From Foundry to Foundry Rising: Expanding our commitment to independent artists
May 15, 2025 – [[read-time]] minute read
For nearly a decade, Foundry has been a testament to YouTube’s commitment to the independent music community. Dedicated to nurturing raw talent, fostering creativity, and giving independent artists the tools they need to thrive in today's competitive music landscape, today we're introducing some exciting additions to the program:
- Global Reach and Renewed Grant Support: Foundry is expanding its global presence, bringing the program to more artists in select markets. To help reach and connect with more of their fans, Foundry artists will now have the opportunity to be featured on billboards in landmark locations in their region, such as New York's Times Square, London's Leicester Square and Sao Paolo's Se Metro Station.
- Emphasis on Visual Storytelling: Recognizing the power of music videos, Foundry will have a heightened focus on artists who intentionally focus on bringing their music to life through visual storytelling
- Comprehensive Artist Development: Foundry artists will receive a direct financial grant to support their projects and amplify their reach. Foundry artists will also receive dedicated support from YouTube teams, mentorship opportunities, marketing resources, and early access to the latest YouTube Music features.
- Introducing Foundry Rising: To support developing artists at an even earlier stage of their careers, we're launching Foundry Rising, a new global initiative offering micro-grants to early-stage artists (whether independent or label affiliated) to help them activate their YouTube channels and begin their growth journey.
Introducing The First Artists of 2025
Anycia, United States
Anycia emerges as a magnetic force from the pulsating Southside of Atlanta, seamlessly captivating both the visual and auditory senses with her music. Her enchanting blend of authenticity, delightful sense of humor, expansive personality, and down-to-earth attitude sets her apart. With a distinctive tone, clever lyricism, and the ability to navigate diverse cadences over hard-hitting tracks, Anycia solidifies herself as an undeniable powerhouse in the industry. Influenced by the unique blend of New Orleans, New York, and California, this Georgia-born rapper embodies the quintessence of Atlanta's "it girls," poised for a resounding breakthrough in 2024.
“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.”
El Malilla, Mexico
El Malilla has established himself as one of the pioneers of Mexican reggaeton, taking the genre to new horizons and demonstrating that local talent can compete internationally. He founded La Esquina INC, an independent record label that today is a key platform for promoting new talents in the urban genre in Mexico. Throughout his career, El Malilla has achieved historic milestones. His impact has taken him to international stages, including Coachella, and a special appearance in Guatemala, consolidating his global presence.
"YouTube has been fundamental in my growth as an artist; it has allowed me to connect with the public from the beginning and showcase my project in a genuine way. Being part of Foundry represents a great opportunity to continue expanding my music and take Mexican reggaeton to new spaces”
Ana Laura Lopes, Brazil
Ana Laura Lopes is a rising pop singer and digital content creator. She began her online journey over a decade ago, sharing vlogs about her daily life, school, and friendships on her YouTube channel. In 2019, Ana Laura transitioned into music, releasing her debut singles "Check In" and "Hora Certa." Her breakthrough moment came in August 2024 with the release of "Fantasma." The catchy song quickly went viral on YouTube Shorts, with over 400K creations, spawning dance challenges and gaining significant traction across platforms. "Fantasma" has since amassed millions of streams and views.
“YouTube is the main platform to showcase my story as an artist and it's where I started on the internet, more than 10 years ago. Because of YouTube, I was truly able to show who I am. My channel became my biggest platform and was very important for the virality of my first hit, “Fantasma.” Through the platform, I was able to deepen my connection with the audience and understand how my music touches people. And with that, I created my first album, “Meu Endereço.” Participating in Foundry gives me the certainty that I will take a much bigger step. I want to reach many more people and especially strengthen the message behind my songs. I feel that Foundry will be another major turning point in my career”
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We look forward to this next chapter and the incredible music to come. We will continue to welcome new artists to the program as the year continues. Stay tuned for more updates!