Image credit: YouTube Music
First launched in 2015, YouTube Foundry has helped propel the careers of over 250 artists from around the world, including big names like Dua Lipa, ROSALÍA and Clairo.
YouTube has officially brought back its Foundry program, a popular incubator aimed at supporting and nurturing independent musicians.
This is exciting news as the digital music industry continues to evolve, but YouTube is reintroducing Foundry with a new approach and broader opportunities for artists.
The first three artists to be inducted into the Class of 2024 are Cash Cobain, Orion Sun and Tommy Richman.
What does YouTube Music’s Foundry program offer independent artists?
YouTube’s Foundry program provides direct support from YouTube’s dedicated team.
The program is designed to enhance artists’ ability to connect with fans around the world and will provide exclusive workshops, mentorship, marketing support and early access to new YouTube Music features.
But new to the program is a live concert called “Foundry Music Night,” organized in partnership with the National Independent Venue Association (NIVA).
These shows will feature performances by both current and former Foundry artists.
The first two concerts, scheduled to take place at The Troubadour in Los Angeles on September 10th and Cannery Hall in Nashville on October 23rd, will provide a platform for emerging artists to showcase their work and connect with new fans.
In addition to live performances, Foundry artists will continue to receive extensive promotional support.
YouTube promises that artists participating in the program will be discoverable across YouTube Music playlists, social media channels, and even physical advertising spaces like primetime billboards.
This multi-faceted promotional approach creates a powerful launch pad for Foundry artists, allowing them to reach and connect with new audiences on a larger scale.
By providing comprehensive support and innovative opportunities, YouTube wants to empower the next generation of artists and help them thrive in the ever-changing music industry.
Continuous admissions throughout the year means more artists have the opportunity to participate in the program and ensures ongoing support for emerging talent.
Overall, the Foundry program’s resurrection comes at a crucial time when independent artists are seeking a platform that offers them more than just exposure.