Moderated by a digital media writer at Hollywood journalist, J Clara Chanthe panel of panellists consisted of EvanJonesFMIC CMO; Guillaume GrugerHead of Music Writing, TikTok; Blu DeTigerArtist and Musician on ICT Tac; April KaeArtist, Bassist, Activist and ICT Tac Content creator; as well as the Music Managers, adam hirsch and Benito Lugoco-founders of Alt:Vision and Too Future with comments from Hunter Thompson, Partner at ALT:VISION. Watch the full panel conversation HERE.

The lively discussion unearthed various perspectives on TikTok’s impact on the music industry today, the future of artists and creators, as well as how Fender is committed to expanding the opening up the guitar to a new generation of players.

  • The multidimensional artist:
    • According Guillaume Gruger, head of music writing at TikTok, the key to success on the platform is “showing you’re multi-dimensional — you’re not just a musician, you’re more than that.” He continued, “TikTok offers a foundation for creativity that is really a new format. It’s very exciting to watch musicians who can follow this language and follow these trends and this dialogue.” Benito LugoMusic Manager and Co-Founder of ALT:VISION discussed how social media has shaped today’s industry from a management perspective, sharing “Social media has impacted everything from a management perspective to artist relationships – nowadays we look at artists who can drive around traffic through a song demo, as this is an important factor for record labels, we also constantly look at the data to analyze what works and what doesn’t.
    • The magic of TikTok’s user experience differentiates itself from other platforms, allowing artists to connect with the community where they are and what their interests are. “TikTok is so good at finding the people who need what you’re streaming,” shared april kaeartist, content creator, activist and ICT Tac Bass feeling. “It brings people together around something bigger – and that through music, which I really love.” To resonate with their audience and cultivate deeper engagement, creators develop a style and voice that is both relatable and authentic. “I recently came across a piece of advice that your TikToks should be inspirational, educative or entertaining – and now I always have that in mind when I create and it’s been very helpful,” the artist and musician explained. Blu DeTiger.
    • April and Blu have been stepping up their presence on TikTok during the pandemic and sharing tips with the public on creating and launching engaging content. “The platform is based on these viral sounds, the most trending sounds and that’s where you can get really creative with it.” Blu DeTiger share. “My first video was a song that was going crazy on the app at the time, so I thought why not just play what I would play in the studio? started adding what I would like to play over existing sounds and then building further from there.”
  • Widen the opening of the guitar:
    • The reach and virality of the TikTok platform are undeniable and its impact is evident everywhere. Take the TikTok video 2020 from Olivia Rodrigue playing his new song “driver’s license” on his guitar – catalyzing a resounding Billboard No. 1 hit and record-breaking Spotify debut in just two weeks. Then in 2022, the finale of “Stranger Things” propelled “Master of Puppets” into the charts with by Metallica James Hetfield switch to TikTok to play the iconic guitar riff. While music and sound serve as an integral framework for TikTok, guitar continues to emerge as a popular topic, racking up 4.5 billion views on #GuitarTok to date. “Music is a lot of things on the TikTok platform – but of all the instrument-based hashtags where people come together to interact and play, guitar is the biggest. #Guitar is bigger than #piano, # singing and #drum,” said Guillaume GrugerHead of TikTok music writing.
    • According strong wire, 58% of new guitarists use TikTok to find guitar-related content. And, knowing that almost 60% of all beginners go to TikTok to learn how to play the guitar, investing in the next generations of players and artists is vital, as they will pave the way and show new players what is possible. “The face of the guitar, like music, is more diverse, expansive and youthful than ever, and TikTok has increasingly become a destination for artists and creators to share their music, and for new players to learn. “, shared EvanJones, FMIC CMO. “At Fender, we’re focused on amplifying all those voices. In particular, on TikTok, it’s everything from performances, jam sessions, duets, and product launches to lessons and advice for beginners. Above all, we’re focus on putting artists and creators first, and honestly, one of the most enjoyable parts of working at Fender is seeing the continued expansion of creativity across guitar, bass, amplifiers and pedals in the hands of a whole new generation of players.”
    • “From what I understand there are 10 male bass players for every female bass player,” shared april kae, artist and bassist. “By creating a new version – or an expanded version – of what a bass player looks like via #guitartok, I was able to find bass players who have backgrounds like mine, look like me, and belong to similar communities. brand like Fender that has a philosophy so aligned with what I do is how I’ve been able to reach a lot more people and bring the conversation that’s happening within my more niche community to a wider audience.

At the heart of the #GuitarTok community experience are Fender’s Player Plus guitars and basses, which are becoming the preferred choice for Gen Z creators on the platform – whether they’re seasoned players or just starting out. Designed specifically for digital generations in a rapidly changing music industry, the launch of the Player Series in 2018 and then the Player Plus Series in 2021 sparked a movement in the guitar industry that has accelerated in recent years. years with more new players entering the guitar world than ever before. Fender has also seen a growing number of female guitarists and bass players actively engage in the Fender TikTok and #guitartok communities. Additionally, the fact that artists are the biggest influences for players – especially new ones – leads users to place great importance on the opinions of these artists when it comes to which guitar they should buy.

Fender has featured countless Player Plus artists on its TikTok account, including Hannah DasherJapanese Breakfast, Nova Twins, Destroy Boys, Ghostemane, Portugal. The man, Teezo Touchdown, Blu DeTiger, Gabriel Garzon-Montano and more in several genres. Through jam sessions, demos, Tone Tips and performances by Fender Session artists, the content drew an impressive reach of 33 million viewers.

In keeping with the changing industry, Fender CMO Evan Jones explained how the brand continues to be a go-to resource and keeps artists authentic. “The story has moved on to what do artists want to be? and what do artists want to do?“said Jones. As Fender continues to cultivate and empower artists, TikTok has also become a new touchpoint for the brand to expand support for emerging artists, especially those in its Fender NEXT Program. Leveraging the music discovery element on TikTok, the brand has given Fender Next 2022 artists the opportunity to collaborate on content and talk about what interests them most, new music, notable new projects and more. , so they have a new platform and algorithm to interact with new fans. To date, 12 Fender NEXT artists, such as The Lindas Lindas, Shannon Lauren Callihan, Bruses, Ed Maverick, Self Esteem, INK, Teezo Touchdown – have been featured in dozens of Fender TikTok videos. Fender continues to collaborate on TikTok with several former Fender Next artists, such as Blu DeTiger, Hannah Dasher and Ritt Momney and is looking to increase support for artist creators on the app in the future.

“When you see what’s happening on TikTok and authenticity, there’s no way to predict viral moments and spikes in engagement, but if we can help validate the voice of an artist or a creator, that’s actually as important as getting the total number of views, because at the end of the day, guitar and bass are truly authentic tools of expression,” Jones continued. “In 1946, Leo Fender shared that he believed that ‘artists are angels and it’s our job to give them wings’ – and we take that to heart. It inspires and informs so much about how we operate. in person and via TikTok.”

High resolution artist, lifestyle and product images of Player Plus® models are available HERE; and images of the #GuitarTok effects panel event can be found HERE. Watch the full video of “The GuitarTok Effect” panel HERE.

For more information on the new Fender® products and to find a dealer near you, visit fender.com. Join the conversation on social media by following @Fender.


Since 1946, Fender has revolutionized music and culture as one of the world’s leading manufacturers, marketers and distributors of musical instruments. Fender Musical Instruments Corporation (FMIC) – whose portfolio of owned and licensed brands includes Fender®, Squier®, Gretsch®, Jackson®, EVH®, Charvel®, Bigsby® and PreSonus® guitars – follows a player to create the highest quality digital instruments and experiences across all genres. Since 2015, Fender’s digital arm has introduced a new ecosystem of products and interactive experiences to support musicians at every stage of their musical journey. This includes innovative apps and learning platforms designed to complement Fender guitars, amplifiers, effects pedals, accessories, and professional audio gear, and inspire players through an immersive musical experience. FMIC is dedicated to unleashing the power of musical expression for all musicians, from beginners to historical legends. In 2021, Fender celebrated 75 years of giving artists “wings to fly”, carrying on the vision of its founder, Leo Fenderand connect gamers through a shared love of music.

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