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NAMM 2019: The Problem with Dean Guitars’ Sexist Marketing
Svalbard’s Serena Cherry has some choice words for sexist marketing strategies in the music industry.
Like any gear-obsessed guitarist, I will be spending this week drooling over pictures from NAMM 2019 – the world’s biggest music product trade show. My feed is awash with shiny new axes and intriguing effect pedals. It’s great. But there’s always one who has to spoil the fun. I’m looking at you, Dean Guitars.
Now, in case you are wondering who ‘The Dean Girls’ are. They’re underwear models. They did not play the guitars at NAMM 2019, they posed with them in low cut tops for photos. Now, as a feminist, I am not here to deny two girls the opportunity to make some money by modelling. They’re not the problem. The problem is the outdated marketing team at Dean Guitars, to whom I would like to say this:
Do you realise how hard it is for female guitarists to be taken seriously in this industry? Do you realise that when we step onstage, we have to work 30 times harder to “prove ourselves” – because there is a perpetual (unfounded) assumption that we can’t play well? Do you realise that when we do showcase killer performances of our shredding, people are more likely to comment on our looks, not on our ability? As players, we are continually diminished, doubted and dismissed.
So when you, Dean Guitars, employ underwear models at a fucking MUSIC TRADE SHOW – you are contributing massively to the problem. You are making things worse for women in music. Because you are promoting the notion that women can only be the shallow sex-appeal, not the musical talent.
“Can they shred?”
“Of course they can’t.”
I bet that’s how every conversation at the Dean Guitars stand went. And thus, the assumption that women “can’t play” is perpetuated – because we are being fucking represented at a music show by women who can’t play! LET FEMALE GUITARISTS REPRESENT THEMSELVES PLEASE. LET US HAVE THAT VALUABLE PLATFORM TO SHOW WHAT WE ACTUALLY CAN DO. THE KNOWLEDGE AND SKILL WE HAVE. How will we ever be taken seriously, if a chance to demonstrate a guitar is given to a model who is only there to pose sexily for photos? How will we ever be regarded as anything more, if you keep painting us in this objectified role?
To put it into perspective, if Dean employed some hot male models to wonder around with their guitars – no one would even assume they couldn’t play. No one would assume they knew nothing about the guitars. Oh what luxury, to be automatically respected.
Words: Serena Cherry
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Good thing no one at Dean gives a shit about some feminazi writer on some fourth rate website. If Dean offends you, thats one more reason to buy one as far as I’m concerned.
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Gonna buy a hideous, overprice guitar because you’re mad at a woman on the internet, huh?
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Feminists need no reason to point out fault and be madd at everything. You make your living finding fault instead of looking at real success stories. Arch Enemy has found tremendous success with its female backed vocalists and Nita Strauss is making waves with Alice Cooper. Perhaps you would have known about those two aforementioned examples if you didnt make your living at being pissed off. Goodluck and Godbless
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yeah but this is an article about the NAMM wtf
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Bore off Serena
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Anyone who is into music knows who the talent is. It seems so backwards to me that you would, as a musician, want to model a guitar as an attempt to gain a platform and display your talent. Your band/music is your platform, and you demonstrate your skill through studio recordings and live performances. You say in the same breath that women are entitled to modeling jobs, but also shame on companies for hiring them. You call yourself a feminist, but think you deserve the role more than a model does because she “can’t play guitar”. Modeling requires more than a pretty face, it’s extremely hard work and takes a lot of dedication. So shame on YOU for not acknowledging their talent and hard work.
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Hey, good piece. Looking forward to more.
Folks who want to silence feminists ought to make give people less reasons to complain about sexist bullshit.
🙂
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I would clown on make models with guitars. I don’t ever assume anyone at all can or can’t play guitar until I see it. The girls if they can or can’t play were there to attract make consumers to buy guitars not stand around and be impressed by actual music playing. I’d go see a sick punk band or Nita Straus if that’s what I wanted. Sure it’s sexist but it isn’t at all belittleing female musicians (who I highly regard)
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