The film is streaming exclusively on Fender.com until 8am PT on Friday, 16 October, before arriving on YouTube.
Fender has unveiled The One. For New York., an original feature-length film capturing behind-the-scenes moments and performances with Dinosaur Jr and friends across New York City.
The film has dropped in support of Fender unveiling the next evolution of its flagship American Professional series, bringing new pickups, bridges, electronics, and neck profiles to ten electric guitars and basses, built on some of the most recognisable shapes in music.
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The new lineup spans the Stratocaster, Stratocaster HSS, Telecaster, Hotshot Telecaster, Jazzmaster, Jaguar, Precision Bass, Precision Bass V, Jazz Bass, and Jazz Bass V. All are handcrafted in Corona, California, and are available now through authorised Fender dealers and Fender.com.
Arriving on the heels of the American Professional launch, the film celebrates the artists, neighbourhoods and communities shaping music today. Artists involved in the campaign include Dinosaur Jr, Marc Ribot’s Ceramic Dog, Steve Gunn, the Thurston Moore Group (Thurston Moore, Steve Shelley and Deb Googe), They Are Gutting a Body of Water, Mike Kinsella of American Football and Snail Mail.
For Dinosaur Jr’s J Mascis, New York was where it all started. “New York was the first place we came where we had any fans or acceptance. We just kind of gravitated towards New York,” he said.
Mascis also spoke about choosing his first Fender. “Starting a band I decided I wanted a Fender… I went to buy a Strat but they had a Jaguar for $200 and Jazzmaster for $300. The neck felt better on the Jazzmaster, it was worn in like a baseball bat so I just went for the Jazzmaster.”
The film and campaign reflect Fender’s commitment to supporting artists in the spaces that shape their stories, helping amplify the moments and communities that make live music meaningful.
The One. For New York. is streaming exclusively on Fender.com from 8am PT on Wednesday, 14 October (2am AEDT on Thursday, 15 October) until 8am PT on Friday, 16 October (2am AEDT on Saturday, 17 October). The full film will be available on YouTube following the stream.
