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Fender Launches Campaign Supporting Best-Selling Player Series

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Fender Launches Campaign Supporting Best-Selling Player Series

Video features Aldana Aguirre

Fender Musical Instruments Corporation (FMIC) announces the start of a new 2023 campaign for the acclaimed Player Series, a line of guitars and basses designed for the new generation of artists, players and creators. Since its inception in 2018, the Player Series has become Fender’s best-selling series, having sold more than half a million units globally and showing nearly 30% consecutive year over year growth. Beyond that, the series has ignited a demographic shift within the industry and attracted a diverse, passionate, and inclusive new universe of guitar and bass players. It’s a testament to the series’ singular ability to transcend genre and aid in the creative exploration of artists such as Turnstile, Cherry Glazerr, Saya Gray, Japanese Breakfast, Beach Bunny, Soccer Mommy and White Reaper, and has appeared on stages and inspired music and culture worldwide. 

New data1 states that playing the guitar is more common among 18 to 29-year-olds (23%) than among any other age group, and the Player Series continues to be Fender’s best-selling series specifically catered towards but not limited to this demographic. In celebration of the modern day creator and  bringing attention to the many reasons why you’ll never regret owning a Fender guitar, the brand  is putting a concentrated focus on the Player Series to highlight boundary-pushing musicians of all playing levels and jumpstart their creative process with finely crafted, legacy instruments. The Player Series 2023 campaign will showcase the timeless appeal of Fender’s Stratocaster, Telecaster, Jazzmaster, Precision Bass and Jazz Bass models, while heroing a handful of eclectic artists who exemplify the fresh and inclusive spirit of the Player Series, including HAIM and Dominic Fike, and up-and-coming Fender Next artists.  

“The launch of the Player Series in 2018 was one of the first times Fender had spoken directly to emerging artists and creators through a flagship series of electric guitars, unbound by classic genres or musical traditions” said Evan Jones, Fender CMO. “Now, as the series boasts consecutive year over year growth since launch, we continue to see the diverse range of passion and musical expression that Fender Player Series guitars and basses have unleashed and we are building on that momentum. We hope the Player Series will continue sparking creative inspiration and inspire even more musicians to try out a Fender guitar or bass.”

The Player Series 2023 campaign is coming to life in a big way as one of Fender’s most expansive rollouts to date. Starting in May, and extending through the end of the summer, there will be paid activations that bring to life why guitarists will never regret their decision to be a player. Paid will live across traditional print media but also digital ad placements across the Match.com portfolio including Tinder, Chispa and BLK as well as Spotify, host-read ads on comedian Conan O’Brien’s podcast, “Conan O’Brien Needs a Friend ,” and out-of-home via Live Nation and in key outlets and markets including New York City, Los Angeles, and Nashville. The campaign will be supported by artists who know first-hand the power of a Player Series instrument. Fender Next 2023 artists Cafuné, Jean Dawson, Cecilia Castleman, and Luna Li, will kick off the campaign in a launch compilation film, which will live across all of the brands owned channels, as well as “Tales of Regret,” a social dedicated series which will include featured artists talking through their best and worst purchases. In addition, the Grammy-nominated, powerhouse trio of sisters, HAIM, will star in the campaign’s hero video, and be included in the “Tales of Regret” series.  Singer, songwriter, actor and guitarist Dominic Fike will also support later this summer with his very own episode in the coveted serialized series ‘Fender Sessions’ which highlights artists from around the world via a mix of live song performances, techniques and a conversation about their personal journey. 

In addition, Fender is introducing two soon-to-be-classic Fender colorways to the Player Series lineup – Seafoam Green, an eye-catching blue-green, and Candy Apple Red, a rich, deep red.  The new and striking paint jobs give musicians even more opportunity to express their individuality and creativity. Built for ambitious players who stop at nothing to elevate their craft, these classic Fender models embody that timeless look and sound that have made an indelible mark on popular music and culture for the last 80  years—and they’re the best Fender has built in the middle price-range.  New in-depth product demo videos feature players Aldana Aguirre, Horace Bray and Arianna Powell as they take  viewers through the Fender Player Series Bass, Stratocaster, Jazzmaster and Telecaster guitar.

“Our mission at Fender is to empower musicians to express themselves and amplify their creativity, and the Player Series is a prime example of this commitment,” said Justin Norvell, Fender’s EVP of Product. “We continuously evolve our product offerings, spec innovations, and stylistic options to meet the evolving needs of artists. With its easy playability, maximum comfort, and sleek design, the Player Series is designed to help players advance on their musical journey and amplify the musicianship of the artist.”

The Player Series sets the new benchmark for quality and performance, with features, including: 

  • Player pickups for legendary vintage tones heard on some of the world’s most influential records
  • Traditional body radii handcrafted with players in mind for improved comfort 
  • Modern “C” neck profiles to support easy playability
  • 22-fret necks for extended range
  • Upgraded bridges for improved performance and easier setup
  • New colors, our classic logo and “F”-stamped neck plate for a more authentic Fender look

The Fender Player Series includes the following models all available in either a maple fingerboard, or pau ferro fingerboard:

  • Player Duo-Sonic™
  • Player Duo-Sonic™ HS
  • Player Mustang®
  • Player Mustang® 90
  • Player Stratocaster®
  • Player Stratocaster® Left-Handed
  • Player Stratocaster® HSS
  • Player Stratocaster® HSH
  • Player Stratocaster® Plus Top
  • Player Stratocaster® HSS Plus Top
  • Player Telecaster®
  • Player Telecaster® Left-Handed
  • Player Telecaster® HH
  • Player Jaguar®
  • Player Jazzmaster®
  • Player Stratocaster® Floyd Rose® HSS
  • Player Mustang® Bass PJ
  • Player Precision Bass®
  • Player Precision Bass® Left-Handed
  • Player Jazz Bass®
  • Player Jazz Bass® Left-Handed
  • Player Jazz Bass® Fretless
  • Player Jazz Bass® V
  • Player Jaguar® Bass

*Pickguard colors vary by model, not all models offer the same color pickguard.

1YouGov, Younger Americans are increasingly exposed to playing music and a wider range of instruments, August 2022

Bass CDs

New Album: Ben Mortiz, MORENO

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New Album: Ben Mortiz, MORENO

The Chilean bassist, producer and sociologist, Ben Mortiz, celebrates the launch of his latest studio work, “MORENO” an album that mixes jazz, soul, and funk following the characteristic Latin style of  Mortiz. The artist completely produced the album under the label “Fallen Lab Records” in the south of Chile.

“MORENO” brings deep and smooth sounds, expressing a sophisticated and elegant Latin vibe. You will find meditative harmonies and joyful melodic voices. The record’s core is the human vibration that Mortiz feels from the Latin American music. The Caribbean rhythms and strong Latin percussions are the musical glue in every song that emerges with the force of the electric bass.

“MORENO” creates a real connection between corporal reactions and mind sensations, always in reference to the originality of Mortiz to fuse modern and classic Latin sounds.

For more information, visit online at danielbenmortiz.com/

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Gear News

New Gear: Phil Jones Bass X2C Dual Compressor/Effects Loop

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New Gear: Phil Jones Bass X2C Duel Compressor/Effects Loop

Step Into X2C With Phil Jones Bass Dual Compressor/Effects Loop…

Phil Jones Bass latest pedal innovation is the X2C Dual Compressor with Dual Effects Loop for performance and recording. The X2C incorporates advanced compressor circuit technology and provides comprehensive tone control with a dual crossover feature which divides the signal into frequency bands ranging from 100Hz to 500Hz, ensuring exceptional clarity and dynamics in tone refinement. 

With insert jacks on each band, the X2C unlocks limitless creativity, enabling players to use various FX pedals for custom tone sculpting. Additionally, it functions as an electronic crossover, ideal for driving high-performance, 2-way bass rigs.

PJB’s Dual-Band compression design is more flexible than standard single-band compressors and provides a more natural and transparent sound. It also provides greater control over shaping and managing dynamics where standard compressors affect the entire frequency spectrum of an audio signal.  

PJB’s dual compressor enables the player to shape specific frequency ranges of an audio signal which allows for compressing the low frequencies while preserving the high frequencies, or vice-versa. Treating the low-end with a dedicated band also allows for heavy compression without affecting the midrange frequencies, which carry the attack of the sound. 

Effects can be plugged into the insert jacks on the X2C and controlled separately. As an example, the lows can be adjusted separately for an overdrive pedal while the highs can be controlled for a chorus. 

Dividing the audio spectrum into fundamental frequencies and harmonics is also effective in the enrichment of slapping techniques. The low frequencies can be compressed without changing the dynamics of the “slap”. By controlling the low frequencies and focusing the attack on the slap the amplifier will sound louder while avoiding overloading of the amp or speakers. The low band can be compressed without the harmonics being affected. In addition, the send jacks can go to different amplifiers/speakers for a bi-amplification set up.

Compact and potent, the X2C embodies studio-grade excellence, setting a new standard for dynamic processing in an uncompromising, portable pedal. The street price is $359.99.

Visit online at www.pjbworld.com

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Bass CDs

New Album: CATTANEO, Tim Lefebvre, Andrea Lombardini, Hypersphere

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New Album: CATTANEO, Tim Lefebvre, Andrea Lombardini, Hypersphere

CATTANEO, TIM LEFEBVRE AND ANDREA LOMBARDINI PRESENT ‘HYPERSPHERE’ EP
The members of Buñuel, David Bowie’s band and a prominent electronic artist are united and have releases their first collaborative release via Freecom Hub.

Hypersphere is an EP created by CATTANEOTim Lefebvre and Andrea Lombardini. Following their conceptual milestone, a dream team of bass players and multi-instrumentalists created fragments of music, coexisting and complementing each other individually and altogether. Having been playing with CATTANEO since 2016, Andrea Lombardini describes the process of their work as “strong musical connection”. Starting with the fully improvised set featuring drum-machine and pedal effects. “Some of Paolo’s keyboards are homemade and he has very unique sounds” – explains Andrea. Getting Tim Lefebvre to produce the EP, the duo simultaneously started another vehicle of their collaboration.

Moving their work organically, three extraordinary musicians managed to reach an almost-perfect balance between sounds of guitar and bass with electronic instruments. Morphing together, numerous guitar riffs, loops of synthesizers. Dominating electronic sounds get united with a rock take, depicting dark moods and ethereal landscapes. All these elements work in tandem to create something new each time.

Order Hypersprehere here.

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Bass Events

Milt Hinton Institute for Bass Summer Camp in New Jersey

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Milt Hinton Institute for Bass sSummer Camp in New Jersey

Milt Hinton Institute for Bass Summer Camp in New Jersey…

The New Jersey Performing Arts Center (NJPAC) will host the Milt Hinton Institute for Studio Bass, an exceptional summer music education program for teens, in residence at Montclair State University, in July 2024. Unique among music camps, the Hinton Institute is designed to support intermediate and advanced bass players ages 14 through 18, for a week of expert classes, performances, ensemble work, studio sessions, lectures, workshops and more. The camp will run from July 14 through July 20, 2024Registration is open December 16, 2023, through  June 7, 2024for more information on applying to the Milt Hinton Institute, please visit njpac.org/hinton. Student musicians will be required to submit a video of themselves playing two performance pieces during the application process. Need-based tuition scholarships are available.

Peter Dominguez, acclaimed bassist and Professor of Double Bass and Jazz Studies at University of Wisconsin–Madison, will serve as the Institute’s Artistic Director.  An extraordinary faculty of professionals from the music world — including Rufus Reid, Ben Williams, Luis Perdomo, Jeremy Smith, Sam Suggs, Martin Wind, Marcus McLaurine, Bill Moring, Mimi Jones, Emma Dayhuff, Diana Gannett, and Bill Crow — will  focus camp instruction on bass performance techniques and ensemble playing in a range of musical genres including classical, Latin and jazz. 

The camp is named for Milt Hinton (1910-2000) a prolific jazz bassist, studio musician and photographer whose career intersected with many of the greatest musicians of the 20th century. The Institute has been held biennially since 2014. It joined forces with the Arts Center this season in part to draw a larger faculty of professional bass players from among the many musicians living and working in the New York City area. Notable guest artists from the region are expected to visit with campers as well.    

“We’re very pleased to have this program be part of the larger vision of NJPAC and its extensive Arts Education offerings. The work being done by the Arts Center has a significant social impact” said David G. Berger, a lifelong friend of Hinton’s, whose Berger Family Foundation helped support the camp.  “That would have been extremely attractive to Milt. He wanted everybody to be involved with music — old and young, men and women, all colors, all creeds. Long before it was popular, that’s the way he lived his life — he welcomed everyone.”

“I grew up in the jazz festival business, and there was no one whose artistry matched his heart  better than Milt Hinton,” said John Schreiber, President and CEO of NJPAC. “He was a brilliant bassist and he also was a brilliant human being. He was the heartbeat of any band he played in and he exuded a kindness that to me exemplified the spirit of jazz.”

Known as “the dean of jazz bassists,” Hinton played with jazz greats from the early 1930s on, performing with Jabbo Smith, Eddie South, Cab Calloway, Ethel Waters, Louis Armstrong, Benny Goodman, Lionel Hampton, Count Basie, Erroll Garner, Billie Holiday, Sarah Vaughan and many others. Hinton also recorded with pop superstars including Aretha Franklin, Frank Sinatra, Sam Cooke, Barbra Streisand, Paul McCartney, Bette Midler and Willie Nelson. Hinton also toured extensively, and in 1993, he was awarded the National Endowment for the Arts Jazz Master Fellowship. He was also well known for his photography, through which he documented seven decades of jazz history. Hinton was renowned for his willingness to mentor young players; a scholarship program in his name was established by his friends and admirers on his 70th birthday. After Hinton’s passing, the Institute was conceived as a way to continue his work in supporting younger bass players. “Two of Milt’s favorite words — ‘cohesiveness’ and ‘sharing’ — are at the core of this week-long Institute that brings together emerging bassists who often are the singular players in their own community and school ensembles,” said Artistic Director Dominguez, (whose own career was advanced when he became one of the first winners of a Hinton Scholarship Competition  in 1981).  “To be a bass player is often to focus not on being a soloist, but on musical collaboration — making other musicians in an ensemble sound better. Bass players are the soul of ensemble playing, and to develop these young souls through arts education programming at NJPAC is both an honor for us and an important responsibility,” said David Rodriguez, NJPAC’s Executive Producer and Executive Vice President — and himself a well-known professional bass player.

The camp will be housed on the campus of Montclair State University in Montclair, where students will live, study and have the opportunity to take part in multiple performances. “Bringing the prestigious Milt Hinton Institute for Studio Bass to the campus of Montclair State University marks an exciting chapter for the College of the Arts, reinforcing our commitment to providing exceptional opportunities for young musicians,” said Daniel Gurskis, Dean of the College of the Arts. “With NJPAC as our partner, we look forward to creating an environment where passion meets skill, fostering a new generation of accomplished and versatile bassists. We are confident that the Institute will become a beacon, attracting talent from diverse backgrounds who are the future of bass music.”

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This Week’s Top 10 Basses on Instagram

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TOP 10 Basses of the week

Check out our top 10 favorite basses on Instagram this week…

Click to follow Bass Musician on Instagram @bassmusicianmag

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