Foundry is YouTube Music’s program to support independent artists. Initially launched as workshops in 2015 and later as an incubator in 2017, Foundry aims to help artists advance in the fast-changing music industry. YouTube offers these artists partner support and funding to help develop their content. This support allows artists to create and promote their music more effectively on a global scale.

To support its largest class yet, with 27 artists from 14 countries, marketing efforts were allocated for the first time to attract attention to the class of 2021. Coming off of the success of the Black Voices artist class launch, we used the same celebrated creative framework to elevate the voices of the Foundry class.

Embedded Anomaly YouTube Team
Concept + Creative Direction: Ben Lester, Lindsey Chizever
Design: Lindsey Chizever
Editorial: Rob Long
Animation: Jonny Schaab
Press: Variety, Billboard, Music Week