Working directly with independent artists is on the agenda of every major music-streaming service in 2019. But of course, it’s also intrinsic to YouTube as a platform, for creators of all stripes.
YouTube Music has a specific initiative for musicians called Foundry, which has been running since 2016 as a way to choose a crop of emerging musicians and teach them to build their audiences on YouTube. Dua Lipa, Rosalia and Dave are among the notable names to have passed through the program, and yesterday YouTube revealed the 11 artists who’ll form this year’s Foundry class.
Omar Apollo, Arlo Parks, Ann Marie (note, not Anne – this is the Chicago singer/rapper, not the British singer), Abraham Vazquez, Ace Collection, Michael Brun, Iyla, Kojaque, Flohio, GroovyRoom and ICO are the 11 chosen, with more to be added later in the year. The class will get lessons on how to grow on YouTube, but they’ll also get marketing promotion from YouTube Music.