Fender Records and Op Announce Op 'Emerging' Albums, New Talent Gets Shot at "Big Break!"
(Fender | Posted 2002-11-20)
Offering musicians from around the world a
chance at their first "big break", Fender Records is teaming-up with Ocean Pacific Apparel Corp. (Op), the original California lifestyle brand, to spotlight new musical talent. Fender and Op will produce a CD album tentatively titled Op "Emerging," which will feature up-and-coming, unsigned
bands and music artists that exemplify the youthful lifestyle shared by both
Fender and Op consumers.
Slated to commence Nov. 11 and conclude Dec. 15, the Fender/Op artist search
will take place on the Web. Aspiring musicians who want to participate can
upload an MP3 song file at www.fender.com for consideration by Fender and
Op, who will cull the list of contenders to a select group of 20. A panel
including action sports and music industry celebrities will choose
finalists, and winners will be awarded a contract with Fender Records for
their single on Op "Emerging."
"Music and action sports are so inextricably linked that it had to come to
pass that Fender, the largest guitar and amplifier originator in the world,
could do something really huge with Op, the original action sports brand,"
says Ritchie Fliegler, senior vice president of market development, Fender
Musical Instruments Corp. (Fender).
"Considering we're going to be linking the Op 'Emerging' contest entry Web
site to Fender.com, which gets 90 million-plus hits every month, this talent
competition is going to be one insane, rockin', wall-to-wall party," says
Fliegler. "Every young music freak with computer access, in every garage in
the world, is going to be beating up our Internet servers."
If any breakout artists emerge though the project, they will be eligible to
be signed to a full-fledged, long-term recording contract with Fender
Records. Op will continue to be associated with and have a sponsorship
affiliation with artists throughout their entire contract with Fender
Records. The CD is scheduled for release late spring 2003.
In addition to standard retail distribution, Op "Emerging" will be sold on
Fender's Web site (www.Fender.com) and through Rhinošs Web site
(www.rhino.com). It will also be available at Op portals, including Web
sites (www.Op.com and www.OpClassic.com) and retail outlets.
Known for their philanthropic efforts in the areas of youth education,
Fender and Op will donate a portion of album proceeds to a mutually agreed
upon charity.
"This is a watershed moment in our industry, the first time that all the
elements of producing an album, from A&R and production to marketing and
global distribution, are being managed by world-class players, with true
branding of all the processes and products," says Michael Marckx, OP vice
president of marketing and advertising. "Every part of this project will embody those characteristics that make Fender and Op authentic and relevant
with every new generation."
Fender and Op will work in concert with Mandalay Branded Entertainment,
selecting the artists, songs and overall architecture of the CD, which will
be distributed and marketed by Rhino Records. Songs will be recorded from
the ground, up, and produced by Spencer Proffer of Mandalay and Fender
Records vice president of A&R Steve Plunkett.
"Since '72, Op has connected its brand to the youth culture through the
creation of products, events and entertainment properties that meet the
demands of the board sports community and youth market," says Marckx. "Op
'Emerging' records will showcase a diverse selection of musicians whose
personalities and music play to the tastes of today's multifaceted Op
customers, and the artistic responsiveness of California youth culture will
resonate loud and clear on this album."
The first CD in the Op "Emerging" series will feature ten performers,
including several well-known personalities in the action sports community
who are also accomplished musicians. To shore up the remaining spots on the
performers list, Fender, Op and Mandalay will this year launch a major
talent search to find the most exciting, viable artists whose styles will
reflect the "sounds" of Op via Fender and its products.
Among other initiatives, Fender plans to manufacture limited edition
Op-branded guitars, and a nationwide tour of Op "Emerging" artists is being
considered.
"This union of passionate and visionary crazies will lead to great music,
innovative and new marketing strategies, as well as a lot of fun for all,"
says Proffer. "We are proud to be on the team to break some ground and
artists."
