April 26, 2021 I Supply
Fender Announces 3rd Annual ‘Fender Next’ Class
Fender has announced the 2021 class of artists joining Fender Next, its artist development program “designed to elevate rising musicians that are pushing guitar forward in music and culture.” Each Fender Next artist will receive Fender’s industry-leading guitars, amps and more, alongside holistic, 360-marketing support across the company’s multi-channel platform to share their story and connect them with millions of music fans worldwide.
The COVID-19 pandemic has drastically impacted how artists connect with new and existing fans due to postponed tours and performances. With heightened visibility via Fender’s social channels, Fender Next artists are able to reach nine million music fans around the world and showcase their unique sound
“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.”
In its first two years, Fender Next has recognized and empowered talented artists who have gone on to critical acclaim and commercial success. Members of Fender Next’s 2020 class, Black Pumas, were nominated for three 2021 Grammy Awards. Past class member King Princess subsequently performed on “Saturday Night Live” after her induction in 2019, while her classmate Ashley McBryde was awarded Artist of the Year by the Country Music Association.
This year’s Fender Next group includes 25 rising artists (featuring 10 North American, three Australian/New Zealand, seven European, three Asian, two Latin American artists) across genres, generations, genders and backgrounds that are elevating guitar in music and culture. 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. As part of the process, they sought guidance from key industry leaders at record labels, streaming services, talent buying agencies and executives in addition to other music entities. A testament to the diverse and dynamic future of guitar, this year’s group is more than 50% women with seven countries and five continents represented.
The Class of 2021 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 and Tendre.