Pretty much every major streaming service now has some kind of program to identify and promote emerging artists: Spotify’s Radar, Apple Music’s Up Next, Amazon Music’s Breakthrough, Deezer’s Next, YouTube Music’s Artist on the Rise…
Two of them have announced their latest picks this week. Spotify has made teenage rapper The Kid Laroi its third Radar artist in the US, although with 10.6 million listeners on Spotify, he’s already doing pretty well on the platform. Like other artists chosen for the program, he’ll get playlist spots, a Spotify Singles recording, promotional support for his next releases, and a mini-documentary in November.
Meanwhile, YouTube Music’s latest Artist on the Rise is Atlanta rapper Mulatto. She, too, already has some momentum on the platform, with 928,000 subscribers to her YouTube channel, and has just been featured on YouTube Music’s new weekly show ‘Released’.
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