YouTube Music has today (September 24) welcomed 14 new artists to its global artist development programme Foundry. The initiative was launched in 2016 to help independent artists, who receive development support as well as marketing and promotion.
An official press release stated: “Artists partner with YouTube to experiment with content formats and learn best practices for growing and engaging their audience. In addition, they are given access to new YouTube Music products, to share feedback and help shape future features.”
The new Foundry class includes: Girl In Red, Kenny Beats, Beabadoobee, Channel Tres, Sam Kim, Hardy, Lean Chihiro, La Doña, Alfie Templemann, Rema, Jpegmafia, Sanari, Baby Rose, and Guapdad 4000. The announcement beings this year’s total number of Foundry supported artists to 25.
Girl In Red said: “I’m pretty sure my entire career as girl in red started because of a YouTube video. Someone shared my song on YouTube before I even knew my music was any good. If that hadn’t happened, I don’t think I would be where I am right now. It’s really cool to be selected for Foundry as I continue to develop. YouTube is the platform where I connect with people the most.”
Speaking about his selection, Kenny Beats added: “When I got selected for Foundry, I was so excited that someone would take such a huge chance on me. To have support and guidance when you’re starting for the first time, when there’s not already a template for what you’re doing? That’s been a huge part of our success.”
Foundry’s previous class of artists includes Port-au-Prince DJ and producer Michael Brun, Omar Apollo and Kojaque. Earlier Foundry alumni include breakout stars like Dua Lipa as well as Rosalía, Dave, Gunna and Cuco.
Speaking about the impact the programme had, Dave said: “YouTube has always been the launchpad for my music. Being a part of Foundry meant that once my music and videos were ready to go, I knew they were in a position to make as much noise as possible. YouTube has helped me take my creative vision to the next level, and charted my journey from my earliest freestyles to singles that have been shot all over the world. YouTube has been there since the beginning. As an independent artist, that’s been an invaluable help along the way.”
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