YouTube’s independent music incubator, Foundry, has returned, welcoming a new set of artists this year. Foundry has supported over 250 global artists since its 2015 inception, including Arlo Parks, Dua Lipa, and ROSALÍA. The program aims to nurture independent talent by providing tools and resources to thrive in the competitive music industry.
This year, Foundry introduces YouTube Music Nights in partnership with the National Independent Venue Association (NIVA). The first events are scheduled for September 10th at The Troubadour in Los Angeles and October 23rd at Cannery Hall in Nashville, featuring both current and former Foundry artists. These events support NIVA's Live Independent initiative, which aims to support independent venues and festivals.
Foundry artists will receive support, including exclusive workshops, mentorship, and marketing assistance, alongside access to the latest YouTube Music features. The program focuses on maximizing artist-fan connections through multi-format platforms and impactful promotion, including visibility on YouTube Music playlists, social media, and prime-time billboards.
This year's first batch of artists include Cash Cobain, a Billboard Rookie of the Month and 2024 XXL Freshman, who is known for his "sample drill" sound that blends 90s R&B, 2000s pop, and gospel. Fans are awaiting his upcoming summer LP, "Play Cash Cobain." He has more than 4.9 million monthly listeners on Spotify.
Orion Sun opened for Daniel Caesar and featured on Bryson Tiller and Fred Again..'s tracks. Her new self-titled album, "Orion," is set for release on September 20th via Mom + Pop. She has more than 5 million monthly listeners on Spotify, while her hit, “Mirage,” has accumulated more than 106 million streams.
Finally, Tommy Richman, who is signed to Brent Faiyaz's ISO Supremacy and PULSE Records, debuted at number 2 on Billboard's Hot 100 and reached number 1 on Billboard's Global 200 with his single "MILLION DOLLAR BABY." He has more than 40 million monthly listeners on Spotify.
Successful Foundry Artists
The Foundry program boasts of its past alumni who gained support as indie artists at all stages of their careers. Grammy winner Dua Lipa acknowledged the first edition of the program’s impact on her career. “Foundry was my introduction to YouTube. I was just starting to release music at the time, and I was excited to learn how to connect with my audience. Since then, I’ve created all kinds of content and my fans know that YouTube is the place to go to see all of me. As of last month, I have more than 10 million subscribers, and we're still growing,” she said in 2019. As of this writing, she already has 23.7 million subscribers.
Dua Lipa's breakout hits and consistent chart-topping performances have boosted her commercial viability and earning potential. Music royalty investors benefit from her streaming numbers and strong digital presence.
For instance, at Royalty Exchange, "No Lie" by Sean Paul featuring Dua Lipa, was sold for $99,000 back in 2022. This figure was 9.18 times its value in the last 12 months at the time of purchase.
Since 2018, the catalog has earned $87,703, with its highest annual earnings registered in the same year at $56,004.
Streaming is the highest source of earnings for the catalog, recording $7,630 for international streams. Among the platforms, Spotify streams has contributed the most earnings with $4,511 in the last 12 months.
Another successful alumnus is rapper and songwriter Gunna whose fourth solo album, “A Gift & A Curse,” peaked at number 3 on the Billboard 200 chart, while its single, "F*kumean," reached number 4 on the Billboard 100 chart. Three months after the album’s release, the artist performed two sold-out shows in New York City and Los Angeles.
He admitted that he’s already grown as an artist during a 2024 interview. “As I evolve, my music evolves, too. I’m not the same 24-year-old that was putting out Drip Season 3, you know what I’m sayin'? Now I’m 30, and I’m dropping ‘Bittersweet’ and ‘A Gift & A Curse.’ That resonates with how I’m living. Back then, it did, too. But that was for that time. So, this time, I’m just evolving differently, but it transpired over to the music, too.”
At Royalty Exchange, his hit, “Dollaz On My Head” is currently listed for $49,000, which is 6.85 times its value in the last 12 months. Its highest earnings came in 2021 at $14,082.
Streaming is its highest source of earnings at $3,705 in the last 12 months.
Among the streaming platforms, Apple Music delivered the highest earnings at $2,049 in the last 12 months.
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