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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.
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.
Sony Interactive Entertainment leveraged Amazon EKS to achieve 60% lower operational costs, 5x faster deployments, and 93% reduced time to market. The migration of 400+ microservices resulted in zero downtime, while standardizing development processes and reducing training time from 16 to 3 hours.
Ladbrokes.live, a provider of streaming sports entertainment content operating in Belgium, was grappling with critical challenges that hindered their ability to attract and retain users. Partnering with AWS Partner, Cloudar—also based in Belgium—the company transitioned to a cloud-native architecture powered by Amazon Web Services (AWS) technologies. This transformation enabled Ladbrokes.live to deliver a seamless, personalized user experience featuring avatars that can be customized to deliver information and statistics relevant to the viewers’ interests, in their language of choice. The solution also helped Ladbrokes.live optimize operational costs and set the stage for continuous innovation in a highly competitive industry.
Arré Voice wanted to enhance user engagement on its digital media platform with personalized content recommendations. The company needed a scalable solution capable of processing large volumes of user data while supporting artificial intelligence (AI)-driven algorithms for content personalization. By transitioning to a microservices architecture, using Amazon Web Services (AWS), and implementing Astra DB, a vector database from AWS Partner DataStax, Arré Voice enabled real-time data handling and improved operational efficiency. Astra DB’s query capabilities and developer tools facilitated the rapid development of its recommendation engine, which now generates over 30 million personalized suggestions per month with a 90-percent reduction in latency.
Cameo, an online marketplace connecting fans with over 50,000 celebrities for personalized video messages, teamed up with AWS Partner Loka to develop a chat-based discovery process using generative AI. This solution aims to provide a more personalized and efficient experience by engaging users in conversation to understand their needs and preferences, then recommending relevant categories and celebrities. The solution leverages Claude on AWS Bedrock to improves conversion rates, reduce time to purchase, and increase customer satisfaction by streamlining the discovery process.
Organizations of all sizes across all industries are transforming their businesses and delivering on their missions every day using AWS. Contact our experts and start your own AWS journey today.
