Reverb, the leading online marketplace for musical instruments and gear, has entered a new phase in its evolution. After six years as a subsidiary of Etsy, the platform has been acquired by investment firms Creator Partners and Servco Pacific Inc., and will once again operate as an independent company.

This move restores Reverb’s autonomy at a time when both macroeconomic pressures and consumer behavior are reshaping the music gear industry. With strategic backing from two firms with deep roots in music, technology, and manufacturing, Reverb is positioned to refocus on its original mission: empowering musicians, retailers, and brands through a dedicated, community-first platform.

From Startup to Industry Staple

Founded in 2013 by David Kalt — a tech entrepreneur and former owner of Chicago Music Exchange — Reverb was created to address a long-standing gap in the used gear market. At the time, online buying and selling of musical instruments lacked price transparency, search functionality, and specialized tools. Reverb changed that by offering:

• Real-time price guides based on transaction history
• Detailed instrument categorization, including by finish, year, and pickup type
• Seller support, including integrated shipping options, payment protection, and storefronts for independent retailers and luthiers

The platform quickly gained traction, particularly among boutique pedal builders, vintage dealers, and musicians looking for affordable, verified instruments. Within five years, Reverb had become the go-to secondary market for gear, facilitating over $1 billion in sales by 2018.

In 2019, Reverb was acquired by Etsy for $275 million.

New Ownership, Renewed Direction

The recent acquisition by Creator Partners and Servco signals a return to Reverb’s original ethos: combining modern e-commerce with the hands-on sensibility of local music shops.

• Creator Partners, co-founded by former Patreon CEO Jack Conte, invests in platforms that support independent creators and musicians. Its portfolio includes SoundCloud, BMI, and the creator economy platform Mogul.
• Servco Pacific Inc., based in Hawaii, has been active in the music industry since the mid-20th century. Notably, it was a major shareholder and operational partner of Fender Musical Instruments Corporation from 2012 to 2020. Although no longer a controlling shareholder, Servco remains involved in music and mobility sectors globally.

The deal is structured to maintain Reverb’s operational independence. Neither investor will merge Reverb into other holdings, and the company will remain brand-neutral — despite both parties having connections to Fender.

Platform Developments and Community Focus

In parallel with the ownership change, Reverb is working on multiple platform improvements and strategic pivots:

• New payment tools that allow sellers to bypass traditional listing processes and receive instant offers from vetted buyers (currently in beta testing)
• Expanded digital offerings, including plug-ins, virtual instruments, and music software licenses
• Enhanced support for boutique builders and brick-and-mortar retailers, with improved analytics and store customization

Reverb also remains one of the few platforms where Fender’s Certified Pre-Owned program operates officially — a model that other manufacturers are reportedly studying for future expansion.

Reverb in a Changing Market

The ownership change comes at a pivotal moment for the global music gear industry. Several intersecting factors are reshaping the market:

• Tariffs and trade policy shifts are raising import costs on Asian-made instruments. Analysts estimate U.S. retailers could see cost increases of $20–25 million per year from current policies.
• Used gear demand is rising. The global secondhand market for musical instruments is projected to grow by over 8% annually through 2028, driven by budget-conscious buyers and sustainability-minded consumers.

In this environment, Reverb’s value proposition — offering verified secondhand gear, transparent pricing, and direct-to-musician sales — is more relevant than ever.

Implications for Retailers and Builders

Reverb’s shift may also have a ripple effect across the retail landscape:

• Independent builders and brands that struggled to gain visibility on generalist platforms like eBay or Amazon continue to benefit from Reverb’s instrument-specific infrastructure.
• Traditional retailers are increasingly using Reverb as an extension of their physical showrooms, leveraging the platform’s traffic and logistics capabilities.
• Luthiers and amp techs have also embraced Reverb for used and custom-built equipment, with growing demand for “builder direct” transactions.

With the platform regaining full control of its direction, many in the industry expect a return to more tailored support for these sellers — including editorial features, demo video integration, and seasonal campaigns.

A New Chapter with Familiar Values

Reverb’s return to independence is more than just a change in ownership structure — it marks a philosophical shift. With partners aligned around the creator economy and music retail, the company now has the freedom to invest in its user base, expand its tools, and adapt faster to the rapidly changing gear landscape.

As musicians around the world continue to navigate tighter budgets, evolving technology, and a saturated gear market, Reverb’s role as a curated, trusted marketplace is more critical than ever. The platform’s next chapter will be closely watched — not just by buyers and sellers, but by the industry at large.

More information and updates are available at reverb.com.