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Fender’s trying through lessons and a slew of online tools (Fender Tune, Fender Tone, Fender Riffstation). The Music Experience, a Florida-based company, has recruited PRS, Fender, Gibson and other companies to set up tents at festivals for people to try out guitars. There is also School of Rock, which has almost 200 branches across the country. On a Friday night in Watertown, Mass., practice is just getting started. Joe Pessia runs the board and coaches the band. He’s 47, a guitarist who once played in a band with Extreme’s Nuno Bettencourt and has worked at School of Rock since 2008. W

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