Fender research findings revealed that, much like the instrument itself, the archetype of the “guitar god” in music and culture has evolved. Guitar isn’t dead – musicians are playing guitar now more than ever, but in new, innovative ways in today’s diverse, popular music landscape. With the rise of streaming and sharing platforms, artists around the world have even more access and empowerment to create and share music. In tandem, Fender consulted with award-winning neuroscientist, musician, record producer and author Daniel Levitin, who
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