Fender has launched Fender Next program for rising artists like Phoebe Bridgers, Tash Sultana, King Princess, Soccer Mommy, more

A program that's set to push rising artists to the next stage of their career

King Princess, Phoebe Bridgers, Tash Sultana, and Soccer Mommy are some of the 50 artists from across the globe who are set to participate in Fender’s latest global artist marketing program, Fender Next.

Musicians in the year-long program come from around the world, with participants from U.S., Canada, Europe, Australia, and Asia. The participants were selected by Fender, who surveyed industry insiders and reviewed over 1,000 submissions. Ultimately, the program aims to push rising artists onto the next stage of their career.

Fender Next will launch during South by Southwest from March 14th to 15th, where they’ll be hosting their very own Fender Next House. The space will feature concerts from Fender Next artists, in addition to stations where you can demo products. Participating artists also get exclusive benefits like select guitar, amp, effect pedals, and other gear.

“The diverse artist profile we’re seeing onstage is shaping who’s buying and playing guitars today,” Fender CEO Evan Jones explained, according to Billboard. “We released a research study late last year, and it further confirmed what we were already observing: the face of the 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.