We last wrote about French startup Joué in June 2019, when the company was one of the finalists in the Midemlab startups contest. It’s a hardware company that makes instruments, with its first (also called Joué) being a board-shaped device made out of wood and metal, with “magic modules” made of silicon slotting in to turn it into a guitar, keyboard or drum pad. The device launched in March 2018, and had sold more than 1,000 units at the time of Midemlab last year.

Anyway, we’re writing about Joué again now because the company has a new ‘brand ambassador’ who hip-hop fans of a certain age will have heard of. Artist and producer Arabian Prince, who was one of the founders of NWA, will be lending his advisory talents to the startup, starting with an appearance at the NAMM show in Anaheim later this week, where he’ll be jamming on the device at Joué’s stand. “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,” said Arabian Prince in a statement. The news also marks Joué’s expansion to the US with its instrument.

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