Hard to believe, but the Fender Stratocaster, which changed pop music, now is 60. The solid-body electric guitar was built in 1954 by Leo Fender, George Fullerton and Freddie Tavares at their small California shop. Buddy Holly was an early fan of Fender’s futuristic looking guitar, which he showed off on his first album with the Crickets in 1957.
Part of Fender’s success came from the print ads devised by Bob Perine, who attended the Chouinard Institute of the Arts in Los Angeles and went on to open his own ad agency in Orange County in the 1950s. Bob devised a series of clever ads that showed young people carrying Fender guitars while surfing, skydiving, riding motorcycles and being at the beach. Bob also redesigned the Fender logo. When Bob Dylan walked out on stage in 1965 at the Newport folk music festival, carrying a 1964 Fender Strat and began playing rock music with a band — he was booed at the time — the world would never be the same again. A few years later, Jimi Hendrix lit his Stratocaster on fire at the Monterey Pop Festival.