Fender American Standard Jazz Bass
By 1994 all Fender departments were unanimously in agreement that something needed to be done to return the Fender Bass to it’s prior glory. With a departure from the synth pop and glam-rock of the 80’s to a more organic natural sound, a vintage revival of sorts was taking place.
To make this drastic course correction and return Fender Basses to the quality & sound that many musicians knew and loved, Fender coordinated & combined the Fender Custom Shop and the R&D department. Dan Smith, who moved from marketing to research and development sought the important input, suggestions and feedback from prominent musicians. It was almost as if Fender tacitly acknowledged they had strayed form the path and were seeking frank and honest responses to get back on track.
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In 1995 Fender ran an advertisement with a classic sunburst Fender Jazz Bass and the most appropriate words, “Daddy’s Home”. It was official and most welcomed, Fender was returning to their roots and that which made the Fender Jazz Basses of the past such a joy to play.
From Fender’s own promotional materials:
The American Standard Jazz Bass models are a combination of the classic look and feel of Fender’s original design with some subtle changes reflecting the evolution of today’s players needs. Graphite reinforced necks, strings-through-the-body bridge, and vintage style pickups enhance the tone of these industry standards.
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