Fender's Big Announcement - Making Big Moves

[@mikestrowbridge]

Fender is based in California and we can no longer have these types of retail stores in our state. Store theft criminal punishment has been reduced for thefts of up to 1,000 dollars. It is a ticket. It is a misdemeanor. As a result, retail in the state of California as we used to understand it, is gone. If a store has high end stuff here, more and more you need to make an appointment to visit.

[@snoooozer]

Lol

[@uria702]

I see voting Democrat is working out great for you and the rest of CA.

[@DG-bb1jz]

Honestly we should have left California with Mexico………. That state is fucking horrible and ran by tech giant corporations who have existential crisis’ daily about saving the environment and their Starbucks coffee… can’t wait till it falls off the fault line and into the ocean.

[@pat5882]

Some out there recently have chastised Gibson and their expensive “lifestyle” items. Fender decides to open in the high rent district in Tokyo. Have to remember one thing, the majority stake in Fender is owned by Servco Pacific. This Japanese family made the move into private equity. They operate Pacific Toyota dealerships in Hawaii, they purchased a majority stake of Fender back in 2020.

[@CP-mt1st]

They not only operate but own the rights to Toyota in Hawaii.

[@timnewman1172]

I don't think this will replace the Mom & Pop stores, but it will hit G.C. hard... My local dealer passed away a couple years ago and I feared the store would close, but thankfully they tried & found a new owner that would keep it going and also kept the employees that wanted to stay!

[@matthewdavis473]

They used to have a retail store in Downtown Disney in Orlando in the 90’s

[@AndyDion]

I remember that!

[@allenhayesmusic]

Really?! How was it?

[@matthewdavis473]

@@allenhayesmusic I remember going in there but it’s been so long I really don’t remember too much

[@jaygallamore562]

I think a very few flagship stores are OK but as you said, there needs to be places where players can have familiarity with knowledgeable people. I support both my local music store and Sweetwater. At both places I have people I know that can answer my questions and I feel a kinship with. As long as this remains I will be a happy customer. I also plan to trek down your way and visit your fine store. Keep up the good work guys….

[@buster52]

There's precedent for this. I was in Tokyo in 1999 and after my wife, who grew up in Tokyo, got tired of my 'having to' duck into every little guitar shop that we passed and took me to a store- in Shinjuku? - that was an 8 story music store. Recorded stuff on the ground floor up to a top floor carrying the first Fender Custom shop guitars that I'd seen. And the place was packed, especially the jam-rooms on the 7th floor. And EVERYTHING is super-expensive in Japan.

[@JBG949]

Shibuya Store ☝🏿

[@Funkybassuk]

I found secondhand MIJ Fenders to be pretty affordable in Tokyo. But I’m from the UK so everything apart from Marshalls is expensive for us.

[@Rockmanxpr]

Ocha no Mizu probably has the most stores in one area :)

[@paulgordon6949]

​@@JBG949 shibuya roll-call!

[@trollfired80-59]

I agree the direct to customer has more to do with the demise of GC. However for mom and pop store fronts it does border on total anarchy. It would make sence if the big manufactures would drop their minimums on the amount of product needed to become an authorized dealer.

[@boco1951]

Fender Tokyo will be a great success! They will need a floor just for Tshirt sales!

[@IPLAYLOUD]

In 2000, I went to Fender HQ in Scottsdale with 6 other people from the Fender Discussion Page. They treated us great (tours, car show, Suns game). We spent an afternoon in their meeting room with Bill Schultz, Ritchie Fliegler, and a few other Fender higher-ups and they asked us what we thought about Fender opening a store or stores. They genuinely wanted our opinions as to what we thought it would do to the brand. They did not have cities planned, but LA and NYC were mentioned. 23 years later...

[@oldnikix]

Cool story. I used to work at Fender in Corona, CA as a amp test techician... My wife is Japanese. I want to visit this showroom in Japan. FMIC does a great job of marketing. If they made 8-string guitars, I'd definitely buy one.

[@strumminronin]

@IPLAYLOUD Hey yo, old FDP'er here. Long time no see!

[@IPLAYLOUD]

@@strumminronin I'm still kicking. ;-)

[@jon8021]

Pretty good pronunciation! I used to live in nearby Minami-Aoyama. That is one of the swankier areas of Tokyo. Fender will be paying some serious rent for that place.

[@ashleympg]

I love these discussions, thank you guys! Small shops make the journey way more fun.

[@MehWhatever]

MIJ Fenders are really interesting and IMO they are a lot more forward thinking than the US counterparts putting out the same thing over and over and over. I love Fender stuff but honestly its like they want you to make partscasters as they never quite have the options you are looking for and in most cases you cant even get what you really want in the custom shop.

[@jonathanhandsmusic]

I’ve lived in a tiny remote town for 25 years, but before that I lived in LA, lots of great guitar shops. I’ve sadly had to resort to online ordering. I miss the candy store vibe, but not the freeways, and millions of people. Japan seems like a good place for a Fender store. Hope they stay in business for a long time. I love Fender guitars.

[@devinsinderwitcz9134]

Will those guitars have horrendous fret sprout too?

[@uria702]

They should have done this years ago. Even car companies are letting you buy direct from the manufacturer instead of a dealer now. Once Guitar Center goes, dealers will be a thing of the past. Fender did this to themselves by increasing the minimum annual order amount for dealers every year and putting tons of them out of business.

[@catsofsherman1316]

Cats running the show at Fender. Sounds good to me.

[@BradAllen-mc5ov]

Baxter did a great job of saying the right thing while not pissing off the dragon, I doubt I could have shown such discipline. I don't think I am not alone in reading between his comments and letting us know the truth about the lack of integrity these brands have demonstrated. I agree with Peter, and other previous comments suggesting this will not work for Fender or GC for long. Shops like Casino that connect with the feeling music gives us as guitar players will make it by making personal connections and having a little fun. It is not just about the shop to buy gear, it is the connections that we make on the journey.

[@GarrettRodman]

They've carved out a little ecosystem there from the MIJ Fenders to their premium Gretsch players aslo made there. As you note this is like a high end area (like a Rodeo drive, etc..) I see it like the watch industry who have boutiques from Casio to Rolex of their own stores (in specific markets) but also available in many jewellery shops. This is an in-person experience shop for Japanese locals with a % catering to tourists as well

[@zoeherriot]

Wild. Can't wait to go! Omotesando is fun - but interesting that they aren't going to Ochanomizu where the "guitar district" is in Tokyo.

[@Funkybassuk]

I love Ochanomizu - I’ve spent entire days there going from shop to shop.

[@TheSoulsandRevive]

Spoke to some friends in Kurowsawa Music Ochanomizu and I said the same thing..They advised that there is no building lot facility to accommodate this flagship store and Ishibashi Music / Kurowsawa and Ikebe Music already cater towards Fender inventory in the area. Cheers

[@zoeherriot]

@@TheSoulsandRevive that makes good sense. Yeah, I just bought a nice FSR all black Fender Strat from Kurosawa.

[@TheSoulsandRevive]

Looking forward to this and will be at the opening for sure. Fender is huge here in Japan and I'm certain this will do well!

[@jonathanhandsmusic]

I’ve never been to Japan but I love their Fenders. I have an old 1985 Jazz Bass Special that is just a fantastic instrument in every way. And 25 years ago I had 2 made in Japan Strats that also were excellent. I gifted both to my niece.

[@chipneal]

I think the best thing for the industry would be for GC to go out of business. I think you would see a ton of cool independent stores open as a result. On line purchasing will always have its place but with instruments I think a lot of people want a hands on experience. If Fender just goes after the high end showroom experience- I don’t believe it will change much. They might sell more shirts.

[@middle_pickup]

Makes sense. Guitar is huge in Japan. I expect this to go really well for them.

[@timmotel5804]

Please remind me. What is that Blue guitar and blue (green?) amp in the background of your videos? Information. For sale? $? Thanks in advance. These questions are driving me crazy

[@anthonyc1883]

Give them a call. I doubt they'll reply here. I don't mean anything bad by that, I'm just saying there's probably no way they are seeing every comment.

[@anthonyc1883]

I'd like to slightly modify that awesome quote you stated, and change it to "The ACT (instead of error) of omission is akin to a lie." People who want to cover up the truth, or slip something past, or downright scam somebody are not making an error in omitting, they are purposefully doing it.

[@jonthehermit8082]

They need to get that qc under control, just a couple of years ago you couldn’t go wrong, but after the pandemic a lot of customers have been complaining.

[@mars6433]

Hartley told us local dealers that Peavey would never be in mail order or go direct.

[@YouTubeHandlesAreMoronic]

Did someone accidentally engage the BTS (Baxter Targeting System) at 2:54?

[@danielstoddart]

The stuff Baxter said about small shops building community on the web is 100% spot on. I would have never heard of Casino Guitars if it weren't for this KZbin channel and the time you guys invest in it.

[@1Rockstok]

I had never heard of Sweetwater until long after I had ordered many times from Musicians Friend, Music 123 and ZZounds. I bought from a local shop but almost never from Guitar Center. They simply didn’t have the better instruments. Mars music had come and gone with Sam Ash taking their retail space. I continue to buy from Sam Ash. Sweetwater did the on line thing combined with incredible customer service and grew. My local shop closed literally over night.

[@BillAltman]

Fender Japan has been its own thing for quite a while now, tons of Japan only models over the last 20 years many arguably cooler than the US releas4s

[@stevecastiglione8901]

Since guitar-focused music is HUGE in Japan, no surprise to me...

[@Dram1984]

If GC goes under maybe Fender and Gibson will have to reconsider their huge buy in costs that shut out 95% of mom and pop stores. One can dream.

[@simbadlemarin1815]

Fender has historically been kind to small shops, Gibson on the other hand...

[@Ottophil]

@@simbadlemarin1815 my small shop only sells fenders and epiphones. Gibson has too many rules about how much you stock. They can’t afford to have an inventory

[@merkules2001]

Its not if it's when.

[@rayfranchi1507]

Disney opened company stores. It worked great for a while and then it didn't. Most have been shuttered. Name brand clothing corporations opened outlet malls. It worked for a while and then it didn't. Fender wants to ride the hype of a super store. When it finally fails the will say "we've decided to go in a different direction".

[@strumminronin]

Absolutely bang on. Not even a Dr Marten boots super store in Covent Garden, London could survive. I think the wave for the up-trend / hype is some way off yet in terms of time. Frankly this move has put me off of the brand quite a bit. Just by having more guitars doesn't make a person a better player.

[@Dr.Lee.Guitar]

Here in New Mexico, there are no high end dealers. Yes we have a GC. I walked in two times I think. It was a sad experience. I think if they fold, the Albuquerque area is ripe for a higher end experience. It might work for Fender to open something here.

[@DavidHBurkart]

These are built as an experience, much like the Gibson Garage, with little impact to Fender's Bread and Butter authorized dealers in the long run.

[@bheathcoat7650]

One of your best videos. Should be interesting to see what happens

[@charliewesley94]

Ahhhhh so THAT's why they needed to lay off all those workers!! Rent isn't cheap in Tokyo folks.

[@eljefeguapobarbon]

Fenders and Squiers have been sold at Costco which is weird. Japan store means nothing to most of us. Just means we're paying for it when we buy Fender here in US.😥

[@brandonc2859]

Brands of all types are doing this, they want to control the brand experience like Harley.... we are fighting it in the powersports industry. The modern goal of most corporations is direct to customer sales and highly controlled retail spaces in major cities. Other dealers and players get bent...

[@smelltheglove2038]

If only there was a way to make sure mom and pops have to shut their doors while all the big box stores get to stay open…. Some way to scare the crap out of the public to have them demand the destruction of corporate competition that is small business.

[@MyRackley]

Selmer used to be family-owned, until in 2018 they were purchased by an investment fund (Argos-Wityu).

[@NoCoverCharge]

The same fender that jacked up prices during the pandemic ..

[@kevingates3494]

The Fenderverse

[@larrylambert2727]

I think the younger generation has communities that are primarily online, so I don't know how true it is that the local shops are the scene anymore. The local shops are mostly older guys now as far as I've seen. Even lessons are largely online now, which is good and bad. I took lessons with the local guy when I was young but that was so random based on what the local guy knew and how good of a teacher they were. Now there's 100s of amazing online instructors, including Fender Play, that are just better at the actual teaching though I do think the not being able to play in person with that teacher is different. I think Fender gets this.

[@sosborniv]

Really enjoy the videos guys! Love the new cameras and angles. If you’re video guy/gal wants some help color matching/grading, I’d be happy to offer some pointers.

[@Ebadd9]

I think its about changing the perception of guitars from tools to luxury items. What consumers in the end will have is that the cheaper brand like Squire will cost around the same as Fenders used to do.

[@mikefromusa6902]

Just as Leo and crew imagined it 🤷🏻‍♂️

[@D1570R73D]

I have 3 small music shops near me, two of them are ridiculously overpriced and one of those even tried to scam me. My local GC lies about price drops and sales on their website, and the second closest, I waited an hour before somebody was able to help me. The only people this change is going to hurt are liars and cheats. The good shops that actually care about their instruments and customers have nothing to fear, at least for a couple decades.

[@texasbootlegger3752]

I agree! I have a GC in my hometown. It has declined over the past 3 years. Being honest, employees are incompetent and have a lackadaisical attitude.

[@coffeewaldo]

Yes the small independent stores I’ve dealt with online charged me 15% return fee and shipping both ways. So I paid oh idk $60? for nothing. It forces me to use sweetwater which is legit and doesn’t do that. Also, watch out for Amazon. I can’t say the guy’s name but he runs a store out of his home!!! I looked him up on Google maps. He sold me a used pair of pick ups not only were they the wrong brand, but they were broken and the first repair guy didn’t even notice. I literally bought the pick ups I already had but they were a match set of bridge pick ups, one which was broken. It took me months and months to find another repair guy because the bridge pick up kept breaking. It was dead and the second guy said these aren’t even the brand you bought. I’m like what are you talking about so I called the first guy he said he didn’t notice is he stupid? He’s honest but not the greatest repair guy. So I have the guy install the used match because they sounded fine and then the bridge pick up breaks again. I think it was one of the windings was broken so I then find a third guy because the second guy is now on tour because prior to that there was nobody else to go to so I go to the new store we have and I said put back my original pick up in the bridge and leave the other bridge in the neck position cause it sounds really good, $5000 later I’m exaggerating it cost hundreds and hundreds of dollars like I could’ve bought a new guitar. I truly think it cost me about $800 between fees the pick up price and constant Lyft fees. I will never buy from Amazon again. I would love to call out the guy’s name out. He lied and said he sent me a new pack of pick ups. I say that somebody came in and traded in their used ones that look exactly alike and he didn’t check them, I will never use Amazon again. Be careful. Buyer beware.

[@coffeewaldo]

@@texasbootlegger3752 there’s different tiers of guitar centers and I think the only good ones are in Manhattan and Hollywood that’s probably it. And I’m not even sure about that anymore.

[@rickbrooks1956]

If they do open these stores in the US, I hope they actually sell guitars on site. I was at the Gibson Garage a year ago, fell in love with a guitar, and the only one in the store was a display and not available to purchase! I loved the Garage, but did not like that I couldn't buy a guitar and take it home with me! Here's hoping Fender is much smarter and you can buy instruments while you're there.

[@bks252]

Curious question for you guys. What is your opinion for ZZounds? They have a huge business, a unique play as you pay program on most brands including Fender and Gibson and a pretty good customer service section. I’ve bought from them and Sweetwater and obviously not on the same personalized service as Sweetwater but still pretty dang good when I needed to return something. I’ve also bought a guitar from Sweetwater that could not have went through their famous inspection process because the bridge was completely messed up. I’m not sure how it left the Fender factory like that. Just curious.

[@carsongreen3181]

Just like Gibson Garage, or Samsung stores, or any other brand with a few flagship showrooms, this is a marketing/brand investment. It’s a showroom where they can offer cool experiences and control the way the product is presented, and a billboard to raise their profile. This won’t replace their retailer partners. It would cost a fortune to build a real network of retail stores across the country (and globe). They can build a few cool experience stores and run them. They’ll probably lose money on each store but eat the cost for the marketing benefit. That fine for a few dozen of these. Not hundreds or thousands globally. They don’t have the know-how or capital to spend building and running profitable network of stores. Safe to say there’s no danger of a Fender Southern Pines location, and thank goodness for that. Great independent guitar stores are a special thing.

[@timnewman1172]

Al Stewart "Year of the Cat" of Yusef/Cat Stevens???

[@vancesnyder2426]

Please take videos when you visit.

[@paulmitchell5349]

I read Japanese so I wondered if I could get Japanese subtitles under your video. I can. Now I get my 2 faves, guitars and Japanese.

[@michaelaiello9525]

Makes sense. I wasn’t expecting it near the Guitar Center I need to drive 30 minutes to get to.

[@jgeraci1]

I’m afraid that the inventory requirements to be a dealer of some of the major brands are the reason that most of us are forced into a GC just to actually try one . Also probably the reason for QC problems. Hopefully local shops can continue to survive on lessons and service because the big manufacturers certainly don’t seem interested in supporting them

[@msspi764]

I think that’s part of the problem GC faces. I road test stuff they have on the walls and then go elsewhere to buy because so much of the inventory has to be ordered anyway. Admittedly I live in a place with no small guitar stores who are dealers for any of the major brands, so it’s GC or internet. So the speaks to me guitar buy is rare to non-existent. But GC is just a showroom, just like a car dealership.

[@jgeraci1]

@@msspi764 same here

[@davidsummerville351]

How much is a plane ticket to Japan? A long place to go for a set of strings. Guess I'll stay local. I ordered a pedal from Sweetwater, great customer service. I live in Wilmington NC and can't wait to visit you guys! Hope you don't mind me crashing on your couch if I have car problems. Thanks

[@Strato13]

Oh wow.. Are they going to begin installing premium-volume & tone knobs on their multi-thousand dollar Stratocasters?

[@richardfeldkamp1707]

For Fender Japan to open a flagship store is not that astounding. Being in Harajuku is a little unusual but still very logical. This is the cutting edge fashion district teeming with lots of new customers. Most of the major music stores are near Akihabara (Electric Town) so the competition would be less. I imagine that it will be mostly Japanese and Asian produced merchandise with very little American or Mexican produced items.

[@chadwicks_guitar]

I am a huge Fender guitar and amp fan. However I’m not a fan of Fender Corporation. I will continue to buy Fender items, but it will be through small local guitar stores. If Fender continues to screw over the little guys then I guess I will need to find a different brand to spend my paycheck on.

[@francismoran1230]

April 2024: any news or developments?

[@jeffmazzei8520]

Fender is so far behind Suhr and Anderson and Ibanez in quality and features! Even their over priced Custom Shop stuff falls very short!

[@70mcnevin]

Fender is making a good move. With the decline of guitar in popular music in the USA, and the increase of guitar players in far-east countries, this makes sense. It may just save music. At some point, the utter crap that dominates the top 20 American scene will see a revolt. Guitar and actual musicians, singers who don't use auto-tune, real bands and music written by bands, will come back in style. They need to do what they can to ride this out until the time comes again for musicianship to become in vogue.

[@davidwood351]

If the Japan thing is successful, they might open other locations, I wonder if they’ll have museums as part of the experience?

[@alexwoolridge94aw]

When I bought my new Taylor 324ce I called up my local dealer small shop ,know the dudes very well, great dudes, to see if they could get me the Taylor I was after but unfortunately they weren't a dealer anymore and didn't have any in used. Definitely got to give the local small shops a shot before goin to a bigger shop. It's hard for small shops to be dealers of Gibson, Fender, prs, Taylor and such. I'd love to be able to try out all these guitars at every small shop unfortunately that'll never be the case with the big boy makers

[@danwilson9530]

Clearly guitars sell when there’s a path to consumers through big retailers like GC, so I can understand Fender making some plans to take it into their own hands for when GC “$#!+$ the bed” for that final time. Still, here in AZ in the 80s we only had mom & pops and one local chain with like three small locations around Phoenix and I had no problems finding a Fender or Gibsons, Kramers, Ibanez..ezs, etc. And as was and still is the case, the m&ps know their products, unlike current day GC employees.

[@floydherring2451]

What a wonderful idea! Put your guitars in a super-expensive building, adding tons of overhead to your product. People will shop there, pick out what they want, and then go order it from Sam Ash!

[@misteress3840]

Jajaja!

[@youKnowWho3311]

I heard they are moving into NC. Kidding. The small shops will always be the coolest. No one wants to go to a Mall when you can go to a small boutique shop.

[@honkytonkinson9787]

In an age where retail spaces are failing, a company that specializes in 70 year old technology is doubling down on retail space! Way to go Fender! At least the Japanese won’t loot the store and burn it down, unless we manage to export some more of our culture overseas Oh, and after they fired a bunch of people from the USA plant! I love fender instruments and the history of the brand, but not killing it in the business decision dept lately

[@masterchef3019]

Well if the Japanese economy continues deflating, we’ll probably see a lot of bombings and cult attacks like in the Nineties, so don’t count Japanese people out lol

[@michaelpilot1000]

Well, I bought my one and only 1963 Stratocaster new in 1964. The mom and pop shop let me Lay A Way the guitar a year until my new paper route and lawn mowing money pay it off and take home. Now I'm almost 68. And know I value the sound and feel of it. But especially the year of hard work after school that paid off the $ 275.00 to that music store. I will probably plug in and play it after lunch today.

[@soundsfromYYBY]

WHAT THEY DOING WITH STUDIO ONE?

[@travistheile6826]

Hey guys.. I live I Dayton Ohio and if I ever get the $ im gonna drive down there and buy a custom shop out of your custom shop room.. (i dont really wanna have one specked out) i just wanna buy a custom shop u guys ordered.

[@stevecraig7643]

How does this effect us in the states ?

[@patrickkem689]

So much for buying a new MIJ used to love getting a quality deal. When a good deal can be found. I think Fender is shooting themselves right in the foot. First comes Tokyo what next close up Corona ? Makes one wonder. Either a Mexican made Fender Or a high end MIJ and spend a fortune.

[@larshole]

As a European, the Fender store is not any good for me either, but I cant help thinking that now you Americans finally get to feel what it is like to be us!!

[@victormarinelli5660]

If the Fender you're getting in is the custom shop limited-edition Violinmaster Telecaster, I hope you feature it in one of you videos.

[@smelltheglove2038]

Guitar music is much bigger in Japan than it is here. Isn’t learning an instrument mandatory for kids to graduate school in Japan too? I might be wrong about that, but I think I heard it somewhere. Japan makes more sense than LA or New York.

[@masterchef3019]

No it’s not mandatory to learn an instrument to graduate except maybe at certain private academies, you definitely don’t need to know an instrument to graduate from Japanese public schools(I know from experience), but guitar music is way bigger in Japan than in the us so you’re right on that. Tokyo, especially Setagaya, is crawling with rock bands from all over Japan come to cut their teeth in the underground clubs

[@victorycrosby4896]

Why not a sustainable substance for instruments called BAMBOO ? Starting with the acoustic PANDA models.....drum sticks...etc...looking for investors.maybe a carbon fiber bamboo mix..bamboo is waterproof also.

[@thomasloveday1617]

I think it’s weird it’s not on Ochanomizu Gakkitengai.

[@jeffthevideoguy23]

Oh, for a minute there, I thought they were announcing a 500th iteration of the Strat.

[@danieladkins5902]

Is that a Supro over your shoulder?

[@holstorrsceadus1990]

Japan IS the obvious choice. Brick and mortar is dead in America but the Japanese don't use Amazon and actually still shop at stores.

[@thomassawicki2065]

I play a MIJ Fender Baritone Special HH that is custom shop quality. Also my MIJ Epiphone Elitist 65 Casino is the top quality build. They are both as nice as a USA Gibson or Fender. If I lived in Japan , I would buy a MIJ guitar, and save a bunch.

[@swaffy101]

I don’t think this will compete with small shops because they aren’t going to be putting their retail store anywhere but major cities like New York, L.A., and Nashville.

[@MyRackley]

That's right. There's been a Yamaha superstore in London for about the last 20 years. It coexists with all the small retailers. [Not just guitars, of course]

[@lawsiesteve1649]

Here in Australia, Fender have started selling online. Holding back stock from retailers so people are forced to buy online. I'm not against buying online, but if you cut the retailers out of the equation, services guitarists rely on will slowly dwindle/disappear. I will also take a guess and say that Fender will see a backlash from buyers that are fans of visiting a retail store. Do we really want online only. I love going into my local store and buying gear, talking Sh#t etc. Fender!!! Don't cut the Retailers out!! We know you want all the profit to yourself. But remember who you are!! Cheers

[@benlogan430]

If your business is having difficulties trying your hand at the retail side would not be helpful. Then franchising that retail outlet would only further complicate matters. Fender makes guitars they don’t know how to run a retail establishment.

[@brianglade848]

Wish my dad made big moves, since 1974, he's been picking up cigarette butts in the men's room at Union Station in Chicago, I picked him up once, his mouth had a Redding around it,he had like 6 kankur sores and was wearing a pair of pants he found in the garbage, in the car he was trying to light a wet cigar butt ...by the time we got home he said his legs were itchy and his pee burned..... Jesus Christ dad

[@jamesonpace726]

And yeah, because humans are historically "careful" & rarely make mistakes....

[@homegrownson]

Manufacturers Owned by Conglomerate's are only interested in Profits and Profit Margins and that means the Customers will Never be the Focus, Neither will be Quality if weighed against profit

[@mikelord9860]

You know what 'an interesting first step' would be - there's a cleared-out CVS Pharmacy not far from my house (empty for a few years now) - instead of putting a Guitar Center or Sam Ash in there, why not(?) go small and have Fender set up shop there. I'd think having a Fender sign to catch a guitar-playing motorist's eye would fill up that parking lot, 'specially if you had Squiers and acoustics hanging on the wall.

[@georgecaplan11]

The first step to cutting out distribution to small retailers.

[@MrSmiley1964]

This whole discussion reminds me of an ugly little statue my father kept on his desk when I was growing up. On the bottom it said, "Work hard, be faithful and you will get your just rewards." It was a fat man with a large screw going in his belly and out his back. My dad worked his ass off for the company for 30 years when it was sold, and he was let go with a handshake and a "been nice knowing you." He left the statue for the next guy.

[@tylerherbs]

I think we need to figure out who has a missile lock on Baxter’s face before we worry about Fender’s retail plans

[@misteress3840]

Jajaja! Right!

[@blueacid4l]

In this age of Insta and TikTok .. how are there not more Jonathan looking away/ looking down meems?

[@blindsidedka]

Jonathan your hair looks amazing! Sorry Baxter but today is his day.

[@darthj_der7447]

(Click on video) fenders opening an awesome store....in japan! And good day sirs...(close video) 😆

[@GoodmanRecordingsTokyo]

On one hand I'm excited! I can get there in 40 minutes. But on the other hand, I can't afford this!!

[@davidmiles533]

If you’re wondering WHY the frame keeps showing up on your video….it’s your eyes. You have one eye that turns out, your right one. The camera focuses in part by identifying where your eyes are pointed. Your eyes are giving two messages when they don’t evenly track. I’m both an optician and a camera junkie so I notice these things.

[@davidevans3175]

I can't see anyone in their right mind spending top retail for a guitar in a Fender store. It will bring the brand visibility way up, but buying one - that's where your local community store comes in.

[@CFCMahomet]

The look on the guys face when the camera guy gets passionate… 😂😂😂

[@davidsteinberg8024]

Baxter touched on my first thoughts when he mentioned car dealers. Tesla's sales model came to mind. The main sticking point is as hard as they've tried, guitars are not produced (yet) with the consistency of automobiles. Ironically, CNC machining and automation have done far more to improve the low-end product than the high-end. Sweetwater does the best possible today to cross that uncertainty gap between what you played in the store and what arrives in a box, and its not perfect. A better example is Adorama, price may be great but they ship you a box untouched from the factory and you play the quality crapshoot. If the big boys ever crack the quality nut, watch out.

[@anthonypanneton923]

Chinese manufacturers are getting closer all the time. There's no innovation there - everything they make is a copy. But I have bought a number of guitars that are no name (or unknown name), in the box as sealed at the factory - for UNDER $100 each - including tax and shipping. These are not guitars that compete with high-end big-name guitars costing 20-30X as much $$, but in almost every case they are remarkably well made. They ALWAYS need a LOT of setup work, and sometimes the pickups sound less than spectacular. But these are VERY decent guitars, and pretty much exactly the same guitars that sell for 4-5X as much once they put a squire or epifone label on them.

[@petersouthwell5971]

It feels like it's aimed at Guitar Center, maybe swooping in and filling the void. I chose you guys because I like Casino guitars, the idea of it as a business, the show, and the whole vibe you give off. The community you've built (that you've shown on KZbin, like that silly "play 'Wonderwall' the longest" competition) also played a big part in my decision. I could have chosen Sweetwater since the price was the same. But... I wouldn't have had the chance to talk to Baxter on the phone and get his opinion about the instrument. Hearing from a guy whose playing I respect because I watch the show meant a lot to me. I think I could buy it now directly from Fender on their website, but it would have felt impersonal. No advice about it. Maybe I'm just an older guy in my 50s, and I like the idea of that cool guitar store where dudes who play in local bands work. I don't want that to go away. I go to those places because I enjoy talking to the people and buying the instrument from them. Still, maybe Fender will revamp Guitar Center-they need help. ----- Serious topic for me because I see many small shops closing in my city and it's something I don't want to see vanish. The smaller guitar stores are part of my love for the instrument.

[@thepennydrops.]

I wonder if these giant dealer stores might end up damaging their brand. I feel like the mystique and magic that follows buying a guitar might dimish and drive consumers to boutique brands.

[@misteress3840]

Good point