earlier this year, Fender launched the Beginner’s Hub for those interested in taking up this new skill to assist them on their journey. I spoke with Michael Bynon, The Director of Digital Marketing at Fender to learn more about the Beginner Hub and why it should be the go-to resource for new guitar players.
What’s the most common guesswork when it comes to beginners learning guitar?
Getting started holds the biggest amount of guesswork. There are so many questions involved with “which instrument do I start with?”, “Which type of guitar is best for me?”, “how do I learn to play?” That’s why the Beginner’s Hub was created in the first place -- to demystify the entire process of starting out, making it easier and less intimidating. Ultimately, if we start new players off in the right direction, it will help them push through those beginning stages of playing (which, as with any new skill, can get tough).
There are a lot of resources out there for those playing guitar for the first time. What sets Fender’s Beginner’s Hub apart from its competitors?
There are plenty of resources online, but a majority of these resources are sporadic. There is a lesson here or a guitar review there, but there is no direction or guidance of where to go next. We created the Beginner’s Hub as a single destination to set up a new guitarist with everything they need to get started (what instrument is right for you, what to buy, how to tune, and how to learn to play). Within the hub, you can watch buying guide videos and easily find our full suite of innovative beginner-focused digital tools. For instance, Find Your Fender welcomes new players by helping them find the right model and complementary gear to achieve their goals, Fender Tune helps them stay in tune and on-time, and Fender Play provides step-by-step online learning. Fender Play has even recently launched a new Feedback Mode that listens to and scores users’ playing to improve and refine their skills as they go. Plus, we have integrated a beginner ChatBot to our site that answers any additional questions along the way.
The pandemic definitely increased the interest in learning a new skill such as guitar. What was the reaction to the rise in new guitarists?
It’s been amazing to see so many people turn to guitar for inspiration, entertainment, and solace during such a difficult time. Over the last 2 years, 16 million new players emerged. 62% of these individuals said that the COVID-19 pandemic was an important, driving factor in beginning their guitar journey and 77% of those polled reported that they found themselves with more free time during this period to invest in their new hobby. With 72% of beginners under the age of 34, this new cohort represents the next generation of guitar. It has prompted Fender’s investment in our digital capabilities - like Beginner’s Hub - as well as adapting our content to meet these players on the platforms they enjoy. Just this Fall, we launched our new Player Plus guitars by becoming the first guitar brand on TikTok so we can tap into the exciting culture of guitar that’s emerging on the app.
I’m really intrigued by the Find Your Fender quiz! Can you share what this is and how it will benefit those interested in learning guitar?
Certainly! We know that when you’re starting out, it can be difficult to know which model will best accomplish your goals - whether that’s look, feel, or sound. The Find Your Fender quiz is used to match each user’s musical taste, aesthetic preferences and price range with the perfect guitar, bass or ukulele for them. We have matched up our guitars that are under $1K to each of these preferences so each new player can get a more personalized recommendation. Find Your Fender also features audio cues for each stage of the quiz, so you can hear the different tones we are referencing when selecting your recommendation. Since no two players are alike, Find Your Fender is an individualized experience that allows new players to find their perfect match.
GuitarTok has been consumed by many beginners. How have you seen TikTok and social media grow the guitar community?
TikTok is growing everyday and it’s been amazing to see how Gen-Z players are using the platform to find community, share their unique sounds and curate original guitar content. Since 58% of beginners use TikTok weekly or more frequently, and 67% of beginners consume guitar content at least weekly if not daily, we’re investing in this culture by joining TikTok to engage with and reach the GuitarTok audience.
Would someone who pursues guitar as a creative hobby versus a profession still gain knowledge and experience using the beginner’s hub?
Yes, absolutely! Actually, over 69% of beginners only ever hope to play for themselves or for family and friends. Most beginners pickup guitar to develop a new skill or try something new instead of trying to become a rock star or work as a professional. All of the content featured in the Beginner’s Hub is designed to speak to the casual beginner. It aims to explain the basics of the instrument in as simple of a way as possible. The Beginner’s Hub is also set up as a resource that anyone can tap into at any time (on their own schedule).
Why should Fender’s Beginner’s Hub be a first-time guitarist’s first choice?
Beginner’s Hub was intentionally created with today’s first-time players in mind. As one of the largest and oldest guitar manufacturers in the world, we understand the challenges that come with learning to play an instrument. We recently conducted a “New Player Landscape” study to dig even deeper into the unique needs of the players that emerged over the last 2 years, and we’ve created an offering in Beginner’s Hub that removes the most common obstacles these beginners face. The Beginner’s Hub features everything that a first time player needs to get started.
Thank you to Michael for speaking with us! To find more about Fender’s Beginner’s Hub.
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