D’Addario & Company has launched of a new site for their Play Fearlessly Project, at The Play Fearlessly Project is a social initiative designed to showcase the company’s next generation of electric guitar strings: D’Addario NYXL. Built with a proprietary wire drawn at D’Addario’s New York headquarters, NYXL strings boast strength, improved tuning stability and a louder, brighter sound.

The Play Fearlessly Project began in March 2014 with a Classic-T guitar donated by California-based Suhr Guitars that was outfitted with NYXL strings. The guitar, accompanied by participating professional artists, then made stops in New York City, Nashville and Los Angeles. This tour was followed by a series of public events at select Guitar Center stores across the country in May and the London Guitar Show in September, where visitors had a chance to participate by playing a few notes on the NYXL-equipped guitar. These contributions are now live on as part of the “longest lick ever played”—an eclectic mix of music by a range of artists, from amateur to professional.

With the launch of, the project is also officially open for public participation. Each video uploaded to the site will be added to the project, and participants can share their contribution socially across the web with their own unique URL. For an example, click here.

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