YouTube set up its Foundry initiative back in 2016 as a way to offer emerging artists marketing, promotional and technology support.
The 12 acts shortlisted for the class of 2020 have just been announced and include: Jaykae (from the UK); Joesef (UK); TESSÆ (France); Tems (Nigeria); Adam Melchor (US); Eladio Carrion (Puerto Rico); Gabriel Garzon-Montano (US); Natanael Cano (US via Mexico); Novelbright (Japan); Lost Stories (India); Lime Cordiale (Australia); and REI AMI (US).
In its relatively short life, Foundry has backed more than 120 emerging artists from 13 countries. YouTube has already published a video introducing fans to the 2020 class.
With the Covid-19 pandemic restricting new artists’ ability to reach new audiences through touring, the program will be a significant boost to its participants.