Fender Musical Instruments Corporation (FMIC) today, fittingly debuting on his birthday, announces the launch of the Juanes Stratocaster® guitar, a collaboration with multi-Grammy and Latin Grammy® award-winning singer, songwriter, guitarist and philanthropist, Juanes. On the heels of his latest album release, Vida Cotidiana (praised by Rolling Stone as “His best album yet!”), the Juanes signature guitar captures the essence of his sound, tone and look – a distinctive blend of pop, rock and metal fused with the unique folkloric sounds of Colombia, as well as his passion for innovation, culture and philanthropy. Regarded as a leading trailblazer for Latin music and a champion for social transformation, Juanes will give back by donating all artist proceeds to his foundation, Mi Sangre, which empowers new generations and fosters a culture of peace in Colombia and beyond.
With the Latin genre's continued cultural dominance, generating $1.09 billion of recorded music revenues in 2022, the Juanes Stratocaster® marks a first-of-its-kind marketing campaign for Fender, one that continues to connect the brand to Latin music lovers during a time when Latin influence in guitar culture is more prevalent than ever. Through his ever-evolving music, Juanes is not only reshaping the landscape of Latin rock and pop but also captivating music enthusiasts of all preferences. Fender is honored to commemorate Latin music, culture and Juanes' unwavering commitment to his family and philanthropic endeavors, with the introduction of this signature guitar.
Born in Medellin, Colombia, Juanes began his musical journey as a self-taught guitar player at the young age of seven. After honing his skills and creating his own style of guitar playing– combining elements from the rock world with his Colombian roots–Juanes embarked on a solo career and released his debut studio album, Fíjate Bien in 2000 which earned him a field leading seven Latin Grammy nominations and three Latin Grammy Awards, including Best New Artist. Juanes has since garnered over two dozen American and Latin Grammy awards, sold more than 30 million albums worldwide and been hailed by TIME as “One of the 100 Most Influential People in the World.”
"Hoy en día siento que solamente necesito esta guitarra y muchas ideas," dice Juanes. "Mi relación con Fender empezó cuando estaba viviendo en Colombia. Decidí vender todo lo que tenía para comprarme mi primera guitarra Fender, me vine a los Estados Unidos y grabé mi primer álbum. Y hoy, puedo decir que tenemos una Juanes Stratocaster® en Luna White. Es un sueño. No lo puedo creer, estoy muy feliz."*
Known for his preference for individual notes and riffs that stand out even within chords, the Juanes Stratocaster® captures his unique sound with custom-voiced noiseless single-coil pickups to achieve clear tones and note distinction. His left and right hand technique, combined with the use of a Mid-Boost Preamp with an S-1 Switch and a modern-voiced humbucker pickup, allows his guitar playing to act as a secondary voice, sending a powerful message alongside his vocal lyrics. The mid boost preamp amplifies his sound and highlights the right midrange frequencies, making his chord changes stand out and ensuring his music resonates from verse to chorus to bridge and beyond. With its alder body featuring a stunning, moon-reminiscent "Luna White" Satin finish, an ode to his oldest daughter, Luna, which means “moon” in Spanish, this guitar exudes elegance and style.
“Juanes is known for his clean, bright sounds that flawlessly blend his rock and metal inspirations with his Colombian roots. Our goal was to create a guitar that would meet these precise standards with the Mid-Boost Preamp with an S-1 Switch and a modern-voiced humbucker pickup that his playing style is known for," said Justin Norvell, FMIC's Executive Vice President of Product. "Juanes has been a loyal Fender® player throughout his career, from the Jazzmaster® to the Telecaster® and, of course, the Stratocaster®. Today, we proudly introduce the Juanes Stratocaster®, a remarkable fusion of artistry, functionality and unmatched sound quality."
The artist signature is accompanied by the ‘Juanes Capsule Collection’, curated accessories that embody the artist on stage style including the Juanes Strap Luna White, Juanes 351 Celluloid Picks and the Juanes 10’ instrument cable complete with a shimmering Luna White PVC jacket. These one of a kind accessories feature his signature and handwritten mantra, “La vida es un ratico” which translates to “Life is a moment,” adding the perfect complement to accompany his stunning signature Stratocaster® guitar.
In true tradition, the Fender Artist Signature Series honors iconic musicians through product progression and storytelling, creating instruments and gear inspired by the unique specifications of the world’s greatest guitarists and bassists. To support the launch of the Juanes Stratocaster® guitar, Fender will release a three-part creative video series that delves into the artistic journey and influences that have shaped Juanes' music. Watch In Conversation with Juanes introducing the Juanes Stratocaster® in Luna White.
The video series is part of a larger marketing campaign supporting the Juanes Stratocaster® guitar, Fender’s first 360 artist signature marketing campaign solely featuring a Latin music artist. The campaign features traditional paid media across print and online, wild postings in Los Angeles and New York City, as well as a digital billboard in Miami, a city that’s both a first for Fender’s outdoor marketing as well as Juanes’ first US home base. The Juanes Stratocaster will also be featured on Live Nation digital screens and in Spotify audio ads, where Juanes will speak directly to the listener with pre-recorded audio; the launch will also be supported with buys across TikTok, YouTube, Facebook, Instagram and Connected TV.
“Juanes’ passion for music and commitment to social transformation have inspired communities worldwide for decades, but feel even more relevant today with the growing Latin influence in today’s music industry,” said Evan Jones, Chief Marketing Officer at FMIC. “As the first-ever marketing campaign for a Latin artist signature guitar, Fender is honored to continue to bring the impact of Latin music culture to the forefront.”
To learn more and view product descriptions, click HERE.
