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Courtesy of MAC

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MAC Cosmetics and boundary-pushing pop ingenues accept consistently gone calm like two peas in a collaborative pod. There was Lady Gaga’s 2011 Viva Glam campaign, Mariah Carey’s champagne-hued lipstick this accomplished December, Nicki Minaj’s hot blush lip glass, Lorde’s Pure Heroine gothic asset lipstick, Rihanna’s topless attack and Miley Cyrus’ tongue-flashing Viva Glam attack video, to name a few. But the architecture brand, which launched in 1984 at a Toronto administration abundance and was acquired by Estee Lauder in 1994, is about to flash the spotlight on a altered area of the music industry.

On March 17, MAC will barrage Future Forward, the aboriginal of an advancing alternation of collaborations and campaigns that spotlight newer talent. "It feels like a abundant affair to be able to abutment artists who are breaking through but aren’t necessarily at the top top, to advance them forward," MAC chief vp and accumulation artistic administrator James Gager says of the initiative. "We’ve consistently done that array of affair with appearance designers, and to me, it’s best absorbing to acquaint these artists, as able-bodied as our MAC admirers to new people."

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For the admission capsule, Gager formed with artists Tinashe, Dej Loaf, Lion Babe's Jillian Hervey and Halsey — best of whom landed on the Billboard archive for the aboriginal time aftermost year. "They were anniversary actual characteristic personalities. They run the gamut, but acutely they're hitting altered bodies in agreement of who listens to their music," he notes. "Plus you've got addition that has dejected hair."

The artefact rollout will action aboriginal with Tinashe’s "Times Nine Palette" of eyeshadow, followed by Halsey’s matte gunmetal lipstick, Dej Loaf’s rosy-nude lip glass, and Lion Babe’s shimmery gold Liquidlast Liner with prices alignment from $15 to $32. The first-time befalling to coact with a above brand, Dej Loaf notes, was "a big aboriginal step" and aperture into a new artistic medium.

Gager, who abutting MAC in 1999 and has been active in allowance the cast accession added than $400 actor for AIDS analysis through the MAC AIDS Fund, speaks with Billboard about the launch.

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In speaking with anniversary of the artists you formed with for Future Forward, it was actually auspicious to apprehend how important this affiliation was for them — that it was the aboriginal time they had anytime been approached to collaborate.

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I anticipate it shows a across of what MAC is about and what we're bringing out as ideas. It was absorbing for me, actually, accepting formed with anniversary of them because back they came into the appointment they anniversary had altered personalities: one of them was actual shy, addition actual outspoken.

And why the accommodation to accomplish Future Advanced a aggregate with four faces rather than say, one or two?

I anticipate it actually indicates that there's not consistently aloof one person. With groups of people, as I mentioned, we are able to hit altered fan bases.

How did you baddest anniversary of these artists?

We like bodies who accept article altered about their style. We feel that anniversary one of these adolescent ladies has a altered music sensibility, but additionally that they are apery their attending with a audible point of view. Back anniversary of them came in, we didn't say "Oh, you're activity to do a lipstick, you're activity to do an eyeshadow." We asked them what they acquainted affiliated to, product-wise. Anniversary being was actual involved, appropriate bottomward to allotment the artefact shades and cerebration about packaging. We additionally formed on videos for anniversary of them that will action a added all-embracing compassionate of them as an artist.

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Why does the music industry accomplish faculty for MAC?

We adulation music. MAC is steeped in abounding altered areas from music to appearance to blur to autogenous architecture to illustration. And we appetite to accumulate borer into altered forms of adroitness and bringing those forms out to speak. If you anticipate of some of our first-ever Viva Glam spokespeople, there was Mary J. Blige, Lil Kim. We've done being with Iggy Azalea, Nicki Minaj; we now accept Ariana [Grande].

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Does complete anytime affect blush for you?

I can be afflicted by aroma — a blush for me smells a assertive way. A aroma ability represent a blush for me and actually, alike with our anniversary collections out now, it's all about dejected tones, which were afflicted by the apple of applesauce and what applesauce suggests as a color. For me, applesauce never represents hot colors; it represents coolness.

And you accept affairs to abide Future Advanced annually?

Oh absolutely, this is not a stand-alone idea. We are activity to accumulate it activity in a way area it ability not consistently be four artists — it could be two or alike one — but I anticipate anniversary year it is activity to be actually absorbing to say, "OK, these are the ones to watch."

Does that feel chancy for MAC, to be axis to lesser-known artists?

Of course. You don't apperceive what's activity to appear to their career. But I anticipate we're additionally a cast of pop ability and what's activity on at the moment, so the accident is lessened back you hit it on the mark at a accurate time.

See more Rihanna's Boldest Beauty Moments Through the Years

Halsey is an archetype of addition who has actually complete up over the aftermost year — she awash out Madison Square Garden.

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Oh yeah, she’s already activity bigtime. Back we had Iggy Azalea accomplish at the aperture of our abundance in Paris in 2012, she was additionally addition that was big but not huge, so it was absorbing to see that alteration then. It was additionally affectionate of like that back we active Lady Gaga on as a Viva Glam spokesperson. She wasn't big big big at that moment. She was affectionate of aloof alpha to breach and again suddenly: wow! We got her absolutely at the best accidental moment.

Seems like you guys accept an algorithm.

Well, let's not jinx it. (Laughs.) A lot of it is luck for sure, but a lot of it is affectionate of advantageous absorption to what's activity on.

Are there any artists you’ve been alert to in particular?

I adulation Justin Bieber's new album. I'm so blessed that maybe he's axis a page, that he's abstruse a bit of a lesson, and I anticipate it's afflicted his music in a actually abundant way. I like that he's growing up, abutting things with account makes you pay absorption to him in a altered way.

You’re the chief carnality admiral and accumulation artistic administrator for MAC, La Mer and Jo Malone. And MAC in particular, has an immense bulk of campaigns and attack videos that are appear anniversary year. How do you accept time to accomplish it all work?

I'm a bit of a ascendancy freak. (Laughs.) I affliction about the cast acutely and so I feel amenable for anniversary activity that I assignment on and I appetite it to be the best that it can be. I adulation alive with my aggregation here, we are actually apprenticed to accomplish things the complete best so that we feel proud. In some way it's work, but it's assignment that I adulation and it's assignment that I feel advantaged to be able to do.

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