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YouTube Music wants serious stories of artists' success.
Last year, YouTube Music presented its "Artist on the Rise" series. The plan was to create an exclusive behind-the-scenes look at the journey of each 'YouTube artist' in its infancy.
Since this is Google / Alphabet, we are surprised that the launch is still happening. But instead of giving up its latest favorite project, YouTube Music is now making the number of artists on the rise and claiming its first victories.
The series features artist interviews and reactions to their first YouTube videos. It also presents the evolution of the artist on the platform and the connection with fans via YouTube.
It's all about "travel", a key word of this initiative.
The first artist presented for 2019 is Maggie Rogers.
Rogers tells his story that preceded the beginning of his album, Heard It In A Past Life . She shares some of the early stages of her journey after deciding to become a musician, including crucial moments such as meeting Pharrell.
Other up-and-coming artists in the 2019 series include Gunna, Dermot Kennedy, Half Alive and Mau y Ricky. Besides, Gunna also gets a big boost from Spotify – the conflicting platforms benefiting the emerging rapper (well done, Gunna team).
The YouTube series is produced in partnership with Genius. Lyor Cohen, head of global music at YouTube, says the series is the perfect platform for artists to connect to their fans.
"There is no better platform than YouTube to allow artists to join and connect directly with their fans and through our new artist, The Rise Content Series," Cohen said. "We offer emerging artists a way to share their unique journey with the fans who have accompanied them throughout their journey."
YouTube Music already wins – of course, nothing serious happens in isolation
Jessie Reyez was the first artist on the rise, and the showcase followed her greatest debut to date, Ella Mai was ranked 5th in the Billboard Hot 100 in July 2018 and then won a Grammy Award for best song R & B. Perhaps YouTube can claim a share credit of these new stories although the artists benefiting from these campaigns do not argue.
Maybe that YouTube now expects a big breakthrough. this can clearly be attributed to Artists on the Rise. But apart from SoundCloud, these types of isolated outbreaks are quite rare.
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