France-based innovative music company Joué is announcing that Arabian Prince is joining the team as an advisor and lead brand ambassador. The GRAMMY-nominated producer and founding member of Rock and Roll Hall of Fame-inducted hip hop group N.W.A. will help guide Joué as it brings its creative instruments to the US market.
“We make an instrument for everyone, including music makers who just getting started,” notes Pascal Joguet, founder and CEO of Joué. “Arabian Prince is also dedicated to getting all sorts of people creating and getting engaged with tech. He is a great bridge between DJs, electronic music artists, and hip hop producers, and shares our commitment to empowering people to make music with what they have, using tech like Joué offers to take it to the next level.”
“An instrument like Joué fits into what’s happening in music tech, as the whole way people see their creative output is changing,” muses Arabian. “The lines are blurring between artist, DJ, and producer. The people who were just artists are becoming DJs. There are amazing DJs who are getting into production. A product like Joué makes sense to creatives who don’t fit into one single box.”
Arabian Prince experienced Joué’s products firsthand when he met the French team at a California event and got to jam on the modular, playful instruments himself. He hopes to share the fun and spontaneous creativity of that encounter with others, as well as work with Joué to develop additional Pads (the silicone overlays that make Joué flexible and pleasant to the touch) that pay tribute to classic drum machines and other coveted vintage tech producers and musicians love.
Arabian and Joué share a vision for Joué as an instrument for everyone, from novices to experts. “There’s a huge number of people who want to make music, who have ideas, but don’t know exactly how to start,” explains Arabian Prince. “It’s a lot like gaming: the real energy is not at the pro level, it’s everyone who aspires to be pro. The real energy comes from those millions of aspiring creative people who want to break into the producing and artist world. That’s where Joué can fit in.”
Those attending NAMM can meet Arabian, who will be jamming on the Joué at the Anaheim Convention Center in Hall B at Booth 8200 from Thursday, January 16- Sunday, January 19, 2020.
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