SoundCloud launches 2021 artist accelerator projects

The projects include debut live shows, events and music videos. The line-up kicked off with a performance by producer turned singer-songwriter Otis Kane in Los Angeles on 24 September.

Charmaine, who is popularly known for her unique nail art, will host a pop-up experience for fans in Toronto. The event will debut an original set of nail designs created in collaboration with her personal nail artist and inspired by her forthcoming single and music video ‘BBM (Bad Bitch Mentality)’. Pa Salieu will collaborate on a project to reach fans around the globe, with the details to be announced soon.

Other featured artists in this year’s programme include Payday, Lourdiz, Ela Minus, Sofia Mills and Kid Quill.

“For a rising artist, achieving a career building project like a first-ever live show, fan event, or music video is an integral milestone, opening up new avenues for promotion and helping them bolster connections with their day-one fans while reaching wider audiences and new fanbases,” SoundCloud editorial director Leon Sherman said.

“Putting the strength of the SoundCloud platform and world-class artist support behind these milestone moments is at the core of First on SoundCloud’s accelerator programme and we honoured to be able to collaborate with each artist and their teams to bring each of their dream projects to life.”

Launched in March, the 2021 First on SoundCloud programme is focused on dedicated investment in co-creating each artist’s early career milestones to help drive their long-term success. The initiative has been a platform for new connections, sync offers and collaborations for the participants. It has also been a catalyst for other career-changing experiences, including the live soundscapes of Ela Minus being played during Chanel’s runway show at Paris Fashion Week and Kid Quill gracing the stage of Lollapalooza. In May, the platform launched an artist series on Clubhouse featuring the First on SoundCloud 2021 musicians.