Bob Roback Joins Fender as President

California Rocker Fender Guitar Corp. Bob Rodack
Bob Rodack has been named President of Fender
Bob Roback President of Fender by California Rocker
Bob Rodack has been named President of Fender Guitar Corp.

LOS ANGELES — Bob Roback has been named President of Fender Musical Instruments Corp. and will open a new Los Angeles-based office for the company.

Mainly known as co-founder of Dashbox and former Head of Music for Yahoo!, Roback has been an entrepreneur and executive in the music business since 1991.

Bob Roback and Digital Strategy

Long-considered a base for emerging music talent, Los Angeles represents a continual resource for retail.  The company’s latest move is seen as an initiative to increase presence in the LA market.

At Fender, Roback will oversee the development of Fender’s emerging digital strategy. The company wants to engage a broader group of consumers.