N.W.A. founding member Arabian Prince has joined France-based modular MIDI controller manufacturer Joué as an advisor and lead brand ambassador, the company announced Monday (Jan. 13). The Grammy-nominated producer will help guide the company in its entry into the U.S. market.
“An instrument like Joué fits into what’s happening in music tech, as the whole way people see their creative output is changing,” said Arabian in a statement. “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.”
Joué founder and CEO Pascal Joguet added that Arabian Prince “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.”
A press release notes that Arabian Prince first experience Joué’s products firsthand when he met the company’s French team at an event in California. The company notes that he will work with them to develop additional Pads -- which are silicone overlays that make Joué products “flexible and pleasant to the touch” -- that pay tribute to classic drum machines and other vintage tech products for musicians.