YouTube Music’s latest grassroots partnership is with the London Music Fund and Sound Connections, and it’s called Amplify London.
Aimed at musicians aged 11-21, the scheme will give them access to creative projects, mentors, development programmes and performance spaces. It kicks off in the spring.
London Music Fund is an independent charity that has been running since 2011 and has given over 500 instrumental scholarships to children from low-income families and funded over 40 wider collaborations with professional arts organisations and music hubs.
It’s the latest example of YouTube actively seeking out not just grassroots artists, but wider initiatives to throw its weight behind. In the UK, Amplify London follows YouTube’s partnership with managers body the MMF on an accelerator programme for the next generation of music managers, and also the YouTube Music-branded studio at The Brit School in Croydon.
While the ‘value gap’ debate continues to rumble within the music industry, YouTube is also building its network of partnerships with musicians and managers at their early stages.