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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." |
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