The online guitar sales and online marketplace for musical instruments, Reverb, has undergone a significant change in ownership. Etsy, which acquired Reverb in 2019 for $275 million, has sold the platform to two new investors, Creator Partners and Servco, both of whom hold stakes in the iconic guitar manufacturer Fender. This transaction, reported by Guitar World on April 22, 2025, and echoed across platforms like X, marks a pivotal moment for the music gear industry, particularly for online guitar sales. As Reverb transitions back to being an independently operated company, this shift raises questions about its future direction, potential collaborations, and the broader implications for musicians and retailers in the digital marketplace.
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This essay explores the details of Reverb’s sale, its implications for the online guitar sales market, and how this change aligns with the evolving needs of musicians and collectors. By diving into the context of the sale, the roles of the new investors, and the potential impact on Fender’s influence, we aim to provide a comprehensive understanding of this development for those passionate about music gear and the industry’s digital evolution.
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Understanding Reverb’s Role in the Online Guitar Sales Market
Reverb has established itself as the go-to platform for musicians, collectors, and retailers seeking vintage, used, and new musical instruments. Since its founding in 2013, Reverb has transformed the way people buy and sell music gear, offering a user-friendly interface, a vast inventory, and a community-driven approach. The platform specializes in guitars, amplifiers, pedals, keyboards, and even rare collectibles, such as the recording console used for The Beatles’ Abbey Road or Travis Barker’s drum kits.
Etsy’s acquisition of Reverb in 2019 was a strategic move to diversify its “House of Brands” portfolio, which also includes the vintage fashion marketplace Depop and online guitar sales. However, Etsy’s recent decision to divest Reverb reflects a refocus on its core marketplace and Depop, as noted in a filing with the U.S. Securities and Exchange Commission on April 21, 2025. This strategic shift allows Reverb to operate independently once again, backed by investors with deep ties to the music industry.
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Why Reverb Matters for Musicians and Retailers
For musicians, Reverb is more than just an e-commerce platform—it’s a hub for discovering unique gear that shapes their sound. Whether it’s a vintage Fender Telecaster, a boutique overdrive pedal, or a rare synthesizer, Reverb’s marketplace caters to both professional artists and hobbyists. Retailers, including small music shops and certified pre-owned programs like Fender’s, rely on Reverb to reach a global audience, making it a critical player in the music gear ecosystem.
The platform’s success lies in its ability to connect buyers and sellers seamlessly while fostering a sense of community. Reverb’s blog, educational content, and price guides provide valuable resources for navigating the second-hand market, ensuring transparency and trust. This community-first approach, as emphasized by Reverb CEO David Mandelbrot, aligns with the values of its new investors, Creator Partners and Servco, who are committed to supporting musicians and growing the industry.
The New Investors: Creator Partners and Servco
The acquisition of Reverb by Creator Partners and Servco signals a new chapter for the platform, one that could leverage the investors’ extensive experience in the music and creative industries. Let’s take a closer look at who these investors are and what their involvement means for Reverb’s future.
Creator Partners: A Vision for Creative Industries
Creator Partners, founded by former SoundCloud and Vimeo CEO Kerry Trainor, is an investment firm with a portfolio that includes music and media companies like BMI, SoundCloud, Colors+Studios, and Mogul. The firm’s focus on digital transformation and community-driven platforms makes it a natural fit for Reverb. Trainor’s experience in scaling music and technology businesses suggests that Creator Partners will prioritize innovation, potentially introducing new features to enhance Reverb’s user experience.
In a statement, Trainor described Reverb as “the #1 global marketplace for musicians” and online guitar sales and expressed excitement about joining its mission to “make the world more musical.” This vision could translate into expanded software offerings, improved seller tools, or even new ways to engage with Reverb’s community, such as localized drop-off options for sellers, as hinted in recent reports.
Servco: A Legacy in Musical Instruments
Servco Pacific Inc., the majority owner of Fender, brings a storied history in the musical instrument industry and online guitar sales to the table. Since 1937, Servco has been involved in music, first as a Fender dealer in the 1950s, then as part of the group that purchased Fender from CBS in 1985, and now as its majority shareholder. Servco’s deep-rooted connection to Fender positions it as a strategic partner for Reverb, particularly given Fender’s prominence in
