Amidst the pandemic, almost 1M people picked up guitar for the first time, and Fender is adapting to meet the evolved taste of the largest wave of guitar players ever seen. The brand partnered with viral TikTok stars Blu DeTiger, Lil Huddy, Hannah Dasher, Gabriel Garzón-Montano, and The Destroy Boys to tap into the app’s emerging culture of guitar, where over the last year #Fender has garnered over 157M TikTok views, and“#GuitarTok” has surpassed 1B+ views and counting. The Player Plus campaign will incorporate everything from virtual jam sessions encouraging users to interact and create songs together, video tutorials on how to match the style of the Player Plus guitars with makeup and wardrobe, and exclusive content series with well-known stars.  

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