Fifty Percent of Newcomer Guitarists are Women18.10.2018
Latest research data released by guitar manufacturer Fender indicate that fifty percent of all people beginning their adventure with playing the guitar buying their first instrument are women.
The guitar giant has been committed to a more pro-woman approach for the past two years, focusing its efforts primarily on the British and American markets. The approach can be seen in Fender’s recent marketing campaigns and the launch of a new women-oriented line of guitars endorsed by renowned female guitarists, including Bully frontwoman Alicia Bognanno and the women of Warpaint.
– The fact that 50 percent of new guitar buyers in the U.K. were women was a surprise to the U.K. team, but it’s identical to what’s happening in the U.S. (…) There was also belief about what people referred to as the ‘Taylor Swift factor’ maybe making the 50 percent number short-term and aberrational. In fact, it’s not. Taylor has moved on, I think playing less guitar on stage than she has in the past. But young women are still driving 50 percent of new guitar sales – said Fender CEO Andy Mooney in an interview with Rolling Stone.
Fender’s research revealed another interesting diagnosis—it turns out that most women who buy guitars do so online, because they’re put off by the gruff, overly masculine atmosphere of most guitar stores.
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