Competing with the likes of SoundCloud‘s ‘First on SoundCloud’ and Spotify‘s ‘RISE’ initiatives, YouTube is doubling down on supporting emerging artists with the expansion of its ‘Artist On The Rise’ program.
The first artist to be lent global support by the giant video platform is Jessie Reyez, who Lyor Cohen first saw at Sir Lucian Grainge‘s daytime Grammy party in January.
Artist On the Rise was announced at the beginning of last year to highlight artist channels that were gaining traction on YouTube’s Trending tab.
The initiative has now been expanded with a new monthly program that will offer emerging artists in-product promotion and programming, out-of-home, social and fan events at YouTube Spaces.
The Artist On the Rise Trending tab will continue to feature three songs a week from emerging artists that are making a significant impact on YouTube.
Reyez is a 27-year-old Colombian-Canadian singer-songwriter signed to Island / FMLY.
She’s grown from an aspiring artist covering hits like Adele‘s “Hello,” to become a star in her own right.
In March, Reyez received the Juno Award for Breakthrough Artist of the year and partnered with Calvin Harris on the track “Hard to Love” in 2017.
She now has 22.6 million views on YouTube for her breakout hit “Figures”.
“I feel so honored 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.”
lyor cohen, youtube
Cohen said: “I first saw Jessie at Lucian Grainge’s Grammy weekend showcase and was absolutely floored by her performance.
“I feel so honored 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, Executive Vice President and General Manager at Island Records, added: “We’re thrilled that Jessie Reyez is the first artist chosen for YouTube’s expanded Artist on the Rise program.
“With support from Lyor and his team, we’re confident Jessie will continue to reach even greater heights of success.”
eric wong, island records
“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.”
In March, SoundCloud launched its first ever creator-led advertising campaign, First on SoundCloud, which showcases artist’s stories across its apps, playlists, social feeds and newsletters, as well as social and out of home advertising.
The debut campaign features creators that started their careers on the streaming platform, including Kehlani, Galimatias, Taylor Bennett, Lorine Chia, Melo Makes Music, Party Pupils, Jay Prince, Cathedrals, starRo, and Witt Lowry.
Over at Spotify, Jorja Smith, Rex Orange County, Lanco and Karol G are the four emerging artists that are currently being supported by its RISE initiative.
The acts get promo on Spotify’s owned and operated playlists and editorial channels, as well as through short form documentary films, original recording sessions with unique collaborators, live event activations, and collaborations on vertical videos.
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