Iconic guitar manufacturer Fender has been striking a chord with consumers for 70+ years; however, integrating new digital services into an established brand brings fresh opportunities and challenges, especially with 90% of new players quitting guitar within a year.

This session will cover the impact of adopting new technologies for new and established companies in order to turn new tech savvy users into returning, loyal consumers. Join special guest Julia Cumming of the band Sunflower Bean and Ethan Kaplan as he discusses what Fender’s vital move into the digital space means for the music industry, and how companies can apply these concepts to grow their own music businesses and optimize user experience.

[Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.]