Guitar Center picks Praytell as new AOR

The firm will help the retailer reach out beyond serious musicians to newbies picking up an instrument for the first time or going for lessons.

BROOKLYN, NY: Praytell hit the right note with Guitar Center, which has picked the firm as its AOR following a competitive review.

The music retailer selected Praytell in late April, following an RFP process that began in February. The firm is overseeing the strategy and execution of Guitar Center’s PR initiatives and partnering with the brand across all marketing programs, artist relations, and content-development efforts.

Praytell founder Andy Pray explained that his firm is focused on engaging consumers who are not just professional musicians, but also "average Joe’s picking up a guitar for the first time or going in for lessons."

To that end, Praytell will help Guitar Center tell stories about musicians both young and old, novice and professional. It will also emphasize the message that Guitar Center is a one-stop shop for musicians.

Pray explained that not many people are aware the retailer sells not just guitars but also amplifiers, drums, and keyboards, as well as recording, live-sound, DJ, and lighting equipment. Guitar Center locations also give lessons, hold workshops, and repair instruments.

"We want to make people see all of the things Guitar Center does, which is more than some folks expect," Pray said. "They do a myriad of services that are influencing a musician’s life. Our big challenge there is to help communicate that in a big way."

Praytell senior media strategist Sarah Chavey is leading a team of five staffers on the account in the firm’s New York and Los Angeles offices. Budget information was not disclosed.

Anthemic Agency was the incumbent on the account. The firm stopped working with Guitar Center last week. Chavey was previously PR director at Anthemic before joining Praytell in January.

A Guitar Center rep was not immediately available for comment.

Praytell’s roster also includes SoundCloud, Kobalt, Twitter, Logitech, Shock Top, Barnes & Noble, Waze, and the Mac AIDS Fund. The firm is headquartered in Brooklyn, with staff in San Francisco, Los Angeles, Chicago, and Austin, Texas.

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