Fender Musical Instruments Corporation (FMIC) has announced the 2021 class of artists joining Fender Next, an artist-development program designed to elevate rising musicians who are pushing guitar forward in music and culture. Each Fender Next artist will receive Fender’s guitars, amps and more, alongside marketing support across the company’s multi-channel platform.
This year marks Fender’s 75th anniversary. The COVID-19 pandemic has drastically impacted how artists connect with new and existing fans due to postponed tours and performances. With the heightened visibility of Fender’s social channels, Fender Next artists are able to reach nine million music fans around the world.
“As leaders in the music space, we have a responsibility to support new artists looking to establish careers long-term,” said Evan Jones, CMO at Fender. “We’re uniquely positioned to showcase and develop emerging artists on a global scale, and it’s our goal to act as a best-in-class marketing partner to them, leveraging the full breadth of our capabilities and brand investments on their behalf. We see the Fender Next program as foundational to our bigger brand mission, and a critical part of our long-term commitment to showcasing the depth and diversity of today’s artists, moving guitar forward in music and culture.”
This year’s Fender Next group includes 25 rising artists (10 North American, three Australian/New Zealand, seven European, three Asian and two Latin American artists). Their ranks span genres, generations, genders and backgrounds. After an open call to submissions from the public and A&Rs across the country, the 2021 class was hand-selected by Fender’s artist marketing team, who identified a group of artists that each have developed their guitar-driven music in new and exciting directions. A testament to the diverse and dynamic future of guitar, this year’s group is more than 50-percent women with seven countries and five continents represented.
The 2021 class of Fender Next artists includes:
- Alex Hall
- Alfie Templeman
- Ambar Lucid
- Arlo Parks
- Ayron Jones
- Beach Bunny
- Blu DeTiger
- CAIN
- Drax Project
- Fiokee
- Fousheé
- Gabriel Garzon-Montano
- Griff
- Hannah Dasher
- Hitsuji Bungaku
- Holly Humberstone
- Lime Cordaile
- Noreh
- Nova Twins
- Remi Wolf
- Ritt Momney
- Sports Team
- Stand Atlantic
- Suspended 4th
- TENDRE
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