Joeboy, Black Sherif selected for 2022 YouTube Music global Foundry Class
YouTube Music has announced Nigerian music artist, Joeboy and Ghanaian rapper, Black Sherif among 30 artists representing 15 countries across the globe that will be part of the Foundry Class of 2022.
The 2022 Foundry Class, according to a statement by YouTube, strengthens its commitment to supporting Sub-Saharan artists as next-generation global music stars; playing a part in developing individual talent in the region. The Foundry program this year will power two programs, the Foundry Class of 2022 and the independent release support.
Naomi Zeichner, YouTube Artist Partnerships Lead, in a press release said, “It’s no small task to be an artist in 2022, working to find stability, fulfillment, and fans who get it. Foundry celebrates the courage of independent artists and the communities that surround them,”
Established in 2015, the Foundry program is aimed at assisting the artists to build sustainable careers on their terms and so far has supported 250 independent artists. Alumni include notable names like Tems, Arlo Parks, Dave, Dua Lipa, Gunna, and others.
“Being an independent artist simply requires me to be at the center of all of my dealings as a creative,” said Joeboy. “Aside from creating the music, I have to carry out due diligence to make sure I am making the right decisions now and then.”
Addy Awofisayo, SSA YouTube Music Lead, also said the company believes lowering the barrier to entry that unlocks opportunities for music artists to create and connect with a global audience is crucial. “But beyond that, Foundry will assist the music artists’ participants in navigating a new increasingly digital industry as they connect with fans and generate revenue.”
For Black Sherif, “Success as an independent artist is connecting with one more person on any level through my music. Once that is constantly achieved, in my opinion, everything else will follow.”
He also said the program creates a strong global platform to visually take his expression to the next level and reach more people in the process.
Among the 30 artists chosen this year, nine were selected from the United States, three each from the United Kingdom, and Canada, two each from Mexico, Brazil, and India, and one each from Australia, Colombia, France, Germany, Japan, the Netherlands, and South Korea.