YouTube is expanding its Artist On The Rise initiative, which will now become a monthly programme.
Artist On The Rise will promote a diverse line-up across all genres with promotion and programming, as well as social and fan events at YouTube spaces.
It launched last year on YouTube’s Trending tab, which will continue to spotlight three songs from emerging artists every week.
The first Artist On The Rise is Jessie Reyez, a Colombian-Canadian singer-songwriter signed to Island/Fmly. She received the Juno Award for Breakthrough Artist and partnered with Calvin Harris on the track Hard To Love.
The move by YouTube to back new talent continues the evolution in its relationship with the music industry, following last week’s announcements on expanded songwriting credits and the new premium subscription service. Spotify and Vevo have also been supporting new artists with programming and live events. Spotify launched a songwriter credits feature earlier this year.
Lyor Cohen, global head of music at YouTube, said: “I first saw Jessie at Lucian Grainge’s Grammy weekend showcase and was absolutely floored by her performance. I feel so honoured to be partnering with such a talented artist and help share her voice with the 1.8 billion monthly users on YouTube’s global platform.”
Eric Wong, EVP and GM of Island Records, said: “We’re thrilled that Jessie Reyez is the first artist chosen for YouTube’s expanded Artist on the Rise program. Jessie is already making a mark with her immense talent and attracting a passionate fanbase around the world. With support from Lyor and his team, we’re confident Jessie will continue to reach even greater heights of success.”
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