SPOTLIGHT: Fender Next Gives Artists “Wings to Fly”
“ARTISTS ARE ANGELS — it's our job to give them wings to fly,” Leo Fender once said. 76 years after he founded Fender Musical Instruments Corporation (FMIC), his vision lives on with the announcement of the fourth annual Fender Next class.
“Fender Next is our commitment to elevating the next generation of artists and players that are moving music forward, so we can bring new perspectives and sounds to the industry and beyond,” says Fender SVP of Marketing, Matt Watts.
The artist development program aims to elevate the careers of rising musicians who are pushing guitar forward in music and culture. With perks including artist features across Fender’s social media platforms and access to world-class gear, it’s clear that the program is intent on amplifying selected artists in more ways than one.
Despite the program’s short history, it has identified and empowered an impressive roster of artists across various genres. Notable alumni include Omar Apollo, Little Simz, Wallows, Cautious Clay and King Princess among many others. Collectively, Fender Next alumni’s accolades include 10 Grammy nominations, as well as wins at the CMAs and the BRIT Awards.
This year, Fender Next expands its reach by working with artists around the world: 12 from North America, 2 Australian/Aboriginal, 4 European, 4 Asian, 1 African and 2 Latin American. Bringing various cultural backgrounds to the forefront will give the public an international look at the guitar industry, and players from various corners of the globe may find themselves represented in the group.
Staying true to the guitar industry’s diversity, the roster’s gender makeup is a reflection of new guitar players at large. Out of 25 members, over half of this year’s Fender Next artists are female-identifying. Wet Leg, a buzzy indie rock duo from the UK and The Linda Lindas, who rose to stardom after a viral performance of their song “Racist, Sexist Boy,” are just two of the women-led bands crushing gender stereotypes and challenging any preconceived notions about who can play guitar. The roster spans across generations too — the latter band’s youngest member is 11 years old.
Fender is an iconic name across musical genres, so it’s no surprise that the Fender Next class is as sonically diverse as the brand’s guitars and gear. From the dreamy bedroom pop style of Still Woozy to the experimental electronic sounds of 100 gecs, any aspiring guitar player will get a robust picture of what they can do with a guitar.
“Guitar is such a versatile instrument,” says 100 gecs, “and because of Fender’s history in music, they can invoke parts of that history very well in the present, and we love that.”
Experimenting with sounds and styles is vital for new players, or anyone working to expand their playing abilities. Throughout the year, Fender will roll out exclusive conversations and even intimate performance sessions with the Fender Next artists. Hearing some of the industry’s most exciting talent break down their artistic vision could be a useful educational tool for newbies and pros alike, and will certainly guide future generations of guitar players.
“It’s our hope that these acts will go on to lead, inspire and define the industry,” says Fender CMO Evan Jones, “and it's our honor to help them grow their audiences and their legacies.”
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