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Australian band CastleComer is among 50 artists highlighted in the Fender Next campaign.

Rising Artists Star In
"Fender Next" Program

New campaign highlights diverse musicians and playing styles on four continents.

FENDER MUSICAL INSTRUMENTS CORPORATION is launching a new annual global artist marketing program, Fender Next, geared toward elevating artists who represent the new face of guitar.

“The music industry has dramatically evolved in the last ten years—from the diversity of artists, genres, and new inventive usage of guitar to streaming service platforms, labels, social media, and the emergence of accessible recording via home studios,” said Evan Jones, Fender’s chief marketing officer. “Guitar is healthier than ever and being used in more inventive ways by an increasingly diverse set of artists. In our recent research study, we found a new face of guitar is emerging with African American, Latino, and female players making up 19, 25, and 50 percent of beginning/aspirational guitarists, respectively.”

Fender Next represents the newest chapter in Fender’s longstanding effort to serve players at every stage of their musical journeys. Provided with global performance opportunities and Fender product, Fender Next artists—such as Melanie Faye, Cautious Clay, Tash Sultana, and Sam Fender—will be featured across Fender content from editorial to social, telling their individual stories as they progress through their creative journeys. This will be the first year in what Fender plans to be a long-term, ongoing commitment to support today’s and tomorrow’s artists. A new global lineup of Fender Next artists will be chosen through a submission process each year.

"We’re beyond excited to see
]how Fender Next elevates players,
as they make music on stages
and in studios around the world—
from Hollywood and Nashville
to Tokyo, London, Sydney and beyond.”

Benefits for Fender Next artists include: select guitars, amps, effect pedals, accessories, and swag; promotion through Fender PR, social media, and roles in Fender marketing launches and ads; a variety of creative content including mini documentaries on each artist’s passion points and new releases; inclusion on Fender Next playlists through music streaming services; inclusion of select artist songs in Fender’s digital learning platform, Fender Play; and backline support for international touring.

The 2019 Fender Next campaign will spotlight 28 North American artists (26 American, two Canadian) along with 22 international artists. Selected through a submissions process, they include: Ashley McBryde (USA), Boy Pablo (Norway), Cautious Clay (USA), FKJ (France), Fidlar (USA), Japanese Breakfast (USA), King Princess (USA), Larkin Poe (USA), Melanie Faye (USA), Phoebe Bridgers (USA), Sam Fender (U.K.), Tash Sultana (Australia), Wallows (USA), King Gnu (Japan), and Hyukoh (Korea). A kickoff event was planned for March 14-15 at SXSW, giving fans a unique interactive pop-up experience featuring gear demos, intimate concerts, a chance to meet the artists, and more.

“Artists are the centerpiece of everything we do,” said Matt Watts, Fender’s vice president of artist and integrated marketing. “Fender Next deepens those authentic relationships even further. We’re beyond excited to see how Fender Next elevates players, as they make music on stages and in studios around the world—from Hollywood and Nashville to Tokyo, London, Sydney and beyond.”

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