By Onome Amuge.
YouTube Music has announced the Foundry Class of 2022 comprising 30 independent artists representing 15 countries from across the globe. The foundry artists are recognised for their storytelling, innovative approach to music and viewed as the next generation entertainers.
This year, the class which is the biggest to date features artists at all stages of their career from different genres, including two African acts, Black Sherif from Ghana and Joeboy from Nigeria.
Foundry is designed for independent artists who have a vision for their own success and to help them navigate the demands of today’s music industry. To ensure its success, YouTube provides partner strategy support, marketing promotion, and seed funding for content development that can be used for experimenting with new music to diversifying video creation formats.
The 2022 Foundry Class reinforces YouTube’s commitment to supporting sub-Saharan artists as next generation global music stars, playing a part in developing individual talent in the region.
The Foundry programme, aimed at assisting the artists build sustainable careers on their own terms, also ensures that artists can be independent and still have a successful career in music with the support of platforms such as YouTube.
Established in 2015, the programme has so far supported 250 independent artists. Alumni include Arlo Parks, beabadoobee, Dave, Dua Lipa, Clairo, ENNY, Eladio Carrion, girl in red, Gunna, Japanese Breakfast, Kenny Beats, Natanael Cano, Omar Apollo, Rema, Rina Sawayama, ROSALÍA, Saba, Snail Mail, Tems, Tenille Arts, among many other talented musicians.
This year’s edition is expected to power two programmes, The Foundry Class of 2022 and the independent release support.
Commenting on the programme, Naomi Zeichner, YouTube artist partnerships lead, said: “It’s no small task to be an artist in 2022, working to find stability, fulfillment, and fans who get it. Foundry celebrates the courage of independent artists and the communities that surround them. Our global team is lucky to be their champion and reduce barriers on their journey, every step of the way.”
Joeboy remarked that being an independent artist simply requires him to be at the centre of all his dealings as a creative. He added that asides creating music, he has to carry out due diligence to ensure he makes the right decisions.
Addy Awofisayo, SSA YouTube Music lead, said the organisation believes that lowering the barrier to entry that unlocks opportunities for music artists to create and connect with a global audience is crucial.
Awofisayo expressed confidence that beyond that, Foundry will assist the music artists participate in navigating a new increasingly digital industry as they connect with fans and generate revenue.
On his part, Black Sherif described success as an independent artist as connecting with one more person on any level through his music. He opined that once that is constantly achieved, everything else will follow.
“Being a Foundry artist for me means a strong global platform with support to visually take my expression to the next level and reach more people in the process,” he added.
The full list of the Foundry Class of 2022 include Amari’ Noelle (U.S), Ashley Cooke (U.S), ART (Germany), AVUA (Brazil), Babytron (U.S), BIBI (South Korea), Black Sherif (Ghana), Bruses (Mexico), Danielle Ponder (U.S), French The Kid (U.K), Genesis Owusu (Australia), Haru Nemuri (Japan), Joeboy (Nigeria), Jossman (Colombia), Kader Diaby 4Real (France), Kaike (Brazil), Kayan (India), Magdalena Bay (U.S), Mehro (U.S), Namahsis (Canada), Skiifall (Canada), Snow Tha Product (U.S), Sudan Archives (U.S), Thuy (US), TSHA (U.K), and Yoss Bones (Mexico).
