The Pandemic Effect
The COVID19 pandemic, which started in 2020, led many industries to shut down production. It was at first seen as a potential death knell into what was already a declining guitar market. Instead, this gave Fender's sales a surprisingly significant bump, with the Times reporting that “young adults and teenagers, many of them female, are helping to power this guitar revival, manufacturers and retailers said, putting their own generational stamp on the instrument that rocked their parents' generation while also discovering the powers of six-string therapy.”
In fact, lockdowns have prompted many to pick up the guitar. This trend came to light when Fender offered a three-month giveaway of free lessons at its digital platform Fender Play at the start of global lockdowns. It received an overwhelming response, with more than 900k new players. Fender CEO Andy Mooney attributed the event's success to people's desire to try something new and also the “Zen-like aspect” of playing an instrument that helped people cope in these troubled times. The result is that Fender has sold more guitars in 2020 than any other year in its history. The record demand under lockdowns has resulted in an electric guitar shortage in many parts of the world. If you tried to buy a new electric guitar, you might have noticed something fairly strange: guitar stores don’t have much stock.
In was under these circumstances that Fender entered its 2021 75th anniversary year stronger than ever. “We're proud to usher in Fender's 75th anniversary with some of our most innovative products to-date,” explained Justin Norvell, Fender Executive Vice President. “Heading into 2021, we're introducing an elevated, highly collectible selection across all categories - including electric and acoustic guitars, basses, amps, Squier, accessories and more - with something for professionals and all the new players learning at home. [...] In true Fender tradition, our products are an extension of our artist community and we continue to find new, innovative ways to support their creative expression.”
In fact, lockdowns have prompted many to pick up the guitar. This trend came to light when Fender offered a three-month giveaway of free lessons at its digital platform Fender Play at the start of global lockdowns. It received an overwhelming response, with more than 900k new players. Fender CEO Andy Mooney attributed the event's success to people's desire to try something new and also the “Zen-like aspect” of playing an instrument that helped people cope in these troubled times. The result is that Fender has sold more guitars in 2020 than any other year in its history. The record demand under lockdowns has resulted in an electric guitar shortage in many parts of the world. If you tried to buy a new electric guitar, you might have noticed something fairly strange: guitar stores don’t have much stock.
In was under these circumstances that Fender entered its 2021 75th anniversary year stronger than ever. “We're proud to usher in Fender's 75th anniversary with some of our most innovative products to-date,” explained Justin Norvell, Fender Executive Vice President. “Heading into 2021, we're introducing an elevated, highly collectible selection across all categories - including electric and acoustic guitars, basses, amps, Squier, accessories and more - with something for professionals and all the new players learning at home. [...] In true Fender tradition, our products are an extension of our artist community and we continue to find new, innovative ways to support their creative expression.”
The 75th Fender Anniversary
Fender celebrated its 75th anniversary with a commemorative sticker featured on the back of the headstock of its factory models and launching special anniversary versions of the Stratocaster, Telecaster, Precision Bass and Jazz Bass.
The 75th anniversary models came in two flavors - a commemorative "Platinum" model and a "Diamond" model, available in February 2021. The former were all made in the US, the latter were made in Ensenada.
The 75th Anniversary Commemorative Stratocaster, made in USA, sported a striking 2-Color Bourbon Burst finish over an ash body, gold hardware and pearl button locking tuners. The one-piece maple neck featured a Deep “C” profile, rolled fingerboard edges, a "Super-Natural" satin finish and a sculpted neck heel for unsurpassed comfort and playability. Custom Shop Fat '60s pickups provided sweet Strat tones with added low-end punch while a 2-point tremolo with cold-rolled steel block enhanced sparkle, sustain and tuning stability. Each Commemorative Stratocaster featured a 75th anniversary ingot inlaid into the back of the headstock and an engraved anniversary neck plate. It came with a custom Inca Silver molded hardshell case with plush Lake Placid Blue interior and a special certificate of authenticity.
The Ensenada-built 75th Anniversary Stratocaster was dressed in a stunning Diamond Anniversary satin metallic finish with matching painted headstock. Its maple neck featured a “Modern C” profile and medium jumbo frets. Vintera '60s pickups provided sweet Strat tone, while a 2-point tremolo delivered smooth vibrato and improved tuning stability. Every Mexican Anniversary Stratocaster featured a special 75th anniversary neck plate and ships in a deluxe gig bag.
The 75th anniversary models came in two flavors - a commemorative "Platinum" model and a "Diamond" model, available in February 2021. The former were all made in the US, the latter were made in Ensenada.
The 75th Anniversary Commemorative Stratocaster, made in USA, sported a striking 2-Color Bourbon Burst finish over an ash body, gold hardware and pearl button locking tuners. The one-piece maple neck featured a Deep “C” profile, rolled fingerboard edges, a "Super-Natural" satin finish and a sculpted neck heel for unsurpassed comfort and playability. Custom Shop Fat '60s pickups provided sweet Strat tones with added low-end punch while a 2-point tremolo with cold-rolled steel block enhanced sparkle, sustain and tuning stability. Each Commemorative Stratocaster featured a 75th anniversary ingot inlaid into the back of the headstock and an engraved anniversary neck plate. It came with a custom Inca Silver molded hardshell case with plush Lake Placid Blue interior and a special certificate of authenticity.
The Ensenada-built 75th Anniversary Stratocaster was dressed in a stunning Diamond Anniversary satin metallic finish with matching painted headstock. Its maple neck featured a “Modern C” profile and medium jumbo frets. Vintera '60s pickups provided sweet Strat tone, while a 2-point tremolo delivered smooth vibrato and improved tuning stability. Every Mexican Anniversary Stratocaster featured a special 75th anniversary neck plate and ships in a deluxe gig bag.
The US 75th Anniversary Commemorative Stratocaster
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The Mexican 75th Anniversary Stratocaster
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To celebrate the 2021 anniversary, the Fender Custom Shop unveiled the Limited Edition 75th Anniversary Stratocaster NOS. It featured a two-piece select alder body finished in a decadent “Diamond Pearl” nitrocellulose lacquer and a gold anodized pickguard. This anniversary model sported a beautiful lightly tinted quartersawn 5A figured birdseye maple neck with a '60 “oval C” profile and a round-lam rosewood fretboard with narrow tall frets, mother-of-pearl face dots and cubic zirconia side dots. The three Custom Shop hand-wound Fat '60 pickups granted powerful tone with transparent bloom. Other features included vintage synchronized tremolo, vintage-style tuning machines with pearl buttons, transition logo and bone nut.
The Custom Shop Limited Edition 75th Anniversary Stratocaster NOS
Anniversary book and gadgets
In addition to commemorative electric models, Fender, in conjunction with publisher Motorbooks, released a 75th anniversary book by Dave Hunter: Fender 75 Years, available since May 18. Illustrated throughout with rare images from company archives, this book treated readers to rare behind-the-scenes views of the shop floor throughout the years, as well as studio imagery of the guitars, rare period advertising and brochures and performance images of Fender players.
But there were also coins and picks to celebrate Fender's 75th anniversary: thanks to its partnership with PAMP (Produits Artistiques Métaux Précieux), the world's leading bullion brand with dominant positions in the world’s major precious metals markets, Fender launched an extra heavy gauge 99.99% pure silver guitar pick and a commemorative pick-shaped coin to celebrate its 75th anniversary.
The first was a limited edition 5 gram silver guitar pick. It came with a transparent capsule and was priced at $59.99. The latter was a commemorative Solomon Island 2 Dollar pick-shaped coin. The obverse side was dominated by an effigy of Queen Elizabeth II along with an individualized serial number. The reverse featured the headstock of a Fender Telecaster and the writing "2021 Fender THE SPIRIT OF ROCK 'N' ROLL". It came in two versions, priced at $45 and $95, housed in an elegant black, Fender branded display case.
But there were also coins and picks to celebrate Fender's 75th anniversary: thanks to its partnership with PAMP (Produits Artistiques Métaux Précieux), the world's leading bullion brand with dominant positions in the world’s major precious metals markets, Fender launched an extra heavy gauge 99.99% pure silver guitar pick and a commemorative pick-shaped coin to celebrate its 75th anniversary.
The first was a limited edition 5 gram silver guitar pick. It came with a transparent capsule and was priced at $59.99. The latter was a commemorative Solomon Island 2 Dollar pick-shaped coin. The obverse side was dominated by an effigy of Queen Elizabeth II along with an individualized serial number. The reverse featured the headstock of a Fender Telecaster and the writing "2021 Fender THE SPIRIT OF ROCK 'N' ROLL". It came in two versions, priced at $45 and $95, housed in an elegant black, Fender branded display case.
Fender/PAMP "extra heavy gauge" pick
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The elegant Fender/PAMP black case
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The Fender 75th anniversary pick-shaped coin by PAMP
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MAIN SOURCES
- Fender Newsroom: Fender Press Releases & Products Updates
- Guitars inspection and photos
- Fender Newsroom: Fender Press Releases & Products Updates
- Guitars inspection and photos
