YouTube Music launches its first-ever UK Ones to Watch artist spotlight

YouTube Music has launched its first-ever UK ‘Ones to Watch’ artist spotlight, highlighting ten emerging artists on the platform.

The list has been compiled by YouTube Music based on a factors such as YouTube views, engagement from music fans and YouTube Music analytics.

Top of the list is R&B singer-songwriter Mahalia (pictured), who has already racked up over 100,000 subscribers to her YouTube channel.

A new YouTube Music playlist featuring the Top 10 artists and longlist, as well as an in-app spotlight featuring additional playlist and video content is now available on the YouTube app.

The full UK ‘Ones to Watch’ 2019 list from YouTube Music is below. Mahalia comes in at No.1 with the rest in no particular order:

  • Mahalia
  • Octavian
  • Grace Carter
  • Kojey Radical
  • Sam Fender
  • Slowthai
  • L Devine
  • Dermot Kennedy
  • Samm Henshaw
  • Jade Bird

Azi Eftekhari, Head of Music Partnerships at YouTube UK said: “This is a year of UK artists doing their own thing.

“With the freedom musicians now have to express themselves not just sonically, but visually, it’s perhaps unsurprising that this list only features solo artists, many of whom are genuinely pushing artistic and visual boundaries.

“For example, Kojey, Octavian and Slowthai are arguably redefining UK rap as a genre, and acts like Mahalia, L Devine and Grace Carter – while they undeniably have huge commercial appeal – don’t conform to the conventional expectations of a pop act.

“One thing is certain – YouTube continues to be an unmatched launch pad for emerging artists, and 2019 is set to be a huge year for homegrown UK talent.”

“YouTube continues to be an unmatched launch pad for emerging artists, and 2019 is set to be a huge year for homegrown UK talent.”

Azi Eftekhari, YouTube, UK

Mahalia added: “What an honour. To be at the top of YouTube Music’s One to Watch list for 2019 is such a special moment for me.

“There are so many wonderful, talented artists on this list – many who I keep super close to my heart.

“As a late 90s baby, I grew up watching YouTube – constantly finding videos of artists who inspired me.

“I basically learnt how to play so much of what I know on the guitar from watching people on YouTube.

“The platform has helped me grow and build a real, personal fan base in the UK and around the world while never compromising my creativity.

“This recognition means so much to me, my close ones and my team. I can’t wait to share my debut album in 2019.”

 Music Business Worldwide

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