The brand’s inaugural global artiste marketing initiative, Fender Next is a platform to showcase talent representing the new face guitar culture.

Fender has launched an annual global artiste marketing programme. The platform aims to elevate musicians who represent the new face of guitar. The first of its kind for the marque, the initiative will offer support to a diverse lineup and amplify their voices as they evolve.

From editorial to social, talent such as Melanie Faye (pictured), Cautious Clay, Tash Sultana, and Sam Fender will be featured across promotional content. The newly-set stage will see them tell their individual stories as they navigate their respective creative journeys.

The group has been serving players at every stage of their musical trail since 1946, and the above reflect the newest iteration of its continued investment in said commitment. Dubbed Fender Next, the movement affords artistes global performance opportunities and product.

The current year kick-starts what the musical instruments giant has decided will be a long-term endeavour to back present-day and future up-and-comers on the scene. With plans to expand its reach further, Fender Next casts will be chosen via a yearly submissions process.

“Guitar is being used in more ways by an increasingly diverse set of artistes across genres. In a recent study, we found that a new face is emerging with African American, Latino, and female players making up 19, 25, and 50 percent of aspirational guitarists,” said Evan Jones, CMO of Fender.

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