Bella Shmurda joins YouTube Music Foundry 2021 program

Nigerian artist, Bella Shmurda, joins the list of 27 artists representing 14 countries and a broad spectrum of musical heritage in this year’s YouTube Music Foundry 2021.

The excited artist took to his Instagram handle to share the news. He posted a picture of himself and wrote: “Hello #Foundry2021! So excited to be part of this year’s class along with other amazing artists. Keep an eye out for new music and more when you subscribe to my @youtubemusic channel”.

Touching more on being selected, Bella Shmurda said: “Being an independent artist can mean funding your career personally, leading and working with your team to achieve all your goals. Foundry is an opportunity to elevate my career, and being a part of the program is a big win for me and for my team”.

Several fans have since congratulated him for making the cut to join other artists in this year’s Foundry.

Essence of YouTube Music Foundry

Speaking about #Foundry2021, it is worth noting that YouTube Music disclosed that the program received the most applications ever this year with a 450% increase in the number of applications above last year.

Well, this doesn’t come as a surprise since most artists are well aware of the benefits they stand to gain from the program. Also, artists on the Foundry program will receive a grant to invest in their content and channel development, access to YouTube partner support and workshops, and marketing, social, and press promotion.

Artists will have combined access to resources and teams that will enable them to create and launch their music with greater impact and global reach.

Throwing more light on the program, Addy Awofisayo, YouTube Partnerships Manager said:

“Artists are navigating a new, increasingly digital industry this year. To adapt and grow, they are finding new ways to create content, connect with fans, and generate revenue.

“This year’s Foundry class celebrates artists and their courage and reduces barriers to entry”.

The Foundry program was launched in 2015 and was initially run as a workshop series at YouTube Spaces. Since 2017, the program has focused on long-term partnerships with independent artists and expanded internationally.

It has supported more than 150 developing artists across 15 countries, including;breakout alumni like Arlo Parks, Dave, Dua Lipa, Lime Cordiale, Gunna, HARDY, Natanael Cano, Novelbright, Omar Apollo, Rosalía, and Tems. The Foundry class of 2018 included Niniola and Adekunle Gold, Lagos-born. Tems was part of the 2020 class.

Bella Shmurda pairs with Tems

This year, Foundry alumni will be paired with artists from the new;class for conversations about navigating the industry on their own terms. Tems will be paired with Bella Shmurda and Enny, an artist from England.

Sharing her thoughts on the program, Tems said: “Being a part of Foundry was an amazing experience. You get to connect with so many incredible artists and build relationships with wonderful people. It’s an opportunity to grow, and connect more with the world”.

The 2021 Foundry Class reinforces YouTube’s commitment to supporting Nigeria’s next generation of global music stars; playing a part in developing individual talent.

The Foundry program ensures that artists can be independent, helping them build sustainable careers on their own terms and still have a successful career in music with the support of platforms like YouTube.

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