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Matt Mullen

"Fender will not get preferential treatment": Reverb has been sold by Etsy to investors in Fender and SoundCloud - but says its partnership with the guitar manufacturer "remains unchanged"

Fender Reverb Etsy Soundcloud

Screenshot of reverb homepage.

Reverb has been sold by Etsy to two new investors in a deal that makes the online gear and instrument marketplace a privately held and independently operated company for the first time since 2019.

The company is being acquired by Creator Partners and Servco, two companies that have strong ties to both the music and musical instrument industries. Creator Partners has investments in BMI, Fender and SoundCloud, and was founded by former SoundCloud CEO Kerry Trainor, while Servco is the majority owner of Fender.

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