YouTube Music is pressing on the accelerator when it comes to its original-video initiatives with music artists.
Billie Eilish recently became the first to benefit from YouTube’s new ‘mini-series’ format, but now it’s launching another series, focused on its Artist on the Rise program. That’s YouTube Music’s initiative for emerging artists, who’ll now be getting video series produced by YouTube and Genius. The idea (as with the mini-series) is to show fans more about the artist and their inspirations.
“Every artist has stories that reveal more about who they are and how they’ve found inspiration and influences from their community of fans,” as head of music Lyor Cohen put it.
Maggie Rogers is the first Artist on the Rise to get the treatment: her episode is live on her channel now. Fellow 2019 nominees Gunna, Dermot Kennedy, Half Alive and Mau y Ricky will be getting the treatment in the coming months.