You Won't Part with Yours, Either: Robert Perine and the Fender Guitar, 1957-1969
The first exhibition in the Leo Fender Gallery is “You Won't Part with Yours Either: Robert Perine and the Fender Guitar, 1957-1969." Perine designed and produced almost single-handedly the advertising for Fender Sales, Inc., the Santa Ana-based distribution arm of the Fullerton factory. His ads - which always included photographs and clever copy - graced music trade publications and magazines. His most famous series was titled, "You Won't Part with Yours Either" and always showed someone with a guitar doing something unlikely like surfing or skydiving. While this exhibition details Perine's role creating the iconic advertising image of Fender guitars, which has become well known throughout the world, it will also show other selected works from Perine's art and design career. His trained, detailed approach was unique in the music industry and set standards as Fender grew to dominate musical instrument manufacturing and sales.