Reverb Sold By Etsy to Fender Parent and Firm Led By SoundCloud Alum

Etsy has agreed to sell Reverb, an online marketplace for musical instruments and equipment, to Creator Partners, an investment firm founded by a former SoundCloud CEO, and Fender-owner Servco, the companies said on Tuesday.

Terms of the deal were not disclosed. Bought by Etsy in 2019 for $275 million, Reverb is used by fans to purchase collectibles like the recording console used to track the Beatles’ Abbey Road and Travis Barker’s drums, as well as regular guitars, pedals, keyboards and other music-related products.

The deal, which is expected to close in the coming weeks, will see U.S.-based music gear selling site return to its roots as an independently operated company backed by Creator Partners and Servco.

Creator Partners is the investment company of former SoundCloud CEO Kerry Trainor, and it stakes in BMI, Colors+Studios, Mogul, as well as SoundCloud. Servco is the majority owner of guitar company Fender, which Creator Partners is also invested in. Reverb previously raised $25 million from a group of investors led by Summit Partners.

The deal for Reverb comes at a time when the threat of global tariffs has sparked fears of rising prices for music product imports, merchandise and other goods. In a blog post announcing the new ownership, Reverb CEO David Mandelbrot said the company plans to roll out a new option for sellers “that allows you to get paid faster and drop off your gear locally, without needing to create a listing or ship.” Reverb has other plans to expand its offerings of music-making software and to improve search, ship and help services on the website.

“Over the past five years, we’ve learned a lot from Etsy as we’ve expanded our community,” Mandelbrot wrote in the blog post. “As we look ahead, with a focus on growing the entire industry by helping more people buy and sell used music gear, we’re excited to align ourselves with two new partners who share our passion and focus.”

According to Mandlebrot, buyers and sellers using the website should not notice any disruption as the companies work toward closing this deal in the coming weeks, and Creator and Servco sought to assure Reverb users that Fender will not get preferential treatment on Reverb. Reverb’s partnership with Fender will stay the same, including Fender’s certified pre-owned program, which is one of 20 such offerings available on Reverb, the companies said.

Creator Partners’ Trainor said they are keen to invest in Reverb and its goal of growing “the entire industry through seamless secondhand commerce.”

Mark Fukunaga, executive chair of Servco, said his company has been invested in musical instruments and education for over 90 years. “We remain committed to being good stewards of leading musical instrument companies, like Reverb, and supporting players everywhere in pursuing their passion to create music.”