Jorja Smith and Rex Orange County are among the latest artists to be part of Spotify’s artist development programme, Rise.
The first series of Rise kicked off last autumn with artists including Kim Petras, Lauv, Russell Dickerson and Trippie Redd.
The multi-genre campaign continues with a new wave of acts including country band Lanco and Latin singer Karol G, alongside BRITs Critics’ Choice winner Jorja Smith and UK indie artist Rex Orange County.
Spotify will highlight one of the four emerging artists every two weeks in each artist’s bespoke multimedia Rise playlist, beginning with Lanco.
“When we were kids, putting together our first band and writing our first songs, our dream was to be able to eventually play them for people,” said Lanco’s lead singer Brandon Lancaster. “Spotify Rise is helping us make that dream a reality. By telling our stories through our music and through our entire creative process, we’re able to connect to our fans and grow the Lanco community in a deeper way than we could have ever imagined.”
The series will also include short form documentary films called 24 Hours On The Rise, as well as original recording sessions, live event activations and vertical videos.
“Spotify is committed to supporting the careers of artists of every level, including the next generation of global superstars” said Troy Carter, Spotify’s global head of creator services, at the inception of the campaign last year. “Rise is a powerful platform and an investment towards the future of emerging artists and the fans who discovered them first.”
Deezer, Shazam and Apple Music have similar campaigns for emerging artists.
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