Fender Musicmaker: Elevating the Art of Guitar Playing

The Fender brand has been synonymous with innovation and creativity in the music world for over 70 years. The launch of its flagship Tokyo store is a testament to this legacy, as it brings together the latest instruments and technologies under one roof. Located in the heart of Harajuku, the store embodies the concept of supporting musicians at every level of their journey.

'We are humbled by the acclaim our guitars have received over the years,' said Edward Cole, President of Fender Music (Japan), which serves the Asian market. 'Our goal is to empower every musician, from beginners to professionals, to take their music-making to new heights.' With the rise in popularity of guitar playing during the pandemic, Fender's sales have reached an all-time high, with annual sales of nearly 1 billion US dollars.

The Tokyo store is designed to cater to musicians of all levels, offering a range of Fender Custom Shop models on its third floor. This concept is not just limited to Japan; it's part of Fender's global strategy to become the largest music products industry in the world within the next decade. According to Cole, if 10% of first-time guitar players continue to play for their entire lives, the industry can expect sales of $30 billion in just 10 years.

The store's opening marks a new era in Fender's history, and it is expected to drive further growth in the music products industry. Asia is poised to become the world's largest market within the next decade, and Japan is at the forefront of this trend. With sales of nearly $1 billion in just four years, Fender Music (Japan) has cemented its position as a leader in the region.

In his opening remarks, Fender Musical Instruments CEO Indy Moonie echoed Leo Fender's philosophy: 'Artists are angels, and our job is to give them wings to fly.' The new store embodies this spirit, offering every artist – regardless of gender, genre, or country of origin – the tools they need to take their music-making to new heights. With its innovative approach and commitment to empowering musicians, Fender Musicmaker is poised to continue inspiring generations of artists for years to come.

Fender musicmaker