Fender select series
Fender Select Series

At a time when guitar bands are supposed to be on the wane, Fender is producing a wider variety of guitars and amplifiers than at any other time in its history. There must be a market out there for all the new gear, otherwise Fender’s output wouldn’t be so prodigious. Ignore the music pundits; obviously guitar players are alive and kicking.

In the last year, much of Fender’s production has focused on celebrations and reissues of iconic models. The Select series is different. Fender has taken its most popular designs – Startocaster and Telecaster guitars, Jazz and Precision basses – and created a new high-end range using quality components and exotic tone woods.

Fender says:

Designed as “Select instruments for select individuals,” the five guitars and two basses in the series are true players’ instruments that put more than six decades of Fender experience and expertise on outstandingly appointed display and bring a wealth of high-end features and elegant design options to discerning musicians everywhere. With choice tone woods, figured tops, strikingly beautiful finishes, figured and quartersawn maple necks with compound-radius fretboards, specially voiced Fender Select pickups that deliver masterful tone, and other first-rate features, the U.S.-made Select Series presents Fender’s finest selection.

To promote these high-end instruments, Fender has embarked on a major marketing campaign which features Strokes guitarist Albert Hammond Jr.

Albert Hammond Jr. of The Strokes - image used in Fender Select marketing

Fender have also splashed out on a short fictional film: “Selected” – shot on location at the Sunset Marquis hotel in Los Angeles, a hangout favoured by musicians such as the Rolling Stones, the Who, Jimi Hendrix, Bob Marley, U2, Aerosmith, John Mayer and many others. If you like cheese, you’ll love the video.

More about the Select series at Fender