The Orange A&R guide to endorsements

Orange Ambassadors are artists around the world who endorse Orange products and, in return, receive support from our company:
- Special Pricing on Purchases
- Backline Support (Mainly for Overseas Touring)
- Priority Tech Support
- Cross-Promotional and Content-Sharing Opportunities
Our desire is to create mutually-beneficial, give-and-take relationships where both parties are endeavouring to support one another.
We often get asked about our endorsements and what we look for in qualifying artists. While there’s no one-size-fits-all answer, we want to share some key points that influence our decisions. This should help clarify the process. In an ideal world, being an amazing guitarist or bassist would be enough, but things are a bit more complex from a business standpoint. So, before you spend hours perfecting your ambassador application, please read on for some Orange A&R insights:
Are you an established band or artist? While we’d love to support every aspiring musician on their journey to stardom, our endorsements are geared towards those who’ve already made some headway. We don’t expect a decades-long career, but we need to see that you and your band are serious and have built something tangible beyond your rehearsal space. Dreams are fantastic, but we need more than just plans.
Have you released any music? You need to have some music out there. If you’re thinking, “I just dropped my debut single last month” or “I released an album in 2013,” that might not be enough. We want to see consistent activity, writing, and creating. A lone song or an old album followed by radio silence won’t cut it.
Are you touring and playing shows? Playing to a packed local pub is great, but have you ventured out, toured, or played non-local shows? If not, we recommend doing so before considering an endorsement. Expanding your audience beyond family and friends is crucial.
Are you signed, or do you have a manager, PR rep, or agent? We have immense respect for DIY artists, so don’t let this deter you. While it’s not a requirement, having a label or professional support shows that others believe in your potential and are willing to invest time and resources. It indicates that you’re serious about taking things to the next level.
Are you promoting yourself? Being an artist today means juggling your craft with marketing, social media, photography, copywriting, and content creation. We know it’s a lot—social media can be a necessary evil—but it’s an integral part of the modern industry. Even if you’re not touring but have a significant online presence, we might still collaborate. Our goal is to get our amps played in front of as many people as possible, whether on a festival stage or a viral TikTok video. The industry is evolving, and so are its demands.
How far along are you in your musical journey? If you’ve just started playing, you’re not ready for an endorsement yet. But keep at it—you could be a future star on our roster! While we love technical prowess, it’s not mandatory. You don’t need to nail Rush’s “La Villa Strangiato”; just play well enough to master your music.
Are you genuinely interested in a partnership, or just looking for free gear? Artist pricing is a fantastic perk, especially in today’s economy. But if your main pitch is wanting a free Rockerverb to “promote to your 112 followers,” that’s not what we’re looking for. We seek artists for mutually beneficial relationships. Focus on your hard work and growth, so we’d be proud to have you represent Orange.
Now that we’ve laid this out, you should have a clearer idea of what we’re after. If you feel that you can be a good fit for our endorsement program, please find our ambassador application form here.
We know it’s tempting to resubmit your application frequently and follow up by phone to ensure we’ve seen it. While we appreciate the enthusiasm, it’s not necessary. We review ambassador applications regularly and contact successful applicants. Due to the high volume, we can’t respond to everyone, but we genuinely appreciate each application and thank you for your support.
Hello guys! This is Ross from Trenches and Spero. I am endorsed by you guys already and got a cab three years ago. My rep moved on and i dont know who to contact about getting another 4×12. I am still in the system, love you guys!
Ross Montgomery
Hey Ross!
Please drop us a line at [email protected] and we’ll make it happen!
I’m not ready yet but in closer than I ever could have imagined as a dazed teen. 11 years of playing and rocking. I’ll play an orange eventually. Mark my words!