The manufacturer of guitars, amplifiers and related musical equipment already has a strong presence in China against competitors such as Gibson and Yamaha.
However, Fender wants to build deeper connections with local artists and engage with music educators to target musicians and music fans alike, said Jonathan Heeter, Fender's marketing manager for China.
"We've reached the point where serious music brands need to be committed to China," Heeter told Campaign Asia-Pacific. "Our mission in China is to be an integral part of the music culture and community."
This is the first time Fender has formally hired an agency for its digital communications campaigns, which will "fully leverage the different multimedia channels in China to make a difference", according to Elan Shou, managing director and senior vice president, Ruder Finn Asia.
China’s music scene has come a long way, with major cities seeing a recent surge of live music events such as the Wood+Wires Music Festival, Strawberry Music Festival and Midi Festival. In August 2013, metal legend Metallica also performed in China for the first time in its 31-year musical career.