Pro audio specialist Shure and streaming platform Mixcloud have partnered on a new project aimed at uncovering the audio pioneers of tomorrow.
Shure24 is a new campaign that invites music fans to vote for their favourite individual from a list of 24 who are pushing the boundaries of audio culture. The 24 nominees were selected by an acclaimed line-up of curators, comprised of:
• Holly Herndon, critically acclaimed Berlin-based electronic composer and musician who has released records on RVNG Intl. and 4AD as well as holding a Ph.D. from Stanford’s Center for Computer Research
• James Lavelle (UNKLE), UK-based trip-hop and streetwear icon and founder of the Mo’ Wax label
• Santigold, hailing from Philadelphia via NYC, is the mixtape innovator who pulled down pop’s genre boundaries
• Yuri Suzuki, Japanese sound artist and designer, explores audio’s psychological effects with his installations and inventions
“We created Shure24 not only to celebrate these individuals and their own accomplishments but to provide a platform that also serves as a global support network for the next generation of audio pioneers,” explained Paul Crognale, senior manager of musician and consumer audio marketing at Shure. “As a company of engineers, performers, artists, and fans, we understand the importance of a solid support system who can help aspiring creators achieve their goals.”
Voting is now open, with the four individuals with the most votes receiving a mentoring session with one of the curators and the opportunity to create a podcast detailing their personal story. Podcasts will be available on Mixcloud and 24.shure.com. Furthermore, each artist listed in the Shure24 will receive a tailored package of Shure gear.
“Shure24 is such a cool project in that it offers a much-needed platform to shine some light on new and up-and-coming artists, which is important nowadays because the market is so flooded with constant releases by endless artists,” commented Santigold. “As an artist, I know how great it feels to know that other artists appreciate your work and what powerful encouragement that can be.”
“There’s never before been a definitive platform that celebrates and cultivates creators from across the audio world. We at Mixcloud exist to amplify culture and communities globally. The time is ripe for us to be joining forces with Shure to launch this new platform for the next generation of creators,” said Kazim Rashid, creative director at Mixcloud.