YouTube Music's Foundry Heats Up Again to Empower Indie Artists: Cash Cobain, Orion Sun, and Tommy Richman Lead the Charge

YouTube Foundry's first three artists of 2024, Cash Cobain (L), Orion Sun and Tommy Richman (R).

Courtesy Of Youtube

YouTube Music's Foundry program is back for another round, ready to ignite the careers of independent artists. Since its inception in 2015, Foundry has served as a launchpad for over 250 global artists, nurturing talents like Arlo Parks, Dua Lipa, and ROSALÍA. This year promises to be no different, with Cash Cobain, Orion Sun, and Tommy Richman taking the lead as the first wave of chosen artists.

Cash Cobain, a rising star in the rap scene, is known for his innovative "sample drill" sound. With his debut album, Play Cash Cobain, on the horizon, Cobain highlights the role YouTube has played in his journey: "YouTube has been a huge part of my journey... When I was first starting out, I was uploading all my tracks to YouTube... I'm honored to be the newest member of the Foundry program."

Following a two-year hiatus, LA-based artist Orion Sun is making a powerful comeback with her self-titled album dropping in September. YouTube serves as a creative haven for Sun: "Making music is very visual for me... 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."

Rounding out the trio is Tommy Richman, a genre-bending artist whose recent single "MILLION DOLLAR BABY" took the charts by storm, debuting at number 2 on Billboard's Hot 100. Richman acknowledges the platform's role in music discovery: "YouTube has been a staple in my life for music discovery... 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."

This year, Foundry is revamping its approach to cater to the evolving needs of independent artists. Expect more opportunities, resources, and impactful promotion to propel these rising stars. One exciting addition is Foundry Music Nights, a series of live performances at independent venues across the country, partnering with the National Independent Venue Association (NIVA). These events, kicking off in September at The Troubadour (Los Angeles) and Cannery Hall (Nashville), will showcase both current and former Foundry talent.

Foundry's commitment extends beyond live events. Artists will continue to receive dedicated support from YouTube teams through workshops, mentorship programs, and marketing assistance. Additionally, Foundry will leverage YouTube Music's features by guiding artists on how to best utilize the platform. To further amplify their reach, YouTube Music will showcase Foundry artists through curated playlists, social media promotion, and even billboard placements.

By identifying influential voices and equipping them with the necessary tools, Foundry aims to empower the next generation of independent musicians. With a focus on live experiences, industry guidance, and platform-specific support,Foundry is poised to be a major catalyst for independent music success in 2024 and beyond. Keep an eye on Cash Cobain,Orion Sun, and Tommy Richman – they're just the beginning of this exciting new wave.

Source Music Business Worldwide