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“Most rappers I’ve seen perform live have a full band on stage with multiple guitarists.” “Rappers have always incorporated guitar into their music, so much so that Kanye West is famously remembered as posting a sign saying, ‘No acoustic guitars in the studio’ while making of one of his albums,” Mooney says. It showed how the guitar has its place in hip hop, with Younge telling The Independent: “Most major guitar companies fail to focus their marketing on a black and urban demographic, because a lot of these companies feel as though black people only use instruments in church, or something.” And Fender’s Artform documentary, which offered music fans a chance to understand the musicianship involved in hip-hop sampling, starred A Tribe Called Quest’s Ali Shaheed Muhammad and producer/musician Adrian Younge.
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The American Professional series, which launched in 2018, worked with Ty Dolla $ign and the late Mac Miller to tell their musical journeys through guitar, to show how the instrument impacted their creative process. It has also begun to offer a number of different “behind the scenes” documentaries that subvert stereotypes around the guitar and which artists use them. In a recent survey, 50 per cent of the beginners buying guitars from Fender turned out to be women, who perhaps felt more comfortable buying guitars online knowing they were less likely to be patronised or laughed at. Fender took around $500m (£404m) in revenues in 2018, which was bolstered by a strategy of developing a younger audience with a regular stream of new models and Fender Play, an online subscription guitar lesson service. Meanwhile, Mooney is acutely aware of how important it is to reach out to anyone and everyone who might be interested in the guitar, as opposed to clinging on to the rock image it may have been associated with in the past. I think the Eighties possibly killed the guitar solo for the modern player and I think that’s a shame, because some of my favourite moments in songs are the guitar solos.” Yet The Amazons are one of the band’s bringing that back, with plenty of excellent solos on their latest, Top 10 album Future Dust. Lead guitarist Chris Alderton echoed this sentiment to, explaining: “I feel like not all lead-guitar players get to put a solo on a song in this day and age. The Amazons: ‘People probably wonder why we bother with rock and roll’.“She and L Devine are great examples of artists showcasing the power and versatility of guitar across different genres.” “Little Simz is a fantastic example of somebody pushing exciting boundaries with bass guitar right now on her latest album,” says Fender CEO Andy Mooney, who took over the legacy guitar brand from Scott Gilbertson in 2015. Simz has since teamed up with Fender for their “Fender Next” programme, after impressing them with her pioneering attitude – particularly on the bass guitar. Just something about that finger movement, knowing that they’ve trained themselves to use their finger muscles.”
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Even the way it looks when someone’s soloing. It’s very unique in its own right, but that is what I think appeals to me. “There little things that you can do on guitar that you just can’t do on any other instruments.
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“There’s just something about that instrument that’s so otherworldly but so down to earth, as well,” she told SheShreds magazine earlier this year. Simz, who started learning the guitar when she was 17, recognises the thrill of watching someone who has mastered the instrument.
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