Fender Guitars has introduced its new Fender Next program aimed at amplifying a set group of artists as they evolve throughout their careers. Ashley McBryde, Soccer Mommy, Dillon Carmichael, Patrick Droney, badflower, and Lindsay Ell are among the Nashville-connected artists chosen to participate in the inaugural program. The Fender Next program will illuminate 50 of the most exciting new artists representing the new face of guitar worldwide.
“We work with over 2,000 artists, and supporting and servicing artist needs first has long been at the core of our artist marketing efforts,” said Fender Vice President of Artist and Integrated Marketing Matt Watts. “We wanted to develop a program that was our flag in the ground and say, ‘We are making a commitment to artists through product, marketing support, public relations strategies and other areas to hopefully move the needle for them.'”
In addition to providing global performance opportunities and Fender product, Fender Next artists will be featured across Fender content from editorial to social media, telling their individual stories as they progress on their musical journey. There are plans to expand its global reach even further in 2020, with a new lineup of Fender Next artists chosen each year.
“We don’t see any other brand or music company doing anything of this magnitude, and 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,” said Watts.
On March 14-15, 2019, Fender will kick off the program with The Fender Next House – a unique interactive pop-up experience at the South by Southwest Music Festival in Austin, Texas. Fans will have the chance to attend leadership discussions and intimate concerts featuring Fender Next artists, try Fender Play at demo stations, and more. There will also be guitar techs on site to assist with set ups for all artists in the Fender family.
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