Seven Artists, Three Days, One Album: Inside e.l.f. Cosmetics’ ‘Mirror Mix’

By Rolling Stone

Rolling Stone

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. 

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