Since the dawn of the brand’s inception, New Era has been known to be in the business of shedding light on underrepresented and unappreciated talents. The collective has developed a strong liking for the ways of the youth worldwide. On a worldwide scale, New Era’s motives to celebrate rising artists and better comprehend the ways of the creative ton yielded the most magnificent find: All My Cousins, a collective of sonic maestros that radiate a whole different level of creativity from the Ghanaian motherland.
This collective is an active part of the creative culture in Ghana, and their ways are magnificent and electrifying. In a climate where the underground artists in Ghana hunger to share their art, All My Cousins rises to the call and delivers their art uniquely through ravers and all other outlets of creativity. On the journey of walking in their creative purpose, Surf Ghana and Vibrate Space, active forces in the fast-rising alternative scene, came along, adding to their voices and further contributing to elevating these Ghanaian creative wayfarers. In such a partnership, COZY, Seyyoh, Ansah, Shrek, Juicy, 95ANTNY, Narah, and Big Leaflet create waves that are uniquely and divinely their own, winning over the masses with the freshness of their sound and their hypercreativity.
New Era’s partnership with Surf Ghana and Vibrate Space aims to aid over 400 emerging artists over the next six months through mentorships, access to the Vibrate Space studio, and opportunities to perform at live events. Contributions from the brand will also help provide AV and studio equipment and digital support for artists to raise awareness of their content across the region and globally.
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