King Princess, Phoebe Bridgers, Ashley McBryde, Larkin Poe, Soccer Mommy, Tash Sultana and Wallows are among the 50 artists who will participate in Fender’s new global artist marketing program Fender Next.
The musicians in the year-long program literally span the globe, hailing from the U.S., Canada, Europe, Australia and Asia. Fender selected them through surveying industry insiders and cultural curators and by reviewing more than 1,000 submissions. The goal is to help propel rising artists to the next stage of their career.
“The diverse artist profile we’re seeing onstage is shaping who’s buying and playing guitars today,” Fender CMO Evan Jones tells Billboard. “We released a research study late last year, and it further confirmed what we were already observing: the face of guitar is changing. We found that 50 percent of new guitar buyers are women, and African American and Latino players make up 19 and 25 percent of beginning and aspirational players, respectively. The instrument is also being used in more unique ways in the hands of this next generation of players -- who are embracing both digital and analog tools together and don’t necessarily identify their music as any one genre.”