Fender has announced Next, a new annual initiative designed to promote and provide support for talented artists.
The 50 artists in the pilot program span the globe, including American roots band Larkin Poe, Australian singer-songwriter Tash Sultana, and UK-born alt-rocker Sam Fender.
According to the brand, the year-long program targets artists that “represent the new face of guitar in fresh innovative ways”. As Next artists, participants will get the chance to perform globally and be supplied with Fender products such as guitars, amps, effects pedals, accessories and more.
Fender will also feature these artists in promotional advertisements and help them garner a following through social media campaigns and mini-documentaries.
Fender Next events in the works thus far include a pop-up experience at the upcoming SXSW festival, the UK-based Great Escape Festival in May, as well as festivals in Japan and Australia. Events are expected to run through the next year.
More information at fender.com.