First on SoundCloud features Charmaine and Pa Salieu

Other musicians featured in the programme are Ela Minus, Kid Quill, Lourdiz, Otis Kane, Payday, Sofia Mills and SoFaygo.

SoundCloud says the programme will include a multi-phase, year-long investment and focus on “dedicated investment in co-creating each artist’s career milestones to help drive their long-term success.”

“We’re very excited to introduce this new class of breakout emerging artists, all sharing the special qualities that represent the SoundCloud artist community at its core – they’re innovative, original and DIY at heart,” SoundCloud vice-president of brand marketing Erika Leone said.

“First on SoundCloud has always been about amplifying emerging artists and driving discovery for listeners. With the new accelerator programme, we’ll work directly with the artists over this year to help them drive real, meaningful advances in their careers, while helping them reach new creative milestones and growing their global fan bases.”

The platform says this year’s initiative will go beyond the original campaign’s discovery roots to “fully backing an emerging artist’s career-making firsts”.

To kick-start the programme, each musician will be personally announced to the world by influential artists, tastemakers and cultural pioneers, including D Smoke, Trippie Redd and Rico Nasty, as well as creative photographer and designer Ciesay of Places + Faces and rising NBA star De’Aaron Fox. 

The artists will receive introductory profiles by guest editor and music journalist Kiana Fitzgerald with “insights into their personal stories, musical styles, creative influences and inspirations”, and career development from music industry veterans and experts at SoundCloud.

The musicians will also take part in originally produced content featuring interviews and behind-the-scenes videos from their first photoshoots. Additionally, the artists will be featured on the new First on SoundCloud playlist and take part in a live event.

Since the First on SoundCloud was launched in 2018, the programme has featured artists such as Lil Tecca, Kehlani, Peggy Gou and Little Simz, among many others.