Foundry returns to empower music's new wave of independent artists
Jul 18, 2024 – [[read-time]] minute read
For nearly a decade, Foundry has become 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 are introducing the next era of Foundry with our first three artists of 2024 – Cash Cobain, Orion Sun and Tommy Richman – with more to come throughout the year! Since its inception in 2015, Foundry proudly partnered with over 250 global artists including Arlo Parks, Dua Lipa, Clairo, girl in red, Gunna, Japanese Breakfast, Kenny Beats, Natanael Cano, Rina Sawayama, ROSALÍA, Snail Mail and Tems to name a few.
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A new chapter for Foundry
Independent artists are known for their strong creative identity and resourcefulness. It's for that reason we took a step back to reimagine the program and how we can best support artists in today's world. We're back with a fresh, dynamic approach tailored to the ever-evolving music landscape. With that in mind we will be adding more artists throughout the year on a rolling basis. Here are some other ways in which Foundry will take shape this year:
- Foundry music nights: For the very first time, Foundry artists will get the chance to shine live at dedicated YouTube Music Nights. In partnership with our friends at the National Independent Venue Association (NIVA), we are stoked to announce the first two dates – September 10th at The Troubadour in Los Angeles and October 23rd at Cannery Hall in Nashville. The lineups will include both former and current Foundry talent, to be announced soon. These events will bring music fans together to watch some of their favorite artists perform while also discovering new talent. They will also coincide with the launch of NIVA's Live Independent, a national initiative to champion and elevate independent venues, festivals, and promoters by enhancing their visibility and credibility while preserving the stages where artists begin their careers.
- More opportunities, more resources: YouTube is a multiformat platform with new products and features being introduced all the time in order to maximize the connection between an artist and their fans. Foundry artists will continue to receive access to direct support from our teams, exclusive workshops, mentorship, marketing support, and the inside track on the latest YouTube Music features designed to help artists deepen connections with their global fans.
- Impactful promotion: We want to help create a launchpad for every Foundry artist so that they can find and connect with their fans on a whole new level. This means making music discoverable across YouTube Music playlists, plus social media love and prime-time billboards.
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Introducing the first artists of 2024
Foundry has always spotlighted influential artists and helped them to make the most of YouTube's tools and resources to connect them with their fans, build their brands, and thrive in the music industry. We will continue to welcome new artists as the year continues.
Cash Cobain
Leading up to his highly-anticipated summer LP "Play Cash Cobain," Billboard Rookie of the Month and 2024 XXL Freshman Cash Cobain is a multi-hyphenate rapper and producer known as the originator of "sample drill", a sound that has transformed the identity of the genre in NYC by introducing 90s R&B, 2000s pop, and even gospel through his impeccable ear for chopping up recognizable samples and placing them over bouncy production.
“I’ve always been a huge fan of YouTube and it’s been a huge part of my journey [“& this beat from Cash, not from YouTube”]. I would scroll for hours looking for beats and finding new, fresh artists on there. When I was first starting out my career, I was uploading all my tracks to YouTube and it was a huge part of getting my music out there. I love YouTube and I’m honored to be the newest member of the Foundry program.”
Orion Sun
Orion Sun has quickly cemented herself as one of music’s essential artists today through an impressive catalog that is both critically acclaimed and commercially successful. Impressively, she opened for Daniel Caesar on his colossal Superpowers World Tour in 2023, was featured on Bryson Tiller’s explosive track “Whatever She Wants” and was featured on Fred Again..’s critically acclaimed new album, USB. Orion’s highly anticipated new self-titled album Orion is slated for release on September 20th via Mom + Pop. Orion serves as a deeply palpable body of work that will undeniably establish Orion as a major force in the music arena.
“Making music is very visual for me. I like to score moments from my favorite movies or edits from scenes of movies for fun! I love watching interviews, documentaries, and some conspiracy theories too. I love getting lost in pop culture analysis and true crime podcasts. On YouTube I virtually create, dig and find music I never knew I needed in my life. YouTube is its own planet and I love it there! I’m excited to be a part of the Foundry program.”
Tommy Richman
As a genre-blending musician, Tommy Richman is garnering recognition for his music infused with raw confidence and stylistic range while solidifying his presence in the world of contemporary culture. Raised in Woodbridge, Virginia and signed to Brent Faiyaz's ISO Supremacy and PULSE Records, Tommy released the hit single "MILLION DOLLAR BABY" earlier this year. The track debuted at number 2 on Billboard's Hot 100 chart, peaked at number 1 on Billboard's Global 200, and is currently #1 at Urban and Rhythmic radio and #4 and climbing on Top 40. Tommy took things up a notch with the release of the official music video just last week, earning over 4 million views so far, and solidifying his rising star status.
“YouTube has been a staple in my life for music discovery, finding artists such as Denzel Curry and Jean Dawson for the first time off YouTube recommended early because of it. I’m honored to be a part of the foundry, it’s things like this that are building the new age of what it means to be a musician.”
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We are excited to build upon the incredible legacy of Foundry and look forward to uplifting the next generation of independent musicians making their mark in music.
A new era of Foundry is upon us, so stay tuned for what’s next!