YouTube Foundry expands with new tools for independent artists in 2025
The first three artists have been revealed as YouTube expands its support for independent musicians.
What is YouTube Foundry?
YouTube’s Foundry program has championed independent artists through a series of initiatives for over a decade. It offers a multifaceted approach to support upcoming artists through financial grants, mentorship, marketing support, and early access to platform features. With these initiatives, the Foundry program helps to empower artists to thrive in today’s music scene.
Now, YouTube has unveiled the first three artists selected to kick off its 2025 Foundry program. This year, Foundry is expanding its initiatives aimed at providing independent talent with greater exposure and opportunities to grow their career.
New tools for 2025
YouTube is building on the program’s success with new additions in 2025:
Global reach campaigns
YouTube is helping artists reach fans across the globe by featuring them on billboards in major locations, including New York’s Times Square, London’s Leicester Square, and São Paulo’s Sé Metro Station. The initiative helps bring local voices to international audiences.
YouTube is also bringing the program to more locations to help give opportunities to artists from around the globe.
An emphasis on video
This year’s Foundry program is placing an increased emphasis on artists who focus on visual storytelling, reinforcing YouTube’s commitment to supporting musicians who use music videos to connect with fans.
Foundry Rising
YouTube is launching a new tier designed to support even smaller artists, regardless of whether they’re independent or signed. Through “micro-grants”, YouTube is looking to help artists kick-start their YouTube channels and get their career off the ground.
These new tools complement the program’s existing efforts of mentorship from YouTube teams, marketing support, and early access to YouTube Music features to amplify reach.
Meet the first Foundry artists of 2025
Now, YouTube has announced the first three artists joining the 2025 Foundry class:
Anycia, United States
From the Southside of Atlanta, Anycia blends influences from New Orleans, New York, and California. With powerful hip-hop tracks, she uses visual storytelling as a big part of her artistry.
“Visuals are a big part of how I express myself, and YouTube lets me bring my music to life on my terms. Being part of the Foundry program would allow me to reach more people and keep showing up in a way that feels real to me.”
Anycia via YouTube’s blog
El Malillia, Mexico
El Malillia is taking Mexican reggaeton to new levels. After already establishing his own record label that promotes the urban genre in Mexico, he has found himself on international stages, including Coachella.
Ana Laures Lopes, Brazil
Ana has transitioned from making vlogs centered around school and friendships to becoming a breakout pop artist. After going viral on YouTube Shorts in 2024 with a track that inspired over 400,000 creations, she joins Foundry ready to take her career to the next level.
What this means for the music industry
With its 2025 expansion, YouTube Foundry is doubling down on the opportunities it is opening up for independent artists in today’s music industry. Foundry’s expansion reflects YouTube’s commitment to nurturing raw talent and helping artists reach new heights.
Keep an eye out, as YouTube says more artists will be welcomed into the 2025 program throughout the year.