YouTube's Foundry program adds 11 new artists
YouTube Music has just added 11 new artists to its Foundry development program for independent acts; moreover, it will add an additional set of artists later this year. The Google-owned platform provides these artists with marketing promotion, but they also receive training in best practices for growing and engaging their audience on the platform.
Artists who have previously benefited from the Foundry program include the likes of Grammy winner Dua Lipa, ROSALÍA, Dave, CUCO, Gunna, Mahalia, Maleek Berry, Chloe x Halle, Jacob Collier, Rauw Alejandro, and Cavetown.
The new artists include midwestern psych-soul guitarist Omar Apollo, London poet-turned-songwriter Arlo Parks, Chicago singer and rapper Ann Marie, Houston and Chihuahua, Mexico-based regional mexican songwriter Abraham Vazquez, Tokyo rock band Ace Collection, Port-au-Prince DJ and producer Michael Brun, Los Angeles R&B singer iyla, Dublin hip-hop experimentalist Kojaque, London-via-Lagos rapper Flohio, Seoul production duo GroovyRoom, and Brussels rapper ICO.
Foundry began in 2016 as a series of workshops and content creation sessions at YouTube Spaces in Los Angeles, New York, and London, with the goal of providing artists tools to grow their presence on YouTube.