YouTube Music has selected Bella Shmurda, Nigerian singer, alongside 26 other artistes to benefit from the 2021 edition of its foundry grant initiative.
Addy Awofisayo, YouTube partnerships manager, broke the news in a statement on Tuesday.
Awofisayo said through the programme, the selected artistes would have combined access to resources and teams that would enable them to create and launch their music with greater impact and global reach.
According to her, the 2021 foundry class reinforced YouTube’s commitment to supporting Nigeria’s next generation of global music stars and playing a part in developing individual talent.
She said the foundry programme ensured that artists could be independent and still have a successful career in music with the support of platforms like YouTube.
Awofisayo said the 27 artistes were drawn across 14 countries and represent a broad spectrum of musical heritage.
Others selected for this year’s edition of the programme include Ambar Lucid, (US); Bad Milk (Colombia), Blessd (Colombia) and Chilldspot (Japan).
“Artists are navigating a new, increasingly digital industry this year. To adapt and grow, they are finding new ways to create content, connect with fans and generate revenue,” she said.
“This year’s Foundry class celebrates artists and their courage and reduces barriers to entry.”
Awofisayo said that foundry was launched in 2015 and was initially run as a workshop series at YouTube spaces.
She added that since 2017, the programme has focused on long-term partnerships with independent artistes and expanded internationally.
She also said it had supported more than 150 developing artistes across 15 countries, including Arlo Parks, Dave, Dua Lipa, Lime Cordiale, Gunna, Tems, Adekunle Gold and Niniola.
Copyright 2022 TheCable. All rights reserved. This material, and other digital content on this website, may not be reproduced, published, broadcast, rewritten or redistributed in whole or in part without prior express written permission from TheCable.
Follow us on twitter @Thecablestyle