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Musicians from all genres have been rocking out on Fender guitars since the company was founded in 1946. But these days, Fender is trying to stay relevant by attracting, and retaining, younger musicians with a new content-driven campaign focusing on the guitar's style and accessibility.
It's no easy feat: Ninety percent of people who start playing guitars drop out in the first year, many in the first three months, according to Fender's CMO, Evan Jones.
"We don't have an awareness problem; we have a retention problem," Jones said.