How this indie guitarist came to work with Fender.
Fronting her band Cherry Glazerr, Clementine Creevy has become an indie heroine by mating '90s alt-rock sensibilities with a millennial feminist mindset. But there would be no band to begin with if Creevy weren't first and foremost a musician. That's what legendary guitar maker Fender seems to have recognized when they approached Creevy with an endorsement offer.
From the time Creevy started her band in 2013 (while still in high school) to the 2019 release of their third album, Stuffed & Ready, Cherry Glazerr evolved from sometimes jokey, lo-fi tunes to a nuanced, socially savvy—but still raucously riff-happy—brand of alt rock. In the wake of forging a bond with Fender, Creevy took time to talk to us about how bands and gear companies can achieve rock 'n' roll symbiosis.
Spotify for Artists: Have you played Fender guitars from the start?
Clementine Creevy: Actually my first guitar was a Mexican Strat, an awesome black Fender that my dad got for me. And I started playing it nonstop when I was like 13. That's what really got me into playing guitar. At the time I was listening to everything, but a lot of guitar-based music, from folk to rock and punk. And I loved the Sex Pistols and the Misfits, but also I was really getting into Eddie Hazel and Sly and Al Green. Then I started touring with that particular Mexican Strat. Then after that I got a few of their guitars, now I'm back with a Strat Standard that I got in 2017 right as [second album] Apocalipstick came out. I got that new guitar and modded it so it just has one humbucker and a volume knob. So I have been playing Fenders for the majority of my guitar life.
So then how did your relationship with Fender come about?
My band, Cherry Glazerr, has been recording and touring for a few years now. So I think that they just maybe found out about us and saw that I had been playing Strats for a long time, and we developed a relationship. It's been amazing—I love Fender so much. They have been so supportive of the band and so many other great musicians, and I'm really proud to have the type of relationship with them that I do.
How has that helped the band so far?
We have done some ads with them, and they have gifted us a lot of really great gear. That's probably the most awesome part about the whole thing. And the bass that I got, and the tweed Twin amp that I got. [Laughs] Definitely the gear that they have gifted us has been used quite a bit. I have been using my bass, and the bass player in my band has been using my bass. I've been using it to record and tour, and I love the shit out of it. It's a custom P [Precision] bass.
And how do you think it’s been beneficial to Fender?
I think it allows them to be involved in the DIY scene, and that's pretty cool, because that's where a lot of great things always happen.
Clementine Creevy of Cherry Glazerr Photo by CJ Harvey
You've done some promotional projects with the company, including a video for Fender’s Player Series and a guitar giveaway contest where fans sent in videos of themselves playing to a backing track of “That’s Not My Real Life.” What was that like?
The guitar giveaway was such a cool element to our relationship. I love the video that we made; it was really cool to see all of our fans come together and make something creative and rad and fun. It was really special to watch. But it was really hard to choose a winner, because everybody was so awesome—it was such a sweet thing to do. I think just us being a part of their ad campaign is extremely cool. And they're just genuinely supporters of our music and our growth. And it's just really important and special to have people like that in your corner, because it makes you feel supported, and that makes all the difference in the world, I think.
What would you say to artists in search of their own gear endorsement?
I would say, it sounds cheesy, but be yourself and believe in yourself, and I think that's always what makes the most honest art. And then I think a lot of great things come from that.
Do you think some genres are more conducive to corporate sponsorships than others?
No, I don't think so. I think all that matters is that you are writing good songs that are connecting with you and a certain audience. I feel like what's cool about music in 2019 is we really have done away with genre. We're living in a time when there's a lot of different types of music being made and being heard.
How did you develop your own guitar style and sound?
When I formed my band, I found a type of sound—it comes so organically that it's hard to say when you're on the inside of it. I think it's easier to describe if you're on the outside. But I think the combination of seeing a lot of live music and just putting your whole soul into what you love to do, which for me is playing guitar and rocking out with my friends... I developed my sound through both of those things.
Any parting message?
I just feel I'm lucky to be a part of Fender's world. They've been so supportive of us and it's been really awesome. And I would quote [Minutemen bassist/indie rock hero] Mike Watt and say, "Start your own band!"
—Jim Allen