Latin artist’s first signature guitar is available now
Fender Musical Instruments Corporation (FMIC) 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 and on the Latin star’s birthday, 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.”
“Nowadays I feel that I only need this guitar and many ideas,” says Juanes. “My relationship with Fender began when I was living in Colombia. I decided to sell everything I had to buy my first Fender® guitar and I came to the United States and recorded my first album. And today, I can say that we have a Juanes Stratocaster® in Luna White. It’s a dream. I can’t believe it, I’m very happy.”
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-foot 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.
