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Endorsee Bassists

I'd be interested to hear from other bassists about what you think makes an effective endorsee for bass gear.

Obviously the main purpose of an endorsed artist is to sell the gear of a particular manufacturer (similar to sales guys in music stores in a sense but on a different level).

You might buy gear because an artist you like endorses it or you might buy something in spite of the fact that an artist you don't necessarily like endorses it.

How effective do you think artists are in selling gear?

Who do you think the most credible endorsees are?