Spotlight: Unveiling Fender's Timeless Revival: The Vintera II Series
IN THE WORLD OF GUITARS, SOME NAMES STAND AS ETERNAL PILLARS - their iconic designs echoing through the annals of music history. Fender, revered for crafting instruments that define generations, has returned with an ode to its own legendary legacy. The Vintera II Series, a symphony of vintage nostalgia and modern craftsmanship, invites players to traverse the corridors of time. These guitars are not mere instruments; they are time machines that transport musicians to the golden ages of rock 'n' roll.
One of the primary challenges in designing the Vintera II Series was to create instruments that captured the essence of vintage Fender guitars while incorporating modern manufacturing techniques. As Allen Abbassi, Director of Product at Fender Guitars, explains, the goal was to make these guitars feel and sound like instruments from the 1950s, '60s, and '70s.
Photo by Kevin Wang
"We wanted to get the necks right and get the pickups right," Abbassi states. "The pickups are crucial to achieving that vintage sound. We went through a thorough process of revoicing each pickup set, selecting different parts of the decade for different instruments. It was a meticulous effort to ensure that the pickups had the right number of winds, the right magnets, and the perfect tone to capture that authentic vintage Fender sound."
Fender took a bold step by reintroducing rosewood fingerboards to the series. For the past few years, Fender had been using Pao Ferro and maple fingerboards, but the reintroduction of rosewood brings a more vintage look, feel, and sound to the guitars, appealing to players seeking that classic vibe.
While the Vintera I Series set the stage for vintage-inspired instruments, the Vintera II Series builds upon that foundation. As Martin Powell, Director of Marketing at Fender, highlights, the new series expands by offering models that Fender has never released before.
"We've taken all the great things from the Vintera I Series, like the vintage-style pickups and different neck shapes," says Powell. "But this time, we're expanding and offering models we've never introduced before. For example, the NoCaster, a rare and transitional model between the Broadcaster and Telecaster, makes an appearance. We've also introduced other exciting models like the '50s Jazzmaster with its distinctive aluminum gold guard, Competition Mustangs, a '70s-style P Bass with a wide-range humbucker in the neck position, and the much-anticipated Bass VI."
The Vintera II Series boasts a wide range of vintage-inspired colors, echoing the classic aesthetics that Fender is renowned for. From Fiesta Red to Vintage White, Competition Orange to Lake Placid Blue, and Black Guard Blonde, these vintage colors enhance the series' nostalgic appeal.
Fender's marketing campaign for the Vintera II Series aims to showcase how these vintage-style guitars transcend decades and continue to influence modern music. The campaign features a diverse roster of artists, both contemporary and legendary, to highlight the enduring appeal of these instruments.
Martin Powell explains, "With this campaign, we wanted to show how Fender has played a role in each of these decades— the '50s, '60s, and '70s. We've paired modern artists with iconic artists from those eras to create cover songs that bridge the generations and highlight the instruments' timeless quality."
Grammy award-winning singer-songwriter Madison Cunningham, one of the campaign's featured artists, reflects on her experience playing the Vintera II Series and her role in the marketing campaign. "It was surreal to play alongside Wendy Melvoin, someone I've admired for a long time. Wendy and I share a similar approach to guitar playing, focusing on melody and song craft. The Vintera II Jazzmaster felt smooth and was easy to play compared to my older Jazzmaster. It was a great experience."
In today's culture, there seems to be a resurgence of nostalgia, not only in music but also in various industries. People are drawn to the vintage aesthetics and styles of the past, seeking a sense of authenticity and connection to bygone eras. The Vintera II Series taps into this trend, offering players the opportunity to capture the vintage essence of Fender's golden age while enjoying the benefits of modern craftsmanship.
Fender's commitment to creating guitars that resonate with musicians across generations ensures that these instruments remain relevant and influential, serving as a bridge between the past and the present. The Vintera II Series is a testament to Fender's dedication to providing musicians with instruments that inspire creativity and allow them to write the next chapter in the story of rock 'n' roll.
