YouTube Music is empowering India’s emerging independent artists


In its largest class to date, YouTube Music has announced the new Foundry class of 2022, in which the platform will welcome 30 independent musicians to its extensive artist development initiative.

This year’s class is the most diverse yet on YouTube, representing 15 countries and a wide range of genres after receiving the most applications ever.

The continuous emphasis on providing independent music by YouTube’s Foundry is a top priority for the platform, which is dedicated to fostering emerging artists.

In a blog post, YouTube’s Director of Music Partnerships for India and South Asia, Pawan Agarwal, emphasizes how the platform continues to give independent musicians access to billions of viewers and the tools they require to realize their vision and forge their musical journey.

Today, YouTube offers independent musicians new methods to create content, connect with fans, increase the popularity of their music, and make money while they negotiate a new, increasingly digital business.

Our global artist development program, Foundry, is one way that we accomplish this, according to Agarwal. More than 150 independent artists have benefited from seed funding, marketing promotions, and partner support throughout the years, including Grammy Award winners Dua Lipa, ROSACEA, and India’s LostStories and Seedhe Maut. Two up-and-coming Indian musicians named Kayan and Noor Chahal are the most recent additions to YouTube Music’s Foundry class of 2022.

Additional ways that YouTube is assisting independent musicians in establishing lucrative careers include:

With the use of short films, musicians can reach a larger audience and forge closer bonds with their fans. In contrast to those who only upload long-form, official artist channels that upload both short and long-form videos experience better overall watch time and subscriber growth.

Ads and subscriptions, our twin-engine revenue generators, are enabling artists to gain more followers and, in turn, unlock the ability to generate stable earnings. The introduction of YouTube Charts, Analytics for Artists, and “Music in this Video” credits has further sparked increased revenue and global awareness. We are always making investments in fresh and cutting-edge direct-to-fan monetization tools for artists, such as compensated digital items.

We are helping artists build engaged communities.

We wish to support independent artists that want to interact with their audience in person or electronically. Premieres, Trailers, Countdown Themes, and Live Redirect have all been crucial in giving artists a virtual platform to lure fans from all around the world and interact with them in real-time.

It is inspiring to witness independent musicians usher in a fresh era of participation and originality that will firmly establish India as a global music powerhouse. We’re still committed to working with them to provide everyone a chance to realize their goals.

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