What happens when you give 50 songwriters, producers, creators, and collaborators free rein in one marathon creative session? E.l.f Cosmetics has the answer to this question – “Mirror Mix,” its second original music compilation album that features a bevy
of rising talent across pop, R&B, Latin, and rock. It’s an endeavor that honors e.l.f’s commitment to supporting and empowering the next generation of culture makers and creators, especially for those independent artists that are often underserved in the music industry.
The challenges that face independent musicians these days can be daunting: 1 in 3 artists say that lack of exposure is a challenge to getting their music heard and a whopping 82% say they can’t afford to tour; and 87.5% of those artists that are 18-24 say that touring is completely unaffordable. E.l.f. wants to change this. In 2024, the brand launched Get Ready With Music, The Album, a compilation that racked up views and streams in record numbers across Spotify and YouTube. With Mirror Mix, e.l.f. is doubling down on their commitment to supporting artists.
“Beauty and music are both powerful forms of self-expression and everyone deserves the opportunity to be seen, heard and celebrated,” said Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Brands. “Mirror Mix is about opening doors for rising artists, giving them a platform to connect with new audiences and turn these moments into lasting careers.”
Working in collaboration with producer Michelle Bell, founder of Geo Massive, the artists gathered for an ersatz boot camp – three days with 8 hours of pure writing time. The artists were given the directive to make work that embodies e.l.f’s mission. “At e.l.f., we’ve always believed in empowering the voices of every eye, lip, and face, and that includes every artist with a story and a fan looking to discover something new,” O’Keefe said.
The artists assembled by e.l.f. span diverse musical genres. From the jangly pop-rock of sister trio Hello Sister to e.l.f. ambassadors Joaquina, a Grammy Award-winning Venezuelan singer-songwriter and WNBA player Flau’jae Johnson, the musicians and creators on Mirror Mix are an eclectic blend and a useful blueprint for where music is headed.
To celebrate these artists and the release of Mirror Mix, e.l.f. has linked up with Genius, the world’s largest music knowledge and lyrics platform, for its highly popular Open Mic series. On Wednesday, September 30, the seven featured artists will perform their work for a live audience, in an intimate, stripped-back setting. The album is now live on streaming platforms including Spotify, Apple Music, and Amazon Music and will also be available in e.l.f. UP! On Roblox.
Click here to read the full article.
