Image Credit: YouTube Music

Originally launched in 2015, YouTube Foundry has been instrumental in propelling the careers of over 250 artists globally, including notable names like Dua Lipa, ROSALÍA, and Clairo.

YouTube has officially revived its Foundry program, a beloved incubator aimed at supporting and nurturing independent musicians.

This is welcome news as the digital music industry continues to evolve. However, YouTube is reintroducing Foundry with a renewed approach and an expanded range of opportunities for artists.

The first three artists to be welcomed into the 2024 cohort are Cash Cobain, Orion Sun, and Tommy Richman.

What can YouTube Music’s Foundry Program do for independent artists?

YouTube’s Foundry program provides direct support from dedicated teams at YouTube.

Designed to enhance an artist’s ability to connect with their global fanbase, the program offers exclusive workshops, mentorship, marketing support and early access to new features on YouTube Music.

However, a new introduction to the program is live concerts, dubbed “Foundry Music Nights”, 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 are scheduled for September 10th at The Troubadour in Los Angeles and October 23rd at Cannery Hall in Nashville, providing 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 to make artists on the program discoverable across YouTube Music playlists, social media channels and even physical advertising spaces like prime-time billboards.

This multifaceted approach to promotion creates a robust launchpad for Foundry artists, allowing them to reach and connect with new audiences on a larger scale.

By offering comprehensive support and innovative opportunities, YouTube hopes to empower the next generation of artists and help them navigate the ever-changing music industry.

The rolling admission throughout the year means more artists will have the chance to join the program, ensuring continuous support for emerging talent.

Overall, the Foundry program’s revival comes at a crucial time when independent artists are increasingly seeking platforms that offer more than just exposure.