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Who would you endorse?

I would endorse someone visible. Not nessicarily famous, but if they were well respected in the gospel, rock, studio, etc. feilds, and they liked the basses, then sure.

I'd ask them to thank the bass company in any liner notes they were allowed, mention your company/website by name in all appriate interviews, and that they play your instrument live as much as they could. Obviously, being smaller you couldn't enforce this, but if said person enjoyed your basses enough to ask or agree to an endorsement, then it shouldn't be an issue.

That's what I'd do.