Customer Stories / Media & Entertainment

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AWS re:Invent 2018: Fender Uses AWS to Bring Music to More Customers

Fender went all in on AWS to better engage with customers and gain supply-chain efficiencies. Fender, made famous by the likes of Jimi Hendrix, is the world's largest maker of stringed instruments by revenue.

Fender runs its Fender Play, Fender Tune, and Fender Tone apps on AWS, which help customers learn to play guitar, tune their instruments, and control digital amplifiers.

The company uses AWS services including AWS Lambda, Amazon DynamoDB, and Amazon API Gateway to store and deliver more than 700 TB of video and more than 4.9 million lessons to customers. The company also uses IoT on AWS to monitor factory conditions and Amazon SageMaker to choose the best wood to use in its guitars. Ethan Kaplan, chief product officer at Fender, spoke at re:Invent 2018.


Fender has powered the music business for the last 70 years and now, with Amazon Web Services tools, Fender and Fender Digital are looking forward to powering the next generation of musicians for the next 70 years."

Ethan Kaplan
Chief product officer, Fender Digital

AWS Services Used

AWS Lambda

AWS Lambda is a serverless, event-driven compute service that lets you run code for virtually any type of application or backend service without provisioning or managing servers.

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Amazon DynamoDB

Amazon DynamoDB is a fully managed, serverless, key-value NoSQL database designed to run high-performance applications at any scale.

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Amazon API Gateway

Amazon API Gateway is a fully managed service that makes it easy for developers to create, publish, maintain, monitor, and secure APIs at any scale.

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Amazon SageMaker

Amazon SageMaker is a fully managed service that brings together a broad set of tools to enable high-performance, low-cost machine learning (ML) for any use case.

Learn more »

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