YouTube Music has announced rising R&B star Mabel as the first Artist on the Rise in the UK.
YouTube Music’s Artist on the Rise programme originally launched in the US in 2018 with artists including Maggie Rogers, Brockhampton, and Burna Boy.
In March YouTube Music is expanded its emerging artist program Artist on the Rise with a new content series.
As an Artist on the Rise endorsee, Mabel will receive support in the form of billboards in London and support on YouTube Music’s global social channels.
Since the launch of her latest video for hit single Don’t Call Me Up in March, Mabel’s channel has accumulated nearly 200,000 new subscribers – almost doubling her subscribers in just four months.
The single also reached No.3 in the Official UK Singles Chart.
Lyor Cohen, YouTube
The daughter of Swedish singer-songwriter Neneh Cherry, Mabel was nominated for the 2019 British Breakthrough Act at the BRITs.
In 2018 the Artist on the Rise artists were Jessie Reyez, Ella Mai, Queen Naija, Brockhampton, The Blaze, Rosalía, Manuel Turizo , Burna Boy and Jacob Banks.
Meanwhile, Maggie Rogers, Gunna, Mau y Ricky and Mabel have been selected in 2019 so far.
“I can’t quite believe I’ve been chosen to be YouTube Music’s first UK Artist on the Rise, it’s been such a whirlwind.”
Mabel said: “I can’t quite believe I’ve been chosen to be YouTube Music’s first UK Artist on the Rise, it’s been such a whirlwind!
“I feel privileged to be recognised by a platform that has been such an integral part of my creative journey, YouTube is one of the most amazing ways I can connect with my fans all over the world. I’m so excited for the next chapter and I hope I can make my YouTube Music family proud.”
“Mabel’s undeniable talent speaks for itself. We’re so glad to see her as our first act for Artist on the Rise in the UK.”
Azi Eftekhari, YouTube
Azi Eftekhari, Head of Label Relations EMEA, YouTube, added: “Mabel’s undeniable talent speaks for itself. We’re so glad to see her as our first act for Artist on the Rise in the UK.
“Mabel’s built a huge following on her YouTube channel in only a couple of years with over 390,000 subscribers and we’re confident this will only continue to grow.
“It’s amazing to see such a talented young artist using the platform to connect with the people she has to thank for her success, her fans, by taking them along with her on her journey through tour diaries and behind the scenes video footage.
“Mabel is the perfect example of an artist using YouTube to make her voice heard.”
Lyor Cohen, Global Head of Music at YouTube, said: “Every artist has stories that reveal more about who they are and how they’ve found inspiration and influences from their community of fans.
“There’s no better platform than YouTube for artists to reach and connect directly with fans and through our new Artist on The Rise Content Series, we’re providing a way for emerging artists to share their unique journey with the fans that have been right there with them along the way.
“We are so pleased to bring this programme to the UK and to celebrate Mabel, as our first rising star of the series. We can’t wait to see what comes next.”Music Business Worldwide