YouTube Music has added 14 new artists to Foundry, its global artist development program.
Following Foundry’s 2019 first class, announced in April, this new class is the biggest yet, bringing this year’s total number of Foundry supported artists to 25.
As part of Foundry, which began in 2016, independent artists at early stages of their careers receive financial development support as well as marketing and promotion.
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.
In addition to Foundry, YouTube has also been offering support in the form of its Artist Spotlight Stories series, and social and fan events at YouTube Spaces for acts on it’s Artist On The Rise program, which was recently expanded to include a video content series produced in exclusive partnership with Genius.
The new Foundry class includes Norwegian bedroom pop singer-songwriter girl in red, rap and pop producer Kenny Beats, London folk-rocker and shoegazer Beabadoobee, Compton-raised house musician Channel Tres, South Korean pop-rocker Sam Kim, country songwriter and solo act HARDY, Parisian rapper Lean Chihiro, Bay Area alt-reggaeton newcomer La Doña, East England’s Alfie Templeman, Nigerian rapper and singer Rema, hip-hop experimentalist JPEGMAFIA, Japanese artist Sanari, Atlanta R&B singer Baby Rose, and Oakland rapper Guapdad 4000.
Foundry’s previous class of artists includes Port-au-Prince DJ and producer Michael Brun, midwestern psych-soul guitarist Omar Apollo, and Dublin rapper Kojaque. Earlier Foundry alumni include breakout stars like Dua Lipa — who has now earned over 11M YouTube subscribers — as well as Rosalía, Mercury Prize winner Dave, Gunna, Cuco, all innovative artists who joined the program at transformative moments in their careers.
“When I got selected for Foundry, I was so excited that someone would take such a huge chance on me.”
“When I got selected for Foundry, I was so excited that someone would take such a huge chance on me,” said Kenny Beats, who began working with YouTube in 2018 to launch the first season of The Cave, a freestyle series he’ll launch a new season of as part of this Foundry class.
“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.”
“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.”
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.”
“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.”
girl in red
girl in red added: “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.”Music Business Worldwide