YouTube selects Bella Shmurda and 26 others for 2021 foundry grant


YouTube Music has picked Bella Shmurda and 26 other artistes to benefit from the 2021 edition of its foundry grant initiative.

Addy Awofisayo, YouTube partnerships manager, announced the news in a statement yesterday.

Awofisayo said through the programme, the selected artistes would have combined access to resources and teams that would enable them to create and launch their music with greater impact and global reach.

According to her, the 2021 foundry class strengthens YouTube’s commitment to supporting Nigeria’s next generation of global music stars and playing a part in developing individual talent.

“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,” she said.

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

She said the programme makes sure the artists could be independent and still have a successful career in music with the support of platforms like YouTube.

27 artistes were drawn from 14 countries and represent a broad spectrum of musical heritage.

Others selected for 2021 edition of the programme include Ambar Lucid, (US); Bad Milk (Colombia), Blessd (Colombia) and Chilldspot (Japan).